How to Reduce SMS Opt-Out Rates

How to Reduce SMS Opt-Out Rates

Texting is most effective when it follows a real relationship or a clear request from the contact. Relevant, personal messages are less likely to receive a STOP response and help protect your texting access.

Brokerkit's operational target is to keep opt-out rates below 2%. High opt-out rates can result in carrier or provider action, including restricted or suspended texting privileges.

Use Texting with People Who Expect to Hear from You

We recommend texting in these situations:

• Following up with people you have already met or spoken with.
• Following up after a contact specifically asked you to text them, such as in a voicemail. Keep a record of that request and limit the text to the relevant follow-up.
• Following up with leads who submitted a form with consent to receive the type of text you are sending — for example, an event registration, social ad, job ad, or inbound inquiry.
• Encouraging contacts to text your Brokerkit number first, such as by sharing it at events, in conversations, or on marketing materials.

If a contact texts you first or has previously replied, Brokerkit can send a cleaner follow-up message without the initial compliance language.

Avoid Cold Outbound Texting

Brokerkit does not recommend cold outbound texting because it creates greater compliance and opt-out risk.

If you choose to send a first outreach text:

• Do not use an automated or generic first message.
• Make it one-to-one, personal, and clearly relevant to the recipient.
• Give the recipient context for why you are reaching out.
• Avoid abrupt sales or recruiting messages with no prior relationship.

Better:

Hi Jordan, this is Alex with ABC Realty. I just left you a voicemail after seeing your inquiry about the open house this weekend. Happy to answer any questions.

Avoid:

Join my brokerage! We have great commissions and support. Reply to learn more.

Understand What Your Contacts See

Brokerkit automatically includes compliance messaging based on the contact's history with your Brokerkit number.

The sender ID appears as a branded footer. The initial compliance message and the renewed message after 30 days also include opt-out instructions.

Make Your First Message Feel Personal

Before sending a first text, ask:

• Does this person know who I am?
• Is there a recent conversation, inquiry, event, closing, or voicemail that gives this message context?
• Is the message useful and relevant to this person specifically?
• Would I expect this message if I were the recipient?

Messages tied to an actual conversation or a specific event are generally more welcome than broad promotions.

Monitor and Respond to Opt-Outs

Pay attention to STOP responses and your overall opt-out rate. If you see an elevated rate:

• Pause broad or automated outreach.
• Review the audience, message, and reason for contact.
• Shift toward conversation-based follow-up and leads with documented SMS consent.
• Contact Brokerkit Support for help reviewing your approach.

Brokerkit automatically honors supported opt-out keywords. Do not attempt to text a contact again after they opt out unless they later re-opt in through an appropriate process. See How to manage opt-out requests for SMS/MMS text messages for details.

Important Compliance Note

This article provides operational guidance, not legal advice. Your organization remains responsible for obtaining and maintaining appropriate consent for its messaging program. Our texting provider, Twilio, requires consent before messaging and expects the opt-in method, sender, and message purpose to align; a one-off inbound text does not by itself establish permission for ongoing marketing messages. See Twilio's A2P 10DLC guidance for additional information.