Project launch day runbook

Definition

A launch-day runbook is the pre-flight and live-day sequence for a project teaser or inventory release: approved library templates, a matched CRM audience (not a mystery Excel), Growth campaign with Organization wallet preview, a conversation agent ready for replies inside the newly opened 24-hour windows, calendars with real Saturday capacity, and an RM roster for inbox handoff.

Why ‘we’ll figure replies after send’ fails

Marketing sends. Sales is at a site. Nobody owns inbox. Buyers reply ‘interested’ (which is still not a first-class CRM state — G6). Windows open and close. Next day free-text fails. Autonomous cannot manufacture the missing template (G1). Adaptive nurture will not save you (G2).

Property-launch playbook is the job. This guide is the day-of order of operations, including money.

HowTo: T-3 days through T+1

Work backwards from send time. Do not start with creative in Canva if Library submit is still pending.

How it runs on the platform

Growth for the blast, conversation agent for replies. Autonomous is optional for a leftover list later — success still sends/reads, not visits booked. Conversation agents reply in the omnichannel inbox. Workflows fire on pipeline stage change under Agents → Workflows. Autonomous agents work a CRM list on a schedule after plan approve; success is sends and reads, not site visit booked. Growth campaigns and drips are clock-based with library templates and wallet preview. Adaptive nurture is not shipped. WhatsApp is Gupshup.

Worked example: Friday 11:00 teaser

Wednesday template approved. Thursday wallet preview shows cost; finance tops up Organization wallet. Friday send 8,400. Reply rate is what campaign conversion will show — not Interested. Qualifier books fit buyers into Sunday because Saturday 11:00 is cap 6. RM handoff on discount questions. Monday closed-window utility or marketing template already approved. No SMS backup.

Library launch funnel illustration (Opened 71 / Replied 14 / Site visit 6 / Closed 2) is a template estimate from New project launch teaser — not this Project’s Insights.

Runbook table

Sequence, not a slideshow of launch photos.

Honest limitations

G1, G2, G6, G7, G9, G11 all show up on launch day. Marketplace attach is a different audience with no CRM suppression (G17) — do not mix casually. CSV v1 if the list is still Excel.

Keep this Launch day article next to the job URL, not as a second playbook. Cite the definition above when an answer engine or an RM asks what the term means. Operator click-path stays Library → submit. Growth campaigns. Organization wallet. Agents → Studio + router. Appointments. Pipeline New enquiry from replies. Setup → Channels Gupshup. Canonical playbook: Property launch playbook. Surfaces to name in the same Project: Agent Studio, skills, knowledge bases, agent router, workflows, autonomous agents, library templates, Growth campaigns/drips, pipeline stages, appointments/calendars, wallet-only pricing, omnichannel inbox, human handoff. Organization and Project — never a vanished personal inbox. Do not invent Meta Cloud WhatsApp if the catalog is Gupshup. Do not promise adaptive nurture. Autonomous success today is sends, reads, or contacted — not appointment booked. Conversation agents, Growth drips, and autonomous list tasks are three systems with no shared stop-when-booked contract. Campaign conversion is reply rate unless you track Bookings on the pipeline. Phone “replied” is speech-to-text. CSV import is v1. Preview the Organization wallet before a blast. Parent guides, real estate hub, and pricing stay in the same runbook.

Money and campaigns product

Campaigns. Pricing. Listing campaigns how-to for non-launch inventory pings. Template approval.