How to personalize your real estate SMS marketing

Posted on: 09/28/2017

How to personalize your real estate SMS marketing

How to personalize your real estate SMS marketing.

How to personalize your real estate SMS marketing
How to personalize your real estate SMS marketing

Great! You’ve decided to use SMS marketing to reach your current and potential real estate clients. But how can you best put your hard-earned money to work? Here are some of our best tips to personalize your real estate SMS marketing.

First, customize your messages. Most companies, from EZ Texting to Realtor to RealtyFlux give you the option to customize your automated messages. Sure, everyone who views it will see the same thing, but it’s important for a client to feel like they are communicating with a person; not a robot. In addition, in a 2012 study, the highest-rated customer satisfaction contact method was texting. Reaching out to your customers, letting them know you are there, and then letting them decide to come to you is the key.

Instead of using a generic text that sounds like a robot, use a text that engages the client on a personal level. For example, don’t use, “Thank you for your interest in this home. Please respond with your name to continue.” Try using something that sounds more human such as, “Thank you so much for your interest in 1904 Cherry Fig Lane. This beautiful home features rustic, wood floors and high ceilings throughout. If you’d like to take a look at this charming home, reply with your name to schedule a walk-through.”

The personal touch is especially important in the real estate sphere where personal connection and authenticity make the difference between making or breaking a sale. It is not surprising then that 78 percent of customers have backed out of a sale based on poor service. Think about it. Would you want to purchase something from someone who, at best, sounded like a robot? Of course not!

Second, remember a few do’s and don’ts of texting.

Do: Always respond to a text right away. Don’t keep your client waiting. Studies show that 49 percent of buyers expect an instant response from their realtor. Chances are if they are texting you, they are interested and want to know more right then. Don’t wait until it’s too late and the client has moved on to other things to respond.

Do: Keep the SMS message short. Answer a client’s question with a bit of personalization and move on. Clients that became buyers said that they preferred personalized messages to generic ones, but that more than about 160 characters was too much information for one text. If you really do have more information for a client that can fit into a couple texts, go ahead and call them. They are probably going to want the information either way, but calling them won’t make their phone vibrate incessantly and make you seem like you don’t know how to call someone on a phone.

Do: Let your clients know when the conversation has ended. It’s important, especially when using text, to not leave a conversation lingering. Most of the time this is where the natural progression of a text conversation leads, but don’t be afraid to let the client know that you are finished if the conversation is still limping along. This will allow you and your client more clarity in your SMS conversations.

Don’t: Sending automated text messages before 9am or after 9pm are a big no-no! Before and after these times are generally prohibited as people may be asleep. Interestingly, 48 percent of people never turn their phones off and 64 percent sleep with their phone in their bed, or immediately bedside. You never want to chance waking up a client or their family with a message that could be delivered the next morning.

Don’t: Sending a text to convey bad news is an all-around bad idea. If you have something that is going to make your client upset or unhappy, go ahead and pick up the phone. It’s much better to break bad news to someone when they can hear your intonation and you can hear theirs. Texts are tone-deaf, just like emails. Very little, if any, intonation gets through which can cause misinterpretation. Confusion is the last thing you want to happen on a real estate deal.

Third, be authentic in your real estate SMS marketing. Current and potential real estate clients, as well as people in general, respond better when someone is theirself. Communicating clearly and honestly is the number one quality that people demand of companies in our day and age and clients will demand it of you. Don’t be afraid to be honest with people, but always in a way that reflects the type of realtor you are.

Now that you know the in’s and out’s of real estate SMS marketing, you are ready to start reaching current and potential clients. It’s time to get to work.

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