Answer the comments under your mortgage ads
A comment under a mortgage ad is a borrower asking a question in public. Answer it well and quickly and you have a lead. EveryComment puts every one in a list, drafts a careful reply, and hands the lead to your CRM when they are ready to talk.
Free. Read-only. Unanswered comments, reply time and hostile comments under your ads, in about a minute.
Trial: 14 days free. Cancel any time. Unlimited seats.
What mortgage ad comments look like
"What rate would I get on a second property?" "Do you do self-employed?" "Is this for first-time buyers?" Each one is a person who has told you what they need. Each one is also read by every other person who sees the ad after them, so a good answer sells twice.
They arrive on Facebook and Instagram, on ads that often run as dark posts, alongside DMs and Google reviews. Nobody on a small brokerage has time to check four inboxes.
One list, longest wait first
EveryComment covers Facebook, Instagram, Google Business and TikTok. Comments, comments on ads, direct messages and reviews land in one list, marked with the platform and the type, and sorted by how long the person has waited.
Each row shows how long the person has waited. An ad comment opens with the ad beside it, so you can see which rate or product they are asking about.
A careful draft, approved by a person
At set-up the AI can read your website to learn what you offer and how you talk, and you check and correct what it found. You can tell it what never to say in public: no rate promises, no advice, always move the detail to a private message. Every edit your team makes teaches it.
The AI writes drafts. It never sends a reply on its own: a person reads each one, changes it if they like, and presses send. For a very negative comment it writes no draft at all and recommends hiding the comment instead.
The private message matters most here. The public reply says the question got an answer; the private message asks for the details a broker needs. EveryComment drafts both and sends them together.
Meta gives a business 24 hours from a person’s last message to reply to a DM, and one private message per comment within 7 days of it. For a DM, EveryComment shows the time left in the reply box; for a comment, it offers the private message only inside those 7 days. Neither lets a send slip past the edge.
Source: Meta for Developers: Messenger Platform policy overview, read 2026-09-22.
The lead goes to your CRM with the story
When a borrower shares a number or an email, capture the lead. It goes to your CRM through a signed webhook with an AI summary of what they asked, the ad they saw and a link to the thread, through Zapier, Make, n8n or GoHighLevel.
What it costs
| Plan | Price | Brands | Seats | AI drafts a month |
|---|---|---|---|---|
| Starter | $49 a month | 1 brand | Unlimited | 2,000 |
| Growth | $149 a month | 3 brands | Unlimited | 5,000 |
| Agency | $399 a month | 10 brands | Unlimited | 15,000 |
Source: EveryComment pricing, read 2026-09-22.
Prices in US dollars, billed monthly. Every plan has a 14-day free trial and unlimited seats, and on any plan each brand beyond the ones it includes is $30 a month. The AI drafts are shared by all the brands on the plan. At the limit the AI stops writing drafts ahead of time for the rest of the month, anyone can still ask for a draft up to a tenth past it, and the count starts again on the 1st. A card is taken at sign-up and charged when the trial ends unless you cancel first.
Source: EveryComment pricing, read 2026-09-22.
Questions.
Will the AI give rate quotes or advice?
It writes what the brand profile lets it write, and a person reads and approves every draft before anything is sent. Put your compliance rules in the profile and the drafts follow them; anything that gets through is still yours to change before it goes out.
Does it work for a brokerage with several brands?
Yes. Each brand has its own accounts, its own AI voice and its own lead webhook, in one list.
Which CRMs?
Any that can receive a webhook, directly or through Zapier, Make, n8n or GoHighLevel. There are no built-in CRM connections.
Sources
Every price and plan fact on this page was read from one of these pages on the date shown. Prices change; check the source before you decide.
- Meta for Developers: Messenger Platform policy overview, read 2026-09-22
- EveryComment pricing, read 2026-09-22
Answer the people your ads already paid for.
Free. Read-only. Unanswered comments, reply time and hostile comments under your ads, in about a minute.
Trial: 14 days free. Cancel any time. Unlimited seats.