Every piece of the first wave exists in print-ready form. Every number was re-verified this week against public record and our own Altos data. Ray has reviewed and marked the copy, and his corrections are in. Letters drop Monday, September 7 — and they go out over your two signatures, which is why the four questions below are yours rather than ours.
Everything else is handled — see the note at the end of this section.
Greg Lynch (Enfort), William Mentor (SoMa), Mike Walsh (Terrene), Clint Mead (Straight Arrow). We have already caught two near-misses this week: the Blueprint note was written as a cold introduction to Lucas DeHerrera, whom you both know personally, and Ray turned out to have standing relationships with Kevin Capuzzi and Ben Paulus. Both were rewritten. A cold letter to someone who has already sat in our office is the one unforced error available here.
Every letter opens: "We are building an elite new construction sales team in this market, and we would rather prove that than claim it." It sets the posture for the whole campaign — confident, but earning it rather than asserting it. It also stays clear of a ranking claim, which our compliance rail bars without year, metric and source.
Every letter, call and email asks for the same thing: twenty minutes in front of the portal. It is the entire conversion point, and it needs a sanitized demo account — never a real client's data. The first callback could come Friday September 11.
Four letters, hand-signed by the two of you, First-Class, to the four builders on the next page. The numbers hold until roughly September 10; past that everything gets re-pulled before print.
Handled, no decision needed: the two email templates go to legal this week (the Day 10 and Day 30 emails are the only channel with CEMA exposure; printed mail and phone calls are not affected) · Ray preps his LinkedIn and the connection sequence · Ray and Cole do the final copy read · print, signature and mail logistics · the Merit parcel comes from the seller-advisory pipeline.
| Account | Principal | The argument | Opener |
|---|---|---|---|
| Enfort Homes | Greg Lynch | Four listings, four firms, ~$14.58M. Two sitting at 177 and 128 days against a 70-day Kirkland median at their price | Letter + diagnosis |
| SoMa Homes | William Mentor | 52 pre-market homes. A pre-development read before anything lists — the wedge against an incumbent already in place | Letter + diagnosis |
| Terrene Homes | Mike Walsh | Fourteen in play across six firms. Four went pending in six weeks, ten still stand, and nobody can say why | Letter + diagnosis |
| Straight Arrow | Clint Mead | Five listing relationships in five years. One closing in twelve months. 195 days against Bellevue's 70 | Letter + diagnosis |
| Merit Homes | Kevin Capuzzi | Published buy box, pays brokers for land. Ray's relationship | Ray's call, with a parcel |
| Blueprint Capital | Lucas DeHerrera | List-back enrollment reaches 60+ member builders. Dustin and Ian's relationship | Note over the existing relationship |
| Legacy · gProjects · Blue Fern | Ward · Black · Paulus | Former clients and a warm reopen. No packet, no CEMA exposure, no print dependency | Ray calls, week of Sep 1 |
Excluded: MRN Homes / Michael Nelson — competitor, do not engage. Queued for wave two: JayMarc, Elliot Bay Construction, Milestone NW — one diagnosis pull each.
| When | What | Who |
|---|---|---|
| This week | Demo account · legal package · Merit parcel · final copy read · Ray's LinkedIn prep | Cole, Ray |
| Sep 1–5 | Warm reopen calls — momentum, and walkthrough practice on a friendly audience | Ray |
| Mon Sep 7 | Four letters mail. Merit parcel goes with Ray's call. Blueprint note from Dustin | Dustin, Ian, Ray |
| Tue Sep 8 | LinkedIn connection requests — presence, no ask | Ray |
| Fri Sep 11 | Day 4 calls. One number each, the twenty-minute ask, then stop talking | Ray |
| Mon Sep 14 | LinkedIn DMs — accepted connections only | Ray |
| Wed Sep 17 | Day 10 emails with the packet attached (needs legal cleared) | Ray |
| Wed Oct 7 | Day 30 delta — re-pull their listings, send what moved, one sentence | Ray, Lauren |
| Quarterly | The Absorption Benchmark, to everyone, forever. The list never goes cold | Marketing |
We are building an elite new construction sales team in this market, and we would rather prove that than claim it. Ray York ran sales for a division of D.R. Horton. Our buyer brokers are trained in the art of new home sales, so the team selling the homes is the team bringing the buyers. Marketing is in house. Follow-up runs from broker packages before a community opens, to feedback surveys, to a call on every key-in. All of it lands in a portal the builder logs into — traffic, feedback, absorption against goal, pricing proposed for approval, the marketing plan with its costs. Nobody else in this market hands the builder a login. The ask is twenty minutes in our office, in front of a screen.
On the land side the mechanics are already built: the builder buy box means partners only see parcels that fit, and every deal we send sits in one account page they can work end to end.
Rails that never bend: no ranking claims without year, metric and source · no criticism of any agent, brokerage or Windermere — the argument is always structure · price cuts are never the argument, because our own product has taken them · no urgency that is not literally true, and no coming-soon framing · every number carries its date, and gets re-pulled if the piece ships more than two weeks after it.
Every word that mails or gets said: four letters, diagnosis pages, land-side notes, voicemails, emails, warm-reopen tracks, and the rules.
The plan underneath: accounts, channels and what each is for, the full calendar, field ownership.