Personal Brand Scope · Prepared for
Colt Stevens
Russ Lyon Sotheby's International Realty · First pass from Thursday
You've run multi site operations and you own the staging side with Ashley. That's more to work with than most agents ever have. Here's what we'd build with it.
Four pillars. One system.
Who you are and who you are selling to are two separate pieces of work. We build both first, then everything we publish comes off them.
Brand Strategy
The audit, the position you can defend, and the story you repeat until the market repeats it back. Built in the first three weeks, reviewed every quarter.
- Full brand audit across every property you own
- Competitive landscape and white space analysis
- Category definition and positioning statement
- Unique differentiator, defined and defensible
- Emotional attributes and perception targets
- Voice, tone and messaging framework
- Narrative architecture, the story you repeat
- Full Brand OS document
Avatar Strategy
Your buyer, modeled from real third party data. Who they are, what moves them, where they spend their time and what makes them call an agent.
- Ideal client avatar, modeled and documented
- Third party syndicated consumer and lifestyle panels
- Psychographic profiling, values, motivations, fear and status drivers
- Demographic and household modeling by zip code and price band
- Wealth, equity and life stage signals
- Buying triggers and objections mapped to content
- Platform and consumption behavior per avatar
- Messaging tested against the avatar, not against opinion
Social Storytelling
Instagram and Facebook, fully managed, every weekday. You shoot, we handle everything after that. Posting, editing and replying stay off your desk.
- Weighted content pillar architecture
- Daily prompts to your portal, built from your pillars
- 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
- Collaboration target list, outreach and calendar
- Monthly analytics, and prompts retuned around the winners
Studio Production
Talking head and interview content shot at the Qinary studio in Scottsdale. This is the polished twenty percent that carries your luxury work.
- 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
Step by step.
Ranges, not fixed dates. Some steps move faster and some wait on schedules. The one constant is the daily on the fly content, which starts early and never stops.
Week one
Kickoff, audit and your Slack channel
Two hours with you, and Ashley if she wants in. We audit twelve months of your content and open a private Slack channel with our team, which is where the coaching and the day to day questions live from here on.
Weeks one to three
Brand and avatar
Position, differentiator and voice, then the third party data pull to model your buyer. Both halves get written into your Brand OS, and your weighted pillars come out of it.
Weeks two to four
App access, prompts and daily shooting
This is the engine, and it starts before the strategy is even finished. You get access to your custom app portal, your prompts land daily, and you start shooting short on the fly clips from your phone and uploading them straight from the app. We take over editing and publishing. Coaching runs in Slack as you go, so you get feedback on the clips while you are still learning the rhythm.
Around week four
First studio day
Once the daily habit is running, you come to the Scottsdale studio. One session gives us about a month of polished content. This is the smaller part of the mix. The daily shooting keeps running right through it.
Month two onward
Collaborations
We work the list in order. Ashley first, then local operators, then title and builder partners. Our team handles the outreach and the scheduling.
Ongoing, formal review at 90 days
Analytics and optimization
We study the numbers every month and we teach you to read them too. Which pillars pull, which hooks hold attention past three seconds, which formats turn into DMs, what time of day your people are actually watching. Your prompts get rewritten around whatever is winning, so the content gets sharper the longer this runs.
Two hours a week.
That is the whole ask.
You are the only person who can be you on camera. Everything else sits with us. Here is the 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
- Stay reachable in the Slack channel, that is where the coaching happens
- Shoot short on the fly clips from your phone, thirty to sixty seconds, no editing, no captions
- Upload straight from your app 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
If you are shooting five reels a week with a videographer today, this is less work than you are doing now.
Our side
Every weekday- Brand strategy, positioning and the full Brand OS
- Avatar modeling, third party data and psychographic research
- The weighted content 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
- A private Slack channel with our team, coaching and feedback on your clips
- Monthly analytics, read for you and explained to you
- Prompts rewritten around whatever the data says is working
You approve in the portal and we publish. Nothing sits in your inbox.
Six months is the minimum, because that is how long the platforms take to trust you.
Consistency is the largest ranking signal there isStopping and restarting puts you back at zero. The compounding goes to whoever stays in it, so six months is where we start.
Three thousand a month.
Six month minimum.
Brand strategy, avatar strategy, social storytelling and studio production, bundled. No setup fee and no separate strategy charge.