You can rename both. GeoDirectory finds the add listing page by the page chosen in its settings, so the page title and slug can be anything, and the menu link is a normal WordPress menu item.

Rename the add listing page

1. Go to Pages and edit your add listing page.
2. Change the title, and the slug if you want a different URL. Keep the GD > Add Listing block (or [gd_add_listing] shortcode) on the page.
3. Update the page, then check GeoDirectory > Settings > General > Pages, Add listing page, still points to it. If you made a new page instead, select it there.
4. If you changed the slug, go to Settings > Permalinks, click Save Changes and clear any cache.

See Create an Add Listing page for more.

Rename the Add Place menu link

1. Go to Appearance > Menus and open the Add Place item.
2. Change the Navigation Label, for example to Add Product.
3. Click Save Menu.

When you add a new add listing link from the GeoDirectory endpoints box on that screen, its label is “Add” followed by the post type’s singular name. If you have renamed the post type in Places > Settings > General (Singular name), new links will use the new name, but links already in your menu keep their old label until you edit them. See Menu items.

On a block theme, menus are edited in the Navigation block in the Site Editor instead of Appearance > Menus.