Lead
follow-up texts.

Get consent where you get the number. A web form, a sign-in sheet or a portal inquiry is where it happens, and the words matter. For marketing texts sent by an automated system, the FCC rule asks for a signed agreement that names the number.

Send between 8 a.m. and 9 p.m. in the lead’s time zone. Put your name in the first text. If you send from a business texting tool, register the number: US carriers require A2P 10DLC registration for 10-digit numbers, and unregistered traffic pays extra fees and gets filtered.

Buyer lead. Hi [name], it’s [your name] with [brokerage]. Saw you asked about [address]. Still want to see it, or was it just a look? Reply STOP to opt out.

Seller lead. Hi [name], it’s [your name] with [brokerage]. Got your request about [street]. Are you thinking of selling this year or just curious what it’s worth? Reply STOP to opt out.

Open house. Hi [name], it’s [your name] from the open house at [address]. Thanks for coming. Was it close to what you’re after? Reply STOP to opt out.

Day 1, no reply. Hi [name], [your name] again. [Address] has [one real detail]. Want the disclosures, or should I send similar homes?

Day 3. Still looking in [area]? One new one came on at [price]. Want the link?

Day 7. [Name], should I keep sending homes, or has your search changed? Either answer is fine.

Day 14. Hi [name], quick one: what would need to change for you to move this year?

Day 21, sellers. Two homes sold near [street] this month. Want the prices?

Day 30. I’ll stop texting so I don’t bug you. If you want to pick this back up, just reply here. [Your name]

They reply STOP. Send nothing more. Your texting tool should confirm the opt out, and you honor it within 10 business days at the latest. Same day is better.

They reply “who is this”. It’s [your name] with [brokerage]. You asked about [address] on [site] on [day]. Want me to stop texting?

They ask to talk. Call within the hour. A text that gets a yes is the end of the text, not the start of a thread.

The lead: Robin filled in the form on samplerealty.example asking about 14 Sample Lane and ticked the box to get texts. Sent at 7:12 p.m. the same evening.

You: Hi Robin, it’s Alex with Sample Realty. Saw you asked about 14 Sample Lane. Still want to see it, or was it just a look? Reply STOP to opt out.

Robin: Just a look, maybe. How big is the yard?

You: About a quarter acre, fenced. I can show you Saturday at 11 if you want to walk it. Would that work?

Robin: Yes. Call me on (212) 555-0142 tomorrow.

You call the next morning. The texts stop there.

Check every number against the National Do Not Call Registry before you dial, using a copy no more than 31 days old. Check your state list too.

A sales call to a registered number is allowed only with the person’s permission or an existing relationship: a sale or transaction in the last 18 months, or their own inquiry in the last 3 months.

Call between 8 a.m. and 9 p.m. in their time zone. Give your name, your company and a number or address where you can be reached.

When someone says stop calling, add them to your own do not call list within 10 business days and keep them there for 5 years.

FTC, Complying with the Telemarketing Sales Rule · 47 CFR 64.1200, the FCC telemarketing rule · NAR, Telemarketing and Cold-Calling

Marketing calls or texts to a mobile number from an autodialer, or with a prerecorded voice, need prior express written consent: a signed agreement that names the number and says signing is not a condition of buying.

The FCC’s calling rules cover text messages to mobile numbers too. Give an easy way out, such as replying STOP, and honor it within 10 business days.

A person can sue under the TCPA for $500 for each violation, and a court can triple that. The FTC’s civil penalty runs to $53,088 for each violation of its rule.

47 USC 227, the TCPA · 47 CFR 64.1200, the FCC telemarketing rule · FTC, Complying with the Telemarketing Sales Rule