Real Estate Text Marketing: The 6-Step Quick-Start Guide

3. Reserve Your Keywords

You’ve likely seen examples of Keywords before — something like “Text ‘NEWLISTING’ to 555-555-6666.” Here, ‘NEWLISTING’ is the Keyword and 555-555-6666 is the textable number. Many established brands get their own dedicated short code instead of a textable number so that customers only have to remember 5 or 6 digits.

When reserving a Keyword for your campaign, you’ll likely want a branded Keyword and additional ones that are relevant to your particular business operations, like neighborhoods in the geographical area your agency services. For instance, if your agency decides to get a general Keyword for the business, you could include the franchise name like “REMAXDC,” but you can also snag Keywords for the neighborhoods you operate most in, like “CapitolHill,” “Georgetown,” etc. for prospects looking for properties in those areas.

Or, consider setting up a Keyword for individual properties using the address as the Keyword. Example: “Want to see inside? Text ‘111MAIN’ to 858585 to get interior photos instantly.” The person subscribing to the Keyword will be added to a Group, creating a list of leads that you can later nurture with text messages about similar properties.

Once you’ve settled on Keywords, decide on an incentive for people to join your text marketing list. An exclusive offer is the fastest way to grow your leads exponentially. An incentive can be something like: “Text ‘GREENVILLE’ to 858585 to get listing updates and a free doormat from your local home pros!” or “Text ‘LAHOMES’ to 858585 to get instant notifications of all new property listings.”

Include both your Keyword and sign-up offer anywhere you market your services: your website, email signatures, business cards, property spec sheets, printed materials, social media, yard signs, and anywhere else potential clients will take notice.

5. Choose a Campaign Type

Your EZ Texting account comes fully loaded with set-it-and-forget-it text messaging campaign features. We’ll walk you through the ones that are helping real estate agents sell more properties.

Drip Campaigns

A Drip Campaign is a series of pre-written texts that are automatically sent at specific times (or triggers), like when a new contact is added to a Group.

For example, when a new prospect subscribes via a sign up form on your website, a Drip Campaign can trigger a text that includes a 30-second video introduction. Follow that up with an automated text message with a link to recently sold properties. Then a day or two later, send a text with a link to a survey to find out details about the lead’s property.

Reminder Campaigns

This type of text campaign is great for sending yearly birthday wishes, monthly payroll reminders, or even a friendly message to clients celebrating one year since a closing date.

Each month, for instance, you can bulk upload a list of new buyers and their anniversary dates to add them to the “anniversary” Reminder Campaign you’ve created to congratulate them on one year in their new home. Use automated personalization tokens like their first names to customize the generic one-year anniversary message.

Recurring Texts

Creating a Recurring Text is another way to streamline administrative tasks like appointment reminders or check-ins.

Want to generate interest in a showing? Create a new Group Text that says something like, “Reminder: Open House for 3brm, 3ba at 56 Townsville Lane on Sunday Mar 4 12-4pm” and schedule it to send it 5 days before the showing and then again a day before the showing.