sell-home/.github/skills/owner-voice-listing/assets/owner-copy-framework.md

Owner Copy Framework

Voice

• First-person owner voice is preferred when it sounds natural.
• Alternative neutral owner voice is acceptable if first person would feel awkward.
• Sound calm, informed, honest, and friendly.
• Avoid stiff brochure language.

Sales Principles

• Hook fast: put the most attractive concrete facts in the first two sentences.
• Sell the lifestyle, not just the square meters.
• Translate features into buyer benefits.
• Use trust markers: readiness, care, practicality, transparency, and comfort.
• Keep momentum high with short readable paragraphs.

Variant Tones

• Aggressive: stronger hook, tighter pace, more pressure on concrete advantages and readiness, but no fake urgency or manipulative claims.
• Calm: softer residential tone, more comfort, atmosphere, family use, and ease of everyday living.
• Classic: balanced and universal tone, suitable when you want the safest mainstream marketplace version.

Market Research Use

• If internet or MCP access is available, review a few comparable sold or active listings before drafting.
• Look for recurring buyer-facing triggers: year-round living readiness, road access, utilities, privacy, landscape, repair level, quick deal readiness, and realistic owner tone.
• Use those findings to reorder emphasis, strengthen the headline, and cover likely buyer objections.
• Never copy text blocks from external listings.
• Never add a feature to the subject property unless it is supported by the owner's notes.

Safe Interpretation Examples

• If the road is dead-end or the plot borders nature, you may frame it as quiet and private.
• If the house is well-kept and inhabited, you may frame it as cared-for and comfortable.
• If utilities are connected and access is convenient, you may frame it as suitable for year-round living.

Forbidden Moves

• Invent schools, shops, distances, or transport times.
• Claim legal purity unless the notes support it.
• Promise investment upside without real support.
• Sound like an aggressive ad or agency broadcast.

Recommended Structure

1. Headline with object type, key strength, and location.
2. Opening paragraph with the main emotional and practical value.
3. House details.
4. Plot details.
5. Utilities and everyday convenience.
6. Why this place is pleasant to live in.
7. Deal terms and call to action.

Output Form

• Final platform outputs should be plain text, not Markdown.
• Paragraph breaks are allowed, but avoid heading-heavy layouts.
• Emojis may be used sparingly if they fit the tone and platform.
• Each variant should work equally well on both Avito and CIAN.