At a glance
- Who
- English-at-work courses for adults: one-to-one online lessons with tutors. The sale starts with a short phone call.
- Problem
- In the 90 days before Setor only 9 conversations with leads reached the account, and just 1 of 14 replies went out within 5 minutes. It's a small sample.
- Change
- Since Sep 14, 2026 Setor runs the conversations: it asks what someone needs English for and books a short call. From Sep 17 to Oct 14 it booked 11 calls.
- Scope
- One account, first 30 days. Counted: booked calls.
Who they are and what they sell
The client runs English-at-work courses for adults. Lessons are one-to-one and online, taught by tutors on the team. The sale starts with a short phone call, so every DM conversation has one job: book that call.
All the traffic is Instagram. In the last 90 days 209 conversations had a message from someone. From Sep 17 to Oct 14, 2026 11 calls were booked: we count the first 30 days from the first booked call, Sep 17.
What wasn't working
Before Setor the account had few conversations, and replies came slowly. Someone asked in the evening about English lessons for work, and the answer could take until the next day, by which time they might already be talking to another school.
hi, do you teach English to adults? I need it for work
- reply from the account: the next day
The 90 days before Setor: only 9 conversations with leads reached the account, and lead messages got 14 replies. Just 1 went out within 5 minutes, and the slowest 10% waited 40 hours.
It's a small sample, so treat it as a picture of the situation, not an average.
How we set Setor up
Setor has been on the account since Sep 14, 2026. It is an AI setter, an AI assistant for Instagram and Messenger DMs: here it replies on Instagram and runs the conversation from the first message to a booked call. The whole setup comes down to four things.
- QualificationBefore suggesting a call, Setor asks what someone needs English for, how often they use it at work and what blocks them most: missing words, understanding or stress.
- Follow-upsWhen a conversation stops halfway, Setor comes back a few hours later with a short question. A first follow-up went to 47 conversations, a second to 24.
- Phone callThe school's team makes the call by phone, so Setor collects a phone number and a convenient time, then passes the contact on.
- Offer boundariesSetor answers only from the offer. When it doesn't know an answer or a time, it says so instead of guessing.
What Setor doesn't do. It doesn't promise that someone will speak fluently in a set time or quote prices outside the offer. It gathers context and books the call, and tutors teach the lessons.
What changed
We compare Instagram across two periods: the 90 days before Setor and the last 90 days. The sample from before Setor is small, so treat this as an illustration.
| Metric | before Setor | with Setor | |
|---|---|---|---|
| Typical reply time | 4.1 hours | 3 minutes | |
| Slowest 10% of replies | 40 hours | 5 minutes | |
| Conversations where a lead wrote | 9 | 209 | |
| Replies to lead messages | 14 | 673 |
Instagram, the 90 days before Setor was switched on (9 conversations, 14 replies) and the last 90 days (209 conversations). Before Setor, single conversations move the result a lot.
In that time Setor sent 675 messages, and 18% of them went out between 8 pm and 8 am. The result: 11 booked calls in the first 30 days.
What a conversation looks like
The pattern is simple: three questions about work, a summary in the lead's own words and an offer of a short phone call.
- 1Opening
hi, do you teach English to adults?
hi! yes, one-to-one online lessons with a tutor. what do you need English for the most?
for work
- 2Qualification
how many times a week do you have to speak English?
2-3 times
what blocks you most: missing words, understanding or stress before speaking up?
missing words, I understand most of it
what industry do you work in and what kind of conversations come up most?
HR, meetings with a foreign team
so you use English 2-3 times a week, mostly in HR, and missing words block you most. do I have that right?
yes
- 3Booking
I'd suggest a short phone call to go over your goal and what lessons could look like. could you give me your number and when suits you?
thursday after 3
on Thursday we can call at 3:30 pm or 4 pm. which one suits you?
4
booked, someone from our team will call you on Thursday at 4 pm 🙂
- Thursday, 4 pm, phone call
Setor doesn't promise how soon someone will speak fluently. For questions like that, it invites people to a call.
What you can copy
Three things from this account that you can do yourself, without Setor.
- 1
Ask three questions about work
How often someone uses English, in which industry and what blocks them. Play the answers back in your own words before you suggest a call, and the lead sees someone is listening.
- 2
Reply within minutes, evenings too
88% of replies went out within 5 minutes, and the typical reply took 3 minutes. 18% of Setor's messages went out between 8 pm and 8 am, because people ask about lessons then too.
- 3
Collect the number and the time in one message
When a conversation ends in a phone call, ask for the number and two convenient times at once. Fewer steps between “yes” and a time means fewer chances for someone to disappear.
The honest part
- These are the results of one account over a short period: Setor has been on it since Sep 14, 2026, which is under 7 weeks.
- The before and after comparison rests on a small sample: in the 90 days before Setor there were 9 conversations with leads and 14 replies. Treat it as an illustration, not proof.
- All 11 calls were booked in under a month, between Sep 17 and Oct 14, 2026.
- The dashboard shows no sale or amount, so we don't give revenue or return on investment. Setor handles traffic, it doesn't create it.
Data read from the Setor dashboard on Oct 31, 2026. The first 30 days run from the first booked call, Sep 17, 2026.
Frequently asked questions
On the account in this case study Setor has been replying to DMs since Sep 14, 2026: there were 209 conversations in the last 90 days, and 11 calls were booked in the first 30 days. It's a short period for one account.
Yes. On this account the call is a phone call from the school's team, so Setor collects a number and a convenient time. Once you connect a calendar, Setor offers specific slots and books the one the person picks. Without a calendar it sends a booking link or asks what time suits them.
Yes. On this account 18% of Setor's messages went out between 8 pm and 8 am, and 88% of replies went out within 5 minutes.
What they need English for, how often they use it at work and what blocks them most: missing words, understanding or stress. Then it collects a phone number and a convenient time and passes the contact on to the school's team.
Treat it as an illustration, not proof. In the 90 days before Setor there were only 9 conversations with leads and 14 replies, so single conversations move the result a lot. With Setor, in the last 90 days, there were 209 conversations, the typical reply took 3 minutes and the slowest 10% of replies took 5 minutes (40 hours before).
No. Setor works from the client's offer and our refined sales instructions, so it makes no promises outside the offer. When it doesn't know the answer, it asks you or invites the person to a call.