Imagine this – it’s Friday evening, and you’re searching for a new restaurant for a special date night. As you scroll through Instagram, a particular restaurant catches your eye. Eager to learn more, you turn to Google for reviews and the menu, only to find a Yelp page filled with mixed reviews. Disappointed, you continue your search, but the restaurant’s Google Business Profile is nowhere to be seen. After several frustrating minutes, you opt for a different restaurant that shows up with glowing reviews and a detailed online presence. Sound familiar?
Now, think about home shoppers. When making a major purchase like a new home, they aren’t just casually browsing—they’re searching for a builder they can trust. Reviews and a strong online presence are often the first things they check. Without a trustworthy online profile, even the highest quality home builders risk going unnoticed by their target audience.
Google Business Profiles (formerly known as Google My Business) is a free tool offered by Google that allows businesses to manage their online presence across Google Search and Google Maps. For home builders, this platform is crucial because it helps you stand out in local search results, making it easier for potential home shoppers to find and trust your business.
Google Business Profiles functions as a 24/7 digital storefront for your home building business. Even when your physical sales centers are closed, essential information such as contact details, customer reviews, and photos of your homes remain readily available to home shoppers. This continuous online presence ensures that potential buyers can learn about your offerings at any time, making your business more likely to be chosen over competitors with less comprehensive profiles.
In the competitive landscape of real estate and home building, standing out in a crowded online search is more critical than ever. A well-optimized Google Business Profile enhances your visibility in local search results and helps you connect with home shoppers actively searching for trustworthy builders. By providing accurate business information, engaging with customers through reviews, and showcasing your work with photos and videos, you create a compelling online presence that drives more traffic and leads.
Having a Google Business Profile offers a ton of benefits that can boost your home building company's online presence.
Your profile essentially acts as a 24/7 digital model center, always accessible to potential buyers, even when your physical office is closed. It seamlessly integrates with Google Search and Maps, making sure home shoppers can easily find what they need, from directions to your sales office to photos of your latest homes.
One of the key advantages is that you can provide accurate and up-to-date business information. Potential buyers will always have access to your current hours of operation, contact details, and directions to your sales office, which helps build trust and makes it easier for them to reach out.
The platform also enhances customer engagement by allowing you to communicate directly with clients through reviews, messages, and Q&A features. This interaction not only helps build relationships but also demonstrates your commitment to customer satisfaction.
Google Business Profiles give you the opportunity to showcase your work somewhere other than just your home builder website. By uploading high-quality photos and videos of your model homes and community features, you'll attract more interest from potential buyers. Additionally, by optimizing your profile with relevant keywords, categories, and descriptions, you can boost your online visibility, making it easier for prospects to find you in local search results.
Location-based features are another powerful tool at your disposal. These allow you to attract home buyers in your vicinity by positioning your business prominently in local searches. Moreover, the platform provides insightful analytics, giving you valuable data on how customers interact with your business online, which can help you refine your marketing strategies and improve overall performance.
If you're a builder that operates in more than one location (i.e. having divisions or sales offices in different cities) it’s super important to consider how you manage your online presence for each area. A one-size-fits-all approach might not be the best way to attract clients in various regions. Here’s why having multiple Google Business Profiles can make a big difference.
Imagine a potential homebuyer searching for builders in their city. They want to find a local builder they can trust, see examples of nearby homes, and easily contact a sales office closest to them. If you operate in multiple locations, having a single Google Business Profile might not provide the localized information that buyers in different areas are looking for.
Each profile can be optimized for the specific city or region it serves, making it easier for local home shoppers to find you in their search results.
With separate profiles, you can tailor the details—like contact information, hours, and directions—to each specific office. This ensures that potential buyers are getting the right information for their area.
Highlight the work you’ve done in each specific region by sharing local project photos and encouraging clients to leave reviews for the location they interacted with. This builds trust and credibility within each community you serve.
Managing more than one Google Business Profile might seem like a lot of work, but with the right approach, it can be very manageable—and highly beneficial.
While each profile should be unique to its location, it’s important to keep your overall branding consistent. This helps reinforce your company’s identity no matter where a customer is searching from.
Write unique descriptions for each location that highlight what makes that office or region special. Use local keywords to help boost your profile in local search results.
Upload photos that are relevant to each location. This could include images of the model homes or communities you’re building in that area, as well as photos of the local sales team.
Encourage your teams at each location to interact with customers through reviews, Q&A, and local updates. This localized engagement makes a big difference in building relationships within the community.
Do each of these to make sure each of your locations has a strong, localized online presence that attracts the right prospects in each area.
Remember that restaurant we talked about at the beginning? Just like they lost out on your business because of a weak online presence, you could be missing out on valuable sales if you’re not easy to find or if your digital profile doesn’t inspire confidence. Today’s home shoppers are doing their homework online before they ever step foot in a sales office. If they can’t find you—or if what they do find doesn’t reflect the quality you offer—they’ll move on to a competitor.
Google Business Profiles can make sure that doesn’t happen. By keeping your profile up-to-date with stunning photos, customer reviews, and accurate information, you’ll stand out in local searches and make a strong first impression.
It’s about more than just being visible—it’s about being the builder they feel they can trust.
Don’t let your business get lost in the crowd. Take the steps to strengthen your online presence with Google Business Profiles, and make sure you’re the one buyers choose when they’re ready to build their dream home. If you’re ready to boost your digital strategy and connect with more home shoppers, let’s talk. Book a consultation today, and we’ll show you how to make Google Business Profiles a powerful part of your marketing plan.
FULL DISCLOSURE:
Bokka is not affiliated in any way with Google or Google Business Profiles, other than recommending it as a tool to improve your business. We just thought it would be helpful to put out some good info for builders, since we get asked about it all the time. If you need any help with your marketing efforts or Business Profile administration, please let us know. We'd love to help.
Google Business Profiles enhance your company’s online presence, making it easier for local home shoppers to find and trust your business. By showcasing your projects, responding to reviews, and keeping your profile up-to-date, you increase visibility and build credibility, ultimately attracting more qualified leads.
Include comprehensive details such as your business hours, contact information, and a detailed description of your services. Highlight your recent projects with high-quality images, provide directions to your model homes or sales office, and regularly update your profile with new photos and posts about ongoing developments.
To maintain a strong presence, update your profile at least once a month with new photos of projects, client testimonials, and relevant posts about your services or industry trends. Regular updates keep your profile active and engaging, helping to attract potential buyers.
Absolutely. Responding to reviews—both positive and negative—shows that you value customer feedback and are dedicated to improving your service. This transparency can build trust and influence potential clients, making them more likely to choose your company for their home-building needs.