Email Scripts

60 Non-Cringe Text and Email Scripts to Revive Dead Leads and Reconnect With Your Sphere

Most real estate leads do not disappear because they suddenly stopped caring about buying, selling, moving, investing, or understanding the market.

They disappear because life happened.

The buyer who downloaded a neighborhood guide may have become busy at work. The homeowner who asked about selling may have decided to wait until spring. The former client who promised to refer friends may simply have forgotten. And the online lead who seemed ready to tour properties on Monday may have spent Tuesday dealing with a family emergency, a financing issue, or plain decision fatigue.

Yet when months pass, contacting these people again can feel uncomfortable.

You open the text thread.

You type:

“Hi Sarah, just checking in…”

Then you delete it.

You try again:

“Are you still interested in buying?”

That feels even worse.

So the lead remains untouched in the CRM.

Multiply that hesitation across 100, 500, or 2,000 contacts, and an enormous amount of potential business can quietly sit inside a real estate database.

The solution is not more aggressive follow-up.

It is better follow-up.

A good real estate follow-up message should sound like one person remembering another person—not a salesperson discovering an unfinished task in a CRM.

This SMS and email swipe file gives you 60 adaptable scripts for reconnecting with old real estate leads, past clients, stalled buyers, homeowners, online inquiries, and members of your sphere without sounding robotic, desperate, or pushy.

Why Most Real Estate Follow-Up Messages Feel Awkward

The problem usually isn’t follow-up itself.

It is the reason given for contacting someone.

Consider:

“Just following up.”

Following up about what?

“Are you still interested?”

Interested in what specifically?

“Wanted to touch base.”

Why?

These messages force the recipient to do all the conversational work.

A stronger message contains three things:

Context. Remind the person why you know each other.

Relevance. Give them a reason your message matters today.

A low-pressure next step. Ask something that can be answered easily.

Instead of:

“Still looking for a house?”

Try:

“Hi Maya — I remembered you were hoping to find something with a larger yard near Oakwood. A few more options have appeared recently. Are you still keeping an eye on that area, or has the plan changed?”

The difference is subtle but important.

The second message proves you remember the person’s situation.

That makes it feel like a conversation rather than database maintenance.

The Follow-Up Rule That Makes These Scripts Work

Do not copy these scripts word for word and send them to hundreds of people.

Personalize them.

Even one specific detail can transform a generic marketing message into a genuine conversation:

“near your daughter’s school”

“before your lease ends”

“after the kitchen renovation”

“around the $500K range”

“when rates settle down”

“before relocating to Dallas”

“after the holidays”

“the three-bedroom homes we looked at”

Specificity creates familiarity.

Familiarity creates trust.

Trust creates replies.

SMS Scripts 1–10: Reviving Old Online Real Estate Leads

These are useful for people who previously registered on a property-search website, requested information, downloaded a guide, asked about a listing, or entered your lead funnel.

1. The Simple Permission Reset

“Hi [First Name], it’s [Your Name]. We connected a while back when you were looking at homes around [Area]. I don’t want to assume you’re still searching. Is buying still somewhere on your radar, or has the plan changed?”

Why it works: It gives the person permission to say no.

2. The Market Change Message

“Hi [First Name] — you were looking around [Area] when we last spoke. The inventory there looks a little different now, so I thought of you. Still watching that market?”

3. The Easy Three-Choice Reply

“Hi [First Name], quick check-in on your home search. Which is closest right now: A) actively looking, B) waiting for later, or C) plans changed? No pressure either way.”

The recipient does not have to compose a long answer.

4. The Search-Criteria Reminder

“Hi [First Name] — I remember you were looking for [3 bedrooms / yard / condo / specific neighborhood]. Are those still the priorities, or would your wish list look completely different today?”

5. The “Should I Close the Loop?” Message

“Hi [First Name], I was cleaning up my property-search follow-ups and saw our old conversation. Should I keep an eye out for you, or would you rather I close the loop for now?”

6. The Helpful Update

“Hi [First Name] — a few new options around [Area] made me think about your search. Want me to send you the most relevant ones, or are you taking a break from house hunting?”

7. The Timing Reset

“Hi [First Name]. When we originally talked, your timing wasn’t quite right. Has your possible moving window become any clearer since then?”

8. The Budget Reset

“Hi [First Name] — I’m updating some older searches and wanted to check before sending anything. Is roughly [price range] still realistic for you, or has your target changed?”

9. The Zero-Sales-Pitch Message

“Hi [First Name]. Not calling with a sales pitch—just remembered our conversation about moving to [Area]. Did that idea ever go anywhere?”

10. The Useful Resource Offer

“Hi [First Name], I’m putting together an updated guide for buyers considering [Area]. Since you were looking there before, would it be useful if I sent you a copy when it’s ready?”

Notice what these scripts do not say:

“Can we schedule a call?”

That invitation can come after engagement.

The first goal is simply to reopen the conversation.

SMS Scripts 11–20: Reconnecting With Buyers Who Went Quiet

Someone who previously toured homes, discussed financing, or spoke seriously with you deserves a more personal message than a generic internet lead.

11. The Honest Reconnection

“Hi [First Name] — it’s been a while since we talked about your move. I remembered you were hoping for [specific feature/location]. Did the search get paused, or did your plans head in another direction?”

12. The Lease Timeline Message

“Hi [First Name], I remembered your lease was coming up around [month]. Are you thinking about buying before the next renewal, or are you leaning toward renting again?”

13. The Financing Reset

“Hi [First Name]. Last time we spoke, financing/timing was the main thing slowing the search down. Has anything changed there, or are you still comfortably waiting?”

14. The Neighborhood Update

“Hi [First Name] — you had your eye on [Neighborhood]. A few interesting homes have been coming up there lately. Want me to send you a quick snapshot of what’s available?”

15. The Decision-Fatigue Message

“Hi [First Name]. House hunting can become exhausting fast, so I wanted to check in without adding pressure. Are you still hoping to move, or have you put the search on pause?”

16. The Criteria Refresh

“Hi [First Name], if you restarted your search today, what would matter most: location, monthly payment, space, or something else?”

This works particularly well because answering helps the buyer rethink the decision.

17. The “Nothing to Sell You” Message

“Hi [First Name]. Nothing specific to sell you today—I was reviewing past conversations and wondered whether your plans to move to [Area] ever came together.”

18. The Market Curiosity Message

“Hi [First Name]. Curious: are you still keeping an eye on home prices, or have you completely stepped away from the market for now?”

19. The Restart Button

“Hi [First Name]. If you ever decide to restart the home search, I can rebuild everything from scratch around where your life and budget are today. Want me to keep your search open?”

20. The Soft Appointment Transition

“Hi [First Name] — sounds like the move may be back on your radar. If it’s useful, we could spend 10 minutes updating your timeline and criteria before you start looking seriously again.”

The transition to a conversation happens naturally because the recipient has already shown interest.

SMS Scripts 21–30: Homeowners, Seller Leads, Past Clients and Sphere Contacts

Seller follow-up works best when it is based on curiosity, planning, and useful information rather than “Are you ready to list?”

21. The Old Valuation Lead

“Hi [First Name]. You asked about your home’s value a while back. Are you still curious what it might sell for today, or was that mostly research at the time?”

22. The Future Seller

“Hi [First Name] — when we last talked, selling sounded like more of a future idea than an immediate plan. Has your timeline changed at all?”

23. The Neighborhood Activity Message

“Hi [First Name]. There has been some interesting activity around [Neighborhood], and it reminded me of your property. Want a quick update on what nearby homes have been doing?”

24. The Renovation Follow-Up

“Hi [First Name]. I remember you were working on [kitchen / landscaping / renovation] when we talked. How did it turn out?”

No immediate sales question is necessary.

Reconnect first.

25. The Past Client Check-In

“Hi [First Name] — thought of you today and realized it’s been too long. How are you enjoying the house?”

26. The Homeownership Anniversary

“Hi [First Name]. Hard to believe it’s been around [X] years since you bought the house. Still happy with the neighborhood?”

27. The Equity Curiosity Message

“Hi [First Name]. I’ve been preparing a few property updates for past clients and wondered if you’d like one too. No selling plans required—just a current snapshot of the home’s market position.”

28. The Sphere Reconnection

“Hi [First Name]. Realized we haven’t caught up in ages. How have things been with you?”

Sometimes the best prospecting message contains no prospecting.

29. The Life-Change Check-In

“Hi [First Name]. Last time we talked, you mentioned [job change / growing family / relocation possibility]. Did that ever change your housing plans?”

30. The Referral-Friendly Message

“Hi [First Name]. Quick hello from your real estate person. If you ever hear someone asking about buying or selling around [Area], I’m always happy to be a no-pressure resource for them.”

The phrase “resource” generally feels less transactional than “send me referrals.”

Why Short Text Messages Often Outperform Long Ones

A text message has a small job.

It is not supposed to conduct an entire buyer consultation.

It should start a conversation.

A useful test is simple:

Can the recipient understand your message in five seconds?

Can they answer it in ten?

If the answer is yes, the text is probably doing its job.

Once someone replies, stop relying on scripts and have a real conversation.

That is where trust begins.

Email Scripts 31–40: Reactivating Cold Real Estate Leads

Email gives you slightly more space than SMS, but restraint still matters.

Long paragraphs explaining why someone should hire you rarely revive an old lead.

Relevance does.

31. Subject: Still thinking about [Area]?

Hi [First Name],

We connected a while back when you were researching homes around [Area].

I don’t want to assume the move is still happening, but I wanted to ask before closing the loop.

Are you still considering the area, or have your plans changed?

Best,
[Your Name]

32. Subject: Has your home search changed?

Hi [First Name],

When we last talked, you were looking for [brief criteria].

If you restarted your search today, would those still be the priorities?

If things have changed, I’m happy to update what I send you instead of filling your inbox with irrelevant listings.

[Your Name]

33. Subject: A quick reset

Hi [First Name],

It’s been a while since we talked, so rather than sending another generic “checking in” email, I thought I’d simply ask:

Is moving still part of the plan?

If yes, tell me roughly when.

If not, no problem at all.

[Your Name]

34. Subject: Still watching [Neighborhood]?

Hi [First Name],

You previously had [Neighborhood] on your shortlist.

I’ve been watching what’s happening there and remembered our conversation.

Would an updated snapshot of current listings and recent activity be useful?

Best,
[Your Name]

35. Subject: Should I keep your search active?

Hi [First Name],

I’m updating some older property searches and wanted to check before continuing yours.

Would you prefer that I:

keep watching for good matches,

update your criteria,

or pause everything for now?

Just reply with whichever makes sense.

[Your Name]

36. Subject: Your timeline may look different now

Hi [First Name],

A lot can change in a few months.

Budget.

Jobs.

Family plans.

Interest in certain neighborhoods.

If buying is still on your radar, I’m happy to rebuild the search around your situation today instead of where things stood when we first talked.

Interested?

[Your Name]

37. Subject: No rush—just a useful update

Hi [First Name],

You don’t need to be ready to buy tomorrow to understand what’s happening in the market.

If you’re still considering a move eventually, I can send you a short update focused on [Area / property type / price range].

Would that be useful?

[Your Name]

38. Subject: Did the move ever happen?

Hi [First Name],

We spoke some time ago about your possible move to [Area].

I came across our conversation today and realized I never found out what happened.

Did you end up moving, decide to stay put, or postpone things?

Would love to know.

[Your Name]

39. Subject: Worth revisiting?

Hi [First Name],

When we previously talked, the timing didn’t seem quite right.

I’m reaching out because sometimes circumstances change long before someone thinks to contact their agent again.

Is buying or selling worth revisiting now—or still something for later?

Best,
[Your Name]

40. Subject: I can stop sending updates

Hi [First Name],

I want the information I send to actually be useful.

If real estate isn’t a priority anymore, I’m happy to pause the updates.

If you’re still interested, simply reply with what you’re thinking about now and I’ll make sure anything I send is relevant.

Thanks,
[Your Name]

A message like this can reduce resistance because continuing the relationship becomes the recipient’s choice.

Email Scripts 41–50: Reconnecting With Past Clients and Your Sphere

Your sphere should not hear from you only when you need a transaction.

People remember agents who remain helpful after the closing.

41. Subject: How’s the house?

Hi [First Name],

I was thinking about you and realized we haven’t talked in a while.

How are you enjoying the house and neighborhood?

No real estate agenda—I just wanted to say hello.

[Your Name]

42. Subject: A homeowner check-in

Hi [First Name],

I’m checking in with a few past clients this month.

If there’s anything home-related you’ve been wondering about—contractor recommendations, market value, renovations, or even whether a project is likely to help resale value—feel free to reach out.

Happy to help.

[Your Name]

43. Subject: Curious what your home may be worth?

Hi [First Name],

Even homeowners with zero intention of selling often like knowing what’s happening with their property value.

If you’d like, I can put together a current market snapshot for your home.

No listing conversation required.

[Your Name]

44. Subject: Your neighborhood has been active

Hi [First Name],

I’ve been watching several recent sales around [Neighborhood], and I thought you might find the numbers interesting.

If you’d like the quick version, reply “update” and I’ll send it over.

[Your Name]

45. Subject: One quick homeowner question

Hi [First Name],

If you could change one thing about your current home tomorrow, what would it be?

More space?

Different location?

Bigger yard?

Nothing at all?

I always find the answers interesting.

Hope everything is going well.

[Your Name]

46. Subject: Need a local recommendation?

Hi [First Name],

One advantage of working in real estate is collecting a very long list of local professionals.

If you ever need a recommendation for a contractor, lender, inspector, cleaner, landscaper, attorney, or other local service, feel free to ask.

If I know someone reliable, I’m happy to make the introduction.

[Your Name]

47. Subject: Before you start your next home project

Hi [First Name],

If you’re planning any larger improvements this year and want a real-estate perspective before spending the money, feel free to send me the idea.

I’m always happy to share what buyers tend to value—and what may not matter much at resale.

[Your Name]

48. Subject: A quick hello

Hi [First Name],

No property alert.

No market prediction.

No “are you ready to sell?” email.

Just realized we haven’t caught up in a while and wanted to say hello.

How are things?

[Your Name]

49. Subject: If someone asks you about real estate…

Hi [First Name],

A quick reminder that I’m always happy to help your friends, family, coworkers, or neighbors with real estate questions—even if they’re months away from doing anything.

They don’t need to be “ready.”

Sometimes a straightforward conversation is all they need.

Thanks for keeping me in mind.

[Your Name]

50. Subject: Who do you know who’s confused about the market?

Hi [First Name],

I’ve been talking with a lot of people who aren’t necessarily ready to move but have questions about prices, financing, timing, and what their home might be worth.

If someone in your circle is trying to make sense of their options, feel free to connect us.

I’m happy to help without turning every conversation into a sales pitch.

[Your Name]

That last sentence matters.

People are much more comfortable making introductions when they trust that their friend will not be pressured.

Scripts 51–60: The Gentle “Break-Up,” Permission and Re-Engagement Messages

Sometimes the best follow-up strategy is to make disengaging easy.

Counterintuitively, this can generate replies.

51. SMS: The Close-the-File Message

“Hi [First Name]. I haven’t heard from you in a while, so I’m assuming real estate moved down the priority list. Totally fine. Should I pause your search for now?”

52. SMS: The Future Door

“Hi [First Name]. I’ll stop chasing you about the home search, but the door is always open if your plans change. Would you like me to leave your property alerts running or switch them off?”

53. SMS: The No-Pressure Reset

“Hi [First Name]. No need to respond if your plans changed. If you’re still thinking about moving, though, send me the word ‘restart’ and I’ll pick things up from there.”

54. SMS: The One-Question Reopen

“Hi [First Name]. Before I archive my notes, one question: is moving still something you hope to do eventually?”

55. SMS: The Six-Month Option

“Hi [First Name]. Sounds like now may not be the right time. Would it be more helpful if I checked back much later rather than filling your phone with follow-ups?”

56. Email Subject: Shall I close the loop?

Hi [First Name],

I haven’t heard from you, which usually means one of three things:

you got busy,

your plans changed,

or the timing simply isn’t right.

All completely understandable.

If you’d like help later, I’m easy to find.

If you’re still planning a move and just haven’t had time to deal with it, reply with “still interested” and I’ll reconnect without making you start from the beginning.

[Your Name]

57. Email Subject: Want me to pause this?

Hi [First Name],

I don’t want to become another person filling your inbox with messages you don’t need.

Should I pause the real estate updates?

If you’re still interested but simply not ready yet, that’s fine too. Tell me roughly when you’d like to revisit things and I’ll adjust accordingly.

[Your Name]

58. Email Subject: Whenever the timing is right

Hi [First Name],

Real estate decisions don’t always happen according to the original plan.

If your timeline has shifted, no explanation is necessary.

Whenever the idea becomes relevant again, reply to this email and we can continue from wherever things stand at that point.

All the best,
[Your Name]

59. Email Subject: One last useful question

Hi [First Name],

Before I stop following up, I wanted to ask one thing:

What is the biggest reason you haven’t moved forward?

Timing?

Financing?

Inventory?

Uncertainty?

Or did the plan simply change?

Even a one-word response helps me avoid sending you information that isn’t useful.

[Your Name]

60. Email Subject: Keep the door open?

Hi [First Name],

I’ll keep this short.

If you’d like me to remain a resource for your future real estate plans, I’m here.

If the move is completely off the table, that’s perfectly fine too.

Either way, thanks for connecting with me.

[Your Name]

The Conversion Mistake to Avoid After Someone Finally Replies

Imagine you send:

“Still thinking about moving this year?”

The prospect replies:

“Maybe. We’re starting to think about it again.”

Do not immediately respond:

“Great! When can we meet?”

You have just converted a casual reply into another sales situation.

Continue the conversation.

Try:

“Good to know. What’s bringing the idea back onto the radar?”

Now the prospect tells you the motivation.

Maybe they’re expecting another child.

Maybe their commute changed.

Maybe their lease expires.

Maybe an elderly parent is moving in.

Maybe their current mortgage payment makes moving unattractive.

Whatever they tell you becomes the basis of the next conversation.

The objective isn’t to get an appointment from every reply.

The objective is to discover who actually needs help.

A Better Follow-Up Sequence for Dead Leads

You do not need to contact someone every other day for six months.

A simple reactivation sequence might begin with a personalized text referencing the original conversation.

If there is no response, follow later with useful information connected to their goal.

A subsequent message might ask whether their timing changed.

After that, give them an easy way to pause communication.

Contacts who engage can return to your normal nurture process.

Contacts who clearly decline should be removed from promotional follow-up as required by applicable rules and your brokerage or messaging system.

This approach protects both your reputation and your database quality.

A CRM containing 10,000 uninterested people is not necessarily stronger than a carefully maintained database of 1,500 people who recognize your name and value your communication.

Turn Your CRM Into a Relationship Database

Many agents treat their CRM like a storage container.

Name.

Phone.

Email.

Lead source.

Last contact.

A better CRM stores conversational context.

Why were they moving?

What neighborhood did they prefer?

What concerned them?

What stopped the transaction?

When might circumstances change?

What property did they own?

Who introduced them?

What mattered most to them?

Imagine opening a contact record twelve months later and seeing:

“Wanted larger home because mother may move in. Likes western side of town. Concerned about selling current property before buying. Revisit after school year.”

Now compare these two messages.

“Hi Tom, just checking in to see whether you’re interested in buying.”

Versus:

“Hi Tom — I remembered our conversation about needing more space if your mother eventually moves in. Did that plan ever develop?”

One sounds like marketing.

The other sounds like memory.

That difference is the heart of effective sphere marketing and real estate lead nurturing.

Create a “Reason to Contact” Calendar

You will have more natural conversations if every message has a reason.

Potential reasons include property activity, homeownership anniversaries, lease timing, market reports, neighborhood sales, financing changes, seasonal homeowner information, previously discussed plans, useful local resources, or simply a genuine personal check-in.

You do not need a manufactured urgency hook every week.

Sometimes:

“How are you liking the new house?”

is better marketing than:

“YOU WON’T BELIEVE WHAT HOME PRICES JUST DID.”

Trust compounds.

Hype burns out.

Use Micro-Commitments Instead of Asking for Meetings Too Early

Your first conversion does not have to be an appointment.

It can be:

“Send me the list.”

“Show me the numbers.”

“Yes, still looking.”

“Probably next spring.”

“What’s available?”

“Can you estimate my home’s value?”

“Call me tomorrow.”

These small responses reveal intent.

Once someone signals genuine buying or selling interest, the next step can become more specific.

For a buyer:

“Would it help if we spent 15 minutes updating your price range, timeline, and neighborhoods so I only send properties worth looking at?”

For a homeowner:

“I can prepare a quick value range using the most relevant recent sales. Want me to put that together?”

For a past client:

“Happy to send the neighborhood update. Want the short version or the detailed report?”

Each next step follows the prospect’s behavior rather than forcing the prospect through your sales process.

Build a Returning-Visitor Habit Around Useful Information

Lead nurturing becomes far easier when your website offers something worth returning to.

Instead of publishing only generic market commentary, create practical resources such as neighborhood guides, buyer checklists, seller timelines, monthly payment explainers, relocation guides, inspection preparation resources, home maintenance calendars, moving checklists, property-tax explainers, closing-cost guides, and regularly updated local housing pages.

Then your email doesn’t have to say:

“Ready to hire me?”

It can say:

“You mentioned moving next year, so I thought this new guide might save you some research.”

That brings the lead back into your ecosystem without demanding a decision.

A reader may visit today for a checklist, next month for a neighborhood comparison, and three months later for a home-value conversation.

Returning visitors are valuable because familiarity reduces friction.

Make usefulness the reason to return.

How to Personalize These 60 Scripts With AI Without Sounding Like AI

AI can help organize and adapt a swipe file, but it should not replace genuine knowledge of the person.

Give your writing tool details such as:

the relationship,

original lead source,

previous conversation,

location,

property type,

timeline,

known concern,

preferred communication style,

and desired next action.

Then ask it to rewrite the message in plain conversational language using fewer than 50 words.

Review every output.

Remove unnecessary enthusiasm.

Remove fake familiarity.

Remove words you would never actually say.

Keep the relevant detail.

The resulting message should sound like you on a good day—not like a marketing department pretending to be you.

Five Questions Real Estate Professionals Ask About Lead Reactivation

1. What should I text a real estate lead who hasn’t responded in months?

Start by acknowledging the previous context rather than pretending the gap never happened.

For example:

“Hi [Name] — we talked a while back about your plans to move to [Area]. I remembered the conversation and wondered whether that idea is still alive or whether your plans changed.”

The message is direct, personal, and easy to answer.

2. How many times should I follow up with a cold real estate lead?

There is no universal number that fits every relationship. Lead source, consent, previous engagement, communication channel, brokerage policies, applicable laws, and the person’s responses all matter.

Focus less on maximizing contact attempts and more on maintaining relevance.

Repeated unanswered sales messages are rarely improved by sending more of the same message.

3. What is the best real estate follow-up text?

The best message is usually the one containing information only that particular recipient would recognize.

“Still looking?”

is generic.

“You were hoping to move closer to your daughter’s school before next fall. Is that still the plan?”

is contextual.

Relevant messages tend to create better conversations than clever scripts.

4. Should I text or email an old real estate lead?

Use the channel the person previously used or consented to whenever possible.

Text is useful for brief conversational reconnection.

Email works better when context, market information, a property report, guide, or more detailed explanation is needed.

For some contacts, a phone conversation may eventually be appropriate after they engage.

5. How do I follow up without sounding desperate or salesy?

Stop treating every contact as an immediate transaction.

Ask a real question.

Mention something specific.

Offer something useful.

Make “not now” an acceptable answer.

And avoid pretending that every market movement creates an emergency.

People can feel the difference between someone trying to understand their situation and someone trying to manufacture urgency.

Make Follow-Up Feel Human Again

A dead lead is not necessarily dead.

Sometimes it is simply an unfinished conversation.

But reviving that conversation does not require clever manipulation, fake urgency, endless automated sequences, or uncomfortable “just checking in” messages.

Remember the person.

Remember the context.

Give them a useful reason to reply.

Make the reply easy.

Respect the answer.

The most valuable swipe file is therefore not a collection of magical words.

It is a collection of conversation starters that help you behave like a thoughtful professional at scale.

Use these 60 scripts as foundations.

Add one specific detail.

Remove anything you would not naturally say.

Send the message because you have a legitimate reason to reconnect.

And when someone answers, put the swipe file away and start listening.

Compliance Note

This article and the sample SMS and email scripts are provided for educational and marketing-planning purposes only. They are not legal advice, compliance advice, or a substitute for guidance from your broker, attorney, messaging provider, REALTOR® association, or other qualified professional. Real estate advertising rules, solicitation rules, telemarketing requirements, privacy obligations, brokerage policies, licensing requirements, do-not-call restrictions, and electronic-communication laws vary by jurisdiction and by how a message is sent.

In the United States, commercial email is subject to CAN-SPAM requirements. FTC guidance includes rules concerning accurate sender information, non-deceptive subject lines, identification of qualifying commercial messages, valid postal-address information, and a clear method for recipients to opt out of future marketing email.

Text messaging requires additional care. The FCC’s TCPA framework restricts certain robocalls and robotexts without required consent or an applicable exemption, and federal Do-Not-Call protections also extend to text messages. FCC rules also require qualifying consent-revocation requests to be honored within the applicable timeframe; additional FCC requirements and waivers can change how particular categories of communications are treated.

Do not assume that possessing a phone number or email address automatically authorizes every type of marketing communication. Before deploying automated or bulk SMS/email campaigns, verify how the contact was obtained, what permissions were collected, whether the person has opted out, whether Do-Not-Call rules apply, whether your platform requires specific disclosures, and whether state or local rules impose additional requirements.

Never disguise promotional messages as personal messages, use misleading subject lines, ignore opt-out or revocation requests, or continue contacting someone who has clearly asked not to receive marketing communications. Where appropriate, commercial emails should include required sender identification, postal-address and unsubscribe information, and marketing text programs should use the disclosures and opt-out mechanisms required for that campaign and technology.

Real estate professionals should also ensure that prospecting, advertising, neighborhood commentary, buyer and seller communications, and targeting practices comply with applicable fair-housing requirements and brokerage standards. Avoid language that could indicate preferences or limitations involving protected characteristics, and provide consistent professional service without discriminatory targeting or steering.

Before publishing these scripts into an automated CRM sequence, mass-email campaign, or SMS platform, have your brokerage or compliance professional review the finished workflow for the jurisdictions in which you operate.