Industry CRMs heavily integrate text-marketing these days, and apps like TapText are emerging to help make texting proactive instead of reactive.

Have suggestions for products that you’d like to see reviewed by our real estate technology expert? Email Craig Rowe.

Once dismissed as unprofessional and curt, or a byproduct of the youth movement in business, texting is now one of the most common forms of agent-to-client communication found in the industry.

This could be attributed to a number of factors, such as the expectation of a response, the idea that the faster agent wins, the appeal to millennials and the fact that we check our phones on average more than 50 times each day.

Industry CRMs heavily integrate text-marketing these days, and apps like TapText are emerging to help make texting proactive instead of reactive.

The app allows agents to create and save text templates for super-fast and, more importantly, well-crafted, responses.

For example, after signing a new listing, agents can create and save a series of informational texts about the property, ready to fly the second a prospective buyer reaches out about it.

A smart way to use TapText would be to anticipate questions about unique home features, such as a three-car garage, particularly cool location or mother-in-law unit. Having information about strong selling features ensures consistency in marketing and keeps the dialogue rolling.

The app keeps a tile menu of response templates below the text input box, in the same format as Apple’s graphic and rich media response search tools. Tap it, send it.

While auto-fill technology helps us respond faster, it probably does more to slow down the response rate for those who care about accuracy and need to insert specific terms. The beauty of TapText is that you can craft your messages out from under the pressure of the “text-time demand.”

Agents interested in TapText should remind themselves that auto-responders often come across as exactly that: dry and automated. Thus, craft your messaging in your original voice, using phrases and terms common to you that reflect originality. As you save a template, create an internal dialogue about how this conversation will flow in its natural state.

Also, if your CRM already leverages texting tech for client outreach, make sure you don’t overlap with what it’s doing. Consider using one for new leads or only a specific property before determining how to make the two work together.

Driving directions would be a great use for the app (maps are still not 100 percent), as would event invitations, showing follow-ups and messages sharing property websites and newsletter sign-up forms.

The app allows images to be included, and the learning curve appears as challenging as using your phone’s native text tools.

Launched in 2018, the $2.99 app has a 4.7 rating on the App Store and is only available for iPhone.

Have a technology product you would like to discuss? Email Craig Rowe

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