Marketing toolkit · Public, on purpose
One Round, One Real Plan
How 18 Holes to Home earns a low-pressure hour with Pacific Northwest buyers and sellers: a free round or planning session with a Compass broker and a licensed lender who play through it with you. Public, on purpose — this is the exact plan the team runs.
The one line we carry everywhere
“One round. A real Pacific Northwest real-estate plan — buying or selling — from a Compass broker and a licensed lender who play through it with you.”
Proof, not promises
- Buyer and seller sides are fully built and equal: /join, /sellers, a seller step in the wizard, plus net-proceeds, closing-cost, and curb-appeal tools are all live.
- The round is the meeting format, not the offer. Golf, coffee, Zoom, or office — every audience gets a golf and a non-golf way in.
- Licensed and attributed: Isaac Ortiz (Real Estate Broker, Compass Northwest, NWMLS #146754) and Andrew Moran (Loan Officer, GoRascal, NMLS #1264497).
- A real content library, not a placeholder blog: a 124-URL sitemap and 60+ market insight articles across the PNW service area.
What every post ladders up to
Four recurring themes. Every post on the calendar below maps back to one of them.
Proof
Receipts, once they exist: real round recaps, happy buyers and sellers in their own words, and partner spotlights. Consent first, always.
Process
How a round with a broker actually works, hole by hole, plus plain-English market walk-throughs of King, Pierce, and Snohomish.
People
Isaac and Andrew as guides, not salespeople — the broker and lender who play through it with you, and the PNW golf life around it.
Pull
The free round and callback calls to action, plus buyer and seller lead magnets. Every path routes back to an on-site form we can track.
The Instagram campaign
A weekly rhythm on a repeating monthly arc
A weekly rhythm anchored to Instagram, on a repeating monthly arc.
The monthly arc
- TeaseWeek 1What's coming, list-first framing. Lead magnets and the round preview.
- LaunchWeek 2The offer, highest post density. Free-round and callback CTAs, process walk-throughs.
- ProofWeek 3Receipts — round recaps, buyer and seller voices, partner spotlights. Consent-gated.
- Recap and seedWeek 4Honest month-one recap with real numbers, then seed the next arc.
The KPI ladder — conversions lead, never vanity metrics
- ReachHow many people the content actually got in front of. The top of the funnel, never the headline.
- FollowsReach that chose to stick around. A first sign the message is landing.
- Saves and sharesThe real quality signal — content worth keeping or passing on.
- Link clicks (UTM)Profile-to-site click-throughs on tracked links. The bridge from social to funnel.
- ConversionsRound and session applications, buyer and seller split. This is what we report on — vanity metrics never lead.
Where the work runs, ranked
Ranked by proven return, not by what's trendy.
Local PNW organic and SEO content
The moat and the highest-return channel, already built: a 124-URL sitemap and 60+ insight articles. Social distributes this library, it does not replace it.
Instagram (primary social)
The discovery engine. Golf and PNW aerial footage is the unfair advantage; carousels and reels are cut from on-site content atoms.
Facebook (secondary)
Cross-posts the buyer and seller education content; skews toward older sellers and local groups.
LinkedIn (Isaac and Andrew)
Relocation content and the meet-the-team trust post from their personal accounts.
YouTube Shorts and TikTok
The same content atoms recut vertical. A distribution channel, not a primary production one.
Referral, sphere, and golf communities
The round is inherently referable. Isaac and Andrew's networks are warm day-one distribution; courses and leagues are a post-launch expansion.
The posting calendar
The live pre-flight window, then the repeating monthly arc. Every call to action routes to an on-site form.
- InstagramCarousel: 3 numbers to know before you tour a single home
- InstagramReel: We don't do coffee-shop pitches. We do 18 holes.
- InstagramCarousel: What sellers really pay at closing in WA
- InstagramReel: King County in 60 seconds — what's actually happening
- InstagramStory: Not a golfer? Coffee, Zoom, or office works too.
- InstagramReel: Skyline and fairway drone clip — your PNW move starts here
- InstagramReel: Sell first or buy first? Here's how we decide.
- InstagramCarousel: Closing costs, explained without the jargon
- InstagramReel: Round recap — a real session moment (consent required)
- InstagramCarousel: Pierce vs Snohomish — where your budget goes further
- InstagramStory poll: Thinking of selling in the next 12 months?
- InstagramReel: Sunset skyline fairway plus testimonial overlay (consent required)
- InstagramReel: What a round with a broker and lender actually looks like
- InstagramFeed: Free PNW buyer guide — the three numbers first, then the tour
- InstagramReel: Thinking of selling? Start with net proceeds, not a sign in the yard
- InstagramReel: Book a free round — golf, coffee, Zoom, or office, you leave with a plan
- InstagramReel: Prefer a call back? One tap, we ring you — no pressure
- InstagramFeed carousel: How a round-with-a-broker works, hole by hole
- InstagramReel: A King County market walk-through in plain English
- InstagramReel: Round recap — a real planning session moment (consent required)
- InstagramFeed: In their words — a buyer on what the plan changed (consent required)
- InstagramReel: A seller on the net-proceeds number that made the call easy (consent required)
- InstagramFeed: Partner spotlight — a PNW course or local lender we round with
- InstagramReel: Month one, the honest recap — rounds booked and what we heard
- InstagramFeed: PNW golf life — why the round is the meeting, not the pitch
- InstagramReel: What's next — the seller side, deeper (seeds month two)
The rules we don't bend
Real-estate and lending guardrails that keep the brand honest, whoever is posting.
- "Free" always means the round or session only — never free representation, financing, or closing costs.
- No guarantees of outcomes, financial or housing, on any post, story, or caption. Education first, not promises.
- Broker and lender attribution stays visible wherever representation or financing is mentioned: Isaac Ortiz, Compass Northwest, NWMLS #146754; Andrew Moran, GoRascal, NMLS #1264497.
- Equal Housing Opportunity and Equal Housing Lender marks stay visible wherever representation or financing appears.
- Every call to action routes through an on-site, trackable form. No "DM us" funnels; profile links are proof only, never a conversion path.
- Testimonials and round recaps run only after written consent is confirmed. No fabricated deals, numbers, or client names.
- The non-golfer path (coffee, Zoom, or office) appears in the same cadence as the golf content — both are first-class.
- No jargon on anything a customer reads. If a PNW buyer or seller wouldn't say it out loud, cut it.
This is how we actually run it.
Positioning, pillars, the calendar, and the campaign — public, on purpose. The offer is still one free round and a real plan.
Equal Housing Opportunity. Isaac Ortiz · Compass Northwest · NWMLS #146754. Andrew Moran · GoRascal · NMLS #1264497. Last updated 2026-07-05.