Your Google Business Profile (GBP) is the highest-intent, lowest-cost lead source most loan officers ignore. When someone searches “mortgage lender near me,” Google’s local map pack appears above almost everything else. Here is the checklist to claim that spot.
Some loan officers reading this also explore tools like these — only if the problem matches yours.
Not sure which path fits? Ask the assistant — no pitch, just clarity.
1. Claim and verify your profile
Search your name + business on Google, claim the profile, and complete verification. An unverified profile cannot rank in the map pack.
2. Nail the core fields
Exact business name, your real service area (the cities you lend in), phone, and a link to your site. Consistency with how you appear elsewhere (your NMLS listing, your site) matters.
3. Choose the right categories
Primary: “Mortgage Lender” or “Mortgage Broker.” Add relevant secondary categories. Categories are one of the strongest local ranking signals.
4. Write a keyword-aware description
Naturally mention the loan types and cities you serve (FHA, VA, refinance, first-time buyers in [your city]). Helpful, not stuffed.
5. List your services
Add each loan type as a service with a short description. This is free real estate that helps you match more searches.
6. Add photos that build trust
A real headshot, your office or city, and a few branded images. Profiles with photos get far more clicks and calls.
7. Post weekly
GBP posts (rate updates, tips, wins) keep your profile active and signal to Google you are current. See our 20 post ideas.
8. Earn reviews consistently
Reviews are a top-three local ranking factor. Have a simple, repeatable ask after every closing — here is how to get more reviews.
9. Keep NAP consistent everywhere
Your Name, Address (or service area), and Phone should match across your site, GBP, and directories. Inconsistencies confuse Google and cost rankings.
10. Respond to everything
Reply to every review and question. Engagement signals an active, trustworthy business.
Work this checklist and your profile becomes a steady, free source of local borrower leads — the kind that convert because they are searching with intent.
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