Twenty focused minutes.
Then I build everything.

Exactly as registered — this goes on invoices and legal pages.

What clients actually see — site header, messages, assistant. Write "same" if it matches your legal name.

Byline on the site, signature on every message your system sends.

California requires it displayed on all marketing. I put it everywhere it legally needs to be so you never think about it.

Shown alongside your DRE# where required.

Your assistant needs to know which number reaches you versus which ones ring an office. Label each one.

Lead notifications go to the one you check. Label each.

Booking slots and message timing run on this.

This decides where your valuation tool works, what areas your assistant claims, and which neighborhoods the site names. Be specific — "LA" is too broad to build on.

Tells me whether I'm replacing, building fresh, or working around something.

Check everything that's true — then describe your real focus below.

Checkboxes tell me the category — this tells me the story your site leads with.

Goes at the top of your site. Not a slogan — the honest reason clients pick you.

I'll polish the writing; I can't invent your history. Years in the business, where you're from, how you got in, what you did before, family, anything human. Rough notes are fine.

CRS, SRES, GRI, CPRES… anything worth showing. Skip if none.

This trains your assistant. Every text and every chat reply gets written in this voice. Describe it like you'd describe a person.

Your verbal fingerprints — sign-offs, greetings, the things clients would recognize as "so you."

Hard limits. Legal promises, guarantees, competitor talk, price predictions — whatever's off the table. Write "nothing specific" if truly nothing.

Highest quality you have — vector (.svg/.ai) or big PNG beats a screenshot.

The face on your site and your Google profile. Professional if you have it; a sharp, well-lit phone photo works too.

Hex codes if you know them, a description if you don't, or just say "pick for me" and I'll build a palette that fits your market.

These become your site. Just-listed shots, sold signs, you at closings, neighborhood shots you took — real beats stocky, every time. Minimum 6.

Another agent's site, a brand, an Instagram account — paste links and say what you like about each. Inspiration, not cloning.

Straight from Zillow, Google, texts from past clients — paste them raw with the client's first name. Social proof sells harder than anything I can write.

Numbers you can stand behind — they go front and center on the site. Estimates are fine, label them.

Cover: pre-approval (fully underwritten vs pre-qual vs nothing?), price range, timeline, area, financing type. Your assistant asks these questions and only books the ones who pass.

Sellers are your money. Tell your assistant what to ask and what makes one hot.

The assistant answers these so you don't have to. Write them as Q & A pairs, in your voice. Commission, hours, areas, process, fees — everything you're tired of repeating. Aim for 6+.

Exactly what your assistant can put on your calendar, and how long each runs.

The real windows you'll honor — not aspirational ones. Include days off and buffer time.

Name the exact calendar — the Google/Outlook account and calendar name. Bookings land here.

The moments where a bot should get out of the way. Be concrete: what words, what situations.

Check all that apply — then give the exact number/email below.

Name your CRM if you have one (Follow Up Boss, BoldTrail, kvCORE, Lofty…) or say "just text/email me."

All of it — referrals, Zillow, open houses, sign calls, Instagram, door knocking. Rough percentages help.

CRM, dialer, email tool, showing service, transaction management — the full stack, even the stuff you barely use. Write "none" if none.

A new tracked number lets the assistant answer, text back missed calls, and log everything — your cell stays private.

Export it to CSV and have it ready — in Follow Up Boss: People → select all → Export. In BoldTrail: Contacts → Export. Google Contacts: Export → CSV. Even a messy spreadsheet works. We wake this list up in your first 30 days — this is found money.

Did these people opt in (sign-in sheets, forms, past clients)? Any purchased lists? Purchased/scraped lists can't legally be texted — I need to know which is which.

Where you can actually speak to values. Usually matches your farm from section 01 — but tell me if it's wider or narrower.

Honest ballpark on screen, or capture-first. Note: it's an honest range, not a precise Zestimate-style AVM — I won't fake precision.

Address is always required. More fields = better leads but more drop-off — check what you actually want.

Same as your other leads, or special handling? These are usually your hottest.

Pick ONE to focus firepower on — Google reviews move your local ranking most.

Usually the same voice as section 02 — write "match section 02" if so, or describe any difference (some agents go more formal in email).

Follow-up texts, listing announcement emails, anything that already works. I keep what's good and match its DNA.

Check every one you have. "None of these yet" is a valid answer — we'll set them up together.

If you own a domain, name it and the registrar — I'll point it at the new system.

In your words — what we agreed I'm building for you.

Every brokerage has rules about logos, disclaimers, and ad approval. Tell me what yours requires — or write "none I know of — check with my broker" and give me the broker contact.

For future listing-search on your site — doesn't block launch either way.

When do you want to be live? "ASAP" is a real answer — I'll tell you what's realistic.

I'll have zero basic questions — but design approvals and access handoffs need you. When and how?

The safety net — anything the form didn't ask that I should hear before building. Team members, weird situations, strong opinions.