How realtors get more Google reviews

Because Google uses them in local results, and clients read them before they call. Google says local results are mainly based on relevance, distance and popularity, that more reviews and positive ratings can help your local ranking, and that there is no way to request or pay for a better local ranking.

Almost everyone who buys or sells uses an agent. NAR's 2026 Profile of Home Buyers and Sellers found 90% of buyers and 92% of sellers used an agent or broker, so the question for most people is not whether to hire one but which one. NAR also notes that buyers and sellers who are happy with their agent are more likely to recommend them or use them again.

Reviews answer what a seller wants to know before the listing appointment: whether you communicate, whether your pricing advice held up and whether you got the deal to closing. A perfect score isn't the aim. Google says a mix of positive and negative feedback often feels more trustworthy, so a calm reply to a disappointed client can reassure the next one.

From your Google Business Profile. Google provides a direct review link and a QR code for free.

1. 1Go to your Business Profile.
2. 2Select Read reviews, then Get more reviews.
3. 3Select Copy to copy the link, or download the QR code. Google says the QR code can only be made in a browser on a computer.
4. 4Add the link to the messages you already send at closing, so it goes out without anyone having to remember.

Google suggests putting the link or QR code where clients already see you, such as thank-you emails and printed material. If your brokerage has more than one office, each has its own profile and its own link, so ask clients to review the office they dealt with. Reviewers have to be signed in to a Google Account.

When the transaction is done for that client, and the same way for every client of that type.

• Send the link the same day by text or email.
• Ask for an honest review, not a five-star one, and don't tell them what to write.
• Ask once, and perhaps remind once. No more.

Use one rule for everyone. Deciding by client type and stage is fine. Picking and choosing by how happy each person seems isn't: Google's content policy says businesses must not selectively solicit positive reviews.

Keep review requests separate from marketing. A request that also pitches your next listing reads as an ad. Our real estate marketing ideas cover the marketing side, including the email opt-out rules.

Example message to adapt

"Hi Maria, congratulations on closing today. If you have a minute, I'd be grateful for an honest review on Google: [your link]. It helps other people choose who to work with. Thanks again, [your name], [brokerage name]"

For service businesses, Google says customers may be asked which tasks your business performed, drawn from your service list, your website or a standard list for your business type. Add each service you want to be found for, such as listing homes for sale, buyer representation, relocation and property management.

A review that says you sold a home in a slow month, or found a first-time buyer a home they could afford, tells the next client far more than a star rating on its own.

Fake reviews, paying or rewarding people for reviews, selective asking, undisclosed reviews from staff and family, and pressuring people over negative reviews. Since 2024 the FTC's Rule on the Use of Consumer Reviews and Testimonials, 16 CFR Part 465 has covered much of this, and Google's content policy goes further in places.

If Google finds fake or incentivized reviews, it can restrict your profile: stop new reviews for a set period, unpublish existing ones or show a warning that fake reviews were removed.

Testimonials you put in your own marketing count too. If you're a REALTOR, Article 12 of the NAR Code of Ethics says you must "present a true picture in their advertising, marketing, and other representations", so only quote real reviews, accurately.

Briefly, politely and without discussing anyone's transaction. Google says you have to verify your business before you can reply, and every reply is public, so the other side of the deal may read it.

• Thank people for positive reviews, and mention what you did for them if they did, such as selling their home or helping them buy their first one.
• For a negative review, reply once, calmly, and invite the person to contact you or your managing broker directly.
• Don't mention the price, the offers, the other party, financing, inspection results or anything else about their transaction.
• Don't argue. Sellers choosing an agent read your reply as closely as the review.

Example reply to a negative review

"Thank you for your feedback. I'm sorry to hear you were disappointed. I can't discuss anyone's transaction here, but I'd like to put things right if I can. Please call me or our managing broker directly on our usual number."

If the review is really a complaint, handle it through your brokerage's complaint process as well.

Only if it breaks Google's policies, for example if it's fake, offensive or about a different business. Google says not to report a review just because you disagree with it.

1. 1Go to your Business Profile and select Read reviews.
2. 2Next to the review, select Report.
3. 3Choose the reason it breaks policy and select Send report.
4. 4Wait for the outcome. Google says checks typically take several days, and if it finds no violation you can submit a one-time appeal.

Realtors sometimes get reviews from buyers who lost out on a home or neighbors unhappy about a sign. If a review isn't about a real experience with you, it may break policy. If it is, and it's honest, a calm reply and a steady flow of new reviews from other clients is the best answer.

Because clients judge your service by how easy you are to reach. A buyer who called about a home and never heard back, or a seller who waited two days for a call back, may well say so, and the next seller will read it.

A missed call costs you the good reviews too. A seller who never lists with you never becomes someone you can ask. Most listings start with a phone call, and a seller who can't get through books the agent who answered.

Our guides to listing appointment and showing calls and what missed calls cost a real estate business cover that side.

Ringzel is an AI receptionist for real estate. It answers every call 24/7. You keep your number and forward the calls you can't take. It answers in your business name, tells callers it's automated, asks your questions for sellers and buyers, and never gives a home value or price opinion. After each call you get a recording, a transcript, a summary and a check report. Our real estate answering service guide compares it with the other options.

Plans are $99, $179 or $299 a month, or $990, $1,790 or $2,990 a year, on our pricing page. Professional and Premium add bookings into your calendar, call transfers and routing. Every plan has a 14-day free trial.