Instagram DM Automation for Real Estate Agents in India (2026 Guide)

Post a good property Reel in India and the comments look the same every time: "Price?", "Location?", "3BHK available?", "Site visit kab ho sakti hai?" Each one is a buyer or tenant who is interested right now. If you're on a site visit or in a meeting, they wait, and some of them message the next agent whose Reel they see.

Instagram DM automation answers those comments for you, in seconds, with the details people asked for. This guide shows how to set it up for property posts, what an Indian buyer expects to see in that first message, and how to hand the lead over to WhatsApp or a call.

What Buyers Ask in Your Comments

Most property comments fall into a few buckets:

• Price: "Price?", "Rate kya hai?", "Budget 80L, fits?"
• Configuration: "3BHK available?", "Carpet area?"
• Location and possession: "Exact location?", "Ready to move?"
• Visit: "Site visit this Sunday?"

Typing the same answer under each comment, or in each DM, takes hours on a post that's doing well. Worse, answering price questions publicly starts arguments in your comments. Comment-to-DM moves the conversation into private, where it belongs, and does it while the person is still on your post.

How Comment-to-DM Works on a Property Post

1. Your caption tells people what to comment: "Comment PRICE for the price sheet and floor plans."
2. Someone comments PRICE.
3. HeyDM replies under the comment ("Sent you the details!") and sends a DM with the price sheet, brochure and visit link.
4. The buyer replies with questions or their WhatsApp number, and you take it from there.

Instagram allows one automated DM per comment, and anything after that only once the person replies. So the first DM has to carry the useful stuff, not just "Thanks for your interest".

Set It Up in HeyDM

1. Connect your account

You need an Instagram Creator or Business account. HeyDM connects through Instagram's own login, so no Facebook Page is needed and HeyDM never sees your password. In the Instagram app, make sure Settings and activity → Messages and story replies → Message controls → Connected tools → Allow access to messages is on.

2. Pick the post and keywords

Use one keyword per job, and say it clearly on screen and in the caption:

• PRICE for the price sheet
• VISIT for site-visit booking
• BROCHURE for the PDF
• 3BHK or 2BHK when a project has several configurations

Add the variations people type: price, Price?, rate.

3. Write the DM (see the checklist below)

Write it the way you talk to clients, in English or Hinglish. HeyDM's AI message variations can produce a few versions so your DMs don't all read identically.

4. Ask for a WhatsApp number

Most Indian buyers want to continue on WhatsApp or a call. Use HeyDM's Collect User Data step to ask for a phone number in the chat. Instagram only lets you message someone within 24 hours of their last message, so the number is how you reach them next week.

5. Test from a second account

Comment PRICE from another account, then check the DM arrives and every link opens on mobile data.

What to Put in a Property DM

Indian buyers have been burned by vague listings, so the first message builds trust by being specific:

• RERA registration number of the project, and yours if you're a registered agent. RERA requires it in advertisements, and some states, such as Maharashtra, also want a RERA QR code on project ads.
• Carpet area, since RERA requires homes to be sold on carpet area, not "super built-up".
• How the price is quoted: all-inclusive, or base price plus GST, parking, PLC and other charges. Under-construction homes attract GST and ready-to-move ones don't, so buyers will ask.
• Location pin and possession date.
• Brochure or floor plan link (a Google Drive PDF is fine).
• Site-visit link or slots, and an option to call.

An example:

Hi Amit! Here are the details for Green Courts, Sector 150 Noida.
3BHK, 1,240 sq ft carpet, ₹1.38 Cr all-inclusive (GST and 1 parking included). Possession Dec 2027. RERA: [number]
Brochure + floor plans: [link]
Book a site visit: [link]
Want me to WhatsApp you the payment plan? Share your number here.

Or in Hinglish:

Hi Amit! Green Courts, Sector 150 ki details yeh rahi.
3BHK, 1,240 sq ft carpet, ₹1.38 Cr all-inclusive. Possession Dec 2027. RERA: [number]
Brochure: [link] | Site visit book karo: [link]
Payment plan WhatsApp pe chahiye? Apna number yahin bhej do.

Four Post Ideas With Captions

New launch

Caption: "New launch in Sector 150, Noida. 2 and 3BHK. Comment LAUNCH for the price sheet and launch offers."
DM: price sheet, RERA number, launch offer deadline, visit link.

Ready-to-move flat

Caption: "Ready to move 3BHK in Golf Course Extension, Gurgaon. Comment TOUR for the full video walkthrough."
DM: video link, price basis, society amenities, visit slots this weekend.

Rentals

Caption: "Furnished 2BHK for rent near Whitefield. Comment RENT for photos, rent and deposit."
DM: photos, rent, deposit, maintenance, move-in date, and a request for their number to schedule a viewing.

NRI buyers

NRI enquiries often arrive at night India time, from the Gulf, the UK or the US.
Caption: "Investing back home? Comment NRI for our NRI buying guide and current projects."
DM: the guide, project list and a video-call booking link that shows slots in their time zone.

Handing the Lead to WhatsApp or a Call

Automation should get the details out fast and collect a number. The selling is still yours. Once a buyer replies or shares a number:

• Call or WhatsApp them the same day while the post is fresh in their mind.
• If they replied on Instagram but went quiet, a short follow-up inside 24 hours of their last message is fine. HeyDM's follow-up messages only go to people who replied, inside that window.
• Keep a simple sheet of leads by project. HeyDM lets you export collected numbers as a CSV.

Stay on the Right Side of RERA and Instagram

• Don't promise returns. "Guaranteed 12% rental yield" in a DM is the kind of claim that gets agents into trouble. RERA holds promoters responsible for false or misleading statements in advertisements.
• Only message people who asked. Comment-to-DM and Story replies are fine. Buying lists or tools that DM your followers in bulk are not, and they put your account at risk.
• Keep it calm on busy posts. HeyDM's Smart Safe Mode adds reply delays and an hourly limit so a viral launch doesn't look like spam.

Is It Worth It?

Brokerage in India is commonly around 1–2% of the deal value. On an ₹80 lakh flat, that's ₹80,000 to ₹1.6 lakh. HeyDM costs ₹419 a month, or ₹3,999 a year. If faster replies win you one extra site visit that turns into a deal over the year, the maths is easy. Compare that with a part-time assistant answering DMs, who can't reply at 1 a.m. when an NRI buyer is browsing.

FAQ

Can I send a brochure PDF in the DM?

Send a link to it, for example on Google Drive. Links open more reliably on mobile than large attachments.

Can the automation reply in Hindi or Hinglish?

Yes. You write the message, so it can be in any language your buyers use.

Can I use it as a channel partner or broker, not a builder?

Yes. Any Creator or Business account can use comment-to-DM. Mention your own RERA agent registration if you have one.

What about people who comment on old property posts?

HeyDM can switch automation on for older posts, so a Reel from three months ago still sends details to new commenters. Update the price sheet link if prices have changed.

More on the basics: how comment-to-DM works and DM automation for service businesses. Ready to try it on your next listing? Start a 14-day free HeyDM trial.