═══════════════════════════════════════════════════════════════════════════════ ELLA REAL ESTATE EDITION — EDITION GUIDE ═══════════════════════════════════════════════════════════════════════════════ Template establishing defaults for all plays and playbooks in the Real Estate Edition Reverse-engineered from 9 standalone plays + 27 playbooks SYSTEM: Ella Real Estate Edition RUNTIME LOCATION: Edition Guides/real-estate.md DATE: 2026-02-12 ═══════════════════════════════════════════════════════════════════════════════ SECTION 1: EDITION OVERVIEW ═══════════════════════════════════════════════════════════════════════════════ Edition Name | Real Estate Primary User | Real estate agents (individual practitioners, team leads) and broker-owners in residential real estate across 4-tier context (EDITION → ORG → OFFICE → PROP) Primary Use Case | Turn brand identity, property listings, market knowledge, and agent relationships into persona-targeted, voice-authentic marketing and communications across all channels, with Property Bot always running first at PROP tier What Makes This Different | 4-tier context model with immutable EDITION archetypes and reference libraries, DISC-calibrated seller communications, persona-first buyer targeting with 6-pack analysis, property-specific behavioral positioning, agent network relationship building, voice cascade that ensures content sounds like the agent (not a template), fair housing compliance built into every output Playbooks | 27 playbooks across 5 sections + 9 standalone plays Architecture | 4-tier (EDITION:REF:*, ORG:*, OFFICE:*, PROP:*) Archetypes | 21 total (9 buyer + 6 seller + 6 agent network) in EDITION:REF:* libraries ═══════════════════════════════════════════════════════════════════════════════ SECTION 2: STANDARD ELLA-MENTS (Sections A, B, C) ═══════════════════════════════════════════════════════════════════════════════ For each ella-ment in sections A, B, and C, using readable naming with legacy codes in parentheses: ─────────────────────────────────────────────────────────────────────────────── SECTION A — OFFICE CONTEXT (ORG/OFFICE TIER) ─────────────────────────────────────────────────────────────────────────────── OFFICE:POSITIONING_STATEMENT (A1) Tier: Required Edition Context: The agent or brokerage's market positioning: who they serve, what makes them differ- ent. In RE: geographic specialization, niche markets, service philosophy. Referenced by virtually every play for differentiation. OFFICE:PRODUCT_SERVICE_GUIDE (A2) Tier: Optional Edition Context: Catalog of agent's services. In RE: listing services, buyer representation, relocation, investment advisory, staging partnerships. Used primarily in partner outreach and recruitment. OFFICE:COMPETITIVE_ANALYSIS (A3) Tier: Optional Edition Context: Competing agents/brokerages analysis. In RE: who else serves this market, their strengths/weaknesses, where this agent wins. Used in content pillars and partner outreach. OFFICE:PESTLE_ANALYSIS (A4) Tier: Optional Edition Context: Macro trends. In RE: interest rate environment, housing policy, remote work shifts, demographic trends. Enriches strategic content. OFFICE:ZEITGEIST_ANALYSIS (A5) Tier: Optional Edition Context: Cultural/timely hooks. In RE: seasonal market patterns, local events, community sentiment, buyer/seller confidence. Enriches social content with timeliness. OFFICE:MARKET_HEADWINDS_TAILWINDS (A6) Tier: Strongly Preferred Edition Context: Current local market conditions. In RE: DOM, price/sqft, inventory levels, list-to-sale ratios, market type (seller's/buyer's/balanced). Calibrates listing marketing intensity and negotiation strategy. OFFICE:MIGRATION_PATTERNS (A7) — NEW Tier: Optional Edition Context: Migration and relocation trends. In RE: inbound/outbound migration data by origin/ destination, life stage migration patterns (empty nesters, young families), remote work impact, key relocation drivers. Enriches content around relocators and buyer motivation. ─────────────────────────────────────────────────────────────────────────────── SECTION B — AGENT NETWORK PERSONAS (OFFICE TIER) ─────────────────────────────────────────────────────────────────────────────── Note: In the RE Edition, B-tier personas are AGENT NETWORK personas — agent-to-agent relationship building, NOT general prospect personas. Each persona has the full six-pack. Listing-specific personas live in Section D (D2, D3). AGENT_NETWORK_ICP (B1) Tier: Optional Edition Context: Agent network demographic/psychographic profile AGENT_NETWORK_VPC (B2) Tier: Optional Edition Context: What agent referral partners need from collaborations AGENT_NETWORK_CJM (B3) Tier: Optional Edition Context: Agent partner journey from awareness to active referral partnership AGENT_NETWORK_BRAND_SCRIPT (B4) Tier: Optional Edition Context: Agent brand story positioning (agent as guide for peers) AGENT_NETWORK_MOMENTS (B5) Tier: Optional Edition Context: Key decision moments for agent partners AGENT_NETWORK_POSITIONING (B6) Tier: Optional Edition Context: How agent positions to peers vs. alternative partners ─────────────────────────────────────────────────────────────────────────────── SECTION C — BRAND CONTEXT (OFFICE TIER) ─────────────────────────────────────────────────────────────────────────────── OFFICE:BRAND_CHARACTER_BEHAVIOR_GUIDE (C1) Tier: Required Edition Context: Brand personality, values, DO/DON'T behaviors. In RE: the "hard constraints" layer — things this agent's brand will and won't do (e.g., "never use fear tactics," "always acknowledge the emotional weight of selling"). OFFICE:BRAND_MESSAGING_GUIDE (C2) Tier: Strongly Preferred Edition Context: Core narrative, key claims, proof points. In RE: the agent's 3-5 primary messages (e.g., "I make luxury accessible," "Data-informed decisions, not gut feelings"). OFFICE:BRAND_LANGUAGE_GUIDE (C3) Tier: Required Edition Context: Micro-level language rules. In RE: vocabulary preferences (say "home" not "property"), avoided words ("deal," "steal"), CTA style, formality level, pronoun preferences. OFFICE:TOUCHPOINT_EXPRESSION_GUIDE (C4) Tier: Optional Edition Context: Channel-specific expression norms. In RE: how this specific agent shows up on Instagram vs. LinkedIn vs. email. Overrides edition defaults with agent-specific preferences. OFFICE:BRAND_STYLE_GUIDE (C5) — NEW Tier: Optional Edition Context: Visual style guide. In RE: color palette, typography, photography style, logo usage, visual tone (minimal vs. warm, contemporary vs. classic). Used in all branded outputs (landing pages, print, social templates). ═══════════════════════════════════════════════════════════════════════════════ SECTION 3: SECTION D — EDITION-SPECIFIC ELLA-MENTS (PROP TIER) ═══════════════════════════════════════════════════════════════════════════════ These are unique to the Real Estate Edition, created at PROP tier (listing-specific workspace): ─────────────────────────────────────────────────────────────────────────────── PROP:PROPERTY_BRIEF (D1) ─────────────────────────────────────────────────────────────────────────────── Tier: Required for listing plays Description: Structured listing summary. Truth source for every property claim. Contains: specs, features, condition, market positioning, lifestyle hooks, compliance notes, agent angles. Created once per listing via Property Bot. Without D1, no property claims can be made. ─────────────────────────────────────────────────────────────────────────────── PROP:SELLER_PERSONA_WITH_DISC (D2) ─────────────────────────────────────────────────────────────────────────────── Tier: Required for seller plays Description: Comprehensive seller profile with 6-pack + embedded DISC. Contains: seller ICP, VPC, DISC profile (primary + secondary), CJM, brand script, moments analysis. Created once per seller. DISC calibrates all seller communications (structure, tone, length, emphasis). ─────────────────────────────────────────────────────────────────────────────── PROP:BUYER_PERSONAS_RANKED_1_5 (D3) ─────────────────────────────────────────────────────────────────────────────── Tier: Required for listing marketing plays Description: Up to 5 ranked buyer personas, each with full 6-pack (ICP, VPC, CJM, Brand Script, Moments Analysis, Sub-Positioning). Created per listing via Buyer Persona Builder. Most plays focus on top 1-3. Persona-first targeting is the system's core differentiator. ─────────────────────────────────────────────────────────────────────────────── PROP:AGENT_VOICE_PRINT (D4) ─────────────────────────────────────────────────────────────────────────────── Tier: Required for ALL plays Description: Personal voice profile. Contains: personality traits, communication style, signature phrases, behavioral edge, values, formality spectrum. Priority 1 in every voice cascade. The most-referenced ella-ment in the system. Created via Agent Voice Print Builder playbook. ─────────────────────────────────────────────────────────────────────────────── PROP:AGENT_BUSINESS_GOALS_KPIS (D5) ─────────────────────────────────────────────────────────────────────────────── Tier: Strongly Preferred Description: 3-5 prioritized objectives with KPIs. Contains: career stage, must-win objectives, per- objective metrics and timelines. Provides strategic alignment for all downstream work. Created via Agent Goal Setting playbook. ─────────────────────────────────────────────────────────────────────────────── PROP:PROPERTY_COMPETITORS (D6) — NEW ─────────────────────────────────────────────────────────────────────────────── Tier: Strongly Preferred for listing plays Description: Active competitive listings on market. Contains: comparable properties (address, price, DOM, features, marketing angle), price trajectory, absorption rate, listing agent positioning. Created via Property Bot. Calibrates property positioning and buyer communication strategy. ─────────────────────────────────────────────────────────────────────────────── CUSTOM ELLA-MENTS (CX-TIER) ─────────────────────────────────────────────────────────────────────────────── CX1 Brokerage Brief Tier: Required for brokerage plays Description: 10-section brokerage identity capture. Contains: identity, culture, support systems, technology, commission, growth paths, leadership vision, competitive advantages, success stories, honest positioning + tier-to-feature mapping appendix. CX2 Content Pillars Guide Tier: Strongly Preferred for social plays Description: 4-6 content pillars with audience mapping and channel fit. CX3 Content Calendar Tier: Strongly Preferred for social writing plays Description: Dated content calendar with channel assignments and pillar references. CX4 Content Strategy Brief Tier: Strongly Preferred when CX3 absent Description: Active content strategy. Fallback for social writing when no calendar exists. CX5 Agent Network Personas — RETIRED RETIRED: Replaced by B-tier Agent Network personas (B1-B6) CX6 SEO Keywords Tier: Optional Description: Keyword targets for digital content. CX7 Prior Play Outputs Tier: Optional Description: Previous play outputs for continuity. ═══════════════════════════════════════════════════════════════════════════════ SECTION 4: DEFAULT AUDIENCE ARCHETYPES (21 TOTAL) ═══════════════════════════════════════════════════════════════════════════════ The RE Edition ships with 21 immutable archetypes in EDITION:REF:* libraries. Each has documented voice shift and behavioral guidance. ─────────────────────────────────────────────────────────────────────────────── BUYER ARCHETYPES (9) — EDITION:REF:BUYER_ARCHETYPES ─────────────────────────────────────────────────────────────────────────────── 1. STATUS SEEKERS Profile: High-net-worth buyers acquiring prestige properties Voice Shift: Confident, sophisticated, achievement-focused. Recognize their accomplishment. No apology for premium positioning. Reference exclusivity and social significance. Key Signals: Heritage properties, trophy locations, award-winning design, documented provenance 2. NEXT-GEN ACHIEVERS Profile: Young professionals making first luxury purchase Voice Shift: Celebratory, future-focused, aspirational. Honor the milestone. Explain features through career/lifestyle advancement lens. Accessible expertise (not condescending). Key Signals: Tech-enabled, Instagram-worthy, career-building neighborhoods, move-up narrative 3. FAMILY LEGACY BUILDERS Profile: Multi-generational wealth establishing family compounds Voice Shift: Stewardship-focused, long-term vision. Frame as generational investment. Emphasize durability, family gathering spaces, privacy, security, future appreciation. Key Signals: Multi-building potential, guest quarters, privacy walls, school districts, heritage value 4. VACATION/SECOND HOME BUYERS Profile: Lifestyle-driven acquisitions for seasonal or escape use Voice Shift: Pleasure-focused, experience-driven. Sell the lifestyle, the escape, the authenticity of the place. Lead with feeling, not features. Imagine use. Key Signals: Walkability, amenities, seasonal appeal, privacy from primary residence area 5. DOWNSIZERS Profile: Empty nesters moving from large estates to smaller luxury Voice Shift: Respectful, practical, simplification-focused. Honor the emotional weight of leaving a family home. Position new space as freedom and next chapter, not loss. Key Signals: Maintenance-free luxury, curated spaces, community/social amenities, close to adult children 6. ENTREPRENEURS Profile: Business owners wanting homes reflecting success Voice Shift: Ambition-forward, confidence-mirroring. Frame home as physical manifestation of business success. Lead with distinction, innovation, custom features reflecting personal brand. Key Signals: Home office/studio space, entertaining venues, custom design, trophy features 7. DISCREET LEGACY BUYERS Profile: Ultra-private buyers seeking anonymity and off-market acquisition Voice Shift: Confidentiality-first, discretion-centered. Quiet confidence. References to privacy, security measures, gated/secluded positioning. Zero pressure, long timeline respected. Key Signals: Privacy features, off-market inventory, trusted agent relationships, no public exposure 8. GLOBAL JET-SETTERS Profile: International buyers acquiring portfolio properties Voice Shift: Cosmopolitan, global-frame, investment-focused. Bilingual fluency when applicable. Frame US property in global investment context. Data-heavy (exchange rates, tax implications). Key Signals: International access, dual-use markets, stable/appreciating markets, managed properties 9. TROPHY HUNTERS Profile: Collectors of iconic/unique properties Voice Shift: Exclusive, archive-focused, storytelling-centered. Lead with the story (history, architecture, celebrity history, rarity). Scarcity framing. Connoisseural language. Key Signals: Historic significance, architectural importance, one-of-a-kind features, media attention ─────────────────────────────────────────────────────────────────────────────── SELLER ARCHETYPES (6) — EDITION:REF:SELLER_ARCHETYPES ─────────────────────────────────────────────────────────────────────────────── 1. EMPTY NESTER DOWNSIZER Profile: Children launched, right-sizing life Voice Shift: Celebratory, practical, forward-looking. Honor the transition. Emphasize freedom, efficiency, less maintenance. Connect to next chapter, not loss. DISC-calibrate approach. Key Signals: Timing is natural, ready to simplify, excited about proceeds, children independent 2. INHERITED ESTATE SELLER Profile: Navigating family legacy property Voice Shift: Compassionate, fiduciary, practical. Acknowledge emotional weight. Frame process as stewardship and honoring legacy. Explain complexities (title, tax, emotional). Key Signals: Distant heirs, preservation questions, tax planning, family decision-making 3. FINANCIAL/DISTRESSED SELLER Profile: Market pressure or financial necessity Voice Shift: Non-judgmental, confidential, solution-focused. Normalize situation. Lead with options and timeline control. Never trigger shame. Transparent about market reality. Key Signals: Time pressure, market sensitivity, privacy priority, quick sale potential 4. RELOCATOR Profile: Job or life change requiring move Voice Shift: Empathetic, area-expert, orientation-focused. Acknowledge both excitement and complexity of move. Lead with market expertise and smooth transition promise. Key Signals: Defined timeline, destination clarity, family transition support needed 5. DIVORCING SELLER Profile: Navigating shared property division Voice Shift: Neutral, confidential, process-focused. Acknowledge complexity without judgment. Frame as clean division. Never referee conflict. Streamline process. Key Signals: Dual-decision making, timeline pressure, privacy priority, legal involvement 6. STRATEGIC UPGRADER Profile: Selling to move up market positioning Voice Shift: Ambitious, forward-focused, growth-centered. Celebrate success so far. Frame sale as natural progression. Lead with next-property vision. Key Signals: Market-ready positioning, timeline for purchase, financing secured, upward trajectory ─────────────────────────────────────────────────────────────────────────────── AGENT NETWORK ARCHETYPES (6) — EDITION:REF:AGENT_NETWORK_ARCHETYPES ─────────────────────────────────────────────────────────────────────────────── 1. REFERRAL PARTNER (OUT-OF-MARKET) Profile: Agents outside market sending referrals Voice Shift: Peer-register, reciprocity-first, reliability-focused. Lead with what you offer the partner's clients, not what you want. Warm but professional. Scope: Universal (all brokerages/markets) Key Signals: Direct market coverage, quality service, referral ease, communication speed 2. RELOCATION SPECIALIST Profile: Agents specializing in relocations to this market Voice Shift: Collaboration-focused, coordination-strong. Frame as mutual client success. Share expertise seamlessly. Anticipate integration needs. Scope: Universal Key Signals: Market expertise, destination knowledge, integration support, professional network 3. IN-MARKET NICHE PARTNER Profile: Agents with specialty (luxury, investment, first-time, etc.) in same market Voice Shift: Complementary, non-competitive, specialist-recognition. Lead with how you serve different segments. Share referrals genuinely. Scope: Universal Key Signals: Specialty clarity, market mastery, mutual client fit, community presence 4. NEW LICENSEE RECRUIT Profile: New agents being recruited/supported Voice Shift: Mentorship-forward, safety-focused, training-detailed. Lead with support structure, not commission split. Demystify real estate. Scope: Broker-owner/team leader only Key Signals: Training resources, support systems, commission clarity, mentor matching 5. RISING STAR RECRUIT Profile: Mid-career agents with momentum being recruited Voice Shift: Growth-focused, vision-forward, opportunity-centered. Lead with culture, technology, growth path. Respect their market position. Scope: Broker-owner/team leader only Key Signals: Technology platform, lead generation, team culture, advancement path 6. TOP PRODUCER / ELEPHANT HUNTER Profile: Veteran top producers being recruited Voice Shift: Partnership-equal, vision-shared, autonomy-respected. Lead with partnership model, not recruitment. Offer strategic advantage. Scope: Broker-owner/team leader only Key Signals: Autonomy, revenue structure, growth opportunity, strategic alignment ═══════════════════════════════════════════════════════════════════════════════ SECTION 5: DEFAULT CHANNEL SET ═══════════════════════════════════════════════════════════════════════════════ Default channels for the RE Edition, with voice shift and key characteristics: ─────────────────────────────────────────────────────────────────────────────── 1. INSTAGRAM ─────────────────────────────────────────────────────────────────────────────── Voice Shift: Visual-first, story-driven, personal. Personality shows. Line breaks for scannability. Hook before "more" truncation (~125 chars). Length: 70-150 words Hashtags: 5-15 Content Types: Lifestyle photos, market data graphics, behind-scenes, community moments. ─────────────────────────────────────────────────────────────────────────────── 2. FACEBOOK ─────────────────────────────────────────────────────────────────────────────── Voice Shift: Community-anchored, warmer, conversational. Length: 50-150 words Format: Photo/video outperforms text Hashtags: 3-5 Engagement: Direct links and RSVPs Content Types: Listings, community events, market updates, celebrations. ─────────────────────────────────────────────────────────────────────────────── 3. LINKEDIN ─────────────────────────────────────────────────────────────────────────────── Voice Shift: Professional authority, personal storytelling. Insight-led. Length: 150-300 words Hashtags: 3-5 Engagement: Comment-driven Content Types: Market analysis, career reflections, industry insights, thought leadership. ─────────────────────────────────────────────────────────────────────────────── 4. TIKTOK ─────────────────────────────────────────────────────────────────────────────── Voice Shift: Personality-forward, authentic over polished. Hook: First 3 seconds critical Duration: Under 60 seconds Format: Vertical Discovery Tags: 3-5 Content Types: Market explainers, day-in-life, property reveals, neighborhood tours. ─────────────────────────────────────────────────────────────────────────────── 5. EMAIL ─────────────────────────────────────────────────────────────────────────────── Voice Shift: Personal, conversational. Value-first. Persona-specific CTA. Length: 150-300 words (varies by DISC/type) Subject Line: <50 chars Preview Text: <90 chars Content Types: Market updates, listing alerts, nurture sequences, milestone communications. ─────────────────────────────────────────────────────────────────────────────── 6. TEXT/SMS ─────────────────────────────────────────────────────────────────────────────── Voice Shift: Brief, warm, human. Length: Under 160 characters CTA: 1 max Compliance: TCPA awareness Content Types: Showing confirmations, quick market alerts, relationship touches. ─────────────────────────────────────────────────────────────────────────────── 7. VIDEO ─────────────────────────────────────────────────────────────────────────────── Voice Shift: Conversational rhythm, sensory language, show-don't-tell. Works when spoken aloud. Natural pace. Content Types: Listing tours, market updates, agent intros, neighborhood guides. ─────────────────────────────────────────────────────────────────────────────── 8. PRINT (POSTCARDS/LETTERS) ─────────────────────────────────────────────────────────────────────────────── Voice Shift: Community-first framing. Data-rich with clear sections for designer layout. Content Types: Just-sold postcards, market reports, neighbor value letters, event invitations. ═══════════════════════════════════════════════════════════════════════════════ SECTION 6: COMMON PLAYBOOK PATTERNS ═══════════════════════════════════════════════════════════════════════════════ Pattern types commonly built in the RE Edition: ─────────────────────────────────────────────────────────────────────────────── 1. SETUP/FOUNDATION BUILDERS ─────────────────────────────────────────────────────────────────────────────── Purpose: Build foundational ella-ments that power all downstream work. Examples: Office Foundation (→A1,A3,A4,A5,CX1), Agent Voice Print Builder (→D4), Agent Goal Setting (→D5), Content Pillars (→CX2), Content Strategy (→CX4,CX3) Characteristics: Strategy/selection role dominance, milestone celebrations with Require Acknowledgement, output is an ella-ment. ─────────────────────────────────────────────────────────────────────────────── 2. PROPERTY LAUNCH LIFECYCLE ─────────────────────────────────────────────────────────────────────────────── Purpose: Follow a listing from pre-market through promotion. Examples: Property Bot, Property Marketing Plan, 14 Day Launch Blitz, Listing Launch Momentum Characteristics: Require D1 + D3 (+ D6 for comps), multiple Action plays, batch content generation, channel-diverse output, Property Bot runs first. ─────────────────────────────────────────────────────────────────────────────── 3. CLIENT COMMUNICATION ─────────────────────────────────────────────────────────────────────────────── Purpose: Generate personalized communications for sellers or buyers. Examples: Confirm the Win, White Glove Seller Experience Builder Characteristics: DISC-calibrated, emotionally aware, journey-stage sensitive. ─────────────────────────────────────────────────────────────────────────────── 4. CONTENT ENGINE ─────────────────────────────────────────────────────────────────────────────── Purpose: Generate ongoing content for social/digital channels. Examples: New Listing Social Engine, Office Social Post Planner Characteristics: Calendar-driven, pillar-aligned, batch generation, channel-formatted. ─────────────────────────────────────────────────────────────────────────────── 5. NETWORK BUILDING ─────────────────────────────────────────────────────────────────────────────── Purpose: Build agent relationships and partnership pipeline. Examples: Agent Referral Network, High-Trust Partner Strategy Characteristics: Peer-register voice, reciprocity-first, multi-touchpoint sequences, agent-persona- targeted outreach. ─────────────────────────────────────────────────────────────────────────────── 6. BUSINESS DEVELOPMENT ─────────────────────────────────────────────────────────────────────────────── Purpose: Build client relationships and consumer pipeline. Examples: Lead Nurturing, Stay Top of Mind, Office Paid Media Planner Characteristics: 4:1 value-to-ask ratio, multi-touchpoint sequences, persona-targeted nurture flows. ─────────────────────────────────────────────────────────────────────────────── 7. BROKERAGE OPERATIONS ─────────────────────────────────────────────────────────────────────────────── Purpose: Office-level marketing and talent. Examples: Brokerage Talent Attraction, Office PR Planner, Office Paid Media Planner Characteristics: Require CX1, tier-calibrated recruitment messaging, brand-aligned office marketing. ═══════════════════════════════════════════════════════════════════════════════ SECTION 7: KNOWLEDGE SOURCE DEFAULTS ═══════════════════════════════════════════════════════════════════════════════ 4-Tier Model Context Inheritance: EDITION:REF:* → ORG → OFFICE → PROP ─────────────────────────────────────────────────────────────────────────────── ALWAYS LOAD (EVERY SESSION START) ─────────────────────────────────────────────────────────────────────────────── • PROP:AGENT_VOICE_PRINT (D4) — Priority 1 in every voice cascade • OFFICE:BRAND_CHARACTER_BEHAVIOR_GUIDE (C1) — Hard constraints layer • OFFICE:BRAND_LANGUAGE_GUIDE (C3) — Micro-level voice rules • EDITION:REF:BUYER_ARCHETYPES (buyer defaults when D3 unavailable) • EDITION:REF:SELLER_ARCHETYPES (seller defaults when D2 unavailable) • EDITION:REF:AGENT_NETWORK_ARCHETYPES (network defaults when B1-B6 unavailable) ─────────────────────────────────────────────────────────────────────────────── LOAD WHEN PLAY REQUIRES ─────────────────────────────────────────────────────────────────────────────── • PROP:PROPERTY_BRIEF (D1) — Any listing-specific play • PROP:SELLER_PERSONA_WITH_DISC (D2) — Any seller-facing play • PROP:BUYER_PERSONAS_RANKED_1_5 (D3) — Any buyer-targeting play • PROP:PROPERTY_COMPETITORS (D6) — Listing positioning/comp plays • PROP:AGENT_BUSINESS_GOALS_KPIS (D5) — Strategic alignment plays • OFFICE:POSITIONING_STATEMENT (A1) — Differentiation/brand plays • OFFICE:MARKET_HEADWINDS_TAILWINDS (A6) — Market-sensitive content plays • OFFICE:BRAND_MESSAGING_GUIDE (C2) — Brand messaging plays • OFFICE:TOUCHPOINT_EXPRESSION_GUIDE (C4) — Channel-specific formatting plays • CX1 Brokerage Brief — Brokerage-level plays only • CX2 Content Pillars — Social content plays • CX3 Content Calendar — Social post writing plays • CX4 Strategy Brief — When CX3 is unavailable • AGENT_NETWORK_ICP/VPC/CJM/BRAND_SCRIPT/MOMENTS/POSITIONING (B1-B6) — Agent network plays • OFFICE:MIGRATION_PATTERNS (A7) — Relocation/lifestyle content ─────────────────────────────────────────────────────────────────────────────── LOAD IF AVAILABLE (ENHANCES, NOT REQUIRED) ─────────────────────────────────────────────────────────────────────────────── • OFFICE:PRODUCT_SERVICE_GUIDE (A2) — Business context enrichment • OFFICE:COMPETITIVE_ANALYSIS (A3) — Competitive positioning enrichment • OFFICE:PESTLE_ANALYSIS (A4) — Macro context enrichment • OFFICE:ZEITGEIST_ANALYSIS (A5) — Timely hook enrichment • OFFICE:BRAND_STYLE_GUIDE (C5) — Visual brand enrichment • CX6 SEO Keywords — Digital optimization • CX7 Prior Play Outputs — Continuity enrichment ─────────────────────────────────────────────────────────────────────────────── THIN CONTEXT HANDLING ─────────────────────────────────────────────────────────────────────────────── When Required ella-ments are missing, offer two paths: 1. Build them first using the appropriate builder play 2. Proceed with thin-context defaults, always signaling: "Based on available context..." and using EDITION:REF:* defaults ═══════════════════════════════════════════════════════════════════════════════ SECTION 8: AUDIENCE-AWARENESS PRINCIPLE (APPLIED TO REAL ESTATE) ═══════════════════════════════════════════════════════════════════════════════ The FMP applied to the RE domain: ─────────────────────────────────────────────────────────────────────────────── RIGHT THING ─────────────────────────────────────────────────────────────────────────────── The specific value the audience cares about: For buyers: Property-specific advantages mapped to their VPC jobs/pains/gains (from D3) For sellers: Honest market intelligence + evidence of agent's work (from D2 VPC + A6) For neighbors: What the sale means for their property values (from D1 + A6) For agent network partners: Mutual client value and referral opportunity (from A1 + partner archetype from EDITION:REF:AGENT_NETWORK_ARCHETYPES) For recruits: Career-stage-appropriate value proposition (from CX1 + tier targeting) ─────────────────────────────────────────────────────────────────────────────── RIGHT WAY ─────────────────────────────────────────────────────────────────────────────── Voice cascade: D4 → C1 → C3 → EDITION default, plus: Sellers: + DISC calibration (structure, tone, length) Buyers: + persona-type voice shift (from D3 or EDITION:REF:BUYER_ARCHETYPES) Agent Network: + peer register shift (from B1-B6 or EDITION:REF:AGENT_NETWORK_ARCHETYPES) Recruits: + tier-calibrated messaging Partners: + peer register shift ─────────────────────────────────────────────────────────────────────────────── RIGHT TIME ─────────────────────────────────────────────────────────────────────────────── Journey stage and contextual timing: Sellers: Current emotional journey stage from D2 CJM Buyers: Current buying journey stage from D3 CJM Listings: Phase within launch arc (pre-launch, launch burst, deepen, close) Network: Position within partnership development cycle Nurture: Position within value-to-ask ratio cycle ─────────────────────────────────────────────────────────────────────────────── RIGHT PERSON ─────────────────────────────────────────────────────────────────────────────── Specific, documented persona: Never "homebuyers" — always "Persona 1: Move-up family buyers, dual income, $850K budget" Never "sellers" — always "Sarah, D/I-style seller, day 23, anxiety about pricing" Never "agents" — always "Mid-career agents looking for culture and growth tools" (from EDITION:REF:AGENT_NETWORK_ARCHETYPES) ─────────────────────────────────────────────────────────────────────────────── WRONG PERSON ─────────────────────────────────────────────────────────────────────────────── Who should NOT receive this content: Listing content → not for sellers of competing listings Seller updates → not for the buying public Partner outreach → not for consumers Network outreach → not for agents outside partner profile Recruitment → not for agents who don't fit the brokerage culture (per CX1 Section 10) ═══════════════════════════════════════════════════════════════════════════════ SECTION 9: CONTEXT-ENCODING DEFAULTS ═══════════════════════════════════════════════════════════════════════════════ How to efficiently represent domain knowledge in the RE Edition: ─────────────────────────────────────────────────────────────────────────────── VOICE ENCODING ─────────────────────────────────────────────────────────────────────────────── • Always encode the agent's voice via PROP:AGENT_VOICE_PRINT (D4) — VoicePrintVX format • Resolve voice conflicts via cascade: D4 → C1 → C3 → EDITION default • When voice data is thin, default to: warm > formal, specific > generic, human > polished, short > long ─────────────────────────────────────────────────────────────────────────────── AUDIENCE ENCODING ─────────────────────────────────────────────────────────────────────────────── • Buyers: Encode via PROP:BUYER_PERSONAS_RANKED_1_5 (D3) 6-Pack (ICP + VPC + CJM + Brand Script + Moments + Sub-Positioning) • Sellers: Encode via PROP:SELLER_PERSONA_WITH_DISC (D2) 6-Pack + DISC (ICP + VPC + DISC + CJM + Brand Script + Moments) • Agent Network: Encode via OFFICE:AGENT_NETWORK_* (B1-B6) or EDITION:REF:AGENT_NETWORK_ARCHETYPES • Other audiences: Encode via edition default archetypes (Section 4) • When persona data is thin: Use EDITION:REF:* archetypes with thin-context disclosure ─────────────────────────────────────────────────────────────────────────────── DISTINCTIVENESS ENCODING ─────────────────────────────────────────────────────────────────────────────── • Agent distinctiveness: OFFICE:POSITIONING_STATEMENT (A1) + PROP:AGENT_VOICE_PRINT (D4) behavioral edge • Property distinctiveness: PROP:PROPERTY_BRIEF (D1) agent angles + lifestyle hooks • Brokerage distinctiveness: CX1 Brokerage Brief competitive advantages + honest positioning • When distinctiveness data is thin: Ask "What do you do differently?" before generating ─────────────────────────────────────────────────────────────────────────────── CHANNEL ENCODING ─────────────────────────────────────────────────────────────────────────────── • Priority 1: OFFICE:TOUCHPOINT_EXPRESSION_GUIDE (C4) — agent-specific channel rules • Priority 2: OFFICE:BRAND_STYLE_GUIDE (C5) — visual style specifications • Priority 3: Edition default channel norms (Section 5 of this guide) • Priority 4: General platform knowledge • When channel data is thin: Use edition defaults (Section 5) ═══════════════════════════════════════════════════════════════════════════════ SECTION 10: PLAY BUILDER ADAPTATIONS ═══════════════════════════════════════════════════════════════════════════════ How the `play-builder` skill should adapt its workflow for the Real Estate Edition: ─────────────────────────────────────────────────────────────────────────────── INTERVIEW ADAPTATIONS ─────────────────────────────────────────────────────────────────────────────── • Replace "Who is your target customer?" with "Who are the likely buyers for this listing?" (listing plays) or "Who are you trying to reach?" (practice plays) • Enhance "What does your audience care about?" with listing-specific probes: "What lifestyle does this property offer?" and "What's the biggest pain this property solves?" • What you'll typically need: Property address/MLS#, seller communication preferences, buyer persona rank to target, market update data, partner category • Common constraints: Fair housing compliance, seller confidentiality, property accuracy • Interview summary additions: Include property context (from D1), seller DISC style (from D2), target buyer persona rank (from D3), agent partner type (from EDITION:REF:AGENT_NETWORK_ARCHETYPES) ─────────────────────────────────────────────────────────────────────────────── RESEARCH ADAPTATIONS ─────────────────────────────────────────────────────────────────────────────── • Market context: Pull from OFFICE:MARKET_HEADWINDS_TAILWINDS (A6) — DOM, price/sqft, inventory, market type, migration patterns from OFFICE:MIGRATION_PATTERNS (A7) • Audience intelligence: Pull from PROP:BUYER_PERSONAS_RANKED_1_5 (D3) — ICP jobs/pains/gains, CJM stage, sub-positioning • Competitive positioning: Pull from PROP:PROPERTY_COMPETITORS (D6), PROP:PROPERTY_BRIEF (D1) agent angles, OFFICE:POSITIONING_STATEMENT (A1), OFFICE:COMPETITIVE_ANALYSIS (A3) • Seasonal/timely context: Pull from OFFICE:ZEITGEIST_ANALYSIS (A5) + local market seasonality from A6 • Agent partner targeting: Pull from OFFICE:AGENT_NETWORK_* (B1-B6) or EDITION:REF:AGENT_NETWORK_ ARCHETYPES ─────────────────────────────────────────────────────────────────────────────── OPERATING PRINCIPLES OVERLAY ─────────────────────────────────────────────────────────────────────────────── "Attract, don't interrupt" in real estate means: Listings attract through narrative, not pressure. Content earns attention through market intelligence, lifestyle storytelling, and genuine expertise — never through manufactured urgency, inflated claims, or "won't last long" pressure. Every piece of content should pass the test: "Would someone voluntarily read this if they weren't already looking to buy/sell?" "Property Bot Always Runs First" means: At PROP tier, Property Bot (PROP:PROPERTY_BRIEF D1, PROP:PROPERTY_COMPETITORS D6) is always the first play, establishing the baseline property context and competitive environment before any marketing plays execute. ─────────────────────────────────────────────────────────────────────────────── VOICE CASCADE OVERRIDE ─────────────────────────────────────────────────────────────────────────────── The edition-specific voice source that tops the cascade is PROP:AGENT_VOICE_PRINT (D4). This overrides all brand and system defaults. The agent's personal voice always wins, except where C1 hard constraints apply. ─────────────────────────────────────────────────────────────────────────────── GUARDRAIL TEMPLATES ─────────────────────────────────────────────────────────────────────────────── ALWAYS INCLUDE: • Fair Housing: Never reference protected classes (race, color, religion, national origin, sex, familial status, disability) in any content • Property Accuracy: Every property claim must trace to PROP:PROPERTY_BRIEF (D1). Never invent features. • Seller Confidentiality: Never disclose seller motivations, timeline pressure, or personal circumstances • Framework Invisibility: Never name DISC, behavioral science strategies, or system frameworks in output • Hype Avoidance: Never use "stunning," "dream home," "won't last long," "act now," or unsupported superlatives INCLUDE WHEN APPLICABLE: • Negotiation Ethics: When play involves negotiation — never fabricate offers, misrepresent conditions, or conceal defects • Market Data Integrity: When play cites market statistics — source from A6, qualify with "Based on available data..." when thin • DISC Calibration: When play addresses sellers — apply DISC-appropriate structure/tone/length without labeling • Persona Specificity: When play targets buyers — never target "homebuyers" generically, always target ranked personas from D3 or EDITION:REF:BUYER_ARCHETYPES ─────────────────────────────────────────────────────────────────────────────── MARKETING FILTER OVERLAY ─────────────────────────────────────────────────────────────────────────────── Dimension | RE Edition Source | Ella-ments Right Thing | Persona VPC: jobs/pains/gains mapped to property or service | D3, D2, B1-B2 Right Way | Voice cascade: D4 → C1 → C3 → EDITION default + DISC (sellers) + channel norms | D4, C1, C3, D2, C4, C5 Right Time | CJM journey stage + market conditions + listing phase | D3 CJM, D2 CJM, A6 Right Person | Ranked buyer persona (D3) or profiled seller (D2) or agent partner archetype | D3, D2, B1-B6, EDITION:REF:AGENT_NETWORK_ARCHETYPES Wrong Person | Exclusion from persona + audience archetype not-for list | Derived ─────────────────────────────────────────────────────────────────────────────── QUALITY CHECK ADDITIONS ─────────────────────────────────────────────────────────────────────────────── • Does this sound like the agent (not Ella, not a template)? • Can every property claim be traced to PROP:PROPERTY_BRIEF (D1)? • Are competitive positions calibrated to PROP:PROPERTY_COMPETITORS (D6)? • Is the seller's private information protected? • Would a fair housing attorney approve this content? • Is the DISC calibration invisible? (No mentions of styles or profiles?) • Would the target persona voluntarily engage with this? • Are behavioral strategies embedded silently (not labeled)? • For agent network plays: Does this feel like peer-to-peer, not "vendor-to-prospect"? ═══════════════════════════════════════════════════════════════════════════════ SECTION 11: TAGS TAXONOMY ═══════════════════════════════════════════════════════════════════════════════ Complete tags taxonomy for the RE Edition: ─────────────────────────────────────────────────────────────────────────────── SITUATION TAGS ─────────────────────────────────────────────────────────────────────────────── new-listing, active-listing, pre-listing, off-market, seasonal, recurring, event, milestone-moment ─────────────────────────────────────────────────────────────────────────────── AUDIENCE TAGS ─────────────────────────────────────────────────────────────────────────────── buyers, sellers, sphere, neighbors, agents, prospects, recruits, general-public, agent-partners ─────────────────────────────────────────────────────────────────────────────── OUTPUT TYPE TAGS ─────────────────────────────────────────────────────────────────────────────── social-posts, emails, print-materials, landing-pages, video-scripts, plans-calendars, strategy-briefs, checklists, talking-points ─────────────────────────────────────────────────────────────────────────────── GOAL TAGS ─────────────────────────────────────────────────────────────────────────────── generate-leads, sell-faster, build-brand, recruit-agents, stay-connected, establish-authority, grow-network ─────────────────────────────────────────────────────────────────────────────── EFFORT TAGS ─────────────────────────────────────────────────────────────────────────────── quick-win, deep-work, ongoing-series ─────────────────────────────────────────────────────────────────────────────── ROLE TAGS ─────────────────────────────────────────────────────────────────────────────── agent, office-admin, broker-owner ═══════════════════════════════════════════════════════════════════════════════ SECTION 12: SECTION ASSIGNMENTS ═══════════════════════════════════════════════════════════════════════════════ The Real Estate Edition now uses 5 sections (was 4): ─────────────────────────────────────────────────────────────────────────────── SECTION 1: SET UP YOUR OFFICE ─────────────────────────────────────────────────────────────────────────────── Purpose: Foundation-building playbooks run early in the user journey to establish office context, voice, goals, market intelligence, and content strategy. Playbooks: • Office Foundation • Agent Goal Setting • Agent Voice Print Builder • Content Pillars • Local Market Intelligence • Content Strategy • Office Context Refresh ─────────────────────────────────────────────────────────────────────────────── SECTION 2: WIN A LISTING ─────────────────────────────────────────────────────────────────────────────── Purpose: Playbooks that help agents win listing appointments, confirm sales, prepare compelling presentations, plan property marketing strategies, 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 (NEW) ─────────────────────────────────────────────────────────────────────────────── Purpose: Playbooks that build agent relationships, develop partnership pipelines, and establish agent-to-agent trust and referral networks. 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 ═══════════════════════════════════════════════════════════════════════════════ SECTION 13: EDITION TIERS ═══════════════════════════════════════════════════════════════════════════════ Standard — Available to all users. Core playbooks covering foundation, listing, network, and office marketing. Luxury — Premium tier. Specialized for luxury/high-end real estate. Currently includes: Luxury Listing Presentation Builder, White Glove Seller Experience Builder. All other playbooks are Standard. ═══════════════════════════════════════════════════════════════════════════════ SECTION 14: IMPORT HEADER DEFAULTS ═══════════════════════════════════════════════════════════════════════════════ Default header field values for this edition: ─────────────────────────────────────────────────────────────────────────────── PLAYBOOK WRAPPER DEFAULTS ─────────────────────────────────────────────────────────────────────────────── • SECTION: Must be one of: "Set Up Your Office", "Win a Listing", "Promote a Listing", "Grow Your Network", "Market Your Office" • EDITION: "Standard" unless explicitly luxury. Currently "Luxury Listing Presentation Builder" and "White Glove Seller Experience Builder" are Luxury. • TAGS: Minimum one tag from each of: SITUATION, AUDIENCE, OUTPUT TYPE, GOAL • KEYWORDS: Minimum 3, maximum 8 free-form keywords ─────────────────────────────────────────────────────────────────────────────── PLAY IMPORT DEFAULTS ─────────────────────────────────────────────────────────────────────────────── • TAGS: Inherit parent playbook tags + add play-specific tags • MILESTONE: FALSE by default. TRUE for plays that complete a significant deliverable or phase. • CELEBRATION: TRUE when milestone is TRUE (confetti animation) • REQUIRE ACKNOWLEDGEMENT: FALSE by default. TRUE only for foundational ella-ment builder plays (D4, D5, CX2, Office Foundation plays, B1-B6 plays) ═══════════════════════════════════════════════════════════════════════════════ SECTION 15: MILESTONE DEFAULTS ═══════════════════════════════════════════════════════════════════════════════ Milestone placement guidelines for RE Edition: PLACEMENT RULES: • Every playbook must have at least 1 milestone • Don't milestone the first play (nothing accomplished yet) • Don't milestone every play (dilutes celebration) • Place milestones after plays that produce a significant deliverable or complete a major phase MILESTONE LANGUAGE STYLE: Title: Punchy, celebratory, end with period. ≤30 chars/line, ≤2 lines. Examples: "Voice print locked." "Goals blueprint ready." "Launch calendar set." "Network strategy live." Description: User's perspective of accomplishment. ≤50 chars/line, ≤3 lines. Examples: "Your authentic voice is captured. Every play sounds like you now." "Your blitz calendar is locked. 14 days of content, ready to deploy." "Your referral network strategy is set. Agent partnerships ready to activate." ═══════════════════════════════════════════════════════════════════════════════ SECTION 16: SAVE OUTPUT DEFAULTS ═══════════════════════════════════════════════════════════════════════════════ RE Edition save output patterns: ─────────────────────────────────────────────────────────────────────────────── SAVE = TRUE FOR ─────────────────────────────────────────────────────────────────────────────── • Completed ella-ments (voice prints, property briefs, persona documents, goal blueprints, network personas) • Publication-ready content (social posts, emails, letters, landing page copy) • Strategic documents (marketing plans, content calendars, competitive position cards, referral network strategies) • Deliverable artifacts (video scripts, shot lists, negotiation talking points) ─────────────────────────────────────────────────────────────────────────────── SAVE = FALSE FOR ─────────────────────────────────────────────────────────────────────────────── • Knowledge sourcing / orientation steps (reviewing what's available) • Interview / intake steps (gathering fresh input from agent) • Selection / confirmation steps (choosing between options) • Transitional steps (setting up the next step) ─────────────────────────────────────────────────────────────────────────────── RULE OF THUMB ─────────────────────────────────────────────────────────────────────────────── "Would the agent want to find and re-read this output a week from now?" YES → TRUE. NO → FALSE. ═══════════════════════════════════════════════════════════════════════════════ END OF EDITION GUIDE ═══════════════════════════════════════════════════════════════════════════════