Most mortgage clients begin their search for advice and support online, so local visibility is key. A Google Business Profile (formerly Google My Business) is a free and powerful way to stand out in local searches and on Google Maps. This blog will provide guidance on how to get mortgage leads online by offering eight actionable tips to help you get the most from your listing. You can apply them directly or use them as a checklist when working with a digital marketing partner.
1. Claim and verify your Profile
It’s crucial to claim, verify and optimise your Google Business Profile for your mortgage business. It’s probably easier than you think. The points below will take you through the steps to follow, though bear in mind that Google may update the wording from time to time:
- Head to google.com/business
- Click on ‘Manage now’
- Insert your mortgage adviser business name and click on ‘Next’
- Then insert your address, unless you don’t have physical premises or don’t want your location to be published
- Next, select the most appropriate business category
- Insert your contact number
- And lastly, your website URL
This should set your account up, unlocking access to updates, insights and reviews.
2. Make sure your information is accurate and complete
The following mortgage broker Google listing tips help guide you on the key details to include: your business name, address, phone number, website, opening hours and services. If this information is consistent with your website and other directories, it will support your local search engine optimisation (SEO). Local SEO for mortgage advisers is a critical part of your marketing strategy. It helps your name appear when someone searches for your services in your area. If your business doesn’t show up, it’s likely a competitor will get their business.
Raise your business profile the right way – speak to our Google Business Profile specialists
3. Choose the right categories
Google Business Profile mortgage adviser categories (previously Google My Business for mortgage brokers categories) should be chosen carefully, as this will help Google match your Profile with local search queries. To improve local search ranking, mortgage adviser-related categories need to be carefully considered. Think of your most relevant primary and secondary categories, for example, ‘mortgage broker’, ‘financial consultant’ and so on. Including all the categories your business falls under means you have a greater chance of being found by potential clients searching for the services you provide, and subsequently a greater chance of winning their business.
4. Write a compelling business description
You have 750 characters to describe your mortgage business and it’s important to make them count. Keeping your tone friendly, provide an informative description that includes your location, key services and any niche specialisms. For example, self-employed clients or first-time buyers). Using the right keyphrases will help get your business seen. It’s crucial that these are weaved into the text naturally.
5. Add high-quality photos
Adding high-quality photos can build trust and engagement so can have a huge impact on results. Include headshots, photos of your office – if you have one – and any logos or graphics that reflect your brand. This can also include logos of authority organisations you are registered with or endorsed by. Profiles with photos get more clicks and calls.
6. Encourage client reviews
Reviews matter for both ranking and reputation. Responding promptly to reviews will show you care about your clients and their view on the services you provide. Acknowledgements show that you are communicative, and – should you be responding to any negative feedback – this shows you take complaints seriously and your commitment to client satisfaction. Google likes these interactions so you should see an improvement in your local search rankings. When responding to any reviews, always keep your messages professional, warm and positive.
It's important to routinely ask happy clients for a review following a consultation or mortgage completion.
7. Post regular updates
Use Google Posts to share updates, blog content, client success stories or financial deadlines. Doing this shows Google and potential clients that your business is active and engaged. It’s another great way to build trust and reassure clients that you are an authority on mortgage and / or financial matters.
8. Monitor Insights and refine your approach
Regularly review Google Insights – a powerful SEO tool – to see how people find your listing, what actions they take and where improvements can be made. This data can guide future updates or marketing decisions.
Recap: A well-maintained Google Business Profile is a low-maintenance, high-impact tool for building trust and increasing enquiries. Use our actionable tips to get the most from your profile or reach out to a digital agency that specialises in mortgage adviser marketing if you need support.
WEBPRO knows
Businesses that have a Google Business Profile are 2.7x more likely to be trusted by clients.
