Window: June 1 – October 31, 2026 (5 months). Auto-extends 3 months if pipeline is healthy at month 5 and both sides want to continue. Status: Proof-of-concept marketing pilot — testing whether a focused content engine moves the pipeline for a realtor with a clear specialty v2 changes (5/15): buyer-audience locked to three segments — NE retirees + aerospace transplants + Midwest movers (Amy's identity-matched audience); differentiation pillar locked — Amy is a former WI/MN realtor who lived the relocation, retains a sell-side network, position is "I've been you, on both sides"; license guardrails made explicit (no transactional advice from OBB, Amy controls every send); day-60 halt-and-iterate gate added; pre-launch baseline diary added; pipeline-healthy auto-extension clause added; ramped cadence (2-3/week June → daily by Sept 17); travel-awareness for Amy's Sept 2-16 trip + monthly cadence. Launch held at June 1 for algorithm warm-up during slow window.
You sell real estate on Florida's Space Coast. Brevard County is in the top 10 nationally for net in-migration right now. Four buyer segments we anchor on:
Right now nobody has positioned themselves as the realtor for that specific four-leg inbound flow. We think you can own it.
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 your actual buyer flow cares about — schools, taxes, hurricanes/insurance, HOAs, climate, communities, the post-2025 Cocoa Beach STR rules, aerospace-family relocation specifics, and the price-tier reality at each city.
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.
Soft-launch in June, ramp into full daily cadence by September peak season. Reels cross-post to Facebook via Meta Business Suite. The ramp is intentional — it builds algorithm warmth + works out production bugs during the slow buyer-search window so we hit peak season already in rhythm, without burning Amy out on content during the off-months.
We will NOT do 3/day at peak — quantity that sacrifices quality hurts your algorithm position, not helps. Cadence dial-ups gated on engagement signals (watch-time, saves, Tier-2+ DM flow), not on the calendar.
At day 60 (early August), we stop and look honestly. If engagement is flat, view-counts are stuck, or the inbound tiering shows zero Tier-2-or-better DMs, we PAUSE production and re-scope before continuing. This is not a failure trigger — it's a "we may be working on the wrong hypothesis" trigger. Options at the gate: change the niche framing, change the content format, change the platform mix, or call the pilot early. What we will not do: keep producing at full cadence for 5 months pretending the dial isn't moving.
Before any reel ships, we install two things:
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 relocators (Northeast + South FL refugees + aerospace transplants + Midwest movers) 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.
If pipeline is healthy at month 5 and both sides want to continue, the pilot auto-extends by 3 months at the same shape and investment. "Healthy" = either (a) Tier-2-or-better inbound is hitting the milestone targets, OR (b) the trajectory at month 5 looks like it'll hit those targets if we run another quarter. This exists because the real-estate sales cycle is 6-12 months — closing a deal attributable to the pilot is more likely in months 6-9 than months 1-5. The extension is the time-window the pilot needs to actually validate.
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: