═══════════════════════════════════════════════════════════════════════════════
ELLA REAL ESTATE EDITION — CUSTOM ELLA-MENT INSTRUCTIONS
═══════════════════════════════════════════════════════════════════════════════
Per-ella-ment instructions for Ellavator AI's custom instruction fields
Copy each instruction below into the corresponding ella-ment's custom
instruction field in Ellavator

SYSTEM: Ella Real Estate Edition
DATE: 2026-02-12
ELLA-MENTS: 30 active (31 minus CX5 retired)

Instructions: For each ella-ment below, copy the entire block (from the
opening paragraph through ENFORCE) into Ellavator's per-ella-ment custom
instruction field. Leave {filename} and {companyName} as-is — Ellavator
substitutes these at runtime.

═══════════════════════════════════════════════════════════════════════════════
SECTION A: BUSINESS CONTEXT
═══════════════════════════════════════════════════════════════════════════════

───────────────────────────────────────────────────────────────────────────────
A1: OFFICE:POSITIONING (Positioning Statement)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Positioning Statement for {companyName} — the gravity
well that anchors every piece of marketing this brand produces. It defines
who {companyName} serves, what makes them different in their market, the
core differentiators and proof points that back it up, and the competitive
positioning that separates them from every other agent in the area.

GOVERNS: All claims about who {companyName} serves, what makes them different,
and why that difference matters. No output should contradict or ignore this
positioning. It is the single most important identity document in the system.

ACTIVATE: Before producing ANY marketing output. Every piece of content must
trace back to at least one element of this positioning — the target market,
a differentiator, or the value proposition. If the output doesn't connect,
it's drifting toward generic.

CONNECTS TO: The Competitive Landscape (A3) validates that this positioning
is genuinely different from local competitors. The Agent Voice Print (D4)
determines how this positioning sounds when spoken. The Brand Character (C1)
sets the behavioral boundaries for expressing this positioning. The Content
Pillars (CX2) translate positioning themes into ongoing content strategy.

ENFORCE: Run the swap test on every output. If a competing agent could
publish it with their name and it would still make sense, the positioning
isn't showing. Go back to this document, find a specific differentiator,
and anchor the output to it. Distinction lives in specificity.


───────────────────────────────────────────────────────────────────────────────
A2: ORG:PRODUCT_SERVICE_GUIDE (Product/Service Guide)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Product/Service Guide for {companyName} — the complete
catalog of services, programs, and offerings available to clients. It defines
service categories, specializations, and what makes each service distinctive,
providing the factual foundation when content needs to reference what
{companyName} actually does for people.

GOVERNS: All claims about services offered, capabilities, and specializations.
No output should promise services not documented here or misrepresent service
scope. Secondary to Positioning (A1) but critical for partner outreach and
recruitment content.

ACTIVATE: Before producing content that references specific services —
partner outreach, recruitment materials, service descriptions, or any content
that claims {companyName} can do something specific. If the service claim
can't be traced here, verify before publishing.

CONNECTS TO: The Positioning Statement (A1) provides the strategic context
for why these services exist. The High-Trust Partner Strategy references
services when building reciprocal value propositions. The Brokerage Brief
(CX1) captures the brokerage-level service framework these sit within.

ENFORCE: Check that any service claim in output matches what's documented
here. If the output references a specialization or program, confirm it
exists in this guide. Made-up services erode trust faster than no services
mentioned at all.


───────────────────────────────────────────────────────────────────────────────
A3: OFFICE:COMPETITIVE_LANDSCAPE (Competitive Analysis)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Competitive Landscape for {companyName} — an honest
assessment of who else serves this market, where they're strong, where
they're weak, and where {companyName} wins. It captures competitor profiles,
competitive gaps, and the unique advantages that make {companyName} the
better choice for the right clients.

GOVERNS: All competitive claims and differentiation language. No output
should make competitive claims not supported here or position against
competitors in ways that contradict this analysis. Informs how strongly to
lean into differentiation language.

ACTIVATE: Before producing content pillars, partner outreach, brand
positioning, or any content where {companyName} needs to stand out from
alternatives. Also activate when generating competitive position cards
or listing presentations that compare approach to other agents.

CONNECTS TO: The Positioning Statement (A1) states what's different; this
document proves it with competitive evidence. The Content Pillars (CX2)
use competitive gaps to find unique content angles. The Buyer Competitive
Position Cards reference this for market-level competitive framing.

ENFORCE: If an output claims {companyName} is "the best" at something,
check that this document supports it with evidence. Unsupported superlatives
read as hype. The specificity test: can you name the competitor this claim
differentiates against? If not, it's too vague.


───────────────────────────────────────────────────────────────────────────────
A4: OFFICE:PESTLE (PESTLE Analysis)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the PESTLE Analysis for {companyName}'s market — a structured
look at the political, economic, social, technological, legal, and
environmental forces shaping real estate in this area. It captures the macro
factors that affect how agents operate, how buyers and sellers behave, and
what trends are worth building content around.

GOVERNS: All claims about macro trends, regulatory environment, economic
conditions, and market forces at the structural level. No output should
contradict these macro assessments without noting newer data.

ACTIVATE: When producing strategic content, market intelligence reports,
or thought leadership pieces that reference macro trends. Also useful as
enrichment context when local market data needs broader framing.

CONNECTS TO: The Market Conditions (A6) captures the micro-level data this
document provides macro context for. The Zeitgeist (A5) captures the cultural
sentiment that PESTLE factors create. The Local Market Intelligence playbook
uses this as enrichment for market positioning.

ENFORCE: If an output makes a macro claim (interest rate direction,
regulatory change, demographic shift), verify it's grounded in this
analysis or clearly flagged as the agent's own observation. Macro claims
without support read as uninformed opinion.


───────────────────────────────────────────────────────────────────────────────
A5: OFFICE:ZEITGEIST (Zeitgeist Analysis)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Zeitgeist Analysis for {companyName}'s market — a pulse
check on the cultural, economic, and social mood affecting real estate right
now. It captures timely content hooks, seasonal patterns, buyer/seller
confidence, and the cultural moments worth building content around.

GOVERNS: All claims about current cultural trends, market sentiment, and
timely hooks in content. No output should reference trends not captured
here without flagging them as new observations. Refreshed quarterly.

ACTIVATE: Before producing social content, content calendars, or any
communications that need to feel timely and culturally relevant. If content
feels stale or disconnected from what people are actually talking about,
this document is the fix.

CONNECTS TO: The PESTLE Analysis (A4) provides the structural forces that
create the sentiment captured here. The Content Pillars (CX2) use zeitgeist
hooks as content angles. The Agent Social Post Writer references this for
timely content generation.

ENFORCE: Check that time-sensitive content references current themes from
this document, not outdated trends. If the zeitgeist hasn't been refreshed
in 90+ days, flag it — stale trends make content look disconnected.


───────────────────────────────────────────────────────────────────────────────
A6: OFFICE:MARKET_CONDITIONS (Market Headwinds & Tailwinds)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Market Conditions report for {companyName}'s market —
the data-driven truth source for local market claims. It captures headwinds,
tailwinds, key metrics (median price, DOM, months of supply, list-to-sale
ratio, absorption rate), neighborhood variations, and a 3-month forecast.
This is what makes market claims defensible.

GOVERNS: All local market data claims, pricing references, and market
characterizations (seller's/buyer's/balanced). No output should cite market
statistics not sourced from here or clearly flagged as newer data. This is
the most-referenced data document in the system.

ACTIVATE: Before producing ANY content that references local market
conditions — listing marketing, seller updates, neighbor letters, market
intelligence posts, negotiation talking points, or competitive analysis.
If the output cites a number, it must trace here.

CONNECTS TO: The Property Brief (D1) uses market positioning data from here.
The Buyer Personas (D3) are informed by market conditions. The Seller
Persona (D2) uses market data for realistic expectations. The PESTLE (A4)
provides the macro context behind these local numbers.

ENFORCE: Every market statistic in output must be traceable to this document.
If a number appears that doesn't match, either the output is wrong or this
document needs refreshing. When in doubt, qualify with "Based on available
market data..." rather than stating as absolute fact.


───────────────────────────────────────────────────────────────────────────────
A7: OFFICE:MIGRATION_PATTERNS (Migration Patterns)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Migration Patterns analysis for {companyName}'s market —
tracking where buyers are coming from, where sellers are going, and what's
driving population movement. It captures incoming/outgoing migration,
relocation drivers, remote work patterns, generational shifts, and
international movement affecting this market.

GOVERNS: All claims about population movement, relocation trends, and
demographic shifts in this market. No output should make migration claims
not grounded here without flagging them as observations.

ACTIVATE: When producing buyer persona generation (where are buyers coming
from?), market intelligence content, agent referral network strategy (which
markets to partner with), or any content about who's moving in and out.

CONNECTS TO: The Market Conditions (A6) provides the pricing and inventory
context migration patterns affect. The Property Bot uses migration data to
enrich buyer persona generation. The Agent Market Intel Sharing play uses
this as a primary source for shareable content.

ENFORCE: If an output claims "buyers are coming from [location]" or "the
market is seeing [migration trend]," verify it's grounded here. Ungrounded
migration claims sound like speculation rather than market intelligence.


═══════════════════════════════════════════════════════════════════════════════
SECTION B: PROFESSIONAL NETWORK PERSONAS
═══════════════════════════════════════════════════════════════════════════════

───────────────────────────────────────────────────────────────────────────────
B1: OFFICE:AGENT_NETWORK_ICP (Agent Network Ideal Profile)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Agent Network Ideal Profile for {companyName} — defining
the types of agents {companyName} wants to build professional relationships
with. It captures target agent profiles by market focus, career stage,
geographic reach, referral potential, and compatibility factors.

GOVERNS: All agent-to-agent outreach targeting and network building strategy.
No outreach should target agent types not aligned with profiles documented
here without conscious strategic expansion.

ACTIVATE: Before generating agent referral network content, partnership
outreach, or any communications targeting other real estate professionals
as relationship-building prospects (not clients).

CONNECTS TO: The Agent Network VPC (B2) maps what these target agents value.
The Agent Network CJM (B3) maps the relationship journey with them. The
Agent Network Positioning (B6) customizes messaging per agent segment. The
Positioning Statement (A1) provides the value proposition foundation.

ENFORCE: If outreach targets an agent segment, verify that segment appears
in this profile. Scatter-shot networking (reaching out to anyone with a
license) wastes time and dilutes the relationship strategy.


───────────────────────────────────────────────────────────────────────────────
B2: OFFICE:AGENT_NETWORK_VPC (Agent Network Value Proposition Canvas)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Agent Network Value Proposition Canvas for {companyName}
— mapping what other agents value in a professional partnership, their pains,
and their desired gains. It captures the jobs-to-be-done, frustrations, and
desired outcomes that shape what makes a referral partnership worth pursuing.

GOVERNS: All claims about what partner agents need from a relationship with
{companyName}. No outreach should assume partner needs not documented here.

ACTIVATE: Before generating agent partnership outreach, referral network
communications, or any content that needs to speak to what another agent
cares about in a professional relationship.

CONNECTS TO: The Agent Network ICP (B1) defines WHO these agents are; this
document defines WHAT they need. The Agent Network Brand Script (B4) turns
these value propositions into narrative. The Agent Network Moments (B5)
identifies when these needs are most acute.

ENFORCE: If partnership outreach leads with a value proposition, verify that
value connects to a documented job, pain, or gain. Leading with something
the partner doesn't care about is worse than not reaching out at all.


───────────────────────────────────────────────────────────────────────────────
B3: OFFICE:AGENT_NETWORK_CJM (Agent Network Journey Map)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Agent Network Customer Journey Map for {companyName} —
tracing the relationship arc from stranger-agent to trusted professional
partner. It captures the awareness, consideration, decision, activation,
and ongoing stages, including emotions, touchpoints, and trust-building
moments at each phase.

GOVERNS: All relationship-building sequencing and touchpoint timing with
agent partners. No outreach should skip stages (e.g., asking for referrals
before trust is established) or misread where a relationship stands.

ACTIVATE: Before producing multi-touchpoint agent outreach sequences or
relationship nurture content. Use to determine appropriate next action
based on current relationship stage.

CONNECTS TO: The Agent Network ICP (B1) defines who moves through this
journey. The Agent Network VPC (B2) provides what they need at each stage.
The Agent Network Moments (B5) identifies the triggers that accelerate
movement between stages.

ENFORCE: If outreach asks for something (referral, partnership commitment),
verify the relationship stage supports that ask. Premature asks damage
trust faster than they generate referrals.


───────────────────────────────────────────────────────────────────────────────
B4: OFFICE:AGENT_NETWORK_BRAND_SCRIPT (Agent Network Brand Script)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Agent Network Brand Script for {companyName} — the
narrative that makes other agents believe in partnering with {companyName}.
It positions the partner agent as the hero, their challenges as the problem,
{companyName} as the guide, and a structured partnership as the plan.

GOVERNS: The narrative arc used in all agent-to-agent relationship building.
No partnership outreach should contradict this story or position {companyName}
as the hero (the partner is always the hero).

ACTIVATE: Before producing any agent partnership outreach, referral network
communications, or relationship-building content that needs a persuasive
narrative structure.

CONNECTS TO: The Agent Network VPC (B2) provides the jobs/pains/gains this
narrative addresses. The Agent Network Positioning (B6) customizes this
narrative for different agent segments. The High-Trust Partner Strategy uses
this narrative foundation for professional outreach.

ENFORCE: If partnership outreach positions {companyName} as the hero rather
than the guide, the brand script isn't being followed. The partner's success
story should always be the centerpiece, not {companyName}'s.


───────────────────────────────────────────────────────────────────────────────
B5: OFFICE:AGENT_NETWORK_MOMENTS (Agent Network Moments Analysis)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Agent Network Moments Analysis for {companyName} —
identifying the key moments in other agents' professional lives when
{companyName} should show up with value. It captures career transitions,
business challenges, growth opportunities, confidence moments, and community
moments that create natural touchpoints.

GOVERNS: The timing and triggers for agent-to-agent outreach. No relationship
touchpoint should be random — it should connect to a documented moment type.

ACTIVATE: When planning relationship maintenance touchpoints, nurture
sequences for agent partners, or when identifying the right moment to
reach out to a specific agent in the network.

CONNECTS TO: The Agent Network CJM (B3) provides the relationship stages
these moments accelerate. The Agent Network ICP (B1) defines who experiences
these moments. The Stay Top of Mind playbook uses similar moment-driven
logic for sphere contacts.

ENFORCE: If agent outreach lacks a triggering moment (it's just "checking
in"), look for a moment from this document to anchor the touchpoint.
Moment-driven outreach converts at higher rates than schedule-driven
outreach.


───────────────────────────────────────────────────────────────────────────────
B6: OFFICE:AGENT_NETWORK_POSITIONING (Agent Network Sub-Positioning)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Agent Network Sub-Positioning for {companyName} —
defining how {companyName} positions differently when talking to different
agent segments. It customizes the value proposition, key claims, and
messaging angles for each agent archetype (referral partners, relocation
specialists, niche partners, new licensees, rising stars, top producers).

GOVERNS: Segment-specific messaging in all agent-to-agent communications.
No outreach should use one-size-fits-all messaging when this document
provides segment-specific positioning.

ACTIVATE: Before producing outreach to a specific agent segment. Load this
document to get the positioning, value proposition, and messaging angles
calibrated for that segment.

CONNECTS TO: The Agent Network ICP (B1) defines the segments referenced
here. The Agent Network VPC (B2) provides the needs this positioning
addresses. The Agent Network Brand Script (B4) provides the narrative
framework this positioning customizes. The Brokerage Talent Attraction
playbook uses this for recruitment messaging.

ENFORCE: If outreach to a referral partner sounds the same as outreach to
a top producer recruit, the sub-positioning isn't being applied. Each
segment should feel like {companyName} understands their specific situation.


═══════════════════════════════════════════════════════════════════════════════
SECTION C: BRAND CONTEXT
═══════════════════════════════════════════════════════════════════════════════

───────────────────────────────────────────────────────────────────────────────
C1: BRAND_CHARACTER (Brand Character & Behavior Guide)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Brand Character & Behavior Guide for {companyName} —
the hard constraints layer that defines what this brand will and won't do.
It captures personality traits, core values, DO and DON'T behaviors, and
tone descriptors that set the behavioral boundaries for every piece of
content.

GOVERNS: Brand behavior at every touchpoint. C1 is the second layer of
the voice cascade (D4 → C1 → C3 → default) and acts as a veto —
if D4 says something that violates C1, C1 wins. This is the "what we
never do" document.

ACTIVATE: On EVERY session start. C1 loads automatically alongside D4 and
C3 as part of the always-load trio. No output should be produced without
C1 active — it's the behavioral safety net.

CONNECTS TO: The Agent Voice Print (D4) provides the personality; C1
provides the boundaries that personality operates within. The Brand
Language Guide (C3) provides the micro-level language rules that express
C1 values. The Brand Messaging Guide (C2) provides the core narrative
C1 protects.

ENFORCE: For every output, ask: "Does this violate any DON'T behavior?"
If the agent's brand never uses fear tactics and the output creates urgency
through fear, C1 has been violated. The DON'T list is the fastest quality
check available.


───────────────────────────────────────────────────────────────────────────────
C2: BRAND_MESSAGING (Brand Messaging Guide)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Brand Messaging Guide for {companyName} — the core
narrative, key claims, and proof points that define what this brand stands
for. It captures the founding vision, 3-5 primary messages ranked by
importance, supporting evidence for each, and the message hierarchy for
different contexts.

GOVERNS: All brand-level messaging and narrative consistency. No output
should introduce brand claims not supported here or contradict the message
hierarchy. When in doubt about what to lead with, this document settles it.

ACTIVATE: Before producing brand-forward content — social posts, listing
descriptions, partner outreach, or any content where the agent's brand
story needs to come through. Also useful when content lacks a clear "why"
behind the brand.

CONNECTS TO: The Brand Character (C1) sets the behavioral tone for how
these messages are delivered. The Positioning Statement (A1) provides the
strategic foundation these messages express. The Agent Voice Print (D4)
determines the personal style in which messages are communicated.

ENFORCE: If an output makes a brand claim, trace it to a key claim here.
If the claim doesn't appear, it's either a new message that should be added
or an ungrounded assertion that should be removed.


───────────────────────────────────────────────────────────────────────────────
C3: BRAND_LANGUAGE (Brand Language Guide)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Brand Language Guide for {companyName} — the micro-level
rules for how this brand sounds at the sentence level. It captures preferred
vocabulary, avoided words, CTA style, tone rules, pronoun preferences,
jargon handling, and length preferences. This is what makes content sound
like {companyName} in the details.

GOVERNS: Word-level choices across all output. C3 is the third layer of
the voice cascade (D4 → C1 → C3 → default). When the system needs to
decide between two word choices, C3 settles it.

ACTIVATE: On EVERY session start. C3 loads automatically alongside D4 and
C1 as part of the always-load trio. Every piece of output must pass through
C3's vocabulary filter.

CONNECTS TO: The Agent Voice Print (D4) provides the personality; C3
provides the word-level expression of that personality. The Brand Character
(C1) provides the behavioral rules C3 enforces at the language level. The
Touchpoint Guide (C4) may override C3 for specific channels.

ENFORCE: Scan every output for avoided words. If the brand says "never say
'deal'" and the output says "great deal," C3 has been violated. The avoided
words list is the fastest micro-level quality check.


───────────────────────────────────────────────────────────────────────────────
C4: TOUCHPOINT_GUIDE (Touchpoint Expression Guide)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Touchpoint Expression Guide for {companyName} — defining
how the brand shows up differently on each communication channel. It captures
per-channel tone shifts, format conventions, content types, hashtag
strategies, CTA conventions, length guidance, and posting cadence for
Instagram, Facebook, LinkedIn, TikTok, Email, SMS, Video, and Print.

GOVERNS: Channel-specific formatting and tone adjustments. No output should
ignore channel conventions documented here. When a play targets a specific
channel, C4 overrides generic formatting with channel-specific rules.

ACTIVATE: Before producing any channel-specific content — social posts,
emails, video scripts, or print materials. If the output targets a specific
platform, load C4 to get the channel-specific expression rules.

CONNECTS TO: The Brand Language Guide (C3) provides the baseline vocabulary;
C4 adjusts it per channel. The Brand Character (C1) provides the behavioral
boundaries that apply across all channels. The edition default channel set
(Section 5 of edition guide) provides fallback rules when C4 is absent.

ENFORCE: If an Instagram post reads like a LinkedIn article, or an email
reads like a text message, C4 isn't being applied. Each channel should feel
deliberately chosen, not copy-pasted across platforms.


───────────────────────────────────────────────────────────────────────────────
C5: OFFICE:BRAND_STYLE_GUIDE (Brand Style Guide)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Brand Style Guide for {companyName} — the visual identity
rules governing how the brand looks. It captures color palette, typography,
logo usage, photography style, icon/illustration style, layout and spacing,
and accessibility standards.

GOVERNS: All visual brand references in output. When content includes design
direction, visual briefs, or creative specifications, they must align with
these visual standards.

ACTIVATE: When producing content that includes visual direction — landing
pages, property websites, social media creative briefs, presentation design,
or any output that references colors, fonts, imagery style, or layout.

CONNECTS TO: The Brand Character (C1) provides the personality these visuals
express. The Touchpoint Guide (C4) provides channel-specific visual
conventions. The Property Website Builder and Listing Landing Page playbooks
reference this for design direction.

ENFORCE: If a creative brief references colors, fonts, or imagery style,
check that they match this guide. Inconsistent visual identity is the
fastest way to look unprofessional at scale.


═══════════════════════════════════════════════════════════════════════════════
SECTION D: DOMAIN CONTEXT (Real Estate)
═══════════════════════════════════════════════════════════════════════════════

───────────────────────────────────────────────────────────────────────────────
D1: PROP:PROPERTY_BRIEF (Property Brief)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Property Brief for this listing — the truth source for
every claim made in every piece of marketing about this property. It
captures specifications, key features, systems and condition, market
positioning, lifestyle hooks, compliance notes, and three distinct agent
marketing angles. Nothing gets said about this property that isn't backed
by this document.

GOVERNS: All property-specific claims across every channel and audience.
This is the domain's property accuracy rule made concrete. No feature,
spec, or positioning claim should exist in output that can't be traced
back to a specific entry in this brief.

ACTIVATE: Before producing ANY listing-specific content — social posts,
emails, landing pages, video scripts, open house materials, seller updates,
or negotiation talking points. If the output mentions this property, D1
must be loaded.

CONNECTS TO: The Buyer Personas (D3) map which property features matter to
which personas. The Seller Persona (D2) provides the seller relationship
context. The Property Competitors (D6) provide competitive positioning
against similar listings. The Market Conditions (A6) provide the market
data that contextualizes pricing and positioning.

ENFORCE: For every property claim in output, trace it to a specific line in
this document. If a feature is mentioned that doesn't appear here, either
the brief needs updating or the claim needs removing. Invented property
features are a compliance violation, not just a quality issue.


───────────────────────────────────────────────────────────────────────────────
D2: PROP:SELLER_PERSONA (Seller Persona with DISC)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Seller Persona for this listing — a comprehensive profile
of this specific seller including their communication preferences. It
captures the seller's ICP (situation, motivations, risk tolerance), VPC
(what they need from the agent), DISC profile (how they prefer to receive
information), journey map (where they are emotionally), brand script (their
story), and moments analysis (what triggers anxiety or confidence).

GOVERNS: All seller-facing communications for this listing. Every email,
text, phone script, and status update must be calibrated to this seller's
DISC profile and current emotional journey stage. DISC calibration is
invisible — never name the style, just apply it.

ACTIVATE: Before producing any seller-directed communication — status
updates, win confirmations, onboarding materials, negotiation talking
points, or experience milestones. If the output will be seen by this
seller, D2 must be loaded.

CONNECTS TO: The Property Brief (D1) provides the listing context this
seller relationship operates within. The Agent Voice Print (D4) determines
how {companyName} sounds; D2 calibrates that voice for this specific seller.
The White Glove Seller Experience Builder uses the full DISC profile for
service design.

ENFORCE: Check every seller communication for DISC calibration. A
detail-oriented (C-style) seller should get structured, data-rich updates.
A big-picture (D-style) seller should get concise, results-focused
summaries. If the communication style doesn't match the DISC profile,
it will feel impersonal. Also verify: the DISC style is never named or
referenced in output.


───────────────────────────────────────────────────────────────────────────────
D3: PROP:BUYER_PERSONAS (Buyer Personas Ranked 1-5)
───────────────────────────────────────────────────────────────────────────────

"{filename}" contains up to 5 ranked Buyer Personas for this listing — each
with a complete analysis of who they are (ICP), what they need (VPC), how
they decide (CJM), what story resonates (Brand Script), what moments matter
(Moments Analysis), and how this property is positioned for them
(Sub-Positioning). This is the system's core differentiator: persona-first
targeting rather than generic "homebuyer" marketing.

GOVERNS: All listing marketing targeting and audience segmentation. No
listing content should target "homebuyers" generically — it must target a
specific ranked persona. Most plays focus on the top 1-3 personas. This
is what makes {companyName}'s marketing fundamentally different.

ACTIVATE: Before producing ANY listing marketing content — social posts,
emails, landing pages, video scripts, paid media targeting, or open house
follow-up. Load all personas; target the ones specified by the play.

CONNECTS TO: The Property Brief (D1) provides the features these personas
care about. The Market Conditions (A6) provide the market context each
persona navigates. The Seller Persona (D2) provides the seller relationship
context (marketing serves the seller's goals). The Agent Voice Print (D4)
provides the voice; D3 calibrates targeting and messaging.

ENFORCE: If listing marketing content could apply to any buyer for any
property, the personas aren't showing. Check: does the content reference a
specific VPC job, pain, or gain from one of these personas? Can you identify
which persona this piece targets? If not, go back to D3 and anchor to
a specific persona's needs.


───────────────────────────────────────────────────────────────────────────────
D4: OFFICE:AGENT_VOICE (Agent Voice Print)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Agent Voice Print for {companyName} — the most-referenced
ella-ment in the entire system. It captures the agent's core personality
traits, communication style, signature phrases, behavioral edge, values,
humor style, formality spectrum, and real-world voice samples. This is
what makes every piece of content sound like {companyName} instead of a
template or an AI.

GOVERNS: Voice across ALL output, without exception. D4 is Priority 1 in
the voice cascade (D4 → C1 → C3 → default). When there's a voice conflict,
D4 wins — unless C1's hard constraints are violated. This is the identity
layer of the system.

ACTIVATE: On EVERY session start, before producing any output. D4 loads
automatically as the first of the always-load trio (D4, C1, C3). No
content should be produced without D4 active.

CONNECTS TO: The Brand Character (C1) sets the behavioral boundaries D4
operates within. The Brand Language Guide (C3) provides the word-level
rules that express D4's personality. The Positioning Statement (A1) provides
the strategic identity this voice communicates. The Seller Persona (D2)
calibrates D4 via DISC for seller communications.

ENFORCE: Read every output aloud. Does it sound like this specific agent?
Would they naturally say these words, use these phrases, structure sentences
this way? If the output could belong to any agent, the voice print isn't
showing. Go back to the signature phrases and behavioral edge and infuse
them. The agent's personality should be unmistakable.


───────────────────────────────────────────────────────────────────────────────
D5: OFFICE:AGENT_GOALS (Agent Business Goals & KPIs)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Agent Business Goals & KPIs for {companyName} — the
strategic compass that aligns all marketing activity to what actually matters
to this agent's business. It captures career stage, 3-5 must-win objectives
with measurable KPIs, baselines, targets, timelines, and strategic
connections between activities and outcomes.

GOVERNS: Strategic alignment of all downstream work. When a play makes a
recommendation or suggests a priority, it should connect to objectives
documented here. This is the "why are we doing this?" answer.

ACTIVATE: When producing strategic content — goal setting reviews, content
strategy alignment, campaign planning, or any play that recommends
priorities or allocates effort. Also useful as enrichment context for
listing strategy (how does this listing serve the agent's bigger goals?).

CONNECTS TO: The Content Pillars (CX2) should align with goals documented
here. The Lead Nurturing playbook aligns strategy to goals. The 14 Day
Launch Blitz calibrates intensity based on how critical this listing is to
overall goals. The Agent Voice Print (D4) is enriched by understanding what
drives this agent professionally.

ENFORCE: If a recommendation doesn't connect to a documented goal, ask why.
Misaligned activity is the biggest time leak in an agent's business. Every
strategic recommendation should be traceable to a must-win objective.


───────────────────────────────────────────────────────────────────────────────
D6: PROP:PROPERTY_COMPETITORS (Property Competitors)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Property Competitors analysis for this listing —
identifying the 3-5 active comparable properties competing for the same
buyers. It captures per-comp specs, price positioning, key differences,
competitive positioning summary, market gaps, competitive threats, and a
differentiation playbook for positioning against each threat.

GOVERNS: All competitive positioning claims for this specific listing. No
output should position this property against competitors in ways not
supported by this analysis. Competitive claims must be factual and
defensible.

ACTIVATE: Before producing competitive position cards, luxury listing
presentations, listing marketing that references competitive advantages,
or negotiation talking points that compare this property to alternatives.

CONNECTS TO: The Property Brief (D1) provides the subject property's
features for comparison. The Buyer Personas (D3) determine which
competitive advantages matter to which buyers. The Market Conditions (A6)
provide the broader market context for pricing competitiveness.

ENFORCE: If an output claims "this property is better than alternatives
because..." verify the advantage appears in this document. Competitive
claims must be specific and factual — not "best home in the area" but
"only property in [neighborhood] with [specific feature] under [price]."


═══════════════════════════════════════════════════════════════════════════════
SECTION CX: WORKSPACE ARTIFACTS
═══════════════════════════════════════════════════════════════════════════════

───────────────────────────────────────────────────────────────────────────────
CX1: OFFICE:BROKERAGE_BRIEF (Brokerage Brief)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Brokerage Brief for {companyName} — a comprehensive
10-section capture of the brokerage's identity, culture, support systems,
technology, commission structure, growth paths, leadership vision,
competitive advantages, success stories, and honest positioning. This is
the truth source for all recruitment and brokerage-level marketing.

GOVERNS: All brokerage-level claims in recruitment, office marketing, and
PR content. No recruitment material should make promises not documented
here, and no office marketing should misrepresent brokerage culture or
capabilities. Section 10 (honest positioning) is particularly important —
it documents what the brokerage doesn't offer and who's not a fit.

ACTIVATE: Before producing recruitment content, office PR materials, office
social posts, office paid media, or any brokerage-level marketing. Required
for all office-level plays in the "Market Your Office" section.

CONNECTS TO: The Positioning Statement (A1) provides the market positioning
context the brokerage operates within. The Agent Network Sub-Positioning
(B6) uses brokerage strengths for recruitment messaging. The Brokerage
Talent Attraction playbook is the primary consumer of this document.

ENFORCE: If recruitment content makes a promise, trace it to a section in
this brief. If the brokerage doesn't offer 100% commission splits, don't
imply it. The honest positioning section (Section 10) exists specifically
to prevent over-promising. Integrity builds retention; hype creates churn.


───────────────────────────────────────────────────────────────────────────────
CX2: OFFICE:CONTENT_PILLARS (Content Pillars Guide)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Content Pillars Guide for {companyName} — the 4-6
strategic content themes that sit at the intersection of what the audience
cares about, what {companyName} is passionate about, and what differentiates
them in the market. Each pillar includes audience mapping, channel fit,
hook directions, posting cadence, and example content ideas.

GOVERNS: All ongoing content strategy and social media planning. No social
content should exist outside a pillar unless it's breaking news or a
one-time event. Pillars keep content purposeful and on-brand.

ACTIVATE: Before producing any ongoing social content, content calendars,
or content strategy decisions. If the question is "what should I post
about?" — load CX2 first.

CONNECTS TO: The Content Strategy (CX4) operationalizes these pillars
into a working plan. The Content Calendar (CX3) schedules specific posts
within pillars. The Agent Social Post Writer scans active pillars to
generate content. The Positioning Statement (A1) provides the strategic
identity pillars express.

ENFORCE: If a social post doesn't connect to a pillar, ask which pillar
it belongs to. Orphan content — posts without a strategic home — dilutes
the content strategy. Every post should serve a pillar's purpose.


───────────────────────────────────────────────────────────────────────────────
CX3: OFFICE:CONTENT_CALENDAR (Content Calendar)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Content Calendar for {companyName} — a dated schedule
of content with channel assignments, pillar references, topic hooks, media
types, and audience targets. This is the production guide that turns content
strategy into actual posted content.

GOVERNS: Content production scheduling and execution. When the Agent Social
Post Writer generates content, it follows this calendar for what to produce
next. This is the operational layer of the content strategy.

ACTIVATE: Before producing batched social content, weekly/monthly content
planning, or VA handoff kits. If the question is "what should I post this
week?" — load CX3 for the answer.

CONNECTS TO: The Content Pillars (CX2) provide the strategic themes this
calendar schedules. The Content Strategy (CX4) provides the channel and
cadence logic. The Agent Social Post Writer uses this as the production
guide for content generation.

ENFORCE: If content is being generated without referencing the calendar,
the calendar isn't being used. Check that generated content matches
the calendar's scheduled topics, channels, and pillar assignments for
the target date range.


───────────────────────────────────────────────────────────────────────────────
CX4: OFFICE:CONTENT_STRATEGY (Content Strategy Brief)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the Content Strategy Brief for {companyName} — the active
content strategy with pillar summaries, target channels, posting cadence,
content inputs by pillar, audience-to-channel mapping, and success metrics.
This is the fallback production guide when no detailed content calendar
(CX3) exists.

GOVERNS: Content strategy decisions when CX3 (calendar) is not available.
If CX3 exists, CX4 provides strategic context; if CX3 is absent, CX4
is the primary guide for what to post, where, and how often.

ACTIVATE: When CX3 (Content Calendar) is absent or expired and content
generation is needed. Also useful as enrichment context even when CX3
exists, to understand the "why" behind calendar decisions.

CONNECTS TO: The Content Pillars (CX2) provide the themes this strategy
operationalizes. The Content Calendar (CX3), when present, implements this
strategy. The Agent Social Post Writer falls back to this when no calendar
is available.

ENFORCE: If content generation is proceeding without either CX3 or CX4,
content strategy isn't guiding production. At least one of these must be
loaded before generating ongoing social content.


───────────────────────────────────────────────────────────────────────────────
CX6: OFFICE:SEO_KEYWORDS (SEO Keywords)
───────────────────────────────────────────────────────────────────────────────

"{filename}" is the SEO Keywords set for {companyName} — target keywords
organized by category: local service, geographic, lifestyle, informational,
competitor, seasonal, and long-tail. These guide digital content optimization
for search visibility.

GOVERNS: Keyword targeting in digital content — property websites, landing
pages, blog content, and any SEO-optimized writing. Keywords should be
naturally integrated, not stuffed.

ACTIVATE: When producing web content, property websites, landing pages,
or any digital content where search visibility matters. Not needed for
social-only content or print materials.

CONNECTS TO: The Property Website Builder uses these for on-page
optimization. The Listing Landing Page playbook references these for
search-optimized copy. The Content Pillars (CX2) may align with
informational keyword themes.

ENFORCE: If web content targets keywords not in this list, either the
keyword set needs expanding or the content is chasing irrelevant terms.
Keywords should appear naturally — if the insertion feels forced, rewrite
the sentence rather than stuffing the keyword.


───────────────────────────────────────────────────────────────────────────────
CX7: PRIOR_OUTPUTS (Prior Play Outputs)
───────────────────────────────────────────────────────────────────────────────

"{filename}" contains prior play outputs for continuity reference — an
indexed archive of content previously produced by this system. It enables
plays to reference and build on prior work rather than starting from scratch,
maintaining narrative continuity across touchpoints.

GOVERNS: Continuity and consistency across play executions. When a new play
produces content for the same audience or property, it should reference
prior outputs to maintain narrative threading and avoid contradictions.

ACTIVATE: When producing content that builds on or follows previous work —
follow-up emails after initial outreach, second-phase marketing after
launch, or any content where consistency with prior output matters.

CONNECTS TO: All plays that produce saved output feed into CX7. Subsequent
plays in the same context reference CX7 for continuity. Multi-play
playbooks especially depend on CX7 for cross-play narrative threading.

ENFORCE: If a new piece of content contradicts a prior output (different
property claims, different positioning angle, different tone), check CX7
for what was said before. Contradictions across touchpoints confuse
audiences and undermine trust.


═══════════════════════════════════════════════════════════════════════════════
SUMMARY
═══════════════════════════════════════════════════════════════════════════════

Total custom instructions: 30
  Section A (Business Context): 7 (A1-A7)
  Section B (Professional Network): 6 (B1-B6)
  Section C (Brand Context): 5 (C1-C5)
  Section D (Domain Context): 6 (D1-D6)
  Section CX (Workspace Artifacts): 6 (CX1-CX4, CX6-CX7)
  Skipped: CX5 (retired)

Pattern used: GOVERNS / ACTIVATE / CONNECTS TO / ENFORCE
Template variables: {filename}, {companyName}

═══════════════════════════════════════════════════════════════════════════════
END OF CUSTOM ELLA-MENT INSTRUCTIONS
═══════════════════════════════════════════════════════════════════════════════