Realty Brokers
This guide covers A2P SMS registration requirements specific to real estate brokerages, agents, and property management companies. Real estate messaging is permitted but requires careful attention to brand identity, lead source disclosure, and consent collection.
What's allowed
Property showing confirmations and schedule changes
New listing alerts for buyers who opted in during a property search
Open house reminders for registered attendees
Transaction status updates (offer submitted, inspection scheduled, closing date)
Lease renewal reminders and maintenance appointment confirmations
Rent payment reminders for existing tenants
What's prohibited
Cold outreach to purchased lead lists (no prior relationship)
Messages on behalf of multiple brokerages under one registration
Lead generation or affiliate marketing (routing inquiries to third-party agents)
Messaging consumers who submitted inquiries on aggregator sites unless your brokerage is explicitly named in the consent
Sharing opt-in data with other agents or brokerages
Common denial reasons
Brand identity issues
| Denial title | What it means for realty brokers |
|---|---|
| Invalid brand URL | Your brokerage website is inaccessible, parked, or under construction. Reviewers must verify your business exists and offers real estate services. |
| Insufficient website content | A single IDX search page or property listing feed is insufficient. Your site must show who you are, what markets you serve, and how consumers can contact you. |
| Invalid brand business connection | The brand name on your registration doesn't match the entity shown on your website or real estate license. If you operate a team under a parent brokerage, ensure the registered brand matches your consumer-facing identity. |
| DBA name mismatch | Your "Doing Business As" name doesn't match what appears on your website or marketing materials. Common when agents form teams with branded names different from their brokerage. |
| Non-compliant brand affiliation | Your website or brand materials reference lead generation or affiliate marketing. If your site routes inquiries to multiple agents or brokerages, this signals a lead-gen model rather than a direct brokerage. |
Campaign description issues
| Denial title | What it means for realty brokers |
|---|---|
| Campaign unclear | Your description doesn't clearly explain what messages consumers will receive. "Real estate communications" is too vague. Instead, specify the message types and audience. For example: "Property showing confirmations and new listing alerts for active buyers working with ABC Realty." |
| Campaign not qualified for use case | The selected use case category doesn't match your actual messaging. Realty brokers typically register under "Customer Care" or "Account Notifications" – not "Marketing" unless sending promotional content. |
| Campaign to brand mismatch | The campaign describes services for a different brokerage or team than what's registered. Each brand/team needs its own registration. |
| Campaign non-compliant content: affiliate marketing | Your campaign description or samples suggest routing leads to third-party agents or brokerages. Each entity sending messages needs its own registration with direct consumer consent. |
Opt-in workflow issues
| Denial title | What it means for realty brokers |
|---|---|
| Opt-in workflow insufficient consent | Your property inquiry form collects a phone number but doesn't explicitly state the consumer will receive SMS messages. A phone number field on a listing page is not consent. |
| Opt-in workflow missing | No screenshot or URL showing where consumers agree to receive texts. Provide your buyer registration form, property inquiry page, or tenant portal showing the SMS consent mechanism. |
| Opt-in workflow mismatch | The brand name on your opt-in form doesn't match your registered brand. If your form says "Smith Team" but you registered as "Smith Realty Group LLC," this triggers a mismatch. |
| Marketing consent not separated | Your form bundles marketing SMS consent with the property inquiry or lease agreement. Marketing opt-in must be a separate, unchecked checkbox – not buried in terms acceptance. |
| Opt-in workflow non compliant message frequency disclosure | Your consent language doesn't tell consumers how often they'll hear from you. Add: "You may receive up to 10 messages per month regarding property listings and showing updates." |
| Opt-in workflow non-compliant HELP or STOP | Your opt-in disclosure is missing instructions for how to get help or opt out. Include: "Reply STOP to unsubscribe. Reply HELP for support." |
| Opt-in workflow non compliant message and data rates disclosure | Missing the "Message and data rates may apply" disclosure near your consent language. |
| Opt-in data shared with third parties | Your opt-in indicates consumer data may be shared with other agents, brokerages, or lead buyers. Each entity that will send messages needs its own consent. |
Sample message issues
| Denial title | What it means for realty brokers |
|---|---|
| Sample message(s) mismatch | Your sample messages don't match the use case you described. If you registered for "showing confirmations" but samples show marketing offers, this triggers a mismatch. |
| Sample message(s) URL shortener | Messages contain bit.ly, tinyurl, or other shortened links. Use your full branded domain (e.g., abcrealty.com/listings). |
| Sample messages(s) embedded phone number | If you selected the 'embedded phone number' option during registration, your sample messages must contain a phone number. Otherwise, deselect that option during resubmission. |
Realty-specific registration tips
Describe your use case precisely
Bad: "We send real estate messages to our clients."
Good: "We send property showing confirmations, new listing alerts matching saved search criteria, and transaction status updates to active buyers and sellers working with ABC Realty who opted in via our buyer registration form."
Separate marketing from servicing
If you send both marketing (new listing blasts, market reports) and servicing (showing confirmations, transaction updates) messages, register them as separate campaigns:
Campaign 1 (Customer Care): "Property showing confirmations, offer status updates, and closing timeline notifications for active clients of ABC Realty."
Campaign 2 (Marketing): "New listing alerts and market report summaries sent to registered buyers who separately opted in to property notifications."
Agent teams under a parent brokerage
You might operate a named team (e.g., "The Johnson Group") under a parent brokerage (e.g., "Keller Williams"). In this case, register under the name consumers recognize. Your website and opt-in materials must consistently use the same brand name as your registration.
Property inquiry forms
Your property inquiry or buyer registration form is your primary opt-in mechanism. Ensure it includes:
An unchecked checkbox (not pre-selected) for SMS consent
Clear language: "I agree to receive text messages from [Brokerage Name] regarding property listings, showing updates, and transaction notifications"
Message frequency disclosure
"Message and data rates may apply"
STOP/HELP instructions or link to full terms
Link to your privacy policy and SMS terms
Lead source matters
If consumers find you through a third-party portal (e.g., a property aggregator site), you cannot rely on that portal's consent for your messaging. You must collect your own SMS consent directly. The opt-in must clearly name your brokerage – not the aggregator.
Property management companies
If you manage rental properties and send tenant communications (rent reminders, maintenance updates), register under your property management brand. Ensure your lease or tenant portal includes SMS consent language. Tenant communications typically qualify as "Account Notifications" or "Customer Care."
Sample messages for realty brokers
Transactional examples:
[BrandName]: Your showing at 123 Main St is confirmed for tomorrow at 2:00 PM. Reply STOP to opt out.[BrandName]: Your offer on 456 Oak Ave has been submitted. We'll notify you when we hear back. Reply HELP for help, STOP to unsubscribe.[BrandName]: Reminder – your home inspection is scheduled for [date] at [time]. Questions? Visit [url]. Reply STOP to cancel texts.
Marketing examples (requires separate consent):
[BrandName]: New listing! 3BR/2BA in [neighborhood] at $[price]. Photos: [url]. Reply STOP to opt out. Msg&data rates apply.[BrandName]: [neighborhood] market update – median price up 3% this month. Full report: [url]. Reply STOP to unsubscribe.
Tips for approval
Be explicit about your role – State "licensed real estate brokerage," "property management company," or "real estate team" in your campaign description. Vague language triggers lead-gen reviews.
Show your license – Include your real estate license number or brokerage affiliation on your website. This helps reviewers confirm you are a legitimate brokerage, not a lead aggregator.
Separate transactional from marketing – Register separate campaigns if you send both transaction updates and listing alerts. This simplifies compliance.
Avoid lead-gen language – Phrases like "get matched with agents," "find homes from multiple brokerages," or "compare agents in your area" signal third-party lead generation. These phrases will cause your registration to be rejected.
Don't use URL shorteners – Use your branded domain in sample messages. Public shorteners (bit.ly, tinyurl) are prohibited in 10DLC message content.
Keep your website current – A single IDX search page or MLS feed without brokerage information is insufficient. Your site must show company details, agent profiles, contact information, and privacy policy.
Opt-in form example
For a real estate-specific opt-in form example, see the form screenshots in this section. This vertical follows the Transactional opt-in with industry-specific disclosures.
