Instagram DM automation for real estate agentsPost the listing. We send the tour link.
When someone comments TOUR, INFO or VALUE on your post, BuzzWire sends them a private DM with your showing calendar, the floor plan or your home-value form, and can reply under the comment too. Free and unlimited, on Instagram’s official API.
Free forever · No card · Pro $9.99/mo for lead capture5.0 on CapterraTrusted by 1,000+ creators and brands in 10 countries
- What it sends
- Showing times, listing details, buyer and seller guides
- Works on
- Posts, Reels, stories and DMs
- Plan
- Free, with unlimited DMs
- Instagram’s rule
- One private reply per comment, within 7 days
- Pro adds
- Lead capture, image cards, Follow Gate
Sound familiar?
Three moments every agent on Instagram knows.
Ready-made flows for real estate agents
Pick one, swap in your address and link, and it’s live in minutes.
These come from our real estate pack of 24 templates for listings, buyers, sellers and open houses. See all 24 real estate templates →
How it works for a listing
Three steps in the BuzzWire app, no code.
- Step 1
Pick the post and keyword
Choose the listing post, or every new post, and the word people should comment, like TOUR.
- Step 2
Write the DM
Add your showing link and a few wording variations. Preview it on an iPhone before it goes live.
- Step 3
Turn it on
Add a public reply under the comment if you like. Every TOUR comment now gets the link.
What to send at each step of a sale
One keyword per moment. Buyers get what they asked for, and you get the conversation.
| Moment | Keyword | What the DM sends | Best post |
|---|---|---|---|
| Just listed | INFO | Price, photos and the floor plan | Listing Reel or carousel |
| Showings | TOUR | Your showing calendar | Listing Reel |
| Open house | OPEN | Time, address, parking and an RSVP link | Story with “Reply OPEN” |
| First-time buyers | START | Your buyer guide | Tips carousel |
| Sellers | VALUE | Home-value request form (an estimate, not an appraisal) | Market update post |
| Relocation | MOVE | Relocation packet: commutes, utilities, school-district lookup | Neighborhood tour Reel |
Turn listing comments into leads with Pro
Pro is $9.99/mo at the founding price. Every new account gets 14 days of Pro free, no card.
In-DM lead capture
ProAsk for an email before you send the floor plan. Every lead lands in your Leads list, ready to import into your CRM as a CSV.
How lead capture works →Image-card DMs
ProSend the listing as a card: the photo, the address and a “Book a showing” button, instead of a bare link.
How image-card DMs work →Follow Gate
ProAsk buyers to follow you for new listings before the link. People who go quiet get one gentle reminder, and the link always arrives.
How Follow Gate works →
⚡ Surge Mode
ProWhen a post blows up, Surge Mode lines up the extra comments and sends their DMs at a safe pace, so your best post doesn’t leave fans without the link. On automatically with Pro.
Link in bio vs answering by hand vs BuzzWire
| “Link in bio” | Answering DMs by hand | BuzzWire | |
|---|---|---|---|
| Reply time | Whenever they find the link | Whenever you see the comment | Automatic, paced like a person |
| The right link for each listing | One link for everything | Yes, if you paste it each time | A different link on every post |
| Nights and weekends | Yes | Only if you’re online | Yes |
| Public reply under the comment | No | By hand | Yes, with variations |
| Captures the lead | No | Sometimes | Email in the chat (Pro) |
| Cost | Free | Your evenings | Free; Pro $9.99/mo |
Creators and brands run their Instagram DMs on BuzzWire
- 1,000+creators and brands
- 10countries
- 450K+DMs sent automatically
“It is easy to set up, the workflow builder is simple to understand, and I was able to quickly create Instagram DM and comment-to-link automations.”
“We put a keyword on our Reels and BuzzWire sends the link to every person who comments. Follow Gate turns those comments into new followers, and we collect emails right inside the DM.”
Stats as of October 2026.
Built for Instagram’s rules and real estate’s
BuzzWire follows Instagram’s messaging rules for you. A few real estate rules are yours to keep, and your DMs make them easy.
Instagram’s rules, built in
- One private reply per commentSent within 7 days of the comment. If they reply, you keep talking in Instagram’s 24-hour window.
- Only people who askedDMs go only to people who commented your keyword, messaged you or replied to your story.
- Official API and Instagram LoginNo password shared, no browser bots. Every send is paced within Instagram’s limits.
- STOP always worksAnyone who replies STOP gets no more automated messages.
Real estate tips for your DMs
- Show your brokerageMany states want your firm name in the ad or one tap away. Put it in the DM or your profile link, and check your state’s rules.
- Describe the home, not the buyerFair-housing rules cover DMs too. Talk about the property and the area, never who it’s “for”.
- Label estimatesSend value, rent and cost numbers as estimates, not quotes or appraisals.
- Keep the judgment calls for youBuzzWire answers only your keywords. Every other message stays in your inbox for you to answer.
These are tips, not legal advice; your broker and state commission have the final word. More detail: how we protect your account · Instagram DM limits
Features used in this playbook
Turn your next comment section into followers and leads
Free forever, with 14 days of Pro to start.
Start free — no cardVerified Meta Tech Provider · Official Instagram API
Frequently asked questions
Listings, leads and the rules.
How do real estate agents get leads from Instagram?
Post listings, open houses and market updates with one clear keyword, like “Comment TOUR”. Then reply to every comment with the details in a DM. BuzzWire does that part for you, and Pro can ask for an email in the chat so each comment becomes a lead.
Is Instagram DM automation allowed for realtors?
Yes. Instagram DM automation for real estate agents is allowed when it runs on Instagram’s official API. BuzzWire is a Verified Meta Tech Provider: it sends one private reply per comment, within 7 days, and only to people who commented your keyword, messaged you or replied to your story.
What should the DM send for a listing?
One clear next step: your showing calendar, the listing page with photos and the floor plan, or a virtual tour. Add a second line like “Reply PLAN for the floor plan” to keep the conversation going.
Can I use a different keyword for each listing?
Yes. Run one flow per listing post with its own keyword and link, or one flow on every new post. Many agents use TOUR for showings and the street name for a single listing.
Can buyers book a showing from the DM?
Yes. Put your booking link in the DM, for example your calendar page. BuzzWire sends the link, and the booking happens in the calendar you already use.
How do I collect buyer and seller leads?
Turn on In-DM lead capture (Pro). BuzzWire asks for an email before sending the link and saves it to your Leads list, which you can export as a CSV for your CRM. How lead capture works →
Does my brokerage name need to be in my Instagram DMs?
It depends on your state. Many require your firm name in the ad itself or one click away, such as on a linked profile page. Add it to the DM text and your bio link, and check your state commission’s rules.
Will auto-replies answer questions about a neighborhood?
Only with what you write. BuzzWire answers your keywords and leaves every other message in your inbox. Keep automated replies about the home and the area, never about who lives there, to stay within fair-housing rules.
Is BuzzWire free for real estate agents?
Yes. BuzzWire’s Instagram DM automation for real estate agents is free: the Free plan includes unlimited DMs and automations on one Instagram account, with comment, DM and story triggers and public replies. Pro adds lead capture, image cards and Follow Gate for $9.99/mo, and every new account gets 14 days of Pro free. Compare plans →
Instagram for real estate agents: the DM playbook
What should realtors post on Instagram?
Listings (just listed, open house, just sold), short market updates, buyer and seller tips, and neighborhood tours. Give each post one keyword to comment, so every interested person gets the right link in a DM instead of hunting for your bio link.
How do realtors get leads from Instagram DMs?
Ask for a one-word comment, answer it with a private DM that links to one next step, then follow up within Instagram’s 24-hour messaging window. With lead capture, the email arrives before the link, so you can follow up later too.
Which comment keywords work best for listings?
Short, specific words of four to eight letters: TOUR, INFO, OPEN, VALUE. For a single listing, the street name works well. Skip one-letter keywords, which fire on ordinary comments.