Google remains the place consumers verify credibility, research agents and confirm trust before making contact for the first time, Jimmy Burgess writes.
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Real estate is having a moment. Between shifting consumer behavior, the rise of artificial intelligence and changes in how people search for information, the industry conversation has gotten loud very quickly.
Right now, it feels like one message is everywhere: AI will recommend the best agent. That is partially true. But while many agents are focused entirely on what AI might do next, a massive opportunity is hiding in plain sight. Google is still the dominant player in search. It remains the primary place consumers go to verify information, research agents and decide who they 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 across the internet.
7 steps to get recommended by Google
If you want to generate more business in 2026 than you ever have from online search, here are seven specific steps to take, starting now.
Step 1: Treat your Google Business Profile as your top free lead source
If there is one asset most agents underutilize, it is their Google Business Profile. For many local searches, this is the first place Google looks when deciding who to show and who to hide. Start with the basics, but do not treat them as something you set once and forget.
Your bio should not read like a resume. It should read like a searchable identity. That means including the terms “Realtor” or “real estate agent,” the city and areas you serve, key neighborhoods you want to rank for, and a clear specialty if you have one. That specialty could be luxury, waterfront, relocation, first-time buyers or another niche.
You also want to include proof points that build credibility, such as years of experience, production or recognition. Anything a consumer might search for on Google should be clearly reflected in your profile.
Artificial intelligence can help here, but avoid generic descriptions. Use it to create a Google Business Profile bio that includes your locations, specialties and tone. Then edit and refine it until it clearly sounds like you.
Step 2: Win the recency game with photos and activity
Google favors businesses that appear active and relevant. If you have not 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 shots, local businesses, events and listing-related photos.
Before uploading images, rename the files using location-based language. Instead of a random image name, use phrases like homes for sale in your city or neighborhood. It is a small detail, but it gives Google clearer context.
In addition to photos, post consistently on your Google Business Profile just as you would on social media. Market updates, recently sold stories, buyer and seller tips tied to local conditions, and community highlights all perform well.
If you already create content on Instagram or Facebook, repurpose what has performed well over the past few months and post it here. Consistency matters more than volume. Two to five posts per week is a strong target.
Step 3: Build review momentum with purpose
Reviews remain one of the strongest trust signals Google uses. It does not only look at how many reviews you have. It looks at how often reviews are coming in and what they say. A consistent goal of one to two reviews per month is far more powerful than a single large review push once a year.
Encourage clients to be specific when they leave reviews. A review that mentions the city, neighborhood or type of transaction is far more valuable than a vague compliment. Responding to reviews also matters. Even a short, thoughtful reply reinforces activity and trust.
Over time, this steady momentum positions you as a reliable, trusted local expert.
Step 4: Publish short local content Google can find
Google does not only evaluate your Google Business Profile. It crawls the internet to validate who you are and whether you truly operate as a local authority. One of the simplest ways to strengthen this signal is by publishing short blog posts on your website. These do not need 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 buys in your area.
These posts do more than rank. They become video topics, social content and resources you can send to relocation buyers. Artificial intelligence can help draft them, but local detail is what gives them value.
Step 5: Strengthen authority across trusted platforms
Google wants to see what other reputable sites say about you, not just what you say about yourself. That includes platforms such as Zillow, Realtor.com, Yelp, LinkedIn, Facebook, Instagram, your brokerage site and local association directories.
Consistency is critical. Use the same name, photo, phone number and core bio language across platforms. This creates clarity, and clarity builds confidence. If you have strong reviews or recognition on one platform, highlight that across others. Repetition reinforces authority.
Step 6: Get mentioned By local authority sources
Google values recognition from other trusted sources. Mentions on local websites and publications signal authority. Examples can include local newspapers, magazines, business directories, builder sites, chambers of commerce and community organizations.
The most effective approach is to lead with service. Offer market insight to local reporters, write a short guest article for a community publication, collaborate with a local business or builder, and participate actively in business organizations.
When others reference you as an expert, Google takes notice.
Step 7: Eliminate inconsistencies that create confusion
This final step is basic, but it is where many agents unintentionally hurt their visibility. Make sure your name is the same everywhere. Avoid variations across platforms. Use one primary phone number. Keep your business address consistent. Match hours where applicable. Align your bio language across profiles.
Google evaluates patterns. Fragmented information creates confusion. Confusion reduces confidence. Confidence is what ultimately leads to recommendations.
Final takeaway
Artificial intelligence is changing real estate, and agents should absolutely pay attention to it. But the agents who quietly double down on Google in 2026 are going to see significant advantages.
Google remains the place consumers verify credibility, research agents and confirm trust before making contact. It still rewards consistency, clarity and local expertise.
Do not sleep on it.
Jimmy Burgess is the Chief Coaching Officer for HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.
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