Also known as Drip sequence, drip marketing
For a new project a typical drip might be: day 0, acknowledgement with the project name and the agent’s number; day 1, floor plans and the price list; day 3, a site-visit invitation with weekend slots; day 7, a reminder of the offer deadline. For resale and rentals, drips are usually shorter and driven by matching listings instead.
Two rules keep drips useful. First, stop the sequence as soon as a person replies or a visit is booked, so they are not getting automated nudges while talking to an agent. Second, respect channel rules: on WhatsApp, messages outside the 24-hour window must be approved templates sent to people who opted in; promotional SMS and calls depend on the TRAI enquiry window or registered consent.
Example
A four-step drip for a Pune launch (illustrative)
A Pune builder’s CP team sets up four WhatsApp templates for leads from a Hinjewadi project ad: welcome (day 0), floor plans (day 1), weekend visit slots (day 3), and a “still interested?” check (day 7). Of 100 leads, say 30 reply at some step (illustrative); each reply stops the sequence and creates a task for the agent to call.
Figures are illustrative, not market rates.
Questions about Drip campaign
Can I run a drip campaign over SMS in India?
Yes, with DLT-registered headers and templates, and only within TRAI’s rules: promotional messages based on an enquiry are allowed for seven days from it; after that you need registered consent. Service messages about something already in progress follow separate rules.
How many steps should a drip have?
Enough to cover the decision, not more. For a rental, two or three messages in a week; for a new project, four to six over two or three weeks. Look at where people stop replying and cut the steps after it.
Sources
Reviewed