You either ignore your Google Business Profile or you pay a service to fill it with daily posts, and either way it does nothing. A specialist who has worked on more than a thousand agent profiles says the format of the post is what decides whether it counts at all.
On the podcast he shows a bad example first, from an agent he is working with who was paying a third-party service $99 a month to post for her every day. The posts were graphics like the words listing agent over a dictionary definition of a listing agent.
His explanation for why that fails is mechanical, not aesthetic. Google and the language models have seen that exact graphic and that exact post across twenty thousand other profiles, so it is immediately flagged as commoditized content.
Then the good example, and he means the words literally typed out. Question. "How much should I budget for closing costs when I'm buying a new home in Naples, Florida?" Answer. The answer names the brokerage and the individual agent, advises Naples buyers to budget 3 to 5 percent of the purchase price for total closing costs, then breaks it down — loan origination around half a percent to 1 percent, title insurance, inspection, appraisal — and notes that Naples properties over a million dollars may carry higher title insurance costs.
What makes it work, in his account: it is hyperlocal, it names the business and the person, it anchors the geography three separate times, and it carries specific numbers. His test before you post anything is one question — can someone find this information somewhere else?
“How much should I budget for closing costs when I'm buying a new home in Naples, Florida?”
The reason the paid daily posting feels productive is that something appears on your profile every morning. That is the trap: it is identical to twenty thousand other profiles, so the only thing you are buying is the feeling of activity.
One post a week that answers a real question with your city in it and actual dollar figures is worth more than thirty generic ones, and you already know the answers. Write them the way clients ask them, because that is the form the question arrives in when someone types it into a search box or an AI.