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

Kaeli Stuart

Your 90-day content strategy, a funnel engine rather than a posting schedule. You are in the business of taking care of people. Real estate is the vehicle.
ClientKaeli Stuart
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 knowing you as a neighbour, to trusting your read on their block, to calling you before they list, to sending you the next person on the street. Each stage tells you how to sound and what footage to pull. Your own goal for day 90 is the operating instruction for this whole map: nobody should be surprised, they should just have more evidence. Which also answers the question that stops you posting. Why does my viewer care is already built into every hook below.

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 Go-To, Not Just the Neighbour

Elbow Park, Bel-Aire, Rideau-Roxboro, Elboya. Everyone already knows you live there. The job of the next 90 days is making it obvious you are the agent for those streets. You know which blocks carry the lifestyle premium, the river pathway proximity, the school catchment. That cannot be faked with a spreadsheet.

Known for: the agent for these four communities, not a resident of them
Angle 02

Priced Right the First Time

Your sellers are not worried about finding a buyer. They are worried about mispricing twenty-five years of equity. You price on the six blocks around them, prep once, and do not chase the market down.

Known for: hyperlocal pricing that holds
Angle 03

Referral Is the Whole Scoreboard

Anyone can buy leads. Almost nobody gets 97% of their business from people who already trusted them. That number is the byproduct of handling every possible detail so busy clients do not have to, and of running life-stage sales with real discretion. It is a better read on an agent than listing count.

Known for: a business that runs on trust, not lead spend
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
The house has been too big for two years and they keep not calling anyone. They are not worried about finding a buyer. They are worried about getting the number wrong on the biggest asset they own.
Their dream
Someone who already knows the street, already knows them, and can price twenty-five years of equity without guessing.
How to sound: Personal, structured, informative. Polished and feminine with a touch of edge, which means you can say the sharp thing as long as you say it warmly. Name the neighbourhood, name the life stage, say the real number. You already post everyday life well, so keep that register and add a point. Post it the day you film it.
Hot Take — the industry-leader move
A confident, slightly contrarian stance that signals authority and stops the scroll.
  • Referral rate is a better read on an agent than listing count. Anyone can buy leads.
  • The biggest mistake sellers make is hiring an agent who has never walked these streets outside a listing appointment.
  • Which blocks carry the lifestyle premium is not something you can fake with a spreadsheet.
  • Your problem is not finding a buyer. It is mispricing twenty-five years of equity.
  • Chasing the market down costs far more than pricing it correctly on day one.
From tracker:InterviewB-rollBuild: Reel (talking clip on a familiar street, or text over neighbourhood b-roll)
Relatable — make them feel seen
Names the exact frustration the dream client lives with. Builds instant recognition.
  • The kids are gone and the house is too big. You have been saying that for two years.
  • Twenty-five years in this house and you do not want the whole street knowing before you are ready.
  • You are not selling a house. You are unwinding a chapter. Those are two different jobs.
  • You have run the numbers on something smaller four times and still have not called anyone.
  • Every estimate you have seen came from a website that has never been inside your house.
From tracker:B-rollInterviewBuild: Reel (casual walk through the neighbourhood, warm and real)
Aspirational — sell the dream
Shows the life on the other side of the move. Pure desire.
  • The right next house is smaller, lighter, and closer to everything you actually use.
  • Sold in under three weeks, at the number, with nobody in your business.
  • Imagine handing this to someone who already knows the street and the buyers on it.
  • Downsizing should feel like relief, not loss. It does when the equity comes with you.
  • You want this handled the way you would handle it yourself. That is the whole brief.
From tracker:B-rollImageBuild: Reel or Carousel (neighbourhood and listing footage)
Middle of funnel

Consideration

20–30% of output
Their pain
They like you personally but have not connected that to hiring you. They assume any agent can pull comparables, and they do not know what your local read is actually worth.
Their dream
Evidence that knowing the block changes the number, and that your process is not improvised.
How to sound: Teach one specific thing per post, always tied to a real street or a real life stage. This is the stage that converts the people who already like you, so this is where your effort pays.
POV Educational — show your thinking
Teaches one idea through your distinct point of view, not a generic tip.
  • Elbow Park pricing is not Altadore pricing. A city-wide average tells you nothing about your house.
  • Here is what twenty years of updates actually adds to your price, and what it does not.
  • Your first three weeks on the market are your entire negotiating position. Spend them carefully.
  • An estate sale gets priced differently than a downsize, even on the same block. Here is why.
  • Prep is not staging. Prep is deciding what a buyer would otherwise use against you.
From tracker:InterviewB-rollBuild: Reel (walkthrough narrating a real property or street)
Authority Framework — how you work
Names your actual process so the audience can picture working with you.
  • Before a single photo is taken: hyperlocal comparables, a prep list, and a price we both believe.
  • Trust the process, price it right, prep it once. That is the whole method.
  • How I run a sale when nobody is supposed to know it is happening yet.
  • I handle every possible detail so you do not have to. That is the entire service.
  • I do not list on hope. I list on what has actually sold within six blocks of you.
From tracker:B-rollBuild: Reel (process footage, comparables and the prep list being built)
Behind-the-Scenes — build trust
Pulls back the curtain. Real, human, the work as it actually happens.
  • Walking a Britannia listing before it goes live. Here is what I flag first.
  • School drop-off, two showings, an offer, and back for pick-up. That is a Tuesday.
  • The unglamorous part: a prep list nobody sees and everybody feels in the offer.
  • I lived here for years before I ever sold here. That is the actual advantage.
  • What happens in the week before a listing goes live.
From tracker:B-rollInterviewBuild: Reel (BTS, phone footage is fine, this is your strongest format)
Bottom of funnel

Decision

20–30% of output
Their pain
They are ready but the timing feels like a decision they cannot undo, and the fear of leaving money on the table keeps them at the kitchen table instead of on the phone.
Their dream
A conversation before the commitment, where they find out what the house is worth and what it needs, without being sold to.
How to sound: Name the ask plainly and make it low-stakes. A pre-list conversation, not a listing contract. Confident, discreet, no pressure.
Transformational — the after
Before and after. Shows the change the work creates, concretely.
  • Priced right on day one instead of three reductions later. Same house, different outcome.
  • She was ready to list high and see what happened. We prepped instead and the market answered faster.
  • From we will probably sell next spring, to sold and moved, with nobody the wiser.
  • Nineteen days on market against a market average of twenty-five. The prep is the difference.
  • Twenty-five years of equity, protected by three weeks of decisions.
From tracker:B-rollImageReelsBuild: Reel (before and after of a real prep-to-sold listing)— confirm the 19 vs 25 day figures before this one goes out, and pull a real before shot
Proof-led — results & testimonials
Lets outcomes and client words do the selling. Social proof.
  • Almost all of this business is repeat and referral. That is the whole review.
  • People do not stake their reputation on a referral unless the experience was flawless.
  • Ask the neighbour who already sold with me. Most of my clients arrived exactly that way.
  • What my sellers say they were most worried about, and what actually happened.
  • Here is what gets done between the first conversation and the day we go live.
From tracker:InterviewImageBuild: Reel or Carousel (client words on screen)— pull two client quotes, and confirm you are comfortable publishing the 97% figure and the 19 vs 25 day numbers
Direct CTA — make the ask
Clear, confident invitation to take the next step. No hedging.
  • Planning a sale in the next year? The pricing conversation should happen now, not then.
  • Send me your address and I will send back what your six blocks are actually doing.
  • If you want this handled discreetly, that is a conversation, not a form on a website.
  • Book the pre-list walkthrough. You leave knowing your number and your list.
  • DM me your street name and I will tell you what has sold on it this year.
From tracker:InterviewB-rollBuild: Reel (direct-to-camera, or the line over a neighbourhood shot)
Post-purchase

Retention

10–20% of output
Their pain
They sold, they moved, and the relationship goes quiet just when they are meeting everyone in their new building or block.
Their dream
Clients who tell the neighbour before the neighbour has even decided to sell.
How to sound: Warm and personal. This is the register you already win in. Kids, community, sold days, the street. Say thank you out loud and ask for the referral once a month.
Celebratory — their wins
Spotlights client success. Makes them feel proud they chose you.
  • Sold, and she is three blocks away in exactly the right house.
  • Another one that started as a coffee two years before the listing.
  • Keys handed over on a street I have lived on for a decade.
  • The kids’ rooms are packed and the next chapter is smaller and better.
  • To everyone who sent me their neighbour this year, thank you.
From tracker:B-rollImageBuild: Reel or Carousel (sold day, warm and personal)
Community — belonging
Reinforces the right-client philosophy and keeps good people close.
  • I am in the business of taking care of people. Real estate is just the vehicle.
  • I volunteer at the school, I am on the sideline, I live here. The real estate comes after.
  • If we worked well together, tell the neighbour who has been thinking about it.
  • I would rather do fewer sales properly than more of them badly.
  • You knew me before you needed me. That is how this is supposed to work.
From tracker:InterviewB-rollBuild: Reel (warm talking clip or everyday-life footage with the line on screen)
Continued Education — keep teaching
Keeps delivering value so clients refer and return.
  • You are in the smaller house. Here is what to handle in the first ninety days.
  • Which renovations hold their value on these blocks, and which ones do not.
  • How to keep records now so your next sale prices itself later.
  • What sold in your neighbourhood this quarter, in plain numbers.
  • When to start planning a sale you think is three years away.
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
“Referral rate is a better read on an agent than listing count. Anyone can buy leads.”
Pull a talking clip on a familiar street · Interview / B-roll
MOF
“Elbow Park pricing is not Altadore pricing.”
Pull a walkthrough or street clip · Interview / B-roll
TOF
“The kids are gone and the house is too big. You have been saying it for two years.”
Pull casual neighbourhood b-roll · B-roll
Week 2Build trust and make the first ask
TOF
“Every estimate you have seen came from a website that has never been inside your house.”
Pull a talking clip or text over a listing · Interview
MOF
“Before a photo is taken: comparables, a prep list, and a price we both believe.”
Pull process b-roll · B-roll
BOF
“Send me your address and I will send back what your six blocks are doing.”
Pull direct-to-camera · Interview
Week 3Proof and community
TOF
“The biggest mistake sellers make is hiring an agent who has never walked these streets.”
Pull a bold talking clip · Interview / B-roll
BOF
“People do not stake their reputation on a referral unless the experience was flawless.”
Pull client words on screen · Image / Reels
POST
“I volunteer at the school, I am on the sideline, I live here.”
Pull everyday-life footage, phone footage is fine · B-roll
Week 4Push week, lead with the ask
TOF
“You are not selling a house. You are unwinding a chapter.”
Pull a warm talking clip · Interview
BOF
“Book the pre-list walkthrough. You leave knowing your number and your list.”
Pull direct-to-camera · Interview
MOF
“Walking a listing before it goes live. Here is what I flag first.”
Pull BTS walkthrough footage · 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 pre-list walkthrough. You post 3 to 4 times a week, so use the fourth slot for the Story format you already do well. One rule for this quarter: if you filmed it, it goes up within 24 hours. Polished later is worse than plain today.
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 Go-To, Not Just the Neighbour
  • An agent who has never walked these streets outside a listing appointment.
  • Which blocks carry the lifestyle premium cannot be faked with a spreadsheet.
  • River pathway, school catchment, the right side of the street. That is the premium.
  • I lived here for years before I ever sold here.
  • School drop-off, two showings, an offer, and back for pick-up.
Priced Right the First Time
  • Your problem is not finding a buyer. It is mispricing the equity.
  • Elbow Park pricing is not Altadore pricing.
  • Your first three weeks are your entire negotiating position.
  • Chasing the market down costs more than pricing it right on day one.
  • I do not list on hope. I list on what sold within six blocks.
Referral Is the Whole Scoreboard
  • Referral rate is a better read on an agent than listing count.
  • Anyone can buy leads. Almost nobody gets 97% from people who already trusted them.
  • I am in the business of taking care of people. Real estate is the vehicle.
  • I handle every possible detail so you do not have to.
  • You do not want the whole street knowing before you are ready.

By funnel stage — where they are in the journey

TOF · Awareness
  • Referral rate beats listing count. Anyone can buy leads.
  • An agent who has never walked these streets outside a listing appointment.
  • The kids are gone and the house is too big.
  • Every estimate came from a website that has never been inside your house.
MOF · Consideration
  • Elbow Park pricing is not Altadore pricing.
  • Prep is not staging. Prep is what a buyer would use against you.
  • Trust the process, price it right, prep it once.
  • Walking a listing before it goes live. Here is what I flag.
BOF · Decision
  • Priced right on day one instead of three reductions later.
  • Nobody stakes their reputation on a referral unless it was flawless.
  • Send me your address, I will send back your six blocks.
  • DM me your street name and I will tell you what has sold on it.
POST · Retention
  • Sold, and she is three blocks away in the right house.
  • This business runs on the people already in it.
  • Tell the neighbour who has been thinking about it.
  • Which renovations hold value on these blocks.
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 Story you already filmed on your phone (B-roll, everyday life)
  1. Reel — add one hook from the library as the on-screen line and post it to the grid ~6 min
  2. Story series — three frames with a poll: what would you price this at ~5 min
  3. Carousel — the same idea in five slides using stills pulled from the clip ~15 min
  4. LinkedIn post — the point written out in three lines, no video needed at all ~6 min
  5. Neighbourhood update — the frame plus one real number from that block this quarter ~5 min
A pre-list walkthrough (Interview and B-roll)
  1. Reel — the walkthrough narrated, what you flag first and why ~10 min
  2. Quote graphic — one pricing line over a clean exterior still ~8 min
  3. Carousel — the prep list slide by slide, walkthrough stills as backgrounds ~15 min
  4. Story with a question sticker — would you fix this before listing ~4 min
  5. DM starter — send the clip to three past clients on that street with one line ~5 min
Ready-to-use

Caption starters

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

Hyperlocal pricing pairs with a street or walkthrough clip

A city-wide average tells you nothing about your house. This block sold [number] homes this year and the spread was [range]. Here is what moved the top of that range: [two or three factors]. Your equity is priced on six blocks, not on a headline. #yycrealestate #calgaryrealestate #yyc

The life-stage sale pairs with a warm talking clip

Most of my sellers are not moving because they want to. The kids left, or the plan changed, or the house is now bigger than the life in it. [a short story, no names, no identifying details]. You are not selling a house, you are unwinding a chapter. That is a different job and it should be handled like one. #calgaryrealestate #downsizing #yyc

Prep, not staging pairs with pre-list walkthrough b-roll

Prep is not about making it pretty. Prep is deciding what a buyer would otherwise use against you at the table. In this house that was [two or three items]. We handled it once, before the photos, and it never came up again. #listingprep #yycrealestate #yyc

Referral and reputation pairs with everyday-life or sold-day footage

Almost all of my business is repeat and referral. People do not stake their reputation on a referral unless the experience was flawless, so I only ever get one version of this to do. [one line about a recent client or a thank you]. If we worked well together, tell the neighbour who has been thinking about it. #referral #calgaryrealestate #yyc

The ask pairs with direct-to-camera or a neighbourhood shot

Planning a sale in the next year? The pricing conversation should happen now, not the week you list. Send me your address and I will send back exactly what your six blocks have done this year, plus what your house would need before it goes live. Discreet, no obligation. [one line on who this is for]. #yycrealestate #calgaryhomes #yyc

Troubleshooting

When you get stuck

“I am worried about looking nervous on camera.”
Two fixes. First, film the Behind-the-Scenes and Community styles before the polished ones. That is the register you already win in, and nerves do not read as nerves when you are moving and talking about something real. Second, put the hook on screen and let the b-roll carry the first three seconds. By the time your face appears the viewer is already in, and nobody watching has any idea which take this is.
“I filmed something good and then did not post it.”
This is the one to break. The hook library exists so you never have to decide whether a clip is relevant. Pick any hook from the stage you are short on, put it on the clip, post it. Rule for this quarter: filmed today means posted within 24 hours. Nothing in this map requires polish.
“Why would my viewers care about this one?”
Check the stage. Every stage in this map names a specific pain and dream for your actual client, the 45 to 65 year old homeowner facing a life-stage sale. If a post does not connect to one of those, it is not that the post is bad, it is that it belongs to a stage you are not in. Move it or drop it.
“I am running low on clips before 90 days.”
Repost your three best performers with a fresh hook, and use One Clip Five Ways. Your everyday Stories are an unlimited source here, because they are already the format your audience responds to. Add a point to them and they become Awareness posts.
“People say they love my content but nobody calls.”
That is a funnel gap, not a content problem. Your Awareness and Retention posts are strong and your Decision posts barely exist. Every month needs at least three clear asks. Start with the address and six-blocks offer, it is the lowest-stakes one in the map.
“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.
“What is still missing from this map?”
One thing. The I wish someone had told me prompt, which you skipped between the mistake question and the hot take. That one usually produces the most human hook in the whole map, so send it whenever it lands and I will add it to the library.
“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.
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