SMS Scripts for Real Estate Agents (27 Templates That Don't Sound Like a Robot)
Most "real estate text message templates" articles read like they were written by someone who has never sent a text. Capital letters at the start of every word. Exclamation points everywhere. "Hi [FIRSTNAME]! I would love to discuss your real estate journey!"
That's not how anyone texts. So leads don't reply.
Below are 27 SMS scripts we actually recommend. They're broken into seven situations. Every one has been used by real agents, replied to by real leads, and refined based on what works. Copy them. Adapt them. Don't paste in [FIRSTNAME] and call it done — actually swap in the name.
Rules before the scripts
Five things that separate texts that work from texts that don't:
- Lowercase first letter is fine. "Hey sarah" reads more human than "Hi Sarah!" Treat texts like texts, not emails.
- One question per text, max. Two questions = the lead picks none.
- No exclamation points at the end of statements. "Got two off-market options for you" beats "Got two off-market options for you!"
- Specifics > generic. "The 3-bed in Hillcrest" beats "the property you asked about."
- Don't send at 6am or after 9pm. Even if you're working then. It's a tell.
Section 1 — First contact (within 5 minutes of lead coming in)
The most important text you'll send to that lead. Speed beats polish.
Script 1.1 — Web form / Zillow lead, area specified:
Hey [first name] — saw you were looking in [neighborhood]. I work that area a lot. Got a couple specific to your budget that aren't on Zillow yet. Want me to send them over?
Script 1.2 — Web form, no area specified:
Hey [first name] — got your inquiry. Quick question to make sure I send the right stuff: are you focused on [neighborhood A] or more flexible across the area?
Script 1.3 — Open house lead:
Hey [first name] — [your name] from the [address] open house yesterday. Good to meet you. Two questions: was [property] the right vibe, or were you hoping for something different? And what's your timeline looking like?
(yes that's two questions — open house leads are warmer and can handle it)
Script 1.4 — Referral from past client:
Hey [first name] — [referrer name] mentioned you might be looking. No pressure at all. When you're ready to actually start, want me to set up a saved search for you in [area]? Just text me your budget and beds/baths.
Section 2 — Day 2 follow-up (no reply to first text)
The second text is where most agents fumble. Don't say "just following up."
Script 2.1 — Soft check-in:
Quick check-in — were the off-market options helpful, or were you thinking more about [adjacent neighborhood]?
Script 2.2 — Assume they're busy:
Hey [first name] — assume your phone's been blowing up. Want me to just set up a saved search and text you when something matches your buy box? Low-pressure version.
Script 2.3 — If they expressed urgency on Day 0:
[first name] — you mentioned wanting to move by [date]. Two things landed today that might fit. Want me to send the links?
Section 3 — Mid-cycle follow-up (Days 5–15)
The leads who didn't ghost but also haven't engaged yet. These are the texts that separate the agent who closes 8 a year from the agent who closes 20.
Script 3.1 — Specific listing landed:
[first name] — just hit. [Address], [bed/bath], [price]. Looks like your buy box. Want the link or want me to pull comps first?
Script 3.2 — Market update (no ask):
Quick update on [neighborhood] — median DOM dropped to 18 days, down from 26 last quarter. Things moving faster than they were. Not saying go now, just keeping you posted.
Script 3.3 — Interest rate / market news:
Saw [rate change / market news]. Doesn't change anything urgent for you, but figured you'd want to know. Want me to walk through what it means for your budget?
Script 3.4 — Reference something they said:
[first name] — you mentioned wanting a [specific feature, e.g. "primary bedroom on main floor"]. Got one. Pre-MLS. Want details?
Section 4 — Re-engagement (cold leads, Day 21+)
These are the texts that bring leads back from the dead. The "give them permission to opt out" pattern works because most people feel guilty saying no — so they say yes instead.
Script 4.1 — The honest one:
Hey [first name] — honest question. Are you still looking, or did you put the search on pause? Either answer's fine, just helps me know whether to keep sending you stuff.
Script 4.2 — The graceful exit:
[first name] — I'll stop checking in for a bit so I'm not annoying. If you ever want to start looking again, just text me. I'll be around.
(send this only after multiple unanswered touches — it works because it removes the pressure)
Script 4.3 — 60-day re-engagement:
Hey [first name] — putting together my Q[X] buy list. Should I keep you on it, or pull you off for now? Either reply or just one word — IN or OUT — works.
Script 4.4 — Quarterly check-in:
[first name] — checking in once. Are you still on the same timeline, or has it shifted? No agenda, just want to make sure I'm not bugging you if you're paused.
Section 5 — Showing logistics
The texts that actually run the appointment. Short. Operational.
Script 5.1 — Confirming a showing:
Confirmed for [day] at [time] — [address]. I'll meet you out front. Bring your ID for the listing agent. Anything specific you want me to ask the seller's agent before we go?
Script 5.2 — Day-of reminder:
Today at [time], [address]. I'll be there 5 min early. Text me if anything changes.
Script 5.3 — Post-showing follow-up (same day):
What'd you think? Want me to pull comps and we go look at the [other property] tomorrow?
Script 5.4 — Post-showing follow-up (next day, no reply):
Hey — wanted to check in. Was it a no, or worth looking at one or two more like it?
Section 6 — Offer and negotiation
The texts that bridge "we want this place" and "we have a signed contract." Keep them short. Real estate negotiations live in pdfs and phone calls — texts are for momentum.
Script 6.1 — Sending an offer:
Drafting the offer now. Going in at $[X]. Want to talk through the terms (escalation clause, inspection contingency, closing date) before I send, or do you trust me on the structure?
Script 6.2 — Multiple offers situation:
Heads up — listing agent just confirmed multiple offers, highest and best by [time]. Want to talk through whether to escalate? 5-min call when you're free.
Script 6.3 — Counter received:
Counter just came in. $[X], they want [terms]. My read: [your take]. Call when you have 10 min — won't take long.
Script 6.4 — Under contract congrats:
Officially under contract on [address]. Inspection window starts now. I'll handle the calendar from here. Don't book anything Wednesday — that's likely inspection day.
Section 7 — Past clients and referrals
The texts that keep your past-client database alive without being weird about it.
Script 7.1 — One-year anniversary:
[first name] — quick one. One year ago this week you closed on [address]. Hope the place still feels right. If anything's come up with the home or you've got friends starting to look, you know where I am.
Script 7.2 — Holiday / market check-in:
Hey [first name] — quick market update for [neighborhood]: places like yours are now selling for around [$X], up roughly [Y%] from when you bought. Not saying do anything with it, just figured you'd want the number.
Script 7.3 — Referral ask (after a recent good interaction):
Hey [first name] — quick favor. Anyone in your circle thinking about buying or selling in the next 6 months? Don't need a hard intro, just want to know who to keep on my radar.
Script 7.4 — Past client whose lease is expiring nearby:
[first name] — saw [neighbor / friend you helped them buy near] is renting their place out. Crazy timing — you mentioned thinking about an investment property. Want me to pull the numbers on what a similar place would cash flow at current rates?
What to do with all of this
You have two options.
Option A — Manual: Save these in your phone's text replacement / shortcuts. Trigger them with a code like "ralt-1.1" for Script 1.1. Works fine until you're managing more than ~30 active leads.
Option B — Automated: Build them into your CRM as cadenced sequences. ALT does this with AI that adapts the scripts to each specific lead using their history — so the "specific listing" script knows which listing, the "reference something they said" script knows what they said. You glance, edit if needed, send.
Either way, the scripts are the easy part. Sending them consistently is the hard part. Pick the system you'll actually use.
Related reading:
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