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Southern Middle Tennessee · Real Estate
90-Day Visibility & Trust Strategy
Amy Squires · Real Estate
Real Estate with Heart · #BootsOnTheGroundWithAmy
Prepared by lavatr · Confidential
01 · Strategic Overview
Strategic Overview
This 90-day strategy is designed to help Amy grow her visibility, trust, and authority across Southern Middle Tennessee through consistent, relationship-driven video content.
The goal is to position Amy as:
- A trusted local expert
- A calm guide during emotional decisions
- The realtor people already feel connected to before they ever reach out
It's not about houses. It's about people.
02 · Core Strategic Goals
Core Strategic Goals
Visibility
Increase Amy's familiarity and presence across Southern Middle Tennessee — Lewisburg, Shelbyville, Tullahoma, Fayetteville, Murfreesboro.
Trust
Show Amy's care for clients, consistency, honesty, communication, and long-term relationships. "You can trust Amy during one of life's biggest decisions."
Expertise
Position Amy as the trusted local guide for buyers, sellers, veterans, and first-time homebuyers through educational content, market insights, and real stories.
03 · Content Structure & Cadence
Content Structure & Cadence
8 videos per month (2 videos per week)
30%
Emotional / Human
30%
Educational / Expert
25%
Listings / Active Real Estate
15%
Local Community
Tuesday
Educational / Expert-focused content
Friday
Story-driven / Relationship-focused content
04 · Long-Term Listing Strategy
Long-Term Listing Strategy
Why listings are only 25% of content right now
25%
Current Listing Content · First 90 Days
40-50%
Future Listing Content · As Trust Grows
This is intentional. The goal during the first 90 days is to first build trust, recognition, consistency, and emotional connection with the audience.
Growth timing depends on:
Why This Works
This creates a more sustainable long-term strategy where listing content performs better because the audience already feels connected to Amy personally.
05 · Brand Direction
Brand Direction
Real Estate with Heart
The emotional identity of the brand. Content should consistently communicate care, patience, honesty, empathy, and relationships. Amy's greatest differentiator is making people feel safe, understood, and supported during major life decisions.
#BootsOnTheGroundWithAmy
Represents local involvement, active market presence, consistency, behind-the-scenes work, and community connection. Amy is deeply connected to both her clients and her community.
06 · Brand Hashtag Strategy
Brand Hashtag Strategy
#RealEstateWithHeart
The emotional anchor — trust, empathy, relationships, human-first real estate.
#BootsOnTheGroundWithAmy
Market activity, community connection, local expertise, behind-the-scenes.
#AmySquiresSells
Simple and effective brand recall for listings and market updates.
#YourRealtorForLife
Long-term relationship positioning — trust beyond the transaction.
07 · Foundation Phase
Introduce & Connect
Days 1-30: Foundation Phase
Build familiarity and emotional trust. Help people understand who Amy is, how she approaches real estate, why clients trust her, and what makes her different.
Primary Themes
Real Estate with Heart
What this means to Amy and how it shapes her work.
Emotional Side of Real Estate
Helping people through stressful or meaningful life transitions.
First-Time Buyers
Creating calm and clarity for buyers who feel overwhelmed.
Local Presence
Why Amy loves Southern Middle Tennessee.
Suggested Topics
- "What Real Estate with Heart means to me"
- "The biggest fear first-time buyers have"
- "Why communication matters during stressful moments"
- "A client story I'll never forget"
- "What's happening in the local market right now"
- "Why I love serving Southern Middle Tennessee"
- "VA loan basics buyers should know"
- "Featured listing walkthrough"
08 · Authority Phase
Educate & Prove
Days 30-60: Authority Phase
Position Amy as the trusted local expert. The audience already recognizes Amy — now the strategy strengthens expertise, authority, confidence, and consistency.
Primary Themes
Market Updates
Simple and understandable local market insights.
Buyer & Seller Education
Helpful guidance that reduces stress and confusion.
Honest Real Estate Advice
Clear expectations and practical insights.
Relationship-Driven Expertise
Showing that empathy and expertise can exist together.
Suggested Focus Areas
- Seller preparation tips
- Pricing conversations
- Market trends
- Pre-approval education
- Inspections & negotiations
- Active listing content
09 · Momentum Phase
Convert & Retain
Days 60-90: Momentum Phase
Turn visibility into referrals, conversations, listings, and repeat business. Amy's content should already feel familiar — now focus on momentum, social proof, deeper trust, and consistency.
Primary Themes
Client Success Stories
Real stories create emotional trust and relatability.
Active Market Presence
Listings and closings reinforce momentum and professionalism.
Community Connection
Amy's ongoing relationship with the local community.
Referral-Friendly Messaging
Soft reminders that Amy is available to help friends and family.
Suggested Focus Areas
- Recent success stories
- Listing tours
- Smooth closings
- Referral-oriented messaging
- Local business/community highlights
- Behind-the-scenes moments
10 · 90-Day Output Benchmarks
90-Day Output Benchmarks
24
Fully Produced Videos
6
Listing Tours
3
Market Updates
3
Client Stories
3
Community Spotlights
Each Video Deliverable Includes
Strategically written script aligned with Amy's brand
Fully produced and edited video
Optimized caption copy
Hashtag strategy for each post
11 · Final Direction
Final Strategic Direction
Amy should not try to become the loudest realtor, the flashiest realtor, or the most aggressive salesperson online.
She should become the most trusted and familiar realtor in her market.
When someone in Southern Middle Tennessee thinks about buying or selling a home, Amy already feels like someone they know and trust.
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