A good listing Reel brings the same comments every time: "price?", "still available?", "where is this?". Each one is a buyer raising their hand, and most of them move on if nobody answers within the hour. Comment-to-DM automation answers every one of those comments in seconds, with the details they asked for, and starts a conversation you can pick up yourself.
This guide covers setups that work for realtors and teams, how to write the messages, and the Instagram and real estate rules to keep in mind. We make Noolu, a comment-to-DM tool, so the setup steps use it, but the ideas work with any tool that uses Instagram's official API.
Why it fits real estate
- Speed wins the lead. Buyers message several agents about the same home. The first useful reply usually gets the showing.
- The conversation starts where they already are. No form to fill in, no "link in bio" to hunt for. They comment one word and the details arrive in their DMs.
- Comments help the Reel travel. Asking people to comment a word brings more comments, and more engagement tends to get a Reel shown to more people.
- You see who's interested. Every comment becomes a DM thread, so you know exactly who asked about which listing.
Six setups you can copy
1. "Comment TOUR" on listing Reels
End the Reel with "Comment TOUR for the photos and price." The DM sends the price, beds and baths, a link to the full listing, and a button to book a showing. This is the one to start with: it answers the question every listing gets.
2. Answer every comment on a listing, keyword or not
People will write "price?" or "is this still available" whatever you ask them to comment. On a specific listing post, an "Any comment" automation replies to everyone who comments, so nobody falls through the cracks. Someone who comments again the same day doesn't get a second copy.
3. "Comment VALUE" for sellers
Post a market update or a just-sold Reel and ask homeowners to comment VALUE. Send a link to your home valuation form or your booking page for a free price opinion. Seller leads are worth more than buyer leads, and this is an easy way to find them.
4. A first-time buyer guide
Ask people to comment GUIDE for your buyer's checklist or a short PDF on how buying works in your area. Turn on the follow gate if you want followers in return: Noolu asks people to follow you before it sends the link, and only sends it once they do.
5. Open houses with "next post"
Set up the automation before you post. A "next post" automation attaches itself to the next Reel you publish, so the open house time, address and sign-up link go out from the very first comment, even if you're driving to the property.
6. Relocation and neighbourhood guides
If you help people move to your city, a "Comment MOVE" Reel can send your guide to neighbourhoods, schools and commute times. It works well for content that keeps getting found months after you post it.
Writing the DM
- Answer the question first. Price, address or area, beds and baths. Don't make them ask twice.
- One clear button. "See the listing" or "Book a showing". A single link gets more taps than three.
- End with a question. "Want me to send similar homes in this area?" When they reply, Instagram lets you keep the conversation going, and you can take over from there.
- Sound like you. Write it the way you'd text a client. Noolu can draft the message with AI from a one-line description, and you edit it.
- Keep your brokerage details where they belong. If your state, board or brokerage requires your brokerage name or licence number in advertising, include it in the DM as well as the post.
Instagram's rules (and real estate ones)
- You need an Instagram Creator or Business account. Switching is free in Instagram's settings.
- Someone who comments gets one private reply, sent within 7 days of the comment. You can send more messages after they reply, within 24 hours of their reply.
- Only use tools that connect through Instagram's own login. Never give a tool your password. Our article on whether Instagram automation is safe explains what Meta allows.
- Your DMs count as advertising, so the usual rules still apply: only market listings you're allowed to market, keep prices and details current, and follow fair housing rules in what you say about a home or neighbourhood. When a home goes under contract, switch the automation off or update the message.
When a lead replies
The automation gets the conversation started. Closing it is still your job. Replies show up in Instagram and in Noolu's Messages inbox. When you reply yourself from Noolu, automated replies to that person's messages pause for 24 hours, so a bot doesn't talk over you.
If you want their phone number or email, link to the form you already use, such as your CRM's landing page or your booking calendar, rather than asking in the DM. People are more comfortable typing it into a form.
Setting it up in Noolu
- Sign up at noolu.pro and connect your Instagram through Instagram's login.
- Create an automation and choose comments as the trigger.
- Pick the listing post (or "next post"), and type the keyword, such as TOUR. Matching is "contains", so "tour please" counts too.
- Write the DM, add a button with your listing or booking link, and optionally a short public reply to the comment.
- Turn it on, and comment the keyword from another account to test it.
If a DM doesn't arrive, our guide to comment-to-DM problems and fixes covers the usual causes.
What it costs
The free Starter plan covers up to 10 active automations on the posts you choose, which is enough for your current listings. Pro is $19 a month and adds unlimited automations, automations across all your posts, and the flow builder with delays and conditions, such as sending a follow-up the next day. See the pricing page for details.
FAQ
Can it reply to "price?" on every listing automatically?
Yes. Add an "Any comment" or keyword automation to each listing post, or on Pro, one automation across all your posts.
Will people think it's a bot?
Only if it reads like one. A short message that answers their question, sounds like you, and ends with a question reads like a quick reply from an agent. You can also be upfront about it: "I set this up so you get the details instantly."
Does it work for a team?
Yes, on the team's Instagram account. Each Noolu account connects one Instagram account, so set the automations up once on the account your team posts from.
Is DM automation allowed on Instagram?
Yes, through Instagram's official API and within Meta's messaging rules described above.