Dos and Don’ts of SMS Marketing

In the wake of the release of a Ebook on how SMS marketing can be used to convert real estate leads into customers, Podium revealed the dos and don’ts of a successful SMS marketing campaign.

Podium’s regional sales manager, Sean Smit, explained that SMS marketing has many benefits for agents.

“When was the last time you had a 98% open rate on one of your emails? ” He asked.

“At Podium, we focus on SMS because it’s personal, convenient, it’s how most consumers want to interact with each other and with a business, and that’s where it is. customer attention.

Noting that email marketing often saw a marketing message struggling for attention in a junk folder or inbox, Sean said the text message allowed the recipient to see the content immediately.

But in real estate, text marketing best practices aren’t about the traditional “just listed, just sold,” he continued, and a good initial point of interest is paying customers.

“The owners and sellers are the people we want to attract and get into the funnel,” Sean said.

“I would focus on the incentives for sellers to strike up a conversation with the agency and the same with the owner.”

He noted how agencies might target potential clients, including:

  • An offer based on reduced management fees for multi-owner owners
  • Repeat suppliers who are offered a market assessment.

Dos and Don’ts of SMS Marketing

Sean noted that Podium has done extensive research into what makes an effective SMS marketing campaign in the real estate industry.

As a result, he said SMS marketing started with seven simple tips:

1. Make it a two-way conversation, not a broadcast

Sean explained that Podium has had two-way texting for a long time, but has refined it into a consumer-driven tool.

The best practice is to encourage a two-way conversation where the agency makes an offer and the recipient is encouraged to respond.

2. Use conversational language

Since this is a two-way conversation, Sean said any text-based marketing campaign should be based on simple conversational language that creates a personal connection.

“It should always look like, ‘Hey, this is Sean at XY Real Estate, reaching out to Sam, the potential seller.’ Rather than sounding a lot like Sean from XY Real Estate, he’s just messaging 800 people en masse, ”Sean said.

3. Pick an appropriate time

To make sure the conversation feels real and natural, text messages should be sent during business hours, Sean continued.

“If this is a return business request, or if it is an offer for the spring auction campaign, sending it out at 3 a.m. is really going to miss the point. target and it’s going to really frustrate your potential customers, ”he said.

“They’ll know it’s not from you.” It also comes from a marketing system.

4.160 characters or less

Texts explained by Sean are usually 160 characters or less to sound like an authentic message.

“So make sure it’s valuable,” he said.

5. Include a CTA

The message should encourage potential customers to do something, so a call to action or link should be included.

“Make sure it provides information or there’s a clear call to action asking them what you actually want them to do,” Sean said.

“If it’s just texting us back, if it’s about following that link, those calls to action have to be really relevant and add value. “

“If we include a link as well, make sure that link is neat,” Sean explained.

He continued that he occasionally receives messages from retailers, and while the post may be relevant, if the link takes up the majority of the post, it appears inauthentic.

“Looks like it came from somewhere and it’s just a spam message, so use a link shortener.”

“Or if the marketing system, like in Podium, can do it for you automatically when you set up this campaign, that makes it a lot easier.”

7. Commit

Sean also explained that if the purpose of texting is to text someone back, then it’s important to keep the conversation going by replying.

“If the message’s call to action is ‘text us back if you have any questions or to book a review’, respond quickly,” he said.

“I’m not saying respond within three minutes, but respond 20, 30 minutes later – even a few hours is enough.

“As long as we always have the impression that it’s a one-on-one feeling.

“There is nothing worse than seeing a promotional message, you respond as a consumer and you don’t get a response for a few days. Again, you’ll know it wasn’t necessarily someone texting.

For more information on the value of SMS marketing, listen to Sean’s recent interview on the Elevate podcast. You can also download Podium’s SMS marketing 101 e-book here.

About William G.

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