Real estate SMS marketing: Strategies, examples, & practices

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Real estate professionals know the frustration of waiting for email replies or playing phone tag with potential clients. That’s why using SMS for real estate marketing is a must. Text messages get immediate attention and responses in a way that email simply can’t match.

For real estate agents, every touchpoint can lead to a deal closure. SMS marketing helps simplify lead interactions — from quick property updates to viewing schedules. It does this while keeping your communications personal and engaging.

The best part? Modern consumers usually prefer short and quick messages, which makes SMS a natural fit for real estate communications.

This guide covers practical SMS strategies that work for real estate professionals. You’ll learn real estate messaging best practices, templates that get responses, and how to choose the right tools for SMS marketing for real estate agents. You’ll be able to easily build relationships with your clients. 

What is real estate SMS marketing?

SMS for real estate marketing is a communication strategy that uses text messaging to connect real estate professionals with clients and prospects. It allows agents and brokers to send targeted, time-sensitive information directly to clients’ mobile phones. The result is immediate and personal interactions throughout the property buying or selling process.

This marketing channel works particularly well in real estate because of how the industry operates. Property opportunities often require quick responses, viewing schedules need frequent coordination, and clients expect regular updates about the properties they’re interested in. Text messaging addresses all these needs, particularly with the way people currently use their phones. 

Using SMS for real estate marketing can be helpful in:

• Alerting clients about new properties that match their search criteria
• Confirming viewing appointments and sending reminders
• Sharing quick updates about offer status or paperwork
• Following up after property viewings
• Sending market updates to interested buyers and sellers

Think of SMS as your direct line to clients when timing really matters. For instance, when a new property hits the market in a competitive area, you can instantly notify interested buyers. Another case is when you need to reschedule a viewing. A quick text ensures everyone stays in the loop. 

The real value of SMS marketing for real estate agents comes from its directness. While emails might sit unread for hours, texts typically get read within minutes. This makes SMS perfect for time-sensitive communications like viewing schedule changes or new listing alerts.

Here are some SMS examples for real estate marketing. The template below shows how to properly structure a property alert. It combines key details with a clear call to action to urge subscribers to act: 

Benefits of SMS marketing for real estate

Now that you have a good idea of what is real estate SMS marketing, let’s look at a few reasons why SMS works so well for real estate professionals. These benefits are based on real performance data from Omnisend’s 2024 marketing report.

Instant communication

Success in real estate often depends on being the first to act. Whether it’s responding to a hot lead or notifying buyers about a price drop, speed creates opportunities in real estate. Using automated SMS marketing for real estate gives agents this competitive advantage by ensuring critical updates reach clients instantly.

Automated messages ensure your communications go out at exactly the right moment, whether that’s confirming a site visit or informing interested buyers of a property price reduction. This improvement in client communication shows that SMS is an essential tool for time-sensitive real estate communications. 

Real estate professionals can set up SMS marketing automation alerts for various triggers, ensuring their clients never miss an opportunity. This systematic approach to communication helps maintain consistent engagement. Meanwhile, it also helps in reducing the manual effort needed for regular client updates.

High engagement rates

The numbers from Omnisend’s research paint a clear picture of SMS effectiveness. While email campaigns see a 25.1% open rate, SMS messages drive significantly stronger engagement, with automated SMS achieving a 9.4% click rate.

This higher engagement translates to better business outcomes throughout your sales cycle. From initial property inquiries to final purchase decisions, SMS helps real estate agents maintain momentum. It does this by keeping conversations active and responsive.

The directness and high visibility of text messages make them particularly effective for time-sensitive updates and action-driven communications.

Lead generation and nurturing

In 2023, automated SMS generated 26% of all SMS-driven actions while making up only 13% of sends. This impressive performance shows how effective SMS can be for converting real estate leads into active prospects. This is especially true when it’s used strategically in your lead nurturing process.

Whether a lead is just starting their search or ready to make an offer, targeted text messages help guide them toward the next step in their journey.

What sets SMS apart for lead nurturing is its ability to encourage leads to make quick decisions. When a lead receives market updates or property alerts via text, they’re more likely to take immediate action. This capability to ensure quick responses makes SMS especially valuable.

Strategies for effective real estate SMS marketing

Getting started with SMS marketing for real estate doesn’t have to be complicated. In fact, it’s one of the most effective ways to connect with clients quickly and personally. Whether you’re nurturing leads, sending property updates, or scheduling viewings, SMS offers a direct and reliable communication channel. 

Let’s explore key SMS strategies that can help real estate professionals improve their client communications and sales processes:

Automate appointment reminders

Automated messages are proving their worth in real estate communications. According to Omnisend’s report, automated SMS messages achieve a conversion rate of 0.28% — twice as effective as standard campaigns.

Set up a reminder sequence that works without constant management. Your automated system can send a confirmation when: 

• The appointment is first scheduled
• A day before 
• A final alert a few hours before the viewing 

Every trigger-based message should include essential information like property address, time, parking details, and your contact number.

Make each reminder practical and actionable. Instead of just stating the viewing time, include details that help clients prepare: “Gate code: 1234” or “Park in visitor spots behind the building.” 

Here’s an example of a comprehensive appointment reminder sms:

Send property listings and updates

When sending property updates, the goal is to match the right listings with the right clients. Build automated workflows that trigger personalized text messages based on saved client preferences. These targeted messages help maintain interest without overwhelming potential buyers.

Make sure to keep your listing messages concise but compelling. Focus on the key features that matter most to each buyer segment. For example, a family with young kids might prioritize school districts and yard space, while investors care more about the rental potential of a property and market trends. So, ensure that you tailor your message content accordingly.

Likewise, include a clear next step in every listing update. Whether it’s a link to more photos, an option to schedule a viewing or an invitation to a weekend open house, it gives recipients an easy way to act on their interest.

A prime example of a property update text looks like this:

Lead follow-up messages

The effectiveness of automated SMS makes it perfect for lead follow-up sequences. By creating targeted workflows, you can maintain consistent communication with prospects while focusing on high-priority tasks.

Structure your follow-up sequence to match typical buyer behavior. Start with an immediate response when someone inquires about a property. 

Follow up with relevant market insights or similar listings based on their interests. Space these messages appropriately. While you’ll want to stay top of mind among leads, it’s important not to overwhelm them. 

Make each follow-up message purposeful. Share neighborhood insights, recent sales data, or upcoming open houses in their preferred areas. This value-first approach helps build trust while keeping leads engaged throughout their property search.

Here’s an example of an effective follow-up SMS:

Omnisend makes implementing these strategies simple and effective. The platform combines powerful SMS capabilities with email marketing tools like customizable templates, automated welcome sequences, and property viewing reminders.

This provides a complete solution for your real estate communications so you can:

• Create automated workflows that can work for both SMS marketing and email marketing
• Set up triggered messages based on client behavior
• Segment your contact lists for targeted property alerts
• Use real-time analysis to track which messages drive the most viewings and responses
• Ensure compliance with built-in opt-in/opt-out management
• Opt for short code or long code SMS

Best practices for SMS real estate marketing

Following proven SMS practices ensures your messages hit the mark every time. Let’s explore the main guidelines that make real estate text messaging most effective:

Get consent and follow compliance

Building trust with your customer starts with gaining proper permissions. Always get explicit consent before adding clients to your SMS list, as it is necessary to comply with regulations like the Telephone Consumer Protection Act (TCPA), and violations can lead to hefty fines. Also, make the opt-in and opt-out process clear.

Your opt-in message should explain what type of messages they’ll receive. For example, “Get instant alerts about new listings, price updates, and viewing confirmations.”

Consider sending a welcome series that gradually introduces your service. Start with a message explaining what type of updates they’ll receive. Then, follow up with local market insights or homebuying tips. With this approach, you can establish value before sending property listings. This makes clients more likely to engage with your future messages.

To comply with regulations, you must also provide clear instructions on how to opt-out. A simple “Reply STOP to unsubscribe” works well. Also, ensure your messages include your business name and send them out only during reasonable hours. This is typically between 8 AM and 8 PM in the recipient’s time zone.

Keep messages short and valuable

Every word counts in SMS marketing. While you can use GIFs in text messages to make them visually appealing, focus first on crafting clear, compelling copy that drives leads to take action. 

SMS marketing for real estate investors works well if the text message delivers its point quickly while prompting action. Front-load your most important information and add crucial details that will surely grab attention. You can also prioritize the details that matter most to your specific audience. An investor wants different information than a first-time homebuyer.

For example, an investor-focused message might read: “New listing: Duplex in Grove District, $450k. Current tenants in place, $3,200 monthly rental income, 8.5% cap rate.” 

Meanwhile, a first-time buyer message could emphasize: “New listing: three-bed home in Grove District, $450k. Move-in ready, updated kitchen, walking distance to schools.”

However, make sure to avoid industry jargon unless you’re certain your audience understands it. Instead of “great ROI potential,” say “attractive rental income.” Rather than “motivated seller,” try “priced to sell quickly.” This clarity immediately gives the reader the information they’re after. 

Personalize your messages

Personalization goes beyond just adding a client’s name to your texts. Use data on their preferences and behavior to send relevant updates. If someone’s been looking at three-bedroom homes in specific neighborhoods, focus your automated alerts on properties that match these criteria.

Track which types of properties or information generate responses from different clients. Some might engage more with market updates, while others respond better to open-house invitations. Use this insight to refine your messaging approach for each segment of your client base.

Consider timing and frequency based on individual engagement patterns. If certain clients consistently respond to morning messages, schedule their updates accordingly. This attention to personal preferences helps maintain engagement while reducing opt-outs.

Track and optimize performance

Success with SMS marketing requires regular monitoring and adjustment. Pay attention to which messages drive the most engagement — whether that’s replies, link clicks, or viewing requests.

Focus on measuring specific outcomes that matter to your real estate business. Track metrics like:

• How many property viewings were scheduled through SMS?
• Which property features mentioned in texts drive the most interest?
• Response rates to different price points
• Conversion rates from initial inquiry to property viewing
• Effectiveness of different call to action phrases
• The time between message delivery and response
• Opt-out rates after different types of messages
• Lead quality scores from SMS-generated leads
• Client engagement patterns across different days and times
• Performance comparison between automated and manual messages

Also, test different message formats and calls to action. Compare response rates between messages that lead with price versus those that lead with features. See whether questions like “Want to see this property today?” perform better than statements like “Schedule a viewing now.” Use what you learn from these tests to continuously improve your SMS strategy.

Examples of real estate SMS marketing messages

Let’s look at practical SMS examples for real estate marketing that you can adapt for your business. These templates cover everything from lead generation text messages to investment property alerts.

• New listing announcements: “(Agency Name): Just listed: 3bed/2bath in Oak Hills. 2,100 sq ft, updated kitchen, large backyard. First showings this weekend. View photos: (Link). Reply to schedule”
• Open house reminders: “(Agency Name): Reminder: Open house today 2-4 PM at 123 Maple St. Gate code: 4455. Questions? Reply or call (Phone Number). Can’t wait to show you this beautiful home!”
• Follow-up messages: “Hi (Name), thanks for touring 789 Oak St. today. Have any questions about the property? Happy to help! (Agent Name), (Agency)”
• Back-in-market notifications: “(Agency Name): Remember 890 Elm St? Back on the market at $10k less. Still has everything on your wishlist. Available to view today. Interested?”

These templates showcase the characteristics of effective real estate SMS messages:

• Brief but informative
• Trackable links in the text messages when needed
• Includes essential details
• Clear next steps
• Professional tone
• Easy response options

Choosing the right SMS marketing tool for real estate

Finding the right SMS platform can make or break your text message marketing strategy. Before evaluating specific tools, it’s important to understand what makes an SMS platform effective for real estate.

Here are the critical factors to evaluate:

• Ease of use: The platform should be intuitive enough for your whole team to use effectively
• Scalability: As your contact list grows, the system should be able to handle increased volume without performance issues
• Integration capabilities: The tool should work seamlessly with your existing CRM and property management software
• Support quality: Look for providers offering reliable customer support to help you maximize the platform’s features
• Pricing structure: Ensure the cost aligns with your message volume and growth plans

Beyond these fundamental considerations, look for specific features that support real estate communications, such as:

• Two-way messaging capability
• Automation tools for follow-ups and reminders
• Clear SMS marketing cost structure with no hidden fees
• List segmentation for targeted property alerts
• Integration with your existing real estate software
• Compliance tools for opt-in/opt-out management
• Performance tracking and analytics
• Templates for common real estate messages
• High SMS deliverability rates to ensure messages reach clients

Omnisend offers these essential features in one unified platform. With free tools like an SMS length and pricing calculator, pre-designed automated workflows, and detailed SMS analytics, real estate professionals can quickly set up effective messaging campaigns. 

Choose a template and write your message, and the tool will show you the cost of sending the SMS:

The platform’s strong SMS deliverability rates ensure your time-sensitive updates reach clients promptly. Meanwhile, its intuitive interface makes it easy to manage both automated and manual communications.

Conclusion

SMS for real estate marketing has become an essential tool for agents looking to stay ahead in today’s market. 

The data from Omnisend’s report shows that automated SMS messages achieve significantly higher engagement and conversion rates compared to traditional campaigns. This helps real estate professionals connect with clients more effectively at every stage of the buying journey.

By implementing the strategies and best practices we’ve discussed, you can create an SMS marketing program that builds stronger client relationships while saving valuable time. Remember to focus on sending relevant, timely messages that provide clear value to your recipients.

The key is also choosing the right platform to support your SMS marketing efforts. A tool like Omnisend, which combines powerful automation with beginner-friendly features, helps you maintain consistent communication with clients while freeing you to focus on what matters most — helping people find the perfect property.