The short answer
A real estate text message follow up script should be short, personal and about one home or one question. Use their name and yours, mention what they looked at, skip links and dollar signs, and ask something they can answer in a word. Send it from your CRM, and pair every text with a call.
Below: the eight rules, scripts for every situation in the first two weeks, a do and don't table, and how to stay carrier-safe.
Step by step: how to text a real estate lead
- Call first. Text after the call goes to voicemail.
- Use their name and yours. "Hi Sam, it's Pat with Main Street Realty."
- Mention what they looked at. A street, a city, a style. Not a link.
- Ask one easy question. "What day works for a quick call?" or "Is (city) the main area?"
- Skip the trouble words. No links, no "free," no dollar signs, no all-caps urgency. See carrier-compliant texting.
- Include opt-out language when required. Many systems add "Reply STOP to opt out" on the first message. Follow your CRM and brokerage rules.
- Send it from the CRM. So it logs and replies land in your inbox.
- Call again later that day or next. Different time of day.
Text scripts for the first two weeks
Day 0, missed call: "Hi (name), it's (you) with (brokerage). Just tried you about the home on (street). Want me to send a few more like it?"
Day 2, no answer yet: "Hi (name), it's (you) with (brokerage). Saw you looking at homes in (city). What day works for a quick call?"
Day 2, after a voicemail: "Hi (name), (you) here. Just left you a quick voicemail about the homes in (city). Text me back whenever is easy."
Day 2, after a good first call: "Great talking with you, (name). I tightened your search to (beds)-beds in (city). I'll call Thursday at 10 like we said."
Day 3 to 5, new match: "Hi (name), a new one came up near (street) that looks like what you liked. Want me to set up a showing?"
Day 4 to 7, still no reply: "Hi (name), quick one: is (city) still the main area, or should I look somewhere else too?"
After a showing: "Thanks for coming out today, (name). What did you think of the kitchen on the second one? Happy to set up a second look."
Day 10 to 14, last direct ask: "Hi (name), I don't want to clutter your phone. Should I keep sending homes in (city), or put this on hold for now?"
That last one gets more replies than you'd think. A fair question gets a fair answer.
Real estate texting do's and don'ts
| Do | Don't |
|---|---|
| Use their first name and yours | Send a text with no name, like a robot |
| Mention one home, street or area | Paste a listing link |
| Ask one question they can answer fast | Send three questions in one text |
| Keep it under about 300 characters | Write a paragraph |
| Send from your CRM so it logs | Text from your personal cell |
| Text during reasonable hours | Text late at night or early morning |
| Stop the moment they reply STOP | Message around an opt-out |
| Follow every text with a call | Use texts to replace the phone |
How do you introduce yourself in a text as a real estate agent?
Name, brokerage, and the reason in one line. "Hi Sam, it's Pat, a licensed agent with Main Street Realty. You signed up on our site to see homes in Maple Grove." Then one question. Don't open with your title, your awards or a link to your website.
What do you text a lead who doesn't respond?
Change the angle, not just the timing. If "what day works?" didn't land, ask about the area. If that didn't, send a new match. If two weeks go by, ask whether to keep going or pause. Then let your long-term nurture and saved search do the work. See long-term lead nurture.
A worked example (illustration only)
Day 1: call, voicemail, short text. No reply. Day 2, 4:30 PM: call again, no answer. Text: "Hi Jordan, it's Pat with Main Street Realty. Saw you looking at the two-stories near Birch. What day works for a quick call?" Day 2, 7:12 PM: Jordan replies, "Tomorrow after 5." Day 3, 5:05 PM: call. Real conversation. Stage set. Showing booked.
Illustration only. Names are made up.
How to explain it to your client
When a lead texts back, "Who is this?":
"Hi, it's (you), a licensed agent with (brokerage). You signed up on our site to look at homes. I'm the one sending you the new listings. Happy to help with anything, or I can just keep the homes coming."
Watch-outs
- No links in texts. Carriers flag them. Send links by email and text "just sent you an email."
- No dollar amounts or "free." Common filter triggers.
- No "robot" or "bot." Don't even joke about it. Say "a licensed real estate agent."
- No group texts to leads. One person, one thread.
- Respect opt-outs instantly. If they reply STOP, you're done texting them.
- Mind the hours. Text during reasonable hours in their time zone. Follow the TCPA and state rules.
- Don't text instead of calling. Texts support calls. They don't replace them.
Keep going
- All lead pages: Leads and scripts training
- Next: carrier-compliant texting, how to call internet leads, the old lead callback script
- Want more scripts like these? Prompt Pack: Buyer and Seller Follow-Up has texts and emails for day 0 to day 90, written to get a reply, carrier-safe.
- Coming soon: 60-Second Lead Reply sends every new lead a first text in under a minute, day or night, then hands off to you.
This is training for real estate agents. Follow federal and state calling and texting laws and your brokerage policy.
Questions
Should I text before calling?
Call first. Some teams send one automated intro text at sign-up. After that, text follows calls.
How many texts is too many?
If they haven't answered, one text per call attempt is plenty. Stop if they ask.
Can I send a listing link by text?
Not in a text. Email it, then text that you emailed.
Is it legal to text real estate leads?
Texting rules depend on consent and how the text is sent. Follow the TCPA, your state's rules, your CRM's settings and your brokerage policy, and check with your managing broker.
Do I need "Reply STOP"?
Many carriers and CRMs expect opt-out language, especially on the first message. Follow your system's settings and brokerage rules.
What if they only want to text?
Great. Keep it going by text, and still ask for a quick call before a showing.
Brian Lee Burke is the founder of PadLeaders, a Colorado real estate broker licensed since 2003, team leader of The Kenna Group at Keller Williams DTC (formerly Kenna Real Estate Group) and the author of Mastering Real Estate and The Real Estate Playbook. More about Brian.