Opt-Out Functionality
As a trusted partner that is invested in your success, we strive to help you build a well-balanced communication plan that results in the most engagement from consumers, and in order to help you leverage these channels, we include the opt-out language as required by Telephone Consumer Protection Act (TCPA) -- which is federal law, and the guidelines of the Cellular Telecommunications Industry Association (CTIA) -- a regulatory board representing the major mobile networks.
Not properly identifying yourself, your company, and including an opt-out message may damage your phone number's reputation with mobile networks, which can cause your messages to be filtered as a result. Following this will ensure your phone number's reputation is in good standing, and may help improve your reputation.
Why Opt-Out Instructions Are Added to Text Messages
Initial Text Messages: In order to be compliant, all initial text messages, either manual or automated, to a new lead will include the opt-out instructions appended at the end of the text.
If a Lead Has Never Received Opt-Out Instructions in the Past: Opt-out instructions will be appended to the next text message sent to a lead who has never received opt-out instructions in the past, even if 2-way communication has been established between the sender and receiver. If 2-way communication is established either before or after the opt-out instructions are sent, the lead will not receive opt-out instructions appended to any other text messages sent from that sender.
Recurring opt-out: By “Recurring opt-opt” we mean that every time a Smart-Drip plan fires a text message or a bulk text is sent we will check if the contact has ever received opt-out instructions, did those instructions go out in the last 30 days, and is there 2-way communication via text between the receiving contact and the sending user.
If the contact has never received a text message with opt-out instructions we will append opt-out instructions.
If 30 days have passed from the previous opt-out instructions being sent AND a two-way communication has NOT been established between the user sending the text message and the contact receiving the text message, opt-out instructions will be appended to as the last sentence of the message.
The opt-out instructions will continue to append for future drip text until the receiving contact and the sending user have established a two-way communication via text.
Example recurring opt-out scenario that would include opt-out:
A new lead registers and an initial introduction text is sent to the lead by the assigned agent. The initial text includes opt-out instructions. The lead does not reply to the initial text and is then placed on a Smart-Drip Plan with text messages on days 15, 45, 180, 270, and 360. The text message sent on day 15 would not include opt-out instructions because 30 days have not passed since the initial text (including an opt-out) was sent. The lead does not reply to the text and on day 45 another text is sent via the Smart-Drip plan. The day 45 text does include opt-out instructions because more than 30 days have passed without a response from the lead. If the lead does not reply to any text messages for the duration of the plan, opt-out instructions would also be appended to the days 180, 270, and 360 messages.
Therefore, the frequency of the opt-out is dependent on the following but could occur as often as every 30 days:
The frequency in which automated text messages are sent to leads.
Is there active two-way communication with the lead via text?
Opt-out instructions that are appended to all messages requiring opt-out --
[This part of the message is required by your mobile carrier and is sent automatically. If you prefer not to receive text messages from me just reply end]
SCENARIO: | SAMPLE TEXT: |
The first text to a new lead |  |
Existing lead has 2-way communication, and never received opt-out instructions |  |
Lead without 2-way communication (receiving a recurring opt-out message) |  |
Concierge Text Messages
The default initial greeting text message from the Concierge will include opt-out instructions
Customized Buyer and Seller Greetings will include opt-out instructions appended as the last sentence of the text message.
Each concierge campaign will include opt-out instructions within a text message on a recurring basis of 30 days or more. The opt-out instructions are visible within the Concierge Campaigns and can be viewed by navigating to Concierge > Concierge Campaigns and then selecting the name of the campaign to view the content.
Continued Learning
To learn more about texting regulations and compliance please review the following sources:
Texting Best Practices
Call your lead first!
Once connected to the lead let them know you're going to send them a quick text and ask them to respond with a 'Y' for yes or a thumbs-up emoji to confirm they received it. This will establish two-way communication with the lead via text.
Be sure to introduce yourself in your message so your lead knows who is reaching out and won't think it is spam.
Be intentional
Send something of value to avoid your message falling flat or seeming intrusive to the lead. Keep an eye on your NOW panel and use text messages to reach out to leads who are active on your site. Think carefully about how the message ties in the type of leads you’re sending it to. For example: if a lead asks a question about a property or calculates a loan, reach out to the lead via a text to respond. Let the lead's activities guide your outreach.
Before sending a Bulk Text, use Advanced Lead Filters to identify only those leads whom you have established two-way communication ensuring the leads receiving the message wish to receive text messages from you.
Do not use link shorteners to generate a link.
Hyperlinks in text messages should clearly display the domain of the site the receiver will be directed to. Because link shorteners, such as Bitly mask the domain, shortened links in text messages will likely be rejected by mobile networks.
Be prepared for responses!
Texting is seeing much higher response rates versus email, and people expect an answer faster via text. When you send automated text messages through Smart-Drip plans or bulk text, make sure you have the proper time to follow up when leads respond with further questions/information.
Complete opt-outs quickly when requested.
You can do so by clicking on the text status icon located at the top of their lead profile and changing it to "Cannot Be Texted". This will help with your text message reputation so your BoomTown Number isn't getting blocked, which would make phone providers flag your text messages as spam.
Example of Effective Texting Scenarios
Reviving “Old” Leads
Trying to revive “old” leads sitting in your Archive or maybe even Watch categories? You can use bulk texting as an efficient way to reach out to a larger group at once. Use Lead Central to only show one category, like Archive. Then you can sort a column - Latest Communication or Last Visit are great ones for this example - to bring top opportunities for outreach to the top. Select a group of leads and send a “checking in” type of message.
EX: “Hi {VisitorFirstName}. This is {AgentFirstName} with {CompanyName}. I hope we haven’t been dropping the ball in serving you well during your search. How can I help you in the current phase of your home search?”
Considerations:
You can use the "Not Contacted" Smart Segment to filter out leads that have been called and then adjust the categories you want to include or exclude from there.
If you’re sending texts to leads who are visiting your website frequently and have e-Alerts, consider asking “What changes can I make to your listing alerts that better fit your home search needs?” If they do not have e-Alerts and are visiting frequently, let them know you can customize listing alerts just for them.