September 29 2015
In today's quick-paced, digital age, home buyers have less time – and less patience. When they see a house they are interested in, they are no longer satisfied with driving home, contacting the listing agent, and waiting for a response. In fact, 49% of buyers expect an instant response from the agent. Today's home buyer wants information now, and if the listing agent isn't available to deliver it, that potential real estate lead has likely moved on to an agent who is.
There are 6.8 billion mobile-cellular subscriptions in the world, and 81% of cell phone owners use their phone to send or receive text messages, according to Pew Research Center. We use them because they're fast, convenient, and more likely than not, always within arm's reach. In fact, almost half of cell owners have slept with their phones next to their bed, not wanting to miss any calls, text messages, or other updates during the night.
Text messaging is the most popular application on smart phones, and 40% of home buyers prefer communicating with an agent by text over phone calls. Additionally, text messages have an open rate of 98%. Nearly every single text message sent is opened and read.
How can real estate agents harness this opportunity and use text messaging to capture leads? Here are some best practices for when and what to text your real estate leads.
Even though almost half of home buyers prefer texting to phone calls, only around 15% of agents actually communicate this way. However, sending unexpected text messages at the wrong time can have an adverse effect, leading to irritated clients or missed messages.
*According to Real Estate Agent U
When texting a real estate lead, you should generally include one or more of the following components. Always prompt a response by texting something of interest to them, such as a new listing with unique features, or a price drop on a property they were previously interested in.
"This property was just listed in the MLS. It has a pool, and I know that was something you were looking for."
"I'm going to do some research for you and find properties in the same area that might be better options."
"Would you like me to send that information to you by Wednesday?"
"I have a new home that's priced to sell in one of your preferred neighborhoods. When would you like to set up a time to go see it?"
"What kind of questions can I answer for you about (listing/market/financing)?"
Home buyers and sellers today have their smartphones nearby, ready for communication at all times. Texting is one of the most powerful tools for capturing real estate leads and potential clients, and one of the most effective ways to utilize mobile marketing. It is the fastest way for buyers to reach you, and the fastest way for you to respond. Give your agents the edge they need to succeed with a solution that will maximize response rates and capture more leads.
To view the original article, visit the Inside Real Estate blog.