ELLA REAL ESTATE EDITION — PLAY & PLAYBOOK SPECS Complete architectural specification for 27 playbooks + 9 standalone plays Four-tier context model: EDITION → ORG → OFFICE → PROP 5 edition sections | 21 archetypes | Readable naming convention SYSTEM: Ella Real Estate Edition JOB: Help real estate agents and brokers turn their brand identity, property listings, market knowledge, and client relationships into consistent, persona-targeted, voice-authentic marketing and communications. DATE: 2026-02-12 ════════════════════════════════════════════════════════════ EDITION SECTIONS ════════════════════════════════════════════════════════════ Section 1: SET UP YOUR OFFICE Purpose: Foundation-building playbooks to establish voice, goals, market context, content strategy, and office identity. Playbooks: Agent Voice Print Builder, Agent Goal Setting, Content Pillars, Local Market Intelligence, Office Foundation, Content Strategy, Office Context Refresh Section 2: WIN A LISTING Purpose: Playbooks that help agents prepare listing workspaces, win appointments, build presentations, plan marketing, and design seller experiences. Playbooks: Property Bot, Confirm the Win, Property Marketing Plan, Luxury Listing Presentation Builder, White Glove Seller Experience Builder Section 3: PROMOTE A LISTING Purpose: Playbooks that promote active listings across channels with multi-day campaigns, social content, landing pages, open houses, and paid media. Playbooks: 14 Day Launch Blitz, Listing Landing Page, Listing Launch Momentum, New Listing Social Engine, Open House, Pre-Launch Listing, Property Website Builder, Paid Media Campaign Planner Section 4: GROW YOUR NETWORK Purpose: Playbooks that build professional relationships, agent-to-agent networking, and referral partnerships. Playbooks: Agent Referral Network, High-Trust Partner Strategy Section 5: MARKET YOUR OFFICE Purpose: Brokerage-level playbooks for office marketing, social media management, talent attraction, lead nurturing, and relationship building. Playbooks: Brokerage Talent Attraction, Lead Nurturing, Office PR Planner, Office Paid Media Planner, Office Social Post Planner, Stay Top of Mind ════════════════════════════════════════════════════════════ PLAY CATALOG ════════════════════════════════════════════════════════════ ELLA-MENT BUILDER PLAYS These plays build structured context files that power all downstream work. Build order: D4 → D5 → CX2 → (Office Foundation: A1,A3,A4,A5,CX1) → (Content Strategy: CX4,CX3) → (Property Bot: D1,D3,D2,D6) → (Office Context Refresh: updates A6,A5) Agent Voice Print Builder → D4 (Agent Voice Print) Job: Capture the agent's authentic voice, behavioral edge, and communication patterns into a durable Voice Print Role: Strategy/Selection Steps: 6 (playbook with 6 plays) Context Required: Agent's existing materials, brand content Tags: off-market, agents, strategy-briefs, build-brand, deep-work, agent Keywords: voice print, brand voice, personal brand, communication style, authenticity Agent Goal Setting → D5 (Agent Business Goals) Job: Define 3-5 prioritized business objectives with measurable KPIs as a strategic compass for all downstream work Role: Strategy/Selection Steps: 3 (playbook with 3 plays) Context Required: D4 (enriching), A1 (enriching) Tags: off-market, milestone-moment, agents, strategy-briefs, build-brand, deep-work, agent Keywords: goals, KPIs, business plan, accountability, career stage, must-wins Content Pillars Builder → CX2 (Content Pillars Guide) Job: Discover 4-6 content pillars at the intersection of audience care, agent passion, and brand distinction Role: Strategy/Selection Steps: 2 (playbook with 2 plays) Context Required: D4, C1, C3, A1 (enriching), B1-B2 (optional) Tags: off-market, recurring, sphere, buyers, sellers, social-posts, strategy-briefs, build-brand, deep-work, agent Keywords: content pillars, content strategy, topics, themes, empathy overlap Office Foundation → A1, A3, A4, A5, conditionally CX1 Job: Establish foundational business context — positioning, competitive landscape, market forces, and optionally the brokerage brief Role: Strategy/Selection Steps: 5 (playbook with 5 plays) Context Required: Agent/broker knowledge, market data Tags: off-market, agents, strategy-briefs, build-brand, deep-work, agent Keywords: positioning, competitive landscape, PESTLE, zeitgeist, brokerage brief, foundation Local Market Intelligence → A6 (Market Conditions) Job: Build local market intelligence reports with data analysis, trend identification, and actionable insights Role: Strategy/Selection Steps: 3 (playbook with 3 plays) Context Required: Agent's MLS access, market data Tags: off-market, recurring, sellers, buyers, sphere, strategy-briefs, establish-authority, deep-work, agent Keywords: market intelligence, market report, trends, headwinds, tailwinds, DOM, inventory, pricing Content Strategy → CX4, CX3 Job: Build a content strategy brief and initial content calendar from existing content pillars Role: Strategy/Selection Steps: 2 (playbook with 2 plays) Context Required: CX2 (required), D4, C1, C3; A1 (enriching) Tags: off-market, recurring, sphere, buyers, sellers, social-posts, plans-calendars, strategy-briefs, build-brand, deep-work, agent Keywords: content strategy, content calendar, posting cadence, channel mapping, content plan Property Bot → D1, D3, D2, D6 Job: Build the complete property workspace — property brief, buyer personas, seller persona, and competitive analysis for a specific listing Role: Strategy/Selection Steps: 4 (playbook with 4 plays) Context Required: MLS data, agent knowledge, market data Tags: new-listing, pre-listing, sellers, buyers, strategy-briefs, sell-faster, deep-work, agent Keywords: property bot, property brief, buyer personas, seller persona, property competitors, listing setup Agent Referral Network → B1-B6 (Agent Network Personas) Job: Build an agent-to-agent networking strategy with customized personas, outreach content, and relationship nurture systems Role: Strategy/Selection Steps: 3 (playbook with 3 plays) Context Required: D4, A1, EDITION:REF:AGENT_NETWORK_ARCHETYPES Tags: off-market, recurring, agents, sphere, strategy-briefs, emails, talking-points, generate-leads, stay-connected, deep-work, agent Keywords: agent network, referral partners, relocation, recruiting, professional relationships, networking Office Context Refresh → updates A6, A5 Job: Update market-sensitive context with current data — market conditions and cultural trends Role: Strategy/Selection Steps: 2 (playbook with 2 plays) Context Required: Current A6, A5, market data Tags: off-market, recurring, agents, strategy-briefs, establish-authority, quick-win, agent Keywords: market refresh, update, headwinds, tailwinds, zeitgeist, monthly, quarterly STANDALONE PLAYS These plays run independently, outside of any playbook sequence. Neighbor Post-Sale Value Letter Job: Write a postcard or letter to surrounding neighbors translating a completed sale into useful market intelligence Role: Action Steps: 2 Context Required: D1, D4, C1, C3; A6 (enriching); C2 (enriching); A1 (optional); D3 (optional) Tags: active-listing, neighbors, print-materials, generate-leads, stay-connected, quick-win, agent Keywords: neighbor letter, postcard, just sold, market intelligence, property values, farming Listing Social Post Job: Create a persona-targeted social media post for a specific listing with creative brief and ready-to-post content Role: Action Steps: 3 Context Required: D1, D3, D4, C1, C3; C2 (enriching); A1 (enriching); C4 (enriching); A6 (optional) Tags: active-listing, new-listing, buyers, social-posts, sell-faster, generate-leads, quick-win, agent Keywords: listing post, social media, Instagram, Facebook, LinkedIn, TikTok, creative brief, hooks Property Negotiation Messaging Toolkit Job: Generate calibrated negotiation response options with behavioral science framing for a specific objection Role: Action Steps: 2 Context Required: D1, D4, C1, C3; D2 (required seller mode, enriching buyer mode); D3 (enriching); A6 (enriching); C2 (enriching) Tags: active-listing, sellers, buyers, talking-points, sell-faster, quick-win, agent Keywords: negotiation, objection handling, response options, behavioral science, counter-offer, repairs Agent Social Post Writer Job: Write ready-to-post social content from existing calendars, strategy briefs, or content playbooks Role: Action Steps: 2 Context Required: CX3 or CX4 or CX2; D4, C1, C3; C2 (enriching); A1 (enriching); C4 (enriching); A6 (optional); A5 (optional) Tags: recurring, sphere, buyers, sellers, general-public, social-posts, build-brand, stay-connected, quick-win, agent Keywords: social posts, content writing, batch generation, Instagram, Facebook, LinkedIn, TikTok, calendar Seller Status Update Job: Write a DISC-calibrated seller status update matching the seller's communication preferences and emotional journey stage Role: Action Steps: 2 Context Required: D2, D1, D4, C1, C3; A6 (enriching); C2 (enriching); A1 (optional) Tags: active-listing, sellers, emails, sell-faster, stay-connected, quick-win, agent Keywords: seller update, status report, communication preferences, showing feedback, market conditions, communication High-Trust Partner Strategy Job: Generate tailored relationship-building strategies, value exchange frameworks, and ready-to-adapt communications for professional partners Role: Strategy/Selection Steps: 2 Context Required: D4, C1, C3; A1 (enriching); C2 (enriching); A2 (enriching); A6 (optional); A3 (optional) Tags: off-market, recurring, prospects, strategy-briefs, talking-points, generate-leads, build-brand, deep-work, agent Keywords: partners, referral, wealth advisors, attorneys, CPAs, relationship building, value exchange Listing Video Planner Job: Assess video needs, recommend production tier, and build a complete video production plan with storytelling, shot list, and distribution strategy Role: Strategy/Selection Steps: 2 Context Required: D1, D3, D4, C1, C3; D2 (enriching); A6 (enriching); C2 (enriching); A1 (optional); C4 (optional) Tags: new-listing, active-listing, buyers, video-scripts, plans-calendars, sell-faster, deep-work, agent Keywords: video, production plan, drone, storytelling, shot list, tier assessment, distribution Buyer-Specific Competitive Position Cards Job: Analyze listing against competing properties through each buyer persona's priority lens and produce per-persona competitive position cards with talk tracks Role: Strategy/Selection Steps: 2 Context Required: D1, D3, comp documents; A6 (enriching); D4 (enriching); C1 (enriching); C3 (enriching); A3 (optional) Tags: active-listing, buyers, talking-points, strategy-briefs, sell-faster, deep-work, agent Keywords: competitive analysis, position cards, comps, showing prep, talk tracks, buyer priorities Agent Market Intel Sharing Job: Transform local market intelligence into shareable content pieces for different audiences — clients, sphere, social media followers, and professional partners Role: Action Steps: 2 Context Required: A6 (required), D4 (required), C1 (required), C3 (required); A7 (enriching), A1 (enriching) Tags: off-market, recurring, sphere, buyers, sellers, general-public, emails, social-posts, strategy-briefs, establish-authority, stay-connected, quick-win, agent Keywords: market intelligence, market update, trends, data, headwinds, tailwinds, monthly update, sharing, audience PLAYBOOK SUMMARIES PLAYBOOK: 14 Day Launch Blitz Single Job: Plan and execute a 14-day multi-channel listing launch campaign Sequence: Lock Strategy → Build Calendar → Create Content Section: Promote a Listing Edition: Standard PLAYBOOK: Agent Goal Setting (Agent Business Blueprint) Single Job: Define the agent's business objectives and KPIs into a strategic compass for all downstream work Sequence: Business Assessment → Identify Must-Wins → Create Accountability System Section: Set Up Your Office Edition: Standard PLAYBOOK: Agent Referral Network Single Job: Build an agent-to-agent networking strategy with customized personas, outreach content, and relationship nurture systems Sequence: Define Strategy → Customize Personas → Generate Content Section: Grow Your Network Edition: Standard PLAYBOOK: Agent Voice Print Builder Single Job: Capture the agent's authentic voice into a durable Agent Voice Print that powers all content generation Sequence: Voice Baseline → Work Stories → Distinctions → Character Guide Draft → Validate → Export Section: Set Up Your Office Edition: Standard PLAYBOOK: Brokerage Talent Attraction and Recruitment Single Job: Build a complete talent attraction system targeting new licensees, mid-career agents, and top performers Sequence: Define Culture & Value Prop → Build Recruitment Plan → Generate Content Section: Market Your Office Edition: Standard PLAYBOOK: Confirm the Win Single Job: Transition from winning a listing to launching the relationship with personalized confirmation and onboarding Sequence: Prepare Win Confirmation → Draft Confirmation Email → Build Onboarding Roadmap Section: Win a Listing Edition: Standard PLAYBOOK: Content Pillars (Establish Your Content Pillars) Single Job: Discover 4-6 content pillars that differentiate the agent's social presence Sequence: Define Pillars → Create Pillar Descriptions & Examples Section: Set Up Your Office Edition: Standard PLAYBOOK: Content Strategy Single Job: Build a content strategy brief and initial content calendar from existing content pillars Sequence: Develop Strategy → Build Calendar Section: Set Up Your Office Edition: Standard PLAYBOOK: Lead Nurturing (Turn Your Database Into Deals) Single Job: Build a perpetual lead nurture system with segmented email sequences and text touchpoints Sequence: Segment Database → Build Nurture Strategy → Generate Email Sequences Section: Market Your Office Edition: Standard PLAYBOOK: Listing Landing Page Single Job: Build a listing landing page with persona-targeted messaging, behavioral hooks, and conversion elements Sequence: Landing Page Strategy → Build Copy → Design Page Section: Promote a Listing Edition: Standard PLAYBOOK: Listing Launch Momentum Single Job: Execute a phased listing launch from pre-market buzz through post-sale acceleration Sequence: Pre-Launch Buzz → Launch Day Campaign → Week 1 Momentum → Post-Sale Acceleration Section: Promote a Listing Edition: Standard PLAYBOOK: Local Market Intelligence Single Job: Build local market intelligence reports with data analysis, trend identification, and actionable insights Sequence: Market Context Analysis → Competitive Landscape → Market Positioning Section: Set Up Your Office Edition: Standard PLAYBOOK: Luxury Listing Presentation Builder Single Job: Build a comprehensive luxury listing presentation with property positioning, buyer intelligence, and launch plans Sequence: Property Brief → Buyer Personas → Market Analysis → Positioning → ... → Presentation Export Section: Win a Listing Edition: Luxury PLAYBOOK: New Listing Social Engine (90 Days, Multi-Channel) Single Job: Build a 90-day social content engine for a new listing across multiple channels Sequence: Setup + Channel Map → 90-Day Briefs + Calendar → Post Drafts Pack → VA Handoff Kit Section: Promote a Listing Edition: Standard PLAYBOOK: Office Context Refresh Single Job: Update market-sensitive context with current data — market conditions and cultural trends Sequence: Refresh Market Data → Update Cultural Context Section: Set Up Your Office Edition: Standard PLAYBOOK: Office Foundation Single Job: Establish foundational business context — positioning, competitive landscape, market forces, and optionally the brokerage brief Sequence: Define Positioning → Map Competitors → Assess Market Forces → Build Brokerage Brief (conditional) → Lock Foundation Section: Set Up Your Office Edition: Standard PLAYBOOK: Office Paid Media Planner Single Job: Plan and execute office-level paid media campaigns for listing promotion and brand awareness Sequence: Paid Media Strategy → Build Campaigns → Execute Paid Media Section: Market Your Office Edition: Standard PLAYBOOK: Office PR Planner Single Job: Plan and execute office-level PR strategies for market positioning and thought leadership Sequence: PR Strategy → Media Kit & Press Materials → Execute Campaign Section: Market Your Office Edition: Luxury PLAYBOOK: Office Social Post Planner Single Job: Plan and manage office-level social media content with consistency and brand alignment Sequence: Social Strategy → Content Calendar → Generate Posts Section: Market Your Office Edition: Standard PLAYBOOK: Open House Game Plan Single Job: Plan and execute a complete open house with pre-event marketing, day-of execution, and follow-up Sequence: Gather Details → Pre-Event Marketing → Day-Of → Visitor Experience → Follow-Up Section: Promote a Listing Edition: Standard PLAYBOOK: Paid Media Campaign Planner Single Job: Build premium paid media campaigns for luxury listings with strategy, creative, and campaign documents Sequence: Media Strategy → Creative Brief → Media Plan → Campaign Document Section: Promote a Listing Edition: Luxury PLAYBOOK: Pre-Launch Listing Single Job: Plan and execute pre-launch listing strategies to build anticipation before MLS go-live Sequence: Pre-Launch Strategy → Generate Pre-Launch Content Section: Promote a Listing Edition: Standard PLAYBOOK: Property Bot Single Job: Build the complete property workspace — property brief, buyer personas, seller persona, and competitive analysis for a specific listing Sequence: Property Brief → Buyer Personas → Seller Persona → Property Competition Section: Win a Listing Edition: Standard PLAYBOOK: Property Marketing Plan (Your Listing Marketing Plan) Single Job: Build a comprehensive property marketing plan covering all channels and touchpoints Sequence: Marketing Strategy → Marketing Timeline → Generate Plan Document Section: Win a Listing Edition: Standard PLAYBOOK: Property Website Builder Single Job: Create a conversion-ready property website with persona-targeted messaging and compelling storytelling Sequence: Website Outline → Copy Draft → Visual Direction → Gamma Paste Pack Section: Promote a Listing Edition: Standard PLAYBOOK: Stay Top of Mind Single Job: Build a systematic past-client and sphere nurture system with touchpoints, content, and events Sequence: COI/Sphere Strategy → Nurture Calendar → Generate Content → Gift & Event Strategy Section: Market Your Office Edition: Standard PLAYBOOK: White Glove Seller Experience Builder Single Job: Design a differentiated seller experience system with DISC-calibrated communications and service milestones Sequence: Seller Experience Blueprint → Communication System → Service Plan Document Section: Win a Listing Edition: Luxury ════════════════════════════════════════════════════════════ PLAYBOOK OUTLINES ════════════════════════════════════════════════════════════ ─────────────────────────────────────────────────────────── PLAYBOOK: Agent Referral Network ─────────────────────────────────────────────────────────── Single Job: Build an agent-to-agent networking strategy with customized personas, outreach content, and relationship nurture systems Why: Agent relationships drive referrals, recruiting leads, and market intelligence. This playbook helps agents systematically build and maintain a professional network using the agent network archetype framework. Prerequisites: D4, C1, C3; EDITION:REF:AGENT_NETWORK_ARCHETYPES (for persona selection); A1 (enriching) Section: Grow Your Network Edition: Standard Tags: off-market, recurring, agents, sphere, strategy-briefs, emails, talking-points, generate-leads, stay-connected, deep-work, agent Keywords: agent network, referral partners, relocation, recruiting, professional relationships, networking, agent personas Play 1: Define Your Agent Network Strategy (First Play) Role: Strategy/Selection Steps: 3 Job: Select target agent archetypes, define relationship goals (referral, recruiting, niche partnership), and map outreach strategy Takes: D4, A1, EDITION:REF:AGENT_NETWORK_ARCHETYPES, agent's current network assessment Produces: Agent Network Strategy (target archetypes selected, relationship goals, outreach channels, priority ranking) Milestone: FALSE Play 2: Customize Your Agent Personas (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Customize selected agent archetypes into office-level personas with full 6-packs (B1-B6) for each target segment Takes: Strategy from Play 1, EDITION:REF:AGENT_NETWORK_ARCHETYPES Produces: Customized OFFICE:AGENT_NETWORK personas (B1-B6) — saved to system Milestone: TRUE Milestone Title: Agent personas built. Milestone Description: Your network personas are defined.\nReady for targeted outreach. Celebration: TRUE Require Acknowledgement: FALSE Play 3: Generate Agent Networking Content (Bookend/Revision Play) Role: Action Steps: 3 Job: Generate outreach emails, nurture sequences, networking talking points, and relationship-building content for each selected archetype Takes: Personas from Play 2, strategy from Play 1, all loaded context Produces: Agent networking content package (per-archetype: outreach emails, nurture sequences, talking points, event strategies) Milestone: TRUE Milestone Title: Network content ready. Milestone Description: Your agent outreach is built\nfor all target segments. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Agent Voice Print Builder ─────────────────────────────────────────────────────────── Single Job: Capture the agent's authentic voice, behavioral edge, and communication patterns into a durable Agent Voice Print (D4) Why: Voice is the foundation — every play in the system references D4 for content generation. This must be built first and built thoroughly through a multi-step interview that captures working style, stories, distinctions, and patterns. Prerequisites: None (first playbook in pipeline) Section: Set Up Your Office Edition: Standard Tags: off-market, agents, strategy-briefs, build-brand, deep-work, agent Keywords: voice print, brand voice, personal brand, communication style, authenticity, character guide Play 1: Capture Your Working Style & Voice Baseline (First Play) Role: Strategy/Selection Steps: 3 Job: Gather agent's existing materials and conduct initial voice baseline interview Takes: Agent's existing content, website, social posts, emails Produces: Voice baseline notes (working style, tone preferences, formality spectrum) Milestone: FALSE Play 2: Tell Your Story — 10 Work Story Answers (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Extract authentic voice patterns through storytelling — 10 real work stories that reveal personality, values, and natural language Takes: Voice baseline from Play 1 Produces: Story bank with natural language patterns, signature phrases, emotional range Milestone: FALSE Play 3: Identify Your Distinctions & Hot Spots (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Discover what makes this agent different — their behavioral edge, opinions, and positioning territory Takes: Stories and baseline from Plays 1-2 Produces: Distinction statements, hot spots, competitive positioning territory Milestone: FALSE Play 4: Build Your Agent Character Guide Draft (Subsequent Play) Role: Action Steps: 3 Job: Synthesize all interview data into a structured Agent Character Guide draft Takes: All outputs from Plays 1-3 Produces: Draft Agent Character Guide (personality traits, communication style, distinction statements, values, language patterns) Milestone: TRUE Milestone Title: Character Guide drafted. Milestone Description: Your authentic voice is captured.\nReady for validation and refinement. Celebration: TRUE Require Acknowledgement: FALSE Play 5: Validate & Refine Your Distinctions (Subsequent Play) Role: Sharpening Steps: 2 Job: Test the draft Character Guide against real scenarios and refine based on agent feedback Takes: Draft Character Guide from Play 4 Produces: Validated and refined Character Guide Milestone: FALSE Play 6: Complete Voice Print Builder & Export (Bookend/Revision Play) Role: Action Steps: 2 Job: Finalize the Agent Voice Print in VoicePrintVX format and save to your system Takes: Validated Character Guide from Play 5 Produces: Complete Agent Voice Print (D4) — saved to system Milestone: TRUE Milestone Title: Voice Print complete. Milestone Description: Your Agent Voice Print is locked.\nEvery play now sounds like you. Celebration: TRUE Require Acknowledgement: TRUE ─────────────────────────────────────────────────────────── PLAYBOOK: Agent Goal Setting (Agent Business Blueprint) ─────────────────────────────────────────────────────────── Single Job: Define 3-5 prioritized business objectives with measurable KPIs that become the strategic compass for all downstream work Why: Goals provide strategic context — when the system knows what the agent is trying to achieve, every playbook can align recommendations to actual priorities instead of generic best practices. Prerequisites: D4 (enriching), A1 (enriching) Section: Set Up Your Office Edition: Standard Tags: off-market, milestone-moment, agents, strategy-briefs, build-brand, deep-work, agent Keywords: goals, KPIs, business plan, accountability, career stage, must-wins, blueprint Play 1: Build Your Agent Blueprint (First Play) Role: Strategy/Selection Steps: 3 Job: Assess the agent's current business state — career stage, production level, strengths, constraints Takes: Agent self-assessment, D4 (enriching) Produces: Business snapshot with career stage classification and current state analysis Milestone: FALSE Play 2: Identify Your Must-Wins (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Identify and prioritize 3-5 business objectives with specific, measurable KPIs Takes: Business snapshot from Play 1, Career Stage Calibration Table Produces: Prioritized objectives with KPIs, baselines, targets, timelines Milestone: FALSE Play 3: Create Your Accountability System (Bookend/Revision Play) Role: Action Steps: 3 Job: Generate the complete Agent Business Goals document (D5) with strategic connections and AI usage instructions Takes: Must-wins from Play 2, business snapshot from Play 1 Produces: Complete Agent Business Goals & KPIs (D5) — saved to system Milestone: TRUE Milestone Title: Blueprint locked. Milestone Description: Your business goals are set.\nEvery playbook now aligns to\nyour priorities. Celebration: TRUE Require Acknowledgement: TRUE ─────────────────────────────────────────────────────────── PLAYBOOK: Content Pillars (Establish Your Content Pillars) ─────────────────────────────────────────────────────────── Single Job: Discover 4-6 content pillars at the intersection of audience care, agent passion, and brand distinction Why: Content pillars give the agent a strategic foundation for social media — without them, posts are random. With them, every post serves a purpose and builds a recognizable brand presence. Prerequisites: D4, C1, C3; A1 (enriching); D5 (enriching) Section: Set Up Your Office Edition: Standard Tags: off-market, recurring, sphere, buyers, sellers, general-public, social-posts, strategy-briefs, build-brand, deep-work, agent Keywords: content pillars, content strategy, topics, themes, empathy overlap, social media strategy Play 1: Define Your Content Pillars (First Play) Role: Strategy/Selection Steps: 3 Job: Find the sweet spot where audience cares, agent is passionate, and the topic differentiates — using the Empathy Overlap Filter Takes: D4, A1, persona insights, agent knowledge Produces: 4-6 candidate content pillars with audience mapping and rationale Milestone: FALSE Play 2: Create Pillar Descriptions & Examples (Bookend/Revision Play) Role: Action Steps: 3 Job: Flesh out each pillar with descriptions, channel fit, hook directions, and posting cadence Takes: Candidate pillars from Play 1 Produces: Complete Content Pillars Guide (CX2) — saved to system Milestone: TRUE Milestone Title: Content pillars locked. Milestone Description: Your content strategy has a\nfoundation. Ready to build posts. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Content Strategy ─────────────────────────────────────────────────────────── Single Job: Build a content strategy brief and initial content calendar from existing content pillars Why: Content pillars alone aren't actionable — agents need a strategy document that maps pillars to channels with cadence, plus a working calendar to start producing content. Prerequisites: CX2 (Content Pillars — required), D4, C1, C3; A1 (enriching) Section: Set Up Your Office Edition: Standard Tags: off-market, recurring, sphere, buyers, sellers, social-posts, plans-calendars, strategy-briefs, build-brand, deep-work, agent Keywords: content strategy, content calendar, posting cadence, channel mapping, content plan Play 1: Develop Your Content Strategy (First Play) Role: Strategy/Selection Steps: 3 Job: Map content pillars to channels, define posting cadence, set audience-to-channel routing, and document the content strategy Takes: CX2, D4, A1 (enriching) Produces: OFFICE:CONTENT_STRATEGY (CX4) — saved to system Milestone: FALSE Play 2: Build Your Content Calendar (Bookend/Revision Play) Role: Action Steps: 3 Job: Generate a dated content calendar with channel assignments, pillar references, topic hooks, and media types for the next 30 days Takes: CX4 from Play 1, CX2 Produces: OFFICE:CONTENT_CALENDAR (CX3) — saved to system Milestone: TRUE Milestone Title: Content calendar built. Milestone Description: Your content strategy is mapped.\n30 days of content planned. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Local Market Intelligence ─────────────────────────────────────────────────────────── Single Job: Build local market intelligence reports with data analysis, trend identification, and actionable insights for agents and clients Why: Market data grounds everything — listing pricing, negotiation strategy, content claims, and client communications all depend on accurate, current market intelligence. Prerequisites: Agent's MLS access, market data Section: Set Up Your Office Edition: Standard Tags: off-market, recurring, sellers, buyers, sphere, strategy-briefs, establish-authority, deep-work, agent Keywords: market intelligence, market report, trends, headwinds, tailwinds, DOM, inventory, pricing Play 1: Market Context & Analysis (First Play) Role: Strategy/Selection Steps: 3 Job: Gather and analyze current local market data — key metrics, headwinds, tailwinds, market type classification Takes: MLS data, agent knowledge, market reports Produces: Market context analysis with key metrics and trend identification Milestone: FALSE Play 2: Competitive Landscape (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Map the competitive landscape — active inventory, pricing trends, neighborhood variations Takes: Market context from Play 1, comparable data Produces: Competitive landscape analysis with neighborhood-level insights Milestone: FALSE Play 3: Market Positioning (Bookend/Revision Play) Role: Action Steps: 3 Job: Generate the complete Market Headwinds & Tailwinds report (A6) with actionable insights Takes: Market context and competitive landscape from Plays 1-2 Produces: Complete Market Headwinds & Tailwinds (A6) — saved to system Milestone: TRUE Milestone Title: Market intel locked. Milestone Description: Your local market report is\nready to power every play. Celebration: TRUE Require Acknowledgement: TRUE ─────────────────────────────────────────────────────────── PLAYBOOK: Office Foundation ─────────────────────────────────────────────────────────── Single Job: Establish the foundational business context for an office — market positioning, competitive landscape, local market forces, and optionally the brokerage brief for broker/owners Why: Every other playbook depends on foundational context. Without clear positioning, competitive understanding, and market awareness, content and strategy lack specificity. This playbook builds the base layer. Prerequisites: D4 (enriching — helps calibrate positioning), C1 (enriching), C3 (enriching) Section: Set Up Your Office Edition: Standard Tags: off-market, agents, strategy-briefs, build-brand, deep-work, agent, broker-owner Keywords: positioning, competitive landscape, PESTLE, zeitgeist, brokerage brief, foundation, office setup Play 1: Define Your Market Positioning (First Play) Role: Strategy/Selection Steps: 3 Job: Define the agent or office's market positioning — who they serve, what makes them different, and why it matters Takes: Agent knowledge, existing materials, D4 (enriching) Produces: OFFICE:POSITIONING (A1) — saved to system Milestone: FALSE Play 2: Map Your Competitive Landscape (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Analyze competing agents and brokerages in the local market — strengths, weaknesses, gaps, unique advantages Takes: A1 from Play 1, agent knowledge, market research Produces: OFFICE:COMPETITIVE_LANDSCAPE (A3) — saved to system Milestone: FALSE Play 3: Assess Local Market Forces (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Analyze local PESTLE factors and current cultural zeitgeist affecting real estate in this market Takes: A1, A3 from Plays 1-2, local market knowledge Produces: OFFICE:PESTLE (A4) + OFFICE:ZEITGEIST (A5) — both saved to system Milestone: FALSE Play 4: Build Your Brokerage Brief (Optional Play) Role: Strategy/Selection Steps: 3 Job: Capture brokerage identity, culture, competitive advantages, and honest positioning into a structured brief (broker/owners only) Takes: A1 from Play 1, broker conversations, existing brokerage materials Produces: OFFICE:BROKERAGE_BRIEF (CX1) — saved to system Milestone: TRUE Milestone Title: Brokerage Brief locked. Milestone Description: Your brokerage story is captured.\nReady to power recruitment content. Celebration: TRUE Require Acknowledgement: TRUE Play 5: Lock Your Office Foundation (Bookend/Revision Play) Role: Action Steps: 2 Job: Review all foundation ella-ments, confirm accuracy, and lock the office context package Takes: All outputs from Plays 1-4 Produces: Office Foundation confirmation document (summary of all established context) Milestone: TRUE Milestone Title: Office foundation set. Milestone Description: Your positioning, competition, and\nmarket context are locked. Celebration: TRUE Require Acknowledgement: TRUE ─────────────────────────────────────────────────────────── PLAYBOOK: Office Context Refresh ─────────────────────────────────────────────────────────── Single Job: Update market-sensitive ella-ments with current data — market conditions, headwinds/tailwinds, and cultural zeitgeist Why: Market conditions change monthly and cultural context shifts quarterly. This playbook provides a structured refresh process to keep downstream plays grounded in current reality. Prerequisites: Current A6 and A5 (to update), D4 (enriching); A1 (enriching) Section: Set Up Your Office Edition: Standard Tags: off-market, recurring, agents, strategy-briefs, establish-authority, quick-win, agent Keywords: market refresh, update, headwinds, tailwinds, zeitgeist, monthly, quarterly, market conditions Play 1: Refresh Market Conditions (First Play) Role: Strategy/Selection Steps: 3 Job: Update market conditions with current data — key metrics, headwinds, tailwinds, market type, neighborhood variations Takes: Current A6, new MLS data, market reports, agent observations Produces: Updated OFFICE:MARKET_CONDITIONS (A6) — saved to system (overwrites previous) Milestone: FALSE Play 2: Update Cultural Context (Bookend/Revision Play) Role: Action Steps: 2 Job: Refresh zeitgeist analysis with current cultural moments, trends, and sentiment shifts Takes: Current A5, cultural observations, news, agent insights Produces: Updated OFFICE:ZEITGEIST (A5) — saved to system (overwrites previous) Milestone: TRUE Milestone Title: Context refreshed. Milestone Description: Your market data and cultural\ncontext are current. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Property Bot ─────────────────────────────────────────────────────────── Single Job: Build the complete property workspace — property brief, buyer personas, seller persona, and competitive analysis for a specific listing Why: Every listing needs its own context workspace (Property Bot). This playbook creates all the property-specific ella-ments that downstream plays consume. It must run FIRST for any new listing workspace. Prerequisites: D4, C1, C3 (inherited from OFFICE); A6 (enriching); EDITION:REF:BUYER_ARCHETYPES, EDITION:REF:SELLER_ARCHETYPES (for persona selection) Section: Win a Listing Edition: Standard Tags: new-listing, pre-listing, sellers, buyers, strategy-briefs, sell-faster, deep-work, agent Keywords: property bot, property brief, buyer personas, seller persona, property competitors, listing setup, workspace Play 1: Build Your Property Brief (First Play) Role: Strategy/Selection Steps: 3 Job: Build the structured property brief — specs, key features, market story, lifestyle hooks, agent angles Takes: MLS data, agent knowledge, property photos/notes Produces: PROP:PROPERTY_BRIEF (D1) — saved to system Milestone: FALSE Play 2: Define Your Buyer Personas (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Select and customize buyer personas from archetype library, rank by fit, build full 6-packs for top 3-5 Takes: D1 from Play 1, EDITION:REF:BUYER_ARCHETYPES, A6 (enriching), market data Produces: PROP:BUYER_PERSONAS (D3) — ranked 1-5 with full 6-packs, saved to system Milestone: TRUE Milestone Title: Buyer personas locked. Milestone Description: Your target buyers are defined.\nReady for persona-targeted content. Celebration: TRUE Require Acknowledgement: FALSE Play 3: Build Your Seller Persona (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Build seller persona with full 6-pack + DISC profile — either from archetype or custom Takes: D1, seller conversations, agent knowledge, EDITION:REF:SELLER_ARCHETYPES Produces: PROP:SELLER_PERSONA (D2) — with DISC profile, saved to system Milestone: FALSE Play 4: Map Property Competition (Bookend/Revision Play) Role: Strategy/Selection Steps: 2 Job: Identify active comps and competing properties, analyze differentiation points through buyer persona lenses Takes: D1, D3 from Play 2, comp data from agent Produces: PROP:PROPERTY_COMPETITORS (D6) — saved to system Milestone: TRUE Milestone Title: Property workspace ready. Milestone Description: Brief, personas, and competition\nmapped. Your property bot is live. Celebration: TRUE Require Acknowledgement: TRUE ─────────────────────────────────────────────────────────── PLAYBOOK: 14 Day Launch Blitz ─────────────────────────────────────────────────────────── Single Job: Plan and execute a 14-day multi-channel listing launch campaign with daily content across social, email, and targeted channels Why: The first 14 days of a listing determine its trajectory. This playbook creates a structured story arc (Launch Burst → Deepen Story → Build Social Proof → Close Strong) with persona-targeted content for each day. Prerequisites: D1, D3, D4, C1, C3; D2 (enriching); A6 (enriching); D5 (enriching) Section: Promote a Listing Edition: Standard Tags: new-listing, active-listing, buyers, sellers, neighbors, social-posts, emails, plans-calendars, sell-faster, generate-leads, deep-work, agent Keywords: 14-day blitz, listing launch, campaign, multi-channel, content calendar, story arc Play 1: Lock the Blitz Strategy (First Play) Role: Strategy/Selection Steps: 3 Job: Load context, assess listing position, select channels, and lock the 14-day story arc strategy Takes: D1, D3, D4, C1, C3, A6 Produces: Blitz strategy document (channels, story arc phases, persona targeting, behavioral strategies per phase) Milestone: FALSE Play 2: Your 14-Day Launch Calendar (Subsequent Play) Role: Action Steps: 2 Job: Generate the complete 14-day content calendar with daily channel assignments, content types, persona targets, and hooks Takes: Blitz strategy from Play 1 Produces: 14-day content calendar (date × channel × content type × persona × hook direction) Milestone: TRUE Milestone Title: Blitz calendar locked. Milestone Description: Your 14-day launch plan is set.\nTime to build the content. Celebration: TRUE Require Acknowledgement: FALSE Play 3: Create the Content (Bookend/Revision Play) Role: Action Steps: 5 Job: Generate all content pieces from the calendar — social posts, emails, and targeted communications for all 14 days Takes: Calendar from Play 2, all loaded context Produces: Complete content batch (all social posts, emails, and communications for 14 days) — ready to copy-paste Milestone: TRUE Milestone Title: Content ready to go. Milestone Description: Your 14-day launch content is\ncomplete. Ready to schedule. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Confirm the Win ─────────────────────────────────────────────────────────── Single Job: Transition from winning a listing to launching the seller relationship with personalized confirmation and onboarding communications Why: The moment between winning a listing and launching marketing is critical — sellers need emotional reinforcement that they made the right choice, plus a clear roadmap of what happens next. Prerequisites: D1, D2, D4; C1, C3 (enriching); C2 (enriching) Section: Win a Listing Edition: Standard Tags: pre-listing, new-listing, sellers, emails, checklists, sell-faster, stay-connected, quick-win, agent Keywords: listing won, confirmation email, onboarding, DISC, seller welcome, next steps Play 1: Prepare Your Win Confirmation (First Play) Role: Strategy/Selection Steps: 3 Job: Load seller context, assess DISC profile, and confirm the key details from the listing appointment Takes: D2, D1, D4, listing appointment notes Produces: Confirmation strategy (DISC-calibrated approach, key details to reinforce, emotional tone) Milestone: FALSE Play 2: Draft Your Win Confirmation (Subsequent Play) Role: Action Steps: 2 Job: Write a DISC-calibrated seller welcome email that reinforces the seller's decision and previews the marketing plan Takes: Confirmation strategy from Play 1 Produces: Ready-to-send seller confirmation email Milestone: FALSE Play 3: Onboarding Roadmap (Bookend/Revision Play) Role: Action Steps: 2 Job: Generate a seller onboarding sequence with timeline, milestones, and communication cadence Takes: Confirmation email from Play 2, D1, D2 Produces: Seller onboarding roadmap (timeline, milestones, communication schedule) Milestone: TRUE Milestone Title: Onboarding ready. Milestone Description: Your seller welcome sequence\nis locked. Relationship launched. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Property Marketing Plan (Your Listing Marketing Plan) ─────────────────────────────────────────────────────────── Single Job: Build a comprehensive property marketing plan covering all channels and touchpoints — presentation-ready for seller meetings Why: Agents need a polished marketing plan to win listings and demonstrate their strategy. This playbook produces a complete, shareable document. Prerequisites: D1, D3, D4, C1, C3; A6 (enriching); A1 (enriching) Section: Win a Listing Edition: Standard Tags: pre-listing, new-listing, sellers, buyers, plans-calendars, strategy-briefs, sell-faster, deep-work, agent Keywords: marketing plan, listing strategy, comprehensive plan, seller presentation, channels Play 1: Establish Your Marketing Strategy (First Play) Role: Strategy/Selection Steps: 3 Job: Define the marketing strategy — target personas, channel mix, messaging hierarchy, and positioning angles Takes: D1, D3, D4, A6, A1 Produces: Marketing strategy brief (positioning, persona priorities, channel selection, messaging angles) Milestone: FALSE Play 2: Build Your Marketing Timeline (Subsequent Play) Role: Strategy/Selection Steps: 2 Job: Map the marketing strategy to a phased timeline with milestones and channel assignments Takes: Marketing strategy from Play 1 Produces: Marketing timeline (phases, dates, channel assignments, content types) Milestone: FALSE Play 3: Generate Your Marketing Plan Document (Bookend/Revision Play) Role: Action Steps: 3 Job: Produce the complete, presentation-ready marketing plan document Takes: Strategy and timeline from Plays 1-2 Produces: Complete Property Marketing Plan document — formatted for seller presentation Milestone: TRUE Milestone Title: Marketing plan complete. Milestone Description: Your listing marketing plan is\nready for the seller meeting. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Luxury Listing Presentation Builder ─────────────────────────────────────────────────────────── Single Job: Build a comprehensive luxury listing presentation with property positioning, buyer intelligence, market analysis, and launch plans — exportable to Gamma Why: Luxury listings require elevated strategy and presentation quality. This 15-play playbook walks the broker through every dimension of a luxury presentation. Prerequisites: D4, C1, C3; property data; market access NOTE: This playbook REQUIRES that the Property Bot playbook has been run for this listing workspace. It consumes PROP:PROPERTY_BRIEF (D1), PROP:BUYER_PERSONAS (D3), PROP:SELLER_PERSONA (D2), and optionally PROP:PROPERTY_COMPETITORS (D6) from the Property Bot. If Property Bot has not been run, the system will warn the user and recommend running it first. Section: Win a Listing Edition: Luxury Tags: pre-listing, new-listing, sellers, buyers, plans-calendars, strategy-briefs, sell-faster, deep-work, agent Keywords: luxury, listing presentation, buyer intelligence, market analysis, Gamma, property positioning Play 1: Load Property Context & Assess Luxury Position (First Play) Role: Strategy/Selection Steps: 3 Job: Load Property Brief (D1) from Property Bot and assess luxury positioning relative to market Takes: D1 from Property Bot, market data, agent knowledge Produces: Luxury property positioning assessment Milestone: FALSE Play 2: Deep-Dive Primary Buyer Intelligence (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Deep-dive primary buyer persona (from Property Bot D3) with luxury-specific insights and aspirational mapping Takes: D3 from Property Bot, luxury market data Produces: Luxury-specific buyer intelligence enrichment Milestone: FALSE Play 3: Market Analysis & Positioning (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Analyze market conditions and position the property against luxury competition Takes: D1, D3 from Property Bot, market data Produces: Market positioning analysis with luxury competitive context Milestone: FALSE Plays 4-10: Supporting Presentation Sections (Subsequent Plays) Role: Mixed (Strategy/Selection and Action) Steps: 2-3 each Job: Build additional presentation sections — pricing strategy, marketing launch plan, communication plan, additional buyer personas, service timeline Takes: Outputs from preceding plays Produces: Individual presentation sections building toward complete deck Milestone: FALSE (plays 4-9), TRUE (play 10) Play 10 Milestone Title: Presentation drafted. Play 10 Milestone Description: Your luxury presentation\ncontent is complete. Play 10 Celebration: TRUE Play 10 Require Acknowledgement: FALSE Plays 11-15: Refinement and Export (Bookend/Revision Plays) Role: Sharpening → Action Steps: 2-3 each Job: Refine presentation content, finalize formatting, and export to Gamma or PDF Takes: All section outputs from Plays 1-10 Produces: Complete luxury listing presentation — exported Milestone: TRUE (Play 15) Play 15 Milestone Title: Presentation exported. Play 15 Milestone Description: Your luxury listing\npresentation is ready to deliver. Play 15 Celebration: TRUE Play 15 Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: White Glove Seller Experience Builder ─────────────────────────────────────────────────────────── Single Job: Design a differentiated seller experience system with DISC-calibrated communications, service milestones, and concierge-level touchpoints Why: Luxury sellers expect a premium experience. This playbook creates a systematic communication and service plan calibrated to each seller's personality and expectations. Prerequisites: D1, D2, D4, C1, C3 NOTE: This playbook REQUIRES that the Property Bot playbook has been run. It consumes PROP:PROPERTY_BRIEF (D1) and PROP:SELLER_PERSONA (D2) with DISC profile from the Property Bot. If Property Bot has not been run, the system will warn and recommend running it first. Section: Win a Listing Edition: Luxury Tags: pre-listing, active-listing, sellers, plans-calendars, checklists, emails, sell-faster, stay-connected, deep-work, agent Keywords: white glove, luxury, seller experience, concierge, DISC, communication system, service milestones Play 1: Design Your Seller Experience Blueprint (First Play) Role: Strategy/Selection Steps: 3 Job: Map the complete seller experience journey — key milestones, communication cadence, DISC calibration, and service differentiators Takes: D1, D2, D4, C1 Produces: Seller Experience Blueprint (journey map, milestones, DISC-calibrated communication plan) Milestone: FALSE Play 2: Build Your Communication System (Subsequent Play) Role: Action Steps: 3 Job: Generate all DISC-calibrated seller communications for each milestone — emails, texts, call scripts Takes: Blueprint from Play 1, D2 DISC profile Produces: Complete communication library (per-milestone templates, DISC-calibrated) Milestone: TRUE Milestone Title: Communication system built. Milestone Description: Your seller communications are\ncalibrated and ready to use. Celebration: TRUE Require Acknowledgement: FALSE Play 3: Generate Your Service Plan Document (Bookend/Revision Play) Role: Action Steps: 2 Job: Produce the complete Service Plan document — shareable with the seller as proof of your premium approach Takes: Blueprint and communications from Plays 1-2 Produces: Complete White Glove Service Plan document Milestone: TRUE Milestone Title: Service plan complete. Milestone Description: Your white glove seller\nexperience is fully designed. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Listing Landing Page ─────────────────────────────────────────────────────────── Single Job: Build a listing landing page with persona-targeted messaging, behavioral hooks, and conversion elements Why: Landing pages convert curious visitors into leads and appointments. This playbook creates a conversion-focused page with property-specific copy, buyer persona targeting, and behavioral psychology hooks. Prerequisites: D1, D3, D4, C1, C3; D2 (enriching); A6 (enriching); C2 (enriching) Section: Promote a Listing Edition: Standard Tags: active-listing, buyers, plans-calendars, strategy-briefs, sell-faster, generate-leads, deep-work, agent Keywords: landing page, conversion, copywriting, buyer persona, behavioral hooks, calls to action Play 1: Landing Page Strategy (First Play) Role: Strategy/Selection Steps: 3 Job: Define landing page strategy — primary buyer persona, messaging hierarchy, conversion path, value prop Takes: D1, D3, D4, A6 Produces: Landing page strategy brief (positioning, value prop, persona focus, conversion flow) Milestone: FALSE Play 2: Build Your Copy (Subsequent Play) Role: Action Steps: 3 Job: Write all landing page copy — headline, subheadline, benefit sections, social proof, CTA, form fields Takes: Strategy from Play 1, D1, D3, D4, C1, C3 Produces: Complete copy for landing page (sections labeled, CTAs specified, form logic documented) Milestone: FALSE Play 3: Design Page (Bookend/Revision Play) Role: Action Steps: 2 Job: Generate design brief and visual direction for landing page — layouts, imagery, color, information architecture Takes: Copy from Play 2, D1, strategy from Play 1 Produces: Design brief with visual direction and Gamma paste pack Milestone: TRUE Milestone Title: Landing page ready. Milestone Description: Your conversion page is designed\nand ready to build. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Listing Launch Momentum ─────────────────────────────────────────────────────────── Single Job: Execute a phased listing launch from pre-market buzz through post-sale acceleration Why: Listing launches follow a predictable pattern. This playbook sequences activities across four phases (Pre-Launch Buzz → Launch Day Campaign → Week 1 Momentum → Post-Sale Acceleration) with the right content and channels for each phase. Prerequisites: D1, D3, D4, C1, C3; D2 (enriching); A6 (enriching); C2 (enriching) Section: Promote a Listing Edition: Standard Tags: new-listing, active-listing, buyers, sellers, neighbors, social-posts, emails, plans-calendars, sell-faster, generate-leads, deep-work, agent Keywords: listing launch, momentum, phased campaign, pre-launch, launch day, post-sale acceleration Play 1: Pre-Launch Buzz (First Play) Role: Strategy/Selection Steps: 2 Job: Plan and generate pre-MLS content to build anticipation — teasers, sneak peeks, coming soon notifications Takes: D1, D3, D4, C1, C3 Produces: Pre-launch content package (teasers, coming soon emails, soft-launch social) Milestone: FALSE Play 2: Launch Day Campaign (Subsequent Play) Role: Action Steps: 3 Job: Build the full launch day content — announcement posts, emails, media pack, press release (if applicable) Takes: D1, D3, D4, all context Produces: Launch day content package (social posts, emails, announcements) Milestone: FALSE Play 3: Week 1 Momentum (Subsequent Play) Role: Action Steps: 3 Job: Generate the first week's multi-channel content maintaining momentum — story-building, showings prep, social series Takes: D1, D3, D4, showing feedback from agent Produces: Week 1 content calendar and all content pieces Milestone: TRUE Milestone Title: Week 1 ready. Milestone Description: Your first-week momentum\ncontent is live. Celebration: TRUE Require Acknowledgement: FALSE Play 4: Post-Sale Acceleration (Bookend/Revision Play) Role: Action Steps: 2 Job: Plan post-sale activity — final push content, sold announcement, neighbor outreach, sphere nurture Takes: Sale details, D1, D4, C1, C3 Produces: Post-sale content package and execution plan Milestone: TRUE Milestone Title: Full launch executed. Milestone Description: Your listing launch momentum\nfrom pre-market through close is complete. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: New Listing Social Engine (90 Days, Multi-Channel) ─────────────────────────────────────────────────────────── Single Job: Build a 90-day social content engine for a new listing across multiple channels Why: Social media is the primary discovery channel for listings. This playbook generates 90 days of channel-specific, persona-targeted social posts that tell the property story across Instagram, Facebook, LinkedIn, and TikTok. Prerequisites: D1, D3, D4, C1, C3; D2 (enriching); A6 (enriching); C2 (enriching); A1 (optional) Section: Promote a Listing Edition: Standard Tags: new-listing, active-listing, buyers, social-posts, plans-calendars, sell-faster, generate-leads, deep-work, agent Keywords: social media, 90-day campaign, Instagram, Facebook, LinkedIn, TikTok, content calendar, multi-channel Play 1: Setup + Channel Map (First Play) Role: Strategy/Selection Steps: 2 Job: Select channels, define channel-specific strategies, confirm audience per channel Takes: D1, D3, A6, agent's social footprint assessment Produces: Channel map with strategy per platform Milestone: FALSE Play 2: 90-Day Briefs + Calendar (Subsequent Play) Role: Strategy/Selection Steps: 2 Job: Build 90-day campaign briefs for each channel and generate master content calendar Takes: Channel map from Play 1, D1, D3 Produces: Per-channel 90-day briefs and master content calendar (date × channel × topic) Milestone: TRUE Milestone Title: Calendar locked. Milestone Description: Your 90-day social calendar\nis complete. Celebration: TRUE Require Acknowledgement: FALSE Play 3: Post Drafts Pack (Subsequent Play) Role: Action Steps: 4 Job: Generate all 90 days of ready-to-post content for each channel with captions, hashtags, media direction Takes: Calendar from Play 2, all loaded context Produces: Complete content pack (90 posts × 4 channels = 360 pieces, ready to copy-paste) Milestone: FALSE Play 4: VA Handoff Kit (Bookend/Revision Play) Role: Action Steps: 2 Job: Package content for VA execution — scheduling templates, platform specs, posting checklist, backup content Takes: All content from Play 3, channel strategies from Play 1 Produces: VA handoff kit with scheduling guide and execution checklist Milestone: TRUE Milestone Title: Social engine live. Milestone Description: Your 90-day social content\nengine is built and ready to deploy. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Open House Game Plan ─────────────────────────────────────────────────────────── Single Job: Plan and execute a complete open house with pre-event marketing, day-of execution, and follow-up Why: Open houses are conversion events. This playbook turns them into lead-generation machines with strategic pre-marketing, day-of scripting, visitor experience design, and systematic follow-up. Prerequisites: D1, D3, D2, D4, C1, C3; A6 (enriching); C2 (enriching) Section: Promote a Listing Edition: Standard Tags: active-listing, buyers, neighbors, social-posts, emails, events, sell-faster, generate-leads, deep-work, agent Keywords: open house, event, pre-marketing, visitor experience, follow-up, lead capture Play 1: Gather Details (First Play) Role: Strategy/Selection Steps: 2 Job: Confirm open house date/time, gather property-specific open house angles, plan layout and experience Takes: D1, D2, agent's open house preferences Produces: Open house plan with date/time, experience flow, and positioning angle Milestone: FALSE Play 2: Pre-Event Marketing (Subsequent Play) Role: Action Steps: 3 Job: Generate all pre-event marketing content — social posts, emails, yard signs, invitations, press releases Takes: Plan from Play 1, D1, D3, D4 Produces: Complete pre-event marketing package (1-2 weeks of content leading to event) Milestone: FALSE Play 3: Day-Of (Subsequent Play) Role: Action Steps: 3 Job: Build day-of execution guide — sign-in process, scripting, visitor flow, refreshments checklist Takes: Plan from Play 1, D2, D3, agent's hosting style (D4) Produces: Day-of execution guide with scripts and checklist Milestone: FALSE Play 4: Visitor Experience (Subsequent Play) Role: Strategy/Selection Steps: 2 Job: Design the visitor experience — music, lighting, fragrance, refreshments, tour flow, discovery moments Takes: D1, D3, D2 Produces: Visitor experience design document Milestone: TRUE Milestone Title: Open house plan complete. Milestone Description: Your open house is fully\nplanned and scripted. Celebration: TRUE Require Acknowledgement: FALSE Play 5: Follow-Up (Bookend/Revision Play) Role: Action Steps: 2 Job: Build post-event follow-up sequences for sign-in visitors — emails, calls, sphere outreach Takes: Expected visitor profiles, D4, C1, C3 Produces: Follow-up sequence and outreach templates Milestone: TRUE Milestone Title: Follow-up ready. Milestone Description: Your open house lead\nfollow-up system is built. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Pre-Launch Listing ─────────────────────────────────────────────────────────── Single Job: Plan and execute pre-launch listing strategies to build anticipation before MLS go-live Why: Pre-launch activity builds momentum and generates buyer interest before the listing officially launches. This playbook creates a strategic pre-launch sequence. Prerequisites: D1, D3, D4, C1, C3; D2 (enriching); A6 (enriching) Section: Promote a Listing Edition: Standard Tags: pre-listing, new-listing, buyers, social-posts, emails, strategy-briefs, sell-faster, generate-leads, quick-win, agent Keywords: pre-launch, coming soon, sneak peek, anticipation, teasers, buyer excitement Play 1: Pre-Launch Strategy (First Play) Role: Strategy/Selection Steps: 3 Job: Define pre-launch strategy — duration, positioning angle, content cadence, channel mix, teaser themes Takes: D1, D3, D4, A6 Produces: Pre-launch strategy brief with timeline and content themes Milestone: FALSE Play 2: Generate Pre-Launch Content (Bookend/Revision Play) Role: Action Steps: 3 Job: Generate all pre-launch content — sneak peeks, teaser graphics, coming soon emails, social series Takes: Strategy from Play 1, D1, D3, D4, C1, C3 Produces: Complete pre-launch content package ready to deploy Milestone: TRUE Milestone Title: Pre-launch ready. Milestone Description: Your pre-MLS buzz campaign\nis ready to build anticipation. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Property Website Builder ─────────────────────────────────────────────────────────── Single Job: Create a conversion-ready property website with persona-targeted messaging and compelling storytelling Why: Property websites are the second destination after social — they convert social clicks into leads and showing appointments. This playbook uses narrative storytelling to tell the property's story in a way that resonates with buyer personas. Prerequisites: D1, D3, D4, C1, C3; D2 (enriching); A6 (enriching); C2 (enriching); A1 (optional) Section: Promote a Listing Edition: Standard Tags: active-listing, buyers, plans-calendars, strategy-briefs, sell-faster, generate-leads, deep-work, agent Keywords: property website, StoryBrand, landing page, conversion, buyer persona, copywriting Play 1: Website Outline (First Play) Role: Strategy/Selection Steps: 3 Job: Plan website structure using StoryBrand — hero, problem/solution, credibility, call to action, FAQ Takes: D1, D3, D4 Produces: Website outline with StoryBrand framework mapped to sections Milestone: FALSE Play 2: Copy Draft (Subsequent Play) Role: Action Steps: 3 Job: Write all website copy following StoryBrand — compelling narrative, persona-mapped sections, CTAs Takes: Outline from Play 1, D1, D3, D4, C1, C3 Produces: Complete website copy for all sections Milestone: FALSE Play 3: Visual Direction (Subsequent Play) Role: Strategy/Selection Steps: 2 Job: Create visual design brief — layout, photography style, color scheme, information architecture Takes: Copy from Play 2, D1, D3 Produces: Design brief with visual direction and mood board Milestone: FALSE Play 4: Gamma Paste Pack (Bookend/Revision Play) Role: Action Steps: 2 Job: Format all copy and design direction for Gamma website building, ready to paste and customize Takes: All copy and design output from Plays 1-3 Produces: Gamma paste pack with structured, ready-to-copy content blocks Milestone: TRUE Milestone Title: Website ready for build. Milestone Description: Your property website is\ndesigned and ready for Gamma. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Paid Media Campaign Planner ─────────────────────────────────────────────────────────── Single Job: Build premium paid media campaigns for luxury listings with strategy, creative, and campaign documents Why: Luxury listings require paid media reach. This playbook builds strategic paid campaigns across Facebook, Instagram, Google, and YouTube with luxury-appropriate creative and targeting. Prerequisites: D1, D3, D4, C1, C3; D2 (enriching); A6 (enriching); A3 (enriching) Section: Promote a Listing Edition: Luxury Tags: active-listing, buyers, plans-calendars, strategy-briefs, sell-faster, generate-leads, deep-work, agent Keywords: paid media, Facebook ads, Instagram ads, Google ads, YouTube ads, campaign budget, targeting, creative Play 1: Media Strategy (First Play) Role: Strategy/Selection Steps: 3 Job: Define paid media strategy — platform selection, budget allocation, targeting, audience segments, bidding Takes: D1, D3, D4, A6, A3 Produces: Media strategy brief with platform recommendations and budget proposal Milestone: FALSE Play 2: Creative Brief (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Build creative briefs for each platform — ad copy, visual direction, CTA, messaging hierarchy Takes: Strategy from Play 1, D1, D3, D4, C1, C3 Produces: Per-platform creative briefs (Facebook, Instagram, Google, YouTube) Milestone: FALSE Play 3: Media Plan (Subsequent Play) Role: Action Steps: 2 Job: Build detailed media plan with creative specs, budget breakdown, timeline, measurement approach Takes: Creative briefs from Play 2, strategy from Play 1 Produces: Complete media plan document with creative requirements Milestone: FALSE Play 4: Campaign Document (Bookend/Revision Play) Role: Action Steps: 2 Job: Generate the complete campaign document for client presentation and media buyer handoff Takes: All outputs from Plays 1-3 Produces: Polished campaign document with strategy, creative, budget, timeline, and success metrics Milestone: TRUE Milestone Title: Campaign ready. Milestone Description: Your luxury paid media campaign\nis planned and ready to launch. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Brokerage Talent Attraction and Recruitment ─────────────────────────────────────────────────────────── Single Job: Build a complete talent attraction system targeting new licensees, mid-career agents, and top performers Why: Talent is the primary asset. This playbook builds a recruitment marketing system with tiered targeting, value prop differentiation per tier, and content strategies for recruiting new agents. Prerequisites: CX1 (Brokerage Brief), D4, C1, C3, D5 (enriching) B1-B6 (Optional — light-touch agent network personas for recruitment targeting; system works without them but gains targeting precision when available) Section: Market Your Office Edition: Standard Tags: off-market, recruits, agents, strategy-briefs, recruit-agents, emails, social-posts, plans-calendars, establish-authority, deep-work, broker-owner Keywords: recruitment, talent attraction, agent recruiting, new agents, mid-career, top producers, value proposition Play 1: Define Culture & Value Prop (First Play) Role: Strategy/Selection Steps: 3 Job: Articulate brokerage culture and define tiered value props for new licensees, mid-career, and top performers Takes: CX1 (Brokerage Brief), D4, C1 Produces: Culture positioning and 3-tier value prop framework Milestone: FALSE Play 2: Build Recruitment Plan (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Build recruitment strategy — sourcing channels, messaging per tier, content calendar, key differentiators Takes: Value props from Play 1, B1-B6 (optional) Produces: Recruitment plan with channel strategy and per-tier messaging Milestone: FALSE Play 3: Generate Content (Bookend/Revision Play) Role: Action Steps: 3 Job: Generate all recruitment content — emails, social posts, testimonials, career stories, landing page copy Takes: Plan from Play 2, CX1, D4, C1, C3 Produces: Complete recruitment content package per tier Milestone: TRUE Milestone Title: Recruitment campaign ready. Milestone Description: Your talent attraction system\nis built for all agent tiers. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Lead Nurturing (Turn Your Database Into Deals) ─────────────────────────────────────────────────────────── Single Job: Build a perpetual lead nurture system with segmented email sequences and text touchpoints Why: Most leads need nurturing before they're ready to transact. This playbook builds systematic nurture sequences for buyers, sellers, and sphere contacts with behavioral triggers and value-add messaging. Prerequisites: D4, C1, C3, D5 (enriching), A1 (enriching) B1-B6 (Optional — light-touch agent network personas; when present, enables agent-audience nurture sequences alongside traditional buyer/seller prospects) Section: Market Your Office Edition: Standard Tags: off-market, recurring, prospects, buyers, sellers, emails, texts, plans-calendars, strategy-briefs, stay-connected, generate-leads, deep-work, agent Keywords: lead nurturing, email sequences, text sequences, buyer nurture, seller nurture, sphere nurture, automation Play 1: Segment Database (First Play) Role: Strategy/Selection Steps: 3 Job: Analyze and segment the agent's database — buyers, sellers, sphere, past clients, vendors, other agents Takes: Agent's database structure, audience assessment Produces: Database segmentation strategy with segment definitions Milestone: FALSE Play 2: Build Nurture Strategy (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Build nurture strategy per segment — messaging themes, cadence, behavioral triggers, success metrics Takes: Segments from Play 1, D4, C1 Produces: Nurture strategy framework with per-segment approaches Milestone: FALSE Play 3: Generate Email Sequences (Bookend/Revision Play) Role: Action Steps: 4 Job: Generate complete email and text sequences for each segment — welcome series, value-add sequence, seasonal, event-triggered Takes: Strategy from Play 2, D4, C1, C3 Produces: Complete nurture sequences per segment (ready to import into CRM) Milestone: TRUE Milestone Title: Nurture system built. Milestone Description: Your perpetual lead nurture\nsystem is ready to deploy. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Stay Top of Mind ─────────────────────────────────────────────────────────── Single Job: Build a systematic past-client and sphere nurture system with touchpoints, content, and events Why: Past clients and sphere referrals drive consistent business. This playbook builds a 12-month nurture system with emotional touchpoints, valuable content, and strategic events. Prerequisites: D4, C1, C3, A1 (enriching), A5 (enriching) B1-B6 (Optional — light-touch agent network personas; when present, enables agent relationship nurture alongside sphere/past-client touches) Section: Market Your Office Edition: Standard Tags: off-market, recurring, sphere, prospects, plans-calendars, strategy-briefs, emails, events, stay-connected, generate-leads, deep-work, agent Keywords: stay top of mind, past clients, sphere, COI, referral system, annual touchpoints, relationship events Play 1: COI/Sphere Strategy (First Play) Role: Strategy/Selection Steps: 3 Job: Map COI and sphere — identify tiers (A/B/C), define relationship goals per tier, assess current touchpoint frequency Takes: Agent's past client list and sphere, D4 Produces: COI/sphere map with tier definitions and relationship goals Milestone: FALSE Play 2: Nurture Calendar (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Build 12-month nurture calendar with touchpoints per tier — seasonal, birthday, anniversary, market updates Takes: Tier map from Play 1, D4, C1 Produces: 12-month touchpoint calendar with triggers and content themes Milestone: FALSE Play 3: Generate Content (Subsequent Play) Role: Action Steps: 4 Job: Generate all nurture content — emails, social posts, personal notes, market updates, value-add content Takes: Calendar from Play 2, D4, C1, C3 Produces: Complete content library per touchpoint type (ready to customize and send) Milestone: FALSE Play 4: Gift & Event Strategy (Bookend/Revision Play) Role: Strategy/Selection Steps: 3 Job: Plan annual gift, holiday, and relationship-building events — gift selections, event calendar, invitation cadence Takes: Tier map from Play 1, D4, C1 Produces: Annual gift and event strategy with calendar and ideas Milestone: TRUE Milestone Title: Sphere system ready. Milestone Description: Your COI and sphere nurture\nsystem is built for 12 months. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Office Social Post Planner ─────────────────────────────────────────────────────────── Single Job: Plan and manage office-level social media content with consistency and brand alignment Why: Office social presence builds brand authority and lead generation. This playbook creates a consistent, persona-targeted office social strategy with 90-day calendar and batch content generation. Prerequisites: CX2 (Content Pillars), D4, C1, C3, A1 (enriching) Section: Market Your Office Edition: Standard Tags: off-market, recurring, agents, buyers, sellers, general-public, social-posts, plans-calendars, strategy-briefs, establish-authority, build-brand, deep-work, agent Keywords: office social media, content calendar, brand voice, thought leadership, community engagement Play 1: Social Strategy (First Play) Role: Strategy/Selection Steps: 3 Job: Define office social strategy — brand positioning, channels, audience mix, content pillars, posting cadence Takes: CX2, D4, C1, A1 Produces: Office social strategy brief with per-channel approach Milestone: FALSE Play 2: Content Calendar (Subsequent Play) Role: Strategy/Selection Steps: 2 Job: Build 90-day office social content calendar with content types, themes, posting times, channel mix Takes: Strategy from Play 1, CX2 Produces: 90-day master calendar (date × channel × topic × content type) Milestone: FALSE Play 3: Generate Posts (Bookend/Revision Play) Role: Action Steps: 4 Job: Generate all 90 days of office social posts for all channels, ready to schedule Takes: Calendar from Play 2, D4, C1, C3 Produces: Complete 90-day post bank per channel (captions, hashtags, media direction, scheduling notes) Milestone: TRUE Milestone Title: Office social ready. Milestone Description: Your 90-day office social\ncampaign is ready to deploy. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Office Paid Media Planner ─────────────────────────────────────────────────────────── Single Job: Plan and execute office-level paid media campaigns for listing promotion and brand awareness Why: Office-level paid media reaches prospects across the market. This playbook builds strategic paid campaigns for listing promotion, brand awareness, and lead generation. Prerequisites: D4, C1, C3, A1 (enriching), A6 (enriching) Section: Market Your Office Edition: Standard Tags: off-market, recurring, agents, buyers, sellers, general-public, strategy-briefs, plans-calendars, establish-authority, generate-leads, deep-work, agent Keywords: paid media, Facebook ads, Instagram ads, Google ads, brand awareness, lead generation, office marketing Play 1: Paid Media Strategy (First Play) Role: Strategy/Selection Steps: 3 Job: Define office-level paid media strategy — platform mix, budget, audience targeting, messaging priorities Takes: D4, C1, A1, A6 Produces: Paid media strategy brief with platform recommendations and budget allocation Milestone: FALSE Play 2: Build Campaigns (Subsequent Play) Role: Strategy/Selection Steps: 3 Job: Build individual campaign strategies (listings, brand awareness, lead gen) with creative briefs and targeting Takes: Overall strategy from Play 1, D4, C1, C3 Produces: Per-campaign strategy and creative brief Milestone: FALSE Play 3: Execute Paid Media (Bookend/Revision Play) Role: Action Steps: 2 Job: Generate campaign setup documents and creative assets ready for media buyer or in-house execution Takes: All campaign briefs from Play 2 Produces: Campaign setup documents with creative specs, targeting, budgets, and success metrics Milestone: TRUE Milestone Title: Paid media ready. Milestone Description: Your office paid media\ncampaigns are ready to launch. Celebration: TRUE Require Acknowledgement: FALSE ─────────────────────────────────────────────────────────── PLAYBOOK: Office PR Planner ─────────────────────────────────────────────────────────── Single Job: Plan and execute office-level PR strategies for market positioning and thought leadership Why: PR builds authority and reputation. This playbook creates a strategic PR approach with media targets, thought leadership angles, and press release calendar. Prerequisites: D4, C1, C3, A1 (enriching), A3 (enriching), A6 (optional) Section: Market Your Office Edition: Luxury Tags: off-market, recurring, agents, strategy-briefs, establish-authority, build-brand, deep-work, broker-owner Keywords: public relations, PR, media relations, thought leadership, press releases, authority, reputation Play 1: PR Strategy (First Play) Role: Strategy/Selection Steps: 3 Job: Define PR strategy — key messages, target media outlets, thought leadership angles, press calendar Takes: D4, C1, A1, A3 Produces: PR strategy with media targets and key messaging Milestone: FALSE Play 2: Media Kit & Press Materials (Subsequent Play) Role: Action Steps: 3 Job: Build media kit, press release templates, thought leadership article outlines, spokesperson notes Takes: Strategy from Play 1, D4, C1 Produces: Complete media kit and template library Milestone: FALSE Play 3: Execute Campaign (Bookend/Revision Play) Role: Action Steps: 2 Job: Generate quarterly press release calendar and outreach strategy Takes: All materials from Play 2, media targets from Play 1 Produces: Quarterly PR calendar with press release ideas and media outreach plan Milestone: TRUE Milestone Title: PR program launched. Milestone Description: Your office PR program\nis ready for media outreach. Celebration: TRUE Require Acknowledgement: FALSE ════════════════════════════════════════════════════════════ INDIVIDUAL PLAY SPECS — STANDALONE PLAYS ════════════════════════════════════════════════════════════ These specs include all Core Fields, Import Header Fields, and Builder-Ready Fields required for the play-builder skill to construct each play without clarification stops. ─────────────────────────────────────────────────────────── PLAY: Agent Market Intel Sharing ─────────────────────────────────────────────────────────── Job: Transform local market intelligence into shareable content pieces for different audiences — clients, sphere, social media followers, and professional partners. Maps to sub-job: Create audience-calibrated market intelligence content. Role: Action Steps: 2 Step 1: Load context, select audience segment(s) (active clients, sphere/past clients, social media following, professional partners), and choose distribution format (email, social post, PDF report, talking points) Step 2: Generate audience-calibrated market intelligence content with data visualization direction, key takeaways, and contextual commentary in agent's voice Context Requirements: - Ella-ments: OFFICE:MARKET_CONDITIONS A6 (Required), OFFICE:AGENT_VOICE D4 (Required), BRAND_CHARACTER C1 (Required), BRAND_LANGUAGE C3 (Required), OFFICE:MIGRATION_PATTERNS A7 (Enriching), OFFICE:POSITIONING A1 (Enriching) - Frameworks: Channel Expression Hierarchy, Voice Shift by Audience, Content Ratio Rule, FMP - Previous Outputs: Prior market updates (optional — for continuity) Output Type: Audience-calibrated market intelligence piece. Format varies by selection: Email (300-500 words), Social Post (caption + data visualization direction), PDF Report (1-2 pages with charts), Talking Points (bullet list with data anchors). Each includes: key market data, trend interpretation, what-it-means-for-you framing, soft CTA. Voice: D4 → C1 → C3 → audience-appropriate shift (clients = authoritative/reassuring, sphere = friendly/informative, social = accessible/engaging, partners = peer/analytical) Marketing Filter: Right Thing: Market intelligence the audience genuinely cares about Right Way: Agent voice, audience-calibrated register, data-backed Right Time: Monthly (aligned to market data refresh cycles) Right Person: Selected audience segment Wrong Person: Other segments not selected (register mismatch) Tags: "off-market, recurring, sphere, buyers, sellers, general-public, emails, social-posts, strategy-briefs, establish-authority, stay-connected, quick-win, agent" Keywords: "market intelligence, market update, trends, data, headwinds, tailwinds, monthly update, sharing, audience" Milestone: FALSE Step 1 Save Output: FALSE Step 2 Save Output: TRUE Runner: Real estate agent Audience: Selected segment(s) — active clients, sphere, social followers, or professional partners Not-For Audiences: Agent recruits (different content track), internal brokerage communications Step Types: Step 1 = Choice, Step 2 = Output Template Type: First Play (standalone) ═════════════════════════════════════════════════════════════ INDIVIDUAL PLAY SPECS — PLAYBOOK-EMBEDDED PLAYS (Import Header Specifications) ═════════════════════════════════════════════════════════════ Playbook-embedded plays inherit their playbook's tags and context requirements. Below are the import-header-specific fields (tags, milestones, save-output) that must be set per play. Full enrichment with Runner, Audience, Not-For, Marketing Filter Table, Voice Shifts, Guardrails, and Knowledge Sources Tables is provided in 08-play-build-queue.txt and 09-playbook-build-queue.txt. ─── Agent Referral Network ────────────────────────────── Play 1: Define Your Agent Network Strategy Tags: "off-market, recurring, agents, sphere, strategy-briefs, emails, talking-points, generate-leads, stay-connected, deep-work, agent" Milestone: FALSE Step 1 Save Output: FALSE | Step 2 Save Output: FALSE | Step 3 Save Output: TRUE Play 2: Customize Your Agent Personas Tags: "off-market, recurring, agents, sphere, strategy-briefs, emails, talking-points, generate-leads, stay-connected, deep-work, agent" Milestone: TRUE Milestone Title: "Agent personas built." Milestone Description: "Your network personas are defined.\nReady for targeted outreach." Celebration: TRUE | Require Acknowledgement: FALSE Step 1 Save Output: FALSE | Step 2 Save Output: FALSE | Step 3 Save Output: TRUE Play 3: Generate Agent Networking Content Tags: "off-market, recurring, agents, sphere, strategy-briefs, emails, talking-points, generate-leads, stay-connected, deep-work, agent" Milestone: TRUE Milestone Title: "Network content ready." Milestone Description: "Your agent outreach is built\nfor all target segments." Celebration: TRUE | Require Acknowledgement: FALSE Step 1 Save Output: FALSE | Step 2 Save Output: FALSE | Step 3 Save Output: TRUE ─── Content Strategy ──────────────────────────────────── Play 1: Develop Your Content Strategy Tags: "off-market, recurring, sphere, buyers, sellers, social-posts, plans-calendars, strategy-briefs, build-brand, deep-work, agent" Milestone: FALSE Step 1 Save Output: FALSE | Step 2 Save Output: FALSE | Step 3 Save Output: TRUE Play 2: Build Your Content Calendar Tags: "off-market, recurring, sphere, buyers, sellers, social-posts, plans-calendars, strategy-briefs, build-brand, deep-work, agent" Milestone: TRUE Milestone Title: "Content calendar built." Milestone Description: "Your content strategy is mapped.\n30 days of content planned." Celebration: TRUE | Require Acknowledgement: FALSE Step 1 Save Output: FALSE | Step 2 Save Output: FALSE | Step 3 Save Output: TRUE ─── Office Context Refresh ────────────────────────────── Play 1: Refresh Market Conditions Tags: "off-market, recurring, agents, strategy-briefs, establish-authority, quick-win, agent" Milestone: FALSE Step 1 Save Output: FALSE | Step 2 Save Output: FALSE | Step 3 Save Output: TRUE Play 2: Update Cultural Context Tags: "off-market, recurring, agents, strategy-briefs, establish-authority, quick-win, agent" Milestone: TRUE Milestone Title: "Context refreshed." Milestone Description: "Your market data and cultural\ncontext are current." Celebration: TRUE | Require Acknowledgement: FALSE Step 1 Save Output: FALSE | Step 2 Save Output: TRUE ─── Office Foundation ─────────────────────────────────── Play 1: Define Your Market Positioning Tags: "off-market, agents, strategy-briefs, build-brand, deep-work, agent" Milestone: FALSE Step 1 Save Output: FALSE | Step 2 Save Output: FALSE | Step 3 Save Output: TRUE Play 2: Map Your Competitive Landscape Tags: "off-market, agents, strategy-briefs, build-brand, deep-work, agent" Milestone: FALSE Step 1 Save Output: FALSE | Step 2 Save Output: FALSE | Step 3 Save Output: TRUE Play 3: Assess Local Market Forces Tags: "off-market, agents, strategy-briefs, build-brand, deep-work, agent" Milestone: FALSE Step 1 Save Output: FALSE | Step 2 Save Output: FALSE | Step 3 Save Output: TRUE Play 4: Build Your Brokerage Brief Tags: "off-market, agents, strategy-briefs, build-brand, deep-work, agent, broker-owner" Milestone: TRUE Milestone Title: "Brokerage Brief locked." Milestone Description: "Your brokerage story is captured.\nReady to power recruitment content." Celebration: TRUE | Require Acknowledgement: TRUE Step 1 Save Output: FALSE | Step 2 Save Output: FALSE | Step 3 Save Output: TRUE Play 5: Lock Your Office Foundation Tags: "off-market, agents, strategy-briefs, build-brand, deep-work, agent" Milestone: TRUE Milestone Title: "Office foundation set." Milestone Description: "Your positioning, competition, and\nmarket context are locked." Celebration: TRUE | Require Acknowledgement: TRUE Step 1 Save Output: FALSE | Step 2 Save Output: TRUE ─── Property Bot ──────────────────────────────────────── Play 1: Build Your Property Brief Tags: "new-listing, pre-listing, sellers, buyers, strategy-briefs, sell-faster, deep-work, agent" Milestone: FALSE Step 1 Save Output: FALSE | Step 2 Save Output: FALSE | Step 3 Save Output: TRUE Play 2: Define Your Buyer Personas Tags: "new-listing, pre-listing, sellers, buyers, strategy-briefs, sell-faster, deep-work, agent" Milestone: TRUE Milestone Title: "Buyer personas locked." Milestone Description: "Your target buyers are defined.\nReady for persona-targeted content." Celebration: TRUE | Require Acknowledgement: FALSE Step 1 Save Output: FALSE | Step 2 Save Output: FALSE | Step 3 Save Output: TRUE Play 3: Build Your Seller Persona Tags: "new-listing, pre-listing, sellers, buyers, strategy-briefs, sell-faster, deep-work, agent" Milestone: FALSE Step 1 Save Output: FALSE | Step 2 Save Output: FALSE | Step 3 Save Output: TRUE Play 4: Map Property Competition Tags: "new-listing, pre-listing, sellers, buyers, strategy-briefs, sell-faster, deep-work, agent" Milestone: TRUE Milestone Title: "Property workspace ready." Milestone Description: "Brief, personas, and competition\nmapped. Your property bot is live." Celebration: TRUE | Require Acknowledgement: TRUE Step 1 Save Output: FALSE | Step 2 Save Output: TRUE ════════════════════════════════════════════════════════════ HANDOFF INSTRUCTIONS ════════════════════════════════════════════════════════════ ─────────────────────────────────────────────────────────── BUILDER SKILL: playbook (Outline Mode) ─────────────────────────────────────────────────────────── TRIGGER: When building or rebuilding any of the 27 playbooks in the Real Estate Edition INPUT: This file (05-play-playbook-specs.txt) provides the architectural blueprint. Also provide: - 01-author-voice-profile.txt (system voice) - 02-system-job.txt (system job and sub-jobs) - 03-framework-catalog.txt (all frameworks) - 04-ella-ment-map.txt (all ella-ments and dependencies) - 09-playbook-build-queue.txt (enriched per-playbook metadata when available) OUTPUT: Complete playbook folders with Layer 1 wrapper + Layer 2/3 play import documents MODE: Outline Mode → lock outline from specs → Build Mode → produce play documents For each playbook: 1. Start in Outline Mode with the playbook outline from this file as the locked outline 2. Do NOT re-interview for play structure — the outline is pre-locked from system scanning 3. Build each play using the play specs from this file + enriched metadata from 09-playbook-build-queue.txt 4. Apply import headers per import-header-spec.md using the tags, milestones, and save-output flags from this file 5. Verify voice cascade is correct: D4 → C1 → C3 → default for all content plays 6. Verify fair housing compliance guardrails are present in all listing and client-facing plays PLAYBOOK BUILD ORDER (respects ella-ment dependencies): Phase 1 — Foundation (no ella-ment dependencies): 1. Agent Voice Print Builder (D4 — everything depends on this) 2. Agent Goal Setting (D5 — strategic compass) 3. Content Pillars (CX2 — content foundation) 4. Office Foundation (A1, A3, A4, A5, CX1 — office context) 5. Local Market Intelligence (A6 — market data) 6. Content Strategy (CX4, CX3 — content planning, requires CX2) 7. Office Context Refresh (updates A6, A5 — periodic) Phase 2 — Listing Workspace Setup (depends on D4, OFFICE context): 8. Property Bot (D1, D3, D2, D6 — MUST run first for any listing) Phase 3 — Win a Listing (depend on D1, D3, D2 from Property Bot): 9. Property Marketing Plan 10. Luxury Listing Presentation Builder 11. White Glove Seller Experience Builder 12. Confirm the Win Phase 4 — Listing Promotion (depend on D1, D3, D4): 13. Pre-Launch Listing 14. 14 Day Launch Blitz 15. Listing Launch Momentum 16. Listing Landing Page 17. Property Website Builder 18. New Listing Social Engine (90 Days) 19. Open House 20. Paid Media Campaign Planner Phase 5 — Network & Office (depend on D4, CX1, CX2, B1-B6): 21. Agent Referral Network 22. Lead Nurturing 23. Stay Top of Mind 24. Office Social Post Planner 25. Office Paid Media Planner 26. Office PR Planner 27. Brokerage Talent Attraction CONTEXT TO PROVIDE: For each playbook build session, provide: - The specific playbook outline section from this file - The relevant framework cards from 03-framework-catalog.txt - The relevant ella-ment specs from 04-ella-ment-map.txt - The enriched playbook metadata from 09-playbook-build-queue.txt - The edition guide from 06-edition-guide.txt ─────────────────────────────────────────────────────────── BUILDER SKILL: play-builder ─────────────────────────────────────────────────────────── TRIGGER: When building standalone plays that exist outside of any playbook INPUT: This file (05-play-playbook-specs.txt) provides the play spec. Also provide: - 01-author-voice-profile.txt (system voice) - 02-system-job.txt (system job) - 03-framework-catalog.txt (relevant frameworks) - 04-ella-ment-map.txt (relevant ella-ments) - 08-play-build-queue.txt (enriched per-play metadata when available) OUTPUT: Complete play import documents (.md format) with import headers MODE: Guided Build — use the play spec as the locked blueprint, do NOT re-interview for structure PLAYS TO BUILD (9 standalone): 1. Neighbor Post-Sale Value Letter 2. Listing Social Post 3. Property Negotiation Messaging Toolkit 4. Agent Social Post Writer 5. Seller Status Update 6. High-Trust Partner Strategy 7. Listing Video Planner 8. Buyer-Specific Competitive Position Cards 9. Agent Market Intel Sharing STANDALONE PLAY BUILD ORDER: Priority 1 (high-frequency): Agent Social Post Writer, Listing Social Post, Seller Status Update Priority 2 (listing-specific): Listing Video Planner, Buyer-Competitive Position Cards, Neighbor Post-Sale Value Letter Priority 3 (strategic): Agent Market Intel Sharing, High-Trust Partner Strategy, Property Negotiation Messaging Toolkit For each play: 1. Load the Individual Play Spec from this file 2. Load enriched metadata from 08-play-build-queue.txt 3. Build per the play-builder skill's format requirements 4. Apply import headers using the tags, milestones, and save-output flags from this file 5. Verify all context requirements are documented in the play's knowledge sourcing step 6. Verify fair housing guardrails are present where applicable 7. Verify voice cascade is correctly specified ─────────────────────────────────────────────────────────── BUILDER SKILL: ella-ment builders (embedded in playbooks) ─────────────────────────────────────────────────────────── TRIGGER: When building ella-ment builder plays that are embedded within playbooks NOTE: These plays are built as part of their parent playbook using the playbook skill. They do NOT use the standalone play-builder skill. ELLA-MENT BUILDERS EMBEDDED IN PLAYBOOKS: - Agent Voice Print Builder playbook → builds D4 (6 plays) - Agent Goal Setting playbook → builds D5 (3 plays) - Content Pillars playbook → builds CX2 (2 plays) - Local Market Intelligence playbook → builds A6 (3 plays) - Office Foundation playbook → builds A1, A3, A4, A5, conditionally CX1 (5 plays) - Content Strategy playbook → builds CX4, CX3 (2 plays) - Property Bot playbook → builds D1, D3, D2, D6 (4 plays) - Agent Referral Network playbook → builds B1-B6 (3 plays) - Office Context Refresh playbook → updates A6, A5 (2 plays) - Luxury Listing Presentation Builder → CONSUMES D1, D3 from Property Bot (no longer builds them) STANDALONE ELLA-MENT BUILDERS: - NONE (Brokerage Brief Builder now embedded in Office Foundation) ════════════════════════════════════════════════════════════ INDIVIDUAL PLAY SPECS — FULL STANDALONE PLAYS ════════════════════════════════════════════════════════════ ─────────────────────────────────────────────────────────── PLAY: Neighbor Post-Sale Value Letter ─────────────────────────────────────────────────────────── Job: After a listing sells, write a postcard or letter to surrounding neighbors translating the sale into useful market intelligence about property values, neighborhood positioning, and market data in the agent's voice. Maps to sub-job: Write neighbor post-sale value communications. Role: Action Steps: 2 Step 1: Load context and gather sale details (channel preference, sale price, days on market, competing offers, format preference postcard vs letter) Step 2: Write complete neighbor communication with market intelligence framing, behavioral hooks, and soft CTA Context Requirements: - Ella-ments: D1 (Required), D4 (Required), C1 (Required), C3 (Required), A6 (Enriching), C2 (Enriching), A1 (Optional), D3 (Optional) - Frameworks: Behavioral Positioning (Anchoring, Social Proof, Reciprocity, Curiosity Gap), Voice Cascade, FMP - Previous Outputs: Sale completion data from agent Output Type: Postcard (75-150 words message side) or Letter (250-400 words) with labeled sections ready for designer/printer. Includes: community-first framing, sale-to-value translation, market data contextualizer, soft CTA. Voice: D4 → C1 → C3 → warm community neighbor default Marketing Filter: Right Thing: Market intelligence the neighbor genuinely cares about (their property value, neighborhood trends) Right Way: Agent voice, warm community register, data-rich but accessible Right Time: Within 2 weeks of closing when the sale is fresh news Right Person: Immediate neighbors (geographic radius around sold property) Wrong Person: Neighbors who are also current clients (they get direct updates, not mass mailers) Tags: "active-listing, neighbors, print-materials, generate-leads, stay-connected, quick-win, agent" Keywords: "neighbor letter, postcard, just sold, market intelligence, property values, farming, geographic" Milestone: FALSE Step 1 Save Output: FALSE Step 2 Save Output: TRUE Runner: Real estate agent Audience: Homeowners in the immediate geographic area around a recently sold listing Not-For Audiences: Current seller clients, current buyer clients, agent recruits, professional partners Step Types: Step 1 = Input, Step 2 = Output Template Type: First Play (standalone — no sequence) ─────────────────────────────────────────────────────────── PLAY: Listing Social Post ─────────────────────────────────────────────────────────── Job: Create a persona-targeted social media post for a specific listing with a creative brief showing strategic angle, feature-to-persona mapping, and hook strategy, followed by ready-to-post content. Maps to sub-job: Create persona-targeted social media posts for specific listings. Role: Action Steps: 3 Step 1: Load context and select channel (Instagram, Facebook, LinkedIn, TikTok, or other) Step 2: Generate creative brief with property snapshot, target buyer persona(s), hook strategy, voice notes, media direction Step 3: Write complete ready-to-post content with caption, opening hook, hashtags, CTA, media direction, posting note Context Requirements: - Ella-ments: D1 (Required), D3 (Required), D4 (Required), C1 (Required), C3 (Required), C2 (Enriching), A1 (Enriching), C4 (Enriching), A6 (Optional) - Frameworks: Behavioral Positioning (Endowment, Narrative Identity, Scarcity, Loss Aversion, Social Proof, Contrast, Risk Reduction), Channel Expression Hierarchy, Voice Shift by Channel, Social Post Hook Library, FMP - Previous Outputs: None required Output Type: Two-stage deliverable: (1) Creative Brief with property snapshot, persona targeting, hook strategy, voice notes, media concept; (2) Ready-to-post content with caption, hook, hashtags, CTA, media direction execution specs, posting note. Channel-formatted per Voice Shift by Channel Matrix. Voice: D4 → C1 → C3 → channel-specific shift (Instagram: visual/personal, Facebook: community/warm, LinkedIn: professional/insight, TikTok: personality/authentic) Marketing Filter: Right Thing: Property features mapped to target persona's jobs/pains/gains Right Way: Agent voice + channel expression norms + behavioral hooks Right Time: Listing active period, aligned to optimal posting time per channel Right Person: Top 1-3 ranked buyer personas (D3) Wrong Person: Seller (never see the marketing), agents (unless LinkedIn thought leadership angle) Tags: "active-listing, new-listing, buyers, social-posts, sell-faster, generate-leads, quick-win, agent" Keywords: "listing post, social media, Instagram, Facebook, LinkedIn, TikTok, creative brief, hooks, persona" Milestone: FALSE Step 1 Save Output: FALSE Step 2 Save Output: TRUE Step 3 Save Output: TRUE Runner: Real estate agent Audience: Potential buyers matching ranked buyer personas (D3) Not-For Audiences: Current seller client, agent recruits, professional partners (for this specific listing post) Step Types: Step 1 = Choice, Step 2 = Output, Step 3 = Output Template Type: First Play (standalone) ─────────────────────────────────────────────────────────── PLAY: Property Negotiation Messaging Toolkit ─────────────────────────────────────────────────────────── Job: Take a specific negotiation objection and generate calibrated response options with behavioral science framing, talking points, and recommended communication approach. Maps to sub-job: Create negotiation messaging toolkits with calibrated response options. Role: Action Steps: 2 Step 1: Determine mode (seller-side or buyer-side), load context, gather the specific negotiation situation (objection, party intel, deal stage, client constraints) Step 2: Analyze and generate response options toolkit with situation analysis, communication approach, 2-3 response options, anticipated counter-responses, phrases to avoid, fallback position Context Requirements: - Ella-ments: D1 (Required), D4 (Required), C1 (Required), C3 (Required), D2 (Required in seller mode, Enriching in buyer mode), D3 (Enriching), A6 (Enriching), C2 (Enriching) - Frameworks: Negotiation Stage Assessment, Negotiation Strategy Selection Guide, Behavioral Positioning (Anchoring, Gain Framing, Reciprocity, Certainty Bias, Contrast, Scarcity, Commitment & Consistency), DISC-Calibrated Communication (seller mode), Strategy Selection by Market Conditions, FMP - Previous Outputs: Prior negotiation correspondence (optional) Output Type: Negotiation Response Toolkit with: Situation Analysis (surface objection, underlying concern, client position, other party assessment, market context), Communication Approach (written/verbal/both), Response Options A/B/C (strategy name, behavioral strategies applied, framing bullets, talking points or draft language, anticipated counter-response), What Not to Say, Fallback Position (walk-away signals). Voice: D4 → C1 → C3 → professional/strategic default. Talking points in agent's natural voice. Draft language uses peer register appropriate to the other party. Marketing Filter: Right Thing: Strategically framed response that advances the client's position Right Way: Agent's voice, DISC-calibrated for seller mode, professionally calibrated for buyer mode Right Time: Current negotiation stage (first offer, counteroffer, post-inspection, final) Right Person: The agent (toolkit user), on behalf of their client (seller or buyer) Wrong Person: The other party directly — agent controls delivery Tags: "active-listing, sellers, buyers, talking-points, sell-faster, quick-win, agent" Keywords: "negotiation, objection, response options, behavioral science, counter-offer, repairs, price, timeline" Milestone: FALSE Step 1 Save Output: FALSE Step 2 Save Output: TRUE Runner: Real estate agent Audience: The agent themselves (internal tool for conversation prep) Not-For Audiences: Buyers, sellers, other agents, general public (this is agent-eyes-only) Step Types: Step 1 = Input, Step 2 = Output Template Type: First Play (standalone) ─────────────────────────────────────────────────────────── PLAY: Agent Social Post Writer ─────────────────────────────────────────────────────────── Job: Scan workspace for content strategy briefs, calendars, or playbooks; load voice and brand context; then write ready-to-post social content for selected batches. Maps to sub-job: Write ready-to-post social content for the agent's content calendar. Role: Action Steps: 2 Step 1: Load context and confirm direction — Path A: calendar exists → select batch; Path B: brief exists → generate quick calendar; Path C: neither → offer minimal brief build or suggest full Social Post Planner playbook Step 2: Write complete ready-to-post social content for every calendar slot (caption, hook, hashtags, CTA, media direction, posting note) Context Requirements: - Ella-ments: CX3 Content Calendar (Path A Required), CX4 Content Strategy Brief (Path B Required), CX2 Content Pillars (Enriching), D4 (Required), C1 (Required), C3 (Required), C2 (Enriching), A1 (Enriching), C4 (Enriching), D1 (Conditional — if listing content), D3 (Conditional — if listing content), A6 (Optional), A5 (Optional) - Frameworks: Channel Expression Hierarchy, Voice Shift by Channel, Social Post Hook Library, Content Ratio Rule, Batch Generation Protocol, FMP - Previous Outputs: Existing content calendar or strategy brief from prior playbooks Output Type: Per-post blocks: caption, opening hook, hashtags (channel-specific count), CTA, media direction, posting note. Delivered as a batch. Includes Context & Assumptions header, Quick Calendar (if Path B), and What You've Got + Next Moves sections. Voice: D4 → C1 → C3 → channel-specific shifts per Voice Shift by Channel Matrix Marketing Filter: Right Thing: Content aligned to pillars that the audience cares about Right Way: Agent voice + channel expression norms Right Time: Calendar slot timing + seasonal/market relevance Right Person: Audience segment specified by calendar/strategy per post Wrong Person: Varies by post — seller content not for buyers, agent content not for prospects Tags: "recurring, sphere, buyers, sellers, general-public, social-posts, build-brand, stay-connected, quick-win, agent" Keywords: "social posts, content writing, batch generation, Instagram, Facebook, LinkedIn, TikTok, calendar, content pillars" Milestone: FALSE Step 1 Save Output: FALSE Step 2 Save Output: TRUE Runner: Real estate agent Audience: Agent's social media following (varies by post — prospects, sphere, buyers, sellers, community) Not-For Audiences: Agent recruits (different content track), professional partners (different register) Step Types: Step 1 = Choice, Step 2 = Output Template Type: First Play (standalone) ─────────────────────────────────────────────────────────── PLAY: Seller Status Update ─────────────────────────────────────────────────────────── Job: Write a DISC-calibrated seller status update matching the seller's communication preferences, emotional journey stage, and documented concerns. Maps to sub-job: Write DISC-calibrated seller status updates. Role: Action Steps: 2 Step 1: Load context, check channel preference, gather latest activity (showings, feedback, market changes, quiet periods) Step 2: Write complete seller status update using DISC-calibrated structure (opening, showing activity, buyer feedback, market context, strategy & next steps, closing) Context Requirements: - Ella-ments: D2 (Required — especially DISC profile), D1 (Required), D4 (Required), C1 (Required), C3 (Required), A6 (Enriching), C2 (Enriching), A1 (Optional) - Frameworks: DISC System, DISC-Calibrated Communication Framework, Voice Cascade (D4 + DISC), Seller Persona 6-Pack (CJM for journey stage), FMP - Previous Outputs: Prior seller updates (optional — for continuity) Output Type: Single seller status update with DISC-calibrated sections. Length varies: D=150-250 words, I=200-350 words, S=250-400 words, C=350-500 words. Formatted for the seller's preferred channel (email, text, or call script). Voice: D4 + DISC calibration → C1 → C3. DISC shapes structure and emphasis; D4 shapes personality. Transparency non-negotiable. Marketing Filter: Right Thing: Honest status with data appropriate to DISC style Right Way: Agent voice + DISC structure/length/emphasis Right Time: Regular cadence or triggered by significant activity/quiet period Right Person: This specific seller (D2) Wrong Person: All other audiences — this is private seller communication Tags: "active-listing, sellers, emails, sell-faster, stay-connected, quick-win, agent" Keywords: "seller update, status report, communication preferences, showing feedback, market conditions, communication, quiet period" Milestone: FALSE Step 1 Save Output: FALSE Step 2 Save Output: TRUE Runner: Real estate agent Audience: The specific seller client (D2) Not-For Audiences: Buyers, neighbors, other agents, general public, other sellers Step Types: Step 1 = Input, Step 2 = Output Template Type: First Play (standalone) ─────────────────────────────────────────────────────────── PLAY: High-Trust Partner Strategy ─────────────────────────────────────────────────────────── Job: Help agent identify high-trust professional partners, determine relationship goal (Reach or Top of Mind), then generate strategies, value exchange frameworks, and communications. Maps to sub-job: Build and execute high-trust professional partner relationship strategies. Role: Strategy/Selection Steps: 2 Step 1: Present High-Trust Partner Category Catalog (16 categories), have agent select 1-3 categories, confirm goal (Reach New Partners, Stay Top of Mind, or Both) Step 2: Generate strategy toolkit per category — value exchange framework, 3-5 recommended strategies, 2-4 communications, engagement cadence Context Requirements: - Ella-ments: D4 (Required), C1 (Required), C3 (Required), A1 (Enriching), C2 (Enriching), A2 (Enriching), A6 (Optional), A3 (Optional) - Frameworks: High-Trust Partner Category Catalog (16 categories), REACH strategy menu (7 strategies), TOP OF MIND strategy menu (8 strategies), Behavioral Positioning (Reciprocity, Social Proof), Voice Shift by Audience (partner = peer register), FMP - Previous Outputs: None required Output Type: Per-category Strategy Toolkit: (1) Value Exchange Framework (what agent offers, what partner offers, mutual benefit pitch); (2) 3-5 Recommended Strategies (what to do, why, timeline, success signal); (3) 2-4 Ready-to-Adapt Communications (with channel, tone, usage trigger); (4) Engagement Cadence table. Includes What You've Got + Next Moves. Voice: D4 → C1 → C3 → warm professional peer register Marketing Filter: Right Thing: Value the agent genuinely offers to this partner category Right Way: Agent voice in professional peer register — reciprocity-first Right Time: Determined by goal (Reach = immediate outreach; Top of Mind = ongoing cadence) Right Person: Specific partner category (from catalog selection) Wrong Person: Clients, prospects, other agents (different relationship track) Tags: "off-market, recurring, prospects, strategy-briefs, talking-points, generate-leads, build-brand, deep-work, agent" Keywords: "partners, referral, wealth advisors, attorneys, CPAs, lenders, designers, relationship building, value exchange, networking" Milestone: FALSE Step 1 Save Output: FALSE Step 2 Save Output: TRUE Runner: Real estate agent Audience: Professional partners in selected categories Not-For Audiences: Buyer clients, seller clients, agent recruits, general public Step Types: Step 1 = Choice, Step 2 = Output Template Type: First Play (standalone) ─────────────────────────────────────────────────────────── PLAY: Listing Video Planner ─────────────────────────────────────────────────────────── Job: Assess listing's video needs, recommend production tier, and build complete video production plan with storytelling framework, shot list, script direction, and distribution strategy. Maps to sub-job: Build complete video production plans for listings. Role: Strategy/Selection Steps: 2 Step 1: Assess listing using 5-signal tier logic (property value, buyer persona, seller expectations, market competition, property distinctiveness); present tier recommendation; gather production logistics; confirm storytelling framework Step 2: Build complete video production plan — creative brief, shot list, script direction, music/mood, production logistics, distribution strategy Context Requirements: - Ella-ments: D1 (Required), D3 (Required), D4 (Required), C1 (Required), C3 (Required), D2 (Enriching), A6 (Enriching), C2 (Enriching), A1 (Optional), C4 (Optional) - Frameworks: Video Production Tier Assessment (Basic/Standard/Premium), Storytelling Framework Selection (5 narratives), Behavioral Positioning, Channel Expression Hierarchy, Voice Shift by Channel, FMP - Previous Outputs: None required Output Type: Complete Video Production Plan (1,500-2,500 words): (1) Creative Brief (story summary, framework, persona focus, tone); (2) Shot List (sequenced by narrative, framing, persona relevance); (3) Script Direction (voiceover script or talking points or text overlays or interview plan); (4) Music & Mood Direction; (5) Production Logistics (crew, equipment, schedule); (6) Distribution Strategy (per-platform cuts, specs, publishing sequence, CTAs). Voice: D4 → C1 → C3. Script content in agent's natural voice. Production direction in professional-to-videographer register. Marketing Filter: Right Thing: Storytelling that maps property to buyer personas' aspirations Right Way: Agent voice via appropriate video style for this tier Right Time: Pre-launch or active listing period Right Person: Top buyer personas (D3) as video audience; seller (D2) for expectation management Wrong Person: Video not for: agent recruits, professional partners Tags: "new-listing, active-listing, buyers, video-scripts, plans-calendars, sell-faster, deep-work, agent" Keywords: "video, production plan, drone, storytelling, shot list, tier assessment, distribution, script, Basic, Standard, Premium" Milestone: FALSE Step 1 Save Output: FALSE Step 2 Save Output: TRUE Runner: Real estate agent Audience: Potential buyers (via distributed video content) Not-For Audiences: Agent recruits, professional partners, seller (except as expectation-setting) Step Types: Step 1 = Choice, Step 2 = Output Template Type: First Play (standalone) ─────────────────────────────────────────────────────────── PLAY: Buyer-Specific Competitive Position Cards ─────────────────────────────────────────────────────────── Job: Analyze listing against competing properties through each buyer persona's priority lens and produce per-persona competitive position cards with talk tracks. Maps to sub-job: Build competitive position cards for buyer showings. Role: Strategy/Selection Steps: 2 Step 1: Map competitive landscape through each buyer's eyes — extract attributes across 6 categories (Financial, Functional, Location, Emotional, Lifestyle, Strategic), compare this listing vs comps per persona, present summary for confirmation Step 2: Build per-persona cards with snapshot, priority hierarchy, behavioral strategies, comparison grid, positioning narrative, talk tracks, disqualification signals Context Requirements: - Ella-ments: D1 (Required), D3 (Required), comp property documents (Required — 2-3 PDFs), A6 (Enriching), D4 (Enriching), C1 (Enriching), C3 (Enriching), A3 (Optional) - Frameworks: Competitive Position Analysis (6-category), Behavioral Positioning (Anchoring, Contrast, Loss Aversion, Endowment, Narrative Identity, Risk Reduction, Scarcity, Social Proof, Simplification), Strategy Selection by Market Conditions, FMP - Previous Outputs: Comp documents (agent uploads) Output Type: Per buyer persona (top 1-3): One Competitive Position Card with: (1) Card Header (persona, snapshot, priorities, strategies); (2) Comparison Grid (persona priorities only, ✅/⚠️/❌); (3) Positioning Narrative (lead angle, honest trade-off, reframe); (4) Talk Tracks (opening hook, comp acknowledgment, discovery questions, closing); (5) Disqualification Signals (red flags, graceful redirect). Plus: How to Use These Cards section. Voice: D4 → C1 → C3. Talk tracks in agent's natural conversational voice. Analysis in strategic register. Marketing Filter: Right Thing: Honest competitive positioning through each buyer's priority lens Right Way: Agent voice for talk tracks, strategic register for analysis Right Time: Before buyer showings, open houses, or competitive conversations Right Person: The agent (internal tool), applied to interactions with top buyer personas Wrong Person: Sellers, other agents, buyers directly (agent controls delivery) Tags: "active-listing, buyers, talking-points, strategy-briefs, sell-faster, deep-work, agent" Keywords: "competitive analysis, position cards, comps, showing prep, talk tracks, buyer priorities, comparison grid" Milestone: FALSE Step 1 Save Output: TRUE Step 2 Save Output: TRUE Runner: Real estate agent Audience: The agent themselves (internal showing prep tool) Not-For Audiences: Sellers, buyers directly, other agents, general public Step Types: Step 1 = Output, Step 2 = Output Template Type: First Play (standalone)