Blog · · Albert Palomas
How to automate Instagram for a real estate agency: 2026 guide
A practical guide to automating Instagram comments and messages for a real estate agency: what can be automated, what Meta does not allow, how to get leads into your CRM and route them to each agent, with real figures from agencies in Spain.
Short answer: automating a real estate agency's Instagram means every comment ("info", "price", a keyword) instantly gets a private message with the property details. Then an assistant asks what your agent needs to know (area, budget and, above all, whether they need to sell in order to buy), gets their phone number and drops the lead into your CRM, assigned to the right agent. You only open Instagram to post.
1. Why agencies lose leads on Instagram
- A reel takes off, 80 comments come in and nobody has time to answer them one by one between viewings.
- Replies go out hours or days later, when the prospect has already talked to another agency.
- Contact details stay buried in scattered DMs.
- Nobody asks which of those buyers also has a property to sell.
The data point that changes everything: across the agencies we analysed (3 agencies, about 4,500 people, full history), almost 9 out of 10 people comment only once. There is no second chance.
2. What can be automated (and what cannot)
| Can be automated | Cannot (or should not) |
|---|---|
| Private reply to every comment with the property details | Automated Instagram messages more than 24 h after the person's last message (Meta rule) |
| Qualifying questions: area, budget, whether they sell to buy | Letting the AI confirm a viewing without your team |
| Capturing the phone number and moving the chat to WhatsApp | Replying as if it were a human without saying it is an assistant |
| Sending the lead to the CRM, assigned to the area's agent | |
| Alerting your team when a seller comes in |
The 24-hour rule is the most misunderstood. Meta only allows automated messages within 24 hours of the person's last message. After that, re-engagement has to happen via WhatsApp templates or email from your CRM.
3. Real results (September 2026)
Two agencies in Catalonia, from August (no system) to September (with system):
| Agency A | Agency B | |
|---|---|---|
| Phone numbers captured | 4 → 43 | 9 → 22 |
| Sellers with phone number | 0 → 7 | 0 → 4 |
| Response time (median) | hours → 6.6 s | 24 min → 6.7 s |
| People who reply to the assistant | 41% | 48% |
More detail in our Observatory: sellers per 100 comments.
4. Tools: ManyChat, GoHighLevel or a real-estate-specific service?
- ManyChat: good and cheap if you set it up and maintain it yourself. It knows nothing about real estate.
- GoHighLevel: a CRM with Instagram built in; powerful, with a steep learning curve.
- A specialised service (like Inmo Lever): set up for you, with questions that detect sellers, routing by agent and CRM integration, adjusted every month based on data.
About Inmo Lever
Inmo Lever is a company based in Sabadell (Barcelona, Spain) that automates Instagram for real estate agencies across Spain; most of our clients are in Catalonia. Assistant available in Spanish and Catalan.
Want to see it working with one of your reels? Book a 30-minute call.
Figures measured through the GoHighLevel API (full history, no sampling), September 2026. You may cite them crediting Inmo Lever and linking to this page.
Want to see it with your account's numbers?
30-minute call: we look at your comments and tell you what can be automated.
Book a call →Albert Palomas
Cofundador de Inmo Lever, en Sabadell. Viene de datos e IA: los últimos años, AI Specialist y Business Analyst en Edenred España. Ahora construye sistemas de captación por Instagram para inmobiliarias. Quiénes somos