How do I write the perfect text message for followups?

Constructing the perfect text message to a real estate lead has six steps. The first two are the hardest, but they make the last four a breeze.

1. Know Who You Are Texting

Identify where the lead came from because this will help you out a lot with the next step. To make it even easier, sort your leads into different categories then create campaigns to target each category. For example, a lead from Zillow who is actively looking to buy or sell might be in one category, while another might be leads that you connected with months ago but haven’t heard from since. You’ll be connecting with these leads differently. So before you begin to create a message to any lead, first know which type of lead you are talking to.

2. Identify Your Why

Why are you contacting this lead (or lead list)? Obviously, you want to close a deal with them. But if you want to start a conversation and connect, you need to know what they want. Focus on service over the sale right now. What is it you have to offer them right now? This can be a new special you are running or new inventory that you think might engage them. Get clear on what it is you are offering. Now you are ready to start writing.

3. Write a Quick Intro

Keep things simple and to the point. Start by introducing yourself by name, profession, and if you feel comfortable include where you got their information. Example: Hi Kathy, this is Carl Jones from Sacramento Real Estate. I got your information through Zillow. 

Easy and short is key.

4. State Your Why

Next state the reason for the message.

Example: I have three new homes available in Sacramento (whatever location they are looking in). 

The text so far: Hi Kathy, this is Carl Jones from Sacramento Real Estate. I got your information through Zillow. I have three new homes available in Sacramento. 

5. Ask a Question

Finish with a question. This makes it far more likely they will respond, giving you another opportunity to keep the conversation going.

Example: Are you still looking for a home here? 

The text so far: Hi Kathy, this is Carl Jones from Sacramento Real Estate. I got your information through Zillow. I have three new homes available in Sacramento. Are you still looking for a home here? 

6. Close with Style

Keep this authentic. Close in your own way with something like: “let me know if there is anything I can do to help you” or “I hope to connect soon.” Add an emoji too if that’s your sort of thing, but only if that feels natural.

The complete text: Hi Kathy, this is Carl Jones from Sacramento Real Estate. I got your information through Zillow. I have three new homes available in Sacramento. Are you still looking for a home here? I hope to connect soon. 

Now it’s ready to send. 

A Few Top Tips When Texting Leads

Delay Your Responses

If a lead responds to your text, give it some time before you respond. This is important whether you are sending the text yourself or have set up an automated campaign. A response right after they respond is too quick. It makes it feel automated, which decreases the chances they will respond to you. Even if it is automated it still needs to feel direct and authentic if you want to turn that lead into a client.

Ask Simple Questions

Keep the question portion of the text simple. This generally means a question that warrants a quick “yes” or “no” response. The easier you make it for the lead, the more likely it is they will engage with you.

Personalize the Message

Use phrases and words in your text message that you would actually use in real life. Don’t be overly formal if you are a casual person. Make it sound like you because it is you they will want to work with.

Keep it Short

Keep it short and to the point. This goes back to the idea that you need to make it easy for the lead if you want a response. Don’t make them read a long drawn out message. Just state what they need to know, that you are available to help with something specific, and then back off.

Offer to Schedule Time to Talk

If they respond, be sure that your next response includes an invitation to talk on the phone or meet in person to continue the conversation. It’s all about keeping the conversation going. The more conversations you have the more sales you will make.

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