Google Features Most Real Estate Agents Completely Ignore

I discovered something fascinating while optimizing Google Business Profiles for top-performing agents. Most treat these profiles like digital business cards.

They're missing a goldmine.

The first feature that makes agents say "I had no idea this existed" is products and announcements. Products aren't just for retail stores. For agents, products are listings. New construction developments, available properties, items for sale.

But announcements transform everything.

The Local Intelligence Strategy

I help agents become local curators, not just property sellers. Instead of posting "New listing alert" repeatedly, I have them share the best 5 gift shops in their area. The top 3 happy hours downtown. September's must-see family events.

This hyperlocalized content helps tourists and locals find solutions to questions they're asking Google and Siri daily.

Here's the strategic insight: People consume local information daily but buy real estate every 3-7 years. By positioning agents as local guides, they stay visible during the 99% of time when people aren't buying homes.

This approach showcases their specialized market knowledge. The economic and social triggers strengthening their city's growth. The lifestyle factors driving people to move there.

Content Multiplication System

Every announcement must link to deeper content. A blog post or YouTube video that provides real value to consumers seeking organic traffic.

My content creation process follows a specific pattern. I identify marketplace challenges customers face, then blog about the topic. I label the challenge and highlight solutions to consumer roadblocks.

Next comes video content. Long-format podcast style or talking head videos. Then shorts published across social platforms, linking back to YouTube, the blog, or Google announcements.

This holistic approach magnifies messaging and elevates agents while building evergreen content the algorithm rewards.

The People Also Ask Goldmine

I use a simple trick to identify content opportunities. I search Google for pain points like "high interest rates." Below the results, Google shows "People Also Ask" related questions.

I answer those questions to help Google create solutions for new problems.

This reverse-engineers Google's own data to find content gaps. PAA visibility exploded 34.7% in the US from 2024 to 2025. More importantly, 74% of sites appearing in PAA boxes aren't on Google's first page.

This creates a backdoor effect. Agents capture lead generation without competing dollar-for-dollar with Zillow's massive marketing budget.

The $500 Google Credit Secret

After setting up the basic profile, Google highlights an offering to begin advertising. Most agents either miss this prompt or ignore it completely.

Google literally offers agents $500 in free advertising credits.

The biggest mistake agents make? They throw this money at individual listings instead of building brand awareness and highlighting local knowledge.

When I redirect ad spend toward local expertise content, agents see lead flow within 36 hours of strategic campaign optimization.

These aren't just faster leads. They're relationship-building opportunities. Like dating, doing business requires investing time, sharing conversations, and building trust. Both organic and paid leads provide value when nurtured properly.

Strategic Implementation

The key is creating content series around local specialization. Answer questions in the same vein rather than jumping topics. Going deeper creates elevation in an agent's local market.

This depth-over-breadth strategy makes agents the definitive voice on specific local topics. Google rewards this focused expertise with increased visibility.

Smart agents stop fighting Zillow directly. They own the "living here" conversation while Zillow focuses on transactions.

The result? Sustainable lead generation that doesn't depend on expensive advertising or hoping someone needs to buy a house today.