The answer to whether real estate agents should call, text, or email their clients is simple: they should be using all three. But there’s a time and a place for each of these methods of communication, and some are better than others for certain objectives. Every client will have their own preferences, too, which Experts should always take into account. 

Informed by the tried-and-true experience of our Business Advisors and the Experts they coach, here’s when, how, and why to use phone calls, text messages, or emails to communicate with clients.

Make calls a priority, especially in the beginning

Prioritize a phone call when it’s your first time connecting with a potential buyer. If they don’t answer, send a text asking when they’re available to chat over the phone.

There is tremendous value in a phone call when connecting with a new potential client. A home is the most expensive purchase most people will make in their lifetime – imagine getting a text message or email to discuss such a substantial decision. A phone call is the most personal, interactive, dynamic way to get to know a client and what they’re looking for in a home.

“Calls are important for learning about the prospect’s search criteria for the first time,” says Kara McMahon, Business Advisor. “They’re also crucial for establishing rapport, gauging urgency, and tackling objections head-on.”

That rapport you build will help you earn an in-person appointment, and the information you gather will help you find the right properties to show during the appointment.

Send texts for convenience purposes

Not everything needs to be a phone call. Text messages are an efficient way to communicate more concise, to-the-point matters. That could include:

• Confirming appointments
• Checking in
• Asking simple, specific questions
• Appointment matters: you’re running late, you need to reschedule, etc.
• Providing your contact information, or someone else’s
• Sending photos or videos

Another great thing about texting? Nearly 100% of them are read within minutes of being delivered. “Texting is a quick, effective way to ensure your message is getting to your prospect or client,” Kara says.

Lastly, text messages are quick and easy to send out when a phone call isn’t practical or accessible: you’re with another client, in a meeting, out of office, or it’s the middle of the night. You can even use automated responses or saved templates in your Notes app.

For more on text message best practices, see our scripts for Writing Courteous, Effective Texts and Replies.

Use email for the long game

We don’t recommend using email in situations where time is of the essence and you need to ensure you reach your client. “It’s not as effective for maintaining communication, and often emails do not get read for hours, if at all,” adds Kara. Exceptions are sending important documents, sensitive information, or any files that aren’t images or videos, such as PDFs.

Experts should look at email as more of a long-term strategy, and one that’s low maintenance, at that. Kara recommends using it for drip campaigns or updates on saved searches, both of which can be automated. It’s an easy way to stay on a client’s radar, and maybe even re-engage clients who’ve been unresponsive.

Our scripts for Nurturing and Re-Engaging Leads contain more insights and best practices on email communications.