# Firewave GOST Framework & Customer Journey Mapping

Source: Firewave Marketing Planner for Independent Estate Agents

## The GOST Framework

Use this to structure your overall business growth strategy before diving into individual client discovery.

**G.O.S.T. = Goal, Objective, Strategy, Tactics**

### How to Build Your GOST Plan

1. **Goal** (What — General) — Your big, scary headline business goal for the year
   - Example: "To be the go-to agent for the best homes in our area"

2. **Objective** (What — Specific) — Aligned with your goal but with metrics and timeframe
   - Example: "To have 25 homes over £500k on our books at any one time"

3. **Strategy** (How — General) — One sentence describing your approach
   - Example: "Adopt a vendor-focused, content-first marketing strategy"

4. **Tactics** (How — Specific) — A list of all the ways you will implement your strategy
   - Example: "Blog every month / video every week / 200 direct mail letters per month / Create 4 new marketing funnels"

**Key rule:** Goal, Objective, and Strategy are singular. Tactics is plural — you need a multi-channel, multi-tactic approach.

## The Customer Journey: KNOW → LIKE → TRUST → TRY → BUY

Every vendor must pass through five stages before instructing you:

| Stage | What Happens |
|-------|-------------|
| **KNOW** | A stranger comes across your content, social media, or a letter from you |
| **LIKE** | They take an action — liking a post, downloading a guide, responding to a letter |
| **TRUST** | You have a conversation — by email, phone, or in person |
| **TRY** | They book a market appraisal |
| **BUY** | They instruct you |

**If your content doesn't move them from cold to warm, or warm to hot, it's not valuable, relevant, or timely for them.**

## Discovery Application

When qualifying a prospect, mentally map where they are on this journey:

- **KNOW/LIKE stage** — they need education, not a sales pitch. Use Phil Jones openers.
- **TRUST stage** — they need proof of expertise and genuine listening. Use Chris Voss empathy.
- **TRY stage** — they've booked the appraisal. Now use Tom Ferry's 8-stage discovery.
- **BUY stage** — transition to closing.

## The Profit Pyramid™ (Lead Sources)

Three marketing cornerstones feed your discovery pipeline:

1. **Direct Mail** — targeted letters to specific homeowners (council tax bands F, G, H)
2. **Content Marketing** — BLAST formula: Behind the scenes, Local spotlight, A day in the life, Showcase property, Tips and advice
3. **Digital Marketing Funnels** — landing pages → email sequences → valuation bookings

## Monthly Scorecard (Output Tracking)

Track these monthly to measure discovery pipeline health:
- Direct mail sent
- Content pieces published
- Social media posts
- Valuations booked
- Instructions won
- Stock on books
- Pipeline value
- Average fee