SMS Marketingin Property

"If you're not using mobilemarketing to attract newcustomers to your business,don't worry - yourcompetitors are already usingit and are getting thosecustomers instead."

- Jamie Turner,

60secondmarketer.com

All about SMS marketing

Running an SMS campaign requires the use of SMS marketing software.

Using a web-based SMS platform allows you to send bulk SMS marketing

messages at a low cost. You create a message, choose your contacts, click

send, and then the text is pushed through an SMS gateway to reach

recipients.

HOW DOES IT WORK?

WHAT IS IT?

SMS (short message service) marketing

is a strategy which uses permission

based text messages to send advertising

or promotional content to consumers.

WHAT'S ITS PURPOSE?

SMS marketing is designed to create a

personal communication platform

with customers. Ultimately increasing

their brand loyalty and engagement

with your product or service.

What do the stats say?

High click-through rates

Engagement rates for SMS are higher than any other channel. Business2Community

report SMS response rates as high as 45%. By comparison, email response rates sit at 6%.

High engagement rates

SMS CTRs sit at 19%. This is far higher than Email (2.43%), Google Adwords (2%),

Facebook (0.98%), Instagram (0.52%) and LinkedIn (0.13%).

Fast responses

On average, consumers take just 90 seconds to respond to an SMS.

The Benefits ofSMS Marketing

Fast delivery toyour targetaudience

Text messages are delivered

within seconds of being sent.

People are more likely to

check a text message within a

very short window of time

after receiving it.

Affordable wayto promote yourbrand

There's such a wide range of

SMS marketing software

available to marketers that

you have the freedom to

select one that suits your

budget.

High rate ofdeliverability

Unlike emails which are

susceptible to the risk of a low

‘opening and reading' rate,

text messages almost

guarantee that the receiver

will open them.

Avoid SPAMfilters

Consider your text message

inbox on your mobile device. It

features one folder and no

SPAM filters.

Reachesconsumers ontheir favouriteplatform

Studies show that the average

mobile user touches their

phone 2,617 times per day.

Keeps your customersinformed andempowered

SMS marketing delivers product

information to the customers in a

quick reliable way, therefore

keeping them engaged in any new

product launches and enjoying

up-to-date information at their

fingertips.

A web SMS platform provides

extensive reports on the

success of your SMS

marketing campaigns.

It’s trackable

How your propertybusiness can useSMS marketing

As a response to initial enquiry

To inform your database of an upcoming event (DV

launch, community event, FHB seminar etc)

To communicate a promotion or sale

As a text-to-win competition

As part of your surprise and delight strategy

Alerts and notifications

To communicate weather warnings or cancellations for

an event

Drip campaigns

Getting started...

What's the purpose?

When will you use SMS marketing?

What messages do you want to communicate via SMS?

What's the frequency and timeline?

Before you start crafting your text message, you need to

integrate your SMS strategy with your overall content

marketing strategy. Be sure to ask the following questions:

Start with a strategy

Building a database is as easy as requesting a mobile

number in your enquiry form or your gated download form.

Remember: It’s essential to disclose to your customers that

you will be sending them marketing material if they give

you their number.

How to build a database

Use a personalised greeting with the

customer’s name.

Describe your event – what it is, where it is,

when it is.

Add a hook, CTA or link.

Offer an opportunity to 'opt out'.

Keep it short and casual.

Structuring themessage

Timing your messages

One month before:

This is particularly helpful if your event is on the weekend so that recipients still have time

to plan their weekend around your event.

3 days before:

This should be an introductory/launch message that outlines your special event.

The first ‘reminder message’ which should contain all relevant event detail such as location,

start-time and any special offers.

Two weeks before:

This is the final push for your promotion. It should really emphasise the offer/value of the

event to maximise attendance.

1 day before:

Using automation

Method 1: SMS automation

within your SMS software

Most SMS platform providers

offer a service known as

keywords and triggers. With this

tool, you can create an auto-

reply for a desired keyword to

setup a simple automated

workflow.

Send a welcome SMS after customers/clients fill out a lead form

Link customers' mobile number to other details for a multi-

channel marketing strategy

Introduce SMS as part of your lead generation and nurturing

techniques

An SMS API key allows you to merge SMS marketing automation

with your CRM tool. Ontraport offers the ability to set up an SMS

marketing stream.

You can then use this integration to:

Using automation

Method 2: Combining with your existing CRM

Track click-through rates with Google Analytics

Monitor opt-out rates

Cost per conversion

When it comes to measuring the success of your SMS

campaigns, you can use the following methods:

Measuring success

Rules and regulationsThere are some legal rules and regulations you must comply with when implementing SMS

marketing:

User consent

Consumers must authorise consent to receive marketing material before you can start your

SMS campaign.

Identifiable sender

The 2003 SPAM Act states that all SMS marketing messages must clearly identify the sender.

Offer opt-out

Any marketing SMS must contain an option for recipients to unsubscribe from your content.

SMS Marketing can be a valuable part of your marketing

strategy. Now that you know the basics and how you can

take advantage of its many benefits, it's time to start

crafting your first text message!

Are you ready to take the challenge? We’d love to hear

how it goes!

Start sendingyour message!

hel lo@propertyrepubl ic.com.au

www.propertyrepubl ic.com.au

We'd love to hear from you