SMS for Real Estate Marketing: Examples, Best Practices, & How It Works in 2025

Meet Frank. ("Hi, Frank!")

He's a real estate agent in Boston—or, if you prefer, "Boahston" (spoken in your best Bostonion drawl).

He's also a customer of ours.

Now, Frank is one of over 1.56 million real estate agents in the United States today, according to Zippia.

And with so much competition, it could be difficult for Frank to stand out.

But despite the saturation, real estate can be a lucrative field. By some accounts, the real estate industry is worth almost $10 trillion, so there definitely is opportunity for real estate agents and businesses to find success.

So how can Frank find success in this saturated yet lucrative field of real estate? What steps can he take? What tools can he use?

One of those tools is SMS marketing.

In this article, we’ll go over SMS marketing for real estate. We’ll discuss why you should use it, how you can use it, how to set it up, and best tips and strategies—that way, you can help set yourself or your business apart from the competition and so you can close more real estate sales.

This is actually Frank:

Benefits of SMS for Real Estate Marketing

Frank the Bostonian real estate agent knows that SMS is a "power tool" in your real estate marketing toolbox—a tool that can help you connect with clients, showcase properties, and close deals faster. How? By communicating with them in a way they’ll actually pay attention to.

Here are some specific reasons why real estate SMS marketing works so well.

1. High Open Rates

Did you know that text messages have an open rate of 55% and a "view rate" of 100%? Compare that to email marketing, which has an average open rate of around 20%. With SMS marketing, you can be confident that your messages are reaching your audience, giving you a better chance to make an impact.

This makes sense—think about your own texting habits. How often do you leave a text message unread? If you’re like most people, practically never.

So when you (or Frank!) want to make certain your client or buyer actually sees your message... send a text.

2. Instant Communication

When it comes to buying or selling a property, time is of the essence. The "SMS marketing" real estate approach allows you to send important information and updates directly to your clients' phones almost instantaneously.

What clients wouldn't love that kind of prompt service?

Many eager buyers or renters looking for a property will appreciate having that instant notice that they can read at their convenience, without needing to take the time to hop on a phone call or listen to a voicemail message.

(Especially those of us who are Millennials and are allergic to phone calls!—Seriously [not seriously] they make me sneeze.)

3. Personal Approach

Text messages have a personal touch that other marketing channels just can't replicate. And if you boost that personalization by addressing your clients by name and sending targeted content based on their preferences, you can make it more likely that they'll engage with your messages.

And of course, SMS marketing tools, similar to email marketing tools, allow you to automatically include your clients’ individual names within your texts.

(Check out our platform Mobile Text Alerts to see how this works.)

4. Mobile-Friendly Experience

Do you know anyone who doesn't have a smartphone?

We're practically attached to those little mini-computers at the hip. Using SMS marketing for REALTORS helps ensure your content is easily accessible on mobile devices—which means... that it's more convenient for your clients to stay connected and informed about the real estate they're interested in.

Because, let’s face it, many of us are on our phones constantly.

Just a second, I think I just got a text...

5. Scalable Solution

Maybe you're a real estate agent just starting out. Or maybe you have a leadership role in an agency like our friend Frank-o. SMS marketing for real estate agents can grow as you need it to.

Bottom line? Everyone texts. Everyone reads all of their texts. So it just makes sense to use texting as a scalable part of your marketing.

(P.S., if you happen to see Frank, don't call him Frank-o. I'm not sure he'd appreciate it.)

19 SMS Examples for Real Estate Marketing + Lead Generation Text Messages

So we’ve gone over why you should use real estate SMS marketing.

But how can you actually do that? How can you be like Frank?

Here are some practical ways to use SMS marketing to connect with clients, promote properties, and close deals.

1. Property Listings and Updates

You can us SMS to keep your clients informed about new property listings and open houses. (You can also notify them about updates such as price reductions, special offers, or any changes in property status.)

Using texts to send these kinds of property notices will help your clients stay in the loop so they can act quickly when they find a property they're interested in, which is especially important in our current housing market!

“

New listing! Beautiful 3 Bed, 3 Bath, south side of town, newly renovated: [link]

“

Hey John! Here’s a brand new listing matching all of your criteria (I think you’ll love it!): [link]

“

Keesha, there’s a new property opening up soon at 8576 Pinewood Ln! Check it out here and let me know ASAP if you’re interested: [link]

2. Client Engagement and Nurturing

By using SMS marketing, real estate agents (like you!) can share valuable content—notices such as market updates, home buying or selling tips, and neighborhood news. That way, you'll establish yourself as a trusted resource for your clients.

“

Hi Alaina, we’ve published a new post with tips on what to look for in a starter home, in case you were interested: [link]

“

Hey Jackson, check out our new video with a checklist of what to do to get ready to sell your home: [link]

“

We’ve gotten wind that some new homes will be opening up soon in the Northwind neighborhood. Stay tuned!

3. Appointment Reminders and Confirmations

We all have busy lives and need reminders—your clients included!

You can help make sure your clients never miss an appointment... by sending them SMS reminders for property viewings, meetings, or inspections. You can also use SMS to confirm appointments or reschedule if needed. WHICH not only saves you time but also demonstrates your professionalism and commitment to excellent customer service.

“

Just sending over a reminder about our meeting today at 1pm! See you soon!

“

Hi John and Carrie, just confirming our appointment tomorrow at 10am. Let me know if that still works for you!

“

I’m excited to show you the property at 501 L St today at 3:00pm! Feel free to let me know if you need to reschedule.

4. Personalized Follow-Ups

Anything you can do to stand out in the business world in terms of customer service is a good thing! (Assuming you're standing out for good reasons, of course.)

After meeting with clients or showing them a property, you can send a personalized follow-up message to thank them for their time and ask for feedback.

“

Hi Josh, was there anything I can help you with in regards to your real estate search at this time? Let me know if you have any questions about the recent property you looked at!

“

Hi Terry, thanks for meeting with me today! Feel free to send over a text or give me a call if you ever have any questions.

“

Nice to meet you today, Taylor! Here’s my number in case you need anything. Don’t hesitate to reach out!

5. Referral and Loyalty Programs

You don’t typically think of loyalty programs for real estate, but it’s a marketing strategy that you could try taking advantage of.

How? You can encourage satisfied clients to refer friends and family by offering incentives like discounts or gift cards. You can also create a loyalty program to reward repeat clients or repeat referrers with exclusive offers or bonuses. It's easy when using SMS marketing for real estate agents like you to communicate these promotions to your client base.

“

Get a $100 bonus for referring a friend! See details here: [link]

“

Did you know that I have a referral program? For any new clients you refer to me, you’ll get a referral bonus! And the more you refer, the higher your bonus is. This video walks you through how it works: [link]

“

Thanks for purchasing a home with us again! As a thank you for choosing us again, you get $500 of your closing costs covered if you end up closing on your home. We appreciate you!

BONUS examples: Internal Real Estate Alerts

In addition to using real estate SMS marketing, many real estate agencies and organizations use SMS to keep their agents or their members informed. For example, an agency can use text alerts to let agents know about a meeting, upcoming training, or other similar internal notices.

“

Agents! Mandatory sales training is TOMORROW at 11am in the conference room. See you there!

“

Don’t forget about our lunch meeting at noon today! Pizza and beverages provided.

“

Reminder: Association election today! Click here for more info: [link]

“

Congrats to Jim on his 10-year anniversary! Thank you for the time you’ve invested into our company!

How to Get Started with SMS for Real Estate Marketing

Setting up SMS marketing for real estate is easier than you think! Just follow these simple steps...

1. Choose an SMS Marketing Platform

The first step is to select a reliable SMS marketing platform that suits your needs. Look for features like easy contact list management, personalization options, scheduling capabilities, and analytics tools. (You can check out our platform, Mobile Text Alerts, here.)

2. Build Your Contact List

To start sending text messages, you'll need a list of recipients. Make sure you're only texting people who want to receive your messages. You can gather phone numbers through online forms, open house sign-in sheets, or by simply asking clients for permission during meetings.

(Mobile Text Alerts has several ways you can collect people’s phone numbers, including text-to-join, QR codes, and customizable web forms.)

You can also segment your contact list based on factors you find relevant, such as property preferences, location, or budget. This will allow you to send targeted messages that are more likely to resonate with your audience.

3. Create Compelling Text Messages

When writing your text messages, keep them concise, informative, and engaging. Generally, you’ll want to include a clear call-to-action (CTA) that encourages recipients to take the next step. That CTA could be visiting a property listing online or contacting you for more information.

Personalize your messages by addressing clients by name and tailoring content based on their preferences. And don't forget to double-check your message for spelling and grammar errors before hitting send!

4. Schedule and Automate Your Messages

Determine the best times to send your messages based on your clients' preferences and habits..

And use your SMS marketing platform's scheduling and automation tools to streamline your campaign. This will help you maintain consistent communication with clients without spending hours manually sending messages.

Compliance Issues Related to SMS for Real Estate Marketing

One common question on everyone's mind when it comes to SMS is... how do you handle compliance?

You don't want to get in trouble with the law after all!

Here's some good news for ya...

The actual laws regarding SMS aren't as strict as they used to be, and the TCPA (Telephone Consumer Protection Act) doesn't apply as broadly as it used to apply. Currently, legal compliance basically boils down to three things:

• Don't "randomly dial" lists
• Don't send text messages outside of normal daytime hours in the timezone of the recipient
• Don't send messages to people who have opted out

That being said, there's also the matter of compliance with industry regulations. These regulations are not legally binding but if not followed, it will almost certainly result in your messages being filtered out by the mobile carriers as spam. These compliance regulations involve measures such as:

• Make sure to register your brand with the mobile carriers (you can do this by filling out a form within your Mobile Text Alerts account online).
• Don't send messages related to sensitive topics (such as alcohol or marijuana)—this shouldn't be a problem for a real estate business!
• Don't include publicly shortened links in your messages

Best Tips and Strategies for SMS Marketing for Real Estate

Now that you know how to set up your SMS marketing campaign, it's time to make the most of it. To help you succeed, here are some of the best tips and strategies when it comes to SMS marketing for REALTORS.

1. Keep Messages Short and Sweet

Text messages are typically meant to be brief and to the point. Aim to keep your messages under 160 characters if possible. Focus on the most important information and include a clear call-to-action (CTA) to guide recipients towards the desired action.

2. Personalize Your Messages

We touched on this a little previously, but you can make your clients feel more valued by personalizing your text messages. Address them by name, and make sure the content you send them is relevant to their preferences or needs. This targeted approach can not only increase engagement but also foster stronger relationships with your clients. So long as you are taking advantage of real estate CRM features, you should have the info you need to personalize your SMS marketing comprehensively, rather than risking your relationship with valued customers through more generic promotional approaches.

3. Use Incentives to Get People to Sign Up

One of the best ways to get people to sign up for your text list is by offering incentives. These incentives can range from entries into a drawing, or a discount on services, or some kind of free item. These perks can help give people an added nudge in the right direction so that they sign up for your texts.

4. Use Multimedia

Enhance your SMS marketing by incorporating multimedia elements such as images or links to videos or virtual tours. Visual content can grab clients' attention and provide a richer experience when showcasing properties.

5. Maintain Consistency and Frequency

Consistent communication is key to keeping your clients engaged and informed. Establish a regular schedule for sending your text messages, but avoid overloading your clients with too many messages (people aren’t as forgiving about oversending in regards to SMS as they are with, say, email.) Aim for a balance that keeps your clients interested without overwhelming them.

6. Monitor and Adjust Your Campaigns

Continuously track the performance of your SMS marketing campaigns and make adjustments as needed. Analyze click rates to identify areas for improvement. By staying agile and adapting your approach according to the results you see, you'll maximize the effectiveness of your SMS marketing efforts.

7. Stay Compliant with Regulations

We mentioned this briefly before but it's worth reiterating—Try to follow carrier regulations when sending text messages to clients:

• Obtain consent from clients before adding them to your contact list
• Provide an easy way for people to opt out if they wish to stop receiving messages (at Mobile Text Alerts, people can simply text “Stop” to unsubscribe)
• Fill out the prompts in your Mobile Text Alerts account to register your business with the mobile carriers (this makes it more likely that the mobile carriers will successfully deliver your messages)
• Generally speaking, don’t use public URL shortening services such as bit.ly (when you include these links, mobile carriers tend to filter out those messages as spam)
• Identify yourself in every text message

By implementing these best practices and strategies, you'll be well on your way to achieving success with SMS marketing in the real estate industry. Keep refining your approach, and watch as your client relationships and sales flourish!

Get Started with SMS Marketing for Real Estate

It’s time to give SMS a try!

Get a free trial for 14 days (no credit card required) so you can see how it works.

Sam Pelton—Content Director, Mobile Text Alerts

Sam Pelton has been worked for the SMS platform Mobile Text Alerts for 10 years. He currently works as Content Director, specializing in blog articles and email content.