Real Estate on Instagram: Why the DM Is the New Listing Inquiry
Open-house Saturdays and printed flyers still work. But the comment under your listing Reel is where the warm leads actually live — and almost no agent is replying in time.
Where buyers actually are
Realtors who post listings on Instagram get the same pattern every time: a flood of comments in the first hour, silence for a week, then a trickle. The first hour is where the buyers are. Reply speed in that hour is the single biggest factor in whether a comment becomes a viewing.
Trigger keywords that matter
- Listing, price, availability — direct questions about a property.
- Open house, tour, viewing, schedule — explicit interest in visiting.
- Send, DM, link — the people who already know they want to be contacted.
If you only set up one rule, make it the "send" rule. "DM me the link" is the highest-intent comment in real estate Instagram, and it is the one most agents leave on read for hours.
Templates that book viewings
The job of the DM is to take the buyer from "I am interested in this listing" to "I have a viewing booked." Skip the bio link. Send the listing directly — the address, the price band, the next open house date.
{
"name": "Listing link requests",
"matchType": "contains",
"keywords": ["send", "link", "DM", "listing"],
"dmTemplate": "Hey {username} — here is the listing for the place you asked about: https://example.com/listings/1234. Open house is Saturday 11–1 if you want to walk through. Let me know if a private viewing works better.",
"publicReplyText": "📩 Sent you the listing — check your DMs!",
"replyPublicly": true
}What to track
- Comments received on listing posts — volume correlates with future enquiries, even if not all convert.
- DM delivery rate — if it dips below 95%, pause the automation and check the account standing.
- Open-house RSVPs — UTM the listing link so you can attribute views back to specific Reels.
The best listing Reel is not the one with the most views. It is the one where every comment got a reply inside ten minutes.
Use cases like this
Explore how other creators in your niche use Xreply
Try Xreply free
Auto-DM everyone who comments on your Instagram posts and Reels — no password required.
Start free →