SMS vs Email for Real Estate Follow-ups

Real estate agents have two primary channels for following up with leads: SMS and email. But which one should you use, and when? The answer isn't one-size-fits-all. Here's how to choose the right channel for maximum impact.

The Open Rate Reality

Let's start with the numbers:

• SMS open rates: 98% (messages are typically read within 3 minutes)
• Email open rates: 20-25% (and declining)
• SMS response rates: 45% (compared to 6% for email)
• Email response rates: 6% average

The data is clear: SMS gets opened and responded to at dramatically higher rates. But that doesn't mean you should abandon email entirely. The key is using each channel for what it does best.

When to Use SMS

SMS is perfect for time-sensitive, personal communication:

• Initial lead response - That first "thank you for your inquiry" should be SMS for instant acknowledgment
• Appointment confirmations - "See you at 2 PM tomorrow at 123 Main St" works perfectly via SMS
• Urgent updates - Price changes, new listings, or time-sensitive opportunities
• Quick check-ins - "How did the showing go?" or "Any questions about the property?"
• Reminders - Appointment reminders 24 hours before, follow-up reminders

SMS works because it's personal, immediate, and gets attention. People check their text messages constantly, but emails can sit unread for hours or days.

When to Use Email

Email is better for detailed, informational content:

• Property details and listings - Photos, floor plans, and detailed descriptions work better in email
• Market reports and insights - Monthly newsletters, neighborhood statistics, market trends
• Documentation - Contracts, disclosures, inspection reports
• Long-form content - Educational content, buying guides, seller tips
• Non-urgent follow-ups - Weekly check-ins, monthly updates

Email gives you space to provide value and build trust over time. It's also less intrusive than SMS, making it better for less time-sensitive communication.

The Best Strategy: Use Both

The most successful real estate teams use SMS and email together, each for its strengths:

• Immediate SMS response - "Thanks for your inquiry! I'll send you property details via email in the next few minutes."
• Follow-up email - Detailed property information, photos, and next steps
• SMS reminders - "Don't forget your showing tomorrow at 2 PM"
• Email updates - Weekly market reports and new listings

This multi-channel approach ensures you're reaching leads where they're most likely to engage, while respecting their preferences and communication style.

Compliance Considerations

Both SMS and email have compliance requirements:

• SMS: Requires explicit opt-in (TCPA compliance) and opt-out options in every message
• Email: Requires opt-in (CAN-SPAM) and clear unsubscribe options
• Both: Must honor opt-out requests immediately

Make sure your automation platform handles compliance automatically, so you don't have to worry about legal issues while focusing on your clients.

The Bottom Line

SMS and email aren't competitors—they're complementary tools:

• Use SMS for immediate, personal, time-sensitive communication
• Use email for detailed information, documentation, and ongoing relationship building
• Use both in a coordinated strategy for maximum impact

The real estate teams that win are the ones that respond instantly via SMS and follow up with valuable content via email. Don't choose one over the other—use each for what it does best.