Building the reputation we want
Branding
Goal Reputations
Brand Touchpoints
Avatars
Public — who we build reputation with
Sydney Carter
28 · HOUThinks architecture is cool, knows nothing about it.
Professional — who we sell to
David Henderson
Pastor · 45Goal: family-centered church community. Fears: wasted resources.
Kevin Gray
Developer · 52Goal: max rents, min cost. Fears: a building that doesn't lease.
Terry Stephens
Broker · 45Goal: fully leased, high-paying tenants. Fears: delays, spec suites.
1 · Select your target avatar
- The Public — broad reach, general interest.
- Pastors — church & worship decision-makers.
- Brokers — commercial real estate dealmakers.
- Developers — the ones who fund & build.
2 · Select the format or premise
Pick a format you genuinely think would interest that avatar — built for them, not for you.
3 · Quality over quantity
One great post goes further than ten mid ones. Fewer, better pieces.
4 · Choose the platform — and tailor to it
IG, newsletter, LinkedIn, email, TikTok, Facebook all differ. The same piece won't perform everywhere — tailor it to where it's posted.
Match the metric to the goal
- Awareness → views, comments, shares, saves.
- Traffic → link taps, bio clicks.
- Business → leads.
The rules
Measure against other posts to the same avatar — the only fair comparison. And define the metric before the post goes live; the goal you set is the yardstick you judge it by.
How to judge fairly
- Wait 48–72 hrs — some content is a slow burn.
- Stack it against past posts to the same avatar. Not viral outliers, not other accounts.
- Check the retention graph on video — where people drop off tells you what to fix.
- Beat the benchmark = YES. Miss it = NO.
What "yes" tells you
Something resonated. Find out what — hook? format? topic? sound? timing?
How to double down
Copy the format exactly — same hook, headline, composition, pacing, length. Change the subject, not the formula. "Improving" a winner is how winners get killed.
Turn winners into a series. Ride it while hot — repost, pin, cut a follow-up within a week.
What "no" tells you
A flop is data, not failure — you eliminated one approach for free. Low views = weak hook or timing. Views but no action = weak CTA or wrong audience.
How to pivot smart
Change something — hook, format, topic, length. Fix the hook first; it's the highest-leverage variable. Give a concept 3 honest tries before retiring it. Steal proven structures from adjacent niches.
Generating projects we want
Sales Funnel
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