Go back in time 10 or more years and text message marketing was the furthest thing from your mind. However, with each passing year, a growing number of real estate agents, brokers, and loan officers use a text message script to close their deals.
It’s fast, effective, and efficient. It’s everything that agents, brokers, loan officers, and homebuyers are looking for when communicating.
Here are some statistics that’ll blow your mind:
- Americans send approximately 26 billion text messages every day (SimpleTexting)
- 56% of organizations say their mobile messaging apps perform well in improving customer engagement (MessageDesk)
- 39% of businesses are using text messaging to communicate with customers (Postscript)
With all of this in mind, it’s easy to see why text messaging is one of the best ways to communicate with internet leads.
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Why text messaging is so important in sales
There’s no shortage of ways to communicate with leads, but text messaging is quickly becoming a preferred sales tool thanks to benefits such as:
- Convenience: Your prospects are busy, so your job is to find the fastest and most efficient way to communicate with them. Text messaging definitely fits the bill, allowing them to read and respond to your messages when they can’t make time for a phone call or dig through their emails.
- Immediate delivery: There’s no lag time between when you send a text and when a prospect receives it. Within 3 minutes 95% of texts are read and 45% of texts receive a response.
- Streamlined communication: By keeping the majority of your communications in one simple place, like a text message thread, you’re able to remain more organized. This thread may also make it easier for your lead to remember who you are and to reach you.
- Higher read rates than email: Studies show that text messaging read rates are somewhere in the 98% range, with email sitting at 20%. Enough said.
- Easy to communicate from anywhere: Most people carry their smartphones everywhere they go (even the bathroom). This allows you to communicate with prospects no matter where they are or what they’re doing.
Real estate agents and brokers, along with loan officers, are facing more competition today than ever before. The ability to effectively communicate via text message can be the difference between success and failure.
The right and wrong way to text message
There’s a big difference between texting an internet lead and texting your spouse or close friend. It’s a different, more formal relationship, so you can’t take the same approach.
Do’s
- Only text during business hours
- Maintain an approachable and courteous tone
- Respond promptly
- Give leads the opportunity to opt-out
Don’ts
- Don’t send too many messages
- Don’t use language that’s easy to misunderstand
- Don’t use texting in place of all other forms of communication
- Don’t text from an unfamiliar phone number
Some compliance details to keep in mind
Before you get started with business text messaging, it’s important to first become familiar with the Telephone Consumer Protection Act (TCPA).
Here are some things to remember as you formulate your texting strategy:
- Send a call to action message giving the recipient the option to opt-in for future communication.
- Your first message to new contacts must be a confirmation message.
Remember, it’s best to err on the side of caution. Consult an attorney if you have any questions about whether your sales tactics are compliant with the TCPA.
And of course, you should consider any industry-specific compliance regulations. For example, you don’t want to share sensitive personal and financial information — such as a lead’s Social Security number — via text.
Initial outreach text
This is your first communication with a lead (as long as you’ve received express written consent).
It should be clear, concise, and actionable. Here are a couple of ideas to consider.
Hi, it’s {{user_first_name}} hope you’re having a great {{today_day}}. I wanted to see if you’re still interested in learning more about our {{your offer}}. When you have a moment please call/text me!
Hey, this is {{user_first_name}} at {{company name}}. Let’s connect soon to discuss {{your offer}}. Would you rather jump on a call or continue to text?
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That works as a general initial outreach text, but you can dive deeper by being more specific regarding your particular offer. Here’s a real estate text message script you could use to communicate with a prospect seeking a loan.
Hi, it’s {{user_first_name}} from {{mortgage_company}}, hope you’re having a fantastic {{today_day}}. I was wondering if you’re still interested in learning more about our personalized home loan solutions. When you have a moment, please call or text me back. Your dream home could be just one conversation away.
Hey there, this is {{user_first_name}} at {{mortgage_company}}. I’d love to connect with you soon to discuss our comprehensive mortgage options designed for your needs. What works better for you – a phone call or continuing the conversation via text? Your response is greatly appreciated.
Follow-up text
These text messaging scripts come in handy when following up with a lead after a previous conversation, such as a phone call.
The goal is to engage the lead and maintain momentum.
{{contact_first_name}} are you available on {{in_2_days}} at {{contact_in_30 min}} for a call? Let me know!
{{contact_first_name}}, just following up on our last {{call or email}}. Do you still want to chat about {{your offer}}? Let me know!
Sticking with the example above, you could customize a follow-up text like this:
{{contact_first_name}}, just following up on our last {{call or email}}. Do you still want to chat about {{your offer}} and how you can save thousands in closing costs? Let me know!
Virtual (Zoom) meeting reminder and missed meeting text
If you’ve scheduled a virtual meeting with a prospect, these scripts act as a good reminder. This improves the likelihood of the person showing up at the scheduled time.
Also, if a prospect misses a meeting, you can send a text in an attempt to re-engage them.
{{contact_first_name}} just sending a quick reminder about our Zoom meeting at {{time}}. Talk to you then!
{{contact_first_name}}, sorry we didn’t have the chance to connect earlier. Is there a time that works better for you in the near future? My schedule is open!
Next steps/follow-up
Don’t be surprised if you have to follow up several times before getting a prospect on the phone. Doing so via text increases the likelihood of the person receiving it and responding in a timely manner.
FYI, just following up on the form you filled out online a while back. Happy to help!
{{contact_first_name}}, do you still want to talk about {{your offer}}? I have time today or tomorrow, all day if you’re available.
Here’s how you can customize the first follow-up real estate text message script:
FYI, just following up on the form you filled out online while searching for a mortgage lender. Happy to help!
Related reading: The Best Tools for Following Up with Aged Leads
Long-term nurturing
Fast sales are desired, but they’re few and far between. Long-term nurturing is a must, and with text messages, you can maintain contact over several weeks, months, or even longer.
What did you think of the PDF I emailed you?
Did you have a chance to watch the video we talked about?
Hello, I’d love to catch up. But, if you’re not ready or still researching, check out this resource explaining {{product_benefit}}: {{website_video_url}}.
Long-term nurturing is critical to keeping aged leads in your pipeline interested in your services. Try this:
Hello, I’d love to catch up regarding your request for info about our mortgage products. But, if you’re not ready or still researching, check out this resource explaining {{product_benefit}}: {{website_video_url}}.
Additional scripts
While the text messaging scripts above are among the most commonly used, many others could come into play in your day-to-day marketing efforts. Here are some additional script types, along with examples you can customize to your specific target audience.
Information sharing scripts
Information-sharing scripts are designed to provide potential clients with valuable details about your products or services.
These scripts can be used to answer common questions, clarify details about your policies, or provide information on the benefits of your offerings.
Hello {{contact_first_name}}, this is {{your_name}} from {{mortgage_company}}. I noticed you had some queries about our mortgage products. We have several solutions that fit buyers in your situation! Would you like more information?
Hi {{contact_first_name}}, hope you’re well. {{your_name}} here from {{mortgage_company}}. Our mortgage solutions are flexible enough to suit your specific needs. Can I send over more details?
Service scripts
Customer service scripts are crucial for maintaining open communication with your clients. These scripts can be utilized to inform customers about changes to their terms and conditions, upcoming dates, payment updates, or any new services that may be of interest.
The primary objective is to keep customers informed and aware of the many details associated with their loans.
Hello {{contact_first_name}}, this is {{your_name}} from {{mortgage_company}}. I wanted to touch base with you regarding your current loan pre-approval status. It’s due for review next month, and we have some exciting new options available that could potentially benefit you. Can we set up a time to discuss these possibilities?
Hi {{contact_first_name}}, this is {{your_name}} from {{mortgage_company}}. There’s a slight adjustment in your loan interest rate due to recent changes in federal regulations. Would it be convenient for you if I sent over the updated loan agreement details?
Referral request scripts
Referral request scripts are strategic communication tools designed to leverage your existing customer base to generate new leads.
After delivering great service to your clients, these scripts can be used to politely request referrals, encouraging your satisfied customers to spread the word about your home financing services.
Hello {{contact_first_name}}, we value our relationship with you at {{mortgage_company}}. If you know anyone who may benefit from our services as you have, could you kindly refer us? We have a great referral program that offers discounts!
Hi {{contact_first_name}}, it’s {{your_name}} from {{mortgage_company}}. If you’ve been satisfied with our service, would you mind sharing our contact with friends or family needing a loan? Your support means a lot to us.
After the sale follow-up scripts
After the sale follow-up scripts are used to maintain a connection with your customers post-purchase. These scripts typically serve to thank customers for their business, confirm details, remind them of available support, and inquire about their satisfaction with your service.
Hello {{contact_first_name}}, thank you for choosing {{mortgage_company}} for your home financing needs. We’re here to assist you at any time. Don’t hesitate to reach out if you have any questions about your new policy.
Hi {{contact_first_name}}, this is {{your_name}} from {{mortgage_company}}. Now that you’ve had a few weeks with your new loan, I wanted to check in and see if you have any questions or if there’s anything else we can assist you with. Your satisfaction is our priority.
Final Thoughts
With these real estate text messaging scripts, you have exactly what you need to contact, engage, and sell — regardless of the stage of the lead.
As you gain more experience, you’ll come to find what works and what doesn’t. From there, you can tweak your approach for even better results in the future!
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Article graphics provided by Kelly Halloran for Kaleidico.
