Mortgage brokers

Make clear on Google Maps that your mortgage brokerage is a broker, not a bank

We keep your office's Business Profile current: what an intermediary is and is not, the situations you work with, the way a first consultation is arranged and the route that ends at your mortgage specialist. Nothing on the profile promises a rate, an approval or a loan amount, and each change is entered in your dashboard log.

One location from €75 a month

Discuss my profile

The request is free and creates no obligation; a manager replies within one business day.

The role, the situations, the first consultation, the route to a specialist

A typical order, which the manager adjusts to how your profile stands today. Each step closes with wording the broker signs off before it goes live.

1

Say what the office is

The first sentence of the description states that the office is an intermediary between buyers and lenders and not a bank, in your own words. The name, the category and the services are checked so that none of them reads like a lender's. You confirm how you describe the role and which requests about other lenders' loans you redirect.
2

Name the situations you work with

Each situation you take on is written in the buyer's words, such as a first purchase, a purchase with a partner or income that is not a salary, and what you turn away stands beside it. You confirm the list for the month, and the profile never says who would qualify for what.
3

Describe the first consultation

That it is held in person at the office, how it is booked, what it is for and what it is not, whether an application, an offer or a decision, and what to bring from your own list. Nothing in the profile, the answers or the replies asks for an amount or a document. You confirm the wording.
4

Make the route end at a specialist

The booking link, the website link and any messaging link are followed from the profile to the last screen. The aim is a named mortgage specialist and not a general contact form shared with other services. The address, the entrance and the hours are written as they are, and you confirm who receives the request and when they sit.

Tell us what the office is and who it takes on

Send us the profile link, the situations you work with and the sentence you use to say the office is not a lender. The manager reads how the office is named and described and where the booking link ends, flags sentences about conditions you would not want to defend, and suggests a package per location.

Discuss my profile

How a home buyer picks a broker on the map

Someone about to buy a home may not know what a broker is for, so the profile has to answer a question that comes before the usual ones: what kind of business is this?

The first question is what the office is. A result named like a lender, with a category close to a bank's, is read as the place to deal with a loan that already exists.
Whether the broker works with the reader's own situation: a first home, a purchase together with a partner, income that does not come from a salary, earnings abroad, replacing an existing loan. A profile naming none of them reads as meant for somebody else.
Whether the office works with one lender or several. The reader wants to know, and the only acceptable answer is what the broker itself states about its own arrangements.
Where the conversation happens. A reader may want to sit across a desk, so an office with a visible address, an entrance and set hours reads differently from a web form with a pin on a map.
Who they will meet. A named specialist and a plain description of the role help a reader picture the meeting, since the talk is about their own household finances.
How much the first conversation commits them to. Readers hesitate when they cannot tell whether a consultation is already an application, and a profile that says what it is and is not removes a reason to hesitate.
Readers skim reviews for how the office conducts itself and, since nobody can promise a decision, for whether the process was explained plainly.

What goes stale, and what sounds like a promise

Trouble on a broker's profile comes in two forms: facts that have drifted, and public lines that sound like a lender's promise.

A profile that looks like a lender: a bank-like word in the name or a category borrowed from a lender, so callers ask for payments, statements and cards on loans the office never made.
Sentences about rates, approval or savings left over from an old campaign or copied from a partner's page. They are statements the office must stand behind every day, and a reader takes them as the office's own.
Lender names, logos and register numbers published without the broker's confirmation, which read as the office's own claim about partnerships and standing.
A website link that lands on a calculator or a lender's product page, so the reader meets figures before meeting a person.
An address that is a shared or virtual one without a reception, so someone follows the map to a door nobody opens. Google's eligibility rules ask for in-person contact during the stated hours.
Hours that describe the building while the mortgage specialist sits only on certain days, so visitors arrive on the wrong one.
A reply or an answer that mentions a decision, a lender or an amount, and so reveals in public that somebody came to the office about a loan.

The fields that carry a broker's listing

Only a handful of fields matter. Each is the office describing itself, and each is written from what the broker confirms.

The name as it stands on the door and in the paperwork: no tagline, no product name, no word that makes an office look like a lender.
Categories: the narrowest mortgage-related one your country's list offers as primary, and further categories only for work actually done at this address.
The description, whose first sentence says what the office is, an intermediary between a buyer and lenders, in the broker's own wording. Google does not allow links, prices or promotions in that field.
Services written as the situations the broker takes on, in the buyer's own words, with the work the office declines listed next to them.
Registrations, licenses and lender relationships, published only in the broker's wording and with the register entry the broker names, never restated as our fact about your office.
The hours of the office and, separately, the hours the mortgage specialist receives visitors, with a booking path that ends at that specialist.
Contact: a number the specialist answers and, where a chat option exists for the category and country, a WhatsApp or text message link used to arrange the meeting and not to exchange figures.

A month of upkeep at a mortgage broker's office

The manager has no need to know who the office's clients are or what anyone borrowed. Any task that would require it is returned to the broker.

The description and the services are read each month for any sentence that talks about conditions, and whatever the broker will not stand behind comes down.
The situations the office takes are checked against the team as it stands this month, and a situation comes off when the specialist who handled it leaves or stops taking it.
Lender names, logos and register entries are compared with the list the broker last confirmed, and anything beyond that list goes back for a yes.
Booking and contact links are opened from the profile to the last screen, and the page they reach is checked for a consultation and a named specialist rather than a table of rates.
The hours of the office and of the specialist are compared with the real calendar, and closure days get special hours entered ahead of each date, for closures of up to six days; a longer closure marks the profile as temporarily closed instead.
Replies use the approved wording and never mention a decision, a lender, an amount or the fact that somebody was a client.
Each photo is viewed at full size; a logo, a rate sheet or a monitor readable in the frame goes to the broker before anything is published.

Habits for a profile that describes a meeting and never a loan

Each habit is an action inside the profile. They suit a mortgage broker because the profile has to say what the office is and how a meeting is arranged, and stay clear of anything that reads as an offer of credit.

1

Posts about the meeting, because Google asks regulated services to leave the product out

A business in a regulated industry, financial services among them, may post, but Google asks that the post carry no content about the products. A broker's posts therefore concern the office and the meeting: the specialist's days, an entrance that is hard to find, a closure.

Google's help on this: Create & manage posts on your Business Profile
2

Send every button and link to the booking page, not to an application

Google's policy on restricted content, which names financial services, bars links to a landing page where the service can be bought, promotional offers, deals and pricing information. A button or link from a post or a service line therefore goes to the page where a consultation is booked and nowhere nearer an application.

Google's help on this: Prohibited & restricted content
3

Give each buyer situation a service of its own

Each situation the office takes, such as a first purchase or income that is not a salary, gets a custom service of its own with a description, and Google lets services be grouped into categories, so buyer situations can sit together and apart from other work.

Google's help on this: Manage your services on your Business Profile
4

Say whether the entrance and the lift are step-free, the way Google defines it

In the profile's accessibility attributes, record whether the entrance is wide enough and free of steps, or reached by a ramp, and whether the building has a lift that takes a wheelchair. A buyer planning a first consultation reads those answers before the trip, so each is checked against the real door and lift. Some attributes can be changed only in certain categories and countries.

Google's help on this: Manage your business attributes
5

Your own logo and a photo of the entrance, so a first-time visitor recognizes the door

Upload the office's own logo and a photo of the exterior. Google says an exterior photo helps customers recognize the business when they visit, and the logo is highlighted only when the name, a valid address, categories, phone number and opening hours are all filled in. A lender's logo is not the office's and stays out.

Google's help on this: Manage your Business Profile photos & videos - Computer
6

The consultation booking page as the preferred link

Several links on the profile mean a choice: mark the consultation booking page as the Business preferred link, which puts it at the top of the list ahead of a calculator or a lender's product page. A link that a third-party provider has added can be taken off by asking that provider to remove it.

Google's help on this: Manage your local business links

Replies that leave out the loan, the lender and the figure

Whatever a reviewer says about a loan, the reply cannot mention a decision, a lender or a figure, so the broker and the manager fix the wording before the first reply exists. The broker signs off each draft, and a short template can cover routine thanks.

Thanks and acknowledgement, nothing else: the reply never confirms the author was a client and names no lender, amount, date or outcome.
Praise for an approval or a rate gets a thank you without the approval or the rate, because echoing it would make a stranger's sentence the office's own promise.
Blame for a lender's refusal gets a brief acknowledgement and the office's number. The reply neither defends the decision nor explains the lender's reasons.
A writer who plainly took the office for a bank, asking about a card, a statement or a payment, hears what the office is and where a lender's own servicing is handled, in wording the broker approved.
A review that asks for a rate or a quote in public is answered with the office number and nothing else, since a figure in a reply would read as an offer.

Where a human has to step in

Nothing public can tell a reader that a given person used the office, what they wanted or how it ended, not even to set a one-sided story straight.
Whether any public reply is appropriate depends on the rules the broker works under. Where it is not, the review is logged and left unanswered.
Reviews alleging a wrongful fee or mishandled paperwork are passed to the broker, and a reply is prepared only once the broker decides to answer.

Replies that name no lender, no loan and no figure

The manager drafts every reply to the wording the broker agreed. Each one is signed off by the broker before it is published, and none confirms that the writer was a client.

Discuss my profile

What a broker can publish without publishing a loan

Posts stay procedural: what the office is, how a meeting is arranged, when the specialist is in. The broker writes or signs off every word, and no post is an offer, a quote or advice.

The way a first consultation gets booked and its purpose, in the broker's words, with the entrance and floor for anyone who has never been to the building.
The situations the office takes, described as the kinds of buyers it meets, with nothing about whether anybody would qualify for anything.
A new specialist joining the office, named with consent and given the title the broker uses; no word about their track record.
Closures and changes to the specialist's receiving hours, posted ahead of the dates and removed afterwards.
A note about what the office is not: not a lender and not the place to make a payment on an existing loan, with the place to go for that named in the broker's wording.
Where credit advertising is regulated, the broker confirms what wording is allowed, and the office publishes nothing it would hesitate to display at its entrance.

One desk, or a brokerage with several branches

One location

At one office, four details must stay accurate: how the role is described, the situations on offer, when the specialist sits and where the booking path ends. The upkeep is keeping each true as people come and go, and putting closure days in ahead of time.

A network

Where there are several offices, every address keeps its own door, hours, specialist and reviews, while the role's wording, the reply formula and the limit on what may go public are agreed once. An office inside a network leaves the network's name off the map unless it is on that office's own door. Every address is serviced and billed on its own.

Who decides what: the manager and the broker

What the manager does

Writes the description of the role, the situations and the first consultation from what the broker confirms, and keeps wording about rates, approval and savings out.
Traces each link and contact path out of the profile up to the specialist and records where each one actually ends.
Drafts replies in the approved wording, does not ask who the author is, and sends anything about a fee or a lender's decision to the broker first.
Lists in the report whatever the broker has not confirmed.

What you confirm

The role, registrations and lender relationships exactly as the broker states them, each with its register entry and the wording the broker will stand behind.
Which situations the office takes this month, who handles each, and which it turns away.
How the first consultation runs and what the broker asks people to bring.

Four weeks at a brokerage, from the office's name to the closing report

an example of the process, not a client result

Week 1

The role and the name. The manager reads how the office is named and described, on the map and beside it, and compares that with the door. Wording that makes the office look like a lender is listed, and the sentence describing the role is agreed with the broker. The listing may be an old one, opened when the product still went by the name Google My Business.
Week 2

Situations and statements. Services are recast as the situations you confirm, with what you turn away listed beside them. Every sentence about rates, approval or savings is put to you, and what nobody will defend is removed.
Week 3

Reaching the specialist. Booking, website and messaging links are followed to the last screen, the hours of the office and of the specialist are separated, and the entrance and the floor are written down for someone who has never been.
Week 4

Reviews and the closing report. Replies use the approved wording, anything about a fee or a decision comes to you first, and the report notes what changed, what stayed unconfirmed and which links still end at a general form.

An example of one way the four weeks could run, written as a sketch. It reports no result and describes no real office. A real first month follows how the profile stands and whatever the rules on advertising credit services let you publish.

What a mortgage office can verify on its own listing today

Read the first sentence of your description as a stranger would. If it never says the office is an intermediary, a caller can easily take it for the lender.
Search your own business name and look at the category beside it. If it is the one a bank uses, callers may ask for a bank's services.
Open your booking link on a phone and walk it to the last screen without sending anything. Count the screens between the profile and the mortgage specialist.
Search your description, services and old posts for any word about a rate, an approval or a saving. Each one is a promise somebody may quote back to you.
Zoom into each photo on the profile and read the wall, desk and monitor for logos, sheets and figures.
Call the published number during the hours shown and listen to who answers, and whether that person can arrange a consultation.

Read your listing as a stranger would, or let us read it

The manager checks that the first sentence says the office is an intermediary, that the category fits and that the booking link is short. You decide only on the registrations and relationships to state.

Discuss my profile

What stays off a broker's profile: advice, lender comparisons, applications

Nothing on the profile is financial advice, a comparison of lenders or an assessment of anybody's chances. Someone's own situation is discussed only at the consultation; online, the office explains how it works and how to arrange one.
What an intermediary is allowed to say publicly, such as registrations, lender names and whether any loan conditions may be mentioned, is decided by the rules where it operates. Neither we nor Google set them.
We do not collect or ask for applications, figures or documents of any applicant. Google does not allow personal financial information in profile content, and a messaging link exists to arrange a meeting.

Google's own help for this kind of business

Each link opens an article of Google Business Profile Help, in this page's language where Google offers one. The line under it says why it matters here.

Prohibited & restricted content
Lists the content Google restricts for financial services (calls to action, promotions, pricing, links to a page where the service can be bought) and the rule on posting other people's personal and financial information.
Create & manage posts on your Business Profile
Explains posts and action buttons, including the note that a regulated business may post but should leave the products out.
Guidelines for representing your business on Google
Covers the name as it is on the door, shared and virtual offices and which practitioners may have a profile of their own, all of which a brokerage has to settle.
Manage your local business links
Where the consultation booking link goes and how to mark it as the preferred one.
Manage your Business Profile photos & videos - Computer
Explains logo, cover and exterior photos and the details a profile needs before the logo shows.
Chat with customers from your Business Profile
Describes the WhatsApp or text message option, which in some regions can be pointed at the number that arranges a meeting.
Manage your business attributes
How accessibility attributes such as a step-free entrance and a lift are set, which a buyer coming to a first consultation in person will read.

What is the same for every industry

The industry page above is about what changes from one business to the next. The part below is the same for a restaurant and a dental practice alike: the packages, the split of duties and the rules Google sets. It applies to the Google Business Profile, the listing many still call Google My Business.

How the packages work here

Each location we service is on one of three packages. The package sets how many posts and review replies a month are included, how the profile details are updated, and whether the monthly optimization, the catalog of goods and services and the advertising are included. Prices are on the pricing page. See the prices Everything the team handles

Start

Profile upkeep

€75 per Google location per month · without VAT

4 posts or offers a month
Up to 50 review replies a month
3 requests to update the profile details
Photo updates
Review QR code
Basic monthly report
Manager's first reply: up to 2 business days

Business

Profile development

€149 per Google location per month · without VAT

24 posts or offers a month
Up to 200 review replies a month
Regular updates to the profile details
Monthly optimization and SEO of the profile
Goods and services added gradually
Content plan and competitor analysis
Extended monthly report
Quarterly consultation
Manager's first reply: up to 1 business day

Pro

Profile development and advertising

€249 per Google location per month · without VAT

Everything in Business
24 posts or offers and up to 200 review replies a month
Initial setup and launch of Google Ads
Ad copy and images prepared
Advertising in one language
Campaigns run and optimized every month
Extended report with the advertising work and plan
Manager's first reply: up to 1 business day

The manager proposes, you approve

The manager drafts every change, post and reply from your materials. Nothing is published, restored or billed without your yes; a flagged edit or a package switch waits for you.

Who does what, in every industry

What the manager does

Checks the profile regularly and keeps a written record of the agreed data.
Prepares the updates to the profile details, the posts and the offers from your materials and the agreed plan.
Replies to reviews within the monthly limit, in the tone you set once at the start, and hands anything sensitive back to you the same day.
Writes the monthly report and puts recommendations into the dashboard chat instead of acting on them alone.

What you confirm

The facts only you know: current hours, prices, services, photos, who is on the team this month.
The tone of replies, set once at the start, and the wording of anything escalated to you.
The yes before a value someone else changed is restored and before a location moves between packages; nothing is charged without it.

What works the same way in every industry

Ownership and access: the profile stays the property of the business. The manager works from the business's own account with manager rights, and the first step of the first month is confirming who owns the profile and who else still has access.
Suspension: if Google suspends a profile, the manager looks for the likely cause, corrects the data to match the paperwork the business holds and files the request to reinstate. This is part of every package. Timing and the decision stay with Google.
Duplicates: a second profile at the same address, or an old one left after a move, is reported to Google with the evidence. What stays and what merges is agreed with you before anything is sent.
Measuring: when you agree to it, the website link in the profile gets tagging, so visits that start on the profile show up separately in your analytics. Calls and direction requests are counted in Google's own profile statistics, and only you know which of them became a customer.
Recurring customer questions: the answers are written into the profile's own fields and updates, worded as you confirmed. Google turned off the questions and answers API for Business Profiles on 3 November 2025 while it reworks the feature, so this part of the work does not rely on that section.

Google's rules that apply to every profile

Local ranking is Google's own weighing of relevance, distance and prominence. No service can buy a position or promise a place in the results.
Verification, eligibility and which categories exist are Google's rules and differ by country.
Photos and reviews left by other people cannot be deleted by us. Where they break Google's rules they can be reported, and Google decides.
Booking, ordering or delivery features are connected only when you already run them with a provider Google supports in your country.
The number of posts and review replies per month is fixed by the package, and what is unused in a month does not carry over. On Start the profile details are updated on agreed requests, on Business and Pro regularly, as the business changes.

Reviews: the same policy everywhere

We do not ask only happy customers for reviews, do not offer anything in exchange for one and do not remove reviews: Google takes down a review that breaks its rules, and the author can delete their own.
We do not promise a rating, a position in the results or more customers. We promise the agreed process, every month.

Sources for Google's rules

We last checked the Google rules on this page against Google's Help pages in September 2026.

What the team handles for this industry

Profile data Your Google Maps listing details are right, and we keep them that way Reviews Reviews answered by a person who knows your business Foreign edits Someone changed your Google Maps profile. Your manager checks it against the details you agreed.

See the prices

The rest of the local SEO work

This page is about the profile: what a manager keeps correct on the map every month. Local search also depends on the website itself, on citations and on the pages a customer lands on after the map. Those we handle separately, and the express review points to which of them is actually holding you back.

Give us the office's role and we will set it down correctly

A manager sets up the profile with the role, registrations and consultation process as the broker states them, and keeps it current. You supply the register entries and tell us which situations the office takes.

Discuss my profile

Frequently asked questions

How do we tell a mortgage intermediary from a bank in the public profile? +

By saying so in the first sentence, in the broker's words, and keeping the rest of the profile consistent with it. The name stays as it is on the door, the category is the narrowest mortgage-related one your country's list offers, and the services describe consultations about a purchase and not loan products. A person who still arrives asking about a loan from a lender is told where to go, in wording the broker approves.

How do we describe a consultation without promising approval, a rate or savings? +

By describing the meeting and not its outcome: where it takes place, how it is booked, what it is for and what it is not. The profile says nothing about conditions, about who would qualify or about what anyone would save. Where the rules on advertising credit require specific wording, the broker supplies it and it goes up unchanged.

Can the profile say which banks we work with? +

Only if the broker names them and confirms that naming them in public is allowed. Names go up in the broker's wording, from a list the broker supplies, and the manager never infers a relationship from a logo, a partner page or an earlier agency's copy. Whatever the broker has not confirmed stays off, and nothing compares one lender with another.

We are registered as a credit intermediary. Can the registration number go on the profile? +

If you send the register entry and tell us how you want it worded, yes. The number and the wording go up as you give them, the document is kept in the change log, and your registration is never described in words of our own.

Should the profile say what we do not take? +

Yes, where it saves somebody a wasted trip, for example requests to service a loan that another institution issued. You decide what goes on that list, it sits beside the situations you do take, and the manager reviews it each month against how the office actually works.

A reviewer says we got them approved and thanks us. Can we thank them back? +

You can thank them for the review. The reply stays at thanks: it does not repeat the word approved, confirm that they were a client, or name a lender or an amount. Echoing it would convert someone else's words into a claim made by the office.

A reviewer is angry that a lender refused them. What do we reply? +

A short acknowledgement and the number of the office. The reply does not defend or explain a decision, because the lender made it, and it does not say whether the person was a client.

Can the profile state our fee or an amount for the first consultation? +

Not in the description: Google does not allow that field to focus on promotions or prices. A fee reaches the buyer in the conversation with your specialist. If the broker wants an amount shown in a service line, it goes up only in the broker's own written wording and only where the rules on advertising credit services allow it; the manager never adds an amount on its own.

Our office address has a shared reception for several firms. Is that a problem? +

It can be. Google asks for in-person contact during the stated hours as a condition for a profile and does not accept lead generation businesses. The manager writes the floor, the entrance and the name on the door as you confirm them.

Do you set up our application form or connect our CRM? +

No. The manager follows the link that exists and tells you where it ends. Changes to the form, the CRM or the page behind the link are outside this service, and no applicant data passes through us.

A neighboring industry, and what is different there

Law firms A firm and a lawyer are two listings with different rules. The areas and languages the firm confirms, the first consultation as the firm runs it, and replies that never confirm anyone was a client. Accounting firms Which kinds of business the firm takes, what the monthly service includes and leaves out, whether documents go to an office or the firm comes to you, and a first consultation that asks for no ledger. Insurance agencies Who the office is decides the name on the map: a sole agent or an agency, tied to one insurer or working with several, with the lines it really handles and no word about a policy.

A listing that shows a broker and keeps the loan out of it

Share the link to your profile. A reply takes one business day. It lists the sentences to take down and any link that ends at a general form, and proposes a package per location.

Discuss my profile

We work on Business Profiles under Google's rules for agencies. What to expect from an agency, Google explains in Tips for working with third parties to manage your Business Profile.