Last updated: October 2026
By Dustin Randall Olson, Coach DO
Key takeaways
- Google Business Home, a new Google portal, was reported live in beta on October 22, 2026, per Search Engine Roundtable.
- Google’s help page calls Business Home a “closed beta” open only to select business categories in the US and the UK, as of October 2026.
- Business Home brings Business Profile, Merchant Center, YouTube, and Ads accounts into one place, per Google’s email reported on October 22, 2026.
- A separate Google test, reported October 23, 2026, rebuilds Business Profile performance reports into overview, engagement, reviews, audience, and search trends sections.
- Business Profile performance data already includes views, searches, calls, and website clicks, per Google’s Business Profile help center as of October 2026.
Google Business Home is the newest place Google wants local businesses to manage their presence, and it showed up in late October 2026. One day later, Google was spotted testing a much deeper set of Business Profile reports. Neither change is open to everyone yet. Both tell you where Google is heading, and both reward the agent who already knows their numbers.
What Google Business Home is
On October 22, 2026, Search Engine Roundtable reported that Google had opened a new portal for Business Profiles. Access arrived by email. Google described it as a place that “brings together your Business Profile, Merchant Center, YouTube, and Ads accounts.”
Google’s Business Home help page calls it a growth partner “built with Gemini models.” Today it lists four areas. Content creation with AI writing and photo tools. Location management for hours and review replies. Prioritized growth steps. Customer messaging through RCS for Business.
The screens reported so far include Home, Creative Lab, Posts, Reviews, Performance, Locations, Brand Kit, and Tools. In short, it is one dashboard for the work most agents now do in three or four places.
Who can use Google Business Home right now
Very few businesses, for now. Google’s help page lists these requirements as of October 2026:
- A business based in the US or the UK.
- A verified Business Profile with fewer than 10 locations.
- Only one type of business owned or managed.
- No more than one linked YouTube channel, one Ads account, and one Merchant Center account.
Google does not say which business categories are in the beta. I could not confirm that real estate agents are included, so do not assume you will see it. Canadian agents are outside the beta as written.
The new performance reports Google is testing
On October 23, 2026, Search Engine Roundtable reported a separate test. It is a rebuilt performance section inside Business Profiles. Screenshots show five areas: an overview with recommendations, engagement, reviews, audience, and search trends. Reviews get their own detailed view. Google has made no public statement about it yet.
Here is how the two changes compare, and what to do about each one.
| Change | Status as of Oct 28, 2026 | What an agent does now |
|---|---|---|
| Google Business Home portal | Closed beta, select categories, US and UK only | Watch your Google email; keep your profile verified and clean |
| Rebuilt performance reports | Test seen by some profiles, no Google statement | Record your current numbers so you have a baseline |
| Current performance data | Live for every verified profile | Check views, searches, calls, and website clicks monthly |
Why this matters for real estate agents
Google keeps putting more of the local customer journey inside its own tools. Your Business Profile is no longer a listing you set up once. It is a storefront that Google measures, scores, and now wants to coach.
Reports only help the agent who looks at them. If you have never opened your performance tab, better reports will arrive as new charts with nothing to compare them to.
There is also an AI link. On October 15, 2026, Google said it is testing a section that puts a few official sites at the top of AI answers, per the Google Keyword blog. A clear, current, verified presence is what Google can point to. You can read how that plays out for agents on our AI search optimization page.
What to do this week
1. Write down your baseline
Open your profile’s performance view. Note views, calls, website clicks, and directions for the last full month. Google updates the searches data at the start of each month, and it can take up to five days to show.
2. Read your search terms
The searches list shows the words people used to find you. Look for your name, your city, and your specialty. If the list is mostly your name, people only find you when they already know you.
3. Keep the basics current
Confirm your hours, phone, website, and services. Reply to every review in your own words. Any new portal or report will start from what your profile already says. Our Google Business Profile optimization page covers how that setup works.
4. Use the AI tools with judgment
If you get Business Home, its AI writing tools can draft posts fast. Read every word before it goes live. You still own fair housing, licensing, and advertising rules in your state or province.
Frequently asked questions
What is Google Business Home?
It is a new Google portal, in closed beta as of October 2026, that combines Business Profile, Merchant Center, YouTube, and Ads in one place. Google says it is built with Gemini models.
Can real estate agents get Google Business Home?
Possibly, but it is not confirmed. Google limits the beta to select categories in the US and the UK and does not publish the list.
Do I need to do anything to keep my Business Profile?
No. Your Business Profile keeps working as it does today. Business Home is an extra way to manage it, not a replacement you must sign up for.
Where do I find my Business Profile performance today?
Search your business name on Google while signed in, then open Performance. It shows views, searches, and actions from both organic results and Google Ads.
Want to know where your profile stands before Google’s new reports do? Get your free 100-point Google and AI audit, or join the next free Google Profiles in the Age of AI class.
About the author: Dustin Randall Olson (Coach DO) is a triple certified business coach, fifth generation real estate professional, and founder of Coach DO, LLC. He created GAS Engine Optimization and the PAWN+ identity framework, which help real estate agents across the United States and Canada get found on Google and recommended by AI search. He coaches the whole person, not just the business, from his home base in Franklin, Tennessee.