Buyers drive by your listing and see your yard sign. They like the façade, the landscaping, the neighborhood. They’re interested. But they need a four bedroom, strongly prefer hardwood floors and lean toward a fenced backyard -- listing details that you can now get into their hands in seconds through text messaging before they see another home they like.

It’s important to quickly get listing information into the hands of home shoppers, but using a text message service also gives you an additional sales advantage -- a phone number. When shoppers use their cell phone to call for information, the company that services your text messages logs the number and immediately sends it to the phone number you’ve registered with them. A few minutes later, you give them a call.

According to the National Association of Realtors®’ 2006 Survey of Buyers and Sellers, a yard sign represented the second-largest source of information for buyers, mentioned by 71 percent. And 6 percent of homebuyers say that they secured representation by a real estate associate based on information from a yard sign.

One additional advantage: If home sellers interview more than one associate before selecting the person they want to handle their listing, your text-messaging service not only gives you an edge, but it sends a not-too-subtle message that you stay current with changes in the industry and that you serve your clients better than the competition. With the text-messaging sales tool still a relatively rare tactic in the marketplace, it gives Realtors that offer it a competitive edge.

Cell phone users comfortable with text messaging find the programs easy to use, making it extremely powerful for first-time buyers, many of whom grew up with cell phones. To access it, shoppers call a phone number listed on your yard sign and key in a short code. Seconds later, a text message is delivered offering basic home details, such as your name and phone number, asking price, square feet, and number of beds and baths. It could even contain photos of the home’s interior.

Buyers may then request a showing, a brochure or a meeting with the listing associate. And even if the home doesn’t suit their needs, you have a phone number and possible client for that other listing you’re marketing just a few blocks away. Since all callers have shown an interest in buying a house -- even if the current one doesn’t suit their needs -- make sure the vendor you select provides you with a list of all callers and not just those who requested additional information.

Text message providers use different pricing structures, making comparisons tricky. House4Cell charges $24.99 for three listings and up to 10 text message requests, which rises to $44.99 for 10 listings and up to 30 text message requests. You pay 20¢ for each text message request beyond the minimum. The company charges a $10 initial set-up fee.

CellSigns charges $34.95 per listing and 10¢ per call, but the fee is effective for the life of the listing. The company also charges an initial $10 set-up fee.

iCode PhoneFlyer from Clear Sky Mobile Media Inc. does not peg its fee to a single listing; instead, you estimate the number of listings you think would benefit from text messaging and the length of time you wish to use the service. A single text message can be changed when a home sells and the service transferred to another listing. Buying the service for a single listing for less than five months costs $39 per month, with each additional listing costing $25 monthly. A one-year service agreement costs only $19 per month for the first home’s text message service, however, and $15 for each additional one.