Edition 42

Read time: ~10 minutes

Welcome back.

In this edition, you’ll learn a proven framework to improve email open and engagement rates, our recommended AI tool for better ad creation, and how Compass’ new agent and consumer tool could be a preview of the future of real estate tech.

If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.

Or, if you’re caught up, let’s jump right in.

Ready for some actionable insights in store for you in this edition…

…and become at least 1% better at generating the right type of leads.

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Your welcome email is the most important email you send to new subscribers.

Why?

Because it sets the tone for all future emails—and if your welcome email lands in promotions or spam, your future emails will too.

If you want higher open rates, more engagement, and better email deliverability, you need to optimize your welcome email.

Here’s exactly how to write a welcome email that gets opened, read, and clicked, ensuring that every email you send after it lands in the primary inbox.

If your welcome email doesn’t get opened, it can’t do its job.

The biggest mistake? Using generic subject lines like:

🚫 “Welcome to my newsletter”

🚫 “Thank you for subscribing”

People see these and ignore them because they provide no reason to open the email.

Your subject line should be intriguing, personal, and relevant. Here are a few great examples:

✔️ Jon Morrow: “Quick favor?”

✔️ The Hustle: “Look what you did, you little jerk…”

✔️ Leila Hormozi: “Your new [Lead Magnet Name]”

✔️ Zillow: “What can you afford?”

✔️ Jay Clouse: “Hey! Quick question for you…”

✔️ Scalable: “Intro {First Name} <> Ryan”

These subject lines stand out because they create curiosity, personalize the message, or hint at value.

💡 Pro Tip: Test different subject lines to see what works best for your audience.

A great welcome email has five key elements:

Start by greeting your new subscriber with a friendly, warm introduction. Keep it short.

✅ Example:

“Hey [First Name], I’m thrilled to have you here. You just joined a community of [number] real estate professionals who get exclusive tips every week. Let’s get started!”

Tell subscribers what to expect—how often they’ll hear from you and what type of content they’ll receive.

✅ Example:

“Every Monday, I’ll send you my top real estate insights, including market trends, lead generation strategies, and content ideas to grow your business.”

💡 Why This Matters: Setting clear expectations improves open rates because subscribers know when to look for your emails.

Ask subscribers to move your email to their primary inbox (Gmail) or mark it as important.

✅ Example:

“To make sure you never miss an update, move this email to your primary inbox. This tells Gmail (or your email provider) that my emails are important to you.”

💡 Why This Matters: If they don’t do this, your emails may land in spam or promotions, reducing engagement.

Encourage subscribers to reply to your email.

Two Easy Ways to Do This:

1. Ask for a simple 1-word reply

“Hit reply and send me a quick ‘yes’ so I know you got this.”

2. Offer an incentive for replying

“Reply with ‘guide’ and I’ll send you my exclusive real estate checklist.”

💡 Why This Matters: Replies boost deliverability and tell email providers that your emails are valuable, keeping you out of spam folders.

Include a CTA (call-to-action) that links to valuable content, such as:

✔️ A lead magnet (free checklist, guide, or template)

✔️ A recent newsletter issue

✔️ Your social media

✔️ Your best blog post or YouTube video

✅ Example:

“Want to get the most out of your subscription? Download my free guide on ‘How to Generate 10+ Leads Per Week Using Social Media’ here.”

💡 Why This Matters: Clicks signal engagement to email providers, making them more likely to deliver your future emails to the inbox.

Once you’ve structured your email using the WE-PAC framework, optimize it for maximum engagement.

📉 30%+ = Very Bad

📉 40%+ = Bad

📉 50%+ = Okay

📈 60%+ = Good

📈 70%+ = Great

🚀 80%+ = World-Class

📉 1%+ = Very Bad

📉 5%+ = Bad

📉 7%+ = Okay

📈 10%+ = Good

📈 12%+ = Great

🚀 15%+ = Excellent

Example Welcome Email Using WE-PAC

Subject Line: “Hey, quick favor…”

📩 Email Body:

Optimizing your welcome email is one of the fastest ways to improve your email marketing performance.

By following this process, you will:

✔️ Boost your open rates

✔️ Improve deliverability (emails land in primary inbox, not spam)

✔️ Increase engagement & sales

🔹 Your Action Plan:

✔️ Write a unique, attention-grabbing subject line

✔️ Follow the WE-PAC framework

✔️ Optimize for opens, replies, and clicks

🚀 Make these simple tweaks, and watch your email engagement skyrocket!

Icon helps real estate agents and brokers by streamlining the creation of impactful video ads that showcase property listings, virtual tours, and client success stories. Instead of spending countless hours manually matching clips and editing footage, you can produce a high volume of polished ads—allowing you to:

✔️ Save time and reduce production costs by automating the creative process.

✔️ Quickly create multiple ad variations to test different messaging for maximum lead generation.

✔️ Maintain a consistent, professional ad presence that enhances your market credibility.

✔️ Focus more on client relationships while Icon handles the heavy lifting of ad creation.

Create dynamic ads that highlight the best features of a home—whether it’s a spacious kitchen, stunning views, or an inviting living area—capturing buyers’ attention instantly.

Client Testimonials & Success Stories

Showcase client experiences and success stories in a visually engaging format that builds trust and demonstrates your expertise in the market.

Market Updates & Virtual Tours

Generate quick, informative ads that share the latest market trends or offer virtual walkthroughs of new listings, positioning you as a market leader.

Creating compelling video ads has traditionally been a labor-intensive process. Icon revolutionizes this by automating nearly every step—from scriptwriting to clip matching and editing. With Icon, a small team can produce hundreds of polished ads per month, enabling you to scale your marketing efforts, reduce costs, and stay ahead of the competition—all while focusing on closing more deals.

Ready to transform your real estate marketing?

Try Icon and see how effortless and effective ad creation can be for your business!

In a major step forward for real estate technology, Compass has launched "Compass One," the industry's first-ever all-in-one client dashboard designed to connect agents and clients in real time. This innovation reflects a broader trend in the industry toward streamlining communication, transaction management, and customer experience through technology.

Even if you don’t have access to Compass One, you can still leverage technology to create a similar, efficient workflow. Here’s how:

The release of Compass One is a wake-up call for all real estate professionals. Clients now expect faster, more transparent transactions with real-time updates and digital convenience. Agents who embrace these changes—by investing in the right technology and refining their communication strategies—will be positioned for long-term success.

Regardless of brokerage affiliation, the message is clear: The future of real estate belongs to those who leverage technology to create better, more efficient, and more transparent transactions. Now is the time to evaluate your tech stack and ensure you’re offering the seamless, digital-first experience that today’s buyers and sellers demand.

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA