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- Real estate leads arrive from portals, ads and hoardings and go cold in hours; a WhatsApp qualifier and a site-visit flow convert them while they are warm
- Brochures, cost sheets, site-visit confirmations, document checklists and price updates are utility messages; launches and offers are marketing
- A pipeline per project with stages from enquiry to booking, lead scoring by configuration and budget, and sequences that pause when an agent joins
- Six templates, RERA-aware wording, a cost example and a 30-day rollout
A real estate enquiry is warm for about an hour. It arrives from a portal, a Facebook ad, a hoarding QR code or a referral, and if the reply is a brochure and a site-visit slot within minutes, it becomes a visit; if it is a call the next afternoon, it becomes one of the five other agents' visits. WhatsApp fixes the first hour with a qualifier flow and a site-visit booking, then runs the rest of the cycle (cost sheets, confirmations, document checklists, price updates) as cheap utility messages, and reserves marketing for launches to consenting enquirers. This playbook gives the flows, the pipeline, six templates, RERA-aware wording, a cost example and a 30-day rollout.
The enquiry to booking cycle
| Stage | Message | Category | Trigger |
|---|---|---|---|
| Enquiry | Qualifier: project, configuration, budget, timeline; brochure; visit slots | Free-form (in-window) | First message, ad, QR, portal lead |
| Qualified | Cost sheet for the configuration asked about | Utility | Lead stage "Qualified" |
| Visit booked | Confirmation with time, map, pickup | Utility | Appointment created |
| Visit day | Morning reminder | Utility | Timer |
| Visit done | Thank you, payment plan, "questions?" | Utility | Stage "Visited" |
| Negotiation | Price or availability update on the unit enquired about | Utility | Inventory or price change |
| Booking | Document checklist, allotment confirmation | Utility | Stage "Booking" |
| Launch or offer | New tower, pre-launch pricing, festival offer | Marketing (consent, opt-out) | Scheduled broadcast |
The qualifier flow
Trigger: any first message, a click-to-WhatsApp ad, a Lead Ad, a portal lead pushed in. Steps: project (buttons or list); configuration (2 BHK, 3 BHK, villa, plot); budget band (buttons); timeline (buttons: this month, 3 months, 6 months, exploring); send the brochure as a document; offer site-visit slots for the coming weekend with pickup; assign the project's agent with the summary. Every answer saves to the lead and feeds the score: budget in range, timeline this quarter, configuration in stock, and an ad or referral source score up.
Site visits
The visit flow offers days and slots, asks about pickup and the number of visitors, creates the appointment and sends a utility confirmation with the map link. A reminder fires the morning of the visit. A no-show moves the stage and sends "we missed you, reply with a day to rebook". After the visit, a utility thank-you with the payment plan and a "questions?" prompt; the agent's follow-up sequence starts if the lead goes quiet.
Follow-up sequence after a visit
| Step | Delay | Category | Message |
|---|---|---|---|
| 1 | Same day | Utility | Thank you, cost sheet, payment plan |
| 2 | Day 2 | Utility | "Questions about {{project}}?" with a Call button |
| 3 | Day 5 | Marketing | Launch offer or payment scheme, opt-out line |
| 4 | Day 12 | Utility | Availability update for the configuration viewed |
| 5 | Day 20 | Utility | "Shall I close your enquiry?" KEEP or CLOSE |
Pauses when the lead replies or the agent writes; exits on booking.
Launches and offers, done safely
Marketing templates go to enquirers who consented to offers, segmented by project and configuration, with the RERA number where your state requires it, a dated offer, and an opt-out line; one a week at most; quiet hours on. Retarget readers of the launch message with the site-visit flow two days later. Never send a launch to a portal lead whose consent covered only their enquiry.
RERA-aware wording
State the RERA registration number and the project's registered name in launch and price messages; avoid possession-date promises, return or appreciation claims, and "limited units" urgency unless factual and dated; keep the payment plan as a document from the registered set. A template that reads like an investment pitch draws both Meta scrutiny and regulatory risk.
Six templates that pass review
- re_brochure (utility, document header): "Hi {{1}}, here is the {{2}} brochure you asked for. Reply with the configuration you like and I will send the cost sheet."
- re_cost_sheet (utility, document header): "Hi {{1}}, the cost sheet for {{2}} in {{3}} is attached, valid till {{4}}. Reply with questions."
- re_site_visit_confirmed (utility): "Hi {{1}}, your site visit to {{2}} is confirmed for {{3}}. Location: {{4}}. Reply to change the time."
- re_visit_reminder (utility): "Reminder: your visit to {{1}} is today at {{2}}. Our executive {{3}} will meet you at the site office."
- re_document_checklist (utility): "Hi {{1}}, for the booking of {{2}} we need: {{3}}. Reply with photos or bring them on {{4}}."
- re_launch (marketing): "Hi {{1}}, {{2}} launches {{3}} on {{4}} (RERA {{5}}). Reply VISIT to book a slot or STOP to opt out."
Portals, ads and hoardings
Portal leads (99acres, MagicBricks, Housing): forward to VGraple CRM through Zapier, webhooks or the API to create the lead with the portal as source and consent as recorded; start the qualifier. Facebook Lead Ads and click-to-WhatsApp ads connect natively with the ad recorded on the lead and purchases sent back to Meta. Hoardings and site boards carry a QR code that opens a chat with the project name prefilled; the first message is the opt-in.
What it costs: an agency with 1,500 enquiries a month
Qualifier conversations free in-window; cost sheets, confirmations, reminders and checklists about 4,000 utility messages (Rs 460); two launch campaigns to 5,000 consenting enquirers (Rs 8,631); follow-up sequences about Rs 900. Meta total about Rs 10,000. VGraple CRM from Rs 1,499 (Starter) to Rs 3,499 (Growth) for a team of five to fifteen agents.
30-day rollout
Week 1. Connect the number; a pipeline per project; submit the six templates; build the qualifier and site-visit flows; connect Lead Ads and the portal feed.
Week 2. Agents work from the pipeline; site-visit confirmations and reminders live; lead scoring on.
Week 3. Post-visit sequence; document checklist at booking; consent capture for launches ("reply YES for launch updates").
Week 4. First launch campaign to consenting enquirers; review visits booked, visit rate, bookings, blocks; add Instagram DMs to the inbox.
Mistakes
- Calling before the qualifier runs; the agent calls a number, not a lead.
- Launch messages to every portal lead regardless of consent.
- Possession-date and return claims in templates.
- No close step; pipelines fill with dead enquiries.
- One team for five projects; assignment by project keeps agents fast.
What VGraple CRM does here
Qualifier flows with buttons and lists, a pipeline per project with lead scoring, appointments for site visits with reminders, sequences that pause on reply, utility templates with document headers and a validator, broadcasts with consent handling and delivery protection, click-to-WhatsApp and Lead Ads capture with Conversions API feedback, and portal leads through Zapier or the API are on every plan including Free. The real estate solution page has the full setup.