Files (logos, brand guides) get uploaded to the shared folder we'll send you separately. This section captures the written details.
Brand colors with HEX codes Required Primary, secondary, and accent colors. If you're affiliated with a national franchise and use their official palette, just say so.
Typography Headline and body fonts your office uses. Brand guide PDF in the shared folder works too.
How your firm sounds when it talks. The terminology and positioning that distinguish your office from the office across town.
Tagline and positioning Required One to three sentences describing who you are and what you stand for. The version leadership uses internally is usually stronger than the one on the website.
Value propositions Required 3–5 reasons agents choose your firm over other offices in your market. Specifics matter — "great training" doesn't, but "weekly coaching with the broker-owner" does.
Internal terminology Required Real names of your training program, mastermind sessions, mentorship structure, onboarding, recognition events. Real names beat generic descriptions.
Tone of voice notes Formal vs. conversational, professional vs. warm, words or phrases to avoid. If none of this is documented, two or three examples of recent marketing that "sounds right" will do the same job.
The substance the cadence is built from. Each email needs a real value pillar to anchor it.
Training and coaching Required Your weekly coaching cadence, mastermind sessions, role-play formats, mentor pairings, on-demand training libraries. Names, frequency, format.
Tech stack Required The tools agents actually use day-to-day. Especially valuable: any productivity stats or time-savings figures you've measured.
Specialty divisions Required Any specialized programs you offer — luxury, commercial, relocation, new construction, 55+ communities, multilingual markets. What makes each one differentiated.
Awards and recognition history Required Sales rankings, performance awards, service awards — and the years they were earned. Specific numbers and years carry the weight here.
Existing testimonials and quotes Anything agents or clients have said about the firm — Google reviews, internal feedback, Slack messages, a thank-you note. Even rough material can be polished.
The bucket most asset requests skip — and the one that matters most.
Case study candidates Required 2–3 agents whose story could carry the cadence. Best fit: someone who joined your firm from another brokerage and grew their business meaningfully. Name, contact, and a sentence on why they're the right story.
Sender identity Required The person the cadence emails come from. Name, title, and a short bio. Usually the broker-owner, the director of recruiting, or another designated leader.