Account Manager Calls & Strategy Plan
First Choice Framework — The complete system for making each dealer the first choice in their market through content, ads, and accountability.
1. Purpose & Outcome
Goal: Make each dealer the first choice for manufactured home buyers in their market by:
- ✓Posting consistent “First Choice” content.
- ✓Promoting the winning posts as compliant housing ads.
- ✓Turning attention into tracked leads, shows, and sales.
Best free content becomes best paid ads. We're just systemizing that.
2. Core Framework
First Choice Message (per dealer)
“We are the first choice for [AVATAR] in [CITY] who [SITUATION], because we [UNIQUE BEHAVIOR].”
4 Content Pillars
Proof
Customer stories, move-ins, upgrades.
Education / FAQ
Credit, timelines, renting vs owning, process.
Inventory Walkthroughs
Specific homes, floorplans, payments.
Affinity / BTS
Why choose us, team, inspection / setup, culture.
Organic and ads use the same raw assets, just repackaged.
3. Roles
If something breaks, you assume it's a process issue first, not a “creative” issue.
4. Organic “First Choice” Posting SOP
4.1 Monthly
Plan weeks 1-4 in the “Content Requests” sheet
3 posts/week:
Fill “Post Title,” “Script Prompt,” “What Sales Must Provide,” “Due Date,” “Sales Owner.”
Asset Day at dealership (2-3 hours)
- •Record 4-6 customer stories (phone is fine).
- •Record 4-6 FAQs / education clips with finance / GM.
- •Capture 4-6 home tours + BTS clips.
Post-production (your team)
- •Edit to 30-60s verticals.
- •Add captions, simple headline, logo, Equal Housing logo where appropriate.
- •Load into scheduler mapped to the sheet.
Branding = teach people what you're about and repeat it daily.
4.2 Weekly
Check sheet > confirm last week's “What Sales Must Provide” is delivered.
Publish the 3 scheduled posts. Reply to comments/DMs same day.
30-min review: Tag the 1-2 best posts (views + saves + inbound messages) as “Ad Candidate” in the sheet.
5. Ads SOP (Organic → Paid)
Campaign structure per dealer on Meta. Every ad follows: Callout → Value → Clear CTA.
Always-On First Choice
AwarenessCategory
Special Ad Category: Housing
Objective
Video Views or Engagement
Targeting / Audiences
15-25 mile radius around dealership, age 18+, all genders, no detailed targeting.
Creatives
"Ad Candidate" posts from Proof + Education pillars (parade of proof + simple explainers).
Lead Gen
WarmCategory
Housing
Objective
Leads (native form) or Conversions (simple "See what you qualify for" page).
Targeting / Audiences
Video viewers 50%+, engagers, lead-form opens.
Creatives
Best Inventory + Proof posts reframed with clear CTA: "Tap 'Get Started' and we'll review your situation."
Reactivation
Lead NurtureCategory
Housing
Objective
Upload CRM leads as custom audience. Increase show rates 20-40%.
Targeting / Audiences
CRM leads as custom audience (Housing category).
Creatives
Reminders, what to bring, timeline, reassurance.
6. Compliance Rules (Non-Negotiable)
Always select Housing special ad category.
Broad, inclusive targeting: no age, gender, or tight zip filters.
Describe property and process, never preferred people. OK: "3-bedroom home with large yard, payment options available."
Not OK: "Perfect for young families / retirees / Christian community," etc.
Use Equal Housing logo where appropriate; rotate visibly diverse buyers.
7. Cadence & Metrics
Weekly
- •3 organic posts live per dealer.
- •1-2 new creatives added into Campaign A/B.
Monthly Report (per dealer)
- •Organic: reach, saves, DMs.
- •Ads: cost per lead, cost per show, cost per sale.
- •Flag top 5 creatives; reuse, reshoot similar angles.
This is the machine: capture proof, post it, promote winners, book appointments. Repeat until you're bored… then it finally starts working.
Yearly Calendar Rule
Yearly calendars will be posted for each year. When a new client starts, they begin at the current date the calendar is on — not from the beginning. The Account Manager locates today's date on the calendar, walks the client through the active period, and builds their strategy plan forward from that point. Every client is always operating in the present context of the calendar.
Yearly Strategy Calendar
This calendar drives the Account Manager's strategy for every client. New clients begin at the current month — not January.
Strategy Focus
Launch tax season savings campaigns. Push urgency around tax refund timing. Begin fresh content accountability cycle.
Content Priority
Financing explainer videos, testimonial requests from recent buyers
Promotional Tie-In
Tax Season Savings Event
Strategy Focus
Maximize tax refund momentum. Retargeting audiences should be fully warmed. Push appointment volume hard.
Content Priority
Customer testimonials, delivery/setup footage from recent sales
Promotional Tie-In
Tax Refund Specials / Down Payment Match
Strategy Focus
Transition from tax season into spring buying season. Refresh trust content library with seasonal messaging.
Content Priority
Home walkthrough videos, team introductions, spring inventory highlights
Promotional Tie-In
Spring Into Savings Campaign
Strategy Focus
Peak lead volume period. Ensure retargeting is fully live and trust content is rotating. Accountability on speed-to-lead.
Content Priority
Behind-the-scenes content, community/lot walkthrough videos
Promotional Tie-In
Spring Move-In Specials
Strategy Focus
Capitalize on holiday weekend traffic. Run limited-time offers. Stack urgency with event-driven campaigns.
Content Priority
Event prep content, inventory spotlight videos, urgency-driven testimonials
Promotional Tie-In
Memorial Day Red Tag Sale
Strategy Focus
Families relocating before school year. Push move-in ready messaging. Content should highlight speed of process.
Content Priority
Move-in ready walkthroughs, family testimonials, setup timeline content
Promotional Tie-In
Summer Move-In Promotions
Strategy Focus
Mid-year account health review. Assess First Choice Framework progress. Recalibrate content library gaps.
Content Priority
Objection handling content, transparency videos, pricing explainers
Promotional Tie-In
Summer Blowout / Independence Day Specials
Strategy Focus
Last push before fall slowdown. Ensure all trust content pillars are covered. Prep Lead Revival lists for Q4.
Content Priority
Complete any missing trust content types, refresh older testimonials
Promotional Tie-In
Back-to-School Move-In Deals
Strategy Focus
Shift messaging to year-end urgency. Begin planning Q4 promotional calendar. Audit retargeting audience health.
Content Priority
New inventory walkthroughs, seasonal community content
Promotional Tie-In
Fall Inventory Clearance
Strategy Focus
Build momentum toward Black Friday / year-end. Stack Lead Revival campaigns. Refresh all retargeting creatives.
Content Priority
Holiday-themed content, year-in-review testimonials, urgency messaging
Promotional Tie-In
New Inventory Blowout / Limited-Time Incentives
Strategy Focus
Highest urgency month. Run aggressive promotional campaigns. Maximize Lead Revival outreach volume.
Content Priority
Deal announcement content, countdown urgency videos, buyer success stories
Promotional Tie-In
Black Friday Specials / Holiday Savings Event
Strategy Focus
Close remaining pipeline deals. Annual review with client. Plan next year strategy and content calendar.
Content Priority
Year-end testimonials, thank-you content, next-year preview content
Promotional Tie-In
Year-End Clearance / "This Weekend Only" Events
Common Mistakes
- ✗Starting a new client from the beginning of the calendar instead of the current date
- ✗Treating content as a "creative" problem instead of a process problem — if something breaks, assume process first
- ✗Allowing content delivery to slip without escalating — the system breaks without content
- ✗Running ads without the Housing special ad category selected
- ✗Using detailed targeting, age restrictions, or gender filters in Housing ads
- ✗Describing preferred people instead of property and process in ad copy
- ✗Not tagging best-performing organic posts as Ad Candidates on Friday review
- ✗Skipping the Asset Day or letting it slide past the monthly window
- ✗Not coordinating content strategy with the ad buyer for campaign deployment
- ✗Failing to refresh retargeting creatives — stale ads cause audience fatigue