13 Cold Texting Real Estate Templates to Replace Your Old Scripts

June 30, 2023

Cold texting is common in the real estate industry, and for good reason.

It only takes a few minutes to buy a list of leads and a couple of seconds to write and send a mass text message. It’s an easy, cost-effective way to close more deals.

But here’s the deal: Cold texting is illegal. 

Not just annoying. Not just frowned upon by some agents. One hundred percent illegal.

Even if you’ve had success with sending unsolicited text campaigns, the risk outweighs the reward. It’s ridiculously easy for consumers to report spam texts, and violations can lead to:

• Fines
• Carrier filtering
• Poor public perception of your business and the real estate industry

Let’s walk through which laws apply to cold texting, what happens if you violate them, and how you can still use texting to attract leads — the right way. 

Then, I’ll share some text message templates and scripts you can use to nurture your new real estate leads.

Cold texting in real estate is when you text people without permission to promote your services or properties. 

A common cold texting scenario:

1. You get phone numbers from sources like online listings or networking events.
2. You send a text blast to hundreds of contacts to start a conversation about buying or selling properties. 
3. A handful of people respond—either to ask you about your services or to tell you to take a hike.

In North America, cold texting is a form of spam texting. If your real estate leads don’t explicitly sign up for your promotional texts, you could open your business up to legal consequences.

Real estate cold texting laws & guidelines

• In the U.S., the Federal Communications Commission (FCC) enforces the Telephone Consumer Protection Act (TCPA), which requires businesses and organizations to get express written consent from people before sending commercial texts with an autodialer (or automated texting software). Failing to get permission to send promotional texts can result in fines of up to $1,500 per violation.
• The Cellular Telecommunications Industry Association (CTIA) — an organization that represents the interests of the wireless industry — provides guidelines that help businesses comply with the TCPA’s requirements.
• Similar to the TCPA, Canada’s Anti-Spam Legislation (CASL) requires businesses to get implied or express consent before sending promotional text messages. Violations can result in fines of up to $1M for individuals and $10M for businesses.

If cold texting is a major liability for your real estate business, how are you supposed to use texting to close deals?

Entice people to sign up for your texting list with valuable content and offers. When people opt in to your texts willingly, they come to you as warm leads, like cookies fresh out of the oven.

Does it take a little extra up front effort to fill your pipeline with warm leads? Yes, but they’ll likely convert at higher rates, since permission-based texts have an average response rate of 45%. 

Check out these three popular SMS opt-in methods (or ways to invite people to subscribe) for real estate leads:

1. Keywords
2. Web forms
3. Click-to-text buttons

Set up an SMS keyword in your text marketing app so buyers and sellers can join your list in seconds. Create different keywords for each client persona so you can segment them by interests and demographics.

Advertise your keyword

Share the keyword you just created everywhere that your target clients may interact with your business:

• Website
• Social profile bios and posts
• Beginning and/or end of informational videos
• For sale signs
• Flyers and posters at in-person events
• Direct mailers
• Email campaigns
• Facebook ads

💡 Get more ideas for growing your contact list in our SMS subscriber list guide.

When you advertise your keyword, don’t forget to include CTIA-approved language about how the messages they will receive:

• Are promotional in nature
• Are sent from an autodialer
• Aren’t a condition of any purchase 

Use SimpleTexting’s Web Form builder to create a compliant opt-in form for your texting list. You can embed it on your home page, a service page, or anywhere else people learn about your business.

Another way to collect leads from a web form is to set up a page dedicated to referrals from past clients. When you send them a text campaign asking if they know anyone looking to buy or sell a house, include a link to your referral form for their friends and family to fill out and subscribe to your SMS list at the same time.

Just be sure to include a CTIA-compliant disclaimer below the form so people know what kinds of messages they’ll receive.

To make the opt-in process easier for leads coming from a mobile device, use our free Click-to-Text button generator.

When a website visitor taps on the button, the texting app on their phone will launch with a pre-written message as well as a pre-filled phone number.

You can reply to their message, follow up with the lead, and start the process of turning them into a client.

Once you have your opt-in methods in place, you can warm your leads up with a series of automated texts. 

These messages can help you keep leads engaged and move them down your sales funnel. I’ll share some ideas for what types of messages to include.

Welcome text

“Hi, it’s [YOUR NAME] from [COMPANY]. Thanks for requesting more information about my home selling services in [CITY]! Can you tell me more about your home and the address? I’ll send you some info about the market and recent homes I’ve sold in the area.”

Market update text

“Thanks for sharing info about your house! Here’s a PDF of the market report for [NEIGHBORHOOD] and a list of comparable houses I’ve sold in the area. Do you have time for a quick call this week to talk about how I can help you sell your home quickly?”

💡 You can attach media like PDFs with MMS messaging.

Helpful resource

“Hi [SELLER NAME]! I put together this [RESOURCE DESCRIPTION] to make the process easier on you. Let me know if you have any questions! [LINK TO RESOURCE]”

Comparative market analysis text

“Your home is unique, and I’d love to provide a free comparative market analysis to determine its value in today’s market. When’s a good time to chat?”

Selling strategy text

“[SELLER NAME], do you have a selling strategy in place? I have a proven process that’s helped me sell more than [NUMBER] homes in [CITY/NEIGHBORHOOD]. Do you have time for a quick chat about how I’d help you get the most for your house?”

Follow-up text

“Hey [SELLER NAME], it was great getting to know more about you and your home this week! Do you have any questions that I can answer about the market or my services?”

Welcome text

“Hi, it’s [YOUR NAME] from [COMPANY]. Thanks for requesting more information about my real estate services in [CITY]! Can you tell me more about what kind of home you’re looking for and where? I’ll send you some info about the market and recent homes I’ve helped clients buy in the area.”

Market information text

“Hi [BUYER NAME], thanks for sharing info about what kind of house you want to buy. I’ve attached a PDF of a market report I put together for you and similar homes I’ve sold recently. Would you like to set up a call this week about how I can help you navigate this competitive market?”

Relevant properties text

“Hi [BUYER NAME], here are some new listings I think you’ll be interested in:

• [LISTING #1 LINK]
• [LISTING #2 LINK]
• [LISTING #3 LINK]

Are there any that stand out to you?”

Local events text

“There’s a [EVENT TYPE] in [NEIGHBORHOOD/CITY] on [DATE] at [TIME]. It’d be a fun way to experience the neighborhood! In case you’re interested, here’s more info: [LINK TO EVENT PAGE]”

Helpful resource text

“Hi [BUYER NAME], I put together this [RESOURCE DESCRIPTION] to make the home buying process easier on you. Let me know if you have any questions! [LINK TO RESOURCE]”

Call scheduling text

“Hey [BUYER NAME], I can share more info about how I’ll find you the perfect home and put together a competitive offer. Do you have time this week for a quick call?”

Follow-up text

“Hey [BUYER NAME], it was great getting to know more about you and what kind of home you’re looking for! Do you have any questions that I can answer about the market or my services?”

Since cold texting people who haven’t subscribed to your texts is illegal, setting up compliant ways for leads to opt in is the most responsible option. Then, copy and paste the templates I shared into your texting platform to start warming up your prospects.

Don’t have an SMS marketing platform yet? Sign up for a free 14-day trial of SimpleTexting’s real estate SMS software, and send your first text in minutes.

Disclaimer: Please note that the advice in this article is for informational purposes only and is neither intended as nor should be substituted for consultation with appropriate legal counsel and/or your organization’s regulatory compliance team.

This article was written on June 30, 2023, by Dani Henion. Nathan Ellering contributed to this piece.