8 Tips to Write an Effective Welcome Email for Real Estate Businesses (With Templates)

Quick Tips / April 4, 2022 / Tucky Wong

The beginning of a successful business association mostly happens with a welcome email. An Open Rate of 86.03% and Click-through Rate of 24.69% across all industries back the premise in numbers of the importance of welcome emails. In the real estate industry as well, welcome emails play a significant role since they lay the groundwork for what the customers can expect from you in the future.

So, if the first email that your real estate lead receives is the welcome email, it must be nothing less than perfect. And to make it so, we’ll discuss eight suggestions in this post:

Illustration shows a realtor shaking hands with a client in front of a house. On the left bottom corner, there's an open envelope simulating a welcome email being sent.

1. Be appreciative with a Welcome & Thank You tone

The best way to build a lasting relationship is to begin by expressing gratitude to your new client or subscriber. To achieve this, try using a catchy subject line and preheader text that resonates with the welcome and thank you tone.

Also, consider addressing them by their first name to personalize the interaction and show that you value their input. Customers may feel more welcomed if you use this strategy, which increases the likelihood of them making future purchases.

Template:

Subject Line: Thanks for signing up.

Preheader text: Here’s to a wonderful partnership!

Email Body:

Hi {name},

We are excited that you have subscribed to our email community. Throughout the year, we’ll be sending you the latest {PROPERTY LISTINGS, REAL ESTATE TRENDS, and MAINTENANCE TIPS} to keep you informed and make your life simpler.

If you’re interested in getting some valuable information right now, you can {DOWNLOAD LATEST REPORT, PLACES TO KNOW IN YOUR CITY}

If you ever have any queries and need any advice, don’t hesitate to touch base with us.    

Cheers!

{Your name}

{Company name}

{Phone}

{Email}

2. Include Surveys in your Welcome Emails

Your subscribers’ would seldom talk about their preferences, inclinations, etc. An engaging way to determine those is through realty surveys in the welcome emails and then using the insights drawn to design targeted emails in the future.

Surveys in welcome emails for new subscribers is also a handy tool to enhance your segments and deliver more targeted content. Survey emails can also decrease unsubscribes, increase engagement, and help you sell more properties.

Template:

Subject Line: Thanks for signing up.

Preheader text: Here’s to a wonderful partnership!

Email Body:

Hey {name},

Thanks for joining my email list. It’s great to have you here.

I know your time is valuable, so I’d like to ask you a few questions. Your answers will help me send you the right emails.

{Link to a short survey where you ask questions to help you segment your email subscribers into groups. Here are a few questions to ask:

What is your price range?

What is your desired neighbourhood?

What type of property are you interested in?

Are you a first-time homebuyer?}

Thanks again for joining my list! I look forward to helping you buy a home in the near future.

Cheers!

{Your name}

{Company name}

{Phone}

{Email}

3. Use top of the funnel introductory content in the body

Welcome emails belong to the initial stages of association, and one of the most sensible things to do in a welcome email is to introduce yourself subtly without being sales-centric. You can also start by briefly explaining the value proposition of your real estate deliverables which may remind your audiences of why they wanted to procure or subscribe in the first place. This tactic will also expose them to your customer service approach and outline the procedures they can expect.

You can also provide a little story about the company to give them more perspective and backdrop for their purchase, including a list of your most popular posts on buildings, landscapes, and other real estate related resources is also an effective strategy.

Template:

Subject Line: Thanks for signing up.

Preheader text: A warm welcome to {Company name}

Email Body:

Dear {name},

As our relationship begins, I invite you to discover opportunities in the form of {PROPERTY LISTINGS, REAL ESTATE TRENDS, and MAINTENANCE TIPS}. 

Your dream home, office space, or any other kind of property might be one click away, anticipating the right real estate partner. And we can definitely be the one for you.  

If you ever have any queries and need any advice, don’t hesitate to touch base with us.

Cheers!

{Your name}

{Company name}

{Phone}

{Email}

4. Address the Welcome Email from an actual person

Make the welcome email more personal by having a team member send it from their email address and sign it with their name. This team member could be a senior executive, such as the CEO or founder, or a marketer who can maintain a constant line of contact.

Having a member of your team send it from their actual email address creates a one-to-one personal connection with the client, which helps in establishing a long-term association.

Template:

Subject Line: Welcome to the World of {Company name} Realty

Preheader text: You’re one step closer to discovering your perfect territory 

Email Body:

Dear {Name},

I’m the founder of {Company name} and I, along with my team, welcome you. We can be your one-stop solution provider for all of your realty concerns. If you’re interested in getting some valuable information right now, you can {DOWNLOAD LATEST REPORT, PLACES TO KNOW IN YOUR CITY}.

We will bring you the most up-to-date resources every month to keep you informed and make your life easier. For any real estate queries, you can connect to us anytime.

Thanks and have a great day!

Sincerely,

{Name}

Founder, {Company Name}

Example:

Example of email signature from Realtor Anthony Bussell.

Email signature example for realtor Source

5. Use high-quality, relevant Design Layout

Email readers frequently skim over material and delete emails that don’t provide value or appear too dense. That’s why having a great email design is so important while sending welcome emails to realty customers. It will help you capture your email recipients’ attention and engage them.

The process of carefully developing and creating an email that resonates with your company’s target audience, specifically your present email subscribers and customers, is known as email design. Among other things, your welcome email design should be eye-catching, aesthetically pleasant, and consistent with your real estate brand.

Template:

Subject Line: Thanks for signing up.

Preheader text: A warm welcome to {Company name}

Email Body:

Example of successful email templated from realtor Kristina Morales.

High-quality images bring attention to a campaign Source 

{Signature and headshot}

{Phone number/email address}

6. Fulfil subscribers’ expectations with resources and amenities

In a logical order, describe the client’s journey in a step-by-step manner constituting some resources or facilities, such as any promotional information or a 30-day free service agreement. Customers are often hooked on the landing pages with promotional offers, free goodies, or useful resources.

Provide whatever the client expects that is not only engaging but also helpful for your audience. For example, a free e-magazine with home decors and furnishings, etc.

Template:

Subject Line: Welcome to {your Brand Name}, {Customer Name} 

Preheader text: Here’s your {free resource}!

Email Body:

Hey {name},

We’re thrilled to see you enlisted in our email community. We’ll bring you the most up-to-date resources on a monthly basis to keep you informed and make your life easier.

As we promised, here’s your free e-magazine {hyperlinked; download begins as soon as it’s clicked} that will guide you in choosing the best furnishings for your dream home.

If you ever have any queries and need any advice, don’t hesitate to touch base with us.    

Cheers!

{Your name}

{Phone}

{Email}

7. Be careful with placing CTAs

When people are given a lot of options, they may choose none of them. It’s not uncommon to see real estate emails and landing pages with a large number of listings, each with its own CTA. This appears to be a good concept but may not be feasible all the time. It creates an overabundance of choices. A single CTA in the center or upper left would be more effective.

Therefore, CTAs must be used in absolute moderation, with one CTA being the best. If, however, you want to use more than one, then plan and place your CTAs well.

Template:

Subject Line: Thanks for signing up.

Preheader text: You’re One Step Closer to Buying/Selling

Email Body:

Welcome to {Company Name}

You are one step closer to finding your dream home. Let’s get started!

Search Listings

Explore thousands of listings, save your favourites, and connect with our agents

[Search Listings {CTA 1}]

Explore by Locality

Which locality would you prefer to live in? Not sure?

[View Locality Guides {CTA 2}]

For any other query:

[Write to us {CTA 3}]

Thanks!

{Signature and headshot}

{Phone number/email address}   

8. Send Welcome Emails in a series using Automated Email Marketing tools

Leveraging automation, marketers usually send a series of welcome emails, with at least two emails constituting the series. With only one welcome email, most individuals tend to cram too much information into it. Because you’re attempting to do too much at once, the more you try to cram into a single email, the less successful it gets. Apart from that, you also miss out on several opportunities to get your company in front of your contact at a moment when they’re highly engaged.

Another significant aspect to keep in mind is that if you’re manually sending welcome emails, the timing will be determined by what works best for you, not your new contact. You want to contact your new email subscribers as soon as they sign up for your list. It’s quite reassuring to get that first email as confirmation that they subscribed correctly.

But the most important benefit of incorporating automation is that your welcome emails are triggered only to those who fill their email address in the form, thus saving your emails from being labelled as spam.

Template:

1st email of the welcome email series:

Subject Line: Thanks for signing up.

Preheader text: A warm welcome to {Company name}

Email Body:

Hey {name},

We are happy to have you as our subscriber. You’ll hear from us on a {frequency} basis from next week. But before that, a pleasant surprise awaits you that you’ll receive in our next email.

And now, as we’d promised, here’s your {Coupon Code/Download Link}.

{Signature and headshot}

{Phone number/email address}

2nd email of the welcome email series:

Subject Line: We’re on Social!

Preheader text: Be the first one to receive new updates

Email Body:

Hey {name},

Most new contacts want to know about {topic}, so we’re making it easy to get the information you need.

Follow us on social: {Links to social channels}

And now, time to unveil the surprise hinted at in the last email! Click here (here is hyperlinked), and your gift reaches the ‘Download’ folder.

{Signature and headshot}

{Phone number/email address}

What Next?

Welcome emails are just the beginning. Your real estate email marketing has a long way to go before lead generation and conversions actually take place. In this journey, you need a robust solution to stay in touch with your real estate clients and manage their property transactions. You must remember who to contact and when, what you last discussed, and what to say, all while maintaining a personal and human touch in your emails. This is where Daylite comes into the picture as a Mac-based small business CRM and productivity app. It enables organisations with 1 to 100 employees to handle more clients, execute more sales, and complete more projects. Daylite allows teams to share communications, next steps, and details by keeping everyone in the loop.  

With Daylite, you begin with making a smart follow-up list that saves you from remembering who you’re supposed to reach out to and when. The next step is to customise a letter template for any scenario. And the third step is personalising emails using merge keys to pull in information from Daylite. For instance, if you wanted to include a contact’s first name, company name, phone number, and your name in your email, your email template would look something like this:

A generic email template for a contact with their details

And after you’ve merged your letter in Daylite, the following is what you’ll get:

An email personalised using merge keys to pull in information from Daylite

Learn more about Daylite with the help of case studies of some of the prominent names in the real estate industry, like ‘The Bridge Team’, ‘Sean Z Becker’, ‘Love Your Hood’ ‘OCCollective, and the likes, as its clientele, Daylite has what it takes to build and nurture relationships. Everything you and your team need to know about your clients is at your fingertips, thanks to Daylite’s Mac-friendly design and ease of use, which helps you and your team minimise downtime while boosting efficiency and profit. 

Most of the time, knowing the tiniest details about your clients goes a long way towards impressing them. Daylite recalls these small but significant details for you, allowing you to focus on the big picture while strengthening and personalising your connections with all of your clients. 

The growth of business and increase in clientele is addressed with Daylite by allowing you to create to-do or follow-up checklists that can be added to a client with a single click. A centralised location for client data and strong, but easy control over the access of clients’ data, all of these make Daylite excellent for building and nurturing long-term relationships with clients.  

Wrapping up

The initial email of your campaign should not only establish a positive impression but also pique interest in working with you while reaffirming the value you’re providing. This is helped by a welcome email, which should always be the first email you must send to new subscribers.

Never overwhelm yourself or your emails in pursuit to impress your subscribers. Let it flow freely. Start with a simple thank you and welcome tone that must be conspicuous in your subject line and preheader text. Introduce yourself subtly, and don’t be a salesman from the very first line. Survey your prospects to know more about them to segment them and personalise your communication with them. Establish a one-to-one personalised connection with your prospects by addressing them from an actual person instead of the company name or department.

Use quality images in your welcome email. Fulfil the expectations that motivated the subscribers to fill their email addresses and be on your email list. Avoid using too many CTAs and even if you use more than one, place them clear-cut to eliminate any kind of ambiguity. And finally, automate your welcome emails into a series and apply all the strategies separately in a step-by-step manner in your welcome series.      

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