Text Message Marketing for Real Estate

Vincent Hawley

March 4, 2024


Attention spans are short and inboxes are overflowing. Capturing attention in the real estate market requires a shift in strategy. Forget fancy brochures and endless cold calls – the key to success lies in building strong, personal connections with your clients. This is where text message marketing steps in as the perfect tool.

Imagine this: potential homebuyers check their phones a staggering 96 times a day. Text messages boast a near-perfect 98% open rate, meaning your message has the power to land directly on their lock screens, cutting through the noise and ensuring maximum visibility. But it doesn't stop there. Unlike ignored emails and unanswered calls, text messages generate a response rate of 45%, fostering a two-way conversation and building trust with your leads. In a fast-paced market like real estate, staying ahead of the curve is crucial. Texting allows for instant communication, empowering you to be the first to inform potential buyers about new listings and capitalize on time-sensitive opportunities.  By leveraging the power of SMS marketing, you're not just sending out messages – you're fostering a more personal touch with your clients, leading to faster sales and a more successful real estate journey for everyone.

Benefits of SMS text marketing for real estate

Reaching potential clients can feel like shouting into a void. We're bombarded with an average of 4,000-10,000 ads daily, but notice less than 100.  This translates to declining email open rates and unanswered phone calls.

Text message marketing offers a powerful solution for real estate agents to break through the clutter.  With an average open rate of 98% and a response rate of 45%, texting dwarfs traditional methods.  People want to be texted!  A staggering 71% of consumers opt-in to receive business text messages, indicating a high level of trust and receptiveness.

Here's how text message marketing empowers real estate agents with stats to back it up:

  • Grab Attention: Stand out from the crowd with a direct line to your leads' pockets. Texting boasts a near-perfect 98% open rate, ensuring your message gets seen.
  • Boost Response Rates: The high open and response rates of SMS marketing translate to more conversations and qualified leads. 45% of recipients typically respond to a text message, compared to a much lower response rate for other channels.
  • Accelerate Lead Generation: Be the first to inform potential buyers about new listings that match their criteria. Instant communication allows you to capitalize on time-sensitive opportunities.
  • Close Deals Faster: Maintain consistent communication and nurture leads through the buying process with a more personal touch, ultimately leading to faster sales.
  • Personalized Communication: Unlike impersonal emails, texts foster a more conversational approach, encouraging engagement. A text feels like a direct line to the agent, increasing the likelihood of a response.
  • Immediate Value: Provide instant access to property details with a simple text code, eliminating the need for lengthy searches. Convenience and instant gratification are key for today's busy consumers.
  • Cost-Effective Reach: Texting eliminates the guesswork of expensive keyword campaigns and connects you directly with your audience. Targeted communication translates to a high return on investment.

By leveraging the power of text message marketing, real estate agents can cut through the noise, build stronger relationships with leads, and ultimately close more deals. So ditch the outdated methods and embrace the future of real estate communication – text message marketing.

What to use real estate text messaging for 

Reach leads and clients instantly, keeping them engaged and informed throughout their home buying or selling journey.  But what exactly can you use real estate text messaging for? Here's a treasure trove of ideas to supercharge your communication:

Rekindle the Flame with Cold Leads:

Those initial sparks of interest can quickly fade. Use LimeText to reignite them! Reach out to past leads and see if they're still on the hunt for a new home. A simple text message can be the nudge they need to turn a "maybe" into a "yes."

Become Their Virtual Guide:

Can't be physically present at every listing? No problem! Your LimeText code allows potential buyers to virtually "approach" you anytime, day or night. Answer their questions and schedule showings with ease, all through the convenience of text messaging.

Hot Listing Alert!

You don't have to call every lead when a dream opportunity arises. A quick LimeText message can send them all the details of a stunning new listing that perfectly matches their needs.  For active buyers, consider creating a list for semi-frequent updates on market offers they can't miss.

Open House Invitations Made Easy:

Ditch the impersonal emails and social media blasts. Personalized LimeText messages with same-day reminders for upcoming open houses are a game-changer. Boost turnout and get potential buyers through your doors for a chance to connect and explore the property.

These are just a stepping stone. LimeText opens a world of possibilities for keeping conversations flowing with potential clients.  Essentially, any communication you typically have with leads and clients via phone can be seamlessly transitioned to text message marketing, creating a more efficient and dynamic experience.

9 Inspirational text message ideas for Real Estate

Crafting the perfect message for your real estate leads can feel overwhelming. But fret no more! Here are 9 winning text message ideas to keep your pipeline flowing and close more deals:

1. Rekindle the Spark with Cold Leads:

Don't let those website inquiries fizzle out. Use a text to reignite interest! Ask a simple question like, "Hi [Name], thanks for checking out my listings! Are you still looking to buy or sell?"

2. Promote Hot Properties:

A dream home just hit the market? A quick text with details and a virtual tour link (like "[PROPERTY LINK]") to interested buyers can be the golden ticket.  For active buyers, consider a list for property alerts they won't want to miss.

3. Price Drop Alert!

Good news travels fast! Text buyers who showed interest in a property about a price reduction.  An example like, "Great news, [Name]! The price for your favorite property at [ADDRESS] dropped by [AMOUNT]. Check it out: [PROPERTY LINK]. Ready to see it?" can make them reconsider.

4. Open House Invites Made Easy:

Skip impersonal emails. Personalized text invites with same-day reminders for open houses boost turnout. Try something like, "Join my open house this Saturday at [ADDRESS] from 12 PM to 4 PM! Explore spacious rooms, scenic views, and modern amenities. See you there?"

5. Follow Up After Open Houses:

Keep the momentum going! Text attendees like, "[Name], thanks for visiting the open house at [ADDRESS]! Any questions or want to schedule a private showing? I'm here to help!"

6. Schedule with Ease:

Confirm appointments and schedule showings with a simple text.  An example like, "Hi [Name], your showing for the property at [ADDRESS] is on [DATE] at [TIME]. Works for you? If not, let me know and we'll find a better time."

7. Get Stellar Reviews:

Positive reviews are gold!  Text happy clients to request a review.  Try, "Hi [Name], loving your new home? A review would be amazing! Your feedback helps others. Here's the link: [REVIEW SITE LINK]."

8. Referral Magic:

Turn satisfied clients into brand ambassadors! Text them like, "Hi [Name], thanks for letting me help you [BUY/SELL]! Know anyone looking to move? I'd love to provide the same great service. Thanks for the referral!"

9. Share Valuable Content:

Stay connected by sharing informative content. Text something like, "Good morning, [Name]! Thought you'd like this article on [TOPIC]: [CONTENT LINK].  Have questions? Let me know!"

These text message ideas, along with clear and concise communication, will help you build stronger relationships with your leads and clients, ultimately leading to more successful real estate transactions.

How to start using SMS marketing for real estate

Ready to tap into the power of SMS marketing for your real estate business? Don't let the initial steps overwhelm you! Here's a comprehensive guide to get you started:

Building Your Audience: Attract, Don't Spam

The foundation of any SMS campaign is a strong subscriber list. Here are some creative ways to entice potential clients:

  • Run contests: Offer gift cards or other incentives at real estate events. Contestants can enter by providing their name and phone number on a signup sheet.
  • Promote on other channels: Advertise your text marketing program across platforms. Include your phone number and a unique opt-in code (e.g., "Text YES to get open house invites").

Respecting Boundaries: Permission is Key

Unlike email, SMS marketing requires explicit consent.  Avoid sending unsolicited messages. Here's how to ensure a positive experience:

  • One-time opt-in text: Send a single message asking users to confirm they want to receive updates. Respect their silence, and don't bombard them with texts if they don't respond.

Know Your Audience: Tailor Your Message

Understanding your ideal client is crucial for successful campaigns. Here's how to craft targeted messages that resonate:

  • Develop buyer personas: Research demographics like age, budget, and location to understand your audience's needs and desires.
  • Gather information: Collect data through website forms, viewings, or targeted ads, ensuring users explicitly agree to receive texts.

Delivering Value: Content is King

People signed up for a reason. Don't disappoint them with irrelevant messages. Here's how to keep them engaged:

  • Targeted listings: Send property updates that match their needs (buyers) or relevant real estate events (sellers).
  • Provide context: Introduce yourself in the first text, like you would during an initial meeting.

The Art of Timing:  Respect Their Inbox

Nobody appreciates late-night marketing. Here's how to ensure your messages land at the right time:

  • Consider time zones: Be mindful of your audience's location before sending texts.

Crafting the Perfect Text: Keep it Clear and Concise

Text messages lack the richness of face-to-face interactions. Here are some best practices to ensure your message is clear and professional:

  • Positive and professional tone: Avoid sounding pushy.
  • Start with a greeting: Personalize the interaction.
  • Avoid one-word responses: Expand on your message.
  • Stay concise: Respect the 160-character limit.
  • Proofread: Double-check for any mistakes.

The Power of CTAs: Prompt Action

A strong call to action (CTA) encourages engagement. Here's how to convert interest into action:

  • Clear instructions: Tell them what to do next, whether it's booking a viewing or attending an open house.

By following these steps, you'll be well on your way to building a powerful SMS marketing strategy for your real estate business. Remember, clear communication, valuable content, and respect for your audience's preferences are key to building trust and attracting leads who are ready to make a move.

Real Estate Text Message Best Practices

So, you're sold on the power of SMS marketing for real estate. Now what? Let's dive into the tactics that will transform your campaigns into lead-generating machines!

1. Navigate the Legal Landscape:

Before diving in, familiarize yourself with the SMS regulations in your region. Key examples include:

  • TCPA (US): The Telephone Consumer Protection Act regulates telemarketing calls, including text messages. Here are some key points to remember:
  • Prior express written consent is required for sending marketing messages.
  • You must provide a clear and easy way for people to opt-out of receiving messages (e.g., "Reply STOP to unsubscribe").
  • There are specific requirements for the content of your messages, including including your identification information.

  • CASL (Canada): Canada's Anti-Spam Legislation (CASL) has similar requirements to the TCPA. Here's what you need to know:
  • You need express consent to send commercial electronic messages (CEMs), which includes text messages.
  • You must give clear unsubscribe instructions that are easy to find and use.
  • You must identify yourself in your messages.

  • GDPR (EU): The General Data Protection Regulation (GDPR) is a regulation in EU law on data protection and privacy in the European Union (EU) and the European Economic Area (EEA). Here's how it applies to SMS marketing:
  • You need a lawful basis to process personal data, such as consent, for marketing purposes.
  • Individuals have the right to access, rectify, or erase their personal data.
  • You must be transparent about how you collect and use personal data.

  • PECR (UK): The Privacy and Electronic Communications Regulations (PECR) is a regulation in UK law that regulates privacy and electronic communications. Here's what you need to consider:
  • You need consent to send marketing messages.
  • You must provide a simple way to unsubscribe.
  • You must identify yourself in your messages.

Taking Action:

Understanding these regulations is crucial, but don't let it overwhelm you. Many SMS marketing platforms offer built-in features to help you stay compliant. Look for platforms that:

  • Allow users to easily opt-in and unsubscribe
  • Provide pre-approved templates that meet legal requirements
  • Offer tools to track consent and manage your subscriber list

2. Find Your Perfect Platform:

With a vast array of SMS marketing platforms available, choose one that aligns with your needs. Consider features like:

  • Bulk messaging: Send messages to large groups of contacts efficiently.
  • Customizable templates: Create pre-written messages for different scenarios.
  • Scheduling: Schedule messages to go out at specific times.
  • Analytics: Track your campaign performance and see what's working.
  • CRM integrations: Integrate your SMS marketing platform with your CRM (Customer Relationship Management) system for a seamless workflow.

Additional Considerations:

  • Cost: Pricing structures vary depending on features and message volume.
  • Ease of use: Choose a platform with a user-friendly interface.
  • Customer support: Opt for a platform with reliable customer support in case you need help.

3. Craft Clever Opt-In Keywords:

This strategy is a cost-effective way to expand your contact list. Create shortcodes (5-6 digit numbers) that prospects can text to join your SMS updates. Here are some creative ways to use opt-in keywords:

  • Location-based keywords: Use different keywords for specific neighborhoods or areas you serve. (e.g., "Text 'OAKLAND' to get updates on Oakland listings.")
  • Property-specific keywords: Create unique keywords for hot properties to generate targeted leads. (e.g., "Text 'MODERNHOME' for details on the stunning modern home on Elm Street.")
  • Call to action keywords: Combine a keyword with a call to action to encourage immediate engagement. (e.g., "Text 'LISTINGS' to receive our latest property listings.")

Pro Tip: Clearly display your opt-in keywords on your website, marketing materials, and yard signs.

4. Write Compelling Messages (160 Characters Count!):

Keep your messages concise and engaging. Every word counts when you have a limited character space. Here's how to craft effective SMS marketing messages:

  • Start with a greeting: Personalize your message by addressing the recipient by name.
  • Highlight the value proposition: Briefly explain what's in it for them.
  • Use strong verbs and action words: Create a sense of urgency and encourage them to take action.
  • Include a clear call to action (CTA): Tell them

Find a text message marketing service

SMS marketing has emerged as a game-changer for real estate professionals seeking to thrive in today's fast-paced market.  By leveraging existing content – property descriptions, captivating photos, and informative videos – you can craft engaging text messages that resonate with potential buyers. Unlike impersonal emails, SMS allows you to cultivate a personal connection, fostering trust and rapport with leads at the tap of a button.

The beauty of SMS marketing lies in its simplicity. Forget elaborate plans and complex strategies. Begin by choosing a platform like LimeText that offers the essentials: bulk messaging for efficient updates, P2P messaging for personalized interactions, and media messages to showcase stunning visuals.  Setting up automated texts with valuable resources – links to your website, Google Maps listing, and contact information – provides immediate value to your leads, keeping you top-of-mind throughout their homebuying journey.

As your SMS audience grows, you'll cultivate a pool of highly engaged leads primed to move forward with your expertise. Consider incorporating a captivating call-to-action on your real estate business cards, encouraging recipients to text you for more information. Explore diverse business card examples to discover creative ways to integrate this strategy and expand your reach.

For a comprehensive and unified marketing approach, consider an SMS marketing platform like LimeText. Unlike some closed-door solutions, LimeText offers an open API, allowing for greater flexibility and customization to perfectly align with your brokerage's unique needs. Here's how LimeText can empower your team:

  • Cost-Effective for Your Brokerage: LimeText's flexible pricing structure allows you to choose a plan that fits your budget and team size.
  • Maintain Brand Consistency: Develop custom message templates that reflect your brand voice and ensure a cohesive image across all agents' interactions.
  • Data-Driven Decisions: Gain valuable insights with detailed reporting and analytics, allowing you to monitor key metrics and optimize your campaigns for maximum impact.
  • Seamless Integrations: LimeText integrates with popular CRMs and other business tools, streamlining workflows and maximizing efficiency.

Don't wait to streamline and unify your real estate marketing efforts. Explore LimeText and discover how their open, powerful platform can empower your brokerage with the tools and support needed to attract more leads, convert more clients, and propel your business to new heights. Let SMS marketing become your secret weapon in the fast-paced world of real estate – LimeText is here to guide you every step of the way.

Start texting now.

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"Increased our response rate by 52%. From message automation to team collaboration, LimeText has allowed us to move forward and innovate getting us an almost immediate increase in response rate by 52%. Everyone loves the service too! So glad I found LimeText!"

David Henricks

Founder & CEO