--- title: 'Instagram DM Templates: Real Estate Professionals' description: 'Ready-to-run Instagram DM sequences for Real Estate Professionals, on the 3 / 5 / 10-step framework.' --- > **For AI agents:** the complete documentation index is at [llms.txt](/llms.txt). Append `.md` to any page URL for its markdown version. Niche-tuned Instagram DM sequences you run from inside SocialMedia DMs, built on the 3 / 5 / 10-step framework. Save a sequence as a message template, set your variables, and let it run. ## How these templates work You (the agent or team) send these DMs; the prospect receives them — a local buyer, owner, or seller in your market. Every message is in your voice, opening like an actual neighbor rather than another agent in the feed. Ask, never claim — you don't quote prices, rates, or values, you start a real conversation. The pattern that works on IG is observation → curiosity → soft ask → value → booking — the cold-email pattern (pain → product → CTA) dies here. ## Adding a template In your dashboard, go to **Message Templates** and click **New Template**. Give the template a clear name (e.g. `Real Estate Professionals · Pro · Step 1A`) and copy any send below into the message body. Each “separate send” is its own bubble — save it as its own template. Leave `{FirstName}` exactly as written — it’s the one variable that auto-fills from the prospect’s profile. Replace anything in [square brackets] with something true before sending. The platform never fills these in for you. ## Filling in the placeholders `{FirstName}` auto-fills from the prospect’s profile — keep it as written. Everything in [brackets] you complete by hand before sending, with something **true**. A specific, hand-written reference reads as a real message; identical wording repeated across DMs is what gets accounts flagged. | Placeholder | What it’s for | What to type | | --- | --- | --- | | `[you / your team]` | (Set once) How you refer to yourself. | e.g. “agent”, “the Rivera team”, “a local broker.” Identical in every DM. | | `[their area]` | (Per prospect) The market, neighborhood, or pocket the prospect actually follows. | Confirm it matches their real activity — who they follow / what they comment on. Not a generic city line. e.g. “the Oak Cliff market”, “over by Highland Park.” | | `[neighborhood or listing type]` | (Per prospect) The specific neighborhood or kind of listing they're into. | e.g. “craftsman bungalows”, “east-side condos”, “new-build townhomes.” | | `[the listing]` | (Per prospect) The exact listing or street post they engaged with. | Must be a real post they actually touched. e.g. “the Maple St listing.” | | `[their recent post]` | (Per prospect) A real reference to something they recently posted. | Pull it from their actual feed — the human stuff, not a listing repost. e.g. “that backyard reno.” | | `[buyer or seller]` | (Per prospect) Which side they're on. | “buyer” or “seller” — shapes whether you send options/comps or a valuation read. | | `[a local detail]` | (Per prospect) A real local truth worth knowing. | e.g. “the inventory crunch on the east side”, “that school-zone line”, “an HOA quirk.” True, specific, useful. | | `[showing or consult]` | (Per prospect) The next step you're offering. | “showing” for buyers, “consult” for sellers. | | `[day]` | (Per prospect) The day you're offering, from their reply. | e.g. “Thursday”, “this weekend.” | | `[curated list / comps / market read — only after yes]` | (Per prospect) Your real, curated resource. | Real listings, comps, or a grounded market read — sent only after they say yes, never in message one. Frame any valuation as a read, never a guarantee. | | `[real, approved review screenshot — blur the name if needed]` | (Proof) Genuine social proof attached to the DM. | Use only a real, approved review — never fabricate, inflate, or invent closings or volume. Blur the name if needed. | ## Before you send **No links in the first message — ever.** Instagram flags accounts that send links to non-followers. The first link goes no earlier than the resource step, and ideally only after they’ve said “yes, send it.” Three more ground rules: - **Voice-match the platform.** IG isn’t LinkedIn. Founders who run their own IG reply to DMs that read like a peer reaching out, not a pitch. - **Message one has a single job: earn a reply.** Not book a call, not pitch — just start a real conversation. - **Warm the account and vary your copy.** Ramp sending volume gradually on newer accounts, and vary opener wording per send — identical copy across DMs gets flagged. See [Keeping Your Instagram Account Healthy](/account-safety). Across the industry, well-structured Instagram DM conversations have been shown to convert at 7–20%, versus 1–3% for standard Instagram ads (CreatorFlow); replying within five minutes converts roughly 21× higher than after an hour (Icekulfi); and average brand response time on Instagram is 10+ hours — so speed is an edge. ## Pro Plan — 3-Step Sequence **3 steps · ~4 days** Lean and efficient for higher-volume outreach to active buyers and curious owners in your market. One A/B opener, fast qualification, and a low-friction showing or consult ask. The currency here is a booked showing or listing consult, not a 'lead'. ### DAY 0 — Local-buyer opener ```text Hey {FirstName} 👋 saw you've been following the [their area] market — that [neighborhood or listing type] stuff moves fast right now. ``` *↓ separate send* ```text Quick q before you go too deep: are you actively looking to buy in the next few months, or more keeping an eye on things for later? ``` ```text Hey {FirstName} — noticed you commented on the [the listing] post. That one's a popular layout for the area 🙂 ``` *↓ separate send* ```text Are you searching in [their area] specifically, or open to a couple nearby pockets too? ``` Test A vs B. A: Operator (the agent) must confirm [their area] matches the prospect's actual activity — check who's liking/commenting on their listing posts. Two sends — split on ||. No link in step 1. Outcome currency = a booked showing or listing consult, not a 'lead'. B: Use when the prospect engaged with a specific listing. [the listing] must be a real post they touched. Two sends — split on ||. ### DAY 2 IF REPLIED — Qualify + reciprocal value ```text Totally — happy to be a sounding board either way 🤝 to point you at the right places: are you thinking buy-and-hold, primary home, or first place? And is financing already sorted or still figuring that part out? ``` *↓ separate send* ```text Honestly half my job early on is just helping people not waste weekends touring the wrong stuff. ``` Send only if they replied. One genuinely useful question per send. Never imply you can promise a price, rate, or approval. Two sends — split on ||. ### DAY 4 — Low-friction booking CTA ```text Based on what you said, easiest next step is I pull 3–4 that actually fit and we walk a couple this weekend — no pressure to do anything after. ``` *↓ separate send* ```text Want me to set up a quick showing for [day]? Just need your timing and I'll handle the rest. ``` Two sends — split on ||. Outcome currency = a booked showing. [day] from their reply. First link (calendar/MLS portal) only appears here, after a positive reply — never earlier. ## Scale Plan — 5-Step Sequence **5 steps · ~8 days** Mid-funnel. Qualified but undecided buyers and owners. Real, curated value and A/B testing on the opener and the value drop. The currency here is a booked showing or consult, not a 'lead'. ### DAY 0 — Opener ```text Hey {FirstName} 👋 I work the [their area] market and your name keeps coming up around the [neighborhood or listing type] posts. Figured I'd say hi properly instead of just lurking 🙂 ``` *↓ separate send* ```text Are you actively in the hunt right now, or watching the market and waiting for the right one? ``` ```text Hey {FirstName} — saw you're a homeowner in [their area]. Not pitching anything, genuinely curious: have you had a look at what places like yours are actually selling for lately? A few on your street moved recently. ``` *↓ separate send* ```text Are you thinking about selling at some point, or just curious what you're sitting on? ``` Test A vs B. A: over 50 sends per variant. A wins with active buyers. Two sends — split on ||. [their area] and [neighborhood or listing type] filled from real research. B: B wins with owner-occupants who aren't openly listed. NEVER state a specific value or 'I can get you $X' — ask, don't claim. Two sends — split on ||. ### DAY 2 — Rapport + qualify ```text Appreciate you replying 🤝 reason I asked — I'd rather understand what you actually want before throwing listings (or a valuation) at you. Most agents skip that part and it shows. ``` *↓ separate send* ```text Be honest: what's the thing that's made you hesitate or hold off so far? ``` Two sends — split on ||. The objection they give feeds the value drop in Step 3. No outcome promises. ### DAY 4 — Value drop ```text Makes total sense. Easiest way to be useful: I can put together a short list of [buyer or seller]-fit options/comps for [their area] — real ones, not a generic feed dump — so you can see if anything's even worth your time. ``` *↓ separate send* ```text Want me to send that over? ``` Test A vs B. A wins with buyers who want to see inventory. Use only real listings/comps. Two sends — split on ||. ### DAY 5 AFTER YES — Send the resource / confirm ```text Sending now — ``` *↓ separate send* ```text [curated list / comps report / portal link — only after they said yes] ``` *↓ separate send* ```text The [a local detail] is the part most people in [their area] don't realize until they're in it. Lmk which ones catch your eye 👀 ``` Only send if they said yes in Step 3. Three sends — split on ||. Third send a few hours later. [a local detail] = a real local truth (inventory crunch, a school zone, an HOA quirk). First link goes here, never earlier. ### DAY 8 — Soft close + open door ```text {FirstName} — no rush at all on your end. If it'd help, I'll hold a [showing or consult] slot [day] so you can actually walk through it / talk it over in person — easy to move if the timing shifts. ``` *↓ separate send* ```text And if you're just not there yet, totally fine — I'm right here in [their area] whenever it's the right moment 🤝 ``` Two separate sends — split on ||. Quiet exit with a standing invitation generates inbound weeks later. Outcome currency = a booked showing/consult. ## Enterprise Plan — 10-Step Sequence **10 steps · ~15 days** High-value, high-trust prospects — luxury buyers, multi-property owners, and sellers weighing the biggest transaction of their life. Multi-touch nurture that interleaves DMs with genuine Story reactions and considered engagement. The engagement steps are not optional — they're what make the DMs feel earned. ### DAY 0 — Passive priming ### DAY 1 — Warm local opener ```text Hey {FirstName} 👋 I'm a [you / your team] working the [their area] market. Saw [their recent post] — figured I'd reach out like an actual neighbor instead of another agent in your feed. ``` *↓ separate send* ```text Quick one: is moving something on your radar this year, or more of a someday thing? ``` ```text Hey {FirstName} — I cover [their area] and noticed you've been here a while. Not a pitch, promise 🙂 just curious whether you've ever wondered what your place is worth in this market, or if you're staying put for the long haul? ``` Test A vs B. A: React to a Story with 👋 first if they posted. Operator fills [their area] and [their recent post] from research. Test A vs B. One question only. B: B wins with long-tenure owners who are persuadable but not listed. Never quote a value — ask. One question only. ### DAY 3 — Reciprocal value tease ```text Reason I asked — I try to actually know [their area] cold rather than just blast listings: which streets are moving, what's overpriced and sitting, where the quiet deals are. ``` *↓ separate send* ```text Happy to share what I'm seeing in your specific pocket whenever it's useful, no strings 🤝 ``` Two sends — split on ||. Tease hyper-local knowledge — what high-intent prospects actually value. No reported sales figures or 'I sold X homes' claims. ### DAY 5 — Value / offer ```text {FirstName} — based on what you said, I'd honestly tell you whether now's even the right time before anything else. Sometimes the answer is 'wait 6 months' and I'd rather say that than waste your weekend. ``` *↓ separate send* ```text Want my straight read on your situation? No pitch, just an honest take. ``` ```text Easiest way to be useful rather than just talk — I can pull a tight [buyer or seller] preview for you: a few real [their area] options that fit / a grounded read on what your place could do in today's market. ``` *↓ separate send* ```text Want me to put that together? I'll keep it real, not a sales doc. ``` Test A vs B. A: A wins decisively — telling a prospect they might want to wait builds trust fast. Two sends — split on ||. B: B wins with prospects who want something concrete. Frame valuations as a 'read,' never a guarantee. Two sends — split on ||. ### DAY 6 AFTER YES — Send the resource / confirm ```text Sending now 🤝 ``` *↓ separate send* ```text [curated options / comps / market read — only after yes] ``` *↓ separate send* ```text The [a local detail] is what most [their area] buyers/sellers tell me changed how they were thinking. Lmk your reaction 👀 ``` Only send if they said yes in Step 4. Three sends — split on ||. Third send 4–6 hrs later. Use only real listings/comps. First link goes here, never earlier. ### DAY 7 — Engagement touch ### DAY 9 — Re-engage with thoughtful question ```text Hey {FirstName} — zero pressure on any of this. Genuinely curious though: when you picture making a move, is the hold-up more about timing, money/rates, or just not having found the right place yet? ``` *↓ separate send* ```text Any answer helps me know whether to keep sending you useful stuff or give you space. ``` Soft re-engage if no reply to Step 5. A real question, not a disguised pitch. Two sends — split on ||. ### DAY 11 — Book the showing / consult ```text Here's what I'll do — I've got time [day] and there are a couple in [their area] genuinely worth walking. I'll line them up, you just show up, and there's no obligation after. ``` *↓ separate send* ```text Want me to hold that slot for you? 👀 ``` ```text Idea — instead of committing to anything, let's just do a 20-min sit-down (in person or a quick call) where I give you the honest lay of the land for [their area]. No listing pressure, no contract talk. ``` *↓ separate send* ```text Down to grab a time this week? I'll come prepped on your specific situation. ``` Test A vs B. A: A wins with active buyers who need a nudge and a held time. Two sends — split on ||. Outcome currency = booked showing. B: B wins with prospects who've felt pushed by agents before. Two sends — split on ||. ### DAY 13 — Local social proof drop ```text Sharing bc the timing might land — a [their area] client said this after we closed last month: ``` *↓ separate send* ```text [real, approved review screenshot — blur the name if needed] ``` *↓ separate send* ```text I keep my active client list small so people actually get my attention. Happy to hold a spot for you while you decide? ``` Three sends — split on ||. Use ONLY genuine, approved reviews — never fabricate, inflate, or invent closings/volume. Scarcity must be real (actual capacity), not invented urgency. State-regulator compliance: no performance claims. ### DAY 15 — Graceful close + open door ```text {FirstName} — going to stop here so I'm not crowding your inbox 🤝 Two things before I go: ``` *↓ separate send* ```text 1. Whenever you're ready to look — this year, next year, doesn't matter — I'm one message away 2. If a friend in [their area] ever needs an agent who won't pressure them, send them my way ``` *↓ separate send* ```text Either way, genuinely glad we connected 📍 ``` Three sends — split on ||. Quiet exit with a permanent open door — this is what produces inbound months later.