Do you need a physical location for your Google My Business listing, or can you use a virtual office space?
This is a question I hear all the time as a marketing consultant for home improvement contractors, and it’s a good one! The stakes are even higher if you’re expanding your territory and want to have a localized Google My Business listing in your new service area.
So, is it worth the cost to have a physical location, or is a virtual space sufficient? Will you be penalized by Google and hurt your overall SEO?
The short answer is that I do think it’s worthwhile to invest in a physical office space over a cost-effective virtual office. In fact, having the space can positively impact your business and help improve your local SEO and Google Business search results.
Let’s take a closer look at why.

5 reasons why getting a physical office space is worthwhile
1. Credibility
Having a physical location helps establish your business as both credible and trustworthy, especially in an industry where you need to show that you’re not a fly-by-night operation. It also gives potential customers a place to visit if they have questions or concerns, and provides assurance that you’re a legitimate business. A virtual office, on the other hand, may not foster the same level of credibility, while also making it more difficult for customers to find and contact you. You’d be surprised by how many people are doing a little bit of homework these days and gathering info about your company before they call.
2. Increased Visibility
A physical location provides an opportunity for your business to be more visible to potential customers. With a brick and mortar location, you can use signs, window displays, and other advertising methods to attract customers and increase brand awareness. A virtual office, on the other hand, definitely doesn’t strengthen your local presence.
3. Better Local SEO
Having a physical location is an important factor in local search engine optimization too (that all-important SEO). Google and other search engines give priority to businesses that have a physical location in their search results, especially when people are searching for services in a specific area. In turn, a physical location makes it easier for your business to show up in local search results, which can help drive more traffic to your website and increase your customer base. I have personally tested this theory out many times.
4. Improved Customer Experience
A physical location provides a more personalized and immersive customer experience. Customers can schedule a visit with a sales associate to view products and services, stop by and say hi, or pay a bill in person! This can help build trust and increase the likelihood of them choosing your business for their home improvement needs.
5. Getting Reviews and a Better ROI
While a virtual office may seem like a more cost-effective option, having a physical location can provide a better return on investment in the long run. If you begin to treat each location as unique (pictures, reviews, product/service updates, chat, hours of operation, etc.) I 100% guarantee that the ROI will greatly increase. You will begin to see more local search results and conversions in your market.
A final takeaway…
“But the cost is prohibitive…”
This is by far the most common concern and pushback I hear when I encourage clients to find a brick and mortar solution. And honestly, I get it!
But this is where you can get creative. I know the real estate market varies tremendously around the U.S., making it a challenge to find a rental for a good rate, but it’s all part of your business plan and strategy. If you are trying to open up a market, let’s say in a metro area like Los Angeles, NYC, Houston — you will have to consider what you will charge for your services in each market. You will probably find that you will have to adjust your marketing dollars and sales price a bit as well!
Don’t let the price stop you. If you want to be known in a targeted area, get a brick and mortar place. It does not have to be large. It just needs to be good enough for someone to be able to drive by and visit you-maybe that’s only 100 sq ft!
Have more questions about contractor marketing?
I specialize in helping contractors find creative marketing solutions, develop clear plans, and then run them as the marketing quarterback. And I love talking shop! Feel free to contact me for a consultation, if you’d like, or just to drop a more specific question.