What are real estate drip campaigns and how do they work?
A real estate drip campaign is a series of pre-planned messages that go out to a contact over time, spaced days or weeks apart. In Keystone each step is drafted and shows up on your Today list when it's due, and a reply stops the sequence.
A real estate drip campaign is a series of messages planned in advance and sent to a contact at set intervals, like water dripping from a faucet. Instead of deciding each week who to contact and what to say, you set the rhythm once and let it run.
How drip campaigns work
Every drip campaign has the same parts:
- A starting point. A contact joins when something happens: a lead comes in, someone signs your open house sheet, a deal closes.
- A schedule. Steps are spaced out, for example day 1, day 3, day 7, then weekly, then monthly.
- Messages ready to go. Each step has its content written ahead of time.
- A way to stop. The sequence should end when the person replies or becomes a client.
The point is consistency. Most follow-up fails because life gets busy, not because the agent didn't care.
Who needs one
| Kind of contact | What the drip is for |
|---|---|
| New buyer leads | Staying in touch while they decide when to buy |
| New seller leads | Building trust before the listing conversation |
| Past clients | Repeat business and referrals |
| Sphere of influence | Remaining the agent people think of |
| Open house visitors | Turning sign-ins into conversations |
| Whole database | Light seasonal check-ins |
What makes a drip campaign work
- Personal details. First name and what they asked about.
- Value first. Market notes, tips and local info, not just "are you ready to buy?"
- Sensible spacing. Closer together at the start, then wider. Daily messages drive unsubscribes.
- One clear next step. A reply, a call or a showing.
- A stop on reply. Nothing hurts trust like an automated message after someone has answered.
Common mistakes
- Sending too often. Space it out.
- Generic content. "Just checking in" gets ignored.
- Ignoring replies. A reply should end the drip and start a real conversation.
- Never looking at it again. Read your replies, and rewrite anything that falls flat.
How Keystone handles it
Keystone isn't only an email drip. A sequence can use email, text, call prompts, printed letters and handwritten cards. Every sequence comes written.
Here's how a day looks: your Today list shows each step that's due, already drafted with the person's details filled in. You edit it or send it as is. Replies pause the sequence and move to the top of your list. Letters and cards wait for your approval, and you see the exact piece and its cost before it prints or ships. Late texts wait until morning.
Connect Gmail or Outlook and Keystone sends email as you. Import any spreadsheet to get your contacts in, and the columns match themselves.
Related questions
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