DM templates · Instagram
Answer property inquiries in Instagram DMs
Reply to a property DM with what they asked first, whether that's availability, the price or a viewing, then ask one question that shows how ready they are, such as when they want to move. The 15 replies below cover buyers, renters and sellers, along with the Meta rules for listing posts and what US fair housing law means for your messages.
Updated 6 October 2026 · 15 templates
15 messages to copy
Tap a card to copy the message. Swap anything in braces, like {name}, for your own words before you send it.
Automatic first reply
Hi, thanks for your message! This is an automatic reply. Which property are you asking about? Send me the post or the street name and I'll come back to you with the details by {time}.
Agents with several listings get “is this available?” with no clue which home it means. Asking for the post or street saves a round of guessing.
Still available
Yes, it's still available! I'm showing it this week. Are you hoping to move soon, or just getting a feel for the market?
Lead with the yes. The question after it tells you how to follow up without making them feel screened.
Already has an offer
That one already has an accepted offer, I'm sorry! I have two similar homes nearby in the same price range. Would you like me to send them over?
Don't stop at “sold”. They've just told you the area and budget they like, which is most of what you need to help them.
Price question
The asking price is in the full listing here: {link}. It has the floor plan and recent photos too. Would you like to see it in person?
If the price isn't in your post, give it in the first reply. Making someone ask twice for a number feels like a sales tactic.
Booking a viewing
Happy to show you around! I can do {time} or {time}. Which suits you better? Anyone else who'll help decide is welcome to come along.
Inviting everyone who'll weigh in saves a second viewing of the same house a week later.
Viewing confirmed
Great, see you on {time}. I'll meet you at the front door. The address and parking details are here: {link}. If anything changes, message me here.
Some agents share the exact address only once a viewing is booked. Pick your rule and use it for everyone.
Budget and must-haves
To send you the right homes, could you tell me your budget, the areas you like, and the three things the place must have?
Ask about the home, not about the people who'll live in it. Let them tell you anything personal if they want to.
Rental inquiry
Thanks for your interest in the apartment! It's available from {time}. When would you like to move in, and how long a lease are you after? Then I can set up a viewing.
Move-in date and lease length are fair to ask every renter, and they show quickly whether your dates and theirs line up.
What's the area like?
Good question! Rather than describe it, here are the facts: the station is a 10-minute walk, there's a park two streets away, and you can look up the schools for this address on the local school district or council website. A walk around at different times of day tells you the rest.
Stick to what anyone can check: distances, transport, shops. Describing an area by who lives there can break fair housing law in the US.
Why are they selling?
I can't share the sellers' reasons, I'm afraid, but I can tell you how long it's been on the market and what similar homes nearby have sold for. Would that help?
The sellers' situation is theirs to share. Market facts answer what the buyer is really asking: is there room to negotiate?
Mortgage question
Have you had a chat with a lender yet? Knowing what you can borrow helps us focus on the right homes, and I'm happy to pass on a couple of local contacts if that helps.
Leave loan advice to lenders and advisers. Your part is the homes, the viewings and the offer.
Seller asking for a valuation
Thanks for getting in touch! I'd be glad to tell you what your home could sell for. Could you share the address and roughly when you're thinking of selling? I'll come back with recent sales nearby by {time}.
A valuation request is someone thinking about listing. Answer it yourself, the same day.
New listings by email
I send new listings to my email list before they go on Instagram. Want to be on it? Reply with your email and the areas you're looking in.
Only promise early access if subscribers really get it first. DMFast's email step turns away throwaway addresses and exports the rest as a CSV.
After the viewing
Thanks for coming to see it today! What did you think? If it wasn't quite right, tell me what was missing and I'll look for homes that have it.
Send it the same day, while they still remember the rooms and while you're within 24 hours of their last message.
Out-of-town buyer
Not in town? I can walk you through it on a live video call on {time}, and send the floor plan before we start. Would that work for you?
Show what photos leave out: the view from each window, the street noise, the storage. Remote buyers decide from what the call shows them.
Set it up in DMFast
Comment TOUR on a listing Reel
Someone comments on your post
TOURPublic reply under their comment
Just sent you the full tour in a DM 🏡First DM (plain text)
Hi! This is an automatic message because you commented TOUR. I've got the full walkthrough, the floor plan and the asking price for this home. Shall I send them here? Reply YES.Yes pleaseFull tour, floor plan and priceView the listingListing Reels collect plenty of comments and a few serious buyers. Instagram allows this one plain-text message until they answer, so it asks for a YES and the listing card follows. Anyone who replies is worth a timing question next, inside the 24 hours their answer opens.
Pick a post
Connect your Instagram account, then choose the post or Reel it runs on, or every post.
Set the word: TOUR
Anyone who comments TOUR gets a reply under their comment and a DM. Capitals don't matter.
Paste the message
Add the public reply and the first DM shown here. Once they answer, your link follows as a card.
Free plan, no card. Instagram professional accounts and Facebook Pages.
Rules to know
- A comment can get one private reply, sent within 7 days of the comment. Listings collect comments for weeks, so answer older ones in public and invite the person to message you.
- After the private reply, nothing more can be sent until the person answers. Their answer opens 24 hours in which automated messages, including other listings, can go out.
- Meta's human agent tag lets you answer a buyer's question by hand for up to 7 days after their last message, in tools that support it. New listings and open-house invitations are marketing and aren't covered.
- There's no official way to message people who liked, saved or shared a listing. Meta's API only lets you answer people who messaged you, commented, or replied to or mentioned you in a Story.
- Automated replies must say they're automated, under Meta's policy for automated chats.
- In the US, the Fair Housing Act bans any statement about selling or renting a home that shows a preference based on race, color, religion, sex, disability, familial status or national origin. A DM is a statement too.
Sources
Sort the inquiry before you answer it
Property DMs come from four kinds of people, and each needs a different second message. The first message is the same for all of them: answer what they asked.
| Who | What they ask | What to ask back | Next step |
|---|---|---|---|
| Buyer | “Is it available?” or “How much?” | When they hope to move, and whether they've spoken to a lender | A viewing |
| Renter | “Is it still free?” and the rent | Move-in date and lease length | A viewing, then an application |
| Seller | “What's my place worth?” | The address and their timeline | A valuation visit |
| Browser | “Where is this?” or a heart emoji | Whether they're looking now or just enjoying the photos | Your email list or a saved search |
Tip: Log each lead in your CRM or a spreadsheet the same day. A DM thread is easy to lose once a listing Reel brings in a hundred comments.
Listing posts, comment keywords and the 7-day limit
A comment keyword such as TOUR on a listing Reel turns interest into a list: every commenter gets the tour in their DMs, and you can see who raised a hand. The first DM must be plain text and go out within 7 days of the comment; the listing card follows once they reply.
Listings stay up for weeks, so comments keep arriving after the 7 days have run out for the early ones. DMFast can go back and answer comments left before you set up the keyword, as long as they're under 7 days old. Anything older needs a public reply asking the person to message you.
Think twice before using “Only send to followers” on a listing. A buyer who found the Reel through a share or a hashtag isn't a follower yet, and making them follow first puts a step between them and the floor plan.
What to keep out of a property DM
- Descriptions of who lives in an area. Describe distances, transport and amenities instead: in the US, statements that show a preference based on race, religion, national origin, familial status or another protected trait can break the Fair Housing Act.
- Questions about family, religion, origin or disability. Ask about the home they need, and let them share anything personal if they choose to.
- The sellers' reasons for selling or their lowest price. That information belongs to your client.
- Loan, tax or legal advice. Point people to a lender, an accountant or a lawyer.
- Promises about what a home will be worth later. Share recent sales, not predictions.
Tip: If a question makes you hesitate, answer with facts anyone can check and suggest a visit. Your messages are a written record, and screenshots travel.
Follow-up timing and what to measure
Answer new inquiries the same day. If you can't, an automatic first reply that asks which property they mean and says when you'll be back keeps the chat open, and their answer restarts the 24 hours.
Plan follow-ups around that window. Ask what they thought on the day of the viewing. If they go quiet, you can still answer their questions by hand for up to 7 days with the human agent tag, but not send new listings that way. If someone stops before giving their email, DMFast can send one reminder, as long as the 24 hours haven't run out.
Measure how many DM conversations become viewings, and how many viewings become offers or applications. If plenty of people reply YES to TOUR but few book, the tour may already answer everything they wanted, so ask the timing question sooner.
Questions people ask
Should I put the price in the post or ask people to DM for it?
Either can work, but if you hold the price back, send it in your first reply. Making someone ask twice reads as a tactic. A comment keyword is a middle way: people comment TOUR and get the price with the floor plan in their DMs.
Can I DM everyone who liked my listing?
No. Meta's API only lets you message people who messaged you, commented or replied to your Story, and likes or saves don't open a conversation. Ask for a comment instead: each commenter can get one private reply within 7 days.
How do I reply when a listing has already sold?
Say so in the first line, then offer two or three similar homes in the same area and price range, or a place on your new-listings email list. They've told you what they want, so the inquiry is still worth answering.
What shouldn't agents say in Instagram DMs?
Anything that describes a neighbourhood by the people who live there, questions about family, religion, origin or disability, the sellers' private reasons, and loan advice. In the US, the Fair Housing Act covers any statement about selling or renting a home, which includes messages as well as ads.
Can an automatic reply qualify buyers for me?
Partly. It can ask which property they mean, send the listing and ask when they hope to move, and DMFast can send one reminder to anyone who stops before giving their email. Budget talks, viewings and anything about an offer are better handled by you.
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