Have you ever cringed when seeing any type of professional, but especially a real estate professional, using a personal Gmail account for business? Nothing screams “amateur” or even a potential scam like JohnSmith1234@gmail.com on a business card or in your signature. Let’s fix that and get your email as professional as you are.

Following our discussion about domain management, let’s tackle the foundation of your business communications. Your email setup can make or break your professional image, and I’ve seen too many professionals lose control of their business communications by taking shortcuts.

Your Email Domain: The Foundation of Professional Communication

Think of your email domain like your digital office address. Using a free email service is like running your business from a P.O. box – it works, but it doesn’t inspire confidence. Even Google wants a physical address to include your business in their business profiles. Here’s what matters:

Your Professional Email Checklist:

• Must use a domain that ideally matches the website URL you use (you@yourbusiness.com)
• yourname.realtor.com is not your domain. It’s a CNAME record that you have absolutely no control over. GET YOUR OWN DOMAIN.
• The same goes for yourname.wordpress.com, yourname.podbean.com, and yourname.hubspot.com. You do not own these domains.
• If possible, it should be easy to remember, professional, and easy to spell. We know some names don’t give us that option.
• Consider “broker@ if you are the broker of record with a very difficult name to say or spell, or only use your first name with the last initial.
• It needs to be something you fully control.
• Must be secure and reliable – don’t go free with hosting and do not give up admin control to anyone. Retain it and only share that access when necessary.

Smart Email Setup: Going Beyond Basic

Let’s talk about how to set this up properly. I’m a huge fan of Google Workspace (formerly G-Suite) for real estate professionals. Here’s why:

• Professional email with your domain
• Integrated calendar and document management
• Easy team collaboration
• Excellent spam filtering
• Mobile-friendly

Microsoft 365 is another solid option, especially if you’re heavily committed to Microsoft’s tools. Either way, don’t skimp here – this is your business’s communication backbone.

The Power of Email Aliases: Your Secret Weapon

Here’s a pro tip that will change how you manage communications: email aliases. Think of these as different phone extensions for your business. Create purpose-specific addresses instead of giving out your personal business email for everything. The examples below are for real estate professionals, but they can apply to any small company that wants to compartmentalize inquiries or appear to be a larger company. This also allows you to set up boxes where more than one person can receive and respond.

Property-Specific Aliases:

• 123MainStreet@yourdomain.com
• Listings@yourdomain.com
• BPOs@yourdomain.com
• PropPres@yourdomain.com
• Offers@yourdomain.com
• OpenHouse@yourdomain.com

All of these can be forwarded to your main inbox, but they help you:

• Track where inquiries come from
• Set up automatic sorting and filters
• Create specific auto-responses
• Maintain organized communication threads

Creating Your Professional Signature

Your email signature is your digital business card. I see too many real estate professionals missing the basics here. Let’s fix that.

Essential Elements:

• Full name and credentials
• Company name and position
• Direct phone number (make it clickable and TEST IT!)
• Website URL – pick the landing page you want to send them to. The home page isn’t always the best option. Perhaps your profile or listings, or a current offer you want to track.
• Please just list one link – don’t give me five different URLs where I have to make a decision.
• Have one landing page to send people to and track it – specifically from your email signature.
• License number (if required in your state)

Team Tip: If you manage a team, create a consistent signature template that everyone uses. Nothing looks worse than every team member having a different format, especially when they are included in a conversation thread. It looks like a mess. You’ve seen those lengthy signatures with graphics, five social links, taglines, photos, etc. Thin it out!

On the opposite side, be sure you have a signature even for replies in the same thread since you never know where a conversation will be shared. Make it easy for people to reach you without the endless scroll to the first part of the conversation that includes your signature.

Security: Your Digital Shield

You wouldn’t leave your office door unlocked; don’t leave your email vulnerable, either. Essential security measures include:

• Enable two-factor authentication (no exceptions!)
• Use strong, unique passwords.
• Regular security audits
• Keep your recovery information updated
• Document your setup so someone can step in if you need them – your hit-by-a-bus plan

Your Setup Checklist

Ready to get started? Here’s your step-by-step:

1. Choose your email provider (Google Workspace or Microsoft 365)
2. Set up your main business email
3. Create essential aliases
4. Configure security settings, including validation records in your DNS to ensure you don’t end up in the spam hole.
5. Design your professional signature
6. Test everything thoroughly
7. Document your setup
8. Update your profiles EVERYWHERE with your professional email of a domain YOU TOTALLY CONTROL

Remember: This is the foundation of your business communications. Take the time to do it right.

Next time, we’ll dive into how to manage and organize all those emails effectively once you have this professional setup in place. Trust me, you’ll want to get this foundation right first.

Questions about setting up your professional email? Drop them in the comments below. I’ve helped hundreds of real estate professionals with this, and I’m happy to help you too.