Before the reels. Before the carousels. Before Claude writes a single word for you — there is one thing that has to happen first. You have to know who you are. This brief teaches Claude your identity so everything it creates sounds like you. Specifically, intentionally, unmistakably you.
Section · 01
Who You Are.
Your story, your identity, the version of you that exists before any transaction.
Q · 01
Give me your 30-second intro.
Where you work, your specialty, years in business, anything that makes you real. "I sell homes in Kirkland" is not specific. "I've closed nearly 1,000 deals over 13 years specializing in waterfront and luxury residential on the Eastside" is specific.
Q · 02
What's your professional background before real estate — or what did you do differently when you started?
Designer? Finance? Teacher? Former career shapes your edge. Don't skip this.
Q · 03
What three words would your best clients use to describe working with you?
Not what you hope. What they actually say. Ask one if you're not sure.
Q · 04
What do you do outside of real estate that shows up in your brand?
Family? Design? Wellness? Entertaining? Travel? The whole person is the brand.
Q · 05
What's the one thing you wish every client knew about you before they met you?
The thing that changes how they see you once they know it.
Section · 02
Your Niche.
Where you live in the market. Who you serve. What you're known for.
Generalist agents are invisible. Select every niche that applies to you, then describe your primary focus below.
Q · 06
Describe your primary niche in your own words.
Not a category — a description. Who specifically do you serve and what problem do you solve for them?
Q · 07
Who is your ideal client? Describe them as a specific person.
Not a demographic. A human. Where are they in life? What do they need that most agents don't give them?
Q · 08
What do your clients hire you for that they couldn't get anywhere else?
Section · 03
Your Market Position.
What makes you the only logical choice in your market.
Q · 09
Complete this sentence: "In [your market], I am the agent who ___."
The more specific and unusual your answer, the stronger your position.
Q · 10
What's something you know about your market that most agents don't?
Insider knowledge. A pattern you've seen. Something that took years to understand.
Q · 11
What would your clients say you do differently than other agents they've worked with?
Q · 12
What's your track record? Numbers that prove your position.
Years, volume, deals, repeat clients, referral percentage.
Section · 04
Your Content Pillars.
The 3–5 topics you own. The ones your audience comes to you for.
Name each pillar and describe it in one sentence. What topic does it cover and why do you own it?
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Section · 05
Your Mission Statement.
Why you do this work. In one sentence.
"Live beautifully. On purpose." — That's mine. Four words that tell you exactly what I believe real estate should do for someone's life. Not a transaction. A deliberate choice about how you want to live. Your mission should feel just as personal.
Q · 13
Why do you actually do this work?
Not the LinkedIn answer. The real one.
Q · 14
What do you want your clients to feel — not just at closing, but for years after?
Q · 15
Write your mission statement in one sentence.
It doesn't have to be perfect. Claude will help you refine it.
Section · 06
The Market Mayor.
How to become the name your entire community thinks of when real estate comes up.
Q · 16
What is your market? Be hyper-specific.
Not "Seattle." The zip codes, the neighborhoods, the specific areas where you are the name people know.
Q · 17
Where do you actually show up in this community?
Schools, events, restaurants, gyms, volunteer work, local organizations.
Q · 18
What do you know about your neighborhood that a newcomer would never know?
The insider knowledge. The things locals love that don't show up on Zillow.
Q · 19
What content could you create monthly that would make locals tag you as "the person to follow" for this area?
Section · 07
Your Voice.
How you sound. What you'd never say. The phrases that are unmistakably yours.
Q · 20
How do you sound in client emails? Give a real example of an opening line.
Pull one from your sent folder. Don't write a new one.
Q · 21
What phrases or expressions do you use all the time?
The stuff that makes your clients recognize you. Sayings, signature words, the "I always say this" phrases.
Q · 22
What words or phrases would you NEVER use?
The clichés that make you cringe. The jargon you hate.
Q · 23
How do you end a piece of content or an email? What's your signature move?
A CTA? A question? A specific phrase? A sign-off?