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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 Redfin scrape for expired/withdrawn listings + Heidi's data.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AUDIENCEExpired/withdrawn listings in target LA neighbourhoods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
VITO PROGRESS
0%
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ARM PROGRESS
0%
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NEXT MAIL DROP
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NEXT PAYMENT
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RESPONSES
0
No responses yet
Vito Off-Market
0
ARM Reset
0
Vito Off-Market
8 milestones
Jun 2
Letter 1 sent
Jun 9
Letter 1 follow-up complete
Jun 16
Photo + note collection
Jun 23
Letter 2 production — draft + write
Jun 30
Letter 2 mailed (Jun 22–25)
Jul 7 This week
Letter 2 draft + write — assemble & prep for mailing
Jul 14
Letter 2 mailed (Jul 6–8 window)
Jul 21
Phone call follow-ups (Jul 13–17)
ARM Reset
11 milestones
Jun 2
Letter 1 + Postcard 1 sent
Jun 9
Initial drop follow-up complete
Jun 16
Door Knock Session 1 (Sat Jun 20)
Jun 23
Payment 2 due — $1,300 to Arjun
$1,300
Jun 30
Postcard 2 design + print + send + Door Knock 2
Jul 7 This week
Postcard 2 + Door Knock 2 — design, send, knock
Jul 13
Postcard 2 mailed + Door Knock Session 3
Jul 29
Payment 3 due — $1,300 to Arjun
$1,300
Aug 4
Letter 2 + Postcard 4 — draft, print, write, send
Aug 11
Door Knock Session 4
Sep 2
Final payment — $250 to Arjun
$250
Log a Response
Campaign Responses
0 total
Payments to Arjun (ARM Reset)
| WINDOW | DESCRIPTION | STATUS | AMOUNT |
|---|---|---|---|
| Week 1 (Jun 1-5) | Payment 1 (Setup) | RECEIVED | Per agreement |
| Week 4 (Jun 22-26) | Payment 2 | UPCOMING | $1,300 |
| Week 9 (Jul 27-31) | Payment 3 | — | $1,300 |
| Week 14 (Aug 31 - Sep 4) | Payment 4 (Final) | — | $250 |
| Total commitments (Payments 2-4) | $2,850 | ||
Payment 1 notes
Payment 2 notes
Payment 3 notes
Payment 4 notes
Stationery and supplies already spent
| DATE | DESCRIPTION | AMOUNT |
|---|---|---|
| 25 Apr 2026 | Gold pens and guillotine | $25.94 |
| 25 Apr 2026 | Paper and black pens | $35.32 |
| 30 Apr 2026 | Envelopes (x270) | $58.31 |
| 2 Jun 2026 | Postage stamps (x348) | $271.44 |
| Total spent | $391.01 | |
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).