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Instagram auto-replies for mortgage brokers

A mortgage broker can use Instagram DM automation to answer the first round of every enquiry: someone comments or messages DOCS, AFFORD or RATES and automatically gets your document checklist, borrowing calculator or quote form. Questions about income, credit and eligibility still come to you, on a call or through a secure form.

Updated 6 October 2026

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Comment words for mortgage brokers

Ask people to comment one word in your caption or video. Each word sends something different.

DOCS: The paperwork checklist for an application: ID, proof of address, recent payslips, bank statements, and often two years of accounts or tax returns for the self-employed.
AFFORD: A borrowing calculator, labelled as a rough guide, with a note on what lenders weigh besides salary: debts, deposit, credit history and regular outgoings.
RATES: What shapes the rate someone is offered, and a form to request a personal quote. No figures, since rates change too often for a fixed message.
FIRSTHOME: A first-time buyer guide: getting a pre-approval (an agreement in principle in the UK), the costs beyond the deposit, and what happens once an offer is accepted.
REVIEW: A mortgage review for owners whose deal ends soon or who want to compare their current rate: a short form and a time to talk.
FEES: How you're paid, whether by the lender, by a fee or both, and when any fee falls due.
CREDIT: How to check a credit report before applying, and the small problems worth fixing first, such as an old address or an account you don't recognise.

4 set-ups to try

Each one shows the conversation it creates. After a comment, the first DM is plain text, as Meta requires, and the link follows once they answer.

Document checklist from a “what lenders ask for” carousel
Someone comments on your post
DOCS
Public reply under their comment
Checklist sent, have a look in your DMs
First DM (plain text)
Thanks for the comment. I've put every document lenders usually ask for on one page, with a separate list for self-employed applicants. Would you like it? Reply to this message and I'll send it.Yes pleaseMortgage application checklistGet the checklist
Someone gathering payslips and bank statements is close to applying. The checklist is useful on its own, and it opens a thread with that buyer just as they're choosing who will handle the application.
Borrowing calculator from an affordability Reel
Someone comments on your post
AFFORD
Public reply under their comment
Sent it over, check your messages
First DM (plain text)
Hi, thanks for watching. The calculator gives a rough idea, and each lender's own checks decide the real figure. Shall I send it? Just reply here.Yes pleaseHow much could you borrow?Try the calculator
“How much can I borrow?” sits behind most first enquiries. Saying in the first message that the result is a guide, not an offer, stops anyone building a budget around it. With email capture on, you can follow up after they've run the numbers.
Mortgage review from a “deal ending soon?” Story
Replied to your story
REVIEWThanks for replying. When does your current deal or fixed rate end? Add the month to the short form below with a few basics, and I'll come back to you with a time to talk.Book a mortgage reviewStart the review
With two- and five-year fixes common in the UK and five-year terms in Canada, many owners face a new rate every few years, and some only notice when the lender's letter arrives. A monthly Story catches them earlier, and because they replied, the form arrives with the first message.
Rate questions sent by DM
RATESThanks for asking about rates. They change too often to quote here, and the one you'd be offered depends on your deposit, income and credit history. Would a personal quote help? The short form below asks the basics, and I'll reply myself.Request a personal quoteGet a quote
RATE and INTEREST belong on this auto-reply too. A message with a figure in it is wrong after the next lender update, and in some countries a rate in an ad brings extra disclosure rules. The form also keeps income and credit details out of Instagram.

Freebies worth commenting for

The application documents checklist, with a separate page for the self-employed
A first-time buyer timeline, from pre-approval to moving day
The costs on top of the deposit, from legal fees and surveys to stamp duty or transfer taxes
A worksheet for comparing two mortgage offers on total cost, not just the rate
A guide to how lenders treat bonus, overtime and commission income
A 12-month credit tidy-up plan for people who want to buy next year
A spending tracker laid out like the questions in an affordability check
A plain-English glossary of mortgage terms, from LTV to early repayment charges

What people ask a mortgage broker in DMs

First messages tend to be short and personal at the same time: “I earn this much, can I get a mortgage?” Let the automation answer the general half, and move the personal half to a call or a secure form.

They ask	Send automatically	Answer yourself when
How much can I borrow?	AFFORD: the calculator, clearly labelled as a guide	They share their income and want a figure: book a call
What rate can I get?	RATES: what shapes a rate, and the quote form	Always, once you have their details
Do you charge a fee?	FEES: how you're paid and when	They ask you to waive or reduce it
What documents will I need?	DOCS: the checklist	Something is missing, such as a full year of accounts
I missed a payment three years ago. Will that stop me?	Nothing. Never automate this one	Always. Lenders differ, and the answer depends on the details
My fixed rate ends in May. What now?	REVIEW: the form and a time to talk	Their current lender has already offered them a new deal

Tip: On the Growth and Business plans, AI replies answer from the business information you write and nothing else. Give them your hours, your fees and how to book, and leave eligibility and rates out entirely, so those questions always come to you.

Content that brings in mortgage enquiries

A carousel of the documents lenders ask for, with DOCS for the printable checklist.
A Reel on what lenders look at besides salary, with AFFORD for the calculator.
A short explainer on the day the central bank announces a rate decision: what changed, who it affects, and why a fixed rate doesn't move until the fix ends. Add RATES.
A monthly Story asking “Does your fixed rate end this year?” with REVIEW in the text.
A first-time buyer question you hear every week, answered in 30 seconds, with FIRSTHOME for the full guide.
How brokers get paid, which many people have never thought about, with FEES.

Rate announcements and the start of the year tend to bring a burst of questions, so set RATES and AFFORD up before those weeks rather than in the middle of them.

From comment to fact-find, without sensitive details in DMs

The auto-reply sends the checklist, calculator or quote form, and the card links to the secure form or booking page you already use.
Collect income, debts, ID and bank statements through your own portal or fact-find, never in Instagram messages. If someone starts typing account details into a DM, point them to the form.
Email capture builds a list of people who aren't ready yet. Download it as a CSV for the update you send when rates move, using consent wording your compliance team has approved.
Anyone who stops before sharing their email gets one reminder from DMFast. After that, decide yourself whether a personal message is worth sending.

Automated messages stop 24 hours after a person's last message, so a client who goes quiet for a week gets nothing automatic from you. Write to them yourself when there's a real reason, such as their offer coming through.

Compliance checks before a keyword goes live

Sign-off: if you work under a network, an aggregator or a lender, your compliance team may need to approve each post, keyword and automated message. Keep a copy of every version you run.
UK: mortgage promotions usually need the FCA risk warning, “Your home may be repossessed if you do not keep up repayments on your mortgage.” Ask your compliance team whether the first DM and the page on the card need it too.
US: stating a rate, a payment amount or a down payment in an ad can trigger Regulation Z disclosures such as the APR, and many states expect your NMLS ID on advertising, which can include social profiles.
No promises: never say or hint that an application will be approved. Lenders decide, and they don't all decide the same way.
Boosted posts: in the US and some other countries, Meta requires ads for mortgages and other loans to run in its financial products and services special ad category, which stops you narrowing the audience by age, gender or postcode.
Elsewhere, rules on advertising credit differ by country. Check yours before you post, and keep the automated wording as careful as the post itself.

Messages to copy

Questions people ask

Can the auto-reply quote today's rates?

It can send any text you write, but a rate in a fixed message goes stale quickly, and in some countries a rate in an ad brings extra disclosure rules. A safer set-up explains what affects a rate and sends a quote form, and you reply personally with figures.

Should clients send documents through Instagram?

Better not. A DM thread is a poor place for ID, payslips and bank statements, and your data protection duties cover anything a client sends you there. Point the card at your secure portal or fact-find, and say in the message where documents should go.

A lead went quiet after asking about rates. Can DMFast chase them?

Only a little. If they stopped before giving their email, DMFast sends one reminder. Past that, automated messages aren't allowed more than 24 hours after their last message. If they did leave an email, follow up there with something useful, such as a short note when rates change.

Can people book a free call straight from the DM?

Yes: point the card at the booking page you already use. In India, the DMFast store can take bookings for free or paid 1-on-1 calls, with payment through Razorpay, and hand out a home loan document checklist in exchange for an email and phone number.

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Pick a post and the word. DMFast replies under each comment, sends the DM and follows with your link once they answer, day and night. It can collect emails on the way. Free plan, no card.

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