How to get Google reviews as a realtor, with templates

Real estate clients don't come back every month the way a salon's customers do. Each closing is your one natural chance to ask for a review, and those reviews are what the next buyer or seller reads when they search your name.

This guide shows how to get Google reviews as a realtor without awkward asks or broken rules: which sites to point clients to, how Google treats your profile versus the brokerage's, when to ask buyers, sellers, renters and landlords, and templates you can copy today. It also covers what happens to your reviews when you change brokerages, and why a closing gift can never be tied to a review.

The general method for any local business is in how to ask customers for reviews. This guide is the real estate version, on how to get reviews as a real estate agent when the job lasts months and ends at a closing table.

How to get Google reviews as a realtor in five steps

Set up your own Google Business Profile and copy its review link. Pick one review site for each client. Ask every client at the same milestone (buyers at the keys, sellers when the funds arrive), say it in person or on the phone, send the link by text or email that day, send one reminder a few days later, and then stop.

1. 1

   Own your profile

   Your own Google Business Profile, named with your name, with you listed as an owner.

2. 2

   One site per client

   Google by default. One link means one decision for the client.

3. 3

   Set the trigger

   The same milestone for every client: keys, funds, move-in.

4. 4

   Ask, then send the link

   One sentence in person or by phone, then the link by text or email the same day.

5. 5

   One reminder, then stop

   A short nudge a few days later. After that, leave it.

The trigger matters more in real estate than in most businesses. A plumber's job ends when the leak stops. Yours winds down over weeks, and without a rule you end up asking the client who's beaming and skipping the one whose inspection went sideways. That is selective asking, and Google's Maps user contributed content policy says merchants may not "selectively solicit positive reviews from customers." A fixed milestone takes the decision out of your hands.

Which review sites matter for real estate agents

For most agents, Google comes first, because your Business Profile appears when someone searches your name or looks for agents on Google Maps. Zillow and Realtor.com have their own agent profiles and review systems. Yelp asks businesses not to request reviews at all.

Why to send each client to just one site

A message with three review links asks the client to choose, then do the same favor three times. One link to one site is a single tap and a few minutes.

Choose the site by a rule that has nothing to do with how happy a client seems. "Google for everyone" is the simplest. "Zillow for clients who found me on Zillow, Google for everyone else" also works, because it depends on where the client came from. Sending the delighted clients to the site you care about most and the lukewarm ones somewhere quieter does not.

Read each site's rules before you send anyone there. The FTC's guide Soliciting and paying for online reviews says: "Before you ask people for reviews, know the rules of the platforms and websites on which those reviews may appear."

How Zillow and Realtor.com reviews work

Zillow's page for agents on requesting reviews describes a "Request a review" option in your Zillow profile that can email clients a link to your review form or give you a direct link to send yourself. Clients need a Zillow account to post. Realtor.com shows ratings and reviews on agent profiles too, and its setup has changed over the years, so check your Realtor.com profile's review settings and its current help pages. Both sites set their own rules on who can review. If you're wondering how to get more Zillow reviews, the milestones and wording in this guide apply there too; only the link changes.

What about Yelp?

Yelp's content guidelines say: "Businesses should never ask customers to write reviews." Leave Yelp out of your requests.

Google Business Profile for real estate agents: yours or the brokerage's

Google allows agents a profile of their own. Its guidelines for representing your business say: "Doctors, dentists, lawyers, financial planners, and insurance or real estate agents are all individual practitioners." How yours should be set up depends on your office.

A few more rules from the same guidelines:

• Practitioner profiles "may include title or degree certification," but "Including unnecessary information in your business name isn't permitted." Leave the town name and "top producer" out.
• "A practitioner shouldn't have multiple Business Profiles to cover all of their specializations." One profile, not one for buyers and one for luxury listings.
• If you don't meet clients at the address, Google's page on editing your Business Profile says you can choose not to show it.

Then copy your review link. Google's help page on creating a review link or QR code says to open your Business Profile, select Read reviews, then Get more reviews, and select Copy. Finding and testing your Google review link covers what can go wrong, and getting Google reviews for a new business helps if your profile has none yet.

What happens to your reviews when you change brokerages

Google's guidelines don't spell out what happens when an agent moves to a new firm. What you can rely on is that a review stays on the profile it was posted to. So the question is which profile your clients reviewed, and who controls it.

• If clients reviewed your own practitioner profile and you are an owner, the profile and its reviews can move with you. Update the address, phone and website. Google's editing page says "If you move your business to a new address after it's verified, you must verify your business again."
• If the brokerage created your profile and you are only a manager, you're exposed. Google's page on managing owners and managers says managers "can't add or remove users or remove the profile," and "Only owners can remove other owners and managers."
• Reviews left on the brokerage's office profile stay with that office.
• If you shared a branded profile as the only agent at the office, its name carries the brand you're leaving. Settle who keeps it before you go, and ask Google Business Profile support about the name change.

When to ask for a review: buyers, sellers, renters and landlords

Ask at the moment the deal feels finished to the client, and use the same moment for every client of that type. For buyers that is the key handoff. For sellers it is when they confirm the proceeds arrived. For renters and landlords it is move-in. Ask in person or by phone, then send the link the same day.

Sellers sometimes sign before the money lands, and until it does they're still anxious, so the ask waits for the funds. Clients whose purchase collapsed were still your clients: if the rule is "everyone gets the request when we finish working together," you never judge whose outcome was good enough. The best time to ask for a review covers timing for other kinds of business.

Here is one buyer request from walkthrough to finish. The schedule is a rule of thumb: pick yours and use it for every buyer.

1. Final walkthrough

   No review talk yet. The client is focused on the house.

2. Key handoff

   Hand over the keys, then ask in one sentence. Say the link is coming tonight.

3. That evening

   Send the text or email with your Google review link.

4. Three or four days later

   If there's no review, send one short reminder with the same link.

5. After that

   Stop. A home anniversary note is a thank-you, not another ask.

Ask both partners separately

When two people buy together, each worked with you and each can review in their own Google account. Ask them separately, at the same milestone. Never suggest one person posts for both: Google's policy lists "Content that has been posted from multiple accounts by or at the request of one person" as fake engagement. If only one partner worked with you, ask that one.

How to get reviews from past clients and your sphere

If you close a handful of deals a year, waiting for the next closing means a review every few months. Past clients are the fastest honest source. Send every past client from a set period one personal email, then switch to asking at every closing.

Pick the period by date. "Everyone I closed with since [month and year]" is fair. "The clients who still send holiday cards" is selective asking. Mention the street or the season you closed so they place you quickly, and send one reminder at most.

Your sphere is different. People who never bought, sold or rented with you have nothing to review: Google's policy says "Contributions to Google Maps should reflect a genuine experience at a place or business." Leave these people out too:

• Relatives, even ones you represented. Google's policy prohibits content based on a conflict of interest and names "familial relationships" as an example.
• Your lender, inspector, title officer, stager and photographer. Google says a conflict of interest may include "a contractual or consultory relationship" and "other professional or personal affiliations." Review swaps with referral partners fall inside that.
• Other agents, including the one on the other side of a deal. Google names "industry competitors."
• Your own team. Don't ask your agents or assistants to review you, and don't give them a review quota: Google lists "Merchants requesting that staff solicit a certain number of reviews" among practices it doesn't allow. See can employees leave Google reviews?

Real estate review request templates

Each template names you and your brokerage, thanks the client for the milestone, asks one question and carries one link. Replace everything in square brackets. Here's a good one taken apart; the agent and client are made up.

1. 1

   Hi Jordan,

   Greeting by name

   Use the name the client goes by, not the formal name on the contract.

2. 2

   it's Renee with Harbor Pine Realty.

   Who is asking

   Your name and brokerage first, so it isn't mistaken for spam.

3. 3

   Congratulations again on getting the keys today.

   The milestone

   Name the moment. Leave out the price, the address and the financing.

4. 4

   When you're settled, would you write an honest Google review about working with me?

   The ask

   A question, with no star count and no hint about what to say.

5. 5

   harborpine.example/review

   One link

   Your direct review link, so one tap opens the form.

6. 6

   Reply STOP to opt out.

   How to stop texts

   Tells the client how to stop your texts.

Text templates for buyers, sellers and renters

Text only clients who agreed to receive texts from you, from the number they already know. The rules for texting customers explains what that permission looks like and how to handle STOP replies.

Text: buyer, the evening of the key handoff

CopyPrint

Hi [First name], it's [Your name] with [Brokerage name]. Congratulations again on the keys today. When you're settled, would you write an honest Google review about working with me? [review link] Reply STOP to opt out.

Text: seller, once the funds have arrived

CopyPrint

Hi [First name], it's [Your name]. Glad the funds came through. Thank you for trusting me with the sale. If you have a few minutes this week, would you leave an honest review on Google? [review link] Reply STOP to opt out.

Text: renter, on move-in day

CopyPrint

Hi [First name], it's [Your name] with [Brokerage name]. I hope move-in day went smoothly. Would you take a minute to leave an honest Google review about working with me? [review link] Reply STOP to opt out.

Text: one reminder, any client

CopyPrint

Hi [First name], [Your name] again. If you still have a few minutes for a Google review, here's the link: [review link] Either way, it was a pleasure working with you. Reply STOP to opt out.

Email templates for closings and past clients

Email suits sellers, landlords, past clients and anyone who didn't agree to texts. Include your brokerage's postal address and a way to stop these emails. Review request email templates has more versions.

Email: seller after the sale

CopyPrint

To

[Client email]

Subject

A quick favor after your sale

Hi [First name],

Now that the sale is wrapped up and the funds are in, thank you. Selling a home is a lot to manage, and I appreciated your trust the whole way through.

If you're willing, would you write an honest review on Google about working with me? It helps the next seller in [town] decide who to call.

Write a review: [review link]

Thank you, [Your name], [Brokerage name]

[Brokerage name], [street address, city, state, ZIP]. Don't want emails like this? [unsubscribe link]

Email: past clients, a one-time first ask

CopyPrint

To

[Client email]

Subject

Would you review me on Google?

Hi [First name],

It's [Your name]. I helped you with [your home on Maple Street] back in [season and year], and I hope the place is treating you well.

I'm asking every client I've worked with since [year] for an honest Google review. If you have a few minutes, here's the link: [review link]

No pressure at all, and thank you again for trusting me with such a big move.

[Your name], [Brokerage name]

[Brokerage name], [street address, city, state, ZIP]. Don't want emails like this? [unsubscribe link]

What to say in person or on the phone

One sentence after the milestone, then the link. Google's policy says merchants "should not require or pressure users to leave ratings or write reviews while on the premises," so the review happens later, on the client's own phone. A made-up key handoff:

• You

  Here are your keys. The garage remote and the appliance manuals are in the kitchen drawer.

• Customer

  I can't believe it's actually ours.

• You

  It is. Can I ask one favor? Would you write an honest Google review about working with me? I'll text you the link tonight so you can do it whenever you're settled.

• Customer

  Of course.

• You

  Thank you. And call me if anything comes up with the house, even next year.

For a seller, the call when the money lands is the natural moment.

• You

  Hi Marcus, it's Dee. Just checking the wire landed.

• Customer

  It did this morning. What a relief.

• You

  Good. Would you be willing to write an honest review on Google about the sale? I'll email you the link, no rush.

• Customer

  Sure. I'm not sure what to say, though.

• You

  Whatever you'd tell a friend who's about to sell. Good or bad, in your own words.

A card for the closing table

A printed card hands every client the same request. Making a Google review QR code covers the code itself.

Card handed over at the key handoff

CopyPrint

Welcome home.

Thank you for letting me be part of this. If you'd like to share how it went, you can leave an honest review on Google by scanning the code.

[QR code]

[Your name], [Brokerage name], [phone number]

Keep the card out of the closing gift basket, so the gift reads as a thank-you and the request as a favor anyone can decline.

Closing gifts vs review incentives

A closing gift is fine. A gift for a review is not. Google's policy says merchants must not offer incentives, "such as payment, discounts, free goods and/or services," in exchange for posting any review. If every client gets the same kind of gift at closing, whether or not they review, it isn't an incentive. Once the gift depends on the review, it is.

The FTC's rule draws a narrower line: its questions and answers say it doesn't prohibit incentives as long as there's no express or implied requirement that the review express a particular sentiment. Google's ban covers any incentive for any review, so that narrower line doesn't help you there. Some real estate guides suggest prize draws for clients who review. On Google, that is an incentive.

Can you offer incentives for Google reviews? goes through the edge cases.

Why you should never write a review for a client

Busy clients sometimes say, "Just write something and I'll post it." Don't. Google's policy lists "Merchants requesting that staff solicit reviews that include specific content" among practices it doesn't allow, and a pre-written review is the most specific request possible.

The FTC's rule goes further. 16 CFR 465.2 bans writing or creating a review that materially misrepresents the reviewer's experience, and the FTC's questions and answers say a business shouldn't supply the text of a testimonial without a reasonable basis to believe it's truthful. Even an accurate draft puts your words in the client's mouth. The FTC fake review rule explains each section.

At the closing table, the same applies: don't take a client's phone to "help" them post, don't edit a draft they send you, and don't suggest topics.

What a helpful realtor review usually covers

This is for you, not for clients. Useful agent reviews tend to say what kind of move it was (a first home, a relocation, an estate sale), what the client was worried about, and how the agent handled the bumps: a low appraisal, a buyer who walked, a closing date that slipped. You get reviews like that by asking while the details are fresh, never by scripting them.

Replying to reviews and reusing them in your marketing

Reply to every review, briefly. A real estate reply has one extra rule: add nothing the client didn't share. Prices, the reason someone sold, family circumstances and financing stay out of your reply even when the review mentions them. A made-up example:

LLena K.

Google

Dee helped us sell my father's house after he moved in with us. She handled the cleanout crew and kept us posted at every step, even when the first buyer backed out.

Reply from Dee Alvarez, Harbor Pine Realty (example)

Thank you, Lena. It was a privilege to work with your family on the house, and I'm glad we got it to the finish line together. Wishing you all the best.

How to respond to positive reviews has more replies like this, and how to respond to negative reviews covers deals that ended badly.

Before you put a review in an ad

Reviews are tempting material for listing presentations, postcards and your website. Check three things first:

1. Quote accurately. Trim for length if you must, but never change what the client said. The FTC's rule also covers disseminating a testimonial you knew or should have known misrepresents the reviewer's experience (16 CFR 465.2).
2. Ask the client before using their name or photo outside the review site.
3. Check your state's rules. State license laws and commission rules can regulate how agents advertise, and they differ by state. Ask your managing broker or your state's real estate commission whether ads with testimonials need the brokerage name, a license number or the client's written consent.

Using customer reviews in marketing covers the general approach. This is general information, not legal advice.

Common mistakes realtors make with reviews

Each rewrite below fixes one common mistake.

Realtor review setup

• Claimed or created your own Google Business Profile, named with your name only
• Checked in People and access that you are listed as an owner
• Copied your review link and tested it on a phone
• Picked one site per client by a rule that ignores how the deal went
• Written down your milestone for buyers, sellers, renters and landlords
• Saved text and email templates with your link already in them
• Checked you have permission to text each client you plan to text
• Kept review cards separate from closing gifts
• Listed every past client from a set period to email once
• Checked your state's rules and your brokerage's policy before using reviews in ads

0 of 10 done

Where Reputation Beam fits

Everything above works with a phone and a notes app. The hard part is sending the request at every closing, for every client, in a busy season.

With Reputation Beam you import past clients from a CSV file or add them one at a time, then send review requests by text or email from the dashboard, using templates with placeholders for the client's name, your business name and the review link. Each request carries its own link that expires after 72 hours. Each client's permission to be texted is recorded, the default text ends with "Reply STOP to opt out," and a client who replies STOP gets no more texts. Your Google and Yelp reviews show up in one feed, and you can reply to Google reviews from there.

Keep going

For the general method behind this guide, read how to ask customers for reviews. Google's review policy collects the rules in one place, how many Google reviews you need helps you set a target, and how to reply to Google reviews helps once they start arriving.