Should I Use SMS Marketing as a Real Estate Agent?
As a real estate agent, you’re constantly looking for ways to connect with clients and generate leads more effectively. From email campaigns to social media posts, the number of marketing strategies available can be overwhelming. One strategy that’s gaining traction is SMS marketing—but is it the right fit for your real estate business?
Text message marketing allows real estate agents to communicate directly with potential buyers, sellers, or investors in a way that’s personal, quick, and highly engaging. However, like any tool, it has its strengths and limitations. In this blog, we’ll explore the benefits, challenges, and best practices for using SMS marketing to grow your real estate brand.
Why SMS Marketing Works in Real Estate
SMS marketing stands out for one key reason: it’s direct and highly personal. With a 98% open rate compared to the industry’s average email open rate of 20% (and our average of 35%), text messages are almost guaranteed to be seen. This makes them an incredibly effective way to capture attention, share important updates, or engage with leads.
For real estate, SMS marketing can be used to nurture and communicate.
Unlike email or social media, which can get lost in crowded inboxes or feeds, text messages are immediate and often read within minutes of being received. This makes them ideal for time-sensitive updates or personalized communication.
The Challenges of SMS Marketing
While SMS marketing has its benefits, it’s not without challenges, especially in the real estate industry.
1. Compliance and Privacy Regulations
Real estate agents must adhere to strict rules when it comes to contacting clients via text. The Telephone Consumer Protection Act (TCPA) requires you to obtain explicit consent before sending marketing messages. Failing to comply can result in hefty fines and damage to your reputation.
2. Limited Content Space
With a character limit of 160 per message, SMS marketing forces you to keep your messaging short and to the point. While this can be a positive, it also means less room to convey complex information or tell a compelling story.
3. Potential for Over-Saturation
Consumers are inundated with messages daily, and too many texts can feel intrusive. If not done thoughtfully, SMS marketing could annoy your audience rather than engage them.
Best Practices for Success with SMS Marketing
If you decide to use SMS marketing as part of your real estate strategy, following best practices is key to maximizing its effectiveness while staying compliant.
1. Get Consent First
Before sending any text messages, ensure you have explicit permission from your recipients. This can be collected through sign-up forms, open house registrations, or by asking clients directly.
2. Keep Messages personal and non-salesy
Since SMS has limited space, focus on delivering value in every message. For example:
“Price update: A property in [Area] was reduced by $15K. Interested in details?”
“New listing alert: 3BR/2BA in [Neighborhood] just hit the market. Text back if you’d like photos or to schedule a tour.”
“Just a heads-up—there’s an open house this Saturday at [Address]. Want me to send the time?
3. Personalize Your Messages
Address your leads by name and tailor messages to their specific needs or interests. Personalization can make a standard text feel like thoughtful communication.
4. Use Timing Strategically
Send messages at times when your audience is most likely to engage, such as mid-morning or early evening. Avoid sending texts too early or too late in the day, as they may come across as intrusive.
5. Include a Clear Call-to-Action (CTA)
Every text message should guide your audience toward a specific action, such as scheduling a showing, clicking a link, or contacting you directly.
6. Don’t Overdo It
Limit your frequency to avoid overwhelming your audience. One to two messages per week is generally a good rule of thumb.
The Best Apps for SMS Apps for Real Estate in 2025
Best For: Budget-friendly texting with campaign automation
There's an inbox to start sending texts as soon as you're approved, and you can easily set up campaigns, manage your contacts, and review your analytics. The real standout here, though, is the price.
There's a monthly subscription, starting at $19/month, and a per-text charge of $0.005 per message.
Best For: Real estate agents who want marketing power + 1:1 chat
SlickText is versatile. If you want marketing features, they're here in spades, but it also offers a pretty great inbox for one-on-one conversations.
From $29/month for 500 texts and 2 textwords; from $139/month for automated workflows.
Klaviyo (with SMS Add-On)
Best For: Real estate agents already using email automation
Powerful workflows with SMS + email integration
Great for real estate funnels and follow-ups
Custom triggers for buyer/seller journeys
Pricing depends on list size and message volume
Best For: Lead generation + reputation management
Combines SMS, webchat, and reviews
Helps convert website visitors into real estate leads
Automated appointment reminders and feedback requests
Higher pricing, but great for teams/agencies
When Should Real Estate Agents Use SMS Marketing?
SMS marketing can be a powerful tool, but it’s not always the best approach for every situation.
Here are a few scenarios where it can be particularly effective:
Time-Sensitive Updates: Texts are perfect for last-minute open house reminders, price reductions, or urgent updates.
Personal Follow-Ups: After meeting a lead at an open house or event, a text can feel more personal and immediate than an email.
Promoting Exclusive Offers: Share VIP access to off-market listings or special promotions to build excitement and engagement.
That said, SMS marketing works best when used as part of a larger marketing strategy. Combining it with email campaigns, organic social media, and SEO efforts can help you nurture leads more effectively.
Alternatives to SMS Marketing
If SMS marketing doesn’t feel like the right fit for your business, there are plenty of other ways to connect with leads and build relationships:
Email Marketing: Use email campaigns to share in-depth market insights, property updates, and personalized content.
Social Media: Build your brand and engage with your audience through platforms like Instagram, Facebook, and LinkedIn.
Google Local Services Ads: For real estate agents, Google Local Services ads can help you connect with high-intent leads searching for real estate services in your area.
SEO Optimization: Create valuable blog content or optimized landing pages to attract clients searching for real estate advice or listings.
Why Work with Pivota Marketing for SMS Campaigns
We get it—between showings, client calls, and contracts, you don’t have time to learn a new marketing platform or write compelling text campaigns from scratch. You need lead generation that works without taking hours of your week or pulling you out of your zone of genius.
That’s where we come in.
At Pivota Marketing, we help real estate professionals like you simplify SMS marketing so it actually drives results, without becoming another item on your to-do list.
Here’s how we can help:
Done-for-You Strategy & Setup
No experience with marketing? No problem. We handle everything—from list segmentation to message writing and campaign structure—so you don’t have to worry about what to say or when to send it.Consistent, Compliant Messaging That Converts
We create texts that are short, clear, and on-brand—while making sure your campaigns follow industry regulations. You’ll never have to guess if you’re doing it right (or risk a compliance issue).Integrated Lead Nurturing That Saves Time
Your SMS campaigns won’t stand alone—we tie them into your email marketing, social media, and lead funnels so everything works together to nurture leads while you focus on selling.
If you’ve been putting off SMS because it feels like “one more thing” to figure out, let us take it off your plate.
The Bottom Line: Should You Use SMS Marketing?
SMS marketing can be a powerful way to stay top-of-mind with your leads, especially for time-sensitive updates or quick personal touches. But like any tool, it only works if it’s used intentionally.
If you’re short on time, unsure what to say, or just want your marketing to work without adding more to your plate, partnering with a team that understands real estate and SMS marketing can make all the difference.
At Pivota, we help real estate agents implement SMS as part of a bigger-picture strategy, so your messages don’t just go out… they get results.
