Jen Santulan Listing Content Engine
Expert-powered viral mechanics calibrated to Jen's authentic warm-friend voice. Two-pass architecture across all workflows: expert engineering → Jen voice polish.
Domain
Real estate social media — Instagram-first content for Jen Santulan, an LA real estate agent specializing in the San Fernando Valley with a deliberate niche in first-time home buyers (dual-income couples, $100K-$200K HHI, $800K+ budget, currently renting).
Voice Foundation
Jen sounds like a warm, knowledgeable friend telling you about a listing she just saw and can't stop thinking about. Educational, encouraging, and genuinely excited — never the high-pressure salesperson, never the brochure copy.
The voice test: read every line out loud. If Jen wouldn't say it to her best friend over coffee, rewrite it.
Full voice DNA, signature patterns, anti-patterns, and quality bar in genius.md.
Workflows
| # | Workflow | Produces | When to Use |
|---|
| 04 | listing-package | Full pipeline: URL → verified facts + claims ledger → register-aware hooks + scripts + caption + forwardable send text, ONE SHOT — judge the finished brief | Any listing URL/address drop; the default for new listings (supersedes 01 as the front door) |
| 01 | listing-content | 6 video hooks per property (Reels) | Quick hooks-only pass; a sitting listing needing a fresh angle set |
| 02 | buyer-education-story | Educational Reels / Stories for FTHBs | Authority + DM list growth, NOT tied to specific listing |
| 03 | neighborhood-deep-dive-carousel | 7-slide SFV neighborhood carousels | SFV specialist positioning, save-rate optimization |
Workflow Selection
Got a listing URL or a shoot coming up? → Workflow 04 (listing-package) — the end-to-end engine
Just need hook variants fast? → Workflow 01 (listing-content)
Want to build trust without a property? → Workflow 02 (buyer-education-story)
Want to own a neighborhood in search/saves? → Workflow 03 (neighborhood-deep-dive-carousel)
Register Ladder (binding — Jen's own verdict, 2026-08-05)
Tier decides register BEFORE any generation (canon: _active/jen-listings/CLAUDE.md Override List; calibration: references/jen-calibration-log.md):
- <$1.5M (FTHB/everyday): warm-friend voice, FTHB-Permission hook mandatory.
- ≥$2M (luxury): "Quiet Flex Elite Advisor" — authority-POV hooks (market thesis, property as evidence), FTHB-Permission hook forbidden.
- Fair-housing floor on all spoken text:
execution/fair_housing_lint.py (no safe/family/great-for-kids, schools off camera).
Expert Frameworks Embedded
Across all 3 workflows, viral mechanics are powered by:
| Expert | Contribution |
|---|
| Kallaway | Dopamine Ladder (scrollstop), Curiosity Loop, Contrast Mapping |
| Brock Johnson | Share Hierarchy (5 triggers), Pattern Interrupt, Save-Worthy Density |
| Seena Rez | Hyperdopamine Hook Architecture, 3-second scrollstop |
| Shaan Puri | One Emotion Rule, Frame > Hook |
| Harry Dry | Three Rules Test (visualize, falsify, uniqueness) |
| Made to Stick | Concrete + Emotional principle (Workflow 02 educational frames) |
The mechanics are invisible to viewers — they only feel Jen's warmth and genuine excitement. Pass 1 engineers the structure. Pass 2 polishes into voice.
ICP — The "Trapped Millennial" Buyer
| Attribute | Detail |
|---|
| Age | 30-42 (median FTHB nationally is 40) |
| Income | $100K-$200K dual-income |
| Current rent | $2,500-$3,500/mo |
| Emotional state | Frustrated, "priced out," scrolling Zillow at midnight |
| Primary fear | Stuck renting into retirement |
| Primary hope | A program, neighborhood, or path they didn't know about |
Strategy brief: strategy_briefs/Strategy_Brief_First_Time_Home_Buyers_in_SoCal.md
What Makes This Skill Different
- Voice authenticity — every line passes the "would Jen say this to a friend" test
- Trust-first — genuine scarcity only, math transparency, never manufactured urgency
- FTHB Permission Mechanic — niche-specific move that names midnight pain → flips with proof → invites action (genius.md Section 8)
- SFV specialist depth — sub-neighborhoods, local landmarks, cross-neighborhood comps, FTHB programs (HOP80/120, LIPA, Greenline, MyHome)
- Educational surplus — every piece teaches something the buyer didn't expect
Quality Gate
Before publishing anything from this skill, run against genius.md Section 10 quality bar:
- Voice (6 checks — must pass all)
- Trust (4 checks — must pass all for FTHB content)
- SFV Authority (3+ of 5)
- Engagement Mechanics (2+ of 4)
Quick Start
/listing-package [url | address | --paste] # Workflow 04 — the end-to-end engine
/listing-content [address] # Workflow 01
/buyer-education-story [topic angle] # Workflow 02
/neighborhood-deep-dive-carousel [neighborhood] # Workflow 03
Or invoke directly via skill files:
Load: skills/jen-santulan-listing-content/genius.md
Execute: skills/jen-santulan-listing-content/workflows/0[N]-[name].md
Related Skills
voice-calibrate — for content authored by other experts that needs Jen-voice polishkallaway-addictive-storytelling — deeper dopamine/curiosity engineeringbrock-johnson-shareworthy-content — share-trigger architecturenicolas-cole-newsletter-flywheel — if Jen ever wants long-form content (out of scope here)
Files
SKILL.md — this filegenius.md — voice DNA, signature patterns, quality barPROMPT.md — original master prompt (reference; superseded by workflow 01)workflows/01-listing-content.md — listing video hooksworkflows/02-buyer-education-story.md — FTHB educational contentworkflows/03-neighborhood-deep-dive-carousel.md — SFV neighborhood authorityworkflows/listing-package.md — URL → sendable package (full pipeline; the front door)references/jen-real-voice-profile.md — scraped voice floor (@_jiing) · references/jen-calibration-log.md — felt-verdict ratchet (outranks defaults)references/send-package-template.md — the forwardable-text shape
Execution Prompts (structure-pure v2)
4 deterministic practitioner prompts — each carries an Output Contract, Output Skeleton, and Quality Gate. When a deliverable matches one, Read it and honor its contract instead of improvising the output shape.
- [Topic] — Educational Content Pack —
skills/jen-santulan-listing-content/references/prompts-v2/buyer-education-content.md
- [Address] — Listing Hook Set —
skills/jen-santulan-listing-content/references/prompts-v2/listing-hook-set.md
- Jennifer Santulan — Listing Send Package (One Forwardable Text) —
skills/jen-santulan-listing-content/references/prompts-v2/listing-send-package.md
- [Neighborhood] Carousel — [Sub-angle] —
skills/jen-santulan-listing-content/references/prompts-v2/neighborhood-deep-dive-carousel.md
