Even if text messaging isn’t your favorite method of communication, you’ve got to admit: it’s a great way to get people’s attention.
If you have someone’s phone number and they can receive texts, those messages are often the first ones they see. Email is still highly effective, but text messages feel more urgent.
All this to say, text messaging scripts should definitely be part of your communication toolbox. But as with anything powerful, there are some guidelines to keep in mind—especially these three scripting principles from Tom Toole.
- Stop adjusting proven scripts and presentations
- You’re no help to consumers if you’re not doing what works
- Scripting is all about uncovering motivation
Last week’s episode of the Knowledge Brokers Podcast doubled down on that last one, with Tom and Lisa Chinatti discussing the real power behind effective scripts: understanding the other person’s motivation. Without genuine curiosity, you don’t get to that understanding.
And without that, even the best scripts won’t get you very far.
That said, let’s dive into some text messaging scripts you can use right now.
Text Script #1: Following up with a market update
Tom uses a tried-and-true formula when following up with leads. He starts by introducing himself and saying he’s following up, just as he said he would. That immediately makes the listener more inclined to hear him out since he’s keeping a promise he made to them.
That’s the opening—the first part of the Phil Jones OFQ formula. Next comes the fact, which allows Tom to share something about the housing market that could impact the buyer’s plans.
Finally, Tom asks a question—ultimately asking for an appointment using language that is proven to be more effective at getting a “yes.”
Here are a couple of examples using the same elements, along with recent market data:
Script A:
“Hey, there, [Name]. This is [Name], following up as promised.
“Before you make up your mind about your housing plans this year, the good news is that our team is seeing opportunities in the marketplace. Mortgage rates have fallen to their lowest level since February 2023, and inventory has reached its highest level since 2020. Would you be open-minded to setting up a quick call to strategize around your real estate goals?”
Script B:
“Hey, there, [visitor name]. This is Tom Toole, following up as promised. Just out of curiosity, have you been following the housing inventory trends over the past couple of weeks? The good news is that available inventory has reached its highest level since 2020. This means there are more options out there to find the home you want. I’m not sure if this will be for you, but would you be open-minded to a quick call to discuss what more housing options could mean for your real estate plans?”
This one has two questions with a fact sandwiched in the middle. The first one gets your buyer thinking, “What have I missed?” if they haven’t been following inventory trends—or “Wow, if he’s mentioning it, maybe this is more of a big deal than I thought it was when I first heard about it.”
From there, he provides the fact about the increase in available inventory. The emphasis on “more options” gets the buyer curious about new homes that have hit the market since they last scrolled through their favorite real estate portal.
Tom prefaces the second question with “I’m not sure this will be for you, but…” to reassure the buyer that he’s not automatically assuming interest or a readiness to move forward. He’s sharing valuable news, but this is not a hard sell. He asks if the buyer would be “open minded to a quick call” to determine whether the fact he shared could influence the buyer’s timeframe.
The message is clear: “I don’t want you to miss out on an opportunity that could get you into a home you love sooner. And a quick call means I won’t take any longer than necessary to make sure you have all the information you need to make an informed decision.”
Text Script #2: End-of-Year Plans
Another script from Tom Toole allows you to gain some understanding of your buyer’s goals for the end of the year and the motivation behind them.
“Hey, [Name], happy [day of the week]! Just out of curiosity, are you still considering a real estate decision in 2024? Most people are not aware that the supply of homes is growing and interest rates have declined. Knowing this, when would be a good time to connect about your real estate goals and needs?”
If you haven’t spoken to a lead in a while, Dan Stewart, CEO of Happy Grasshopper, has a simple script that works to reactivate real estate conversations with old leads:
“As we’re coming to the end of the year, I wanted to touch base about your real estate plans. When are you available to chat?”
Both of the above scripts send the following messages to your buyer:
- I haven’t forgotten about you
- I’m sending this because I think it could be helpful to you
- I’m interested in learning more about you, your plans, and the motivation behind them
Staying top of mind for your buyer leads starts with making them a priority. And that means communicating with them on a regular basis to share any data that could help them make informed decisions—and know when to press the “Start” button.
When they’re ready to transact, they’ll want an agent who keeps them in the loop and communicates genuine curiosity, deep knowledge of the market, and good communication skills.
Some conversations are still best left to in-person meetings and phone conversations. But text messaging can absolutely be part of your touchpoint strategy.
Just make sure each buyer is able and willing to receive and respond to texts before you hit “Send.”
