=== SHEET: Data Model === Tier Readable Name Legacy Code Section Description Builder (Play/Playbook) Refresh Cadence ORG BRAND_CHARACTER C1 Brand Context Brand character & behavior guide (base) Ships pre-built; customized by Office Brand Setup playbook N/A (org-level) ORG BRAND_MESSAGING C2 Brand Context Brand messaging guide (base) Ships pre-built; customized by Office Brand Setup playbook N/A ORG BRAND_LANGUAGE C3 Brand Context Brand language guide (base) Ships pre-built; customized by Office Brand Setup playbook N/A ORG TOUCHPOINT_GUIDE C4 Brand Context Touchpoint expression guide (base) Ships pre-built; customized by Office Brand Setup playbook N/A ORG PRODUCT_SERVICE_GUIDE A2 Business Context Product/service catalog (base) Ships pre-built N/A ORG REF:BUYER_ARCHETYPES — Domain Context Pre-built buyer persona library (8-12 types w/ 6-pack shells) Ships pre-built with edition N/A ORG REF:SELLER_ARCHETYPES — Domain Context Pre-built seller persona library (8-12 types w/ 6-pack+DISC shells) Ships pre-built with edition N/A ORG REF:AGENT_NETWORK_ARCHETYPES — Domain Context Pre-built agent persona library (6 types w/ 6-pack shells) Ships pre-built with edition N/A ORG AGENT_NETWORK_PERSONAS B1-B6 Professional Network Agent network personas — full 6-packs for 6 standard types Ships pre-built with edition N/A OFFICE BRAND_CHARACTER C1 Brand Context Brand character customized for this office Office Brand Setup playbook As needed OFFICE BRAND_MESSAGING C2 Brand Context Brand messaging customized for this office Office Brand Setup playbook As needed OFFICE BRAND_LANGUAGE C3 Brand Context Brand language customized for this office Office Brand Setup playbook As needed OFFICE TOUCHPOINT_GUIDE C4 Brand Context Touchpoint guide customized for this office Office Brand Setup playbook As needed OFFICE POSITIONING A1 Business Context Agent/office positioning statement Office Market Setup playbook Annually OFFICE PRODUCT_SERVICE_GUIDE A2 Business Context This office's specific services Office Market Setup playbook Annually OFFICE COMPETITIVE_LANDSCAPE A3 Business Context Local competitive analysis Office Market Setup playbook Quarterly (Office Context Refresh) OFFICE PESTLE A4 Business Context Local regulatory, economic, social factors Office Market Setup playbook Quarterly (Office Context Refresh) OFFICE ZEITGEIST A5 Business Context Current cultural moment and trends Office Market Setup playbook Quarterly (Office Context Refresh) OFFICE MARKET_CONDITIONS A6 Business Context Local market headwinds & tailwinds Local Market Intelligence playbook Quarterly (Office Context Refresh) OFFICE AGENT_VOICE D4 Domain Context Agent voice print Agent Voice Print Builder playbook Once, updated periodically OFFICE AGENT_GOALS D5 Domain Context Agent business goals & KPIs Agent Goal Setting playbook Annually OFFICE BROKERAGE_BRIEF CX1 Workspace Artifacts Brokerage culture, story, operations Brokerage Brief Builder play Annually (Office Context Refresh) OFFICE CONTENT_PILLARS CX2 Workspace Artifacts Content pillars guide Content Pillars playbook Semi-annually OFFICE CONTENT_CALENDAR CX3 Workspace Artifacts Content calendar Created by social content playbooks Quarterly OFFICE CONTENT_STRATEGY CX4 Workspace Artifacts Content strategy brief Created by social content playbooks Quarterly OFFICE SEO_KEYWORDS CX6 Workspace Artifacts SEO keyword set Manual or digital content playbooks As needed PROP PROPERTY_BRIEF D1 Domain Context Property specs, features, market story Property Bot Setup playbook Once per listing PROP SELLER_PERSONA D2 Domain Context This seller — customized from archetype, full 6-pack + DISC Property Bot Setup playbook Once per listing PROP BUYER_PERSONAS D3 Domain Context Buyer personas ranked 1-5, each w/ full 6-pack Property Bot Setup playbook Once per listing PROP PROPERTY_COMPETITORS D6 Domain Context Active comps on market Property Bot Setup playbook As market changes (no tier) PRIOR_OUTPUTS CX7 Workspace Artifacts Prior play outputs for continuity Generated by plays automatically Per play run === SHEET: Playbook × Ella-ment Matrix === Ella-ment (Readable Name) Agent Voice Print Builder Agent Goal Setting Content Pillars Local Market Intelligence Office Brand Setup Office Market Setup Office Context Refresh Property Bot Setup Property Marketing Plan Luxury Listing Presentation Builder White Glove Seller Experience Builder Confirm the Win Pre-Launch Listing 14 Day Launch Blitz Listing Launch Momentum Listing Landing Page Property Website Builder New Listing Social Engine Open House Paid Media Campaign Planner Agent Referral Network Lead Nurturing Stay Top of Mind Brokerage Talent Attraction Office Social Post Planner Office Paid Media Planner Office PR Planner BRAND_CHARACTER BRAND_MESSAGING BUILDS BRAND_LANGUAGE R BUILDS E R R SP R R R R R R R R R R R R R R TOUCHPOINT_GUIDE BUILDS PRODUCT_SERVICE_GUIDE BUILDS REF:BUYER_ARCHETYPES R REF:SELLER_ARCHETYPES R REF:AGENT_NETWORK_ARCHETYPES AGENT_NETWORK_PERSONAS R O O BRAND_CHARACTER BRAND_MESSAGING BUILDS BRAND_LANGUAGE R BUILDS E R R SP R R R R R R R R R R R R R R TOUCHPOINT_GUIDE BUILDS POSITIONING SP SP BUILDS SP SP SP SP SP SP SP SP SP SP R R SP SP SP PRODUCT_SERVICE_GUIDE BUILDS COMPETITIVE_LANDSCAPE BUILDS SP SP SP SP PESTLE BUILDS ZEITGEIST BUILDS MARKET_CONDITIONS BUILDS E E SP SP SP SP SP AGENT_VOICE BUILDS SP SP E SP R R SP R R R R R R R SP R SP SP SP SP SP SP AGENT_GOALS BUILDS BROKERAGE_BRIEF R SP SP SP CONTENT_PILLARS BUILDS E CONTENT_CALENDAR CONTENT_STRATEGY SEO_KEYWORDS PROPERTY_BRIEF BUILDS R R R R R R R R R R SELLER_PERSONA BUILDS R R BUYER_PERSONAS BUILDS R R R R R R R R R PROPERTY_COMPETITORS BUILDS PRIOR_OUTPUTS === SHEET: Ella-ment Builders === Ella-ment (Readable Name) Code Tier Built By Play Type Play Count Build Sequence Priority Reusability Notes AGENT_VOICE D4 OFFICE Agent Voice Print Builder playbook Playbook 6 plays Priority 1 — build first Once per agent Most-referenced ella-ment AGENT_GOALS D5 OFFICE Agent Goal Setting playbook Playbook 3 plays Priority 2 Annually CONTENT_PILLARS CX2 OFFICE Content Pillars playbook Playbook 2 plays Priority 3 Once, updated semi-annually BROKERAGE_BRIEF CX1 OFFICE Brokerage Brief Builder play Play 1 play (standalone) Priority 4 Once per brokerage BRAND_CHARACTER (OFFICE) C1 OFFICE Office Brand Setup playbook (NEW) Playbook ~4 plays Priority 5 Once per office Customized from ORG level BRAND_MESSAGING (OFFICE) C2 OFFICE Office Brand Setup playbook (NEW) Playbook ~4 plays Priority 5 Once per office Customized from ORG level BRAND_LANGUAGE (OFFICE) C3 OFFICE Office Brand Setup playbook (NEW) Playbook ~4 plays Priority 5 Once per office Customized from ORG level TOUCHPOINT_GUIDE (OFFICE) C4 OFFICE Office Brand Setup playbook (NEW) Playbook ~4 plays Priority 5 Once per office Customized from ORG level POSITIONING A1 OFFICE Office Market Setup playbook (NEW) Playbook ~4-5 plays Priority 6 Once per office PRODUCT_SERVICE_GUIDE (OFFICE) A2 OFFICE Office Market Setup playbook (NEW) Playbook ~4-5 plays Priority 6 Once per office Office-specific version COMPETITIVE_LANDSCAPE A3 OFFICE Office Context Refresh playbook (NEW) Playbook ~4 plays Priority 6b Quarterly Updated regularly PESTLE A4 OFFICE Office Context Refresh playbook (NEW) Playbook ~4 plays Priority 6b Quarterly Updated regularly ZEITGEIST A5 OFFICE Office Context Refresh playbook (NEW) Playbook ~4 plays Priority 6b Quarterly Updated regularly MARKET_CONDITIONS A6 OFFICE Local Market Intelligence playbook Playbook 3 plays Ongoing Quarterly Already exists PROPERTY_BRIEF D1 PROP Property Bot Setup playbook (NEW) Playbook ~6 plays Per listing Once per listing SELLER_PERSONA D2 PROP Property Bot Setup playbook (NEW) Playbook ~6 plays Per listing Once per listing Full 6-pack + DISC BUYER_PERSONAS D3 PROP Property Bot Setup playbook (NEW) Playbook ~6 plays Per listing Once per listing Ranked 1-5, each with 6-pack PROPERTY_COMPETITORS D6 PROP Property Bot Setup playbook (NEW) Playbook ~6 plays Per listing As market changes SEO_KEYWORDS CX6 OFFICE Manual entry or digital content plays Manual/Play N/A As needed Per agent CONTENT_CALENDAR CX3 OFFICE Created as output of social content playbooks Playbook Output N/A Quarterly Per agent/office CONTENT_STRATEGY CX4 OFFICE Created as output of social content playbooks Playbook Output N/A Quarterly Per agent/office PRIOR_OUTPUTS CX7 OTHER Generated automatically by plays Automatic N/A Per play run Automatic Auto-generated for continuity BRAND_CHARACTER (ORG) C1 ORG Ships pre-built with edition Pre-built N/A N/A N/A Organization-level base BRAND_MESSAGING (ORG) C2 ORG Ships pre-built with edition Pre-built N/A N/A N/A Organization-level base BRAND_LANGUAGE (ORG) C3 ORG Ships pre-built with edition Pre-built N/A N/A N/A Organization-level base TOUCHPOINT_GUIDE (ORG) C4 ORG Ships pre-built with edition Pre-built N/A N/A N/A Organization-level base PRODUCT_SERVICE_GUIDE (ORG) A2 ORG Ships pre-built with edition Pre-built N/A N/A N/A Organization-level base REF:BUYER_ARCHETYPES — ORG Ships pre-built with edition Pre-built N/A N/A N/A 8-12 types with 6-pack shells REF:SELLER_ARCHETYPES — ORG Ships pre-built with edition Pre-built N/A N/A N/A 8-12 types with 6-pack+DISC REF:AGENT_NETWORK_ARCHETYPES — ORG Ships pre-built with edition Pre-built N/A N/A N/A 6 types with 6-pack shells AGENT_NETWORK_PERSONAS B1-B6 ORG Ships pre-built with edition Pre-built N/A N/A N/A Full 6-packs for 6 types