Instagram DM Follow-Up Strategies for Real Estate Agents

You’ve been putting in the work, and you’re starting to get traction on social media.

People are following you, asking for your free guides, and commenting on your listing videos.

There’s just one small problem…

You hit a wall on the follow-up. Which, let's be honest, is where the traction turns into a transaction.

So we went straight to the agents who are turning social media engagement into actual clients, and asked them: What do you say?

Here's what they told us (save these and use them freely)↓

Someone new follows you... Follow up with:

If a new follower is clearly a local, or someone who found you through a listing or local guide you shared, reaching out is the digital equivalent of greeting someone who just walked into your open house.

The rules: Don't be salesy or pushy. Keep it light, casual, and open-ended. Something as simple as:

"Hi, thanks for the follow! Just curious, are you here for the content, or are you looking to buy or sell?"

If you'd rather be even softer, try:

"Thanks for the follow! If you ever have any questions about [City Name] or the real estate market here, don't hesitate to send me a message."

One of our C&C Members, Katherine Kirkland in Nashville, TN (@kksellstn) uses this exact DM approach with her new followers, and it’s sparked many conversations that lead to closings. In January alone, she closed $9M from Instagram. It's a small effort that genuinely pays off.

Someone comments for your local guide… Follow up with:

Hey [name], hope the guide was helpful! Are you local to [area] or thinking about making a move here?

This question splits them into two buckets: local (potential seller, buyer or referral source) or considering a move (relocation lead). How they answer will guide your next message.

Someone comments for more info on a listing…Follow up with:

Hey [name], here's the link: [link] 

Also, happy to set you up on a search so you're seeing everything in this range the second it goes live. A lot of the good ones don't make it to Zillow. Want me to do that?

Unlike a guide, where asking for an email is expected, withholding a listing link can come across as transactional. Give it freely, then keep the conversation going.

Someone comments for your relocation guide… Follow up with:

Hey [name], hope that gave you a good feel for [area]! Where are you moving from, and do you have a rough timeline in mind?

These two questions show you where they are in the moving process and will tease out if they're already working with an agent.

Someone commented on a listing months ago... Follow up with:

Hey [name], you commented on the [2 bed 2 bath in Cedar Park] a few [days/weeks/months] ago. It’s gone, but I have something similar coming up in [area]. Want me to send it over when it’s live?

Note: The specific reference to their initial comment is what makes this work because it doesn't feel like a mass blast. A yes gives you permission to follow up again when the listing goes live.

A past client responds to your post or story... Follow up with:

Hey! How are you?? How’s the house?

Or make it even more personal by calling out something you know or remember about them:

Hey! How are you?? How is your mom enjoying being closer to the kids?

Keep it personal and casual; this is your warmest relationship of all!

And for everyone who shares their email with you, be sure to add them to your email database.

Inside C&C, members enjoy using our Email Drip Campaign Generator to draft emails to leads seamlessly. They also love our weekly and monthly email newsletter templates to provide ongoing value to their new subscribers.

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