Sales Motion (Seller)

Status

in-flight

Tier

Tier 1 — Operating business

Owner

Ryan Colston

Started

2026-04-21

Target launch

2026-05-01

One-line description. End-to-end seller sales motion for personal production. Capri brand. Orchard Brokerage as legal label. ISA-driven outbound off cancelled and expired listings.

Why

I need my own production lane. Team-lead income alone is brittle. A working seller motion proves the playbook before I roll it out to the team.

The motion targets cancelled and expired listings. Setters call. I qualify. I run the consult. Capri is the brand on it. Orchard is the legal label on the agreement. May 1 is the MVP ship date.

Current state

All asset fills complete and all 7 email source files paste-ready as of 2026-05-02. Sequence restructured during paste-prep: consult-prep is now 3 emails (added pricing-strategy education email at Day 1), post-consult is 4 emails on Day 2/3/4/7 cadence (front-loaded value, then 3-day silent gap, then salvage). Two Kit sequence shells live (2730518 + 2730519). Remaining: Kit paste-and-wire + FUB workflow + landing placeholder + E2E test.

• Status: in-flight
• Last update: 2026-05-02 (sequence restructure + asset fills + 2nd case study)
• Rank-1 resolution: (b) system-bound — funnel runs E2E with at least one real subscriber + first Capri RE-branded email delivered by 5/31. Resolved 2026-05-02 in Roadmap/plans/2026-05-may-priorities.md.
• Blocked on: nothing — Ry can begin Kit paste-and-wire now

Next 3 actions

1. Kit UI: override sequence time zones (2730518 + 2730519) NY → Chicago, paste 7 emails per the new structure (3 in consult-prep, 4 in post-consult), set per-email delays per the README cadence tables.
2. Wire Kit automations: stage:consult-set → enroll in 2730518; stage:agreement-sent → 48hr wait → enroll in 2730519; stage:do-not-contact → exit all sequences. Plus Day-8 hard-stop automation on 2730519.
3. FUB workflow setup per automations/fub-outcome-to-kit-tag.md — 3 outcome values, outcome → person-stage rule, FUB→Kit sync verified.

Decisions log

• 2026-04-20 Capri brand — Capri is the brand on personal production
• 2026-04-26 Sell rycolston permanent — rycolston.com is permanent home for content and funnel
• 2026-04-26 Portfolio organization — vault README and Projects template (meta)

In-project decision log:

Open issues

Live launch checklist. Hit items in any order. They're grouped by type, not sequence.

1. Case studies (DONE)

Two case studies filled. Edwards used in consult-prep morning-of; Morgan used in post-consult proof email.

• Case study 1 — Edwards / Vista of Eldorado: assets/case-studies/case-study-001.md. 77 DOM prior approach → 14 DOM under Ry → $440K close. ~$20K seller upside via guaranteed-proceeds bridge program. Used in consult-prep-seller/03-morning-of.md.
• Case study 2 — Morgan / 813 Goose Ct, Forney: assets/case-studies/case-study-002.md. Short sale rescue. Family underwater + bank forced overpriced list + agent hospitalization. Ry negotiated the lender to a realistic price, drove the deal through. Closed 2026-03-26. Used in post-consult-no-commit-seller/02-proof.md.
• Optional Phase F: collect a signed testimonial from Edwards or Morgan to upgrade testimonial-001.md (currently unused placeholder).

2. Commission defense (DONE)

commission-defense.md filled with three differentiators (P.R.E.P.A.R.E.D Framework / 3 Tier Pricing Strategy / Performance Guarantee) and the commission math example. Restructured 2026-05-02 from inline placeholders to bold-header + body format. Values now hardcoded in commission email source file.

• Three differentiators defined and locked
• Commission math values locked: $525K list / $5,250 savings / $26,250 price difference / $21,000 net difference

3. Static + per-subscriber data (DONE for MVP)

• {{RYAN_PHONE}} = (214) 814-5052 — locked in static-fields.md
• Signature block locked: Ry Colston, Broker Associate / Capri RE, powered by Orchard Brokerage / (214) 814-5052 | {{LANDING_PAGE_URL}}
• MVP ships with manual fills for per-subscriber fields ({{CONSULT_DAY}}, {{CONSULT_TIME}}, {{SELLER_PROPERTY_ADDRESS}}, {{SELLER_NEIGHBORHOOD}})
• Phase F: FUB→Kit custom-field sync for per-subscriber automation

5. Option-period explainer email

The educational, newsletter-style template at sales-motion/email-templates/option-period-explainer.md. 7 placeholders to fill or leave as merge fields.

📁 Edit the file in place: ~/capri/personal-production/sales-motion/email-templates/option-period-explainer.md (this email is per-listing; merge-field syntax handles the per-listing variables)

• Read the draft and verify the tone reads as "teacher walking the seller through" not "transactional notice"
• Verify or replace the {{STAT_INSPECTION_PCT}} stat
• Confirm FUB merge-field syntax for the merge-field placeholders (FirstName, dates) before paste

6. Decisions still open

• FUB outcome mechanic: custom outcome values OR existing FUB outcomes + a "post-consult-decision" custom field. Pick one in FUB UI (~5 min)
• Capri brand visuals decision — confirm whether visuals will exist by 2026-04-29 (currently locked to option (b) text-only signature for May 1; can swap post-launch)
• Newsletter platform decision — Kit/Ghost split is fine for now; revisit when first close lands (Stage 12 motion)

7. ISA prep (parallel to Kit work)

📁 Edit the file in place: ~/platform/projects/recruiting-appointment-setter/onboarding/dial-cadence-runbook.md

• Fill in the dial cadence runbook TODOs at ~/platform/projects/recruiting-appointment-setter/onboarding/dial-cadence-runbook.md:
• Cadence schedule (which attempts at which times of day across the 7-attempt minimum)
• Voicemail strategy (which attempts get voicemail, what the script says)
• SMS fallback (when fires, what it says)
• Time-of-day rules (best contact windows for cancelled/expired)
• "Mark dead" criteria (after 7 attempts no live contact, what happens?)
• Run NTREIS pull → Mojo import → skip-trace process at least once before the ISA starts (so they're not setting up the data flow on Day 1)
• Brief the ISA on OPERATING-MODEL.md so they understand the funnel they're plugging into (not just the dial mechanics)

8. Phase E paste-and-wire

• Override Kit sequence 2730518 (consult-prep) time zone NY → Chicago
• Override Kit sequence 2730519 (post-consult-no-commit) time zone NY → Chicago
• Paste 3 emails into shell 2730518 (consult-prep-seller) per the new structure:
• Email 1 (Day 0, fires immediately on enrollment): 01-confirmation-and-prep.md
• Email 2 (Day 1, 24hr after Email 1): 02-pricing-strategy.md
• Email 3 (morning-of consult): 03-morning-of.md — set delay per README cadence (MVP: ~24hr after Email 2)
• Paste 4 emails into shell 2730519 (post-consult-no-commit-seller) per the new Day 2/3/4/7 cadence:
• Position 1 (Day 2, fires immediately on enrollment — upstream 48hr wait handles the delay): 02-proof.md
• Position 2 (Day 3, 1 day after previous): 03-commission.md
• Position 3 (Day 4, 1 day after previous): 04-three-option-close.md
• Position 4 (Day 7, 3 days after previous): 01-where-are-you-at.md
• Wire Kit automation: stage:consult-set tag added → enroll subscriber in 2730518
• Wire Kit automation: stage:agreement-sent tag added → wait 48 hours → enroll subscriber in 2730519
• Wire Kit automation: Day-8 hard-stop on 2730519 — subscriber finished sequence with no stage:pre-list and no reply → apply stage:do-not-contact
• Set Kit account from-name to "Ry Colston"
• Set Kit signature template to the locked block in assets/static-fields.md
• Verify Kit automation rule: stage:do-not-contact tag added → exit subscriber from all sequences

9. FUB → Kit sync wiring (Cloud Function build)

Decision 2026-05-02 (revised): Add a new route /fub-kit-sync to the existing pos-fub Cloud Run service. NOT a new function. Reuses the live FastAPI service. Architecture per ~/platform/projects/kit-mcp/FUB-SYNC-PLAN.md. Cost: $0/mo (rolls into existing pos-fub free-tier usage). Build estimate: 5-6 hours focused dev.

MVP tag mapping (3 rules):

FUB-side prerequisite tasks:

• Create FUB tag "Consult Set" in FUB UI
• Create FUB tag "Agreement Sent" in FUB UI
• Create FUB tag "Do Not Contact" in FUB UI (or use existing if present)
• (Optional) FUB workflow: appointment outcome = "Consult Held - Agreement Sent" → auto-add "Agreement Sent" tag. Removes manual tag step.
• (Optional) FUB workflow: appointment-created with type = listing consult → auto-add "Consult Set" tag. Removes manual tag step.

Cloud Run service extension tasks (target: existing pos-fub service):

• Migrate Kit API key + secret from macOS Keychain to Google Secret Manager (KIT_API_KEY, KIT_API_SECRET)
• Add Kit secret env vars to pos-fub Terraform module in ~/platform/pos-fub/pos_fub.tf (alongside existing FUB_API_KEY)
• Create new handler module ~/CCPJ/projects/pos-cloud-functions/functions/fub_kit_sync/__init__.py (or similar) with the sync logic
• Build Kit API client helper: apply_tag_by_email(email, tag_id) with subscriber lookup + create-if-missing + tag application
• Build Kit API client helper: remove_tag_by_email(email, tag_id)
• Build tag-mapping logic for the 3 rules above
• Build snapshot-diff logic against fub_data.fub_people and new state table pos_raw.fub_kit_subscriber_state
• Build audit log writes to new table pos_raw.fub_kit_sync_log
• Add /fub-kit-sync route to ~/CCPJ/projects/pos-cloud-functions/services/fub/entrypoint.py (using existing _wrap() pattern)
• Add scheduler job entry fub-kit-sync to ~/platform/pos-fub/pos_fub.tf (every 5 min recommended)
• Local test: stub FUB tag change in BQ, run handler, verify Kit tag lands
• Deploy via existing pos-fub CI/CD pipeline
• Integration test: apply FUB tag "Consult Set" to [email protected] record manually, watch Kit tag land within 5-min window, verify Kit sequence enrollment

Other FUB UI work (separate from sync wiring):

• Paste option-period explainer into FUB email templates
• Confirm repair-request template + offer-received template still live in Gmail/FUB

10. Landing page placeholder

• Decide: Ghost post on rycolston.com OR Kit landing page
• Build the placeholder (text, "video coming soon" if you want to hint at the future VSL, opt-in form)
• Confirm URL is shareable and lives somewhere your email CTAs can link to

11. End-to-end test

• Enroll [email protected] as test subscriber in consult-prep-seller (2730518)
• Confirm Email 1 delivers at next send window
• Confirm from-name shows "Ry Colston"
• Confirm signature shows the text-only Capri/Orchard line
• Remove test subscriber from sequence post-confirmation

12. Launch day (May 1)

• First ISA starts and is briefed on the operating model
• FUB → Kit sync confirmed with a real subscriber
• First real consult-prep-seller subscriber enrolled
• Update sales-motion/README.md phase status to E complete

References

• Project home: ~/capri/personal-production/sales-motion/
• Single source of truth: OPERATING-MODEL.md
• Visual map: customer-journey.rycolston.com (source: ~/systems/sales-motion-map/, edit stages.json)
• Sequence email source files (separate repo): ~/platform/projects/kit-mcp/sequences/consult-prep-seller/ and ~/platform/projects/kit-mcp/sequences/post-consult-no-commit-seller/
• BUILD-LOG: ~/capri/personal-production/sales-motion/BUILD-LOG.md
• Gap analysis: ~/capri/personal-production/sales-motion/gap-analysis.md
• Live in Kit: tag stage:agreement-sent (19057984), shells 2730518 + 2730519
• Asset convention reference: ~/capri/personal-production/sales-motion/assets/README.md
• Asset file map:
• Case study 1 (Edwards) → assets/case-studies/case-study-001.md — used in consult-prep 03-morning-of.md
• Case study 2 (Morgan) → assets/case-studies/case-study-002.md — used in post-consult 02-proof.md
• Testimonial → assets/testimonials/testimonial-001.md — currently unused placeholder
• Commission defense → assets/commission-defense.md — values hardcoded in 03-commission.md; this file is documentation
• Static fields → assets/static-fields.md
• Option-period email → email-templates/option-period-explainer.md
• ISA cadence → ~/platform/projects/recruiting-appointment-setter/onboarding/dial-cadence-runbook.md
• FUB outcome workflow → sales-motion/automations/fub-outcome-to-kit-tag.md
• Related projects: Appointment Setter Hiring, Customer Journey Map, Phone Platform

Phase F backlog (post-launch)

Don't worry about these before May 1. Full prioritized list at gap-analysis.md section 3.

• Consult-prep Email 2 (pricing strategy) conditional skip-logic — when consult is < 48hr out from booking, skip Email 2 so it doesn't arrive after the meeting. Requires FUB → Kit sync to push consult datetime as a Kit custom field, plus a Kit Visual Automation rebuild that branches on the 48hr check. Full implementation path documented in ~/platform/projects/kit-mcp/sequences/consult-prep-seller/README.md "Phase F" section.
• FUB → Kit per-subscriber custom field sync — current sync only passes tags. To support pricing-strategy skip-logic AND merge-field automation for {{CONSULT_DAY}} / {{CONSULT_TIME}} / {{SELLER_PROPERTY_ADDRESS}} / {{SELLER_NEIGHBORHOOD}}, FUB must also push these values as Kit custom fields per subscriber.
• Collect signed testimonial to upgrade testimonial-001.md from placeholder to live. Default upgrade path: text Edwards or Morgan, ask for 2-sentence quote. Once upgraded, slot into post-consult proof email or future seller-nurture content.
• Pre-listing packet (design + print)
• VSL (script + film + edit + host)
• Closing-day workflow + closing gift + review/testimonial/referral asks
• Past-client annual nurture
• 9 remaining Kit sequences
• $299 FSBO-playbook downgrade product brainstorm
• Auto-generated weekly market + buyer-activity emails
• New Client Booking Intake template (v1 drafted 2026-04-26): https://docs.google.com/document/d/1tUdKkJRmrZBPYbKUfhFCkdNzdFdIHqliSj8Ua6hcW6Q/edit. Replaces New Client Booking Audit | Template. Open review questions: (1) Form/Sheet vs Doc-per-client for queryability; (2) should "booking complete" in FUB be gated on this; (3) field add/cut after 2-3 live consults.