More than half of AI-using respondents to the National Association of Realtors’ 2026 Technology Report use it to create emails and follow-up communications. Released September 22, the report highlights how agents are using technology to handle everyday correspondence.
On Instagram, the next message still depends on what someone actually said. A question about a listing’s price calls for an answer; an enthusiastic reaction to the kitchen may simply be a compliment.
The 2026 technology report puts that follow-up figure at 52%. These 12 real estate Instagram DM scripts offer wording to personalize for property questions, casual replies, and appointment requests.
Check the details before replying
Answer the message you received before asking another question. An emoji alone doesn’t establish buying intent.
Verify property details, follow brokerage policies, and replace every placeholder. These examples are manual replies, not an automated sequence.
Casual replies: ask one easy question
Your Instagram posts may prompt compliments as well as inquiries. Keep casual replies conversational.
| Message or situation | Suggested DM script | Next move |
|---|---|---|
| 1. Emoji reaction to a listing Story | “Glad you liked it! Was there a particular feature that stood out?” | Note preferences they volunteer. |
| 2. Buyer who’s “just looking” | “Absolutely. Are you watching a particular neighborhood or exploring a few areas?” | Record their search area without assuming a timeline. |
| 3. Contact reacting to a local-place Story | “Thanks! Have you been to [place] yourself?” | Keep the exchange relevant to their response. |
Property questions: answer first
Give the requested information before suggesting another step. Someone asking the price shouldn’t have to provide a phone number first.
| Message or situation | Suggested DM script | Next move |
|---|---|---|
| 4. Question about a listing’s price | “It’s listed at $[verified price]. Would you like the full listing?” | Log the inquiry and check for further questions. |
| 5. Request for an address or photos | “Here’s the listing with the address and photos: [link]. Would similar homes in that price range be helpful?” | Note whether they want additional options. |
| 6. Question about a market-update Story | “[Direct answer to their question]. That’s based on [source] data for [area] in [month/year]: [link]. What else would you like to know?” | Record the question and source date. |
Availability and appointment requests
Offer times you can honor. Confirm access and follow your brokerage’s representation and showing procedures.
| Message or situation | Suggested DM script | Next move |
|---|---|---|
| 7. “Is this still available?” | “I checked on [date], and it’s still available. Would you like me to check showing times?” | Use only for an available property; otherwise explain its verified status. |
| 8. Ready for a showing or consultation | “Happy to arrange [requested appointment]. Would [day/time] or [day/time] work?” | Confirm the purpose, location, and preparation needed. |
Seller replies: ask about their plans
A reaction to a sold listing doesn’t establish that someone wants to sell. Let the homeowner tell you.
| Message or situation | Suggested DM script | Next move |
|---|---|---|
| 9. Homeowner reacting to a just-sold Story | “Thanks! Would a look at recent comparable sales near your home be useful?” | Note whether they request a comparison. |
| 10. Reaction to a home-value Story | “Are you following your home’s value generally, or considering a move? I can explain how a market comparison works.” | Record their timeline; avoid unsupported price estimates. |
After-hours replies and follow-ups
Set expectations you can meet. Keep casual inquiries separate from ongoing client or transaction communications.
| Message or situation | Suggested DM script | Next move |
|---|---|---|
| 11. After-hours inquiry | “Thanks for reaching out about [question]. I’ll check [detail] and reply by [day/time].” | Assign the response and set a reminder. |
| 12. Prospect who goes quiet | “Would you still like [requested information], or would you prefer I leave it here?” | Respect their preference; ask before sending ongoing updates. |
Track replies, appointments, and promises
Use the downloadable tracker to record questions and promised follow-ups. Track appointments separately from casual reactions, as you would when evaluating open-house results.
Before closing the thread, make the next step clear: send the listing, confirm the appointment, or let the conversation rest. If you promise an answer, record when you’ll deliver it.