Best Practices for Text Message Templates

Table of Contents

1. Where to Find Text Message Templates
2. Step-by-Step Instructions
3. Best Practices
4. Troubleshooting Common Issues
5. FAQs
   

Why This Feature Matters

Texting is one of the fastest ways to connect with leads, but generic or robotic texts often go unanswered. By following best practices when creating text templates, you can:

• Personalize texts automatically with lead and agent data using Merge Fields.
• Build stronger connections without having to write every message from scratch.
• Increase reply rates by keeping texts conversational and relevant.
• Save time and maintain consistency across your entire team.

Where to Find Text Message Templates

Text message templates are managed from the Contact Templates page in your Sierra CRM.

• Click the Gear icon in the upper-right corner of Sierra.
• Select Contact Templates.
• From here, you can create new templates, edit existing ones, or delete outdated ones.

Step-by-Step Instructions

1. Define the Goal
   1. Before creating your template, decide what you want the message to accomplish.
   2. Examples:
      1. Confirm an appointment
      2. Re-engage a cold lead
      3. Invite someone to an event
      4. Share listing recommendations
         
         
2. Choose the Right Merge Fields
   1. Merge Fields let you insert dynamic information into your message. This makes each text feel personalized while still saving time.
      1. Lead Data: , , , ,
      2. Agent Data: ,
      3. System Data: , ,
      4. Special Field: (lets the lead click directly into their account without needing to log in)
   2. Example: “Hi , I saw you checked out homes in . Want me to send you a few more in the range?”
3. Keep It Short and Clear
   1. Aim for 1–3 sentences. Texts should be quick to read and easy to reply to.
4. End with a Question
   1. Always close with a simple, direct question (e.g., “Would you like me to send more listings?”). This increases the likelihood of getting a reply.
5. Test and Refine
   1. Monitor which templates get the most engagement. Adjust underperforming templates by simplifying wording, tweaking the question, or experimenting with different Merge Fields.

Best Practices

These principles are rooted in communication psychology and proven engagement strategies:

• Personalization (Self-Reference Effect): Use Merge Fields so texts feel unique to the recipient.
• Value First (Reciprocity Principle): Share something useful (like listings, market insights, or reminders) before asking for a response.
• Brevity (Cognitive Load Theory): Keep messages short to reduce effort and increase reply likelihood.
• Conversational Tone (Parasocial Interaction): Write like you’re texting a friend, not sending an auto-blast.
• Behavior-Based Triggers: Reference what the lead has done — how many properties they’ve viewed, when they last logged in, or homes they’ve saved.
• Timeliness (Kairos): Use system fields like , , or to send messages that feel “in the moment.”
• Micro-Commitments: Ask easy yes/no or either/or questions (ex: “Want me to send more listings, or pause updates for now?”).
  
  

Troubleshooting Common Issues

• Texts feel robotic
  → Add Merge Fields and contractions (e.g., “I’ll” instead of “I will”).
• Low response rates
  → Simplify your ending question. Make it specific and easy to answer.
• Messages too long
  → Limit to 1–3 sentences. Remove filler words.
• Irrelevant templates
  → Double-check that templates match the lead’s stage. Don’t send “ready to list?” to someone who just created an account yesterday.
  
  

FAQs

• How many Merge Fields should I use in one text?
  • 1–2 Merge Fields per text is ideal. More than that can feel unnatural.
• Should I include links in my texts?
  • Use them sparingly. When sharing a property, use the so leads can click directly into their account without logging in.
• Can I reuse the same template for all leads?
  • Yes, but adapt the wording and Merge Fields to match the lead’s behavior and stage in the funnel.