Best Practices for Realtors using Text Messaging

"Sometimes I think 'what is friend?' then me say friend is someone to share the last cookie with." ~ Cookie Monster

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Here is a general outline of "texting for realtors.”

GENERAL USES -Asking for Referrals-after contract has closed -Birthday Texts-building the relationships -Holiday Texts-building the relationships -Event Invitations/Open Houses -Recruiting Real estate agents for Employment -Meeting reminders for the sales team -Communicating urgent changes/weather updates -Retention of Key Employees-helping them close more contracts keeps them happy -Recruiting Realtors -Text Rider-using your Texting Base number as a real estate rider to get leads -Securing listings-use Texting Base to show the seller how you’re better -Anniversary Texts-every year -Market Updates-for customers who opt in for them -Building a Database-use your TB number for marketing so people can text you

RULE #1 FOR TEXTING: Text as if you're texting someone you know well. Text people you do have a relationship with.

MANAGEMENT -Use this tool to recruit new real estate agents and retain them…they don’t leave when closing contracts. -Use “My Contact Backup” APP to pull numbers off of a cellular phone and email the contacts. -Have new hires use the system right away…the low hanging fruit will come from people they know. -Compliance-making sure communications are controlled and not sent out randomly by cell phones. -Risk management-corporate needs to own all customer communication in case there is a lawsuit.

GETTING STARTED -Spend extra time organizing data in the spreadsheet(s) to make sure it is perfect. It is easier to manipulate in Excel or CSV than in our system. -If you can export data by relationship type into separate spreadsheets, it’s easier. ---Download current contracts closed, realtors, prospects and upload each separately so you can “select all” and move directly into a group once in Texting Base. -First name, last name and cellular phone are mandatory. Select birthdays, zip codes and states if you can so you can map it into Texting Base.

THE FIRST MESSAGE -A compliance message goes out concurrently with your first message, which announces your name AND your company name with an opt-out. You do not have to put an email together specifically with your name and company, that would be redundant. -Do not try and sell on your first campaign. If you can start on a holiday, that is ideal. A simple "please add this number for me" is also a good first text. -Wishing a happy holiday is a great way to warm a cooled relationship. Your goal is to get them to add you and your company name into their phone. Be patient. TIP-grab old leads and start them on a major holiday to warm them back up. -Be prepared for wrong numbers, changed numbers, "please don't text me" and some data cleanup on the first campaign...maybe even some "colorful language." -Choose a time to start that falls at an odd time (like 12:11) so it’s not obviously going out at exactly noon. You want this to feel personal and natural.

ONGOING -Make sure you “text base” with everyone at least 6 times a year and possibly more (one referral text/year). You do not want to spam people. You want your name and “mortgage” to be fresh on their brain all year long. -The system will not log you out. You can keep the browser open and check messages a few times a day. -If you have a campaign going out, try and monitor responses more often. Texting is personal, and people will expect a response more quickly than email. You do have more room to respond slower on holidays, so spend the time with your family and enjoy (not on Texting Base all day).

CONTRACT FILE TIP -When a contract closes schedule an individual text to that buyer a year from the closing date reminding them that it’s been a year since the contract closed, and thanking them for the business.

EVENTS -Use the “geo locate groups” feature when helping with open houses, throwing events or traveling.


Eric Beans is CEO of Texting Base, Inc., out of Orlando, Florida. Texting Base is a marketing automation platform which allows businesses to personalize group text messages.

Prior to Texting Base, Eric was the first US employee of TechSpan which became Headstrong. Headstrong sold for $550M to GenPact.

With a group of partners in 2005, Eric started Premier Mortgage Capital, Inc., a nationwide state charted Mortgage Company that grew to over 2B/Year in originations.

Eric is the author of "Changing The World Through Texting Software.”

Eric is a speaker, inventor, investor, and longtime entrepreneur.

Texting Base does not offer legal advice-please consult an attorney before starting to text for business purposes.

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