The Instagram Reels to DM funnel for mortgage brokers

Social media is a great tool to drive leads, but posting consistently on Instagram can feel frustrating if you’re not seeing results.

Most mortgage brokers don’t realize that it’s not just about being consistent. You also need to have a system in place to funnel ‘views’ into your Direct Messages (DMs). This will allow you to turn these conversations into scheduled meetings.

Here’s a step-by-step guide to using Instagram (and tools like Manychat) to automate this process and drive more leads from your Instagram Reels.

Step 1: Optimize your Instagram profile to drive DMs

Before you start, make sure you cover the basics of your profile and that it is optimized to drive messages or DMs.

Here’s how to optimize your profile:

1. Update Your Bio: Add a clear, actionable CTA that tells visitors exactly what to do.
2. Highlight Your Value: Use Instagram Story Highlights to showcase your expertise. Include highlights for: Success stories from past clients, mortgage FAQs, and quick tips or rate breakdowns.
3. Use a professional profile picture: Choose a clear, friendly headshot to build credibility.

When your bio, highlights, and profile picture work together, visitors will feel confident reaching out to you through DM’s.

Step 2: Publish engaging Instagram Reels

Instagram Reels are one of the best tools to grab attention and deliver valuable content to homebuyers. Whether you’re giving tips, explaining industry terms, or answering FAQs, Reels allow you to showcase your expertise in bite-sized, engaging videos.

Plus it allows people to the real ‘you’.

Here’s a great example from @mortgagexashleymcp answering a simple question: “Do you offer less on a home or ask for a seller credit?”

Step 3: Promote your Reels with Instagram ads

Once your Reels are live, increase your reach by running Instagram Ads. This will allow you to target the right audience and guide them into your DMs.

How to promote your Reels:

• Set the goal of the ad to Direct Messages (DMs).
• Start by promoting Reels that are already driving the most views and engagement.
• Target the right audiences:

Pro Tip: Start with a small budget (e.g., $20-$50 per day) to test different audiences and identify what works best. Align your Reel content with the audience you're targeting for maximum impact.

Step 4: Automate DM conversations with Manychat

Manually managing DMs can be overwhelming, especially as your reach grows. This is where tools like Manychat can help you automate DM responses, capture lead information, and save you a ton of time.

How to Use ManyChat for Instagram:

1. Set Up Keyword Triggers: When someone DMs a keyword like “SAVINGS,” ManyChat will:
2. Create a Lead Qualification Flow: Ask key questions to pre-qualify leads, such as:
3. Save Responses for Follow-Up: ManyChat automatically organizes the information you collect, making it easy to follow up later.

Step 5: Connect Calendly to book meetings

To take automation a step further, integrate ManyChat with Calendly so leads can book calls directly through your DMs. This will save you the unnecessary back-and-forth and set up automatic reminders for the meetings.

How It Works:

1. ManyChat sends a link to your Calendly booking page after pre-qualifying leads.
2. Leads can select a time that works for them without any back-and-forth.
3. You receive notifications when a call is booked, so you’re always prepared to engage with an interested prospect.

Conclusion

The Instagram Reels to DM funnel is a proven way for mortgage brokers to attract, engage, and convert leads.

You can create a system that works for you by optimizing your profile, publishing value-packed Reels, and leveraging automation tools like ManyChat and Calendly.

This will allow you to focus your time on other things and make the most out of your social media content.

Diego Rios

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