How to Set Up a Digital Presence Audit for Your Real Estate Business

Most agents have a vague sense that their digital presence could be better. The problem with vague is that it doesn't create action. An audit converts "could be better" into a specific list of things that need fixing, prioritized by impact.

Run this audit once, score yourself honestly, and you'll have a clear roadmap.

Website Audit (0-10 points)

Check each of the following and give yourself 1 point for each box checked:

• [ ] Page loads in under 3 seconds on mobile (test at pagespeed.web.dev)
• [ ] Site is mobile-responsive — tap targets, readable text, no horizontal scrolling
• [ ] Has a clear headline on the homepage that says who you are and where you work
• [ ] Has neighborhood-specific pages (at least one per major area you serve)
• [ ] Has an IDX home search integration
• [ ] Has a clear call to action visible above the fold on the homepage
• [ ] SSL certificate active (URL starts with https://)
• [ ] Meta descriptions written for the homepage and main pages (not auto-generated)
• [ ] Contact page with a form and your local phone number
• [ ] Blog with at least 5 posts, at least one published in the last 60 days

Scoring: 8-10 solid; 5-7 needs attention; under 5 this is your first priority.

Google Audit (0-10 points)

• [ ] Google Business Profile claimed and verified
• [ ] GBP is 100% complete (every field filled in)
• [ ] 10 or more reviews
• [ ] Average rating 4.7 or higher
• [ ] At least one Google Post in the last 30 days
• [ ] Business hours are accurate and current
• [ ] Photos uploaded (minimum 10, at least one headshot)
• [ ] Q&A section has at least 3 answered questions
• [ ] Website URL on GBP matches your actual website exactly
• [ ] Google Search Console set up and verified for your website

Scoring: A 9-10 here means you're competitive for map pack rankings. Under 6 and you're likely invisible in local search.

Social Media Audit (0-10 points)

Choose your primary platform (Instagram, Facebook, LinkedIn) and score it:

• [ ] Professional headshot as profile photo
• [ ] Bio clearly states what you do and where ("Real estate agent in [City]")
• [ ] Bio or highlights include a booking link or contact method
• [ ] Posted at least 3 times in the last week
• [ ] Content mix includes market info, tips, and personal brand (not just listings)
• [ ] Consistent visual branding (colors, fonts, templates)
• [ ] Responding to comments and DMs within 24 hours
• [ ] Highlights organized and current (Instagram specifically)
• [ ] At least one Reel or video in the last 30 days
• [ ] Engagement rate above 3% (likes + comments / followers)

Scoring: Most agents score 4-6 here. Getting to 8+ requires consistency over time, not a single burst of activity.

Reviews Audit (0-10 points)

• [ ] Google: 10+ reviews
• [ ] Google: at least one review in the last 90 days
• [ ] Google: responding to all reviews (positive and negative)
• [ ] Zillow: profile claimed, 5+ reviews
• [ ] Realtor.com: profile claimed, reviews present
• [ ] Facebook: reviews enabled on your business page
• [ ] Have a system for requesting reviews after every closing
• [ ] Review request goes out within 48 hours of closing
• [ ] No unanswered negative reviews
• [ ] Recent reviews mention specific neighborhoods or outcomes

Local Citations Audit (0-10 points)

Local citations are any online listing of your business name, address, and phone number. Consistency across all of them matters for local SEO.

• [ ] Yelp: profile claimed and accurate
• [ ] Bing Places: profile claimed and accurate
• [ ] Apple Maps: profile claimed and accurate
• [ ] Facebook Business Page: address and phone match GBP exactly
• [ ] Website: contact page shows the same info as GBP
• [ ] Zillow: profile information consistent
• [ ] Realtor.com: profile information consistent
• [ ] LinkedIn: current and up to date
• [ ] No duplicate GBP listings (search your name and city to check)
• [ ] NAP (name, address, phone) identical across all platforms

Scoring Your Audit

Total your score across all five categories (max 50 points).

• 40-50: Strong digital presence. Focus on maintaining consistency and improving the weakest category.
• 30-39: Solid foundation with clear gaps. Prioritize your two lowest scores.
• 20-29: Significant work needed. Start with Google (highest leverage) and website.
• Under 20: Your digital presence is costing you business. Pick one category and spend 30 minutes per day on it for 30 days.

The audit is most useful when you run it again every quarter. Watching your score improve is the kind of concrete progress that keeps the work from feeling abstract.