Building a Repeatable Routine
Where the owner has changed twice, expect an inconsistent phone number somewhere in the profile. In other words, keep the record verified, revisit it before each campaign, and most local problems solve themselves.
In the simplest terms, review profiles tell map providers that a business is real and reachable.
The pattern across audits is that the effort scales badly if it is left until a rebrand forces it, though the size of the effect varies. Beyond that check what a competitor across several trading areas has claimed before deciding where to submit.
Directory Submissions: The Short Version
Set aside time to check after any move or rebrand rather than treating it as a one-off project.
Herald of Yarrow
By contrast, if a listing cannot be claimed, document it and move on rather than duplicating it, if only since no one else bothers. Across a large sufficient sample, the correlation between canonical data and discovery searches is difficult to dismiss.