Managing GBP Profiles for Self-Employed Estate Agents Under a Master Brand (UK

[siwilson]

Hi everyone,

I’m working with a UK-based client that operates a self-employed estate agent model, with agents located across the country. Each agent is responsible for managing their own Google Business Profile (GBP). Some already have profiles, but many do not.

I have a couple of questions around setup and branding:

1. Is it possible for us (the central marketing team) to create GBP profiles on behalf of these agents, verify them, and then transfer ownership to the agents afterward?
2. Since each agent operates as an independent business entity (not a formal franchise), is it permissible to include the master brand name in the GBP (e.g., “Agent Name – [Master Brand]”) without risking suspension or violating GBP guidelines?
3. If including the master brand isn’t advisable, what’s the best practice for handling branding in this kind of structure?

The relationship between the agents and the main brand is not legally defined as a franchise, so I’m unsure how Google interprets this setup.

Any advice or experience with similar structures would be greatly appreciated!

 

[ElizabethRule]

1. You can create the profile for them, but you may not be able to verify it for them. Google may require video verification, and at that point the realtor would need to log in and verify the profile with a live video. You may get another verification method, like email or phone, but those are less likely. Make sure the realtor has some sort of online presence before you create the profile, like a website, listed on the brand/company website, social media etc.

2 + 3. They can use the main brand in their name - Google recommends this format [brand/company]: [practitioner name]

 

[fisicx]

As @ElizabethRule suggested, verification may be your undoing. Especially as Google now uses AI tools to do everything. If the AI bot thinks you aren't the owner the listing will just die. The business owner really needs to set up the GBP and then add you as the managing agency.

 

[siwilson]

ok guys, thanks for the help. I have another client with a similar situation but much smaller scale, i'll propose to them we give it a go and see how it pans out.