What happened
All 14 inventory items were built, Tiers 1 to 4, split into 21 separately judged pieces and 37 variants. The first full pass of building and judging ran from 03:51 to 04:11. Every piece was judged by a fresh Opus critic that saw the work only through blind labels (X, Y, Z) in shuffled order and never saw a builder's reasoning. Any variant that failed a test got one targeted fix from a builder, and then a new critic re-judged the whole set. Because there was time left, rounds 3 to 5 repeated this only for variants that still failed outright. Variants that passed were never touched again.
Head to head against the existing assets
The existing nurture emails (01 to 12) and sms.md went into the comparisons unlabelled and lost all three. Each one fails automatically: em dashes throughout, "for free", a Billy sign-off, eXp Realty and sales@ in place of CB&A and jacob@builderconnect.net, no opt-out on the first SMS, and invented site cost figures. Do not reuse them.
Decisions only Jacob can make (they block sending)
- Parcel data join. The sample file has situs, acreage and absentee flags, but no flood zone, utilities, MUD or nearby permits. Many emails, texts and postcards use merge fields for those (
{{flood_zone}},{{nearest_permits_1mi}},{{mud_tax_rate}}). Until Hector joins FEMA, utility/MUD and permit data to the roll in GHL, those pieces cannot send as written. Several critics asked for one proof run on a real lot before any print or send. - Placeholders. The construction range appears as [RANGE TO BE SET BY JACOB] in 62 places. Also open: [MAILING ADDRESS TO BE SET BY JACOB] (CAN-SPAM, 45 places), fee terms, lot-side compensation terms, the mailing permit/indicia, landing page URLs, lender partner and business hours. Search
out/for "TO BE SET BY JACOB". - Where phone numbers come from (STRATEGY 2.2). The ISA script's opening line and its "how did you get my number" answer depend on this.
- SMS consent for the hot feed. Texting people who bought a lot but never opted in carries TCPA risk. Have counsel clear it before the BOYL SMS goes to anyone who did not fill in a form.
- Texas footer links. TREC IABS and Consumer Protection Notice links are
href="#"placeholders.
Honest caveats
- Meta ads cannot fill merge fields per person. The ad creatives were rebuilt to use county-level facts or a fictional lot labelled SAMPLE. The critics' remaining note is that the strongest parcel angle for ads will only exist once real area-level parcel stats are pulled (for example, lots in a submarket outside the floodplain).
- Postcard PDFs come from Chromium, so they are RGB files with CMYK builds stated in the print spec. The printer has to convert them, and you should check a hard proof. The logo is a raster PNG; the guidelines prefer SVG or PDF for print. Swap in a vector mark if you have one.
- The critics held the guide's colour list strictly: only the 4 brand colours plus #F6F6F7, #54585A and white. The brand CSS file also defines #E3E4E5, which the guide PDF does not list, so pieces using it were failed and fixed.
- Video scripts and tracking sheet still fail T3 (untrained operator) after five rounds. In each round the critic found a new and smaller gap: in round 5, a precise rule for how to count nearby permits and a sunrise/sunset timing conflict (video), and a grade for a lead who has picked a builder but not signed (tracking). Further rounds stopped making progress, so I stopped. Each one is a short edit for whoever runs it. The exact gaps are in the table below.
- Passing means the variant cleared every applicable test in TESTS.md. It does not mean ready to send. Every piece is a draft for Jacob's approval.
How to rebuild
python3 scripts/build_site.py from the repo root rebuilds this site, status.html and this page. Critic verdicts live in state/verdicts/.
Every piece, final round
| Tier | Piece | Rounds | Outcome | Variants | What still stands before approval |
|---|---|---|---|---|---|
| T1 | 1. Landing page, land plus build Landing page | 2 | ready for review Ranked: b > c > a | Pass: b, c, a Fail: none | Variant b still needs the speed-to-lead line changed to the brief's 5 minute / 9am promise and the [LOT-SIDE COMPENSATION TERMS TO BE SET BY JACOB] placeholder filled so 'What does this cost me?' is complete on both commission events. |
| T1 | 2. Landing page, BOYL Landing page | 3 | ready for review Ranked: b > c > a | Pass: b, c, a Fail: none | All three show the report as a table of raw {{merge}} fields, so no visitor ever sees what a filled-in report on a real-looking lot reads like, which is the thing that would make the offer tangible. |
| T1 | 3. Email nurture, land plus build Emails 1 to 3 (vs existing 01 to 03) | 2 | ready for review Ranked: a > b > existing Existing asset: FAIL T5, T6 | Pass: a, b Fail: none | Variant a's emails 2 and 3 need a fallback for leads with no chosen lot (target-area figures in place of lot-level {{flood_zone}} and permit fields), and the header mark at 64px is under the 1in logo minimum. |
| T1 | 3. Email nurture, land plus build Emails 4 onward, one sequence (vs existing 04 to 12) | 2 | ready for review Ranked: a > existing Existing asset: FAIL T2, T5, T6, render | Pass: a Fail: none | Cut each bold lead in variant a to one short answer sentence followed by the detail, and have Jacob confirm the live parcel fields (flood_zone, sewer_on_record, mud_tax_rate, nearest_permits_1mi) exist and that the send-hold rule for empty fields works in the ESP. |
| T1 | 4. Email nurture, BOYL Emails 1 to 3 | 2 | ready for review Ranked: a > b | Pass: a, b Fail: none | Cut or source the '12 to 24 months from building' claim in email 1 and rewrite email 3's first line around the reader's own lot (its flood zone or lot equity toward the down payment) so all three subject plus first lines pass T2 on their own. |
| T1 | 4. Email nurture, BOYL Emails 4 onward, one sequence | 2 | ready for review Ranked: a | Pass: a Fail: none | Before Jacob can approve, the county layer has to be joined so flood zone, utilities, MUD and permit counts actually populate, and email 10's 10 to 12 month headline has to be reconciled with its 41 to 75 week table (and loan_type moved out of the county record box), with the small raster logo in a white tile replaced by the primary mark on navy at legible size. |
| T1 | 5. SMS sequences SMS, land plus build (vs existing sms.md) | 2 | ready for review Ranked: a > b > existing Existing asset: FAIL T5, T6, T2 | Pass: a, b Fail: none | Jacob still has to approve the live merge sources variant a depends on ({{lots_listed}}, {{nearest_permits_1mi}}, {{alt_area}}) and give text 0 a reply hook, since without those feeds the parcel-led texts cannot go out as written. |
| T1 | 5. SMS sequences SMS, BOYL | 2 | ready for review Ranked: a > b | Pass: a, b Fail: none | Variant a needs its 2 segment texts cut under 160 characters and text 4 rewritten to ask about water and sewer without inferring septic from acreage before Jacob can approve it. |
| T2 | 6. Meta ads Ad concepts, land plus build | 5 | ready for review Ranked: b > a > c | Pass: b, a, c Fail: none | No concept yet shows a real, area-level parcel fact (for example share of acre-plus lots in a named area outside the floodplain) on the creative, which is the one thing that would make the parcel-data angle impossible for a competitor to copy. |
| T2 | 6. Meta ads Ad concepts, BOYL | 5 | ready for review Ranked: a > b > c | Pass: a, b Fail: c | No BOYL concept yet pairs variant a's sample report with a true, verifiable county fact about owners like the viewer (for example variant b's 803 individual-owned lot starts a year against 25,051 owners), so the winner still shows the format, not the data. |
| T2 | 7. Postcards Postcard concepts (6x9 + 4x6, front + back) | 3 | ready for review Ranked: b > a > c | Pass: b, a, c Fail: none | No variant has been proofed with a real sample parcel's data merged in, so fit, wrapping and truthfulness of the variable fields that carry T2 are still unverified. |
| T2 | 8. ISA call scripts Full ISA script with branches | 3 | ready for review Ranked: a > b | Pass: a, b Fail: none | Neither version settles where phone numbers come from (printed list only, or a manual search or skip trace), so the opening and the 'how did you get my number' answer stay unresolved until Jacob decides. |
| T3 | 9. Blog posts Blog post 1 | 1 | ready for review Ranked: a | Pass: a Fail: none | Jacob has to set six cost ranges before it can publish, and the merge-field box needs to become a static checklist or a filled SAMPLE lot (also soften 'costs you nothing to ask' and swap the off-palette #E3E4E5 divider for a brand gray). |
| T3 | 9. Blog posts Blog post 2 | 1 | ready for review Ranked: a | Pass: a Fail: none | Rewrite the 'What does Builder Connect check' section as public copy (no merge fields, no internal list stats, no false 'most'), and add one real Montgomery County MUD example with a sourced rate and a weeks figure for the septic-permit saving so the post talks in dollars and weeks rather than 'many' and 'often'. |
| T3 | 9. Blog posts Blog post 3 | 1 | ready for review Ranked: a | Pass: a Fail: none | Jacob has to set the seven [RANGE TO BE SET BY JACOB] cost ranges and swap the merge-field box for a real filled parcel example (or an address lookup) before the post has a single concrete dollar figure or a parcel proof a reader can see. |
| T3 | 9. Blog posts Blog post 4 | 1 | ready for review Ranked: a | Pass: a Fail: none | Jacob needs to set the site-work range and a lender needs to review the post, and it still needs at least one real Montgomery County process detail and a week-based timeline to rank for local search. The editor note says 950 words, but the body measures about 904. |
| T3 | 10. Social content 20 posts + 4 week calendar | 2 | ready for review Ranked: a | Pass: a Fail: none | Jacob needs the graphic set redesigned so each tile fills its frame, uses the guide's social tile elements (four-colour strip, chevron accent) and actually matches its written visual direction, instead of eight near-identical navy cards with a dead lower half. |
| T3 | 11. Video scripts 3 lot walkthroughs + 1 build explainer | 5 | NO PASSING VARIANT Ranked: a | Pass: none Fail: a | Define {{nearest_permits_1mi}} and {{nearest_permit_builders}} as a rule (new single family residence permits only, named Montgomery County or city portal, last 12 months, 1 mile radius drawn from the parcel centroid with a named map tool, builder name copied from the permit's contractor field), and fix the build explainer's 'same morning as that shoot' sunrise shot, which contradicts Script 1's 'last hour before sunset' call time. |
| T3 | 12. Builder one-pager Builder acquisition one-pager | 2 | ready for review Ranked: a > b | Pass: a, b Fail: none | Jacob still has to set the fee terms placeholder, and the lot file panel needs one approved, filled sample lot (flood zone, utilities, nearby permits) in place of the raw merge fields before a builder sees it in print; the logo is also a raster PNG where the guidelines call for SVG or PDF in print. |
| T4 | 13. Feasibility tool spec Spec | 2 | ready for review Ranked: a | Pass: a Fail: none | Jacob still has to approve the disclaimer and finding texts with the brokerage compliance contact, supply the real TREC IABS and Consumer Protection Notice URLs (currently href="#"), and decide the cost range or confirm the cost block stays hidden. |
| T4 | 14. Tracking sheet Weekly tracking sheet | 5 | NO PASSING VARIANT Ranked: a | Pass: none Fail: a | Add a grade, or a line in the DEAD or WARM rule, for a lead who has chosen a builder but not signed, and rename Q4 to match 'builder-signed', so every lead fits exactly one grade. |