Real estate is having a moment. Changing consumer behavior, the rise of artificial intelligence, and changes in the way people search for information have quickly made the industry conversation louder.
Right now, it feels like one message is everywhere: AI will recommend the best agent. That is partly true. But while many agents are focused entirely on what AI could do next, there is a huge opportunity lurking in plain sight. Google is still the dominant player in search. It remains the top place consumers go to verify information, research agents and decide who to trust.
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In other words, while the industry debates the future of AI recommendations, Google is quietly doing what it has always done. It rewards agents who show up consistently, demonstrate local expertise and build trust online.
7 steps to get recommended by Google
If you want to generate more sales than ever before from online search by 2026, here are seven specific steps you can take now.
Step 1: Consider your Google Business Profile as your main source of free leads
If there’s one item that most agents underuse, it’s their Google Business Profile. For many local searches, this is the first place Google looks when determining who to show and who to hide. Start with the basics, but don’t treat them as something you set once and then forget.
Your biography should not read like a resume. It should read like a searchable identity. That means you should include the terms “real estate agent” or “real estate agent,” the city and areas you serve, the top neighborhoods you want to rank for, and a clear specialty if you have one. That specialty can be luxury, on the water, relocation, starters or another niche.
You also want to include proof points that increase credibility, such as years of experience, production, or recognition. Everything a consumer searches for on Google should be clearly reflected in your profile.
Artificial intelligence can help with this, but avoid generic descriptions. Use it to create a Google Business Profile bio with your locations, specialties, and tone. Then edit and refine it until it looks clearly like you.
Step 2: Win the recency game with photos and activity
Google prefers companies that appear active and relevant. If you haven’t done this before, start by adding at least 30 photos to your Google Business Profile. Photos build trust quickly and Google notices them. Include a professional headshot, lifestyle images, team photos if applicable, neighborhood and community photos, local businesses, events, and advertising-related photos.
Before uploading images, rename the files using location-based language. Instead of a random image name, use phrases like houses for sale in your city or neighborhood. It’s a small detail, but it gives Google clearer context.
In addition to photos, consistently post photos to your Google Business Profile, just as you would on social media. Market updates, recently sold stories, buyer and seller tips related to local conditions, and community highlights all perform well.
If you’re already creating content on Instagram or Facebook, take what has performed well in recent months and post it here. Consistency is more important than volume. Two to five posts per week is a strong goal.
Step 3: Build assessment momentum in a targeted manner
Reviews remain one of the strongest trust signals Google uses. We don’t just look at how many reviews you have. We look at how often reviews come in and what they say. A consistent goal of one to two reviews per month is much more powerful than one big review push once a year.
Encourage customers to be specific when leaving reviews. A review that mentions the city, neighborhood or type of transaction is much more valuable than a vague compliment. Responding to reviews is also important. Even a short, thoughtful answer reinforces activity and confidence.
Over time, this steady momentum positions you as a reliable, trusted local expert.
Step 4: Publish short local content that Google can find
Google doesn’t just evaluate your Google Business Profile. It searches the internet to validate who you are and whether you are really operating as a local authority. One of the easiest ways to amplify this signal is to post short blog posts on your website. These don’t have to be long; 400-600 words is ideal. What matters is that they are specific to your market.
Effective topics include moving to (your city) in 2026, a local real estate forecast, neighborhood comparisons, school district overviews, cost of living guides, or what a specific price range is buying in your area.
These posts do more than just rank. They will be video topics, social content, and resources that you can send to relocation buyers. Artificial intelligence can help draft them, but local details give them value.
Step 5: Strengthen authority on trusted platforms
Google wants to see what other reputable sites say about you, not just what you say about yourself. That includes platforms like Zillow, Realtor.com, Yelp, LinkedIn, Facebook, Instagram, your real estate agent site and local association directories.
Consistency is crucial. Use the same name, photo, phone number and core bio language across all platforms. This creates clarity, and clarity creates trust. If you have strong reviews or recognition on one platform, highlight that on other platforms. Repetition strengthens authority.
Step 6: Get listed by local government sources
Google appreciates recognition from other trusted sources. Mentions on local websites and publications demonstrate authority. Examples include local newspapers, magazines, business directories, construction sites, chambers of commerce and social organizations.
The most effective approach is to lead with service. Provide market insight to local reporters, write a short guest article for a community publication, partner with a local business or builder, and actively participate in business organizations.
When others mention you as an expert, Google takes notice.
Step 7: Eliminate inconsistencies that cause confusion
This last step is fundamental, but it’s the point where many agents unintentionally damage their visibility. Make sure your name is the same everywhere. Avoid variations between platforms. Use one primary phone number. Make sure your business address is consistent. Match hours if applicable. Match your biolanguage to all profiles.
Google evaluates patterns. Fragmented information creates confusion. Confusion reduces trust. Trust is what ultimately leads to recommendations.
Last takeaway
Artificial intelligence is changing real estate, and agents should definitely pay attention to it. But the agents who quietly double their bets on Google in 2026 will see significant benefits.
Google remains the place where consumers verify credibility, vet agents, and confirm trust before reaching out. It still rewards consistency, clarity and local expertise.
Don’t sleep on it.
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