@rubytech/create-realagent 1.0.406

package/payload/premium-plugins/real-agency/references/personal-branding-oversubscribed-positioning.md

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+# Oversubscribed positioning (Daniel Priestley)
+
+## Goal
+Create demand > supply so you stop chasing.
+
+## Principles
+1) Be known for something specific (niche)
+2) Create demand before selling (waiting list)
+3) Use constraints (limited slots, launch dates)
+4) Run campaigns (not constant selling)
+5) Use signals (social proof, “sold out”, case studies)
+6) Spend a remarkable budget (experience people talk about)
+
+## Estate agent application
+- limited “launch slots” per month
+- campaign-style property launches
+- buyer waiting list
+- remarkable vendor experience (updates, presentation, calm control)

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

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+# Platforms ("Five Families")
+
+Each platform has a culture. Don't post the same thing everywhere without adapting.
+
+## Instagram (visual storyteller)
+- mix personal + professional
+- stories for intimacy, reels for reach
+
+## LinkedIn (professional network)
+- insight + lessons + thought leadership
+- comments are distribution
+
+## Facebook (community)
+- groups + local communities
+- events + longer posts
+- upload your database for targeting
+- 80/20 rule: 80% community content, 20% commercial
+
+## YouTube (education empire)
+- long-form authority
+- evergreen discovery via search
+- property tours, market updates, advice videos
+
+## TikTok (trend + authenticity)
+- fast, unpolished, value in 15–60s
+
+## Picking platforms
+Choose 2–3 based on:
+- where your buyers hang out
+- formats you'll actually sustain
+- competitive gap
+
+## Repurposing pipeline (create once, distribute many)
+- YouTube long video → clips → reels/tiktoks/shorts
+- transcript → LinkedIn post/article
+- key points → carousel / email
+
+## Gary V Platform Strategy
+Every platform has different behaviour and culture. Winning requires adapting content to each one. Early adoption of new platforms = massive advantage (less competition, algorithm rewards creators).
+
+**Rule:** consistency beats "viral".

package/payload/premium-plugins/real-agency/references/personal-branding-priestley-oversubscribed.md

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+# Daniel Priestley — Oversubscribed Positioning
+
+From *Oversubscribed: How to Get People Lining Up to Do Business with You* and *How to Price Your Platypus*.
+
+## Core Idea
+> "The best businesses do not chase customers. They create situations where customers chase them."
+
+Design your business so demand exceeds supply.
+
+## 7 Principles of Becoming Oversubscribed
+
+### 1. Become Known for Something Specific
+You cannot become oversubscribed if you are generic. Pick a niche, stand for something clear.
+
+### 2. Create Demand Before Selling
+Never sell immediately. Build interest first, create a waiting list, then open.
+
+### 3. Use Scarcity and Constraints
+People value things more when supply is limited. Design capacity limits intentionally.
+
+### 4. Run Campaigns, Not Constant Marketing
+Anticipation phase → Launch phase → Sales window → Close. Campaigns create momentum and urgency.
+
+### 5. Build Social Proof and Signals
+Waiting lists, testimonials, case studies, press mentions, sold-out events. Signals reduce risk in the buyer's mind.
+
+### 6. Create a "Remarkable" Experience
+Spend money making the experience so good people talk about it. Word of mouth becomes the marketing.
+
+### 7. Design Around Capacity
+Know how many clients you can serve well. Cap supply. This forces focus on quality, pricing, and experience.
+
+## Applied to Estate Agency
+- Launch dates for properties (not just "on market")
+- Buyer waiting lists
+- Exclusive viewings
+- Campaign-style marketing
+- Limited seller capacity ("We only take X instructions per month")
+
+## The Platypus Test
+> "Can someone easily compare what I do with someone else?"
+
+If yes → you're a commodity. If no → you're a platypus.
+
+Goal: become unique and difficult to compare. When that happens, clients stop asking "Why are you so expensive?" and start asking "How do I work with you?"
+
+## 7 Factors That Create Pricing Power
+1. Specialisation
+2. Reputation
+3. Intellectual property (named systems, frameworks)
+4. Demand (scarcity signals)
+5. Client results (proof)
+6. Personal brand
+7. Experience

package/payload/premium-plugins/real-agency/references/personal-branding-storeys-style-examples.md

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+# “Storeys of Cheshire” style content examples (UK)
+
+Use these as repeatable series ideas:
+
+## Local authority series
+- “Best streets for <school> catchment”
+- “3 cafés within 10 minutes of <area>”
+- “What £500k buys in <area> (monthly)”
+
+## Property story series
+- “The story of this house” (heritage details)
+- “One feature worth paying for”
+
+## Seller education
+- “Pricing myths in <town>”
+- “How viewings really work”
+- “Why the cheapest agent can be the most expensive”
+
+## Behind-the-scenes trust builders
+- staging prep
+- photography day
+- negotiating without drama
+
+## Tone
+Calm, premium, helpful. No hype.

package/payload/premium-plugins/real-agency/references/personal-branding-visual-identity.md

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+# Visual Identity (After Identity)
+
+Visual identity is the wrapper. It should reinforce the brand you've already defined.
+
+## Components
+- **Logo/wordmark**: simple, scalable, timeless
+- **Colour palette**: 2–3 primary colours max; choose for emotion + category fit
+- **Typography**: 1–2 fonts; readability first
+- **Photo style**: consistent lighting/editing; on-brand wardrobe + setting
+
+## Headshot rules
+- Use a professional photographer if possible
+- Wardrobe matches your positioning
+- Update at least yearly or after major changes
+
+## Brand guideline (minimum viable)
+Document:
+- logo usage
+- hex colours
+- fonts
+- photo examples
+- do/don't examples
+
+## Online and Offline Must Be "Inline"
+From Tom Panos: consistency in presentation across all media builds brand. A stunning online listing with a poor print presence sends a distorted message. Everything must be consistent — your car, your smile, your Facebook, your print ads, your web presence.
+
+**Test:** could someone recognise your content without your name on it?

package/payload/premium-plugins/real-agency/references/property-marketing-auction-report-template.md

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+# Auction Bidder Report Template
+
+## Property Details
+- **Address:** [Full address]
+- **Auction Date:** [Date]
+- **Reserve Price:** £[amount]
+- **Sale Price:** £[amount]
+- **Result:** [Sold / Passed In / Vendor Bid]
+
+## Bidding Record
+
+| Bid # | Amount | Bidder Name | Lead Source |
+|-------|--------|-------------|-------------|
+| 1 | £[amount] | [Name] | [Source] |
+| 2 | £[amount] | [Name] | [Source] |
+| 3 | £[amount] | [Name] | [Source] |
+| ... | ... | ... | ... |
+| Final | £[amount] | [Name] | [Source] |
+
+## Lead Source Categories
+- **Portal** — Rightmove, Zoopla, OnTheMarket
+- **Signboard** — saw the board, walked in or called
+- **Database** — existing contact on your CRM
+- **Social media** — Facebook, Instagram, etc.
+- **Direct mail** — responded to a letter or letterbox drop
+- **Referral** — recommended by a friend, family member, or professional
+- **Website** — came through your agency website
+- **Other** — specify
+
+## Analysis
+- **Winning lead source:** [Source that produced the buyer]
+- **Most active lead source:** [Source that produced the most bidders]
+- **Above/below reserve:** £[amount] [above/below]
+- **Number of registered bidders:** [number]
+- **Number of active bidders:** [number]
+
+## Use This Data
+- Present in listing presentations to prove your marketing reach
+- Show vendors which channels produce genuine, competing buyers
+- Track lead source performance across all auctions quarterly
+- Identify which marketing spend delivers the best ROI

package/payload/premium-plugins/real-agency/references/property-marketing-coming-soon-campaign.md

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+# Coming Soon Campaign Checklist
+
+Use this checklist for every Coming Soon campaign. Tick off each element as it's completed.
+
+## Pre-Launch (1–2 Weeks Before)
+
+- [ ] Property styled and prepared for photography
+- [ ] Professional photography booked and completed
+- [ ] Drone photography and video booked and completed
+- [ ] Floor plan with measurements commissioned
+- [ ] Property video / virtual tour filmed and edited
+- [ ] Brochure copy written and designed
+- [ ] "Coming Soon" signboard ordered and installed
+- [ ] Listing prepared on CRM (NOT yet live on portals)
+- [ ] Email campaign drafted for buyer database
+- [ ] Social media teaser content created (3–5 posts)
+- [ ] Neighbour notification letters printed and posted
+- [ ] VIP viewing schedule agreed with vendor
+- [ ] Two dedicated buyers' agents assigned
+
+## Launch Week
+
+- [ ] Social media Day 1: Behind-the-scenes from photo shoot
+- [ ] Social media Day 2: Sneak peek image
+- [ ] Social media Day 3: Coming Soon graphic with key features
+- [ ] Email blast to database: "Coming Soon — register your interest"
+- [ ] VIP private viewings conducted
+- [ ] Feedback collected from VIP viewers
+
+## Go Live (Portal Launch)
+
+- [ ] Listing goes live on Rightmove / Zoopla / OnTheMarket
+- [ ] Social media Day 4: Full photo gallery launch post
+- [ ] Social media Day 5: Video tour
+- [ ] Open viewing schedule published (if appropriate)
+- [ ] Portal performance monitored (views, saves, enquiries)
+
+## Key Principles
+
+- **No open homes during Coming Soon phase** — VIP private viewings only
+- Coming Soon creates urgency and exclusivity
+- Measure: How many VIP viewers convert to offers before portal launch?
+- The goal is to generate offers BEFORE going live, positioning the vendor for maximum leverage

package/payload/premium-plugins/real-agency/references/property-marketing-direct-mail-templates.md

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+# Direct Mail Templates
+
+All templates below should be adapted with your agency name, agent name, contact details, and local area. Print on quality paper. Hand-write the envelope address. Use a 2nd class stamp.
+
+---
+
+## 1. Just Listed — Neighbour Letter
+
+> Dear Neighbour,
+>
+> Just a quick note to let you know your neighbour at **[property address]** has entrusted us with the sale of their home.
+>
+> The campaign will commence shortly. Please feel free to pop into one of our viewings or contact me if you'd like to be updated with the result.
+>
+> If you are thinking of selling, do let me know so we can keep you in mind for any buyers who miss this opportunity.
+>
+> **[Agent name]**
+> **[Mobile number]**
+> **[Agency name]**
+
+---
+
+## 2. Just Sold — Neighbour Letter
+
+> Dear Neighbour,
+>
+> We're thrilled to let you know that after we successfully sold **[property address]**, you'll have new neighbours moving in soon!
+>
+> This is such an exciting time and we can't wait for you to meet them. We know they will love our fabulous community.
+>
+> If you are curious to know further details about the sale, feel free to contact me directly.
+>
+> **[Agent name]**
+> **[Mobile number]**
+> **[Agency name]**
+
+---
+
+## 3. Testimonial Letter (from Vendor)
+
+> Dear Neighbour,
+>
+> I've just sold my home with **[agent name]** and they did an incredible job!
+>
+> They sold my property in record time and got us a price that we're really happy with. I've never had an agent who paid so much attention to detail to the styling, photography, and videography.
+>
+> **[Agent name]** was always there for us whenever we needed to reach them.
+>
+> I can only recommend **[agent name]** if you're thinking of selling. I'm going to miss living in this community.
+>
+> All the best,
+> **[Vendor's name/signature]**
+
+---
+
+## 4. Buyer Search Letter
+
+> Dear Homeowner,
+>
+> I hope this letter finds you well. My name is **[agent name]** and I'm reaching out on behalf of a wonderful couple I'm currently working with.
+>
+> We've thoroughly exhausted all available listings on the market and made a commitment to our clients: to go above and beyond in helping them find the right home — even if it means contacting every homeowner in **[area/estate name]**.
+>
+> That's why I'm writing to you.
+>
+> Our clients are **[brief description — e.g. "a lovely couple from [area], hoping to relocate to [target area]"]**. **[Personal detail — e.g. "They were the underbidders on [address] when it sold in [month/year]"]**.
+>
+> This is not a blanket search — it's about finding the right fit, in **[area]**, for a couple who has fallen in love with this location.
+>
+> They are flexible with timing and open on price, depending on the condition and location of the home. While they're not in a position to "pay anything," they are very realistic and ready to make a fair offer if the right opportunity arises.
+>
+> Whether you've considered selling or even just letting your home, we'd love the chance to have a confidential conversation. Our clients are genuine, respectful, and would be thrilled for the chance to join this community.
+>
+> If you've been thinking about making a move or are open to exploring possibilities, I'd love to hear from you.
+>
+> Please feel free to call or text me directly.
+>
+> Warm regards,
+> **[Agent name]**
+> **[Agency name]**
+> **[Mobile number]**
+
+---
+
+## 5. Letterbox Drop — Just Listed
+
+Design as an A5 or DL card with:
+- Hero property image (professional photography)
+- "JUST LISTED" headline
+- Property address
+- Key features (bedrooms, bathrooms, reception rooms, garden)
+- Guide price
+- Agent photo, name, and direct contact number
+- Agency branding
+- QR code linking to full listing or virtual tour
+
+---
+
+## 6. Letterbox Drop — Just Sold
+
+Design as an A5 or DL card with:
+- Property image
+- "SOLD" or "JUST SOLD" headline
+- Property address
+- Sale achieved (if vendor consents to sharing)
+- "Thinking of selling? Contact us for a free, no-obligation market appraisal"
+- Agent photo, name, and direct contact number
+- Agency branding
+
+---
+
+## Direct Mail Schedule Template
+
+| Week | Letter Type | Target Area | Quantity | Sent By | Date Sent | Responses |
+|------|------------|-------------|----------|---------|-----------|----------|
+| 1 | Just Listed | [Street/area] | 50 | [Name] | | |
+| 2 | Buyer Search | [Estate] | 30 | [Name] | | |
+| 3 | Testimonial | [Postcode] | 50 | [Name] | | |
+| 4 | Just Sold | [Street/area] | 50 | [Name] | | |
+
+Repeat monthly. Never skip a week. Build the mailing box so it's always ready to go.

package/payload/premium-plugins/real-agency/references/property-marketing-eoi-form-template.md

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+# Expression of Interest (EOI) Form Template
+
+**IMPORTANT:** This is NOT a binding agreement until contract documents are issued and signed by both parties. The buyer must confirm their intention to proceed within 3 working days or the property will no longer be held. Any initial deposit is 100% refundable.
+
+---
+
+## Property Details
+- **Address:** _______________________________________________
+- **Intended use:** ☐ Personal residence  ☐ Investment  ☐ Development
+
+---
+
+## Buyer Details
+- **Full name(s):** ___________________________________________
+- **Home address:** __________________________________________
+- **Postal address (if different):** _____________________________
+- **Work telephone:** _________________________________________
+- **Home telephone:** _________________________________________
+- **Mobile:** _________________________________________________
+- **Email:** __________________________________________________
+
+---
+
+## Offer Details
+- **Purchase price:** £________________________________________
+- **Total deposit:** £__________ (maximum 10% of purchase price)
+- **Deposit payable to:** [Agency] Client Account
+- **Account name:** ___________________________________________
+- **Sort code:** ______________________________________________
+- **Account number:** _________________________________________
+- **Reference:** Property address and buyer surname
+
+---
+
+## Conditions
+- **Mortgage/finance required:** ☐ Yes  ☐ No — Days required: ____
+- **Survey required:** ☐ Yes  ☐ No — Days required: ____
+- **Special conditions:** ☐ Yes  ☐ No
+  - If yes: ________________________________________________
+  - _______________________________________________________
+- **Preferred completion date:** _______ days / weeks from exchange
+
+---
+
+## Buyer's Solicitor
+- **Firm:** ___________________________________________________
+- **Address:** ________________________________________________
+- **Contact name:** ___________________________________________
+- **Email:** __________________________________________________
+- **Telephone:** ______________________________________________
+
+## Send contracts to: ☐ Solicitor  ☐ Buyer  ☐ Agent
+
+---
+
+## Declaration
+
+Print name(s): ________________________________________________
+
+Signature: ____________________________________________________
+
+Date: ________________________________________________________

package/payload/premium-plugins/real-agency/references/property-marketing-monthly-scorecard.md

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+# Monthly Marketing Scorecard
+
+**Month:** ____________  **Agent/Branch:** ____________
+
+## OUTPUT — Marketing Activity
+
+| Activity | Month Target | Month Actual | YTD Target | YTD Actual |
+|----------|-------------|-------------|------------|------------|
+| Direct mail letters sent | | | | |
+| Blog posts published | | | | |
+| Facebook posts | | | | |
+| Instagram posts | | | | |
+| LinkedIn posts | | | | |
+| Facebook/IG Lives or Reels | | | | |
+| Email campaigns sent | | | | |
+| Lead magnet downloads | | | | |
+
+## RESULTS — Business Performance
+
+| Metric | Month Target | Month Actual | Notes |
+|--------|-------------|-------------|-------|
+| Market appraisals booked | | | |
+| Instructions won | | | |
+| Current stock (# listings) | | | |
+| Current stock (total £ value) | | | |
+| Listed fees (potential revenue) | | | |
+| Sales agreed (pipeline) | | | |
+| Exchanges completed | | | |
+| Average fee per instruction | | | |
+| Valuation → instruction conversion % | | | |
+
+## LEAD SOURCE — Where Did Valuations Come From?
+
+| Source | Count | % of Total |
+|--------|-------|------------|
+| Direct mail | | |
+| Social media | | |
+| Portal enquiry | | |
+| Signboard | | |
+| Referral | | |
+| Database / past client | | |
+| Website / funnel | | |
+| Other | | |
+| **TOTAL** | | 100% |
+
+## Key Wins This Month
+- 
+- 
+- 
+
+## Areas to Improve
+- 
+- 
+- 
+
+## Actions for Next Month
+- 
+- 
+- 
+
+---
+
+*Customise these tables to fit your goals. Track only what's meaningful. Fewer, focused metrics beat tracking everything.*

package/payload/premium-plugins/real-agency/references/prospecting-database-matching.md

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+# Database Matching
+
+## Purpose
+
+When a new property goes live, proactively match it against registered buyers. A direct message to a matched buyer often converts faster than waiting for them to find it on a portal.
+
+## Matching Process
+
+1. **Extract the property's key attributes** — beds, type, area, price range, key features
+2. **Search registered buyers** — look in `memory/users/` for buyers whose requirements overlap
+3. **Rank by fit** — prioritise buyers whose requirements closely match, especially those who are proceedable
+4. **Reach out** — personalised message, not a mass blast
+
+## Outreach Message Principles
+
+- **Personal** — reference their requirements: "I know you mentioned you were looking for a 3-bed with a garden in the Abergavenny area..."
+- **Enthusiastic but honest** — share what makes this property a good match for them specifically
+- **Low pressure** — "I thought this might be worth a look" not "You need to see this before it's gone"
+- **Call to action** — offer a viewing with specific time options
+
+## After Outreach
+
+- Record the contact attempt in the buyer's profile
+- Note their response (interested, not suitable, no response)
+- If interested, move to viewing booking
+- If no response after 48 hours, one follow-up is appropriate. After that, leave it
+
+## Under-Bidders
+
+Buyers who previously offered on a similar property but were unsuccessful are high-priority matches. They're motivated, qualified, and have already demonstrated willingness to commit at a similar level.

package/payload/premium-plugins/real-agency/references/prospecting-database-value.md

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+# Database Value & Business Development Area
+
+## Your Database Is Your Business
+
+The database is the "oxygen and life force" of an estate agency. Understanding its monetary value drives the urgency of data acquisition and relationship-building.
+
+### Database Value Formula
+
+```
+Number of Contacts
+× 10% (annual sales turnover rate)
+× 80% (opportunity rate — you get called to value)
+× 80% (conversion rate — you win the instruction)
+× Average Commission
+= Annual Database Value
+```
+
+**Example:** 500 homeowner contacts × 10% × 80% × 80% × £3,500 = £112,000 potential annual GCI
+
+The goal is not just collecting data — it's building genuine relationships and gaining consent for ongoing, value-adding communication with property owners.
+
+## Business Development Area (BDA)
+
+Calculate the total opportunity in your patch:
+
+```
+Potential Market GCI = Total annual sales in area × Average commission
+Your Opportunity Ratio = Valuations you conducted ÷ Total sales in area
+```
+
+This reveals your current market share and the scale of untapped opportunity.
+
+**Example:** If 200 homes sell annually in your patch at £3,500 average commission = £700,000 total GCI available. If you conducted 30 valuations, your opportunity ratio is 15% — meaning 85% of the market doesn't even know you exist yet.
+
+## Campaign Chaining
+
+Never work a single prospecting activity in isolation. Chain activities together in **campaigns** — completing one activity immediately triggers the next:
+
+1. Door knock → collect contact details
+2. Add to database → send handwritten card
+3. Card follow-up → phone call
+4. Phone call → book valuation
+5. Post-valuation → add to nurture sequence
+
+Each touch amplifies the last. A single door knock is forgettable. A door knock followed by a card, a call, and a market update over 4 weeks is unforgettable.
+
+## The Momentum Point
+
+Early career: effort is high, results are low. With consistent marketing over 12–24 months, results grow while effort decreases. Where these curves cross = **Momentum Point**.
+
+You transition from *transactional agent* (chasing every lead) to *attraction agent* (clients seeking you out). There are no shortcuts — only consistent execution of the plan.
+
+> *"It's not about how many people you know. It's about how many people know of you."*

package/payload/premium-plugins/real-agency/references/prospecting-prospecting-dialogues.md

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+# Prospecting dialogues + tactics (Tom Panos)
+
+These are *lightweight scripts* Max can use for outreach and reactivation (never spammy).
+
+## Door knock patterns
+**Survey knock (low threat)**
+- Ask: "What do you love most about living in this area?" (builds rapport + local intel)
+
+**Just listed / just sold knock (10-10-20 rule)**
+- Notify **10 neighbours either side + 20 opposite**
+- Goal: find buyers via their network; offer a "quick market update".
+
+**Buyer knock**
+- If you have a buyer who missed out nearby: canvass the street for anyone considering selling.
+
+## Expired/withdrawn listings
+- Goal is the **appointment**, not a debate.
+- Use curiosity language: "We’ve got a different approach for finding a buyer other agents miss."
+
+## "Fastest way to get another appraisal"
+- If you’re already going to a street for one appraisal, call nearby owners:
+  - "I’m in the area doing a quick health update on an asset. Want a complimentary valuation while I’m here?"
+
+Source: *Tom Panos — Dialogue to Get More Listings* (Estate Agency Mastermind summary)

package/payload/premium-plugins/real-agency/references/prospecting-reactivation.md

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+# Database Reactivation
+
+## Purpose
+
+Re-engage contacts who have gone quiet. People's circumstances change — someone who wasn't ready six months ago might be now.
+
+## When to Reactivate
+
+- A registered buyer hasn't been in touch for 3+ months
+- A seller enquired about a valuation but never booked
+- A viewer gave positive feedback but didn't offer, and the property is still available
+- Market conditions have changed in the buyer's or seller's favour
+
+## Reactivation Approach
+
+### Buyer Reactivation
+- "Hi [name], just checking in — are you still looking in the [area] area? We've had some lovely new instructions recently and I wanted to make sure you don't miss anything that might be a fit"
+- If they've been quiet a long time: "I hope you're well! I wanted to check whether your property search is still active? If your requirements have changed, I'd love to update our records so we can match you better"
+
+### Seller Reactivation
+- "Hi [name], we spoke a few months ago about potentially selling [address/your property]. I just wanted to check in — has anything changed with your plans? The market in [area] has been [relevant update] and it might be worth a fresh conversation"
+
+### General Principles
+- **One attempt** — if they don't respond, note it and wait another 3 months
+- **Never guilt** — "You enquired months ago and never got back to me" is toxic
+- **Update profiles** — if they respond with new info, update immediately
+- **Remove if requested** — if someone asks not to be contacted, remove them from active database immediately and note it
+
+## Cadence
+
+- Active buyers (last contact < 1 month): no reactivation needed, they're current
+- Warm (1-3 months): gentle check-in appropriate
+- Cold (3-6 months): reactivation message
+- Very cold (6+ months): one reactivation attempt, then archive unless they respond