Overview
Thursday, July 10 2026
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Matthew — Due Now
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    Meg — Due Now
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      Active Blockers
      Prospecting at a Glance
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          01
          Vito off-market farm
          ACTIVE

          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
          METHOD4 postcards + 2 letters + 4 door knocks + phone follow-up
          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 Redfin scrape for expired/withdrawn listings + Heidi's data.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          AUDIENCEExpired/withdrawn listings in target LA neighbourhoods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
          METHODEmail sequences + phone check-ins + market updates
          MESSAGERelationship nurture — "thinking of you" + market intelligence
          Expired listing automation spec
          • Scrape Redfin for expired/withdrawn listings weekly in target zip codes
          • Cross-reference with Heidi's data for owner contact information
          • Generate personalised letter referencing their specific listing (address, days on market, list price)
          • Queue for Matthew's review before sending
          • Track responses in campaign dashboard leads section
          • Follow up with phone call 5–7 days after letter arrival
          Vito farm: secondary list tactic
          • After Letter 3 to the core 85, expand to a secondary ring of ~40 adjacent homes
          • Send a single simplified letter (no photo/paperclip package)
          • Use the "your neighbour received our letter" angle for social proof
          • Only activate if Letter 1–3 response rate justifies the expansion cost
          Prospecting dashboard spec
          • Track all 6 methods in one unified view with status, next action, and response rates
          • Campaign timeline showing overlapping execution windows
          • Spend tracking across all methods (postage, design, printing, contractor fees)
          • Response rate comparison: which method delivers the best cost-per-lead
          • Integration with Asana for task tracking and Google Calendar for scheduling
          Campaign Timeline
          14 weeks · Jun 2 – Sep 4, 2026
          Campaign
          Jun 2
          Jun 9
          Jun 16
          Jun 23
          Jun 30
          Jul 7
          Jul 14
          Jul 21
          Jul 28
          Aug 4
          Aug 11
          Aug 18
          Aug 25
          Sep 1
          Vito Farm
          Prep
          L1 ✓
          L2 prod
          L2 prod
          L3 prod
          L3 prod
          L2 mail
          Calls
          Calls
          ARM Reset
          Setup
          L1+PC1
          PC2 prod
          PC2 prod
          PC2 ✉
          PC2 ✉
          DK+PC3
          DK+PC3
          L2 prod
          L2+PC4
          DK+Phone
          DK+Phone
          P4 $250
          Vito milestone Vito production ARM milestone ARM production Payment
          VITO PROGRESS
          —
          Letter 2 in production
          ARM PROGRESS
          —
          Postcard 2 phase
          NEXT MAIL DROP
          Jul 14
          Vito Letter 2
          NEXT PAYMENT
          Jul 29
          $1,300 · Arjun P3
          RESPONSES
          0
          No responses yet
          Vito Off-Market — Remaining Tasks
          Overdue
          Write Vito's note for Letter 2 envelopes
          Due Jul 10 · Matthew
          Collect Vito photos from CVS
          Due Jul 11 · Matthew
          Upcoming
          [REVIEW] 07. Draft Letter 2 — The Vito Letter
          No date · Matthew
          [REVIEW] 02. Ask Vito — photo, note, sign-off
          No date · Matthew
          [REVIEW] 06. Draft Vito's note
          No date · Matthew
          [REVIEW] 04. Lock farm scope
          No date · Matthew
          Produce & mail Letter 2
          Due Jul 14 · Meg
          Draft Letter 3: Case study and social proof
          Due Jul 15 · Matthew
          [REVIEW] 08. Draft Letter 3 — The Proof
          No date · Matthew
          [REVIEW] 01. Approve campaign brief
          No date · Matthew
          ARM Reset — Remaining Tasks
          Overdue
          [REVIEW] 11. Approve Postcard 2 design
          Due Jul 13 · Matthew
          Design Postcard 2 Beachwood
          Due Jul 13 · Matthew
          Draft Letter 2: Market update
          Due Jul 13 · Matthew
          [REVIEW] 04. "Stopped By" Leave-Behind Postcard Copy
          Due Jul 13 · Matthew
          [REVIEW] 10. Plan Door Knock Session 1
          Due Jul 13 · Meg
          Due This Week / Next Week
          Postcard 3 mailed
          Due Jul 15 · Meg
          Postcard 2 arrives + stamping
          Due Jul 15 · Meg
          Order Postcard 2 print run
          Due Jul 15 · Meg
          Postcard 2 mailed
          Due Jul 17 · Meg
          Door Knock Session 1
          Due Jul 18 · Matthew
          Door Knock Session 2
          Due Jul 18 · Matthew
          Later
          Design + order Postcard 3
          Due Jul 20 · Matthew
          Door Knock Session 3
          Due Jul 25 · Matthew
          Payment 3 due to Arjun — $1,300
          Due Jul 29 · Matthew
          Design + order Postcard 4
          Due Jul 30 · Matthew
          Letter 2 + Postcard 4 mailed
          Due Aug 5 · Meg
          Door Knock Session 4
          Due Aug 15 · Matthew
          Phone call follow-ups ARM
          Due Aug 20 · Matthew
          Payment 4 due to Arjun — $250
          Due Sep 2 · Matthew
          Undated
          Design + print 'stopped by' leave-behind postcard
          No date · Matthew
          Draft Touch 4 — ARM reveal letter/call
          No date · Matthew
          DocuSign setup for TRBC + BCA + Addendum envelope
          No date · Matthew
          Design + print bio postcard insert
          No date · Matthew
          02. Post-campaign debrief
          No date · Meg
          10. Mail case study postcards with QR code
          No date · Meg
          12. Door knock 20–30 closest neighbours
          No date · Meg
          09. Send Just Sold letters to radius list
          No date · Meg
          Payments to Arjun (ARM Reset)
          WeekPaymentStatusAmount
          Week 1 (Jun 1-5)Payment 1 (Setup)PAIDPer agreement
          Week 4 (Jun 22-26)Payment 2PAID$1,300
          Week 9 (Jul 27-31)Payment 3UPCOMING$1,300
          Week 14 (Aug 31 - Sep 4)Payment 4 (Final)—$250
          Remaining commitment$1,550
          Log a Response
          Logged Responses
          0 total
          Decisions Needed
          Decisions Made
          5-Week Content Timeline
          PlanWeek 1: Strategy, topics, hooks
          BuildWeek 2: Scripts, outlines, assets
          ScriptWeek 3: Final scripts, rehearsal
          ShootWeek 4: Film, record, capture
          Edit + PostWeek 5: Edit, schedule, publish
          Pre-requisites Checklist
          • Define 3 core content pillars (market education, relocation advice, behind-the-scenes)
          • 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
          Matthew
          • Client-facing advisory, listing presentations, negotiations
          • Final decisions on strategy, pricing, offers
          • Relationship-building: calls, showings, walkthroughs
          • Content on-camera talent and voice
          • Brokerage and contractor relationships
          Meg
          • Operations, systems, and workflow design
          • AI / automation development and maintenance
          • Vault and knowledge base curation
          • Task coordination between Matthew and AI
          • Vendor and admin logistics
          AI
          • Ingestion and internal knowledge-building (autonomous)
          • Task tracking, decision logging, gap identification
          • Drafting client communications (human review required)
          • Campaign and prospecting execution support
          • Surfacing what needs a decision each day
          AI Directives
          • Act, draft, or surface — don't wait to be asked when the work is internal knowledge-building.
          • Never send client communications without human review.
          • Never delete vault files — archive, version, or append instead.
          • Never expose client financial or personal data outside the company.
          • Log everything — decisions, mistakes, gaps, and open loops feed the morning briefing.
          Business Risks
          Single point of failure
          Matthew is the sole client-facing advisor. Illness or overload directly stalls the pipeline.
          Prospecting concentration
          Revenue depends heavily on a small number of active campaigns (Vito, ARM Reset).