Renovations that settle quietly — body-corporate friendly, tenant-respectful, signed-off in 30 days.

5.1 · Units Paid-Search Doctrine — Six Locked Rules

1. JTBD-segmented, not service-segmented. Campaigns are named for the Job Story (BCM-Coordinated / Lot-Owner-Refresh / Pre-Sale-Investor / Renew-Transformation), not the renovation type (kitchen / bathroom / floors). Same physical renovation, different buyer story, different BCM friction. A BCM-Coordinated bathroom and a Pre-Sale-Investor bathroom are not the same advertising problem.
2. One offer per ad group · the BCM Approval Pack is the locked F2. Never a quote · never a free measure · never a phone call as primary CTA. The Approval Pack is the only conversion event Google Ads is allowed to optimise for. This is the WS-11 KPI lock travelling into the bidding layer.
3. Match the JTBD landing exactly. Every ad routes to one of the four JTBD landings built in P-02 §2.4-2.7 (/refresh, /renew, /bcm-coordination, /pre-sale) — never the homepage · never a generic services page · never a Pools or Termite landing. [AH-OFR] message-to-landing congruence is non-negotiable.
4. Negative keyword discipline · strata-specific. Globals: "cheap," "DIY," "kit," "second-hand," "near me free." Strata-specific negatives: "townhouse," "house," "freestanding," "duplex," "subdivision," "knock down rebuild," "ground floor extension." The Units LOB explicitly excludes non-strata enquiries so paid spend never bleeds into the freestanding-home market (covered by Pools/Termite cross-sell, not Units).
5. Conversion = BCM Approval Pack downloaded + Pre-Reno Consult booked, not lead form. Primary conversion is the personalised BCM Approval Pack download (P-03 §3.2 DocRaptor flow) AND the Pre-Reno Consult held within 14 days. Lead-form fill is a 0.15-weighted micro-conversion. Smart Bidding optimises for revenue-correlated outcomes, not vanity fills. This is the WS-11 F1→F2→F3 funnel travelling into the bidding configuration.
6. BCM defensive bidding. A separate brand-defence campaign (UG-B-01) bids on "YBMT Units" + "BCM-approved renovation Brisbane" + the names of the 34 priority BCM firms from P-10 (preview — partnerships pillar). Defensive impression share target 96% top-of-page. This protects the BCM-referred warm traffic from competitors who target our partnerships network.

5.2 · Campaign Architecture — 10 Campaigns Across 5 Channels

Total M3 daily budget: $785/day · ~$23.5k/month. Total M12 daily budget: $1,420/day · ~$42.6k/month. Brand/Activation split (Binet & Field): 45% Demand Gen + Branded Defence + YouTube + 25% of PMax = brand bucket · 55% Search + LSA + Remarketing + 75% of PMax = activation bucket. The 55/45 split reflects the category-design imperative: BCM-friendly renovation is a frame that doesn't yet exist in the buyer's vocabulary at M0, so trigger-forming top-of-funnel investment is higher than in a mature paid-search category like Termite. Units paid budget is also intentionally smaller than Pools because the partnership-driven F1 channel (P-10) carries more of the volume.

5.3 · Ad Copy Library — 4 JTBD × 5 Headlines × 4 Descriptions Per Ad Group

JTBD-1 BCM-Coordinated · UG-S-01 ad group · primary buyer signal = BCM staff search:

Sitelink extensions (8): "BCM Approval Pack" · "/bcm-coordination landing" · "30-Day Refresh Tier" · "Pre-Reno Consult" · "BCM Compliance FAQ" · "Hamilton Strata Builds" · "South Brisbane Units" · "BCM Referral Kit."

Callout extensions (10): "BCM-Approved Methodology" · "7-Day Approval Pathway" · "Single-Account Billing" · "Acoustic Monitoring Standard" · "AS/NZS Lift Protection" · "Brisbane 7am-3pm Doctrine" · "Master Builders QLD" · "200+ Strata Units" · "Zero BCM Complaints 18 Mo" · "Built Like Our Own Home."

Structured snippets: "Tiers: Refresh ($28-42k/28d), Renew ($42-78k/6w), Reset ($78-120k/8w)." · "Buildings: South Brisbane, Hamilton, Newstead, Fortitude Valley, West End, Toowong."

JTBD-2 Lot-Owner-Refresh ad group leads with "Your Apartment, Refreshed in 28 Days · BCM Already Handled." JTBD-3 Pre-Sale-Investor ad group leads with "Pre-Sale Apartment Refresh · 6.8× ROI Average · 28 Days to Listing." JTBD-4 Renew-Transformation ad group leads with "Complete Apartment Reset · 8 Weeks · Body Corporate Coordinated." Each receives a bespoke 5-headline / 4-description / 8-sitelink / 10-callout set · all locked in YDT deliverable folder /units/p05/copy-v1.

5.4 · Performance Max — 4 Asset Groups, 1 Per JTBD, BCM-Tuned Signals

UG-PM-01 split into 4 asset groups (one per JTBD), each with locked DBA enforcement (DBA-3 "BCM-Approved Methodology" travels every creative · DBA-7 "30-Day Refresh seal" travels every static):

• Asset group 1 · BCM-Coordinated: 5 long headlines · 5 short headlines · 5 descriptions · 15 images (DBA-2 "quiet site" lens — clean common-property entry, no dust, no trade chaos) · 5 videos (15-sec, 30-sec, 60-sec versions of the BCM approval pathway timelapse) · audience signal: in-market for strata-management services + custom intent built from "body corporate manager" + "strata committee" search history.
• Asset group 2 · Lot-Owner-Refresh: creatives lead with "your unit, refreshed, BCM already cleared" framing · audience signal: recent Brisbane apartment purchasers (5-year window) via custom intent + lookalike of HubSpot Refresh-tier deal-won cohort.
• Asset group 3 · Pre-Sale-Investor: creatives lead with sale-uplift comp tables (Pre-Sale ROI Calculator output) · audience signal: real-estate-listing intenders (Domain + realestate.com.au custom audiences) + investor-finance affinity + Brisbane investment-property search history.
• Asset group 4 · Renew-Transformation: creatives lead with 8-week before/after carousels · audience signal: "renovation finance Brisbane" custom intent + lookalike of HubSpot Reset-tier deal-won cohort + apartment-renovation Pinterest-board audience.

PMax exclusions (account-level): brand search excluded (forces PMax to find net-new, not steal from UG-B-01) · YouTube placements excluded if mobile-only/sub-15-sec inventory · Display partners excluded if quality score < 7 (manual sweep monthly) · all "townhouse" / "duplex" / "house" / "knock down rebuild" placements blacklisted via account-level negative content filter.

5.5 · Local Services Ads (LSA) and Google Guaranteed Setup — Strata-Specific Configuration

LSA is the second-highest-ROAS channel for Units after partnerships (P-10). Strata-specific setup non-negotiables:

1. Google Guaranteed badge — full background check, licence verification (BSA), insurance verification ($5M public liability minimum — strata work requires higher cover than freestanding), 100% completion within 21 days of P-05 launch.
2. Service categories listed: "General Contractor" · "Renovation Company" · "Kitchen Renovation" · "Bathroom Renovation" (4-category cross-listing maximises impression share).
3. Service area: 45 SEQ strata-dense suburbs from P-04 §4.3 mapped to LSA polygon · Hamilton + South Brisbane + Newstead + Fortitude Valley + West End + Toowong + St Lucia weighted 1.4× via bid modifier.
4. Photo set: 30 strata-tuned photos — common-property entries pre/during/post (zero damage doctrine visualised) · BCM-coordinator on-site shots · 28-day timelapse stills · all submitted for Google approval batch.
5. Review velocity: 3 Google reviews/week minimum (drip request via P-08 sales-enablement post-handover sequence · BCM-coordinator reviews encouraged separately from lot-owner reviews). Target 4.9★ avg, 50+ reviews by M6, 110+ by M12, 220+ by M24. Critical: at least 18% of reviews must mention "BCM" or "body corporate" or "strata" to train Google's LSA algorithm that this contractor is the strata-specialist for the polygon.
6. Lead disputes: any non-fit LSA lead (freestanding home, townhouse, knock-down-rebuild, ground-floor extension) disputed within 24h to maintain Quality Score. SOP doc'd for YDT ops at /docs/sop/lsa-dispute-units.md.
7. Budget mode: Maximise Leads (not target CPL) for M1-M3 · switch to Target CPL = $42 from M4 once data sufficient.

5.6 · Bidding Strategy and Conversion Measurement Stack

Conversion event hierarchy (primary → secondary → micro) · WS-11 F1→F2→F3 doctrine enforced:

1. Primary F2 (value = 1.0): BCM Approval Pack downloaded AND Pre-Reno Consult held within 14 days (Calendly webhook + DocRaptor download fingerprint matched in D1).
2. Primary F3 leading indicator (value = 1.5 — uploaded offline M4+): Contract signed within 60 days of F2.
3. Secondary (value = 0.6): BCM Approval Pack downloaded only (no Consult held).
4. Micro (value = 0.25): Pre-Sale ROI Calculator runs to completion (P-03 §3.4 magnet).
5. Micro (value = 0.15): Lead-form submission via /bcm-coordination contact path.
6. Micro (value = 0.08): Phone call ≥ 90 seconds (Google forwarding number routed via CallRail DNI · WS-11 §1.2 instrumentation).

Tracking stack: GA4 (primary) + Google Ads conversion tags + Cloudflare Web Analytics (independent verification) + server-side D1 log (analytics-blocker resilient) + Calendly webhook → Cloudflare Worker → D1 + CallRail DNI → HubSpot deal-create → Google Ads offline conversion upload. Enhanced Conversions enabled (hashed email/phone passed back to Google for closed-loop attribution). [WBD-BOW] Bowtie post-contract cross-LOB expansion data fed back into Smart Bidding via offline conversion uploads from M4 onwards · the 50% LTV credit-back doctrine (WS-05) flows to PMax + Search Smart Bidding so Google sees the true $-value of a Units lead, not just the Units contract value. Critical: every Units F2 conversion includes a "BCM_Firm" custom parameter so Google Ads can model the 22% lift in conversion rate when a BCM firm is upstream — protecting the partnerships-channel against paid-channel cannibalisation accounting.

5.7 · KPI Scorecard — Google Ads M1 → M24 · Units LOB

M1 is intentional learning loss · target ROAS only locks from M3. M24 figures assume the partnerships-channel (P-10) is operating at scale and Bowtie cross-LOB expansion (Units → Pools post-handover) is uploading offline conversions to Google Ads from M9 onwards. The post-bowtie ROAS of 85.2× at M24 is the true financial signal — paid acquisition in Units looks lossy if measured at the contract level alone (49.8× pre-bowtie at M12 is below Pools' 43.4× at the same maturity), but once the 50% LTV credit-back from cross-LOB expansion is applied (a Units customer is 38% likely to commission a Pools project within 36 months · 22% likely to commission Termite), Units paid acquisition becomes the highest-ROAS channel in the YBMT Group at M24. This is the WS-05 Economics doctrine made operational in the bidding layer · Sarah & Mark's true Lifetime Value of $30× the first contract is what we bid for, not the first contract alone.

5.8 · Governance, Forbidden States, Anti-Patterns

• Forbidden state #1 · "Free quote" CTA on any ad. Always BCM Approval Pack + Pre-Reno Consult. Auto-flagged in copy linter at YDT.
• Forbidden state #2 · Landing-page = homepage on a JTBD campaign. Each JTBD campaign routes to its JTBD landing (P-02 §2.4-2.7). No exceptions. CI check fails the deploy if any UG-S-* ad URL doesn't match the canonical landing for its JTBD code.
• Forbidden state #3 · Mixing JTBDs in one ad group. A BCM-Coordinated keyword + Pre-Sale-Investor keyword in same ad group = restructure. JTBD coherence is the discipline because Sarah & Mark's pain language is different at each JTBD.
• Forbidden state #4 · Bidding on BCM firm names without partnerships consent. The 34 BCM firms in UG-B-01 conquest are only included with written partnership consent (P-10 governs) — bidding on a partnership-channel BCM without consent risks the entire P-10 relationship for short-term paid lift.
• Forbidden state #5 · Smart Bidding optimising on lead-form fills. Primary conversion must be BCM Approval Pack + Pre-Reno Consult held. Quality control reviewed weekly. If lead-form fills exceed 30% of conversions in any campaign for 2 weeks, the conversion configuration is broken.
• Forbidden state #6 · No Brisbane-strata-suburb modifier in geo-targeting. 45 SEQ strata-dense suburbs from P-04 are the locked geo-target set. Townhouse-heavy outer suburbs (Springfield, Ipswich greenfield, Logan greenfield) explicitly excluded.
• Forbidden state #7 · Renovation-aesthetic creatives instead of BCM-tension creatives. A "beautiful kitchen reveal" creative without the BCM compliance frame breaks Sarah & Mark recognition. All creatives must visibly cue the strata environment (door-frame protection, lift padding, BCM coordinator on site) in at least 1 of 3 above-fold visual moments.
• Forbidden state #8 · Cross-LOB cannibalisation in remarketing. A Pools-LOB visitor cannot be retargeted by Units remarketing within 90 days of their Pools Inspection booking · prevents Sarah & Mark feeling spam-marketed by the Group. WS-04 persona-care doctrine enforced at the audience-list level.
• Weekly cadence: Mon search-terms-report + n-gram analysis + negative-keyword update (strata-specific list reviewed separately) · Wed creative-fatigue check (CTR decay >15% week-over-week = rotate) · Fri budget reallocation by JTBD CP-Pack-Download performance + BCM-firm referral attribution check.
• Monthly cadence: Bid-strategy review · audience-signal refresh on PMax · LSA review velocity + strata-keyword saturation audit · branded SOV report · BCM-firm conquest audit (any partnership-consent changes since last review).
• Quarterly cadence: Full account restructure check · negative keyword list audit · landing-page CR audit (paired with P-02 changes if needed) · 55/45 brand/activation budget review · Pureprofile SEQ panel question audit (WS-11 §6.4 — Sarah & Mark BCM-pain-recall measured every quarter, paid creative tuned to recall data).

6.1 · Units Meta Doctrine — Seven Locked Rules

1. 3-layer funnel discipline · no layer-skipping. Category Design (top) feeds BCM Authority (middle) feeds JTBD Activation (bottom) feeds Bowtie Cross-LOB (lateral). No campaign attempts to do two layers' work. A category-design video does not have a "Get BCM Pack" CTA — it has a "Learn how" CTA that routes to a long-form article. Sarah & Mark are not ready for the Pack at first impression — the category must be designed first.
2. Cue Sarah & Mark in 2 seconds. Every video creative's first 2 seconds must show one of three recognition cues: (a) a BCM-coordinated trade entry through a unit building lobby (clean, quiet, padded) · (b) a 30-something/40-something couple consulting a body-corporate document at a kitchen bench · (c) a unit-block exterior with a "trade vehicle parked discreetly · 7:02am" caption. No generic renovation b-roll without strata context.
3. BCM voice in 23% of creatives minimum. Sarah & Mark trust BCM voices more than contractor voices for strata-compliance claims. A minimum 23% of all paid Meta creative inventory must feature a real BCM coordinator (with permission) speaking on camera. This breaks the contractor-self-praise pattern and trains the algorithm that BCM-credibility is the unit-renovation buyer's primary trust signal.
4. One offer per audience. Top-funnel audiences get the BCM-resources content hub (no form fill). Middle-funnel audiences get the BCM Approval Pack download. Bottom-funnel audiences get the Pre-Reno Consult booking. Cross-LOB bowtie audiences get a "your Pools/Termite project unlocks a Units consult at $0" specific offer. Mixing offers in a single audience is the most common Meta-failure mode and explicitly forbidden.
5. Conversion API + Enhanced CAPI signal pass-back. Meta Pixel + Conversion API both fire on the same events. WS-11 §1.4 server-side GTM proxies Pixel events through Cloudflare Worker → Meta CAPI for iOS 14.5+ resilience. Match quality target ≥ 7.8/10. Hashed PII (email + phone + name) passed back from HubSpot for all F2/F3 events so Meta sees the complete funnel including the contract-signed F3 event invisible to the pixel.
6. Bowtie cross-LOB whitelist · explicit consent. Pools and Termite customers retargeted into Units campaigns only after the 90-day cool-down (WS-04 persona-care) AND only if their HubSpot record has the bowtie-consent flag = TRUE (set at handover survey, P-08 §8.6). Without explicit consent, the customer is excluded from Units retargeting via Meta custom audience exclusion. This protects the Group's long-term trust capital.
7. Forbidden creative category · "renovation glamour shots." The category is BCM-Friendly Renovation, not Apartment Aesthetic Renovation. Beautiful kitchen reveals without the strata-tension cue (door-frame protection, lift padding, BCM coordinator, building manager signage) are explicitly forbidden creative templates. Aesthetic content lives in P-09 organic — paid Meta is for category design + BCM credibility + JTBD activation only.

6.2 · Campaign Architecture — 12 Campaigns Across 4 Layers

Layer 1 · Category Design (top funnel · 25% budget · brand-bucket KPIs):

Layer 2 · BCM Authority (middle funnel · 30% budget · F2-bucket KPIs):

Layer 3 · JTBD Activation (bottom funnel · 30% budget · F3 leading-indicator KPIs):

Layer 4 · Bowtie Cross-LOB Re-Engagement (lateral · 15% budget · 50% LTV credit-back KPIs · WS-05 economics in action):

Total M3 daily budget: $670/day · ~$20k/month. Total M12 daily budget: $1,180/day · ~$35.4k/month. Brand/Activation split (Binet & Field): 25% Category Design + 35% BCM Authority brand-leaning = 60% brand · 30% JTBD + 10% Bowtie = 40% activation. The 60/40 weighting reflects Meta's primary purpose for Units: category design, not last-click conversion (that's Google's job in this LOB).

6.3 · Creative Library — 48 Production-Ready Concepts Across 4 Layers

Layer 1 · Category Design — 12 video concepts:

1. "Day 1 of your renovation should not announce itself." — quiet trade entry · BCM coordinator nod · 30 sec.
2. "Your neighbour's kettle should still work at 7:02am." — building corridor · soft-shoe trades · 22 sec reel.
3. "There is a way to renovate without becoming the building's villain." — montage of 4 BCM coordinators speaking · 60 sec.
4. "The 28-day BCM approval pathway, in plain English." — animated explainer · cornerstone-page link · 45 sec.
5. "What 'BCM-Approved Methodology' actually means." — voiceover with on-screen BCM checklist · 38 sec.
6. "Sarah & Mark didn't lose a friend in the building. Here's why." — couple testimonial (composite) · 90 sec.
7. "The lift padding video that 14 BCMs asked for." — 60-second methodology demo · 60 sec.
8. "Why we end work at 3pm." — trade voice · school-pickup framing · 25 sec reel.
9. "The building manager's 12-item daily tidy checklist." — animated checklist · 48 sec.
10. "Why we don't sub-let common-property cleaning." — single-take trade narrative · 35 sec.
11. "Brisbane unit renovation in 2026: what's changed." — category-design think-piece · 180 sec long-form.
12. "The 7am-3pm doctrine in 90 seconds." — methodology hero · 90 sec.

Layer 2 · BCM Authority — 18 concepts (mix of carousels · reels · statics): 6 "Inside the BCM Approval Pack" carousels (1 per page · screenshot + value claim) · 4 BCM-coordinator testimonial reels (real names with permission) · 4 "BCM-resources hub deep-dive" link-cards (1 per cornerstone page) · 2 "single-account billing explainer" statics · 2 "acoustic monitoring SOP" reels.

Layer 3 · JTBD Activation — 12 concepts (3 per JTBD): each JTBD gets 1 hero video · 1 carousel · 1 reel · all locked to /refresh /renew /bcm-coordination /pre-sale landings respectively. All carry the WS-02 Promise variant and the 30-Day Refresh seal.

Layer 4 · Bowtie Cross-LOB — 6 concepts: 4 Pools-alumni narratives (1 per Pools JTBD origin) · 2 Termite-alumni narratives (investor cohort focus).

All 48 concepts production-locked in /units/p06/creative-v1 deliverable folder · production cadence 12 new + 12 refresh per quarter to combat CTR decay · creative refresh KPI = no concept exceeds 18 days at > 1.5 frequency without rotation.

6.4 · Audience Strategy — 18 Custom + Lookalike + Interest Audiences

• Custom audience 1 · Brisbane Strata Lot-Owners: built from CRM list of opt-in homeowners + matched LinkedIn job-title "Lot Owner / Investor" + custom intent from "body corporate manager" search-string crawl.
• Custom audience 2 · BCM-Resources Engagers: visited /bcm-resources/* in past 90 days · time-on-page > 2:30 · excluded from CD-01/02 (already category-formed) · included in BA-01/02 only.
• Custom audience 3 · Pack Downloaders: high-intent · the gold-standard middle-funnel audience · primary remarketing seed.
• Custom audience 4 · Calculator Completers: investor-segment specific · highest 30-day conversion rate in the account.
• Custom audience 5 · JTBD-Tagged Landing Visitors: 4 separate audiences (one per JTBD landing) for surgical JTBD activation remarketing.
• Custom audience 6 · Pools Alumni Bowtie-Consenting: HubSpot bowtie-flag = TRUE + 90+ days post-Pools-handover · bowtie-only.
• Custom audience 7 · Termite Alumni Bowtie-Consenting: HubSpot bowtie-flag = TRUE + 60+ days post-Termite-handover · investor-segment filter.
• Lookalike 1 (1%): Pack Downloaders (12-month window) · used in BA-01.
• Lookalike 2 (1%): Closed-won Refresh-tier contracts · used in JA-02.
• Lookalike 3 (1%): Closed-won Pre-Sale-tier contracts · used in JA-03.
• Lookalike 4 (1%): BCM-coordinated closed-wons · used in JA-01.
• Lookalike 5 (2%): 30-second video viewers of CD-03 (BCM testimonials) · used in BA-02 + BA-03.
• Interest audience 1: "Body Corporate" + "Strata Title" + "Apartment Investing" + "Real Estate Investment Trust" · narrowed to Brisbane DMA · used in CD-01/02/03.
• Interest audience 2: "Home Renovation" + "Interior Design" + age 32-58 + Brisbane apartment-density geo-poly · used in BA-02/03.
• Interest audience 3: "Real Estate Listing" + "Selling a Home" + life-event "Recently Listed" · used in JA-03 + BT-02.
• Audience exclusion 1: All Units F2 conversions (Pack downloaders + Calculator completers) excluded from all CD-* campaigns — never show category-design content to already-category-formed buyers.
• Audience exclusion 2: All Pools or Termite active-project households (deal stage 4-9 in HubSpot) excluded from all Units campaigns — Sarah & Mark's persona-care doctrine.
• Audience exclusion 3: Townhouse-density polygons excluded from all campaigns — strata-only LOB.

6.5 · Measurement Stack and Attribution Model

Meta Pixel + Conversion API dual-tracking · all events fire both client-side and server-side via Cloudflare Worker proxy (WS-11 §1.4 sGTM-equivalent for iOS resilience):

1. F2 primary (value $58 = avg margin × 0.18 attribution credit): Pack download + Consult booked (composite event).
2. F2 secondary (value $24): Pack download only.
3. F2 micro (value $18): Pre-Sale Calculator completion.
4. F3 leading (value $2,800 = avg margin × 0.45 attribution credit · uploaded offline from HubSpot M4+): Contract signed within 90 days of last Meta-touch.
5. F3 confirmed (value $5,600 · uploaded offline from HubSpot M6+): Project delivered + Pureprofile NPS > 75.
6. Bowtie F3 (value $8,400 · uploaded offline from HubSpot M9+): Cross-LOB expansion event (Pools/Termite contract signed within 36 months of Units project) · 50% LTV credit-back to the original Meta touchpoint that drove the Units F1.
7. Match quality target: ≥ 7.8/10 (Meta-native quality score) · hashed email + phone + first/last name + zip passed back via CAPI for every F2/F3.

Attribution windows: 7-day click + 1-day view (Meta default) for Pixel-side · 28-day click + 7-day view (server-side via Robyn MMM weekly batch). The Robyn MMM model (WS-09 §7.3 · Units-tuned 26-week adstock with 0.18 decay for high-consideration purchase) is the source-of-truth for paid-Meta ROI · Meta Ads Manager numbers are operational only. [WBD-BOW] The 50% LTV credit-back from cross-LOB expansion lifts Meta's apparent ROAS by 1.4× at M24 — without this credit-back, Meta would be misallocated as a "soft" channel and starved of budget; with it, Meta is the highest-strategic-leverage channel in the LOB.

6.6 · KPI Scorecard — Meta M1 → M24 · Units LOB

Meta is the highest-compounding paid channel in the YBMT Group · branded search lift of +220% by M24 means Meta is doing category-design work that re-shapes Google Ads economics: every Meta dollar spent at M0 creates a Google Ads CPC reduction at M18-M24 by lifting Quality Scores via branded-search proxy signals. The post-bowtie ROAS of 110× at M24 is the financial signature of category-design economics — Sarah & Mark recognise the YBMT Units brand 2 years before they ever search, and when they do search, the conversion rate is 3.4× a cold-search lead's rate. This is the WS-01 Category doctrine and WS-05 Economics doctrine working in alignment.

6.7 · Governance, Forbidden States, Quality Gates

• Forbidden state #1 · Aesthetic-only renovation creative. Every Meta creative must visibly cue strata context (door-frame protection / lift padding / BCM coordinator / building manager signage) in at least 1 of the first 3 above-fold seconds. Aesthetic-only creative is for P-09 organic, never paid.
• Forbidden state #2 · CD-* campaigns running with a Pack-download CTA. Category Design is a "learn how" funnel rung. The Pack-download CTA appears only in BA-* and JA-* campaigns. CI-equivalent linter at YDT auto-flags mis-tagged creatives.
• Forbidden state #3 · Bowtie campaign without explicit consent flag. A Pools or Termite customer is excluded from BT-01/02 unless HubSpot bowtie-consent = TRUE. Audit reviewed weekly · any leak rolls back to immediate audience-rebuild + apology email to leaked customer.
• Forbidden state #4 · Frequency > 1.8 weekly. Sarah & Mark's WS-04 persona-care doctrine: a 5-touch-week is intrusion, not awareness. Frequency cap at 1.8 enforced at audience level. Auto-pause if any audience exceeds 2.0 for > 7 days.
• Forbidden state #5 · Pools or Termite active-project households retargeted. Audience exclusion 2 (deal stage 4-9 in HubSpot) blocks Units retargeting until handover complete + 60-day cool-down. Persona-care over short-term efficiency.
• Forbidden state #6 · Townhouse-density polygons. Springfield, Ipswich greenfield, Logan greenfield, Pine Rivers excluded at account level. Strata-only LOB.
• Forbidden state #7 · Generic "renovation" interest audiences without Brisbane geo + strata narrowing. All interest-based audiences must AND with apartment-density geo-poly + min 1 strata-related interest. Pure interest-only targeting is forbidden — wastes 38% of spend on non-strata in test data.
• Forbidden state #8 · Lookalike audiences not refreshed quarterly. Lookalikes decay; quarterly rebuild from current 12-month CRM seed is the discipline.
• Weekly cadence: Mon creative-fatigue audit (CTR decay >12% week-over-week = rotate) · Wed audience-overlap report + frequency-cap check · Fri budget reallocation by layer-level ROAS + bowtie attribution audit.
• Monthly cadence: Full creative refresh batch (12 new + 12 refresh per quarter cadence operationalised monthly) · audience rebuild · CAPI match-quality review · creative-layer-ratio review (25/30/30/15 maintained or adjusted within 5pp).
• Quarterly cadence: Robyn MMM Units-tuned re-run · lookalike full rebuild · Pureprofile SEQ panel question audit (Sarah & Mark BCM-pain recall measured against Meta-creative-recall · creative tuned to recall data).

8.1 · Units Sales Doctrine — Eight Locked Rules

1. Two-buyer qualification · MEDDPICC scored against both. The lot-owner MEDDPICC scorecard runs in parallel to the BCM MEDDPICC scorecard. Both must reach ≥12/21 before quote issuance. A 19/21 lot-owner with an 8/21 BCM is a no-quote — the BCM is the blocker and quoting without their alignment burns the channel.
2. Pre-Reno Consult is the only first-contact F2. 60 minutes on-site (45 in the unit · 15 in the BCM office where possible) · Sales rep arrives with the BCM Approval Pack pre-filled for that specific building · no slide deck · no laptop · structured-conversation script doc'd at /units/p08/consult-script-v1. The Pack-pre-fill is the trust signal that compounds in WS-04 persona recognition. Sarah & Mark feel seen because we did our homework on their building before we walked through the door.
3. "Built like it's our own home" is experienced, not stated. The phrase appears once in the Consult — at minute 38, after the rep has demonstrated 6 specific moments where they treated the unit as their own home (shoes off · drop-cloth deployed before any tool touched a surface · neighbour's mat straightened on the way in · BCM coordinator addressed by name · acoustic-decibel meter taken out and shown · timeline drawn by hand on a notepad, not a printed brochure). The Promise is felt before it's spoken — WS-02 doctrine made operational.
4. Sarah & Mark persona-check at every stage gate. Each of the 12 pipeline stages has a Sarah & Mark check question (e.g., Stage 4: "Has the BCM coordinator's first name been used by the rep in the last interaction?") — if the answer is no, the stage cannot advance. This is the WS-04 anchor made into a pipeline control rather than a poster on the wall.
5. Bowtie disclosure at Stage 6. At Stage 6 (Solution Designed), the rep discloses if the prospect has a Pools or Termite project in the Group's history (or not). The 50% LTV credit-back (WS-05) is then transparently calculated and presented on the proposal at Stage 8 — Sarah & Mark see that being a returning customer earns them measurable economics, not vague loyalty. This converts cross-LOB churn into cross-LOB compounding.
6. No quote at first Consult. The Consult delivers a Scope Confirmation Document (not a quote) at the end · the quote follows 5-7 business days later after BCM by-law cross-check + acoustic-monitoring SOP fit-test + insurance verification + tier-recommendation modelling. This 5-7-day discipline is the trust-compounding feature, not a delay — it visibly distinguishes YBMT Units from the contractor-who-quotes-on-the-spot whose subsequent revisions burn BCM goodwill.
7. F3 = signed contract · F3+ = first 5 days delivered without incident. WS-11 KPI doctrine: contract signature alone is not F3 — F3 includes the first 5 days of execution where any BCM complaint or trade dispute would have surfaced. Sales rep compensation is structured 60% at F3 (signature) + 40% at F3+ (5-day-clean execution) · this aligns sales with delivery and prevents the "close-and-flick" anti-pattern that destroys partnerships.
8. BCM single-account billing — fee for BCM service disclosed at Stage 5. The BCM single-account billing service (P-01 §1.6) costs the lot-owner $1,200-$2,800 fee depending on tier · this is disclosed at Stage 5 (Pricing Discussion) not buried in the contract · transparent fee structure is the BCM-coordination authority signal Sarah & Mark trust.

8.2 · 12-Stage HubSpot Pipeline · Stage Definitions, Required MEDDPICC Score, Exit Criteria

Stage 6 and Stage 7 are the dual MEDDPICC gates. Stage 6 = lot-owner ≥12/21 minimum · Stage 7 = BCM ≥12/21 minimum. A deal that reaches Stage 6 with lot-owner 14/21 but BCM 8/21 is held at Stage 7 until the BCM gap closes — never advanced. Total median pipeline duration M0-F3: 42 days (Stages 1-10) · 49 days inc. F3+ confirmation. Blended close-rate M0→F3: 8.4% of lead-captured (intentionally lower than Pools 11.2% or Termite 14.8% because fit-rate over close-rate is the discipline).

8.3 · MEDDPICC Scorecard — Lot-Owner and BCM (Both Required ≥12/21)

Lot-Owner MEDDPICC (21 points across 7 components · 3 points each):

BCM MEDDPICC (21 points across 7 components · 3 points each):

A 12/21 score is not "barely qualified" — it's the floor of "this deal is real." The discipline is to stop selling at 11/21 and start qualifying — a 23-minute structured BCM call typically lifts a BCM score from 8 to 14 if the relationship is real. If 30 minutes of qualifying effort cannot move the score above 12, the deal is not real and should be passed back to nurture (P-09 + email · WS-10).

8.4 · Pre-Reno Consult Playbook — The 60-Minute Trust-Compounding Conversation

Pre-Consult preparation (24 hours before · doc'd at /units/p08/preconsult-checklist):

1. Building dossier pulled: BCM firm name + coordinator first name + committee chair name + 3 most recent BCM-approved renovations in the building (public record).
2. By-law document accessed via SCA QLD or BCM firm portal · cross-reference of the 8 most-cited clauses for the renovation type proposed.
3. BCM Approval Pack pre-filled for that specific building (by-law clauses inserted · working-hours schedule auto-built · common-property protection plan diagrammed).
4. Past Sarah & Mark behaviour pattern reviewed in HubSpot if returning customer (Pools/Termite history surfaced · bowtie credit pre-calculated).
5. Acoustic-monitoring decibel meter + drop-cloth + lift-padding sample + lot-owner Welcome Card (handwritten name · ready to deliver).

Consult execution (60 minutes · doc'd at /units/p08/consult-script-v1):

1. Minute 0-5 · Arrival ritual. Trade vehicle parked discreetly (P-11 doctrine preview) · shoes off at door · acoustic meter visible · BCM coordinator addressed by first name on entry · partner offered tea/coffee from supplies they have, not brought-in.
2. Minute 5-15 · Tour the unit + 4 listening questions. Listen 80% · ask 4 questions: "Walk me through the morning routine here." · "Where do you sit when you're tired?" · "What broke in the last reno you can think of?" · "What does the BCM coordinator wish trades would do?" These 4 questions surface 80% of MEDDPICC data.
3. Minute 15-30 · Tour the building (with BCM coordinator if available). Identify common-property pinch-points · agree the trade-entry pathway · meet 1-2 neighbours if possible · acoustically test 1 wall.
4. Minute 30-38 · BCM Approval Pack walkthrough. Pack opened on kitchen bench · 6 sections walked through with the lot-owner · BCM-clauses-cross-checked named · 7-day approval pathway visualised.
5. Minute 38-45 · The Promise is spoken (once, after demonstration). Single sentence: "We build this like it's our own home — and you'll see exactly what that means before the contract." Promise spoken once. Not repeated. Sarah & Mark register the discipline.
6. Minute 45-55 · Tier match + budget conversation. 3 tiers laid out (Refresh / Renew / Reset) · tier recommended based on Listening data · range given · single-account-billing fee disclosed in writing.
7. Minute 55-60 · Scope Confirmation Document signed. Not a quote · a scope agreement · "we agree this is the work · the quote follows in 5-7 days after BCM cross-check." Welcome Card delivered. Photo of BCM coordinator + couple (with permission) for the project file.

Post-Consult discipline (within 24h): handwritten thank-you note posted · HubSpot record updated with both MEDDPICC scores · Scope Confirmation Doc sent · BCM cross-check workflow auto-initiated · WS-04 persona-care follow-up auto-scheduled.

8.5 · Proposal Pack — The 12-Page Document That Quotes

The proposal is not a one-page price list · it is a 12-page Pack that visibly reflects every MEDDPICC point gathered. Structure (each page locked in YDT proposal template /units/p08/proposal-template-v1):

1. Cover · Sarah & Mark recognition page. Couple first names + building name + BCM firm name + project label (e.g., "The Hamilton Refresh"). No stock photography · only photo from the Consult (with permission). Sarah & Mark see themselves on page 1, not the contractor's brand.
2. The Promise page. "Built like it's our own home" + the 6 demonstrated moments from the Consult listed by name. Promise made specific, not generic.
3. BCM compliance map. 8 most-relevant by-law clauses with our specific compliance approach per clause. BCM coordinator sees the by-law numbers they live with referenced by §-number.
4. Scope of work · plain English. Detailed but jargon-free · written for a non-trade reader · 1 photo per scope item from past comparable build (with permission).
5. Project timeline · day-by-day for first 14 days · weekly for the rest. BCM coordinator + working-hours schedule + acoustic-monitoring checkpoints visible on the timeline.
6. 3-tier comparison · Refresh / Renew / Reset. Why we recommend the tier · what the other tiers would deliver · price ranges per tier · clear "this tier was chosen because..." reasoning. Sarah & Mark understand the choice, they don't feel sold a tier.
7. Single-account billing breakdown. BCM admin fee disclosed + what's included + 12-month invoice schedule template · transparency over surprise.
8. Bowtie credit page (if applicable). "You completed a Pools project with us in 2024 · here is your 50% LTV credit-back of $X · here is how it's applied to this contract." Returning-customer economics made visible.
9. Insurance + warranty + licence page. $5M public liability cert · BSA licence number · Master Builders QLD membership · 25-year structural / 7-year finish warranty terms · post-handover support process.
10. What we ask of you · in writing. The 5 things Sarah & Mark commit to (e.g., emergency-contact response within 4h on weekdays · BCM coordinator copied on any change request) · symmetry of commitment is a trust signal.
11. Testimonials · 3 specific to building type + BCM firm. Not generic 5-star quotes · 3 mini case-studies from comparable buildings with comparable BCM firms · with BCM coordinator names (with permission).
12. Acceptance page · signatures + counter-signature line for BCM coordinator (optional but offered). The BCM coordinator can co-sign as a witness if they choose · this small gesture lifts BCM partnership compounding 38%.

Proposal Pack delivered 5-7 days after the Consult · printed and posted (not just emailed) · email follow-up sends a digital copy 48h after physical Pack arrives. Tactile delivery distinguishes YBMT from email-only competitors.

8.6 · Bowtie Handover Discipline — What Sales Does at F3+ for the Cross-LOB Engine

Closing the Units contract is not the end of sales activity · F3 (signature) is followed by F3+ (Day-5 clean execution) and then the Bowtie Handover Ritual at Day 30 that seeds 38% cross-LOB expansion within 36 months. The ritual:

1. Day 5 · Clean Execution survey. 4-question SMS to Sarah & Mark + 3-question SMS to BCM coordinator · responses logged in HubSpot. Sales rep commission unlocks 40% balance only if both NPS > 70.
2. Day 14 · Project Photo Album delivered. Physical printed album (16 photos · before/during/after) · gift-wrapped · hand-delivered by sales rep, not posted. Cost $180 per album · ROI 7.2× via referral lift.
3. Day 28 · Handover Day Ritual. Final walk-through with Sarah & Mark + BCM coordinator + project manager + sales rep. 4 specific moments orchestrated: (a) hand keys back · (b) deliver the 25-year structural warranty document in a leather folder · (c) the Promise re-stated for the second and final time · (d) BCM coordinator presented with a $200 voucher to the BCM-firm preferred cafe (if appropriate · partnership-aligned).
4. Day 30 · Bowtie Consent Conversation. Structured 12-minute conversation with Sarah & Mark: "Now that you've experienced this · would you like to know what else we do?" · Pools + Termite LOBs introduced as options, not pitches · bowtie-consent flag set in HubSpot based on the conversation outcome. Critical: if Sarah & Mark say no, the flag stays false and zero marketing outreach for those LOBs occurs · WS-04 persona-care doctrine. ~62% set flag to TRUE post-Units · the 38% who don't are equally valued · their referrals (P-10) typically arrive within 18 months anyway.
5. Day 60 · Cross-LOB nurture begins (only if consent = TRUE). Email cadence (WS-10) introduces Pools or Termite via Sarah & Mark's specific 2nd-property situation · no generic blast · individually-curated.
6. Day 90 · BCM coordinator review meeting. Sales rep + BCM coordinator coffee · 30 minutes · "what worked · what didn't · would you refer us?" · this is the P-10 partnerships engine in motion · each conversation generates an average 1.8 BCM-coordinator-introductions to other buildings in the firm's portfolio.

8.7 · Sales Operations · Team Structure · Compensation · Cadence

Team structure (Units sales) · M0-M12:

• 1 × Sales Lead (Carla-reported during transition): books all Pre-Reno Consults personally for M0-M3 · holds MEDDPICC accountability · runs Friday pipeline review.
• 2 × Sales Reps (BCM-fluent · trained in strata environment): each carries 18-22 deals in active pipeline · 12-stage HubSpot pipeline managed nightly.
• 1 × Sales Operations Coordinator (shared with Pools/Termite · 0.4 FTE for Units): handles Pack pre-fills + Proposal Pack production + bowtie credit calculations + HubSpot hygiene.
• 1 × BCM Liaison (shared with P-10 · 0.6 FTE for Units sales): attends BCM coordinator meetings + cross-checks by-laws + maintains the 34 BCM firm relationship register.

Compensation structure (Sales Reps): base $95k + commission. Commission structure: 60% paid at F3 (contract signed) + 40% paid at F3+ (Day-5 clean execution + both NPS > 70). Bowtie expansion bonus: +25% commission uplift on the Pools/Termite F3 if that contract is signed within 24 months of the Units F3 + traceable to the original Units rep's bowtie-consent conversation. This aligns sales with the WS-05 economics doctrine — the rep is incentivised on lifetime value, not first-contract value.

Sales rep KPI scorecard (monthly):

Cadence: Daily pipeline-hygiene check 8:30am (15 min · MEDDPICC scores updated before stand-up) · Weekly pipeline review Friday 2:00pm (90 min · all deals at Stage 5+ reviewed) · Monthly bowtie attribution + cross-LOB performance review last Tuesday (60 min · Carla + Sales Lead + Channels Lead) · Quarterly Pureprofile SEQ-panel-recall-review (sales-process language tested against persona-recall data · scripts refined).

8.8 · KPI Scorecard — Sales Enablement M1 → M24 · Units LOB

Bowtie compounding becomes the structural advantage from M12 onward · 14 cross-LOB contracts at M12 represents ~$840k incremental Pools/Termite revenue that would not exist without the Units bowtie engine · scaling to 42 cross-LOB contracts ($2.52M incremental) by M24. By M36 (off-page), the bowtie engine is projected to contribute 28% of all Pools and Termite new revenue · the WS-05 30× LTV doctrine made visible in cash terms.

8.9 · Governance, Forbidden States, Anti-Patterns

• Forbidden state #1 · Quote issued before Stage 7 BCM gate. Sales rep cannot issue a quote until BCM MEDDPICC ≥12/21. HubSpot workflow blocks proposal generation if the gate is unmet. Auto-flag to Sales Lead.
• Forbidden state #2 · Single-buyer sales process. A Units deal with no BCM contact named in HubSpot is a "ghost deal" — auto-paused at Stage 3 until BCM is identified · zero-tolerance rule.
• Forbidden state #3 · Promise spoken without demonstration. "Built like it's our own home" is a forbidden string in any email or pre-Consult comms · it appears only at Minute 38 of the Consult after the 6 demonstrated moments. Compliance audited via call-recording sampling.
• Forbidden state #4 · Bowtie expansion outreach without consent flag. No Pools or Termite email · ad · or call may touch a Units customer with bowtie-consent = FALSE. HubSpot suppression list enforced. Breach = immediate sales-rep PIP + apology email + Group review.
• Forbidden state #5 · BCM coordinator left off proposal revisions. Stage 9 mandates BCM-cc on all proposal revisions. CI-equivalent HubSpot rule blocks proposal-sent status if BCM email field is null.
• Forbidden state #6 · Consult run remotely for first contact. First-contact Consult must be on-site. Remote video allowed only for follow-up Stage 5+. Sales-Lead override only.
• Forbidden state #7 · Same rep on both Units F3 and Pools F1 within 6 months. Rotation rule: the rep who closed Sarah & Mark's Units deal cannot be the rep who pitches them Pools within 6 months · prevents pressure-perception · supports WS-04 persona-care. Sales-Ops auto-routes the cross-LOB lead to a different rep.
• Forbidden state #8 · MEDDPICC scores not updated nightly. Sales reps must update MEDDPICC scores in HubSpot before end-of-day each working day · auto-locked deal records flag at 9pm.
• Forbidden state #9 · Proposal Pack delivered by email only. Physical-then-email delivery is the discipline. Email-only Pack flagged as a process violation.
• Forbidden state #10 · Bowtie-consent conversation skipped. Day-30 Bowtie Consent Conversation is non-negotiable · if the conversation cannot be scheduled within 45 days, sales rep records a written explanation in HubSpot for Group review.
• Weekly cadence: Pipeline review Friday 2pm · MEDDPICC delta report · stuck-deal-at-Stage-7 review · BCM-firm performance audit.
• Monthly cadence: Bowtie attribution review · cross-LOB performance · sales rep KPI scorecard against table 8.7 · Pureprofile SEQ-panel question audit.
• Quarterly cadence: Full MEDDPICC framework review · stage-gate definition audit · BCM-firm-relationship-register refresh · Robyn MMM sales-channel adstock model re-run.

9.1 · Units Social Doctrine — Seven Locked Rules

1. BCM credibility before contractor self-promotion. A minimum 40% of posts feature BCM voices, BCM-firm context, BCM by-law education, or strata-environment storytelling — not contractor work. The contractor is a supporting character in the strata story, not the protagonist. This breaks the universal trade-social pattern (look-at-our-work) and trains the algorithm + the audience that YBMT Units is the category authority, not just another renovator.
2. Sarah & Mark are addressable by name in 30% of posts. Composite-Sarah and composite-Mark narratives (with anonymisation) are recurring characters · they appear in the morning-routine post · the BCM-AGM post · the pre-sale-decision post · the bowtie Pools-question post. Sarah & Mark recognising themselves in the YBMT social feed is the WS-04 persona-care doctrine on the organic surface.
3. The Promise is shown · never written. "Built like it's our own home" cannot appear as caption text on a social post. It can only appear as behaviour-shown: shoes off, neighbour's mat straightened, BCM coordinator addressed by name, acoustic meter visible, drop-cloth before tool. The discipline trains the audience to read behaviour, not slogans. This is the deepest WS-02 enforcement layer.
4. One content channel · one purpose. Instagram = Sarah & Mark recognition + visual category-design. LinkedIn = BCM authority + strata-firm partnership + investor narrative. Facebook = building-community testimonials + BCM-coordinator stories. YouTube = long-form methodology + BCM-AGM training videos. No cross-posting without channel-native re-framing — algorithm-trained channel-coherence over reach efficiency.
5. 15-second hook discipline (Instagram + YouTube Shorts). Every video creative must cue Sarah & Mark recognition OR a BCM-tension moment in the first 1.8 seconds — never longer. The 2-second threshold from P-06 paid governs organic too. Aesthetic-only renovation reveals without strata context are forbidden organic content categories.
6. Quarterly creator partnership · 1 BCM voice + 1 lot-owner voice. Each quarter, YBMT Units commissions 1 paid content collaboration with a real BCM coordinator (with consent + payment) and 1 with a real lot-owner customer (with consent + payment). This is content authority bought transparently, not faked engagement.
7. Forbidden state · "look at us" posts without WS-04 service to the audience. Every post must do one of: educate (BCM authority) · recognise (Sarah & Mark) · explain (process transparency) · or surface (bowtie option). No "we won an award" post unless it visibly serves the audience. Trade-self-praise = lowest engagement category in test data.

9.2 · Content Mix · 60 Posts/Month Across 4 Channels and 4 Content Buckets

Channel-specific mix (60 posts/month total):

• Instagram (24 posts/mo · 40%): 12 reels + 6 carousels + 4 statics + 2 stories per week-equivalent · primary algorithm: Reels first, then carousels.
• LinkedIn (18 posts/mo · 30%): 6 carousels + 6 long-form text posts + 4 articles + 2 native videos · primary audience: BCM-staff + strata-management firms + investor-finance professionals.
• Facebook (12 posts/mo · 20%): 5 reels + 4 carousels + 3 community-page posts · primary audience: building-resident community groups + BCM-firm Facebook groups + Brisbane apartment-owner community pages.
• YouTube (6 posts/mo · 10%): 4 Shorts + 2 long-form (5-15 min) per month · long-form features methodology deep-dives, BCM-AGM training, building-manager interviews.

9.3 · Quarterly Editorial Calendar — 180 Posts Across 12 Weeks (Sample Week 1 + Theme Map)

Annual editorial themes (4 quarters · 1 dominant theme per quarter · 25% of content reinforces theme):

• Q1 · "The Quiet Renovation": 7am-3pm doctrine · acoustic monitoring · BCM-coordinator working relationship. Aligned with new-year-renovation-intent Brisbane seasonal pattern.
• Q2 · "The BCM Approval Pathway": 28-day BCM approval pathway · 12 cornerstone BCM-resources hub deep-dives · BCM-firm partnership profiles. Aligned with autumn renovation-planning cycle.
• Q3 · "Pre-Sale Strata Renovation": Pre-Sale ROI Calculator stories · realtor partnerships · investor-cohort narratives. Aligned with spring listing market.
• Q4 · "The Year We Renovated 200 Brisbane Units": Customer year-in-review · BCM-coordinator testimonials · bowtie cross-LOB success stories. Aligned with summer holiday + Christmas reflection mode + January planning.

Sample Week 1 of Q1 (15 posts across 4 channels · published Mon-Sun):

12 sample weeks × 15 posts = 180 posts per quarter · all locked in YDT editorial calendar /units/p09/editorial-q1-v1 through /units/p09/editorial-q4-v1 · production cadence: 15 posts/week briefed 2 weeks ahead · 1 paid-creator collaboration per quarter delivered Week 6.

9.4 · Production Workflow · 15 Posts/Week Sustainable Cadence

YDT-side production team (Units P-09 specific):

• 1 × Content Lead (shared 0.5 FTE across YBMT Group LOBs): editorial calendar ownership · brief writing · creator partnership management · weekly publishing check-in.
• 1 × Strata Content Producer (0.7 FTE Units): on-site visits to capture BCM-coordinator-permission content + lot-owner Sarah/Mark composite narratives + raw footage capture · embedded in site visits 2 days/week.
• 1 × Editor + Motion Designer (0.4 FTE Units): Instagram Reel cuts · YouTube edits · LinkedIn carousel design · brand-system enforced (Navy #1B3A5C / Timber #B8743D / Aqua #4DB6C7 / Cream #F5F1EA + Fraunces + Inter).
• 1 × Community Manager (0.3 FTE Units): DM response within 4h business-hours · comment moderation · BCM-firm Facebook group engagement · LinkedIn BCM-staff inbound nurture.

Weekly cadence:

1. Monday 9am: Week's 15 posts approved by Sales Lead (MEDDPICC-language alignment check) + Carla (Promise + WS-04 persona-care veto power).
2. Monday 11am: Posts loaded into Buffer scheduled publishing for the week.
3. Tuesday-Thursday: Strata Content Producer captures next week's raw footage on 2 site visits + 1 BCM-firm office visit.
4. Wednesday 2pm: Comment + DM review (Community Manager → Sales Lead handoff if MEDDPICC qualifying-question opportunity).
5. Friday 10am: Week's engagement scorecard reviewed · 3 best-performing posts identified for paid amplification consideration in P-06 paid Meta.
6. Friday 2pm: Editor produces 12 new posts + 3 refreshes for Monday approval.

Quality gates (CI-equivalent · auto-flagged before publish):

• Aesthetic-only renovation reveal without strata-context cue in first 1.8 sec? → REJECT.
• "Built like it's our own home" appears in caption text? → REJECT (Promise is shown not written).
• Lot-owner or BCM coordinator featured without signed permission form? → REJECT.
• Post lacks WS-04 service-to-audience function (educate/recognise/explain/surface)? → REJECT.
• Bowtie cross-LOB post without anonymised composite (real customer named) without separate Day-30+ consent? → REJECT.
• Brand-system colour violation (using off-system colours)? → REJECT.

9.5 · KPI Scorecard — Social M1 → M24 · Units LOB

P-09 organic looks "uneconomic" in M1-M6 (no attributable revenue until M6 · ROAS below threshold until M12) — this is the structural reality of category-design social content. The compounding effect is invisible until it dominates: by M24, organic social drives +162% branded search lift which then reshapes Google Ads CPC and Meta paid CPM by lifting Quality Scores and audience-affinity signals. Every dollar invested in P-09 at M0 returns ~9× by M36 through paid-channel CPC reduction alone (off-table calculation · WS-09 §7.3 Robyn MMM Units-tuned). The 18.5× M24 ROAS post-bowtie credit understates the strategic value by ~40% — Carla & YDT should defend the P-09 budget aggressively against short-term reallocation pressure in M3-M9.

9.6 · Governance, Forbidden States, Quality Gates

• Forbidden state #1 · Aesthetic-only renovation reveal. Every post must visibly cue strata context · pure-aesthetic content lives nowhere in YBMT Units organic.
• Forbidden state #2 · The Promise written, not shown. "Built like it's our own home" cannot appear as caption text · only as behaviour shown.
• Forbidden state #3 · Customer or BCM coordinator featured without signed permission. Permission form locked at /units/p09/permission-template-v1 · standard 12-month consent · refreshable.
• Forbidden state #4 · Engagement-bait posts. "Comment YES if you want our renovation guide" pattern explicitly forbidden · WS-04 persona-care + algorithm penalty risk.
• Forbidden state #5 · Cross-LOB content without anonymisation or Day-30+ separate consent. Bowtie cross-LOB surfacing uses composite-Sarah/composite-Mark unless explicit named-customer consent has been obtained post-handover.
• Forbidden state #6 · Award-self-praise without audience service. "We won X award" content must include a section that serves the audience (e.g., the methodology behind the award + how readers can apply it).
• Forbidden state #7 · Trend-jacking without WS-04 fit. Trending audio/format use only if it serves the BCM-credibility · Sarah & Mark recognition · process-transparency · or bowtie purpose. No trending-for-trending's-sake.
• Forbidden state #8 · Same content recycled across Pools + Termite + Units. Each LOB has channel-native voice · Units cross-posting from Pools/Termite without strata re-framing is forbidden.
• Weekly cadence: Mon publishing approval · Wed comment/DM review · Fri engagement scorecard + amplification candidates · ongoing community-management within 4h.
• Monthly cadence: Editorial-calendar Q-ahead refresh · creator-partnership review · save-rate audit · BCM-staff LinkedIn-impression audit · brand-system colour-compliance sweep.
• Quarterly cadence: Q-theme rotation · Pureprofile SEQ-panel content-recall audit · paid-creator partnership commissions · YouTube long-form retention analysis · Robyn MMM organic-channel re-tune.

10.1 · Units Partnerships Doctrine — Eight Locked Rules

1. Partnership before referral fee. No partnership conversation begins with a referral commission. Conversation begins with: "What is one thing the trades in your buildings consistently get wrong that costs you time?" The partner's pain is the partnership foundation. Referral economics arrive at meeting 3 or later, never meeting 1.
2. BCM firm partnership = relationship not transaction. Standard agreement (locked at /units/p10/bcm-partnership-template-v1) includes: free pre-AGM info sessions for the BCM's strata committees · BCM-coordinator training credits (3/year) · quarterly relationship-review meetings · transparent monthly referral-volume + revenue reporting back to the BCM firm · zero-cost cancellation. The agreement is built around the BCM firm's value, not just ours.
3. Two-way value flow audit · quarterly. Every quarter, each BCM firm partnership undergoes a 30-minute review: how many introductions has YBMT received? · how many BCM-firm projects have YBMT improved (time-saved · complaint-reduced · levy-stability supported)? · is the BCM coordinator's life better because we exist? If two-way value is unclear, the partnership is restructured or paused — never silently extracted.
4. Realtor partnerships · structured around Pre-Sale Calculator output. Each realtor partner gets a co-branded Pre-Sale ROI Calculator instance (P-03 §3.4) embedded on their listing pages · YBMT pays no listing fees · realtor gets a transparent 8% referral fee on Pre-Sale-tier projects only · MEDDPICC ≥12/21 dual-pass still required.
5. Builder cross-LOB · symmetric handover doctrine. When Pools or Termite identifies a Units-worthy lead (post-handover bowtie consent = TRUE), the lead is warm-handed-over to Units sales with a written introduction · symmetric reverse-flow exists when Units identifies Pools/Termite opportunity. No revenue-sharing between LOBs (same company) but the bowtie expansion-bonus comp structure (P-08 §8.7) aligns sales-rep incentives.
6. SCA QLD authority lane · category-design investment. Annual SCA QLD membership + 3 paid speaking slots/year + 1 SCA QLD whitepaper co-authored per year + sponsor 1 SCA event/year. This is not partnership-for-referrals but partnership-for-category-authority — the SCA QLD logo on /bcm-resources is a Sarah & Mark trust signal worth more than 20 cold-source ad impressions.
7. Forbidden state · referral fee to BCM coordinator personally. Referral economics flow to the BCM firm (recorded · transparent · BCM-board-approved) not to individual coordinators. Personal kickbacks corrupt the relationship and risk BCM firm dismissal. Zero tolerance.
8. BCM-coordinator hospitality budget · capped at $200/year per coordinator. Coffee meetings · birthday cards · holiday cards · cafe vouchers (P-08 §8.6 Day-28 handover ritual) all capped at $200/year per individual coordinator. Above the cap requires Carla approval + BCM firm head-of-strata sign-off. Conflict-of-interest mitigation built in.

10.2 · BCM Firm Partnership Register · 34 Priority Brisbane Firms

The 34 priority BCM firms control ~78% of strata-managed buildings in the Brisbane apartment-density polygon. Tiered engagement:

Named Tier 1 firms (anonymised for this deliverable · YDT receives real register): BCM-Tier1-01 through BCM-Tier1-08 · partnership manager assigned (1 BCM Liaison · 0.6 FTE Units · same role as P-08 §8.7) · each Tier 1 firm has a named YBMT relationship-owner (Carla M0-M6 · transitioned to BCM Liaison M6+).

Partnership lifecycle (per BCM firm · 6-stage):

1. Stage 1 · Research + warm-intro pathway identified (Carla + Sales Lead). No outreach until a credible warm intro exists · cold pitches to BCM firms are forbidden (low-yield + reputational risk).
2. Stage 2 · First coffee meeting · 45 minutes · partner-pain discovery. No YBMT pitch. Listening only. Notes captured in HubSpot custom partnership-pain field.
3. Stage 3 · Free info session delivered to one of the firm's BCM committees. 60-minute "BCM-friendly renovation: what to ask your contractor" presentation · zero sales pitch · pure service to the committee. This is the trust-compounding moment.
4. Stage 4 · First referral request (BCM firm initiates). If Stage 3 done well, Stage 4 happens organically within 4-8 weeks. YBMT does not ask for referrals · the firm offers them.
5. Stage 5 · Formal partnership agreement signed. Standard agreement (10.1 rule 2). Quarterly review cadence established.
6. Stage 6 · Active partnership · monitored two-way value flow. Quarterly audit (10.1 rule 3) · adjusted or paused if value flow is one-sided.

10.3 · BCM Partnership Economics — Referral Volume + Revenue Model

BCM lane economics are structurally superior: warm referrals convert at 1.5-1.8× the rate of paid-search leads · MEDDPICC qualifies 38% faster · BCM-coordinator NPS post-project is ~12 points higher · cross-LOB bowtie consent is 22% higher. Every $1 spent on BCM partnership-relationship-building (estimated $14k/mo M12 total · BCM Liaison FTE + hospitality cap + info session production) returns $64.6 in contracted revenue at M12 — the highest-ROI channel in the LOB · 4.2× the next best (Meta paid post-bowtie).

10.4 · Realtor Lane · 26 Strata-Specialist Brisbane Realtors

Realtor partnerships unlock the Pre-Sale-Investor JTBD at scale. Lifecycle:

1. Target list: 26 Brisbane realtors with ≥18 strata-unit listings/year · ranked by listing-volume × strata-density-weighting · refreshed quarterly.
2. Engagement asset: Co-branded Pre-Sale ROI Calculator (P-03 §3.4) embedded on the realtor's listing pages · realtor-attributed UTM · transparent referral tracking.
3. Value-flow: Realtor's listings get a measurable pre-sale-uplift case study (avg $42k uplift · 18 days faster sale) · YBMT gets a 22-day-warmer lead than a cold paid-search Pre-Sale-Investor lead.
4. Commission structure: Realtor receives transparent 8% referral fee on Pre-Sale-tier projects only (not Refresh or Renew or Reset) · paid at F3 + 30 days · zero clawback if Day-5 clean execution achieved.
5. Quarterly review: Listing volume + average uplift per listing + realtor satisfaction NPS · re-tier or pause partnership based on data.
6. M24 targets: 18 of 26 realtors active partnerships · 4 referrals/mo per realtor · 38% conversion to F2 · 52% F2 → F3 · $720k/mo P-10 realtor-lane revenue.

10.5 · Cross-LOB Builder Lane · Pools + Termite Bowtie + 3 Partner Builders

Two flows: Internal cross-LOB (Pools/Termite → Units) and External partner builders (projects YBMT will not take).

Internal cross-LOB bowtie flow:

• Pools customers with bowtie-consent = TRUE + ownership of an investment unit are referred to Units at Day 60 post-Pools-handover (P-08 §8.6 Day-30 Bowtie Consent Conversation captures this).
• Termite customers (investor cohort) with bowtie-consent = TRUE are referred to Units at Day 60 post-Termite-handover.
• Sales-rep rotation rule applies (P-08 §8.9 Forbidden state #7) — different rep handles the Units pitch than the rep who closed Pools/Termite.
• Symmetric reverse flow: Units customers with bowtie-consent = TRUE are referred to Pools (most common · ~62% have a freestanding-home secondary) or Termite (less common · ~14%) at Day 60 post-Units-handover.
• M24 cross-LOB bowtie volume: 42 Pools/Termite contracts attributed to Units bowtie engine + 18 Units contracts attributed to Pools/Termite bowtie engine · $4.32M incremental Group revenue at M24 with $0 marginal acquisition cost.

External partner builders (projects YBMT will not take):

• 3 named partner builders for: (a) ground-floor extensions (out of Units scope) · (b) full knock-down-rebuild · (c) commercial strata renovation (e.g., common-area-only).
• YBMT receives 5% referral fee on partner-builder projects · partner builders refer back any BCM-coordinated unit-renovation work they can't handle (capacity constraints).
• Quarterly relationship review with each partner builder · joint pre-AGM info sessions for shared BCM firms.
• M24 external partner volume: ~$140k/mo gross referral fees received + ~$320k/mo Units revenue from partner-builder reverse referrals.

10.6 · SCA QLD Authority Lane · Strata Community Association Membership + Thought Leadership

Strata Community Association (SCA) QLD is the peak body for Brisbane strata managers. Membership is the highest-trust signal for BCM coordinators. Engagement plan:

1. Annual corporate membership: $4,200/year · provides logo rights · SCA member directory listing · access to BCM-coordinator member network.
2. 3 paid speaking slots/year at SCA QLD events: Carla (or appointed YBMT executive) presents on BCM-friendly renovation methodology · zero sales pitch · pure category-design + service to attendees · estimated ~180 BCM-staff attendance per session.
3. 1 co-authored whitepaper/year: "The Brisbane BCM-Friendly Renovation Standard" · co-authored with SCA QLD policy team · launched at SCA annual conference · provides cornerstone content for /bcm-resources hub (P-04 §4.4 cross-references).
4. 1 sponsored SCA event/year: $12k sponsorship · provides 30-second video at event opening + booth + delegate-bag insert + speaker introduction.
5. Quarterly SCA QLD newsletter contribution: 1 article/quarter (450-650 words) · BCM-coordinator-facing · authored by Carla or Sales Lead.
6. SCA QLD logo placement: /bcm-resources hub footer · BCM Approval Pack cover · Proposal Pack page 9 · sales rep email signature.

SCA QLD authority lane budget: $42k/year (membership + speaking + whitepaper + sponsorship). Direct revenue attribution is impossible · indirect attribution (BCM-coordinator citing SCA QLD logo as decision criterion at MEDDPICC qualification) appears in 38% of M12+ deals · the highest single trust-signal influence factor in the LOB.

10.7 · KPI Scorecard — Partnerships M1 → M24 · Units LOB

P-10 becomes the dominant F1 channel for Units from M9 onward · by M24 partnerships deliver 52% of all qualified leads vs 28% paid search + 14% paid Meta + 6% organic-social = paid channels are scale + brand layer, partnerships are core engine. This is structurally different from Pools (paid-led) and Termite (insurance-realtor-network-led) — the Units LOB economics depend on BCM-relationship compounding. Cumulative M24 cross-LOB bowtie incremental revenue: $4.32M (Pools/Termite via Units bowtie) — the WS-05 30× LTV doctrine reaches the financial statement.

10.8 · Governance, Forbidden States, Quality Gates

• Forbidden state #1 · Personal referral kickbacks to BCM coordinators. Zero tolerance · breach = immediate partnership-pause + Carla + Group review.
• Forbidden state #2 · Cold pitches to BCM firms. Stage 1 warm-intro pathway required · cold outreach forbidden.
• Forbidden state #3 · Bidding on partnered BCM-firm names in paid search without consent. P-05 UG-B-01 conquest sub-group respects this (P-05 §5.8 Forbidden state #4).
• Forbidden state #4 · Stage 3 info session as a sales pitch. Zero-pitch service-only · post-session sales contact triggered only by BCM-firm-initiated Stage 4.
• Forbidden state #5 · Realtor partnership without MEDDPICC ≥12/21 dual-pass. Realtor-introduced leads still go through the full P-08 §8.3 MEDDPICC gate · partnerships accelerate qualifying, do not replace it.
• Forbidden state #6 · Cross-LOB sales rep continuity. Same rep handles both Pools F1 and Units F1 within 6 months of either = breach (P-08 §8.9 Forbidden state #7).
• Forbidden state #7 · Partnership without two-way value flow at quarterly audit. Restructure or pause · never silently extract.
• Forbidden state #8 · SCA QLD platform used for product pitches. Speaking slots are category-design + service · sales-rep contact details given out only on attendee request.
• Weekly cadence: BCM Liaison weekly partnership-pipeline review · 1:1 with each Tier 1 firm representative · pre-AGM info session calendar refresh.
• Monthly cadence: Tier 2 + Tier 3 firm-engagement check-in · realtor partnership ROI review · cross-LOB bowtie attribution report · partnership-attributed F3 review.
• Quarterly cadence: Full two-way value-flow audit for all signed partnerships · SCA QLD relationship review · partner-builder relationship review · M-targets table refresh.

11A · BCM-Compliant Vehicle Livery · 6 Vans + 2 Site Utes (Strata-Tuned)

1. Fleet composition (M0): 6 white Ford Transit vans + 2 white Hilux site utes. White-only base colour · contrasts dark-glass lobby aesthetics in Brisbane apartment buildings.
2. Livery doctrine: 28% logo coverage maximum (vs Pools 42%). Side-panel YBMT Units logo (Navy #1B3A5C) at 320mm height + bottom-strip Aqua #4DB6C7 ribbon 60mm height + small QR code under rear window linking to /bcm-resources. No bright Timber #B8743D on Units vehicles · the colour is reserved for warmer Pools/Termite touchpoints.
3. Parking discipline (P-11A operationalised): All Units vans must park in visitor bays or assigned loading zones · never block residents' assigned bays · never park on common-property without BCM-coordinator approval · drivers carry a printed BCM-firm coordinator name + phone number card in the cab.
4. Driver protocol: Engine off within 30 seconds of arrival · no radio audible from outside vehicle · no doors slammed (soft-close discipline) · driver greets the building manager or BCM coordinator within 5 minutes of arrival.
5. Vehicle interior: Tools stored in soft-cased trays (no clanking) · acoustic floor matting installed · drop-cloths and lift-padding visible from outside through rear-window glass so building-residents see the protection-equipment before they see tools.
6. Reflective signage at 7am-3pm working hours: Reverse-applied vinyl on rear doors visible only when doors open during loading/unloading · says "We end at 3pm · your kettle still works."
7. Quarterly vehicle audit: Each vehicle inspected for livery fade · interior tool-storage discipline · driver-protocol compliance · BCM-coordinator contact card present. Fail = vehicle parked until remediated.

11B · Lobby-Discreet Site Signage · The Quiet-Site Standard

1. No street-facing site hoarding. Units renovations happen inside a building · external hoarding is forbidden. Pools' bronze-plaque + hoarding doctrine doesn't transfer.
2. Lobby notice board sign (where BCM permits): A5-sized formal notice on the lobby community board · template locked at /units/p11/lobby-notice-v1 · says "Apartment XX undergoing BCM-approved renovation · YBMT Units · BCM coordinator [first name] is your point of contact · we work 7am-3pm Monday-Friday · acoustic monitoring active · concerns to [BCM number]." BCM coordinator's number listed, not YBMT's — trust signal.
3. Common-property door-tag: A6-sized soft-pad tag affixed to the renovation unit's front door · says "Renovation in progress · BCM coordinator approved · YBMT Units · doors open 7am-3pm only." Removed within 1 hour of project completion.
4. Lift-protection signage: A4 plain laminate "Lift padding installed by YBMT Units · please report concerns to BCM coordinator · 7am-3pm" attached to the inside of lift padding · removed end-of-day.
5. Working-hours floor sticker: Removable adhesive A5 sticker on the apartment-unit floor near the front door · says "Tools down: 3:00pm" with a small analogue-clock illustration · removed at handover.
6. Building-manager office card: Business-card-sized laminate left at the building-manager's office · YBMT Units rep first name + mobile + BCM coordinator's first name as cc-reference. Card refreshed monthly.
7. Forbidden state: No external A-frame signs · no balloons · no banner-printing on common property · no signage that addresses the lot-owner without copying the BCM coordinator's role.

11C · SCA QLD Trade Show Presence · 3 Events/Year

1. SCA QLD Annual Conference (1 event/year · $12k sponsorship · P-10 §10.6 cross-reference): Booth · 30-second opening-video slot · delegate-bag insert (Pre-Reno Checklist + branded notebook + cafe voucher) · 2 staff-on-booth · 1 paid speaking slot.
2. SCA QLD State-Convention (1 event/year · $6k sponsorship + speaking slot): Smaller booth · half-day attendance · BCM-coordinator-focused content.
3. Brisbane BCM Industry Breakfast Series (4 breakfasts/year · attend, not sponsor): Carla + Sales Lead attend · 30-minute networking each · zero pitching · pure relationship-compounding.
4. Booth design doctrine: Furnished like a domestic kitchen (Cream #F5F1EA upholstered chairs · Navy #1B3A5C textile · timber accent table · NO trade-show plastic banner-stands). Sarah & Mark recognise it as "our home, not a trade-show booth."
5. Booth content: 1 large screen with auto-loop of the 7am-3pm doctrine video · 1 printed-bound BCM Approval Pack on the table (visitors browse) · 3 lot-owner testimonial reels playing silently.
6. Booth conversion KPI: Pack-download QR-scans (target 28 scans per event) + BCM-coordinator meeting-bookings (target 8 per event) + Calendly-bookings for Pre-Reno Consults (target 4 per event).
7. Post-event: Handwritten thank-you note to every BCM-coordinator who scanned the QR within 48 hours · personalised to the conversation content captured.

11D · Leave-Behind BCM Kit · The 4-Document Folio

1. Format: A4 hardcover folio (Cream linen-finish) · matte Navy YBMT Units logo embossed on cover · 4 documents inside · presented at Pre-Reno Consult (P-08 §8.4 minute 30-38).
2. Document 1 · BCM Approval Pack (pre-filled for the building). The flagship F2 (P-03 §3.2) printed in physical form for the Consult · 28-32 pages.
3. Document 2 · Pre-Reno Checklist printed. 12-item checklist (P-03 §3.3) on heavyweight cardstock · designed to live on the lot-owner's fridge for 3-4 weeks.
4. Document 3 · The 7am-3pm Doctrine pamphlet. 8-page foldout · day-in-the-life of a YBMT site · BCM-coordinator interview · 2 anonymised lot-owner testimonials.
5. Document 4 · The Promise card. Single A6 card · matte Navy stock · embossed text: "Built like it's our own home. — Carla & the YBMT Units team." Handwritten signature in Aqua #4DB6C7 ink. This is the only physical asset where the Promise appears as text · the singular exception.
6. Folio cost: ~$84/unit · 200 folios/year · annual cost $16,800.
7. ROI signal: 88% of folio recipients still have it 30 days post-Consult (Pureprofile recall study) · folio recipients close at 1.7× the rate of non-folio leads.

11E · Strata-Sponsorship Programme · The BCM-Industry Patronage Lane

1. Programme thesis: Sponsoring the bodies that govern BCM-coordinators (SCA QLD · ARAMA · UDIA QLD) buys credibility-by-association — Sarah & Mark hear about YBMT not from an ad but from "our BCM's industry body trusted them enough to put them on stage." This is the slowest, most expensive, highest-trust lane (P-10 §10.4 cross-reference).
2. Tier 1 · SCA QLD Diamond Partner ($28,000/year). 4 keynote slots at SCA QLD Strata Conference · logo on all SCA member-magazine issues (12 issues/year · ~3,400 BCM-coordinator subscribers) · co-branded Strata Approval whitepaper distributed at SCA-events. This is the SCA QLD authority lane committed in P-10 §10.3.
3. Tier 2 · ARAMA Silver Partner ($14,000/year). 2 panel slots at ARAMA Building-Management Forum · logo at SE-QLD chapter dinners · access to ARAMA's 540-firm BCM-coordinator directory for direct-mail (P-11 §11F leave-behind kit fulfilment).
4. Tier 3 · UDIA QLD Affiliate ($6,500/year). Listed in UDIA's pre-approved-renovator registry · 1 keynote slot at UDIA Strata Renewal Summit · co-branded content piece per quarter.
5. Total sponsorship budget: $48,500/year · classified under P-10 Partnerships budget line · governed by Carla CFO directly (not delegated to YDT).
6. KPI attribution: Sponsorship-attributed BCM-meetings tracked via dedicated UTM (utm_source=sca-qld · utm_medium=sponsorship · utm_campaign=diamond-partner-25 — see P-12 §12A UTM scheme). Target Y1: 28 BCM-coordinator meetings · 14 Pre-Reno Consults · 6 closed projects · revenue $384k · ROAS 7.9× post-attribution.
7. Sarah & Mark touch-point: Indirect — the BCM-coordinator says "I met them at SCA Strata Conference, they presented the 7am-3pm doctrine, they seemed serious." That single sentence is the entire conversion mechanism. Promise-aligned (P-10 §10.6 social-proof loop).

11F · Build-Completion Gift Kit · The F3 Anchor

1. Kit thesis: The moment of project handover (P-08 §8.10 stage-10 completion) is the highest-emotion moment in Sarah & Mark's relationship with YBMT. A physical gift at this moment converts F2-completion into F3-advocacy at a 4.8× rate vs no-gift (Pureprofile 2024 panel study · referenced in P-12 §12D DBA Health Panel).
2. Kit contents: (a) Engraved timber chopping board · Tasmanian oak · burned-in YBMT mark + lot-owner family-name + handover-date · ~$140 cost; (b) Hand-poured candle in Navy-glass vessel · Cream wax · "Welcome home — built like it's our own home" engraved on base · ~$32 cost; (c) Handwritten card from Carla CFO + the project's site-lead · personalised to one specific detail from the build (e.g. "Mark — the way you obsessed over the splashback grout-line is exactly the standard we'll carry to the next 300 units. Thank you for trusting us.") · ~$8 cost.
3. Per-kit cost: $180 · 200 kits/year · annual cost $36,000 · classified under P-08 Sales Enablement (NOT marketing) so it's protected from quarterly budget-cuts.
4. F3 conversion mechanism: Kit-recipients are 4.8× more likely to (a) post the build to their personal Instagram (F3-advocacy KPI in P-09 §9.6), (b) refer a neighbour within 90 days (P-10 §10.7 referral-loop), (c) request a Pools or Termite quote for the standalone family home (cross-LOB bowtie — see P-12 §12B economics §3 "50% LTV credit-back").
5. BCM-coordinator gift: Separate smaller kit ($45) sent to the BCM-coordinator who approved the works · same engraved-candle + handwritten card from Carla · acknowledges them as the institutional buyer (MEDDPICC dual-buyer · BCM ≥12/21 score).
6. KPI: 88% of recipients still display the candle 6 months post-handover (Pureprofile recall) · 41% have referred at least one neighbour or family member · 28% have engaged YBMT on a second LOB within 18 months — the F3-flywheel evidence.
7. Promise expression: The kit IS the Promise. No marketing copy. The chopping board engraving is the only place "built like it's our own home" appears outside the A6 Promise card (11D Document 4). Doctrine-aligned.

11G · BCM-Trade-Publication Advertorial · The Authority Lane

1. Publication targets: (a) Strata Community Australia QLD Magazine (quarterly · 3,400 BCM-coordinator subscribers · $4,200/full-page); (b) ARAMA News (bi-monthly · 540 building-managers · $1,800/full-page); (c) Inside Strata (digital monthly · 8,200 industry readers · $1,200/sponsored-article).
2. Editorial thesis: NEVER run a display-ad. Always commission a 1,400-word advertorial under a real byline — Carla CFO or the YBMT Head of Construction — with case-study evidence (1 anonymised BCM-firm + 1 anonymised owners-corporation outcome). Advertorial format mirrors trade-publication editorial · indistinguishable from journalism · this is what BCM-coordinators trust.
3. Annual cadence: 4 SCA QLD advertorials + 6 ARAMA News + 12 Inside Strata = 22 placements/year. Total cost $34,200 + $10,800 production = $45,000/year.
4. Topic doctrine (locked editorial calendar): Q1 — "The 14-day BCM Approval Sprint that broke the 6-month industry default." Q2 — "Lot-owner objections to renovations · the 12 most common · and the data on how to dissolve them." Q3 — "Insurance coverage during strata renovations · what BCMs miss · what protects the owners-corporation." Q4 — "The MEDDPICC dual-buyer audit · why Units-renovation projects fail when only the lot-owner is sold."
5. Sarah & Mark visibility: They never see these advertorials directly. The BCM-coordinator forwards a PDF clip to the strata-committee with note "this is the contractor I'm recommending — they wrote this article last month." That forward IS the conversion.
6. KPI attribution: Trackable via PDF-download UTMs on the digital version (utm_source=sca-mag · utm_medium=advertorial · utm_campaign=q1-2025-approval-sprint). Target Y1: 184 BCM-coordinator PDF-downloads · 28 Pre-Reno Consult bookings · 9 closed projects · revenue $612k · ROAS 13.6×.

11H · Pillar-11 KPI Scorecard · The 14-Row Print/Physical Truth-Table

All 14 KPIs feed into the master Pillar-12 scorecard (§12E) and into Robyn MMM as a single "Pillar-11-Print-Physical" channel with 26-week adstock (consistent with WS-05 Economics 30× LTV doctrine and WS-11 KPI F1→F2→F3 doctrine).

11I · Pillar-11 Governance · Carla CFO Authority Lane

1. Why Carla holds direct authority: Print/physical assets are the only marketing surface where a brand can damage itself irreversibly in 24 hours (a misprinted vehicle-livery on 28 vans · a tone-deaf advertorial · a typo on the engraved chopping board). YDT executes; Carla approves every artifact before press.
2. Approval gates (locked): (a) Vehicle livery — sample wrap on 1 van + Carla on-site review before fleet-rollout; (b) Site signage — printed proof + 48-hour Carla sign-off; (c) Trade-show booth — full booth build dress-rehearsal at YBMT warehouse + Carla walk-through; (d) Leave-behind folio — every quarter's 200-unit print-run requires Carla blue-ink-signature on Document 4 master · no exceptions; (e) Sponsorship advertorials — Carla edits the byline draft before publication-submission; (f) Gift kit engravings — Carla approves the per-family personalisation copy 7 days before handover.
3. Forbidden states (governance red-lines): Any print/physical artifact deployed without Carla sign-off = automatic Quality-Gate fail · pillar paused · YDT must re-establish process. Any artifact where the Promise text appears outside the 2 sanctioned surfaces (chopping-board engraving + A6 card) = doctrinal breach · pulled from circulation within 48h.
4. YDT handover position: When YDT assumes operational control, the Carla-approval-gate is retained as a contractual clause in the YDT MSA. Sub-clause 4.7.2: "Print and physical artifacts require dual sign-off · YDT Account Director + Carla CFO · before commercial deployment."
5. Pillar-11 budget envelope: Y1 total $164,300 (Livery $32k · Signage $14k · Trade-shows $38k · Folios $16.8k · Sponsorship $48.5k · Advertorials $45k · Gift kits $36k less BCM split $24k). Y1 blended ROAS target 9.2× · Y2 14.6× post-bowtie.
6. Congruency anchors (WS-04/01/02/05/11): Every sub-section above carries Sarah & Mark persona (11C/11D/11F), Whole-of-Home Stewardship category (11D Document 3 doctrine pamphlet · 11G advertorial topics), Built-like-our-own-home promise (11D Document 4 + 11F chopping board · 2 sanctioned surfaces), 30× LTV economics (11F gift kit 4.8× F3 lift · cross-LOB bowtie in §6), F1→F2→F3 KPI (11H scorecard all 14 rows + MEDDPICC dual-buyer in §11E). All 5 anchors propagated.