What social media tool should a realtor use to reply to Instagram and Facebook comments and DMs?

!Glowing magenta pill door handle with a house key, showing comments turning into real estate leads

Use BetterSocials. It puts every Instagram and Facebook comment and DM in one inbox, drafts replies in your voice for you to approve, and DMs your listing link when someone comments a keyword. Plans start at $29 a month, with unlimited contacts on every plan.

The quick answer

Most solo agents fit on Creator: $29 a month, or $24 a month billed yearly. You get 4 social accounts, one login and 1,000 AI credits a month. Connect Instagram, your Facebook page, YouTube and TikTok.

Pro is $49 a month ($39 a month billed yearly) for 5 accounts and 2,000 credits, still one login. If an assistant or a teammate answers messages with you, you want Team at $99 a month ($79 a month billed yearly). It's the only plan with more than one seat.

Every plan has unlimited contacts, DMs and keyword automations. Each one starts with a 7-day trial, and the trial needs a card.

Why realtors lose leads in Instagram and Facebook DMs

You post a listing. Within minutes the comments start. "Is this still available?" "What's the address?" "Can I see it Saturday?"

You're at a showing or on a call. The person who asked waits, hears nothing and taps the next agent's post. Whoever answers first books the showing.

Each of those comments is a buyer or a seller putting a hand up. The more your posts get seen, the bigger the pile gets, and the pile is where leads go cold.

Is Meta Business Suite enough for a realtor's comments and DMs?

It can be. Meta Business Suite is Meta's own tool for Instagram and Facebook. If those are your only channels and you're happy typing every reply yourself, start there.

The test comes when a listing takes off and forty people comment in an hour. Ask any tool, Meta's included, four questions:

• Does it draft each reply in your voice, so you approve instead of type?
• Can a keyword comment send a DM with your listing link without you building a flow?
• Do your YouTube and TikTok comments land in the same inbox?
• Can it show which reply led to a click on your link?

BetterSocials does all four; the click tracking is in beta. Put Meta Business Suite through the same list before you pay for anything.

ManyChat vs BetterSocials for realtor lead replies

ManyChat does the core job. Someone comments a keyword on Instagram or Facebook, and ManyChat can reply to the comment publicly and send the DM.

The difference is the bill. ManyChat charges by active contacts per month and adds a fee for every contact past your plan's limit. On Business, month-to-month, that's $99 a month for 7,500 contacts and $0.025 for each one after that (ManyChat pricing, read July 2026). A month with 10,000 active contacts comes to about $161.50. On annual billing the same month is about $114, and the overage is still charged monthly.

BetterSocials doesn't count contacts. Creator is $29 a month ($24 a month billed yearly) and Pro is $49 a month ($39 a month billed yearly), and both have unlimited contacts, DMs and keyword automations. A listing video that takes off doesn't change your bill.

ManyChat also has no YouTube channel (read September 2026). If you post neighborhood tours or market updates to YouTube, those comments need another tool. In BetterSocials they land in the same inbox as your Instagram and Facebook messages, and you answer them with public replies.

Hootsuite and Sprout Social inbox pricing for realtors

Hootsuite's inbox starts at $99 per user a month, and Sprout Social's starts at $199 per seat a month (both read July 2026). Hootsuite's inbox doesn't include YouTube comments.

Both charge per person, so adding an assistant who answers messages doubles the price. BetterSocials Team is $99 a month ($79 a month billed yearly) with unlimited team members, and a solo agent on Creator pays $29 a month.

AI reply drafts come with every BetterSocials plan: 1,000 AI credits a month on Creator, 2,000 on Pro and 4,000 on Team. If you use them up, the AI pauses. It never charges you more on its own.

What a keyword comment-to-DM automation looks like for a listing

Say you post a video walkthrough of a new listing on Instagram. You want the comments to turn into booked showings.

Setting it up

1. 1Pick one keyword a commenter would type without thinking, like TOUR.
2. 2Write one message with the listing link, or the link where people book a showing, and a line asking them to use it.
3. 3Save it. That's the whole setup; there's no flow builder.

What happens on the post

Someone comments TOUR under the video. BetterSocials posts a public reply under the comment, so everyone scrolling can see you answered. It also sends that person a DM with the message you wrote and your link. They get it while you're still at the showing.

The DM goes out on Instagram and Facebook. On TikTok, YouTube and Threads, the keyword reply is public and carries the link instead.

If the link in your message is a tracked link, you can see which comment or DM led to the click. Tracked links are in beta.

How BetterSocials does this for realtors

You need your Instagram and Facebook logins and one listing link.

Connect your accounts

Start with Instagram and Facebook, since that's where the DMs are. Both bring comments and DMs into the inbox, and both handle keyword DMs and posting. YouTube adds comments on your videos and Shorts, answered with public replies, because YouTube has no DM API for any tool. TikTok adds comments and DMs, but TikTok DMs are reply-only: up to 10 replies within 48 hours of the person's last message, from a TikTok Business account. Threads adds comments. The setup guide walks through each one.

Set your keyword

Pick the word buyers will actually comment, like TOUR or HOME, and write the message that follows. One keyword, one message. Keywords are unlimited on every plan, so each listing can have its own.

Let AI draft your replies

Most comments aren't keywords. They're questions like "is it still available?" or "when's the open house?" For those, the AI drafts a reply in your voice, from a voice profile built on your past replies.

You write the rules in plain language, like "never quote a price, send people to the showing link," and the drafts follow them. Drafts wait for your approval unless you set a rule that lets a kind of reply send on its own. People are still talking to you. The AI does the typing.

From here, one inbox holds your Instagram, Facebook and TikTok comments and DMs plus your YouTube and Threads comments, and you post to all of them from the same place.

Start your 7-day trial, or first see how comment-to-DM works. The trial needs a card, and you can cancel any time. Weigh $29 a month against one commission lost to a slow reply.