Scope of Work · Prepared for
Colt Stevens
Russ Lyon Sotheby's International Realty · August 2026
You are not a realtor who happens to be funny. You are an operator who sells homes the way you ran businesses, and you come with a design team. That is the brand we would build, and almost none of it is in your content yet.
Your content works. It is
working on the wrong room.
You are already doing the hard part. Five reels a week, a videographer who understands your humor, and a year of consistency most agents never manage. None of that is the problem.
The problem is who is on the other end. Everyone in your sphere tells you the videos are hilarious. A large share of your followers are other agents. And in a full year of it, not one buyer, seller or investor has come to you from a piece of content. That is not a reach problem. It is an audience problem, and audience is something strategy decides before the camera ever comes out.
What a public read of @colt.stevensaz actually shows
Observed 31 July 2026- Reach is emphatically not your problem. You have 2,385 followers and your top reel did 118,000 views with 3,600 likes. That is roughly fifty times your following, so the algorithm is handing you strangers by the truckload. The question is which strangers. The comment section on that post reads like an agent convention: realtors from Colorado, from Charlotte, a firm in the UK, a marketing vendor. Not one identifiable Arizona buyer or seller in the visible replies.
- Then the loop closes on you. Your two "Under Contract" posts sat at 1,552 and 1,220 views, near the very bottom of the last twenty. Your lowest performer of all, at 968 views and zero comments, was a post thanking clients for referring you. The audience comedy earned you is not interested in your listings, so your real estate content dies, which makes it look like real estate content does not work, so you post more comedy. That is the whole trap, and you are already in it.
- The word luxury does not appear in your Instagram bio. It reads "Russ Lyon Realtor, Investor. Co-Owner of The Lipo Method and Ashley Stevens Designs. Faith, Family, Fitness, Finance." Your Linktree, one tap away, leads with "Luxury Homes, Elevated Staging, Body Contouring." Your website calls you a Global Real Estate Advisor. In my office you said your pillars were faith, family, fitness and real estate. That is four different answers to who you are, across four properties you own.
- You and Ashley have never introduced your audiences. She is at 16,000 followers, roughly seven times yours, with project-named highlights, Briarwood, El Lago, Amberwood. No collaboration post was visible on either account, in either direction. You are co-owner of that business. This is the cheapest win on the page.
- Two small ones. You have a Staging and Design highlight with nothing in the recent grid feeding it, and the Instagram link on coltstevensaz.com is dead, pointing at a handle that returns profile unavailable. Thirty second fix, but it is the link you send sellers to.
The ratio is inverted
The mix that works is roughly 80 percent on the fly and 20 percent high polish. You are running close to the opposite. Everything you publish is pre-produced and batched, which means the raw, unpolished, this is actually my day layer that builds trust does not exist in your feed at all.
The polish you have is not doing luxury work
High polish earns its keep when it is deeply educational or authority building. Sketch comedy is neither. Comedy is peer currency, which is exactly why other agents are the audience it delivered. Luxury runs a different test: who is this, what have they actually built, and who do they know that I know. Nothing in the feed answers that yet.
There is no conversion layer
Reels reach people who do not follow you. Stories reach the people who already do, and that is where the seventeenth touch and the quick question in your DMs actually happen. Your stories are reposts of your reels, so every follower the comedy earns you lands in a room with no door out. This is the fastest fix available to you and it starts the first week.
The operator's eye and a
designer's hand, same listing.
This is not a persona invented for you. It is the truth you are not telling. You opened fitness departments inside other people's buildings across the country, ran every Gold's Gym in Utah, owned three clinics, and flipped houses before you ever took a listing. You read a property the way you read a P and L.
Then there is Ashley. She is already inside the rooms you are trying to get into, she is trusted by the builders and developers you want, and you include her staging free with your listings. Right now you do not mention that until closing. It belongs at the front of every pitch, and she belongs on camera explaining why a room reads wrong. Nobody in your price band can copy a spouse.
Keep the humor. Demote it from being the whole brand to being the voice that runs through all of it.
The single biggest structural changePillars are not equal, and that is where most agents get this wrong. Each one carries a weight, and the weights are set by what the business needs rather than what feels good to post. Here is the starting architecture. We tune it against real data at the ninety day review.
| Pillar | What it carries | Weight |
|---|---|---|
| The Operator's Eye | Value, presentation and return. Reading a property out loud. What you would change, what it costs, what it brings back. | 30% |
| Staged to Sell | You and Ashley. Before and after, why a room reads wrong, the staging that comes included. Your moat, on camera. | 25% |
| Faith and Family | The why. Two girls, church, marriage, and the reason you chose twelve to fifteen deals over fifty. | 20% |
| Discipline | The health club years, the gym, the court, how an operator keeps his own engine running. | 15% |
| Peer and Market | Straight talk to other agents and honest market reads. Keeps the referral bench you already built, on purpose this time. | 10% |
Three pillars. One system.
Strategy sets the direction, management runs the machine every weekday, and production gives you the authority content that comedy cannot deliver. Each one is weaker alone. Together they are the reason this works.
Brand Strategy
The foundation, built in the first three weeks and revisited every quarter. Who you are, who they are, and the gap in the luxury market nobody around you is filling.
- Full brand audit and positioning
- Brand persona built from your story and operating background
- Ideal client avatar, psychographic and demographic
- Weighted content pillar architecture
- Voice, tone and messaging framework
- Collaboration target list and calendar
- Full Brand OS document
Social Management
Instagram and Facebook, fully managed, every weekday. You shoot, we do everything after that. Nothing about the posting, editing or replying lands on your desk.
- Daily content prompts to your portal, built from your pillars
- Content published every weekday, cross posted to Facebook
- Original daily stories, separate from your reels
- All editing, captions, copywriting and design
- Community management on comments and DMs
- Content calendar and scheduling
- Monthly performance reporting against the pillars
Studio Production
The twenty percent, done properly. Talking head and interview content shot at the Qinary studio in Scottsdale, built to carry the weight your luxury division needs.
- One studio day per month, or interviews every two weeks
- Head and shoulders, high polish, luxury grade
- Interview format for the more serious authority pieces
- Ashley and collaboration guests filmed alongside you
- Each session cut into a month of short form
- On camera coaching and direction throughout
- Full edit, color, captions and delivery
The first ninety days.
Strategy session and audit
Two hours with you, and Ashley if she wants in. We build the positioning, the avatar and the weighted pillars, then audit twelve months of your existing content against them. Stories start immediately, because that fix does not wait for anything.
Brand OS and portal live
Your Brand OS is written and your portal goes live with daily prompts. You shoot your first on the fly clips from your phone. We take over publishing on Instagram and Facebook.
First studio day
You come to the Scottsdale studio. One session produces roughly a month of high polish authority content, plus the first pieces that actually speak to a luxury seller rather than another agent.
Collaboration engine
We work the collaboration list in order. Ashley first, then the local operators, then title and builder partners. Scheduling is handled by our team, not yours.
Data review and retune
First real read on the numbers. Which pillars are pulling, which formats are earning reach, and where the enquiries are coming from. We pour fuel on what is working and quietly retire what is not.
This needs you weekly.
It does not need you long.
Nobody can be you on camera, and that is the one thing we cannot take off your plate. Everything else is ours. Here is the honest split.
Your side
Roughly two hours a week- Read your pillars and prompts so you know what you are looking for in a normal day
- Shoot short on the fly clips from your phone, thirty to sixty seconds, no editing, no captions
- Upload straight from the portal on your phone
- One studio day a month, or a shorter interview every two weeks
- Tell us when something lands or a deal comes in, so we can steer
That is the whole ask. If you are shooting five reels a week with a videographer today, this is less work than you are already doing.
Our side
Every weekday- Strategy, positioning, avatar and the weighted pillar architecture
- Every prompt written and scheduled to your portal
- All editing, captions, copywriting, design and covers
- Publishing to Instagram and Facebook on the calendar
- Comments and DMs answered and managed
- Studio, crew, direction and the full post production
- Collaboration outreach and scheduling
- Monthly reporting and the quarterly retune
You approve in the portal. We publish. No chasing, no drafts sitting in your inbox.
Six months is the minimum, and it is not a sales term. It is how long the algorithm takes to believe you.
Consistency is the single largest ranking signal there isStopping and restarting puts you back at zero every time. The compounding only shows up for people who stay in it, which is exactly why we will not take this on for less than six months.
Three thousand a month.
Six month minimum.
Strategy, full social management and studio production, bundled. No setup fee and no separate strategy charge.