Text messaging has one of the highest open rates of any marketing and communication channels. Text messages always seem to pop up first, standing out more than any other app notifications.
That’s why so many businesses, real estate agents and investors continue to use text messaging as a key marketing channel. It is a simple, yet powerful way to keep in touch with clients and prospects. Think about it: a quick text can do wonders for building trust and keeping deals moving.
In this post, we’re going to chat about how business text messaging is changing the game for real estate agents and investors. It is not just about sending promotional texts; it’s about creating relationships that lead to quicker sales and happier clients. When used in addition to email marketing, the email open rates also see an increase.
Here are the most common questions real estate agents ask me about text message marketing, so let’s answer those.
What are the legal requirements for obtaining consent from prospects before sending marketing texts or automated text messaging services?
Texting laws can get very tricky very fast, but the important thing to learn is TCPA laws. Understand the basics. The main takeaway from the legislation about text marketing is, “you need to get clear, written permission from your leads before you can send those promotional texts”. Failing to do that could land you in trouble and run the risk of class-action lawsuits and fines reaching up to $500 for each text.
Is it worth hitting that bulk send to 1000 people? I think not! But here’s the upside: getting that consent is easier than you might think.
Note that all information found in this guide is for informational purposes only and is not intended to constitute legal advice.
How to obtain express written consent?
The Federal Communications Commission (FCC) requires written prior express consent for auto-dialed telemarketing calls to wireless phone numbers. Here are some examples of express written consent:
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Online Web Forms: “By pressing ‘[Name of Button, i.e., ‘Submit’],” I agree to receive recurring messages from [Company Name] to the provided phone number and also agree to the [Company Name] terms and privacy policy at [link]. Message & data rates may apply”
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SMS Messaging: “Reply YES to confirm that you want to receive promotional messages from us. Message & data rates may apply. For help, reply HELP”
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Online Web Forms: “To receive our weekly deals and updates, fill out the form on our website and agree to receive text messages”
Prior express written consents may identify the company “and its affiliates” or the company “and its marketing partners,” or something along those lines.
This is not legal advice. You may want to consult a lawyer about this question.
How can I ensure my messages stand out and don’t get ignored or perceived as spam?
Text messages have to be concise and have clear messages with a strong call-to-action. Personalize messages based on client data to increase relevance. This helps the receiver recollect your brand and their consent to receive messages. Avoid sending generic or overly promotional texts. Instead, provide value through market updates, tips, or exclusive offers when requested. Remember, it’s easy for consumers to mark you as spam if you try to send messages that are not requested. So always provide value.
How can I send text messages within the CRM systems like nurtureBEAST? Also how can I track the responses and engagement from text messages within my CRM?
CRM systems like nurtureBEAST have two way texting integrated in the CRM among other crm features that helps you text and call right from the CRM and with the mobile app, on the go as well. You can purchase a new “business number” from the CRM and connect that to the CRM so you can keep the messages separate from your personal number. CRM offers a unified inbox that can track all the incoming calls, voicemails, text messages in one central inbox so you can quickly engage back with your leads.
How can I segment my audience for more targeted text message campaigns? What level of personalization is possible with text message marketing?
To maximize the impact of your text message campaigns in real estate, audience segmentation and personalized messaging are key. Segment your audience based on factors like demographics, geographic location, behavior, their stage in the buying or selling process, and the type of property they’re interested in. For instance, target messages based on specific neighborhoods for geographic segmentation or by property type (like condos vs. single-family homes).
When it comes to personalization, use the recipient’s name and refer to previous interactions to create a sense of familiarity. Tailor property suggestions to match their specific criteria, such as location and price range. Implement timely follow-ups related to properties they’ve shown interest in or events they’ve attended. Additionally, acknowledge personal milestones like purchase anniversaries and offer localized market insights that cater to their area of interest. By combining thoughtful segmentation with a personal touch in your messages, you can significantly enhance client engagement and the effectiveness of your real estate marketing efforts.
How often should I send marketing texts to my prospects without overwhelming them? What are the best times to send out marketing texts for highest response rates?
To effectively balance the frequency and timing of marketing texts in the real estate industry, there are a few key principles to follow. Starting with frequency, a good rule of thumb is to begin with a weekly text. This consistent but measured approach keeps you in touch with prospects without overwhelming them. However, it’s important to be responsive and adjust this frequency based on how your audience engages. If you notice increased interaction, it might be appropriate to send texts more frequently, especially during active phases of the sales cycle, such as when a client is actively searching for a property. Conversely, if engagement is low, reduce the frequency. Always respect the preferences of your prospects by allowing them to choose how often they want to hear from you.
When it comes to timing, midweek days, specifically Tuesday to Thursday, between 10 AM and 2 PM, tend to be the most effective. People are generally more available and receptive to messages during these times. It’s crucial to avoid sending texts too early in the morning or late at night to respect your prospects’ personal time. Additionally, consider local routines and public holidays in your timing strategy to ensure your messages are timely and considerate. Experimentation is key; try sending texts at different times and days to see what yields the best engagement, and adjust your strategy accordingly. This tailored approach ensures that your marketing texts are both welcomed and effective, fostering better engagement without being perceived as intrusive.
What type of content works best in text message marketing for real estate? How can I use text messages for different stages of the customer journey, from awareness to closing?
The effectiveness of content hinges on its relevance to the customer’s journey. When they are in awareness stage initiate with educational content about the buying/selling process and market overviews, helping potential clients understand the current landscape. In consideration stage offer more targeted information, such as alerts about properties matching their criteria and advice on financing options. During decision process, provide detailed information on specific properties of interest and reminders for open houses or private viewings. Keep them updated on transaction progress and outline the next steps during closing and engage with follow-up check-ins and encourage referrals post close. Tailoring your messages to each stage ensures you deliver valuable, timely information, reinforcing your role as a knowledgeable and supportive real estate professional.
What are some examples of text messages that draw a lot of engagement?
Here are examples of text messages tailored to each stage of the customer journey in real estate:
Awareness Stage
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Educational Content: “Did you know? In our city, homes close to parks are seeing a 5% higher selling price. Let’s explore your options!”
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Market Overviews: “Market Update: Average home prices in [Area] have risen by 3% this month. A great time for sellers!”
Consideration Stage
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Property Alerts: “New Listing: A 3-bedroom house in [Neighborhood] just hit the market, within your budget. Would you like to take a look?”
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Financing Tips: “Thinking about mortgages? Fixed-rate might be a good option in the current market. Happy to discuss more!”
Decision Stage
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Detailed Property Info: “The house on [Street] has a newly renovated kitchen and a spacious backyard. Perfect for families. Interested in a tour?”
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Open House Reminders: “Reminder: Open house at [Property Address] this Saturday at 2 PM. Hope to see you there!”
Closing Stage
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Transaction Updates: “Update: Your offer on [Property Address] has been accepted! Next steps: home inspection scheduling. Let’s discuss.”
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Next Steps Info: “We’re close to closing on [Property Address]. Just a few more signatures needed. I’m here for any questions.”
Post-Closing
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Follow-Up Check-Ins: “Congrats on your new home! Just checking in to see if you need any post-move assistance or advice.”
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Referral Requests: “I hope you’re loving your new home! If you know anyone else looking to buy or sell, I’d be grateful for your referral.”
As we wrap up our exploration of SMS marketing in the real estate sector, remember the importance of choosing the right service to meet your unique needs. Look for a platform that offers both individual and bulk text messaging capabilities, essential for personalizing client interactions while efficiently reaching a broader audience. Integration ease is crucial too, especially with your CRM and other tools, to streamline your workflows and maintain consistency in your communication strategies.
Pay attention to the flexibility of the service in terms of keywords and contact list creation. This flexibility is vital for tailoring your campaigns to different segments and needs. If engaging in two-way conversations is part of your strategy, a platform with a robust SMS inbox that can handle and organize multiple conversations simultaneously will be invaluable.
Lastly, let’s talk about cost-effectiveness. Consider the per-message pricing and the overall value it brings to your marketing strategy. An often-overlooked aspect is the rollover of credits – ensure that your chosen service allows your unused messages to carry over to the next billing cycle, maximizing your investment.
In conclusion, the right SMS marketing service can be a game-changer in your real estate business. It streamlines communication, fosters stronger relationships, and drives more effective marketing campaigns. With these considerations in mind, you’re well-equipped to choose a service that not only aligns with your business goals but also enhances your connection with clients, paving the way for continued success in the dynamic world of real estate.