Winning Strategies for Text Marketing Compliance
Continuing from early November’s informative session, our Chief Strategy Officer, Sean Clayton, Head of Strategy & Solutions, Michael Bartolomei, and special guest Steve Trang from Real Estate Disruptors dive deeper insights into adapting your marketing strategy to comply with the latest changes.
The world is changing
We’re facing a lot of changes in the world of text marketing. Basically, the rules are getting stricter. Providers and carriers are cracking down on texts that might look shady or like a scam, even if they’re not. This isn’t just happening to us in real estate—it’s happening everywhere.
Here at Launch Control, we’re tackling these changes head-on.
Our goal? To make sure you’ve got what you need to keep bringing in new leads without any trouble.
Straight talk on text marketing
Here’s the deal: companies that aren’t following the new rules are shutting down or running into serious issues. It’s a big deal, and it’s shaking things up. Don’t be misled by companies claiming to have workarounds; those shortcuts could backfire. Any company not adhering to the new regulations is not just risking their own business and yours, but they’re making a bad name for our industry overall.
Our promise to you
What we’re promising you is simple. We’re keeping up with these rule changes, and we’re also working on making our messages even better and more effective. We see where things are headed, and we’re committed to ensuring you stay in the game and ahead of the competition.
Important template updates
As we constantly strive to elevate the quality of our services, we’ve observed that certain messaging templates have been flagged by our network providers. To address this, we have been actively rolling out updated templates featuring carrier-approved messaging. This is not just a compliance update, but also a significant upgrade to the effectiveness of your campaigns.
Action Needed: Optimizing Your Templates
Pause on Non-Compliant Campaigns: We’ve temporarily paused any drip campaigns that don’t meet the new standards. To reactivate them, updates to your templates are necessary. Follow the recommended guidelines below to reactivate and update your approach.
- 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.
- Inclusion of Your Company Name: Incorporate the {CompanyName} merge field to maintain brand consistency in communications.
- Example – WinterHomes: [insert message]
- Opt-Out Clarity: Ensure clear opt-out instructions are staggered in your message cadence. Initial messages require an opt-out, but we recommend including this in the first, third, and fifth messages of your drip campaign sequence as well.
- Example – “Reply STOP to opt-out”
- 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”.
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.
What’s in it for you
- Maximized Deliverability: With these new templates, your messages will continue to reach your audience without interruption
- Enhanced Response Rates: Our new, carrier-approved personalized and more relatable messaging is driving more positive engagement from leads than we’ve ever seen before. Check out the stats below
- Minimized Risk for your Brand: Carrier-approved messages mean your company will minimize damage to its reputation. Imagine getting your emails flagged as spam and being unable to reach your clients and prospects. This is the text marketing equivalent, and we’re here to help you avoid issues
** Opt-out rates are separate from response rates. As we continue to make the content better, we are seeing the level of opt-out rates go down.
Already in motion
Compliant Initial Templates: Launch Control has revised all initial outreach templates on your behalf, to align with the new compliance standards. If you haven’t already, please review these changes, and if you require any customization, your CSM is on hand to assist in tailoring them to your campaigns, ensuring compliance is maintained.
Follow-Up Templates: We understand that adapting to these compliance updates may be overwhelming, and we’re here to provide extensive support. Alongside refreshing the Initial Templates, we are actively refining your Follow-Up Templates. Launch Control is diligently working to ensure all aspects of your communication are compliant and effective.
Join Forces with Your CSM: This journey is a partnership. Engage with your dedicated CSM to sift through the details of the templates. With their specialized knowledge, you’ll be able to tailor them to your exact needs while also learning industry-specific best practices.
Looking for more information?
We understand that changes come with questions. To provide you with a more comprehensive understanding, we invite you to watch the replay of the November 2nd webinar below where we dive deeper into these updates. Also, explore our FAQ section for quick answers to common questions.
We’re here to support you through this transition. Our customer success team is available for any further clarification you may need, and we’ll continue to provide updates as we’re able to expand on strategy in-line with carrier guidance. Feel free to reach out to them via the chat in the Launch Control app.
REI Texting is Dead: Fact or Fiction replay
We hosted a call on November 2, 2023 to share transparency around what is happening with carrier compliance, watch the call below.
