For real estate agents looking to stand out online, getting "Google Screened" is now universally considered a smart move.
But what does it actually involve?
Today we dive into the details of being Google Screened, the broader LSA program, and some of the benefits it offers your business.
The Takeaway:
Google's screened real estate program provides a trusted platform for users to find reputable real estate agents. This service ensures that users are connected with professionals who have been thoroughly vetted, offering peace of mind during the home buying or selling process.
Ylopo AI Text:
The pioneering 24/7 AI real estate assistant that actively converts leads 365 days a year.
Chapter 1: What it Means to Be Google Screened
First, let's look at what it means to be Google Screened.
Google Screened is a thorough verification program for service pros like realtors, lawyers, and contractors.
It checks that they have the right licensing, insurance, credentials, and skills to serve clients.It’s part of the much broader local services ads (LSA) program, and businesses that complete Google's screening get a Screened badge on their Google Business Profile and ads.
This badge tells users that the business meets Google's standards.
Specifically for real estate, Google Screened verifies:
Active real estate license
Professional liability insurance
No major issues on license
Experience in real estate
Finishing the screening shows clients that you're a legitimate, qualified realtor they can trust.
Google's multi-step screening includes:
Submitting license, insurance, and other docs for review
Passing an intensive background check
Having at least one 3+ star Google review
Meeting industry requirements
Google thoroughly checks each business before approving Screened status.
This ensures every Screened pro meets their standards.
For realtors, being Screened shows your skills.
It promises clients you have the right credentials, insurance, and track record to do the job.
Eligibility Criteria for Google Screened
What qualifications do you need for the Google Screened badge?
Getting the Google Screened badge requires meeting specific standards before starting your application.
Google developed this verification program for several types of service providers who work directly with clients:
Real Estate Agents and Brokers
Lawyers
Financial Planners
Child Care Providers
Preschool Educators
Wellness Providers
Home Service Providers
Auto Care Providers
Beauty Service Providers
Miscellaneous Category Providers
Required Business Qualifications
Your business must satisfy these essential requirements:
Active Licenses: Each professional license must remain current and valid.
Proper Insurance: You must maintain appropriate insurance coverage specific to your industry.
Background Checks: Google requires successful completion of their background screening process.
Google Business Profile Status: Your profile needs at least one review with three stars or higher.
Meeting these standards before applying streamlines your verification process.
Once you've verified your qualifications, you'll maximize your chances of receiving the Google Screened badge.
Application Process for Becoming Google Screened
Getting that Google Screened badge transforms how real estate agents attract clients and establish credibility online.
Google's verification process thoroughly tests you against their standards, showing me exactly how this credential elevates agents above their competition.
1. Establishing Your Google Business Profile
Starting with your Google Business Profile (GBP) matters more than most agents realize.
An agent I worked with struggled until we rebuilt her GBP from scratch.
Your profile demands exact, current information for Google's verification steps.
Quality photos showcase your properties effectively, while compelling descriptions draw in potential clients.
Regular posts demonstrate active engagement.
Most clients discover you through your GBP first - this impression shapes their entire perception of your business.
2. Gathering Client Reviews
Google requires five positive reviews, rated at least three stars on your GBP, before considering you for Google Screened status.
These reviews demonstrate your client relationships and service quality.
Speaking with an agent recently about review collection strategies revealed a common hesitation.
"What's the best way to do it?" she asked.
The solution comes from timing - reach out after closing, while clients feel excited about their new home.
A simple text message works well: "Would you mind sharing your experience on Google?"
Responding to every review, positive or negative, shows potential clients your commitment to communication and problem-solving.
3. Submitting Required Documentation
Your next step after optimizing your GBP requires verification through proper documentation.
You'll submit your active real estate license and professional liability insurance information - these documents prove your legal standing and demonstrate your dedication to protecting clients.
Each document needs careful review before submission.
Accurate, current paperwork speeds up Google's approval timeline significantly.
4. Undergoing the Background Check
The background check process with Google Screened verifies your entire professional background.
Regional laws might affect specific requirements in your area.
Ready access to requested materials like identification and address verification helps accelerate your approval.
5. Maintaining Compliance and Professionalism
The Google Screened badge requires ongoing attention after approval.
Successful agents consistently update their licenses and insurance, provide exceptional service that generates positive reviews, and address client feedback promptly.
Fresh GBP content shows active engagement with your business.
Your badge tells potential clients they can trust your real estate expertise and reliability.
Chapter 2: Benefits of Being Google Screened
What are the benefits of being a Google Screened real estate agent?
More Credibility and Trust
The Screened badge displays your qualifications right in Google search. This quickly establishes credibility and trust with possible clients.
With so much false information online, the Screened badge gives home buyers and sellers confidence in contacting you. Google's approval separates qualified agents from unverified options.
Higher Ad Rankings
Google Screened businesses also benefit from higher local ad rankings.
Their Screened status provides a boost in visibility and clicks for search ads.
This drives more views and traffic to your website and listings. You’ll stand out capturing interested home buyers searching for “realtors near me”.
Access to Screened-Only Ad Products
Certain Google ad formats are only for Screened businesses. This includes square ads that prominently display your headshot and Screened badge.
These ad units help you stand out with a more visual, trust-building format. Their clickthrough rates are much higher than standard text ads.
So being Screened unlocks exclusive real estate advertising options with big advantages.
Participation in Screened-Only Features
Google sometimes creates Screened-only features to showcase verified businesses.
For example, they may highlight Screened agents prominently above regular search results. This provides amazing visibility when buyers are searching for realtors.While availability varies, being Screened makes you eligible for these opportunities.
Cost and Renewal Process for Google Screened Status
The Google Screened badge works differently than most advertising platforms.
Understanding exactly what you'll pay and how to maintain your status makes a huge difference in maximizing your investment.
Cost Structure
The badge itself costs nothing, but you'll need Local Services Ads (LSA) to display it.
Here's what makes LSA unique - you pay exclusively for actual leads, not clicks.
Each time someone reaches out through your ad, that counts as a billable lead.
The actual cost varies depending on your location, market competition, and specific services.
These rates shift throughout the year, so staying updated on your market's current pricing helps you budget accurately.
Renewal Process
Staying Google Screened certified requires attention to several specific areas:
License and Insurance Documentation: Update and maintain all professional licenses and insurance policies. Google periodically requests fresh documentation to ensure everything stays current.
Background Check Requirements: Some states handle this differently. Take real estate agents - if your state already requires background checks for licensing, Google might accept that instead of running additional screening.
Online Reputation Management: Your digital presence matters. Regular client review requests and thoughtful responses to feedback strengthen your standing. Building and maintaining positive reviews directly affects your verification status.
Staying on top of these requirements guarantees continuous certification.
This consistency builds trust with potential clients who see your Google Screened badge.
Maintaining Your Google Screened Status
That Google Screened badge represents a major achievement, but keeping it requires consistent attention and meeting specific standards.
Here's what you need to know.
Regular License and Insurance Updates
Savvy agents ensure their professional licenses and insurance policies are always up-to-date.
Google conducts checks to confirm compliance with its standards.
Real estate professionals need to renew licenses and uphold sufficient liability coverage.
Consistent Background Checks
Your location influences how frequently Google demands background checks for Screened status.
In many U.S. states, real estate agents must undergo these checks for licensing, which Google recognizes in their screening process.
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Chapter 3: Boost Your Local Presence with Google Local Services Ads
For real estate agents looking to increase their online visibility and generate more leads, Ylopo offers comprehensive management of Google Local Services Ads (LSA) and Google Business Profiles (GBP) (packaged deal).
Google Local Services Ads appear at the top of Google's search results when consumers search for a realtor in their area.
The goal is to connect these consumers with verified real estate professionals via a phone call placed through the ad.
Ylopo provides two packages for managing LSAs:
Standard Package ($200/month add-on): Includes call center (LSA Live) fielding of LSA calls, automatic LSA disputes, LSA phone calls entered as leads in CRM, LSA & GBP troubleshooting and optimization, GBP review responses, and GBP blog post updates.
Premium Package ($350/month add-on): Includes everything in the Standard Package plus additional GBP posts such as agent spotlight posts, offer posts, open house posts, just listed posts, homes for sale posts, and just sold posts. Also includes schema coding and a GBP map link on your Ylopo branded site.
By leveraging Ylopo's Google LSA and GBP management services, real estate agents can:
Save time and hassle: Ylopo's call center fields incoming LSA calls and qualifies leads before transferring them to you. This means you only spend time on high-quality leads and don't have to be available 24/7 to answer calls yourself.
Avoid invalid lead costs: Ylopo automatically disputes any invalid LSA leads on your behalf. This saves you money by ensuring you only pay for legitimate leads, and saves you the administrative work of disputing bad leads with Google.
Boost your local presence, generate more high-quality leads, and ultimately close more deals - all at a fraction of the typical cost!
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About the Author
Aaron “Kiwi” Franklin
Head of Growth
Aaron "Kiwi" Franklin is the Head of Growth at Ylopo and an innovative technologist and serial entrepreneur who has over 25 years of experience creating digital solutions for major brands and pioneering companies at the intersection of technology and real estate. His depth of expertise stems from leading development of the first website for Apple to founding a global community of over 1,000 elite athletes. Connect with me