Handwritten letters sent to ~85 homeowners in Toluca Lake surrounding Vito's property. Multi-touch: 3 letters, a neighbourhood walk, then phone follow-up. Designed by Arjun.
AUDIENCE85 SFR owners within 0.5mi of Vito's listing
METHODHandwritten letters (Meg) + buyer photo/note + door walk + phone
MESSAGE"We already have the buyer, is your home the right fit?"
02
ARM Reset (Arjun)
ACTIVE
Postcards + handwritten letters + door knocks across Studio City & Sherman Oaks. 270 addresses. 14-week campaign designed and managed by Arjun (ARM Prospecting).
AUDIENCE270 SFR owners in Studio City + Sherman Oaks
MESSAGETrust-building local expert positioning with case studies
03
Expired listings
SETUP
Contact owners whose listing expired without selling. Redfin scrape for expired/withdrawn listings + Heidi's data. Automation spec drafted but not yet built.
AUDIENCEExpired/withdrawn listings in target LA neighbourhoods
METHODPersonalised letter referencing their specific listing + phone
MESSAGE"Your home didn't sell, here's what I'd do differently"
04
Absentee owners
SETUP
Out-of-state property owners in target areas. Likely candidates for selling or needing property management referrals. Heidi's lists received, need to process, save to Drive, create email sequences, start sending.
AUDIENCEOut-of-state owners with LA properties
METHODDirect mail + phone outreach
MESSAGE"Managing from a distance? Let's talk about your options"
05
House of Holt
SETUP
David & Heather's referral engine. DBA exists. GBP submitted (awaiting Google verification). Still need: website, then a steady stream of reviews from satisfied clients. Evening/weekend project.
AUDIENCEDavid & Heather's network + past clients
METHODReviews collection + GBP + website + referral system
MESSAGECredibility building through social proof and online presence
06
CRM re-engagement
BLOCKED
Re-engage past clients and warm leads in Lofty CRM. Blocked: Matthew's AI conversation about CRM strategy is on his other computer. Need to locate and extract the plan.
AUDIENCEPast clients + warm leads in Lofty CRM database
Decide what the studio creates before it asks for money
Every proposal starts with the receiver, the business action and the evidence. Strategy, creative, audience use, destination, spend and launch are separate decisions.
Current positionTwo campaigns ready for reviewNo media spend, audience upload, publication or launch has been authorized.
Review packets2one build review, one strategy review
Avatar records11campaign, seller, relationship and suppression
Media authorized$0planning and review only
Launch-ready0hard gates remain open
Ranked founder queue
What should move forward next
Rank reflects business timing and the safest useful next decision, not a promise of campaign performance.
1
Build review
Trust support · active direct mail
Vito Off-Market Trust Support
Give the 85 letter recipients a calm place to verify Matthew and ask a private question before deciding whether to reply.
Strategic fit81/100page-first concept
Evidence qualityModeratebehavior inferred
Launch readiness≤69destination cap
Recommendation: approve the $0 page-first build. Hold paid Meta. Price a $70-$315 Google Search layer only after the page, conversion actions and tracking pass QA.
approval-blocked
2
Strategy review
Seller acquisition · concept revision 4
Expired Listing Relaunch
Offer a private explanation of what buyers may have reacted to before an owner commits to another launch.
Historical snapshot72/100not active score
Open gates4audience to tracking
Readiness cap≤59compliance open
Recommendation: approve research and prototype work only. The packet does not approve the audience, filming, page publication, budget or launch.
Matthew-blocked
Loop Engineering chain
No campaign skips a stage
A decision unlocks the next bounded piece of work. It never silently authorizes later external actions.
11 of 11 records. Scores describe research usefulness, not permission to target or predicted conversion.
Audience-First Decision OS
The procedure Athena runs before outward-facing work
This applies to ads, pages, offers, events, scripts, email, direct mail, brand assets, partnerships and any public decision whose result depends on a receiver.
Trigger
Run the framework whenever MHE is choosing what to say, show, offer, publish, send, spend, stage or ask another person to do. Define who receives it, their decision state, the action required, what could stop them and what proof lowers uncertainty before choosing the format.
Loop 1ResearchRead current sources and business context
Loop 2ScoreGrade evidence and missing inputs
Loop 3ChallengeFind bias, weak claims and waste
Loop 4ReviseFix the work, not the wording alone
Loop 5Re-scoreApply hard caps honestly
Loop 6DecideAsk one bounded founder question
Loop 7LearnFeed results into the next round
Specialist gates
What must agree
1
Audience psychologyPain, desire, hurdle, myth, language and smallest useful segment.
2
Market and timingLocal housing weather, economy, pipeline, burn rate and why now.
3
Offer and MHE proofSpecific help, credible mechanism, evidence and uncertainty reduction.
4
Creative referenceMechanism-first research across categories before real estate validation.
5
Platform and dataPermitted reach, suppressions, account setup and message-to-channel fit.
6
Copy and claimsHuman language, Matthew read-aloud, proof, policy and no invented certainty.
7
Measurement and operationsDestination, tracking, follow-up owner, budget, stop rule and learning value.
Confidence integrity
Three scores, not one inflated number
A
Strategic fitIs this the right business and audience problem to solve?
B
Evidence qualityHow much is observed, verified, inferred or still unknown?
C
Launch readinessCan this safely run with an approved destination, tracking, audience, budget and owner?
!
Hard caps applyMissing destination, tracking or follow-up caps confidence at 69. Unresolved compliance caps it at 59. Unsafe data makes launch readiness zero.
Founder decision queue
Everything Matthew can decide now
These decisions unlock planning and build work only. Publication, spend and launch remain separate approvals.
Rank 1 · Vito Trust Support
Four build decisions
1
Page positioningReference the letter directly, use broader private-sale wording, or request another route.
Needs Matthew
2
Primary actionApprove “Ask Matthew a private question” or choose a call-first route.
Needs Matthew
3
Video routeApprove planning for a 30-second and 60-second direct-to-camera explanation.
Needs Matthew
4
Test postureApprove the $0 page build and decide whether Athena should price Google Search after QA.
Rank 2 · Expired Relaunch
Four strategy decisions
1
Campaign developmentContinue research and prototypes, continue with changes, or pause.
Needs Matthew
2
Offer hypothesisKeep “Private Listing Review” as the working offer or replace it.
Needs Matthew
3
Creative research directionApprove the working hypothesis for further reference research, not production.
Needs Matthew
4
Priced-plan scopeDecide whether Athena should price a future pilot after the four readiness gates close.
Set up filming location (home office or property location)
Acquire or verify equipment: phone tripod, ring light, lavalier mic
Create Google Business Page for House of Holt
Write first 5 newsletter editions in draft
Build a simple landing page / website (House of Holt or matthewhoult.com)
Set up email collection form on landing page
Create Instagram content calendar template in Airtable or Notion
Identify 10 Reddit threads to respond to this week
Write and schedule first batch of 3 Instagram posts
Media intelligence review
Review what you saved and decide what happens next
Open the original video or screenshots, see why the item was surfaced, then approve it, reject it, ask for research, or explain what the system missed.
0 of 8 reviewedCurrent batch
Review draft: decisions are saved in this browser. They do not create Pulse tasks or update the extraction engine until the review API is connected.
Still to review8items need a decision
Reviewed0items with a saved decision
Production candidates5campaign or content routes
Written notes0saved feedback entries
Review history
Latest decisions and feedback
0sparks captured
New Transaction
New property lead
Log a touch
Client
Resolve Sync Conflict
—
—
Work Sessions
Daily time log grouped by project
New Event
Add an event to your calendar.
Add Task
Creates the task in Asana and adds it to the dashboard.
Project creation needs review with the current Asana connector. The task will still be captured.
Task Details
Dashboard task
Task will appear on the campaign's Tasks tab.
Task feedback
Hermes inbox draft
Capture a Spark
Quick-capture an idea, errand, or anything on your mind.
Drag & drop files hereor
Spark Details
Drag & drop files hereor
How XP Works
Impact Tiers
Every task earns base XP based on its business impact.
Revenue
50 XP
Client calls, showings, closings, follow-up
Growth
35 XP
Prospecting, marketing, networking, education
Operations
20 XP
Admin, bookkeeping, email, portal work
Life
10 XP
Personal wellbeing & household
Effort Multiplier
Multiply base XP by how much effort the task requires.
Quick
0.5x
Under 10 min
Standard
1x
10–45 min
Deep
1.5x
45+ min or sustained focus
Project
2x
Multi-hour or multi-day
Streaks
Complete at least one Revenue or Growth task daily to maintain your streak. Streak multiplier applies to all XP earned.
3–6 days
1.25x
7–13 days
1.5x
14–29 days
1.75x
30+ days
2x
Bonuses
Top-3 Day
+100 XP
All three of your chosen Top-3 tasks completed
Revenue Day
+75 XP
3+ Revenue tasks done
Pipeline Push
+50 XP
3+ Growth tasks done
Levels
1
Getting Started
0 XP
2
Finding Rhythm
250 XP
3
Consistent Operator
750 XP
4
Revenue Machine
1,500 XP
5
Pipeline Builder
3,000 XP
6
Deal Closer
5,000 XP
7
Market Force
8,000 XP
8
Relentless
12,000 XP
9
Elite Operator
18,000 XP
10
House of Holt
25,000 XP
How Pulse Score Works
Pulse Score measures how much of today's planned business value you actually shipped. It ranges from 0 to 100.
Formula
Pulse = Value Completed ÷ Value Planned × 100
Task Value
Each task is worth its impact tier base (Revenue 50, Growth 35, Operations 20, Life 10) times its effort multiplier (Quick 0.5x to Project 2x). Completing one deep Revenue task moves your score more than five quick admin tasks, a deep-focus day scores what it deserves.
Hot Lead Guard
If any hot lead's follow-up is overdue, the score is capped at 70 no matter how many tasks you complete. No completion rate compensates for a hot lead going cold, clear the follow-up to lift the cap.
Score Labels
100
Perfect day
80–99
Firing on all cylinders
60–79
Solid momentum
40–59
Building steam
20–39
Getting started
0–19
Complete tasks to raise your pulse
Pulse vs XP
Pulse Score measures today's execution against today's plan. XP accumulates long-term progress weighted by business impact (tier × effort), with streak multipliers. Pulse answers "did I ship what I planned today?"; XP answers "am I compounding?"