SMS Marketing for Real Estate: 12 Text Message Scripts That Convert Leads in 2025

Key Takeaways

You meet a promising buyer at an open house. They seem interested, take your card, and say they'll "think about it." Two weeks later, you follow up with a phone call. Voicemail. You try email. Crickets.

What went wrong? You waited too long and used the wrong channel.

Top-performing real estate agents know that text messaging is the fastest way to stay top-of-mind with leads—but only when done right. The rules changed dramatically in 2025: SMS for real estate is no longer about blasting cold lists. It's about nurturing warm leads with timely, relevant, personalized messages that actually help.

This guide gives you 12 proven text message scripts real estate agents use to close more deals, plus the compliance strategies you need to avoid TCPA violations in 2025.

Why SMS Marketing Works for Real Estate Agents

The Numbers Don't Lie

98% open rate - Almost every text gets read, usually within 3 minutes.

45% response rate - Compare that to email's 3-5% response rate.

26% of SMS-driven actions came from automated texts (showings, inquiries, callbacks) despite making up only 13% of sends (2023 data).

36% of missed appointments (showings, consultations) could be prevented with SMS reminders.

Why Real Estate Is Perfect for SMS

1. Time-sensitive opportunities
Properties get offers fast. Texting reaches buyers before they see 5 other homes.

2. Mobile-first audience
Buyers are constantly on their phones, checking listings, researching neighborhoods.

3. Immediate responses
"Is this still available?" texts get answered in seconds, not hours.

4. Personal connection
Text feels more personal than email, helping agents build relationships.

5. Easy multimedia
Send property photos, virtual tour links, and listing details instantly.

The 2025 Reality: SMS Compliance Has Changed

Before diving into scripts, understand this: The FCC and major carriers (T-Mobile, AT&T, Verizon) have cracked down on SMS spam. The old playbook of buying lead lists and cold texting doesn't work anymore—and can get you fined.

What Changed in 2024-2025

Before:

• Agents could text purchased leads
• Implied consent was often enough
• Carriers filtered based on volume, not vetting

Now (2025):

• Explicit written consent required before texting
• 10DLC registration mandatory (register your business and use cases with carriers)
• Heavy carrier filtering of unregistered or spammy behavior
• TCPA fines up to $1,500 per unsolicited text

SMS Best Practices for Real Estate in 2025

✅ DO:

• Text leads who explicitly opted in (signed forms, texted a keyword, checked a website box)
• Use SMS for nurturing existing leads and clients
• Send showing reminders, property updates, market reports to consented contacts
• Include opt-out instructions ("Reply STOP to unsubscribe")
• Register your business for 10DLC compliance

❌ DON'T:

• Buy phone lists and text them cold
• Text expired leads who haven't engaged in 6+ months
• Assume verbal "yeah, text me" consent is enough (get it in writing)
• Text after 9 PM or before 9 AM (TCPA quiet hours)
• Send promotional texts without clear business relationship

Bottom line: SMS in 2025 is about follow-up and relationship-building, not cold prospecting.

How to Capture SMS Opt-Ins (The Right Way)

Since cold texting is off the table, here's how top agents build SMS lists:

1. Keyword Text-Ins on Yard Signs

The strategy: Put a keyword on your yard sign that people text to get property details.

Example yard sign:

🏡 OPEN HOUSE SATURDAY
TEXT "TOUR" TO 555-0123
FOR INSTANT PROPERTY DETAILS

What happens:

• Lead texts "TOUR" to your number
• Automated reply sends property link + your contact info
• Lead is now opted into your SMS list (they initiated contact)
• You can follow up with relevant property updates

Why it works:

• Captures qualified leads (they're physically at the property)
• Zero friction (one text = all info)
• Legal opt-in (they texted you first)

2. Website Forms with SMS Checkbox

The strategy: Add an SMS opt-in checkbox to your lead capture forms.

Example form:

Get Instant Property Alerts

Name: _______________
Email: _______________
Phone: _______________

[✓] Yes, text me new listings matching my preferences.
    I agree to receive SMS messages from [Your Name/Brokerage].
    Message frequency varies. Reply STOP to opt out.

[Submit]

Pro tip: Offer immediate value. "Get new 3BR listings texted to you before they hit Zillow."

3. Open House Sign-In Sheets

The strategy: Paper or tablet sign-in with explicit SMS consent.

Example sign-in:

OPEN HOUSE SIGN-IN

Name: _______________
Phone: _______________
Email: _______________

[  ] Text me property updates and new listings.

By checking this box, I consent to receive text messages from
[Agent Name]. I can opt out anytime by replying STOP.

Signature: _______________ Date: ________

4. QR Codes for Instant Opt-In

The strategy: QR codes on flyers, business cards, or property brochures.

Example:

[QR Code]

SCAN FOR INSTANT
PROPERTY UPDATES

Get new listings texted to your phone weekly.

QR code links to a landing page with SMS opt-in form.

The 12 Best SMS Scripts for Real Estate Agents

Script Category 1: Property Inquiries & Follow-Ups

Script #1: Initial Response to a New Lead

When to use: Lead texts a keyword from a yard sign or website.

Message:

Hi [Name]! Thanks for your interest in [Property Address]!
Here's the listing: [link]

3BR/2BA | $425K | Open Sat 1-4 PM

Want to schedule a private showing? I'm [Your Name],
your local agent. Reply YES and I'll get you in ASAP!

Why it works:

• Immediate response (while property is top-of-mind)
• Provides requested info (link to listing)
• Clear next step (reply YES to book)
• Introduces yourself personally

Script #2: Follow-Up After Open House (Day 1)

When to use: Day after someone visited your open house.

Message:

Hi [Name], great meeting you at [Address] yesterday! What
did you think of the home? Any questions about the property
or neighborhood? Happy to set up another showing. -[Your Name]

Why it works:

• Personal (references the actual meeting)
• Open-ended question (encourages response)
• Offers value (answer questions, schedule again)

Script #3: Follow-Up After Open House (Day 3-5)

When to use: If they didn't respond to first follow-up.

Message:

[Name], quick update on [Address]: We've had 3 offers come in
since Saturday. Still interested? I can get you details on a
similar property that just listed at $410K (under budget!). LMK!

Why it works:

• Creates urgency (other offers)
• Shows you remember their budget
• Offers alternative (keeps conversation going)

Script Category 2: New Listing Alerts

Script #4: New Listing Matching Criteria

When to use: New property hits the market matching their saved search.

Message:

[Name], NEW LISTING just dropped in [Neighborhood]! 🏡

3BR/2BA | $399K | Granite counters, huge backyard

Matches your criteria perfectly. Want to see it today before
the weekend rush? Photos: [link]

Why it works:

• Timely (before they see it elsewhere)
• Highlights key features they care about
• Urgency (today, before weekend)
• Easy action (photos link)

Script #5: Price Drop Alert

When to use: A property they viewed or showed interest in drops price.

Message:

Great news [Name]! The home you toured at [Address] just
dropped to $410K (was $425K). That's $15K savings. Want to
make an offer? Motivated seller. -[Your Name]

Why it works:

• Personal (they already saw it)
• Quantifies savings (clear benefit)
• Implies opportunity (motivated seller)

Script Category 3: Showing Reminders & Confirmations

Script #6: Showing Confirmation (Day Before)

When to use: 24 hours before a scheduled showing.

Message:

Hi [Name], confirming our showing tomorrow at [Time] for
[Address]. Here's the address: [Google Maps link]. See you then!
Reply if you need to reschedule. -[Your Name]

Why it works:

• Prevents no-shows (36% of missed showings preventable with reminders)
• Includes helpful info (address, map)
• Easy reschedule option

Script #7: Showing Reminder (2 Hours Before)

When to use: 2 hours before showing time.

Message:

[Name], see you at [Time] today for [Address]! Running late?
Just reply and I'll wait for you. Excited to show you this one!

Why it works:

• Final reminder (reduces no-shows)
• Accommodates delays (builds goodwill)
• Enthusiasm (makes them feel important)

Script Category 4: Post-Showing Follow-Up

Script #8: Immediate Post-Showing (Within 1 Hour)

When to use: Right after you finish a showing.

Message:

Thanks for touring [Address] with me today! I'd love to hear
your honest thoughts - what did you like? Any concerns?
If you're interested, I can pull comps and help with an offer.

Why it works:

• Strike while the iron is hot (property fresh in mind)
• Invites honest feedback (builds trust)
• Moves to next step (offer prep)

Script #9: Post-Showing Follow-Up (Next Day)

When to use: If they didn't respond to immediate follow-up.

Message:

[Name], have you had time to think about [Address]? I checked
and there are 2 other showings scheduled this weekend. Want to
discuss your thoughts? I'm here to help! -[Your Name]

Why it works:

• Gentle nudge (not pushy)
• Creates urgency (other interest)
• Reaffirms availability

Script Category 5: Market Updates & Value-Add

Script #10: Monthly Market Report

When to use: Once a month to stay top-of-mind with active leads.

Message:

[Name], [Neighborhood] Market Update 📊

Avg price: $425K (↑3% from last month)
Homes sold in <10 days: 65%
Inventory: LOW

Great time to buy before spring rush! Want to see what's
available in your range? -[Your Name]

Why it works:

• Positions you as expert (local market knowledge)
• Creates urgency (prices rising, low inventory)
• Offers next step (see available homes)

Script #11: Neighborhood Spotlight

When to use: To provide value to leads interested in specific areas.

Message:

[Name], thought you'd love this about [Neighborhood]:
New coffee shop opening next month + top-rated schools.
Property values up 8% this year! See current listings: [link]
-[Your Name]

Why it works:

• Educational (not salesy)
• Ties to their interest (neighborhood they mentioned)
• Includes action item (view listings)

Script Category 6: Re-Engagement

Script #12: Re-Engage Cold Leads (60-90 Days Inactive)

When to use: Lead went cold but still opted in to your list.

Message:

Hi [Name], checking in! Are you still looking for a home in
[Area]? The market's shifted since we last spoke - happy to
update you on new options. Reply YES if you're still searching
or STOP if not. -[Your Name]

Why it works:

• Non-pushy (acknowledges time has passed)
• Provides reason to re-engage (market update)
• Respects their time (easy opt-out)

SMS Automation for Real Estate Agents

You don't have to manually send every text. Smart automation can handle routine messages while keeping you in control for important conversations.

What to Automate

✅ Keyword auto-responses

• Someone texts "TOUR" → Instant property details

✅ Showing confirmations & reminders

• Automatically send 24-hour and 2-hour reminders

✅ New listing alerts

• Auto-text leads when properties match their criteria

✅ Drip campaigns

• Welcome series for new leads (5 texts over 2 weeks)

✅ Open house reminders

• Text registered attendees the morning of the event

What to Keep Manual

🚫 Initial personal responses (first reply to a new lead)
🚫 Negotiation conversations (offers, counter-offers)
🚫 Complex questions (financing, repairs, contingencies)
🚫 Relationship-building (congratulations, check-ins)

Pro tip: Use automation for efficiency, but jump in personally when the conversation gets warm. Leads can tell when a text is automated vs. when it's actually you.

Real Estate SMS Campaign Ideas

Campaign #1: Buyer's Journey Nurture Sequence

Goal: Turn new leads into active home shoppers.

Day 1: Welcome + intro
"Hi [Name]! I'm [Your Name], excited to help you find your perfect home in [Area]. What's your #1 must-have in a home?"

Day 3: Educational value
"Quick tip: Get pre-approved BEFORE house hunting. It speeds up offers by 2-3 weeks! Need a great lender referral?"

Day 7: Market insight
"FYI: [Neighborhood] homes are selling in under 10 days right now. Want to tour some this weekend?"

Day 14: Property recommendation
"Based on your budget, I found 3 homes you'll love. Here's the first: [link]. Want to see it?"

Day 21: Check-in
"How's the search going? Any questions about the process? I'm here to help!"

Campaign #2: Seller Lead Warming

Goal: Convert "thinking about selling" leads into listing clients.

Day 1: Value intro
"Hi [Name]! Curious what your home is worth? I can pull a FREE market analysis. Want it texted to you?"

Day 3: Market data
"Fun fact: Homes in [ZIP] are getting 3-5 offers on average. Sellers have the advantage right now!"

Day 7: Social proof
"Just helped [Client Name] sell their [Neighborhood] home in 6 days for $15K over asking. Want to know our strategy?"

Day 10: Consultation offer
"Ready to chat? I can walk you through the selling process over coffee (my treat!). Reply YES for details."

Campaign #3: Past Client Re-Engagement

Goal: Generate referrals and repeat business.

Quarterly check-in:
"Hi [Name]! Hope you're loving the home! Quick question: Do you know anyone looking to buy or sell? I'd love to help your friends like I helped you. -[Your Name]"

Home anniversary:
"Happy 1-year home anniversary [Name]! 🏡🎉 How's everything going? If you ever have questions about home maintenance or know anyone looking to move, I'm here!"

Best Practices for Real Estate SMS

1. Timing Matters

Best times to text:

• Tuesday-Thursday, 10 AM - 1 PM (highest engagement)
• Tuesday-Thursday, 6 PM - 8 PM (second best)

Worst times:

• Before 9 AM or after 9 PM (TCPA violations)
• Sundays (people want downtime)
• Holidays

2. Keep It Short and Conversational

Real estate agents often overthink texts. Keep them brief and friendly.

❌ TOO LONG:
"Good morning! I wanted to follow up regarding the property we discussed last week at 123 Main Street. I've prepared a comprehensive market analysis and would love to schedule a time to review the details with you. Additionally, I have three comparable properties that have recently sold in the area that I think would provide valuable context for your decision-making process."

✅ BETTER:
"Morning! Ready to chat about 123 Main St? I pulled comps and found 3 similar homes. Free for a quick call today?"

3. Use Personalization

Generic blasts feel like spam. Personalize wherever possible.

❌ Generic: "New listing available. Interested?"
✅ Personal: "Hi Sarah, the 3BR in Riverside you mentioned last week just listed at $380K. Want the link?"

4. Include Clear CTAs

Every text should have a clear next step.

✅ "Reply YES to schedule"
✅ "Click here for photos: [link]"
✅ "Call me at [number] with questions"
✅ "Let me know a good time to chat"

5. Respect Opt-Outs Immediately

When someone replies STOP, remove them from your list immediately (within 10 days per TCPA, but do it instantly).

Never:
❌ Argue: "Are you sure? Just one more property to show you..."
❌ Ignore: Continue texting after STOP request

Always:
✅ Confirm: "Got it, you've been removed. Thanks for your time!"

Tools & Platforms for Real Estate SMS Marketing

SMS Platforms Built for Real Estate

1. DMText

• Best for: Agents wanting fast 10DLC approval and high deliverability
• Features: Mass texting, automation, keyword campaigns, drip sequences
• Unique advantage: 36-hour 10DLC approval (vs. 2-4 weeks industry standard)
• Pricing: Starts at $149/month + per-message costs

2. EZ Texting

• Best for: Teams and brokerages
• Features: TCPA compliance tools, multi-user accounts, templates
• Pricing: Starts at $20/month for low volume

3. Textedly

• Best for: Solo agents
• Features: Simple interface, MMS support, integrations
• Pricing: Starts at $25/month

4. Smarter Contact

• Best for: Real estate-specific workflows
• Features: Pre-built real estate templates, CRM integration
• Pricing: Custom (typically $100-300/month)

CRM Integration

If you use a real estate CRM (Follow Up Boss, LionDesk, Wise Agent), check if it has native SMS capabilities. Benefits:

• Texts sync with contact records
• Automate based on pipeline stage
• Track SMS performance alongside emails/calls

Compliance Checklist for Real Estate SMS

Before sending your first text campaign, ensure you're compliant:

✅ Pre-Launch Checklist

Business Registration:

• Register for 10DLC (required for business texting)
• Get your business verified (EIN, legal name, address)
• Register your SMS campaigns (use cases) with carriers

Opt-In Process:

• Document how leads opt in (forms, keywords, sign-ins)
• Include clear consent language ("I agree to receive SMS...")
• State message frequency ("You'll receive ~2 texts/week")
• Include opt-out instructions ("Reply STOP to unsubscribe")

Message Content:

• Include your name/brokerage in initial messages
• Add opt-out footer to promotional messages ("Reply STOP to end")
• Never send before 9 AM or after 9 PM (local time)
• Keep records of all opt-ins (timestamp, source, consent proof)

Ongoing Compliance:

• Honor opt-outs within 10 days (do it instantly)
• Maintain a "do-not-contact" list
• Review message templates for TCPA compliance
• Train team on texting rules if multiple agents use same system

Common SMS Mistakes Real Estate Agents Make

Mistake #1: Buying Lead Lists and Cold Texting

Why it fails:

• TCPA violations ($500-1,500 per unsolicited text)
• Carrier filtering (messages get blocked)
• Terrible conversion rates (people hate cold texts)

Solution: Build your own opt-in list with yard sign keywords, open house sign-ins, and website forms.

Mistake #2: Texting Too Frequently

Why it fails:

• High opt-out rates
• Leads ignore your messages
• Damages your reputation

Solution: Limit promotional texts to 1-2 per week max. Transactional texts (showing reminders, responses to inquiries) are fine as needed.

Mistake #3: Generic, Impersonal Messages

Why it fails:

• Feels like spam
• No relationship-building
• Low engagement

Solution: Use their name, reference specific properties they viewed, and personalize based on their preferences.

Mistake #4: No Clear Call-to-Action

Why it fails:

• Leads don't know what to do next
• Conversations stall

Solution: Every text should end with a clear next step: "Reply YES to schedule", "Click here for photos", "Let me know a good time to call."

Mistake #5: Not Following Up

Why it fails:

• Leads go cold
• Miss opportunities
• Competitors steal your leads

Solution: Set up automated follow-up sequences. If a lead doesn't respond in 3 days, trigger a reminder text.

Measuring SMS ROI: Metrics That Matter

Track these key metrics to understand what's working:

Engagement Metrics

• Reply rate (goal: 20-30% for warm leads)
• Click-through rate on links (goal: 15-25%)
• Opt-out rate (goal: <2%)

Business Metrics

• Showings booked via text (vs. phone/email)
• Leads converted to clients (attributed to SMS)
• Response time (how fast you reply to incoming texts)

Campaign Performance

• Keyword opt-ins (how many people text your yard sign keywords)
• Drip campaign completion (% who receive all messages without opting out)
• Automated vs. manual text effectiveness (which converts better)

Conclusion: SMS Is a Relationship-Building Tool, Not a Sales Hammer

In 2025, real estate SMS marketing is about nurturing relationships with people who've already shown interest in working with you. It's not about blasting cold lists or being pushy—it's about being helpful, timely, and personal.

The winning formula:

1. Build your list the right way (opt-ins, not purchased lists)
2. Provide value first (market updates, property recommendations)
3. Automate the routine (reminders, confirmations, alerts)
4. Stay personal for what matters (negotiations, relationship-building)
5. Respect boundaries (timing, frequency, opt-outs)

Ready to start texting your real estate leads the right way? DMText specializes in helping real estate professionals launch compliant, high-converting SMS campaigns with the fastest 10DLC approval in the industry (36 hours average vs. 2-4 weeks). Get set up, upload your opt-in lists, and start nurturing leads this week—not next month. Start your free trial today.

Sources

1. Omnisend. "SMS for Real Estate Marketing — Complete Guide for 2025"
2. EZ Texting. "SMS Marketing for Real Estate Industry Guide"
3. Textedly. "Real Estate Text Message Marketing & SMS"
4. TheClose. "36 Best Real Estate Text Message Scripts for Agents in 2025"
5. Calilio. "Real Estate SMS Marketing Guide for 2025"
6. CallPorter. "SMS marketing for real estate has changed… 2025 guide"

Related Resources:

• SMS Marketing Best Practices: 15 Proven Strategies
• 10DLC Registration Mistakes: 7 Reasons Your Application Got Rejected
• TCPA Compliance 2025: Protect Your Business from SMS Lawsuits

Last Updated: January 8, 2025