Email branding: From name and reply-to
Two fields on the General settings page decide what a recipient sees in their inbox, and where their reply goes. Both have conditions worth knowing.
From display name
This is your brokerage's fallback identity on Cultivate sends. If a lead has an owning agent, that agent's own identity wins and is what the recipient sees. Your brokerage name shows up when there is no agent identity to use, which is why setting it still matters: it is your safety net, not your default.
Reply-to address
This is where reply traffic routes. Set it to a mailbox somebody actually reads.
Leaving reply-to blank is a dead end. With no reply-to set, replies go to the REHL system address rather than to you, and nobody at your brokerage sees them. If you take one action from this article, fill this field in.
What these fields do not cover
Sphere email blasts ignore the From display name field entirely: a sphere send always shows the lead's own agent when there is one, or your brokerage name when there is not, never this field. The reply-to address is different. A sphere send with no owning agent falls back to this same field before it falls back further to the broker of record, so setting it can change where a sphere reply lands even though it was built with Cultivate in mind.
The From name on saved-search alert emails is its own field, and it lives on the Branding page.
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