# Copy rules and samples

## The compliance lock, signed before any copy loads

1. Brokerage identity. Every email, letter and LinkedIn message names Property Theater as the licensed brokerage and the licensee writing it. Florida's advertising rule for licensees requires the brokerage name and forbids misleading statements; counsel confirms the exact form per channel before launch.
2. No protected class targeting, no steering. Lists come from property, business and licence records only, never from age, family status, religion, national origin, disability, race, sex or any proxy. No copy describes who the neighbours are or who a community is for. Exclusive describes gated access, not people.
3. No price, fee, return or delivery claim in cold copy. Prices and association fees are not published; delivery dates live in the purchase agreement; the 15 percent and 1.7 times figures on the site never appear in outbound.
4. Condominium documents govern. Uses, improvements, leasing and resale at The Nines are subject to approvals and the condominium requirements. Copy promises a conversation and a tour, never a use.
5. Future Flex investment is a securities offering. No cold outreach on any channel until securities counsel names the exemption. Under Rule 506(b) no general solicitation and a pre existing relationship; under 506(c) accreditation verified before any sale. Until then I1 is Justin's relationship list only.
6. Email and phone law. CAN SPAM: true header, physical address, working opt out honoured within ten days. Florida Telephone Solicitation Act and TCPA: no autodialed calls or texts to consumers without prior express written consent, Do Not Call lists scrubbed, business hours only.
7. Facebook and Instagram. Property for sale falls under Meta's housing special ad category: no ZIP, age or gender targeting, 15 mile minimum radius, no lookalike audiences, fair housing applies to the creative. Verify current rules on Meta's policy page before the first ad.
8. Reviewer. Justin Clark reviews every sequence before load; securities counsel reviews anything that mentions investment; nothing loads without both signatures in the CRM where counsel applies.

## Voice

* The first line names a fact from the record about the reader's own property or business. Never a compliment, never "I hope this finds you well".
* One ask per message. Demand a reply; do not plead for one. No softeners: hope, just, quick, little, touching base, circling back.
* No hyphens or dashes anywhere. Write ranges as 6 to 10.
* No breakup emails that apologise. The last message states the fact (plans assigned in order, bays reserving) and asks for a yes or a no.
* Short sentences. Present tense. Second person. Plain words a broker would say on the phone.
* Every message ends with the licensee's name, Property Theater, licensed real estate brokerage, the address, and the opt out line on email.
* Merge fields come from the record: parcel_address, just_value, owner_state, last_sale, land_acres, homestead, title and company, industry and size, licence and brokerage. If a field is missing the line is dropped, never guessed.

## Samples

Every campaign has a sample on the page under Campaigns and copy: N1 LinkedIn four touch sequence, N2 one page letter, B1 letter then call then email, F1 three touch email, and the nine shorter samples for N3, N4, N5, N6, F2, F3, B2, B3 and L1. Reproduce their shape: fact from the record, the offer in one or two sentences, one question. Write new variants only inside the lock above and show them to Justin before load.

## Re entry copy

A re entry message opens with the new fact (a new just value, a new listing nearby, a project milestone) and asks the same single question. Never "following up".