ELLA REAL ESTATE EDITION — ELLA-MENT MAP (ARCHITECTURAL REDESIGN) Complete inventory of all context sources, schemas, tiers, hierarchies, and dependencies Four-Tier Context Model: EDITION → ORG → OFFICE → PROP Reverse-engineered from 9 standalone plays + 27 playbooks (5 NEW) Updated: 2026-02-12 Ella-ments: 31 active (A1-A7, B1-B6, C1-C5, D1-D6, CX1-CX7) + 3 RETIRED (CX5) + 3 EDITION REF libraries Plays: 9 standalone + 27 playbooks (5 new: Office Foundation, Content Strategy, Property Bot, Agent Referral Network, Office Context Refresh) ════════════════════════════════════════════════════════════ FOUR-TIER CONTEXT MODEL ════════════════════════════════════════════════════════════ The Ella Real Estate Edition uses a four-tier inheritance hierarchy. Each tier contains specific types of context, with defaults and customizations cascading downward. TIER 1: EDITION Definition: The base product template shipped by Ellavator. Contains archetype libraries, framework definitions, edition defaults, and reference objects. Characteristics: - Immutable at user level (users can't edit EDITION-tier content) - Pre-built archetype libraries: buyer personas, seller personas, agent network personas - Framework definitions (27 base plays + playbooks) - Edition-level defaults that flow to ORG and below - Reference libraries prefixed with EDITION:REF: (e.g., EDITION:REF:BUYER_ARCHETYPES) Inheritance: All lower tiers inherit EDITION defaults unless explicitly overridden TIER 2: ORG (Organization) Definition: Installed copy at franchise/brand level. Archetypes copied from EDITION at install. Organization-wide settings and brand guidelines. Characteristics: - Brand base guides (C1, C2, C3, C4) start as ORG defaults - ORG-level customization of EDITION archetypes - Product/service definitions (A2 base) - Organization-wide policies and standards - Applies to all offices within a franchise Inheritance: ORG inherits all EDITION defaults. Customizations override EDITION. All lower tiers inherit ORG customizations. TIER 3: OFFICE (Local Office, Team, or Individual Agent) Definition: Local office, team, or individual agent workspace. Preconfigured empty at user provisioning — fills in as playbooks are run. Characteristics: - Agent-specific and office-specific context - Customized versions of ORG brand guides (C1-C5 customized for local market) - Local competitive landscape (A3), market conditions (A6), agent network personas (B1-B6) - Agent-specific: voice print (D4), goals (D5), positioning (A1) - Office-specific: brokerage brief (CX1), content artifacts (CX2, CX3, CX4, CX6) - All workspace artifacts live here Inheritance: OFFICE inherits ORG and EDITION. Customizations override at this level. PROP inherits all OFFICE context. TIER 4: PROP (Per-Listing Workspace) Definition: Per-listing workspace created for each property. Property Bot playbook ALWAYS runs first to populate. Characteristics: - Property-specific: brief (D1), buyer personas (D3), seller persona (D2), property competitors (D6) - Listing-specific workspaces - All context in D1, D2, D3, D6 is PROP-tier - Inherits all OFFICE, ORG, and EDITION context automatically Inheritance: PROP inherits OFFICE → ORG → EDITION. Plays read from PROP first, then cascade up if needed. INHERITANCE & FALLBACK CHAIN Play execution follows this priority: 1. Check for ella-ment at current tier (PROP → OFFICE → ORG → EDITION) 2. If found, use it 3. If not found, check next tier up 4. If nothing exists at any tier, graceful omission (system acknowledges "not configured") or use EDITION defaults Example: A play needs C1 (Brand Character) - If ORG has C1, it flows to all OFFICEs and PROPS - If an OFFICE customizes C1, that office's version overrides ORG's for that OFFICE and its PROPS - If nothing exists, system defaults to EDITION C1 or notes absence NAMING CONVENTION Format: `TIER:READABLE_NAME` in SCREAMING_SNAKE_CASE - EDITION tier: EDITION:READABLE_NAME (rarely user-facing) - ORG tier: ORG:READABLE_NAME - OFFICE tier: OFFICE:READABLE_NAME - PROP tier: PROP:READABLE_NAME - Legacy codes (A1, B2, C3, D4, CX1) become parenthetical references: e.g., "OFFICE:POSITIONING (A1)" - Primary identifier everywhere: the readable name (preferred over legacy code) - REF: prefix for template/archetype libraries: `EDITION:REF:BUYER_ARCHETYPES` - PRIOR_OUTPUTS: no tier prefix (always relative to current play context, applies to all tiers) DYNAMIC BOT GENERATION Both the office bot and property bot are the SAME system — dynamically generated from the sum of inherited context. - Office Bot = sum of ORG context + OFFICE context (no PROP context) - Property Bot = sum of ORG context + OFFICE context + PROP workspace (full inheritance) - Both execute the same plays/playbooks, but with different available context - A property bot has access to all OFFICE and ORG context PLUS property-specific context (D1, D2, D3, D6) ════════════════════════════════════════════════════════════ ELLA-MENT INVENTORY ════════════════════════════════════════════════════════════ SECTION A: BUSINESS CONTEXT | Code | Readable Name | Tier | Tier Justification | Status | |------|--------------|------|-------------------|--------| | A1 | `OFFICE:POSITIONING` | OFFICE | Agent/office specific market positioning | Existing | | A2 | `ORG:PRODUCT_SERVICE_GUIDE` | ORG (base) → OFFICE (customized) | Product catalog; base from brand, customized per office | Existing | | A3 | `OFFICE:COMPETITIVE_LANDSCAPE` | OFFICE | Local competitive analysis | Existing | | A4 | `OFFICE:PESTLE` | OFFICE | Local regulatory, economic, social factors | Existing | | A5 | `OFFICE:ZEITGEIST` | OFFICE | Current cultural trends; updated quarterly | Existing | | A6 | `OFFICE:MARKET_CONDITIONS` | OFFICE | Local market headwinds & tailwinds; updated monthly | Existing | | A7 | `OFFICE:MIGRATION_PATTERNS` | OFFICE | Demographic/population migration data for agent's market — where buyers are coming from, where sellers are going | NEW | SECTION B: PROFESSIONAL NETWORK PERSONAS (Agent Audience) Agent network personas represent other RE professionals the user builds relationships with. Each type contains the full six-pack (ICP, VPC, CJM, Brand Script, Moments Analysis, Sub-Positioning). - At EDITION level: Pre-built archetypes ship with the edition (EDITION:REF:AGENT_NETWORK_ARCHETYPES) - At OFFICE level: Customized from archetypes for the agent's actual network | Code | Readable Name | Tier | Six-Pack Component | |------|--------------|------|--------------------| | B1 | `OFFICE:AGENT_NETWORK_ICP` | OFFICE | Ideal profile: market focus, career stage, referral potential | | B2 | `OFFICE:AGENT_NETWORK_VPC` | OFFICE | What these agents value in a professional relationship | | B3 | `OFFICE:AGENT_NETWORK_CJM` | OFFICE | Journey from stranger-agent to trusted partner | | B4 | `OFFICE:AGENT_NETWORK_BRAND_SCRIPT` | OFFICE | What they need to hear to trust and refer | | B5 | `OFFICE:AGENT_NETWORK_MOMENTS` | OFFICE | Key moments to show up in their professional life | | B6 | `OFFICE:AGENT_NETWORK_POSITIONING` | OFFICE | How to position differently to different agent segments | SECTION C: BRAND CONTEXT Brand context exists at ORG (base) and gets customized at OFFICE level. | Code | Readable Name | Tier | Status | |------|--------------|------|--------| | C1 | `ORG:BRAND_CHARACTER` → customizable at OFFICE | ORG (base) → OFFICE (customized) | Existing | | C2 | `ORG:BRAND_MESSAGING` → customizable at OFFICE | ORG (base) → OFFICE (customized) | Existing | | C3 | `ORG:BRAND_LANGUAGE` → customizable at OFFICE | ORG (base) → OFFICE (customized) | Existing | | C4 | `ORG:TOUCHPOINT_GUIDE` → customizable at OFFICE | ORG (base) → OFFICE (customized) | Existing | | C5 | `OFFICE:BRAND_STYLE_GUIDE` | OFFICE | Visual brand guidelines — colors, fonts, logo usage, imagery style | NEW | SECTION D: DOMAIN CONTEXT (Real Estate Edition) | Code | Readable Name | Tier | Status | |------|--------------|------|--------| | D1 | `PROP:PROPERTY_BRIEF` | PROP | Property specs, features, market story, lifestyle hooks | Existing | | D2 | `PROP:SELLER_PERSONA` | PROP | This seller — customized from archetype, full 6-pack + DISC | Existing | | D3 | `PROP:BUYER_PERSONAS` | PROP | This property's buyers ranked 1-5, each with full 6-pack. Sub-addressed as D3A, D3B, D3C, etc. | Existing | | D4 | `OFFICE:AGENT_VOICE` | OFFICE | Agent voice print — powers all content generation | Existing | | D5 | `OFFICE:AGENT_GOALS` | OFFICE | Agent business goals & KPIs | Existing | | D6 | `PROP:PROPERTY_COMPETITORS` | PROP | Active comps on market, differentiation points, competitive positioning | NEW | Note: D2 and D3 are logical groupings. D3 contains D3A, D3B, D3C, D3D, D3E (individual buyer personas), each with the full six-pack. D2 contains a single persona with the full six-pack + DISC. Default loads all sub-addressed personas. SECTION CX: WORKSPACE ARTIFACTS | Code | Readable Name | Tier | Status | |------|--------------|------|--------| | CX1 | `OFFICE:BROKERAGE_BRIEF` | OFFICE | Brokerage culture, story, operations | Existing | | CX2 | `OFFICE:CONTENT_PILLARS` | OFFICE | Content pillars guide | Existing | | CX3 | `OFFICE:CONTENT_CALENDAR` | OFFICE | Content calendar | Existing | | CX4 | `OFFICE:CONTENT_STRATEGY` | OFFICE | Content strategy brief | Existing | | CX5 | ~~Agent Persona ICPs/VPCs~~ | — | **RETIRED** — replaced by B-tier agent network personas + D2/D3 archetypes | — | | CX6 | `OFFICE:SEO_KEYWORDS` | OFFICE | SEO keyword set | Existing | | CX7 | `PRIOR_OUTPUTS` | (no tier) | Prior play outputs for continuity; relative to current context | Existing | EDITION REFERENCE OBJECTS (EDITION:REF:) Pre-built template/archetype libraries shipped with the edition. These are NOT active context — plays select from them and customize at lower tiers. | Readable Name | Description | |--------------|-------------| | `EDITION:REF:BUYER_ARCHETYPES` | 9 buyer persona archetype templates, each with 6-pack shells | | `EDITION:REF:SELLER_ARCHETYPES` | 6 seller persona archetype templates, each with 6-pack + DISC shells | | `EDITION:REF:AGENT_NETWORK_ARCHETYPES` | 6 agent network persona archetype templates, each with 6-pack shells | ════════════════════════════════════════════════════════════ ARCHETYPE LIBRARIES ════════════════════════════════════════════════════════════ SECTION 1: NINE BUYER ARCHETYPES (EDITION:REF:BUYER_ARCHETYPES) These nine archetypes represent the most common buyer psychographics and behaviors in real estate. Each archetype has a full six-pack template (ICP, VPC, CJM, Brand Script, Moments Analysis, Sub-Positioning) that Property Bot customizes for each listing. 1. STATUS SEEKERS Psychographic: Successful professionals buying for prestige, brand recognition, and social signaling Key Driver: "What does this property say about me?" Behavior: Trophy address matters. Want to be seen in the right neighborhood. Care about brand-name architecture, designer finishes, status amenities (wine cellar, home theater, smart home tech). Highly responsive to comparables and market position. ICP Markers: High net worth, C-suite/executive, established career, established in community Pain Points: Fear of status regression, appearance of being "out of place," wrong neighborhood signal Gains: Confirmation of success, enviable lifestyle, conversation-starting property features 2. NEXT-GEN ACHIEVERS Psychographic: Young high earners (tech, finance, medicine, entrepreneurship) making their first luxury purchase Key Driver: "I've earned this — show me something that matches my trajectory." Behavior: Want modern, connected, Instagram-worthy. May need guidance on luxury norms. Highly sophisticated with technology, expect smart home integration. Value experiences and lifestyle over traditional luxury markers. ICP Markers: Age 28-40, high income from high-growth industry, early-career peak earnings, urban-oriented Pain Points: Imposter syndrome in luxury market, fear of overpaying, uncertainty about luxury purchase norms Gains: Validation of achievement, modern lifestyle, design-forward home, investment appreciation potential 3. FAMILY LEGACY BUILDERS Psychographic: Multi-generational families seeking estate-style properties or family compounds Key Driver: "Will this home serve our family for decades?" Behavior: School districts, outdoor space, generational living features crucial. Long decision cycles, multiple stakeholders (spouse, parents, adult children). Need multigenerational appeal. ICP Markers: Married, 35-55, established wealth, school-aged children, extended family nearby Pain Points: Complexity of multi-stakeholder decisions, fear of making wrong choice for family legacy, maintenance concerns Gains: Perfect school district, space for everyone, secure generational home, investment security 4. VACATION / SECOND HOME Psychographic: Lifestyle buyers seeking seasonal properties, weekend retreats, or investment vacation homes Key Driver: "Does this property deliver the lifestyle experience I'm seeking?" Behavior: Location-driven (beach, mountain, wine country). May be remote decision-makers. Purchase based on lifestyle fantasy. Often buying sight-unseen or via video tour. ICP Markers: Age 40+, established primary residence, discretionary income, owns multiple properties Pain Points: Distance from property, inability to inspect in person, rental income uncertainty Gains: Perfect vacation escape, lifestyle fantasy fulfilled, investment returns potential, escape from primary market 5. DOWNSIZERS Psychographic: Luxury downsizers transitioning from large estates to premium smaller homes Key Driver: "Can I maintain my standard of living in a smaller footprint?" Behavior: Want quality over quantity. Maintenance-free, single-level, walkable highly valued. Strong emotional attachment to current home, need validation that downsizing is right choice. ICP Markers: Age 55-75, empty nester, estate seller, established wealth, active lifestyle Pain Points: Emotional attachment to leaving longtime home, fear of downsizing "too much," maintenance burden of large home Gains: Maintenance-free lifestyle, walkable community, vibrant social scene, simplified living without sacrifice 6. ENTREPRENEURS Psychographic: Business owners and founders seeking trophy properties that reflect their success Key Driver: "Does this property work for my business and lifestyle?" Behavior: Home office requirements, entertainment space for networking. May use property as business asset (home office deduction, business meetings). Want prestige location. ICP Markers: Business owner/founder, age 35-60, variable income, high discretionary spending, needs home office Pain Points: Variable income affecting financing, need for home office separateness, entertainment capacity demands Gains: Reflects business success, home office productivity space, entertaining capability, business utility 7. DISCREET LEGACY BUYERS Psychographic: Ultra-private, generational wealth buyers. Security, privacy, gate communities crucial Key Driver: "Does this property protect our privacy and legacy?" Behavior: Trust-based decision making. Multiple properties. Represented by attorneys or family offices. Highly confidential transactions. Security and privacy paramount. ICP Markers: Ultra-high net worth, multiple properties, represented by attorney/advisor, established multi-generational wealth Pain Points: Distrust of public processes, security vulnerabilities, family privacy concerns, legacy complexity Gains: Complete privacy, gated security, discreet transaction, legacy property protection 8. GLOBAL JET-SETTERS Psychographic: International or multi-city buyers seeking pied-à-terre, investment property, or lifestyle diversification Key Driver: "Does this fit my global portfolio and lifestyle?" Behavior: Remote transaction management. Buying sight-unseen common. Currency/tax considerations important. Portfolio investor mindset. ICP Markers: International business owner, frequent traveler, multiple country residences, high net worth Pain Points: Remote management complexity, currency fluctuation, tax implications, distance from property Gains: Investment diversification, lifestyle flexibility across cities, international portfolio growth 9. TROPHY HUNTERS Psychographic: Buyers seeking iconic, record-breaking, or architecturally significant properties Key Driver: "Is this property truly one-of-a-kind?" Behavior: Collector mindset. May pay premium for provenance, architectural significance, famous previous owners. Limited inventory drives urgency. Highly competitive. ICP Markers: Ultra-high net worth, collector mentality, age 45+, established in community Pain Points: Scarcity anxiety, fear of missing unique opportunity, justifying premium pricing to others Gains: Iconic property ownership, architectural significance, collector status, investment prestige SECTION 2: SIX SELLER ARCHETYPES (EDITION:REF:SELLER_ARCHETYPES) These six archetypes represent the most common seller psychographics and motivations. Each archetype has a full six-pack + DISC template that Property Bot customizes for each listing's seller. 1. EMPTY NESTER Psychographic: Kids have launched, family home feels too large. Emotional attachment but ready for next chapter Key Motivation: "I'm ready for my next chapter, but this home holds so many memories." Behavior: Need validation that downsizing is right. Wants help letting go. May be reluctant seller (home is paid off, comfortable). Decision cycle: 2-4 weeks once committed. DISC Tendency: Often C-style (conscientious) — wants to think through decision carefully, validate choice, understand new market Pain Points: Emotional attachment, fear of regret, maintaining self-image as "successful" homeowner Gains: Freedom, simplified life, new adventure, maintenance relief 2. INHERITED ESTATE Psychographic: Managing estate sale after parent/family member death. Emotional complexity, possible family disagreements Key Motivation: "I need to handle this responsibly and honor what this property meant." Behavior: Emotional complexity, potentially deferred maintenance, may not know market value. Family dynamics may slow decision. May have multiple heirs involved. Decision cycle: 4-8 weeks due to family coordination. DISC Tendency: Often S-style (steadiness) — needs reassurance, clear timeline, family agreement, stable process Pain Points: Emotional sensitivity, family disagreements, deferred maintenance liability, unclear property value Gains: Honoring parent's legacy, fair division among heirs, grief closure, financial clarity 3. FINANCIAL SELLER Psychographic: Under financial pressure (divorce, job loss, market timing, debt) Key Motivation: "I need to resolve this situation with dignity." Behavior: Needs quick but strategic sale. Sensitive to showing desperation. May have underwater mortgage, tax implications. Wants confidentiality. Decision cycle: 1-2 weeks once committed. DISC Tendency: Often D-style (dominance) — wants fast decisions, clear action plan, control over process Pain Points: Financial stress, market timing pressure, underwater mortgage possibility, confidentiality concerns Gains: Fresh financial start, debt relief, market clarity, moving forward 4. RELOCATOR Psychographic: Job transfer, life change, or market migration. Time-bound, may need to sell before buying in new market Key Motivation: "I need to move on my timeline, not the market's." Behavior: Time-constrained, may need to sell quickly before moving. Potentially managing dual transactions. May offer price discount for speed. Decision cycle: 2-3 weeks, timing-driven. DISC Tendency: Often I-style (influence) — wants to talk through options, appreciate flexibility, maintain excitement Pain Points: Time constraint stress, dual-market management, relocation timing, living in limbo Gains: Fresh start in new market, opportunity timing, relocation completion, life change excitement 5. DIVORCING SELLER Psychographic: Splitting assets, dual-agent complexity, competing interests Key Motivation: "I need a fair resolution that lets both of us move forward." Behavior: Emotional, legal, and financial layers. Both parties may need to agree on decisions. Attorneys may be involved. Highest emotion/stress situation. Decision cycle: 3-6 weeks with legal coordination. DISC Tendency: Mixed (depends on individual) — both parties need involvement, clear communication, legal documentation Pain Points: Emotional upheaval, legal complexity, competing interests, confidentiality/dignity, timeline pressure Gains: Clean break, fair financial resolution, emotional closure, moving forward separately 6. UPGRADER Psychographic: Trading up, leveraging equity from current home into next-level property Key Motivation: "I'm ready for more — help me bridge from here to there." Behavior: Excited about next chapter but financially dependent on current sale. May be buying simultaneously. Needs confidence in current sale. Decision cycle: 2-4 weeks. DISC Tendency: Often I-style (influence) — wants to feel excitement, appreciates relationship-focused process, open to discussion Pain Points: Dual transaction stress, bridge financing concerns, market timing alignment, confidence in upgrade ability Gains: Successful upgrade realization, next chapter excitement, equity leverage, achieving dream home SECTION 3: SIX AGENT NETWORK ARCHETYPES (EDITION:REF:AGENT_NETWORK_ARCHETYPES) These six archetypes represent the most common types of agents in professional networks. Plays using B1-B6 customize these archetypes for the user's actual network building. 1. REFERRAL PARTNER (OUT-OF-MARKET) Psychographic: Agent in another market for cross-market referral relationship Relationship Type: Mutual referral fee revenue Value Exchange: You send relocation clients outbound; partner sends relocation clients inbound Decision Trigger: Established relocation fee structure, proven market expertise, responsive communication Key Message: "Let's build a partnership that serves relocated clients in both markets" Referral Volume: 2-5 per quarter typical Lifespan: Long-term (2-5+ years) 2. RELOCATION SPECIALIST Psychographic: Relocation company agent or specialist Relationship Type: Relocation network membership Value Exchange: Network fee for incoming relocation referral pipeline Decision Trigger: Steady referral pipeline, corporate client relationships, network reputation Key Message: "Join our relocation network and tap a steady pipeline of incoming clients" Referral Volume: 5-15 per quarter typical (higher volume, lower commission) Lifespan: Long-term ongoing network membership 3. IN-MARKET NICHE PARTNER Psychographic: Agent in same market but different niche (commercial, land, new construction, property management) Relationship Type: Complementary referral for out-of-niche clients Value Exchange: Mutual referrals for out-of-niche opportunities Decision Trigger: Overlapping market, different specialization, trust in quality Key Message: "Let's refer each other the opportunities that don't fit our niche" Referral Volume: 1-3 per quarter typical Lifespan: Long-term partnership 4. NEW LICENSEE RECRUIT Psychographic: Freshly licensed agent looking for a brokerage Relationship Type: Recruiting to brokerage Value Exchange: Training, mentorship, broker split, culture, growth pathway Decision Trigger: Training quality, split structure, mentor availability, growth path clarity Key Message: "Join our brokerage — we'll train you, mentor you, and build your career" Time to Decision: 1-2 weeks typical Lifespan: 2-5 years (developing agent) 5. RISING STAR RECRUIT Psychographic: 2-5 year producing agent considering a brokerage change Relationship Type: Recruiting to brokerage Value Exchange: Better tools, higher splits, culture alignment, peer excellence Decision Trigger: Splits/economics, tools/tech, peer quality, culture fit Key Message: "We've built something special here — better economics, better agents, better support" Time to Decision: 2-4 weeks typical Lifespan: 3-7 years (developing to mid-tier producer) 6. TOP PRODUCER / ELEPHANT HUNTER Psychographic: High-volume agent or team leader; highly sought-after recruit Relationship Type: Recruiting to brokerage Value Exchange: Clear financial advantage, strategic partnership, culture/autonomy alignment Decision Trigger: Economics clarity, market share alignment, leadership role opportunity, brand fit Key Message: "We see where you're headed — let's build it together with the resources you need" Time to Decision: 4-8 weeks typical (careful deliberation) Lifespan: 5-10+ years (top tier producer, likely partnership track) ════════════════════════════════════════════════════════════ INDIVIDUAL ELLA-MENT SPECS ════════════════════════════════════════════════════════════ ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ SECTION A: BUSINESS CONTEXT ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ A1: OFFICE:POSITIONING ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: The agent or office's market positioning — who they serve, what makes them different, and why it matters. Core identity document. Schema: - Target market definition (geographic, demographic, psychographic) - Core differentiators (3-5 specific claims) - Value proposition (what the client gets that they can't get elsewhere) - Competitive positioning (how they differ from alternatives) - Proof points (evidence supporting claims) Format: Structured text, 300-500 words Source: Manual entry, agent input, Office Foundation playbook Tier: OFFICE Tier Justification: Agent/office specific market positioning varies by location and agent specialty. Not organization-wide. Used by: Office Foundation (creates), Agent Social Post Writer, Listing Social Post, High-Trust Partner Strategy, Content Pillars, Lead Nurturing, Brokerage Talent Attraction, Agent Goal Setting, 14 Day Launch Blitz, Listing Landing Page, Listing Launch Momentum, Local Market Intelligence, Office PR Planner, Office Paid Media Planner, Office Social Post Planner, Pre-Launch Listing, Property Marketing Plan Custom Instruction Seeds: Governs: All positioning claims in agent/office content Activate: Any play generating content about who the agent serves or what differentiates them Connections: C1 (Brand Character), C2 (Brand Messaging), A3 (Competitive Landscape) Enforce: Swap test — remove agent name, positioning claims must still be unique ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ A2: ORG:PRODUCT_SERVICE_GUIDE ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Comprehensive catalog of the agent's/brokerage's services, programs, and offerings. Base at ORG level, customizable at OFFICE. Schema: - Service categories (listing, buying, relocation, investment, property management, etc.) - Per-service: description, who it's for, key differentiators, pricing model (if applicable), delivery timeline - Service tiers (if applicable) - Specializations and niches Format: Structured text with sections per service, 500-1000 words Source: Manual entry, brand documentation, Office Foundation playbook (conditional) Tier: ORG (base) → OFFICE (customized) Tier Justification: Brand-level product definitions are consistent across ORG, but agents/offices may specialize or customize offerings. Used by: High-Trust Partner Strategy, Brokerage Talent Attraction, Content Pillars (enriching) Custom Instruction Seeds: Governs: Service descriptions and capability claims Activate: Any play referencing what the agent/brokerage offers Connections: A1 (Positioning), CX1 (Brokerage Brief) Enforce: Every service claim traces to this guide ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ A3: OFFICE:COMPETITIVE_LANDSCAPE ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Analysis of competing agents/brokerages in the agent's local market — their strengths, weaknesses, positioning, and market share. Schema: - Competitor profiles (3-5 key competitors in local market) - Per competitor: strengths, weaknesses, positioning, market share, differentiation, typical client profile - Competitive gaps (what no competitor does well in local market) - Agent's unique advantages vs. each competitor Format: Structured text with comparison tables, 500-800 words Source: Manual entry, market research, Office Foundation playbook Tier: OFFICE Tier Justification: Local competitive analysis varies by market and office geography. Not organization-wide. Used by: Office Foundation (creates), Content Pillars, High-Trust Partner Strategy, Brokerage Talent Attraction, Buyer-Competitive Position Cards (enriching) Custom Instruction Seeds: Governs: Competitive claims and differentiation language Activate: Any play positioning against alternatives Connections: A1 (Positioning), D6 (Property Competitors) Enforce: No competitor claims without source evidence ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ A4: OFFICE:PESTLE ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: PESTLE analysis (Political, Economic, Social, Technological, Legal, Environmental) of the local market affecting real estate operations. Schema: - Political: local government, zoning changes, housing policy, development incentives - Economic: employment centers, industry presence, wage growth, cost of living trends - Social: demographic shifts, lifestyle preferences, community values, generational preferences - Technological: smart home adoption, digital transaction trends, market tech maturity - Legal: disclosure requirements, local regulations, tax implications, transaction norms - Environmental: climate risk, natural disasters, environmental restrictions, sustainability trends Format: Structured text organized by PESTLE factor, 500-800 words Source: Manual entry, market research, Office Foundation playbook Tier: OFFICE Tier Justification: Local PESTLE factors vary significantly by geography and office market. Used by: Office Foundation (creates), Office Context Refresh (updates), Local Market Intelligence (enriching) Custom Instruction Seeds: Governs: External factor references in market content Activate: Market intelligence plays, context-setting content Connections: A5 (Zeitgeist), A6 (Market Conditions), A7 (Migration Patterns) Enforce: Every external claim maps to a PESTLE factor ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ A5: OFFICE:ZEITGEIST ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Current cultural, economic, and social trends affecting real estate and the agent's market. Dynamic, quarterly update. Schema: - Macro trends (national/global affecting RE: interest rates, remote work, urban flight, etc.) - Local trends (specific to agent's market: population growth, development, school performance, etc.) - Cultural moments (timely hooks for content: holiday seasons, market milestones, etc.) - Sentiment shifts (buyer/seller confidence, market mood, fear/opportunity balance) - Content hooks (how to connect trends to content strategy) Format: Structured text, 300-500 words; updated quarterly (or triggered by major trend shifts) Source: Market analysis, news monitoring, agent observation, Office Context Refresh playbook Tier: OFFICE Tier Justification: Zeitgeist is market-specific and time-sensitive; captured at OFFICE level and updated regularly. Used by: Office Foundation (creates initial), Office Context Refresh (updates quarterly), Agent Social Post Writer, Content Pillars Custom Instruction Seeds: Governs: Cultural and trend references in content Activate: Content referencing current events, trends, or cultural moments Connections: A4 (PESTLE), A6 (Market Conditions), CX2 (Content Pillars) Enforce: Trend references must be current (quarterly refresh cycle) ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ A6: OFFICE:MARKET_CONDITIONS ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Current local market conditions — what's pushing the market forward (tailwinds) and what's creating friction (headwinds). Dynamic, monthly update. Schema: - Tailwinds (positive forces): low inventory, population growth, infrastructure investment, employment growth, school ratings improvement, etc. - Headwinds (negative forces): rising rates, affordability constraints, regulatory changes, inventory surplus, employment loss, etc. - Key metrics (monthly snapshot): - Median price, price trends (YoY, last quarter) - Days on Market (DOM), trend - Months of Supply (inventory health indicator) - List-to-Sale ratio (seller confidence) - Absorption rate (market velocity) - Market classification: Seller's / Buyer's / Balanced (and trend direction) - Neighborhood-level variations (micro-markets within agent's territory) - Forecast (next 3 months expected shifts) Format: Structured text with data tables, 400-700 words; updated monthly Source: MLS data, market reports, agent knowledge, Local Market Intelligence playbook, Office Context Refresh playbook Tier: OFFICE Tier Justification: Market conditions are geographically specific and dynamic; captured at OFFICE level for all agents in that market. Used by: Office Foundation (creates initial), Office Context Refresh (updates monthly), Local Market Intelligence (creates/updates), Neighbor Post-Sale Value Letter, Listing Social Post, Property Negotiation Toolkit, Seller Status Update, Listing Video Planner, Buyer-Competitive Position Cards, 14 Day Launch Blitz, Listing Landing Page, Listing Launch Momentum, Open House, Pre-Launch Listing, Property Marketing Plan, Property Website Builder, New Listing Social Engine, Paid Media Campaign Planner Custom Instruction Seeds: Governs: All market data claims (DOM, price/sqft, inventory, absorption) Activate: Any play citing market statistics or conditions Connections: A7 (Migration Patterns), D1 (Property Brief), A4 (PESTLE) Enforce: Every number traces to A6 source data ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ A7: OFFICE:MIGRATION_PATTERNS ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Demographic and population migration data for the agent's market — where buyers are coming from, where sellers are going, relocation patterns, remote work immigration. Schema: - Incoming migration (net people moving to market): where from (other states, other countries, other regions), who (age, income, profession), why (jobs, lifestyle, family, retirement) - Outgoing migration (net people leaving market): where to, who, why - Relocation drivers (corporate relocations, tech hub effects, climate migration, cost-of-living escape) - Remote work patterns (where remote workers are concentrating, work-from-home destination appeal) - Generational migration (where millennials/Gen Z are moving, where boomers are retiring) - International migration (visa holders, foreign investment, global mobility patterns) - Seasonal migration (vacation market patterns, snowbird cycles) - Future trends (5-year migration forecast) Format: Structured text with demographic data, charts/tables, 400-600 words Source: Census data, relocation company data, national demographic reports, local market intelligence, agent observation Tier: OFFICE Tier Justification: Migration patterns are specific to each market's geography and economy. Used by: Property Bot (enriching for buyer persona generation), Agent Market Intel Sharing (primary source), Office Context Refresh (updates), Buyer-Competitive Position Cards (enriching) Custom Instruction Seeds: Governs: Demographic movement and population trend claims Activate: Buyer persona generation, market intelligence sharing Connections: A6 (Market Conditions), D3 (Buyer Personas) Enforce: Migration claims cite source data, not assumptions ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ SECTION B: AGENT NETWORK PERSONAS ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Note: B1-B6 are distinct from D2 (Seller Persona) and D3 (Buyer Personas). B-tier personas are OTHER AGENTS you're building relationships with. D-tier personas are clients (sellers and buyers) for specific properties. ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ B1: OFFICE:AGENT_NETWORK_ICP ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Ideal profile of agents you want to build professional relationships with. Includes market focus, career stage, referral potential, and geographic reach. Schema (six-pack component 1): - Target agent profile: market focus (niche, geography, price point), career stage (new licensee, rising star, top producer), experience level - Geographic reach: in-market vs. out-of-market, relocation corridor potential, market overlap - Referral potential: estimated referral volume per quarter, commission structure assumptions, relationship longevity - Compatibility factors: working style, communication preference, technology adoption, business ethics alignment - Integration points: how they fit into your referral network, what you refer them, what they refer you Format: Structured text, 400-600 words per network segment (or summary 300-500 for general guidance) Source: Manual entry, agent knowledge, Agent Referral Network playbook Tier: OFFICE Tier Justification: Professional network profiles are agent-specific and local, not organization-wide. Used by: Agent Referral Network (primary), High-Trust Partner Strategy (enriching), Brokerage Talent Attraction (if recruiting) Custom Instruction Seeds: Governs: Target agent profile criteria for network building Activate: Agent referral and partnership plays Connections: B2 (VPC), B3 (CJM), B6 (Positioning) Enforce: ICP criteria are specific enough to filter, not generic ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ B2: OFFICE:AGENT_NETWORK_VPC ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Value Proposition Canvas for agents in your network — what they value in a professional relationship, their pains, and desired gains. Schema (six-pack component 2): - Jobs-to-be-done: what agents need in a professional partner (referral consistency, responsive communication, quality deals, reasonable fees) - Pains: frustrations with partnerships (poor quality referrals, slow closings, fee disputes, communication gaps) - Gains: desired outcomes from partnership (reliable income stream, access to new markets, credibility boost, learning opportunities) - Relationship values: trust, responsiveness, reliability, fairness, growth mindset, shared ethics - Communication preferences: how often, what channels, what content matters Format: Structured text, 350-500 words Source: Manual entry, agent interviews, Agent Referral Network playbook Tier: OFFICE Tier Justification: Professional relationship values are agent-specific. Used by: Agent Referral Network (primary) Custom Instruction Seeds: Governs: Value exchange framework for agent relationships Activate: When crafting value propositions for agent partners Connections: B1 (ICP), B4 (Brand Script) Enforce: Value claims map to pains/gains, not generic benefits ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ B3: OFFICE:AGENT_NETWORK_CJM ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Customer Journey Map for agents — the progression from stranger-agent to trusted professional partner, including touchpoints, emotions, and needs at each stage. Schema (six-pack component 3): - Stage 1 - Awareness: How agents discover you, initial impression points, content/visibility touchpoints - Stage 2 - Consideration: How agents evaluate your partnership potential, what proof points matter, trust builders - Stage 3 - Decision: What triggers the commitment decision, terms/clarity needed, comfort factors - Stage 4 - Activation: Onboarding a new agent partner, setting expectations, early wins - Stage 5 - Ongoing: Regular touchpoints, value reinforcement, referral flow management, relationship deepening - Emotions at each stage: hesitation, curiosity, skepticism, trust, confidence, loyalty - Critical moments: trust-building moments, potential conflict moments, relationship-deepening moments Format: Structured text or journey map visualization, 500-700 words Source: Manual entry, agent experience, Agent Referral Network playbook Tier: OFFICE Tier Justification: Professional relationship journeys are specific to your agent's network strategy. Used by: Agent Referral Network (primary) Custom Instruction Seeds: Governs: Relationship progression stages with agent partners Activate: Sequencing outreach or nurture for agent network Connections: B1 (ICP), B5 (Moments) Enforce: Journey stages are sequential and actionable ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ B4: OFFICE:AGENT_NETWORK_BRAND_SCRIPT ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: The Brand Script that agents need to hear in order to trust you and build a referral relationship. What story, claim, and positioning makes a potential partner believe in partnering with you. Schema (six-pack component 4): - Hero: the agent partner (their aspirations, what they're trying to achieve) - Problem: challenges agents face (limited referral sources, unreliable partners, commission disparity, market limitations) - Guide: you (your unique positioning as a partner, why you're trustworthy, what you offer) - Plan: your partnership approach (how you work together, what process/structure looks like) - CTA: the action (join my referral network, let's talk partnership, let me send you a deal) - Success Vision: what success looks like for them (steady referral income, market expansion, partnership credibility, growth) - Failure Vision: what happens without partnership (missed opportunities, market limitations, income plateau) Format: Narrative text with clear structure, 400-600 words Source: Manual entry, agent voice, Agent Referral Network playbook Tier: OFFICE Tier Justification: Your partnership narrative is agent-specific and unique to your positioning. Used by: Agent Referral Network (primary), High-Trust Partner Strategy Custom Instruction Seeds: Governs: Narrative framing for agent relationship communications Activate: Writing outreach or communications to agent partners Connections: B2 (VPC), B3 (CJM) Enforce: Script follows StoryBrand structure — hero is the partner agent ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ B5: OFFICE:AGENT_NETWORK_MOMENTS ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Key moments to show up in agents' professional lives — when they're most receptive, most vulnerable, most in need of partnership. Schema (six-pack component 5): - Career transition moments: new licensee stage, brokerage changes, promotion/recognition, hitting plateau - Business challenge moments: slow market, deal falls through, difficult transaction, confidence crisis - Growth opportunity moments: expansion ambitions, new market entry, team building, niche development - Confidence moments: big win, closing milestone, referral success, market leadership acknowledgment - Learning moments: market insights, best practices, skill development, competitive intelligence - Community moments: industry events, networking opportunities, local association meetings, mastermind groups - Milestone moments: work anniversaries, license anniversaries, personal life events Format: Structured text with moment types and response strategy, 400-600 words Source: Manual entry, agent knowledge, Agent Referral Network playbook Tier: OFFICE Tier Justification: Relationship timing and touchpoint strategy is agent-specific. Used by: Agent Referral Network (primary) Custom Instruction Seeds: Governs: Timing and trigger events for agent outreach Activate: Scheduling or triggering agent network communications Connections: B3 (CJM), B6 (Positioning) Enforce: Each moment has a specific trigger condition ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ B6: OFFICE:AGENT_NETWORK_POSITIONING ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: How to position yourself differently to different agent network segments — custom positioning per agent archetype (Referral Partner, Relocation Specialist, In-Market Niche Partner, New Licensee Recruit, Rising Star, Top Producer). Schema (six-pack component 6): - Per archetype: positioning statement, value proposition, key claims, proof points, CTA - Positioning differences: what matters most to each segment, how value is expressed differently, how to speak their language - Differentiation: why partner with you vs. alternatives, unique advantages per segment - Messaging angles: which angles resonate with which segments Format: Structured text per segment or comparative matrix, 600-900 words Source: Manual entry, agent network strategy, Agent Referral Network playbook Tier: OFFICE Tier Justification: Network positioning strategy is agent-specific. Used by: Agent Referral Network (primary) Custom Instruction Seeds: Governs: Segment-specific messaging for different agent types Activate: Differentiating outreach by agent career stage or specialty Connections: B1 (ICP), B4 (Brand Script) Enforce: Positioning varies by segment, not one-size-fits-all ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ SECTION C: BRAND CONTEXT ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ C1: ORG:BRAND_CHARACTER / OFFICE:BRAND_CHARACTER ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: The brand's personality, values, beliefs, archetype, and behavioral do/don't rules. The "hard constraints" layer of the voice cascade. Schema: - Brand archetype and personality traits (e.g., "The Trusted Advisor," confident but not arrogant) - Core values and beliefs (what the brand fundamentally believes about real estate, clients, service) - DO behaviors (specific, observable actions the brand takes: "We always follow up within 24 hours") - DON'T behaviors (specific, observable things the brand never does: "We never make guarantees we can't keep") - Tone descriptors (3-5 adjective pairs: "confident but not arrogant," "expert but accessible," "professional but warm") - Brand voice examples (how the brand sounds in practice, actual voice samples) Format: Structured text, 400-700 words Source: Manual entry, brand documentation, Agent Voice Print Builder (for agent-level customization) Tier: ORG (base) → OFFICE (customized) Tier Justification: Brand character base is ORG-level, but each office/agent can customize for local market or personal style. Customizations at OFFICE level override ORG. Used by: Every play, every playbook (universal) — C1 is the hard-constraint layer in every voice cascade Custom Instruction Seeds: Governs: Personality traits, behavioral rules, and brand non-negotiables Activate: Every play (universal) — C1 is the constraint layer Connections: D4 (Agent Voice), C3 (Brand Language), C2 (Brand Messaging) Enforce: Character rules pass delete test — removing any trait changes output ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ C2: ORG:BRAND_MESSAGING / OFFICE:BRAND_MESSAGING ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: The brand's core narrative, key claims, proof points, and message hierarchy. What the brand stands for and how it proves it. Schema: - Core narrative (the brand's story in 2-3 sentences, founding vision, "why we exist") - Key claims (3-5 primary messages, ranked by importance) - Proof points per claim (evidence supporting each: metrics, stories, testimonials, case examples) - Message hierarchy (which messages matter most in which context: enterprise vs. small business, competitive vs. nurture, etc.) - Taglines and positioning statements - Message dos and don'ts Format: Structured text, 400-600 words Source: Manual entry, brand documentation, Agent Voice Print Builder Tier: ORG (base) → OFFICE (customized) Tier Justification: Brand messaging base is ORG-level, but offices can customize claims and proof points for local market. Customizations at OFFICE level override ORG. Used by: Listing Social Post, Agent Social Post Writer, Neighbor Post-Sale Value Letter, High-Trust Partner Strategy, Brokerage Talent Attraction, multiple playbooks Custom Instruction Seeds: Governs: Core messaging pillars and key messages Activate: Content making brand-level claims or communicating brand value Connections: C1 (Brand Character), A1 (Positioning), C3 (Brand Language) Enforce: Key messages appear in long-form content, never contradicted ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ C3: ORG:BRAND_LANGUAGE / OFFICE:BRAND_LANGUAGE ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Micro-level language rules — vocabulary preferences, words to avoid, CTA style, tone at the sentence level. Schema: - Preferred vocabulary (words/phrases the brand uses, natural expressions, signature language) - Avoided vocabulary (words/phrases the brand never uses, with reasons: too salesy, too formal, inaccurate, off-brand) - CTA style (how calls-to-action are phrased: commanding? invitational? curiosity-driven?) - Tone rules (formality level on scale, humor policy, emoji policy) - Pronoun preferences ("we" vs. "I," "you" vs. "your," collective vs. individual perspective) - Industry jargon handling (which terms to use, which to explain, which to avoid because they're exclusive) - Length preferences (short snappy sentences vs. detailed explanation?) Format: Structured text with examples, 300-500 words Source: Manual entry, agent voice, Agent Voice Print Builder Tier: ORG (base) → OFFICE (customized) Tier Justification: Language base is ORG-level, but agent voice customizations happen at OFFICE level. OFFICE can override ORG preferences for agent-specific voice. Used by: Every play, every playbook (universal) — C3 is the micro-level voice layer Custom Instruction Seeds: Governs: Word choices, always/never vocabulary, phrase patterns Activate: Every play (universal) — C3 is the micro-level voice filter Connections: D4 (Agent Voice), C1 (Brand Character) Enforce: Never-use words are absent; always-use patterns appear ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ C4: ORG:TOUCHPOINT_GUIDE / OFFICE:TOUCHPOINT_GUIDE ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Channel-specific expression norms — how the brand shows up differently on each platform (Instagram vs. LinkedIn vs. email, etc.). Schema: - Per channel (Instagram, Facebook, LinkedIn, TikTok, Email, SMS, Video, Print, Website): - Tone shift from default C1/C3 - Format conventions (carousel vs. single image? threads? Stories?) - Content types that work best (educational? inspirational? transactional? entertaining?) - Hashtag/tag strategy (aggressive? selective? none?) - CTA conventions (link in bio? swipe up? direct DM? none?) - Length guidance (character limit expectations) - Visual style (if applicable) - Posting cadence guidance Format: Structured text organized by channel, 500-800 words Source: Manual entry, brand documentation, Agent Voice Print Builder Tier: ORG (base) → OFFICE (customized) Tier Justification: Channel norms have an ORG base, but agents can customize for their channels and audience. Used by: Agent Social Post Writer, Listing Social Post, 14 Day Launch Blitz, multiple content playbooks Custom Instruction Seeds: Governs: Channel-specific tone, format, and adaptation rules Activate: Multi-channel content generation Connections: C1 (Brand Character), C3 (Brand Language) Enforce: Each channel output follows its specific touchpoint rules ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ C5: OFFICE:BRAND_STYLE_GUIDE ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Visual brand guidelines — colors, fonts, logo usage, imagery style, visual hierarchy, and design principles. Schema: - Color palette: primary colors, secondary colors, accent colors (hex codes), usage rules - Typography: primary font, secondary font, heading styles, body text rules, size hierarchy - Logo usage: logo file, size minimums, clear space, lockup variations, what not to do - Photography style: aesthetic (lifestyle? luxury? candid? styled?), composition rules, subject matter preferences - Icon/illustration style: consistent visual system, do/don't examples - Layout and spacing: grid system, margin/padding rules, white space philosophy - Visual examples: approved designs, design violations (what NOT to do) - Accessibility: contrast ratios, readable font sizes, alt text standards Format: Visual style guide document with examples, 300-500 words + image references Source: Manual entry, brand guidelines, design system documentation Tier: OFFICE Tier Justification: Brand style is office/agent-specific — agents need consistent local visual identity. Used by: Social content plays, website builder, property marketing materials, content creation workflows (reference/guidance) Custom Instruction Seeds: Governs: Visual brand standards — colors, fonts, logo, imagery direction Activate: Content requiring visual direction or design guidance Connections: C1 (Brand Character), C4 (Touchpoint Guide) Enforce: Visual references match documented brand standards ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ SECTION D: DOMAIN CONTEXT (Real Estate) ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ D1: PROP:PROPERTY_BRIEF ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: The structured listing summary for a specific property. The truth source for every claim in every piece of listing content. Schema: - Property identification: address, MLS number, assessment ID, property type - Price: list price, price/sqft, list price history, original asking, price per bed/bath - Property specifications: beds, baths, sqft (living, lot), lot size, year built, architectural style, stories/levels - Key features: top 5-10 selling features, architectural highlights, premium finishes, recent upgrades - Systems and condition: HVAC age/condition, roof age/warranty, plumbing, electrical, foundation condition, structural notes - Updates and renovations: what's been updated (year, scope), what's original, deferred maintenance (if any) - HOA/Special assessments: HOA fees (if applicable), what's included, special assessments pending or recent - Property taxes: annual amount, tax rate, assessment, comparison to similar properties - Outdoor space: patio/deck, yard size/condition, landscaping, pool/spa (if applicable) - Neighborhood context: proximity to schools (names, distances, ratings), public transit, grocery/shopping, parks, amenities, walkability score - Market positioning: comparable sales (3-5 comps), days on market vs. market average, price positioning (above/below/at market), appreciation trends - Lifestyle hooks: what life feels like in this home, neighborhood vibe, community character, proximity to lifestyle activities - Compliance and omissions: what can't be claimed without verification, disclosures needed, what requires inspection, inspection contingency notes - Agent angles: 3 distinct strategic angles for marketing this specific property Format: Structured text with sections, 400-700 words Source: Property Bot playbook (creates as part of D1 play), MLS data, agent knowledge, property inspection Tier: PROP Tier Justification: Property-specific information; created once per listing during Property Bot execution. Used by: Property Bot (creates it), Listing Social Post, Listing Video Planner, Property Negotiation Toolkit, Seller Status Update, Buyer-Competitive Position Cards, Neighbor Post-Sale Value Letter, 14 Day Launch Blitz, Listing Landing Page, Listing Launch Momentum, Property Marketing Plan, Pre-Launch Listing, Open House Game Plan, New Listing Social Engine, Luxury Listing Presentation Builder, Confirm the Win, Property Website Builder, Paid Media Campaign Planner Custom Instruction Seeds: Governs: All property claims — specs, features, positioning, lifestyle hooks Activate: Any listing-related play Connections: D3 (Buyer Personas), D6 (Property Competitors), A6 (Market Conditions) Enforce: Every property claim traces to D1; no invention allowed ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ D2: PROP:SELLER_PERSONA ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Comprehensive seller profile for a specific client, including behavioral communication preferences. Customized from EDITION:REF:SELLER_ARCHETYPES. Schema (6-pack + DISC): - Seller ICP: situation/demographics (age, family status, current life stage), motivations (why selling now, emotional context), risk tolerance, timeline flexibility - Seller VPC: jobs-to-be-done (what they need from agent: guidance, confidence, market education, emotional support), pains (fears: wrong price, long DOM, agent incompetence; frustrations: showing hassles, market timing), gains (desired outcomes: quick sale, fair price, least stress, respect for home) - DISC Profile: primary style (D/I/S/C), secondary style, communication profile (4 key questions: how they want information, how much detail needed, how often they want updates, preferred communication channel) - Seller CJM: current journey stage (pre-listing? active marketing? offers coming? inspection issues?), emotional state, what they need at this stage, decision triggers - Seller Brand Script: hero (the seller), problem (selling challenges specific to this seller), guide (you as agent), plan (your approach), CTA (specific ask), success vision (life after successful sale), failure vision (if they don't sell or if process goes badly) - Seller Moments Analysis: key decision moments (first day on market, first offer, inspection period), anxiety triggers (what worries them), reassurance needs, confidence builders Format: Structured document with all 6 components + DISC analysis, 800-1200 words total Source: Property Bot playbook (creates during D2 play), seller conversations, agent knowledge, archetype customization Tier: PROP Tier Justification: Seller persona is specific to this listing and this seller; customized during Property Bot execution. Used by: Property Bot (creates it), Seller Status Update, Confirm the Win, Property Negotiation Toolkit, Listing Video Planner (enriching), White Glove Seller Experience Builder, 14 Day Launch Blitz (enriching) Custom Instruction Seeds: Governs: Seller communication style and preferences (including DISC calibration) Activate: Any seller-facing communication Connections: D1 (Property Brief), D4 (Agent Voice) Enforce: DISC calibration matches persona; style shifts are invisible to reader ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ D3: PROP:BUYER_PERSONAS (Ranked 1-5) ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Up to 5 ranked buyer personas for a specific listing, each with a full 6-pack analysis. Customized from EDITION:REF:BUYER_ARCHETYPES for this property. Schema (per persona, up to 5 — sub-addressed as D3A, D3B, D3C, D3D, D3E): - Rank (1 = best fit for this property, 5 = lowest priority fit) - ICP: demographics (age, income, family status), psychographics (values, lifestyle), situation (where buying from, what they're looking for), motivations (why this property type appeals) - VPC: jobs-to-be-done (what they need from THIS property), pains (frustrations with their current situation, fears about buying), gains (desired outcomes that THIS property delivers) - CJM: current buying journey stage (just starting? actively viewing? ready to decide?), decision triggers (what moves them to action), emotional arc (hope/anxiety/confidence progression), what they need at THIS stage - Brand Script: hero (the buyer), problem (current housing situation/challenge), guide (agent/property), plan (path to ownership), CTA (specific action), success (life in this home), failure (staying in current situation) - Moments Analysis: key decision moments (first viewing? second viewing? offer moment?), anxiety triggers (what could derail them), what builds confidence - Sub-Positioning: how THIS property is positioned specifically for THIS persona, key benefits highlighted, how to frame THIS property vs. alternatives they're considering Format: Structured document per persona, 500-800 words each; full set 2500-4000 words Source: Property Bot playbook (creates during D3 play), agent knowledge, market data, archetype customization Tier: PROP Tier Justification: Buyer personas are property-specific; customized during Property Bot execution based on property features and market demand. Used by: Property Bot (creates it), Listing Social Post, Listing Video Planner, Buyer-Competitive Position Cards, 14 Day Launch Blitz, Listing Landing Page, Listing Launch Momentum, Property Marketing Plan, Pre-Launch Listing, Open House Game Plan, Luxury Listing Presentation Builder, New Listing Social Engine, Property Website Builder Custom Instruction Seeds: Governs: Buyer targeting in all listing marketing Activate: Any listing content play Connections: D1 (Property Brief), D6 (Property Competitors), A6 (Market Conditions) Enforce: Every listing content piece targets a ranked persona, not generic buyers ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ D4: OFFICE:AGENT_VOICE ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: The agent's personal voice profile — behavioral edge, communication patterns, natural language, and personality. Powers all content generation by establishing the "voice layer" above brand character. Schema: - Core personality traits (3-5 defining characteristics that make this agent unique) - Communication style: formal/casual spectrum, direct/nurturing, data-driven/story-driven, organized/conversational - Signature phrases and natural language patterns (how the agent naturally talks, favorite expressions, speech patterns) - "I am the agent who..." statements (3-5 distinction statements that define what makes this agent different) - Behavioral edge (what makes their approach different from other agents in their market) - Values and beliefs about real estate (what they fundamentally believe about serving clients, market dynamics, home buying) - Humor style (comedic? witty? self-deprecating? none?) - Formality spectrum (how they adjust for different contexts: texts vs. presentations vs. listing descriptions) - Words/phrases they naturally use (vocabulary preferences, natural expressions) - Words/phrases they never use (avoiding, or uncomfortable with) - Reference examples: real sample texts/emails showing voice in action Format: Structured voice profile (VoicePrintVX format), 600-1000 words Source: Agent Voice Print Builder playbook (creates through dedicated plays), agent materials, interviews Tier: OFFICE Tier Justification: Agent voice is agent-specific and personal; created once per agent and updated periodically. Used by: Agent Voice Print Builder (creates it), every play, every playbook (universal) — D4 is Priority 1 in every voice cascade and the most-referenced ella-ment in the system Custom Instruction Seeds: Governs: Voice, personality, and tone in all output Activate: Every play (universal) — Priority 1 in voice cascade Connections: C1 (Brand Character), C3 (Brand Language) Enforce: Content passes read-aloud test for the specific agent ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ D5: OFFICE:AGENT_GOALS ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: The agent's 3-5 prioritized business objectives with measurable KPIs. Provides strategic context for all downstream work. Schema: - Career stage classification (new agent, developing, mid-career, top producer, team leader, etc.) - Must-Win objectives (3-5, prioritized by importance to agent's business) - Per objective: - Description (what success looks like) - KPI (how you measure progress) - Current baseline (where you are now) - Target (where you want to be) - Timeline (when achieving this matters) - Strategic connections (which activities drive which objectives, how things connect) - AI usage instructions (how the system should reference these goals, which goals matter most in recommendations) - Quarter/year context (what goals matter THIS quarter vs. long-term) Format: Structured text with objective cards, 400-600 words Source: Agent Goal Setting playbook (creates through Agent Business Blueprint play), agent input Tier: OFFICE Tier Justification: Agent goals are personal business objectives; set by agent and updated periodically. Used by: Agent Goal Setting (creates it), Content Pillars (aligns pillars to goals), Lead Nurturing (aligns strategy to goals), 14 Day Launch Blitz (aligns intensity to goals), multiple playbooks (enriching alignment) Custom Instruction Seeds: Governs: Business objectives and KPI alignment Activate: Strategy plays, content planning, campaign design Connections: D4 (Agent Voice), A1 (Positioning) Enforce: Strategy outputs connect to at least one stated goal ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ D6: PROP:PROPERTY_COMPETITORS ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Active comparable properties on market — comps that are directly competing with this property for buyers. Includes differentiation points and competitive positioning strategy. Schema: - Comp property #1 (select 3-5 most directly competitive): - Address, MLS number, price - Specs: beds, baths, sqft, lot size, age/year built, key features - Status: active/pending/sold, days on market - Price positioning: how this comp's price compares to subject property - Key differences: what makes subject property better/worse than this comp - Why buyers prefer subject: 2-3 reasons this property is preferable - Competitive positioning summary: overall competitive positioning strategy, key differentiation angles, pricing defensibility - Market gaps: what this property offers that comps don't, unique selling points - Competitive threats: which comps are strongest competitors, why, what could draw buyers away - Differentiation playbook: how to position against each competitive threat Format: Structured text with comp tables, 500-800 words Source: Property Bot playbook (creates during D6 play), MLS research, market analysis Tier: PROP Tier Justification: Property competitors are specific to each listing; identified during Property Bot execution. Used by: Property Bot (creates it), Buyer-Competitive Position Cards, Luxury Listing Presentation Builder, Listing Social Post (enriching), 14 Day Launch Blitz (enriching), Paid Media Campaign Planner Custom Instruction Seeds: Governs: Competitive positioning claims for this listing Activate: Competitive analysis, buyer comparison, showing preparation Connections: D1 (Property Brief), D3 (Buyer Personas), A3 (Competitive Landscape) Enforce: Competitive claims cite specific data, not subjective rankings ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ SECTION CX: WORKSPACE ARTIFACTS ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ CX1: OFFICE:BROKERAGE_BRIEF ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Comprehensive capture of a brokerage's identity, culture, support systems, competitive advantages, and positioning. Domain truth source for all recruitment and brokerage attraction content. Schema (10 sections + appendix): 1. Brokerage Identity: name, locations, market area(s), size (agents, offices), founding story, brokerage type (independent, franchise, team-based) 2. Culture & Values: day-to-day culture, why agents stay, unique traditions/rituals, leadership philosophy 3. Agent Support Systems: training programs, mentorship structure, admin support (transaction coordination, compliance), coaching/development 4. Technology & Tools: CRM system, marketing tools, transaction management, AI/Ella integration 5. Commission & Financial Structure: commission model, splits by tier, benefits structure, financial transparency 6. Growth & Career Paths: career progression opportunities, recognition programs, advancement to leadership, team-building support 7. Leadership Vision: 2-5 year direction, industry beliefs, "why beyond revenue," market positioning strategy 8. Competitive Advantages: 3-5 distinct advantages vs. competitors, "only we" statements, proof points (agent testimonials, retention stats, etc.) 9. Agent Success Stories: 2-3 concrete stories across different career stages (new licensee success, mid-career success, top producer success) 10. Honest Positioning: what brokerage doesn't offer, where still growing, who's NOT a fit, integrity statement Appendix: Tier-to-Feature Mapping (what features matter most to new licensees vs. mid-career vs. top producers) Format: Structured document, 1500-2500 words Source: Manual entry, Office Foundation playbook (optional), brokerage documentation, agent interviews Tier: OFFICE Tier Justification: Brokerage brief is office-specific; required for brokerage-level plays only. Used by: Office Foundation (conditionally creates), Brokerage Talent Attraction, Office PR Planner, Office Social Post Planner, Office Paid Media Planner Custom Instruction Seeds: Governs: Brokerage identity, culture, and operational claims Activate: Office-level marketing and recruitment plays Connections: A1 (Positioning), A2 (Product Service Guide), C1 (Brand Character) Enforce: Brokerage claims are specific and verifiable ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ CX2: OFFICE:CONTENT_PILLARS ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: The agent's 4-6 content pillars — strategic content categories with audience mapping, channel fit, and content direction guidance. Schema: - Per pillar (4-6 pillars total): - Pillar name and one-sentence description - Primary audience(s) for this pillar - Channel fit (which channels suit this pillar: Instagram? LinkedIn? Email? Video? All?) - Hook directions (3-5 specific angle ideas for content within this pillar) - Posting cadence guidance (how often to post this pillar, weekly/bi-weekly/monthly) - Content types (educational? inspirational? transactional? entertaining? mix?) - Example content ideas (2-3 concrete examples of posts that fit this pillar) - Pillar interconnections (how pillars work together, any sequencing) Format: Structured text, 500-800 words Source: Content Pillars playbook (creates through dedicated plays), agent input, market knowledge Tier: OFFICE Tier Justification: Content strategy is agent-specific; created for each agent's unique positioning and audience. Used by: Content Pillars playbook (creates it), Agent Social Post Writer, Content Strategy Brief, new Listing Social Engine, social content workflows Custom Instruction Seeds: Governs: Content theme selection and topical authority Activate: Content creation and planning plays Connections: D4 (Agent Voice), A1 (Positioning), CX4 (Content Strategy) Enforce: Every content piece maps to a documented pillar ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ CX3: OFFICE:CONTENT_CALENDAR ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: A dated content calendar with channel assignments, pillar references, topic hooks, and media types. Schema (per calendar entry): - Date/week (specific date or week reference) - Channel (Instagram? Facebook? LinkedIn? Email? Multiple?) - Content pillar reference (which pillar this post belongs to) - Topic/hook direction (what the post is about, specific angle) - Media type (single photo? carousel? video? text-only? story?) - Audience target (which audience segment this reaches) - Notes (special context, if any) Format: Table/structured text, variable length (monthly or quarterly calendar typical) Source: Content Strategy playbook (creates via calendar generation plays), manual creation, agent direction Tier: OFFICE Tier Justification: Content calendar is agent-specific; created for each agent's channels and cadence. Used by: Content Strategy playbook (creates), Agent Social Post Writer (uses as production guide), New Listing Social Engine Custom Instruction Seeds: Governs: Publishing schedule and content sequencing Activate: Social media and content production plays Connections: CX2 (Content Pillars), CX4 (Content Strategy) Enforce: Calendar entries have date, channel, pillar, and audience ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ CX4: OFFICE:CONTENT_STRATEGY ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Active content strategy brief with pillars, target channels, posting cadence, and content inputs by pillar. Used when no detailed calendar exists. Schema: - Active content pillars (references CX2 if available, or summarizes inline) - Target channels with recommended cadence per channel - Content inputs by pillar (what raw material/sources feed each pillar) - Audience-to-channel mapping (which audiences consume which channels) - Voice and tone guidelines for content (how voice should manifest in social content) - Key metrics to track (what success looks like) - Quarterly review cadence (how often to revisit strategy) Format: Structured text, 400-600 words Source: Content Strategy playbook (creates via plays), manual entry Tier: OFFICE Tier Justification: Content strategy is agent-specific; created for each agent's unique situation. Used by: Content Strategy playbook (creates), Agent Social Post Writer (if CX3 calendar doesn't exist, uses CX4 to build quick calendar) Custom Instruction Seeds: Governs: Channel-to-audience routing and posting cadence Activate: Content planning and multi-channel strategy Connections: CX2 (Content Pillars), CX3 (Content Calendar), C4 (Touchpoint Guide) Enforce: Strategy maps every pillar to at least one channel ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ CX5: (RETIRED) ~~AGENT PERSONA ICPs/VPCs~~ ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Status: RETIRED as of architectural redesign Reason Retired: Replaced by B-tier (OFFICE:AGENT_NETWORK_ICP through B6) for agent professional network personas, and D2/D3 (PROP:SELLER_PERSONA and PROP:BUYER_PERSONAS) for client personas in specific listings. The combination of B1-B6 + D2/D3 is more nuanced and contextual than the old CX5 structure. Migration Path: Agent Persona ICPs/VPCs from older systems should be migrated to B1-B6 (agent network) or D2/D3 (listing client personas) depending on context. ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ CX6: OFFICE:SEO_KEYWORDS ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: SEO keyword set for the agent's market — target keywords for web content, blog optimization, and search visibility strategy. Schema: - Local service keywords: primary (agent name + real estate), secondary (market area + real estate) - Geographic keywords: cities/neighborhoods served, local landmarks - Lifestyle keywords: buyer intent keywords (homes for sale in X, luxury homes in X, family homes in X, etc.) - Informational keywords: market analysis, buyer guides, selling tips, real estate advice - Competitor keywords: keywords competitors rank for - Seasonal keywords: timely keywords (spring market, holiday homes, etc.) - Long-tail keywords: specific, lower-volume keywords with high intent - Keyword prioritization (which matter most) Format: Structured list with keyword groupings, search volume/difficulty assessment, 300-500 words Source: Manual entry, SEO research, market analysis Tier: OFFICE Tier Justification: SEO keywords are market/agent-specific; developed for each agent's web presence. Used by: Property Website Builder, website content optimization, blog strategy (reference/guidance) Custom Instruction Seeds: Governs: Keyword targeting in web content Activate: Website, landing page, and blog content plays Connections: CX2 (Content Pillars), D1 (Property Brief) Enforce: Primary keywords appear in titles and first paragraphs ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ CX7: PRIOR_OUTPUTS ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Definition: Archive of prior play outputs for continuity and reference. Enables plays to reference work done in previous plays and build on it. Schema (no fixed schema — varies by play): - Play name and date executed - Output artifact (the content produced) - Context (what this output was for) - Reusability notes (how this can be referenced in future plays) - Related plays (what plays depend on this output) Format: Indexed archive, searchable by play/date/topic Source: Generated by each play execution, stored in PRIOR_OUTPUTS Tier: (no tier — PRIOR_OUTPUTS is play context relative, applies across all tiers) Tier Justification: Prior outputs are reference material that exist in the current play context, regardless of tier. Used by: Any play that needs continuity, historical reference, or to build on prior work Custom Instruction Seeds: Governs: Continuity and consistency with previous play outputs Activate: Any play that references or builds on prior work Connections: Context-dependent — relates to whatever prior play produced Enforce: Terminology and positioning are consistent with referenced outputs ════════════════════════════════════════════════════════════ DEPENDENCY MAP ════════════════════════════════════════════════════════════ Key: R = Required | SP = Strongly Preferred | O = Optional | E = Enriching | — = Not used STANDALONE PLAYS (9): | Ella-ment | Neighbor Letter | Listing Social | Negotiation Toolkit | Agent Social | Seller Update | High-Trust Partner | Video Planner | Buyer Pos Cards | Agent Market Intel | |-----------|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:| | A1 Positioning | O | E | O | E | O | E | O | — | E | | A2 Product Guide | — | — | — | — | — | E | — | — | — | | A3 Competitive | — | — | — | — | — | O | — | O | O | | A5 Zeitgeist | — | — | — | O | — | — | — | — | — | | A6 Market | E | O | E | O | E | O | E | E | — | | A7 Migration | — | — | — | — | — | — | — | O | E | | C1 Character | R | R | R | R | R | R | R | — | R | | C2 Messaging | E | E | O | E | E | — | E | — | E | | C3 Language | R | R | R | R | R | R | R | E | R | | C4 Touchpoint | — | E | — | E | — | — | O | — | — | | C5 Style Guide | — | E | — | E | — | — | O | — | — | | D1 Property | R | R | R | — | R | — | R | R | — | | D2 Seller | — | — | R | — | R | — | E | — | — | | D3 Buyers | O | R | E | — | — | — | R | R | — | | D4 Voice | R | R | R | R | R | R | R | E | R | | D6 Property Competitors | — | — | E | — | — | — | — | R | — | | CX1 Brokerage | — | — | — | — | — | — | — | — | — | | CX2 Pillars | — | — | — | SP | — | — | — | — | — | | CX3 Calendar | — | — | — | SP | — | — | — | — | — | | CX4 Strategy | — | — | — | SP | — | — | — | — | — | | CX6 SEO Keywords | — | — | — | — | — | — | — | — | — | PLAYBOOKS (summary — all 27): Most playbooks load D4, C1, C3 as baseline. This summary shows Required (R) and Strongly Preferred (SP) dependencies. "—" means not used. (E) enriching omitted from summary. | Ella-ment | 14 Day Blitz | Agent Goals | Voice Print Builder | Talent Attraction | Confirm Win | Content Pillars | Lead Nurture | Landing Page | Launch Momentum | Local Mkt Intel | Luxury Listing | Open House | Pre-Launch | Property Mktg | Stay Top Mind | White Glove | New Listing Social | Property Website | Paid Media | Office Foundation | Content Strategy | Property Bot | Agent Ref Network | Office Context | |-----------|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:|:-:| | D1 Property | R | — | — | — | R | — | — | R | R | — | R | R | R | R | — | R | R | R | — | — | — | R | — | — | | D2 Seller | E | — | — | — | R | — | — | — | — | — | — | — | — | — | — | R | — | — | — | — | — | R | — | — | | D3 Buyers | R | — | — | — | — | — | — | R | R | — | R | R | R | R | — | — | R | R | — | — | — | R | — | — | | D4 Voice | R | SP | R | SP | SP | SP | SP | R | R | SP | R | R | R | R | SP | R | R | R | SP | E | R | R | R | E | | D5 Goals | — | R | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | | D6 Comp | — | — | — | — | — | — | — | — | — | — | R | — | — | — | — | — | — | — | — | — | — | R | — | — | | C1 Character | R | — | — | R | SP | R | R | R | R | — | R | R | R | R | SP | R | R | R | R | E | R | R | R | — | | C3 Language | R | — | — | R | SP | R | R | R | R | — | R | R | R | R | SP | R | R | R | R | E | R | R | R | — | | A1 Positioning | SP | SP | — | R | — | SP | R | SP | SP | — | SP | SP | SP | SP | SP | SP | SP | SP | SP | SP | E | — | R | E | | CX1 Brokerage | — | — | — | R | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | | A6 Market | E | — | — | — | — | — | — | SP | SP | R | E | SP | SP | SP | — | — | SP | SP | — | E | — | E | — | R | | A4 PESTLE | — | — | — | — | — | — | — | — | — | E | — | — | — | — | — | — | — | — | — | E | — | — | — | E | | A5 Zeitgeist | — | — | — | — | — | — | — | — | — | — | — | — | — | — | E | — | — | — | — | E | — | — | — | R | | EDITION:REF:BUYER | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | R | — | — | | EDITION:REF:SELLER | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | R | — | — | | EDITION:REF:AGENT_NET | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | R | — | | B1-B6 Agent Net | — | — | — | O | — | — | O | — | — | — | — | — | — | — | O | — | — | — | — | — | — | — | R | — | | CX2 Pillars | — | — | — | — | — | R | O | — | — | — | — | — | — | — | O | — | — | — | — | — | R | — | — | — | | CX3 Calendar | — | — | — | — | — | — | O | — | — | — | — | — | — | — | O | — | — | — | — | — | R | — | — | — | | CX4 Strategy | — | — | — | — | — | — | O | — | — | — | — | — | — | — | O | — | — | — | — | — | R | — | — | — | PLAY EXECUTION REQUIREMENTS: Agent Voice Print Builder: - MUST run FIRST — D4 is Priority 1 in all voice cascades - Required for all other playbooks to function properly Property Bot (D1, D2, D3, D6): - MUST run on every new PROP workspace before any listing-specific plays - Creates D1, D2, D3, D6 in correct format - Luxury Listing Presentation and White Glove Seller Experience depend on Property Bot output Office Foundation (A1, A3, A4, A5): - MUST run once per OFFICE during office setup - Creates A1, A3, A4, A5; conditionally creates CX1 - Second priority after Agent Voice Print Builder Content Strategy (CX2, CX3, CX4): - SHOULD run before social content plays - Creates CX2, CX3 (or just CX4 if quick strategy needed) Office Context Refresh (updates A6, A5): - SHOULD run monthly to keep A6 (Market Conditions) current - SHOULD run quarterly to update A5 (Zeitgeist) ════════════════════════════════════════════════════════════ BUILDER PLAY SPECS ════════════════════════════════════════════════════════════ Builder plays are dedicated workflows that CREATE or UPDATE ella-ments. Non-builder plays simply READ ella-ments and generate content. PRIORITY 1: AGENT VOICE PRINT BUILDER → D4 ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Play Type: Playbook (6 plays) Time to Complete: 45-60 minutes Input: Agent's existing materials (emails, listings, past content), agent interviews, brand positioning, competitor positioning Steps: 1. Collect agent materials (sample emails, past listing descriptions, social posts, previous brand work) 2. Voice identity interview (6-8 questions about communication style, natural language patterns, behavioral edge) 3. Brand voice distinctions (articulate what makes this agent's voice different vs. competitors) 4. Voice pattern analysis (identify signature phrases, natural vocabulary, tone shifts by context) 5. Define patterns (codify communication rules: formality, tone, humor, preferred language) 6. Generate Agent Voice Print (VoicePrintVX format with all 9 components) Output: Complete D4 Agent Voice Print (600-1000 words, VoicePrintVX structure) Reusability: Once per agent; updated quarterly or when agent's positioning shifts significantly Priority: FIRST — D4 is the most-referenced ella-ment. Build before any other playbooks. Nothing functions without it. Dependency: None (this is the foundation play) PRIORITY 2: OFFICE FOUNDATION → A1, A3, A4, A5, conditionally CX1 ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Play Type: Playbook (5 plays, with conditional CX1) Time to Complete: 90-120 minutes Input: Agent market knowledge, local market data, competitive landscape research, optional brokerage info Steps: 1. Positioning Definition play (creates A1): Interview agent about market positioning, define target market, articulate differentiators 2. Competitive Analysis play (creates A3): Research local competitors, map competitive landscape, identify gaps 3. PESTLE Analysis play (creates A4): Evaluate political, economic, social, technological, legal, environmental factors 4. Zeitgeist Snapshot play (creates A5): Assess current market trends, cultural moments, market sentiment 5. Conditional Brokerage Brief (conditionally creates CX1): If agent works for brokerage (not independent), capture brokerage identity Output: A1 Positioning, A3 Competitive Landscape, A4 PESTLE, A5 Zeitgeist; conditionally CX1 Brokerage Brief Reusability: A1/A3/A4 once per office setup; A5 quarterly refresh; CX1 annual refresh Priority: SECOND — after Agent Voice Print Builder. Establishes market and positioning context for all downstream work. Dependency: Ideally after D4, but can run in parallel PRIORITY 3: PROPERTY BOT → D1, D2, D3, D6 ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Play Type: Playbook (4 plays) Time to Complete: 60-90 minutes per property Input: MLS data, property photos/tour video, seller conversation notes, market data, EDITION:REF:BUYER_ARCHETYPES, EDITION:REF:SELLER_ARCHETYPES Steps: 1. Property Brief Builder (creates D1): Extract specs from MLS, define key features, write market story, identify lifestyle hooks, set agent angles 2. Seller Persona Builder (creates D2): Interview seller (or gather context), map VPC, classify DISC profile, plot CJM, write brand script, identify moments 3. Buyer Personas Builder (creates D3, D3A-E): Analyze property features vs. buyer archetypes, rank 5 buyer personas, customize 6-pack for each, write sub-positioning 4. Property Competitors Builder (creates D6): Identify 3-5 competing listings, analyze differentiation, map competitive positioning strategy Output: D1 Property Brief, D2 Seller Persona (with DISC), D3 Buyer Personas (ranked 1-5), D6 Property Competitors Reusability: Once per listing (Property Bot runs on EVERY new PROP workspace) Priority: MUST RUN FIRST FOR EVERY PROPERTY — before any listing marketing plays. Luxury Listing Presentation and White Glove Seller Experience depend on Property Bot output. Dependency: Requires EDITION:REF:BUYER_ARCHETYPES and EDITION:REF:SELLER_ARCHETYPES; inherits OFFICE context (D4, C1, C3, A6) NOTE: If Property Bot hasn't run for a listing, Luxury Listing Presentation and White Glove Seller Experience will warn and request Property Bot execution first. CONTENT PILLARS BUILDER → CX2 ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Play Type: Playbook (2 plays) Time to Complete: 45-60 minutes Input: Agent positioning (A1), audience knowledge, agent passion points, market opportunities Steps: 1. Pillar Sweet Spot play: Find the overlap between agent's expertise/positioning, audience interests, and market needs 2. Pillar Framework play: Generate 4-6 content pillars with audience mapping, channel fit, hook directions Output: CX2 Content Pillars Guide (500-800 words) Reusability: Once per agent; updated as strategy evolves Priority: Before social content plays (Agent Social Post Writer, New Listing Social Engine, etc.) Dependency: A1 Positioning, optional D4 Voice CONTENT STRATEGY BUILDER → CX2, CX3, CX4 ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Play Type: Playbook (2 plays) Time to Complete: 60-90 minutes Input: CX2 Content Pillars (if available), agent goals (D5), audience knowledge, calendar planning Steps: 1. Content Strategy Brief play (creates or updates CX4): Articulate strategy, pillars, channels, cadence, content inputs 2. Content Calendar Builder play (creates CX3): Generate dated calendar with channel assignments, pillar references, hooks, media types Output: CX3 Content Calendar (dated, channel-assigned, pillar-mapped); optionally CX4 Content Strategy Brief Reusability: Monthly (CX3 updated monthly); quarterly (CX4 refreshed quarterly) Priority: Before social content plays, or run in parallel Dependency: CX2 Content Pillars (optional but recommended), D4 Voice, A1 Positioning AGENT BUSINESS GOALS BUILDER → D5 ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Play Type: Playbook (3 plays) Time to Complete: 45-60 minutes Input: Agent self-assessment, career stage context, market opportunities, business situation Steps: 1. Business Assessment play: Gather agent's current situation, career stage, market position 2. Must-Win Identification play: Work with agent to identify 3-5 prioritized business objectives 3. Goals Blueprint play: Articulate each goal with KPI, baseline, target, timeline, strategic connections Output: D5 Agent Business Goals & KPIs (400-600 words) Reusability: Once per planning period (annual/semi-annual) Priority: Early, provides strategic context for all downstream work (used in Content Pillars, Lead Nurturing, 14 Day Blitz alignment) Dependency: None OFFICE CONTEXT REFRESH → updates A6, A5 ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Play Type: Playbook (2 plays) Time to Complete: 30-45 minutes Input: Current market data, MLS trends, market news, agent observation Steps: 1. Market Conditions Update play (updates A6): Refresh market metrics, tailwinds/headwinds, market classification, forecast 2. Zeitgeist Refresh play (updates A5): Assess current trends, cultural moments, sentiment, content hooks Output: Updated A6 (monthly), updated A5 (quarterly) Reusability: A6 monthly, A5 quarterly Priority: Ongoing maintenance; keeps market context current Dependency: Current market data AGENT REFERRAL NETWORK BUILDER → B1-B6 customization ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Play Type: Playbook (3 plays) Time to Complete: 75-90 minutes Input: EDITION:REF:AGENT_NETWORK_ARCHETYPES, agent's existing professional relationships, network strategy, positioning (A1) Steps: 1. Network Audit play: Map agent's current professional network, categorize by archetype, identify gaps 2. ICP Definition play (creates/updates B1): Define ideal agent partners by segment 3. Network Strategy plays (create B2-B6): Build full six-pack for agent network personas, customize positioning per segment Output: B1-B6 Agent Network Personas (customized from EDITION:REF:AGENT_NETWORK_ARCHETYPES) Reusability: Once per network refresh (annual or when strategy shifts) Priority: For agents focused on partnership/recruitment growth Dependency: EDITION:REF:AGENT_NETWORK_ARCHETYPES, A1 Positioning, D4 Voice NOTE: This playbook doesn't CREATE new ella-ments — it CUSTOMIZES archetypes. Outputs are B1-B6 persona documentation used for content generation (Agent Referral Network play). ════════════════════════════════════════════════════════════ END OF ELLA-MENT MAP ════════════════════════════════════════════════════════════