Start here. Before Guide 1.
"Because if you are talking to everyone, you are talking to no one."
You create content every week. Posts, videos, emails, stories. You show up consistently. And the engagement never matches the effort.
The problem is not how often you post. It is not the platform. It is not the algorithm. The problem is that you are writing for a category of people instead of writing for one real human being.
This exercise changes that. Fifteen questions. Twenty minutes. When you finish, you will have one person in your head with a name, a fear, a reason to call you, and a life you understand well enough to write content that makes them stop scrolling.
This is the exercise every private client completes before we open Claude. It is free. It works. And it is the prerequisite for everything that follows in the LoftyClaude series.
Complete this exercise before starting Guide 1. Your answers here feed directly into your Agent Config File and your audience prompt.
The one thing that separates agents who get results from agents who get generic content.
Same tool. Completely different result. The difference is these twenty minutes.
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Your next great client looks like your last great client. The patterns are already sitting in your transaction history. These three questions help you find them.
Pull up the last ten transactions you closed. Write down what those clients had in common. Were they mostly in a similar age range? Did they tend to live in the same part of town? Were they at a similar point in life? You are looking for the overlap. That overlap is your starting point, not a persona you invented, but a pattern that already exists.
Think about how each of those clients first connected with you. Were most of them referrals? Did any come from social media, a community group, an open house, or a Google search? The channel they used tells you where your real audience already spends time. That is where your content needs to show up.
Think about the clients where the work felt right, where communication was easy, where you felt like you were doing your best work. That feeling is not random. It points to the type of person you are built to serve. Chasing every lead is exhausting. Attracting people who fit is sustainable.
Demographics tell you who someone is. Motivation tells you why they act. These four questions move past the surface and into the reason your person will pick up the phone, open your email, or stop scrolling on your post.
Is your person buying for the first time, upgrading to more space, scaling down, relocating for work, or building an investment portfolio? Each motivation carries a completely different emotional weight. A first-time buyer needs reassurance. A move-up buyer needs confidence the timing is right. An investor needs numbers.
Think about the properties you close most consistently. If your transactions cluster around a particular range, that is your real market, regardless of what you put on your website. If your content targets a price point that does not match where your closings happen, you are attracting the wrong people.
A young couple with no kids prioritizes walkability. A family with three children cares about school catchments and yard space. Empty nesters want less maintenance. Life stage determines what your person searches for, worries about, and decides on.
Someone with a steady salary makes decisions differently than a freelancer with variable income. The way your person earns a living affects how they get approved for financing, when they can view properties, and how quickly they move.
In real estate, location is everything. In content, attention is everything. Knowing who your person is gives you the message. Knowing where they spend their time gives you the delivery method. These three questions make sure your content shows up where your person already is.
Different platforms attract different people. Instagram rewards visual storytelling. Facebook dominates for community groups. YouTube builds trust through long-form education. You do not need to be everywhere. You need to be where your person already is.
Your person is typing questions into a search bar right now. Those search queries are a content roadmap. Every question they ask is a piece of content you should create. When they find your answer before they find your name, you become the expert by default.
Before your person talks to an agent, they ask their community. Local Facebook groups, Nextdoor threads, Reddit posts. Those conversations are where trust gets built long before a transaction starts.
The previous questions gave you demographics and habits. These next questions go deeper. People do not make major financial decisions based on data alone. They make them based on how they feel, and then find the data to support what they already decided. Fear, frustration, and the specific event that made your person start thinking about real estate are what make content resonate on an emotional level. Write to the feeling.
Name it. Not a vague worry, a specific fear. Maybe your person is terrified of overpaying and ending up underwater. Maybe they are afraid of selling too early and leaving money on the table. Maybe they have heard so many conflicting opinions that they are paralysed. When you can name the fear in your content, your person feels seen.
People do not wake up one Tuesday and decide to buy a house. Something changed. A baby is coming. A relationship ended. A promotion meant a longer commute. The lease renewal arrived and the rent went up again. The trigger event is the moment your person shifts from 'maybe someday' to 'I need to figure this out now.'
If your best client was recommending you at a dinner party, what would they say? Not your tagline. The words they would use. 'She walked me through every step so I never felt lost.' That phrase is your real value proposition. Not what you think you offer. What they experienced and felt.
Using everything you have written so far, describe one specific human being who represents your ideal client. Not a composite. Not a demographic. One person. Their age. Their job. Their neighbourhood. Their family situation. A reason they need an agent right now. When you can picture this person clearly enough to know what they would text their partner after a showing, you have found your person.
This is the moment that changes everything. Give your person a first name. Say it out loud. From this point forward, every piece of content you create is for them. Not for buyers. Not for sellers. Not for homeowners. For this one person. Do not write another post until you can see their face.
If you serve both buyers and sellers, or work across more than one niche, start with one person. Get it right. Write for them for 30 days and watch what happens to your engagement. You can always come back and run this exercise again for a second audience.
Take your answers from the last two questions and write one paragraph. This is the single most important thing you will paste into Claude from now on. Every session starts here.
My ideal client is [name]. They are [age], [occupation], living in [neighbourhood or area]. They are looking to [buy / sell / invest] because [the trigger that brought them here]. Their biggest concern right now is [their fear]. They found me through [how they discovered you]. They spend time on [platforms] and tend to search for [topics]. When they tell a friend about working with me, they say I helped them [the outcome they experienced].
"My ideal client is Sarah. She is 38, works in healthcare administration, and lives in Port Coquitlam with her husband and two kids. They are looking to move up from their townhouse into a detached home in Maple Ridge because they need a yard and a fourth bedroom before the baby arrives in March. Her biggest fear is overpaying and ending up house-poor in a market she does not fully understand. She found me through a Facebook group for Tri-Cities families. She searches for 'is Maple Ridge affordable' and 'best neighbourhoods for families near Coquitlam.' When she describes me to a friend, she says I helped her understand the market so she could make a confident decision."
"My ideal client is Marcus. He is 29, works in software development, and rents a one-bedroom apartment in East Vancouver with his partner. They have been saving for three years and are looking to buy their first condo because their lease is up in June and they are tired of paying someone else's mortgage. His biggest fear is making a mistake on the biggest purchase of his life and ending up underwater. He found me through a Reddit thread about buying in Vancouver. He spends time on Reddit and YouTube and searches for 'how much do I need to save to buy a condo in Vancouver' and 'hidden costs of buying your first home.' When he describes me to a friend, he says I broke the whole process down so it stopped feeling impossible."
Your person does not need to look like Sarah or Marcus. They should look like the client you serve best.
Save this paragraph. Pin it on your phone. You will use it every single time.
You just built the most important piece of your Claude setup. That audience paragraph is not a writing exercise you do once and file away. It is the foundation of a system.
There are two documents that power your Claude Content Project. The first is your Agent Config File. It tells Claude about your business: your market, your services, your niche, your ideal client. The audience paragraph you just wrote goes directly into the Ideal Clients section of that file.
The second is your Agent Brief. It tells Claude how to work with you: your writing tone, what to avoid, how to handle unverified data, when to push back on your ideas instead of just agreeing.
Upload both to your Claude Project under Set Instructions. Do this once. Claude works from both every time you start a new session. You never have to explain yourself again.
Guide 1 walks you through building both documents.
Answer the 15 questions below. Your progress saves automatically as you type. When you're done, download a PDF of your completed worksheet.
Answers stay on this device. Nothing is uploaded.
Pull up the last ten transactions you closed. Write down what those clients had in common. Were they mostly in a similar age range? Did they tend to live in the same part of town? Were they at a similar point in life? You are looking for the overlap.
Think about how each of those clients first connected with you. Referrals? Social media? A community group, an open house, or a Google search? The channel they used tells you where your real audience already spends time.
Think about the clients where the work felt right, where communication was easy, where you felt like you were doing your best work. That feeling points to the type of person you are built to serve.
Is your person buying for the first time, upgrading to more space, scaling down, relocating for work, or building an investment portfolio? Each motivation carries a completely different emotional weight.
Think about the properties you close most consistently. If your transactions cluster around a particular range, that is your real market — regardless of what you put on your website.
A young couple with no kids prioritizes walkability. A family with three children cares about school catchments and yard space. Empty nesters want less maintenance. Life stage determines what your person searches for, worries about, and decides on.
Someone with a steady salary makes decisions differently than a freelancer with variable income. The way your person earns a living affects financing, viewing times, and how quickly they move.
Different platforms attract different people. Instagram rewards visual storytelling. Facebook dominates community groups. YouTube builds trust through long-form education. You need to be where your person already is.
Your person is typing questions into a search bar right now. Those queries are a content roadmap. When they find your answer before they find your name, you become the expert by default.
Before your person talks to an agent, they ask their community. Local Facebook groups, Nextdoor threads, Reddit posts. Those conversations are where trust gets built long before a transaction starts.
Name it. Not a vague worry — a specific fear. Overpaying. Selling too early. Paralyzed by conflicting opinions. When you can name the fear in your content, your person feels seen.
People do not wake up one Tuesday and decide to buy a house. Something changed — a baby, a breakup, a promotion, a rent hike. The trigger event is the moment they shifted from 'maybe someday' to 'I need to figure this out now.'
If your best client was recommending you at a dinner party, what would they say? Not your tagline — the words they would use. That phrase is your real value proposition.
Using everything above, describe one specific human being who represents your ideal client. Their age. Their job. Their neighbourhood. Their family situation. A reason they need an agent right now.
Give your person a first name. Say it out loud. From this point forward, every piece of content you create is for them. Not for buyers. Not for sellers. For this one person.
Fill each field below. The completed paragraph assembles itself underneath as you type.
My ideal client is [name]. They are [age], [occupation], living in [neighbourhood or area]. They are looking to [buy / sell / invest] because [the trigger that brought them here]. Their biggest concern right now is [their fear]. They found me through [how they discovered you]. They spend time on [platforms] and tend to search for [topics]. When they tell a friend about working with me, they say I helped them [the outcome they experienced].
Before you ask Claude for content, tell it who you are and who you are writing for. Paste this once at the start of every session.
You are a content assistant for a real estate agent. Here is who I am: [your name, market, specialty, what makes you different]. Here is my ideal client: [paste your audience paragraph]. Every piece of content should feel like I am talking directly to that person. Conversational tone. No corporate speak. No cliches. Write like a human.
Claude Projects let you save this permanently so you never have to paste it again. Guide 1 shows you how.
You have your person and your session opener. Now you need a topic. Here is the shortcut: think about what your person is already searching for, worrying about, or asking their friends. That is your topic. If Marcus is Googling "hidden costs of buying a condo," that is a blog post. If Sarah is asking in a Facebook group whether Maple Ridge is affordable for families, that is a social post.
Claude knows your person. Now tell it what to create. Replace [topic] with whatever your person is searching for or worrying about.
Write an Instagram caption about [topic] for my ideal client. Under 150 words. Hook that stops the scroll. End with a question.
Write a Facebook post about [topic]. Conversational, not salesy. Written for my ideal client. 100 to 200 words.
Write a 60-second script about [topic]. Hook in the first 3 seconds. Natural language. Soft call to action. No 'hey guys.'
Write a short email about [topic]. Subject line included. Feels like I am writing to a friend who is also my ideal client. Under 200 words. One CTA.
Write a blog post about [topic] for my ideal client. 500 to 800 words. Subheadings. Answer what they are searching for. First person. CTA at the end.
Write a LinkedIn post about [topic]. Bold first line. Written for my ideal client and my professional network. Under 200 words. Takeaway, not a pitch.
A quick note on community content: review every AI-generated description for Fair Housing compliance before you publish. Claude is a drafting tool, not a compliance officer. Be careful with neighbourhood descriptions and any phrasing that could reference protected classes.
Claude writes the first draft. You make the final cut. Run every piece through these five checks before you publish.
Read it out loud. If it sounds like a brochure or a press release, rewrite it in your own words.
If it does not connect to their fear, their goal, or their life, it is not earning their attention. Cut it.
If it opens boring, nobody reads far enough to find the good part. The first sentence is an audition.
Shorter wins. Every time. If you can say it in fewer words, do.
A question, an invitation, a clear next step. Content that just trails off is content that gets forgotten.
Tip: Tell Claude what to fix: "shorter," "stronger hook," "less salesy," "rewrite like I am texting a friend." The more specific your feedback, the better the next draft gets.
You do not need seven ideas a week. You need one good one. Take what you just wrote and turn it into:
"You saved for the down payment. You got pre-approved. You found a place you love. And then the bill hits for the home inspection, the appraisal, the property transfer tax, the lawyer, and the movers. First-time buyers almost always underestimate closing costs by thousands of dollars. What surprised you most about the cost of buying?"
"One of the most common things I hear from first-time buyers after closing is 'I wish I had known about all the extra costs.' The down payment gets all the attention, but closing costs, legal fees, and property transfer tax can add up fast. If you are saving for your first purchase, build a buffer of 2 to 4 percent above your down payment."
"You have been saving for years. You have your pre-approval. You have spent enough evenings scrolling listings to qualify for a part-time job. But there is a category of costs that most first-time buyers do not see coming until they are sitting at the lawyer's office. This post breaks down what to expect."
Same topic. Same person. Three formats. Each one took Claude less than a minute because it already knew who Marcus was.
One idea. Seven outputs. All for the same person.
15 questions. One real human. A name, a fear, a reason to call you.
Paste your audience paragraph. Open every session with context. Let Claude write the first draft.
Run the five checks. Cut it in half. Make sure there is a reason to respond.
= Content That Connects.
Claude does not replace the relationship. It amplifies it. And only if you know who you are amplifying it for.
Jump back to the interactive worksheet to download your completed answers as a PDF — or grab a blank version to print and fill in by hand.
Open the Interactive WorksheetFree. No email required. Your answers stay on your device.
You have your person. Their name, their fear, their trigger. Save that paragraph. You will use it in everything from here.
Set up your Claude Project, create your Agent Config File, and write your project instructions. Your audience paragraph goes directly into your config file under Ideal Clients.
Go to Guide 1With your project set up and your person defined, use Claude to build your first 30 days of content. Blog posts, FAQs, social captions, and email ideas, all written for your person.
Go to Guide 2Free live workshop every week. No signup required.
Wednesday 11:00 AM PST|1:00 PM CST|2:00 PM EST
Saturday 8:30 AM PST|10:30 AM CST|11:30 AM EST
Guide 0 is informed by SUCCESS Coaching principles — grounded in neuroscience, identity, and behaviour-first thinking.