Double Your Response Rates: 5 SMS Tips for Multifamily Property Managers
The modern renter doesn't want to play phone tag or wait days for an email response. They want instant, clear communication about their potential new home.
And the numbers don't lie - SMS is crushing email when it comes to engagement rates. Our data shows SMS achieves 62% engagement (vs email's 12-18%).
But here's the problem: most properties are doing SMS marketing completely wrong. They're sending short stories instead of notes, using confusing (or zero) calls-to-action, and wondering why their conversion rates are stuck in the mud.
So, here are 5 easy things you can do to change that. ✅
1. Keep It Short and Sweet
Nobody wants to read a novel on their phone. Our highest-performing messages all share one trait: they deliver clear information in under 160 characters.
For example: "Brand new units at The Madison now available! Virtual tours starting at $1,850/month!" It’s concise and includes the main entry points of information a lead is looking for: Price & Location.
If the person is interested, they will follow up with more questions, and you can keep the ball rolling while always keeping it concise.
Want to learn more about tracking your marketing performance? Check out our guide on The 3 Metrics Every Multifamily Property Manager Should Track in 2025.
2. Add Clear Calls-to-Action
Make it dead simple for prospects to take the next step. Instead of vague "contact us" messages, give them a specific action to take.
Winner: "Want to see our available units? Reply SHOW to get photos and pricing."
Calls to action are a great way to keep engagement up, making it easier for leads to flow along the rental customer journey.
3. Use Themed Emojis (But Don't Overdo It)
Visual elements boost engagement, but context is key. Match your emojis to your message theme and season.
An example that works: "❄️ Baby, it's cold outside! Stay cozy in our newly renovated apartments featuring in-unit fireplaces. Tour today and warm up with complimentary hot cocoa! ⛄"
The takeaway here is to use the same language as your leads. Emojis are a key element of texting, so don’t be afraid to use them!
4. Time Your Messages Right
Ok, so you crafted some short, snappy text with a simple CTA and a dash of emojis - but your message means nothing if it lands at the wrong time. Our data shows Tuesdays and Thursdays get the highest engagement rates. Why? Monday inboxes are too crowded, and Friday minds are already in weekend mode.
Pro tip: Mid-morning (around 10 am) or mid-afternoon (2-3 pm) typically perform best.
Speaking of timing…
5. Create Urgency with Clear Deadlines
Nothing motivates action like a deadline. But here's the key: make it specific and believable.
Good example: "$1,000 move-in special expires tomorrow at noon. Lock in your rate before then! 📞"
Remember to follow through on stated deadlines to maintain trust and try to align promotions with natural decision points like month-end or lease renewals. This creates genuine urgency while ensuring your team can handle response volumes.
⭐ A Bonus Tip That Changes Everything
Here's what nobody talks about: response time matters more than anything else.
Our data shows leads are 28% less likely to respond after just 18 minutes (read the full case study on response times here).
This means that if set up instant responses to common questions and watch your conversion rates soar.
Remember: The best SMS marketing feels like a helpful conversation, not a sales pitch. Keep it human, keep it relevant, and most importantly, keep it brief.
Ready to transform your leasing operations? Learn more about how Kelsey, our AI leasing assistant, can handle your prospect communications 24/7, boost conversion rates, and maintain a consistent brand voice across all channels. Learn more about AI Leasing here!
