Crafting the Perfect Real Estate GBP Description: Ranking and Converting

Google allows up to 750 characters for your GBP description, with the first 250 characters being the most visible before users click “More.” We want the description to balance good SEO with converting prospective clients. 

In this lesson, we will go over standard tips and tricks, what not to do, and then we provde a detailed explanation of how to write the description using the PropertyProsHQ method. Make sure to also read Google’s guidelines before writing your description. 

And if you don’t want to do write the description yourself, an optimized GBP description is part of our GBP Core Optimization Package, which comes free with the Fast Movers Bonus on our Monthly GBP Optimization Packages.

I. Tips & Tricks

• What Google Looks for in Your Description

o Clear business purpose

o Relevant keywords

o Location references to improve local rankings

• Include Conversion-Focused Elements

o Emotional Triggers: Include words that resonate with real estate clients' desires ("dream home," "investment growth," "seamless transaction").

o Trust Signals: Mention years in business, number of transactions, or client satisfaction rates.

o Urgency Creation: Subtly incorporate time-sensitive language that encourages immediate contact.

o Problem-Agitate-Solution Framework: Identify common real estate pain points and position yourself as the solution.

• Overall Best Practices

o Do What Works: Go look at the GBP descriptions of the top 10 agents or investors in your area. See what they’ve included and if you see any patterns. They’re ranking in the top 10 for a reason. 

o Hyperlocal Focus: Beyond general locations, mention specific neighborhoods, developments, or districts you specialize in. This hyperlocal approach helps you appear in highly targeted searches.

o Client Personas: Tailor your description to the types of clients you most want to attract (first-time buyers, investors, luxury home sellers, etc.).

o Social Proof Integration: While avoiding promotional language, find ways to subtly reference your track record ("helping over 100 families find their perfect home").

o Service Differentiation: Clearly articulate what makes your real estate services different from competitors in your area.

• What to Avoid in Your GBP Description

o Low-quality content (misspellings, gimmicky characters)

o Special promotions or prices

o Links or URLs of any type (Google won't display them)

o Offensive or inappropriate content

o Repetitive information already covered in other GBP sections

o Excessive promotional language: “We are the best, #1 real estate investor, top-rated home buyer!”

o ALL CAPS or excessive punctuation

o Focusing solely on keywords at the expense of readability

o Making unverifiable claims

II. Writing the Description

• Section 1: The Semantic Triplet

o It is best to optimize your first GBP description sentence for SEO. We have found that works the best for ranking purposes is to use the semantic triplet of: who you are, what you do, and where you do it. 

o Make this simple, something like: “I am/We are a dedicated and experienced real estate agent/cash home buyers, I/we help homeowners to buy/sell their homes fast in your service area.”

• For example: “I am a dedicated and experienced real estate agent specializing in buying and selling single-family homes in the Lake Highlands and Lakewood areas of east Dallas, TX.”
• For example: “We are experienced real estate investors specializing in buying single-family homes fast for cash in Phoenix, AZ.”

• Section 2: Pain Points, Dream Outcomes, & The Problem-Agitate-Solution Framework (PAS)

A. Make a List of Your Clients’ Major Pain Points: This might be something that you already know, and if you don’t then go to ChatGPT or another AI and ask it what your target audience’s major pain points are. 

• Be as specific as possible. For example, if you mostly work with luxury real estate, you want to ask what the major pain points are with people who are listing or wanting to buy luxury. Same with middle class families, etc. Whatever your major clientele is. Also be sure to add the location (state and city).
• Then use this prompt in the AI: “Rewrite these pain points using the clients’ terminology and add any that I missed. Make them polarizing and hit deep and make sure they’re pain points that the clients are aware of themselves.”

B. Make a List of Your clients’ Desired/Dream Outcomes

• Use this prompt in the AI: “Knowing these pain points, what are the desired/dream outcomes of my clients, speak their language using their words, terminology, and syntax.”
• Then to make sure the AI is doing this as in-depth as possible, use this prompt next: “Speak the language of my clients MORE and use lingo they would be familiar with.”
• You can then look at both responses and pick which of the dream outcomes sound the best to you, resonate the most, and are the most relevant to your clientele.

C. Use The Problem Agitate Solution Framework (PAS)

• Now we want to frame your clients’ major pain points and desired outcomes in a way designed to hook attention and drive action.
• Problem: Discuss your clients’ major pain points.
• Agitate: Dig deeper into the problem. Highlight the frustrations, risks, or consequences of not solving it. The goal is to make the reader feel the urgency.
• Solution: Show how you help your clients achieve their dream outcomes.
• For example: “Buying or selling a home is a risk. You can leave money on the table, overpay, or make a mistake because no one explained the process clearly. And you want to avoid hiring an agent that cares more about themselves than helping you do what’s best for you. I help my clients find the right deals for their specific needs, get the best price possible, and avoid costly mistakes.”
• For example: “We understand the frustration when you're stuck with a property you don’t want, don’t know what it's worth, and don’t want to deal with repairs, showings, fees, or agents. We buy houses as-is, for cash, and can close on your timeline—even in a matter of days.”

• Section 3: Prove Yourself

o Expand on your specific real estate expertise.

o For example: “I specialize in in assisting first-time homebuyers/out-of-state relocations/luxury properties, single-family homes, etc.”

o Highlight client outcomes and success stories.

• For example: “Recently, I assisted a family relocating to Town Creek with buying their dream home and selling their current property at the same time, coordinating both transactions to line up perfectly.”
• For example: “We have over 10 years of experience in distressed properties, probate sales, and fast-close situations. We’ve built our business on straight answers, transparency, and doing what’s best for the seller.”
• Note any designations, awards, or credentials.

• Section 4: Call To Action (CTA)

o The CTA is what turns interest into results. A good CTA creates direction, adds urgency, and helps turn curiosity into actual leads. It also builds momentum—when people know what to do and why they should do it now, they’re more likely to reach out.

• For example: “Let’s talk about your goals, make a plan, and get you moving in the right direction today. Call, text, or message anytime to get started.”
• For example: “The market is always changing—don’t wait and risk missing your window. Let’s talk today so you can make the smartest move while the timing is still right.”

III. Putting It All Together

• Below are some generic examples of a GBP description optimized for SEO and conversions. 

o For real estate agents:

• “I am a dedicated and experienced real estate agent specializing in buying and selling single-family homes in the Lake Highlands and Lakewood areas of east Dallas, TX. I understand that buying or selling a home is a big risk. You can leave money on the table, overpay, or get involved in a bad deal. And you want to avoid hiring an agent that cares more about themselves than helping you do what’s best for you. I help my clients find the right deals for their specific needs and get the best price possible. Recently, I assisted a family relocating to Town Creek with buying their dream home and selling their current property at the same time, coordinating both transactions to line up perfectly. I am a licensed REALTOR® and a GRI (Graduate, REALTOR® Institute). Let’s talk about your goals, make a plan, and get you moving in the right direction. Contact me today to get started.”

o For real estate investors:

• “We are experienced real estate investors specializing in buying single-family homes fast for cash in Phoenix, AZ. We understand the frustration when you're stuck with a property you don’t want, don’t know what it's worth, and don’t want to deal with repairs, showings, fees, or agents. We buy houses as-is, for cash, and can close on your timeline—even in a matter of days. You get a fair offer with no pressure and if you move forward with us, it’s a simple and fast process. We have over 10 years of experience in distressed properties, probate sales, and fast-close situations over the entire Phoenix metro area. We’ve built our business on straight answers, transparency, and doing what’s best for the seller. When you work with us, you’re working with a team that values people over transactions. Let’s talk today and see if a simple cash sale is the right fit for you.”

IV. Action Steps/Homework

• By following these steps, you’ll create a GBP description that attracts, ranks, and converts the right clients for your real estate business.

Step 1: Analyze Top Competitor Descriptions

A. Search for the top 10 real estate agents or investors in your area on Google.

B. Read their GBP descriptions and note recurring themes, keywords, and what makes them stand out.

Step 2: Gather Your Key Details

A. List your business’s core facts:

• Who you are (e.g., agent, investor, team).

• What you do (e.g., buy/sell homes, specialize in certain property types).

• Where you do it (specific neighborhoods, cities, or service areas).

B. Write down your unique selling points (e.g., years of experience, specialties, awards, client success stories).

Step 3: Identify Client Pain Points and Dream Outcomes

A. Make a list of the most common pain points your clients experience (e.g., uncertainty, time pressure, wanting top dollar, avoiding repairs).

B. List the dream outcomes your clients want (e.g., fast sale, dream home, seamless process).

C. If needed, use AI tools or client feedback to refine these lists in the language your clients use.

Step 4: Draft Your Description Using the PropertyProsHQ Framework

A. Write your first sentence as a “semantic triplet”: who you are, what you do, and where you do it (e.g., “I am a dedicated real estate agent helping families buy and sell homes in [neighborhood/city].”).

B. Use the Problem-Agitate-Solution (PAS) framework:

• State a key client problem.

• Agitate or highlight the risks/consequences.

• Present your solution and how you deliver results.

C. Prove your expertise with a brief example or success story, and mention any relevant credentials or awards.

D. End with a strong call to action (e.g., “Let’s talk about your goals—call or message today to get started!”).

Step 5: Edit for SEO and Conversion

A. Naturally include relevant keywords (e.g., “real estate agent in [city],” “buying and selling homes”).

B. Mention your primary business category and target location.

C. Keep the description under 750 characters, making the first 250 characters especially compelling.

D. Avoid keyword stuffing, promotional claims, links, or special offers.

Step 6: Proofread and Finalize

A. Check for spelling, grammar, and clarity.

B. Make sure your description is easy to read and free of jargon.

C. Ensure it sounds authentic and aligns with your brand.

Step 7: Add Your Description to Your GBP

A. Log in to your Google Business Profile dashboard.

B. Copy and paste your finalized description into the description field and save your changes.

Continue to Lesson 5: Choosing the Right Services for Your Real Estate GBP