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Mortgage Text Messaging

Mortgage Text Messaging Do’s and Don’ts

May 07, 2021

Mortgage text messaging, as in any industry, can garner stunning results. Not only is sms text messaging easy for loan officers to implement, but it’s also easy for recipients to view and respond. In fact, text messaging has a 98% open rate. Chances are, if you text it, your message will be seen!

Of course, incorporating sms text messaging into your marketing strategy is not as easy (or has hard) as sitting down and sending a string of texts from your phone while you’re binging Netflix. You’ll want some strategies, some ways to avoid typing out a bazillion messages on your phone, and some guarantees your compliance department won’t come calling.

Read on for a few do’s and don’ts. It’s not a complete list, but it will get you started.

DO Automate Your Mortgage Text Messaging


Close More Deals With Surefire's SMS Text Feature!

Text messaging has become the cornerstone of direct phone communication and borrowers expect you to respond- and FAST.

Let’s talk automation first because no loan officer wants to be stuck to their phone all day sending and responding to text messages.

You can use a mortgage CRM system like Surefire CRM to send a timely message to a large audience, though you’ll want to be careful about sending mass texts. You can also include SMS text messaging as part of workflows to your contacts at different points in their customer journeys or schedule them on dynamic dates, such as birthdays, holidays or loan anniversaries.

One of the most important things you can do is to set up SMS text autoresponders for new leads. A strong mortgage CRM will allow you to create a rule so that when a lead comes in through a form, your website, or another avenue, a text is automatically sent. Because the prospect most often goes with the first person to respond, and especially to those who respond within the first 5 minutes, SMS text autoresponders can win you deals.

DON’T Hit Send Without Permission

The Telephone Consumer Protection Act (TCPA) requires businesses to get permission to engage in SMS text messaging with consumers. Permission is given when the consumer opts in through a form or in writing; when the consumer initiates the text conversation; when the consumer inquires about your business (you may text for up to 3 months); or when they conduct business with you (you may text for up to 18 months).

A smart mortgage CRM like Surefire will help you manage opt out and do not call lists to ensure LOs never text someone who should not be contacted.

DO Track Mortgage Text Messaging for Auditing Purposes

You’re in the mortgage business, so you already know the auditors will stop by at some point. When your loan officers use your mortgage CRM for sms text messaging, you will have the records you need. This applies for all texts, from sms auto responders to automated workflow texts to large text message blasts to individual responses.

DON’T Make a Move Without Talking to Your Compliance Department

Speaking of compliance, you’ll want to check with your officers for any special mortgage text messaging rules that apply to your company. We won’t tell you what’s allowed or disallowed here. Interpretations vary, and we don’t want to get it wrong!

DO Include Video in Your Mortgage Text Messaging

Video text messages grab attention and help recipients get to know you better. Don’t be put off by video. After the plethora of pandemic era Zoom meetings, we all know that you don’t have to look perfect on screen to be effective.

A text is not the place to include a long educational or explanatory video, though. Keep your video text messages to 20 seconds or less. That’s plenty of time to send a quick birthday greeting, a “checking in on your progress” message, or a congratulations.

DON’T Forget Your Manners

In your mortgage text messaging, it’s important to be personable, even if you’re just writing an sms text auto responder. You should clearly identify yourself, including your NMLS number as appropriate.

It’s especially important to have a conversational tone in the occasional message you blast to large groups. You don’t want recipients to feel like they’re getting spammed and opt out.

And when someone texts you, don’t just leave them on read. Be responsive and be timely in your reply.

Finally, remember the “safe send” window: no text messages before 8 a.m. or after 9 p.m.

DO Check out Surefire Power Messaging

Surefire’s Power Messaging will make your job a breeze. Our mortgage text messaging service is backed by the industry’s best mortgage CRM technology and content. Click to schedule a demo and see for yourself.

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