Interactive model
The Modern Prospecting Framework™
Homeowners choose their agent years before they list. This model meets that decision while it is still forming.
The model at a glance
01
Attention
02
Curiosity
03
Intent
04
Conversation
05
Appointment
06
Listing
Modern prospecting is not one campaign. It is the progression from being noticed to being chosen.
The window
The decision starts eighteen months before the call.
Scrub the timeline. Prospecting arrives at the very end of it.
Month 0A trigger landsRenovation, new child, a neighbour sells well.
Decision forms, unmeasured
Measured
Interruption produces countable activity. Familiarity produces uncountable advantage. Agencies manage what they can count. The timeline is illustrative: the stages come from patterns observed across campaigns, not a measured average.
Economics
One curve is rented. The other is owned.
Interruption
Cost per conversation
Rises each year. Output stops when the activity stops.
Familiarity
Cost per listing
Falls as recall accumulates. Keeps working between campaigns.
Illustrative. The shape is the point, not the values.
Two models
Interruption chooses the moment. Intent follows it.
The same job, read two ways: the trigger, the timing, the cost curve.
Interruption-led
Intent-led
Trigger
The agent decides today is the day.
A signal appears, and the call follows it.
Timing
Contact before the decision starts.
Contact after it has quietly begun.
Unit of work
Dials, doors, drops.
Reach, recall, repeat behaviour.
Cost curve
Linear: stop, and it stops.
Compounding: the same spend works harder.
Positioning
One of several being considered.
The name others are compared against.
Fee
Justified against a cheaper unknown.
Absorbed by familiarity before it is raised.
Trigger
Interruption-led
The agent decides today is the day.
Intent-led
A signal appears, and the call follows it.
Timing
Interruption-led
Contact before the decision starts.
Intent-led
Contact after it has quietly begun.
Unit of work
Interruption-led
Dials, doors, drops.
Intent-led
Reach, recall, repeat behaviour.
Cost curve
Interruption-led
Linear: stop, and it stops.
Intent-led
Compounding: the same spend works harder.
Positioning
Interruption-led
One of several being considered.
Intent-led
The name others are compared against.
Fee
Interruption-led
Justified against a cheaper unknown.
Intent-led
Absorbed by familiarity before it is raised.
Neither column is a moral position. The left is priced as a variable cost; the right is priced as an asset.
The sequence
Seven steps. One direction.
Move through the sequence a step at a time.
Step 01 of 07
Attention
Be seen across a tight core area, not scattered across 50,000 homes.
Paid proximity + frequencyRecognition
Curiosity
A framework that ends at Listing is a campaign. One that returns to Attention is an asset. Priority 1 is the core area an agent wants to own, often near 1,500 homes depending on market density. Priority 2 covers the surrounding feeder suburbs. Priority 3 is optional, broader coverage for brand presence.
Behavioural basis
Persuasion asks a homeowner to change their mind. Curiosity lets them use it.
Unfinished questionDiscomfortA look
“What is my house worth?” is an open loop in a homeowner's head.
The shift
A decade of attention moving away from the agent.
2014–16
The portal era peaks
25%Research is about houses, not agents.
2017–19
Attention moves to feed
50%Consistency starts beating production value.
2020–22
Everything goes remote-first
75%An agent can be judged entirely at a distance.
2023–26
Screening replaces searching
100%The homeowner checks names they already hold.
Ten years ago prospecting was how a homeowner met an agent. Today it is how they confirm one they were already watching. The index is illustrative: the bar lengths show a direction of travel, not a measured statistic.
In practice
One street, eleven months.
M0–8
Homeowner
Notices a familiar name, nothing sought yet.
Agent / system
Runs a steady cadence across the core area: a monthly snapshot, a fortnightly local note.
M9
Homeowner
Watches three results, unprompted.
Agent / system
Cadence continues, unchanged.
M9
Homeowner
Checks their own address.
Agent / system
Logs the first observable signal of intent.
M10
Homeowner
Takes the call.
Agent / system
Reaches out with a reason: a comparable two streets away.
M10
Homeowner
Books the appraisal.
Agent / system
Meets confirmation, not persuasion.
M11
Homeowner
Lists. No other agent in the room.
Agent / system
No fee negotiation needed.
No form was filled out with the word “selling” in it. Every step was observable. Illustrative composite, built from the recurring pattern seen across PocketAppraisal campaigns rather than a single verified listing.
How it fails
Four honest ways to get this wrong.
Too wide an area
Reach ÷ big denominator→Awareness nobody acts on
Publishing without evidence
Opinion, no result attached→Read once, never recalled
Skipping to conversation
Ads, then cold calls→Interruption with extra steps
Quitting inside twelve months
Stopping at month four→The curve resets to zero
The framework in action
Tools serve the framework. Never the reverse.
One sequence. The Launchpad builds it, PocketAppraisal supports the steps that are hardest to run by hand.
The framework
01
Attention
02
Curiosity
03
Intent
04
Conversation
05
Appointment
06
Listing
07
Repeat
The Launchpad
PocketAppraisal
01
Attention
02
Curiosity
+ PocketAppraisal
03
Intent
+ PocketAppraisal
04
Conversation
+ PocketAppraisal
05
Appointment
+ PocketAppraisal
06
Listing
07
Repeat
- The Launchpad
- Builds the sequence, then hands it over. Steps 01–07.
- PocketAppraisal
- Holds the curiosity, reads the intent, opens the conversation. Steps 02–05.
In closing
Understanding the framework is one thing. Building it into your market is another.
The method is only worth as much as the discipline behind it. Two ways forward, depending on where you are.
The Launchpad: installed once, inside accounts you keep.
The evidence the model is built on, and the operating principles behind it.
Implementation
The Launchpad
We build it. Test it. Hand it over. No retainer.
PocketAppraisal
An instant appraisal a homeowner runs on their own address. One step of the framework, as software.