PERSONA-[type] Context Card
Use PERSONA for a reusable audience archetype, not a named client. It helps AI speak to the right kind of person before a CLIENT card exists.
Persona Name
Examples: first-time buyer, move-up seller, downsizer, relocation buyer, luxury seller, short-term rental buyer, investor, probate seller.
Situation
- What stage they are in:
- What they already understand:
- What they misunderstand:
- Typical timeline:
- Typical decision-makers:
- Budget or price-band context:
Motivations
- What they want:
- What outcome matters most:
- What they are trying to avoid:
- What makes them trust an agent:
- What makes them slow down:
Fears and Objections
- Main fears:
- Common objections:
- Questions they are afraid to ask:
- Terms or process steps that need plain-English explanation:
Message Rules
- Lead with:
- Avoid leading with:
- Words that land:
- Words to avoid:
- Proof points that help:
- CTA style:
- Reading level:
Fair Housing and Privacy Boundaries
- Do not assume protected-class status.
- Do not describe who belongs in a neighborhood.
- Do not treat persona context as a real person's private facts.
- CLIENT overrides PERSONA whenever a named client card exists.
Load With
- SELF for agent voice.
- GUARDRAILS for compliance.
- CHANNEL for platform format.
- HOME only when the persona is being matched to a specific property.