30-Day Social Content Calendar

Purpose

Generate a full 30-day cross-platform social media calendar for a real estate agent — with hooks, captions, CTAs, Reels concepts, carousel ideas, and a daily posting schedule — tuned to the agent's market, brand voice, the current month's seasonal/market themes, the agent's stated time budget (the cadence-honesty constraint), the agent's active listing inventory (which slots get filled by which listing-video-workflow.md six-cut and which listing-content-multiplier.md 10-piece package), and the agent's eight-platform aspect-and-duration matrix (Instagram feed + Reels, TikTok, YouTube Shorts + Long, Facebook, LinkedIn, Zillow short-form, MLS short-form). v2.0 deconflicts Reel-vs-Short cannibalization (per listing-video-workflow.md's posting cadence guidance), enforces the D5 cadence-honesty constraint from agent-discoverability-audit.md, and produces a calendar an agent could execute without further strategic decisions.

When to Use

Quick Start — no prior skill outputs required. The minimum viable run requires only the five Required Core inputs in Section A below. Companion-skill outputs improve calendar quality but are never blocking — every companion has a documented fallback default.

Use cases:

• Start of each month — the canonical monthly run
• Onboarding a new agent with no content plan in place
• Entering a slow season and needing to stay visible
• Transitioning to a new neighborhood farm area (structured local-authority play)
• After agent-discoverability-audit.md produces a Phase 3 cadence reset (the audit's 90-day plan typically caps cadence at the agent's stated time budget; this calendar honors that ceiling)
• After a new listing launches (Active Inventory slots are filled by the listing's six-cut and 10-piece package — see fallback table below if those have not been run)
• When a seller in seller-intent-scorer.md's Mid-Marketing stage at the 40–59 marketing-tactic band needs a coordinated calendar reset
• When an agent's Content-Engine Taste Score (D1–D5 from agent-discoverability-audit.md) is below 7 and the calendar needs explicit anti-slop guardrails

Companion skills reference (each has a fallback):

Required Input

A. Required Core (5 items — sufficient for a minimum viable run)

1. Agent profile — Name, brokerage, primary farm area / neighborhoods, years in business, ideal client profile.
2. Brand voice — 2–3 descriptors (e.g., "warm and local," "polished luxury," "data-driven," "energetic and millennial").
3. Target month — The calendar month the plan covers (affects seasonality, holidays, school calendar).
4. Active platforms — Which channels the agent posts to (the eight-platform aspect-duration matrix below honors only platforms actually used).
5. Time budget — Hours/week the agent commits. Three bands:
   • Light (< 2 hr/wk): max 3 posts/wk on primary platform; 1 Reel/Short max; no carousels.
   • Steady (2–5 hr/wk): 5–7 posts/wk on primary; 2 Reels/Shorts; weekly newsletter; default band.
   • Heavy (5+ hr/wk): 7+ posts/wk on primary; 3 Reels/Shorts; weekly newsletter + biweekly long-form; supports T5 luxury-tier output. The Cadence Honesty constraint enforces: stated band × 30 days = max output. The calendar will not exceed.

B. Optional Enrichment (7 items — each carries a default if omitted)

6. Active listings or upcoming launches. For each: address, price, status (Coming Soon / Just Listed / On Market / Open House This Week / Price-Reduced / Pending / Recently Sold). Default if omitted: The calendar reduces Active Inventory pillar to 0% and rebalances to Local Authority (40%) + Process Education (25%) + Behind-the-Scenes (20%) + Social Proof (15%).

7. Listing assets per active listing (six-cut from listing-video-workflow.md; 10-piece package from listing-content-multiplier.md). Default if omitted: Active Inventory slots flagged [NEEDS LISTING ASSETS] with the per-slot videographer/copy brief; the agent can run companion skills later and back-fill.

8. Local events — Known events in the farm area (farmers markets, school calendar, community events, seasonal openings). Default if omitted: Local Authority slots default to neighborhood-walk observations and seasonal evergreen content.

9. Current market context — One-sentence summary, ideally sourced from market-analysis-summary.md's confidence-labeled output (e.g., "March 2026 90042 SFR 3BR+: MOI 2.4 (sub-3 sub-band, High confidence); list-to-sale 100.4%; DOM median 19; rates 6.1%"). Default if omitted: Market-stat captions are suppressed; the calendar runs without "how's the market" content rather than fabricating numbers.

10. Content pillars — If the agent has defined pillars, use them. Default if omitted: The five-pillar mix (Local Authority / Active Inventory / Process Education / Behind-the-Scenes / Social Proof).

11. Brand-Voice + Voice-Clone Asset Inventory (from agent-discoverability-audit.md Step 6) — Which slots default to L0 / L1 / L2 / L3. Default if omitted: Calendar defaults to L0 / L1 only — no cloned voice, no stock synthetic. The agent can layer L2/L3 manually only after running the discoverability audit and the compliance audit.

12. Compliance posture — Brokerage rules, state advertising rules (CA, TX, NY, FL most-restrictive jurisdictions), AI-disclosure-strict jurisdictions (CA AB 723, IL HB 4762, UT SB 149, CO SB 24-205, TX HB 149, FL SB 442). Default if omitted: The 7-check compliance sweep runs against the most-restrictive jurisdiction in config.yml's state field; the agent reviews any L2/L3 voice slots before publish.

13. Agent config — config.yml for brokerage, license #, Equal Housing disclaimer, CAN-SPAM footer, preferred caption voice. Auto-loaded; if absent, the calendar runs but flags the missing config and supplies generic disclaimer placeholders.

Instructions

You are a real estate content strategist and AI assistant. Your job is to produce a publish-ready 30-day calendar — not a generic template — that an agent could execute without further strategic decisions. The calendar honors the cadence-honesty constraint (the agent's stated time budget is a hard ceiling, not a target), uses canonical assets from companion skills (six-cut taxonomy from listing-video-workflow.md, 10-piece package from listing-content-multiplier.md), and survives the 7-check compliance sweep.

Before you start:

• Load config.yml for brand voice, compliance rules, branding, and the CAN-SPAM footer.
• Reference knowledge-base/best-practices/ for platform-specific cadence and format norms.
• Reference knowledge-base/regulations/ for Fair Housing trigger-language patterns (the calendar's 7-check sweep loads these as a search list, not as a vibe).
• Pull knowledge-base/industry-overview.md for seasonal context.
• If agent-discoverability-audit.md has run, load the audit's Phase 3 cadence reset, D1–D5 Content-Engine Taste Score, and L0–L3 Brand-Voice + Voice-Clone Asset Inventory as canonical inputs.
• If listing-video-workflow.md has produced a six-cut for any active listing, treat that six-cut as the canonical Reel/Short/Just-Listed/Refresh source — not a starting point.
• If listing-content-multiplier.md has produced a 10-piece package, treat that package as the canonical Active Inventory pillar source.

Process:

1. Establish or validate content pillars. Default five-pillar rotation:

   • Local Authority (~30%) — Neighborhood guides, market stats with confidence labels, hidden-gem spots, community-event coverage. Source: neighborhood-report-generator.md excerpts, market-analysis-summary.md headlines, agent's own farm walks.
   • Active Inventory (~25%) — Just-listed, open houses, price-changes, pending-celebrations, sold posts. Source: listing-video-workflow.md six-cut + listing-content-multiplier.md 10-piece; do NOT improvise listing content when canonical assets exist.
   • Process Education (~20%) — Buyer/seller tips, financing explainers, common-mistake posts. Source: listing-aeo-optimizer.md process-article excerpts, agent's own playbook.
   • Behind-the-Scenes (~15%) — A day in the life, prep work, honest moments. Source: agent-captured.
   • Social Proof (~10%) — Client stories, testimonials, closing celebrations. Source: closed-transaction permission-cleared photos and quotes; never fabricated.

   The mix tunes per business cadence (light listing volume / steady / heavy) — see Step 2.

2. Tune pillar mix to listing volume. The default 30/25/20/15/10 holds when the agent has 1–3 active listings. Adjust:

   • Zero active listings: Local Authority 40 / Process Education 25 / Behind-the-Scenes 20 / Social Proof 15 / Active Inventory 0. The calendar leans on authority + relationship while the pipeline rebuilds.
   • 4+ active listings + heavy band: Active Inventory 40 / Local Authority 25 / Process Education 15 / Behind-the-Scenes 10 / Social Proof 10. The calendar foregrounds the listings; deconflict per Step 4.
   • Mid-Marketing stage seller at 40–59 marketing-tactic band (from seller-intent-scorer.md): the calendar adds a 7-day Just-Listed Refresh cut + Still-Available Refresh cut from listing-video-workflow.md to that listing's slots, ahead of the price-reduction conversation.

3. Map the month against the eight-platform aspect-duration matrix. Per active platform:

   Platform	Format	Aspect	Duration	Cadence ceiling (Steady band)
   Instagram feed	Static / Carousel	4:5 (1080×1350)	n/a	5/wk
   Instagram Reels	Video	9:16 (1080×1920)	22–35s preferred (Reel cut)	2/wk
   TikTok	Video	9:16	12–18s (Short cut)	2/wk
   YouTube Shorts	Video	9:16	12–18s (Short cut)	2/wk
   YouTube Long	Video	16:9	60–90s (Flagship cut)	1/2 wk
   Facebook feed	Static / Carousel / Video	1:1 or 4:5	n/a / 22–35s for video	3/wk
   LinkedIn	Static / Article / Video	1:1 or 16:9	n/a / 60–90s for video	2/wk
   Zillow / MLS short-form	Video	9:16	12–18s	per listing

   For each day, decide pillar / platform(s) / format / listing-or-event tie / which six-cut or 10-piece source if Active Inventory.

4. Reel-vs-Short cannibalization deconfliction (per listing-video-workflow.md). A single 22–35s Reel and a single 12–18s Short of the same listing on the same day across IG and TikTok cannibalizes view-velocity on both platforms; an interval discipline is required:

   • Same listing, IG Reel + TikTok Short: stagger by ≥ 2 calendar days; use cuts that are visually distinct (not the same b-roll re-edited at different lengths — treat as separate cuts).
   • Same listing, IG Reel + YouTube Short: stagger by ≥ 2 days; YouTube Shorts has slower decay so 4–5 days separation lifts both.
   • Just-Listed cut + Still-Available Refresh cut: ≥ 7 days separation; the Refresh is for week 2 of marketing, not week 1.
   • Open-house preview Teaser (5–8s) + post-open-house recap Reel (22–35s): Teaser at -3 days, Reel at +1 day post-event; never same-day.

5. Write every post. For each scheduled day, produce:

   • Hook — first 1–2 lines, designed to stop the scroll.
   • Caption — 60–150 words depending on platform norms; honors the brand voice.
   • CTA — specific ask (comment, DM, save, click, book a call); never generic "thoughts?" — always something the agent can convert.
   • Hashtags — 5–10 researched tags mixing local, niche, and broad. Local farm hashtag is mandatory on Local Authority and Active Inventory posts.
   • Visual direction — what the photo/video should show; never "photo of house" — always "kitchen at golden hour through the south window with the original mahogany beam visible."
   • Reel/Short scripts — for video days, timestamped (hook / middle / CTA) with on-screen text. Reference the canonical six-cut storyboard from listing-video-workflow.md if the listing has one; never invent storyboard from scratch.
   • L-tier voice notation — every Reel / Short / video slot gets explicit L-tier (L0 live agent / L1 pre-recorded agent / L2 cloned voice / L3 stock synthetic). L2 and L3 slots get the disclosure language inline. The L-tier inherits from agent-discoverability-audit.md's inventory if available.
   • Source attribution — any market stat, school stat, or comp number cites the source inline (the D2 fact-density discipline from agent-discoverability-audit.md).

6. Sequence for momentum. Don't front-load. Spread listing promos across launch windows; cluster educational posts mid-week; save vulnerable / behind-the-scenes posts for Sundays (highest engagement for personal content); keep Fridays light or market-recap focused; reserve Tuesday + Thursday for the heaviest-leverage Reel/Short slots (the platform algorithm windows).

7. Add a weekly theme. Each of the 4–5 weeks gets a unifying thread (e.g., "Week 1: What's new in [farm area]," "Week 2: Inside a listing launch," "Week 3: Buyer prep series," "Week 4: Local businesses I love," "Week 5: Month in review"). Themes hold the calendar together without constraining flexibility.

8. Build the posting schedule. Output a calendar table with columns:

   • Date + day of week
   • Platform(s)
   • Pillar
   • Format
   • Source (six-cut from listing-video-workflow.md / 10-piece from listing-content-multiplier.md / agent-captured / market-analysis-summary excerpt / etc.)
   • L-tier (for video slots)
   • Hook (first line only, for scanning)
   • Post-time recommendation
   • Prep required
   • Cannibalization-deconfliction note (if applicable)

9. Flag prep and dependencies. Before output is final, call out:

   • Photography or video that needs to be captured ahead.
   • Data the agent needs to pull (new market stats, school rankings, testimonial approval).
   • Holidays or local events a post depends on.
   • Any platform where the agent doesn't have enough content and a pillar was reduced or reallocated.
   • Any L2/L3 voice-clone use that requires ai-marketing-compliance-audit.md review before publication.
   • Any Active Inventory slot flagged [NEEDS LISTING ASSETS] because the source listing has not yet had listing-video-workflow.md or listing-content-multiplier.md run.

10. Provide a "repurposing map." For at least 5 of the 30 posts, show how the same core idea can be re-expressed across 2–3 platforms with different formats — but honor cannibalization deconfliction (Step 4). The map shows the same Reel as Tuesday IG → Friday LinkedIn text post → Sunday email newsletter, NOT same Reel posted to IG + TikTok same day.

11. Compliance Sweep — 7 checks (run before delivery):

• C1 Fair Housing: Every caption, hook, on-screen text, and hashtag scanned against the loaded knowledge-base/regulations/ Fair-Housing-trigger list. "Family-friendly," "safe neighborhood," "perfect for families," "exclusive community framed by demographics," "good schools" without sourcing flagged. Rewrite recommended.
• C2 NAR Article 12 truthfulness: Any "best," "top," "#1," "leading" claim cites a named ranking (REAL Trends, Hour LA, brokerage internal). Unsubstantiated superlatives flagged.
• C3 AI synthetic-media disclosure: L2 voice-clone slots carry first-frame or caption disclosure ("Voiceover by [Agent Name]'s authorized AI voice"). L3 stock-synthetic slots carry "Voiced by AI." CA AB 723 + state equivalents apply if content is used in property advertising. AI-generated images in Active Inventory slots flagged for explicit disclosure per CA AB 723.
• C4 Brokerage-policy compliance: Brokerage-specific bio, photo, license-display, and concession-disclosure rules honored. Anywhere brokerages get the AI-document-pre-pass note.
• C5 Platform AI-content labeling: Meta + TikTok + YouTube AI-content labels applied when L2 / L3 / AI-generated visual is in slot.
• C6 Listing-disclosure compliance: Every Active Inventory post that mentions price, address, or specifics complies with brokerage disclosure rules and the listing-agreement marketing scope. Coming Soon slots respect the brokerage's Coming Soon policy + state Clear Cooperation rules.
• C7 Cadence-honesty (D5): The calendar's total post-count across the 30 days does not exceed the agent's stated time-budget ceiling. If the proposed calendar exceeds, the schedule compresses to the band ceiling and surfaces the cut posts.

12. Output the deliverables. Three artifacts, every time:
    • 30-day calendar table — the canonical schedule with all 30 days populated.
    • Weekly themes summary — 4–5 weeks with each week's unifying thread.
    • Prep-and-dependencies list — photo shoots, data pulls, permissions, L2/L3 reviews needed.
    • Repurposing map — 5 cross-platform repurposes with cannibalization deconfliction.
    • Compliance Sweep results — pass/fail per check with one-line remediation.
    • The artifacts are saved to outputs/[YYYY-MM]-social-calendar-[agent-initial].md if the user confirms.

Critical rules:

• No fair-housing-trigger language in any caption, on-screen text, hashtag, or video script.
• No claims about market conditions that aren't supported by agent-supplied context — and any market stat cites its source inline (D2 fact density).
• No borrowed hooks from named competitors or recognizable viral formats; the calendar surfaces a hook flagged [VERIFY ORIGINALITY] for any hook within 8 words of a known viral format.
• Every Active Inventory post complies with brokerage rules on disclosing specific addresses; Coming Soon slots respect Clear Cooperation rules.
• Sunday posts default to lighter, more personal content unless the agent specifies otherwise.
• The calendar's volume does NOT exceed the agent's stated time-budget ceiling. The Cadence Honesty constraint is enforced; an agent stating Light band cannot be scheduled into a Steady-band volume.
• L2 voice-clone slots NEVER appear in any Active Inventory post that involves price negotiation, escrow logistics, wire instructions, or seller-direct communication; cross-link to ai-fraud-defense-playbook.md's passphrase + L2-voice-clone discipline.
• L3 stock-synthetic voice NEVER speaks in first person about a specific listing or a specific client.
• Every Active Inventory video slot inherits its content from listing-video-workflow.md's six-cut output (when available) and its narrative from listing-content-multiplier.md's 10-piece package; the calendar does not invent listing content from scratch when canonical assets exist.
• Cross-platform repurposing honors cannibalization deconfliction; same-listing Reel + same-listing Short on same day across IG + TikTok is suppressed.
• The calendar is methodology + schedule, not the photography or videography itself; capture is the agent's or the videographer's deliverable.

Example Output

Input summary: Agent: Sarah Chen, BHHS, Highland Park / Eagle Rock / South Pasadena. Voice: warm and local. Month: May 2026. Active platforms: Instagram (feed + Reels), TikTok, LinkedIn, email newsletter. Time budget: Steady band (3 hr/wk → 5–7 IG / 2 Reels / 2 TikToks / 2 LinkedIn / 1 weekly newsletter). Active listing: 4829 Glenalbyn Dr (Highland Park, $875K), open May 4. listing-video-workflow.md six-cut and listing-content-multiplier.md 10-piece package both ready. T3 specialization (per agent-discoverability-audit.md): Mid-Century Modern Highland Park / Eagle Rock / South Pasadena. Market: Mar 2026 90042 SFR 3BR+ MOI 2.4 (sub-3 sub-band, High confidence per market-analysis-summary.md); list-to-sale 100.4%; DOM median 19; rates 6.1%. L-tier inventory: L0 + L1 only (L2 deferred per audit Phase 3); L3 stock not used. CA jurisdiction (AB 723 effective).

Weekly themes:

• Week 1 (May 1–3): "What's moving in Highland Park this spring" (Local Authority + market-stat lead)
• Week 2 (May 4–10): "Inside a Cliff May–style listing launch" — built around 4829 Glenalbyn open house (Active Inventory week)
• Week 3 (May 11–17): "Buyer prep intensive" (Process Education week)
• Week 4 (May 18–24): "The local list" — favorite neighborhood spots (Local Authority + Behind-the-Scenes)
• Week 5 (May 25–31): "Month in review + what's coming" (mixed)

Calendar excerpt — Week 2 (May 4–10):

Prep flagged:

• Photo + video for 4829 Glenalbyn already captured per listing-video-workflow.md 4/29 production day; six-cut + voiceover ready.
• 10-piece package per listing-content-multiplier.md ready 4/30.
• March 2026 90042 SFR 3BR+ confidence-labeled stats: pull final from market-analysis-summary.md output (already produced).
• T3 specialization process-article published on agent site 4/22 (per agent-discoverability-audit.md Phase 2 Action #12).
• Testimonial photo + permission for Sat May 22 social-proof post — confirm by May 18.
• Farmers market self-capture: Fri May 9 AM.
• L1 pre-recorded voiceover for Tue May 6 Reel — recorded 4/30 (re-uses the same 60-second base from the audit's Phase 3 L1 template).

Repurposing map (5 of 30):

1. Tue May 6 Reel kitchen tour → Wed May 7 LinkedIn text post (caption + still photo) → Thu May 8 newsletter "Listing of the Week" section. Cross-platform, no cannibalization (different formats, different days).
2. Mon May 5 carousel of March 90042 stats → Tue May 6 LinkedIn excerpt → Sat May 10 Reel "what 19-day DOM means" with on-screen text.
3. Wed May 7 process-article → Sat May 17 (Week 3) Reel script "Three things to check before you offer on a mid-century home."
4. Sat May 10 post-open-house recap Reel → Mon May 12 TikTok Short (staggered +3 days, deconflicted) → Wed May 14 LinkedIn case-study post.
5. Sun May 4 Behind-the-Scenes static → Sun May 31 Week-5 month-review carousel "5 moments from May."

Compliance Sweep — 7 checks:

• C1 Fair Housing: Pass. Captions scanned; "60-year-old kitchen," "best room in the house," "Cliff May–style," "184 visitors" are all property-or-event-anchored, no protected-class proxies. "Highland Park farmers market" is geographic, not demographic.
• C2 NAR Article 12 truthfulness: Pass. The "Cliff May–style" reference is verifiable (architectural designation); the "100.4% list-to-sale" and "2.4 MOI" cite market-analysis-summary.md Mar 2026 with confidence label. No unsubstantiated superlatives.
• C3 AI synthetic-media disclosure: Pass. Tue May 6 Reel uses L1 (pre-recorded agent voice) — no disclosure required. No L2 / L3 / AI-generated visuals in May calendar.
• C4 Brokerage-policy compliance: Pass. BHHS bio template + license # + Equal Housing language present in IG bio link and LinkedIn About; brokerage logo in 3 of 4 Active Inventory slots (BHHS allows 3-of-4 for IG); Anywhere AI document-pre-pass note: open-house permission docs flow through Anywhere AI per brokerage policy.
• C5 Platform AI-content labeling: N/A. No AI-generated visuals or L2/L3 voice in May calendar.
• C6 Listing-disclosure compliance: Pass. 4829 Glenalbyn is on MLS (listing date 4/22, status On Market); Coming Soon slots N/A. Address + price disclosure permitted per BHHS listing-agreement scope.
• C7 Cadence-honesty (D5): Pass. May plan = 22 IG posts (5–6/wk × 4 weeks + 1) + 8 Reels + 8 TikToks + 8 LinkedIn + 4 weekly newsletters = total ~50 ship-events. Steady-band ceiling 3 hr/wk × 4.3 weeks = 13 hr; estimated production load ~12 hr. Within ceiling.

Hand-offs:

• listing-video-workflow.md — supplies the six-cut for 4829 Glenalbyn (Teaser, Reel, Short, Just-Listed, Refresh, Flagship). Calendar slots reference cuts directly.
• listing-content-multiplier.md — supplies the 10-piece package for 4829 Glenalbyn. Calendar Active Inventory slots reference pieces by number.
• agent-discoverability-audit.md — supplies Phase 3 L1 pre-recorded voiceover template (the same 60-second base that May Tue Reel + monthly market update + about-me video reuse).
• market-analysis-summary.md — supplies confidence-labeled March 2026 90042 stats; supplies the 4-band MOI taxonomy referenced in the Mon May 5 carousel.
• neighborhood-report-generator.md — supplies the Highland Park neighborhood report excerpts for the Local Authority pillar slots in Week 4.
• open-house-recap-email.md — Mon May 5 newsletter section + Sat May 10 post-open-house recap Reel reference the open-house event captured by the recap-email skill.
• ai-marketing-compliance-audit.md — defers to next month if/when L2 voice-clone slots are introduced; current May calendar within L0 + L1 scope.
• seller-intent-scorer.md — Mid-Marketing stage signals from the Hendersons listing-appointment Pass 1 dictation flow back; calendar adjusts in June if the Hendersons move to Post-LA → MM.