When Should You Email, SMS or Call?.
The best communication channel depends on what you need to say, how urgent it is and how important the relationship is.
Your CRM may give you several ways to contact people.
That does not mean every message should be sent through every channel.
Email, SMS and phone calls each suit different situations.
When email works best.
Email is useful when the information needs more detail or does not require an immediate response.
Good uses include:
Market updates
Suburb reports
Newsletters
Just listed campaigns
Just sold campaigns
Property information
Longer explanations
Past-client updates
Email is also useful when you want the contact to read something in their own time.
When SMS works best.
SMS is useful for short, timely communication.
Examples include:
Inspection reminders
Appointment confirmations
Auction reminders
Quick property updates
Short follow-up messages
Confirming a time or detail
Keep SMS communication brief.
If the message needs several paragraphs, another channel may be better.
When a phone call is better.
Some conversations need to be personal.
Consider calling when:
A seller may be ready to list
An appraisal opportunity is active
A buyer strongly matches a property
You need to discuss price
There is an offer
The person has an important question
Something has changed significantly
The relationship is particularly valuable
A phone call also allows you to ask questions and learn information that may never come back through a bulk email.
Match the channel to the purpose.
A simple guide:
Situation | Usually best suited to |
|---|---|
Monthly market update | |
New listing to a broad buyer group | |
Inspection reminder | SMS |
Appointment confirmation | SMS |
Strong buyer match | Call |
Active appraisal opportunity | Call |
Just sold update to local homeowners | |
Quick follow-up after previous contact | SMS or call |
Detailed property information | |
Important change or sensitive issue | Call |
There will always be exceptions.
Use what you know about the contact.
Bulk communication versus personal contact.
Bulk email and SMS are useful when the same information is genuinely relevant to a group.
Personal contact is usually better when:
The opportunity is stronger
The situation is more complex
The person has already shown interest
You know something specific about their plans
A response could lead to the next step
Your CRM should help you identify these contacts rather than treating everyone the same.
Avoid using every channel at once.
Sending an email, SMS and making a call about the same minor update can quickly become too much.
Choose the channel that best suits the message.
Use another channel if:
The matter becomes more important
The person does not respond
A conversation is needed
Their preferred contact method is different
Record useful responses.
Whatever channel you use, update the CRM when you learn something important.
Record:
Changed buying requirements
New selling plans
Timing
Property interests
Contact preferences
Agreed next steps
Communication should improve the information in the CRM.
A simple decision check.
Before contacting someone, ask:
Is this information detailed or simple?
Is it urgent?
Does it need a conversation?
Is this a strong opportunity?
Is bulk communication appropriate?
Do I know their preferred contact method?
Would a personal call add more value?
The best channel is not always the fastest one.
It is the one that best suits the person, the message and what needs to happen next.