# Operator brief

## What the system is

An outbound client acquisition system for Property Theater. Public records name the property owners and businesses who should hear from the company. Claude builds and scores the lists, drafts the messages for approval, loads them into the sending tools, reads the replies each morning and reports the numbers each Friday. People approve, take the calls, give the tours and close.

## The six offers

| Offer | What is sold | Campaigns |
|---|---|---|
| The Nines (thenines.space, 9990 US 1 N, Ponte Vedra 32081) | 19 deeded luxury flex suites in four plans (1,197 to 1,729 sq ft) plus 6 retail suites of 1,035 sq ft for lease at $30 NNN plus $7 | N1 to N6 |
| Sterling Plaza Phase II and Future Flex (futureflex.space) | Flex condo bays, 2,400 sq ft units, 50,400 sq ft total, 7 bays open, second quarter delivery; Spencer Plaza (36,000 sq ft) next | F1 to F3 |
| Brokerage | Listing, buy side and leasing representation on commercial, industrial, multifamily and land | B1 to B3 |
| Advisory | Highest and best use, go or no go, mapping and location studies | L1 |
| Development services | Fee development and Future Flex communities for landowners and capital partners | L1 |
| Future Flex investment | A securities offering; counsel gated, no cold outreach | I1 |

Prices, fees, financing and delivery dates are not published for any project. Never state one in outbound copy. Treat them as fields Justin fills in conversation.

## The team

Justin Clark, CCIM, MBA, president and broker of record; Richard Skinner, director of sales; Sina Venus, director of development; agents Tom Frohne, David Weilosinski, Rory. Three Sales Navigator and HeyReach seats from day one: Justin, Richard, Sina.

## The fourteen campaigns

See campaigns.json for the record definition, count, channel, trigger and default rates of each. Order of precedence: N1, N2, N3, N4, N5, N6, F1, F2, F3, B1, B2, B3, L1, I1. An account that qualifies for two takes the earlier one.

## Channels by audience

| Audience | Best | Second | Test | Never |
|---|---|---|---|---|
| Households (Nines buyers) | Letter to the roll mailing address | LinkedIn where a profile exists | Facebook and Instagram custom audience from the roll, 15 mile radius, housing special ad category rules | Cold consumer email; cold consumer calls |
| Business owners (F1, N4, N5) | Email from warmed Google Workspace inboxes on lookalike domains | Phone, business to business | LinkedIn | Letters first |
| Property owners (B1, B2, B3, L1) | Letter from the licensed broker | Phone two weeks after the letter | Email once found | Mass mailer look |
| Brokers and advisers (N6, F3) | Email | LinkedIn | | Over mailing |

## The daily loop (about 30 minutes of Justin's time)

1. Claude pulls every reply from HeyReach, Instantly, the phone log and the shared inbox before 9 am and sorts them: positive, question, not now, never.
2. Positives get the Google Calendar appointment link in a drafted reply; Justin approves the drafts in one pass.
3. Never means suppressed in every tool and the CRM the same hour. Not now means a re entry date 120 days out.
4. Every touch and reply is logged in HubSpot against the campaign id and mirrored to the Google Sheet ledger.

## The weekly loop

* Monday: new records in (county appraiser sales export, new DBPR file, new Sales Navigator saves). Lists re scored. The week's letter wave and email batch assembled and shown for approval.
* Tuesday: approved lists load. Letters to the mail API, email batches to Instantly. LinkedIn runs daily inside caps (20 connection requests and 40 messages per seat per day).
* Wednesday and Thursday: calls to businesses and to owners two weeks behind their letter. Tours and meetings.
* Friday: readback by campaign: sent, delivered, replied, positive, meeting, tour, contract, close. Default rates replaced with real ones. Next decisions listed with a price each.
* Monthly: roll and sales refresh, new N3 and B2 lists, letter wave to the newest records. August TRIM notices are a trigger for every land and absentee owner.

## The first fourteen days

1. Day 1: compliance lock signed by Justin. Three lookalike domains registered, SPF, DKIM, DMARC set, nine Google Workspace inboxes created, warmup started in Instantly.
2. Day 1: keys for Instantly, HeyReach, Prospeo, HubSpot and the mail API into the local key file; Google Workspace and Apify connectors connected; one test read of each.
3. Day 2: three Sales Navigator seats. N1 search saved (the 20 ring ZIPs, the N1 titles). Profile photos and banners changed to the building.
4. Day 3: N2 and N3 built from the roll, scored, letter merge file written. Justin approves list and letter.
5. Day 4: HeyReach N1 sequence loaded with caps. List uploaded. Nothing sends.
6. Day 5: HeyReach live. Morning reply read begins.
7. Day 7: first 500 N2 letters to the mail API with QR code and UTM tags. Landing page live on Cloudflare Pages.
8. Days 8 to 13: the daily loop.
9. Day 14: warmup complete. F1 enrichment decision (2,000 Prospeo credits, $49) put to Justin. First readback written.

## Scoring a list (Judgment)

Fit 40 (right record class and size), trigger 40 (a flag is true; two flags 50), obstacle minus 20 (government or institutional owner, a listed property, a competitor's project). Send order is score descending inside each campaign, ties by just value descending. Flags per campaign are in the page's Pain and triggers section.

## Re entry

An account that does not reply re enters the same campaign after 120 days with a new record fact (new just value, new listing nearby, a project milestone), at most three cycles in two years.

## Approvals and spend

* Every list and every message is approved by Justin before it loads. Securities counsel reviews anything that mentions investment.
* Every spend is a fresh yes with the price stated: Prospeo credits, skip trace, a Meta ad budget, more letters, another seat.
* Claude never enters a password. It opens the page and the person signs in.