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:

Existing (May 1): cancelled/expired → ISA dials → phone-call A → in-home B → agreement
New (Phase F): email capture → monthly narrative drip → engagement signal → ISA dials → phone-call A → in-home B → agreement

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.

Status: planning
Last update: 2026-04-26
Blocked on: May 1 sales motion launch must ship and stabilize first. Three pre-build decisions must lock before scoping (see Open issues).

Next 3 actions

(none — surface when relevant)

Decisions log

Portfolio organization — vault README is the front door, every project gets a hub from the template
Publishing calendar architecture — relevant for how monthly narratives slot into Kit + Ghost cadence

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

LLM for voice-sensitive content is Claude. Not Gemini Flash.
Distribution stack is Kit (broadcast, segmented by zip) + Ghost (auto-publish archive).
Realistic timing: 4-6 weeks after May 1 motion stabilizes.

Open issues

Three pre-build decisions must lock before scoping:

Engagement trigger. Click-based, reply-based, or behavioral? Recommendation: reply-only at MVP. Clicks are noisy. Replies are intent.
FUB record creation timing. Auto-create on engagement, or manual ISA review-and-import? Recommendation: auto-create with lead-source:market-report-[zip] and stage:inbound-warm. ISA reviews queue and decides whether to dial.
Kit taxonomy relationship. Market-report subscribers ≠ type:seller. Recommendation: new tag type:market-watcher. Graduates to type:seller only on explicit sell-intent.

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

Capture CMA runs to BQ (modify /quick-cma flow)
Monthly NTREIS aggregate pull per zip
Narrative generator (Cloud Function + Claude)
Kit segment-by-zip + monthly broadcast
Lead-magnet landing pages (one template, many zips)
Ghost auto-publish
Engagement scoring + FUB bridge

References

Idea-Inbox doc: ~/CCPJ/projects/Idea-Inbox/idea/2026-04-26-market-report-lead-conversion.md
Sales motion docs: ~/capri/personal-production/sales-motion/journey-stages/01-lead-generation.md, 02-lead-nurture.md
Cross-ref: OPERATING-MODEL.md under "Lead Sources" — flag as post-launch
Related: Customer Journey Map (stages 01-03 affected), External API Platforms (RESO Web API powers per-zip queries when wired up), Lead Lifecycle Dashboard (dim_lead foundation)

2026-07-16 — ARCHIVED, SUPERSEDED (RYR-172 E1)

Closed per the Flywheel Overhaul E1 pass. Everything this project proposed now exists in shipped form elsewhere: the per-zip monthly report → City Report (live, monthly Kit sends since June); the cold-seller lead magnet + capture → Should You Sell (live 6/27, enrichment → FUB + welcome email live 7/16); funnel/engagement measurement → the first-party web-events beacon (pos_raw.web_events + pos_analytics.v_lead_funnel, live 7/16). None of the five unchecked build items above have an owner or a reason to exist separately. Linear RYR-59 is the parked tracker; anything revived routes through RYR-172's demand workstream, not here.