Real estate SMS campaigns: 3 templates and the rules to follow

The three SMS campaigns worth setting up first are an inspection feedback message, a sold alert for people who attended and a new listing match. Each one is short, timely and gives the contact an easy way to respond. They work because a text is read quickly and arrives on the device people check most.

Before the templates, a word on the rules, because Australian law applies to commercial text messages just as it does to email. The templates below are written with that in mind.

The rules you need to follow

The Spam Act 2003 covers email, SMS, MMS and instant messages that promote a business, good or service. Three requirements matter most.

• Consent. You need permission before sending. It can be express, where the person has agreed to receive your marketing, or inferred from an existing relationship where they would reasonably expect it. Keep a record of who agreed, when and how.
• Identify yourself. Every message must clearly show who it is from.
• Unsubscribe. Every message needs a free, easy way to opt out that keeps working for at least 30 days after sending. You must action opt-outs within five business days.

There is also the SMS Sender ID Register run by the ACMA. If you send from an alphanumeric name such as your agency name rather than a mobile number, that sender ID needs to be registered, usually through your SMS provider. From 1 July 2026, unregistered sender IDs display as "Unverified", which can make your messages look like scams. Check the current requirements with your provider and the ACMA, and do not rely on this summary as legal advice.

Campaign 1: inspection feedback

Most agencies send a text after an inspection that asks whether the person liked the property. It rarely gets a useful reply. A better approach is to ask which description fits their situation, so you can sort genuine buyers from potential sellers.

Hi [First name], thanks for inspecting [address]. Which best describes you? Reply or tap: First home buyer / Buying again / Investor / Thinking of selling. [Agent name], [Agency]. Reply STOP to opt out.

Each option can link to a short page or form that tags the contact in your CRM. The tag is the valuable part. Someone who says "thinking of selling" belongs in a different follow-up sequence from a first home buyer.

Why it works

It is a single, easy question. It starts a conversation rather than asking for a favour, and it gives you information you can act on the same day.

Campaign 2: sold alert for inspection attendees

People who attended an open home want to know what happened. Telling them it sold, and sharing how the campaign went, gives them market insight and keeps you in front of potential sellers.

Hi [First name], just letting you know [address] has sold. We had strong interest from [number] enquiries and [number] open home attendees. Many of those buyers are still looking. Call me if you would like to chat about the market. [Agent name], [Agency]. Reply STOP to opt out.

Only include numbers you can back up from your own campaign. Check with the vendor before sharing a sale price unless it is already public.

Why it works

Prospective sellers get an immediate look at real demand. The message is useful even if they never reply, and it positions you as the agent who keeps people informed.

Campaign 3: new listing match

If you only send new listing alerts by email, some of your database will never see them, because email can go unread or be filtered. A short text catches those people.

Hi [First name], we have a new listing that matches what you are looking for: [address]. Details here: [link]. [Agent name], [Agency]. Reply STOP to opt out.

Match carefully. A buyer looking for a three-bedroom house in one suburb should not get a text about a unit in another. Poorly targeted messages teach people to opt out.

Writing tips for real estate SMS

• Keep it short. Aim for one message with one purpose.
• Use the person's name and the specific property or suburb.
• Use a link people trust. Where possible, link to your own domain, because unfamiliar shortened links can look suspicious and some carriers filter them.
• Ask one question or give one next step, never three.
• Send at sensible hours, not late at night or early morning.
• Do not over-send. A few well-timed messages beat a weekly blast.

Why SMS belongs next to email

SMS and email do different jobs. Email suits longer content such as market updates and guides. SMS suits quick, time-sensitive messages. Using both gives you more chances to reach someone, and each can support the other. Our guides on improving email engagement and writing email subject lines cover the email side.

SMS also works well as a follow-up for leads from ads. Our post on value-based marketing explains how to nurture leads with useful content rather than asking for an appraisal straight away.

Setting it up this week

1. Confirm that your database has consent records and remove anyone who has opted out.
2. Check how your SMS provider handles sender IDs and opt-outs.
3. Write the three templates above in your own voice.
4. Connect the reply options to tags in your CRM.
5. Test with your own number before sending to real contacts.

If you would like help turning your database into a consistent follow-up system, you can speak with the Lead Fleet team.