In today’s competitive real estate market, understanding your standing among peers is crucial. This guide outlines a detailed process for conducting a Google Business Profile (GBP) competition audit. Aimed at real estate agents, it provides a strategic framework to identify your competitors, analyze their GBP listings, and evaluate their customer engagement strategies. By following these steps, you can gain insights into market trends, identify strengths and opportunities, and develop a robust action plan to enhance your own GBP listing. This process is not just about observation; it’s a proactive approach to stay ahead in the competitive real estate market.
Step 1: Identify Your Competitors
- List down local real estate agents and agencies that directly compete with your business. Include both well-established players and new entrants in your market.
Step 2: Analyze Competitor GBP Listings
- Visit each competitor’s GBP listing. Note down key elements like their business description, categories, attributes, photos, and posts. Pay special attention to how they present their USPs (Unique Selling Propositions).
Step 3: Assess Reviews and Responses
- Examine the quantity and quality of reviews on competitor profiles. Observe how they respond to both positive and negative reviews, as this can offer insights into their customer engagement strategy.
Step 4: Check for Q&A and Posts
- Look at the Questions & Answers section on their profiles. Analyze the type of questions asked and the thoroughness of their responses. Also, review their posts for content style, frequency, and engagement metrics.
Step 5: Evaluate Visual Content
- Assess the quality and variety of images and videos they have uploaded. High-quality visuals of properties, team photos, and local area shots can significantly enhance a profile’s appeal.
Step 6: Note Down Service and Feature Highlights
- Identify any unique services or features they highlight, such as virtual tours, free consultations, specific area expertise, or language support.
Step 7: Compare Operational Information
- Look at details like business hours, contact information, and location accuracy. Ensure that your own GBP is on par or better in terms of providing complete and accurate operational information.
Step 8: Analyze SEO and Keyword Usage
- Observe how competitors might be using keywords in their GBP listings. This includes their business name, description, and posts, which can offer insights into their SEO strategy.
Step 9: Summarize Strengths and Opportunities
- Compile a summary of your findings, highlighting areas where competitors are strong and where there might be gaps or opportunities for your business to exploit.
Step 10: Develop an Action Plan
- Based on the audit, create an action plan to enhance your GBP listing. This might involve updating your business description, posting more engaging content, responding more effectively to reviews, or improving your visual content strategy.
Remember, a GBP competition audit is not a one-time task. Regular audits can help you stay abreast of market changes and ensure your GBP listing remains competitive and attractive to potential clients.
