Google Reviews can make or break your real estate agency.
We’ve done the heavy lifting for you, collecting 104.251 recent reviews and owner responses from the largest 100 US cities.
Our findings show the five keys to positive and negative reviews.
How We Collected the Reviews and Responses
Before we get to the insights, let’s take a moment to understand where this data came from.
Our analysis is based on a comprehensive collection of real estate reviews collected using the following methodology:
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Locations: We focused on reviews from the 100 largest cities in the United States by population based on 2023 estimates to ensure a diverse representation of real estate markets in the US.
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Source of Reviews: The reviews are collected from the top 100 organic (not paid) search results for each city on Google Maps. The same results a Windows user on a Desktop PC would see.
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Types of Reviews: Our dataset includes reviews from the Google Maps category “Real Estate Agency”, the 10 best and 10 worst for each business. We’ve also filtered all duplicates because lots of agencies’ reviews are so good that the best and worst reviews are the same.
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Time Frame: We’ve focused the analysis on reviews posted between 26 September 2022 and 26 September 2024 to use recent data and avoid skewed reviews during Covid.
After filtering the original dataset of 104.251 based on timeframe and duplicates, we were left with 33,084 reviews to analyze.
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Data Processing: We used the AI tools (no one has time to make this many notes by hand) NotebookLM and Claude and basic data analysis scripts to analyze the content of the reviews, identifying common themes and sentiments in positive (4-5 stars) and negative reviews (1-2 stars).
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Ethical Considerations: All reviews are anonymized to protect individual privacy and we won’t name any names or locations, it is about painting the overall picture.
Positive Google Reviews: What Clients Love
Here are the five main themes of 29.870 positive reviews we’ve identified to succeed online:
1. Exceptional Customer Service
What truly sets [Agent]’s team apart is their unwavering commitment to client satisfaction. Every interaction with the team reflected a genuine concern for our needs and a proactive approach to addressing any challenges that arose
They always help me with all my needs of different kinds. They have Patience with me and they always make sure they explain everything with care and specify every detail. I love their costumer service. They always are friendly and wordy to me
Clients consistently praise agents who are friendly, patient, and willing to go the extra mile.
One impressed client described their experience:
“the rarest type of agents… Highly competent, extremely professional, knowledgeable and fun”
Another emphasized their agent’s dedication:
“…passion for helping us find the perfect place.”
Responsiveness is a very important factor. Many reviewers appreciate agents who are available even outside traditional business hours.
This level of dedication helps to build trust and confidence throughout the buying or selling process.
One aspect that truly impressed us was [Agent]’s responsiveness. He promptly answered our calls, emails, and messages, never leaving us hanging. Whenever we had a question or concern, he was there to address it promptly, making us feel valued and supported throughout the entire process. It was evident that he genuinely cared about our needs and wanted to ensure our satisfaction
Action Ideas: To improve your agency’s customer service, consider implementing a comprehensive onboarding process for new clients. This could involve a detailed questionnaire to understand their unique needs and preferences, followed by a personalized service plan. Regular check-ins and a system for tracking client requests can make sure no concern goes unaddressed.
2. Expertise and Market Knowledge
One of the standout qualities of [Agency] is their extensive business acumen. They are actively engaged in a multitude of transactions, which means they possess an unparalleled understanding of market trends and dynamics. This insider knowledge has been invaluable to us, providing crucial insights that guided us through our real estate journey.
[Agent] is a very knowledgeable broker, since she is experienced in both residential and commercial real estate. Her previous background in asset management also brings a unique set of perspective and skills to her clients that they may not receive from other brokers.
Clients highly value agents who demonstrate thorough knowledge of local market conditions, property values, and neighborhood specifics.
One reviewer praised their agent’s expertise:
[Agent]’s expertise in the [City] market was a game-changer for us. From our first meeting, she provided a comprehensive analysis of market trends, empowering us to make informed decisions. For instance, her accurate pricing prediction in our desired neighborhood allowed us to secure our dream home at the right time and at the right price.
Action Ideas: To build and showcase your agency’s expertise, consider creating a knowledge-sharing system within your team. Regular market analysis sessions, where agents discuss recent trends and share insights, can keep everyone informed and prepared to offer valuable advice to clients.
You might also encourage agents to specialize in specific neighborhoods or property types. This focused approach allows them to develop deep, niche expertise that clients find invaluable.
3. Strong Negotiation Skills
he quickly applied his sales knowledge and in depth negotiation skills to lock in a deal below the asking price
The team’s dedication to excellence was apparent in every aspect, from their strategic marketing efforts to their skillful negotiation tactics.
The ability to negotiate effectively on behalf of clients is a recurring theme in positive reviews. As one satisfied client put it:
“[Our agent] negotiated well and walked us though every step”
Action Ideas: To sharpen your team’s negotiation skills, consider organizing regular workshops or role-playing sessions. These could focus on various scenarios, from dealing with difficult counterparts to navigating complex multi-party negotiations.
You might also develop a database of successful negotiation strategies and outcomes, allowing your team to learn from past experiences and apply proven tactics to new situations.
4. Personalized Approach and Genuine Care
His integrity and dedication shine through in every interaction, making the complex world of real estate feel a bit simpler and more human
One of the things that stood out the most was [Agent]’s caring approach. He made us feel like we were his top priority, showing empathy and support throughout the entire process. Whether it was calming our nerves during negotiations or celebrating with us when we found ‘the one,’ Joe was there with a smile and a reassuring word
Reviewers respond positively to agents who take the time to understand their unique needs and provide tailored guidance.
One client described this personalized touch
As a big family man, he knows how important it is to find a place that feels like home. He takes the time to listen and really gets to know his clients, making the entire experience feel tailored and special
while another emphasized how their agent made them “feel like family”.
Action Ideas: To foster this approach, you might encourage your agents to maintain detailed profiles of each client, including their preferences, concerns, and long-term goals. Regular team discussions about client needs and how to meet them can help cultivate a culture of genuine care and attention.
Consider implementing a “client journey” program, where agents guide clients through each step of the buying or selling process with personalized advice and support.
5. Use of Technology
Finally, we appreciated how tech-savvy they were with the use of spreadsheets, cloud storage, and electronic forms. The data and documents were always accessible, well-presented, and in a user-friendly format.
He did a great job putting my condo on the market. He has many followers on all social media platforms, which immediately put my property in the view of thousands of people and helped me get a lot of interested buyers on the first day of posting.
Effectively using technology can set your agency apart. Clients appreciate agents who use technology to improve the buying or selling experience.
Positive reviews often mention high-quality virtual tours, drone footage, user-friendly client portals, and effective use of social media for marketing and communication.
One reviewer specifically praised their agent’s tech-savvy approach:
[Agent]’s marketing skills and strategy was on point with the new online trends like the drone video of the house
Action Ideas: Consider investing in high-quality virtual tour technology and professional photography services. Implement a user-friendly client portal for document sharing and transaction tracking. Utilize CRM systems to manage client relationships effectively, and leverage social media marketing to expand your reach and showcase properties.
Technology should complement, not replace, personal service. The most successful agents use technology to enhance their services while maintaining a strong focus on personal relationships and individualized attention.
Negative Google Reviews: What to Avoid
Negative reviews can be damaging for your business. They can also stem from what the reviewer only perceives to be a problem.
Here are the main pain points of 3.112 negative reviews to show what to avoid:
1. Incompetence and Unprofessionalism
Negative reviews often cite lack of attention to detail, missed appointments, and rude behavior.
One reviewer complained that their realtor “missed several key issues” with a property, while another reported that their agent “did not show up” for a scheduled appointment and ignored calls and messages.
Not up to date at all. They use old signs w no QR codes, no understanding of beyond the MLS listing and how to list on other sites, blame the growing market, have no buyers, do not listen to sellers, no connection to military sales, we fired them
Action Ideas: To combat these issues, consider implementing a rigorous quality control system. This could include a comprehensive checklist for property showings and listings, regular performance reviews, and a peer review system for important documents and strategies.
2. Dishonesty and Misleading Information
Trust is paramount in real estate. When it’s broken, the consequences are severe. One reviewer alleged that a company was “trying to cover things up” in their response to a negative review. Another claimed that their agent outright “lied” to them.
She completely misrepresented the property to me as a I was an out of state buyer. I feel strongly she never even physically came to the property.
Action Ideas: To build and maintain trust, consider developing a strict code of ethics for your agency. This could include guidelines for transparent communication, full disclosure of potential issues, and a commitment to prioritizing client interests over quick sales.
3. Unresolved Maintenance Issues
Especially for agencies handling rentals, maintenance issues are a significant source of negative reviews.
One reviewer expressed frustration about a company ignoring their request to address animals in the wall, while another described moving into a property that was “infested with roaches and ants”.
The water was dripping outside and they were blaming our neighbor. The windows were not able to lock, they were saying we don’t know how to lock and the investors saying nothing is wrong with those windows after days arguing they finally fixed it.
Action Ideas: If your agency manages properties, consider developing a responsive system for tenants to report maintenance issues. Establish clear service level agreements for addressing different types of requests, and conduct regular property inspections to catch potential problems early.
Building relationships with reliable contractors can also help ensure prompt and quality repairs when issues do arise.
4. Security Deposit Disputes
Disputes over security deposits are a common source of negative reviews.
One reviewer alleged that a company would “look for any reason to keep your deposit,” while another reported having to fight for months to get their deposit returned.
After I moved out I left the place in pristine condition, [Agent] one of the horrible and unresponsive leasing agents, even commented how this was the best condition anyone had left their property in. Still they found a way to take nearly my entire security deposit, and they took OVER a month to send it or send me any kind of notice.
Action ideas: To avoid these problems, consider implementing a transparent process for handling security deposits. This could include detailed move-in and move-out inspections, clear documentation of any deductions, and a streamlined system for returning deposits promptly.
5. Aggressive Sales Tactics
Some reviewers criticize real estate companies for overly aggressive marketing and sales approaches.
One reviewer described being “flooded with calls” after making a single online inquiry, while another mentioned feeling pressured to buy properties they had only casually inquired about.
They lean heavily on pressure tactics to manipulate both their clientele and other brokers
Action ideas: To avoid this perception, consider training your team in consultative selling techniques. Emphasize the importance of listening to client needs and providing value, rather than pushing for quick sales. Implement a system for respecting client communication preferences, ensuring they’re not overwhelmed with unwanted contact.
Responding to Google Reviews: A Missed Opportunity
Our analysis reveals that only 41.20% of business owners respond to negative reviews, and 54.04% respond to positive reviews.
This is a big missed opportunity.
When responding to positive reviews, business owners often express gratitude:
Thank you for the great review
Your feedback means the world to us
Some responses reinforce the positive attributes they want to show:
As I strive to be the top [Location] Realtor, it’s my mission to provide unparalleled guidance and support throughout your real estate journey. Your feedback not only celebrates our commitment but also inspires me to maintain my status as the best [Location] Realtor for all our clients.
Responses to negative reviews vary from direct contestation, simple denial to acknowledgment and apology:
This is a fake review. Every protest I do is for an identifiable client and identifiable property
Everything in this review is false
We sincerely apologize for the frustration you encountered when reaching out to our team. Our goal is to provide exceptional service to every client, and it’s clear that we fell short in your case
Responding to reviews demonstrates accountability, builds trust, and can improve your search engine visibility.
When crafting responses, aim to:
- Express sincere gratitude for positive feedback
- Address specific points raised in the review
- Highlight your agency’s values and commitment to client satisfaction
- Invite future business or referrals
For negative reviews, consider:
- Acknowledging the client’s concerns
- Offering to resolve issues offline
- Highlighting steps taken to prevent similar issues in the future
Your responses are visible to potential future clients. They provide an opportunity to demonstrate your values and present your perspective on both positive and negative feedback.
The Bottom Line: Google Reviews Matter
Find out how RateThis can help you collect more of them.
Reviews are the heartbeat of your agency’s reputation. They reveal what clients truly value and where you might be falling short. By actively engaging with reviews - responding thoughtfully, learning from critiques, and celebrating successes - you’re not just managing your online presence. You’re gaining invaluable insights directly from your clients. Use these real-world experiences to continually refine your approach. Your next review could be the deciding factor for a potential client. Make every interaction count!
