@rubytech/create-realagent 1.0.406

package/payload/premium-plugins/real-agency/references/negotiation-deal-saving.md

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+# Deal Saving
+
+## Purpose
+
+When an agreed sale is at risk of collapsing, identify the issue and help Alex resolve it. Around 30% of agreed sales fall through — Beacons' role is to minimise that number through proactive management.
+
+## Common Reasons Deals Fail
+
+### Survey Issues
+- Down-valuation (lender values below purchase price)
+- Structural concerns flagged
+- Costly repairs identified
+
+**Agent's role:** Gather the specific concerns. What exactly did the survey say? What's the buyer's reaction? Are they willing to proceed at a lower price, or do they want the issue fixed first? Compile for Alex.
+
+### Chain Breaks
+- Someone further up or down the chain pulls out
+- A related sale falls through
+
+**Agent's role:** Map the chain clearly. Who has fallen out? What are the options — can the affected party find an alternative quickly? Is there a chain-break solution (bridging finance, temporary rental)?
+
+### Buyer Cold Feet
+- Found another property
+- Change in financial circumstances
+- Emotional uncertainty
+
+**Agent's role:** Understand what's changed. Is it fixable? Remind them (gently) why they fell in love with the property. But never pressure — if they've genuinely changed their mind, it's better to know now.
+
+### Solicitor Delays
+- Slow searches, unresponsive solicitors, missing paperwork
+
+**Agent's role:** Identify the bottleneck. Which solicitor? What's outstanding? How long have they been waiting? Alex can then apply pressure directly.
+
+### Vendor Changes Mind
+- Changed circumstances, emotional attachment, second thoughts
+
+**Agent's role:** Listen, understand, flag to Alex immediately. This is a sensitive conversation Alex should lead.
+
+## Escalation
+
+All deal-saving situations should be flagged to Alex with:
+- What the issue is (specific, not vague)
+- What the parties have said
+- What the options appear to be
+- How time-sensitive it is
+
+Speed matters. A wobble that's caught in 24 hours is often saveable. A wobble that festers for a week becomes a collapse.

package/payload/premium-plugins/real-agency/references/negotiation-negotiation-deep-guide.md

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+# Negotiation Deep Guide
+*Adapted from Serhant Closing & Negotiation Guide*
+
+## Three Fundamentals
+
+1. **You're working for the DEAL** — not to "win"
+2. **Playing for the other side to win** — when they win, you win
+3. **Put interests over ego** — hard on the problem, soft on the person
+
+## Interests vs Positions
+
+Positions are what people SAY they want. Interests are WHY they want it.
+
+**Example:** Buyer says can't go above £485k. Why?
+- Can't secure a larger mortgage
+- Needs renovation budget factored in
+- Hasn't sold yet
+- Monthly payment concern
+
+**Vendor says won't go below £500k. Why?**
+- Needs the money for next purchase
+- Emotional attachment to what they paid
+- Not in a rush
+
+**If you know the interests, you may bridge the gap creatively** — timelines, fixtures, completion dates.
+
+## Preparation: Three Numbers
+
+1. **First offer** — opening position (supported by evidence)
+2. **Best target** — realistic hope (NEVER share)
+3. **Walkaway** — absolute limit (set BEFORE emotions kick in)
+
+## Five Techniques
+
+### 1. "The Pull"
+Pull the deal away when it drags and your side wants it more.
+
+### 2. "The Facts"
+Pull the comps. Present the evidence. Hard to argue with data.
+
+### 3. "What Do You Want To Do?"
+When the deal is fair — put the decision in their hands.
+
+### 4. "The Emotions"
+"£10k over budget, spread over 10 years, is £1,000 a year. Is this home worth that?"
+
+### 5. "The Reality"
+Sometimes the truth hurts. The best agents tell it.
+
+## Tactical Principles
+
+- **Reciprocity** — offer something, ask something in return
+- **No hostile emotions** — agents are shock absorbers
+- **Silence** — present your point, then SHUT UP
+- **Decoy** — ask for something expendable first, then win what matters
+- **Gradual persuasion** — tugboats, not rams
+- **Precise numbers** — £298,450 not £300,000
+
+## Comparable Reports
+
+- Start with the building/street — most recent sales first
+- Comp realistically — explain outliers
+- More recent = better — nothing over 12 months
+- Comps should never make a seller feel bad — they're helpful tools

package/payload/premium-plugins/real-agency/references/negotiation-negotiation-prep-principles.md

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+# Negotiation prep — principles + preparation (Serhant)
+
+The agent does **prep and information capture**. Alex negotiates.
+
+## Three principles
+1) **Work for the deal** (not to "win")
+2) **When the other side wins, you win** (find mutual gain)
+3) **Put interest over ego**
+
+## Interests vs positions
+- People state **positions** ("£500k", "I won’t move") but act on **interests** (timing, fear, certainty, renovations, chain risk).
+- Ask "**Why?**" to uncover interests on both sides.
+- Avoid "split the difference" by default. Look for creative ways to bridge the gap.
+
+## Prep checklist (before Alex calls)
+- Buyer’s position: offer amount, conditions, timeframes, chain status, mortgage readiness.
+- Buyer’s interests: what’s driving the number (affordability, renovations, risk, other bids).
+- Seller’s interests (if known): urgency, onward purchase, risk tolerance, certainty vs price.
+- Evidence: key comps + story (why the offer is rational, what the market is saying).
+- 3 numbers (conceptual):
+  - **First offer**
+  - **Best target** (never share)
+  - **Walkaway** (seller’s minimum / buyer’s max)
+
+## Script fragments (safe for an assistant)
+- "So I can brief Alex properly, what’s driving that number for you?"
+- "If that figure isn’t accepted, what would your next offer be?" (captures range without countering)
+
+Source: *Serhant Closing & Negotiation Guide* (Ryan Serhant)

package/payload/premium-plugins/real-agency/references/negotiation-negotiation-techniques.md

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+# Five Negotiation Techniques — Serhant Method
+
+## Three Fundamentals
+1. Work for the DEAL, not to "win"
+2. Play for the other side to win — mutual benefit
+3. Interests over ego — hard on the problem, soft on the person
+
+## Interests vs Positions
+Positions = what people say. Interests = why. Ask WHY to find creative bridges.
+
+## Three Numbers (always know before negotiating)
+1. **First offer** — opening position, supported by evidence
+2. **Best target** — realistic goal (NEVER share)
+3. **Walkaway** — absolute limit, set BEFORE emotions kick in
+
+## The Five Techniques
+
+### 1. "The Pull"
+Pull the deal away when at stalemate. Risky but effective.
+"Thank you for getting us this far. Unfortunately it's just not going to work. Good luck!"
+
+### 2. "The Facts"
+Purely analytical. Comps speak for themselves.
+"Here are the facts. Here are the comparables. This is our justification."
+
+### 3. "What Do You Want To Do?"
+Put the decision in their hands when you believe the deal is fair.
+
+### 4. "The Emotions"
+When SO close to closing AND losing. Lean into what the property means.
+"£10k over budget, spread over 10 years, is £1,000 a year. Worth it for this home?"
+
+### 5. "The Reality"
+Hardest technique. The truth, simply stated.
+"This is what the market is saying. Right now, today — this is what we can get."
+
+## Tactical Principles
+- **Reciprocity** — offer something, then ask for something
+- **Silence** — present your point, then shut up. First to speak loses
+- **Decoy** — ask for something you don't need, concede it, win what you care about
+- **Gradual persuasion** — tugboats, not battering rams
+- **Precise numbers** — £298,450 not £300,000 (shows you agonised over it)

package/payload/premium-plugins/real-agency/references/negotiation-offer-presentation.md

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+# Offer Presentation Preparation
+
+## Purpose
+
+Prepare a complete picture for Alex to present to the vendor. The better the information, the stronger Alex's position in guiding the vendor to the right decision.
+
+## The Complete Offer Package
+
+For Alex to present effectively, compile:
+
+### Buyer Profile
+- Full name and contact details
+- Current position (FTB, chain-free, selling, sold STC)
+- Funding (cash, mortgage — lender, AIP confirmed, deposit level)
+- Solicitor instructed? Who?
+- Timeline expectations
+
+### The Offer
+- Amount offered
+- How they arrived at the figure (their rationale)
+- Any conditions (subject to survey, subject to sale, etc.)
+- Their emotional connection — what do they love about the property?
+
+### Context
+- How many viewings has this buyer had of this property?
+- How long has the property been on the market?
+- What's the viewing-to-offer ratio? (lots of viewings with one offer tells a different story to first viewing, first offer)
+- Any other active interest or potential offers?
+
+## Multi-Offer Situations
+
+When multiple buyers want to offer:
+- Capture each offer separately and fully
+- Never disclose one offer to another buyer — not the amount, not the existence
+- Alex decides whether to run a best-and-final process
+- The agent's role is to ensure every interested party has the opportunity to submit their best position
+
+## After Presentation
+
+- Record the vendor's response in `memory/admin/pipeline/{property-slug}.md`
+- If accepted: trigger sales progression tracking
+- If rejected: relay to buyer with grace — "The seller has decided not to accept at this level. Would you like to reconsider your position?"
+- If counter-offered: Alex communicates this directly

package/payload/premium-plugins/real-agency/references/personal-branding-attraction-agent-notes.md

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+# Attraction Agent 2.0 / 3.0 (Tom Panos) notes
+
+## Key distinction
+- **Marketing** = getting noticed / getting to the table.
+- **Sales** = converting once you’re at the table.
+
+## Return on Engagement (ROE)
+In the new world:
+- it’s not what you say to the market
+- it’s what the market says about you
+
+## Be recommendable
+- testimonials
+- tagged posts
+- consistent quality
+
+## Online and offline “in line”
+Consistency across:
+- listings
+- photography
+- copy
+- social proof
+- personal presentation
+
+## Practical actions
+- build database (fit database, not fat)
+- use listings marketing to attract more listings
+- invest in content that compounds
+
+## Line to use
+“Brand is what they say about you when you’re not there.”

package/payload/premium-plugins/real-agency/references/personal-branding-attraction-agent.md

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+# Tom Panos Attraction Agent Model
+
+From Attraction Agent 2.0 & 3.0. The shift from Transactional Agent to Attraction Agent.
+
+## The Core Shift
+- **Transactional Agent:** cold calling, interrupting strangers, chasing listings
+- **Attraction Agent:** building profile, creating presence, vendors come to you
+
+> "Knocking on doors interrupting strangers who don't want to speak to you is not the most effective thing an agent can do to get more listings."
+
+## Attraction Agent Business Model
+| Stage | GCI | Focus |
+|---|---|---|
+| Beginner | £120k | Start |
+| Year 1 | £150k | Learn |
+| Advance | £200k | Fine tune |
+| Superstar | £350k | Upskill |
+| Brand Agent | £500k | Marketing |
+| Elite Brand | £750k | Attraction |
+| 7 Figure | £1M+ | Attraction + Leverage |
+
+## Brand = Reputation + Reach
+- Reputation = trust, character, integrity
+- Reach = visibility, marketing, distribution
+- You need BOTH — thousands of great agents have no reach
+
+## The Law of Attraction in Property
+The agent with the listings is the agent that gets the listings. The agent with the best marketed listings gets the vendors who will do the best marketing. Use current listings to get more listings.
+
+## Return on Engagement (ROE)
+In the new world, it's not what you say to the market — it’s what the market says about you. Brand is what they say about you when you're not there.
+
+## Marketing vs Closing
+- Marketing = getting noticed, being called to present
+- Closing = winning the instruction when you're at the table
+- There are only 2 reasons you don't have every listing: you were not called in, or you were not good enough once you were there
+
+## 30 Laws of the Attraction Agent (Selected)
+- Everything you do either builds or destroys your brand equity
+- Be super focused on the customer experience
+- If you're in business, you're in show business
+- The fastest way to double your income is to double your rate of learning
+- Critical behaviours are highly average actions that give massive results (80/20)
+- Be up by 5am
+- Have a clear 30-second elevator speech
+
+## What Makes an Attraction Agent
+- World class viewings
+- 5am club
+- Ideal week structure
+- Daily physical exercise
+- Crucial conversations
+- 10 calls before 10am
+- Attitude of gratitude
+- Daily personal development
+- Prospect 1-3 hours daily
+- Understands vendor paid marketing
+- Positive reference groups

package/payload/premium-plugins/real-agency/references/personal-branding-authenticity-boundaries.md

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+# Authenticity & Boundaries
+
+Authentic brands build trust faster — but boundaries protect the brand.
+
+## Authenticity is
+- truthful voice
+- real stories with lessons
+- calm confidence
+- showing process
+
+## Authenticity is NOT
+- oversharing personal drama
+- posting while angry
+- complaining about clients
+- drunk/party content
+
+## "TMI" red flags
+If you wouldn't say it at a professional networking event, don't post it.
+
+## Negativity rule
+If you must mention a challenge, use:
+**Problem → Action → Lesson → Application**
+
+## Consistency rule
+Be the same person online and in real life. Trust dies when there's a mismatch.
+
+## Gary V on Authenticity
+People can quickly sense fake personal brands. Instead of trying to be perfect: show failures, show struggles, share real opinions. The internet rewards real personalities. This builds trust, loyalty, and community.

package/payload/premium-plugins/real-agency/references/personal-branding-become-a-brand-leader-notes.md

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+# Become a Brand Leader (high-level map)
+
+Use as a checklist for a brand that is more than “posting content”.
+
+## Components to define
+- brand story
+- brand positioning
+- tone
+- creative idea
+- communications strategy
+- web funnel
+- in-person experience
+- owned/earned/shared/paid media
+
+## UK estate agent adaptation
+- owned: website/blog, email list
+- shared: socials, community groups
+- earned: local press, partnerships, testimonials
+- paid: targeted ads (lead magnet, retargeting)

package/payload/premium-plugins/real-agency/references/personal-branding-blast-formula.md

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+# Firewave BLAST Formula & Blogging
+
+## The BLAST Formula
+A daily content framework for social media:
+
+| Letter | Category | Examples |
+|---|---|---|
+| **B** | Behind the Scenes | Designer working on brochures, photographer going the extra mile, unboxing bespoke materials |
+| **L** | Local Spotlight | Afternoon run to favourite café, competition with local florist, interview with new shop owner |
+| **A** | A Day in the Life | Facebook Live from a local landmark, photo of interesting find on a walk, full rainbow on way to office |
+| **S** | Showcase of a Property | Sneak peek coming soon, new to market, just sold, bath with a view, twilight shoot |
+| **T** | Tips and Advice | Live Q&A "7 reasons to sell in spring", blog link with graphics, testing household hacks |
+
+## How BLAST Works
+Like a diet — a few posts outside the formula won't hurt, but if BLAST posts are in the minority, results won't follow.
+
+## Property Showcase Tips
+- Be careful with property adverts (platforms restrict reach for ads)
+- Instead: "sneak peek", "new to market", "just sold" format
+- Show interesting details: period features, views, unique architectural elements
+
+## Five P’s to Blog Like a Pro
+1. **Plan** — list all topics, common questions, frequent issues
+2. **Prepare** — research, gather data, find examples
+3. **Produce** — write with personality, break into scannable sections
+4. **Publish** — on your website (drives SEO)
+5. **Promote** — share across social, email, and communities
+
+## Blog Topic Ideas
+- When is the right time to go on the market?
+- Do I need professional photography?
+- Why do I need a floor plan?
+- What's an EPC?
+- How long will it take my house to sell?
+- What happens after you accept an offer?
+- Moving with children: a parent's guide
+
+## Blogging Benefits
+- Positions you as an expert authority
+- Demonstrates transparency and honesty
+- Creates an estate agent's website people actually want to visit
+- Drives Google ranking through fresh, relevant content

package/payload/premium-plugins/real-agency/references/personal-branding-brand-leader.md

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+# Become a Brand Leader
+
+From the *Become a Brand Leader* framework.
+
+## Every Brand Leader Must Know
+
+### Brand Foundation
+- Brand Story
+- Brand Positioning
+- Positioning Statement
+- Functional Benefits
+- Emotional Benefits
+- Reason to Believe
+
+### Consumer Understanding
+- Target Consumer
+- Consumer Insights
+- Consumer Enemy (what frustrates your ideal client)
+- Consumer Analytics
+
+### Communications
+- Creative Brief
+- Creative Idea
+- Communications Strategy
+- Advertising Tone
+
+### Media Mix
+- Earned Media (PR, press, word of mouth)
+- Owned Media (website, blog, email list)
+- Shared Media (social media)
+- Paid Media (advertising)
+
+### Business Operations
+- Strategic Plan (Vision, Key Issues, Strategies, Tactics)
+- Organisation Culture and Values
+- Talent and Training
+- Service Systems
+- Forecasting and Budgets
+
+## For Estate Agents
+Apply brand leader thinking to:
+- How your listings are presented
+- How your marketing looks and feels
+- How clients experience your service
+- How your team represents the brand
+- How you're perceived vs competitors
+
+> "Everything you do every day either builds or destroys your brand equity."

package/payload/premium-plugins/real-agency/references/personal-branding-brand-strategy-system.md

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+# Brand Strategy System (Identity First)
+
+## The goal
+Answer the market's question: **"Why you?"**
+
+A brand isn't your logo — it's the set of **associations and expectations** people have when they see your name.
+
+## Phase 1 — Discover your core identity
+
+### 1) Brand vision (5-year snapshot)
+Write a vivid, present-tense description of life/work **5 years from now**:
+- who you serve
+- what outcomes you create
+- what you're known for
+- what your day looks like
+
+Then work backwards:
+- 3 years → what must be true?
+- 1 year → what milestones?
+- 6 months → what actions?
+- this month → what's the first step?
+
+### 2) Your "AND" (your moat)
+You're not *just* X. You're **X AND Y**.
+Examples:
+- estate agent **AND** local historian
+- estate agent **AND** content creator
+- estate agent **AND** community champion
+
+Rules for a good AND:
+- real (authentic)
+- valuable (people will pay)
+- differentiated (rare combo)
+
+### 3) Brand personality
+Pick a consistent stance on these spectrums:
+- formal ↔ casual
+- calm ↔ energetic
+- expert ↔ peer
+- exclusive ↔ inclusive
+
+### 4) Core promises
+Define 3–5 promises you always keep (e.g. "fast response", "clear next steps", "no surprises").
+
+## Phase 2 — Consistency
+Consistency across:
+- messaging
+- visuals
+- cadence
+- standards (response time, quality)
+
+## Phase 3 — Amplify
+Once identity + consistency exist:
+- partnerships
+- press
+- bigger distribution
+- events / talks
+
+**Rule:** Amplify a message you can sustain — don't amplify chaos.

package/payload/premium-plugins/real-agency/references/personal-branding-content-engine.md

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+# Content Engine (Pillars → Cadence → Repurpose)
+
+## Content pillars
+Pick 3–5 themes you can talk about forever.
+Examples:
+- education (how it works)
+- mistakes (what to avoid)
+- stories (wins/losses)
+- behind-the-scenes (process)
+- proof (testimonials/case studies)
+
+## Cadence (minimum viable)
+- 3 posts/week on primary platform
+- 1 short video/week (or more if easy)
+- daily light-touch stories (optional)
+
+## Batching
+Create content in 1–2 blocks/week:
+- record 4–8 clips
+- write 3–5 posts
+- schedule
+
+## What "value" means
+Each piece should do at least one:
+- educate
+- inspire
+- entertain
+- inform
+- connect
+
+## Gary V’s Content Formula
+1. Choose a niche you care about
+2. Produce valuable content consistently
+3. Distribute across multiple platforms
+4. Engage deeply with your audience
+5. Build trust over time
+6. Monetise once attention exists
+
+## Document, Don’t Create
+Instead of thinking "What should I create?" think "What am I already doing that I can share?"
+- Recording conversations
+- Sharing behind the scenes
+- Answering questions
+- Showing the process
+
+## 10x Content Rule (Sharran)
+One video should produce: 1 YouTube video, 3 Instagram clips, 1 LinkedIn post, 1 email topic, 1 short reel.
+
+**Test:** would you save/share it?

package/payload/premium-plugins/real-agency/references/personal-branding-firewave-blast-and-blogging.md

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+# Firewave BLAST + blogging (estate agency)
+
+## BLAST categories
+- **B**ehind the scenes
+- **L**ocal spotlight
+- **A** day in the life
+- **S**howcase of a property
+- **T**ips and advice
+
+## Weekly minimum viable cadence
+- 3 posts/week (mix BLAST)
+- 1 short video/week
+- 1 blog/month
+
+## Blogging topics that work
+Answer seller questions:
+- “When is the best time to sell?”
+- “Do I need professional photography?”
+- “What’s an EPC and why it matters?”
+- “How long will my house take to sell in <area>?”
+
+## Repurpose
+Blog → LinkedIn post → IG carousel → video script.

package/payload/premium-plugins/real-agency/references/personal-branding-gary-v-content.md

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+# Gary Vaynerchuk Content Strategy
+
+Combined principles from Crush It!, Crushing It!, and Day Trading Attention.
+
+## Core Philosophy
+The internet has created the greatest opportunity in history for individuals to build businesses around their personal brand. Your phone + social media = your media company.
+
+> "Attention is the asset."
+
+## From Crush It!
+- Passion is the starting point
+- The internet eliminates gatekeepers
+- Content builds trust
+- Build audience before monetising
+- Work ethic matters
+- Community engagement is essential
+
+## From Crushing It!
+- People follow people, not businesses
+- Document your journey and provide value
+- Every platform has different behaviour and culture
+- Early adoption creates massive advantage
+- Patience and consistency — building a brand takes years (3-5+ years)
+- Reply to every comment and message early on
+
+## From Day Trading Attention
+- Attention moves constantly across platforms
+- Creative is the most important variable — beats budget every time
+- Speed matters — trends move quickly, react fast
+- Volume wins — more content = more chances of success
+- Organic reach is still massively undervalued
+- Build brand first, sales second
+
+## The 4 Types of Content
+1. **Educational** — tips, tutorials, advice
+2. **Inspirational** — success stories, personal journeys
+3. **Entertaining** — humour, relatable moments
+4. **Documentary** — real life, behind the scenes, process
+
+## Platform-Native Content
+- TikTok: short-form entertainment, trends
+- Instagram: visual storytelling, lifestyle
+- LinkedIn: professional insights, career stories
+- YouTube: long-form education and storytelling
+- Each platform requires adapted content — don't just repost
+
+## Key Principles for Estate Agents
+- You don't need to be the best — document your journey
+- Consistency beats perfection — daily imperfect > occasional perfect
+- Patience is the advantage — most people quit too early
+- Personal brands beat corporate brands — people trust individuals
+- Authenticity creates loyalty — real personalities build real audiences

package/payload/premium-plugins/real-agency/references/personal-branding-gary-v-principles.md

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+# Gary V principles (Crush It / Crushing It / Day Trading Attention)
+
+## Core ideas
+- **People follow people**: your personal brand drives trust.
+- **Attention is the asset**: where attention goes, business follows.
+- **Document, don’t over-produce**: show the process.
+- **Platform culture matters**: adapt content to each platform.
+- **Speed + volume**: more content = more learning + more upside.
+- **Engagement is distribution**: comments/DMs are part of the job.
+- **Long game**: 1–2 years to build, 3–5 years to compound.
+
+## UK estate agent application
+- Daily micro content: viewings, prep, negotiation lessons.
+- Weekly pillar content: market updates, pricing myths, “how to choose an agent”.
+- Community content: local spotlight series.
+
+## Guardrails
+- Professional boundaries.
+- Never shame clients or vendors.
+- Never post when angry.