STASH Map — Alicia Ryan
STASH MAP — A funnel, not a feed. Every post has a job. Match the stage, pull the clip, hit publish.
stash map

Alicia Ryan

Your 90-day content strategy, a funnel engine rather than a posting schedule. Honest advice backed by data, a concierge listing process, and a voice that takes charge until the job is finished.
ClientAlicia Ryan
BusinessDolce Real Estate Group, Century 21 Bamber
How this map works

Content that moves people, not just fills a feed

Most content calendars give you a mix of post types. This one is built on the Marketing Matrix: every post is engineered to move someone through a stage of the buyer journey, from not knowing you, to trusting your read on their house, to booking the listing appointment, to sending you their people. Each stage tells you how to sound and what footage to pull. And because video is the part you have to push through, every stage has a text-over-b-roll option so nothing here depends on you being camera-ready.

How this connects to your footage tracker: every hook below has a From tracker tag and a Build note. From tracker tells you which folder to open — Interview, B-roll, or Image (your raw footage). Build tells you what to make from it: a Reel or a Carousel. Kate’s finished Reels live in their own Reels folder once edited. So: open the tracker, grab the raw clips, build the post.
What you’re known for

Your three content angles

Before the funnel mechanics, this is the heart of it: the three things you want to be known for. Every hook in this map ladders back to one of these. They’re your throughline.

Angle 01

The Honest Number

You tell people what they do not want to hear, then you back it with the data so it never lands as rude. Most agents are afraid to do that, which is why you keep showing up as the second or third agent on a listing that should have sold months ago.

Known for: saying it straight, then proving it
Angle 02

Concierge, Not Just Listed

Preliminary walkthrough, a written list of what you handle and what they handle, then the painters, cleaners, stagers and trades lined up. Clients never have to guess what happens next. Price point does not change the service.

Known for: the whole thing handled, start to finish
Angle 03

It Was Never About the Money

Sellers fixate on the number. Your job is getting them off it and onto why they are actually moving. You have never led with the money and that is exactly why the business works.

Known for: people first, and the price follows
The four stages

Your funnel at a glance

Weight your output toward the top of the funnel, where new people find you, and taper toward retention. These percentages are a target, not a rule.

TOF
Awareness
40–50% of output
They don’t know you yet. Get discovered, be remembered.
MOF
Consideration
20–30% of output
They know you, evaluating. Build trust, become the obvious choice.
BOF
Decision
20–30% of output
Ready to buy, needs the push. Turn warm leads into buyers.
POST
Retention
10–20% of output
Bought, become a fan. Loyalty, referrals, repeat revenue.
Top of funnel

Awareness

40–50% of output
Their pain
They know they should move but the number is the only thing they can see. They are bracing for an agent who will flatter them, take the listing, and leave them doing three price reductions.
Their dream
Someone who will tell them the truth about their house early enough that it still costs them nothing, and then take the whole thing off their plate.
How to sound: Pattern-interrupt hooks. Direct, warm, never rude. Say the uncomfortable thing in the first line, then earn it. If you are not up for camera that day, put the line on screen over listing b-roll.
Hot Take — the industry-leader move
A confident, slightly contrarian stance that signals authority and stops the scroll.
  • It is never actually about the money. Most agents never figure that out.
  • A lot of agents are scared to be honest with you. That is why I keep showing up as the second agent on your listing.
  • The first offer is usually the best offer. Sellers learn that the expensive way.
  • You cannot have the budget, the location and the lifestyle. Something has to give.
  • I will tell you what your house is worth, not what you want to hear. Then I will show you the numbers.
From tracker:InterviewB-rollBuild: Reel (talking clip, or text-over-b-roll if you are not up for camera)
Relatable — make them feel seen
Names the exact frustration the dream client lives with. Builds instant recognition.
  • You moved further out to save money. A year later you are doing math on the commute.
  • Seller fatigue hits in week one. You are sick of keeping the house clean and the price has not moved.
  • You are selling on your own this time and there is nobody to line up the trades. That part is my job.
  • Forty years in this house and now a stranger wants to walk through it on a Saturday morning.
  • Three price reductions later you land on the number from day one. That detour was not free.
From tracker:B-rollInterviewBuild: Reel (casual walkthrough, warm and real)
Aspirational — sell the dream
Shows the life on the other side of the move. Pure desire.
  • The goal was never the highest price. It was the next phase of your life, funded properly.
  • You should know exactly what is happening every day until the keys change hands.
  • This house is your biggest asset. Let us move that equity somewhere you actually want to be.
  • Imagine handing over one list and having every trade show up without you calling a single one.
  • A smooth sale is not luck. It is thirty days of decisions made in the right order.
From tracker:B-rollImageBuild: Reel or Carousel (lifestyle listing footage, the kind your clients already respond to)
Middle of funnel

Consideration

20–30% of output
Their pain
They like you but they are quietly comparing you to the agent who promised a bigger number. They cannot tell yet whether your honesty is a service or just a lower price.
Their dream
Proof that the direct read comes with a system behind it, and that the system is what protects their equity.
How to sound: The why behind the number. Show the walkthrough, the list, the roadmap. Teach from real scenarios you have lived, not theory. This is your team-meeting brainstorm turned into posts.
POV Educational — show your thinking
Teaches one idea through your distinct point of view, not a generic tip.
  • Pricing strategy is the whole game. Everything after it is damage control.
  • Here is why a buyer decides about your house in eleven seconds, and what that costs you.
  • Repaint the feature wall, trim the front trees, stain the deck. That is not fussy. That is equity.
  • Dark hallway, wrong exposure, wrong bulbs. Buyers never say lighting. They say it felt small.
  • Why I bring you the comparables you will not like before I bring you a number.
From tracker:InterviewB-rollBuild: Reel (walkthrough narrating a real property)
Authority Framework — how you work
Names your actual process so the audience can picture working with you.
  • Preliminary walkthrough, then a written list. What I handle, what you handle, what it costs.
  • I line up the painters, the cleaners, the stagers and the carpet crew. You approve. That is it.
  • Marketing strategy and pricing strategy are one conversation. I will not do one without the other.
  • Before we go live you get a thirty-day roadmap with dates on it. You never guess what is next.
  • It is a concierge service and the price point does not change that.
From tracker:B-rollBuild: Reel (process footage, the walkthrough and the list being built)
Behind-the-Scenes — build trust
Pulls back the curtain. Real, human, the work as it actually happens.
  • Come walk this listing with me before the stagers arrive. This is what I am actually looking at.
  • Here is the list I handed a seller on Monday. Here is where we landed by Friday.
  • I run my team the same way I run my family. Take charge, finish the job.
  • Four agents pitched this listing. Here is what I said that the other three would not.
  • The unglamorous half of this job: the trades, the timeline, the follow-up calls nobody sees.
From tracker:B-rollInterviewBuild: Reel (BTS, the real process)
Bottom of funnel

Decision

20–30% of output
Their pain
Last-minute doubt. They are worried the prep list is money spent on a house they are leaving, and that honest feedback means a lower price.
Their dream
Confidence that every dollar of prep comes back in the offer, and that they will not be left guessing once they sign.
How to sound: Handle the worth-it objection head-on. Name the listing appointment clearly and ask for it. Warm, direct, no hedging.
Transformational — the after
Before and after. Shows the change the work creates, concretely.
  • Same house. Same market. Different pricing strategy. Completely different result.
  • She was going to list as-is. We spent two weeks on prep and the offer reflected every day of it.
  • From four thousand square feet to the right-sized next chapter, with every trade handled.
  • Before: a list of things she did not know needed doing. After: sold with the equity intact.
  • Watch what thirty days in the right order does to a sale price.
From tracker:B-rollImageReelsBuild: Reel (before and after of a real prep-to-sold listing)— needs a real listing shot before prep and after
Proof-led — results & testimonials
Lets outcomes and client words do the selling. Social proof.
  • Four other agents were in the running. She picked the one who told her the truth.
  • Her words: you were honest with me, and you could back it up with the data.
  • People do not refer their agent. They refer the person who did what nobody else would.
  • Ask my past clients what happened when they did not want to hear it.
  • Here is exactly what gets done between the listing appointment and going live.
From tracker:InterviewImageBuild: Reel or Carousel (client words on screen)— get the CEO client’s feedback in her own words, on camera or in writing
Direct CTA — make the ask
Clear, confident invitation to take the next step. No hedging.
  • Thinking about selling in the next six months? The walkthrough happens now, not in April.
  • Book the preliminary walkthrough. You will leave with a list and a number.
  • Send me your address and I will tell you what your house needs before it needs it.
  • If you want honest, and you want it backed by data, I am your agent. Let us book it.
  • DM me the word LIST and I will send you the thirty-day roadmap.
From tracker:InterviewB-rollBuild: Reel (direct-to-camera, or text-over-b-roll on a listing)
Post-purchase

Retention

10–20% of output
Their pain
The deal closes, the relationship goes quiet, and the referral never gets made because nobody remembered to ask.
Their dream
Past clients who watch your content and think: that is exactly why I refer Alicia.
How to sound: Celebrate the people, not the transaction. Lean on leadership and family, because that is the thing you actually want visible.
Celebratory — their wins
Spotlights client success. Makes them feel proud they chose you.
  • Sold, closed, and on to the next phase. This is the part I do the job for.
  • She trusted the prep list and the market answered.
  • Second house together and now a third. Watching people grow into the next stage never gets old.
  • Keys handed over and every promise on the timeline kept.
  • To the clients who let me be honest with them this year, this one is for you.
From tracker:B-rollImageBuild: Reel or Carousel (warm sold-day moment)
Community — belonging
Reinforces the right-client philosophy and keeps good people close.
  • That is exactly why I refer Alicia. That sentence is the whole goal.
  • I have never been focused on the money. I have been focused on the people. That is why it works.
  • My clients get a full play by play. Nobody is left guessing, ever.
  • I run my family the same way I run my business. Take charge until the job is finished.
  • If we worked well together, send me your people. That is how this team was built.
From tracker:InterviewB-rollBuild: Reel (warm talking clip, or family and team b-roll with the line on screen)
Continued Education — keep teaching
Keeps delivering value so clients refer and return.
  • You are in. Here is what to handle in the first ninety days of owning it.
  • Keep the receipts and the reno records. Future you will price better for it.
  • When to start prepping for a sale you are planning three years out.
  • The maintenance that protects your equity, and the maintenance that is just spending.
  • How to read your own market between now and the day you list.
From tracker:InterviewBuild: Reel (teaching clip, or a carousel from Images if camera is a no that week)
Your 90-day calendar

Funnel-weighted, flexible

Across each month, aim for roughly 40–50% Awareness, 20–30% Consideration, 20–30% Decision, 10–20% Retention. Weight toward the top. Swap any post for another in the same stage — the stage matters more than the exact day. Pull the matching footage type from your STASH tracker.
Week 1Lead with Awareness
TOF
“It is never actually about the money.”
Pull a bold talking clip, or put the line over listing b-roll · Interview / B-roll
MOF
“Pricing strategy is the whole game. Everything after is damage control.”
Pull a walkthrough talking clip · Interview / B-roll
TOF
“Seller fatigue hits in week one and the price has not moved.”
Pull casual walkthrough b-roll · B-roll
Week 2Build trust and make the first ask
TOF
“You moved further out to save money. Now you are doing math on the commute.”
Pull lifestyle listing footage · B-roll
MOF
“Preliminary walkthrough, then a written list. What I handle, what you handle.”
Pull process b-roll of the walkthrough · B-roll
BOF
“Book the walkthrough. You will leave with a list and a number.”
Pull direct-to-camera, or text over a listing · Interview
Week 3Proof and retention
TOF
“A lot of agents are scared to be honest with you. That is why I am the second agent.”
Pull a bold talking clip · Interview / B-roll
BOF
“Four other agents were in the running. She picked the one who told her the truth.”
Pull client words on screen over a sold listing · Image / Reels
POST
“That is exactly why I refer Alicia.”
Pull a warm sold-day or team moment · B-roll / Image
Week 4Push week, lead with the ask
TOF
“The first offer is usually the best offer.”
Pull a bold talking clip · Interview
BOF
“Send me your address and I will tell you what your house needs before it needs it.”
Pull direct-to-camera · Interview
MOF
“I run my team the same way I run my family. Take charge, finish the job.”
Pull a warm talking or team clip · Interview / B-roll
Weeks 5 to 12 repeat this rhythm with fresh hooks rotating through the same stages. Every fourth week leans into the ask, anchored by the listing appointment and the concierge prep process. You said 3 to 4 posts a week, so treat the fourth slot as a Story or a LinkedIn text version of whatever hit hardest that week.
Your hook library

Hooks, two ways to find them

Browse by what you want to be known for (your angles), or by where someone is in the buyer journey (the funnel). Same hooks, two doorways — grab whichever fits the post you’re making.

By angle — what you’re known for

The Honest Number
  • I will tell you what your house is worth, not what you want to hear.
  • Most agents are scared to be honest. That is why I am the second agent.
  • The first offer is usually the best offer.
  • Three price reductions later you land on the number from day one.
  • Direct is not rude when you can back it with data.
Concierge, Not Just Listed
  • Preliminary walkthrough, then a written list of who does what.
  • I line up the painters, the cleaners, the stagers. You approve.
  • Paint, trees, deck, lighting. That is not fussy, that is equity.
  • A thirty-day roadmap with dates on it before we go live.
  • It is a concierge service and the price point does not change that.
It Was Never About the Money
  • It is never actually about the money.
  • The goal was never the highest price. It was the next phase, funded.
  • I have never been focused on the money. I have been focused on the people.
  • I run my family the same way I run my business.
  • That is exactly why I refer Alicia.

By funnel stage — where they are in the journey

TOF · Awareness
  • It is never actually about the money.
  • You cannot have the budget, the location and the lifestyle.
  • Forty years in this house and now a stranger wants a Saturday walkthrough.
  • Seller fatigue hits in week one.
MOF · Consideration
  • Buyers never say lighting. They say it felt small.
  • Marketing strategy and pricing strategy are one conversation.
  • Four agents pitched this listing. Here is what I said.
  • Here is the list I handed a seller on Monday.
BOF · Decision
  • Same house, same market, different pricing strategy.
  • Her words: you were honest with me, and you backed it with data.
  • Book the walkthrough. You leave with a list and a number.
  • DM me the word LIST for the thirty-day roadmap.
POST · Retention
  • Keys handed over and every promise on the timeline kept.
  • My clients get a full play by play. Nobody is left guessing.
  • Send me your people. That is how this team was built.
  • Keep the receipts. Future you will price better for it.
Stretch your footage

One clip, five ways

Every good clip is five posts, not one. Here’s how to pull a week of content out of a single piece of footage.

A lifestyle listing walkthrough (B-roll)
  1. Reel — the full walkthrough with a hook on screen, posted to Instagram and Facebook ~10 min
  2. Story series — three frames: the street, the one detail, the price note, with a poll sticker ~5 min
  3. Carousel — the prep list slide by slide, walkthrough stills as backgrounds ~15 min
  4. LinkedIn post — one exported frame plus your market read in three lines ~6 min
  5. Coming-soon teaser — a five-second clip with the neighbourhood name and nothing else ~4 min
A talking clip about pricing (Interview)
  1. Reel — the hot take with text on screen, minimal edit ~7 min
  2. Quote graphic — one line over a clean listing still, no face needed ~8 min
  3. Carousel — the same point expanded into five slides ~15 min
  4. Story with a question sticker — what would you price this at ~4 min
  5. LinkedIn text post — the same idea written out, no video required at all ~6 min
Ready-to-use

Caption starters

Copy these frameworks and drop in the specifics. Each one pairs naturally with a footage type.

Honest advice, backed by data pairs with a walkthrough or talking clip

Sellers ask me for the number first. I give them the walkthrough first. Here is what I flagged in this house before I said a word about price: [three things you flagged]. Then the comparables. Then the number. In that order, every time. #yycrealestate #calgaryrealestate #yyc

The concierge list pairs with process b-roll of a prep walkthrough

Nobody should sell a house alone. Here is the list I built for this seller: [3 to 4 items from the actual list]. I line up the trades, she approves, and we are on the market in [number] days. It is a concierge service and the price point does not change that. #yycrealestate #listingprep #yyc

It was never about the money pairs with a warm talking clip or family b-roll

Every seller opens with the number. My first question is why you are actually moving. [a short story from a real client, no names]. I have never been focused on the money. I have been focused on the people, and that is exactly why this has worked. #calgaryrealestate #yyc #realestateadvice

The mistake I keep watching pairs with a bold talking clip or text over b-roll

Hot take: the first offer is usually the best offer. [one line on a time you watched this play out]. Sellers get fatigue in the first week, the price drops twice, and we end up back at the number from day one. That detour is not free. #yycrealestate #sellingyourhome #yyc

The ask pairs with direct-to-camera, or the line over a listing

Thinking about selling in the next six months? The walkthrough happens now, not in April. You will leave with a written list, a timeline with dates on it, and a number I can back up. [one line on who this is perfect for]. DM me the word LIST. #yycrealestate #calgaryhomes #yyc

Troubleshooting

When you get stuck

“I do not want to be on camera this week.”
Every stage in this map has a text-over-b-roll option. Put the hook on screen over listing footage and let the property carry it. Your lifestyle listing videos already perform, so use them as the canvas. Camera days can be batched separately when you are up for it.
“I am running low on clips before 90 days.”
Repost your three best performers with a fresh hook from the library, and use One Clip Five Ways to stretch what you have. Most of your audience did not see the first version. Consistency beats novelty.
“A clip does not feel right for the post.”
Swap it. The calendar is a guide, not a rule. Pull any clip from the same funnel stage. The stage matters more than the exact footage.
“I want the content to sound like me and not like my team.”
Lean on the angles. The Honest Number and It Was Never About the Money are yours specifically, not the team’s. When a post could have come from anyone on the team, add the leadership layer: how you decide, how you advise, how you run it.
“Which posts should I prioritise?”
Lead with Awareness for reach, and make sure every month has a few clear asks for the listing appointment. If you only have time for one post, make it a hot take or a relatable hook. That is where your audience engages.
“When should I refresh my footage?”
Around week 8 to 10, while you still have runway. Book the next STASH Day before you are scrambling, and record the team brainstorm sessions you mentioned. Those become months of Consideration posts.
Your next steps

Start here

  • Save this map to your phone and content tool
  • Open your STASH tracker and find this week’s footage by type
  • Schedule the three Week 1 posts now, even to publish later
  • Pick your three favourite hooks from the library and write them into captions
  • Set a recurring Sunday batch reminder
  • Plan your next content shoot in about 8–10 weeks to keep the library fresh
stash map

A funnel, not a feed.

Every post has a job. Match the stage, pull the clip, hit publish.

Created by Elisa Boyd + Kate Oseen · Stashday.com · hello@stashday.com