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

Brooke Carson

Your 90-day content strategy, a funnel engine rather than a posting schedule. Built to turn likes into DMs, and to make you the agent who explains things instead of telling people what to sign.
ClientBrooke Carson
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 you with the biggest purchase of their life, to sending you a message, to sending you their friends. You said you want conversations rather than likes, so almost every post in here ends in something a person can answer. That is deliberate. A post that does not invite a reply cannot produce a DM.

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

Explain, Don’t Tell

Your own words: you wish someone had taken the time to explain rather than tell you. Contracts, conditions, closing costs, all of it is legal jargon to a first-time buyer, and nobody slows down enough to translate it. That gap is your entire content engine. Short-form education, in plain language, with the reminder that everyone has felt overwhelmed by this.

Known for: the agent who makes sure you understand what you are signing
Angle 02

Don’t Rush It

The mistake you watch on repeat: people come to you too late. Sellers want to be live next week and there is no time to prepare the house properly. Buyers start looking before they sit down and work out what they want, what they qualify for, and the plan between those two things. Order fixes stress. Speed creates it.

Known for: come to me earlier and this stops being stressful
Angle 03

Too Invested, On Purpose

A concierge team where everyone gets the same level of service regardless of price point, plus the part that is specifically yours: you get emotionally invested in your clients, sometimes more than is strictly professional. You called that out yourself. It is not a flaw to manage, it is the thing people tell their friends about.

Known for: you matter to me, and it shows
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
Two kids in one bathroom, or a relocation with three days to learn a city, or a first purchase where every document is a language they do not speak. They feel behind, so they rush, and rushing is what makes it expensive.
Their dream
Someone who slows the whole thing down, explains it properly, and makes the timeline feel like a plan instead of a scramble.
How to sound: Educational and structured, but gentle. You are talking to people who feel overwhelmed and slightly embarrassed about it, so lead with we have all been there. Clean, natural light, your face in it. End on a question.
Hot Take — the industry-leader move
A confident, slightly contrarian stance that signals authority and stops the scroll.
  • The fastest sale is not the best sale. It is usually the most expensive one.
  • Most people call me about six weeks too late. That is the whole problem.
  • You are not behind. You are rushing. Those are different things.
  • Nobody should sign a page they cannot explain back to me in their own words.
  • [Your hot take, once you send it over]
From tracker:InterviewB-rollBuild: Reel (talking clip, this is the style to practise camera on)— you asked for time on the hot take question, so one slot here is held for it
Relatable — make them feel seen
Names the exact frustration the dream client lives with. Builds instant recognition.
  • Two kids, one bathroom, and a house you loved five years ago.
  • You are relocating from out of province and you have three days to figure out a whole city.
  • You have to sell the one you are in to buy the one you want. That is two jobs, not one.
  • You saved eleven listings and have not called anyone, because you do not know what you can actually afford.
  • Nobody explained the contract. You signed it anyway. Everyone has been there.
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 right next house is the one where the daily part gets easier.
  • You should understand every page before you sign it. That is not a big ask.
  • Imagine starting the search after the plan instead of the other way around.
  • First house to second house without a single week of panic.
  • Handing over the keys is the good part. Everything before it is my job.
From tracker:B-rollImageBuild: Reel or Carousel (listing and lifestyle footage)
Middle of funnel

Consideration

20–30% of output
Their pain
They like you but every agent bio reads the same. They cannot picture what a Tuesday with you actually looks like, and they still do not understand the process well enough to know what to ask.
Their dream
Someone who has already explained the confusing part before they had to admit they did not understand it.
How to sound: Teach one thing per post. One. This is your strongest stage and the one you said you most want to build, so give it the most effort. Plain words, no jargon unless you define it in the same breath.
POV Educational — show your thinking
Teaches one idea through your distinct point of view, not a generic tip.
  • What you are actually signing, in plain words. Part one.
  • The conditions period, explained like you have never done this before. Most people have not.
  • Deposit, down payment, closing costs. Three different things and almost everybody mixes them up.
  • Before you look at a single house: what you want, what you qualify for, and the plan between them.
  • What has to happen to your current home before it can go on the market. Start here.
From tracker:InterviewB-rollBuild: Reel (short-form education, the format you said you want more of)
Authority Framework — how you work
Names your actual process so the audience can picture working with you.
  • We are a concierge team. Everyone gets the same service and the price point does not change that.
  • Sit down first, search second. I will not do it the other way around.
  • You will know what to expect at every stage, because I will tell you before it happens.
  • You are covered start to finish. If I am at a showing, someone on my team has you.
  • What I need from you, and what you never have to think about again.
From tracker:B-rollBuild: Reel (process footage)
Behind-the-Scenes — build trust
Pulls back the curtain. Real, human, the work as it actually happens.
  • Come with me to a walkthrough before the photos get taken.
  • The part of this job nobody posts: the paperwork, the follow-ups, the call I was dreading.
  • I get too emotionally invested in my clients. I have decided that is fine.
  • Feature Friday is back. Here is who I send my clients to and why.
  • A real Wednesday: three showings, one offer, and a lot of explaining.
From tracker:B-rollInterviewBuild: Reel (BTS, phone footage is fine)
Bottom of funnel

Decision

20–30% of output
Their pain
They are ready but reaching out feels like committing to something they cannot undo, and they do not want to be sold to by someone who will not answer a plain question.
Their dream
A low-stakes message where they can ask the thing they are embarrassed not to know.
How to sound: Make the ask a question, not a call. You want DMs, so ask for a DM. No urgency games, no pressure.
Transformational — the after
Before and after. Shows the change the work creates, concretely.
  • She called me four months before she wanted to list. That is exactly why it was not stressful.
  • From we have no idea where to start, to keys in hand.
  • Bought and sold in the same six weeks without either one falling apart.
  • Relocating from out of province, mostly sight unseen, and it still worked. Here is how.
  • Outgrew the first house, prepped it properly, and moved up without the panic.
From tracker:B-rollImageReelsBuild: Reel (before and after)— needs one real client story and a before shot to anchor this style
Proof-led — results & testimonials
Lets outcomes and client words do the selling. Social proof.
  • What my clients say they were most worried about, and what actually happened.
  • Here is exactly what happens between our first call and the day it goes live.
  • Most of my work comes from friends, family and past clients. That is the whole pitch.
  • Ask the last three people I worked with.
  • [A client quote, in their words]
From tracker:InterviewImageBuild: Reel or Carousel (client words on screen)— gather two written testimonials before running this style
Direct CTA — make the ask
Clear, confident invitation to take the next step. No hedging.
  • What part of buying or selling confuses you most? Ask me here and I will explain it properly.
  • DM me any question about the process. No pitch, I will just answer it.
  • Thinking about a move in the next year? The conversation should happen now, not in the spring.
  • Send me the address and I will tell you what I would do with it.
  • No pressure. Tell me what you are thinking and I will tell you honestly if it is time.
From tracker:InterviewB-rollBuild: Reel (direct-to-camera, ask the question out loud)
Post-purchase

Retention

10–20% of output
Their pain
The deal closes, the relationship goes quiet, and the referral you earned never gets made.
Their dream
Past clients who stay in your world and send you people without being asked twice.
How to sound: Warm and personal. This is where the too-invested thing pays off, and where Feature Friday lives. Personal photos outperform staged listing shots for you, so use them here.
Celebratory — their wins
Spotlights client success. Makes them feel proud they chose you.
  • Keys handed over and the good part begins.
  • This one took a year and every month of it was worth it.
  • From outgrowing the first house to fitting the second one perfectly.
  • She relocated across the country and landed on the right street the first time.
  • To everyone who trusted me with this in the last year, thank you.
From tracker:B-rollImageBuild: Reel or Carousel (warm sold-day moment)
Community — belonging
Reinforces the right-client philosophy and keeps good people close.
  • Feature Friday: the [trade or local business] I send every single client to.
  • I get too emotionally invested in my clients. I would not do it any other way.
  • Everyone gets the same service here. Same team, same standard, every price point.
  • Most of my work comes from someone telling a friend. That is not an accident.
  • If we worked well together, send me your people.
From tracker:B-rollInterviewBuild: Reel or Story (Feature Friday is your proven format, bring it back)
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 records now and your next sale will price itself.
  • When to start planning a move you think is two years away.
  • What changes when your first home becomes a rental instead of a sale.
  • The maintenance that protects your value, and the maintenance that is just spending.
From tracker:InterviewBuild: Reel (teaching clip) or Carousel from Images
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
“The fastest sale is not the best sale. It is usually the most expensive one.”
Pull a talking clip · Interview / B-roll
MOF
“What you are actually signing, in plain words. Part one.”
Pull a short-form education clip · Interview
TOF
“Two kids, one bathroom, and a house you loved five years ago.”
Pull casual walkthrough b-roll · B-roll
Week 2Build trust and ask for the first DM
TOF
“You saved eleven listings and have not called anyone, because you do not know what you can afford.”
Pull lifestyle or listing footage · B-roll
MOF
“Sit down first, search second. I will not do it the other way around.”
Pull process b-roll · B-roll
BOF
“What part of buying or selling confuses you most? Ask me here.”
Pull direct-to-camera, ask it out loud · Interview
Week 3Proof and community
TOF
“Nobody explained the contract. You signed it anyway. Everyone has been there.”
Pull a warm talking clip · Interview
BOF
“What my clients say they were most worried about, and what actually happened.”
Pull client words on screen · Image / Reels
POST
“Feature Friday: the business I send every client to.”
Pull a Story or short clip, phone footage is fine · B-roll
Week 4Push week, lead with the ask
TOF
“Most people call me about six weeks too late. That is the whole problem.”
Pull a talking clip · Interview
BOF
“DM me any question about the process. No pitch, I will just answer it.”
Pull direct-to-camera · Interview
MOF
“The part of this job nobody posts: the paperwork and the call I was dreading.”
Pull BTS footage · B-roll
Weeks 5 to 12 repeat this rhythm with fresh hooks rotating through the same stages. You are on Instagram, TikTok, Facebook and LinkedIn, so every vertical Reel here works on all four with no reformatting. Two standing rules for the quarter, both taken from what you told me. Feature Friday goes back in the schedule as a recurring Retention slot. And every post ends with something a person can reply to, because DMs are the goal and likes are not.
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

Explain, Don’t Tell
  • Nobody should sign a page they cannot explain back in their own words.
  • The conditions period, explained like you have never done this before.
  • Deposit, down payment, closing costs. Three different things.
  • Nobody explained the contract. You signed it anyway. We have all been there.
  • I wish someone had taken the time to explain rather than tell me.
Don’t Rush It
  • The fastest sale is not the best sale.
  • Most people call me about six weeks too late.
  • You are not behind. You are rushing.
  • Sit down first, search second.
  • What you want, what you qualify for, and the plan between them.
Too Invested, On Purpose
  • I get too emotionally invested in my clients. I would not do it any other way.
  • Everyone gets the same service. The price point does not change that.
  • You are covered start to finish.
  • Feature Friday: the people I send my clients to.
  • Most of my work comes from someone telling a friend.

By funnel stage — where they are in the journey

TOF · Awareness
  • The fastest sale is not the best sale.
  • Two kids, one bathroom, and a house you loved five years ago.
  • You have to sell the one you are in to buy the one you want.
  • Nobody explained the contract. You signed it anyway.
MOF · Consideration
  • What you are actually signing, in plain words.
  • Sit down first, search second.
  • I get too emotionally invested. I have decided that is fine.
  • Come with me to a walkthrough before the photos get taken.
BOF · Decision
  • What part of this confuses you most? Ask me here.
  • DM me any question about the process. No pitch.
  • She called me four months before she wanted to list.
  • Send me the address and I will tell you what I would do with it.
POST · Retention
  • Keys handed over and the good part begins.
  • Feature Friday: the business I send every client to.
  • If we worked well together, send me your people.
  • Keep the records now and your next sale prices itself.
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.

One short-form education clip (Interview)
  1. Reel — the explanation with text on screen, posted across all four platforms ~7 min
  2. Carousel — the same point in five slides for the people who prefer to read ~15 min
  3. Story with a question sticker — what else about this confuses you, which feeds next week’s topic ~4 min
  4. LinkedIn text post — written out, no video, where your relocation and investor clients are ~6 min
  5. DM reply template — save it and send it to the next person who asks you this ~3 min
A Feature Friday spotlight (B-roll, phone footage)
  1. Story series — three frames tagging the business, the format you already had working ~5 min
  2. Reel — a twenty second why I send clients here ~6 min
  3. Carousel — four businesses in one post, a resource people save ~12 min
  4. LinkedIn post — the same spotlight framed as a local business recommendation ~5 min
  5. Follow-up ask — send it to them directly and ask for the share back ~2 min
Ready-to-use

Caption starters

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

Plain words education pairs with a short-form education clip

Nobody explains this part, so I will. [The term or stage] means [the plain-language version]. What trips people up is [the common confusion]. If you have signed something and were not totally sure what it said, you are not alone. Everyone has been there. What else do you want explained? Tell me and I will do that one next. #yycrealestate #firsttimehomebuyer #yyc

The timeline mistake pairs with a talking clip or walkthrough b-roll

Most people call me about six weeks too late. Not because they did anything wrong, but because nobody tells you when to start. [What actually needs to happen before a house goes live]. Rushing does not save you time, it costs you [the real cost]. When are you thinking of moving? Tell me and I will tell you when to call. #yycrealestate #sellingyourhome #yyc

The move-up squeeze pairs with lifestyle or listing footage

Two kids, one bathroom, and a house you genuinely loved five years ago. You have to sell the one you are in to buy the one you want, and that is two jobs happening at once. [How you sequence it]. Are you in this spot right now? DM me and I will walk you through the order. #movingup #calgaryrealestate #yyc

Feature Friday pairs with phone footage or a photo

Feature Friday is back. This week: [business name and what they do]. I send clients here because [the specific reason]. [A short story from a client who used them]. Who should I feature next? Drop them below. #featurefriday #yyc #shoplocal

The ask pairs with direct-to-camera

Open question, no pitch attached. What part of buying or selling confuses you most? Contracts, conditions, deposits, timing, prepping a house to sell, any of it. Send it to my DMs and I will answer it properly, whether or not you ever work with me. [One line on why you are doing this]. #yycrealestate #calgaryhomes #yyc

Troubleshooting

When you get stuck

“I have ideas and then never actually post them.”
You named this as your main problem, so this map is built to remove the deciding. Open the stage you are short on, take any hook, film it, post it. You do not need to assess whether it is good. That judgement call is the exact step where your ideas currently die, so this quarter, skip it. Filmed today means posted within 24 hours.
“I want to be on camera more but I am not confident yet.”
Start with the Behind-the-Scenes and Feature Friday styles, not the polished education ones. Those are informal, you are moving, and there is a subject other than yourself to talk about, which is what makes nerves disappear. Move to the short-form education Reels in week three once you have reps in. Worth knowing too: you told me personal photos already outperform your staged listing shots, so your audience has been asking for your face for a while.
“Nobody is DMing me.”
That is the exact gap this map is aimed at. Your posts have not been ending in anything answerable, so there has been nothing to reply to. Every Decision-stage hook here is a question and every caption closes with one. Give it four weeks of asking properly before you judge whether it works.
“I have not sent you my hot take yet.”
One slot in the Awareness section is held open for it, marked in pink. The other four hooks in that style come from what you said about people rushing the process, which is a defensible position and works as a hot take on its own. Send yours when it lands and I will swap it in.
“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.
“When should I refresh my footage?”
Around week 8 to 10, while you still have runway. Book the next shoot before you are scrambling.
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