ELLA REAL ESTATE EDITION — FRAMEWORK CATALOG
Reverse-engineered from 9 standalone plays + 22 playbooks

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FRAMEWORK INVENTORY
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PHILOSOPHICAL FRAMEWORKS (shape all system behavior)
  1. Foundational Marketing Philosophy (FMP) — "Right Thing / Right Way / Right Time / Right Person"
  2. Attract, Don't Interrupt Principle
  3. Voice Cascade Architecture
  4. Context-First Operating Principle
  5. Audience-Awareness Principle

DIAGNOSTIC FRAMEWORKS (understand situations)
  6. DISC Communication Profile System
  7. Buyer Persona 6-Pack (ICP + VPC + CJM + Brand Script + Moments Analysis + Sub-Positioning)
  8. Seller Persona 6-Pack (ICP + VPC + DISC + CJM + Brand Script + Moments Analysis)
  9. Career Stage Calibration Table
  10. Video Production Tier Assessment
  11. Competitive Position Analysis (6-Category Comparison)
  12. Negotiation Stage Assessment
  13. Content Pillar Discovery (Empathy Overlap Filter)

STRATEGIC FRAMEWORKS (guide decisions)
  14. Behavioral Positioning Framework (13 strategies)
  15. DISC-Calibrated Communication Framework
  16. Marketing Filter Table (5-dimension)
  17. High-Trust Partner Category Catalog
  18. Storytelling Framework Selection (5 video narratives)
  19. Strategy Selection by Market Conditions
  20. Negotiation Strategy Selection Guide
  21. Agent Tier Targeting (New / Mid-Career / Top Performer)
  22. 14-Day Listing Launch Story Arc

TACTICAL FRAMEWORKS (execute work)
  23. Channel Expression Hierarchy (3-tier)
  24. Voice Shift by Audience Matrix
  25. Voice Shift by Channel Matrix
  26. Social Post Hook Format Library
  27. Content Ratio Rule (4:1 Value to Ask)
  28. Knowledge Sourcing Protocol (3-tier: Required / Strongly Preferred / Optional)
  29. Batch Generation Protocol
  30. Infer-Then-Confirm Protocol
  31. One-Question-At-A-Time Discipline
  32. Thin Context Handling Protocol


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FRAMEWORK CARDS
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FRAMEWORK 1: Foundational Marketing Philosophy (FMP)
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Type: Philosophical
Origin: System-original (Ellavator platform core)
Used in: Every playbook wrapper, every play's Marketing Filter

Description: The governing philosophy that every piece of content must pass four tests before it ships. Ensures content is always targeted, voice-authentic, timely, and appropriately directed.

Components:
  RIGHT THING — The specific value, insight, or message the audience cares about (sourced from persona VPC jobs/pains/gains)
  RIGHT WAY — The voice and channel expression (sourced from voice cascade: D4 → C1 → C3 → default)
  RIGHT TIME — The audience's journey stage and contextual timing (sourced from CJM, market conditions, season)
  RIGHT PERSON — The specific audience segment, not "everyone" (sourced from ICP, persona ranking)
  WRONG PERSON — Who should NOT receive this content, and why (derived by exclusion)

When to use: Pre-generation verification for every piece of content. Applied as a 5-row table in play build queue and playbook build queue.

Input: Ella-ment context (personas, voice, positioning, journey maps)
Output: Go/no-go decision + calibration guidance for content generation

Related frameworks: Voice Cascade (implements "Right Way"), Audience-Awareness Principle (expands all dimensions), Marketing Filter Table (operational form)


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FRAMEWORK 2: Attract, Don't Interrupt Principle
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Type: Philosophical
Origin: System-original
Used in: Every play's guardrails, every playbook's cross-cutting rules

Description: Content should earn attention through relevance, specificity, and value — not demand it through hype, pressure, or manufactured urgency. If someone wouldn't voluntarily read/watch/engage with it, don't produce it.

Components:
  - Earn attention through genuine story, useful data, or personal relevance
  - No "won't last long," "act now," "you'll regret it"
  - No superlatives without evidence ("best," "stunning," "dream home")
  - Property should attract through narrative, not interrupt through pressure
  - Partner outreach is mutual benefit, not cold sales
  - Talent attraction is education and community, not recruitment pitches

When to use: As a guardrail check on every piece of generated content.
Input: Draft content
Output: Pass/fail + specific phrases to revise

Related frameworks: FMP (philosophical parent), Content Ratio Rule (tactical implementation)


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FRAMEWORK 3: Voice Cascade Architecture
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Type: Philosophical / Tactical
Origin: System-original (Ellavator platform core)
Used in: Every play, every playbook, every piece of generated content

Description: A priority-ordered system for determining whose voice governs any piece of content. The agent's personal voice always wins over brand guidelines, which always win over platform conventions.

Priority order (universal):
  1. Agent Voice Print (D4) — personal tone, warmth level, authority style, natural language patterns
  2. Brand Character & Behavior Guide (C1) — brand personality, do/don't behaviors, hard constraints
  3. Brand Language Guide (C3) — vocabulary preferences, words to avoid, CTA style, tone rules
  4. Clean professional default — warm, clear, human; no hype, no corporate-speak

Resolution rule: When layers conflict, higher-priority layer wins. If D4 says "casual and funny" but C1 says "never use humor about money," C1 wins on that specific topic (it's a hard constraint), but D4 wins on overall tone.

Context-specific overrides:
  - Seller communications: Agent voice + DISC calibration (D2 DISC profile shapes structure/length/emphasis)
  - Partner outreach: Agent voice shifts to "warm professional peer" register
  - Listing content: Agent voice + channel expression norms (C4 or edition defaults)
  - Brokerage content: Broker voice (D4 for the broker, not the agent)

When to use: Before generating any content. Load the cascade, resolve conflicts, then write.
Input: Available voice ella-ments (D4, C1, C3, C4)
Output: Calibrated voice profile for the specific content piece

Related frameworks: Voice Shift by Audience Matrix, Voice Shift by Channel Matrix, DISC-Calibrated Communication Framework


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FRAMEWORK 4: Context-First Operating Principle
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Type: Philosophical / Tactical
Origin: System-original (Ellavator platform core)
Used in: Every play's knowledge sourcing step, every playbook wrapper

Description: Always prefer existing Ella-ments over re-asking the user. If the information exists in a saved context file, load it. Never make the agent repeat themselves.

Components:
  - Scan workspace for available ella-ments before asking any questions
  - Load Required ella-ments automatically
  - Check for Strongly Preferred and load if available
  - Only ask for information that doesn't exist in any loaded context
  - Signal when working with thin context (degraded output quality expected)
  - Anti-homework rule: Never re-ask for information already provided in a previous play or ella-ment

When to use: Step 1 of every play. Before any question is asked.
Input: Workspace scan results
Output: Loaded context inventory + gap identification

Related frameworks: Knowledge Sourcing Protocol, Thin Context Handling Protocol, Infer-Then-Confirm Protocol


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FRAMEWORK 5: Audience-Awareness Principle
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Type: Philosophical
Origin: System-original
Used in: Every play's targeting logic, every playbook's FMP table

Description: Content is never for generic audiences. Every piece targets a specific, documented persona with known jobs, pains, gains, journey stage, and communication preferences.

Applied to Real Estate:
  - Listing content targets RANKED buyer personas (1-5), each with a full 6-pack
  - Seller communications target ONE specific seller with a DISC profile
  - Social content targets specific audience segments from the content strategy
  - Partner outreach targets specific professional categories with known value exchange models
  - Recruitment content targets specific career tiers (new licensee, mid-career, top performer)

Related frameworks: FMP ("Right Person" dimension), Buyer Persona 6-Pack, Seller Persona 6-Pack, DISC System


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FRAMEWORK 6: DISC Communication Profile System
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Type: Diagnostic
Origin: Referenced (William Marston's DISC model, adapted for RE seller communications)
Used in: Seller Status Update, Confirm the Win, White Glove Seller Experience Builder, any seller-facing communication

Description: A behavioral assessment framework embedded in the Seller Persona (D2) that calibrates all seller communications by structure, tone, length, emphasis, and information density.

Components:
  D (Dominance): Bottom-line first, bullet points, 150-250 words, results-oriented, show control
  I (Influence): Big picture first, enthusiasm, 200-350 words, warm/energetic, celebrate together
  S (Steadiness): Step-by-step progression, 250-400 words, calm/reassuring, no surprises
  C (Conscientiousness): Data-first, metrics/comparisons, 350-500 words, precise/analytical, evidence-based

Blended profiles: Primary style for structure; secondary for tone calibration.

When to use: Any seller-facing communication (status updates, onboarding emails, milestone communications)
Input: D2 Seller Persona with embedded DISC profile
Output: Calibrated communication structure (format, tone, length, emphasis, what to lead with, what to minimize)

DISC Invisibility Rule: NEVER mention DISC, communication styles, or personality profiles in any output. The agent and seller should never see these labels.

Related frameworks: DISC-Calibrated Communication Framework (strategic application), Voice Cascade (D4 sets personality, DISC sets structure)


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FRAMEWORK 7: Buyer Persona 6-Pack
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Type: Diagnostic
Origin: System-original (Ellavator platform core, adapted for RE)
Used in: Listing Social Post, Listing Video Planner, Buyer-Competitive Position Cards, 14 Day Blitz, Listing Launch Momentum, Property Marketing Plan, Luxury Listing Presentation Builder

Description: A comprehensive buyer profile system that captures six interconnected dimensions for each ranked buyer persona (up to 5 per listing).

Components (per persona):
  ICP (Ideal Customer Profile): Demographics, psychographics, situation, motivations, risk tolerance
  VPC (Value Proposition Canvas): Jobs-to-be-done mapped to property features, pains mapped to property gaps, gains mapped to property advantages
  CJM (Customer Journey Map): Current stage, touchpoints, decision triggers, emotional arc
  Brand Script (StoryBrand-style): Hero (buyer), problem (current situation), guide (agent), plan, CTA, success, failure
  Moments Analysis: Key decision moments, anxiety triggers, confidence builders, inflection points
  Sub-Positioning: How THIS property is positioned specifically for THIS persona vs. alternatives

Ranking: Personas are ranked 1-5 by fit priority. Most plays focus on top 1-3.

When to use: Any listing-specific content where buyer targeting matters
Input: Property Brief (D1) + market data + agent knowledge
Output: Ranked set of 6-pack buyer persona documents (D3)

Related frameworks: Competitive Position Analysis (uses personas as analysis lens), Behavioral Positioning Framework (strategies selected per persona)


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FRAMEWORK 8: Seller Persona 6-Pack
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Type: Diagnostic
Origin: System-original (adapted from Buyer 6-Pack for seller context)
Used in: Seller Status Update, Confirm the Win, Property Negotiation Toolkit, White Glove Seller Experience Builder, Listing Video Planner

Description: A comprehensive seller profile that captures six dimensions plus embedded DISC for calibrated communications throughout the listing lifecycle.

Components:
  Seller ICP: Situation, motivations, risk tolerance, life stage, why selling now
  Seller VPC: Jobs-to-be-done (what they need from their agent), pains (fears, frustrations), gains (desired outcomes)
  DISC Profile: Primary and secondary behavioral style + 4 key communication questions
  Seller CJM: Where in selling journey, what they need at each stage, emotional state
  Seller Brand Script: Transformation they're going through (selling → next chapter)
  Seller Moments Analysis: Key decision moments, anxiety triggers, when they need reassurance

When to use: Any seller-facing communication or strategic decision about the listing
Input: Agent knowledge + listing context + seller conversations
Output: Complete D2 Seller Persona document

Related frameworks: DISC System (embedded), Voice Cascade (D4 + DISC calibration)


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FRAMEWORK 9: Career Stage Calibration Table
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Type: Diagnostic
Origin: System-original (RE edition specific)
Used in: Agent Goal Setting, Brokerage Talent Attraction

Description: Calibrates expectations, benchmarks, and messaging based on the agent's career stage.

Components:
  New (Years 1-2): Focus on foundation, mentorship, first transactions; benchmarks oriented toward learning curves
  Growing (Years 3-5): Focus on niche development, pipeline building, efficiency; benchmarks oriented toward consistent production
  Established (Years 5-10): Focus on team building, market positioning, luxury/specialty; benchmarks oriented toward market share
  Top Producer/Team (10+): Focus on brand legacy, team management, strategic growth; benchmarks oriented toward business model optimization

When to use: When setting goals, recruiting agents, or calibrating content difficulty
Input: Agent's years in business + current production level
Output: Appropriate benchmarks, language, and strategic emphasis


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FRAMEWORK 10: Video Production Tier Assessment
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Type: Diagnostic
Origin: System-original (RE edition specific)
Used in: Listing Video Planner

Description: Assesses five signals to recommend the appropriate video production investment level for a listing.

Assessment signals:
  1. Property value: <$400K → Basic; $400K-$800K → Standard; $800K+ → Premium
  2. Buyer persona signal: First-timers → Standard; Move-up → Standard-Premium; Investors → Standard
  3. Seller expectations (D2): High-D demanding results → Premium; cost-focused → Basic/Standard
  4. Market competition (A6): High inventory → upgrade one tier; seller's market → default
  5. Property distinctiveness (D1): Unique architecture/views → Premium; standard suburban → Basic/Standard

Tiers:
  Basic ($200-$500): Stabilized walkthrough, basic editing, 1 master + social cuts
  Standard ($600-$1,200): Professional camera + drone, enhanced editing, voiceover, 3-4 social cuts
  Premium ($800-$2,500+): Full cinema kit, scripted narrative, interviews, 5-8 platform cuts

When to use: Step 1 of Listing Video Planner
Input: D1, D2, D3, A6
Output: Tier recommendation with reasoning


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FRAMEWORK 11: Competitive Position Analysis (6-Category Comparison)
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Type: Diagnostic
Origin: System-original (RE edition specific)
Used in: Buyer-Competitive Position Cards

Description: Analyzes a listing against competing properties across six comparison categories, filtered through each buyer persona's priority lens.

Categories:
  Financial: Price, price/sqft, HOA, taxes, total cost of ownership
  Functional: Beds/baths/sqft, lot size, condition, updates, layout
  Location: Neighborhood, schools, transit, walkability, amenities
  Emotional/Psychological: Feel, story, character, "would I be proud to live here?"
  Lifestyle: Entertaining, outdoor living, WFH, family, commute
  Strategic: DOM, price trajectory, negotiation leverage, investment potential

Analysis output per persona: Comparison grid with ✅ (listing wins) / ⚠️ (even) / ❌ (comp wins) per category

When to use: Before buyer showings, open houses, or competitive conversations
Input: D1 (Property Brief), D3 (Buyer Personas), attached comp documents, A6 (Market Data)
Output: Per-persona competitive position cards with talk tracks


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FRAMEWORK 12: Negotiation Stage Assessment
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Type: Diagnostic
Origin: System-original (RE edition specific)
Used in: Property Negotiation Messaging Toolkit

Description: Assesses where in the negotiation lifecycle an objection occurs, which calibrates response intensity and strategy selection.

Stages:
  First Offer: Exploratory; responses are measured, keep options open
  Counteroffer: Positions forming; responses are firmer, data-heavier
  Post-Inspection: Leverage shifted; responses address specific findings, emotional stakes higher
  Final: Deal-or-walk; responses are direct, concession math explicit

When to use: Step 1 of Property Negotiation Toolkit
Input: Agent description of current negotiation context
Output: Stage classification + strategy calibration guidance

Related frameworks: Negotiation Strategy Selection Guide, Behavioral Positioning Framework


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FRAMEWORK 13: Content Pillar Discovery (Empathy Overlap Filter)
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Type: Diagnostic
Origin: System-original (RE edition specific)
Used in: Content Pillars playbook

Description: Discovers the agent's content pillars by finding the overlap between three circles.

Components:
  Circle 1 — Audience Care: What do the agent's target audiences genuinely care about? (from personas)
  Circle 2 — Agent Passion: What does the agent love talking about, know deeply, or can speak authentically on?
  Circle 3 — Distinction Filter: Does this topic differentiate the agent from other agents in the market?

The sweet spot (all three overlap) = a content pillar. 4-6 pillars per agent.

When to use: When an agent doesn't have a content strategy yet
Input: Agent knowledge + persona insights + competitive landscape
Output: 4-6 named content pillars with audience mapping and channel fit


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FRAMEWORK 14: Behavioral Positioning Framework (13 Strategies)
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Type: Strategic
Origin: Referenced (behavioral science literature, adapted for RE marketing)
Used in: Listing Social Post, Listing Video Planner, Buyer-Competitive Position Cards, Property Negotiation Toolkit, 14 Day Blitz, Lead Nurturing, and most content-generating plays

Description: A menu of 13 behavioral science strategies that are embedded silently into content. Never labeled or announced — they shape how content is framed, not what content says.

Strategies:
  1. Anchoring: Establish reference point before comparison
  2. Endowment / Mental Ownership: Help audience mentally "live in" the outcome
  3. Narrative Identity: Position offering as part of audience's story
  4. Loss Aversion: Frame what audience loses by not acting (genuine stakes only)
  5. Social Proof: Reference market validation, peer behavior, comparable activity
  6. Reciprocity: Give value before asking for anything
  7. Commitment & Consistency: Small agreements build to larger commitments
  8. Curiosity Gap: Open with what audience doesn't know yet
  9. Contrast Effect: Position advantages directly against alternatives
  10. Scarcity / Uniqueness: Highlight what's genuinely rare (never fabricated)
  11. Risk Reduction / Certainty: Reduce perceived risk with evidence
  12. Endowed Progress: Show what's already built to motivate continuing
  13. Simplification / Choice Architecture: Reduce decision fatigue

Selection guidance by context:
  Hot market: Scarcity + Loss Aversion
  Slow market: Risk Reduction + Anchoring
  Balanced: Narrative Identity + Contrast
  Negotiation (price): Anchoring + Gain Framing
  Negotiation (repairs): Contrast + Reciprocity
  Social content: Curiosity Gap + Narrative Identity
  Partner outreach: Reciprocity + Social Proof

Ethical rule: Strategies are framing tools for genuine advantages — never manipulation for false claims.

Related frameworks: FMP (applies behavioral strategies within "Right Thing" dimension), Negotiation Strategy Selection Guide


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FRAMEWORK 15: DISC-Calibrated Communication Framework
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Type: Strategic
Origin: System-original (applies DISC diagnostic to communication design)
Used in: Seller Status Update, Confirm the Win, White Glove Seller Experience Builder

Description: Translates a seller's DISC profile into concrete communication specifications.

Calibration matrix:
  | DISC Style | Structure | Tone | Lead With | Minimize | Length |
  |D| Bottom-line first, bullets, clear timeline | Direct, confident, no fluff | Results, next steps | Small talk, lengthy explanations | 150-250 words |
  |I| Big picture, conversational flow, momentum | Warm, energetic, "we" language | Energy, positive feedback, buzz | Dry data without narrative | 200-350 words |
  |S| Step-by-step progression, no surprises | Calm, reassuring, consistent | Stability, process, "here's what happened" | Abrupt changes, pressure | 250-400 words |
  |C| Data-first, metrics, evidence-based recs | Precise, analytical, specific numbers | Data, comparisons, evidence | Vague reassurance without proof | 350-500 words |

Edge case handling:
  Quiet periods: DISC-specific framing (D: "Here's what I'm doing." I: "Normal rhythm — here's the plan." S: "This is expected. Here's our cadence." C: "[X] vs. [Y] last period. Historical pattern suggests [Z].")
  Negative feedback: Honesty non-negotiable; DISC shapes delivery, not content
  Blended profiles: Primary style for structure, secondary for tone

Related frameworks: DISC System (diagnostic source), Voice Cascade (D4 sets personality, DISC sets structure)


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FRAMEWORK 16: Marketing Filter Table (5-Dimension)
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Type: Strategic
Origin: System-original (operational form of FMP)
Used in: Play build queue and playbook build queue (every entry)

Description: The operational, table-format version of the Foundational Marketing Philosophy. Every play and playbook entry includes this table with specific ella-ment sources.

Template:
  | Dimension    | For This Play/Playbook | Source Ella-ments |
  | Right thing  | [Specific value the audience cares about] | [A1, B1, etc.] |
  | Right way    | [Voice cascade with specific names] | [D4, C1, C3] |
  | Right time   | [Journey stage and timing context] | [B3, CJM] |
  | Right person | [Specific audience, not "everyone"] | [B1, ICP] |
  | Wrong person | [Who should NOT get this, and why] | [derived] |

Related frameworks: FMP (philosophical source), Audience-Awareness Principle


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FRAMEWORK 17: High-Trust Partner Category Catalog
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Type: Strategic
Origin: System-original (RE edition specific)
Used in: High-Trust Partner Strategy play

Description: A catalog of 13+ professional partner categories organized by client-overlap logic.

Categories: Wealth Advisors, Estate Attorneys, Divorce Attorneys, CPAs, Private Bankers, Insurance Agents, Mortgage Brokers, Interior Designers, Architects, Luxury Builders, Relocation Specialists, Home Inspectors, Property Managers, Concierge Services, Home Stagers

Per category: Why their clients need real estate, best-fit positioning, value exchange model

Strategy types:
  REACH (new partners): Warm intro, value-first outreach, LinkedIn engagement, professional associations, co-hosted events, community involvement, direct outreach
  TOP OF MIND (existing partners): Tailored market updates, referral appreciation, exclusive previews, co-branded content, partner events, check-in cadence, mutual client care, milestone acknowledgment


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FRAMEWORK 18: Storytelling Framework Selection (5 Video Narratives)
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Type: Strategic
Origin: System-original (RE edition specific)
Used in: Listing Video Planner

Description: Five narrative arc templates for listing videos, selected based on property type, buyer personas, and unique features.

Frameworks:
  The Arrival: Aerial → street → entry → rooms → crown jewel → lifestyle (best for: curb appeal, views)
  Day in the Life: Morning → kitchen → living → WFH → outdoor → evening (best for: family homes, natural light)
  The Reveal: Tease → glimpses → anticipation → reveal signature feature (best for: one standout feature)
  Neighborhood Narrative: Community → approach → interior → return to neighborhood (best for: relocators, walkability)
  Transformation Story: Seller's memories → tour → vision of next chapter (best for: renovations, long-term owners)


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FRAMEWORK 19: Strategy Selection by Market Conditions
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Type: Strategic
Origin: System-original
Used in: Buyer-Competitive Position Cards, Listing Social Post, Property Negotiation Toolkit

Description: Adjusts behavioral strategy selection based on current market conditions from A6 (Market Headwinds & Tailwinds).

Matrix:
  Hot/seller's market → Lead with Scarcity, Loss Aversion; reduce Risk Reduction emphasis
  Slow/buyer's market → Lead with Risk Reduction, Anchoring; reduce Scarcity claims
  Balanced market → Lead with Narrative Identity, Contrast; all strategies available
  High inventory → Upgrade video tier, increase content volume, lead with uniqueness
  Rising rates → Emphasize certainty, financial anchoring, urgency (genuine only)


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FRAMEWORK 20: Negotiation Strategy Selection Guide
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Type: Strategic
Origin: System-original (RE edition specific)
Used in: Property Negotiation Messaging Toolkit

Description: Maps specific objection types to recommended behavioral strategy combinations.

Selection matrix:
  Price objections → Anchoring + Gain Framing
  Repair/credit requests → Contrast + Reciprocity
  Timeline disputes → Certainty Bias + Gain Framing
  Competitive situations → Scarcity (real only) + Certainty Bias
  Emotional objections → Contrast + Gain Framing

Each combination produces: 2-3 calibrated response options with strategy name, framing bullets, talking points, and anticipated counter-response.


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FRAMEWORK 21: Agent Tier Targeting (Recruitment)
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Type: Strategic
Origin: System-original (RE edition specific)
Used in: Brokerage Talent Attraction, Brokerage Brief Builder

Description: Three tiers of agent recruitment targets with distinct messaging, value props, and engagement strategies.

Tiers:
  New Licensees: Message = safety, mentorship, training, "we'll help you build your career"; Value = onboarding, accountability, first-deal support
  Mid-Career: Message = culture, growth, technology, "take your business to the next level"; Value = tools, community, leadership opportunities
  Top Performers: Message = vision, leadership, partnership, "we're building something different"; Value = brand, autonomy, equity, strategic direction


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FRAMEWORK 22: 14-Day Listing Launch Story Arc
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Type: Strategic / Tactical
Origin: System-original (RE edition specific)
Used in: 14 Day Blitz playbook

Description: A four-phase story arc that structures the first 14 days of a listing's multi-channel marketing campaign.

Phases:
  Days 1-3 (Launch Burst): Maximum exposure, multiple channels, "just listed" energy. Behavioral: Peak-end rule (invest heavily in first impression)
  Days 4-7 (Deepen Story): Feature deep-dives, lifestyle angles, persona-targeted content. Behavioral: Narrative Identity (help buyers see themselves in the home)
  Days 8-10 (Build Social Proof): Showing activity, market interest, neighborhood validation. Behavioral: Social Proof (market is voting with attention)
  Days 11-14 (Close Strong): Call-to-action content, open house push, urgency (genuine). Behavioral: Loss Aversion (what buyers miss by waiting)


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FRAMEWORK 23: Channel Expression Hierarchy (3-Tier)
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Type: Tactical
Origin: System-original (Ellavator platform core)
Used in: Every content-generating play, every playbook wrapper

Description: Determines how content is formatted and expressed for each channel, using a 3-tier precedence system.

Priority:
  Tier 1: User's Touchpoint Expression Guide (C4) — if the agent has customized channel guidelines, these win
  Tier 2: Edition baseline channel norms — default formatting and voice shifts per channel (see Framework 25)
  Tier 3: General platform knowledge — standard best practices when no specific guidance exists


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FRAMEWORK 24: Voice Shift by Audience Matrix
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Type: Tactical
Origin: System-original (RE edition specific)
Used in: All plays that generate audience-facing content

Description: Maps each audience archetype to specific voice calibration adjustments.

Matrix:
  Sellers: Agent voice + DISC calibration; partnership framing; transparency priority
  Buyers (first-time): Encouraging, educational, demystifying; reduce anxiety
  Buyers (move-up): Confident, upgrade-focused, lifestyle-forward; respect sophistication
  Buyers (downsizers): Respectful, practical, simplification-focused; honor emotional weight
  Buyers (investors): Data-first, ROI-focused, minimal emotion; show the math
  Buyers (relocators): Empathetic, area-expert, orientation-focused; be trusted guide
  Neighbors: Community-first, data-rich but warm; value intelligence as a neighbor
  Partners: Peer register; professional credibility + warmth + specificity
  Recruits (new): Safety, mentorship; welcoming and supportive
  Recruits (mid-career): Culture, growth; ambitious and collaborative
  Recruits (top): Vision, leadership; peer-to-peer respect
  Sphere/past clients: Warm, personal, value-forward; earned relationship tone


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FRAMEWORK 25: Voice Shift by Channel Matrix
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Type: Tactical
Origin: System-original (RE edition specific)
Used in: All social content plays, Agent Social Post Writer, Listing Social Post

Description: Maps each channel to specific content formatting and voice adjustments.

Matrix:
  Instagram: Visual-first, story-driven, personal; personality shows; line breaks for scannability; hook before "more" truncation (~125 chars); 70-150 words; 5-15 hashtags
  Facebook: Community-anchored, warmer, conversational; 50-150 words; photo/video outperforms text; 3-5 hashtags; direct links and RSVPs
  LinkedIn: Professional authority, personal storytelling; 150-300 words; insight-led; 3-5 hashtags; comment-driven engagement
  TikTok: Personality-forward, authentic over polished; hook in first 3 seconds; under 60 seconds; vertical; 3-5 discovery tags
  Email: Personal, conversational, 150-300 words (varies by DISC and type); value-first; persona-specific CTA
  Text/SMS: <160 characters; brief, warm, human; 1 CTA max; TCPA compliance awareness
  Video: Conversational rhythm, sensory language, show-don't-tell; works when spoken aloud
  Print (postcards/letters): Community-first framing; data-rich; clear sections for designer layout


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FRAMEWORK 26: Social Post Hook Format Library
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Type: Tactical
Origin: System-original (RE edition specific)
Used in: Agent Social Post Writer, Listing Social Post

Description: A library of proven hook formats for social media content, with fill-in-the-blank templates.

Formats:
  Curiosity gap: "The one thing most [city] homeowners don't realize about this market..."
  Pattern interrupt: "Stop scrolling if you live in [area] — this matters."
  Number/list: "5 reasons [neighborhood] is getting all the attention right now"
  Question: "What would you do with $[X]K in equity?"
  Behind-the-scenes: "Here's what closing day actually looks like."
  Data callout: "[X]% of homes in [area] sold above asking this month. Here's what that means."
  Community spotlight: "This is why we love [community/event]..."
  Celebration: "Just handed the keys to [family/buyer] at [address]. This one was special because..."


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FRAMEWORKS 27-32: Operational Protocols
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27. Content Ratio Rule (4:1 Value to Ask)
Type: Tactical | Used in: Lead Nurturing, Stay Top of Mind
Rule: Four value-forward touches for every ask-forward touch. Builds reciprocity and trust.

28. Knowledge Sourcing Protocol (3-Tier)
Type: Tactical | Used in: Every play, Step 1
Protocol: Load Required ella-ments → check Strongly Preferred → note Optional → signal thin context

29. Batch Generation Protocol
Type: Tactical | Used in: Agent Social Post Writer, Lead Nurturing, 14 Day Blitz
Protocol: When generating multiple content pieces (social batch, email sequence), generate all in one step. Maintain voice and strategic consistency across the batch.

30. Infer-Then-Confirm Protocol
Type: Tactical | Used in: Every play with rich context
Protocol: When ella-ments contain the information needed, present best inference and ask "Is this right?" instead of asking from scratch. Respects agent's time.

31. One-Question-At-A-Time Discipline
Type: Tactical | Used in: Every play
Protocol: Never ask more than one question in a single message. If multiple inputs are needed, gather sequentially.

32. Thin Context Handling Protocol
Type: Tactical | Used in: Every play, every playbook wrapper
Protocol: When Required or Strongly Preferred ella-ments are missing or sparse, offer two paths: (1) build them first using builder plays, or (2) proceed with thin-context defaults. Always signal thinness in output: "Based on available context..."


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RELATIONSHIP MAP
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FMP (1) ──parent-of──► Marketing Filter Table (16)
FMP (1) ──parent-of──► Attract, Don't Interrupt (2)
FMP (1) ──parent-of──► Audience-Awareness Principle (5)
Voice Cascade (3) ──implements──► FMP "Right Way" dimension
DISC System (6) ──feeds──► DISC-Calibrated Communication (15)
DISC System (6) ──embedded-in──► Seller Persona 6-Pack (8)
Buyer Persona 6-Pack (7) ──feeds──► Competitive Position Analysis (11)
Buyer Persona 6-Pack (7) ──feeds──► Behavioral Positioning Framework (14)
Behavioral Positioning (14) ──selected-by──► Strategy Selection by Market (19)
Behavioral Positioning (14) ──selected-by──► Negotiation Strategy Selection (20)
Negotiation Stage (12) ──calibrates──► Negotiation Strategy Selection (20)
Video Tier Assessment (10) ──feeds──► Storytelling Framework Selection (18)
Voice Cascade (3) ──expressed-through──► Channel Expression Hierarchy (23)
Voice Shift by Audience (24) ──expands──► Voice Cascade (3)
Voice Shift by Channel (25) ──expands──► Channel Expression Hierarchy (23)
Content Pillar Discovery (13) ──feeds──► Social Post Hook Library (26)
Career Stage Calibration (9) ──feeds──► Agent Tier Targeting (21)
Context-First Principle (4) ──implemented-by──► Knowledge Sourcing Protocol (28)
Context-First Principle (4) ──implemented-by──► Infer-Then-Confirm Protocol (30)
Content Ratio Rule (27) ──implements──► Attract, Don't Interrupt (2)