=== SHEET: Playbook Summary === Section Playbook Name Type Status Edition # Plays Required Inputs Enriching Inputs Optional Inputs Ella-ments Produced Output Tier Notes SET UP YOUR OFFICE Agent Voice Print Builder Playbook Existing Standard 6 None (first in pipeline) None None ORG:AGENT_VOICE ORG First playbook, must run before all others Agent Goal Setting Playbook Existing Standard 3 None ORG:AGENT_VOICE, OFFICE:POSITIONING None ORG:AGENT_GOALS ORG Office Foundation Playbook New Standard 5 None (collects from user) ORG:AGENT_VOICE None OFFICE:POSITIONING, OFFICE:MARKET_PROFILE, OFFICE:COMPETITORS, OFFICE:COMPETITOR_LANDSCAPE, OFFICE:MARKET_CONDITIONS, OFFICE:MIGRATION_PATTERNS, OFFICE:MARKET_INTELLIGENCE, ORG:BRAND_IDENTITY, OFFICE:BRAND_BOOK, ORG:FRAMEWORKS, OFFICE:BRAND_STYLE_GUIDE, OFFICE:BROKERAGE_BRIEF (conditional) OFFICE (+ ORG for C1, C3) Combined from 3 former playbooks + Brokerage Brief. Play 5 conditional for broker-owners. Content Strategy Playbook New Standard 2 ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:POSITIONING, ORG:AGENT_GOALS None OFFICE:CONTENT_PILLARS, OFFICE:SEO_KEYWORDS OFFICE Combined Content Pillars + SEO Keywords Agent Referral Network Playbook New Standard 3 REF:AGENT_NETWORK_ARCHETYPES ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS None OFFICE:AGENT_NETWORK_ICP, OFFICE:AGENT_NETWORK_VPC, OFFICE:AGENT_NETWORK_CJM, OFFICE:AGENT_NETWORK_BRAND_SCRIPT, OFFICE:AGENT_NETWORK_MOMENTS, OFFICE:AGENT_NETWORK_SUB_POSITIONING OFFICE Builds B-tier from edition archetypes Office Context Refresh Playbook New Standard 2 OFFICE:MARKET_CONDITIONS, OFFICE:MARKET_PROFILE, OFFICE:MIGRATION_PATTERNS OFFICE:COMPETITORS, OFFICE:COMPETITOR_LANDSCAPE None Updated: OFFICE:MARKET_CONDITIONS, OFFICE:MARKET_PROFILE, OFFICE:MIGRATION_PATTERNS, OFFICE:COMPETITORS, OFFICE:COMPETITOR_LANDSCAPE OFFICE Periodic refresh playbook WIN A LISTING Property Bot Playbook New Standard 4 MLS data, agent knowledge REF:BUYER_ARCHETYPES, REF:SELLER_ARCHETYPES, OFFICE:MARKET_CONDITIONS None PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, PROP:SELLER_PERSONA, PROP:PROPERTY_COMPETITORS PROP Always Step 1 in new listing workspace Confirm the Win Playbook Existing Standard 3 PROP:PROPERTY_BRIEF, PROP:SELLER_PERSONA, ORG:AGENT_VOICE ORG:BRAND_IDENTITY, ORG:FRAMEWORKS, OFFICE:BRAND_BOOK None None (content output) — Consumes Property Bot ella-ments Property Marketing Plan Playbook Existing Standard 3 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:MARKET_CONDITIONS, OFFICE:POSITIONING None None (content output) — Luxury Listing Presentation Builder Playbook Modified Luxury 15 ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS, PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS OFFICE:MARKET_CONDITIONS None None (content output) — Now CONSUMES D1/D3 from Property Bot (no longer builds them). Warns if missing. White Glove Seller Experience Builder Playbook Modified Luxury 3 PROP:PROPERTY_BRIEF, PROP:SELLER_PERSONA, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS None None None (content output) — Consumes D1/D2 from Property Bot. Warns if missing. PROMOTE A LISTING 14 Day Launch Blitz Playbook Existing Standard 3 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS PROP:SELLER_PERSONA, OFFICE:MARKET_CONDITIONS, ORG:AGENT_GOALS None None (content output) — Listing Landing Page Playbook Existing Standard 3 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:MARKET_CONDITIONS None None (content output) — Listing Launch Momentum Playbook Existing Standard 4 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:MARKET_CONDITIONS None None (content output) — New Listing Social Engine Playbook Existing Standard 4 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:MARKET_CONDITIONS None None (content output) — Open House Game Plan Playbook Existing Standard 5 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:MARKET_CONDITIONS None None (content output) — Pre-Launch Listing Playbook Existing Standard 2 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:MARKET_CONDITIONS None None (content output) — Property Website Builder Playbook Existing Standard 4 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:MARKET_CONDITIONS None None (content output) — Paid Media Campaign Planner Playbook Existing Luxury 4 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:MARKET_CONDITIONS, OFFICE:BROKERAGE_BRIEF None None (content output) — GROW YOUR NETWORK High-Trust Partner Strategy Standalone Play Existing (moved) Standard 1 ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:POSITIONING, OFFICE:BRAND_BOOK, OFFICE:MARKET_PROFILE OFFICE:MARKET_CONDITIONS, OFFICE:COMPETITORS None (content output) — Moved from standalone to Grow Your Network section MARKET YOUR OFFICE Brokerage Talent Attraction Playbook Modified Standard 3 OFFICE:BROKERAGE_BRIEF, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:POSITIONING None None (content output) — Now references 3 recruiting archetypes Lead Nurturing Playbook Modified Standard 3 ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS, OFFICE:POSITIONING OFFICE:AGENT_NETWORK (B1-B2), ORG:AGENT_GOALS None None (content output) — Light-touch B-tier optional step added Office PR Planner Playbook Existing Luxury 3 OFFICE:BROKERAGE_BRIEF, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:POSITIONING None None (content output) — Office Paid Media Planner Playbook Existing Standard 3 OFFICE:BROKERAGE_BRIEF, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:POSITIONING None None (content output) — Office Social Post Planner Playbook Existing Standard 3 OFFICE:BROKERAGE_BRIEF, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:CONTENT_PILLARS None OFFICE:CONTENT_STRATEGY (CX4), OFFICE:CONTENT_CALENDAR (CX3) OFFICE Produces CX4 from Play 1, CX3 from Play 2 Stay Top of Mind Playbook Modified Standard 4 ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS, OFFICE:POSITIONING OFFICE:CONTENT_PILLARS, ORG:AGENT_GOALS None None (content output) — Light-touch B-tier optional step added STANDALONE PLAYS Neighbor Post-Sale Value Letter Standalone Play Existing Standard 1 PROP:PROPERTY_BRIEF, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:MARKET_CONDITIONS, OFFICE:BRAND_BOOK OFFICE:POSITIONING, PROP:BUYER_PERSONAS None (content) — Promote a Listing section Listing Social Post Standalone Play Existing Standard 1 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:BRAND_BOOK, OFFICE:POSITIONING, OFFICE:CONTENT_CALENDAR OFFICE:MARKET_CONDITIONS None (content) — Promote a Listing section Property Negotiation Messaging Toolkit Standalone Play Existing Standard 1 PROP:PROPERTY_BRIEF, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS; PROP:SELLER_PERSONA (req seller mode) PROP:BUYER_PERSONAS, OFFICE:MARKET_CONDITIONS, OFFICE:BRAND_BOOK None None (content) — Win a Listing section Agent Social Post Writer Standalone Play Existing Standard 1 ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS; OFFICE:CONTENT_CALENDAR or OFFICE:CONTENT_STRATEGY or OFFICE:CONTENT_PILLARS OFFICE:BRAND_BOOK, OFFICE:POSITIONING, OFFICE:CONTENT_CALENDAR OFFICE:MARKET_CONDITIONS, OFFICE:COMPETITOR_LANDSCAPE None (content) — Promote a Listing section Seller Status Update Standalone Play Existing Standard 1 PROP:SELLER_PERSONA, PROP:PROPERTY_BRIEF, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:MARKET_CONDITIONS, OFFICE:BRAND_BOOK OFFICE:POSITIONING None (content) — Win a Listing section Listing Video Planner Standalone Play Existing Standard 1 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS PROP:SELLER_PERSONA, OFFICE:MARKET_CONDITIONS, OFFICE:BRAND_BOOK OFFICE:POSITIONING, OFFICE:TOUCHPOINT_GUIDE None (content) — Promote a Listing section Buyer-Specific Competitive Position Cards Standalone Play Existing Standard 1 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, comp documents OFFICE:MARKET_CONDITIONS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:COMPETITORS None (content) — Win a Listing section Agent Market Intel Sharing Standalone Play New Standard 1 OFFICE:MARKET_CONDITIONS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:AGENT_NETWORK (B1-B2), OFFICE:POSITIONING None None (content) — Grow Your Network section === SHEET: Play Detail === Section Playbook Name Play # Play Name Role Steps Required Inputs Enriching Inputs Optional Inputs Ella-ments Produced Output Tier Saves Ella-ment? Notes SET UP YOUR OFFICE Agent Voice Print Builder 1 Capture Working Style & Voice Baseline Strategy/Selection 3 Agent materials, existing content None None Voice baseline notes — No Agent Voice Print Builder 2 Tell Your Story — 10 Work Stories Strategy/Selection 3 Voice baseline from Play 1 None None Story bank — No Agent Voice Print Builder 3 Identify Distinctions & Hot Spots Strategy/Selection 3 Stories + baseline (Plays 1-2) None None Distinction statements — No Agent Voice Print Builder 4 Build Agent Character Guide Draft Action 3 All from Plays 1-3 None None Draft Character Guide — No Agent Voice Print Builder 5 Validate & Refine Distinctions Sharpening 2 Draft Character Guide (Play 4) None None Validated Character Guide — No Agent Voice Print Builder 6 Complete Voice Print & Export Action 2 Validated Guide (Play 5) None None ORG:AGENT_VOICE ORG Yes Agent Goal Setting 1 Build Your Agent Blueprint Strategy/Selection 3 Agent self-assessment ORG:AGENT_VOICE None Business snapshot — No Agent Goal Setting 2 Identify Your Must-Wins Strategy/Selection 3 Snapshot (Play 1) None None Prioritized objectives — No Agent Goal Setting 3 Create Your Accountability System Action 3 Must-wins (Play 2), snapshot (Play 1) None None ORG:AGENT_GOALS ORG Yes Office Foundation 1 Brand Identity & Positioning Strategy/Selection 3 Agent data, uploaded materials ORG:AGENT_VOICE None OFFICE:POSITIONING, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS, OFFICE:BRAND_BOOK, OFFICE:BRAND_STYLE_GUIDE ORG + OFFICE Yes Produces 5 ella-ments Office Foundation 2 Competitive Landscape Strategy/Selection 3 OFFICE:POSITIONING, market data None None OFFICE:COMPETITORS, OFFICE:COMPETITOR_LANDSCAPE OFFICE Yes Office Foundation 3 Market Environment Strategy/Selection 3 OFFICE:POSITIONING, OFFICE:COMPETITORS, MLS data None None OFFICE:MARKET_CONDITIONS, OFFICE:MARKET_PROFILE, OFFICE:MIGRATION_PATTERNS OFFICE Yes Office Foundation 4 Market Intelligence Report Action 3 OFFICE:MARKET_CONDITIONS, OFFICE:MARKET_PROFILE, OFFICE:MIGRATION_PATTERNS None None OFFICE:MARKET_INTELLIGENCE OFFICE Yes Office Foundation 5 Brokerage Brief (Conditional) Strategy/Selection 3 OFFICE:POSITIONING, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS ORG:AGENT_VOICE None OFFICE:BROKERAGE_BRIEF OFFICE Yes Broker-owners only Content Strategy 1 Define Your Content Pillars Strategy/Selection 3 ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:POSITIONING, ORG:AGENT_GOALS None OFFICE:CONTENT_PILLARS OFFICE Yes Content Strategy 2 Build Your SEO Keywords Action 3 OFFICE:CONTENT_PILLARS, OFFICE:POSITIONING OFFICE:MARKET_CONDITIONS None OFFICE:SEO_KEYWORDS OFFICE Yes Agent Referral Network 1 Select & Profile Network Targets Strategy/Selection 3 REF:AGENT_NETWORK_ARCHETYPES ORG:AGENT_VOICE None OFFICE:AGENT_NETWORK_ICP, OFFICE:AGENT_NETWORK_VPC, OFFICE:AGENT_NETWORK_CJM, OFFICE:AGENT_NETWORK_BRAND_SCRIPT, OFFICE:AGENT_NETWORK_MOMENTS, OFFICE:AGENT_NETWORK_SUB_POSITIONING OFFICE Yes Builds 6-pack for selected archetypes Agent Referral Network 2 Build Nurture Strategy Strategy/Selection 3 B-tier 6-packs (Play 1), ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS None None Agent network nurture strategy doc — No Agent Referral Network 3 Generate Network Content Action 4 Nurture strategy (Play 2) None None Network content package — No Office Context Refresh 1 Refresh Market Environment Strategy/Selection 3 OFFICE:MARKET_CONDITIONS, OFFICE:MARKET_PROFILE, OFFICE:MIGRATION_PATTERNS, new data None None Updated: OFFICE:MARKET_CONDITIONS, OFFICE:MARKET_PROFILE, OFFICE:MIGRATION_PATTERNS OFFICE Yes Office Context Refresh 2 Refresh Competitive Landscape Strategy/Selection 3 OFFICE:COMPETITORS, OFFICE:COMPETITOR_LANDSCAPE, new data None None Updated: OFFICE:COMPETITORS, OFFICE:COMPETITOR_LANDSCAPE OFFICE Yes WIN A LISTING Property Bot 1 Build Property Brief Strategy/Selection 3 MLS data, agent knowledge None None PROP:PROPERTY_BRIEF PROP Yes Property Bot 2 Build Buyer Personas Strategy/Selection 3 PROP:PROPERTY_BRIEF REF:BUYER_ARCHETYPES, OFFICE:MARKET_CONDITIONS None PROP:BUYER_PERSONAS PROP Yes Auto-suggests 3-5 from archetypes Property Bot 3 Build Seller Persona Strategy/Selection 3 PROP:PROPERTY_BRIEF, seller info REF:SELLER_ARCHETYPES None PROP:SELLER_PERSONA PROP Yes Matches by motivation Property Bot 4 Identify Competing Properties Strategy/Selection 3 PROP:PROPERTY_BRIEF OFFICE:MARKET_CONDITIONS None PROP:PROPERTY_COMPETITORS PROP Yes Confirm the Win 1 Prepare Win Confirmation Strategy/Selection 3 PROP:SELLER_PERSONA, PROP:PROPERTY_BRIEF, ORG:AGENT_VOICE None None Confirmation strategy — No Confirm the Win 2 Draft Win Confirmation Action 2 Strategy (Play 1) None None Confirmation email — No Confirm the Win 3 Onboarding Roadmap Action 2 Email (Play 2), PROP:PROPERTY_BRIEF, PROP:SELLER_PERSONA None None Onboarding roadmap — No Property Marketing Plan 1 Establish Marketing Strategy Strategy/Selection 3 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE OFFICE:MARKET_CONDITIONS, OFFICE:POSITIONING None Marketing strategy brief — No Property Marketing Plan 2 Build Marketing Timeline Strategy/Selection 2 Strategy (Play 1) None None Marketing timeline — No Property Marketing Plan 3 Generate Marketing Plan Document Action 3 Strategy + timeline (Plays 1-2) None None Complete plan document — No Luxury Listing Presentation Builder 1 Property Brief & Initial Setup Strategy/Selection 3 PROP:PROPERTY_BRIEF (consumed from Property Bot) None None (consumes, does not build) — No Now consumes D1 from Property Bot Luxury Listing Presentation Builder 2 Define Primary Buyer Persona Strategy/Selection 3 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS (consumed) None None (consumes, does not build) — No Now consumes D3 from Property Bot Luxury Listing Presentation Builder 3-10 Strategy & Content Sections Mixed 2-3 ea Prior play outputs + market data None None Presentation sections — No Luxury Listing Presentation Builder 11-15 Refinement & Export Sharpening/Action 2-3 ea All sections (Plays 1-10) None None Complete luxury presentation — No White Glove Seller Experience Builder 1 Design Seller Experience Blueprint Strategy/Selection 3 PROP:PROPERTY_BRIEF, PROP:SELLER_PERSONA, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY None None Seller Experience Blueprint — No White Glove Seller Experience Builder 2 Build Communication System Action 3 Blueprint (Play 1), PROP:SELLER_PERSONA DISC None None Communication library — No White Glove Seller Experience Builder 3 Generate Service Plan Document Action 2 Blueprint + comms (Plays 1-2) None None Service Plan document — No PROMOTE A LISTING 14 Day Launch Blitz 1 Lock the Blitz Strategy Strategy/Selection 3 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:MARKET_CONDITIONS None Blitz strategy — No 14 Day Launch Blitz 2 14-Day Launch Calendar Action 2 Strategy (Play 1) None None 14-day calendar — No 14 Day Launch Blitz 3 Create the Content Action 5 Calendar (Play 2) + all context None None Complete content batch — No Listing Landing Page 1 Establish Landing Page Strategy Strategy/Selection 3 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE OFFICE:MARKET_CONDITIONS None Landing page strategy — No Listing Landing Page 2 Build Landing Page Copy Action 3 Strategy (Play 1) None None Landing page copy — No Listing Landing Page 3 Design Your Landing Page Action 2 Copy (Play 2), PROP:PROPERTY_BRIEF None None Design brief — No Listing Launch Momentum 1 Pre-Launch Buzz Strategy Strategy/Selection 3 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE OFFICE:MARKET_CONDITIONS None Buzz strategy — No Listing Launch Momentum 2 Launch Day Campaign Action 3 Strategy (Play 1) + all context None None Launch day content — No Listing Launch Momentum 3 Week 1 Momentum Action 3 Launch content (Play 2) + data None None Week 1 content — No Listing Launch Momentum 4 Post-Sale Acceleration Action 2 Sale data + all context None None Post-sale content — No New Listing Social Engine 1 Setup + Channel Map Strategy/Selection 3 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS None None Channel map — No New Listing Social Engine 2 90-Day Briefs + Calendar Action 3 Channel map (Play 1) None None 90-day calendar — No New Listing Social Engine 3 Post Drafts Pack Action 4 Calendar (Play 2) + all context None None Post drafts — No New Listing Social Engine 4 VA Handoff Kit Action 2 Calendar + drafts (Plays 2-3) None None VA Handoff Kit — No Open House Game Plan 1 Gather Open House Details Strategy/Selection 3 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS None None Strategy brief — No Open House Game Plan 2 Pre-Event Marketing Action 3 Strategy (Play 1), ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS None None Pre-event marketing package — No Open House Game Plan 3 Day-Of Execution Action 2 Strategy (Play 1), PROP:PROPERTY_BRIEF None None Day-of kit — No Open House Game Plan 4 Visitor Experience Action 2 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS None None Visitor experience guide — No Open House Game Plan 5 Post-Event Follow-Up Action 3 All prior + outcome data None None Follow-up package — No Pre-Launch Listing 1 Build Pre-Launch Strategy Strategy/Selection 3 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE OFFICE:MARKET_CONDITIONS None Pre-launch strategy — No Pre-Launch Listing 2 Generate Pre-Launch Content Action 3 Strategy (Play 1) None None Pre-launch content — No Property Website Builder 1 Website Outline (StoryBrand + CTAs) Strategy/Selection 3 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE None None Website outline — No Property Website Builder 2 Website Copy Draft Action 4 Outline (Play 1) + all context None None Website copy — No Property Website Builder 3 Visual Direction + AI Prompts Action 2 Copy (Play 2), PROP:PROPERTY_BRIEF None None Visual direction guide — No Property Website Builder 4 Gamma Paste Pack Action 2 Copy + visual (Plays 2-3) None None Gamma Paste Pack — No Paid Media Campaign Planner 1 Build Media Strategy Strategy/Selection 3 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS OFFICE:MARKET_CONDITIONS None Media strategy brief — No Paid Media Campaign Planner 2 Create Creative Brief Strategy/Selection 2 Strategy (Play 1), ORG:AGENT_VOICE None None Creative briefs — No Paid Media Campaign Planner 3 Develop Media Plan Action 3 Strategy + briefs (Plays 1-2) None None Media plan — No Paid Media Campaign Planner 4 Build Campaign Document Action 3 All from Plays 1-3 None None Campaign document — No MARKET YOUR OFFICE Brokerage Talent Attraction 1 Define Culture & Value Proposition Strategy/Selection 3 OFFICE:BROKERAGE_BRIEF, ORG:AGENT_VOICE OFFICE:POSITIONING None Culture & value prop doc — No Now references recruiting archetypes Brokerage Talent Attraction 2 Build Recruitment Marketing Plan Strategy/Selection 3 Culture doc (Play 1) None None Recruitment marketing plan — No Brokerage Talent Attraction 3 Generate Recruiting Content Action 4 Plan (Play 2) + all context None None Recruiting content package — No Lead Nurturing 1 Segment Your Database Strategy/Selection 3 Agent database, OFFICE:POSITIONING OFFICE:AGENT_NETWORK (B1-B2) None Prospect segmentation — No Optional B-tier step Lead Nurturing 2 Build Nurture Strategy Strategy/Selection 3 Segments (Play 1) None None Nurture strategy — No Lead Nurturing 3 Generate Email Sequences Action 4 Strategy (Play 2) + all context None None Email sequences — No Office PR Planner 1 Develop PR Strategy Strategy/Selection 3 OFFICE:BROKERAGE_BRIEF, ORG:AGENT_VOICE OFFICE:POSITIONING None PR strategy brief — No Office PR Planner 2 Build Media Kit & Press Materials Action 3 Strategy (Play 1), OFFICE:BROKERAGE_BRIEF None None Media kit — No Office PR Planner 3 Execute PR Campaign Action 3 Media kit (Play 2) + opportunities None None Campaign PR package — No Office Paid Media Planner 1 Define Paid Media Strategy Strategy/Selection 3 OFFICE:BROKERAGE_BRIEF OFFICE:POSITIONING None Paid media strategy — No Office Paid Media Planner 2 Build Media Campaigns Strategy/Selection 3 Strategy (Play 1) None None Campaign designs — No Office Paid Media Planner 3 Execute Paid Media Action 3 Designs (Play 2) None None Execution package — No Office Social Post Planner 1 Define Social Strategy Strategy/Selection 3 OFFICE:BROKERAGE_BRIEF, ORG:AGENT_VOICE OFFICE:CONTENT_PILLARS None OFFICE:CONTENT_STRATEGY (CX4) OFFICE Yes Produces CX4 Office Social Post Planner 2 Build Content Calendar Action 3 Strategy (Play 1) None None OFFICE:CONTENT_CALENDAR (CX3) OFFICE Yes Produces CX3 Office Social Post Planner 3 Generate Social Posts Action 4 Calendar (Play 2) + all context None None Social post batch — No Stay Top of Mind 1 Build COI/Sphere Strategy Strategy/Selection 3 ORG:AGENT_VOICE, OFFICE:POSITIONING None None COI/Sphere strategy — No Optional B-tier step Stay Top of Mind 2 Create Nurture Calendar Action 3 Strategy (Play 1) None None 12-month calendar — No Stay Top of Mind 3 Generate Nurture Content Action 4 Calendar (Play 2) + all context None None Nurture content library — No Stay Top of Mind 4 Build Gift & Event Strategy Action 3 Strategy (Play 1) + budget None None Gift & Event strategy — No STANDALONE PLAYS / VARIOUS Neighbor Post-Sale Value Letter 1 Neighbor Post-Sale Value Letter Action 1 PROP:PROPERTY_BRIEF, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:MARKET_CONDITIONS, OFFICE:BRAND_BOOK OFFICE:POSITIONING, PROP:BUYER_PERSONAS None (content) — No Promote a Listing section Listing Social Post 1 Listing Social Post Action 1 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:BRAND_BOOK, OFFICE:POSITIONING, OFFICE:CONTENT_CALENDAR OFFICE:MARKET_CONDITIONS None (content) — No Promote a Listing section Property Negotiation Messaging Toolkit 1 Property Negotiation Messaging Toolkit Action 1 PROP:PROPERTY_BRIEF, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS; PROP:SELLER_PERSONA (req seller mode) PROP:BUYER_PERSONAS, OFFICE:MARKET_CONDITIONS, OFFICE:BRAND_BOOK None None (content) — No Win a Listing section Agent Social Post Writer 1 Agent Social Post Writer Action 1 ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS; OFFICE:CONTENT_CALENDAR or OFFICE:CONTENT_STRATEGY or OFFICE:CONTENT_PILLARS OFFICE:BRAND_BOOK, OFFICE:POSITIONING, OFFICE:CONTENT_CALENDAR OFFICE:MARKET_CONDITIONS, OFFICE:COMPETITOR_LANDSCAPE None (content) — No Promote a Listing section Seller Status Update 1 Seller Status Update Action 1 PROP:SELLER_PERSONA, PROP:PROPERTY_BRIEF, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:MARKET_CONDITIONS, OFFICE:BRAND_BOOK OFFICE:POSITIONING None (content) — No Win a Listing section Listing Video Planner 1 Listing Video Planner Action 1 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS PROP:SELLER_PERSONA, OFFICE:MARKET_CONDITIONS, OFFICE:BRAND_BOOK OFFICE:POSITIONING, OFFICE:TOUCHPOINT_GUIDE None (content) — No Promote a Listing section Buyer-Specific Competitive Position Cards 1 Buyer-Specific Competitive Position Cards Action 1 PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, comp documents OFFICE:MARKET_CONDITIONS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:COMPETITORS None (content) — No Win a Listing section Agent Market Intel Sharing 1 Agent Market Intel Sharing Action 1 OFFICE:MARKET_CONDITIONS, ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:AGENT_NETWORK (B1-B2), OFFICE:POSITIONING None None (content) — No Grow Your Network section GROW YOUR NETWORK High-Trust Partner Strategy 1 High-Trust Partner Strategy Action 1 ORG:AGENT_VOICE, ORG:BRAND_IDENTITY, ORG:FRAMEWORKS OFFICE:POSITIONING, OFFICE:BRAND_BOOK, OFFICE:MARKET_PROFILE OFFICE:MARKET_CONDITIONS, OFFICE:COMPETITORS None (content output) — No Moved from standalone to Grow Your Network section