Every buyer asks the same questions before they ever call an agent. Most agents answer them one phone call at a time, for years, and never once write the answers down.
This guide picks up where Guide 2 stopped. You will turn the buyer and seller topic wells from your content plan into the two cornerstone pages of your site: a buyer guide and a seller guide in your own words, outlined first, drafted section by section, and fact-checked before they go anywhere near publish.
Section 1
Look back at the twelve-week plan you built in Guide 2 and count how many pieces want to link to a buyer guide or a seller guide. On most plans it is more than half. Every first-time buyer post, every pricing FAQ, every market update ends with a reader who now wants the full picture, and the full picture lives on these two pages.
A buyer guide answers the questions a buyer asks before they pick up the phone: how much do I need saved, when do I talk to a lender, what happens after my offer is accepted, what does closing cost. A seller guide does the same for the other side of the table. These are the pages that make a stranger decide you know what you are doing.
They are also the pages Claude can help with most, because the raw material is already sitting in your project. Your config file knows your market, your ideal clients, and how you sound. Your topic wells hold the questions. What is left is assembly, and assembly is what Claude is for.
The key idea
One reader, start to finish. A buyer guide is one person's journey from "maybe we could buy" to keys in hand. Keep the person you profiled in Guide 0 in front of you the whole way through. A guide written for everyone reads like it was written for no one.
Section 2
Guide 2's master prompt asked Claude for a buyer topics list and a seller topics list as their own deliverable, held apart from the calendar. Those wells are the skeleton of both guides. Find them and read them again before you prompt anything.
You will notice the questions arrive in no particular order: a closing-day question beside a credit-score question beside something about inspections. That is fine. Sorting them into a journey is the outline prompt's first job, and Claude is much better at that job than at guessing which questions your market asks.
Using my agent configuration file as the source of truth, create two lists as separate deliverables: a buyer topics list and a seller topics list. Each list holds the questions my clients ask at every stage, from first thought to closing day. Group the questions by stage of the journey, earliest first. Do not invent market statistics or local programs. If a question depends on a local detail, mark it so I can confirm it.
Section 3
The wells give you the questions every market shares. What makes the guide yours is already sitting in your inbox, your CRM, and the documents you have been making for years. Spend twenty minutes gathering it before you draft anything.
Your sent folder. Search a phrase like 'great question' and read what follows. Those emails are guide sections you already wrote.
Your Lofty CRM notes. Pull up the last five buyer consultations and the last five listing appointments, and write down what each person asked first.
Your speeches. Every agent has three or four answers they have polished across a hundred conversations. If you have a speech for it, it earns a section.
The documents you have already made. Blog articles, market updates, a market analysis or CMA you were proud of, your listing presentation, the Canva one-pager you hand buyers, that folder of Google Docs. Every one of them holds language you have already tested on a real client.
Here are questions my real clients have asked me, in their words: [paste the questions] Add them to my buyer and seller topic wells in the right journey stage. Where one of these overlaps a question already on the list, keep my client's wording.
Tip: Keep your clients' wording. "How much do I need for a down payment" is what people type into a search bar. A polished rewrite like "understanding your financing options" is what nobody types anywhere.
The agents who get the best guides out of Claude all do one thing before they prompt anything. They open a blank Google Doc and write out their entire buyer process and seller process, start to finish, exactly the way they run them. What happens on the first call. What gets sent the day an offer is accepted. Who they introduce the client to, and when. It takes about an hour and it comes out looking like a mess.
Upload the mess anyway. A guide built from your real process describes how you work. A guide built from a topic list describes how anybody works, and readers can feel the difference in the first paragraph.
I have uploaded a document where I wrote out my full buyer process and seller process the way I actually run them, in my own words and in no particular order. Read it and tell me back: - The stages you can see in how I work - The steps I take that most agents in my market probably do not - Anything I described in a way I could not have gotten from a script - Where my process has a gap I did not write down Do not tidy my language into industry phrasing. Where I said something in a way that sounds like me, keep it word for word. Do not add a step I did not describe.
Why this one is worth the hour
This is the biggest difference we see between a guide that sounds like the agent and a guide that sounds like software. Paul Oehlerts spent an hour dumping his whole buyer process and seller process into a Google Doc before he prompted anything. What came back was far closer to publishable than anything the topic lists had produced on their own, and the edit afterward took a fraction of the time.
Read what it turned into: The Alaska Buyer's Journey and The Alaska Seller's Journey. Fifteen stages each, with septic and well testing, as-built surveys, and what winter does to a closing. A topic list was never going to produce that. It came out of Paul's head, and Claude organized it.
Section 4
You are about to produce the two longest pages on your site. Order the outline first, correct it, and only then pay for prose.
The prompt below runs in three steps and pauses after each one, the same rhythm as Guide 2's master prompt. Step three matters most: Claude will not volunteer what it does not know, so step three makes it ask. Every local program, number, and timeline it would otherwise have invented becomes a question for you instead.
Use my agent configuration file as the source of truth for everything below. Here is my buyer topics list: [paste your buyer topics list] Build the outline for the buyer guide that will live on my website. Work in three steps and pause after each one so I can correct you before you continue. STEP 1 — THE JOURNEY Lay out the stages of a buyer's journey in my market, from the first "maybe" to moving day. Name each stage in plain language. Under each stage, place the questions from my list that belong there. Show me anything from my list that did not fit, and ask me where it goes. STEP 2 — THE OUTLINE Turn the stages into a page outline: a working title for each section, the questions each section answers, and one line on what the reader can do at the end of it. The page ends with one call to action, and only one: [your CTA, for example "book a buyer consultation"]. STEP 3 — THE GAPS List what the outline still needs from me: every local detail, program, number, or timeline you would have to invent. I will supply or confirm each one before we draft. Rules for all three steps: - Ground everything in my config file and my topic lists. Do not invent market statistics, local programs, lender rules, or timelines. - Follow Fair Housing principles. Flag any phrase that could read as steering or as tied to a protected class. - Write in my voice as described in my config file.
The key idea
A wrong stage map caught at step one costs a sentence. The same mistake caught in a finished draft costs the evening this was supposed to save you.
A fill-in skeleton for both guides. One row per section, with columns for the questions it answers, the facts you still need to confirm, and where it stands. The prompts from this page travel inside it, so the whole build lives in one file.
Fill it in yourself, or upload it to your Claude Project and have Claude fill it in with you
Section 5
One giant "write my buyer guide" prompt produces three thousand words of mush, and you will spend longer fixing it than you would have spent building it in pieces.
Drafting section by section keeps you in the loop where corrections are cheap. It also keeps you inside your usage limits. Guide 2 covered the agents staying up past midnight waiting for limits to renew, and most of that burn is regeneration: full drafts thrown away because step one was wrong.
Draft section [2] of the buyer guide from our approved outline: [section title] 300 to 500 words. Answer the questions assigned to this section and nothing else. Use only facts I have confirmed. Where a local detail is still unconfirmed, leave a bracket like [CONFIRM: detail] instead of writing around it. No call to action here; the page has one at the end.
Tip: Read each section before you ask for the next one. Fix the voice early and every later section inherits the fix.
Section 6
The seller journey runs: deciding to sell, what the home is worth, preparing the home, going live, offers and negotiation, closing and moving. Run the same three steps with your seller topics list and the outline builds itself the same way.
Two sections deserve extra care. The pricing section is where sellers decide whether you are being straight with them, and it is where Claude most wants to reach for soothing filler. Make it concrete: what a comparative market analysis looks at, why the first two weeks on market carry so much weight, what happens when a home sits. And the preparation section is where your own opinions belong. If you tell every seller that paint pays for itself and a kitchen reno rarely does, the guide can say exactly that.
Your Lofty site already ships with /evaluation. That is the natural landing spot for this page's call to action.
We are building my seller guide next. Here is my seller topics list: [paste your seller topics list] Run the same three steps we used for the buyer guide: the journey, the outline, the gaps. Keep the same voice and the same rules. The call to action at the end of this page is [your CTA, for example "request a home evaluation"]. Where the buyer guide and the seller guide cover the same ground, like closing costs, write it fresh for a seller rather than copying the buyer version.
Section 7
Buyer guides are where invented facts concentrate. First-time buyer programs, down payment rules, transfer taxes, timelines: Claude will state all of them with the same confidence whether they are real or not. Step three of the outline prompt made it list every claim it would need to invent. This pass is where you close that list.
Go through the full draft of this guide and list every claim a reader could check: every number, program name, tax, fee, timeline, and local detail. For each one, tell me where it came from. Mark the ones you cannot trace to my config file or to something I told you in this conversation. Do not fix anything yet. Give me the list.
Then verify the marked ones yourself, from the source. A buyer guide that names a program that expired two years ago costs you the exact trust the page was built to earn.
A note on Fair Housing compliance
The steering risk in these pages hides in "which neighbourhood is right for me" content. Descriptions of who lives somewhere or which families an area suits can read as steering even when the words came from a machine. Review both guides with that lens before they go live, and keep the flag-it instruction in every prompt. You are the responsible party, whatever produced the draft.
Section 8
Each guide is a page, not a blog post. Blog posts scroll away as you publish more, and these two pages will be linked from nearly everything you write, so they live at permanent addresses. In Lofty, build each one as a site page with a clean URL: /buyer-guide and /seller-guide work fine.
Then open the URL file you built in Guide 2 and add both addresses the day the pages go live, with a line on who each page serves. From then on, every piece Claude plans will know these pages exist and will link into them.
For each guide, give me these fields separately, each one labelled: - Meta title - Page description - One focused keyword phrase, as a phrase rather than a list - URL slug, worded differently from the page title so the two are working on separate search terms
Tip: End each guide on an H2 so your listings block or your form has somewhere clean to sit underneath, the same trick your market updates use. And point the call to action at a native Lofty form or an existing Lofty page like /evaluation, so the lead lands in your CRM and you get notified.
Section 9
These are the working prompts from this guide in one place. Copy any of them straight into your Claude Project.
"Using my agent configuration file, create a buyer topics list and a seller topics list as two separate deliverables, grouped by stage of the journey, earliest first."
"Here are questions my real clients have asked me, in their words. Add them to my topic wells in the right journey stage, and keep my client's wording where it overlaps."
"I have uploaded my full buyer and seller process in my own words. Tell me the stages you can see, the steps most agents in my market probably do not take, and where my process has a gap. Do not tidy my language into industry phrasing."
"Lay out the stages of a buyer's journey in my market, from the first maybe to moving day, and place my topic list under the stages. Show me anything that did not fit."
"Draft section 2 of the buyer guide from our approved outline. 300 to 500 words, using only facts I have confirmed. Leave a bracket where a local detail is unconfirmed."
"Run the same three steps with my seller topics list. Keep the same voice and the same rules, and write the shared ground fresh for a seller."
"List every claim in this draft a reader could check, tell me where each one came from, and mark the ones you cannot trace. Do not fix anything yet."
"For each guide, give me a meta title, a page description, one focused keyword phrase, and a URL slug worded differently from the page title."
Section 10
These are the longest pages on your site and the most personal. Read each one out loud, start to finish. Anywhere you stumble, or hear a sentence you would never say across a kitchen table, mark it and hand it back to Claude with the fix.
Section 11
At the end of this process, you will have:
Section 12
You are here: work through Guides 0 to 3
Work with us on your content strategy
We build it for you. Let's talk
Stylized Blog Posts, Market Updates and FAQs with Claude. Get notified when it drops.
Most agents never build these pages, because a blank page plus a busy week always wins. You are past the blank page now. The outline is the hard part, and the outline is three corrected steps. Next Wednesday, the same machine points at your communities.
Want us to build this for you?
Book a Discovery Call