For most real estate agent profiles the best primary category is Real estate agency — use it when: brokerage / office (displays as 'Estate agent' in the UK). Choose Real estate agent instead if individual agent profile. Choose Real estate consultant instead if consulting-led. Legal, finance and property work is regulated in the US, UK, Australia and Canada. Only use a category that matches a licence or registration someone at this office holds.
Open the free tool for a real estate agent → tick what you really offer and get a copy-ready setup sheet
Primary category
- Real estate agency — Brokerage / office (displays as 'Estate agent' in the UK)
- Real estate agent — Individual agent profile
- Real estate consultant — Consulting-led
Secondary (additional) categories
Add one only if the condition is genuinely true at this location. Fewer, accurate categories beat a full list of nine.
- Property management company — only if: property management who else uses it
- Letting agent — only if: lettings / rentals who else uses it
- Commercial real estate agency — only if: commercial property
- Real estate appraiser — only if: valuations / appraisals who else uses it
Categories to avoid
These are often added to real estate agent profiles but usually describe a different or broader business:
- Real estate developer (unless you build)
- Mortgage broker
Individual agents may have their own profile only if they meet Google's practitioner guidelines; don't create duplicates per area.
Address or service area?
Usually a storefront: show the full address exactly as it appears on your signage, and keep it identical on Google, Apple Business Connect, Bing Places and your website. Service-area vs storefront rules.
Starter services to add
Categories say what you are; services say what you do. Good first entries:
- Free home valuation
- Buyer representation
- Property marketing
Check before you change anything
Search “real estate agent” on Google Maps in your own area, open the top few profiles and note their primary category (shown under the business name). Use what's common as a sanity check, not a template — your categories must describe your business. Ready to switch? How to change your category safely.
Profile problems?
Suspended, stuck in verification, or not showing on Maps? See the free fix guides: suspended profile · verification failed · not on Maps · name rules.