Most real estate texts don't get ignored because SMS is a bad channel. They get ignored because the message asks too much, says too little, or feels like a broadcast. This guide gives you ready-to-use scripts for five common scenarios, explains why each one works, and covers the compliance language you need to stay on the right side of 10DLC carrier rules.
Why Texting Works (and Where Agents Go Wrong)
SMS open rates are high — not because people love marketing texts, but because they open every text. The moment you make your message feel like a blast, that advantage disappears. The scripts below are written to sound like a person sent them, because that's exactly what a 10DLC-registered SMS platform like InfinitySMS enables you to do at scale.
- One message, one ask — never stack multiple questions
- Use the contact's first name when you have it
- Keep it under 160 characters to avoid split messages when possible
- Always include an opt-out line (required by carriers)
- Send during business hours unless it's a time-sensitive alert
Script 1: New Lead (First Touch)
Speed matters here. A first-touch text sent within minutes of a lead form submission converts significantly better than one sent hours later. Your goal is a single reply — not a full conversation in one message.
📋 SCRIPT — New Lead, First Touch Hi [First Name], this is [Your Name] with [Brokerage]. You asked about homes in [Area] — still looking, or did you find something? Reply STOP to opt out.
Why it works: It references exactly what they did (asked about a specific area), so it feels like a response, not a cold outreach. The yes/no framing makes it easy to reply. The opt-out line keeps you compliant.
Script 2: Lead Follow-Up (No Reply Yet)
If a lead didn't reply to your first touch, don't repeat the same message. Change the angle. Offer something useful instead of asking the same question again.
📋 SCRIPT — Follow-Up, Attempt 2 (Value Offer) Hi [First Name], [Your Name] here. I just pulled 3 homes in [Area] under [Price] that aren't on Zillow yet. Want me to send them over? Reply STOP to opt out.
📋 SCRIPT — Follow-Up, Attempt 3 (Low-Pressure Check-In) Hi [First Name] — no pressure at all. If your timeline changed, totally fine. Just let me know if I can help when the time is right. Reply STOP to opt out.
The third-touch script works because it removes the pressure. Leads who were avoiding you often reply to this one specifically because it doesn't ask them to do anything.
Script 3: Listing Alert
Listing alert texts should feel like a heads-up from someone who knows what the buyer wants — not a property dump. Include one or two specific details that match what they told you they were looking for.
📋 SCRIPT — Listing Alert (New Match) Hi [First Name], a 3/2 just hit the market in [Neighborhood] at [Price] — matches what you described. Want the details or a showing? Reply STOP to opt out.
If you're sending this to a broader list (e.g., all buyers in a price range), drop the personal reference and lead with the property details. Keep the opt-out line.
📋 SCRIPT — Listing Alert (Broadcast Version) New listing: 3BD/2BA in [Neighborhood], [Price]. Just listed — showings start [Date]. Reply YES for details. Reply STOP to opt out.
Script 4: Price Drop Alert
Price drop texts have a natural urgency — you don't need to manufacture it. Just state the facts. Buyers who passed on a home at a higher price often re-engage when the number changes.
📋 SCRIPT — Price Drop Alert Hi [First Name], the [Address or Neighborhood] home you looked at just dropped to [New Price] (was [Old Price]). Still interested, or should I take you off this one? Reply STOP to opt out.
The 'should I take you off this one?' line is intentional. It gives them an easy out, which reduces friction and actually increases the chance they engage rather than just ignore it.
Script 5: Open House Invitation
Open house texts work best when sent in two waves: one a few days before, and a reminder the morning of. Keep both short.
📋 SCRIPT — Open House Invite (Advance Notice) Hi [First Name], open house this [Day] at [Address], [Time]. [Beds/Baths], [Price]. Worth a walk-through? Reply STOP to opt out.
📋 SCRIPT — Open House Reminder (Day Of) Reminder: Open house TODAY at [Address], [Time]–[Time]. Hope to see you there. — [Your Name]. Reply STOP to opt out.
Compliance: What the Opt-Out Line Actually Does
Under 10DLC rules, every marketing text sent through a registered campaign must give recipients a clear way to opt out. 'Reply STOP to opt out' is the standard language. When someone replies STOP, your SMS platform must honor that immediately and stop sending to that number. InfinitySMS handles this automatically — opt-outs are recorded and suppressed without any manual work on your end.
A few other compliance points worth knowing:
- You must have documented consent before texting a contact for marketing purposes
- Identify yourself or your business in the first message to a new contact
- Don't text numbers on the Do Not Call registry for solicitation purposes
- 10DLC registration is required for any business sending at volume — InfinitySMS registers your campaign as part of onboarding
How Much Does Sending These Scripts Actually Cost?
InfinitySMS charges $99/mo flat plus $0.02 per message sent. There are no per-seat fees, so your whole team sends under one plan. Credits don't expire. Here's what that looks like at different send volumes:
| Monthly Sends | Message Cost | Platform Fee | Total Monthly Cost | Cost Per Send (All-In) |
|---|---|---|---|---|
| 500 | $10.00 | $99.00 | $109.00 | $0.218 |
| 1,000 | $20.00 | $99.00 | $119.00 | $0.119 |
| 2,500 | $50.00 | $99.00 | $149.00 | $0.060 |
| 5,000 | $100.00 | $99.00 | $199.00 | $0.040 |
| 10,000 | $200.00 | $99.00 | $299.00 | $0.030 |
The per-message cost drops fast as volume grows. At 5,000 sends a month — realistic for an active team running new lead, follow-up, and listing alert campaigns — your all-in cost is $199. That's one closed commission covering 12+ months of SMS marketing.
Putting the Scripts Into a Simple Sequence
Scripts are most useful when they're part of a sequence, not one-offs. Here's a straightforward flow for a new buyer lead:
- 1Day 0 (within minutes of lead): Send Script 1 — New Lead First Touch
- 2Day 2 (no reply): Send Script 2 — Follow-Up with value offer (off-market homes)
- 3Day 7 (still no reply): Send Script 2 — Low-pressure check-in
- 4Ongoing: Add to listing alert list; send Script 3 when a match hits the market
- 5If they viewed a home that drops in price: Send Script 4 — Price Drop Alert
- 6For open houses they might attend: Send Script 5 — Invite + Day-of Reminder
Frequently Asked Questions
Do I need to include opt-out language in every single text?
Carriers require it in every marketing message. 'Reply STOP to opt out' is the standard phrasing. InfinitySMS appends this automatically if you choose, or you can include it manually in your scripts. Either way, your platform must honor STOP replies immediately.
Can I use these scripts for cold outreach to leads I bought from a list?
You need documented consent before texting for marketing purposes under TCPA and 10DLC rules. If you purchased a list and don't have consent, texting those contacts as a marketing campaign carries legal risk. Consult your broker or a compliance attorney before doing so. These scripts are designed for leads who have opted in — form fills, open house sign-ins, referrals, and similar sources.
How long should a real estate text message be?
Under 160 characters is ideal because it sends as a single SMS segment. If you go over, the message splits into two segments and you're charged for two sends. Most of the scripts above are under 160 characters, or close to it. Always test your templates before sending at volume.
InfinitySMS is built for real estate teams that want to send compliant, effective SMS without per-seat fees or credit expiry. $99/mo + $0.02/send. 10DLC compliance handled for you.
See How InfinitySMS Works for Real Estate