SMS carries 95%+ open rates and 45%+ reply rates in mortgage when it's done right — and it destroys pipelines when it's done wrong. This is the compliant, high-converting way.
The TCPA basics
Written express consent before the first message. Clear identification of sender. Opt-out language in every marketing send. Quiet hours honored (8 AM–9 PM local). Records retained for 4+ years.
The 60-second first touch
Immediately on lead capture: personalized SMS with LO name, one qualifying question, and easy opt-out. See timing data in response time statistics.
Branching qualification
AI branches on reply: buyer → pre-approval path, refi → equity check, browser → nurture. Each branch adds one message at a time, never a wall of text.
Appointment booking via SMS
AI proposes 2–3 times, confirms, and sends calendar invite. Rescheduling handled via natural language.
Milestone + retention SMS
App submitted, doc requested, CTC, funded — one clean SMS per milestone. Post-close: quarterly value updates powered by Property Pulse.
What to avoid
Multi-paragraph messages. Bot-tone corporate language. Sending outside quiet hours. Skipping opt-out. Using purchased lists — instant TCPA liability.
Related
Mortgage marketing automation · AI lead nurturing
SMS done well is the single fastest lever to lift appointment rates. Done compliantly, it's also the safest. Both are achievable when the CRM does the heavy lifting.
