Tier 1 · launch blockers
1. Landing page, land plus build
Landing pagejudged
Variant a · open
PASS
Gap: The hero visual is a 'lot card' made entirely of curly-brace merge tokens with no lot behind them, and the headline leads with a 60,328 data count instead of the land search plus build package offer.
PASS
Gap: The hero visual is a 'lot card' made entirely of curly-brace merge tokens with no lot behind them, and the headline leads with a 60,328 data count instead of the land search plus build package offer.
Variant b · open
PASS
Gap: The hero promises a call 'within one business day', which undercuts the brief's 5 minute / 9am speed-to-lead standard and is the one line a hot land buyer reads as slow.
PASS
Gap: The hero promises a call 'within one business day', which undercuts the brief's 5 minute / 9am speed-to-lead standard and is the one line a hot land buyer reads as slow.
Variant c · open
PASS
Gap: The first thing a visitor sees after tapping an area is a panel of raw {{flood_zone}} / {{utilities}} / {{nearest_permits_1mi}} tokens, per-lot fields that cannot resolve at area level, so the step-1 payoff shows template code instead of county data.
PASS
Gap: The first thing a visitor sees after tapping an area is a panel of raw {{flood_zone}} / {{utilities}} / {{nearest_permits_1mi}} tokens, per-lot fields that cannot resolve at area level, so the step-1 payoff shows template code instead of county data.
Round 2 verdict. Ranking: b > c > a. Winner b: Variant b is the only entry that answers this buyer's real questions in weeks, dollars and decisions (a week-by-week calendar, a who-pays-whom table, one-time close versus draws) while still putting the offer and a complete seven-field form with one-time close options in the hero.
Remaining gap: 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.
Remaining gap: 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.
2. Landing page, BOYL
Landing pagejudged
Variant a · open
PASS
Gap: Cover the logo and variant a says nothing about the owner's lot or county they did not already know, with no parcel counts and no price consequences, so it is the version any competitor could have made.
PASS
Gap: Cover the logo and variant a says nothing about the owner's lot or county they did not already know, with no parcel counts and no price consequences, so it is the version any competitor could have made.
Variant b · open
PASS
Gap: At 390px the form starts about 1,000px down and the submit button sits near 1,700px, below four stacked teaser tiles, so a mobile visitor has to scroll past the whole pitch before they can act.
PASS
Gap: At 390px the form starts about 1,000px down and the submit button sits near 1,700px, below four stacked teaser tiles, so a mobile visitor has to scroll past the whole pitch before they can act.
Variant c · open
PASS
Gap: The stat strip says 7,516 of the 60,328 lots are an acre or larger and 7,800 are absentee, but those counts come from the filtered prospect list rather than the full roll, so the page's only parcel-data proof is framed inaccurately.
PASS
Gap: The stat strip says 7,516 of the 60,328 lots are an acre or larger and 7,800 are absentee, but those counts come from the filtered prospect list rather than the full roll, so the page's only parcel-data proof is framed inaccurately.
Round 3 verdict. Ranking: b > c > a. Winner b: Variant b is the only variant that tells the owner what each of the four answers does to a builder's price and surfaces the one-time-close versus draws decision, so it talks in decisions and dollars while still passing the three-second hero test and every compliance line.
Remaining gap: 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.
Remaining gap: 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.
3. Email nurture, land plus build
Emails 1 to 3 (vs existing 01 to 03)judged
Variant a · open
PASS
Gap: Emails 2 and 3 fill {{flood_zone}}, utilities and permits 'on this lot' for land plus build leads who have not picked a lot yet, so those merge fields have nothing to fill until the lead names an address.
PASS
Gap: Emails 2 and 3 fill {{flood_zone}}, utilities and permits 'on this lot' for land plus build leads who have not picked a lot yet, so those merge fields have nothing to fill until the lead names an address.
Variant b · open
PASS
Gap: It never gives the reader a single inventory figure for their target area (no lot count, no absentee count), so it promises the parcel data without showing any, and loses to the entry that does.
PASS
Gap: It never gives the reader a single inventory figure for their target area (no lot count, no absentee count), so it promises the parcel data without showing any, and loses to the entry that does.
Existing competitor asset
Existing
FAIL T5, T6
Gap: Em dashes in all three emails (automatic fail), and on top of that it says 'for free', signs off with Billy, lists eXp Realty and sales@ instead of CB&A and jacob@builderconnect.net, and never uses parcel data about the reader's area.
FAIL T5, T6
Gap: Em dashes in all three emails (automatic fail), and on top of that it says 'for free', signs off with Billy, lists eXp Realty and sales@ instead of CB&A and jacob@builderconnect.net, and never uses parcel data about the reader's area.
Round 2 verdict. Ranking: a > b > existing. Winner a: Variant a is the only entry whose emails each open with a county-record fact about the reader's own target area (vacant lot count, absentee owners, flood zone, a real platted legal description) and teach one feasibility decision per email, which is exactly what this persona needs, inside a branded layout.
Remaining gap: 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.
Remaining gap: 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.
Emails 4 onward, one sequence (vs existing 04 to 12)judged
Variant a · open
PASS
Gap: The bold opening sentences are overloaded run-ons (Email 4 says 'before any offer' twice in one 70-word sentence, and Email 9 chains four clauses together), so the answer in sentence one gets lost in the length.
PASS
Gap: The bold opening sentences are overloaded run-ons (Email 4 says 'before any offer' twice in one 70-word sentence, and Email 9 chains four clauses together), so the answer in sentence one gets lost in the length.
Existing competitor asset
Existing
FAIL T2, T5, T6, render
Gap: It has 38 em dashes across the emails and invents site-cost figures like '$30K to $100K+ on top of the purchase price'. It also uses 'for free', Billy's sign-off, eXp Realty, and sales@ instead of the required contact details, and there is no schedule table. Only Email 4 renders on the index page; the rest are blank frames.
FAIL T2, T5, T6, render
Gap: It has 38 em dashes across the emails and invents site-cost figures like '$30K to $100K+ on top of the purchase price'. It also uses 'for free', Billy's sign-off, eXp Realty, and sales@ instead of the required contact details, and there is no schedule table. Only Email 4 renders on the index page; the rest are blank frames.
Round 2 verdict. Ranking: a > existing. Winner a: Variant a is the only entry that clears every test: every subject and first line is built from the lead's own parcel fields (flood zone, sewer on record, MUD, permits within a mile), it has a full send-week schedule that runs into a quarterly evergreen loop to month 24, it uses only the exact brand hexes and Poppins, it uses [RANGE TO BE SET BY JACOB] where a cost belongs, and its footer states the builder-pays framing correctly.
Remaining gap: 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.
Remaining gap: 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.
4. Email nurture, BOYL
Emails 1 to 3judged
Variant a · open
PASS
Gap: Email 1 asserts 'Most owners in {{county}} County are 12 to 24 months from building', an unsourced figure that the brief's 3.2% annual build rate contradicts, and email 3 opens on a generic line about two loan types instead of a fact about the reader's lot.
PASS
Gap: Email 1 asserts 'Most owners in {{county}} County are 12 to 24 months from building', an unsourced figure that the brief's 3.2% annual build rate contradicts, and email 3 opens on a generic line about two loan types instead of a fact about the reader's lot.
Variant b · open
PASS
Gap: Emails 2 and 3 open on lines any competitor could send ('three things shape your total', 'the next decision is who builds'), so the parcel-data advantage carries only email 1 and the sequence reads as a polite plain-text drip.
PASS
Gap: Emails 2 and 3 open on lines any competitor could send ('three things shape your total', 'the next decision is who builds'), so the parcel-data advantage carries only email 1 and the sequence reads as a polite plain-text drip.
Round 2 verdict. Ranking: a > b. Winner a: Variant a turns the parcel record into the content of every email (seven lot fields in email 1 with what each one decides, a site work checklist keyed to the lot's acres and flood zone in email 2, and the one-time close vs draws choice in email 3), while variant b's parcel data stops after email 1.
Remaining gap: 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.
Remaining gap: 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.
Emails 4 onward, one sequencejudged
Variant a · open
PASS
Gap: The lot-specific hook that carries T2 rests on merge fields the operator notes admit are not in the data yet (flood_zone, utilities_on_record, mud_district, nearest_permits_1mi), and email 10 mislabels loan_type as a county record and headlines 10 to 12 months while its own table sums to roughly 41 to 75 weeks.
PASS
Gap: The lot-specific hook that carries T2 rests on merge fields the operator notes admit are not in the data yet (flood_zone, utilities_on_record, mud_district, nearest_permits_1mi), and email 10 mislabels loan_type as a county record and headlines 10 to 12 months while its own table sums to roughly 41 to 75 weeks.
Round 2 verdict. Ranking: a. Winner a: Variant a is the only entry and it passes T2, T5 and T6 across all seven emails: every email opens with the answer, covers its required topic (cost range placeholder, four site work lines, one-time close vs draws, MUD, conventional vs aerobic septic with OSSF permit, builder selection, timeline in weeks), carries the correct builder-pays fee line, and puts a lot-specific county field in the subject.
Remaining gap: 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.
Remaining gap: 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.
5. SMS sequences
SMS, land plus build (vs existing sms.md)judged
Variant a · open
PASS
Gap: Text 0 promises the lead that parcel data is being pulled 'now' but asks no question, so the speed-to-lead text gives the lead nothing to reply to, and the first reply only comes from text 1, two hours later.
PASS
Gap: Text 0 promises the lead that parcel data is being pulled 'now' but asks no question, so the speed-to-lead text gives the lead nothing to reply to, and the first reply only comes from text 1, two hours later.
Variant b · open
PASS
Gap: Most of its texts (0 to 3 and 6 to 9) are generic qualifying questions any agent could send, so the parcel-data advantage only shows up in texts 4, 5, 10 and 11, and texts 10 and 11 already run past 160 characters before the merge fields are filled.
PASS
Gap: Most of its texts (0 to 3 and 6 to 9) are generic qualifying questions any agent could send, so the parcel-data advantage only shows up in texts 4, 5, 10 and 11, and texts 10 and 11 already run past 160 characters before the merge fields are filled.
Existing competitor asset
Existing
FAIL T5, T6, T2
Gap: There is no opt-out in the first message, and it fails automatically anyway because of 9 em dashes and an unstyled monospace page with no Poppins, no table, no timing, no character counts and no phone previews.
FAIL T5, T6, T2
Gap: There is no opt-out in the first message, and it fails automatically anyway because of 9 em dashes and an unstyled monospace page with no Poppins, no table, no timing, no character counts and no phone previews.
Round 2 verdict. Ranking: a > b > existing. Winner a: Variant a makes every one of its 12 texts point at something from the county parcel record (flood zone, utilities, permits within a mile, lot size), keeps all of them at or under 160 characters with accurate counts, and opens with sender, brokerage and opt-out in one message, while variant b only uses the parcel data in 4 of its 13 texts.
Remaining gap: 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.
Remaining gap: 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.
SMS, BOYLjudged
Variant a · open
PASS
Gap: Four texts (4, 6, 7, 10) run to 2 segments, and text 4 decides from acreage alone that well and septic may be the call, which will read wrong on a small lot.
PASS
Gap: Four texts (4, 6, 7, 10) run to 2 segments, and text 4 decides from acreage alone that well and septic may be the call, which will read wrong on a small lot.
Variant b · open
PASS
Gap: Only texts 3 and 5 use parcel data, and text 3 renders as 'flood zone Zone X' while the first message drops HELP and msg and data rates, so it reads like a generic bot sequence.
PASS
Gap: Only texts 3 and 5 use parcel data, and text 3 renders as 'flood zone Zone X' while the first message drops HELP and msg and data rates, so it reads like a generic bot sequence.
Round 2 verdict. Ranking: a > b. Winner a: Variant a puts a parcel fact (flood zone, acreage, nearby permits, the cost placeholder) into nearly every text and its first message carries the full compliance set (sender, brokerage, STOP, HELP, msg and data rates), so it does the one thing competitors cannot copy more often than variant b.
Remaining gap: 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.
Remaining gap: 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.
Tier 2
6. Meta ads
Ad concepts, land plus buildjudged
Variant a · open
PASS
Gap: The off-market owner hook is the sharpest idea in the set, but the creative has no phone or concrete next step beyond 'Name your area' and the portrait leaves a dead navy band, so the three-second read stalls on what to do.
PASS
Gap: The off-market owner hook is the sharpest idea in the set, but the creative has no phone or concrete next step beyond 'Name your area' and the portrait leaves a dead navy band, so the three-second read stalls on what to do.
Variant b · open
PASS
Gap: Its data is county-wide (60,328 lots, four category labels) so it never tells a buyer one thing about their own target area they did not know, which caps it on the parcel-data angle.
PASS
Gap: Its data is county-wide (60,328 lots, four category labels) so it never tells a buyer one thing about their own target area they did not know, which caps it on the parcel-data angle.
Variant c · open
PASS
Gap: The data card serves a Willis buyer county totals and a mailing-address owner count that say nothing about Willis lots themselves, and the headline opens on a question instead of the answer, so the specificity promised by the tag never arrives.
PASS
Gap: The data card serves a Willis buyer county totals and a mailing-address owner count that say nothing about Willis lots themselves, and the headline opens on a question instead of the answer, so the specificity promised by the tag never arrives.
Round 5 verdict. Ranking: b > a > c. Winner b: Variant b is the only one that answers both three-second questions at a glance (parcel-checked land search into a builder match, then a full-width call button with the number) while laying the process out in weeks and decisions exactly as the voice guide asks.
Remaining gap: 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.
Remaining gap: 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.
Ad concepts, BOYLjudged
Variant a · open
PASS
Gap: Variant a still proves the report format with fictional values only and carries no true county-level parcel fact on the creative, and its 1080x1350 version leaves a dead navy band between the sample note and the footer.
PASS
Gap: Variant a still proves the report format with fictional values only and carries no true county-level parcel fact on the creative, and its 1080x1350 version leaves a dead navy band between the sample note and the footer.
Variant b · open
PASS
Gap: Variant b leads with a loan-type headline and a three-stat panel so the lot report offer only appears in the button, which makes it read like a lender ad in the first three seconds.
PASS
Gap: Variant b leads with a loan-type headline and a three-stat panel so the lot report offer only appears in the button, which makes it read like a lender ad in the first three seconds.
Variant c · open
FAIL T2
Gap: With the logo covered variant c is a generic four-step site-work checklist plus a countywide lot total (60,328) that says nothing about the viewer's own lot, so any competitor could run it.
FAIL T2
Gap: With the logo covered variant c is a generic four-step site-work checklist plus a countywide lot total (60,328) that says nothing about the viewer's own lot, so any competitor could run it.
Round 5 verdict. Ranking: a > b > c. Winner a: Variant a is the only concept where three seconds tells you exactly what you get and what to do: a headline about your lot, a clearly labelled SAMPLE one-page report showing flood zone, water and sewer and permits within a mile, and one button, all in exact brand colours, Poppins and the builder-pays line.
Remaining gap: 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.
Remaining gap: 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.
7. Postcards
Postcard concepts (6x9 + 4x6, front + back)judged
Variant a · open
PASS
Gap: The back is half empty space, has no URL or QR, and on the 4x6 shrinks the builder-pays-the-fee disclosure to roughly 5pt, so the reverse does no work.
PASS
Gap: The back is half empty space, has no URL or QR, and on the 4x6 shrinks the builder-pays-the-fee disclosure to roughly 5pt, so the reverse does no work.
Variant b · open
PASS
Gap: The proof was never filled with a real parcel: the data card breaks a merge token mid-word ({{nearest_permits_1m / i}}) and the back address block mixes two type sizes, so nobody has seen the card with real values in it.
PASS
Gap: The proof was never filled with a real parcel: the data card breaks a merge token mid-word ({{nearest_permits_1m / i}}) and the back address block mixes two type sizes, so nobody has seen the card with real values in it.
Variant c · open
PASS
Gap: The front headline 'Get the report on your lot.' is generic copy any competitor could print, and the parcel-specific flood zone, utilities and permit data sits only on the back.
PASS
Gap: The front headline 'Get the report on your lot.' is generic copy any competitor could print, and the parcel-specific flood zone, utilities and permit data sits only on the back.
Round 3 verdict. Ranking: b > a > c. Winner b: Variant b is the only card whose front headline is itself the parcel fact (homes permitted within a mile of your acres in your city), so with the logo covered it still tells the absentee owner something specific they did not know, and it closes with one clear phone action.
Remaining gap: 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.
Remaining gap: 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.
8. ISA call scripts
Full ISA script with branchesjudged
Variant a · open
PASS
Gap: The G2 line 'I looked up a number for you' contradicts the pre-dial rule to dial only numbers printed on the list, so the ISA could say something untrue until Jacob fixes the wording.
PASS
Gap: The G2 line 'I looked up a number for you' contradicts the pre-dial rule to dial only numbers printed on the list, so the ISA could say something untrue until Jacob fixes the wording.
Variant b · open
PASS
Gap: The cards give overlapping rules that disagree, for example Card 4 grades a lead HOT while it is still talking to a builder although the front-sheet table requires no builder, and Card 1 says to text after every voicemail while Card 10 holds texts until Jacob confirms consent.
PASS
Gap: The cards give overlapping rules that disagree, for example Card 4 grades a lead HOT while it is still talking to a builder although the front-sheet table requires no builder, and Card 1 says to text after every voicemail while Card 10 holds texts until Jacob confirms consent.
Round 3 verdict. Ranking: a > b. Winner a: Variant a is a true decision tree where every box has an exact line, an 'Anything else' row and one next step, plus a pre-dial checklist, a fixed 6-attempt cadence and an explicit 'Text held' rule, so a new ISA never has to choose between two conflicting instructions.
Remaining gap: 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.
Remaining gap: 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.
Tier 3
9. Blog posts
Blog post 1judged
Variant a · open
PASS
Gap: The 'What we pull on every lot' box prints literal {{flood_zone}}, {{utilities}}, {{acres}} tokens on a public blog page where there is no recipient to fill them, so a reader sees template code in the middle of the article.
PASS
Gap: The 'What we pull on every lot' box prints literal {{flood_zone}}, {{utilities}}, {{acres}} tokens on a public blog page where there is no recipient to fill them, so a reader sees template code in the middle of the article.
Round 1 verdict. Ranking: a. Winner a: Only entry, and it earns the pass: answer in sentence one, five Montgomery County site-work line items, the correct builder-pays-the-fee language twice, every cost held as [RANGE TO BE SET BY JACOB], 847 words with a full SEO editor note, no em dashes and no banned words.
Remaining gap: 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).
Remaining gap: 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).
Blog post 2judged
Variant a · open
PASS
Gap: The parcel-data section reads like internal campaign notes, not a public post: raw merge fields such as {{mud_tax_rate}} and {{flood_zone}} would publish literally on a page that has no per-reader data, and it tells readers they sit on a 25,051-owner mailing list while wrongly saying 'most' are absentee when 7,800 is under a third.
PASS
Gap: The parcel-data section reads like internal campaign notes, not a public post: raw merge fields such as {{mud_tax_rate}} and {{flood_zone}} would publish literally on a page that has no per-reader data, and it tells readers they sit on a 25,051-owner mailing list while wrongly saying 'most' are absentee when 7,800 is under a third.
Round 1 verdict. Ranking: a. Winner a: Variant a is the only entry and it earns its place: the answer is in the first sentence, there are no em dashes or banned words, it states the builder-pays fee framing correctly, it quotes no rate or price, and the SEO kit (title, meta, target query, five question H2s, five-question FAQ) is complete at 1,115 words.
Remaining gap: 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'.
Remaining gap: 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'.
Blog post 3judged
Variant a · open
PASS
Gap: The public post's lot check box shows raw merge fields ({{acres}}, {{flood_zone}}, {{distance_to_sewer_ft}}) that no blog reader's record can fill, so the one parcel-data proof in the piece shows up as template code instead of a real worked lot example or a lookup form.
PASS
Gap: The public post's lot check box shows raw merge fields ({{acres}}, {{flood_zone}}, {{distance_to_sewer_ft}}) that no blog reader's record can fill, so the one parcel-data proof in the piece shows up as template code instead of a real worked lot example or a lookup form.
Round 1 verdict. Ranking: a. Winner a: Variant a is the only entry, and it earns the spot: the answer is in sentence one, it gives a Montgomery County decision path in feet, permits and weeks, every cost is held as [RANGE TO BE SET BY JACOB], it states how the fee works, and the count is 1,157 words with no em dash or banned word.
Remaining gap: 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.
Remaining gap: 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.
Blog post 4judged
Variant a · open
PASS
Gap: Apart from the county name, the post has no local detail: no submarket (Magnolia, Conroe, Willis), no county permit or MUD step and no week count (it sends timelines back to the lender even though the brief gives 45 to 60 days to a one-time close). That makes it a national construction-loan explainer with Montgomery County added to the headings, which undercuts the Houston SEO intent.
PASS
Gap: Apart from the county name, the post has no local detail: no submarket (Magnolia, Conroe, Willis), no county permit or MUD step and no week count (it sends timelines back to the lender even though the brief gives 45 to 60 days to a one-time close). That makes it a national construction-loan explainer with Montgomery County added to the headings, which undercuts the Houston SEO intent.
Round 1 verdict. Ranking: a. Winner a: Variant a is the only entry and it passes T5 and T6: the answer is in sentence one, there are no em dashes or banned words, the builder-pays-the-fee disclosure is correct, and the only cost figure is the [RANGE TO BE SET BY JACOB] placeholder.
Remaining gap: 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.
Remaining gap: 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.
10. Social content
20 posts + 4 week calendarjudged
Variant a · open
PASS
Gap: The eight graphics are one cloned navy template with the lower 40 percent of every tile empty, and they ignore the guidelines' documented social tile treatment (four-colour brand strip, chevron corner accent) while contradicting their own visual direction notes (post 2 promises a yellow-tick checklist, post 3 a yellow 3.2% with a source line), so the feed would read as eight copies of one slide.
PASS
Gap: The eight graphics are one cloned navy template with the lower 40 percent of every tile empty, and they ignore the guidelines' documented social tile treatment (four-colour brand strip, chevron corner accent) while contradicting their own visual direction notes (post 2 promises a yellow-tick checklist, post 3 a yellow 3.2% with a source line), so the feed would read as eight copies of one slide.
Round 2 verdict. Ranking: a. Winner a: Variant a is the only entry and it clears every applicable test: 20 tagged posts with a complete Mon to Fri four week calendar naming Taylor, Philip, Rey and Jeremy, eight rendered 1080 PNGs in exact brand hex and Poppins, no em dashes or banned words, every post carrying the builder-pays fee line, and nine posts built on brief-sourced county parcel figures.
Remaining gap: 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.
Remaining gap: 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.
11. Video scripts
3 lot walkthroughs + 1 build explainerjudged
Variant a · open
FAIL T3
Gap: The parcel pull never tells Taylor which permits count or how to count them (the scripts say 'new home permits' while the pull says 'permits within 1 mile from the county or city permit records'), so a new operator has to ask which permit types, which records site and how the 1 mile is measured before the number Philip says on camera exists.
FAIL T3
Gap: The parcel pull never tells Taylor which permits count or how to count them (the scripts say 'new home permits' while the pull says 'permits within 1 mile from the county or city permit records'), so a new operator has to ask which permit types, which records site and how the 1 mile is measured before the number Philip says on camera exists.
Round 5 verdict. Ranking: a. Winner a: Variant a is the only entry, and it now closes the round 4 gap with a build explainer footage table that names source, owner, release and fallback for every shot, on exact palette in Poppins with no em dash and the builder-pays-the-fee line in every outro, but it still fails T3 on how the permit count is produced.
Remaining gap: 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.
Remaining gap: 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.
12. Builder one-pager
Builder acquisition one-pagerjudged
Variant a · open
PASS
Gap: The lot file panel, which is the sheet's main proof, prints as a grid of raw {{merge_field}} braces instead of one filled sample lot, so a builder holding the printout sees template code where the evidence should be.
PASS
Gap: The lot file panel, which is the sheet's main proof, prints as a grid of raw {{merge_field}} braces instead of one filled sample lot, so a builder holding the printout sees template code where the evidence should be.
Variant b · open
PASS
Gap: The headline promises buyers who already own the lot, which drops the land-plus-build buyers the strategy leads with, and the parcel lot report that sets it apart is buried in a small sentence above the CTA.
PASS
Gap: The headline promises buyers who already own the lot, which drops the land-plus-build buyers the strategy leads with, and the parcel lot report that sets it apart is buried in a small sentence above the CTA.
Round 2 verdict. Ranking: a > b. Winner a: Variant a makes the lot file the visible proof a builder cannot get elsewhere, states the 10-builder ask in the CTA, and covers both lot-owning and land-search buyers, while variant b hides that proof in a footnote sentence.
Remaining gap: 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.
Remaining gap: 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.
Tier 4 · if time remains
13. Feasibility tool spec
Specjudged
Variant a · open
PASS
Gap: The form-page line "The lot report costs you nothing" is a synonym for free that its own acceptance test T8 would not catch, and it should be cut so the compensation sentence stands alone.
PASS
Gap: The form-page line "The lot report costs you nothing" is a synonym for free that its own acceptance test T8 would not catch, and it should be cut so the compensation sentence stands alone.
Round 2 verdict. Ranking: a. Winner a: Variant a is the only entry and it is a complete, rule-based developer spec (inputs with validation, nine sourced adapters with refresh and stale windows, a 14-rule verdict engine, edge cases, acceptance tests, and approved-wording disclaimers) that never promises buildability, never invents a cost, and always states the builder pays the fee.
Remaining gap: 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.
Remaining gap: 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.
14. Tracking sheet
Weekly tracking sheetjudged
Variant a · open
FAIL T3
Gap: The ISA grading rule leaves no grade for a lead who has a lender and plans to start within 12 months but has already picked a builder without signing a contract (HOT needs no builder chosen, DEAD needs a signed contract, WARM and COLD do not fit), and the Q4 title 'Already represented or builder chosen' contradicts its own 'signed builder contract' definition, so a new ISA has to ask which grade applies.
FAIL T3
Gap: The ISA grading rule leaves no grade for a lead who has a lender and plans to start within 12 months but has already picked a builder without signing a contract (HOT needs no builder chosen, DEAD needs a signed contract, WARM and COLD do not fit), and the Q4 title 'Already represented or builder chosen' contradicts its own 'signed builder contract' definition, so a new ISA has to ask which grade applies.
Round 5 verdict. Ranking: a. Winner a: Variant a is the only entry, and it is a near-complete operator manual: every column has one owner, one source and a deadline, it covers weekend entries, spend allocation and blank versus zero versus NA, it uses Poppins and exact brand hexes, and it has no em dash, but it still fails T3.
Remaining gap: 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.
Remaining gap: 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.