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Market Report Lead Conversion

Status
planning
Tier
Tier 3 — Cross-cutting bet
Owner
Ryan Colston
Started
2026-04-26

One-line description. Phase F sales-motion track. Monthly per-zip market narrative emails as a parallel Lead Conversion funnel to the cancelled/expired ISA outbound.

Why

Compounding moat.

A monthly per-zip narrative archive becomes the deepest local-market dataset published in DFW. Twelve months of published reports is unfakeable authority on a listing pitch.

Past-client retention without asking. The email shows up monthly. They remember who I am.

Lead-magnet for homeowners researching their market. That audience becomes sellers in 6 to 18 months. Catching them early beats fighting for them at the listing appointment.

Same downstream as the existing motion. Phone-call A through close stays unchanged. This just adds a new top-of-funnel.

Current state

Captured but not active.

Two-track frame is locked:

Tech architecture is scoped. Data layer in BigQuery. Narrative layer via Claude (Sonnet 4.6 / Opus 4.7, NOT Gemini Flash — Flash doesn't match voice). Distribution via Kit + Ghost. Capture via per-zip landing pages on markets.rycolston.com.

What pulls this forward: cancelled/expired ISA outbound proves out for 4-6 weeks after May 1. Then this can layer on without distracting from the core motion.

Next 3 actions

(none — surface when relevant)

Decisions log

Locked at planning (captured in idea-inbox doc):

Open issues

Three pre-build decisions must lock before scoping:

Build punch list (post-decisions, ~5-7 working days):

References