Case study · A tenant on Intelligent Operations
Shawver Group
Commercial real estate in Kansas City.
Shawver Group is a Kansas City commercial real estate brokerage. Its tenant runs the marketing and prospecting for a historic Midtown redevelopment offering on Main Street.
- 52screens
- 19prompt libraries
- 212column prompts
- 1,157variables filled
The business
- Current listing: 3604-3620 Main Street in Midtown Kansas City, a historic building and a demisable building with parking, for sale.
- Buyer theses: boutique hotels, adaptive reuse and multifamily, event venues, restaurant and retail groups, and historic tax-credit specialists.
- Market: Kansas City first, then Missouri and the region.
- Channels: company-list prospecting, email outreach and a LinkedIn matched audience.
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/tenant/shawer-group
/tenant/shawer-group/foundation/overview
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/tenant/shawer-group/content/shells
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/tenant/shawer-group/foundation/profiles
/tenant/shawer-group/intel/competitors
/tenant/shawer-group/database/tables
/tenant/shawer-group/database/schema
/tenant/shawer-group/database/crm
/tenant/shawer-group/intel/pipeline
/tenant/shawer-group/config/voice
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/tenant/shawer-group/calendar/approvals
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/tenant/shawer-group/consoles/prompt-library-workflows
/tenant/shawer-group/consoles/creative-board
/tenant/shawer-group/foundation/design
/tenant/shawer-group/foundation/brand-assets
/tenant/shawer-group/foundation/brand-studio
/tenant/shawer-group/config/tokens
/tenant/shawer-group/consoles/brand-io
/tenant/shawer-group/consoles/image-feed
/tenant/shawer-group/foundation/briefs
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/tenant/shawer-group/foundation/variables
/tenant/shawer-group/foundation/variables?tab=outputs
/tenant/shawer-group/foundation/variables?tab=outputs&lib=company-profile-record
/tenant/shawer-group/foundation/variables?tab=outputs&lib=tenant-brand-kit
/tenant/shawer-group/foundation/variables?tab=outputs&lib=property-listing-profile
/tenant/shawer-group/foundation/variables?tab=outputs&lib=property-market-positioning
/tenant/shawer-group/foundation/variables?tab=outputs&lib=property-investment-memo
/tenant/shawer-group/foundation/variables?tab=outputs&lib=property-marketing-campaign
/tenant/shawer-group/foundation/variables?tab=outputs&lib=location-profile-and-places-data
/tenant/shawer-group/foundation/variables?tab=outputs&lib=local-market-mapping
Prompt libraryCompany Profile Record
Most Shawver Group company facts are missing, so the record doubles as the question set for the firm.
- Profile Source Inventory
- Entity Identity Questions
- Legal Entity & Registration
- Company Overview Statement
- Offerings & Capabilities Record
- Locations & Service Area
- Ownership & Leadership Structure
- Key Facts & Milestones
- Contact & Channel Directory
- Record Consistency Check
- Profile Field Governance
- Profile Syndication Plan
Prompt libraryTenant Brand Kit
The brand exists only as a site logo and measured tokens and needs a usable kit for flyers and ads.
- Brand Asset Audit
- Brand Foundations Summary
- Logo System
- Colour and Type Tokens
- Imagery Direction
- Voice and Tone Rules
- Asset Library Structure
- Brand Kit Approval Review
- Brand Kit Governance
- Brand Consistency Measures
Prompt libraryProperty Listing Profile
3604-3620 Main is the firm's live offering and needs a verified listing record.
- Property Fact Intake
- Site and Access Profile
- Building Specifications
- Availability Schedule
- Lease Terms Summary
- Trade Area Snapshot
- Listing Headline and Highlights
- Listing Description Copy
- Media and Exhibit Checklist
- Listing Accuracy Review
- Syndication and Refresh Plan
Prompt libraryProperty Market Positioning
The historic Main Street buildings must be positioned for specific reuse buyers.
- Submarket Definition
- Market Conditions Read
- Competitive Set Selection
- Competitive Advantage Scorecard
- Target Tenant Profiles
- Positioning Statement
- Pricing and Concession Stance
- Objection Response Guide
- Broker Message Pack
- Position Performance Review
Prompt libraryProperty Investment Memo
Hotel operators and conversion developers expect an investment memo alongside the flyer.
- Investment Thesis
- Asset Overview
- Income and Tenancy Analysis
- Market and Comparables Support
- Underwriting Assumptions
- Business Plan and Capital Program
- Returns and Financing Summary
- Sensitivity and Downside Case
- Risk Register and Mitigants
- Committee Recommendation
- Post-Close Tracking Plan
Prompt libraryProperty Marketing Campaign
Selling 3620 Main needs a coordinated campaign across email, LinkedIn and the flyer.
- Campaign Objective and Audience
- Audience Channel Map
- Campaign Message Framework
- Offering Flyer Copy
- Broker Email Blast
- Digital Ad Set
- On-Site and Signage Plan
- Campaign Launch Sequence
- Inquiry Handling Protocol
- Campaign Performance Measures
- Campaign Optimization Report
Prompt libraryLocation Profile & Places Data
Google Places, geocoding and Street View layers were collected for the site and need to be organised.
- Location Inventory
- Core NAP Record
- Place Category Selection
- Hours and Special Hours
- Service Area Definition
- Attributes and Amenities
- Business Description
- Products and Services Catalogue
- Photo and Media Plan
- Data Accuracy Audit
- Location Data Governance
Prompt libraryLocal Market Mapping
Midtown and Old Hyde Park context, transit and comparable uses support the buyer case.
- Mapping Objectives
- Geographic Unit Selection
- Customer Origin Map
- Demand Density Layer
- Competitor Location Layer
- Local Search Visibility Grid
- Opportunity Zones
- Map Layer Specification
- Local Focus Recommendations
- Market Map Refresh Cycle
Prompt libraryProspect Scrape Targets
The prospecting plan defines target companies by buyer thesis.
- Target Account Criteria
- Target Contact Roles
- Source Inventory
- Compliance Guardrails
- Extraction Field Schema
- Scrape Job Specification
- Enrichment and Verification
- List Quality Scorecard
- CRM Import Rules
- Refresh and Decay Plan
Prompt libraryProspects Engagement
Target accounts must be worked in sequence toward tours.
- Engagement Goals
- Prospect Pain and Trigger Map
- Channel Mix
- Value Message Set
- Touch Sequence Design
- Outreach Copy
- Nurture Content Track
- Reply Handling Playbook
- Sales Handoff Criteria
- Engagement Performance Measures
- Sequence Optimization Review
Prompt libraryScraped Data Enrichment
Company lists gathered for prospecting need cleaning and enrichment.
- Enrichment Objectives
- Raw Data Profile
- Cleaning Rules
- Entity Matching Method
- Enrichment Source Plan
- Classification and Tagging
- Enrichment Pipeline
- Enriched Data Quality Check
- Enrichment Value Measures
- Data Delivery Handoff
Prompt libraryProfile Enrichment & Verification
Decision-maker contacts must be verified without scraping LinkedIn profiles.
- Profile Completeness Audit
- Enrichment Source Map
- Field Confidence Standards
- Match & Deduplication Rules
- Enrichment Workflow
- Firmographic Enrichment Spec
- Contact Verification Procedure
- Conflict Resolution Rules
- Verification Sample Review
- Data Quality Scorecard
- Stale Record Refresh Schedule
Prompt libraryValue Proposition
The offering needs a clear reason each buyer type should act on this building.
- Primary Value Proposition
- Audience-Specific Value Statements
- Problem Definition
- Solution Statement
- Unique Benefits Description
- Competitive Differentiation Points
- Evidence and Proof Points
- Value Quantification Framework
- Emotional Value Components
- Rational Value Components
- Value Delivery Timeline
- Value Proposition Testing Framework
Prompt libraryAudience-Specific Messaging
Hotel operators, developers, venue operators and restaurant groups each need their own message.
- Audience Persona Integration
- Need-State Mapping
- Decision Driver Identification
- Pain Point Articulation
- Benefit Prioritization Framework
- Language Preference Adaptation
- Communication Style Matching
- Channel Preference Integration
- Content Format Optimization
- Messaging Sequence Strategy
- Objection Anticipation Framework
- Social Proof Customization
- Technical Depth Calibration
- Industry-Specific Terminology
- Cultural Relevance Adaptation
- Emotional Appeal Customization
Prompt libraryOutreach & Openers
Email is the primary outreach channel to target accounts.
- Outreach Goal Questions
- Prospect Persona Cards
- Trigger Event Catalogue
- Account Research Checklist
- Outreach Angle Framework
- Opening Lines
- First Touch Messages
- Cold Call Opener
- Multi-Touch Sequence
- Outreach Compliance Rules
- Outreach Performance Measures
- Meeting Handoff Note
Prompt librarySubject Line & Deliverability
Cold outreach to target accounts depends on subject lines and sending hygiene.
- Deliverability Health Audit
- Sender Authentication Setup
- List Hygiene Rules
- Sending Cadence And Volume Plan
- Subject Line Principles
- Subject Line Formula Library
- Subject And Preview Pairs
- Sender Name And From Strategy
- Subject Line Testing Plan
- Pre-Send Deliverability Checklist
- Deliverability Monitoring Dashboard
Prompt libraryLinkedIn Ads Campaign
A matched-audience LinkedIn campaign built from the verified company list reaches buyers for 3604-3620 Main without scraping profiles.
- Campaign Objective Brief
- Audience Discovery Questions
- Audience Targeting Profile
- Matched Audience Plan
- Ad Format Selection
- Budget and Bidding Strategy
- Sponsored Content Copy
- Conversation Ads Script
- Conversion Tracking Setup
- Testing and Optimisation Plan
- Campaign Launch Checklist
- Campaign Performance Report
Prompt libraryActionable Insights Generation
Outreach and campaign results must turn into next actions for the listing broker.
- Decision Context
- Evidence Inventory
- Observation Extraction
- Pattern And Theme Synthesis
- Insight Statements
- Implication Mapping
- Recommended Actions
- Confidence And Risk Assessment
- Action Prioritisation
- Insight Brief
- Insight Impact Tracking
Prompt libraryDashboard Specification
The listing's pipeline and campaign performance need one dashboard view.
- Dashboard Users and Questions
- Dashboard Purpose Statement
- Metric Definitions
- Data Source Mapping
- Layout and Visual Hierarchy
- Filters and Interactions
- Thresholds and Alerts
- Access and Governance
- Acceptance Test Plan
- Adoption and Usefulness Measures
Variables · Company Profile Record01 · Profile Source Inventory
{{01_Profile_Source_Inventory}}- The Shawver Group record rests on four primary sources: the 8-page 3604-3620 Main Street offering flyer dated 2026-04-27, the brand tokens measured from shawvergroup.com on 2026-09-21, the tenant configuration in the Property Playbook console, and the researched subject file for kc-3620-main. Secondary sources are Jackson County GIS parcel records, a Missouri Secretary of State search and Google Places, Geocoding and Address Validation layers collected 2026-09-16. The flyer and the firm's own website outrank every third-party source for company facts, while county records outrank the flyer for parcel facts. Many company basics, including legal entity, headquarters address and founding year, appear in none of these sources and are held as open questions for the firm to answer.
{{PRIMARY_SOURCES}}- Offering flyer 'Historic Redevelopment Opportunity in Kansas City, MO' (2026-04-27); shawvergroup.com (brand tokens and logo, measured 2026-09-21); Property Playbook tenant configuration.
{{SECONDARY_SOURCES}}- Jackson County GIS Ascend parcel service (2024 roll); Missouri SOS business search; Google Places, Geocoding, Address Validation and Street View layers (2026-09-16); Esri drive-time demographics printed in the flyer.
{{SOURCE_AUTHORITY_RANK}}- 1. Firm-confirmed answers; 2. shawvergroup.com; 3. the offering flyer; 4. county and state public records; 5. Google Places and other aggregators.
{{LAST_UPDATED_DATES}}- Flyer 2026-04-27; website brand capture 2026-09-21; Google layers 2026-09-16; county roll 2024; knowledge base compiled 2026-09-22.
{{SOURCE_OWNERS}}- Monica Enloe for listing facts and the flyer; Shawver Group principals (to be named) for company facts; Intelligent Operations for the collected research layers.
Variables · Company Profile Record02 · Entity Identity Questions
{{02_Entity_Identity_Questions}}- The record cannot be completed from public material, so the first task is a short question set for the firm. Legal questions cover the registered entity name, entity type, state of formation and brokerage licence numbers. Operations questions cover the office address, hours, headcount band and the brokers beyond Monica Enloe. Presentation questions confirm how the firm wants to be named, whether 'Commercial Real Estate' stays as the descriptor, and which social profiles are official.
{{LEGAL_IDENTITY_QUESTIONS}}- What is the registered legal name and entity type; in which state was it formed; what are the Missouri and Kansas brokerage licence numbers; is 'Shawver Group' an assumed name.
{{OPERATIONS_QUESTIONS}}- What is the office street address; what are office hours; how many brokers and staff work at the firm; which brokers besides Monica Enloe should appear on the record.
{{PUBLIC_PRESENTATION_QUESTIONS}}- Is 'Shawver Group | Commercial Real Estate' the preferred public name; which LinkedIn, Google Business Profile and other profiles are official; which listings may be shown publicly.
{{SOURCE_CONFLICTS}}- The console slug is spelled 'shawer-group' while the brand is 'Shawver Group'; no other conflicts found because company facts appear only in the flyer and site.
{{ANSWER_OWNER}}- Proposed: a Shawver Group principal answers legal and operations questions; Monica Enloe confirms listing and contact details.
Variables · Company Profile Record03 · Legal Entity & Registration
{{03_Legal_Entity_Registration}}- No source states Shawver Group's registered legal name, entity type, formation state or registration identifiers. The trading name used on the website and flyer is Shawver Group, with 'Commercial Real Estate' as the descriptor under the wordmark. Every registration field is held as 'to confirm' until the firm supplies it or a Missouri SOS lookup is run against a confirmed name. The record should never infer an entity type from the name alone.
{{REGISTERED_NAME}}- Not in sources; to confirm. Trading name in use: Shawver Group.
{{ENTITY_TYPE}}- Not in sources; to confirm.
{{FORMATION_JURISDICTION}}- Not in sources; to confirm.
{{REGISTRATION_IDENTIFIERS}}- Not in sources; to confirm (state charter number and brokerage licence numbers).
{{REGISTERED_AGENT}}- Not in sources; to confirm.
{{ASSUMED_NAMES}}- Shawver Group (as used on shawvergroup.com and the flyer); registration of the name not verified.
Variables · Company Profile Record04 · Company Overview Statement
{{04_Company_Overview_Statement}}- Shawver Group is a commercial real estate brokerage operating at shawvergroup.com, reachable on its office line [phone on file]. The firm is the third-party listing broker for the 3604-3614 and 3620 Main Street historic redevelopment offering in Midtown Kansas City, marketed by Monica Enloe. It serves owners who need a property positioned and sold, and buyers such as boutique hotel operators, adaptive-reuse developers and venue operators looking for character buildings. Founding year and headquarters address are not in the sources and are left for the firm to confirm.
{{PRIMARY_NAME}}- Shawver Group
{{CORE_OFFERING}}- Commercial real estate brokerage, including third-party listing and marketing of properties for sale.
{{CUSTOMER_TYPE}}- Property owners selling commercial assets; buyers and developers of redevelopment and adaptive-reuse property.
{{FOUNDING_YEAR}}- Not in sources; to confirm.
{{HEADQUARTERS}}- Not in sources; to confirm. Market worked in the sources: Kansas City, Missouri.
Variables · Company Profile Record05 · Offerings & Capabilities Record
{{05_Offerings_Capabilities_Record}}- The only service evidenced in the sources is third-party listing brokerage: Shawver Group represents the seller of 3604-3614 and 3620 Main Street and markets it with an 8-page offering flyer carrying Esri demographics, aerials and interior photography. Its capabilities on this listing include positioning a historic building for specific reuse cases, presenting incentive and transit arguments, and fielding buyer inquiries by phone and email. Other service lines such as tenant representation, leasing or investment sales are plausible for a commercial brokerage but are not stated anywhere and should not be listed until confirmed.
{{PRODUCT_LINES}}- Not applicable; the firm sells a service, not products.
{{SERVICES}}- Evidenced: third-party listing brokerage for commercial property sales. To confirm: leasing, tenant representation, investment sales.
{{CAPABILITIES}}- Offering flyer production with Esri drive-time demographics; reuse-case positioning (boutique hotel, multifamily conversion, event venue, mixed-use); buyer inquiry handling.
{{CUSTOMER_SERVED}}- Sellers of commercial property in Kansas City; buyers including hotel operators, conversion developers, venue operators and restaurant or retail users.
{{OFFERING_STATUS}}- Listing brokerage: active (3604-3620 Main, for sale, Call for Pricing). Other services: unconfirmed.
Variables · Company Profile Record06 · Locations & Service Area
{{06_Locations_Service_Area}}- No office address for Shawver Group appears in any source, so the record carries only the website and office phone as location-independent contact points. The one documented listing sits at 3604-3614 and 3620 Main Street, Kansas City, MO 64111, in Midtown's Old Hyde Park neighbourhood in Jackson County. The working service area is therefore Kansas City, Missouri, with the wider metro likely but unconfirmed. Hours of operation are also missing and should not be guessed on any listing.
{{LOCATION_ADDRESSES}}- Office address: not in sources; to confirm. Listing address: 3604-3614 & 3620 Main Street, Kansas City, MO 64111.
{{LOCATION_FUNCTIONS}}- Office: brokerage operations (address to confirm). 3604-3620 Main: listed property, not a Shawver office.
{{CUSTOMER_FACING_FLAGS}}- Office: to confirm whether clients visit. Listing site: tours by appointment through the listing broker (proposed).
{{SERVICE_AREAS}}- Evidenced: Kansas City, Missouri (Midtown). Proposed: Kansas City metro, to confirm with the firm.
{{HOURS_OF_OPERATION}}- Not in sources; to confirm.
Variables · Company Profile Record07 · Ownership & Leadership Structure
{{07_Ownership_Leadership_Structure}}- The sources do not describe who owns Shawver Group or how it is led. The only named person is Monica Enloe, listing broker on 3604-3620 Main, reachable at [email on file] and [phone on file]. No parent company, subsidiaries or franchise affiliation is mentioned. Until the firm answers, the record should name only Monica Enloe and only in her listing role.
{{OWNERSHIP_STRUCTURE}}- Not in sources; to confirm.
{{PARENT_ENTITY}}- None stated in sources; to confirm.
{{SUBSIDIARIES}}- None stated in sources; to confirm.
{{LEADERSHIP_POSITIONS}}- Monica Enloe, listing broker (3604-3620 Main). Principals and managing broker: to confirm.
{{DISCLOSURE_LIMITS}}- Publish only names and business contacts the firm already publishes; no personal addresses; no ownership percentages unless the firm supplies them.
Variables · Company Profile Record08 · Key Facts & Milestones
{{08_Key_Facts_Milestones}}- The sources give Shawver Group few dated facts. The firm's current logo file was uploaded to its WordPress site in March 2026, and the 3604-3620 Main offering flyer is dated 27 April 2026. No founding event, awards, licences or headcount are documented, and none should be implied. The record lists these as open fields with a named owner to fill them.
{{FOUNDING_EVENT}}- Not in sources; to confirm.
{{MILESTONE_DATES}}- March 2026: current logo uploaded to shawvergroup.com; 2026-04-27: 3604-3620 Main offering flyer issued.
{{LICENSES_AND_CERTIFICATIONS}}- Not in sources; to confirm brokerage licences.
{{AWARDS}}- None in sources.
{{HEADCOUNT_BAND}}- Not in sources; to confirm.
{{FACT_SOURCES}}- Flyer (2026-04-27); shawvergroup.com logo path /wp-content/uploads/2026/03/; knowledge base company file.
Variables · Company Profile Record09 · Contact & Channel Directory
{{09_Contact_Channel_Directory}}- Shawver Group's published contact points are its website, shawvergroup.com, and its office line, [phone on file], which appears on every page of the offering flyer. Listing inquiries for 3604-3620 Main go to Monica Enloe at [email on file] or [phone on file]. No general inbox, booking link or social profile is recorded in any source. The directory should add those only once the firm confirms them.
{{MAIN_PHONE}}- [phone on file] (office line, per the flyer)
{{DEPARTMENT_EMAILS}}- Listing inquiries: [email on file] General inbox: not in sources; to confirm.
{{WEBSITE_URL}}- https://shawvergroup.com/
{{BOOKING_LINKS}}- None in sources. Proposed: a tour-request form for the 3604-3620 Main listing.
{{SOCIAL_PROFILES}}- None recorded in sources; to confirm.
{{CHANNEL_OWNERS}}- Monica Enloe for listing email and phone; website owner to confirm.
Variables · Company Profile Record10 · Record Consistency Check
{{10_Record_Consistency_Check}}- Because company facts come from only two places, the flyer and the website, there are few mismatches to reconcile. The main inconsistency is the console slug 'shawer-group', which drops a letter from the brand name and must never appear in public copy. Listing facts carry a larger problem: county records show zero assessed value and no building area for both parcels, while the flyer states about 26,000 SF and 15,000 SF. These are logged as unresolved until verified.
{{FIELD_MISMATCHES}}- Slug 'shawer-group' versus brand 'Shawver Group'; flyer building and land areas versus county records showing zero for both parcels.
{{SEVERITY_RATINGS}}- Slug spelling: medium (public-facing risk). Area mismatch: high (affects buyer underwriting).
{{CORRECT_VALUES}}- Brand name: Shawver Group. Areas: use '±' figures attributed to the flyer until verified.
{{LISTINGS_TO_CORRECT}}- Any public page or directory entry that uses the slug spelling; no third-party listings found in sources.
{{UNRESOLVED_CONFLICTS}}- Building and land areas; owner entity not found in Missouri SOS.
Variables · Company Profile Record11 · Profile Field Governance
{{11_Profile_Field_Governance}}- Proposed governance keeps company facts with a Shawver Group principal and listing facts with the listing broker. Any change to name, phone, email or address is approved by the principal before it reaches the website, the console or any directory. Changes are logged with date, old value, new value and source. The record is reviewed quarterly and whenever a new listing launches.
{{FIELD_OWNERS}}- Company identity and contacts: Shawver Group principal (to name). Listing facts: Monica Enloe. Research layers: Intelligent Operations.
{{APPROVAL_RULES}}- Proposed: identity and contact changes need principal approval; listing figures need a source document before publication.
{{CHANGE_LOG_PROCESS}}- Proposed: log each change with date, field, old value, new value, source and approver in the console Sources view.
{{DOWNSTREAM_SYSTEMS}}- shawvergroup.com; Property Playbook console; offering flyers; LinkedIn Ads audiences; outbound email signatures.
{{REVIEW_INTERVALS}}- Proposed: quarterly, plus at every new listing launch.
Variables · Company Profile Record12 · Profile Syndication Plan
{{12_Profile_Syndication_Plan}}- Proposed: once the firm confirms its missing facts, the record is pushed first to shawvergroup.com, then to a Google Business Profile, then to a LinkedIn company page and any listing platforms it uses. Each destination is updated from this record rather than edited by hand. After each push, the owner checks the live listing against the record and logs the check. The first review is set for after the firm answers the identity questions.
{{SYNDICATION_DESTINATIONS}}- Proposed: shawvergroup.com; Google Business Profile; LinkedIn company page; commercial listing platforms the firm uses (to confirm).
{{UPDATE_SEQUENCE}}- Website first, then Google Business Profile, then LinkedIn, then listing platforms.
{{DESTINATION_OWNERS}}- Proposed: website and profiles owned by a Shawver Group principal; listing platforms by the listing broker.
{{VERIFICATION_STEP}}- Compare each live profile to the record field by field within two business days of an update (proposed).
{{NEXT_REVIEW_DATE}}- Proposed: two weeks after the firm returns the identity questionnaire.
Variables · Tenant Brand Kit01 · Brand Asset Audit
{{01_Brand_Asset_Audit}}- Shawver Group's brand assets on file are the web logo SVG taken from shawvergroup.com, a set of colour and type tokens measured from the site's computed styles on 2026-09-21, and the 8-page 3604-3620 Main offering flyer. The logo is clean vector artwork but has two fills baked in, which breaks on the navy brand colour unless inverted. The site also leaks Bootstrap's default link blue, #0d6efd, which is not a brand colour. Missing items include a standalone icon mark, a written voice guide, approved photography and any usage rights record.
{{EXISTING_ASSETS}}- shawver-group-web.svg (300x55 viewBox); measured colour and type tokens; 3604-3620 Main offering flyer PDF (8 pages).
{{ASSET_QUALITY}}- Logo: vector, high quality but fills hard-coded (#231f20 and #ffffff). Tokens: measured, reliable. Flyer: complete, includes Esri demographics and photography.
{{CONFLICTING_VERSIONS}}- Site shows Bootstrap #0d6efd on links, which conflicts with the navy system; logo has only one colour version.
{{RIGHTS_GAPS}}- Rights to flyer photography and the conceptual rendering are not recorded; to confirm before reuse in ads.
{{MISSING_ASSETS}}- Icon mark; reversed logo file; voice and tone guide; photography library; email signature template.
Variables · Tenant Brand Kit02 · Brand Foundations Summary
{{02_Brand_Foundations_Summary}}- The Shawver Group brand presents as a straightforward commercial real estate firm: a white site with navy structure, square-cornered buttons and a two-word wordmark over a 'Commercial Real Estate' rule. The intended impression is dependable and professional rather than flashy, which suits a brokerage marketing historic and redevelopment property to operators and developers. Its audience is owners and buyers of Kansas City commercial property. The kit should keep that restraint and let the properties carry the visual interest.
{{BRAND_ESSENCE}}- Plain-spoken commercial real estate expertise in Kansas City.
{{AUDIENCE_SERVED}}- Commercial property owners and sellers; buyers, developers and operators of Kansas City commercial property.
{{BRAND_STANCE}}- Professional and factual; lets the property and the data lead.
{{INTENDED_IMPRESSION}}- Established, trustworthy and precise, with a clean navy-and-white look.
Variables · Tenant Brand Kit03 · Logo System
{{03_Logo_System}}- The primary logo is the horizontal SHAWVER GROUP wordmark with the COMMERCIAL REAL ESTATE rule, supplied as a 300x55 SVG. On white, SHAWVER renders in #231f20 and GROUP in navy-compatible styling; on navy the pair must invert to white SHAWVER and blue #6b9cd0 GROUP, because the dark fill is unreadable on #09325f. No icon mark exists yet, so small placements should use the wordmark at its minimum size rather than an improvised monogram. Proposed rules below set clear space and size limits.
{{PRIMARY_LOGO}}- shawver-group-web.svg: horizontal SHAWVER GROUP wordmark with COMMERCIAL REAL ESTATE rule.
{{ALTERNATE_LOGOS}}- Proposed: reversed version for navy (white SHAWVER, #6b9cd0 GROUP), to be produced as its own file.
{{ICON_MARK}}- None exists; proposed to commission a simple SG mark for favicons and avatars.
{{CLEAR_SPACE_RULE}}- Proposed: clear space equal to the cap height of 'SHAWVER' on all sides.
{{MINIMUM_SIZE}}- Proposed: 120 px wide on screen, 1.25 in wide in print, so the descriptor rule stays legible.
{{FORBIDDEN_TREATMENTS}}- Dark SHAWVER fill on navy; recolouring in Bootstrap blue; stretching; drop shadows; placing on busy photography without a solid band.
Variables · Tenant Brand Kit04 · Colour and Type Tokens
{{04_Colour_and_Type_Tokens}}- The measured palette is navy #09325f for structure and buttons, blue #6b9cd0 as the accent on navy, ink #242424 for body copy, and white #ffffff, sunken #f6f6f6 and rule #dad9d9 for page, bands and dividers. Black #000000 is reserved for hero overlays. Type pairs Montserrat for display, navigation and buttons, with h1 at 600 weight and 40 px, and Open Sans for body text. Bootstrap's #0d6efd appears on the site but is explicitly excluded from the kit.
{{COLOUR_TOKENS}}- navy #09325f; blue #6b9cd0; ink #242424; white #ffffff; sunken #f6f6f6; rule #dad9d9; black #000000 (overlay only).
{{COLOUR_ROLES}}- Navy: top bar, section rules, button fill. Blue: accent text on navy. Ink: body copy and dark buttons. Sunken: alternating bands. Rule: dividers.
{{TYPE_FAMILIES}}- Montserrat (display, nav, buttons); Open Sans (body).
{{TYPE_SCALE}}- Measured: h1 Montserrat 600 at 40 px. Proposed: h2 28 px, h3 20 px, body 16 px Open Sans, small 13 px.
{{CONTRAST_PAIRS}}- Approved: ink on white; white on navy; blue #6b9cd0 on navy for large accent text. Avoid: #231f20 on navy.
Variables · Tenant Brand Kit05 · Imagery Direction
{{05_Imagery_Direction}}- Imagery should show the properties themselves in honest daylight: exteriors, aerials with the site outlined, and interiors that reveal character such as the barrel roof and skylights at 3620 Main. Compositions favour wide, level frames and a clear subject, with a solid navy band for any overlaid text. Colour stays natural, with a black overlay only where the hero needs contrast. Conceptual renderings must always be labelled as such.
{{SUBJECT_RULES}}- Real listed properties; streetscape and transit context; architectural details. No stock people shots standing in for tenants.
{{COMPOSITION_RULES}}- Level horizons; wide establishing shots first; site boundaries outlined on aerials; text on solid navy bands.
{{COLOUR_TREATMENT}}- Natural colour; black overlay allowed on hero images for legibility; no heavy filters.
{{SOURCING_RULES}}- Use flyer photography and aerials with confirmed rights; Street View only for internal research; label renderings 'conceptual'.
{{IMAGERY_TO_AVOID}}- Generic skyline stock; unlabelled renderings; images of neighbouring properties presented as the listing.
Variables · Tenant Brand Kit06 · Voice and Tone Rules
{{06_Voice_and_Tone_Rules}}- Proposed voice: factual, confident and specific, in the manner of the flyer's plain property highlights. Claims are attributed when they come from a third party, and anything unverified is phrased as 'per the flyer' or left out of paid media. Tone warms slightly on LinkedIn and in one-to-one email but never becomes promotional hype. The firm is always written as 'Shawver Group', never the slug spelling.
{{VOICE_TRAITS}}- Factual; confident; specific; courteous.
{{TONE_BY_CHANNEL}}- Flyer and website: crisp and descriptive. Email: direct and personal. LinkedIn ads: benefit-led, one idea per ad. Phone: conversational.
{{PREFERRED_WORDS}}- Historic; redevelopment; adaptive reuse; streetcar; Midtown; demisable; call for pricing; tour.
{{BANNED_WORDS}}- Guaranteed; once-in-a-lifetime; unbeatable; 'Shawer' (misspelling).
{{STYLE_CONVENTIONS}}- Use ± for approximate areas; SF and AC abbreviations; phone numbers with dots [phone on file]); sentence-case headlines except flyer covers.
Variables · Tenant Brand Kit07 · Asset Library Structure
{{07_Asset_Library_Structure}}- Proposed library: one folder per property plus a brand folder, all in the tenant's asset bucket rather than on local drives. Files follow a date-and-subject naming pattern so the current version is obvious. Superseded files move to an archive folder rather than being deleted. The console's Gallery and links view reads from the same bucket.
{{NAMING_PATTERN}}- Proposed: <property-slug>_<asset-type>_<YYYY-MM-DD>_v<n>, e.g. 3620-main_flyer_2026-04-27_v1.pdf.
{{FOLDER_STRUCTURE}}- brand/ (logo, tokens); 3620-main-street/ (flyer, photos, aerials, renderings); archive/.
{{VERSIONING_RULE}}- Increment v<n> on any content change; only the latest version is linked from the console.
{{STORAGE_LOCATION}}- Tenant asset bucket for Shawver Group (brand/ and 3620-main-street/ folders).
{{RETIREMENT_RULE}}- Move assets to archive/ when a listing closes or a logo version is replaced; keep for records.
Variables · Tenant Brand Kit08 · Brand Kit Approval Review
{{08_Brand_Kit_Approval_Review}}- The kit is proposed for review by a Shawver Group principal, section by section. Sections for review are logo system, colour and type tokens, imagery direction and voice rules. The two open requests are a reversed logo file for navy and a decision on commissioning an icon mark. Approval is pending; the kit is used internally as a draft until then.
{{APPROVER}}- Proposed: a Shawver Group principal (to name), with Monica Enloe consulted on listing materials.
{{SECTIONS_REVIEWED}}- Logo system; colour and type tokens; imagery direction; voice and tone; asset library.
{{REQUESTED_CHANGES}}- Supply reversed logo file; decide on icon mark; confirm type scale beyond h1.
{{APPROVAL_DECISION}}- Pending firm review; draft in use internally.
Variables · Tenant Brand Kit09 · Brand Kit Governance
{{09_Brand_Kit_Governance}}- Proposed: one kit owner at Shawver Group holds final say, and anyone producing materials, including Intelligent Operations, submits changes as a request. Contributors are notified when tokens or logos change. Every new flyer, ad and email template is checked against the kit before release. The kit is reviewed twice a year.
{{KIT_OWNER}}- Proposed: Shawver Group principal (to name).
{{CHANGE_REQUEST_PROCESS}}- Proposed: written request with the reason and a mock-up; owner approves or declines within one week.
{{CONTRIBUTOR_NOTIFICATION}}- Proposed: email to all contributors and a note in the console Sources view when the kit changes.
{{COMPLIANCE_CHECK}}- Check colour tokens, logo treatment and naming on every asset before release (proposed).
{{REVIEW_SCHEDULE}}- Proposed: every six months and at each rebrand or site redesign.
Variables · Tenant Brand Kit10 · Brand Consistency Measures
{{10_Brand_Consistency_Measures}}- Proposed measures track how often new materials pass the kit check first time and how many off-kit assets are in circulation. No baseline exists yet. The most likely deviations are Bootstrap blue links, the dark logo on navy and the slug misspelling. A monthly sample of recent assets will set the first baseline.
{{FIRST_PASS_BRAND_RATE}}- Target: 90% of new assets pass the kit check first time; baseline to be set.
{{OFF_KIT_ASSET_COUNT}}- Baseline to be set at first audit; target zero in public channels.
{{COMMON_DEVIATIONS}}- Bootstrap #0d6efd links; dark SHAWVER fill on navy; 'Shawer' misspelling; rounded or pill buttons.
{{SAMPLING_METHOD}}- Proposed: review every asset released in the month, or ten at random if more.
Variables · Property Listing Profile01 · Property Fact Intake
{{01_Property_Fact_Intake}}- The offering combines two buildings on Main Street in Midtown Kansas City: 3620 Main, a ±26,000 SF historic commercial building on 0.33 AC, and 3604-3614 Main, a ±15,000 SF demisable commercial building on 0.57 AC, with a rear surface lot of about 65 spaces. The address validates to 3620 Main Street, Kansas City, MO 64111-1909, in the Old Hyde Park neighbourhood of Jackson County, on parcels 30-220-12-35-00-0-00-000 and 30-220-12-34-00-0-00-000. The owner of record for 100% of both parcels is 3620 Main Street Venture LLC, an absentee owner based in Lee's Summit. Building and land areas are per the flyer; the county's 2024 roll shows zero assessed value and no area, likely after a recent consolidation, so both figures are still to be verified.
{{PARCEL_AND_ADDRESS}}- 3604-3614 & 3620 Main Street, Kansas City, MO 64111; parcels 30-220-12-35-00-0-00-000 and 30-220-12-34-00-0-00-000, Jackson County.
{{PROPERTY_TYPE_AND_SUBTYPE}}- Commercial; historic redevelopment / adaptive-reuse opportunity (3620) plus demisable retail-restaurant building (3604-3614).
{{BUILDING_AREA_GLA_RSF}}- 3620 Main: ±26,000 SF; 3604-3614 Main: ±15,000 SF (per the flyer; county shows no area, to verify).
{{LAND_AREA_AND_ZONING}}- 0.33 AC (3620) and 0.57 AC (3604-3614), per the flyer; zoning not in sources, to confirm with KCMO.
{{YEAR_BUILT_AND_RENOVATED}}- Not in sources; described as historic. To confirm from county or preservation records.
{{OWNERSHIP_STRUCTURE}}- 3620 Main Street Venture LLC, 100% of both parcels, absentee (Lee's Summit mailing address); entity not found in Missouri SOS search, unresolved.
Variables · Property Listing Profile02 · Site and Access Profile
{{02_Site_and_Access_Profile}}- The site fronts Main Street between two KC Streetcar stops, Armour at 35th and Main and Westport at 39th and Main, both verified within 800 m. Bus service stops on Main at Armour in both directions and on Broadway nearby. A rear surface lot provides about 65 spaces per the flyer, which can be counted from aerial imagery to confirm. Traffic counts and signage rights are not in the sources.
{{FRONTAGE_AND_VISIBILITY}}- Main Street frontage in Midtown, on the streetcar line between the Armour and Westport stops.
{{ACCESS_POINTS}}- Main Street frontage; rear surface lot (access points to confirm on site plan); streetcar stops at 35th and 39th; buses on Main and Broadway.
{{TRAFFIC_COUNTS}}- Not in sources; proposed to pull KCMO/MoDOT counts for Main Street.
{{PARKING_RATIO}}- About 65 surface spaces in the rear lot (per the flyer, to verify); ratio to be calculated once areas are confirmed.
{{SIGNAGE_POSITIONS}}- Not in sources; to confirm facade signage allowances, including any historic-review limits.
Variables · Property Listing Profile03 · Building Specifications
{{03_Building_Specifications}}- The defining feature of 3620 Main is its historic wood barrel roof with skylights, which gives a clear-span hall suited to hotel, venue or conversion concepts. The 3604-3614 building is described as divisible space for retail and restaurant users. Construction type, ceiling heights, loading, power, HVAC and roof age are not documented in the sources and need a property condition report. Google Solar data shows a whole-roof area of 1,580 m² with room for up to 475 panels, which is useful context for a sustainability-minded buyer.
{{CONSTRUCTION_TYPE}}- Not in sources; historic masonry likely but to confirm by inspection.
{{CLEAR_HEIGHT_OR_CEILING}}- Not in sources; barrel-vaulted wood roof with skylights at 3620 (height to measure).
{{LOADING_AND_DOCKS}}- Not in sources; to confirm.
{{POWER_AND_UTILITIES}}- Not in sources; to confirm service capacity for hotel or restaurant use.
{{HVAC_AND_LIFE_SAFETY}}- Not in sources; to confirm, including sprinkler status for assembly use.
{{ROOF_AGE_AND_CONDITION}}- Historic wood barrel roof with skylights; age and condition not in sources. Google Solar: 1,580 m² roof, up to 475 panels (imagery 2023-06-22).
Variables · Property Listing Profile04 · Availability Schedule
{{04_Availability_Schedule}}- The whole offering is for sale, not for lease, so the availability schedule describes buildings rather than suites. A buyer can take both buildings and the rear lot together, which the flyer presents as one redevelopment opportunity. Whether the two parcels can be sold separately is not stated and should be confirmed with the seller. Space is described as available for redevelopment, with no delivery date because the buyer controls the program.
{{SUITE_LIST}}- 3620 Main (±26,000 SF historic building); 3604-3614 Main (±15,000 SF demisable building); rear surface lot (~65 spaces).
{{RENTABLE_SQUARE_FEET}}- ±41,000 SF combined building area per the flyer (to verify).
{{DIVISIBILITY}}- 3604-3614 is demisable for multiple retail or restaurant users; separate sale of the two buildings to confirm with the seller.
{{SPACE_CONDITION}}- Redevelopment condition; interiors shown in flyer photography; condition report to obtain.
{{DELIVERY_DATE}}- At closing; redevelopment timeline set by the buyer.
{{CONTIGUOUS_OPTIONS}}- Both buildings and rear lot are contiguous along Main Street and can be combined.
Variables · Property Listing Profile05 · Lease Terms Summary
{{05_Lease_Terms_Summary}}- This listing is a sale, so lease terms apply only to the post-redevelopment plan a buyer would underwrite. The asking price is 'Call for Pricing', and no asking rent, operating expenses or taxes are published. The county publishes no valuation for 2024, so tax basis is unknown; the Missouri commercial assessment ratio of 32% is recorded as an input only. Any rent or concession assumptions a buyer uses should come from their own market study.
{{ASKING_RATE_AND_BASIS}}- Not applicable (for sale). Sale price: Call for Pricing.
{{LEASE_STRUCTURE}}- Not applicable to the sale; the 3604-3614 building could be leased by a buyer to retail or restaurant users.
{{ESTIMATED_OPEX_AND_TAXES}}- Not in sources. County shows zero 2024 assessed value; Missouri commercial assessment ratio 32% (RSMo 137.115) recorded as input only.
{{TYPICAL_TERM}}- Not applicable (sale).
{{ESCALATIONS}}- Not applicable (sale).
{{TI_AND_CONCESSION_POSTURE}}- Not applicable (sale); pricing and terms negotiated through the listing broker.
Variables · Property Listing Profile06 · Trade Area Snapshot
{{06_Trade_Area_Snapshot}}- Esri drive-time demographics in the flyer show 32,219 people and 18,818 households within 5 minutes, 136,309 people within 10 minutes and 350,515 within 15 minutes. Average household income runs $91,804 at 5 minutes, $95,384 at 10 and $91,981 at 15, with median ages from 33.7 to 35.1. Nearby generators include the streetcar line, Midtown's residential blocks and, per the flyer, the planned 85-acre Royals ballpark district at Crown Center. The flyer also cites more than $4 billion of redevelopment along the streetcar corridor, a claim that has no source and is still to be verified.
{{TRADE_AREA_DEFINITION}}- 5, 10 and 15-minute drive times from 39.06123, -94.58626 (Esri, per the flyer).
{{POPULATION_AND_HOUSEHOLDS}}- 5 min: 32,219 people / 18,818 households; 10 min: 136,309 / 67,835; 15 min: 350,515 / 155,141 (Esri, per the flyer).
{{DAYTIME_POPULATION}}- Not in sources; proposed to add from Esri business summary.
{{NEARBY_TRAFFIC_GENERATORS}}- KC Streetcar (Armour and Westport stops); Midtown residences; Goodwill Midtown and service businesses on the block; planned Royals ballpark district at Crown Center (per the flyer, site contested at flyer date).
{{GROWTH_DIRECTION}}- Streetcar-corridor redevelopment along Main Street; block consolidation around 36th and Main (per the research plan).
Variables · Property Listing Profile07 · Listing Headline and Highlights
{{07_Listing_Headline_and_Highlights}}- The headline stays with the flyer: 'For Sale: Historic Redevelopment Opportunity'. Lead highlights are the historic wood barrel roof with skylights, about 41,000 SF across two buildings with rear parking, and a Main Street position between two streetcar stops. The primary differentiator is character space in a transit location that suits a boutique hotel, conversion, venue or mixed-use program. The hook is that both buildings and the lot are offered together.
{{LISTING_HEADLINE}}- For Sale: Historic Redevelopment Opportunity, 3604-3614 & 3620 Main Street, Kansas City.
{{LEAD_HIGHLIGHTS}}- Historic wood barrel roof with skylights; ±26,000 SF and ±15,000 SF buildings; ~65 rear parking spaces; between two streetcar stops.
{{PRIMARY_DIFFERENTIATOR}}- A clear-span historic hall on the streetcar line, suited to boutique hotel, multifamily conversion, event venue or mixed-use.
{{AVAILABILITY_HOOK}}- Two buildings and a rear lot offered together in the heart of Midtown.
Variables · Property Listing Profile08 · Listing Description Copy
{{08_Listing_Description_Copy}}- Shawver Group presents 3604-3614 and 3620 Main Street, a historic redevelopment opportunity in the heart of Midtown Kansas City. The ±26,000 SF 3620 building features a historic wood barrel roof with skylights and, per the flyer, is well positioned to use historic incentives, while the ±15,000 SF 3604-3614 building offers demisable space for retail and restaurant users. A rear surface lot holds about 65 spaces, and the site sits between the Armour and Westport streetcar stops. Contact Monica Enloe for pricing and tours.
{{OPPORTUNITY_OVERVIEW}}- Two contiguous Main Street buildings and a rear lot offered for redevelopment as a boutique hotel, multifamily conversion, event venue or mixed-use project.
{{BUILDING_AND_SITE_COPY}}- 3620 Main offers ±26,000 SF on 0.33 AC under a historic wood barrel roof with skylights; 3604-3614 offers ±15,000 SF on 0.57 AC; about 65 surface spaces behind.
{{SPACE_COPY}}- The barrel-vaulted hall suits guest rooms, apartments or an event floor; the demisable 3604-3614 building suits restaurants, taprooms, cafes and shops.
{{LOCATION_COPY}}- Between the Armour and Westport streetcar stops on Main Street, walkable to thousands of Midtown residents, with the planned ballpark district a short streetcar ride away per the flyer.
{{BROKER_CONTACT_CTA}}- Call for pricing: Monica Enloe, [email on file], [phone on file]; office [phone on file].
Variables · Property Listing Profile09 · Media and Exhibit Checklist
{{09_Media_and_Exhibit_Checklist}}- The flyer already carries a conceptual cover rendering, a wide aerial, a site aerial, exterior and interior photography and an Esri demographic page. Floor plans and a virtual tour are missing and are the two exhibits most likely to move a hotel or conversion developer to a tour. A site plan showing the rear lot and parcel lines would also resolve the parking question. Street View imagery dated April 2026 is available for internal checks only.
{{AERIAL_AND_SITE_PLAN}}- Wide aerial and site aerial: in flyer. Dimensioned site plan with parcel lines and lot: to produce.
{{PHOTOGRAPHY_SET}}- Exterior and interior photos: in flyer. Rights and high-resolution originals: to confirm.
{{FLOOR_PLANS}}- Not available; proposed to commission measured plans for both buildings.
{{DEMOGRAPHIC_REPORT}}- Esri 5/10/15-minute drive-time report: in flyer (page 8).
{{VIRTUAL_TOUR}}- Not available; proposed 3D tour of the 3620 barrel-roof hall.
{{EXHIBIT_STATUS}}- Complete: rendering, aerials, photos, demographics. Missing: floor plans, site plan, virtual tour, condition report.
Variables · Property Listing Profile10 · Listing Accuracy Review
{{10_Listing_Accuracy_Review}}- Of the seven flyer claims checked, only the streetcar position is verified, with both stops inside 800 m. Streetcar ridership of 300,000+ a month and $4 billion+ of redevelopment have no cited source; the ballpark distance depends on a site that was still contested; building and land areas conflict with the county's zero figures; the 65 spaces are uncounted; and historic-incentive eligibility needs a National Register or Missouri SHPO check. Until each is resolved, public copy should attribute it to the flyer or drop it. The standard listing disclaimer stays on every piece.
{{FIGURES_CHECKED}}- Streetcar stops (verified); ridership 300,000+/month; $4B+ redevelopment; ballpark distance; ±26,000 SF / 0.33 AC and ±15,000 SF / 0.57 AC; ~65 spaces; historic incentive eligibility.
{{SOURCE_DOCUMENTS}}- Flyer (2026-04-27); Jackson County GIS 2024 roll; KC Streetcar stop data; Missouri SOS search.
{{DISCREPANCIES_FOUND}}- County shows zero assessed value and no area for both parcels; owner LLC not found in Missouri SOS.
{{CORRECTIONS_REQUIRED}}- Attribute unverified claims to the flyer; obtain KC Streetcar ridership source; run NPS/SHPO register check; count parking from aerials.
{{REQUIRED_DISCLAIMERS}}- Flyer disclaimer: information deemed reliable but not guaranteed; listing broker(s) not responsible for errors; for identifying prospective buyers only.
Variables · Property Listing Profile11 · Syndication and Refresh Plan
{{11_Syndication_and_Refresh_Plan}}- Proposed: publish the listing on shawvergroup.com and the commercial listing platforms the firm uses, and send it to the Property Playbook console as the system of record. Refresh when any flyer claim is verified or dropped, when pricing guidance changes, and when the ballpark district decision is made. Review listing copy monthly. Inquiries and tours are logged by source in the console so the campaign can be measured; no counts exist yet.
{{SYNDICATION_CHANNELS}}- Proposed: shawvergroup.com; commercial listing platforms used by the firm (to confirm); LinkedIn Ads matched audiences; broker email.
{{REFRESH_TRIGGERS}}- A claim verified or dropped; price guidance released; ballpark district decision; new photography or floor plans.
{{REFRESH_CADENCE}}- Proposed: monthly copy review; immediate update on any trigger.
{{INQUIRIES_BY_SOURCE}}- No data yet; to be logged by source in the console.
{{TOURS_SCHEDULED}}- No data yet; to be logged in the console.
Variables · Property Market Positioning01 · Submarket Definition
{{01_Submarket_Definition}}- The competitive submarket is the Main Street streetcar corridor from Crown Center south through Midtown to Westport, where historic commercial buildings compete for hotel, conversion and venue buyers. The property class is historic or character commercial space for redevelopment, not stabilized investment property. The competing size range is roughly 10,000 to 40,000 SF buildings that could house a boutique hotel or conversion. The boundary follows the streetcar, because transit access is the central claim in the offering.
{{SUBMARKET_BOUNDARIES}}- Main Street streetcar corridor: Crown Center to Westport, Kansas City, MO (proposed).
{{PROPERTY_CLASS}}- Historic / character commercial buildings for redevelopment.
{{COMPETING_SIZE_RANGE}}- About 10,000-40,000 SF buildings (proposed range around the ±15,000 and ±26,000 SF buildings).
{{BOUNDARY_RATIONALE}}- The offering's case rests on the streetcar and Midtown walkability, so competing buildings are those a buyer would weigh on the same line.
Variables · Property Market Positioning02 · Market Conditions Read
{{02_Market_Conditions_Read}}- The sources hold no submarket vacancy, absorption, pipeline or pricing data, so this read is a plan rather than a finding. What the block data does show is heavy absentee ownership around 36th and Main and several parcels under common holders, which points to consolidation. The flyer's claim of $4 billion+ of streetcar-corridor redevelopment would support a seller's market if sourced, but it is unverified. Proposed: pull a broker market report or CoStar data for the corridor before setting price guidance.
{{VACANCY_AND_AVAILABILITY}}- Not in sources; to research.
{{NET_ABSORPTION_TREND}}- Not in sources; to research.
{{PIPELINE_AND_DELIVERIES}}- Not in sources. Planned Royals ballpark district at Crown Center per the flyer (site contested at flyer date).
{{ASKING_RENT_DIRECTION}}- Not in sources; to research.
{{MARKET_LEVERAGE_VERDICT}}- Undetermined pending market data; block consolidation suggests buyer interest from assemblers.
Variables · Property Market Positioning03 · Competitive Set Selection
{{03_Competitive_Set_Selection}}- No competing listings are in the sources, so the competitive set is defined by criteria for research. Candidates are historic commercial buildings for sale on or near the Main Street streetcar line and in the Crossroads, sized 10,000 to 40,000 SF and suitable for hotel, conversion or venue use. Stabilized office or retail investments are excluded because they attract a different buyer. Lease and sale comparables must be sourced before any figures are used.
{{COMPETING_PROPERTIES}}- To research: historic commercial buildings for sale on the streetcar corridor and in the Crossroads.
{{COMPETITOR_AVAILABILITY}}- Not in sources; to research.
{{COMPETITOR_ASKING_RATES}}- Not in sources; to research.
{{RECENT_LEASE_COMPS}}- Not in sources; to research.
{{EXCLUSION_RATIONALE}}- Stabilized investment properties and new construction excluded; they appeal to different buyers than a historic redevelopment.
Variables · Property Market Positioning04 · Competitive Advantage Scorecard
{{04_Competitive_Advantage_Scorecard}}- Proposed scorecard attributes are transit access, historic character, parking, divisibility, incentive potential and proximity to demand generators. 3620 Main scores highest on transit, verified with two streetcar stops, and on character, with the barrel roof and skylights. Parking and incentives look strong on paper but are unverified. Competitor scores cannot be filled until the competitive set is researched.
{{SCORING_ATTRIBUTES}}- Transit access; historic character; on-site parking; divisibility; historic incentive potential; proximity to demand generators.
{{ATTRIBUTE_WEIGHTS}}- Proposed: transit 25%; character 20%; parking 15%; divisibility 10%; incentives 20%; demand generators 10%.
{{PROPERTY_SCORES}}- Proposed first read (1-5): transit 5 (verified); character 5; parking 4 (unverified); divisibility 4; incentives 3 (unverified); generators 3.
{{COMPETITOR_SCORES}}- Not scored; competitive set to research.
{{DECISIVE_GAPS}}- Unverified incentive eligibility and building areas are the gaps most likely to cost a sale.
Variables · Property Market Positioning05 · Target Tenant Profiles
{{05_Target_Tenant_Profiles}}- Because this is a sale, the target profiles are buyers and the users they would bring. First are boutique hotel operators, whom the flyer leads with and who form a short, findable list. Second are adaptive-reuse and multifamily conversion developers who can underwrite historic credits. Third are event venue and entertainment operators, with restaurant and retail users as the natural fit for the demisable 3604-3614 building.
{{PRIMARY_TENANT_CATEGORIES}}- Boutique hotel operators; adaptive-reuse / multifamily conversion developers; event venue and entertainment operators; restaurant and retail users (3604-3614).
{{SPACE_AND_SITE_REQUIREMENTS}}- Hotel: 20,000+ SF with character and transit. Conversion: historic-credit eligibility. Venue: clear-span hall with parking. Restaurant/retail: demisable street-front space.
{{CREDIT_PROFILE}}- Buyers with development capital or lender relationships; proof of funds requested before detailed diligence (proposed).
{{FIT_RATIONALE}}- The barrel-roof hall, streetcar position and 65-space lot match these uses directly, as the flyer's suggested uses show.
{{CATEGORIES_TO_AVOID}}- Uses that need heavy loading or large floor-plate industrial space; buyers seeking stabilized income.
Variables · Property Market Positioning06 · Positioning Statement
{{06_Positioning_Statement}}- For boutique hotel operators and adaptive-reuse developers who want a character building on Kansas City's streetcar line, 3604-3614 and 3620 Main is the Midtown redevelopment that combines a historic barrel-roof hall with demisable street-front space and rear parking. Unlike stabilized buildings, it gives the buyer control of the whole program. Its proof points are verified streetcar access, published Esri demographics and the flyer's suggested uses. Unverified claims are kept out of the statement until confirmed.
{{TARGET_TENANT}}- Boutique hotel operators and adaptive-reuse developers.
{{CORE_ADVANTAGE}}- A historic barrel-roof building plus demisable street-front space and parking, between two streetcar stops.
{{PROOF_POINTS}}- Two streetcar stops within 800 m (verified); 136,309 people within 10 minutes (Esri); ±41,000 SF across two buildings (per the flyer).
{{POSITIONING_STATEMENT}}- The Midtown streetcar redevelopment with historic character, street-front flexibility and its own parking.
Variables · Property Market Positioning07 · Pricing and Concession Stance
{{07_Pricing_and_Concession_Stance}}- Pricing is 'Call for Pricing', which fits a unique asset where the buyer's program drives value. With no county valuation and no comparables in the sources, the stance is to qualify buyers first and share guidance in conversation. Concession levers in a sale are closing timeline, diligence period and possibly a separate sale of the two buildings. Net-effective rent targets do not apply.
{{ASKING_RATE_POSITION}}- Call for Pricing; guidance shared with qualified buyers.
{{NET_EFFECTIVE_RENT_TARGET}}- Not applicable (sale).
{{CONCESSION_LEVERS}}- Proposed: diligence period length; closing timeline; separate sale of 3604-3614 and 3620 (to confirm with seller).
{{TERM_TRADE_OFFS}}- Longer diligence for historic-credit buyers in exchange for firmer price (proposed).
{{PRICING_RATIONALE}}- Unique historic asset with no published valuation; value depends on the buyer's reuse program.
Variables · Property Market Positioning08 · Objection Response Guide
{{08_Objection_Response_Guide}}- The likeliest objections are unknown building areas, uncertain historic-credit eligibility, the unresolved ballpark site and the cost of renovating an old building. Responses should be factual: areas are per the flyer and verification is underway; incentive eligibility is being checked against the registers; and the transit case stands on its own without the ballpark. Mitigations include sharing the verification tracker and introducing a historic tax-credit consultant. Weaknesses are acknowledged rather than argued away.
{{LIKELY_OBJECTIONS}}- Areas not confirmed by the county; incentive eligibility unproven; ballpark site uncertain; renovation cost of a historic building; owner entity unclear.
{{FACTUAL_RESPONSES}}- Areas per the flyer, measurement in progress; SHPO/NPS check underway; two streetcar stops verified; Esri demographics published.
{{MITIGATIONS_OFFERED}}- Share the claim-verification tracker; introduce a historic tax-credit consultant or preservation architect; arrange a site walk.
{{WEAKNESSES_ACKNOWLEDGED}}- No county valuation; incentive eligibility unverified; condition report not yet available.
Variables · Property Market Positioning09 · Broker Message Pack
{{09_Broker_Message_Pack}}- The broker pack gives co-brokers a short email, a call track and a tour narrative built on verified facts. The email leads with the barrel-roof hall and the streetcar position and invites a tour with Monica Enloe. The tour narrative walks from the Main Street frontage into the hall, then to the demisable building and the rear lot. Co-broker compensation is not stated in the sources and must be confirmed before it is offered.
{{BROKER_EMAIL_COPY}}- Subject: Historic Main Street redevelopment between two streetcar stops. Body: 3604-3614 & 3620 Main offers ±41,000 SF across two buildings, a barrel-roof hall with skylights and ~65 rear spaces. Call for pricing; tours with Monica Enloe, [phone on file].
{{CALL_TALK_TRACK}}- Introduce the offering; ask whether the client needs character space on transit; mention the hotel, conversion and venue fits; offer the flyer and a tour.
{{TOUR_NARRATIVE}}- Start at the streetcar stop; walk the Main Street frontage; enter the 3620 barrel-roof hall; view the demisable 3604-3614 building; finish at the rear lot.
{{CO_BROKER_INCENTIVE_MESSAGE}}- Co-broker terms not in sources; to confirm with the seller before offering.
Variables · Property Market Positioning10 · Position Performance Review
{{10_Position_Performance_Review}}- No tours, proposals or loss reasons are recorded yet, so this review sets the measures to collect. Each tour and offer is tagged by buyer category so conversion can be compared across hotel, conversion, venue and restaurant buyers. Loss reasons are logged in a fixed list. Days on market will be compared with the corridor once comparables exist, and the positioning adjusted at the first quarterly review.
{{TOUR_AND_PROPOSAL_COUNTS}}- No data yet; to log in the console.
{{CONVERSION_BY_TENANT_CATEGORY}}- No data yet; tag each tour and offer by buyer category.
{{LOSS_REASONS}}- Proposed list: price; renovation cost; incentive uncertainty; location; timing; financing.
{{DAYS_ON_MARKET_COMPARISON}}- Listing dated 2026-04-27; corridor comparison pending comparable research.
{{RECOMMENDED_ADJUSTMENT}}- Proposed: revisit positioning at the first quarterly review using tour feedback.
Variables · Property Investment Memo01 · Investment Thesis
{{01_Investment_Thesis}}- This memo frames 3604-3614 and 3620 Main from the point of view of a value-add buyer, as a tool for the listing broker to anticipate buyer underwriting. The thesis is adaptive reuse: buy two under-used historic buildings on the streetcar line and create value by converting 3620 into a boutique hotel, apartments or venue while leasing the demisable 3604-3614 building to restaurant and retail users. Returns would come from redevelopment spread and, if eligibility is confirmed, historic tax credits. The memo contains no return figures because no price, income or cost data is in the sources.
{{INVESTMENT_STRATEGY}}- Value-add / opportunistic adaptive reuse.
{{RETURN_SOURCE}}- Redevelopment spread plus potential historic tax credits (eligibility to verify).
{{VALUE_DRIVER}}- Converting a historic barrel-roof hall on the streetcar line into hotel, residential or venue use, and leasing street-front space.
{{THESIS_STATEMENT}}- Two contiguous Midtown buildings with character, transit and parking can be repositioned for higher-value uses than their current occupancy.
Variables · Property Investment Memo02 · Asset Overview
{{02_Asset_Overview}}- The asset is two buildings, ±26,000 SF on 0.33 AC and ±15,000 SF on 0.57 AC per the flyer, with a rear lot of about 65 spaces, at 3604-3620 Main Street in Midtown Kansas City. Google Places shows service businesses at the addresses, including a car shipping firm at 3620 and an HVAC and duct cleaning firm at 3604, but the sources do not say whether they are current tenants or on what terms. Offering price is Call for Pricing, so price per square foot cannot be calculated. A rent roll is the first document a buyer will request.
{{ASSET_DESCRIPTION}}- 3620 Main: ±26,000 SF historic building with barrel roof and skylights; 3604-3614 Main: ±15,000 SF demisable building; rear lot ~65 spaces.
{{OCCUPANCY}}- Not in sources; Google Places lists businesses at 3620 and 3604 but occupancy status is to confirm.
{{MAJOR_TENANTS}}- Not in sources; rent roll to request from the seller.
{{OFFERING_PRICE}}- Call for Pricing.
{{PRICE_PER_SQUARE_FOOT}}- Not calculable; no price published.
Variables · Property Investment Memo03 · Income and Tenancy Analysis
{{03_Income_and_Tenancy_Analysis}}- No income, lease or expense data is in the sources, so the income analysis is a checklist for the data room. A buyer will want the rent roll, lease abstracts, expense history and tax bills for both parcels. Tenant concentration and rollover matter less than usual because most buyers will plan to vacate for redevelopment. Any in-place leases that would restrict redevelopment timing must be identified early.
{{IN_PLACE_VERSUS_MARKET_RENT}}- Not in sources; to obtain rent roll.
{{WALT}}- Not in sources; to calculate from leases.
{{ROLLOVER_SCHEDULE}}- Not in sources; to obtain.
{{TENANT_CREDIT_AND_CONCENTRATION}}- Not in sources; to assess from rent roll.
{{EXPENSE_RECOVERY}}- Not in sources; to obtain expense history.
Variables · Property Investment Memo04 · Market and Comparables Support
{{04_Market_and_Comparables_Support}}- The sources support demand with Esri demographics, 136,309 people and an average household income of $95,384 within 10 minutes, and with verified streetcar access. Surrounding block values from the county's 2024 roll range from about $290,000 to $1.23 million per parcel, which describes the block but is not a sale comparable. Lease and sale comparables for historic reuse buildings on the corridor still have to be sourced. The biggest evidence gap is the lack of any county valuation for the subject parcels.
{{SUBMARKET_CONDITIONS}}- Midtown streetcar corridor; heavily absentee-owned block with several common holders (county 2024 roll).
{{LEASE_COMPARABLES}}- Not in sources; to research for restaurant/retail space on Main Street.
{{SALE_COMPARABLES}}- Not in sources; to research historic building sales on the corridor.
{{EVIDENCE_GAPS}}- No subject valuation; no comparables; building areas unverified; incentive eligibility unverified.
Variables · Property Investment Memo05 · Underwriting Assumptions
{{05_Underwriting_Assumptions}}- All assumptions here are placeholders for the buyer to replace, because the sources hold no cost or rent data. The memo recommends underwriting a two-phase plan: lease 3604-3614 to restaurant and retail users while 3620 is redesigned and renovated. Leasing downtime, TI and reserves should come from a contractor estimate and a local broker survey. Cap rate and hold period should reflect a redevelopment exit, not a stabilized purchase.
{{RENT_AND_GROWTH_ASSUMPTIONS}}- To be set by the buyer from a market study; none in sources.
{{DOWNTIME_AND_RENEWAL_PROBABILITY}}- Proposed placeholder: assume vacancy of 3620 during renovation; renewal of existing occupants not assumed.
{{TI_AND_LEASING_COSTS}}- To estimate for 3604-3614 restaurant/retail fit-out; none in sources.
{{CAPITAL_RESERVES}}- To set after a property condition report.
{{CAP_RATE_ASSUMPTIONS}}- To set from sale comparables; none in sources.
{{HOLD_PERIOD}}- Proposed: underwrite to stabilization after redevelopment; buyer to set.
Variables · Property Investment Memo06 · Business Plan and Capital Program
{{06_Business_Plan_and_Capital_Program}}- A plausible plan runs in four milestones: close and complete diligence including the SHPO check, design and entitle 3620 for the chosen use, lease the 3604-3614 building, then renovate and stabilize. Capital projects would include roof and skylight restoration, life-safety upgrades for assembly or lodging use, and restaurant infrastructure. No budget or timing exists in the sources, so these are listed as the items a buyer's architect and contractor must price.
{{PLAN_MILESTONES}}- Proposed: close and diligence; design and entitlements; lease 3604-3614; renovate 3620; stabilize.
{{LEASE_UP_PLAN}}- Proposed: target restaurant, taproom, coffee and retail users for 3604-3614 first.
{{CAPITAL_PROJECTS}}- Barrel roof and skylight restoration; life-safety and accessibility upgrades; MEP for hotel or restaurant use; parking lot work.
{{CAPITAL_BUDGET_AND_TIMING}}- Not in sources; to price with a contractor.
{{STABILIZATION_POINT}}- Buyer to define once the use is chosen.
Variables · Property Investment Memo07 · Returns and Financing Summary
{{07_Returns_and_Financing_Summary}}- No return or financing figures can be stated from the sources, and none are invented here. The memo instead lists what a buyer must compute: stabilized NOI by use, going-in yield once price is known, IRR and equity multiple across the redevelopment, and cash-on-cash after stabilization. Debt terms will depend on whether the buyer uses construction financing and historic tax-credit equity. The listing broker should be ready with the data a lender will request.
{{NOI_PROJECTION}}- Not in sources; buyer to model by use.
{{GOING_IN_YIELD}}- Not calculable without price and in-place income.
{{IRR_AND_EQUITY_MULTIPLE}}- Not in sources; buyer to model.
{{CASH_ON_CASH}}- Not in sources; buyer to model.
{{DEBT_TERMS_AND_DSCR}}- Not in sources; depends on construction and credit financing.
Variables · Property Investment Memo08 · Sensitivity and Downside Case
{{08_Sensitivity_and_Downside_Case}}- The variables that most affect a buyer's case are renovation cost, historic-credit eligibility, the ballpark district outcome and lease-up time for 3604-3614. The downside case assumes no credits, higher renovation cost and no ballpark-driven demand, leaving only the streetcar and Midtown demographics. Loss of the largest tenant is not a meaningful case because redevelopment implies vacancy. Covenant tests belong in the buyer's financing plan.
{{SENSITIVITY_VARIABLES}}- Renovation cost; historic credit eligibility; ballpark district outcome; lease-up timing; exit cap rate.
{{RETURN_IMPACTS}}- Not quantified; no base-case figures in sources.
{{LARGEST_TENANT_LOSS_CASE}}- Low relevance; redevelopment plan assumes vacating 3620.
{{DOWNSIDE_CASE}}- No credits, higher renovation cost, no ballpark effect; case rests on streetcar and Midtown demand.
{{COVENANT_COMPLIANCE}}- Buyer financing matter; not in sources.
Variables · Property Investment Memo09 · Risk Register and Mitigants
{{09_Risk_Register_and_Mitigants}}- Principal risks are unverified building and land areas, unconfirmed historic-incentive eligibility, an owner entity not found in the Missouri SOS search, and a ballpark site that was still contested when the flyer was issued. Mitigants are straightforward: survey and measure, check the NPS and SHPO registers, confirm title and authority to sell, and present the ballpark as upside rather than base case. Due diligence so far has verified the streetcar stops and the owner of record. Open items remain for title, condition, environmental and zoning.
{{PRINCIPAL_RISKS}}- Area discrepancy with county; incentive eligibility; owner entity not found in SOS; ballpark site uncertainty; renovation cost.
{{RISK_MITIGANTS}}- ALTA survey and measurement; NPS/SHPO register check; title and signing-authority review; treat ballpark as upside only.
{{DUE_DILIGENCE_FINDINGS}}- Streetcar stops verified within 800 m; owner of record 3620 Main Street Venture LLC for both parcels; county shows zero 2024 value.
{{OPEN_DILIGENCE_ITEMS}}- Title; survey; condition report; Phase I environmental; zoning; incentive eligibility; rent roll.
Variables · Property Investment Memo10 · Committee Recommendation
{{10_Committee_Recommendation}}- For a buyer's committee, the recommendation would be to proceed to a letter of intent subject to diligence, not to approve a price, because the core facts are still unverified. Conditions precedent are a clean title and signing authority, a survey confirming areas, a register check for historic eligibility and a condition report. Next steps are to request pricing guidance and the data room from Monica Enloe. This section is written as guidance for the listing side, not as a recommendation any buyer has made.
{{RECOMMENDATION}}- Proposed for buyers: proceed to LOI subject to diligence.
{{APPROVED_PRICE_OR_TERMS}}- None; price not published.
{{CONDITIONS_PRECEDENT}}- Title and signing authority; survey confirming areas; historic eligibility check; condition report.
{{CLOSING_NEXT_STEPS}}- Request pricing guidance and data room from Monica Enloe; schedule site walk.
Variables · Property Investment Memo11 · Post-Close Tracking Plan
{{11_Post_Close_Tracking_Plan}}- After a sale, a buyer would track NOI, leasing and capital spend against its plan, with thresholds that trigger a review. The listing broker's interest is narrower: record the closing, the buyer category and the time on market so the playbook can be reused for the next historic listing. None of these figures exist yet. Proposed variance threshold is 10% on budget lines.
{{NOI_VERSUS_BUDGET}}- Not applicable until closing.
{{LEASING_VERSUS_PLAN}}- Not applicable until closing.
{{CAPEX_VERSUS_BUDGET}}- Not applicable until closing.
{{RETURNS_TO_DATE}}- Not applicable until closing.
{{VARIANCE_THRESHOLDS}}- Proposed: review any line more than 10% off plan.
Variables · Property Marketing Campaign01 · Campaign Objective and Audience
{{01_Campaign_Objective_and_Audience}}- The campaign objective is to put 3604-3614 and 3620 Main in front of the short list of buyers who can actually execute a historic redevelopment, and to convert them to tours and offers. The primary audience is boutique hotel operators and adaptive-reuse developers; secondary audiences are venue operators, restaurant and retail users for the demisable building, historic tax-credit consultants and owners on the 36th and Main block. The timeframe proposed is an initial 90-day push from launch. The success target is framed as a plan, not a result: qualified tours and at least one letter of intent.
{{CAMPAIGN_OBJECTIVE}}- Generate qualified buyer tours and offers for 3604-3614 & 3620 Main.
{{PRIMARY_AUDIENCE}}- Boutique hotel operators and adaptive-reuse / multifamily conversion developers.
{{SECONDARY_AUDIENCES}}- Event venue operators; restaurant and retail users; historic tax-credit consultants and preservation architects; 36th & Main block owners.
{{CAMPAIGN_TIMEFRAME}}- Proposed: 90 days from launch, reviewed monthly.
{{SUCCESS_TARGET}}- Target: 10 qualified tours and 1 letter of intent within 90 days (proposed, no baseline).
Variables · Property Marketing Campaign02 · Audience Channel Map
{{02_Audience_Channel_Map}}- Each audience is reached where it can be found without breaking the data rules. Companies come from Google Places sweeps and company websites; people are reached through a LinkedIn Ads matched audience rather than profile scraping, which the registry forbids. Email goes only to verified addresses because the sending domain is shared. Owned assets are the flyer, shawvergroup.com and the Property Playbook console, with co-broker email for the wider market.
{{AUDIENCE_CHANNELS}}- Hotel and conversion developers: LinkedIn matched audience + verified email + phone. Venue and restaurant users: verified email + phone. Consultants: email. Block owners: mailed letter (proposed).
{{OWNED_ASSETS}}- Offering flyer; shawvergroup.com listing page; Property Playbook console.
{{PAID_CHANNELS}}- LinkedIn Ads matched audience (company list upload).
{{BROKER_NETWORK_CHANNELS}}- Co-broker email to Kansas City commercial brokers (proposed).
{{CHANNEL_COSTS}}- Not in sources; LinkedIn budget to set. Research spend recorded: $1.23 to geocode 246 block owners.
Variables · Property Marketing Campaign03 · Campaign Message Framework
{{03_Campaign_Message_Framework}}- The core message is character and transit: a historic barrel-roof building and demisable street-front space between two streetcar stops in the heart of Midtown. Each audience gets its own angle, from the hotel operator's guest-room potential to the restaurant user's street frontage. Proof points are limited to verified facts and Esri data, with flyer claims attributed. Every piece ends in one ask: call Monica Enloe for pricing or book a tour.
{{CORE_MESSAGE}}- A historic Midtown redevelopment with character, transit and parking, offered together.
{{AUDIENCE_VARIANTS}}- Hotel: a barrel-roof lobby on the streetcar. Conversion developer: historic building positioned for incentives (per the flyer). Venue: clear-span hall with skylights and 65 spaces. Restaurant/retail: demisable Main Street frontage.
{{PROOF_POINTS_BY_AUDIENCE}}- All: two streetcar stops within 800 m (verified). Hotel/venue: 350,515 people within 15 minutes (Esri). Restaurant: 32,219 people within 5 minutes (Esri).
{{CALLS_TO_ACTION}}- Call for pricing: Monica Enloe, [phone on file]; request the flyer; book a tour.
Variables · Property Marketing Campaign04 · Offering Flyer Copy
{{04_Offering_Flyer_Copy}}- The existing 8-page flyer is the anchor asset and keeps its headline, 'For Sale: Historic Redevelopment Opportunity'. Highlights are the barrel roof with skylights, the two building sizes, the rear lot and the streetcar position. A revised edition should add an availability table and site-plan callouts, and attribute ridership and redevelopment figures to their sources once found. The broker block stays on every page.
{{FLYER_HEADLINE}}- For Sale: Historic Redevelopment Opportunity in Kansas City, MO.
{{PROPERTY_HIGHLIGHTS}}- ±26,000 SF historic building with wood barrel roof and skylights; ±15,000 SF demisable building; ~65 rear spaces; between two streetcar stops; heart of Midtown.
{{AVAILABILITY_TABLE}}- 3620 Main: ±26,000 SF / 0.33 AC. 3604-3614 Main: ±15,000 SF / 0.57 AC. Rear lot: ~65 spaces. Price: Call for Pricing.
{{SITE_PLAN_CALLOUTS}}- Main Street frontage; Armour and Westport streetcar stops; rear lot; parcel lines for both buildings.
{{BROKER_CONTACT_BLOCK}}- Monica Enloe · [email on file] · [phone on file] · Office [phone on file] · ShawverGroup.com
Variables · Property Marketing Campaign05 · Broker Email Blast
{{05_Broker_Email_Blast}}- The co-broker blast is short and factual, with one image of the barrel-roof hall and a link to the flyer. Subject lines test the historic angle against the streetcar angle. The body names the two buildings, the lot and the suggested uses, and closes with a tour ask. Commission terms are left blank until the seller confirms them.
{{SUBJECT_LINES}}- 'Historic Main Street redevelopment, between two streetcar stops'; 'Barrel-roof building for sale in Midtown KC'; 'For sale: 3620 Main, hotel, venue or conversion'.
{{PREHEADER}}- ±41,000 SF across two buildings with ~65 spaces. Call for pricing.
{{EMAIL_BODY}}- Shawver Group is marketing 3604-3614 & 3620 Main Street: a ±26,000 SF historic building with a wood barrel roof and skylights, a ±15,000 SF demisable building and a rear lot of about 65 spaces, between the Armour and Westport streetcar stops. Suggested uses include boutique hotel, multifamily conversion, event venue and mixed-use.
{{COMMISSION_TERMS}}- Not in sources; to confirm with the seller.
{{TOUR_CTA}}- Book a tour with Monica Enloe: [phone on file] or [email on file]
Variables · Property Marketing Campaign06 · Digital Ad Set
{{06_Digital_Ad_Set}}- Paid media runs on LinkedIn to a matched audience built from the company list for hotel, development, venue and restaurant firms. Three ad variants test the historic hall, the streetcar location and the flexible-use message. Ads land on a listing page with the flyer download and a tour form. Budget is not in the sources and is set as a proposal to review after two weeks.
{{AD_COPY_VARIANTS}}- A: 'A historic barrel-roof building on KC's streetcar line. For sale.' B: 'Two streetcar stops. Two buildings. One Midtown redevelopment.' C: 'Boutique hotel, venue or apartments: 3620 Main is ready for your plan.'
{{TARGETING_CRITERIA}}- LinkedIn matched audience from company list (hotel operators, developers, venue operators, restaurant groups); Kansas City and regional geography; senior development and real estate roles.
{{LANDING_DESTINATIONS}}- shawvergroup.com listing page with flyer download and tour request (proposed).
{{AD_BUDGET_ALLOCATION}}- Proposed: split evenly across three variants for two weeks, then shift to the best cost per qualified inquiry.
Variables · Property Marketing Campaign07 · On-Site and Signage Plan
{{07_On_Site_and_Signage_Plan}}- A for-sale sign on the Main Street facade reaches streetcar riders and local business owners who may know a buyer. A QR code on the sign opens the listing page. A broker open house in the barrel-roof hall is the strongest single event for co-brokers. Sign placement must be checked against KCMO sign rules and any historic review requirements.
{{LEASING_SIGNAGE}}- Proposed: 4x8 ft for-sale sign on the Main Street facade with Shawver Group branding and Monica Enloe's number.
{{WINDOW_GRAPHICS}}- Proposed: window panels at 3604-3614 showing the demisable plan and suggested uses.
{{QR_CODE_DESTINATIONS}}- Listing page with flyer download and tour form, tagged with a sign-specific UTM.
{{BROKER_OPEN_HOUSE}}- Proposed: one broker open house in the 3620 hall within 30 days of launch.
{{SIGN_ORDINANCE_CHECK}}- Check KCMO sign regulations and any historic review before installing (to do).
Variables · Property Marketing Campaign08 · Campaign Launch Sequence
{{08_Campaign_Launch_Sequence}}- Launch runs in five steps: fix the flyer claims, publish the listing page, launch the sign and broker blast, start the LinkedIn matched audience, then begin verified email and phone outreach. Each step has a gate, and nothing goes to email until addresses are verified. Dates are proposed relative to launch day. Owners are Monica Enloe for broker-facing steps and Intelligent Operations for data and ads.
{{LAUNCH_STEPS}}- 1. Flyer claims attributed or removed; 2. Listing page live; 3. Sign and co-broker blast; 4. LinkedIn matched audience; 5. Verified email and phone outreach.
{{STEP_DATES}}- Proposed: day 0, day 3, day 7, day 10, day 14.
{{STEP_OWNERS}}- Steps 1 and 3: Monica Enloe. Steps 2, 4 and 5 data: Intelligent Operations, with Monica Enloe sending outreach.
{{READINESS_GATES}}- Claim review signed off; tracking tags live; email-verify run complete; LinkedIn account connected with consent.
Variables · Property Marketing Campaign09 · Inquiry Handling Protocol
{{09_Inquiry_Handling_Protocol}}- Every inquiry is answered the same business day by Monica Enloe, logged with its source, and qualified with a short set of questions. Qualified buyers are offered a tour and pricing guidance. Inquiries from represented buyers go through their broker. The console holds the log so that inquiries and tours can be counted by channel.
{{RESPONSE_TIME_STANDARD}}- Proposed: same business day; within two hours during business hours.
{{QUALIFYING_QUESTIONS}}- Intended use; timeline; experience with historic or adaptive-reuse projects; financing or proof of funds; broker representation.
{{LEAD_SOURCE_LOGGING}}- Log channel and UTM source for each inquiry in the Property Playbook console.
{{TOUR_ROUTING}}- Qualified inquiries booked directly with Monica Enloe.
{{BROKER_REPRESENTATION_RULE}}- If a buyer has a broker, communicate through the broker.
Variables · Property Marketing Campaign10 · Campaign Performance Measures
{{10_Campaign_Performance_Measures}}- Measures track reach, inquiries, tours and LOIs by channel, plus cost per tour for paid media. No results exist yet, so every measure starts at zero from launch. The console records source for every inquiry so these can be reported without manual counting. Targets are those set in the objective.
{{CHANNEL_REACH}}- No data yet; LinkedIn impressions and email deliveries to be tracked from launch.
{{INQUIRIES_BY_CHANNEL}}- No data yet; logged in console by source.
{{TOURS_BY_CHANNEL}}- No data yet; logged in console by source.
{{LOIS_BY_CHANNEL}}- No data yet.
{{COST_PER_TOUR}}- No data yet; calculated for LinkedIn once tours are attributed.
Variables · Property Marketing Campaign11 · Campaign Optimization Report
{{11_Campaign_Optimization_Report}}- The first optimization report is due 30 days after launch and compares results with the 90-day targets. It will name the best and weakest channels by qualified inquiries, summarize tour feedback and recommend changes to copy, audiences or budget. Until then, this section holds the report structure and no findings. The report goes to Monica Enloe and the seller.
{{RESULTS_VERSUS_OBJECTIVE}}- Pending first 30-day report.
{{TOP_CHANNELS}}- Pending data.
{{UNDERPERFORMING_CHANNELS}}- Pending data.
{{TOUR_FEEDBACK}}- Pending tours; capture use, concerns and price reaction after each tour.
{{RECOMMENDED_CHANGES}}- Pending data; proposed first test is historic-hall versus streetcar messaging.
Variables · Location Profile & Places Data01 · Location Inventory
{{01_Location_Inventory}}- Two place records matter to Shawver Group: its own business listing and the listed property at 3604-3620 Main. The firm's office location is not in any source, so its Google Business Profile status is unknown and marked to confirm. The property record is well documented, with a validated address, geocode, plus code and Street View panorama. The property is not a Shawver location and must never be listed as the firm's office.
{{LOCATIONS}}- Shawver Group office (address to confirm); 3604-3614 & 3620 Main Street (listed property, research record only).
{{LOCATION_CODES}}- Proposed: SG-HQ for the office; kc-3620-main for the property (console subject id).
{{LOCATION_STATUS}}- SG-HQ: unconfirmed. kc-3620-main: active listing.
{{CUSTOMER_FACING_TYPE}}- SG-HQ: to confirm. kc-3620-main: tours by appointment only; not a business location.
Variables · Location Profile & Places Data02 · Core NAP Record
{{02_Core_NAP_Record}}- The core NAP for the firm is the name Shawver Group, the office line [phone on file] and the website shawvergroup.com, all taken from the flyer and site. The street address is missing and must be supplied by the firm before any profile is created. The property record uses the validated address 3620 Main Street, Kansas City, MO 64111-1909. A location page for the listing is proposed on the firm's site.
{{BUSINESS_NAME}}- Shawver Group
{{STREET_ADDRESS}}- Not in sources; to confirm. (Property: 3620 Main Street, Kansas City, MO 64111-1909.)
{{PRIMARY_PHONE}}- [phone on file]
{{WEBSITE_URL}}- https://shawvergroup.com/
{{LOCATION_PAGE_URL}}- Proposed: a listing page on shawvergroup.com for 3604-3620 Main.
Variables · Location Profile & Places Data03 · Place Category Selection
{{03_Place_Category_Selection}}- For the firm's profile, the primary category should be Commercial real estate agency, which matches the 'Commercial Real Estate' descriptor on the brand. Secondary categories could include Real estate agency and Real estate consultant, subject to the firm's confirmed services. Categories must not overstate services the sources do not evidence. Competing brokerages' categories can be checked once a competitor list exists.
{{PRIMARY_CATEGORY}}- Commercial real estate agency (proposed).
{{SECONDARY_CATEGORIES}}- Real estate agency; Real estate consultant (proposed, to confirm against services).
{{CATEGORY_RATIONALE}}- Matches the 'Commercial Real Estate' descriptor and the listing brokerage work evidenced in the sources.
{{COMPETITOR_CATEGORIES}}- Not in sources; to check against Kansas City commercial brokerages.
Variables · Location Profile & Places Data04 · Hours and Special Hours
{{04_Hours_and_Special_Hours}}- No office hours are published in the sources. Proposed hours of Monday to Friday, 8:30 to 5:00 are a placeholder only and should not go live until the firm confirms them. Special hours for holidays follow the firm's calendar. Property tours are by appointment and are not posted as hours.
{{REGULAR_HOURS}}- Not in sources; to confirm (placeholder only: Mon-Fri 8:30-5:00).
{{SPECIAL_HOURS}}- To confirm for US federal holidays.
{{SECONDARY_HOURS}}- Property tours by appointment through Monica Enloe.
{{HOURS_OWNER}}- Proposed: Shawver Group office manager or principal (to name).
Variables · Location Profile & Places Data05 · Service Area Definition
{{05_Service_Area_Definition}}- If the firm's office is not open to walk-in clients, its profile should hide the address and show a service area instead. The evidenced market is Kansas City, Missouri, and the metro on both sides of the state line is a likely extension to confirm. Service areas should name cities and counties, not a radius. No travel limits are stated.
{{ADDRESS_VISIBILITY}}- To decide once the office address is confirmed; hide if clients do not visit.
{{SERVICE_AREA_REGIONS}}- Evidenced: Kansas City, MO. Proposed: Jackson, Clay and Platte counties MO; Johnson and Wyandotte counties KS (to confirm).
{{SERVICE_AREA_RATIONALE}}- The only documented listing is in Midtown Kansas City; the metro is the plausible working market.
{{TRAVEL_LIMITS}}- Not in sources.
Variables · Location Profile & Places Data06 · Attributes and Amenities
{{06_Attributes_and_Amenities}}- Attributes should be limited to what the firm can confirm. For the property record, the site has a rear surface lot of about 65 spaces per the flyer and is served by two streetcar stops and several bus stops. Accessibility of the historic buildings is unknown and should be listed as unconfirmed. Payment attributes do not apply to a brokerage profile.
{{ACCESSIBILITY_ATTRIBUTES}}- Office: to confirm. Property: unconfirmed; historic buildings need an accessibility review.
{{PAYMENT_ATTRIBUTES}}- Not applicable.
{{SERVICE_OPTIONS}}- Proposed: appointments; online inquiries.
{{AMENITIES}}- Property: rear lot ~65 spaces (per the flyer); streetcar stops Armour and Westport; bus stops on Main and Broadway.
{{UNCONFIRMED_ATTRIBUTES}}- Office accessibility; property parking count; property accessibility.
Variables · Location Profile & Places Data07 · Business Description
{{07_Business_Description}}- Shawver Group is a Kansas City commercial real estate brokerage. It represents property owners and markets commercial buildings for sale, including the historic redevelopment at 3604-3614 and 3620 Main Street in Midtown. The firm positions properties for the buyers most likely to use them, from boutique hotel operators to restaurant and retail users. Contact the office at [phone on file] or visit shawvergroup.com.
{{DESCRIPTION_COPY}}- Shawver Group is a Kansas City commercial real estate brokerage that markets and sells commercial property, including historic redevelopment opportunities in Midtown.
{{KEY_OFFERINGS}}- Commercial listing brokerage; property marketing; buyer inquiry and tour handling.
{{DIFFERENTIATORS}}- Use-case positioning of historic property; data-backed trade-area research (Esri demographics, transit and parcel data).
{{AREAS_MENTIONED}}- Kansas City; Midtown; Main Street streetcar corridor.
Variables · Location Profile & Places Data08 · Products and Services Catalogue
{{08_Products_and_Services_Catalogue}}- The catalogue lists services only. The evidenced service is commercial listing brokerage, with the 3604-3620 Main offering as the featured listing. Other services should be added only when the firm confirms them. Prices are not published for brokerage services or the listing.
{{SERVICE_LIST}}- Commercial listing brokerage (evidenced); other services to confirm.
{{PRODUCT_LIST}}- Featured listing: 3604-3614 & 3620 Main Street, historic redevelopment opportunity, for sale.
{{ITEM_DESCRIPTIONS}}- Listing brokerage: positioning, marketing and sale of commercial property. Featured listing: ±41,000 SF across two historic Main Street buildings with rear parking.
{{PRICE_INFORMATION}}- Listing: Call for Pricing. Service fees: not published.
Variables · Location Profile & Places Data09 · Photo and Media Plan
{{09_Photo_and_Media_Plan}}- The firm profile needs a logo, a cover image and office photos, none of which exist beyond the logo SVG. The listing needs its flyer photography, aerials and the barrel-roof interior. Exterior shots must show the real building, not the conceptual rendering. Photos are refreshed when the listing changes or quarterly.
{{REQUIRED_PHOTOS}}- Logo; cover image; office exterior and interior (to shoot); listing exterior, barrel-roof interior, aerial.
{{PHOTO_STANDARDS}}- Minimum 1080 px on the long edge; natural colour; no text overlays on profile photos.
{{EXTERIOR_REQUIREMENTS}}- Office: street view with signage (to shoot). Listing: Main Street facade in daylight.
{{REFRESH_SCHEDULE}}- Proposed: quarterly, and when a listing changes.
Variables · Location Profile & Places Data10 · Data Accuracy Audit
{{10_Data_Accuracy_Audit}}- No Shawver Group profile is recorded in the sources, so the audit starts by searching for any existing or duplicate listings. For the property, Google Places shows several third-party businesses at 3620, 3604 and 3611 Main, which may confuse searchers looking for the listing. Missing data for the firm includes address, hours and social profiles. Fixes are to claim or create the firm's profile and to add a listing page so the property ranks on its own.
{{FIELD_MISMATCHES}}- None found; no firm profile recorded to compare.
{{DUPLICATE_LISTINGS}}- To search for existing or duplicate Shawver Group profiles.
{{PUBLIC_EDITS}}- Not applicable until a profile is claimed.
{{MISSING_DATA}}- Office address; hours; social profiles; photos.
{{FIXES_REQUIRED}}- Confirm address; claim or create Google Business Profile; publish listing page.
Variables · Location Profile & Places Data11 · Location Data Governance
{{11_Location_Data_Governance}}- This record is the system of record for Shawver Group's location data, and the firm's principal owns changes. Changes go to the website first, then Google Business Profile, then any directories. Each update is checked on the live profile. The property record in the console is owned by the listing broker.
{{SYSTEM_OF_RECORD}}- Company profile record in the Shawver Group console (proposed).
{{CHANGE_REQUEST_PROCESS}}- Proposed: request in writing to the principal; approved changes applied within two business days.
{{LOCATION_OWNERS}}- Office: Shawver Group principal (to name). Property record: Monica Enloe.
{{UPDATE_SEQUENCE}}- Website; Google Business Profile; directories.
{{VERIFICATION_CHECK}}- Compare live profile to record after each change (proposed).
Variables · Local Market Mapping01 · Mapping Objectives
{{01_Mapping_Objectives}}- The mapping work answers three questions for the 3620 Main sale: who owns the surrounding block, which prospect businesses sit within reach, and how strong demand is by drive time. It supports decisions on which buyers to prioritize, whether to pitch an assemblage to block owners, and which segments to target with paid media. Scope runs from the 36th and Main block out to a 15-minute drive. Users are Monica Enloe and the Intelligent Operations research team.
{{MAPPING_QUESTIONS}}- Who owns the 36th & Main block; where are prospect businesses located; how does demand vary across 5, 10 and 15-minute drive times.
{{DECISIONS_SUPPORTED}}- Buyer prioritization; assemblage outreach to block owners; paid-media geography.
{{GEOGRAPHIC_SCOPE}}- 36th & Main block to a 15-minute drive time from 39.06123, -94.58626.
{{MAP_USERS}}- Monica Enloe (listing broker); Intelligent Operations research team.
Variables · Local Market Mapping02 · Geographic Unit Selection
{{02_Geographic_Unit_Selection}}- The map uses three units: county parcels for the block, drive-time bands for demand, and point locations for prospects. Parcels come from Jackson County GIS, drive times from the Esri report in the flyer, and prospects from Google Places sweeps. 246 neighbouring parcels have been geocoded and 1,018 of 1,078 prospects can be mapped, per the console README. The bands are 5, 10 and 15 minutes.
{{GEOGRAPHIC_UNITS}}- Parcels (block); drive-time bands (demand); geocoded points (prospects).
{{UNIT_RATIONALE}}- Parcels show ownership; drive times match the Esri report; points locate buyers.
{{DRIVE_TIME_BANDS}}- 5, 10 and 15 minutes (Esri, Monday 12:00 PM).
{{DATA_AVAILABILITY}}- 246 parcels geocoded; 1,018 of 1,078 prospects mappable; Esri bands in the flyer.
Variables · Local Market Mapping03 · Customer Origin Map
{{03_Customer_Origin_Map}}- For a single-property sale there are no existing customers to map, so this layer maps prospect origins instead. Prospects are concentrated in Kansas City, with hotel operators and developers drawn from the wider region. Revenue by area does not apply. The core area is the 36th and Main block and the Midtown streetcar corridor, with outlying pockets among out-of-state LLC owners on the block, in Denver, Dallas and Englewood, New Jersey.
{{CUSTOMER_CONCENTRATION}}- Prospect points concentrated in Kansas City; buyers may come from the region (to map).
{{REVENUE_BY_AREA}}- Not applicable (single-property sale).
{{CORE_TRADE_AREA}}- 36th & Main block and the Midtown streetcar corridor.
{{OUTLYING_POCKETS}}- Out-of-state block owners: LLCs with Denver, Dallas and Englewood NJ mailing addresses (county roll).
Variables · Local Market Mapping04 · Demand Density Layer
{{04_Demand_Density_Layer}}- Demand indicators are population, households and average household income by drive time, from the Esri report in the flyer. They show 32,219 people within 5 minutes rising to 350,515 within 15, with incomes of about $92,000 to $95,000. Streetcar ridership would be a strong indicator for hotel and restaurant buyers but the flyer's 300,000+ monthly figure is unverified. The assumption is that residential density near the stops drives restaurant and venue demand.
{{DEMAND_INDICATORS}}- Population; households; average household income; median age; transit stops.
{{INDICATOR_SOURCES}}- Esri drive-time report (per the flyer); Google transit layer (2026-09-16); KC Streetcar ridership (to source).
{{DEMAND_BY_AREA}}- 5 min: 32,219 people, $91,804 avg HHI; 10 min: 136,309, $95,384; 15 min: 350,515, $91,981.
{{DEMAND_ASSUMPTIONS}}- Residential density near streetcar stops supports restaurant, venue and hotel demand (assumption to test).
Variables · Local Market Mapping05 · Competitor Location Layer
{{05_Competitor_Location_Layer}}- For a sale, the competitor layer shows competing sites and the businesses on the block. Competing listings are not in the sources and remain to research. The block layer shows service, retail, office and apartment uses, including Goodwill Midtown, Telle Tire and an event venue at 3601 Main. Several parcels share holders, which forms a cluster buyers or assemblers will notice.
{{COMPETITOR_LOCATIONS}}- Competing listings: to research. Block businesses: event venue and non-profit at 3601 Main; offices at 3611 Main; Telle Tire at 3619 Main; Goodwill Midtown at 3630 Main.
{{COMPETITOR_CATEGORIES}}- Competing historic buildings for sale (to research); on-block service, retail, office and apartment uses.
{{DISTANCE_TO_LOCATION}}- Block businesses within one block; competing listings to measure once found.
{{COMPETITOR_STRENGTH}}- Not assessed; no competing listings in sources.
{{COMPETITOR_CLUSTERS}}- Common holders on the block: Kansas City Properties & Investments LLC (3619, 3625 Main); Eighty Seven Capital LLC (3635, 3651 Main).
Variables · Local Market Mapping06 · Local Search Visibility Grid
{{06_Local_Search_Visibility_Grid}}- Local search matters for the firm's own visibility and for buyers searching for historic buildings. Priority terms are searches such as 'historic building for sale Kansas City' and 'commercial real estate broker Kansas City'. A proposed grid of nine points around Midtown and downtown would track where Shawver Group appears. No ranking data exists yet.
{{PRIORITY_TERMS}}- historic building for sale Kansas City; boutique hotel property Kansas City; commercial real estate broker Kansas City; Midtown KC commercial property.
{{GRID_POINTS}}- Proposed: 3x3 grid centred on 3620 Main at 1-mile spacing.
{{VISIBILITY_ZONES}}- No data yet; to measure.
{{OUTRANKING_COMPETITORS}}- No data yet; to measure.
Variables · Local Market Mapping07 · Opportunity Zones
{{07_Opportunity_Zones}}- Defend: the 36th and Main block, where assemblage interest is most likely. Grow: the Midtown streetcar corridor, where hotel, restaurant and venue operators already look. Enter: regional hotel and historic-conversion developers outside Kansas City. Ignore: suburban markets without transit or historic stock, which do not match this asset.
{{DEFEND_AREAS}}- 36th & Main block owners (assemblage).
{{GROW_AREAS}}- Midtown streetcar corridor operators and developers.
{{ENTER_AREAS}}- Regional boutique hotel and historic-conversion developers.
{{IGNORE_AREAS}}- Suburban markets without transit or historic building stock.
{{CLASSIFICATION_EVIDENCE}}- Block ownership from the county roll; streetcar stops verified; use-case theses from the prospecting plan.
Variables · Local Market Mapping08 · Map Layer Specification
{{08_Map_Layer_Specification}}- The console map carries five layers: subject parcels, block owners, drive-time bands, prospects and transit. Colours use the brand navy for the subject and graded blues for bands, with prospects coloured by use case. Each layer names its source and date in the legend. The interactive map waits on a referrer-restricted browser key.
{{MAP_LAYERS}}- Subject parcels; block owners (absentee flag); 5/10/15-minute bands; prospects by use case; streetcar and bus stops.
{{COLOUR_SCALES}}- Subject: navy #09325f. Bands: light-to-dark blue from #6b9cd0. Prospects: one colour per use case.
{{LEGEND_RULES}}- Every layer shows source and collection date; individual owners shown only as 'individual'.
{{LAYER_SOURCES}}- Jackson County GIS; Esri (flyer); Google Places and transit (2026-09-16).
{{UPDATE_FREQUENCY}}- Proposed: prospects monthly; parcels at each county roll; bands once.
Variables · Local Market Mapping09 · Local Focus Recommendations
{{09_Local_Focus_Recommendations}}- Proposed actions: contact the institutional block owners about assemblage, prioritize hotel and conversion developers for outreach, and focus paid media on the Kansas City metro. Monica Enloe owns owner outreach; Intelligent Operations owns lists and ads. Measures are replies, tours and offers by zone. The handoff includes the parcel table with individual owners anonymized.
{{ZONE_ACTIONS}}- Defend: letters to LLC block owners. Grow: verified email and matched-audience ads to corridor operators. Enter: targeted outreach to regional hotel developers.
{{ACTION_OWNERS}}- Owner outreach: Monica Enloe. Lists, ads and tracking: Intelligent Operations.
{{ACTION_MEASURES}}- Replies, tours and offers by zone (no baseline).
{{HANDOFF_NOTES}}- Individual owners appear only as 'individual'; use LLC names for outreach.
Variables · Local Market Mapping10 · Market Map Refresh Cycle
{{10_Market_Map_Refresh_Cycle}}- Prospect layers refresh monthly and after each place sweep; parcel ownership refreshes when the county publishes a new roll; drive-time bands stay fixed for the listing. The research team owns data, and the listing broker reviews changes. New owners or new prospects trigger a recommendation update.
{{REFRESH_SCHEDULE}}- Prospects monthly; parcels annually with the county roll.
{{DATA_OWNERS}}- Intelligent Operations research team.
{{CHANGE_REVIEW}}- Monica Enloe reviews ownership changes and new prospect clusters.
{{RECOMMENDATION_UPDATES}}- Revise zone actions when block ownership changes or a new prospect cluster appears.
Variables · Prospect Scrape Targets01 · Target Account Criteria
{{01_Target_Account_Criteria}}- Target accounts are companies that match one of the buyer theses for 3620 Main: boutique hotel operators, adaptive-reuse and multifamily developers, event venue operators, restaurant and retail groups, and historic tax-credit consultants and preservation architects. Geography is Kansas City first, then Missouri and the region for hotel and conversion developers. Signals include past historic renovations, hotel openings and growth in restaurant groups. Disqualifiers are firms without development or operating capacity and any business already on the excluded list.
{{INDUSTRY_CODES}}- Proposed NAICS: 721110 hotels; 236220 / 531390 development; 711310 / 722320 venues and caterers; 722511 restaurants; 541310 architects; 541219 / 541611 tax-credit consultants.
{{SIZE_CRITERIA}}- Operators and developers with at least one completed project or location (proposed).
{{GEOGRAPHY}}- Kansas City metro first; Missouri and neighbouring states for hotel and conversion developers.
{{OPERATING_SIGNALS}}- Past historic conversions; hotel or venue openings; restaurant group expansion; Crossroads or Midtown projects.
{{DISQUALIFIERS}}- No development or operating capacity; already a party to the listing; properties outside the allowlist (e.g. the Vault Building is excluded).
Variables · Prospect Scrape Targets02 · Target Contact Roles
{{02_Target_Contact_Roles}}- Within each account, the targets are the people who decide on property: owners and principals, development directors, and real estate or expansion leads. For consultants and architects, the target is the principal. Two to three contacts per account are enough. People are reached through company channels and a LinkedIn matched audience, not scraped profiles.
{{BUYER_ROLES}}- Owner / principal; development director; director of real estate or expansion.
{{TITLE_VARIANTS}}- Founder; CEO; Managing Partner; VP Development; Director of Real Estate; Expansion Manager.
{{SENIORITY_LEVELS}}- Owner, partner, VP, director.
{{EXCLUDED_ROLES}}- Junior staff; general info inboxes where a named contact exists; anyone on a suppression list.
{{CONTACTS_PER_ACCOUNT}}- 2-3 (proposed).
Variables · Prospect Scrape Targets03 · Source Inventory
{{03_Source_Inventory}}- Candidate sources are Google Places sweeps run through an Apify Maps actor, company websites crawled for about, team and contact pages, LinkedIn company pages, and county records for block owners. Google Places yields names, addresses, phones and websites but never email. Website crawls yield published business emails. LinkedIn is used for company pages only because person-profile scraping is forbidden by the registry.
{{CANDIDATE_SOURCES}}- Google Places (Apify Maps actor); company websites (/about, /team, /contact); LinkedIn company pages; Jackson County GIS.
{{DATA_YIELDED}}- Places: name, address, phone, website, category. Websites: published business emails and team names. LinkedIn: company details. County: owner entity and mailing address.
{{SOURCE_RELIABILITY}}- County: high. Places: medium-high. Website crawl: medium. LinkedIn company pages: medium.
{{TERMS_OF_SERVICE_STATUS}}- LinkedIn person-profile scraping forbidden (Notion Doc 12); company pages only. Places via licensed API/actor.
{{ACCESS_METHOD}}- Apify actors and Google APIs; website crawl config companies.website-crawl; county GIS lookup.
Variables · Prospect Scrape Targets04 · Compliance Guardrails
{{04_Compliance_Guardrails}}- The first rule is that no LinkedIn person profile is scraped in any form; people are reached through a LinkedIn Ads matched audience. Only business contact data published by the company is collected, and individual property owners are never named in outputs. Every email is verified before sending because the sending domain is shared. Each message carries a working opt-out and honours it immediately.
{{PERMITTED_SOURCES_RULE}}- Company websites, Google Places, LinkedIn company pages and public county records only; no LinkedIn people scraping.
{{RATE_LIMITS}}- Respect actor and API quotas; crawl at most one request per second per domain (proposed).
{{PERSONAL_DATA_SCOPE}}- Business names, roles and business contact details only; individual property owners shown as 'individual'.
{{LAWFUL_BASIS}}- Legitimate business interest in B2B property outreach, with opt-out on every message.
{{OPT_OUT_HANDLING}}- Suppress immediately and permanently across email and ads audiences.
{{APPLICABLE_LAWS}}- CAN-SPAM; TCPA for calls and texts; state privacy laws where applicable.
Variables · Prospect Scrape Targets05 · Extraction Field Schema
{{05_Extraction_Field_Schema}}- Account fields capture company name, website, category, address, phone and use case. Contact fields capture name, role, business email and source page. Every record carries provenance: source, collection date, config id and confidence. Names and phones are normalized before import to the console's prospect table.
{{ACCOUNT_FIELDS}}- company_name; website; place_category; address; phone; use_case; distance_to_site.
{{CONTACT_FIELDS}}- full_name; role; business_email; source_page.
{{PROVENANCE_FIELDS}}- source; collected_at; config_id; confidence; notion_source_page.
{{NORMALIZATION_RULES}}- Title-case names; E.164 phones; lower-case domains; strip tracking parameters from URLs.
{{CRM_FIELD_MAPPING}}- Map to the Property Playbook prospects table: company, contact, email, phone, use_case, source, status.
Variables · Prospect Scrape Targets06 · Scrape Job Specification
{{06_Scrape_Job_Specification}}- Jobs are seeded with the use-case queries from the prospecting plan, such as 'boutique hotel Kansas City MO' and 'historic tax credit consultant Missouri'. The Maps actor paginates results per query, and the website crawl follows only about, team and contact paths. Runs deduplicate by place id and domain. Output is JSON loaded into the prospects table.
{{INPUT_SEEDS}}- Use-case queries: boutique hotel Kansas City MO; hotel development company Kansas City; historic renovation developer Kansas City; event venue Kansas City; restaurant group Kansas City; preservation architect Kansas City; historic tax credit consultant Missouri.
{{PAGINATION_METHOD}}- Maps actor result pages per query up to the actor limit.
{{PARSING_RULES}}- Extract mailto links and visible business emails on /about, /team, /contact only.
{{RATE_LIMIT_SETTINGS}}- Actor defaults; crawl delay 1 s per domain (proposed).
{{RUN_DEDUPLICATION}}- Deduplicate by Google place id, then by root domain.
{{EXPORT_FORMAT}}- JSON to the console prospects table.
Variables · Prospect Scrape Targets07 · Enrichment and Verification
{{07_Enrichment_and_Verification}}- Each account's domain is resolved from its Places website field. Firmographics come from the website and LinkedIn company page. Emails are checked by the companies.email-verify config before any send, because the domain is shared and a bounce hurts every sender. Phones are formatted to E.164, and each record is tagged verified, risky or invalid.
{{DOMAIN_RESOLUTION}}- From the Places website field; root domain normalized.
{{FIRMOGRAPHIC_ENRICHMENT}}- Use case, location count and project history from website and LinkedIn company page.
{{EMAIL_VALIDATION}}- companies.email-verify on every address before sending (ready, not yet run).
{{PHONE_FORMATTING}}- E.164 (+1 816...).
{{VERIFICATION_STATUS}}- Tags: verified; risky; invalid; unverified. Only verified addresses are emailed.
Variables · Prospect Scrape Targets08 · List Quality Scorecard
{{08_List_Quality_Scorecard}}- The scorecard will measure how well each list matches the criteria, how complete its fields are, the verified email rate, duplicates against the console, and accuracy in a manual sample. The current state is known only in part: 1,078 prospects, of which 1,018 can be mapped, and 311 of 849 places from the contact sweep match no existing prospect. Verified email rate is not known because the verify step has not run. Targets below are proposed.
{{CRITERIA_MATCH_RATE}}- Target: 90% of records match a use case; baseline to measure.
{{FIELD_COMPLETENESS}}- Mappable: 1,018 of 1,078 prospects (94%). Other fields to measure.
{{VERIFIED_EMAIL_RATE}}- Unknown; email-verify not yet run. Target: 80% of emailed records verified.
{{CRM_DUPLICATE_RATE}}- To measure; 311 of 849 swept places match no existing prospect.
{{SAMPLE_ACCURACY}}- Proposed: check 25 random records per run by hand.
Variables · Prospect Scrape Targets09 · CRM Import Rules
{{09_CRM_Import_Rules}}- Records match on place id, then root domain, then normalized company name and address. Merges keep the most recent verified value and keep all sources. Imports are tagged with use case, config id and run date, and assigned to Monica Enloe. Every import is checked against the suppression list first.
{{MATCHING_KEYS}}- Google place id; root domain; normalized name + address.
{{MERGE_RULES}}- Keep latest verified value; retain all provenance.
{{IMPORT_TAGS}}- use_case; config_id; run_date; property kc-3620-main.
{{OWNER_ASSIGNMENT}}- Monica Enloe.
{{SUPPRESSION_CHECKS}}- Opt-outs; existing parties to the listing; excluded properties and firms.
Variables · Prospect Scrape Targets10 · Refresh and Decay Plan
{{10_Refresh_and_Decay_Plan}}- Prospect lists refresh monthly while the listing is active. Records are re-verified before any new sequence, when an email bounces or when a company's website changes. Records untouched for six months are marked stale. Source yield and bounce rate are tracked per config so weak sources can be dropped.
{{REFRESH_CADENCE}}- Monthly while the listing is active (proposed).
{{REVERIFICATION_TRIGGERS}}- Before each sequence; any bounce; website change.
{{STALE_RECORD_RULE}}- Mark stale after 6 months without verification (proposed).
{{SOURCE_YIELD}}- To track per config (new records and verified emails per run).
{{BOUNCE_RATE}}- No sends yet. Target: under 2%.
Variables · Prospects Engagement01 · Engagement Goals
{{01_Engagement_Goals}}- The engagement goal is to turn the 1,078 researched prospects into conversations and tours for 3604-3620 Main. In scope are the five buyer segments from the prospecting plan plus the 36th and Main block owners. The timeframe is the proposed 90-day campaign. Sales capacity is one listing broker, Monica Enloe, so the volume target is set to what she can follow up personally.
{{ENGAGEMENT_OUTCOME}}- Qualified conversations leading to tours and offers.
{{SEGMENTS_IN_SCOPE}}- Boutique hotel operators; adaptive-reuse / multifamily developers; event venue operators; restaurant and retail users; historic tax-credit consultants and preservation architects; block owners.
{{TIMEFRAME}}- 90 days from launch (proposed).
{{SALES_CAPACITY}}- One listing broker (Monica Enloe); proposed ceiling of about 10 follow-up calls a day.
{{VOLUME_TARGET}}- Target: 300 verified contacts sequenced over 90 days; 10 tours (proposed).
Variables · Prospects Engagement02 · Prospect Pain and Trigger Map
{{02_Prospect_Pain_and_Trigger_Map}}- Each segment has a clear reason to care. Hotel operators struggle to find character buildings on transit; conversion developers need buildings that can qualify for historic credits; venue operators need clear-span space with parking; restaurant groups need street frontage near residents. Triggers are new project announcements, expansions and growth in the Midtown corridor. Pain evidence comes from the plan's use-case theses, not from interviews.
{{SEGMENT_PAINS}}- Hotel: few character buildings on transit. Conversion: finding credit-eligible buildings. Venue: clear-span halls with parking are scarce. Restaurant: street frontage near residents.
{{TRIGGER_EVENTS}}- New hotel or venue announcement; completed historic conversion; restaurant group opening; ballpark district decision.
{{TRIGGER_DETECTION}}- Monthly Places sweeps; company website checks; local news monitoring (proposed).
{{PAIN_EVIDENCE}}- Use-case theses in the prospecting plan (plan.mjs); flyer suggested uses.
Variables · Prospects Engagement03 · Channel Mix
{{03_Channel_Mix}}- Email to verified business addresses carries the detail, a LinkedIn matched audience builds familiarity with the decision-makers, and phone calls from Monica Enloe convert interest to tours. Block owners receive a mailed letter because county records give mailing addresses, not emails. Each channel has limits: email only to verified addresses, and no LinkedIn person scraping.
{{ENGAGEMENT_CHANNELS}}- Verified email; LinkedIn Ads matched audience; phone; mailed letter (block owners).
{{CHANNEL_ROLES}}- Email: detail and flyer. LinkedIn: awareness. Phone: qualification and tour booking. Letter: assemblage approach.
{{SEGMENT_CHANNEL_FIT}}- Hotel and developers: all three digital channels plus phone. Restaurants: email and phone. Consultants: email. Block owners: letter then phone.
{{CHANNEL_CONSTRAINTS}}- Email only after email-verify; LinkedIn people reached only via matched audience; no personal data on individual owners in outputs.
Variables · Prospects Engagement04 · Value Message Set
{{04_Value_Message_Set}}- Messages name the problem, the outcome and a single proof point, then make a small ask. For hotel operators the outcome is a lobby and guest rooms under a historic barrel roof on the streetcar. For developers it is a conversion candidate positioned for historic incentives, per the flyer. The ask is always low friction: a flyer, a call or a tour.
{{PROBLEM_STATEMENTS}}- Character buildings on Kansas City's streetcar line rarely come to market as a package with parking.
{{OUTCOMES_OFFERED}}- A redevelopment site sized for a boutique hotel, apartments, venue or mixed-use, with street-front retail.
{{PROOF_POINTS}}- Two streetcar stops within 800 m (verified); ±41,000 SF across two buildings (per the flyer); 136,309 people within 10 minutes (Esri).
{{LOW_FRICTION_ASKS}}- Want the flyer?; worth a 15-minute call?; open to a site walk?
Variables · Prospects Engagement05 · Touch Sequence Design
{{05_Touch_Sequence_Design}}- The proposed sequence runs five touches over three weeks: an email with the flyer, a call, a follow-up email with one new fact, a second call and a closing email. LinkedIn ads run in the background for the matched audience. Each touch uses a different angle, from the building to the location to the use case. The sequence ends on a reply, a booked tour or an opt-out.
{{TOUCH_SCHEDULE}}- Day 1 email; day 3 call; day 7 email; day 12 call; day 20 closing email (proposed).
{{TOUCH_CHANNELS}}- Email, phone, email, phone, email; LinkedIn matched audience throughout.
{{MESSAGE_ANGLES}}- Building (barrel roof); location (streetcar); use case (segment-specific); demographics (Esri); closing.
{{EXIT_CONDITIONS}}- Reply; tour booked; opt-out; bounce.
Variables · Prospects Engagement06 · Outreach Copy
{{06_Outreach_Copy}}- Copy is short and specific and signed by Monica Enloe. Subject lines name the building and the use, openers lead with the segment's interest, and bodies stay under 120 words with the flyer link. The call opener asks permission and states the reason in one sentence. Every email ends with a plain opt-out line.
{{SUBJECT_LINES}}- 'Historic Main Street building for a boutique hotel?'; 'Barrel-roof hall on the KC streetcar, for sale'; '3620 Main: conversion candidate in Midtown'.
{{OPENING_LINES}}- 'I'm marketing a historic Midtown building that fits the kind of projects your team has done.'; 'Two Main Street buildings between two streetcar stops just came to market.'
{{EMAIL_BODIES}}- Shawver Group is marketing 3604-3614 & 3620 Main Street in Midtown Kansas City: a ±26,000 SF historic building with a wood barrel roof and skylights, a ±15,000 SF demisable building and about 65 rear spaces, between two streetcar stops. The flyer suggests boutique hotel, conversion, venue or mixed-use. Would the flyer be useful?
{{CALL_OPENER}}- 'Hi, this is Monica Enloe with Shawver Group. I'm calling about a historic building for sale on Main Street in Midtown. Do you have thirty seconds?'
{{VOICEMAIL_SCRIPT}}- 'Monica Enloe, Shawver Group, about 3620 Main Street, a historic barrel-roof building for sale on the streetcar line. I'll email the flyer. My number is [phone on file].'
{{OPT_OUT_LINE}}- 'If this isn't relevant, reply "no thanks" and I won't contact you again.'
Variables · Prospects Engagement07 · Nurture Content Track
{{07_Nurture_Content_Track}}- Prospects who do not reply but have not opted out move to a light nurture track. Content includes verification updates as flyer claims are confirmed, new photography or floor plans, and any ballpark district decision. The cadence is monthly. A reply, a flyer download or a return visit to the listing page moves a prospect back to active outreach.
{{NURTURE_CONTENT}}- Claim verification updates; floor plans and site plan; ballpark district news; price guidance changes.
{{NURTURE_CADENCE}}- Monthly (proposed).
{{SEGMENT_TRACKS}}- Hotel/venue: location and ballpark updates. Developers: incentive and area verification. Restaurants: 3604-3614 plan and demographics.
{{REENGAGEMENT_SIGNALS}}- Reply; flyer download; return visit to listing page; LinkedIn ad engagement.
Variables · Prospects Engagement08 · Reply Handling Playbook
{{08_Reply_Handling_Playbook}}- Replies are sorted into interested, not now, wrong person, represented, and opt-out. Interested replies get a call within the same business day; wrong-person replies get a thank-you and a referral ask; represented buyers are handled through their broker. Templates are short. Every reply updates the prospect's status in the console, and opt-outs are suppressed at once.
{{REPLY_TYPES}}- Interested; not now; wrong person; represented by broker; opt-out; question.
{{RESPONSE_STANDARDS}}- Same business day for interested and questions; within two days for others (proposed).
{{RESPONSE_TEMPLATES}}- Interested: 'Thanks. Here's the flyer; when suits for a call or site walk?' Not now: 'Understood; may I send an update if pricing or plans change?' Wrong person: 'Thanks; who handles property at your firm?'
{{CRM_UPDATES}}- Update status, reply type and next step in the console prospects table.
{{UNSUBSCRIBE_HANDLING}}- Suppress immediately across email and ads audiences; confirm by reply if requested.
Variables · Prospects Engagement09 · Sales Handoff Criteria
{{09_Sales_Handoff_Criteria}}- Because Monica Enloe runs both outreach and sales, the handoff is from the research sequence to her personal follow-up. A prospect qualifies when it has a fitting use, a plausible timeline and capacity to finance. The handoff note carries the segment, trigger, replies and the questions asked. Tours are booked directly, and first contact happens within one business day.
{{QUALIFICATION_CRITERIA}}- Fitting use; timeline within 12 months; development or operating track record; financing capacity.
{{HANDOFF_CONTEXT}}- Segment; trigger used; reply text; questions raised; source and date.
{{BOOKING_PROCESS}}- Monica Enloe books tours by phone or email.
{{FIRST_CONTACT_SLA}}- Within one business day of qualification (proposed).
Variables · Prospects Engagement10 · Engagement Performance Measures
{{10_Engagement_Performance_Measures}}- Measures cover deliverability, reply rates, meetings and opportunities, plus list health. Nothing has been sent yet, so there are no baselines. Proposed targets are bounce under 2%, reply rate of 5% or more and ten tours in 90 days. The console reports each measure by segment.
{{DELIVERABILITY_METRICS}}- No sends yet. Target: bounce under 2%; complaint rate under 0.1%.
{{REPLY_RATES}}- No sends yet. Target: 5% reply rate (proposed).
{{MEETINGS_BOOKED}}- No data yet. Target: 10 tours in 90 days.
{{OPPORTUNITIES_CREATED}}- No data yet. Target: 1 LOI in 90 days.
{{HEALTH_METRICS}}- Verified email share; opt-out rate; stale record share.
Variables · Prospects Engagement11 · Sequence Optimization Review
{{11_Sequence_Optimization_Review}}- The first review comes 30 days after the first send. It will compare subject lines, angles and segments and decide what to keep. No test results exist yet. Proposed first tests are the historic-hall angle against the streetcar angle, and email-first against call-first sequences.
{{TOP_PERFORMERS}}- Pending data.
{{UNDERPERFORMERS}}- Pending data.
{{TEST_RESULTS}}- No tests run yet.
{{CYCLE_CHANGES}}- Pending first review.
{{NEXT_TESTS}}- Historic hall versus streetcar angle; email-first versus call-first.
Variables · Scraped Data Enrichment01 · Enrichment Objectives
{{01_Enrichment_Objectives}}- Enrichment turns raw place sweeps into prospects that can be contacted and prioritized for the 3620 Main campaign. The biggest missing attribute is a verified business email, because Google Places never returns email. Other gaps are use-case classification, decision-maker roles and distance to the site. The destination is the prospects table in the Shawver Group Property Playbook database.
{{ENRICHED_DATA_USE}}- Outreach sequencing, LinkedIn matched-audience uploads and map layers.
{{MISSING_ATTRIBUTES}}- Business email; use-case class; decision-maker role; distance to site.
{{REQUIRED_QUALITY}}- Only verified emails are sent to; use-case class at or above the confidence threshold.
{{DESTINATION_SYSTEM}}- Property Playbook prospects table (tenant Postgres).
Variables · Scraped Data Enrichment02 · Raw Data Profile
{{02_Raw_Data_Profile}}- The raw set holds 1,078 prospects from place sweeps, 1,018 of them with coordinates, plus 849 places from a contact sweep of which 311 match no existing prospect. Fields include name, address, category, phone and website but no email. Formats vary for phones and addresses, and several businesses share addresses on the block, such as four at 3611 Main. Cross-source conflicts arise between Places categories and website descriptions.
{{FIELD_PROFILES}}- 1,078 prospects; 1,018 with coordinates; 849 contact-sweep places, 311 unmatched; email absent from all Places records.
{{FORMAT_INCONSISTENCIES}}- Mixed phone formats; suite numbers inconsistent; category labels vary.
{{DUPLICATE_ESTIMATE}}- To measure; shared addresses (e.g. four businesses at 3611 Main) raise false-match risk.
{{CROSS_SOURCE_CONFLICTS}}- Places category versus website self-description; county owner versus on-site business.
Variables · Scraped Data Enrichment03 · Cleaning Rules
{{03_Cleaning_Rules}}- Cleaning removes closed businesses, records without a name or location, and results outside the use-case categories. Text is normalized to UTF-8 with smart quotes and ampersands fixed. Categories map to the six use cases. Outliers such as records far outside the drive-time area are flagged, and every change is logged with its rule.
{{JUNK_REMOVAL_RULES}}- Drop permanently closed places; drop records without name or coordinates; drop categories outside the use cases.
{{ENCODING_FIXES}}- Normalize to UTF-8; fix HTML entities and smart quotes.
{{CATEGORY_STANDARDS}}- Map Places categories to: hotel; developer; venue; restaurant/retail; consultant/architect; block owner.
{{OUTLIER_HANDLING}}- Flag records outside the 15-minute band unless in the hotel or developer segment.
{{AUDIT_TRAIL}}- Log rule id, field, old and new value per change.
Variables · Scraped Data Enrichment04 · Entity Matching Method
{{04_Entity_Matching_Method}}- Exact matches use the Google place id and then the root domain. Fuzzy matching compares normalized names and addresses with suite numbers stripped. Matches above 0.9 confidence merge automatically; 0.7 to 0.9 go to a review queue. The surviving record keeps the most recent verified values and all provenance.
{{EXACT_MATCH_KEYS}}- Google place id; root domain.
{{FUZZY_MATCH_RULES}}- Normalized name similarity plus same street address (suite stripped).
{{CONFIDENCE_THRESHOLD}}- Auto-merge at 0.9 or above; review 0.7-0.9; separate below 0.7 (proposed).
{{SURVIVORSHIP_RULES}}- Latest verified value wins; retain all sources.
{{REVIEW_QUEUE}}- Console queue reviewed weekly by the research team (proposed).
Variables · Scraped Data Enrichment05 · Enrichment Source Plan
{{05_Enrichment_Source_Plan}}- Emails come from two configs: companies.places-email-resweep, which reruns the Maps actor with contact details, and companies.website-crawl, which reads about, team and contact pages. Roles come from the same crawl and LinkedIn company pages. Distance to site is computed from coordinates. Costs are small at this scale; geocoding 246 block owners cost $1.23.
{{ENRICHMENT_ATTRIBUTES}}- Business email; decision-maker role; use case; distance to site; project history.
{{ATTRIBUTE_SOURCES}}- Email: places-email-resweep and website-crawl. Role: website team pages and LinkedIn company pages. Distance: computed.
{{LICENCE_TERMS}}- Google and Apify terms for place data; LinkedIn company pages only, no person scraping.
{{ENRICHMENT_COST}}- Recorded: $1.23 to geocode 246 block owners. Other costs to track per run.
{{CACHING_RULE}}- Cache website crawl results for 30 days; re-crawl on change (proposed).
Variables · Scraped Data Enrichment06 · Classification and Tagging
{{06_Classification_and_Tagging}}- Each prospect is tagged with one use case from the plan's taxonomy, using Places categories first and website text second. The classifier records a confidence score. Records under the threshold go to manual review rather than being guessed. Tags drive segment sequences and map colours.
{{TAXONOMY}}- Boutique hotel operator; adaptive-reuse / multifamily developer; event venue operator; restaurant and retail user; historic tax-credit consultant / preservation architect; block owner.
{{CLASSIFICATION_METHOD}}- Rule mapping from Places categories, then keyword match on website text.
{{CONFIDENCE_RECORDING}}- Score 0-1 stored with the tag and method.
{{LOW_CONFIDENCE_HANDLING}}- Below 0.7: manual review queue; not sequenced until reviewed.
Variables · Scraped Data Enrichment07 · Enrichment Pipeline
{{07_Enrichment_Pipeline}}- The pipeline runs after each place sweep: clean, match, resweep for contacts, crawl websites, verify emails, classify and load. Each step is idempotent so a rerun does not duplicate records. Loads upsert on place id. The crawl and verify steps are configured but not yet run.
{{PIPELINE_TRIGGER}}- Completion of a place sweep, or a manual run from the console.
{{PIPELINE_STEPS}}- Clean; match; places-email-resweep; website-crawl; email-verify; classify; load.
{{RERUN_SAFETY}}- Idempotent steps; upsert on place id.
{{LOAD_METHOD}}- Upsert into the prospects table with provenance.
Variables · Scraped Data Enrichment08 · Enriched Data Quality Check
{{08_Enriched_Data_Quality_Check}}- Quality is checked on a sample after each run. Measures are match accuracy, false merges, attribute accuracy for email and role, and classification accuracy. No runs of the full pipeline exist yet, so figures are targets. A failed check blocks the load.
{{MATCH_ACCURACY}}- Target: 95% on a 25-record sample.
{{FALSE_MERGE_RATE}}- Target: under 2%.
{{ATTRIBUTE_ACCURACY}}- Target: 90% on sample.
{{CLASSIFICATION_ACCURACY}}- Target: 90% of use-case tags correct on sample.
Variables · Scraped Data Enrichment09 · Enrichment Value Measures
{{09_Enrichment_Value_Measures}}- Value is judged by coverage and use. Coverage tracks the share of prospects with verified email and a use-case tag; accuracy tracks sample results; cost per record tracks spend; usage tracks how many enriched records enter sequences. Baselines are set by the first full run.
{{ATTRIBUTE_COVERAGE}}- Baseline: 0% verified email (verify not yet run). Target: 60% of prioritized prospects.
{{ATTRIBUTE_ACCURACY}}- Target: 90% on sample.
{{COST_PER_RECORD}}- To track per run.
{{CONSUMER_USAGE}}- Share of enriched records sequenced or uploaded to LinkedIn (to track).
Variables · Scraped Data Enrichment10 · Data Delivery Handoff
{{10_Data_Delivery_Handoff}}- Enriched records are delivered to the prospects table and summarized in the console with counts by use case. The handoff lists enriched fields and known limits, notably that no email is sent to unverified addresses and individual owners stay anonymized. The research team is the support contact.
{{DELIVERY_DESTINATION}}- Property Playbook prospects table and Prospects view.
{{RECORD_COUNTS}}- Current: 1,078 prospects (1,018 mappable). Post-enrichment counts pending the first run.
{{ENRICHED_FIELDS}}- business_email; email_status; role; use_case; use_case_confidence; distance_to_site.
{{KNOWN_LIMITS}}- Places never returns email; LinkedIn people not collected; individual owners anonymized; 311 swept places not yet promoted.
{{SUPPORT_CONTACT}}- Intelligent Operations research team.
Variables · Profile Enrichment & Verification01 · Profile Completeness Audit
{{01_Profile_Completeness_Audit}}- Profiles in scope are the company record for Shawver Group, the property record for 3620 Main, and prospect company records. The company record is the weakest: legal name, address, founding year and headcount are all empty. The property record is rich but six of seven flyer claims are unverified. Prospect records lack emails entirely until the verify step runs.
{{FIELD_FILL_RATES}}- Company: identity and contact partly filled; legal and operational fields empty. Property: address, parcels, owner, demographics filled. Prospects: email 0%.
{{VALUE_AGE}}- Flyer 2026-04-27; Google layers 2026-09-16; county 2024 roll.
{{KNOWN_ERROR_RATES}}- Property claims: 1 of 7 verified. Owner entity: not found in SOS.
{{HIGH_COST_GAPS}}- Unverified building areas; incentive eligibility; missing firm address; missing prospect emails.
{{PROFILE_TYPES_AUDITED}}- Company; property; prospect companies; block owners.
Variables · Profile Enrichment & Verification02 · Enrichment Source Map
{{02_Enrichment_Source_Map}}- Each target field maps to a preferred and a fallback source. Company fields prefer the firm's own answers, falling back to the Missouri SOS. Property areas prefer a survey, falling back to county records once updated. Incentive eligibility prefers the National Park Service and Missouri SHPO registers. Ridership prefers KC Streetcar's published figures.
{{TARGET_FIELDS}}- Firm legal name and address; property areas; incentive eligibility; ridership; parking count; owner entity; prospect emails.
{{PREFERRED_SOURCES}}- Firm questionnaire; survey; NPS / Missouri SHPO registers; KC Streetcar ridership reports; aerial count; Missouri SOS; website crawl.
{{FALLBACK_SOURCES}}- County roll updates; flyer (attributed); Places email resweep.
{{SOURCE_RELIABILITY}}- Official registers and surveys high; county high; flyer medium; aggregators medium.
{{USAGE_TERMS}}- Public records usable with attribution; flyer claims usable only as 'per the flyer'.
Variables · Profile Enrichment & Verification03 · Field Confidence Standards
{{03_Field_Confidence_Standards}}- Three levels are used. Verified means a primary source confirms the value; provisional means one secondary source supports it; inferred means reasoning from indirect evidence, such as the 0.4-confidence link between the owner's mailing address and a Lee's Summit business. Only verified values appear unqualified in public copy; provisional values are attributed; inferred values stay internal.
{{CONFIDENCE_LEVELS}}- Verified; provisional; inferred.
{{EVIDENCE_REQUIREMENTS}}- Verified: primary source cited. Provisional: one secondary source. Inferred: stated reasoning and confidence score.
{{PERMITTED_USES}}- Verified: public copy. Provisional: public copy with attribution. Inferred: internal only.
{{VERIFIED_FIELD_RULES}}- Store source, date and verifier with every verified value.
Variables · Profile Enrichment & Verification04 · Match & Deduplication Rules
{{04_Match_Deduplication_Rules}}- Company records match on registered name and domain; property records on parcel number; prospects on place id and domain. Names are normalized by removing LLC, Inc and punctuation for matching only. The most authoritative source survives. Shared addresses and common holders go to manual review.
{{MATCH_KEYS}}- Parcel number; registered name; root domain; Google place id.
{{NORMALISATION_RULES}}- Strip entity suffixes and punctuation for matching; upper-case parcel ids; standardize addresses with USPS format.
{{SURVIVORSHIP_RULES}}- Highest-authority source wins; newest wins on ties.
{{MANUAL_REVIEW_CASES}}- Shared addresses (3611 Main); common holders across parcels; entities not found in SOS.
Variables · Profile Enrichment & Verification05 · Enrichment Workflow
{{05_Enrichment_Workflow}}- Records are selected by gap severity, starting with the property claims. Each field is looked up in its preferred source, matched to the record, tagged with confidence and written back with provenance. Write-back never overwrites a verified value with a lower-confidence one. The console Sources view shows every change.
{{RECORD_SELECTION}}- Priority: property claims; firm identity; prospect emails; block owners.
{{SOURCE_LOOKUP_STEP}}- Query preferred source; fall back if empty.
{{MATCHING_STEP}}- Match on keys; send ambiguous cases to review.
{{CONFIDENCE_TAGGING}}- Tag verified, provisional or inferred with score.
{{WRITE_BACK_RULES}}- Never downgrade a verified value; keep history; cite source.
Variables · Profile Enrichment & Verification06 · Firmographic Enrichment Spec
{{06_Firmographic_Enrichment_Spec}}- Firmographic attributes for prospect companies are use case, location count, project history, headquarters city and size band. Values use controlled vocabularies so segments stay consistent. Sources are company websites and LinkedIn company pages. NAICS codes map to the use-case taxonomy.
{{FIRMOGRAPHIC_ATTRIBUTES}}- Use case; location count; historic project history (yes/no); HQ city; size band.
{{CONTROLLED_VOCABULARIES}}- Use-case taxonomy; size bands 1-10, 11-50, 51-200, 200+.
{{VALUE_FORMATS}}- Enumerations for use case and size; integer for location count; boolean for history.
{{ATTRIBUTE_SOURCES}}- Company websites; LinkedIn company pages; Google Places.
{{VENDOR_CODE_MAPPING}}- NAICS 721110 to hotel; 236220 to developer; 711310 to venue; 722511 to restaurant; 541310 to architect.
Variables · Profile Enrichment & Verification07 · Contact Verification Procedure
{{07_Contact_Verification_Procedure}}- Before any contact enters a sequence, its role is checked on the company website, its email is verified by companies.email-verify, and its phone is validated. Consent is checked against the suppression list. Verified contacts are sequenced; risky ones are held; invalid ones are removed. People are never looked up by scraping LinkedIn profiles.
{{ROLE_CURRENCY_CHECK}}- Confirm role on the company team page within the last 90 days.
{{EMAIL_VERIFICATION}}- companies.email-verify before every send.
{{PHONE_VALIDATION}}- Format to E.164 and check line type.
{{CONSENT_CHECK}}- Suppression list and prior opt-outs.
{{RESULT_ACTIONS}}- Verified: sequence. Risky: hold. Invalid: remove.
Variables · Profile Enrichment & Verification08 · Conflict Resolution Rules
{{08_Conflict_Resolution_Rules}}- Where sources disagree, official registers and surveys win over the flyer, and the flyer wins over aggregators. Area conflicts between the flyer and the county stay open until a survey resolves them. Ties go to the most recent source. The research lead escalates unresolved conflicts to the listing broker.
{{SOURCE_PRECEDENCE}}- Survey / official register; county; firm; flyer; aggregators.
{{FIELD_GROUP_RULES}}- Legal identity: registers. Physical facts: survey then county. Market claims: cited primary source only.
{{TIE_BREAK_RULES}}- Most recent source wins.
{{ESCALATION_OWNER}}- Monica Enloe for listing facts; firm principal for company facts.
Variables · Profile Enrichment & Verification09 · Verification Sample Review
{{09_Verification_Sample_Review}}- A sample of 25 enriched records is reviewed by hand after each run. The review scores field and source accuracy and lists failed values. Sources with repeated failures are dropped. No review has been run yet.
{{SAMPLE_SIZE}}- 25 records per run (proposed).
{{FIELD_ACCURACY}}- Pending first review.
{{SOURCE_ACCURACY}}- Pending first review.
{{FAILED_VALUES}}- Pending first review.
{{SOURCES_TO_DROP}}- None yet.
Variables · Profile Enrichment & Verification10 · Data Quality Scorecard
{{10_Data_Quality_Scorecard}}- The scorecard tracks completeness, verified share, duplicates and staleness. Current known points are one of seven property claims verified and 94% of prospects mappable. Targets are proposed. The scorecard is reviewed monthly in the console.
{{COMPLETENESS_SCORE}}- Prospects mappable: 94% (1,018 of 1,078). Company record: under half of fields filled.
{{VERIFIED_SHARE}}- Property claims: 1 of 7 verified.
{{DUPLICATE_RATE}}- To measure.
{{STALENESS_RATE}}- To measure.
{{QUALITY_TARGETS}}- Target: all 7 property claims resolved; 80% of sequenced contacts verified; duplicates under 2%.
Variables · Profile Enrichment & Verification11 · Stale Record Refresh Schedule
{{11_Stale_Record_Refresh_Schedule}}- Volatile fields, such as prospect roles and emails, refresh every 90 days; stable fields, such as parcel numbers and owner of record, refresh with each county roll. Claims are re-verified before any republication of the flyer. Records inactive for a year are archived. The research team owns the schedule.
{{FIELD_VOLATILITY}}- High: roles, emails. Medium: business status. Low: parcels, owners, building facts.
{{REFRESH_INTERVALS}}- High: 90 days. Medium: 6 months. Low: annual county roll.
{{REVERIFICATION_ACTIONS}}- Rerun email-verify; recheck team pages; recheck county roll.
{{ARCHIVE_RULES}}- Archive records inactive for 12 months or when the listing closes.
{{SCHEDULE_OWNER}}- Intelligent Operations research team.
Variables · Value Proposition01 · Primary Value Proposition
{{01_Primary_Value_Proposition}}- For buyers who want a character building on Kansas City's streetcar line, 3604-3614 and 3620 Main offers a rare combination: a historic barrel-roof hall, demisable street-front space and its own rear parking, in the heart of Midtown. Shawver Group presents it with verified transit access and published Esri demographics, and is open about what is still being verified. The buyer gets control of the whole program, whether hotel, apartments, venue or mixed-use. Pricing and tours come directly from the listing broker, Monica Enloe.
{{VALUE_STATEMENT}}- A historic Midtown redevelopment with character, transit and parking, offered as one package.
Variables · Value Proposition02 · Audience-Specific Value Statements
{{02_Audience_Specific_Value_Statements}}- Each buyer segment hears the same asset described in its own terms. Hotel operators hear about a barrel-roof lobby between two streetcar stops; conversion developers hear about a historic building positioned for incentives, per the flyer; venue operators hear about a clear-span hall with skylights and parking; restaurant groups hear about demisable Main Street frontage near 32,219 residents within five minutes. Block owners hear about the value of a consolidated block.
{{AUDIENCE_TYPE}}- Boutique hotel operators; conversion developers; venue operators; restaurant and retail users; block owners.
{{VALUE_DESCRIPTION}}- Hotel: character and transit. Developer: incentive-positioned historic stock (per the flyer). Venue: clear-span hall with parking. Restaurant: street frontage near residents. Block owner: assemblage potential.
Variables · Value Proposition03 · Problem Definition
{{03_Problem_Definition}}- Operators and developers who want historic character on transit face a thin market: buildings of the right size on the streetcar line rarely come with parking or with a second building to lease. When they do, basic facts are often unclear, as here, where county records show no value or area. The problem Shawver Group addresses is making the opportunity visible to the right buyers and giving them facts they can underwrite.
{{PROBLEM_STATEMENT}}- Character buildings sized for hotel or conversion use, on transit and with parking, are scarce and often poorly documented.
Variables · Value Proposition04 · Solution Statement
{{04_Solution_Statement}}- Shawver Group markets the two Main Street buildings and the lot as a single redevelopment opportunity, with clear use cases and a verification record for every claim. Buyers receive the flyer, demographics, transit facts and a direct line to the listing broker. Research on the surrounding block and on likely buyers focuses outreach where it can lead to a sale.
{{SOLUTION_DESCRIPTION}}- A packaged, use-case-led offering with documented facts and direct broker access.
Variables · Value Proposition05 · Unique Benefits Description
{{05_Unique_Benefits_Description}}- Three benefits stand out. The barrel roof and skylights give 3620 a distinctive interior few buildings can match. The pairing of a large historic hall with a demisable street-front building lets a buyer blend a destination use with steady retail or restaurant income. Two streetcar stops within 800 m, a verified fact, connect the site to Midtown and downtown without a car.
{{BENEFIT_1}}- Historic wood barrel roof with skylights: a distinctive, clear-span interior.
{{BENEFIT_2}}- Two buildings in one purchase: a destination use plus demisable street-front space.
{{BENEFIT_3}}- Between the Armour and Westport streetcar stops, both within 800 m (verified).
Variables · Value Proposition06 · Competitive Differentiation Points
{{06_Competitive_Differentiation_Points}}- Compared with other historic buildings on the corridor, this offering includes about 65 rear spaces per the flyer, which is unusual on Main Street. It also includes a second building that can be leased while the first is redeveloped. Competing listings have not yet been researched, so these points are framed as features rather than comparative claims.
{{DIFFERENTIATION_POINT_1}}- Rear surface lot of about 65 spaces (per the flyer, to verify).
{{DIFFERENTIATION_POINT_2}}- A demisable second building that can produce income during redevelopment.
Variables · Value Proposition07 · Evidence and Proof Points
{{07_Evidence_and_Proof_Points}}- Proof comes in three grades. Verified: the two streetcar stops and the owner of record. Published third-party data: Esri drive-time demographics in the flyer. Unverified flyer claims, including ridership, $4 billion+ redevelopment, the ballpark distance, areas, parking and incentive eligibility, are attributed and never presented as fact.
{{EVIDENCE_TYPE}}- Verified public data; Esri demographics; attributed flyer claims.
{{PROOF_POINT}}- Armour and Westport streetcar stops within 800 m (verified); 350,515 people within 15 minutes (Esri, per the flyer).
Variables · Value Proposition08 · Value Quantification Framework
{{08_Value_Quantification_Framework}}- Value can be quantified two ways once data is available: reach, measured as the population and income within drive times, and space, measured as building area and parking per square foot. Both are partly known now. Return metrics depend on price and costs, which are not published.
{{VALUE_METRIC_1}}- Population within 10 minutes: 136,309; average household income $95,384 (Esri, per the flyer).
{{VALUE_METRIC_2}}- About 41,000 SF of building area with ~65 spaces (per the flyer, to verify).
Variables · Value Proposition09 · Emotional Value Components
{{09_Emotional_Value_Components}}- The emotional appeal is the chance to bring a historic Kansas City building back to life. Operators picture guests or audiences under the barrel roof and skylights; developers see a landmark project on Main Street. The flyer's conceptual rendering supports that picture, and must stay labelled as conceptual.
{{EMOTIONAL_BENEFIT}}- Pride in reviving a historic Midtown building as a destination.
Variables · Value Proposition10 · Rational Value Components
{{10_Rational_Value_Components}}- The rational case is location, size and flexibility: two streetcar stops, about 41,000 SF across two buildings, rear parking and several viable uses. It is backed by published demographics. The open items are areas, incentives and price, which a buyer will want resolved.
{{RATIONAL_BENEFIT}}- Transit, size, parking and flexible uses in a dense Midtown trade area.
Variables · Value Proposition11 · Value Delivery Timeline
{{11_Value_Delivery_Timeline}}- For a buyer, value arrives in phases: diligence confirms the facts, entitlement and design fix the use, leasing the 3604-3614 building produces early income, and renovation of 3620 delivers the main project. Timing depends on the buyer's program and is not set by the sources.
{{DELIVERY_PHASE}}- Diligence; design and entitlement; lease 3604-3614; renovate 3620; stabilize.
Variables · Value Proposition12 · Value Proposition Testing Framework
{{12_Value_Proposition_Testing_Framework}}- The proposition is tested through outreach and ads. Two angles, historic character and streetcar location, run as A/B variants in email subject lines and LinkedIn ads. The winner is judged on qualified replies and tours, not clicks. Results are reviewed after 30 days.
{{TESTING_METHOD}}- A/B tests of historic versus streetcar angle in email and LinkedIn ads.
{{RESULTS_ANALYSIS}}- Compare qualified replies and tours per angle at 30 days; no results yet.
Variables · Audience-Specific Messaging01 · Audience Persona Integration
{{01_Audience_Persona_Integration}}- Messaging draws on five personas from the prospecting plan: the boutique hotel operator, the adaptive-reuse developer, the event venue operator, the restaurant or retail user and the block owner. Personas are defined by use case and capability rather than demographics, because the buyers are companies. The Esri trade-area profile supports the restaurant and retail persona. Segmentation follows the use-case tags on each prospect record.
{{AUDIENCE_PERSONA}}- Boutique hotel operator; adaptive-reuse developer; event venue operator; restaurant / retail user; block owner.
{{DEMOGRAPHIC_DATA}}- Trade area (Esri, per the flyer): 32,219 people within 5 minutes, avg HHI $91,804, median age 33.7.
{{PSYCHOGRAPHIC_DATA}}- Buyers value historic character, walkability and transit, and are comfortable with renovation risk (assumption from the use-case theses).
{{SEGMENTATION_CRITERIA}}- Use case; geography; track record with historic or adaptive-reuse projects.
Variables · Audience-Specific Messaging02 · Need-State Mapping
{{02_Need_State_Mapping}}- Hotel operators are in a searching state, scanning for the right building. Developers are evaluating, testing whether credits and costs work. Venue operators and restaurant groups are often expanding and time-bound. Block owners are passive until an offer or assemblage idea reaches them. Each state calls for a different depth of message.
{{NEED_STATE}}- Hotel: searching. Developer: evaluating. Venue/restaurant: expanding. Block owner: passive.
{{CONTEXTUAL_FACTORS}}- Ballpark district decision; streetcar corridor redevelopment; availability of historic credits.
{{USER_BEHAVIOR}}- Buyers review flyers, check demographics, then want a site walk before engaging on price.
Variables · Audience-Specific Messaging03 · Decision Driver Identification
{{03_Decision_Driver_Identification}}- The drivers differ by persona but share three: location quality, building suitability and deal certainty. Hotel operators weigh transit and character most; developers weigh credits and cost; restaurant users weigh frontage and nearby residents. Deal certainty matters to everyone, which is why the verification record is part of the message.
{{DECISION_DRIVER}}- Location; building suitability; deal certainty.
{{INFLUENCING_FACTORS}}- Incentive eligibility; renovation cost; parking; ballpark district outcome.
{{USER_PRIORITIES}}- Hotel: character and transit. Developer: credits and cost. Venue: clear span and parking. Restaurant: frontage and residents.
Variables · Audience-Specific Messaging04 · Pain Point Articulation
{{04_Pain_Point_Articulation}}- The shared pain is uncertainty: old buildings hide costs, and this one's areas and incentive status are not yet confirmed. Hotel and venue operators also struggle to find clear-span character space with parking. Messaging names these pains plainly and shows the steps underway to resolve them. No client testimonials exist to quote.
{{PAIN_POINT}}- Uncertain facts and hidden costs in historic buildings; scarcity of character space with parking on transit.
{{IMPACT}}- Slower diligence, higher contingency and missed opportunities.
{{USER_TESTIMONIALS}}- None in sources; do not use testimonials until real ones are provided with permission.
Variables · Audience-Specific Messaging05 · Benefit Prioritization Framework
{{05_Benefit_Prioritization_Framework}}- Benefits are ranked by persona. For hotel operators, character comes first and transit second. For developers, incentive positioning leads, attributed to the flyer until verified. For restaurant users, frontage and population lead. Parking ranks high for venue operators.
{{BENEFIT}}- Character; transit; incentive positioning (per the flyer); frontage; parking.
{{PRIORITY_LEVEL}}- Hotel: character 1, transit 2. Developer: incentives 1, size 2. Restaurant: frontage 1, population 2. Venue: parking 1, clear span 2.
{{USER_RELEVANCE}}- High for the persona's primary use; supporting for the rest.
Variables · Audience-Specific Messaging06 · Language Preference Adaptation
{{06_Language_Preference_Adaptation}}- All messaging is in English, in plain professional prose. Developers and consultants accept technical terms such as 'adaptive reuse' and 'historic tax credits'; restaurant groups prefer operational language like 'frontage' and 'foot traffic'. The tone stays factual and courteous. Formality is business-standard, with first names after the first reply.
{{LANGUAGE}}- English.
{{TONE}}- Factual, confident, courteous.
{{FORMALITY_LEVEL}}- Business-standard; first names after first reply.
Variables · Audience-Specific Messaging07 · Communication Style Matching
{{07_Communication_Style_Matching}}- Developers get a data-led style with areas, parcels and demographics. Hotel and venue operators get a visual, story-led style anchored on the barrel-roof hall. Restaurant groups get short, practical notes. Block owners get a formal letter. Examples below show the difference.
{{STYLE}}- Developer: data-led. Hotel/venue: visual and story-led. Restaurant: brief and practical. Block owner: formal.
{{PREFERRED_FORMAT}}- Developer: one-page fact sheet. Hotel/venue: flyer with interior photos. Restaurant: short email. Block owner: letter.
{{EXAMPLES}}- Developer: '±26,000 SF on 0.33 AC, parcels 30-220-12-35 and -34.' Hotel: 'Imagine the lobby under a historic barrel roof.' Restaurant: 'Demisable Main Street space near 32,219 residents.'
Variables · Audience-Specific Messaging08 · Channel Preference Integration
{{08_Channel_Preference_Integration}}- Email is the primary channel for all personas, with phone for follow-up and LinkedIn ads for awareness among decision-makers. Block owners are reached by letter. Usage frequency is kept low so one broker can follow up personally.
{{CHANNEL}}- Email; phone; LinkedIn Ads matched audience; mailed letter.
{{USAGE_FREQUENCY}}- Email: up to three touches in three weeks. Phone: two. LinkedIn: continuous during the campaign. Letter: once.
{{ENGAGEMENT_TYPE}}- Email: read and reply. Phone: conversation. LinkedIn: impression and click. Letter: call back.
Variables · Audience-Specific Messaging09 · Content Format Optimization
{{09_Content_Format_Optimization}}- Formats are matched to the decision stage. The flyer is the main asset for all personas; a one-page fact sheet suits developers; interior photography suits hotel and venue operators; a demisable plan suits restaurant users. Every format carries the broker contact block and the disclaimer.
{{FORMAT}}- Flyer PDF; one-page fact sheet; photo set; demisable plan; letter.
{{OPTIMIZATION_CRITERIA}}- Clarity of facts; relevance to use case; single call to action.
{{TARGET_AUDIENCE}}- Hotel, venue and restaurant operators and developers, local and out-of-market; format by persona: developers get the fact sheet, hotel and venue operators the photo set, restaurant users the demisable plan, block owners a letter.
Variables · Audience-Specific Messaging10 · Messaging Sequence Strategy
{{10_Messaging_Sequence_Strategy}}- The sequence moves from awareness to evidence to invitation. The first message introduces the building and the use; the second adds one fact such as demographics or transit; the third invites a site walk. Block owners get a single letter and a follow-up call.
{{SEQUENCE}}- Introduce; evidence; invite.
{{MESSAGE_TYPE}}- Introduction email; fact follow-up; tour invitation.
{{AUDIENCE_SEGMENT}}- All buyer personas; block owners on a separate letter-and-call track.
Variables · Audience-Specific Messaging11 · Objection Anticipation Framework
{{11_Objection_Anticipation_Framework}}- Expected objections are unconfirmed areas, unproven incentive eligibility, renovation cost and ballpark uncertainty. Responses stick to what is known and what is underway. Supporting evidence is the verification tracker and the published demographics.
{{OBJECTION}}- Areas unconfirmed; incentives unproven; renovation cost; ballpark uncertainty.
{{ANTICIPATED_RESPONSE}}- Areas are per the flyer and being measured; register check underway; condition report planned; transit case stands without the ballpark.
{{SUPPORTING_EVIDENCE}}- Verified streetcar stops; Esri demographics; claim-verification tracker.
Variables · Audience-Specific Messaging12 · Social Proof Customization
{{12_Social_Proof_Customization}}- No testimonials, case studies or endorsements for Shawver Group are in the sources, and none should be written. Proposed: once the firm supplies closed deals with client permission, add one per persona. Until then, third-party data such as Esri demographics and verified transit facts serve as the proof.
{{TESTIMONIAL}}- None in sources; request from the firm with client permission.
{{CASE_STUDY}}- None in sources; proposed once the firm shares a closed historic or redevelopment sale.
{{ENDORSEMENT}}- None in sources.
Variables · Audience-Specific Messaging13 · Technical Depth Calibration
{{13_Technical_Depth_Calibration}}- Developers and consultants get full technical detail: parcel numbers, lot sizes, the 32% Missouri commercial assessment ratio and the register check. Hotel and venue operators get building features and access. Restaurant users get frontage, size and nearby population. Block owners get ownership context.
{{TECHNICAL_DETAIL}}- Parcels 30-220-12-35 / -34; 0.33 AC and 0.57 AC; zero 2024 assessed value; 32% assessment ratio (RSMo 137.115).
{{USER_LEVEL}}- High: developers, consultants. Medium: hotel and venue operators. Low: restaurant users, block owners.
{{APPLICATION_CONTEXT}}- Diligence packs for developers; flyers for operators; short emails for restaurant users.
Variables · Audience-Specific Messaging14 · Industry-Specific Terminology
{{14_Industry_Specific_Terminology}}- Terms are used precisely and defined where needed. 'Demisable' means the space can be divided into separate units; 'adaptive reuse' means converting a building to a new use; 'historic tax credits' refers to federal and Missouri credits for certified rehabilitation. 'Call for Pricing' signals that price is shared on inquiry.
{{TERM}}- Demisable; adaptive reuse; historic tax credits; absentee owner; Call for Pricing.
{{DEFINITION}}- Demisable: divisible into separate units. Adaptive reuse: converting a building to a new use. Historic tax credits: credits for certified rehabilitation of historic buildings. Absentee owner: owner whose mailing address is off site.
{{USAGE_CONTEXT}}- Technical terms in developer and consultant messaging and block-owner letters; emotional appeal only in flyer copy, LinkedIn ads and tour narratives, never in diligence documents.
Variables · Audience-Specific Messaging15 · Cultural Relevance Adaptation
{{15_Cultural_Relevance_Adaptation}}- Local references ground the message in Kansas City: the KC Streetcar, Midtown and Old Hyde Park, Crown Center and the planned Royals ballpark district, attributed to the flyer. These resonate with local operators and help out-of-market developers place the site. References are kept factual, never boosterish.
{{CULTURAL_REFERENCE}}- KC Streetcar; Midtown / Old Hyde Park; Crown Center; planned Royals ballpark district (per the flyer).
{{ADAPTATION_STRATEGY}}- Local buyers: use neighbourhood names. Out-of-market buyers: explain distances to downtown and Crown Center.
{{TARGET_AUDIENCE}}- Hotel, venue and restaurant operators and developers, local and out-of-market; format by persona: developers get the fact sheet, hotel and venue operators the photo set, restaurant users the demisable plan, block owners a letter.
Variables · Audience-Specific Messaging16 · Emotional Appeal Customization
{{16_Emotional_Appeal_Customization}}- Emotional appeal is used lightly. Hotel and venue operators respond to the idea of a memorable space under the barrel roof. Developers respond to the pride of a landmark restoration. Restaurant users respond to being part of a revived Main Street block. The appeal always sits alongside facts.
{{EMOTIONAL_APPEAL}}- A memorable historic space; a landmark restoration; a revived Main Street block.
{{TARGET_EMOTION}}- Aspiration and pride.
{{USAGE_CONTEXT}}- Technical terms in developer and consultant messaging and block-owner letters; emotional appeal only in flyer copy, LinkedIn ads and tour narratives, never in diligence documents.
Variables · Outreach & Openers01 · Outreach Goal Questions
{{01_Outreach_Goal_Questions}}- Outreach targets the accounts in the prospect list that match a 3620 Main use case, with owners, principals and development leads as the roles. The desired action is a reply that leads to a site walk. Daily capacity is set by one listing broker. Allowed channels are verified email, phone, LinkedIn matched-audience ads and mailed letters to block owners.
{{TARGET_ACCOUNTS}}- Prospects tagged boutique hotel, developer, venue, restaurant/retail or consultant; LLC block owners.
{{TARGET_ROLES}}- Owner / principal; development director; real estate or expansion lead.
{{DESIRED_ACTION}}- Reply and book a site walk with Monica Enloe.
{{DAILY_CAPACITY}}- Proposed: 25 emails and 10 calls a day.
{{ALLOWED_CHANNELS}}- Verified email; phone; LinkedIn Ads matched audience; mailed letter.
Variables · Outreach & Openers02 · Prospect Persona Cards
{{02_Prospect_Persona_Cards}}- The hotel operator prioritizes guest experience and location; the developer measures cost per unit and credit eligibility; the venue operator counts capacity and parking; the restaurant group checks frontage and nearby population. Each speaks its own language and ignores generic 'great opportunity' pitches. Cards keep outreach specific.
{{ROLE_PRIORITIES}}- Hotel: location and character. Developer: returns and credits. Venue: capacity and parking. Restaurant: frontage and traffic.
{{MEASURED_PROBLEMS}}- Hotel: few suitable buildings on transit. Developer: cost and credit uncertainty. Venue: scarce clear-span space. Restaurant: finding street space near residents.
{{ROLE_LANGUAGE}}- Hotel: keys, lobby, guest experience. Developer: basis, credits, units. Venue: capacity, load-in, parking. Restaurant: frontage, covers, foot traffic.
{{IGNORED_APPROACHES}}- Generic 'great opportunity' blasts; long attachments; unverified statistics.
Variables · Outreach & Openers03 · Trigger Event Catalogue
{{03_Trigger_Event_Catalogue}}- Useful triggers are a company announcing a new hotel or venue, a developer completing a historic conversion, a restaurant group opening another location, and public news on the ballpark district. Sources are company websites, place sweeps and local news. Triggers older than 90 days lose relevance.
{{TRIGGER_EVENTS}}- New hotel or venue announcement; completed historic conversion; restaurant expansion; ballpark district decision.
{{TRIGGER_SOURCES}}- Company websites; Google Places sweeps; local business news.
{{SIGNALLED_PROBLEMS}}- Need for the next site; capacity to take on a renovation.
{{TRIGGER_FRESHNESS}}- Use within 90 days (proposed).
Variables · Outreach & Openers04 · Account Research Checklist
{{04_Account_Research_Checklist}}- Before outreach, check the company's use case, recent projects, decision-maker and fit with the building. Tier 1 accounts get 15 minutes of research, tier 2 five minutes. A relevance test asks whether the building clearly suits their model. Customer examples are not used because none are in the sources.
{{RESEARCH_ITEMS}}- Use case; recent projects; decision-maker and role; fit with 3620 or 3604-3614; any existing tie to the block.
{{TIER_TIME_LIMITS}}- Tier 1: 15 minutes. Tier 2: 5 minutes (proposed).
{{RELEVANCE_TEST}}- Would this company plausibly operate or develop one of the flyer's suggested uses here?
{{CUSTOMER_EXAMPLE_MATCH}}- None available; do not cite past clients.
Variables · Outreach & Openers05 · Outreach Angle Framework
{{05_Outreach_Angle_Framework}}- Four angles are available: the building angle, the location angle, the use-case angle and the trigger angle. Each needs a specific proof: the barrel roof, the verified streetcar stops, the flyer's suggested uses or a real trigger. Personas map to angles, and unverified claims are never the lead.
{{ANGLE_TYPES}}- Building; location; use case; trigger.
{{USE_CONDITIONS}}- Building: hotel and venue. Location: all. Use case: segment-tagged accounts. Trigger: when a fresh trigger exists.
{{REQUIRED_PROOF}}- Building: barrel roof and skylights. Location: two stops within 800 m. Use case: flyer suggested uses. Trigger: dated source.
{{PERSONA_FIT}}- Hotel: building. Developer: use case. Venue: building. Restaurant: location.
Variables · Outreach & Openers06 · Opening Lines
{{06_Opening_Lines}}- Openers are one sentence and specific. Trigger openers reference a real event; peer openers reference the company's kind of project without naming clients; insight openers lead with a fact; question openers ask about a need. Each is followed by the building in one line.
{{TRIGGER_OPENERS}}- 'Saw your team opened a new location this year; I have a Main Street building that may fit the next one.'
{{PEER_OPENERS}}- 'Operators who run boutique hotels in historic buildings tend to look for exactly this kind of space.'
{{INSIGHT_OPENERS}}- 'Two streetcar stops sit within 800 m of a historic building that just came to market on Main Street.'
{{QUESTION_OPENERS}}- 'Are you looking at historic buildings in Midtown for your next project?'
Variables · Outreach & Openers07 · First Touch Messages
{{07_First_Touch_Messages}}- The first email is under 120 words: opener, two lines on the building, one proof line and an interest ask. The LinkedIn touch is an ad impression to the matched audience, not a scraped connection request. The proof line uses a verified or Esri fact.
{{EMAIL_FIRST_TOUCH}}- Subject: Historic Main Street building for your next project. 'I'm marketing 3604-3614 & 3620 Main in Midtown KC: a ±26,000 SF historic building with a barrel roof and skylights, plus a ±15,000 SF demisable building and ~65 rear spaces. Want the flyer? Monica Enloe, Shawver Group, [phone on file].'
{{SOCIAL_FIRST_TOUCH}}- LinkedIn matched-audience ad: 'A historic barrel-roof building on KC's streetcar line. For sale.'
{{PROOF_LINE}}- 'It sits between the Armour and Westport streetcar stops, both within 800 m.'
{{INTEREST_ASK}}- 'Would the flyer be useful?'
Variables · Outreach & Openers08 · Cold Call Opener
{{08_Cold_Call_Opener}}- Calls open with a name, firm and permission ask, then one reason. The problem question checks whether they are looking for a building like this. The booking path offers a site walk. Brush-offs get a polite offer to send the flyer.
{{CALL_INTRODUCTION}}- 'Hi, it's Monica Enloe with Shawver Group in Kansas City. Have I caught you at a bad time?'
{{REASON_FOR_CALL}}- 'I'm marketing a historic building on Main Street in Midtown that fits the kind of projects you do.'
{{PROBLEM_QUESTION}}- 'Are you looking for a character building on transit for a hotel, venue or conversion?'
{{BOOKING_PATH}}- 'Could I show you the barrel-roof hall this week or next?'
{{BRUSH_OFF_RESPONSE}}- 'Understood. May I email the flyer so you have it if plans change?'
Variables · Outreach & Openers09 · Multi-Touch Sequence
{{09_Multi_Touch_Sequence}}- The sequence has five touches over three weeks, each adding value: the flyer, a call, a demographic fact, a second call, and a closing note. The breakup message leaves the door open without pressure.
{{TOUCH_SCHEDULE}}- Day 1, 3, 7, 12, 20 (proposed).
{{TOUCH_CHANNELS}}- Email; phone; email; phone; email.
{{VALUE_PER_TOUCH}}- Flyer; conversation; Esri demographics; tour offer; closing note.
{{BREAKUP_MESSAGE}}- 'I'll stop here. If a Midtown historic building fits a future project, I'm at [phone on file].'
Variables · Outreach & Openers10 · Outreach Compliance Rules
{{10_Outreach_Compliance_Rules}}- Outreach follows CAN-SPAM for email and TCPA for calls. Only verified business emails are used, and every email includes an opt-out and the firm's identity. Sending volume is capped to protect the shared domain. No data from LinkedIn person profiles is used.
{{CONSENT_RULES}}- B2B outreach to published business contacts; honour opt-outs; no purchased personal lists.
{{OPT_OUT_HANDLING}}- Suppress immediately across all channels.
{{SENDING_LIMITS}}- Proposed: 25 new emails a day while the domain warms.
{{DATA_SOURCE_RULES}}- Company websites, Places, LinkedIn company pages, county records; no LinkedIn people scraping.
{{APPLICABLE_REGIONS}}- United States (Missouri, Kansas and other states of target companies).
Variables · Outreach & Openers11 · Outreach Performance Measures
{{11_Outreach_Performance_Measures}}- Measures are reply rate, positive reply rate, meetings booked and held, and variant comparison. No outreach has been sent yet, so there are no results. Proposed targets are set below.
{{REPLY_RATE}}- No data. Target: 5%.
{{POSITIVE_REPLY_RATE}}- No data. Target: 2%.
{{MEETINGS_BOOKED}}- No data. Target: 10 site walks in 90 days.
{{MEETINGS_HELD}}- No data.
{{VARIANT_COMPARISON}}- Historic versus streetcar angle, pending data.
Variables · Outreach & Openers12 · Meeting Handoff Note
{{12_Meeting_Handoff_Note}}- When a prospect books a site walk, the note records the trigger and angle that worked, what the prospect said and the agenda for the first meeting. The agenda walks the building, confirms the intended use and timeline, and explains what is verified and what is pending.
{{TRIGGER_USED}}- Recorded per meeting (e.g. new location announcement).
{{WINNING_ANGLE}}- Recorded per meeting (building, location, use case or trigger).
{{PROSPECT_RESPONSE}}- Recorded per meeting from the reply text.
{{FIRST_CALL_AGENDA}}- Site walk; intended use and timeline; verified versus pending facts; pricing guidance; next steps.
Variables · Subject Line & Deliverability01 · Deliverability Health Audit
{{01_Deliverability_Health_Audit}}- No campaign email has been sent for 3620 Main yet, so there is no inbox placement, bounce or complaint history to audit. The known risk is structural: the sending domain is shared, so a bad list would damage reputation for every sender on it. That is why the prospecting plan requires companies.email-verify on every address before any send. The audit therefore sets the baseline checks to run before launch rather than reporting results.
{{INBOX_PLACEMENT_SIGNALS}}- No sends yet; proposed seed test across Gmail, Outlook and Yahoo before launch.
{{BOUNCE_RATE}}- No sends yet. Target: under 2%.
{{COMPLAINT_RATE}}- No sends yet. Target: under 0.1%.
{{DOMAIN_REPUTATION}}- Shared sending domain; reputation to check in Google Postmaster Tools before launch.
{{BLOCKLIST_STATUS}}- To check sending domain and IPs against major blocklists before launch.
{{PROVIDER_TRENDS}}- No data yet.
Variables · Subject Line & Deliverability02 · Sender Authentication Setup
{{02_Sender_Authentication_Setup}}- Before outreach begins, the sending domain needs SPF, DKIM and DMARC in place and aligned. Because the main domain is shared, a dedicated sending subdomain for prospecting is proposed, which isolates any reputation damage. Bulk-style sends need one-click unsubscribe headers. Prospecting and transactional streams stay separate.
{{SPF_RECORD}}- To verify an SPF record authorizing the sending service for the domain in use.
{{DKIM_ALIGNMENT}}- To enable DKIM signing aligned with the From domain.
{{DMARC_POLICY}}- Proposed: start at p=none with reporting, move to quarantine once clean.
{{SENDING_SUBDOMAIN}}- Proposed: a dedicated prospecting subdomain of shawvergroup.com (to confirm with the firm).
{{ONE_CLICK_UNSUBSCRIBE}}- Add List-Unsubscribe and List-Unsubscribe-Post headers.
{{STREAM_SEPARATION}}- Prospecting separate from day-to-day broker email.
Variables · Subject Line & Deliverability03 · List Hygiene Rules
{{03_List_Hygiene_Rules}}- Only business addresses published by companies or captured from inquiries enter the list, and each is verified before use. Hard bounces are suppressed at once; soft bounces after three attempts. Contacts inactive for six months are suppressed. Role addresses such as info@ are used only when no named contact exists.
{{PERMISSION_CAPTURE}}- B2B contacts from company websites; inquiry form consent for inbound leads.
{{CONFIRMATION_POLICY}}- No double opt-in for B2B prospecting; verify addresses with companies.email-verify.
{{BOUNCE_HANDLING}}- Hard bounce: suppress immediately. Soft bounce: suppress after three.
{{INACTIVE_SUPPRESSION}}- Suppress after 6 months without engagement (proposed).
{{ROLE_ADDRESS_POLICY}}- Use info@ or similar only when no named contact exists.
{{CONSENT_RECORDS}}- Store source page, date and verification result per address.
Variables · Subject Line & Deliverability04 · Sending Cadence And Volume Plan
{{04_Sending_Cadence_And_Volume_Plan}}- Sending starts small and grows as the domain proves healthy. Week one caps at 25 new contacts a day, rising to 50 by week three if bounces stay under 2%. Engaged contacts receive the full sequence; unengaged ones drop to a monthly update. There is no peak season, but the ballpark district decision could justify a one-off update.
{{SEGMENT_CADENCE}}- Active sequence: 3 emails in 3 weeks. Nurture: monthly.
{{ENGAGEMENT_TIERS}}- Engaged (replied or clicked); passive (opened); cold (no activity).
{{WARM_UP_STEPS}}- Week 1: 25/day; week 2: 35/day; week 3: 50/day, if bounces under 2% (proposed).
{{VOLUME_LIMITS}}- Max 50 new contacts a day (proposed).
{{PEAK_SEASON_PLAN}}- No seasonal peak; one-off update when the ballpark district is decided.
Variables · Subject Line & Deliverability05 · Subject Line Principles
{{05_Subject_Line_Principles}}- Subject lines name the building or the use and stay under 50 characters. They read like a broker's note, not an ad, and never overpromise. Personalization is limited to company or use case. What the subject promises, the email delivers in its first line.
{{LENGTH_GUIDELINE}}- Under 50 characters.
{{CLARITY_RULES}}- Name the property or the use case; no vague teasers.
{{VOICE_RULES}}- Plain, factual, broker-to-principal.
{{PERSONALISATION_RULES}}- Company name or use case only; no personal details.
{{PROMISE_MATCH_RULE}}- First line delivers what the subject says.
{{BANNED_TACTICS}}- Fake 'RE:' or 'FWD:'; all caps; false urgency; unverified statistics.
Variables · Subject Line & Deliverability06 · Subject Line Formula Library
{{06_Subject_Line_Formula_Library}}- Four angles cover most sends: property, use case, location and question. Each has a template and a best-fit email. Urgency is used only when real, such as a price change or an open house date.
{{SUBJECT_ANGLES}}- Property; use case; location; question.
{{ANGLE_TEMPLATES}}- Property: 'Historic [building] for sale on Main'. Use case: '[Use] opportunity in Midtown KC'. Location: 'Between two KC streetcar stops'. Question: 'Looking at historic buildings in KC?'
{{ANGLE_EMAIL_FIT}}- Property and location: first touch. Use case: second touch. Question: follow-up.
{{URGENCY_RULES}}- Only for real dates (open house, price change).
Variables · Subject Line & Deliverability07 · Subject And Preview Pairs
{{07_Subject_And_Preview_Pairs}}- The preferred pair for the first touch is 'Historic barrel-roof building for sale, Midtown KC' with preview 'Two buildings, ~65 spaces, between two streetcar stops.' Alternatives test use-case and location angles. Previews add one fact the subject does not.
{{SUBJECT_OPTIONS}}- 'Historic barrel-roof building for sale, Midtown KC'; 'Boutique hotel candidate on the KC streetcar'; 'Between two streetcar stops: 3620 Main'.
{{PREVIEW_TEXT_OPTIONS}}- 'Two buildings, ~65 spaces, between two streetcar stops.'; '±26,000 SF historic hall plus demisable street-front space.'
{{ANGLES_USED}}- Property; use case; location.
{{PREFERRED_PAIR}}- 'Historic barrel-roof building for sale, Midtown KC' / 'Two buildings, ~65 spaces, between two streetcar stops.'
Variables · Subject Line & Deliverability08 · Sender Name And From Strategy
{{08_Sender_Name_And_From_Strategy}}- Emails come from a person, not the firm: 'Monica Enloe, Shawver Group'. The From address uses the prospecting subdomain once set up, with replies routed to her monitored inbox, [email on file] Stream names make it clear which emails are prospecting and which are day-to-day.
{{SENDER_NAMES}}- Monica Enloe, Shawver Group.
{{FROM_ADDRESSES}}- Proposed: monica@ on the prospecting subdomain (to set up).
{{STREAM_CONVENTIONS}}- Prospecting on subdomain; day-to-day from [email on file]
{{REPLY_TO_HANDLING}}- Reply-To: [email on file]
Variables · Subject Line & Deliverability09 · Subject Line Testing Plan
{{09_Subject_Line_Testing_Plan}}- The first test compares the property angle with the location angle on the first touch. Each variant goes to at least 100 verified contacts, split randomly within segment. The winner is chosen on reply rate, not opens, over 14 days. Results go into a learning log.
{{TEST_HYPOTHESES}}- Property-angle subjects earn more replies from hotel and venue operators than location-angle subjects.
{{TEST_DESIGN}}- Random 50/50 split within segment on first touch.
{{SAMPLE_SIZE}}- At least 100 verified contacts per variant (proposed).
{{WINNER_METRIC}}- Reply rate.
{{TEST_DURATION}}- 14 days.
{{LEARNING_LOG}}- Logged in the console with date, variants, sample and result (none yet).
Variables · Subject Line & Deliverability10 · Pre-Send Deliverability Checklist
{{10_Pre_Send_Deliverability_Checklist}}- Every send passes six checks: authentication aligned, suppression list applied, link domains matching the sender, a balanced text-to-image ratio, a working unsubscribe, and a seed test. The flyer is linked rather than attached to keep messages light. A failed check stops the send.
{{AUTH_CHECK}}- SPF, DKIM and DMARC pass for the sending domain.
{{SUPPRESSION_CHECK}}- Opt-outs, bounces and excluded parties removed.
{{LINK_DOMAIN_CHECK}}- Links point to shawvergroup.com or the listing page; no link shorteners.
{{CONTENT_BALANCE_CHECK}}- Mostly text; one image at most; flyer linked, not attached.
{{UNSUBSCRIBE_CHECK}}- Opt-out line and header work.
{{SEED_TEST_CHECK}}- Seed inboxes receive in primary inbox.
Variables · Subject Line & Deliverability11 · Deliverability Monitoring Dashboard
{{11_Deliverability_Monitoring_Dashboard}}- A small dashboard in the console tracks delivery rate, bounce trend, complaint rate, domain reputation and clicks by provider. Alerts fire on bounce above 2% or complaints above 0.1%, and pause sending until reviewed. There is no data yet.
{{DELIVERY_RATE}}- No data. Target: 98%.
{{BOUNCE_RATE_TREND}}- No data; tracked daily.
{{COMPLAINT_RATE_THRESHOLD}}- 0.1% (pause at breach).
{{REPUTATION_TREND}}- No data; from Google Postmaster Tools.
{{CLICK_RATE_BY_PROVIDER}}- No data.
{{ALERT_THRESHOLDS}}- Bounce above 2% or complaints above 0.1%: pause and review.
Variables · LinkedIn Ads Campaign01 · Campaign Objective Brief
{{01_Campaign_Objective_Brief}}- The campaign puts 3604-3614 and 3620 Main Street in front of decision-makers at hotel, development, venue and restaurant companies through a LinkedIn matched audience built from Shawver Group's verified company list. It exists because the prospecting plan forbids scraping LinkedIn people profiles. The objective is qualified inquiries and tours. No budget or dates are on record, so both are Proposed, and the LinkedIn account is not yet connected.
{{BUSINESS_GOAL}}- Qualified buyer inquiries, tours and a letter of intent for 3604-3614 and 3620 Main Street.
{{CAMPAIGN_OBJECTIVE}}- Awareness first, then website visits and lead generation toward flyer downloads and tour requests.
{{FLIGHT_DATES}}- Proposed: 90 days from launch, reviewed monthly; launch follows listing-page publication and LinkedIn account connection.
{{PRIMARY_RESULT_MEASURE}}- Qualified inquiries and tours; Target: 10 tours and 1 letter of intent in 90 days (proposed, no baseline).
Variables · LinkedIn Ads Campaign02 · Audience Discovery Questions
{{02_Audience_Discovery_Questions}}- The audience is the senior people who decide on property at boutique hotel operators, adaptive-reuse and multifamily developers, event venue operators, restaurant and retail groups, and historic tax-credit consultants. Functions are development, real estate, business development and ownership. Geography is Kansas City first, then Missouri and the region for hotel and conversion developers. The key account list is the verified prospect list, which holds 1,078 researched prospects.
{{TARGET_JOB_FUNCTIONS}}- Real estate; business development; operations; finance for developers; architecture and historic preservation for consultants.
{{TARGET_SENIORITY}}- Owner, partner, CXO, VP, director.
{{TARGET_INDUSTRIES}}- Hospitality; real estate development; construction and architecture; events and entertainment; restaurants; retail.
{{COMPANY_SIZE_RANGE}}- Proposed: 2 to 1,000 employees; boutique operators and regional developers rather than large national chains.
{{KEY_ACCOUNT_LIST}}- Shawver Group's prospect list of 1,078 researched companies, filtered by buyer thesis and verified before upload.
Variables · LinkedIn Ads Campaign03 · Audience Targeting Profile
{{03_Audience_Targeting_Profile}}- Targeting is the matched company list, narrowed by seniority and function to people who decide on property, with Kansas City and regional geography. Website visitors are added as a retargeting audience once the Insight Tag is installed. Parties to the listing, opted-out companies and competing brokerages are excluded. Audience size is a Target of at least 300 matched companies, since LinkedIn needs a minimum match before delivery.
{{INCLUDED_FACETS}}- Matched company list; seniority owner to director; functions real estate, business development, operations; Kansas City and regional locations.
{{EXCLUDED_FACETS}}- Parties to the listing; opted-out companies; competing brokerages; LinkedIn people profiles are never scraped.
{{AUDIENCE_SIZE_TARGET}}- Target: at least 300 matched companies; LinkedIn minimum audience of 300 members to deliver.
{{TARGETING_RATIONALE}}- A company list reaches the firms that can execute a historic redevelopment, and role filters reach decision-makers without collecting profiles.
Variables · LinkedIn Ads Campaign04 · Matched Audience Plan
{{04_Matched_Audience_Plan}}- The matched audience is a company list uploaded from the verified prospect table, segmented by buyer thesis. Website retargeting follows once the Insight Tag is on the listing page, and contact uploads are limited to business emails that have passed verification and have no opt-out. Funnel use moves from broad company matches to retargeting after a click or flyer download. Retention windows are Proposed at 90 days.
{{WEBSITE_RETARGETING_RULES}}- Proposed: visitors to the listing page for 90 days; flyer downloaders for 30 days.
{{CONTACT_LIST_SOURCES}}- Verified business emails from the prospect table, after email verification and suppression-list check; no purchased lists.
{{ACCOUNT_LIST_PLAN}}- Segment the 1,078 prospects into hotel and conversion developers, venue operators, restaurant groups and consultants; upload each as its own company list.
{{AUDIENCE_FUNNEL_USE}}- Company matches see awareness ads; engagers and site visitors see the tour invitation; converted or opted-out contacts are excluded.
{{RETENTION_WINDOWS}}- Proposed: website visitors 90 days; video viewers 30 days; flyer downloaders 30 days.
Variables · LinkedIn Ads Campaign05 · Ad Format Selection
{{05_Ad_Format_Selection}}- Single-image ads carry the three variants, and a Lead Gen Form offers the flyer and tour request. A short interior walk-through video is proposed for awareness once footage exists. Document ads can preview the flyer for consideration. Conversation Ads are excluded at launch because outreach is handled by Monica Enloe by email and phone.
{{RECOMMENDED_FORMATS}}- Single-image ad; Lead Gen Form; document ad with flyer preview; proposed walk-through video.
{{FORMAT_ROLES}}- Single image: one idea and one fact. Lead form: flyer and tour request. Document: flyer preview for consideration. Video: the barrel-roof hall.
{{CONVERSATION_AD_USE}}- Not used at launch; revisit if lead volume supports a dedicated conversation flow.
{{EXCLUDED_FORMAT}}- Conversation Ads and text ads at launch.
Variables · LinkedIn Ads Campaign06 · Budget and Bidding Strategy
{{06_Budget_and_Bidding_Strategy}}- The budget is not in any source and is Proposed as a modest test to be agreed with the firm before launch, with a planning figure of $25 per day for two weeks. The three variants share the budget equally for two weeks, then spend moves to the lowest cost per qualified inquiry. Bidding starts on maximum delivery and moves to a cost cap once cost per inquiry is known. Pacing is reviewed weekly.
{{TOTAL_BUDGET}}- Proposed: to set with the firm; planning figure $25 per day for 14 days ($350) for the first test.
{{BUDGET_SPLIT}}- Proposed: one third to each of three ad variants for two weeks, then shift to the best cost per qualified inquiry.
{{BID_STRATEGY}}- Maximum delivery to start; move to a cost cap once cost per inquiry is known.
{{BID_ADJUSTMENT_RULE}}- Proposed: lower budget on any variant with cost per qualified inquiry 30% worse than the best after two weeks.
{{PACING_PLAN}}- Even daily delivery; weekly check against spend; first review after 14 days.
Variables · LinkedIn Ads Campaign07 · Sponsored Content Copy
{{07_Sponsored_Content_Copy}}- Copy is short and factual, led by the building's character, location and flexibility. Three variants test the historic hall, the streetcar location and the flexible-use message. Each ends with a tour or flyer call to action and attributes or omits any unverified flyer claim. Price is not stated because the listing says Call for Pricing.
{{INTRO_TEXT_VARIATIONS}}- A: A historic barrel-roof building on KC's streetcar line. For sale. / B: Two streetcar stops. Two buildings. One Midtown redevelopment. / C: Boutique hotel, venue or apartments: 3620 Main is ready for your plan.
{{HEADLINE_OPTIONS}}- For Sale: Historic Redevelopment in Midtown KC; Barrel-Roof Hall with Skylights; Two Buildings and a 65-Space Lot.
{{CTA_CHOICE}}- Download for the flyer; Learn More for the listing page; Request Quote is avoided because pricing is by call.
{{MESSAGE_ANGLES}}- Historic character; streetcar transit, two stops within 800 m (verified); demisable space; rear parking; flexible use.
Variables · LinkedIn Ads Campaign08 · Conversation Ads Script
{{08_Conversation_Ads_Script}}- Conversation Ads are not part of the launch plan because outreach runs through email and phone from the listing broker. If used later, the sender would be Monica Enloe and the script would branch by intended use. The draft below is held for review and requires consent for the sender profile. Represented buyers are routed to their broker.
{{OPENING_MESSAGE}}- Hello, I am Monica Enloe with Shawver Group. 3604-3620 Main Street in Midtown is for sale: a historic barrel-roof building, a second demisable building and a rear lot. What use are you considering?
{{BUTTON_OPTIONS}}- Hotel or lodging; Residential conversion; Event venue; Restaurant or retail.
{{REPLY_PATHS}}- Each button sends the matching use-case message and the flyer; all paths end with a tour offer.
{{FINAL_CALL_TO_ACTION}}- Request the flyer or book a tour with the listing broker.
{{MESSAGE_SENDER}}- Monica Enloe, listing broker; LinkedIn sender profile and consent to be confirmed.
Variables · LinkedIn Ads Campaign09 · Conversion Tracking Setup
{{09_Conversion_Tracking_Setup}}- Tracking installs the Insight Tag on the listing page, with conversion events for flyer downloads, tour requests and form completions. UTM parameters identify the ad variant and audience segment, and the console records each inquiry's source. The LinkedIn account is not yet connected and the tag ID is not set, so both are launch gates. Attribution windows and conversion values are Proposed.
{{INSIGHT_TAG_PLACEMENT}}- Listing page on shawvergroup.com and the flyer download page, after consent; tag ID pending.
{{CONVERSION_EVENTS}}- Flyer download; tour request; Lead Gen Form completion; pricing request.
{{ATTRIBUTION_WINDOWS}}- Proposed: 30-day click, 7-day view.
{{UTM_PARAMETERS}}- utm_source=linkedin; utm_medium=paid; utm_campaign=main_hotel, main_developer, main_venue, main_restaurant; utm_content=variant A, B or C.
{{CONVERSION_VALUES}}- Proposed: no dollar values; count tours and qualified inquiries, and record the letter of intent separately.
Variables · LinkedIn Ads Campaign10 · Testing and Optimisation Plan
{{10_Testing_and_Optimisation_Plan}}- Tests compare the historic-hall, streetcar and flexible-use messages, one variable at a time. Each variant needs 2,000 impressions before judgment, and the measure is cost per qualified inquiry with click-through and flyer downloads as supporting signals. The minimum run is 14 days. Variants 30% worse than the best are paused and creative is refreshed every four weeks.
{{TEST_VARIABLES}}- Message: historic hall versus streetcar versus flexible use; later, image versus video.
{{TEST_MEASURES}}- Cost per qualified inquiry; click-through rate; flyer downloads; tour requests.
{{MINIMUM_RUN_LENGTH}}- 14 days and 2,000 impressions per variant (proposed).
{{PAUSE_SCALE_RULES}}- Pause a variant with cost per qualified inquiry 30% worse than the best after 14 days; scale the best within the agreed budget.
Variables · LinkedIn Ads Campaign11 · Campaign Launch Checklist
{{11_Campaign_Launch_Checklist}}- Before launch the flyer claims are attributed or removed, the listing page is live with the Insight Tag, and the LinkedIn account is connected with consent. Targeting checks confirm the matched list is verified and exclusions applied. Budget, creative and link checks follow, and Monica Enloe approves the launch. Email outreach remains gated on verified addresses.
{{TARGETING_CHECKS}}- Company list verified and uploaded; seniority and geography set; exclusions applied; matched audience at or above 300.
{{BUDGET_CHECKS}}- Budget and end date agreed with the firm; equal split across three variants; daily cap set.
{{CREATIVE_CHECKS}}- Flyer claims attributed or removed; renderings labelled conceptual; logo and navy brand band correct; no price stated.
{{LINK_TRACKING_CHECKS}}- UTM tags on every link; Insight Tag fires; form leads sync to the console with source.
{{LAUNCH_APPROVER}}- Monica Enloe
Variables · LinkedIn Ads Campaign12 · Campaign Performance Report
{{12_Campaign_Performance_Report}}- No results exist because the campaign has not launched and the LinkedIn account is not connected. The first report is due 30 days after launch and will cover delivery, cost per result, audience findings and creative findings against the 90-day targets. It goes to Monica Enloe and the seller. Sections below hold the structure and no findings.
{{DELIVERY_RESULTS}}- Pending launch; will report impressions, clicks and spend by variant.
{{COST_PER_RESULT}}- Pending data; cost per qualified inquiry and per tour once tours are attributed.
{{AUDIENCE_FINDINGS}}- Pending data; which buyer segments and roles click and inquire.
{{CREATIVE_FINDINGS}}- Pending data; first test is historic-hall versus streetcar messaging.
{{RECOMMENDED_CHANGES}}- Pending data; proposed first change is to move budget to the best variant after 14 days.
Variables · Actionable Insights Generation01 · Decision Context
{{01_Decision_Context}}- Four decisions are pending on the 3620 Main listing: which buyer segment to lead with, whether to approach block owners about assemblage, which flyer claims to keep in public copy, and whether to invest in floor plans and a video. Decision owners are Monica Enloe and the seller. The evidence threshold is a verified source for any public claim and at least one prospect signal for any segment choice. Decisions are due before the campaign launches.
{{PENDING_DECISIONS}}- Lead segment; assemblage outreach; public treatment of unverified claims; investment in floor plans and video.
{{DECISION_OWNERS}}- Monica Enloe; the seller (3620 Main Street Venture LLC).
{{DECISION_DEADLINES}}- Before campaign launch (proposed).
{{OPTIONS_CONSIDERED}}- Lead with hotel operators or developers; approach block owners or not; keep, attribute or drop each unverified claim.
{{EVIDENCE_THRESHOLD}}- Verified source for public claims; prospect signal for segment choice.
Variables · Actionable Insights Generation02 · Evidence Inventory
{{02_Evidence_Inventory}}- The evidence base is the flyer, the county parcel data for 20 block parcels, the Google layers collected in September 2026, the Esri demographics and the prospect database. Sample sizes are known for the research: 246 geocoded parcels, 1,078 prospects, 40 businesses swept, 86 cited links. There is no market data, no buyer feedback and no outreach result yet.
{{EVIDENCE_SOURCES}}- Flyer; Jackson County GIS; Google Places, transit and solar layers; Esri demographics; prospect database.
{{SOURCE_METHODS}}- Document review; public-record lookup; API collection; place sweeps.
{{SAMPLE_SIZES}}- 246 parcels geocoded; 20 block parcels profiled; 1,078 prospects; 40 businesses swept; 86 cited links.
{{RELIABILITY_RATINGS}}- County and Google: high. Esri: high. Flyer claims: low until verified.
{{EVIDENCE_GAPS}}- Market comparables; buyer feedback; outreach results; condition report.
Variables · Actionable Insights Generation03 · Observation Extraction
{{03_Observation_Extraction}}- Observations from the data: almost every parcel on the 36th and Main block is absentee-owned; two LLCs each hold two parcels; the subject parcels show zero 2024 assessed value; the streetcar stops are confirmed within 800 m; and the trade area has 350,515 people within 15 minutes. Weaker observations include the flyer's ridership and redevelopment figures and the inferred link between the owner's mailing address and a local business.
{{OBSERVATIONS}}- Block is mostly absentee-owned; common holders on several parcels; subject parcels show zero value; streetcar access verified; dense trade area.
{{OBSERVATION_SOURCES}}- County 2024 roll; transit layer; Esri via flyer.
{{CORROBORATED_OBSERVATIONS}}- Streetcar stops (transit layer and flyer); owner of record (county, both parcels).
{{WEAK_OBSERVATIONS}}- Ridership 300,000+/month; $4B+ redevelopment; owner mailing-address link (confidence 0.4).
Variables · Actionable Insights Generation04 · Pattern And Theme Synthesis
{{04_Pattern_And_Theme_Synthesis}}- Three themes emerge. The block is consolidating, which makes assemblers a buyer group alongside operators. The asset's strongest verified case is transit plus character, not the ballpark, which is still uncertain. And the facts buyers most need, areas and incentive eligibility, are the least verified. Segment differences show hotel and venue buyers caring about character while developers care about incentives.
{{THEMES}}- Block consolidation; transit plus character as the core case; verification gap on key facts.
{{THEME_OBSERVATIONS}}- Common holders and absentee owners; verified stops; zero county values and unverified incentives.
{{SEGMENT_DIFFERENCES}}- Hotel/venue: character first. Developers: incentives first. Restaurants: frontage and population.
{{TRENDS_OVER_TIME}}- No time series in sources.
{{CONTRADICTIONS}}- Flyer areas versus county zero values.
Variables · Actionable Insights Generation05 · Insight Statements
{{05_Insight_Statements}}- Insight one: the fastest route to credibility is to verify the incentive and area claims, because they are what developers underwrite. Insight two: the block's absentee and common ownership means an assemblage buyer may value the site more than a single operator. Insight three: the verified streetcar case can carry the campaign without relying on the contested ballpark. Each links to a pending decision.
{{INSIGHT_STATEMENTS}}- Verify incentives and areas first; assemblage buyers may pay most; lead with transit and character, not the ballpark.
{{UNDERLYING_REASONS}}- Developers underwrite credits and areas; consolidated blocks carry a premium; the ballpark site was contested at the flyer date.
{{OPPORTUNITIES}}- SHPO/NPS register check; outreach to LLC block owners; streetcar-led creative.
{{DECISION_LINKS}}- Claims treatment; assemblage outreach; lead segment and creative.
Variables · Actionable Insights Generation06 · Implication Mapping
{{06_Implication_Mapping}}- Marketing should rewrite public copy to attribute unverified claims and lead with verified transit. Research should run the register check and count parking from aerials. Brokerage should add block owners to outreach. These confirm the plan's use-case list and challenge the flyer's reliance on the ballpark and ridership figures.
{{FUNCTIONAL_IMPLICATIONS}}- Marketing: attribute claims. Research: register check, parking count. Brokerage: block-owner outreach.
{{INFORMED_DECISIONS}}- Claims treatment; lead segment; assemblage outreach.
{{PLAN_CHALLENGES}}- Flyer's emphasis on ballpark and ridership.
{{PLAN_CONFIRMATIONS}}- Use-case list; block-assemblage thesis.
Variables · Actionable Insights Generation07 · Recommended Actions
{{07_Recommended_Actions}}- Recommended actions: run the NPS and Missouri SHPO register check; count parking from aerial imagery; attribute or remove the unverified flyer claims; send letters to LLC block owners; run the email-verify step and launch outreach led by the transit-and-character message. Owners and effort are set for each. Expected outcomes are more credible diligence and a wider buyer pool.
{{ACTIONS}}- Register check; parking count; claims rewrite; block-owner letters; email-verify and outreach launch.
{{ACTION_OWNERS}}- Research: Intelligent Operations. Claims rewrite and letters: Monica Enloe.
{{EXPECTED_OUTCOMES}}- Resolved key claims; credible copy; assemblage conversations; first tours.
{{ACTION_EFFORT}}- Register check: low. Parking count: low. Claims rewrite: low. Letters: medium. Outreach launch: medium.
{{FIRST_STEPS}}- Run the register search for 3620 Main; count spaces on the site aerial.
Variables · Actionable Insights Generation08 · Confidence And Risk Assessment
{{08_Confidence_And_Risk_Assessment}}- Confidence is high in the transit and ownership observations and low in anything drawn from unverified flyer claims. Key assumptions are that buyers value transit and that block owners are open to selling. An alternative explanation for zero county values is a pending re-plat rather than any issue with the parcels. The main risk is losing momentum if verification finds a claim false.
{{CONFIDENCE_RATINGS}}- Transit: high. Ownership: high. Assemblage thesis: medium. Incentives: low.
{{KEY_ASSUMPTIONS}}- Buyers value transit; block owners open to offers; incentives available.
{{ALTERNATIVE_EXPLANATIONS}}- Zero county value from recent consolidation or re-plat rather than a defect.
{{ACTION_RISKS}}- A claim found false after publication; outreach to block owners seen as intrusive.
{{DISCONFIRMING_EVIDENCE}}- Register check negative; block owners uninterested; low replies from hotel segment.
Variables · Actionable Insights Generation09 · Action Prioritisation
{{09_Action_Prioritisation}}- Scored on impact, confidence and effort, the register check and claims rewrite rank first, the parking count and outreach launch second, and block-owner letters third. Now: register check and claims rewrite. Next: parking count and outreach. Later: assemblage letters and video.
{{IMPACT_SCORES}}- Register check 5; claims rewrite 4; outreach 5; parking count 3; letters 3 (1-5, proposed).
{{CONFIDENCE_SCORES}}- Register check 4; claims rewrite 5; outreach 3; parking count 5; letters 2.
{{EFFORT_SCORES}}- Register check 1; claims rewrite 1; outreach 3; parking count 1; letters 2.
{{PRIORITY_RANKING}}- 1. Claims rewrite; 2. Register check; 3. Parking count; 4. Outreach launch; 5. Block-owner letters.
{{NOW_NEXT_LATER}}- Now: claims rewrite, register check. Next: parking count, outreach. Later: letters, video.
Variables · Actionable Insights Generation10 · Insight Brief
{{10_Insight_Brief}}- Headline: the 3620 Main campaign should lead with what is verified, transit and character, while closing the gaps developers will ask about first. Supporting insights are the block's consolidation and the uncertainty around the ballpark. Evidence is the county roll, the transit layer and the Esri report. Decisions requested are approval of the claims rewrite and of block-owner outreach.
{{HEADLINE_INSIGHT}}- Lead with verified transit and character; close the incentive and area gaps first.
{{SUPPORTING_INSIGHTS}}- Block is consolidating; ballpark is upside, not base case.
{{EVIDENCE_SUMMARIES}}- Two stops within 800 m; 20-parcel block mostly absentee; 350,515 people within 15 minutes (Esri).
{{PRIORITISED_ACTIONS}}- Claims rewrite; register check; parking count; outreach launch; letters.
{{DECISIONS_REQUESTED}}- Approve claims rewrite; approve block-owner outreach.
Variables · Actionable Insights Generation11 · Insight Impact Tracking
{{11_Insight_Impact_Tracking}}- Impact is tracked through claims resolved, qualified inquiries and tours, and block-owner responses. Baselines are zero at launch, with one of seven claims verified. Reviews are set at 30 and 90 days. Learnings are recorded in the console.
{{OUTCOME_METRICS}}- Claims resolved; qualified inquiries; tours; block-owner replies.
{{BASELINES}}- Claims verified: 1 of 7. Inquiries, tours, replies: 0 at launch.
{{EXPECTED_CHANGE}}- Target: all 7 claims resolved and 10 tours within 90 days.
{{REVIEW_DATES}}- 30 and 90 days after launch.
{{RECORDED_LEARNINGS}}- None yet.
Variables · Dashboard Specification01 · Dashboard Users and Questions
{{01_Dashboard_Users_and_Questions}}- The Property Playbook console already gives Shawver Group eleven views for 3620 Main, from Context and Record to Prospects, Map and Next Best Action. The campaign dashboard adds a single summary page on top. Its users are Monica Enloe, who checks it daily, and the seller, who reviews it weekly. Their questions are how many qualified buyers are engaged, which segments respond, and which claims are still open.
{{USER_GROUPS}}- Listing broker (Monica Enloe); seller; Intelligent Operations research team.
{{RECURRING_QUESTIONS}}- How many qualified buyers are engaged; which segments respond; how many tours are booked; which claims remain unverified.
{{VIEWING_FREQUENCY}}- Broker: daily. Seller: weekly. Research: after each run.
{{DECISIONS_TAKEN}}- Which prospects to call; which segment to push; when to update copy.
{{CURRENT_TOOLS}}- Property Playbook console (Context, Record, Ownership, Trade area, Prospects, Gallery & links, Scrape plan, Action Library, Next Best Action, Map, Sources).
Variables · Dashboard Specification02 · Dashboard Purpose Statement
{{02_Dashboard_Purpose_Statement}}- The dashboard exists so the listing broker can see in one screen whether the campaign is producing qualified buyers for 3620 Main and what to do next. It is an operational dashboard, updated daily. It does not replace the console's research views or show individual owners' details. Financial underwriting is out of scope.
{{PRIMARY_USER}}- Monica Enloe, listing broker.
{{CORE_QUESTION}}- Is the campaign producing qualified buyers, and what should happen next?
{{DASHBOARD_TYPE}}- Operational.
{{OUT_OF_SCOPE}}- Financial underwriting; individual owner details; other listings.
Variables · Dashboard Specification03 · Metric Definitions
{{03_Metric_Definitions}}- Metrics are defined once and owned. Prospects engaged counts distinct companies with a reply, click or download. Qualified buyers count companies meeting the handoff criteria. Tours count held site walks. Claims verified counts flyer claims marked verified. Verified email share is verified addresses over sequenced contacts.
{{METRIC_NAMES}}- Prospects engaged; qualified buyers; tours; LOIs; claims verified; verified email share.
{{BUSINESS_DEFINITIONS}}- Engaged: replied, clicked or downloaded. Qualified: meets handoff criteria. Tour: site walk held. Claim verified: primary source recorded.
{{CALCULATION_LOGIC}}- Distinct company counts; verified email share = verified / sequenced.
{{FILTERS_AND_EXCLUSIONS}}- Exclude opted-out and parties to the listing; only property kc-3620-main.
{{METRIC_GRAIN}}- Company per day.
{{METRIC_OWNERS}}- Engagement and tours: Monica Enloe. Data metrics: Intelligent Operations.
Variables · Dashboard Specification04 · Data Source Mapping
{{04_Data_Source_Mapping}}- Data comes from the tenant's own Postgres behind the console: prospects, contacts, events and claims tables, plus LinkedIn campaign stats once connected. Joins use prospect id and property id. Transformations roll events up to company per day. Refresh is hourly for outreach and daily for ads.
{{SOURCE_SYSTEMS}}- Shawver Group Property Playbook Postgres; LinkedIn Campaign Manager (once connected); email sending service.
{{SOURCE_TABLES}}- prospects; contacts; events; claims; tours (proposed).
{{JOIN_KEYS}}- prospect_id; property_id (kc-3620-main).
{{TRANSFORMATIONS}}- Roll events to company per day; classify by segment.
{{REFRESH_FREQUENCY}}- Outreach hourly; ads daily.
Variables · Dashboard Specification05 · Layout and Visual Hierarchy
{{05_Layout_and_Visual_Hierarchy}}- The top row shows five KPI tiles: engaged, qualified, tours, LOIs and claims verified. Below, a trend panel shows weekly engagement by segment. A breakdown panel shows channel and segment performance. A detail table lists qualified buyers with next step. Charts are simple bars and lines in the brand navy and blue.
{{KPI_TILES}}- Engaged; qualified; tours; LOIs; claims verified (of 7).
{{TREND_PANELS}}- Weekly engaged prospects by segment.
{{BREAKDOWN_PANELS}}- Engagement by channel; qualified by segment.
{{DETAIL_TABLES}}- Qualified buyers with segment, last touch, next step.
{{CHART_TYPE_CHOICES}}- Bars for breakdowns; lines for trends; navy #09325f and blue #6b9cd0.
Variables · Dashboard Specification06 · Filters and Interactions
{{06_Filters_and_Interactions}}- Global filters are date range, segment and channel. The default view is the last 30 days, all segments. Clicking a segment filters the page; clicking a buyer opens the prospect record in the console. Filters apply across panels.
{{GLOBAL_FILTERS}}- Date range; segment; channel.
{{DEFAULT_STATE}}- Last 30 days, all segments.
{{DATE_CONTROLS}}- Preset 7, 30, 90 days and custom.
{{DRILL_PATHS}}- Tile to detail table; buyer row to console prospect record.
{{CROSS_FILTER_RULES}}- Segment and channel selections filter every panel.
Variables · Dashboard Specification07 · Thresholds and Alerts
{{07_Thresholds_and_Alerts}}- Targets from the campaign plan drive status colours: ten tours and one LOI in 90 days, all seven claims resolved. Tiles show on-track, watch or off-track. Alerts go to Monica Enloe when a qualified buyer is waiting more than a day, or when email bounces pass 2%.
{{METRIC_TARGETS}}- Tours: 10 in 90 days. LOIs: 1. Claims verified: 7 of 7. Bounce: under 2%.
{{STATUS_THRESHOLDS}}- On track: at or above pro-rata target. Watch: within 20%. Off track: more than 20% behind.
{{STATUS_MARKERS}}- Text labels plus navy, amber and red markers.
{{ALERT_RULES}}- Qualified buyer uncontacted over 24 hours; bounce above 2%; complaint above 0.1%.
{{ALERT_RECIPIENTS}}- Monica Enloe; Intelligent Operations for data alerts.
Variables · Dashboard Specification08 · Access and Governance
{{08_Access_and_Governance}}- The dashboard sits behind the console's shared sign-in. The broker and the research team can view and edit; the seller can view. Rows are limited to the one allowlisted property, so excluded properties such as the Vault Building never appear. The research team owns the dashboard, and changes go through a request.
{{VIEWER_ROLES}}- Seller; listing broker; research team.
{{EDITOR_ROLES}}- Intelligent Operations research team.
{{ROW_LEVEL_RESTRICTIONS}}- Only allowlisted property kc-3620-main.
{{DASHBOARD_OWNER}}- Intelligent Operations research team.
{{CHANGE_PROCESS}}- Change request from the broker; reviewed and shipped by the owner.
Variables · Dashboard Specification09 · Acceptance Test Plan
{{09_Acceptance_Test_Plan}}- Before launch, tile counts are reconciled with database queries, filters and drill paths are clicked through, and load time is checked. Monica Enloe walks through a normal morning's use and signs off.
{{RECONCILIATION_TESTS}}- Tile counts match direct queries on prospects and events.
{{INTERACTION_TESTS}}- Every filter and drill path works and cross-filters.
{{PERFORMANCE_CHECKS}}- Page loads in under 3 seconds.
{{USER_WALKTHROUGH}}- Monica Enloe runs the daily review scenario.
{{OWNER_SIGN_OFF}}- Monica Enloe and the research lead.
Variables · Dashboard Specification10 · Adoption and Usefulness Measures
{{10_Adoption_and_Usefulness_Measures}}- Adoption is measured by active viewers, view frequency and which panels are used. Alert response time shows whether the dashboard drives action. Feedback is collected from the broker monthly. No usage data exists yet.
{{ACTIVE_VIEWERS}}- No data yet. Target: broker viewing on most business days.
{{VIEW_FREQUENCY}}- No data yet.
{{PANEL_USAGE}}- No data yet.
{{ALERT_RESPONSE}}- Target: qualified-buyer alerts handled within one business day.
{{USER_FEEDBACK}}- Monthly check-in with Monica Enloe (proposed).
Screens were captured from Shawver Group’s own site and tenant console on 2026-09-30, with personal data blurred. Variable values are the structured outputs of its prompt libraries, marked Provisional in its console until the client confirms them.