Developer playbookReal Estate
The first rule the planner follows here: Never invent prices, sizes or completion dates
Shown with ARKAN, buildings that are still right in twenty years. A fictional brand, built to show the developer playbook end to end.
Buildings that are still right in twenty years.
ARKAN is a residential developer in Amman building mid-rise apartment buildings in Abdoun, Deir Ghbar and Dabouq. Eight to twenty-four units each, sold off-plan, handed over finished rather than as a shell.
- Type
- Inter
- Channels
- Instagram, LinkedIn, Facebook
- Tone
- precise, plain-spoken, confident, evidence-first, never salesy
- Audience
- Jordanian professionals 32-50 buying a first or second home, and expatriate Jordanians in the Gulf buying to return or invest. They compare finishes and delivery records, and they are afraid of delays.
- Goals
- Sell the remaining units of the Deir Ghbar building before handover; make off-plan buying feel safe to first-time buyers; build a name for handing over on the promised date.
ARKAN's brand page as Planist built it from the scan: wordmark, palette, type, the inspiration board and the creative direction the designer reads.
How Planist plans this industry.
The developer playbook, quoted as the planner reads it: which days carry a post, what each day is for, how the formats split, and the rules it will not break. A brand's own strategy overrides any line of it.
Weekly rhythm
3 posts a weekone property or unit, one reason to want it
no post
the area — schools, commute, cafés, a real reason to live there
no post
proof — a handover, a site update, a client story
no post
no post
Format mix. Carousels lead (a property tour in 5 slides); Feed 1:1 for single hero shots; Reels for walkthroughs; Stories for open-house reminders.
Pillar shares
- Properties35%
- The area20%
- Proof and progress25%
- Buying guidance20%
Shares steer the month's mix of posts. The brand's strategy can move them.
Rules the planner does not break
- 1Never invent prices, sizes or completion dates
- 2Every listing post names the location and one concrete detail
- 3Trust before urgency: proof posts outnumber offer posts
October, planned at 3 a week.
Every slot has a date, channel, format, pillar, title, angle, call to action and language, with the reasoning behind it. Regenerate the plan, edit one slot, produce one post or produce them all.
- Send to client on WhatsApp and Copy review link are on the screen: the client approves from a phone, no account.
- Preview as client shows the month exactly as they will see it.
- Export content pack hands over everything produced.
The designs, as the product made them.
11 files passed the brand check: 1 banner, 2 portraits, 1 post, 1 carousel of 7 slides. Highest score 9. The titles are the headlines the designer wrote. Carousels swipe slide by slide.
Everything produced, with its score.
Each piece carries the QA score from the brand check, its versions, and the request that produced it. Below the pass mark, it is flagged and retried before a client ever sees it. Promote a design to the inspiration board and the next series matches it.
ARKAN is a fictional brand, made so this page could show real Planist output for the developer playbook without borrowing a client's logo. It is not a customer.
The calendar, designs and library on this page are three of the fifteen things Planist does. See all fifteen, or how the brand brain keeps what ARKAN teaches it.
Planist for developers.
Point it at your website. It reads the brand, starts from the developer playbook, plans the month and writes the first drafts.
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