A drip campaign runs on a calendar you set. A trigger runs on an event, a price cut, a listing changing stage, a saved search finding a match. You set it up once and it waits.
#Which to use
| Use a drip campaign when | Use a trigger when |
|---|---|
| You want to nurture someone over weeks | You want to react the moment something changes |
| The content is the same for everyone | The email is about one specific property or deal |
| Timing is yours to choose | Timing is the whole point, late is worthless |
| Example: a six-email buyer nurture | Example: a home they favourited just dropped in price |
They work together
Most agents run both. A contact can be in a drip and still receive triggers, triggers are not blocked by the one-campaign rule. If the daily cap is contested, the trigger wins.
#The Triggers screen
Triggers
Send the right message the moment something changes.
+ New Trigger
| Trigger | Schedule | Status |
|---|---|---|
| Saved Search MatchNew listings match a buyer’s saved criteria | Real time | Active |
| Favorite Property Price ChangeA favorited home moves up or down in price | Real time | Active |
| Listing Stage ChangeA listing moves to a new stage in the flow | Real time | Active |
| Days on Market MilestoneA property crosses a days-on-market mark | Daily · 8:00 AM | Active |
| Closing Date ReminderA closing date is coming up | Daily · 7:00 AM | Active |
| Home Purchase AnniversaryIt has been a year since they closed | Daily · 9:00 AM | Paused |
Every trigger shows its category, whether it is event-based or scheduled, its schedule, and whether it is active. Switch any of them on or off at any time.
#Two kinds
| Preset triggers | Custom triggers | |
|---|---|---|
| What they are | Ready-made, written for you | Built by you for your own pipeline |
| Setup | Switch on | A short builder, event, filters, template, timing |
| Start with | These. They cover most of what you need | Once you know what the presets do not cover |
| Read | The 13 preset triggers | Building a custom trigger |
#Two things that apply to all triggers
| Behaviour | Detail |
|---|---|
| Deduplication | A contact receives at most one notification of any given trigger type in 24 hours. A property whose price changes three times in a day produces one email |
| Eastern time | Scheduled triggers, birthdays, anniversaries, reminders, fire on the EST clock regardless of where the recipient is |
Triggers need a verified email domain
If yours is not verified, trigger emails are paused and you get an in-app notification telling you so. See Email setup.