What’s the right Google Business Profile category for an estate agent?
Set your primary category to the one that matches your core, highest-value business, usually "Real estate agency" or "Estate agents" for a sales-led agency, or "Letting agent" if lettings is your core. It’s the single biggest lever on which searches you rank for, so pick the category that reflects the money keyword you most want, then add the others as secondary categories.
Why the primary category matters most
Google uses your primary category as the strongest signal of what you are, and it weighs it more heavily than secondary ones. Choosing "Property management company" as your primary when you’re really a sales agency can quietly keep you out of the searches that matter.
- 1Decide your core business, sales, lettings or management.
- 2Set the primary category to match that money keyword.
- 3Add genuine secondary categories for your other services.
- 4Review it against the agents ranking above you.
Frequently asked questions
Can I have more than one category?
Yes, one primary plus several secondary categories. The primary carries the most weight, so choose it for your core business and use secondary categories for everything else you genuinely offer.
Will changing my category hurt my ranking?
Changing to a more accurate primary category usually helps, but make the change carefully, like any sensitive edit it can briefly unsettle your profile. Change one thing at a time.
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