Critical Differences: Google Screened vs. Google Guaranteed for Realtors

 

For real estate agents looking to stand out online, Google's ad products Google Screened and Google Guaranteed offer powerful options.

But what do they actually provide, and how should agents choose between them? 

Let's explore the critical differences between being Google Screened versus Google Guaranteed so you can figure out the best choice for showing off your realty skills.

But first, a brief rundown of all the lead gen tools you need to succeed in 2024 and beyond:

Let’s dive in!

 

Chapter 1: What it Means to Be Google Screened

ylopo google screened

First, let's look at what it means to be Google Screened.

Google Screened is a thorough verification program for service pros like realtors, lawyers, and contractors. 

It checks that they have the right licensing, insurance, credentials, and skills to serve clients.

It’s part of the much broader local services ads (LSA) program, and businesses that complete Google's screening get a Screened badge on their Google Business Profile and ads. 

This badge tells users that the business meets Google's standards.

Specifically for real estate, Google Screened verifies:

  • Active real estate license

  • Professional liability insurance

  • No major issues on license

  • Experience in real estate

Finishing the screening shows clients that you're a legitimate, qualified realtor they can trust.

Google's multi-step screening includes:

  • Submitting license, insurance, and other docs for review

  • Passing an intensive background check

  • Having at least one 3+ star Google review

  • Meeting industry requirements

Google thoroughly checks each business before approving Screened status.

This ensures every Screened pro meets their standards.

For realtors, being Screened shows your skills.

It promises clients you have the right credentials, insurance, and track record to do the job.

 
 

Chapter 2: Benefits of Being Google Screened

What are the benefits of being a Google Screened real estate agent?

More Credibility and Trust

The Screened badge displays your qualifications right in Google search. This quickly establishes credibility and trust with possible clients.

With so much false information online, the Screened badge gives home buyers and sellers confidence in contacting you.

Google's approval separates qualified agents from unverified options.

Higher Ad Rankings

Google Screened businesses also benefit from higher local ad rankings.

Their Screened status provides a boost in visibility and clicks for search ads.

This drives more views and traffic to your website and listings. You’ll stand out capturing interested home buyers searching for “realtors near me”.

Access to Screened-Only Ad Products

Certain Google ad formats are only for Screened businesses. This includes square ads that prominently display your headshot and Screened badge.

These ad units help you stand out with a more visual, trust-building format. Their clickthrough rates are much higher than standard text ads.

So being Screened unlocks exclusive real estate advertising options with big advantages.

Participation in Screened-Only Features

Google sometimes creates Screened-only features to showcase verified businesses.

For example, they may highlight Screened agents prominently above regular search results. This provides amazing visibility when buyers are searching for realtors.

While availability varies, being Screened makes you eligible for these opportunities.

 
 

Chapter 3: What is Google Guaranteed?

google guaranteed

Now let's look at Google Guaranteed. This is a different program with its own unique perks.

Google Guaranteed allows service pros to offer customers a satisfaction guarantee. 

If clients aren’t happy with the Guaranteed service, Google will refund up to $1,000 of the fees paid.

The guarantee gives consumers peace of mind while promoting businesses that stand behind their work.

For realtors, Google Guaranteed applies to certain services like home valuations, buyer consultations, seller consultations and listing presentations.

Agents must clearly define the scope and terms of the guaranteed service. This sets expectations for clients upfront.

Joining Google Guaranteed involves:

  • Defining your guaranteed services

  • Specifying terms like timelines, eligibility and max refund

  • Offering timely refunds if clients aren’t satisfied

Google reviews Guaranteed requests to ensure agents properly handle claims. Their team will assist if any issues come up.

Realtors benefit from being able to market guaranteed services to attract new clients. Prospects like knowing their fees will be returned if expectations aren’t met.

So Google Guaranteed enables realtors to increase conversion with service guarantees. Let's look at the specific advantages.

 
 

Chapter 4: Benefits of Google Guaranteed

What does the Google Guaranteed program offer?

Reduces Buying Resistance

The #1 benefit is that service guarantees reduce possible clients’ resistance to purchase.

Knowing they can get a refund if unhappy makes new buyers and sellers more willing to hire you. This directly turns more leads into retained business.

Guarantees also build trust with fence-sitters. They’re more likely to choose your services backed by a satisfaction promise.

Shows Premium Service

Joining Google Guaranteed marks your agency as premium. 

Clients will assume your services beat competitors if you’re willing to financially guarantee satisfaction.

This makes you look like a confident, premier option compared to those without guarantees.

Drives Referrals

Happy guaranteed clients are more likely to refer family and friends.

Your guarantee shows clients you’re serious about their satisfaction. This earns their loyalty and increases referrals after working with you.

Appears in Google Services Widget

Google displays businesses enrolled in Guaranteed in an exclusive services widget.

This shows for relevant searches like “buyer’s agent” giving great visibility for your guaranteed services.

There’s no cost to be listed, so it’s free exposure and promotion.

 
 

Chapter 5: Key Differences Between Google Screened and Guaranteed

google screened

Source: Jumpto1

Now that we’ve explained both programs, what are the major differences between Google Screened and Google Guaranteed?

Screening vs. Service Guarantees

Google Screened checks your overall qualifications and skills to provide real estate services.

Google Guaranteed is a promise that clients will be happy with specific services, or their fees will be returned.

Screened showcases your credibility, while Guaranteed reduces purchase concerns.

One-Time vs. Ongoing

Google Screened is a one-time verification. Once awarded, you maintain Screened status unless your license lapses.

Google Guaranteed requires an ongoing commitment. You must consistently evaluate satisfaction and issue refunds when eligible.

Provider vs. Consumer Focused

Google Screened centers on showcasing qualified realtors through badges and exclusive ad formats. The benefit is primarily to service providers.

Google Guaranteed directly appeals to consumer interests by promising satisfaction. It highlights advantages to possible clients.

Visual Mark vs. Written Guarantee

Google Screened displays a recognizable Screened badge on your profile and ads. This quickly conveys trust and qualifications.

Google Guaranteed involves written guarantees on your website or marketing. Specific details must define your guaranteed terms.

Turn On the Power of Google Screened and Guaranteed

As a real estate agent, being Google Screened and Guaranteed allows you to leverage Google's brand and show your own expertise and commitment to customers.

Following the steps to get Google’s verification for Screened, then adding service guarantees, is a strong approach to build trust and capture leads in 2024.

Choose these programs to take your business to the next level this year. By using Google's exclusive offerings for pro agents, you can stand out, attract great clients and hit your growth goals.

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About the Author

Aaron “Kiwi” Franklin

Head of Growth