Texting is the highest-response follow-up channel available to real estate professionals. But most agents either skip it entirely (worried about compliance) or do it wrong (cold-blasting leads without consent and wondering why they get flagged). This guide walks you through every step — from capturing consent to sending a follow-up that actually gets a reply.
Why does texting work better than email or phone for lead follow-up?
Most people read a text within a few minutes of receiving it. Compare that to email, where your message competes with newsletters and spam, or a phone call that goes straight to voicemail. Leads who fill out a home-search form or request a showing are in an active mindset — they want a response now, not a call-back tomorrow. A short, personal text meets them exactly where they are.
That said, SMS is only effective if it's done correctly. A single complaint from an unconsented recipient can get your number blocked by carriers — meaning none of your texts get delivered, to anyone. The steps below protect you from that.
Step 1: Get consent before you send anything
This is the rule that most agents skip, and it's the most important one. Under TCPA (the Telephone Consumer Protection Act), you need documented, prior written consent before sending marketing texts to a lead. 'They gave me their phone number' does not count.
- 1Add a clear opt-in checkbox to every lead capture form (website, landing pages, open house sign-in sheets). The checkbox should say something like: 'I agree to receive text messages from [Your Name/Team] about real estate listings and follow-up. Message and data rates may apply. Reply STOP to opt out.'
- 2For leads from third-party portals (Zillow, Realtor.com, etc.), check the portal's terms — some pass along consent, others do not. When in doubt, open with a compliant introduction and ask permission before sending marketing content.
- 3Log the consent. Your platform should timestamp when and how consent was given. InfinitySMS stores this for you automatically.
- 4Never buy phone lists and blast them. That's the fastest route to carrier filtering and potential legal liability.
Step 2: Register your number with 10DLC
10DLC stands for 10-digit long code — the standard local phone number format (e.g., 512-555-0198). Since 2023, U.S. carriers require any business sending SMS at scale to register their brand and campaign through the 10DLC system. Unregistered numbers face heavy filtering, low deliverability, and outright blocking.
The registration process involves submitting your business name, EIN, and a description of how you'll use SMS. It typically takes a few business days to be approved. Once registered, your messages are treated as legitimate business communications by the carriers.
InfinitySMS handles 10DLC registration for you as part of onboarding. You don't have to figure out the carrier portals, campaign registries, or brand vetting on your own — it's included in the flat $99/mo plan.
Step 3: Personalize every message with merge tags
A text that reads 'Hi! Are you still looking for homes?' feels like spam. A text that reads 'Hi Sarah — I saw you were looking at 3-bed homes in Pflugerville. I have two new listings that fit your search. Want me to send the details?' gets replies. The difference is personalization.
Merge tags let you pull in a lead's first name, the property they inquired about, the neighborhood, or any other field from your CRM automatically — even when you're sending to hundreds of contacts at once. This makes bulk outreach feel one-to-one.
- Use {{first_name}} at the opening — not 'Hey there' or nothing at all.
- Reference the specific property or search criteria when you have it.
- Keep the message under 160 characters when possible. Longer is fine, but shorter reads faster on a phone screen.
- Include one clear call to action: 'Want to see it?' or 'Does Thursday at 5pm work?'
- Sign with your name — 'Sarah from Horizon Realty' — not a generic business name.
Step 4: Follow up fast — especially on new inquiries
Speed matters more than almost anything else in lead follow-up. A lead who just filled out a form is thinking about real estate right now. Fifteen minutes later, they might be back at work, watching TV, or talking to another agent who responded first.
Set up an automatic first-touch text that fires within minutes of a new inquiry coming in. Keep it short and genuine — not a wall of information. Your goal for the first text is just to open a conversation. Something like:
"Hi {{first_name}} — this is Marcus from Apex Realty. I saw you were interested in the Lakewood listings. Happy to answer any questions or set up a showing. What works best for you?" — Marcus
Then build a follow-up sequence for leads who don't respond. A reasonable cadence: immediate first touch, a follow-up at 24 hours, another at 3 days, then weekly or bi-weekly for longer-term nurture. Don't ghost leads who don't respond immediately — most conversions happen after the third or fourth contact.
Step 5: Respect opt-outs and quiet hours
Every outbound text you send must include — or your contact must have already received — clear instructions for opting out. The standard is STOP to unsubscribe. When someone replies STOP, they must be removed from your list immediately and never texted again for marketing purposes.
Quiet hours are equally important. TCPA restricts marketing calls (and by extension, marketing texts) to between 8am and 9pm in the recipient's local time zone. Sending a text at 11pm isn't just annoying — it's a compliance risk. Schedule messages to send during business hours or early evening.
- Include 'Reply STOP to opt out' in your first message to each new contact.
- Use a platform that automatically suppresses opted-out numbers — never manage this manually.
- Schedule bulk sends between 9am and 7pm in the recipient's time zone to stay well inside the legal window.
- Review your opt-out rate regularly. A high opt-out rate is a signal your messages aren't relevant or your consent process needs work.
What does a good real estate SMS sequence actually look like?
| Touch | Timing | Goal | Example message |
|---|---|---|---|
| 1 — First touch | Within 5 minutes of inquiry | Open the conversation | Hi {{first_name}}, this is {{agent_name}} from {{brokerage}}. Saw you were looking at homes in {{neighborhood}}. Any questions I can answer? — {{agent_first_name}} |
| 2 — Follow-up | 24 hours later (no reply) | Stay top of mind | Hi {{first_name}} — just following up. Happy to send you a few options that match your search if you're still looking. No pressure. — {{agent_first_name}} |
| 3 — Value add | 3 days later (no reply) | Give something useful | {{first_name}}, two new listings hit {{neighborhood}} today that match what you were looking at. Want me to send the details? |
| 4 — Long-term nurture | Weekly or bi-weekly | Stay in the conversation | Hi {{first_name}} — market's been moving in {{neighborhood}}. Let me know if you want a quick update on what's available. — {{agent_first_name}} |
How much does it cost to text your leads at scale?
Most SMS platforms charge per seat, per user, or bundle credits that expire. If you're a team of four agents each texting 200 leads a month, those per-seat fees add up fast.
InfinitySMS is built specifically for real estate and charges a flat $99/month plus $0.02 per message sent — no per-seat fees, no credit expiry, no surprise overages. One account covers your whole team. Here's what that looks like at a few common send volumes:
| Messages sent/month | Send cost (@$0.02) | Platform fee | Total monthly cost |
|---|---|---|---|
| 500 | $10.00 | $99.00 | $109.00 |
| 1,000 | $20.00 | $99.00 | $119.00 |
| 2,500 | $50.00 | $99.00 | $149.00 |
| 5,000 | $100.00 | $99.00 | $199.00 |
| 10,000 | $200.00 | $99.00 | $299.00 |
10DLC registration, opt-out handling, merge tags, and bulk sending are all included. You're not paying extra for compliance features — they're just part of how the platform works.
Start texting your leads the right way — $99/mo flat, 10DLC handled for you.
Get started with InfinitySMSFrequently asked questions
Do I need permission to text a real estate lead who gave me their number?
Yes. Under TCPA, simply having someone's phone number does not give you the right to send them marketing texts. You need documented prior written consent — typically a checkbox on a lead capture form that clearly states they agree to receive SMS from you. When in doubt, send an introductory message asking if it's okay to follow up by text before sending any marketing content.
What is 10DLC and why does it matter for texting leads?
10DLC (10-digit long code) is the carrier registration system that verifies business SMS senders in the United States. Since 2023, unregistered numbers sending bulk texts face significant filtering and blocking by carriers — meaning your messages won't reach your leads. Registering establishes your number as a legitimate business sender and protects your deliverability. InfinitySMS completes this registration for you during onboarding.
How quickly should I text a new real estate lead?
As quickly as possible — ideally within 5 minutes of the inquiry coming in. Lead response rates drop sharply after the first hour. An automated first-touch text that fires immediately when a new lead enters your system gives you the best chance of opening a conversation before they've moved on or heard from a competitor.