The Best Script for Texting Leads

Over the past year at Riley we’ve had the opportunity to work with agents across many markets and collect data on which scripts work best with leads. To give you background, Riley is a text message service for real estate agents that engages with your leads 24/7 within 2 minutes. 100% human powered. We found that many agents pay thousands of dollars for online lead generation but aren’t able to respond to each lead quickly and with context.

Text message has quickly become a popular way for agents to communicate with leads, since almost all lead generation platforms require consumers to input their phone number. Further, leads that we interact with feel comfortable texting us about what they’re looking for in their next home — the same goes for people looking to sell or rent a property.

Example of a Zillow lead engaged by our Concierges at 2am!

Our research has found that auto-responders achieve fast response time to leads, but fail to address the lead’s inquiry in the first text message. The text message comes off as very robotic and impersonal.

If a lead asks, for example,

What are the HOA property fees?

Here’s an example of a bad first text message:

Saw your property inquiry. I’m a bit busy right now, but can give you a call later. When is a good time?

This text doesn’t include the lead’s name, completely ignores the question that they asked, and fails to engage with the lead at the most important time: now. If the lead is looking for properties online, “a good time” would be immediately.

Let’s do another one. Here’s a second example of a bad text:

Hi [first name], Thanks for checking out my listing. When’s a good time for me to call to chat more? Thanks, [agent name]

This is better. It includes the lead’s name and has the agent’s name. However, what about the addressing the HOA feeds and referring to the property address? And to repeat the point, the lead would most likely willing to engage right away, so no need to wait for a good time to call.

Having read those examples, we’ll show you a greeting we highly recommend. In responding to just under 100k leads, we’ve found a text with a 70% engagement rate and we’d like to share it with you today. Here it is:

Riley: Hello [first name]! Thanks for contacting me about [property address]. Do you have any questions about this property? :)

What makes this text message so good? First, it address the lead by name. Second, it includes the property address of the lead. And last but not least, it uses an emoji. Most real estate agents aren’t using emoji’s in their texts to leads, and it comes off as friendly, human, and personalized.

Here’s the full script that we use to engage with leads.

Riley: Hello [first name]! Thanks for contacting me about [property address]. Do you have any questions about this property? :)
Riley: Have you been searching for a home for long? It can be a tedious process! We will try to make it easy on you.
Riley: Is this property in an area you prefer?
Riley: What’s your schedule like in the next few days? Would you like to set a time to see the inside of a few homes to get a better idea of what’s out there?
Riley: What other specifics about a home are important to you? Like number of bedrooms or bathrooms? Schools?
Riley: Alright, I will get to work and if I have any other questions, I will be in touch asap. Have a great rest of your day!

So how did we achieve a 70% engagement rate? We did what autoresponders can’t: we addressed the lead’s inquiry in the greeting.

How does it work in a conversation? Here’s a real example (details changed for privacy):

Riley: Hello Samantha! Thanks for contacting me about 12 Peach Court. I will have our team check to see if the property has a garage and boat slip. Is this property in an area you prefer?
Lead: We’re looking at the XXXX area. $115 and under. Garage , 2+ bedroom boat slip is a bonus
Riley: I will take note of that. What’s your schedule like in the next few days? Would you like to set a time to see the inside of a few homes to get a better idea of what’s out there?
Lead: We won’t have time till Christmas break. We r in XXXX and we’re looking for vacation property. I am thinking condo with a pool for the kids and my husband wants good fishing. We have a boat.
Riley: Thank you for letting me know that. What other specifics about a home are important to you? Like number of bedrooms or bathrooms? Schools?
Lead: At least 2 bedrooms. Schools don’t factor in since it will be for vacation.
Lead: Most appliances need to stay. I would like a washer dryer
Riley: I’ll add that to your criteria. Alright, I will get to work and if I have any other questions, I will be in touch asap. Have a great rest of your day!

And that’s all there is to it. If you want leads increase your engagement rate, you need to 1) use the lead’s name in the greeting 2) address the inquiry 3) use an emoji when appropriate.

Use it in your text conversations today!