SMS Messaging: Get Connected!

One of the latest and fastest-growing trends in the real estate market is the use of SMS messaging to shortcodes. Thanks to its inexpensive setup and low maintenance cost, SMS messaging is quickly becoming one of the perennial 'go-to' communication methods. With its ability to provide on-demand information at a moment's notice, and without forcing the user to engage in a direct conversation, SMS messaging allows you to appeal to a broader audience while still obtaining a prospective client's ever-important contact information, yet doing so in a far less invasive manner. What is a shortcode? It is the 6 to 8 digit number that people message in order to receive a SMS Keyword Response. RealWebSolutions shortcode is 808080.

Did you know that over 20 billion SMS messages were sent in 2008 alone? From which over 1 billion of those messages were being sent to SMS shortcodes. That number is projected to double in 2009 which means over 40,000,000,000 SMS messages will be sent, resulting in over 2 billion shortcode response requests. Just imagine the volumes of SMS messages that will be sent in 2010. If this is such a popular medium, then how can a savvy and dedicated real estate professional such as yourself let it go underused (or unused!)?

The answer is: you shouldn't.

What can SMS Messaging do for you?

Here are some of its benefits:

• Connects the client at the point of interest, providing them with instant property information
• Easy and cost-effective to setup and maintain; fixed pricing allows for convenient budgeting
• Obtain a person's phone number, area and property of interest
• Provide access to other applications, such as the Realtor's website or mortgage calculator
• Effectively monitor drive-by activity whilst generating leads
• Gain a marketing edge over other Realtors competing in the area

Now you should be asking yourself: how can I get a piece of the action?

The best place to start is your RealWebSolutions account. Did you know that you can setup up to 3 SMS Keywords for free; or that an inquiry costs as little as $0.30 per message? Wouldn't you consider $0.30 a small price to pay per message if it garners you the eventual sale of a listing? I don't know of any Realtors whom disagree.

Now, you might be saying to yourself, "Okay, thanks for the information, but what do I do with it?" Well, get yourself a SMS Keyword for starters! If you are unfamiliar with where to access the SMS Keyword section of your account, or are interested in establishing a keyword, please refer to this section of the Online Manual.

The next step is learning how to properly use a SMS Keyword. First let's analyze a series of SMS Keywords, and their respective responses in order to better understand how fellow Realtors are using this feature.

From this sample list, you'll notice the common theme is to select a keyword that suits your purpose. Be it in a direct form such as labelling the keyword based on a property's actual address, ala 129DavisvilleAve or 123JohnST, which when messaged responds with specifics on the property in question. Or one could setup a broader keyword, if you're trying to market yourself over a larger area such as the whole of Leaside, and opt to use more of a generalized response, such as "On average, listings sold for 90% or above of asking price". Another common keyword is a Realtor's last name or team name. By making one of those your keywords, you are reinforcing your brand. Remember real estate is an expensive commodity, and people best associate with name brands when buying big -- so do what you can to secure your branding and make yourself stand out.

How do you use it?

First decide upon your plan of approach. Are you going to pick a keyword for one of your current listings, or one for a larger marketing area? Pick your SMS Keyword.

Say I've got an active listing, the address is 123 John Street, and so the keyword I choose is 123JohnST. I setup the SMS Keyword according to the method outlined in the Online Manual; during this process I will also write an SMS Keyword Response. Then I order and install a sign rider printed with the SMS Keyword on the For Sale sign at 123 John Street. The sign rider might read something like: Details? Text 123JohnST to 808080 -- the person texts 123JohnST to 808080 and instantly receives the SMS Response.

Picture this, a common weekday scenario... Jane Smith, an in-the-market buyer is driving along John Street; she's stuck in rush-hour traffic behind a streetcar -- what luck! While waiting for a stoplight to turn green, she notices a For Sale sign. It is on the snowy front lawn of a spectacular townhouse nestled amidst all the chaos surrounding her. Between her car radio bleating away some top 40 tune, the cacophony of external sounds and the sudden shift in pace of the streetcar ahead, she has but a moment to observe the potential dream-home property as she drives past. But it is just long enough to notice and read a simple easy-to-remember line above the bold For Sale lettering - and that one line SHOULD be your sign rider with SMS Keyword!

Another respite a few hundred feet down the street, but alas Jane Smith has already driven past, and cannot get a good enough look in her rear-view mirror for information on the listing agent. However she does remember that catchy one-liner she read while waiting at the previous stoplight. Opportunity knocks and she's able to send off a quick SMS message of 123JohnST to 808080, before the streetcar again plods ahead. Before she can set her cell phone down to resume driving, your message with all its important details and implied sense of urgency reaches her -- a solitary albeit re-affirming bleep confirms its reception; now she has the details she wants ready for inspection whenever she is too.

Jane Smith has the information she wants. You too receive valuable information in a potential buyer's phone number. This reciprocal transaction helps both parties try to get what they're after. This is just one example of the myriad of uses available to SMS Messaging. I encourage you to try it out and see the results for yourself.

I hope this article helps to reinforce that it is important to utilize the trends of today. They can save you time, money and most importantly, help build your business. Technology has been the advent for a lot of conveniences, and it is necessary to monitor the comings and goings of today's trends, and to use new modes of communication to keep in line with those conveniences that people have come to expect. In my experience what people want most often when buying a house is to be given the facts, plain and unadorned with a sales pitch, and then given some time to generate their own self-interest before speaking to, or being contacted by a Realtor.

I will be covering this topic further as advancements in SMS capabilities develop. Please stay tuned.

Next week's article will be a New Feature Alert -- Single Page Themes and Widgets.

Authored By: Bryan Coughlin, Client Relations