Window: June 1 – October 31, 2026 (5 months) Status: Proof-of-concept marketing pilot — testing whether a focused content engine moves the pipeline for a realtor with a clear specialty This is a working proposal — a starting point. Edits, pushback, and questions before June 1 are exactly what we want.
You sell real estate on Florida's Space Coast. The Midwest is full of people who will move there over the next five years. Right now nobody has positioned themselves as the realtor for Midwesterners relocating to Melbourne / Space Coast. We think you can own that specialty if we build the content engine behind you.
This pilot is OBB testing a service pattern. It's also you testing whether a content-engine partner is worth the time. Honest on both sides.
You run the relationship side. We run the production side. Specifically:
You film clips of the neighborhoods you want to anchor on. Before you shoot anything, we'll send you a one-page shot list + a best-practices FAQ — durations, orientation, lighting, audio, what to avoid (kids' faces, license plates, signage of other agents, etc.). Hold off on filming until we engage and you have that brief in hand — a few hours of footage shot to the wrong spec is much harder to fix than a short conversation up front. We'll iterate on the shot list with you over text before shoot 1 so you go in confident.
We pull the footage from a shared Google Drive (named by neighborhood) and cut it into one-minute Instagram Reels with background music. We script each reel around what Midwest relocators actually care about (schools, taxes, hurricanes, HOAs, climate, communities, lifestyle).
You record the voiceover. Your voice, your personality. You'll be on camera sometimes — not every reel, but the ones that need it. The whole engine is built around your authenticity; we can't substitute for that, and we won't try.
We handle audio mix, captions, hashtags, and posting (or scheduling via Buffer/Later).
Comments are yours. Your engagement in IG comments is part of what makes the niche work — we won't draft those for you, but you should plan to spend 15–20 min/day engaging where it matters. We give you the production lift; the relationships stay 100% yours.
DMs — we offer a middle path. We draft suggested responses for the high-volume / repeat inbound (the "what neighborhoods should I look at?" type). You rewrite in your voice and send. Never a ghost-written DM going out under your name unedited. If you'd rather DMs stay 100% you with no drafting help, that works too — your call at kickoff.
One Reel per day, weekdays. Reposted to Facebook. We start with 1/day. At week 4 we look at watch-time, engagement, and saves; if the audience is rewarding the cadence, we may dial up to 2/day. We will NOT do 3/day — quantity that sacrifices quality hurts your algorithm position, not helps.
Real estate sales cycles in this market are 6–12 months from first contact to close. Midwesterners considering relocation follow content for months before they DM. We're not measuring closings in this pilot. The pilot's job is to build the asset that closes deals in months 8–14. The metric we watch is whether the asset is filling.
We'll track inbound by tier so we can tell garbage from gold:
Realistic milestone: by month 4, we'd hope to see roughly 3+ Tier-2-or-better inbounds per week, plus at least one Tier-3 showing the niche is starting to pull recognized traffic. Numbers are directional, not contractual. If we're way off either way at month 2, we recalibrate together.
It works. Pipeline builds. You finish the pilot with a warm list of Midwest relocators following your content and a couple of named prospects. Months 8–14 close deals attributable to the pilot.
It half-works. Engagement is real but conversion is light. We see the audience but they're not converting to DMs. We diagnose mid-pilot and adjust the call-to-action or the niche framing.
It doesn't work. Content goes out, audience doesn't materialize, no inbound to speak of. This is a real possible outcome. In that case, the honest debrief is: we both invested time + budget into a hypothesis that didn't validate. We learn from it; OBB learns where the model breaks; you walk with a real footage library + a built-out content backlog + a sharper sense of how social fits in your business.
Where we stand inside that range: execution quality is the single variable inside our control. We don't get to blame Meta's algorithm if the work was sloppy. Our job is to make sure the work isn't sloppy.
Your time — realistic estimate, not optimistic: - Filming days: ~3 hrs per shoot day (location scouting, multiple takes, weather). Plan for one full shoot day per month — that gives us 3–4 weeks of content from each shoot. - Voiceover sessions: ~45–60 min per batch when you're not a pro at it. Plan one Sunday-night batch per week. - Comments + DMs: ~15–20 min/day engaging - Weekly review of upcoming content + decisions: ~30 min/week - Realistic total: 6–8 hours per week, peaking at 10 in shoot weeks. Lighter than running open houses; heavier than checking your phone.
OBB's investment: - ~$300/month for production tooling (video editing, scheduling, AI assist, hosting, domain) - A pro microphone we ship to you for clean voiceovers. Returned at end of pilot. If we continue together, we can roll the mic cost into whatever the continuing arrangement looks like — but the default is return. - OBB labor — scripting, editing, music selection, captions/hashtags, post scheduling, weekly insight summaries - Reporting cadence — monthly written check-in on pipeline trajectory, what's performing, proposed adjustments
Money during the pilot: none changes hands either direction. We're both investing.
After the pilot: if the work proves out and you want to continue, the shape would be a monthly retainer or per-close arrangement — terms we'd agree on in writing before extending. No obligation on your side to continue. If it doesn't work, no continuing-relationship pressure either.
You're investing roughly 100+ hours of your time over 5 months, your face on camera, your professional brand attached to a public content pattern. OBB is investing production labor + ~$1,500 in tooling. Your downside is heavier than ours. That's real, and it's why our incentive is to make this work for you specifically — not run a generic experiment with you as the test subject. If at week 6 you feel like this is taking more than 4 honest hours of your dedicated attention per week (separate from the shoot days), tell us and we adjust the scope. We adjust; you don't grit through.
Real estate marketing has rules. Before any reel posts: