Stop 7 of 8 · Weekly
Market updates and content
An MLS export turned into a neighbourhood update, a newsletter and a video script, with every claim traceable to a column and no forecast anywhere.
The export nobody reads
Daniel pulls the same MLS export every month: closed sales, list to sale price, days on market, active inventory, by postcode. It is four hundred rows and it takes an hour to turn into anything a homeowner would read, so most months it does not get turned into anything.
That hour is the job Claude is best at in this whole course. The export is structured, the questions are the same every month, and there is nothing to invent because every number is already in a column.
What a claim may say
| Claim | Safe form |
|---|---|
| Prices are up in the neighbourhood | Median sale price for the [eleven] closings in [postcode] in [month], from the MLS export dated [date] |
| Rates have come down | Quote the source and the time it was pulled, or leave it out |
| Now is a good time to buy | Never. That is advice, and from a loan officer it is an advertisement |
The third row is the one that catches people. Daniel holds both licences, so an encouragement to act, published, is subject to both rulebooks at once.
[upload the MLS export] Write the monthly update for [Ladera Beach]. Three short paragraphs. First, what closed last month against the month before: number of sales, median sale price, median days on market, list to sale ratio, each stated with the number of sales it is based on and the date range. Second, what is active and what is pending now. Third, the single thing in this data a homeowner would find surprising, described plainly. Every figure comes from a column in the file and names the column. No forecast, no advice, no rate, no comparison to the national market. If a figure is based on fewer than five sales, say so in the sentence.
Build my newsletter from three things: the neighbourhood update above, this listing that just closed [paste the details], and one practical explainer for buyers about how an appraisal contingency works. Under four hundred words, my voice, no exclamation marks, one link at the end to book a call. Close with the disclosure line and the Equal Housing Lender line from my compliance file. Flag any sentence that reads as a prediction or as advice so I can cut it.
Turn the surprising fact from this month's update into a script I can film on my phone in forty five seconds. Spoken words only, first sentence is the fact with its source, no music cues, no captions. End with what a homeowner should ask their agent rather than a call to me. Give me a second version that opens with a question instead.