How to Write Property Emails That Get Opened and Clicked

Great emails feel like a helpful note from a trusted guide. They are clear. They are short. They invite one simple action. Use this guide to plan and write property emails that win attention in busy inboxes across Australia.

The big idea: one email one goal

Every email should do just one thing. Decide the single action before you write.

• Book an appraisal

• Register for an open home

• Request a contract

• View a price update

• Watch a property video

• Download a suburb report

When you focus on one goal you remove noise. Your subject, body and button all point to the same next step.

Know your reader

Write for a real person in your database. Picture their needs today.

• Buyers want speed, photos, floor plans, inspection times and price guidance

• Owners want proof, interest levels, feedback and next steps

• Landlords want rent data, vacancy updates and risk checks

• Downsizers want easy access, parking details and nearby services

Segment before you send. Use your CRM lists from tools like Rex or Agentbox so each group gets what matters to them.

Subject lines that earn opens

The subject line is your shop window. Keep it short and specific. Aim for 6 to 9 words. Write like a human.

Proven patterns

• Curiosity
  Sample subject lines
  New to market in Carina with large deck
  Quiet cul de sac home ready this weekend
  Hidden gem near the river

• Benefit
  Sample subject lines
  First home under 700k in Wynnum
  Family home with pool and study
  Tenants waiting for homes like yours

• Urgency with care
  Sample subject lines
  Final open home Saturday 9.30am
  Price guide updated today
  Offers close Tuesday 4pm

• Personal and local
  Sample subject lines
  Ken here with three new Townsville homes
  Your July Wynnum market update
  Ready for more buyers at your open

Avoid clickbait. Promise one clear thing and deliver it fast.

Preheader that continues the story

The preheader is the short line beside the subject in most inboxes. Use it to add detail.

• Subject
  Final open home Saturday 9.30am
  Preheader
  Floor plan and price guide inside

• Subject
  New to market in Carina with large deck
  Preheader
  Walk to schools and park

Write the preheader after the subject. Make sure they make sense together.

The first 50 words hook them

Your opening should answer three questions fast.

• What is this about

• Why should I care

• What should I do now

Example opening for a new listing

Today we launch 14 Smith Street, Carina. Four bedrooms. Two bathrooms. Large deck and level yard. Walk to Mayfield State School. See photos and book Saturday at the button below.

Make the body easy to skim

Most people read on a phone. Keep paragraphs short. Use bullets. Repeat your call to action.

Structure

• Headline
  14 Smith Street Carina. Fresh and bright family home

• Key details
  Four bed. Two bath. Two car. 607 square metre block
  North facing deck and fenced yard
  Walk to schools, park and bus
  Rental estimate and outgoings available on request

• Social proof
  Recent sales in the street
  Buyer demand notes

• Next step
  Book inspection button

Use plain language. Replace long words with short words. Replace walls of text with simple lists.

Calls to action that win clicks

Your button text should finish this sentence
I want to

• I want to book an inspection

• I want to view all photos

• I want to get the price guide

• I want to request the contract

• I want to get a rental estimate

• I want to get my suburb report

Place the button near the top and again near the end. Do not crowd the page with many buttons. Remember one email one goal.

Proof builds trust

Trust grows when you show evidence.

• Short case study
  We launched 12 Jones Street last Saturday. 41 groups through. Five offers by Tuesday. Sold above the guide. Ask for the full story

• Micro testimonials
  Emma in Manly
  Clear updates every day and a great result

• Data
  Days on market this month
  Average open rates for your campaign
  Auction clearance trends in your suburb

Keep it short and local. Link to longer reports if needed.

Personalisation that feels helpful

Use first names and suburb names where it helps the reader. Do not overdo it.

• Name
  Sam here is the floor plan you asked for

• Location
  Three low set homes now available in Redlynch

• Behaviour
  You viewed 14 Smith Street. Price guide now updated

• Lifecycle
  Happy one year home anniversary. Free health check on your property value

Personalise the call to action too.

• Sam request the contract

• See Redlynch homes that match your saved search

Timing frequency and send windows

Send when your reader is likely to act.

• New listing alerts
  As soon as the property is live

• Open home reminders
  The day before and the morning of the inspection

• Vendor updates
  Same day as opens and buyer inspections

• Weekly newsletters
  A consistent day and time each week

Helpful windows in Australia

• Weekdays before work
  Try between 7am and 8am local time

• Early evening
  Try between 5pm and 7pm local time

• Avoid
  Midday Saturday during open homes
  Late Sunday night

Note public holidays and school holidays in your area. Test and learn. Your list is unique.

Mobile first layout checklist

• Single column layout

• Large tap targets for buttons

• Text size at least 14 to 16 point

• Images compressed but clear

• Alt text on every image

• Face photo near the footer to humanise the message

• One clear reply path and one phone number

Preview on your phone before you send.

Deliverability and compliance basics

Good deliverability starts with clean data and helpful content.

• Use confirmed consent for email marketing. This is required under the Spam Act 2003

• Include your full contact details and a working unsubscribe link in every email

• Honour unsubscribe requests quickly

• Store and handle personal information with care under the Privacy Act 1988

• Avoid spammy words like free money or urgent action required

• Warm new domains slowly with small sends

• Keep lists clean. Remove hard bounces and repeated non openers

Ask your IT support to set up SPF DKIM and DMARC for your domain. Your emails will be more trusted by inboxes.

Simple A B tests to run this month

Test one thing at a time. Send version A to half and version B to half.

• Subject line
  Address first vs benefit first

• Button text
  Book inspection vs See times

• Layout
  Photo first vs headline first

• Proof
  With case study vs without case study

• Send time
  7am vs 5pm

Pick a winning rule before you send. For example highest click rate within 24 hours.

Tracking results and improving

Watch three numbers

• Deliverability
  Delivered percentage and bounce rate

• Engagement
  Open rate and click rate

• Action
  Replies booked inspections appraisal requests and offers

Add UTM codes to your buttons so you can see email traffic inside analytics tools. Use the same naming every time. Example
utm source email
utm medium newsletter
utm campaign 14 smith launch

Review your numbers weekly. Keep a simple scorecard and a short note on what you learned.

Five ready to use mini templates

Use these as starters. Edit to fit your tone and brand.

Template 1
New listing launch

Headline
Now open to inspect in Suburb

Opening
Today we launch Address. Light filled. Quiet street. Close to shops and schools. See photos floor plan and price guide at the button below.

Bullets
Beds baths car and land size
Three key features
Walk to local landmark

Social proof
Recent sale nearby with result

Button
View photos and book a time

Footer
Agent name mobile email office address licence and unsubscribe

Template 2
Open home reminder

Subject
Final open home Saturday 9.30am
Preheader
Plan your visit and parking

Opening
Thanks for your interest in Address. Final viewing is Saturday at 9.30am. We expect strong interest. Arrive five minutes early if you can.

Bullets
Parking tips
Access notes
Documents available at the inspection

Button
Register for Saturday

Template 3
Price update

Subject
Price guide updated today
Preheader
Compare with recent sales

Opening
The guide for Address has been updated. If this brings the home into your range we suggest a second look this week.

Bullets
New guide
Recent sales list link
Inspection times

Button
Request the contract

Template 4
Just sold case study

Subject
Sold in Suburb. What buyers loved
Preheader
See the three choices that drove the result

Opening
We have just sold Address. Strong enquiry. Multiple offers. Here is what made the difference.

Bullets
Marketing choices that worked
Number of inspections
Time on market

Button
Get a free value check

Template 5
Landlord update

Subject
Rent review due next month
Preheader
Options to protect your yield

Opening
Your lease at Property is due for review next month. Here is our plan to protect your rent and keep a great tenant.

Bullets
Local rent trend
Recent lettings nearby
Recommended rent range

Button
Approve the plan

Build your reusable swipe file

Create a simple folder in your drive and save

• Top performing subject lines by list type

• Best preheaders and openings

• Buttons with the highest click rate

• Case studies and testimonials

• Before and after photos that tell a story

• Reusable blocks for new listings opens price changes sold stories landlord notes and market updates

Update this every week. When you sit down to write the next email you will start with winners.

Checklist before you send

• One clear goal

• Subject and preheader work together

• Strong opening in the first 50 words

• Easy to skim bullets

• One clear button placed twice

• Proof included

• Personal details checked

• Links tested with UTM codes

• Previewed on mobile

• Compliant footer with unsubscribe

Use this guide for every property and every update. Keep it simple. Keep it helpful. Make it easy for the reader to take the next step with you.