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Smart Messaging in a Regulated Landscape

Q: What’s happening at Launch Control?

A: At Launch Control, we’ve made some significant updates. Our new content is strategically designed for more than just compliance. The app is back to full functionality, with a key change: we no longer allow using the Prospect’s Name or Property Address in opening messages to avoid phishing-like practices. For more best practices, see below. This ensures more effective and comfortable communication for prospects. Besides this, everything else is back to normal.

We’ve also successfully worked with carriers and providers to create a better environment for Real Estate investors.

Q: What are the response rates with this new relationship-building approach?

A: The new relationship-building approach has yielded highly positive results. Since implementing the revised templates, we have observed a significant improvement across several key metrics:

  • Deliverability: Our deliverability rate has impressively jumped to 99%, indicating that almost all of our messages are successfully reaching their intended recipients.
  • Response Rates: There’s been a substantial increase in engagement, with response rates soaring to 27%. This indicates that more recipients are not only receiving our messages but are also actively responding to them.
  • Spam Rates: We’ve achieved a major milestone in reducing unwanted categorization, with spam rates plummeting to a mere 0.07%. This dramatic decrease suggests that our messages are now more aligned with recipient expectations and less likely to be perceived as unsolicited or irrelevant

**The opt-outs aren’t influencing response rates; these are calculated separately from engagement rates. The fluctuations we’re noticing are solely due to the genuine interactions between you and your potential clients. We’re observing that opt-out rates are decreasing as we improve the content.

Q: Has there been an increase in the character count for text messages?

A: Yes, we’re excited to share that the character limit for text messages has been significantly expanded. Messages can now be up to 380 characters long, more than double the previous limit. This enhancement, provided at no additional cost for the time being, allows for more comprehensive and informative messages.

To further augment this, we’re also planning to introduce the capability to include images. This upcoming feature aims to make your messages not only textually rich but also visually appealing; much like a newspaper combines a bold headline with a detailed story, your messages will soon grab attention with initial text and engage with detailed content and compelling visuals (the follow-up information) as they read on. We’re committed to ensuring everyone has the tools they need to communicate as effectively as possible.

Q: How can we effectively craft direct text messages yet avoid being perceived as spam or scams, especially regarding ‘cash for homes’ messaging?

A: It’s important to balance directness with tact in your messaging to avoid being perceived as spam. Avoid using personal details like names and addresses in initial messages, as this can be off-putting. Instead, focus on building rapport and demonstrating value before delving into specifics like ‘cash for homes’ offers. Successful communication relies on establishing a connection and trust with the recipient, aligning your messages with their needs and circumstances. Following these guidelines will help ensure your messages are well-received and effective.

Q:What are best practices for Drip Campaign Templates?

A: To ensure your drip campaigns are effective and compliant, here are four best practices we recommend:

  1. Personal Identifiers: Do not include merge fields like {FirstName}, {LastName}, and {PropertyAddress} from your templates to protect privacy.
    • Pro Tip: Only use identifiable information in your messaging that leads have explicitly provided upon opting in; never assume consent for data they haven’t shared.
  2. Inclusion of Your Company Name: Incorporate the {CompanyName} merge field to maintain brand consistency in communications.
    • Example – WinterHomes: [insert message]
  3. Opt-Out Clarity: Include clear opt-out instructions that are staggered in your message cadence. Carriers recommend placing this in at least the first, third, and fifth messages of your sequence.
    • Example – “Reply STOP to opt-out”
  4. Avoidance of Spam Triggers: Steer clear of language that might be flagged as spam, such as “cash” or “selling your house” or “home/property sales”.

Additionally, we recommend making drips solution-based and personalized. Each thread should cater to an individual prospect, incorporating success stories, market news, and resources to build trust. This approach is especially crucial in the 30-60 day closing window, ensuring prospects turn to you for their needs. This strategy not only adheres to compliance standards but also enhances the effectiveness of your communication.

Best Practices for Engagement:

  • Strong CTAs: Use clear calls to action to guide your leads on what to do next.
  • Address Lead Concerns: Tailor your messaging to speak to homeowner challenges/pain points to help establish trust and build rapport.
  • Review and Reactivation: Once you’ve updated your templates, inform your CSM for a review. We’ll work to get your campaigns running again ASAP.
  • Open Line to Your CSM: Questions or need assistance? Your Customer Success Manager is ready to help you navigate these updates.

Q: How will these changes affect how we speak after the prospect says yes?

A: In our communications, we must avoid including addresses or personal identifiable information (PII) to prevent messages from being mistaken for phishing attempts. Encourage prospects to share details about the properties they’re interested in selling. When a prospect expresses interest, remember to prioritize relationship-building over immediate transactions. Like dating, you wouldn’t propose marriage at the first greeting; similarly, introduce yourself, explain your outreach, and then gently inquire about their selling interest.

Maintain consistency in your messaging to avoid ‘campaign drift.’ A sudden shift in presentation, like misleading clickbait, can alienate your audience (and be a red flag for carriers). Ensure your transition from initial outreach to discussing a purchase is seamless and aligned with your initial approach.

Q: What personalized data (Personal Identifiable Information – PII) should I use in texts?

A: To avoid triggering spam and scam filters, refrain from including personal data, including first name, last name, and address in your text messages. This is especially important if you’re working with lists with outdated or incorrect information.

Pro Tip: Only use identifiable information in your messaging that leads have explicitly provided upon opting in; never assume consent for data they haven’t shared. This approach will help minimize the risk of your messages being flagged and prevent the sharing of inaccurate information during your interactions.

Q: Will more training and best practices be shared around this topic?

A: Absolutely. We’re intensely focused on developing comprehensive resources to support you through these changes. I strongly encourage you to schedule a session with your Customer Success Manager (CSM) at your earliest convenience—they’re already equipped with insightful strategies and best practices to share with you.

Q: Would you please give more information on which carriers require these changes and how you’re working with them to help us stay compliant?

A: The most significant policy shift originated from AT&T, which prompted us to engage in direct dialogue with them and our providers to fully understand their compliance criteria. Our discussions revealed that AT&T, while keen to support text messaging as a business tool, is prioritizing the protection of its customers and adherence to FCC regulations to prevent misuse of its network. This isn’t a reflection of our intentions going awry but rather an industry-wide movement towards greater accountability.

We’re not isolated here; this is part of a broader initiative impacting the entire messaging ecosystem. We’re actively involved in ongoing conversations with providers, AT&T, and other carriers, ensuring that we’re reacting to changes and proactively aligning with them. As we gain new insights or as policies evolve, we’ll promptly update you so that we can navigate these changes together and maintain compliance.

Q: Can I give you feedback on what’s working and what’s not?

A: Your input is invaluable in refining our messaging templates and sharing best practices with the Launch Community. Think of it as a collaborative effort where we uphold compliance, and you bring your expertise as expert real estate investors. We encourage you to share observations and experiences from using the system with your Customer Success Manager (CSM). This helps us gain insight into the nuances of what contributes to successful deals, information that might not be evident from system data alone. By creating this feedback loop, you contribute significantly to enhancing our templates and, ultimately, to the success of our collective goals.

Q: Can users benefit from the Affiliate program?

A: Absolutely! Our Affiliate program offers a 15% lifetime commission on any subscription plan for each subscriber referred. This can significantly offset subscription costs and provide passive income. Learn more here.

In-flight Itinerary

Step 1: Choosing the Right Provider

Step 2: Import Contacts and Segment Lists

Step 3: Optimizing Messages

Step 4: Creating a Consistent Routine

Step 5: Sending Initial Messages

Step 6: Tracking KPIs

Step 7: Adjusting and Optimizing

In-flight Itinerary

More insights from the Launch Blog

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