Following up buyers after an open home
Most buyers who walk through an open home leave a name and a number, and many never hear from the agent again. The ones who do often get the same message as everyone else. Here is a better routine, and the rules your messages have to follow.
Message every buyer within a day of the open home, about the property they saw. Marketing messages by SMS, email or WhatsApp must meet the Spam Act 2003: you need consent, you must say who you are, and every message needs a working way to unsubscribe that you act on within 5 working days. Keep a record of how each person agreed to hear from you.
The rules, in plain words
- Consent. The person agreed to hear from you. Consent can be express, where they said yes, or inferred from your existing dealings with them. Express consent is the safer kind to rely on. Keep a note of it.
- Say who you are. Every message names the sender: you and your agency.
- A way to stop. Every message gives a simple way to unsubscribe, and you act on it within 5 working days.
- Every channel. The rules cover SMS, email and instant messages such as WhatsApp.
The Australian Communications and Media Authority (ACMA) enforces these rules, and it has issued formal warnings to real estate agencies over their marketing messages.
Collecting details at the door
Whether you use a paper sheet, a tablet or a QR code at the door, ask two separate things. First, permission to contact them about this property. Second, a separate tick if they want to hear about other properties. Many buyers say yes to the first and no to the second. Respect that.
A follow up routine that works
- The same day. Thank them and send the link to the property, with the price guide and the next inspection times.
- Day 2 or 3. Ask one question. What did they think of the kitchen, the street or the price?
- When something changes. A new inspection time or a price change. Tell the buyers who asked about this property.
- When it sells. Tell them, and ask what they are looking for, if they agreed to hear about other properties.
Why one link beats a long message
A buyer who saw six homes on Saturday cannot remember which one had the north facing yard. Send one link per property, with the photos and your details, so they can find it again and show their partner.
How My Property Pages helps
Each property gets its own page to send after the open home. Enquiries from the page land in your lead inbox, with notes and a date to call back. Automatic follow ups stop when you mark a lead contacted, and when a buyer asks to stop, messages to that number stop.
This is a plain guide, not legal advice. See ACMA’s guidance on avoiding spam for the full rules.
More guides
- Victoria’s Property Price Statement, explained for agents
- An agent profile page for Australian agents
- My Property Pages for agents in Australia
At a glance
| Law | Spam Act 2003. |
|---|---|
| Covers | SMS, email and instant messages such as WhatsApp. |
| Consent | Express or inferred. Keep a record of it. |
| Sender | Your name and agency on every message. |
| Unsubscribe | In every message, acted on within 5 working days. |
| Enforced by | ACMA. |
Start free How the lead inbox works
Questions
Can I text everyone who signed in at my open home?
Only the people who agreed to hear from you, and only about what they agreed to. A buyer who asked about one property has not agreed to your newsletter. Ask for a separate tick for other properties.
Does the Spam Act cover WhatsApp?
Yes. It covers commercial electronic messages, which include SMS, email and instant messages.
How fast must I act on an unsubscribe?
Within 5 working days.
Who enforces the Spam Act?
ACMA. It can issue formal warnings and infringement notices, accept enforceable undertakings and take matters to court.