1. Objective
This SOP defines how a Virtual Assistant (VA) executes the Just Sold campaign — converting every closed transaction into a market proof point and a listing lead generation opportunity across social media, email, and direct mail.
Every closed sale is evidence that this agent gets results. The Just Sold campaign says: "This sold. I did that. If you're thinking about selling, let's talk." It targets the neighbors who watched for-sale signs go up and come down, the database who follows this agent's market activity, and the broader community who associated this agent with a successful result. If the campaign isn't executed, the closed sale is a tree falling in a forest with no one to hear it.
The timing rule: The Just Sold campaign launches within 24 hours of deed recording. It does not wait until next week.
Where this SOP starts: Deed recorded — confirmed by Closing Day Protocol and Post-Closing Client Follow-Up.
Where this SOP ends: All three channels executed (social, email, postcard) within 5 business days of closing.Success looks like: Within one week of a closing, neighbors who live near the property have a postcard in hand, the agent's database has received a well-designed email, and anyone who follows the agent on social media has seen a Just Sold announcement.
2. Your Role & Boundaries
2a. What you handle independently
- Building the Just Sold social graphic using the Canva Brand Kit
- Writing draft captions for agent approval
- Publishing the approved Just Sold social post
- Deploying the Just Sold email to the confirmed database list
- Designing and ordering the Just Sold postcard
- Confirming print and mailing timeline with the vendor
2b. What requires agent approval before acting
- All copy and graphics before use — agent reviews and approves every piece
- The decision to tag the seller on social media — this requires the seller's explicit permission; never tag without it
- The email list — agent confirms which database receives the Just Sold email
- Any market statistics used in the campaign — the agent confirms the data before it is published
- Whether to include sale price in the marketing — some agents include it, some do not; confirm per listing
2c. What you never do
- You never negotiate on the agent's behalf under any circumstances.
- You never provide pricing, legal, or strategic opinions to any party.
- You never sign or initial any document on behalf of the agent, client, or any party.
- You never communicate directly with the other party's client.
- You never launch any Just Sold announcement before deed recording is confirmed.
- You never tag the seller or buyer in any public social post without their explicit permission.
- You never include a sale price in marketing without the agent confirming it is appropriate to share.
Recording first, announcement second: No Just Sold post, email, or postcard goes out before the deed is confirmed recorded. Funding is not closing. Signing is not closing. Recording is closing.
3. Schedule & Trigger
Trigger: Deed recorded — agent or title company confirms recording.
Timeline goal:
- Social post: Same day as recording or next morning
- Email: Within 2 business days of recording
- Postcard ordered: Within 2 business days of recording (5–7 day production lead time)
Sequence context: This SOP runs in parallel with Post-Closing Client Follow-Up. TC-14 handles the client relationship side (congratulations, document delivery, review request, CRM enrollment). MKT-04 handles the market presence side — they are separate tracks with no dependency.
4. Social Media Just Sold Post
Timing
Post the day of closing or the morning after — while the news is fresh and the momentum is real. A Just Sold post published two weeks after the fact loses its energy.
Visual
Build the Just Sold graphic using the same listing photo as the Just Listed graphic — ideally the same hero exterior shot. Using the same photo creates continuity: people who saw the Just Listed post recognize the property in the Just Sold post. This visual continuity reinforces the agent's track record.
Graphic elements:
- "Just Sold" text overlay — prominent, on-brand
- Property photo (same hero shot as Just Listed where possible)
- Sale price if the agent chooses to include it — confirm per listing
- Agent branding (name, logo, contact)
Caption
Tone: Celebratory, warm, and grounded. Not boastful. This is a win for the client, not a trophy for the agent.
Caption structure:
1. The result: sold, done, keys handed over
2. Brief sale story (only if the numbers are compelling — days on market, list price vs. sale price, multiple offers)
3. A pivot to the seller audience: who else is thinking about this?
4. CTA: connect with the agent
Caption template (adapt to agent's brand voice):
Just Sold.
[Address] closed [date]. [Brief sale story — e.g., "Listed at $X, sold at $X in [X] days with [X] offers." — only include if the story is strong. Omit if it isn't.]
Congratulations to [Buyer names if permission given / the new owners].
Thinking about what your home might sell for in today's market? Let's find out.
[Agent phone or "DM us"]
[Link in bio for home value / contact form]
#JustSold #[City]RealEstate #[Neighborhood] #[AgentBrandHashtag]
Seller tag: Tag the seller only if they have given explicit permission. When in doubt, do not tag. Confirm with the agent before tagging anyone.
Platforms: Post to all active platforms (Facebook, Instagram, LinkedIn) in the same order as the Just Listed campaign.
Meta Special Ad Category — Housing: Any paid advertisement on Facebook or Instagram for a real estate property must be created under the Special Ad Category: Housing in Meta Ads Manager. This is required by Meta policy and by fair housing law. Standard audience targeting (age, gender, geographic radius) is restricted under this category. Do not use standard targeting for real estate ads — always select Housing when creating or reviewing any Meta paid ad campaign for a property.
Fair Housing compliance: All content created or published under this SOP must comply with the Fair Housing Act. The guiding principle: describe the property, not the people. Never use language that references, implies, or targets any person based on a protected class.
The seven federally protected classes are: Race, Color, Religion, National Origin, Sex (including sexual orientation and gender identity), Disability, and Familial Status (presence of children under 18, including pregnant women).
Prohibited language examples: "Perfect for a single professional" or "Great for empty nesters" (Familial Status); "Great Christian neighborhood" (Religion); any reference to neighborhood demographics (Race/National Origin).
Brokerage identification rule: The brokerage name must appear clearly and conspicuously in all advertising and marketing materials. Flag any content that describes a buyer type or neighborhood demographics to the agent before submitting for review.
5. Just Sold Email to Database
Purpose
The Just Sold email serves a different function than the Just Listed email. It is not trying to sell a property — it is establishing the agent as a results producer and creating an opening for seller conversations.
Audience: The full database, or the segment the agent designates — including past clients and the sphere of influence who may be thinking about selling.
Content
Subject line options:
- Just closed: [Address] in [Neighborhood]
- Another one sold — here's what I got for it
- [Neighborhood] just got a little more competitive — see what sold
Email structure:
1. Photo — the Just Sold graphic or the hero property photo
2. Brief close summary — what sold, where, key sale facts
3. Market context — 1–2 sentences on what this closing means for the local market: "This is the third home I've sold in [Neighborhood] in the last 90 days. Demand is real."
4. Pivot to the reader — "If you've been watching your neighborhood and wondering what your home might be worth today, here's your moment."
5. CTA — one clear action: "Get a free market analysis" or "See what homes in your area are selling for"
6. Agent contact and branding — footer
Market stats: Only include market statistics the agent has confirmed. If the agent hasn't provided stats, use only the sale itself as the proof point — do not invent or estimate market numbers.
Send timing: Within 2 business days of closing. Do not hold it. The window for "relevant news" is short.
6. Just Sold Postcard
Purpose
The postcard targets the neighborhood — the people most likely to be watching what their neighbors' homes sell for, and most likely to be thinking about their own next move.
Audience
Mail to the same geographic area as the Just Listed postcard for this property. If no Just Listed postcard was sent for this listing, use the surrounding neighborhood by EDDM route, county records radius, or the agent's maintained neighborhood list.
Postcard Content
Front:
- "Just Sold" prominently displayed
- Property photo
- Address (full address — neighbors know where this is)
- Sale price (if agent approves)
- Agent name and logo
Back:
- "Your neighbor's home just sold. Wondering what yours is worth?"
- Recent area market stats (if the agent provides them — e.g., "Homes in [Neighborhood] are selling in an average of [X] days at [X]% of list price")
- Agent name, phone, email, photo
- CTA: "Call for a free market analysis" or QR code to home valuation tool
Production and Mailing
Order within 2 business days of closing. Target delivery in mailboxes within 7–10 days of the close — after 2 weeks, the "just sold" news has aged.
Print vendor: Use the agent's confirmed print vendor (same as Just Listed postcard). Confirm quantity, mailing list, and production timeline.
After placing the order, log:
Just Sold postcard ordered: [Date]
Property: [Address]
Vendor: [Name]
Quantity: [X]
Mailing area: [Description]
Expected delivery: [Date range]
7. MLS Status Update
If MLS status has not already been updated to Sold (it may have been done in Closing Day Protocol), confirm with the agent and update now:
- MLS status: Sold
- Sale date: Confirmed closing date
- Sale price: Confirmed final sale price
Confirm the change is reflected correctly and take a screenshot. File to the campaign folder.
8. Checklist
Trigger
- ☐ Deed recording confirmed before any announcement
Social
- ☐ Just Sold graphic built using brand template
- ☐ Caption drafted and agent-approved
- ☐ Seller tag confirmed (permission given) or omitted
- ☐ Posted to all active platforms (Facebook, Instagram, LinkedIn)
- ☐ Timing: same day or next morning after recording
Email
- ☐ Email built with close summary, market context, and CTA
- ☐ Agent-approved
- ☐ Database list confirmed
- ☐ Sent within 2 business days of closing
Postcard
- ☐ Postcard design complete — front and back — agent-approved
- ☐ Mailing list confirmed (EDDM, county, agent list)
- ☐ Order placed within 2 business days of closing
- ☐ Production and delivery timeline logged
MLS
- ☐ MLS status confirmed Sold (or confirmed updated in TC-12)
9. Escalation Protocol
Escalate to the agent immediately in any of these situations:
- The Just Sold post or email requires publication but agent approval has not been returned within 24 hours of the close date
- The seller requests that the sale not be publicized (privacy preference) — all Just Sold assets must be suppressed immediately
- A Just Sold postcard has been ordered but the seller's name or address is incorrect — notify agent; pause shipping if possible
- The MLS status has not updated to "Sold" within 48 hours of the confirmed close — flag to agent; syndication portals will not reflect the sold status until the MLS is updated
- A Just Sold announcement references commission earned or sale price in a way that was not explicitly approved by the agent — hold and confirm
Hi [Agent Name] — Just Sold campaign issue for [Address] needs your input.
Issue: [Approval pending / seller privacy request / postcard error / MLS not updated / unapproved detail]
Status of assets: [What has been published / what is held]
Needed: [Your approval / suppress assets / check MLS / confirm language]
[VA Name]
If the agent is unreachable: Hold all unpublished Just Sold assets. Do not send the database email without approval. If a seller privacy request comes in and marketing is already live, do not remove without agent instruction — the agent handles the seller conversation; the VA documents the request and waits for direction.
10. Tools & Access
| Item | Details |
|---|---|
| Social media platforms | [Instagram / Facebook / LinkedIn — confirm active platforms during onboarding] |
| Social media scheduler | [Buffer / Later / Hootsuite — confirm during onboarding] |
| Email platform | [Mailchimp / Constant Contact / kvCORE / Follow Up Boss — confirm during onboarding] |
| Canva | For Just Sold social graphics and email visuals — agent's Brand Kit must be connected |
| Postcard print vendor | [ProspectPlus / Corefact / SendOutCards — confirm during onboarding] |
| MLS | For confirming closed/deed-recorded status — confirm VA read access during onboarding |
| Google Drive / transaction folder | For filing sent assets |