Social strategy, all four businesses

One system, four plans. Built on the series idea from the reel you sent, corrected for the fact that you are selling listings, shoots, builders and vendor renewals, not followers.

The one idea this is built on

The reel's claim is that a video can be good and still give nobody a reason to follow. His fix is to stop making one-off posts and put proven ideas inside a named, numbered container, because people come back to a show, not to a topic. He finds the container by running trial reels first, then promotes the winner into episode one.

That is the exact medicine for your actual problem. You do not have a reach problem, you have a pillar problem. Marathon has five service pillars, Builder Connect has two audiences that want opposite things, Commercial Connect has three property types crossed with two representation types, Metro has a magazine plus a podcast plus an event plus nine vendors. A pillar is an internal org chart. Nobody follows an org chart.

So every pillar below is converted into one or two series. That buys four things at once: the audience gets a reason to follow, a junior editor can cut episode 14 off the episode 13 template without you in the room, the calendar fills itself because the question becomes whose turn it is, and you can finally score a unit over time instead of guessing about single posts.

The one thing I did not copy from the reel: his scoreboard. He is optimising follower count. Every series below carries a business metric instead. For Commercial Connect, 400 right followers beats 40,000 wrong ones.

How the machine runs

Capture tax

Every shoot already on the calendar carries a named series obligation, written on the ClickUp task before anyone leaves.

The Friday cut

One editing block turns the week's captures into next week's twelve posts, against fixed templates.

Twelve posts

Three per business per week. Each one is an episode of something, never a one-off.

Series scorecard

Score the series, not the post. Eight episodes, then scale it, fix it, or kill it.

The loop back: a killed series frees a slot, and the next candidate enters as a trial reel rather than straight into the feed.

The reason this is affordable: you already run 75 to 100 listing shoots a month, roughly five commercial listings, two builder features plus a designer, one event and one podcast. Every one of those is already a trip somebody makes with a camera. We are not adding shoots. We are taxing the shoots you already pay for.

What already exists versus what is new

Piece	State	What that means here
Shoot volume and crew	Built	Philip, Rey, Jeremy and the Hub shoot check-in already exist. The capture tax rides on the subtask workflow Hector already maintains.
Signal, competitor and content engine	Built, idle	Nine clients loaded, 34 content ideas ready, ClickUp push live. Eight of nine clients are stuck at researching with one tracked account each, so the weekly scrape effectively runs for Marathon only. This plan uses it; it does not need building.
Metro issue engine	Built	Already emits social drafts, blog drafts, email blast, per feature mini flipbooks and a targeted vendor lead list from a press PDF. Most of Metro's social supply is a command, not a job.
Builder Connect monthly listing reports	Built, unused as proof	The per listing PDF report already exists. Nobody has turned one into a builder recruitment case study yet. That is the highest return hour in this whole document.
Vendor click tracking and ROI number	Does not exist	Named as missing in the Metro engine. It is the single thing standing between you and a defensible vendor renewal conversation.
Source attribution across businesses	Does not exist	No consistent how did you hear about us field, no UTM convention, no per business tracking number. Without this the scorecard is opinion.
TREC advertising compliance on social	Unverified	Social posts are advertisements under TREC Rule 535.155. Needs a sweep before volume goes up, not after.

The operating system, shared by all four

These eight rules are the part that makes it repeatable. Approve or change each one.

Marathon Creative

Media, marketing, print, brand and web, plus PaceCRM. Roughly 30k a month.

The job social has to do: get listing shoots from 75 to 100 a month up toward 250, and grow PaceCRM. Shoots do not come from individual agents one at a time, they come from eight to ten team leads who each carry 10 to 30 listings a month. So this is a credibility engine feeding a direct outreach motion, not a hope that agents find you.

The brand architecture call: keep one Marathon account. All four audiences, agents, builders, local service owners and CRM buyers, are business owners who do not damage each other's trust. The split happens by series, not by handle. Precedent exists both ways, so the rule I am applying is: only split when two audiences actively damage each other and each one has the volume to feed its own cadence. Marathon fails both tests. Builder Connect passes both, which is why it splits below.

Builder Connect Group

Concierge new construction. The builder's sales arm and the buyer's guide. Commission only.

The job social has to do: four active builders to ten, and keep a buyer pipeline fed so you have something to bring a builder. Builders are the growth priority, buyers are the proof that you can sell.

This is the one that must split. A builder who sees buyer bait and a buyer who sees hire us as your sales arm are both being shown the wrong thing. Recommendation: the Builder Connect account is buyer facing only, and the builder recruitment runs off your personal LinkedIn plus direct outreach, because a Houston builder doing 1 to 30 homes a year is reachable on LinkedIn, through GHBA and in person, not through a second Instagram handle nobody will staff.

The structural advantage nobody else can copy: a resale agent physically cannot make construction stage content, and an agent tied to one builder cannot honestly compare builders. You can do both.

The hard constraint: TREC Rule 535.155 makes every post an advertisement. CB&A, Realtors has to appear at no less than half the size of the Builder Connect name, and Builder Connect Group needs to be registered as a team name. Separately, Meta puts housing ads in the Special Ad Category: no age or gender targeting and a 15 mile minimum radius, so a Cypress only buyer campaign is not possible and the creative has to work across combined submarkets.

Commercial Connect Group

Industrial, office, retail. Landlord and tenant rep. Solo, 5k to 10k a month, target 250k a year by end of 2027.

The job social has to do: win listings, because your own flywheel is already proven. Marathon's marketing makes your listings stand out, listings generate tenant rep business. So the content has to do two things: make owners award you listings, and build an audience of Houston owners and tenants you can reach on purpose.

Do not build six lanes. Three property types times two representation types is a spreadsheet, not a strategy. One owned audience asset plus two series covers all six.

Channel reality, and this is the honest part: commercial is still a LinkedIn and email market for office and industrial. Short form video has broken into commercial but it is concentrated in retail and in solo personality brands. The people who have made it work are documented and worth copying: Aviva Sonenreich built Warehouse Hotline into a business where most deals trace to social, and Tyler Cauble posted weekly for over a year before anything moved. Plan for twelve months, not twelve weeks.

Your unfair advantage, named: the single most cited differentiator in winning a commercial listing presentation is showing finished marketing rather than describing a marketing plan. You own the agency. You can walk in with the drone cut already made.

The Metropolitan Builder

Monthly trade magazine, 9 vendors at 1,200 a month, target 15. Plus the 16 Penny Podcast and the Builder's Happy Hour.

The job social has to do, and this is a reframe: Metro's problem is not reach, it is vendor renewal. A vendor pays 14,400 a year. One has already told you they got no new client in two years, and you think two or three more feel the same. Industry renewal on sponsorships under 50k a year runs around a quarter unless the publisher hands over a documented, named lead report. Social is the raw material for that report. It is not the goal.

Second job: make builders want to be featured, so the pipeline stops depending on you hunting.

Reality check on the podcast: median podcast download counts sit in the tens per week, and CPM ad deals generally need 5,000 plus. 16 Penny is not ad sellable and should not be sold that way yet. It is worth real money as a value add inside the existing vendor contract, measured on guest to opportunity conversion, which in B2B runs 25 to 40 percent.

Tracking, so this is accountable

Attribution is getting worse structurally, not recovering. Meta is retiring its longer conversion windows in January 2026 and click level truth keeps degrading. The honest answer that serious operators have landed on is to stop pretending platform numbers are truth and build a spine out of three cheap things.

Layer	What it is	Honest limit
Self reported attribution	A required how did you hear about us on every form, and the same question asked on every call. This is the backbone, and it is now standard practice, not a workaround.	Roughly one in six leads leave it blank. It supplements tracked data, it never replaces it.
UTM convention plus one tracking number per business per channel	One written convention, used by everyone, so a click from a Builder Connect reel is distinguishable from a Metro email.	Only catches people who click. Most of social's effect is people who do not.
Source stamped in Pace at creation	A workflow writes contact source on every inbound so it cannot be lost later.	The HighLevel contact search endpoint does not return attribution, so reporting has to be built around that gap.
GA4 and native platform analytics	Direction and reach, nothing more.	Sampling, thresholding, a black box attribution model, and lookback windows far shorter than a real estate decision cycle.

Leading indicators, weekly, under thirty minutes: episodes shipped against plan, reach, sends and saves per reach, tagged clicks, and leads with a source stamped. Lagging, monthly: shoots booked, buyer leads, builder conversations, listings won, vendor renewals, closed revenue. Sends per reach and saves are the two engagement numbers worth watching, because they are what actually push a post to people who do not follow you.

The first ninety days

DAYS 1 TO 14, PLUMBING

Write the UTM convention, stand up one tracking number per business per channel, add the required source question to every form, and have Hector stamp source in Pace on creation.
TREC compliance sweep on every Builder Connect and Commercial Connect profile, bio and pinned post. Confirm the team name registration.
Pick three series per business from the cards above, build the template for each, and write the capture tax into the shoot subtask template.
Pull the last three Builder Connect monthly listing reports and draft the first builder case study from them.

DAYS 15 TO 45, LAUNCH

Twelve posts a week live, three per business, every one an episode.
Anything uncertain goes out as a trial reel first and only enters the canon if it performs.
The Houston Space Report goes weekly from day 15. It is the longest lead time asset here, so it starts first.
Matched vendor lead routing replaces the mass blast. Tag nine vendors by trade and price point, tag every featured builder and designer the same way.
First monthly vendor report, with named introductions counted.

DAYS 46 TO 90, VERDICTS

Every series hits eight episodes and gets a verdict: scale, fix, or kill. Expect to kill two.
Start boosting proven winners at 5 to 20 dollars a day. No cold creative.
First builder recruitment case studies out to the GHBA Custom Builders Council roster.
Second vendor report, with a trend line. This is the renewal conversation.

Who owns what

Person	Owns
Jacob	Voice notes as the only input required from you, face to camera on the flagship series, and final approval on every post per the existing approval rule.
Taylor	Social management across all four, the weekly scorecard, and paid amplification of winners.
Hunter	Graphics, carousels, scheduling and posting. Event recap inside 48 hours.
Philip	Flagship video capture: the Under Construction season, the Cover Reveal moment, 16 Penny.
Rey and Jeremy	The capture tax on listing shoots. One extra named clip per job.
Hector	Pace source stamping, UTM plumbing, vendor click tracking, the automation side of the scorecard.

Decisions I need from you

Pick a chip on each. The recommended option is marked. If you skip one I will come back and ask rather than assume.