Pt. one of fourteen

Vol.01 / 14 The Direction Issue

Where the agent business needs to go.

Buck's job is to help you take share back. To do that he needs the actual numbers Don and Diane are graded on, not the polished public version. Be specific. If a number is "we don't track it yet," say so — that's a signal, not a problem.

From the editor · Buck Wise · ~6 min

Current AZ residential market share, last reported * What the FNF report shows for Maricopa or AZ overall — most recent quarter you have.

Current AZ commercial market share, last reported

12-month residential share target *

24-month residential share target

Net new agents recruited to use FNT in 2026 (target) *

Sales Academy faculty growth target

Builder pipeline growth target (Patti's domain)

What would have to be true at end of 2026 for Don to call this year a win? *

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Section 2 · KPI definitions & current measurement

What you measure, what you wish you measured

Pt. two of fourteen

Vol.02 / 14 The Scoreboard Issue

What you measure today.

This is the section that decides whether Buck can actually report ROI back to you. Anywhere you say "we don't track this," that becomes part of what we build.

From the editor · Buck Wise · ~5 min

Metrics you report to Don / Diane monthly *

Metrics that get reported up to FNF corporate

Metric that's most pressured right now *

What you measure on agent relationships specifically *

Attribution method for marketing-driven business *

What you wish you measured but currently can't *

Reporting cadence — daily / weekly / monthly / quarterly tools you use

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Section 3 · Strategic targets — agents, brokerages, builders

The actual buyer list

Pt. three of fourteen

Vol.03 / 14 The Buyer Issue

Who you're actually trying to win.

Three buyers, not one. We don't need names today — those will sync from your CRM once we have access. We just need to know how clean your segmentation already is, vs. how much we'll have to build together.

From the editor · Buck Wise · ~5 min

Are your top-producing agents already segmented in CRM (or somewhere we can pull)? * Don't paste names here. We're just asking whether the list exists in a usable form, or whether identifying them is part of what we're doing together.

Where does the top-producer list live today? GHL tag? Marketo segment? Spreadsheet? Sales rep's head?

Is your Sales Academy faculty roster maintained in a system, or is it tribal knowledge? *

Don's 100-agent target list — does it exist yet? *

Tiers you segment agents into today Just describe the categories — faculty / target / mid-tier / new-license / cold? Or no segmentation yet?

Average closing volume Don considers "qualified" for FNT to invest in

Brokerages you have exclusive-recommend or preferred relationships with today * Brokerages are a smaller list — quick names + nature of the relationship is fine. Skip if there aren't any.

Brokerages you want to win in the next 12 months *

Brokerages currently going to a competitor (Pioneer / WFG / others)

Builder pipeline — does Patti's account list live somewhere we can pull?

Builder accounts you're trying to land Quick list, or just a count.

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Section 4 · Competitive positioning

Where you win, where you lose

Pt. four of fourteen

Vol.04 / 14 The Map Issue

Where you win. Where you lose.

Be honest. Buck doesn't need a marketing-deck version. Pioneer is the actual giant in AZ — 89 locations, ~$137M revenue. WFG/Metro United is the new entrant launching early 2026.

From the editor · Buck Wise · ~6 min

Direct competitors ranked by AZ residential threat *

Where FNT wins consistently *

Where FNT loses consistently *

Pioneer Title — what makes them hard to beat in AZ *

WFG / Metro United — your read on the JV launch (early 2026) *

Why FNT didn't make AZ Big Media's residential top-10 in 2025

Anything competitors do that you wish you could (legally / structurally)

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Section 5 · Data & system inventory

GHL deep-dive, Marketo, everything else

Pt. five of fourteen

Vol.05 / 14 The Plumbing Issue

What's running. What's dormant.

This decides what Buck inherits and what he has to build. The GHL block matters most — Buck's exploring whether to roll FNT onto a seat on his agency tier and retire your existing instance. The cost question lets him size the match.

From the editor · Buck Wise · ~8 min

GHL plan tier you're on *

Monthly GHL spend (your seat / sub-account) * Buck's exploring whether to migrate FNT onto his agency-tier GHL and retire your existing instance. This number lets him size the match.

What you're using GHL for today *

What's set up in GHL but you're NOT using *

Approximate contact count in GHL

Pipelines currently live in GHL

Custom fields actively used

Open to migrating GHL onto Buck's agency tier? *

Will you grant Buck admin access to your current GHL sub-account in the meantime? *

Can you upload a full contact export (CSV) before kickoff? *

Marketo seat — what's the use case *

Who admins Marketo today

Annual Marketo spend

Marketo → GHL relationship

Corded analytics — what you use it for

Other CRMs / databases / tools with customer or agent data

Where transaction data lives (file count, premium, etc)

MLS feed access?

Reporting / BI tool (Tableau, Power BI, internal dashboards)?

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Section 6 · Channel & asset inventory

Handles, logos, photo libraries

Pt. six of fourteen

Vol.06 / 14 The Cabinet Issue

What's already in the cabinet.

Just a clean inventory. We're not asking what your voice should be — we're asking what's already on file. Skip anything you don't have or don't know.

From the editor · Buck Wise · ~4 min

FNT Arizona Instagram handle

FNT Arizona Facebook page (URL)

FNT Arizona LinkedIn company page (URL)

YouTube channel

TikTok

fntarizona.com — who has CMS admin access

Brand guidelines doc — link or status

Logo lockups / files location

Photo library — leadership headshots, team, events

Video library

FNF corporate brand assets you're required to use

Existing email templates / signature platform

Recent press hits, awards, podcast appearances

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Section 7 · Marketing budget & spend allocation

What you have to work with

Pt. seven of fourteen

Vol.07 / 14 The Money Issue

What you have to work with.

This is the section that lets Buck propose anything realistic. If FNF corporate dictates the line items, say so — we'll plan around that. Round numbers are fine.

From the editor · Buck Wise · ~5 min

Annual AZ marketing budget — total *

Discretionary vs. corporate-mandated split

Paid media spend (annual)

Events budget (Sales Academy, faculty events, builder events)

Agent gifts / closing-gift program annual cap

Sponsorships, association dues

Production budget (video, photo, content)

Tools / software annual spend

Approval ceiling — anything over $X needs Don / Diane sign-off

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Section 8 · Recent campaigns & baseline

What's run in the last 12 months

Pt. eight of fourteen

Vol.08 / 14 The Recent History Issue

What's run in the last 12 months.

Establishes the "before" so we can show ROI later. Don't worry about being exhaustive — the three or four campaigns you actually remember are the ones that matter.

From the editor · Buck Wise · ~5 min

Notable campaigns or pushes in 2025 *

What worked best

What flopped

Vendors or agencies currently engaged

PR wires / earned media in the last 12 months

Podcast appearances (Don, Diane, faculty) in the last 12 months

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Section 9 · RESPA compliance perimeter

The legal floor we work above

Pt. nine of fourteen

Vol.09 / 14 The RESPA Issue

The legal floor we work above.

Buck doesn't ship anything that puts FNT in regulatory trouble. We just need a clean read on what's already in place so nothing we propose collides with it. The Aug 2024 DC AG settlements against four title companies were on JVs that gave agents equity in exchange for referrals — that's the active enforcement bullseye.

From the editor · Buck Wise · ~5 min

Existing MSAs (marketing service agreements) with brokerages — list *

JV structures with agents holding equity *

Co-marketing arrangements (shared ad spend, shared print, etc) *

Sales Academy charge model *

Agent gift / closing-gift program rules *

Topics / language you've been told NOT to use in marketing

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Section 10 · Agent relationship engine

How you nurture, track, and grow

Pt. ten of fourteen

Vol.10 / 14 The Engine Issue

How you nurture, track, grow.

Agents are the buyer. This is the most operational section. The more specific you are, the faster Buck can plug into what's already running vs. duplicate it.

From the editor · Buck Wise · ~10 min

Where agent relationships are tracked today *

Touchpoint cadence per tier *

Recurring agent events (Sales Academy days, faculty events, appreciation, builder events) *

Brokery speaking engagement — current status

Agent communication channels — email, SMS, social, events, in-person *

Email newsletter to agents — exists? Cadence? List size? Open rate?

Owned blog / content on fntarizona.com — cadence + author rotation

Organic social presence — who runs it, posting cadence, ratio of FNT-team vs. agent-spotlight

Paid media targeting agents specifically

Faculty engagement / what faculty actually do for FNT

Closing-gift or celebration program details

Referral acknowledgement workflow

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Section 11 · Gap self-assessment

What you'd build if budget appeared

Pt. eleven of fourteen

Vol.11 / 14 The Wishlist Issue

What you'd build first.

This is the section where being greedy helps us both. Your wishlist becomes Buck's scope expansion. Be specific. "More content" is less useful than "a weekly market-update video for agents."

From the editor · Buck Wise · ~5 min

The thing you wish you had right now *

Where the team feels most under-resourced *

What you'd build first if budget doubled *

What you'd kill / sunset if you could

Two or three other things on the wishlist

Decisions currently waiting on data you don't have

Internal capability gap — skills you'd hire if budget was infinite

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Section 12 · Off-limits & corporate guardrails

Lines we won't cross

Pt. twelve of fourteen

Vol.12 / 14 The Off-limits Issue

Lines we won't cross.

What we can't say, what we can't claim, who we can't punch at by name. Better to know now than learn the hard way after a wire goes out.

From the editor · Buck Wise · ~3 min

FNF corporate boilerplate / disclaimers required on public-facing content

Claims compliance won't sign off on

Competitors you don't punch at by name

Anything currently in litigation that should stay off content

Topics that were tried and rejected before (and why)

Internal politics worth flagging

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Section 13 · Stakeholders

Who else needs to be in the room

Pt. thirteen of fourteen

Vol.13 / 14 The Room Issue

Who else needs in the room.

Buck doesn't have a reporting line — he's a consultant. But he doesn't want to surprise anyone or get a campaign killed by someone he didn't know was in the chain.

From the editor · Buck Wise · ~3 min

Who at FNT can kill or pause a campaign once it's running *

Who needs to see strategy decks before they go to Don / Diane

Compliance review cadence — who, how long it takes

Anyone outside FNT (FNF corporate, agency partners, vendors) who needs visibility

Best contact + rhythm for status updates with you and with Don *

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Section 14 · Final review

Last look before submitting

Pt. fourteen of fourteen

Vol.14 / 14 The Final Issue

Last look before we send.

When you submit, the answers compile into a strategy doc in Buck's Drive. He'll get a Telegram alert with a link to a Drive folder where you can drop the agent target list and any other supporting files.

From the editor · Buck Wise · ~1 min

Anything you didn't see asked that we should know

Best email to send the kickoff calendar invite to * Defaults to your form-link email; change if needed.

Other folks who should be on the kickoff invite

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