Email newsletters and SMS updates are some of the most effective ways for an agency to stay in touch with buyers, vendors and past clients. They are also covered by Australia’s spam rules, which means every message you send needs to respect a few simple principles. The good news is that getting this right is mostly about good habits and keeping a clean contact database.
This article covers the basics of consent and unsubscribes for real estate marketing, and how to build a routine in iDashboard that keeps your communications respectful and well-targeted. It is general information only. For advice on your specific obligations, refer to the Australian Communications and Media Authority (ACMA) or your own legal adviser.
The three principles behind commercial messages
Under the Spam Act 2003, commercial electronic messages (including marketing emails and SMS) are generally expected to meet three requirements:
- Consent – the recipient has agreed to receive messages from you, either expressly (for example, opting in at an open home) or in limited circumstances where consent can reasonably be inferred.
- Identify – each message clearly identifies who it is from and how to contact the sender.
- Unsubscribe – each message includes a functional way to opt out, and opt-out requests are honoured promptly (ACMA guidance refers to within five working days).
ACMA has taken enforcement action against businesses across many industries in recent years, so it is worth treating these principles as part of everyday practice rather than an afterthought.
Where consent usually starts for agents
Most contacts enter an agency’s database through everyday activity: open home check-ins, enquiries on property portals, appraisal requests and website forms. Each of these is a good moment to capture clear, accurate details and to record what the person is interested in.
Good practice includes:
- Recording how and when each contact came into your database
- Being clear at the point of collection about what kind of updates the person will receive
- Keeping buyer requirements up to date so messages stay relevant
Relevant messages are not only better for compliance – they are also far more likely to be read.
Targeting with care: SMS messaging in iDashboard
iDashboard includes SMS messaging with fine, granular filtering, so you can send to the specific group of prospects a message is actually relevant to – rather than your whole database. A short message about a new listing in a particular suburb, sent only to buyers whose requirements match, is more useful to the recipient and less likely to prompt an opt-out.
Before each send, it helps to ask:
- Does every person in this filtered group have a reason to receive this?
- Is it obvious who the message is from?
- Does the message give the recipient a way to stop receiving future messages?
Making unsubscribes simple
An unsubscribe link should be easy to find and should just work. iDashboard handles unsubscribes from its email communications automatically, so recipients can opt out easily and you don’t need to manage those requests by hand. It is a small detail, but a smooth opt-out experience reflects well on your agency’s brand.
If your agency also uses MailChimp, iDashboard integrates with it, which helps keep your audience lists aligned rather than managed in disconnected spreadsheets.
A simple monthly routine
- Review new contacts – check that recent additions have accurate details and a clear source.
- Tidy duplicates and outdated records – a clean database reduces the risk of messaging someone who has already opted out under a different record.
- Check your filters – review the saved groups your team uses for SMS and email so they still reflect what people asked for.
- Spot-check your messages – make sure templates for emails and SMS clearly identify your agency and include an opt-out.
- Brief new team members – make consent and unsubscribe practices part of onboarding.
Respectful marketing builds trust
Buyers and vendors remember agencies that communicate thoughtfully. By sending relevant messages to the right people and making it easy to opt out, you protect your reputation and get better engagement from the contacts who do want to hear from you.
If you’d like help setting up SMS filters or reviewing how your contacts are organised in iDashboard, our support team is here to help – complimentary for all iDashboard clients. Call us on 1800 432 742.
