ZMA — home-value conversations
Five past clients at a time: three online estimates gathered, one branded card built, one text drafted, one real conversation started.
- Desktop for setup
- Setup ~20 min
- Claude in Chrome
- Run a batch any time
A clean past-client export is the whole prerequisite.
On your phone? Get the skill file emailed to you and come back at your desk — the batch runs need a computer with Chrome open.
You need the Claude Desktop app (Cowork), Claude in Chrome switched on, and a past-client export carrying name, address and phone. Your Claude Design system should exist too — that’s where the cards get built.
Do the filtering in your CRM before you export, not after. A missing or wrong address can’t return a real estimate, and you don’t want to text a client a number built on bad data.
Get the files
The values skill file, emailed to you as a direct download.
Your email also joins the Take It and Run newsletter — one practical move a week, and you’ll be the first to hear the moment we release a new build, skill or agent. Unsubscribe any time.
Files are hosted on kristijencks.com. No Drive links, no sign-up wall.
Three companies just valued the same home. Three different numbers.
None of them have ever walked through the front door. This is the system that turns that into a real conversation with your past clients.
What it builds: something you run again and again — work through your past clients a batch at a time, on your own schedule. Each batch pulls three home-value estimates per client, becomes a simple branded card, and gives you a natural reason to reach out about what their home is really worth.
You already know the estimates are wrong. That's the point.
You're not sending this to convince anyone the number is right. The inaccuracy is the message: the numbers your clients are already checking online can't be trusted, and the person who can give them a real answer is you.
Step 1. What you'll need
How to pull a clean export
- Filter to your past clients or closed contacts.
- Narrow that to the ones with a complete street address — street, city, state, zip — and a valid phone number.
- Export just those, with name, address and phone.
Garbage in, garbage out. The lookup only works on real, complete addresses, so do the filtering in your CRM first. This isn't a one-and-done build either — you'll come back and run the next batch whenever you've got a few minutes.
Step 2. Why this works
Every agent knows online home estimates are inaccurate, and most of us can't stand them. So the real question isn't whether they're off — it's why you'd ever put one in front of a client.
Your clients have all looked up their Zestimate. They're already forming opinions about their home's value from a website that has never been inside it. This campaign meets that curiosity head on, turns it into a conversation, and points it back to you.
It works either way. Close numbers or far apart, you're starting the same conversation about the asset your clients think about most.
Step 3. Install the skill
Start here — you don't need a project yet. Installing the skill makes it available everywhere.
- Turn on Code execution & file creation in Settings → Capabilities.
- Keep the skill as its downloaded
.zipfile — don't unzip it. - Go to Customize → Skills, click +, choose to upload a skill, and select the file.
- Make sure the skill is toggled on in your skills list.
Step 4. Create your project
Now make the workspace where you'll run your batches and keep your sheet between them.
- Open the Claude desktop app and switch to Cowork.
- Create a new project and choose Start from scratch.
- Name it something like ZMA.
- Leave files and instructions blank — the skill is self-contained, so there's nothing to put here.
The project keeps its own files and memory, so your working sheet stays put between batches. That's your home base: every batch runs from here.
Step 5. Load your past clients
Load your book once. The skill formats everything for you — there's no template to wrangle.
- Upload the clean CRM export to your project.
- Say: “Using my values skill, build my working sheet.”
- The skill builds the whole sheet — your clients land on the ZMA Queue tab with every column already in place, and anyone missing an address or phone goes to Needs Info instead of being dropped.
Step 6. Run a batch
Once your sheet is built, running a batch is one short command. Nothing to copy, nothing to come back here for.
Run the next 5.
The skill already knows what that means. It grabs the next five clients who haven't been done, looks each one up on Zillow, Redfin and Homes.com, writes the numbers into your sheet, and stops when the five are finished.
If it pauses, it isn't broken. Every so often the browser step hiccups and the run looks frozen. Nothing is lost — it saves after every client. Type continue and it picks up where it left off. Watch your first couple of runs so you can see it matching the right house; after that you can let it work.
Step 7. Review the numbers
The one step you never skip. Before anything goes to a client, you look at the three numbers and ask whether they make sense for that home.
- Anything blank or flagged in Notes — decide whether to grab it by hand or drop that client from this round.
- Anything obviously wrong — fix or remove it before it becomes a card.
- Everything that looks right moves on to Claude Design.
Why it matters here. The system only uses three sources, so there's no automatic outlier removal. Your eyes are the safety net. You're catching three things: a wildly off number built on a bad record, a condo or unit with no estimate available, and an address that didn't resolve — usually a typo in the CRM.
Step 8. Build the cards in Claude Design
Take your reviewed sheet into Claude Design and turn each completed row into a clean, branded card built to live in a text message, not a PDF report.
Choose the background for your cards
- A photo of the actual home — best when you have one. Nothing lands harder than their own house. Only use a photo you own: one you shot, or a listing image from when you sold it.
- Your team branding — clean, on-brand, and zero rights questions. Perfect when you don't have a usable photo of the home.
- The neighborhood — a recognizable shot of the area, a local landmark, the streetscape. Personal and local without needing a photo of the specific house.
Use photos you have the rights to. House photo first when it's yours. If there's any doubt about who owns the image, go with team branding or a neighborhood shot — never a photo pulled from another agent's listing.
Build them all with one prompt
Upload your reviewed sheet — the one with at least five homes that have all three estimates — then paste the prompt below into Claude Design along with it. Fill in the bracketed pieces with your own details first.
From the attached spreadsheet, create a 1080×1080 PNG home-value card for every row that has all three estimates (Zillow, Redfin, Homes.com) filled in. Skip any row with a blank estimate. Export as PNGs ready to text — not PDF. Lay out each card top to bottom: Top: a small "PREPARED FOR" label, then the homeowner's name large and prominent, then their address — so they instantly know the card is about their home. Top corner: [YOUR LOGO], shown prominently. If your brokerage requires it, place [YOUR BROKERAGE LOGO] at equal weight beside it. The hook, in large italic serif: "[YOUR HOOK LINE]" The three estimates as colored numbers placed directly on the background with a strong drop shadow — no boxes. Put a small source label above each: Zillow in Zillow blue, Redfin in Redfin red, Homes.com in Homes.com green, each in a font that echoes that brand's style. Match the colors and feel, but do not use the companies' actual logos. Footer: [YOUR PHOTO OR HEADSHOT], then "[YOUR NAME(S)] / [YOUR TAGLINE] / [YOUR PHONE] · [YOUR WEBSITE]". Include the Equal Housing Opportunity mark and [YOUR REQUIRED BROKERAGE ATTRIBUTION LINE]. No call-to-action text on the card — the CTA goes in the text message, not the image. Background: use a darkened image so the numbers read clearly on top — dark enough for contrast, but not so dark the image disappears. Pick a background per card from: a neighborhood or area-representative image, a photo of you or your team, or your brand color as a solid backdrop. Mix it up across the batch.
Card shows, text tells. Layout, source styling, dimensions and format all live inside one prompt, so the whole batch comes out consistent. There's no call to action on the card itself — the persuading happens in your message, which is next.
Step 9. Send it
You send the text yourself — that personal touch is the whole point. The card grabs the eye; your words make the offer. Attach the client's card, then send the message below from your phone. The skill drafts it per client, and you tweak it to sound like you.
I was thinking about your place today and got curious what the internet says it's worth — so I looked it up. Zillow, Redfin, and Homes.com each gave me a different number. Three sites, three answers, and not one of them has ever set foot inside your home. If you've ever wondered what it's actually worth, I'd be glad to put together a real valuation for you — no pressure, no obligation, just an honest number from someone who actually knows your market. Want me to run it for you?
Open the door, don't push. “Want me to run it for you?” is a soft yes or no that's easy to answer, and any answer starts the conversation. It reads the same whether the three numbers are far apart or nearly identical.
That's the entire workflow
Once you've sent your first batch there's nothing new to learn. You just keep running the next five until you've worked all the way through your clients.
One card per client, built for a text thread.
Three estimates, their home, your branding — a 1080×1080 PNG that drops straight into a message. The client and every figure here are invented.
- Their name and address up top. So they know in half a second that the card is about their home, not a mailer.
- Three numbers, three sources. Styled to echo each site without using anyone's logo — and left exactly as the sites reported them.
- Your hook, in your type. One italic line that frames the disagreement. It reads the same whether the numbers are close or wild.
- No call to action on the card. The card earns the look; your text message makes the offer. That separation is deliberate.
- Your footer, compliant. Headshot, name, tagline, phone, site, Equal Housing mark and your brokerage attribution line.
Prepared for
Janelle & Curtis Boyd
1809 Papago Trail, Gilbert AZ
Three websites just valued your home. Not one of them has been inside it.
The spread here is $51,500 — a 7.8% disagreement between three sites on the same house. That gap is the conversation.
Ready to run your first five? Get the skill file.
The values skill file, emailed to you as a direct download.
Sending your email also joins the Take It and Run newsletter, so you'll be the first to hear the moment we release a new build, skill or agent. Unsubscribe any time.
Files hosted on kristijencks.com — no Drive links, no sign-up wall.
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The cards render on your brand, so build that first.
Teach Claude Your Brand The design system every card, report and one-sheet inherits. About 30 minutes, once. Start here →Three more for the clients you already have.
Before you run your first five.
Isn't it strange to send a client numbers I know are wrong?
That's the point of the build. You're not endorsing any of the three — you're showing that the numbers they're already checking disagree by tens of thousands, and that a real answer comes from someone who has been inside the house.
What happens to clients with a bad address?
They go to a Needs Info tab rather than being dropped or guessed at. The skill never invents an address match, and you review every row before anything becomes a card.
Does it text the clients for me?
No. It drafts a message per client and stops. You read it, make it sound like you, and send it from your own phone — that personal send is the whole point.
How many can I do at once?
Five per batch, deliberately. It's small enough to review honestly and small enough to fit in a gap between appointments. Say “run the next 5” whenever you're ready for more.
Doing this one neighborhood at a time is the free version, and it works. If you want the same thing running across your whole database on a schedule, that is one of the jobs AI Marketing Academy automates. Here is what you actually get inside it.
Want one of these built for your business instead of building it yourself?
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