Google My Business is now called Google Business Profile, and it remains a free way for mortgage brokers to control how their business appears on Google Search and Maps. Set up correctly, it puts your name, reviews, contact details and posts in front of people searching for a broker in your area.
This guide covers setup, verification, profile optimisation and review handling, including two rules that catch brokers out: Google decides which verification methods are available for each business, and offering incentives for reviews is prohibited as fake engagement. Details change, so check Google’s own help pages as you go.
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Setting up your profile
- Sign in at the Google Business Profile site with a Google account and choose Add Your Business.
- Enter your exact business name and select an accurate category such as Mortgage Broker.
- Add your address, or if you visit clients rather than receiving them at an office, list your service area instead of a public address.
- Include your phone number, website and operating hours.
- Upload clear images of your team and branding.
- Complete verification using whichever method Google offers you, which may differ from what a colleague received elsewhere.
Keep your name, address and phone number identical everywhere they appear online. Small mismatches between your website, profile and directories confuse both clients and search engines.
Why the profile matters locally
A complete profile appears in local results and on Maps with your reviews attached, which is often the first impression a prospective client gets. Posts let you share timely updates, such as commentary when an interest rate moves, and photos of real people help you build trust before the first conversation.
Handling reviews properly
Reviews do double duty: they give prospective clients confidence and they contribute to local SEO. Detailed reviews also act as social proof that you deliver what your profile promises.
The rules here are firm. Ask satisfied clients for honest reviews, respond professionally to every review including critical ones, but never offer a discount or any other incentive in exchange for a review. Google treats incentivised reviews as fake and misleading content, and a penalty costs far more than the reviews were worth.
Features worth using
Beyond the basics, three features earn their keep. The question-and-answer section lets you answer common queries once, publicly. A short video explaining the mortgage application process demystifies what first-home buyers fear most. And the insights data shows which searches surface your profile, so you can adjust your marketing strategies based on what actually brings people in.
Staying compliant while you market
Your profile is advertising, so Australian credit-advertising rules apply to it just as they do to your website. Keep claims accurate, avoid promising approval outcomes and make any qualifications clear. Location-specific wording such as “mortgage broker in Sydney” is fine where it truthfully describes your service area; invented claims are not.
Your next step
If your profile has sat unattended since setup, spend thirty minutes this week updating your hours and services, adding three recent photos and responding to every unanswered review. Then set a monthly reminder to post one update. A profile that shows recent activity signals a business that is open for new clients.
