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ELLA REAL ESTATE EDITION — PLAY BUILD QUEUE
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Enriched spec sheet for the play-builder skill.
Auto-build-ready: Every entry contains all fields required for first-pass build.
Sequence: Strict dependency order (standalone plays in build order).

SYSTEM: Ella Real Estate Edition
TIER MODEL: 4-tier (EDITION → ORG → OFFICE → PROP)
DATE: 2026-02-12
REV: 2.0
TOTAL PLAYS: 9 (standalone plays only — ella-ment builders embedded in Property Bot and Office Foundation playbooks)
OUTPUT FOLDER: Plays/

BUILD INSTRUCTIONS:
The play-builder skill should work through this file sequentially.
Each play entry is self-contained with all context needed for auto-build.
No clarification stops should be needed.

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PLAY [1] of [9]: Neighbor Post-Sale Value Letter
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── CORE FIELDS ───────────────────────────────────────────────
Type: Standalone
Built Ella-ment: N/A
Tier: Strongly Preferred
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.
Role: Action
Step Count: 2
Slug: neighbor-post-sale-value-letter

Steps:
  Step 1: Load context and gather sale details
    What happens: You provide sale details: property address of sold listing, final sale price, days on market, any competing offers, property condition/updates, neighborhood context. You choose your format preference (postcard 75-150 words or letter 250-400 words) and geographic radius for neighbor targeting.
    User input needed: Sold property address and specs; final sale price; DOM; competing offer count; property condition/updates; format preference (postcard or letter); neighbor radius
    Produces: Confirmed sale details and communication format

  Step 2: Write complete neighbor communication with market intelligence framing, behavioral hooks, and soft CTA
    What happens: System generates postcard or letter with: community-first framing (neighbors as community members, not just prospects), sale-to-value translation (what this sale tells neighbors about their own property values), market data contextualization (how this sale fits into broader neighborhood trends), lifestyle hooks (what makes this neighborhood desirable), soft CTA (agent as community resource, not pushy marketer)
    User input needed: None — auto-generates from gathered details
    Produces: Ready-to-mail postcard or letter text (labeled sections for designer/printer)

Context Required:
  Ella-ments: PROP:PROPERTY_BRIEF (D1) (Required), OFFICE:AGENT_VOICE (D4) (Required), BRAND_CHARACTER (C1) (Required), BRAND_LANGUAGE (C3) (Required), OFFICE:MARKET_CONDITIONS (A6) (Enriching), BRAND_MESSAGING (C2) (Enriching), OFFICE:POSITIONING (A1) (Optional), PROP:BUYER_PERSONAS (D3) (Optional)
  Frameworks: Behavioral Positioning (Anchoring, Social Proof, Reciprocity, Curiosity Gap), Voice Cascade, FMP
  Previous Outputs: Sale completion data

Output Specification:
  Format: Postcard (75-150 words message side) OR Letter (250-400 words) with labeled sections ready for designer/printer
  Sections: Opening (community-first greeting), Sale Translation (what this sale means for neighbors' values), Market Context (neighborhood positioning, trends), Lifestyle Hook (what makes this neighborhood great), Soft CTA (agent as community expert/resource), Closing (warm sign-off)
  Length Guidance: Postcard 75-150 words; Letter 250-400 words

Voice Cascade: OFFICE:AGENT_VOICE (D4) → BRAND_CHARACTER (C1) → BRAND_LANGUAGE (C3) → warm community neighbor default
Dependencies: Sale completion event; PROP:PROPERTY_BRIEF (D1) helpful for property context
Unlocks: Ongoing community farming and lead generation from neighbors

── IMPORT HEADER FIELDS ──────────────────────────────────────
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

── ENRICHED FIELDS ───────────────────────────────────────────
Runner: Real estate agent
Audience: Homeowners in the immediate geographic area around recently sold listing
Not-For Audiences: Current seller clients (they get direct updates, not mass mailers), current buyer clients, agent recruits, professional partners

What You'll Need:
  1. Sold property address and key specs (beds, baths, sqft, lot size) — text
  2. Final sale price and list price — numeric
  3. Days on market and showing count — numeric optional
  4. Competing offer count — numeric optional
  5. Property condition/recent updates — freeform optional
  6. Format preference (postcard or letter) — choice
  7. Neighbor geographic radius (block, 1/4 mile, 1/2 mile) — choice

Knowledge Sources:
  | Source | What to Extract | Tier |
  |--------|----------------|------|
  | PROP:PROPERTY_BRIEF (D1) | Property specs, key features, condition, neighborhood context for value translation | Required |
  | OFFICE:AGENT_VOICE (D4) | Natural communication style and warmth level for community register | Required |
  | BRAND_CHARACTER (C1) | Brand personality and values for community-first positioning | Required |
  | BRAND_LANGUAGE (C3) | Vocabulary preferences and CTA style for neighbors (warm, not salesy) | Required |
  | OFFICE:MARKET_CONDITIONS (A6) | Current market conditions and neighborhood trends for market contextualization | Enriching |
  | BRAND_MESSAGING (C2) | Brand claims and proof points if applicable to neighborhood positioning | Enriching |
  | OFFICE:POSITIONING (A1) | Agent positioning in community (expert, trusted neighbor) | Optional |
  | PROP:BUYER_PERSONAS (D3) | Optional: understanding who moved into neighborhood adds color to lifestyle hooks | Optional |

Marketing Filter Table:
  | Dimension | For This Play | Source Ella-ments |
  |-----------|--------------|------------------|
  | Right thing | Market intelligence neighbors genuinely care about (their property value, neighborhood trends) | PROP:PROPERTY_BRIEF, OFFICE:MARKET_CONDITIONS, agent knowledge |
  | Right way | Agent voice, warm community register, data-rich but accessible | OFFICE:AGENT_VOICE, BRAND_CHARACTER, BRAND_LANGUAGE |
  | Right time | Within 2 weeks of closing when sale is fresh news | Listing lifecycle event |
  | Right person | Immediate neighbors (geographic radius around sold property) | Defined by distance |
  | Wrong person | Neighbors who are also current clients (they get direct updates, not mass mailers) | Current client exclusion |

Voice Shifts by Audience:
  - Neighbors: Warm, community-expert register (not transactional sales language); data-rich but accessible

Guardrails:
  1. Fair Housing Guardrail: Neighborhood described by features/amenities/schools (if verifiable), not demographics. No "great for families" or "young professional community" coded as protected class targeting.
  2. Market Data Integrity Guardrail: Sale price and comps are factual and sourced from MLS. No speculative value claims. "This sale suggests values in the $X range" not "your home is now worth $Y" (no individual valuations).
  3. Accuracy Guardrail: Property details (beds, baths, price, condition) match MLS and are defensible. No exaggeration of property features or neighborhood amenities.
  4. Soft CTA Guardrail: CTA is "I'm here if you think about selling" not "Call me today to list." Attract, don't interrupt. Reciprocity first (value given first, ask comes later).
  5. Seller Confidentiality Guardrail: No private seller details or motivations shared. Keep focus on property and market, not seller's story.

── AUTO-BUILD CONTEXT BRIEFING ───────────────────────────────
Neighbor Post-Sale Value Letter is a post-sale action play that extends listing work into community farming. Good output means value translation is clear (not manipulative), market intelligence is useful (not just a sales pitch), and tone is warm and neighbor-first (not transactional). Common mistake: writing "now that this neighbor sold, you should too" — this feels pushy. Better: "here's what this sale tells us about your neighborhood" (data-first, value-first). This play unlocks community farming lead pipeline.

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PLAY [2] of [9]: Listing Social Post
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── CORE FIELDS ───────────────────────────────────────────────
Type: Standalone
Built Ella-ment: N/A
Tier: Strongly Preferred
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 per channel.
Role: Action
Step Count: 3
Slug: listing-social-post

Steps:
  Step 1: Load context and select channel
    What happens: I'll reference PROP:PROPERTY_BRIEF (D1), PROP:BUYER_PERSONAS (D3), OFFICE:AGENT_VOICE (D4), BRAND_CHARACTER (C1), BRAND_LANGUAGE (C3). You select which channel (Instagram, Facebook, LinkedIn, TikTok, or multiple).
    User input needed: Channel selection; any specific persona ranking or feature emphasis the agent wants to highlight
    Produces: Confirmed channel selection and strategy direction

  Step 2: Generate creative brief with property snapshot, target buyer persona(s), hook strategy, voice notes, media direction
    What happens: System produces 1-page creative brief that shows: Property Snapshot (key features from PROP:PROPERTY_BRIEF), Target Buyer Persona(s) (top 1-2 from PROP:BUYER_PERSONAS with their priority jobs/pains/gains), Hook Strategy (what behavioral principle this post uses: Endowment, Narrative Identity, Scarcity, Loss Aversion, Social Proof, Contrast, Risk Reduction, etc.), Voice Notes (tone adjustments for this channel), Media Direction (photo, video, carousel, reel, etc.), and optional messaging direction
    User input needed: Confirmation of brief; any adjustments to hook strategy or media direction
    Produces: Locked creative brief ready for content writing

  Step 3: Write complete ready-to-post content with caption, opening hook, hashtags, CTA, media direction, posting note
    What happens: System generates per-channel blocks: opening hook (15-30 words that stops scroll), caption body (feature-to-persona mapping, behavioral hook embedded), hashtags (channel-optimized count and relevance), CTA (call-to-action aligned to buyer journey stage), media direction (specific shot/angle/mood direction for creator), posting note (optimal time, any disclaimers)
    User input needed: None — auto-generates from brief
    Produces: Ready-to-post content block(s) formatted for the selected channel(s)

Context Required:
  Ella-ments: PROP:PROPERTY_BRIEF (D1) (Required), PROP:BUYER_PERSONAS (D3) (Required), OFFICE:AGENT_VOICE (D4) (Required), BRAND_CHARACTER (C1) (Required), BRAND_LANGUAGE (C3) (Required), BRAND_MESSAGING (C2) (Enriching), OFFICE:POSITIONING (A1) (Enriching), TOUCHPOINT_GUIDE (C4) (Enriching), OFFICE:MARKET_CONDITIONS (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 Specification:
  Format: Two-stage deliverable: (1) Creative Brief (1 page), (2) Ready-to-post content (per-channel blocks)
  Sections: Brief includes Property Snapshot, Target Persona(s), Hook Strategy, Voice Notes, Media Direction. Content includes Hook, Caption, Hashtags, CTA, Media Direction, Posting Note. Per channel (Instagram: visual/personal; Facebook: community/warm; LinkedIn: professional/insight; TikTok: personality/authentic)
  Length Guidance: Hook 15-30 words; Caption 50-150 words (channel-dependent); Hashtags 3-15 (channel-dependent); CTA 1 max

Voice Cascade: OFFICE:AGENT_VOICE (D4) → BRAND_CHARACTER (C1) → BRAND_LANGUAGE (C3) → channel-specific shift per Voice Shift by Channel Matrix
Dependencies: PROP:PROPERTY_BRIEF (D1) and PROP:BUYER_PERSONAS (D3) must exist; OFFICE:AGENT_VOICE (D4), BRAND_CHARACTER (C1), BRAND_LANGUAGE (C3) always required
Unlocks: Persona-targeted listing content across all channels

── IMPORT HEADER FIELDS ──────────────────────────────────────
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

── ENRICHED FIELDS ───────────────────────────────────────────
Runner: Real estate agent
Audience: Potential buyers matching ranked buyer personas (PROP:BUYER_PERSONAS)
Not-For Audiences: Current seller client (don't show marketing strategy), agent recruits, professional partners, internal team only (not for publication until agent approves)

What You'll Need:
  1. Channel selection (Instagram, Facebook, LinkedIn, TikTok, or multiple) — choice
  2. Specific persona focus or feature emphasis — optional freeform
  3. Any special context (open house, price change, major renovation, neighborhood highlight) — optional freeform

Knowledge Sources:
  | Source | What to Extract | Tier |
  |--------|----------------|------|
  | PROP:PROPERTY_BRIEF (D1) | Property specs, key features (ranked), lifestyle hooks, agent angles, positioning for persona mapping | Required |
  | PROP:BUYER_PERSONAS (D3) | Top 1-3 personas, their jobs/pains/gains, what they value, emotional triggers, VPC for THIS property | Required |
  | OFFICE:AGENT_VOICE (D4) | Natural language patterns, personality, communication style, signature phrases | Required |
  | BRAND_CHARACTER (C1) | Brand personality, do/don't behaviors, tone descriptors for how brand appears in content | Required |
  | BRAND_LANGUAGE (C3) | Vocabulary preferences, CTA style, emoji policy, formality level | Required |
  | BRAND_MESSAGING (C2) | Key claims or brand proof points to weave into content if applicable | Enriching |
  | OFFICE:POSITIONING (A1) | Brand differentiators that inform how this listing is positioned vs. market | Enriching |
  | TOUCHPOINT_GUIDE (C4) | Channel-specific norms if agent has customized guidelines (overrides edition defaults) | Enriching |
  | OFFICE:MARKET_CONDITIONS (A6) | Current market conditions for scarcity/loss aversion framing decisions | Optional |

Marketing Filter Table:
  | Dimension | For This Play | Source Ella-ments |
  |-----------|--------------|------------------|
  | Right thing | Property features mapped to target persona's jobs/pains/gains; value proposition clear | PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS |
  | Right way | Agent voice + channel expression norms + behavioral hooks; no templates | OFFICE:AGENT_VOICE, BRAND_CHARACTER, BRAND_LANGUAGE, TOUCHPOINT_GUIDE |
  | Right time | Listing active period, aligned to optimal posting time per channel | Listing lifecycle |
  | Right person | Top 1-3 ranked buyer personas (PROP:BUYER_PERSONAS) | PROP:BUYER_PERSONAS |
  | Wrong person | Seller (never see marketing), agents (unless LinkedIn thought leadership), competitors | FMP filtering |

Voice Shifts by Audience:
  - Persona 1 (e.g., move-up families): Confident, upgrade-focused, lifestyle-forward tone
  - Persona 2 (e.g., downsizers): Respectful, practical, emotional intelligence tone
  - Persona 3 (e.g., investors): Data-first, ROI-focused, minimal emotion tone

Guardrails:
  1. Fair Housing Guardrail: Properties described by features/amenities/location, not neighborhood demographics or protected classes. No "great for families" coded as familial status targeting.
  2. Property Accuracy Guardrail: All claims (price, features, condition, timing) verified against PROP:PROPERTY_BRIEF. No exaggeration, speculation, or unverifiable claims.
  3. Attract, Don't Interrupt Guardrail: No artificial scarcity, pressure language, or manufactured urgency. Genuine competitive positioning only.
  4. Channel Compliance Guardrail: FTC disclosures for promotions, platform-specific rules (Instagram hashtag limits, Facebook pixel compliance, LinkedIn engagement-baiting rules, TikTok disclosure rules).
  5. Persona Authenticity Guardrail: Post genuinely speaks to target persona's needs, not a generic listing post. Feature-to-persona mapping is specific, not "this is perfect for everyone."

── AUTO-BUILD CONTEXT BRIEFING ───────────────────────────────
Listing Social Post is the foundational listing-specific action play. Good output means creative brief shows clear persona targeting and behavioral strategy, content is channel-optimized and voice-authentic, and every post feels personalized to its target audience. Common mistake: writing the same generic listing post for every channel or every persona — this wastes reach. Each post should target 1-2 personas and be optimized for the specific channel. This play unlocks persona-targeted listing visibility across all social channels.

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PLAY [3] of [9]: Property Negotiation Messaging Toolkit
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── CORE FIELDS ───────────────────────────────────────────────
Type: Standalone
Built Ella-ment: N/A
Tier: Strongly Preferred
Job: Take a specific negotiation objection and generate calibrated response options with behavioral science framing, talking points, and recommended communication approach.
Role: Action
Step Count: 2
Slug: property-negotiation-messaging-toolkit

Steps:
  Step 1: Determine mode, load context, gather negotiation situation
    What happens: You choose your mode (seller-side or buyer-side). I'll reference PROP:PROPERTY_BRIEF (D1), OFFICE:AGENT_VOICE (D4), BRAND_CHARACTER (C1), BRAND_LANGUAGE (C3). In seller mode, I'll also reference PROP:SELLER_PERSONA (D2). You describe the specific negotiation situation: objection/concern being raised, other party intel (buyer motivation, financial position, deadline pressure, or seller situation, concerns, flexibility), deal stage (first offer, counteroffer, post-inspection, final), and any client constraints (absolute floor price, timing deadline, emotional triggers)
    User input needed: Mode selection (seller/buyer); specific objection/concern; other party context; deal stage; client constraints; any prior negotiation context
    Produces: Confirmed negotiation context and mode

  Step 2: Analyze and generate response options toolkit
    What happens: System produces analysis and 2-3 response options per objection type. Toolkit includes: (1) Situation Analysis (surface objection, underlying concern, client position, other party assessment, market context from OFFICE:MARKET_CONDITIONS), (2) Communication Approach (written email, verbal call, combination), (3) Response Options A/B/C each with: strategy name (what behavioral principle is applied: Anchoring, Gain Framing, Reciprocity, Certainty Bias, Contrast, Scarcity, Commitment & Consistency), framing bullets (key points), talking points or draft language (ready-to-use), anticipated counter-response (how to prepare for pushback), (4) What Not to Say (phrases to avoid), (5) Fallback Position (walk-away signals, when to redirect)
    User input needed: None — auto-generates from loaded context
    Produces: Complete Negotiation Response Toolkit ready for agent to use in real-time negotiation

Context Required:
  Ella-ments: PROP:PROPERTY_BRIEF (D1) (Required), OFFICE:AGENT_VOICE (D4) (Required), BRAND_CHARACTER (C1) (Required), BRAND_LANGUAGE (C3) (Required), PROP:SELLER_PERSONA (D2) (Required in seller mode, Enriching in buyer mode), PROP:BUYER_PERSONAS (D3) (Enriching), OFFICE:MARKET_CONDITIONS (A6) (Enriching), BRAND_MESSAGING (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 — for tone and strategy continuity)

Output Specification:
  Format: Toolkit document with analysis + response options
  Sections: Situation Analysis (5 components), Communication Approach, Response Options A/B/C (5 components per option), What Not to Say, Fallback Position, plus "What to Monitor" and "When to Escalate" guidance
  Length Guidance: 800-1200 words; enough detail for agent to execute without re-interviewing

Voice Cascade: OFFICE:AGENT_VOICE (D4) → BRAND_CHARACTER (C1) → BRAND_LANGUAGE (C3) → professional/strategic default. Talking points in agent's natural voice. Draft language uses peer register appropriate to other party.
Dependencies: PROP:PROPERTY_BRIEF (D1), OFFICE:AGENT_VOICE (D4), BRAND_CHARACTER (C1), BRAND_LANGUAGE (C3), and (in seller mode) PROP:SELLER_PERSONA (D2) must exist
Unlocks: Confident, strategic negotiation execution

── IMPORT HEADER FIELDS ──────────────────────────────────────
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

── ENRICHED FIELDS ───────────────────────────────────────────
Runner: Real estate agent
Audience: The agent themselves (internal negotiation prep tool)
Not-For Audiences: Buyers, sellers directly (agent controls delivery), other agents, general public, opposing party (agent-eyes-only strategy)

What You'll Need:
  1. Mode selection (seller-side or buyer-side) — choice
  2. Specific objection or concern raised — freeform description
  3. Other party intel (buyer: motivation, financial position, deadline, or seller: situation, flexibility) — freeform
  4. Current deal stage (first offer, counteroffer, post-inspection, final) — choice
  5. Client constraints or absolute requirements (floor price, timeline, emotional triggers) — freeform
  6. Prior negotiation communication (optional) — paste or describe

Knowledge Sources:
  | Source | What to Extract | Tier |
  |--------|----------------|------|
  | PROP:PROPERTY_BRIEF (D1) | Property specs, market positioning, condition, agent angles for market-based defense | Required |
  | OFFICE:AGENT_VOICE (D4) | Natural communication style for talking points and draft language | Required |
  | BRAND_CHARACTER (C1) | Brand personality and values for tone of response | Required |
  | BRAND_LANGUAGE (C3) | Vocabulary preferences and professional register for response phrasing | Required |
  | PROP:SELLER_PERSONA (D2) | DISC profile for how to structure seller response; emotional journey stage for tone calibration (seller mode only) | Required (seller mode) |
  | PROP:BUYER_PERSONAS (D3) | Buyer archetype for understanding other party's perspective and motivations (enriching) | Enriching |
  | OFFICE:MARKET_CONDITIONS (A6) | Market conditions to ground position in market reality (tight market = scarcity language, loose market = certainty/security language) | Enriching |
  | BRAND_MESSAGING (C2) | Brand claims and proof points for credibility in negotiation | Enriching |

Marketing Filter Table:
  | Dimension | For This Play | Source Ella-ments |
  |-----------|--------------|------------------|
  | Right thing | Strategically framed response that advances client position while respecting other party's perspective | PROP:PROPERTY_BRIEF, client constraints, market data |
  | Right way | Agent's voice, DISC-calibrated for seller mode, professionally calibrated for buyer mode | OFFICE:AGENT_VOICE, PROP:SELLER_PERSONA (seller mode), BRAND_CHARACTER, BRAND_LANGUAGE |
  | Right time | Current negotiation stage (first offer, counteroffer, post-inspection, final) | Deal stage |
  | Right person | The agent (toolkit user), on behalf of their client (seller or buyer) | Client representation |
  | Wrong person | Other party directly — agent controls delivery and messaging | All external audiences excluded |

Voice Shifts by Audience:
  - N/A (internal tool; agent applies voice calibration in delivery)

Guardrails:
  1. Negotiation Ethics Guardrail: All response options are truthful and defensible. Never misrepresent client position, property condition, or market data. Behavioral framing is for authentic advantages only.
  2. Seller DISC Invisibility Guardrail: If seller mode, DISC calibration is silent. Response structure and emphasis vary by DISC, but seller never sees the label or feels analyzed.
  3. Market Data Integrity Guardrail: All market claims (market conditions, comparable values, absorption rate) cite sources or note limitations. E.g., "based on MLS data, the market shows..." not "the market says we should..."
  4. Client Autonomy Guardrail: Toolkit offers 2-3 response options; client (seller or buyer) chooses which approach feels authentic to them. Never force an approach that feels inauthentic.
  5. Transparency with Other Party Guardrail: Response options must be defensible if challenged. E.g., if anchoring on a comp, be prepared to explain why that comp is relevant. No sleight-of-hand tactics.

── AUTO-BUILD CONTEXT BRIEFING ───────────────────────────────
Property Negotiation Messaging Toolkit is an action play that produces real-time negotiation support. Good output means response options are strategically calibrated to objection type and market conditions, talking points are conversation-ready, and fallback positions are clear. Common mistake: agents respond to objections reactively without strategy — this leaves money on the table. This play enables prepared, confident negotiation responses grounded in behavioral science and market data. This play unlocks stronger negotiation outcomes and faster deal closure.

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PLAY [4] of [9]: Agent Social Post Writer
═══════════════════════════════════════════════════════════════════════════════

── CORE FIELDS ───────────────────────────────────────────────
Type: Standalone
Built Ella-ment: N/A
Tier: Strongly Preferred
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 across all channels.
Role: Action
Step Count: 2
Slug: agent-social-post-writer

Steps:
  Step 1: Load context and confirm direction
    What happens: I'll scan for OFFICE:CONTENT_CALENDAR (CX3), OFFICE:CONTENT_STRATEGY (CX4), or OFFICE:CONTENT_PILLARS (CX2). Presents 3 paths: Path A (calendar exists → select batch), Path B (brief exists → generate quick calendar), Path C (neither → offer minimal brief build or suggest Content Pillars playbook). You select your path and confirm which calendar slots or strategy topics to write.
    User input needed: Choice of path; if Path A, which calendar slots to write; if Path B, confirmation of quick calendar generated from strategy; if Path C, minimal input to generate inline brief
    Produces: Confirmed batch scope and strategy for content generation

  Step 2: Write complete ready-to-post social content for every calendar slot
    What happens: For each selected slot, system generates per-channel blocks: caption (hook + body), opening hook (curiosity gap, pattern interrupt, or question), hashtags (channel-optimized count), CTA (call-to-action matched to pillar), media direction (what photo/video/carousel type), posting note (optimal posting time, any disclaimers). All content batch-generated for consistency. Includes Context & Assumptions header, quick calendar (if Path B), and What You've Got + Next Moves summary.
    User input needed: None — auto-generates from loaded context
    Produces: Per-post blocks for each calendar slot, channel-formatted and ready to copy/paste into social scheduling tool

Context Required:
  Ella-ments: OFFICE:CONTENT_CALENDAR (CX3) (Path A Required), OFFICE:CONTENT_STRATEGY (CX4) (Path B Required), OFFICE:CONTENT_PILLARS (CX2) (Enriching), OFFICE:AGENT_VOICE (D4) (Required), BRAND_CHARACTER (C1) (Required), BRAND_LANGUAGE (C3) (Required), BRAND_MESSAGING (C2) (Enriching), OFFICE:POSITIONING (A1) (Enriching), TOUCHPOINT_GUIDE (C4) (Enriching), PROP:PROPERTY_BRIEF (D1) (Conditional — if listing content), PROP:BUYER_PERSONAS (D3) (Conditional — if listing content), OFFICE:MARKET_CONDITIONS (A6) (Optional), OFFICE:ZEITGEIST (A5) (Optional)
  Frameworks: Channel Expression Hierarchy, Voice Shift by Channel, Social Post Hook Library, Content Ratio Rule, Batch Generation Protocol, FMP
  Previous Outputs: OFFICE:CONTENT_CALENDAR or OFFICE:CONTENT_STRATEGY from prior playbooks

Output Specification:
  Format: Per-post blocks with structured fields, batch delivery format
  Sections: Context & Assumptions (strategy overview), Per-Post Block (caption, hook, hashtags, CTA, media direction, posting note), Quick Calendar (if Path B only), What You've Got + Next Moves (summary for agent)
  Length Guidance: Captions 50-150 words per channel norm; hooks 15-25 words; hashtags 3-15 channel-dependent; 1 CTA per post max

Voice Cascade: OFFICE:AGENT_VOICE (D4) → BRAND_CHARACTER (C1) → BRAND_LANGUAGE (C3) → channel-specific shifts per Voice Shift by Channel Matrix
Dependencies: OFFICE:CONTENT_PILLARS (CX2), OFFICE:CONTENT_CALENDAR (CX3), or OFFICE:CONTENT_STRATEGY (CX4) should exist (or be created inline); OFFICE:AGENT_VOICE (D4), BRAND_CHARACTER (C1), BRAND_LANGUAGE (C3) always required
Unlocks: Ready-to-publish content across all social channels

── IMPORT HEADER FIELDS ──────────────────────────────────────
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

── ENRICHED FIELDS ───────────────────────────────────────────
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 for recruitment), professional partners (different register), internal team only (not for external publication until agent approves)

What You'll Need:
  1. Path selection (A, B, or C) — choice
  2. If Path A: calendar slots to write — selection from calendar
  3. If Path B: confirmation of content pillars and strategy — text or choice
  4. If Path C: minimal brief (audience, pillars, posting cadence) — freeform text

Knowledge Sources:
  | Source | What to Extract | Tier |
  |--------|----------------|------|
  | OFFICE:CONTENT_CALENDAR (CX3) | Date, channel, pillar reference, topic/hook direction, media type, audience target | Required (Path A) |
  | OFFICE:CONTENT_STRATEGY (CX4) | Active pillars, target channels, cadence per channel, content inputs by pillar, audience mapping | Required (Path B) |
  | OFFICE:CONTENT_PILLARS (CX2) | Pillar names, descriptions, audience, channel fit, hook directions | Enriching |
  | OFFICE:AGENT_VOICE (D4) | Agent's natural language patterns, personality, communication style, signature phrases | Required |
  | BRAND_CHARACTER (C1) | Brand personality for tone and approach to each post | Required |
  | BRAND_LANGUAGE (C3) | Vocabulary preferences, CTA style, emoji policy, formality level | Required |
  | BRAND_MESSAGING (C2) | Key claims or proof points to weave into content as appropriate | Enriching |
  | OFFICE:POSITIONING (A1) | Brand differentiators that inform pillar angles and authority positioning | Enriching |
  | TOUCHPOINT_GUIDE (C4) | Channel-specific norms if agent has customized guidelines (overrides edition defaults) | Enriching |
  | PROP:PROPERTY_BRIEF & PROP:BUYER_PERSONAS (if listing content) | Property Brief and Buyer Personas for listing-specific social posts | Conditional |
  | OFFICE:MARKET_CONDITIONS (A6) (if market content) | Market Headwinds & Tailwinds for data-driven posts about market conditions | Optional |

Marketing Filter Table:
  | Dimension | For This Play | Source Ella-ments |
  |-----------|--------------|------------------|
  | Right thing | Content aligned to pillars that the audience cares about; value-first ratio (4 value : 1 ask) | OFFICE:CONTENT_PILLARS, OFFICE:CONTENT_CALENDAR, OFFICE:CONTENT_STRATEGY, personas |
  | Right way | Agent voice + channel expression norms; no templates, sounds authentic | OFFICE:AGENT_VOICE, BRAND_CHARACTER, BRAND_LANGUAGE, TOUCHPOINT_GUIDE |
  | Right time | Calendar slot timing + seasonal/market relevance + optimal posting time per channel | OFFICE:CONTENT_CALENDAR, OFFICE:CONTENT_STRATEGY, channel data |
  | Right person | Audience segment specified by calendar/strategy per post | OFFICE:CONTENT_CALENDAR, OFFICE:CONTENT_STRATEGY, personas |
  | Wrong person | Varies by post: seller content not for buyers, agent content not for prospects, practice content not for clients | FMP filtering per post |

Voice Shifts by Audience:
  - Buyers: Helpful, informative, aspirational (lifestyle framing)
  - Sellers: Community-first, data-rich but warm, market expertise
  - Sphere/past clients: Personal, warm, value-forward, "earned relationship" tone
  - General public: Community-expert register, educational, approachable authority

Guardrails:
  1. Attract, Don't Interrupt Guardrail: No "won't last long," "act now," "you'll regret it." Content earns attention through value, not pressure.
  2. Fair Housing Guardrail: No protected class references (race, age, familial status, disability, religion). Properties and neighborhoods described by features/amenities, not demographic code words.
  3. Property Accuracy Guardrail: All listing-specific claims (price, square footage, features) are verified against PROP:PROPERTY_BRIEF. No exaggeration or unverifiable claims.
  4. Authenticity Guardrail: All posts sound like the agent, not a template. Personal stories, opinions, and voice come through.
  5. Channel Compliance Guardrail: Respect platform rules (no misleading links, FTC disclosures for promotions, TCPA compliance for text-based posts, no hidden offers).

── AUTO-BUILD CONTEXT BRIEFING ───────────────────────────────
Agent Social Post Writer is a high-frequency action play that produces ready-to-post content in batches. Good output means every post is channel-optimized, all voice settings are applied correctly, and batches maintain consistency while varying by post. Common mistake: writing generic posts that don't reflect the agent's personality or produce posts that break channel norms (e.g., 500-word novel on Instagram). This play powers the agent's practice-level content (not listing-specific social). It unlocks rapid, consistent social media presence across all channels.

═══════════════════════════════════════════════════════════════════════════════
PLAY [5] of [9]: Seller Status Update
═══════════════════════════════════════════════════════════════════════════════

── CORE FIELDS ───────────────────────────────────────────────
Type: Standalone
Built Ella-ment: N/A
Tier: Strongly Preferred
Job: Write a DISC-calibrated seller status update matching the seller's communication preferences, emotional journey stage, and documented concerns.
Role: Action
Step Count: 2
Slug: seller-status-update

Steps:
  Step 1: Load context, check channel preference, gather latest activity
    What happens: I'll reference PROP:SELLER_PERSONA (D2), PROP:PROPERTY_BRIEF (D1), OFFICE:AGENT_VOICE (D4), BRAND_CHARACTER (C1), BRAND_LANGUAGE (C3). You confirm your preferred channel (email, text, phone script), share latest listing activity (showings, feedback, market changes, quiet periods), and any special context (price reduction, offer just made, inspection findings)
    User input needed: Seller's preferred channel for this update; latest showing count and buyer feedback; any market changes; any special context; confirmation of DISC profile accuracy
    Produces: Confirmed update direction and DISC calibration

  Step 2: Write complete seller status update using DISC-calibrated structure
    What happens: System generates status update with DISC-calibrated structure (opening, showing activity, buyer feedback/market context, strategy & next steps, closing). Length, tone, emphasis, and information density vary by DISC style (D=150-250 words/bullets, I=200-350 words/warm/energetic, S=250-400 words/step-by-step/calm, C=350-500 words/data-first/evidence-based). Transparency non-negotiable; DISC shapes structure, not content.
    User input needed: None — auto-generates from loaded context
    Produces: Complete seller status update ready to send via agent's preferred channel (email, SMS, or call script)

Context Required:
  Ella-ments: PROP:SELLER_PERSONA (D2) (Required — especially DISC profile), PROP:PROPERTY_BRIEF (D1) (Required), OFFICE:AGENT_VOICE (D4) (Required), BRAND_CHARACTER (C1) (Required), BRAND_LANGUAGE (C3) (Required), OFFICE:MARKET_CONDITIONS (A6) (Enriching), BRAND_MESSAGING (C2) (Enriching), OFFICE:POSITIONING (A1) (Optional)
  Frameworks: DISC System, DISC-Calibrated Communication Framework, Voice Cascade (OFFICE:AGENT_VOICE + DISC), Seller Persona 6-Pack (CJM for journey stage), FMP
  Previous Outputs: Prior seller updates (optional — for continuity and tone)

Output Specification:
  Format: Single seller status update, DISC-calibrated format (email, text, or phone script)
  Sections: Opening (personalized per DISC), Showing Activity (count, feedback summary), Market Context (condition, competitive activity, price positioning), Strategy & Next Steps (what happens next, timeline), Closing (reassurance or data point per DISC)
  Length Guidance: D-style 150-250 words (bullets, bottom-line first); I-style 200-350 words (warm, big picture first); S-style 250-400 words (step-by-step, calm); C-style 350-500 words (data-first, metrics, comparisons)

Voice Cascade: OFFICE:AGENT_VOICE (D4) + DISC calibration → BRAND_CHARACTER (C1) → BRAND_LANGUAGE (C3). DISC shapes structure and emphasis; OFFICE:AGENT_VOICE shapes personality. Transparency non-negotiable.
Dependencies: PROP:SELLER_PERSONA (D2) must exist first; PROP:PROPERTY_BRIEF (D1) helpful for market context
Unlocks: Ongoing seller communications throughout listing lifecycle

── IMPORT HEADER FIELDS ──────────────────────────────────────
Tags: "active-listing, sellers, emails, sell-faster, stay-connected, quick-win, agent"
Keywords: "seller update, status report, DISC, showing feedback, market conditions, communication, quiet period"
Milestone: FALSE
Step 1 Save Output: FALSE
Step 2 Save Output: TRUE

── ENRICHED FIELDS ───────────────────────────────────────────
Runner: Real estate agent
Audience: The specific seller client (PROP:SELLER_PERSONA)
Not-For Audiences: Buyers, neighbors, other agents, other sellers, general public, internal team (confidential seller communication)

What You'll Need:
  1. Seller's preferred communication channel (email, text, phone script) — choice
  2. Number of showings since last update — numeric
  3. Buyer feedback summary (interested, cautious, not qualified, etc.) — freeform
  4. Any market changes (new comps, competitor listings, rate changes, inventory shifts) — freeform optional
  5. Special context or recent events (price reduction, inspection period, offer activity) — freeform optional
  6. Confirmation that PROP:SELLER_PERSONA DISC profile is still accurate — yes/adjust

Knowledge Sources:
  | Source | What to Extract | Tier |
  |--------|----------------|------|
  | PROP:SELLER_PERSONA (D2) | DISC profile (primary/secondary), CJM stage, VPC needs, Moments Analysis (anxiety triggers, confidence builders), communication preferences | Required |
  | PROP:PROPERTY_BRIEF (D1) | Property specs and market positioning for context in update (price trajectory, feature narrative) | Required |
  | OFFICE:AGENT_VOICE (D4) | Agent's natural communication style and personality to shape tone | Required |
  | BRAND_CHARACTER (C1) | Brand personality and values to ensure seller communication reflects brand | Required |
  | BRAND_LANGUAGE (C3) | Vocabulary preferences and CTA style for how update is phrased | Required |
  | OFFICE:MARKET_CONDITIONS (A6) | Current market conditions for honest market context section | Enriching |
  | BRAND_MESSAGING (C2) | Key claims or proof points to include if applicable | Enriching |
  | OFFICE:POSITIONING (A1) | Brand positioning to ensure partnership communication aligns with brand | Optional |

Marketing Filter Table:
  | Dimension | For This Play | Source Ella-ments |
  |-----------|--------------|------------------|
  | Right thing | Honest status with data appropriate to DISC style and seller's information needs | PROP:SELLER_PERSONA, PROP:PROPERTY_BRIEF, OFFICE:MARKET_CONDITIONS |
  | Right way | Agent voice + DISC structure/length/emphasis; transparency non-negotiable | OFFICE:AGENT_VOICE, PROP:SELLER_PERSONA, BRAND_CHARACTER, BRAND_LANGUAGE |
  | Right time | Regular cadence (weekly, biweekly) or triggered by significant activity/quiet period | PROP:SELLER_PERSONA CJM, seller preferences |
  | Right person | This specific seller (PROP:SELLER_PERSONA) — hyper-personalized | PROP:SELLER_PERSONA |
  | Wrong person | All other audiences: confidential seller communication only | All external audiences excluded |

Voice Shifts by Audience:
  - N/A (single seller audience; DISC calibration is the shift mechanism)

Guardrails:
  1. DISC Invisibility Guardrail: NEVER mention DISC, communication styles, or personality profiles to the seller. Structure, length, and emphasis calibration are silent.
  2. Honesty Guardrail: All updates must reflect current reality, good or bad. If market is cooling, all DISC types need to hear that — delivered per their style, but not hidden or softened dishonestly.
  3. Seller Autonomy Guardrail: DISC shapes HOW updates are structured, not WHAT is communicated. Transparency is non-negotiable; strategy, next steps, and market context are delivered honestly to all DISC types.
  4. Confidentiality Guardrail: Seller updates are private communications; never share with other sellers, agents, or the public. Even testimonials from past sellers shouldn't reference specifics.
  5. Fair Housing Guardrail: Market context and buyer feedback described by motivation/qualification, not protected characteristics. E.g., "buyer is relocating for job" not "young family"; "investor looking for rental income" not "foreign buyer."

── AUTO-BUILD CONTEXT BRIEFING ───────────────────────────────
Seller Status Update is a high-frequency action play that powers ongoing seller relationship. Good output means DISC profile is accurate and invisibly applied, update feels personalized to THIS seller (not templated), and all communications maintain transparency while respecting seller's communication style. Common mistake: sending the same generic update to all sellers — this loses sellers who don't feel understood. PROP:SELLER_PERSONA makes each update feel tailored. This play unlocks strong seller relationships and repeat referrals.

═══════════════════════════════════════════════════════════════════════════════
PLAY [6] of [9]: Listing Video Planner
═══════════════════════════════════════════════════════════════════════════════

── CORE FIELDS ───────────────────────────────────────────────
Type: Standalone
Built Ella-ment: N/A
Tier: Strongly Preferred
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.
Role: Strategy/Selection
Step Count: 2
Slug: listing-video-planner

Steps:
  Step 1: Assess listing using 5-signal tier logic
    What happens: System evaluates: (1) property value ($<400K=Basic, $400-800K=Standard, $800K+=Premium), (2) buyer persona signal (first-timers=Standard, move-up=Standard-Premium, investors=Standard), (3) seller expectations from PROP:SELLER_PERSONA (high-D demanding results=Premium, cost-focused=Basic/Standard), (4) market competition from OFFICE:MARKET_CONDITIONS (high inventory=upgrade one tier, seller's market=default), (5) property distinctiveness from PROP:PROPERTY_BRIEF (unique architecture/views=Premium, standard suburban=Basic/Standard). Presents tier recommendation with reasoning. Gathers production logistics (location access, crew availability, timeline) and confirms storytelling framework preference (Arrival, Day in Life, Reveal, Neighborhood Narrative, Transformation Story).
    User input needed: Confirmation or adjustment of tier recommendation; production logistics (access, timing, constraints); storytelling framework preference
    Produces: Confirmed tier, storytelling framework, and production logistics

  Step 2: Build complete video production plan
    What happens: System generates comprehensive plan with: (1) Creative Brief (story summary, framework, persona focus, tone, key emotional beats), (2) Shot List (sequenced by narrative arc, framing notes, persona relevance per shot), (3) Script Direction (full voiceover script OR talking points for seller OR text overlay plan OR interview plan), (4) Music & Mood Direction (emotional tone, tempo, reference songs/styles), (5) Production Logistics (crew required, equipment list, schedule/timeline, location access notes), (6) Distribution Strategy (per-platform cuts: short for social, medium for landing page, long for website; specs per platform; publishing sequence; CTAs per platform)
    User input needed: None — auto-generates from prior steps
    Produces: Complete Video Production Plan (1500-2500 words) ready for videographer/editor

Context Required:
  Ella-ments: PROP:PROPERTY_BRIEF (D1) (Required), PROP:BUYER_PERSONAS (D3) (Required), OFFICE:AGENT_VOICE (D4) (Required), BRAND_CHARACTER (C1) (Required), BRAND_LANGUAGE (C3) (Required), PROP:SELLER_PERSONA (D2) (Enriching), OFFICE:MARKET_CONDITIONS (A6) (Enriching), BRAND_MESSAGING (C2) (Enriching), OFFICE:POSITIONING (A1) (Optional), TOUCHPOINT_GUIDE (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 Specification:
  Format: Comprehensive document, 1500-2500 words
  Sections: Tier Recommendation (with 5-signal reasoning), Creative Brief, Shot List (numbered, with framing and persona notes), Script Direction, Music & Mood Direction, Production Logistics, Distribution Strategy (per-platform)
  Length Guidance: 1500-2500 words; detailed enough to give videographer everything without re-interviewing

Voice Cascade: OFFICE:AGENT_VOICE (D4) → BRAND_CHARACTER (C1) → BRAND_LANGUAGE (C3). Script content in agent's natural voice. Production direction in professional-to-videographer register.
Dependencies: PROP:PROPERTY_BRIEF (D1), PROP:BUYER_PERSONAS (D3), OFFICE:AGENT_VOICE (D4), BRAND_CHARACTER (C1), BRAND_LANGUAGE (C3) must exist; PROP:SELLER_PERSONA (D2) and OFFICE:MARKET_CONDITIONS (A6) helpful for expectation management and market positioning
Unlocks: Completed video production that powers multi-channel listing marketing

── IMPORT HEADER FIELDS ──────────────────────────────────────
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

── ENRICHED FIELDS ───────────────────────────────────────────
Runner: Real estate agent
Audience: Potential buyers (via distributed video content); videographer/editor (production planning); seller (expectation management on investment)
Not-For Audiences: Agent recruits, professional partners, general public (until video is published)

What You'll Need:
  1. Property value estimate — numeric or range
  2. Buyer persona primary focus — choice from PROP:BUYER_PERSONAS
  3. Seller expectations for video investment — choice (premium, standard, budget-conscious)
  4. Market competition assessment (high, moderate, low) — choice or inferred from OFFICE:MARKET_CONDITIONS
  5. Top 2-3 unique property features to feature prominently — freeform
  6. Seller comfort level for on-camera appearance — choice (featured, visible, behind-scenes only, not on camera)
  7. Production timeline and constraints — freeform optional
  8. Preferred storytelling framework — choice from 5 options

Knowledge Sources:
  | Source | What to Extract | Tier |
  |--------|----------------|------|
  | PROP:PROPERTY_BRIEF (D1) | Property specs, key features (ranked), lifestyle hooks, unique architecture/views, condition, architectural style for tier and framework | Required |
  | PROP:BUYER_PERSONAS (D3) | Top personas, their aspirations, what they're looking for, emotional triggers, jobs/pains/gains for persona-focused shot planning | Required |
  | OFFICE:AGENT_VOICE (D4) | Natural communication style and personality for script tone and voiceover style | Required |
  | BRAND_CHARACTER (C1) | Brand personality and values for overall video tone and emotional positioning | Required |
  | BRAND_LANGUAGE (C3) | Vocabulary preferences and CTA style for script/voiceover | Required |
  | PROP:SELLER_PERSONA (D2) | Seller expectations, DISC style (affects seller comfort with on-camera), emotional journey stage | Enriching |
  | OFFICE:MARKET_CONDITIONS (A6) | Market tier selection (high inventory=upgrade tier, seller's market=standard), market context for positioning | Enriching |
  | BRAND_MESSAGING (C2) | Brand claims/proof points to weave into narrative if applicable | Enriching |
  | OFFICE:POSITIONING (A1) | Brand positioning for how property is positioned within brand narrative | Optional |
  | TOUCHPOINT_GUIDE (C4) | Video style preferences if agent has customized guidelines | Optional |

Marketing Filter Table:
  | Dimension | For This Play | Source Ella-ments |
  |-----------|--------------|------------------|
  | Right thing | Storytelling that maps property to buyer personas' aspirations and emotional needs | PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS |
  | Right way | Agent voice via appropriate video style for this tier; authenticity over polish | OFFICE:AGENT_VOICE, BRAND_CHARACTER, BRAND_LANGUAGE, tier selection |
  | Right time | Pre-launch or active listing period; distributed across 14-day cycle or ongoing | Listing lifecycle |
  | Right person | Top buyer personas (PROP:BUYER_PERSONAS) as video audience; seller (PROP:SELLER_PERSONA) for expectation management | PROP:SELLER_PERSONA, PROP:BUYER_PERSONAS |
  | Wrong person | Video not for: agent recruits, professional partners, general public (until published) | Audience exclusion |

Voice Shifts by Audience:
  - Persona 1 (e.g., move-up families): Warm, aspirational, lifestyle-focused narrative
  - Persona 2 (e.g., downsizers): Respectful, practical, emotional intelligence tone
  - Persona 3 (e.g., investors): Data-forward, ROI-focused, efficiency-focused narrative

Guardrails:
  1. Fair Housing Guardrail: Video described by property features and neighborhood amenities, not demographics. No "great for families" or "young professional vibe" coded targeting. Avoid people in video if any protected class inference risk.
  2. Property Accuracy Guardrail: Video claims (size, features, condition, timeline) match PROP:PROPERTY_BRIEF. No exaggeration or unverifiable staging/claims.
  3. Seller Authenticity Guardrail: If seller appears on camera, ensure they're comfortable and authenticity is preserved. No forced enthusiasm or over-scripting that feels fake.
  4. Production Realism Guardrail: Tier recommendation honest about what's achievable at each level. Don't promise Premium production results at Basic investment.
  5. Distribution Guardrail: Per-platform cuts maintain brand integrity while optimizing for each channel. No misleading edits or misrepresentative clips.

── AUTO-BUILD CONTEXT BRIEFING ───────────────────────────────
Listing Video Planner is a strategy play that produces a comprehensive plan for listing video production. Good output means tier is justified by 5 signals and appropriate, storytelling framework is authentic to property and personas, and production plan is detailed enough that videographer has everything they need. Common mistake: tier selection is arbitrary ("all my listings get drone video") rather than signal-driven. Tier should match property value, market, and buyer expectations. This play unlocks professional video production that significantly impacts listing results.

═══════════════════════════════════════════════════════════════════════════════
PLAY [7] of [9]: Buyer-Specific Competitive Position Cards
═══════════════════════════════════════════════════════════════════════════════

── CORE FIELDS ───────────────────────────────────────────────
Type: Standalone
Built Ella-ment: N/A
Tier: Strongly Preferred
Job: Analyze listing against competing properties through each buyer persona's priority lens and produce per-persona competitive position cards with talk tracks for buyer showings.
Role: Strategy/Selection
Step Count: 2
Slug: buyer-competitive-position-cards

Steps:
  Step 1: Map competitive landscape through each buyer's eyes
    What happens: You provide 2-3 comparable properties (comps). I'll analyze this listing vs. comps across 6 categories (Financial: price, price/sqft, costs; Functional: beds/baths/sqft, condition, layout; Location: neighborhood, schools, commute; Emotional: character, feel, pride; Lifestyle: entertaining, WFH, family; Strategic: DOM, price trajectory, investment). For each buyer persona in PROP:BUYER_PERSONAS, I'll map persona's priorities across the 6 categories, then evaluate this listing vs. comps per category. Presents summary for your confirmation.
    User input needed: 2-3 comp property documents or summaries; confirmation of persona priority rankings (what matters most to Persona 1, Persona 2, etc.); agent's competitive assessment
    Produces: Per-persona competitive analysis summary ready for card generation

  Step 2: Build per-persona cards with snapshot, priority hierarchy, behavioral strategies, comparison grid, positioning narrative, talk tracks, disqualification signals
    What happens: For each buyer persona (top 1-3), system generates one Competitive Position Card with: (1) Card Header (persona label, snapshot, priority hierarchy 1-3), (2) Comparison Grid (persona's 3 priorities only, ✅ if listing wins / ⚠️ if even / ❌ if comp wins), (3) Positioning Narrative (lead angle based on persona's priorities, honest trade-offs, reframe strategy), (4) Talk Tracks (opening hook for showing, comp acknowledgment, discovery questions to understand buyer priorities, closing push), (5) Disqualification Signals (red flags that mean this property isn't a fit, graceful redirect strategy). Plus "How to Use These Cards" section with agent guidance.
    User input needed: None — auto-generates from prior analysis
    Produces: Per-persona Competitive Position Cards (1 per persona) ready for agent to use in showings, open houses, and buyer conversations

Context Required:
  Ella-ments: PROP:PROPERTY_BRIEF (D1) (Required), PROP:BUYER_PERSONAS (D3) (Required), comp property documents (Required — 2-3 PDFs or summaries), OFFICE:MARKET_CONDITIONS (A6) (Enriching), OFFICE:AGENT_VOICE (D4) (Enriching), BRAND_CHARACTER (C1) (Enriching), BRAND_LANGUAGE (C3) (Enriching), OFFICE:COMPETITIVE_LANDSCAPE (A3) (Optional)
  Frameworks: Competitive Position Analysis (6-category comparison), 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 Specification:
  Format: Per-buyer-persona cards (1 card = 300-500 words), top 1-3 personas
  Sections: Per Card: Card Header (persona, snapshot, priority rank), Comparison Grid (3 key priorities, ✅/⚠️/❌), Positioning Narrative, Talk Tracks (4-5 scenarios), Disqualification Signals, plus summary "How to Use" section
  Length Guidance: 300-500 words per persona card; 1-3 personas = 300-1500 words total

Voice Cascade: OFFICE:AGENT_VOICE (D4) → BRAND_CHARACTER (C1) → BRAND_LANGUAGE (C3). Talk tracks in agent's natural conversational voice. Analysis in strategic register.
Dependencies: PROP:PROPERTY_BRIEF (D1), PROP:BUYER_PERSONAS (D3), and comp documents must be available; OFFICE:MARKET_CONDITIONS (A6) and other context enriching but not required
Unlocks: Agent-ready showing prep and competitive conversations

── IMPORT HEADER FIELDS ──────────────────────────────────────
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

── ENRICHED FIELDS ───────────────────────────────────────────
Runner: Real estate agent
Audience: The agent themselves (internal showing prep tool applied in buyer interactions)
Not-For Audiences: Sellers, buyers directly (agent controls delivery), other agents, general public, competitors

What You'll Need:
  1. 2-3 competitor property documents or summaries — file upload or text
  2. Per persona: priority ranking of the 6 categories (Financial, Functional, Location, Emotional, Lifestyle, Strategic) — choice or ranking
  3. Your competitive assessment and positioning strategy — freeform optional
  4. Any special comps context (newly listed, already sold, price reduced, inspection period) — freeform optional

Knowledge Sources:
  | Source | What to Extract | Tier |
  |--------|----------------|------|
  | PROP:PROPERTY_BRIEF (D1) | Property specs, features, condition, pricing, agent angles for competitive positioning | Required |
  | PROP:BUYER_PERSONAS (D3) | Top personas, their priorities (jobs/pains/gains), what they value, decision criteria | Required |
  | Comp Documents | Specs, price, condition, features, timing for comparison grid | Required |
  | OFFICE:MARKET_CONDITIONS (A6) | Market conditions for strategy selection (seller's vs buyer's market emphasis) | Enriching |
  | OFFICE:AGENT_VOICE (D4) | Natural communication style and personality for talk tracks | Enriching |
  | BRAND_CHARACTER (C1) | Brand personality for how agent positions self in competitive conversations | Enriching |
  | BRAND_LANGUAGE (C3) | Vocabulary preferences for positioning language and talk track phrasing | Enriching |
  | OFFICE:COMPETITIVE_LANDSCAPE (A3) | Agent/brokerage competitive advantages if applicable to positioning | Optional |

Marketing Filter Table:
  | Dimension | For This Play | Source Ella-ments |
  |-----------|--------------|------------------|
  | Right thing | Honest competitive positioning through each buyer's priority lens; no fabricated advantages | PROP:PROPERTY_BRIEF, PROP:BUYER_PERSONAS, comps, agent knowledge |
  | Right way | Agent voice for talk tracks, strategic register for analysis; authenticity over spin | OFFICE:AGENT_VOICE, BRAND_CHARACTER, BRAND_LANGUAGE |
  | Right time | Before buyer showings, open houses, or competitive conversations | Showing lifecycle |
  | Right person | The agent (internal tool), applied to interactions with top buyer personas | PROP:BUYER_PERSONAS |
  | Wrong person | Sellers (don't show competitive strategy), buyers directly (agent controls delivery), competitors | All external audiences except buyers in agent's presence |

Voice Shifts by Audience:
  - N/A (internal tool; used by agent in buyer conversations but not shared directly)

Guardrails:
  1. Honest Positioning Guardrail: Comparison grid must reflect genuine competitive position, not fabricated advantages. If listing loses on a priority category, acknowledge it and reframe (trade-off positioning: "Yes, it's smaller, but here's the trade-off...").
  2. Fair Housing Guardrail: Competitive analysis by property features, condition, location amenities — not demographics or protected classes. No "that comp is in a less desirable neighborhood" if "less desirable" is coded as different racial composition.
  3. Comp Accuracy Guardrail: All comp data (price, specs, DOM, condition) is verified from MLS or public records. No speculation or misrepresentation.
  4. Behavioral Strategy Integrity Guardrail: Behavioral strategies (Anchoring, Contrast, etc.) are transparent framing devices for genuine advantages, not manipulation. If this property doesn't have a genuine advantage, don't force it.
  5. Disqualification Signals Guardrail: Red flags are honest (e.g., "if buyer wants < $300K, this isn't a fit"; "if 5+ bedrooms required, this won't work") and transparent. Graceful redirect respects buyer's needs rather than forcing fit.

── AUTO-BUILD CONTEXT BRIEFING ───────────────────────────────
Buyer-Specific Competitive Position Cards is a strategy play that produces agent-ready tools for competitive showing situations. Good output means comparison grid is factually accurate, talk tracks are conversation-ready (not memorized scripts), and disqualification signals are clear (saves time by eliminating poor fits). Common mistake: agents treat all buyers the same competitively — this wastes time on weak positioning angles. PROP:BUYER_PERSONAS-powered cards customize positioning per persona's actual priorities. This play unlocks confident, effective buyer conversations and competitive situations.

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PLAY [8] of [9]: Agent Market Intel Sharing
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── CORE FIELDS ───────────────────────────────────────────────
Type: Standalone
Built Ella-ment: N/A
Tier: Strongly Preferred
Job: Transform local market intelligence into shareable content pieces for different audiences — clients, sphere, social media followers, and professional partners.
Role: Action
Step Count: 2
Slug: agent-market-intel-sharing

Steps:
  Step 1: Load context, select audience segment(s), choose distribution format
    What happens: I'll reference OFFICE:MARKET_CONDITIONS (A6), OFFICE:AGENT_VOICE (D4), BRAND_CHARACTER (C1), BRAND_LANGUAGE (C3). You select your audience segment(s) from: active clients, sphere/past clients, social media following, or professional partners. You then choose your distribution format: email (300-500 words), social post (50-150 words per channel), PDF report (1-2 pages), or talking points (bullet format for calls/conversations). The system confirms audience and format combination and validates that selected context supports your chosen distribution.
    User input needed: Audience segment selection (can be multiple); format choice; any specific market angle to emphasize (interest rates, inventory levels, price trends, supply/demand, neighborhood data, investment outlook)
    Produces: Confirmed audience, format, and market angle direction

  Step 2: Generate audience-calibrated market intelligence content with data visualization direction, key takeaways, and contextual commentary
    What happens: System produces ready-to-share content calibrated to selected audience and format: (1) Opening hook (captures attention for audience type), (2) Key Data Points (2-4 metrics most relevant to audience, with sources noted), (3) What This Means (contextual commentary translating data to audience's situation), (4) Takeaway Action Items (what audience should consider or do), (5) Media/Visualization Direction (for email: chart/graph suggestions; for social: infographic brief; for PDF: layout notes; for talking points: emphasis notes), (6) Closing CTA (appropriate to audience and format, value-first not ask-first). All content uses agent voice, brand personality, and channel-specific expression norms.
    User input needed: None — auto-generates from Step 1 selections
    Produces: Ready-to-share audience-specific market intelligence piece(s) formatted for selected channel(s)

Context Required:
  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), OFFICE:ZEITGEIST (A5) (Optional), ORG:PRODUCT_SERVICE_GUIDE (A2) (Optional)
  Frameworks: Channel Expression Hierarchy, Voice Shift by Audience, Content Ratio Rule, Behavioral Positioning (Social Proof for data credibility), FMP
  Previous Outputs: None required

Output Specification:
  Format: Varies by selection — Email (300-500 words), Social Post (50-150 words per channel), PDF Report (1-2 pages), Talking Points (bullet format)
  Sections: Opening Hook, Key Data Points (2-4 metrics), What This Means (contextual commentary), Takeaway Action Items, Media/Visualization Direction, Closing CTA
  Length Guidance: Email 300-500 words; Social Post 50-150 words (channel-specific); PDF Report 1-2 pages with visuals; Talking Points 8-15 bullets

Voice Cascade: OFFICE:AGENT_VOICE (D4) → BRAND_CHARACTER (C1) → BRAND_LANGUAGE (C3) → audience-appropriate shift (warm for clients/sphere, authoritative for social/partners)
Dependencies: OFFICE:MARKET_CONDITIONS (A6) must exist; OFFICE:AGENT_VOICE (D4), BRAND_CHARACTER (C1), BRAND_LANGUAGE (C3) always required
Unlocks: Recurring market-driven content that establishes authority and stays connected with clients and prospects

── IMPORT HEADER FIELDS ──────────────────────────────────────
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

── ENRICHED FIELDS ───────────────────────────────────────────
Runner: Real estate agent
Audience: Selected segment(s) — active clients, sphere/past clients, social media followers, or professional partners
Not-For Audiences: Agent recruits, internal brokerage communications, competitors

What You'll Need:
  1. Audience segment selection (active clients, sphere/past clients, social followers, or professional partners) — choice or multiple selection
  2. Distribution format (email, social post, PDF report, talking points) — choice
  3. Specific market angle or focus area — optional freeform (e.g., "interest rates" "price trends" "inventory" "investment outlook")
  4. Any personal context to weave in — optional freeform (e.g., "we just had 3 offers on listings this week")

Knowledge Sources:
  | Source | What to Extract | Tier |
  |--------|----------------|------|
  | OFFICE:MARKET_CONDITIONS (A6) | Current market conditions, headwinds/tailwinds, inventory levels, price trends, DOM data for primary content | Required |
  | OFFICE:AGENT_VOICE (D4) | Natural communication style and personality for tone and approach to market commentary | Required |
  | BRAND_CHARACTER (C1) | Brand personality and values for how agent appears when sharing market intel | Required |
  | BRAND_LANGUAGE (C3) | Vocabulary preferences, CTA style, emoji policy, formality level for chosen format | Required |
  | OFFICE:MIGRATION_PATTERNS (A7) | Demographic and economic migration trends for context and longer-term positioning | Enriching |
  | OFFICE:POSITIONING (A1) | Agent positioning and differentiators to weave into market commentary (expert lens) | Enriching |
  | OFFICE:ZEITGEIST (A5) | Current cultural/economic zeitgeist for broader context and relevance | Optional |
  | ORG:PRODUCT_SERVICE_GUIDE (A2) | Agent services and solutions to reference in CTA if applicable (soft mention) | Optional |

Marketing Filter Table:
  | Dimension | For This Play | Source Ella-ments |
  |-----------|--------------|------------------|
  | Right thing | Market data accurate and sourced; takeaways relevant to audience's situation/priorities | OFFICE:MARKET_CONDITIONS, audience knowledge |
  | Right way | Agent voice sharing data + insights; expert register that's accessible, not jargon-heavy | OFFICE:AGENT_VOICE, BRAND_CHARACTER, BRAND_LANGUAGE |
  | Right time | Regular cadence (monthly market update, quarterly deep-dive) or triggered by significant market shifts | OFFICE:MARKET_CONDITIONS changes |
  | Right person | Audience segment specified in Step 1 — active clients, sphere, social followers, or partners | Audience selection |
  | Wrong person | Agent recruits, internal brokerage comms, competitors (market intel for agents only) | All excluded audiences |

Voice Shifts by Audience:
  - Active clients: Warm, reassurance-focused, directly relevant to their situation (selling/buying/holding)
  - Sphere/past clients: Personal, value-forward, "earned relationship" register, market expert positioning
  - Social media followers: Authority-building, accessible, educational register, broad appeal
  - Professional partners: Peer register, credibility-focused, specific/tailored data relevant to their practice

Guardrails:
  1. Data Accuracy Guardrail: All market data sourced from MLS, public records, or reputable economic sources. Never speculate or misrepresent. Note if data is agent observation ("based on my listings") vs. formal market report.
  2. Fair Housing Guardrail: Market commentary focused on economic/demographic trends, not protected classes. No "young professional migration" (age-coded), "family relocation" (familial status-coded), or "diversity trends" (race-coded) stereotyping.
  3. Authenticity Guardrail: Commentary reflects agent's genuine market observations and perspective. Agent credibility depends on honest, balanced takes — not always "it's a great market to sell/buy" (obviously false at extremes).
  4. Appropriate Complexity Guardrail: Data presentation matches audience knowledge (active clients appreciate basics; professional partners can handle deeper analytics). No oversimplification that confuses, no jargon that alienates.
  5. CTA Guardrail: Closing CTA is value-first and audience-appropriate. For clients/sphere: "let's talk about what this means for you"; for social/partners: "share this with your network"; never "call me for a listing appraisal" (too pushy).

── AUTO-BUILD CONTEXT BRIEFING ───────────────────────────────
Agent Market Intel Sharing is a recurring action play that positions agent as a market expert while staying connected across all audience segments. Good output means data selection is highly relevant to audience type, commentary is balanced and insightful (not salesy), and format is optimized for chosen channel. Common mistake: agents share generic market updates that don't speak to specific audience needs ("here are the top 3 neighborhoods" for all audiences equally). This play enables audience-specific framing: clients get "what does THIS mean for YOUR situation," sphere gets "here's the market story," social gets "here's what's happening locally," partners get "here's data relevant to your business." This play unlocks recurring authority positioning and multi-channel touchpoints.

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PLAY [9] of [9]: High-Trust Partner Strategy
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── CORE FIELDS ───────────────────────────────────────────────
Type: Standalone
Built Ella-ment: N/A
Tier: Strongly Preferred
Job: Help agent identify high-trust professional partners, determine relationship goal (Reach or Top of Mind), then generate strategies, value exchange frameworks, and communications.
Role: Strategy/Selection
Step Count: 2
Slug: high-trust-partner-strategy

Steps:
  Step 1: Present High-Trust Partner Category Catalog, have you select categories and confirm goal
    What happens: I'll present 16 professional partner categories (Wealth Advisors, Estate Attorneys, Divorce Attorneys, CPAs, Private Bankers, Insurance Agents, Mortgage Brokers, Interior Designers, Architects, Luxury Builders, Relocation Specialists, Home Inspectors, Property Managers, Concierge Services, Home Stagers, and others). For each category, I'll explain why their clients need real estate, the natural overlap, and the value exchange dynamic. You select 1-3 categories to focus on and confirm your goal: Reach (building new partnerships) or Top of Mind (nurturing existing partners) or Both.
    User input needed: Category selection (1-3 categories); goal confirmation (Reach, Top of Mind, or Both); any existing relationships or constraints
    Produces: Confirmed category selection and strategic direction

  Step 2: Generate strategy toolkit per category
    What happens: For each selected category, system produces: (1) Value Exchange Framework (what agent offers this partner category, what partner offers agent, mutual benefit pitch), (2) 3-5 Recommended Strategies (specific tactics, timeline, success signals), (3) 2-4 Ready-to-Adapt Communications (with channel, tone, usage trigger), (4) Engagement Cadence table (when/how often to connect). For Reach goal, strategies focus on warm introduction, value-first outreach, LinkedIn engagement, professional associations, co-hosted events, community involvement. For Top of Mind goal, strategies focus on tailored market updates, referral appreciation, exclusive previews, co-branded content, partner events, check-in cadence. Includes What You've Got + Next Moves sections.
    User input needed: None — auto-generates from Step 1 selections
    Produces: Complete Per-Category Strategy Toolkit ready for implementation

Context Required:
  Ella-ments: OFFICE:AGENT_VOICE (D4) (Required), BRAND_CHARACTER (C1) (Required), BRAND_LANGUAGE (C3) (Required), OFFICE:POSITIONING (A1) (Enriching), BRAND_MESSAGING (C2) (Enriching), ORG:PRODUCT_SERVICE_GUIDE (A2) (Enriching), OFFICE:MARKET_CONDITIONS (A6) (Optional), OFFICE:COMPETITIVE_LANDSCAPE (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 Specification:
  Format: Per-category strategy toolkit
  Sections: Value Exchange Framework, 3-5 Recommended Strategies (per strategy: description, timeline, success signal), 2-4 Ready-to-Adapt Communications (channel, tone, usage trigger, template), Engagement Cadence table, What You've Got + Next Moves
  Length Guidance: 400-600 words per category; 1-3 categories = 400-1800 words total

Voice Cascade: OFFICE:AGENT_VOICE (D4) → BRAND_CHARACTER (C1) → BRAND_LANGUAGE (C3) → warm professional peer register
Dependencies: OFFICE:AGENT_VOICE (D4), BRAND_CHARACTER (C1), BRAND_LANGUAGE (C3) must exist; OFFICE:POSITIONING (A1), BRAND_MESSAGING (C2) helpful for positioning
Unlocks: Systematic partner relationship building and referral partnerships

── IMPORT HEADER FIELDS ──────────────────────────────────────
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

── ENRICHED FIELDS ───────────────────────────────────────────
Runner: Real estate agent
Audience: Professional partners in selected categories
Not-For Audiences: Buyer clients, seller clients, agent recruits, general public, internal team only

What You'll Need:
  1. Partner category selection (1-3 from catalog) — choice
  2. Strategic goal (Reach new partners, Top of Mind nurture, or Both) — choice
  3. Any existing relationships in selected categories — optional text
  4. Specific constraints or preferences (geographic focus, professional associations, referral channels) — optional freeform

Knowledge Sources:
  | Source | What to Extract | Tier |
  |--------|----------------|------|
  | OFFICE:AGENT_VOICE (D4) | Natural communication style and personality for peer-to-peer register | Required |
  | BRAND_CHARACTER (C1) | Brand personality and values for how agent appears in partner communications | Required |
  | BRAND_LANGUAGE (C3) | Vocabulary preferences and CTA style for partner outreach | Required |
  | OFFICE:POSITIONING (A1) | Agent positioning and differentiators for value proposition to partners | Enriching |
  | BRAND_MESSAGING (C2) | Brand claims and proof points to use in partner positioning | Enriching |
  | ORG:PRODUCT_SERVICE_GUIDE (A2) | Agent's services and offerings to incorporate into value exchange framework | Enriching |
  | OFFICE:MARKET_CONDITIONS (A6) | Market conditions for context in partner updates and value positioning | Optional |
  | OFFICE:COMPETITIVE_LANDSCAPE (A3) | Agent's competitive advantages in partner positioning | Optional |

Marketing Filter Table:
  | Dimension | For This Play | Source Ella-ments |
  |-----------|--------------|------------------|
  | Right thing | Value agent genuinely offers to this partner category (authentic, not forced) | Agent knowledge, OFFICE:AGENT_VOICE, OFFICE:POSITIONING, ORG:PRODUCT_SERVICE_GUIDE |
  | Right way | Agent voice in professional peer register — reciprocity-first, not transactional | OFFICE:AGENT_VOICE, BRAND_CHARACTER, BRAND_LANGUAGE |
  | Right time | Determined by goal (Reach = immediate outreach; Top of Mind = ongoing cadence) | Goal-driven |
  | Right person | Specific partner category from catalog | Category selection |
  | Wrong person | Clients, prospects, agents (different relationship track), general public | All external audiences except partners |

Voice Shifts by Audience:
  - Professional peers: Professional credibility + warmth + specificity; "peer register" not "sales register"; reciprocity-first framing

Guardrails:
  1. Authenticity Guardrail: Value exchange must be genuine and mutual. Agent is not trying to "use" partners for referrals; the relationship is built on authentic value-first foundation.
  2. Reciprocity-First Guardrail: Agent gives value first (market data, referrals, visibility, co-marketing) before asking for referrals. 4:1 value-to-ask ratio applies.
  3. Partner Confidentiality Guardrail: Client information and transactions are confidential. All communications with partners respect client privacy.
  4. Fair Housing Guardrail: Partner outreach and value positioning focus on services and expertise, not demographic targeting or protected class inference.
  5. Professional Ethics Guardrail: All communications are honest about agent qualifications, services, and track record. No misrepresentation to build partnerships.

── AUTO-BUILD CONTEXT BRIEFING ───────────────────────────────
High-Trust Partner Strategy is a relationship-building play that creates systematic outreach for professional partnerships. Good output means value exchange is genuinely mutual, strategies are specific and actionable, and communications are ready to adapt and personalize per partner. Common mistake: agents treat partners as a list to spam with "do you have referrals?" — this doesn't work. This play enables relationship-first, value-first partnership building that creates sustainable referral sources. This play unlocks long-term referral partnerships and business growth.

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END OF PLAY BUILD QUEUE