New Google tool gives agents a clearer view of what works
Google Search Console now lets users connect social accounts and see which searches surface their posts and videos, giving agents new insight into what gets found online.
Real estate professionals who use social media to market themselves now have a new way to see whether that content is reaching people through Google searches.
Google expanded its Search Console with a feature called Platform Properties, which lets users connect Instagram, TikTok, X and YouTube accounts and track how posts and videos perform across Google Search, Discover and Google News, according to Inman contributor Marci James.
The feature, which became globally available July 29, is not specific to real estate. But for agents who rely heavily on social media, it can provide a clearer picture of which videos, posts and topics are helping people find them online. This could be particularly useful for agents whose brokerage controls their website but who manage their own social media accounts.
Once connected, Search Console can show:
- The search terms that caused an agent’s content to appear.
- How many times that content appeared in Google results.
- How many people clicked it.
- Which older posts or videos are gaining new search attention.
- How different social platforms compare in search visibility.
James said the query report may be particularly valuable because it shows the phrases people actually used before an agent’s content appeared.
“This report is essentially free market research on what your audience wants from you,” James wrote.
That information could help agents decide which neighborhood questions, market topics or property types deserve more content. An older video that begins attracting search traffic again, for example, could point to an opportunity for an updated post or follow-up video.
The data does not replace analytics within Instagram, YouTube or other platforms. Search Console measures performance within Google’s ecosystem rather than likes, shares or in-app reach.
James also cautioned against trying to manipulate search results. Instead, she recommended focusing on useful local information, consistent business details, genuine reviews and content built around an agent’s actual expertise.
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