A project launch is the one moment when buyers are paying the most attention. Brokers are calling, ads are running and prices are fresh. WhatsApp lets you reach interested buyers directly, answer them in the same thread and move them to a site visit while they're still deciding.
The difference between a launch that fills the sales office and one that gets your number blocked is planning. Here's a week-by-week real estate WhatsApp marketing plan you can adapt to your project.
In short
- Build an opt-in list weeks before launch; you can't message people who haven't agreed.
- Segment by configuration and budget, and send each group fewer, more relevant messages.
- Put the RERA registration details in every promotional message.
- Treat every reply as a lead and move it to a site visit fast.
The plan at a glance
| When | What to do | Message type |
|---|---|---|
| 4 weeks before | Start collecting opt-ins from ads, your website and walk-ins | Opt-in confirmation (utility) |
| 3 weeks before | Send a teaser to opted-in buyers: location, configurations, price range | Marketing |
| 2 weeks before | Open expressions of interest; share the EOI process and documents | Marketing, then utility for each buyer's EOI updates |
| Launch day | Prices and inventory by segment, with a site visit button | Marketing |
| Launch week | Site visit confirmations and reminders | Utility |
| Weeks 1 to 4 after | Follow-ups for visitors; offer updates for non-visitors, no more than weekly | Utility for visitors, marketing for offers |
Four weeks out: build the list
You can only send marketing messages to people who've agreed to hear from you. Meta requires that the opt-in names your business and makes clear what the person is signing up for. Start collecting early:
- Click-to-WhatsApp ads that open a chat with your project number
- A WhatsApp opt-in tick box on your project website's enquiry form
- A QR code at the sales office and on hoardings that opens a chat
Tag each contact with what you know: configuration, budget, source and location. Those tags decide who gets which message later.
Three to two weeks out: teaser and expressions of interest
Send a short teaser with the project's location, configurations and an indicative price range, plus one image or a short video. Don't send the full brochure yet; save something for launch day.
Two weeks out, open expressions of interest. Explain the process, the documents needed and the token amount, and let buyers reply to start their EOI. Once a buyer starts, updates about their own EOI are utility messages and cost less.
Launch day: one clear message per segment
{{project}} launch prices are live today.
{{configuration}} homes from ₹{{price_from}}, {{units_left}} units in this release. RERA No: {{rera_no}}
Book a site visit this week to see the show flat.
Book a visitGet price sheetTalk to sales
Send each segment a version that matches what they asked about. A 2 BHK buyer with a ₹70 lakh budget doesn't need the penthouse pricing. Smaller, more relevant sends also help with Meta's per-user limit on marketing messages, which you can read about in our guide to WhatsApp's marketing message limits.
Include your RERA details every time
Section 11(2) of the RERA Act requires a promoter's advertisements to show the project's registration number and the website address of the state's RERA authority. Several states add more: MahaRERA, for example, has required a QR code on project promotions since August 2023. Treat promotional WhatsApp broadcasts as advertisements and include these details.
Launch week and after: turn replies into visits
Launch-day replies are your hottest leads. Answer them within minutes, offer specific visit slots and confirm with a location pin. Our guide to WhatsApp for real estate and the post on booking more site visits on WhatsApp cover this step in detail.
In SAMWAD, an AI agent can answer launch-day questions on price, possession date and amenities, and hand buyers who want a visit to your sales team in the shared inbox.
Measure, then adjust the next send
Watch three numbers for each send: how many people read it, how many replied or tapped a button, and how many booked a visit. A segment that reads but doesn't reply needs a different offer; one that stops reading needs fewer messages. SAMWAD's WhatsApp campaigns show delivery, read and click results for each send, and SAGE suggests next steps after a campaign.
Budget for each send in advance. At Meta's India rates as of January 2026, a utility message sent outside the 24-hour window costs about ₹0.115 before GST, and a marketing message about ₹0.86. Meta can change its rates, so check the current ones in your WhatsApp Manager. A launch-day send to 10,000 opted-in buyers would come to about ₹8,631 in Meta charges before GST, at that rate.
Questions
Can I send launch offers to my whole database?
Only to people who opted in to hear from your business. Sending to contacts who never agreed raises the risk of blocks and reports, which lowers your quality rating.
How often should I message during a launch?
A teaser, an EOI message and a launch-day message are enough for most segments before the launch. After it, weekly at most for people who haven't visited.
Do follow-ups after a site visit cost marketing rates?
Messages about the visit a buyer booked, and replies inside the 24-hour window, are usually utility or free. New offers are marketing.
For more ideas across the buyer journey, read the real estate playbook.
