Marketing
What is drip campaign?
A drip campaign is a pre-written sequence of messages released on a schedule after a trigger, such as a new enquiry or an attended viewing, so that follow-up continues without anyone having to remember it.
Drips are defined by being scheduled rather than reactive. The sequence is written once, and each message goes out a set interval after the trigger. That is their strength — consistency without ongoing effort — and also their weakness, since a scheduled message knows nothing about what has happened since.
Good drips are written for a specific trigger and a specific reader. A sequence for someone who attended a viewing and did not offer should read differently from one for a cold form fill, because the two people know different amounts and have different objections.
The most common mistake is running a drip that ignores replies. If a prospect answers and the sequence continues on schedule regardless, the automation becomes visible, and visible automation is worse than no follow-up.
Related terms
Lead nurturing is the sustained, low-pressure contact an agent maintains with prospects who are not ready to transact yet, so that the agent is the one they call when they become ready.
Email marketing in real estate is the use of a permission-based list to maintain contact with past clients, prospects and a local audience through market updates, new listings and useful guidance.
Speed to lead is the elapsed time between a prospect submitting an enquiry and an agent making genuine contact. It is one of the strongest predictors of whether an internet lead ever converts.
A real estate CRM is the system where an agent stores contacts, tracks each relationship through pipeline stages, records interactions, and schedules the follow-up that turns enquiries into transactions.