Molly · the voice session

Twenty minutes, and the words become yours.

Everything in your programme is written and researched. What it isn’t yet is said the way you say it — and we’re not going to invent that. These are the questions that get it out of your head. Answer them out loud; we do the rest.

20 minutesOne sitting. Coffee, not a meeting.
Record itVoice memo on a phone is perfect. Nobody has to write.
Talk, don’t draftSay it how you’d say it to a client in the car.
“I don’t know” is an answerIt tells us to cut that piece rather than fake it.
Part one

The six lessons — your series.

Five are built on public facts we can point at. One is yours alone and is deliberately blank. These questions finish all six in your voice.

01When someone asks why they should look in Downers Grove, what do you actually say first? Finishes lesson 1
Ask it exactly like this“Forget the research. A buyer calls you, they’ve never been here. What’s the first thing out of your mouth?”
What we have: we wrote “almost nobody’s first reason is the house — it’s the 7:15.” That’s our guess at your answer. If it’s right, say it in your words. If it’s wrong, the slide changes.
  • What do they ask you about that surprises you?
  • What do people get wrong about this town before they visit?
02Which station do you tell people to buy near, and why?Voices lesson 2
Ask it exactly like this“Main Street, Belmont or Fairview — if a commuter had to pick one, what do you tell them?”
What we have: the timetable facts are pulled and sourced — Main Street’s fastest is 30 minutes, Fairview never gets an express, all three are within five minutes on a median train. The numbers are done. What’s missing is your judgment about what that means for a buyer.
03What’s the biggest price surprise between here and Hinsdale?Voices lesson 3
Ask it exactly like this“When a buyer realises what the same money buys eleven minutes east, what do they say?”
What we have: $514K here, $712K Clarendon Hills, $1.30M Hinsdale — sourced and dated. We need the reaction, not the arithmetic.
04What actually makes someone choose Downers Grove over a cheaper town on the same line?Voices lesson 4
Ask it exactly like this“Two towns, same train, one is cheaper. What tips it?”
What we have: we argued it’s downtown — that people pick the town they can walk into on a Friday. That’s our opinion and it’s labelled as one. Replace it with yours.
05Describe the entry band. What separates a $300K house here from a $500K one?The blank slide
Ask it exactly like this“Walk me up the ladder. What do you get at each step, and where’s the jump that surprises people?”
This is the one we left empty on purpose. You work this end of the market and nobody else in town is writing about it. Everything else in the series is research anyone could repeat — this is the part only you have. It’s the most valuable slide in the set and it stays blank until you fill it.
  • Roughly what bands would you draw, and what defines each?
  • Which band is the best value right now, and why?
  • What do first buyers consistently overpay for?
  • What do they consistently overlook?
06What do buyers say they want, versus what they actually buy?Voices lesson 6
Ask it exactly like this“Think of the last three. What was on the list, and what did they sign for?”
What we have: we wrote that the list says yard and kitchen, and the thing that closes it is the block and the walk. If you’ve seen different, say so — an honest disagreement makes a better post than agreement.
Part two

How you actually sound.

Four questions that calibrate every caption we write for you afterwards. This is the part that means you never have to edit our drafts again.

07What’s a phrase you say all the time that you’d never write down?Voice calibration
This is the single most useful answer in the session. It’s the difference between copy that sounds like you and copy that sounds like marketing.
08What’s something other agents say that makes you wince?The banlist
Whatever you name goes on a list we never write. “Dream home,” “Let’s embark on your journey” — tell us yours.
09What do you tell a client that other agents won’t?The opinion posts
Every strong post in the plan is an opinion. This question finds the ones that are genuinely yours — and those are the posts people forward.
10Is there anything in the plan you wouldn’t say out loud?Veto
Name it and it comes out. Nothing publishes that you wouldn’t defend in a listing appointment — that rule is the whole point of this session.
Part three

Two sign-offs, then it runs.

Quick yes-or-no. These aren’t voice questions, they’re approvals.

11The seller guide — does the “what we’d skip” list match what you’d actually tell a seller? Approves the guide
We say skip the new kitchen, skip big landscaping, disclose rather than quietly fix. If you disagree with any line, it changes — you’re the one who has to defend it in someone’s living room.
12Week one — anything in the first seven posts you want pulled?Approves week one
Seven posts are drafted and ready. One veto is faster than one rewrite.

What happens after the twenty minutes

We transcribe it, rewrite every slide and caption in your register, and send it back for a yes. From that point the series publishes weekly without needing you again until the next one — and every caption we write afterwards is calibrated to how you actually talk.

Nothing publishes before you’ve seen it. That rule doesn’t expire after this session.

The Wardlow Group × Chicago Estates Co · The Studio Prepared for Molly · print this or answer it on a phone.
The series it finishes is at /wardlow-six.
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