Unless you've been living under a rock, you know something's been up with text messaging as a marketing channel. Not only is deliverability going down, but text carriers have publicly stated that they'll be closely monitoring mass SMS campaigns.

Do not despair. For one, this isn't just happening in the real estate industry.

And more importantly, in this article, Greg Harrelson and our team at RealGeeks will give you some straightforward solutions so that this change doesn't affect your conversions.

In fact, if you do things right, it can multiply them.

Let's dive into some of the insights Greg has for us, and how we can use them to use this challenge as an opportunity to outgrow the competition.

First Thing's First: Verify Your Identity

Months ago, the real estate industry faced a common issue – a decline in email and text deliverability. This created frustration as real estate agents found their communication efforts hampered. Today, to combat this problem, agents are being asked to verify their identities to ensure their messages get through.

Greg emphasizes the importance of complying with these requests. If you've received an email from RealGeeks asking for identity verification, it's essential not to ignore it. And if you haven't received such an email, be proactive in checking your inbox and all folders. If you still aren't able to locate it, contact us immediately and we'll send it to you manually.

Greg highlights the reason for this verification process: email and text carriers are combating the growing issue of spam. Many spammers worldwide use mass-texting applications, and distinguishing between spam and valuable content has become a challenge for SMS providers.

Greg's perspective on this is clear: "I understand it's a bit of a pain to have to verify your identity to improve your SMS deliverability, but think about it this way: most of your competitors are not going to do it."

RealGeeks Leads the Way in SMS Deliverability

The challenge of email and text deliverability extends beyond RealGeeks, but Greg Harrelson commends the platform's responsiveness in addressing this issue. Unlike other customer relationship management (CRM) systems, we've responded swiftly with a solution to this problem.

Of course, verifying your identity is only step one. But if you haven't yet, you'll notice it will make a massive difference in your deliverability right out the gate.

This is because it helps SMS providers know that you're a human, and not a spammer. These leads have opted into your website, and they want to receive messages from you - and this is precisely what separates you from a robot sending thousands of junk texts.

Before we move on to some other steps you should be taking to proactively navigate this shift in the industry, remember this: by just verifying your identity, you're already ahead of all the other agents who aren't doing so, whose text messages are not getting delivered.

Understanding Spam

The root cause of the email and text deliverability problem lies in the sheer volume of messages consumers receive from companies. Excessive spam has led individuals to contemplate canceling their services. This places the onus on companies to take action.

Let's look at some relevant statistics to put this issue in perspective:

As you probably know, the open rates for marketing emails have been steadily declining in recent years. According to a recent study by Campaign Monitor, the average open rate for real estate marketing emails is around 21%. This means that, on average, only 21% of marketing emails sent by real estate professionals are being opened by recipients.

That's why we all jumped in the SMS bandwagon. With open rates of around 98%, and the majority of these messages being read within the first few minutes of delivery, this seemed like the Mecca of real estate relationships.

It's no wonder we're going to worry if this channel comes under attack.

So what exactly is happening? Simple. We've oversaturated our consumers.

Everyone's receiving SMS from dozens of companies, every single day. So much so that consumers have started demanding text providers to cut down on Spam, or they'll move to a different provider. You might have even done this yourself!

The good news is that these carriers aren't asking agents to stop texting (at least not yet). For now, they're merely requesting identity verification.

But let's get ahead of the problem, because from what we see, texting limitations are only going to get stricter.

Best Practices: Reevaluating Messaging

Greg Harrelson stresses the opportunity this situation presents for real estate professionals. It's no longer about sending a predetermined number of messages but about providing value and relevance.

Before sending an email or text, ask yourself whether you'd want to receive it as a consumer. Shift the focus from quantity to quality. 

"See, most people are creating workflows with email and text messages based on how many touchpoints they believe they should have with one lead in a given time." he says, "this is the opposite of the mentality we should have when crafting a message."

So what should we do? Start with value.

Greg provides practical examples:

• "Would you like to see any of these properties next week?"

• "Want me to send you a detailed report of the new properties in this neighborhood?"
• "Should we meet up next week and go see a couple of these homes?"
  

1-on-1 vs. Workflows (and How to Use Both!)

In light of these challenges, Greg advocates a return to 1-to-1 communication. Agents who make personal phone calls to leads are likely to generate more business than those overly reliant on email and text messages. Greg emphasizes that these channels should enhance, not replace, direct communication.

"People are afraid of calling," he says, "but they forget these leads have opted into their websites expecting to be called. That's why they gave us their number!"

According to Greg, if we just called our database more, it would lead us to higher and faster conversions than if we keep relying on email and text messages.

Besides the current issue of deliverability, there's a bigger issue these automations face: they cannot possibly be relevant when they last for so long. 

Greg shares his insight with a practical example: "You might've seen it, or even created one yourself: campaigns that last for an entire year. There's no way those messages are still relevant in 12 months"

If you must use automations - which again, should only enhance your 1-on-1 outreach - here are Greg's 3 rules for it:

1. Have fewer workflows.
2. Have shorter workflows (1-3 steps long).
3. Have your workflows triggered by Advanced Search Filters.

This is the only way your workflows can be relevant. Because if your workflow is triggered after an Advanced Search Filter of people who you haven't contacted in the last 30 days but have opened your market activity report in the last 7 days, you'll have a very specific report that speaks on that.

For example, you'd send an email like: "Hey, I've been sending you some Market Activity Reports, I was wondering if you got a chance to look at any of them."

And then a simple text with a specific property from the report they opened and a question related to it: "What do you think about this property?"

The messages themselves can be simple. That's how people communicate - in short messages, asking questions, and through a back-and-forth conversation.

One Key Component: Engagement

Engagement is a crucial factor for email and text providers to distinguish between spammers and genuine communicators.

It's easy to see why. When looking at two numbers who are sending out texts, where one is having a back and forth conversation, and the other is just sending the same exact SMS to thousands of users with no response, who do you think T-Mobile will categorize as a spammer?

Here are four ways to increase your engagement rate, and a practical example for each:

1. Ask Questions: Encourage responses by posing questions. For instance, ask about their preferences regarding a property. Greg illustrates this with a sample question: "What do you think about this new 2-bedroom home?"
   
   
2. Use Personalization: Address leads by their first name in your messages to make them feel valued. And if you can do it twice in an email, even better. Start with a "Morning, John!" and later in your message you can address him again, "As soon as I saw this bathroom I thought 'John would love it'!"
   
   
3. Provide Value: Offer specific information that your leads desire, such as property details or reports. Besides the obvious - access to a property - you can offer detailed reports or neighborhood guides, and always wait for them to tell you "yes" before you send them.
   
   
4. Limit Automation: Keep your workflows short and triggered by advanced search filters for relevance. Greg underscores the importance of short workflows with an example. First, an email for those leads who saw your Market Activity Reports that reads: "Hey, I've been sending you some Market Activity Reports, I was wondering if you got a chance to look at any of them."
   Then, a simple SMS with the image of a property from that Market Report and a question: "Want to visit this home this week?"

Going Further: Real Geeks Mastery

RealGeeks Mastery is Greg's private academy for agents using the Real Geeks platform.

In this high-level coaching program Greg shares the secrets he uses with his 300+ agents to generate hundreds of leads every single month.

Join Real Geeks Mastery today, and access the tactics that will 10x your business. No contract. Cancel anytime.

Greg's Final Thoughts: Glass Half Full

The game has changed, and with change comes opportunity. Greg Harrelson sees these challenges as a chance for agents to rise above the competition. As some agents become frustrated or complacent, those who adapt and continue providing value will significantly increase their business.

So, embrace the changes and seize the opportunities that lie ahead. When the dust settles, you'll find yourself in an environment with much less competition, ready to thrive and profit from the business of agents who didn't adapt.

In conclusion, the shifting landscape of email and text deliverability in the real estate industry presents both challenges and opportunities. By verifying your identity, reevaluating your messaging, focusing on engagement, and using 1-on-1 communication effectively, you can navigate these changes and thrive in an environment with less competition.