FMT 30/60/90 Tracker

Last updated: 2026-04-30 Source plan: 30-60-90-lifecycle-plan.md (April 16, 2026 — translates to Klaviyo) Asana: FMT project — parent tasks at project root, subtasks slot into Chris's My Tasks (Today / This Week / Next Week / Later) Today's phase: Phase 1, Week 4-5 (transitioning from foundation to first flows live)

Phase 1 — Days 1-30: Foundation + First Flows Live

Foundation (mostly complete)

Speed-to-Lead (Week 2 — go-live target was today)

CSV Validation + Inventory (Week 1-2 carryover)

Booking Confirmation + Pre-Inspection (Week 2)

Role-Based Onboarding (Week 3)

Post-Inspection (Week 4)

P0 Blockers (Access — to MH eng)

Phase 2 — Days 31-60: Deepen + Expand

Phase 3 — Days 61-90: Optimize + Scale

Email/SMS Calendar

Calendar starts after STL goes live and Phase 1 flows are stabilized. Strategic placeholder concepts below; actual blasts get filed as creative briefs through the Asana Build/Creative Requests form when it's time to build them.

Recently moved (changelog)

• 2026-04-30 — JR confirmed: lists/segments/tags built, STL flow built (DRAFT), master template logo live via CloudFront CDN. CSV upload to Drive flagged as Chris-owned blocker for JR Task 4.
• 2026-04-28 — Migration to DTC-OS complete (28 files). Brand Brain JSONs populated. 2 skills promoted to creative/, 2 staged for trial.
• 2026-04-23 — STL brief drafted, master template uploaded to Klaviyo (initial version)
• 2026-04-22 — Brand voice doc created from 6 video reels; brand colors extracted from logo
• 2026-04-19 — Lifecycle status snapshot deployed to Vercel (fmt-lifecycle-status-april.html)
• 2026-04-17 — 30/60/90 lifecycle plan v1 finalized

Fast Mold Testing — Email Creative System

Last updated: 2026-04-30 Owner: Chris Johnson (lifecycle) Format adapted from: Swimply Creative System (https://swimply-creative-system.vercel.app/) Sources: clients/fast-mold-testing/data/brand.json, data/brand-voice.md, data/audience.json, data/messaging.json, MIGRATION.md, 10_context/brand/voice_and_tone.md

Adapt to a service vertical — FMT is a two-sided marketplace (customer + property manager) with a transactional results-delivery moment that doesn't exist in e-commerce. Voice toggles between credentialed (transactional) and irreverent (awareness) by channel and stage.

How to Use This System

1. Designers — pull module IDs from §7. Stack them per the brief. Apply the design rules in §1.
2. Copywriters — pull voice territory from §10. Use approved language for that territory. Match copy slots to the brief.
3. Lifecycle ops (Chris) — fill out the brief in §8 per email. Reference module IDs, not wireframes.
4. PMs / approvers — use §12's pre-approved template combinations as the default; deviations need justification.

§1 — Design Rules (Governance)

§2 — Customer Emails (B2C)

The customer ecosystem covers homeowners, tenants, real estate agents, and landlords. Lifecycle is triggered by booking events; campaigns are sent on a calendar.

Categories

• Customer Transactional — booking confirmation, pre-inspection reminder, results delivery
• Customer Lifecycle — speed-to-lead nurture, role-based onboarding, post-inspection follow-up, win-back
• Customer Campaign — seasonal risk awareness, referral program, geographic moments

Customer-specific rules

• White background is the default for transactional. Teal gradient for campaign blasts.
• Phone number CTA over booking-link CTA in pre-inspection touches (FMT data shows phone is the highest-trust channel).
• Role-aware variants for owner_occupier, tenant, PM, RE Agent, landlord — stored in copy slots, swapped per customerType field.
• Always include the "independent / no remediation" line in trust footer for customer emails — it's the strongest differentiator.
• Never mix awareness humor with results delivery. Mold-found path drops humor entirely (see §10 voice territory rules).

Recommended module stacks

§3 — Property Manager Emails (B2B)

PMs are 7.5% of bookings but highest LTV (repeat, multi-unit). Their email program is fundamentally different — operational, business-tone, volume-aware.

Categories

• PM Lifecycle — partner onboarding, sales-enablement materials, case studies
• PM Campaign — quarterly portfolio review, new-market announcements, compliance updates
• PM Transactional — per-referral notifications, monthly invoicing summary, volume scheduling confirmations

PM-specific rules

• White background only — never teal-gradient. PMs are evaluating you as a vendor, not buying an experience.
• Lead with portfolio/operational metrics, not health/family framing. Replace "your home" with "your portfolio."
• Replace customer CTAs with PM CTAs (e.g., "Schedule volume inspection," "Access partner dashboard," "Download compliance report").
• Always reference the 4.9 stars / 1,000+ inspections proof point — PMs need volume credibility.
• Never use F5 (symptoms checklist) — it's a consumer-education module. PMs already know what mold is.
• Voice territory T4 (Independent Truth) leads here, not T1 (Hidden Danger).

Recommended module stacks

§4 — Tenant Advocacy Emails (Specialty)

Tenants are 28.4% of bookings — the largest identified segment. Their voice and content needs are distinct enough to warrant a dedicated subsystem.

Tenant-specific rules

• Voice territory T3 (Advocate) only. Never T2 (Confident Friend's irreverence) — this audience is in conflict with their landlord.
• Reference state-specific tenant law where relevant (CA SB 655, Civil Code 1942.5; NY HPD complaint process).
• Lead with documentation and rights framing. The mold isn't the story — the report is.
• Never use M2 (referral program). Tenants don't refer.
• Use H1 (real mold close-up) liberally — visual proof matters when the audience is fighting to be believed.

Recommended module stacks

§5 — Results Delivery Emails (Transactional, branched)

The most important email FMT sends. Splits on inspection result. Tone changes dramatically per branch.

Path A — Clean Result

• Voice: T2 (Confident Friend), upbeat, congratulatory.
• Hero: H1 with green/teal accent, headline like "Good news: your report is ready"
• Modules: H1 + F2 (report preview) + M1 (review request — best moment in the lifecycle) + M2 (referral)
• Imagery: Clean home, plants, family — light and reassuring
• Send time: Immediate on report delivery. Do not delay.

Path B — Mold Found

• Voice: T3 (Advocate). Drop all humor. Empathetic, action-oriented.
• Hero: H1, neutral tone — "Your inspection report is ready" (avoid "bad news" framing — too dramatic)
• Modules: H1 + F2 + F1 (next steps: understanding remediation) + partner referral block + phone CTA
• Imagery: Inspector PPE, equipment readings — credibility, not fear
• Send time: Immediate on report delivery + phone follow-up within 24 hours
• Critical: Never include M2 (referral) in the same email as a positive mold finding. Wait 7+ days minimum.

§6 — Typography Rules

Headlines

• H1 (hero): 28-32px, bold (700-800 weight), max 8 words. Color: #1A1A1A on white, #FFFFFF on teal-gradient.
• H2 (subhead): 18-22px, semibold (600), sentence case, max 12 words.
• H3 (section header): 14-16px, bold, all-caps with letter-spacing 0.06em, color #00A88A (dark teal).

Body

• Default: 14-16px, regular (400), color #374151, max 75 chars per line.
• Lead paragraph: Same size, 500 weight, max 3 lines.
• Caption / fine print: 11-12px, color #6B7280.

Layout

• Max email width: 600px
• Section padding: 32px top/bottom
• Content padding: 24px left/right
• Mobile breakpoint: 480px (single column always; reduce padding to 16px)

Color tokens (from brand.json)

§7 — Module Library

Heroes (H1–H4)

Features (F1–F8)

Social Proof (R1–R2)

Dividers (D1–D2)

Marketing (M1–M2)

§8 — Brief Format

Every email creative request uses this template. Submit via the Asana Creative Requests form. Subtasks (client review → review → build → launch) attach to the form-created parent.

Email Name:        [e.g. STL Touch 2 — Instant Confirmation]
Email Type:        [Customer Transactional / Customer Lifecycle / Customer Campaign /
                    PM Lifecycle / PM Campaign / Tenant Advocacy / Results Delivery]
Goal:              [One sentence — what behavior should this drive?]
Audience:          [Klaviyo segment + customerType filter]
Voice Territory:   [T1 / T2 / T3 / T4 — see §10]
Module Stack:      [e.g. H4 + F1 + F6 + footer]
Send Trigger:      [Klaviyo event / time-delayed / blast date]

Copy Slots:
  | Module | Field         | Approved Copy or Direction          |
  |--------|---------------|-------------------------------------|
  | H4     | preheader     | "We received your request."         |
  | F1     | step 1 title  | "We'll call you within minutes"     |
  | F1     | step 2 title  | "You'll receive a confirmation"     |
  | F6     | universal     | "Independent. No remediation."      |
  | F6     | tenant variant| "Documented. Defensible. Indep."    |
  ...

Imagery Direction:
  - [Module-by-module imagery notes]
  - [Figma file or stock direction or photo brief]
  - [Reference URLs]

Personalization Tokens:
  - {{ first_name }}, {{ city }}, {{ customerType }}, etc.

Deadline:    [YYYY-MM-DD]
A/B Testing: [Subject line A/B? Module variant test?]
Notes:       [Anything else — compliance, dependencies, gotchas]

§9 — Worked Examples

Example 1 — STL Touch 2: Instant Confirmation Email

Email Name:        STL Touch 2 — Instant Confirmation Email
Email Type:        Customer Lifecycle
Goal:              Confirm receipt, set expectation that team will call within minutes,
                   begin role-personalized trust narrative.
Audience:          Trigger: Form Submitted event. All customerType values.
Voice Territory:   T2 (Confident Friend) — universal copy, T3 (Advocate) for tenant variant
Module Stack:      H4 + F1 + F6 + footer
Send Trigger:      Klaviyo event "Form Submitted" (immediate, 0 min delay)

Copy Slots:
  | H4 | preheader | "Thanks for requesting an inspection." |
  | H4 | headline  | "Thanks for requesting an inspection, {{ first_name }}." |
  | F1 | intro     | "We received your request and our team will call you shortly." |
  | F1 | step 1    | "We'll call within minutes to confirm details" |
  | F1 | step 2    | "You'll get a confirmation email with your inspector's info" |
  | F1 | step 3    | "We'll send a pre-inspection checklist" |
  | F6 | universal | "Our inspections are independent and conflict-free. We never perform remediation, so our only interest is giving you accurate results." |
  | F6 | owner_occupier | "We'll help you understand exactly what's happening in your home..." |
  | F6 | tenant    | "We'll explain what your results mean for your lease and your rights..." |
  | F6 | pm        | "We work with property managers across multiple units..." |
  | F6 | re_agent  | "Typically within 48 hours so your transaction stays on schedule..." |
  | F6 | landlord  | "Our independent inspection protects you from liability..." |

Imagery Direction:  Text-forward, no hero image. Logo (horizontal racecar lockup) header
                    left, phone tap-to-call right.

Personalization:    {{ first_name }}, {{ customerType }}

Deadline:           2026-05-01
A/B Testing:        Subject line A/B (universal vs. confirmed-framing); F6 variant A/B
                    (universal vs. role-personalized) measured on open-to-click
Notes:              Transactional feel. No marketing CTA — phone number is the only CTA.

Example 2 — Spring Risk Awareness Blast

Email Name:        Spring Moisture Risk — Awareness Blast (May 2026)
Email Type:        Customer Campaign
Goal:              Drive booking conversion from past customers and non-converters; educate
                   on seasonal mold risk in humid markets.
Audience:          Klaviyo segment "Active Leads + Past Customers (CA, SE, TX)" — exclude
                   Property Manager, exclude tenants in conflict
Voice Territory:   T1 (Hidden Danger) — vivid, specific symptoms
Module Stack:      H1 (real mold close-up) + D1 + F5 (symptoms checklist) + R2 (1,000+ stat)
                   + booking CTA + footer
Send Trigger:      Calendar blast — 2026-05-08, Wednesday 10am ET

Copy Slots:
  | H1 | headline   | "What you can't see is often the biggest problem." |
  | H1 | subheadline| "Spring moisture means hidden mold growth in walls, attics, and crawl spaces." |
  | F5 | intro      | "Your home might have mold if you notice..." |
  | F5 | symptom 1  | "A musty smell that won't go away" |
  | F5 | symptom 2  | "Peeling paint, especially near bathrooms or basements" |
  | F5 | symptom 3  | "Unexplained allergies or respiratory symptoms in the home" |
  | F5 | symptom 4  | "Recent water damage that wasn't fully dried" |
  | R2 | stat       | "1,000+ inspections completed across 5 markets" |
  | CTA| primary    | "Book an inspection — typically within 48 hours" |

Imagery Direction:  H1: real mold close-up from FMT inspection library (NOT stock).
                    F5: subtle illustrations OR small lifestyle photos (peeling paint
                    detail, basement corner). NEVER scary stock-photo mold.

Personalization:    {{ first_name }}, {{ city }}

Deadline:           2026-05-05 (3-day review buffer)
A/B Testing:        Subject line A/B ("What you can't see..." vs. "Is your home protected
                    from spring mold?")
Notes:              Suppress recipients with completed inspection in last 90 days.
                    Suppress tenants in segment "Tenant: Active Dispute" if exists.

Example 3 — Property Manager Partner Welcome

Email Name:        PM Partner Welcome (Email 1 of 4)
Email Type:        PM Lifecycle
Goal:              Onboard new partner, set expectations for partnership program,
                   drive first volume booking.
Audience:          Klaviyo segment "Type: Property Manager" + tag "partner-program"
Voice Territory:   T4 (Independent Truth) — operational, business-tone
Module Stack:      H4 + F1 (3-step partner process) + F3 (trust strip) + dashboard CTA
Send Trigger:      Tag added "partner-program"

Copy Slots:
  | H4 | preheader | "Welcome to the FMT partner program." |
  | H4 | headline  | "Welcome, {{ first_name }}. Here's how the partner program works." |
  | F1 | step 1    | "Schedule volume inspections from your dashboard" |
  | F1 | step 2    | "Get compliance-ready reports within 48 hours" |
  | F1 | step 3    | "Track all properties in one portfolio view" |
  | F3 | tile 1    | "4.9 stars · 1,000+ inspections" |
  | F3 | tile 2    | "Independent · No remediation conflict" |
  | F3 | tile 3    | "Multi-market · 5 metros and growing" |
  | F3 | tile 4    | "Compliance-ready documentation" |
  | CTA| primary   | "Access your partner dashboard" |

Imagery Direction:  H4 white background, no hero image. F3 trust tiles use icon set
                    (existing — verify with design).

Personalization:    {{ first_name }}, {{ company_name }}

Deadline:           [TBD when PM program launches Phase 2]
A/B Testing:        None for v1 — collect baseline.
Notes:              Phase 2 build. Depends on partner dashboard URL being live.

Example 4 — Post-Inspection Clean Result

Email Name:        Post-Inspection — Clean Result (Path B)
Email Type:        Results Delivery (Transactional)
Goal:              Deliver good news, request review while moment is best,
                   tee up referral program.
Audience:          Trigger on Inspection Result event = "negative" (clean)
Voice Territory:   T2 (Confident Friend) — upbeat, congratulatory
Module Stack:      H1 (clean home imagery) + F2 (report preview link) + M1 (review request)
                   + M2 (referral program) + footer
Send Trigger:      Klaviyo event "Report Delivered" + result = "negative" (immediate)

Copy Slots:
  | H1 | headline   | "Good news, {{ first_name }}: your home tested clean." |
  | H1 | subheadline| "Here's what we found — and what to keep an eye on." |
  | F2 | intro      | "Your full report is ready." |
  | F2 | CTA        | "View your interactive report" → {{ report_url }} |
  | M1 | intro      | "How was your experience? It would mean a lot." |
  | M1 | google_cta | "Leave a Google review" |
  | M1 | yelp_cta   | "Leave a Yelp review" |
  | M2 | headline   | "Know someone who needs an inspection? Give $50, get $50." |
  | M2 | CTA        | "Get your referral link" |

Imagery Direction:  H1: clean lifestyle photo (real home interior, plants, light) — NOT
                    a product shot. Keep it warm.

Personalization:    {{ first_name }}, {{ report_url }}

Deadline:           2026-05-15 (Phase 1, Week 4 build)
A/B Testing:        None for v1.
Notes:              Critical: never trigger this template if result = "positive"
                    (mold found). Always immediate send. Schedule M1 review request to
                    fire in a separate +7-day email instead if response rate is too low
                    in v1.

§10 — Voice & Copy Direction

Voice territories (with rules)

T1 — Hidden Danger - Core feeling: Vivid, specific, problem-aware - Use case: Awareness blasts, top-of-funnel, seasonal risk emails, F5 symptoms checklist - Hallmark: "What you can't see is often the biggest problem." - Rule: Always specific symptoms ("peeling paint near the bathroom") over generic warnings ("mold can cause damage"). NEVER scary stock-photo mold imagery — real inspection photos only.

T2 — Confident Friend - Core feeling: Direct, conversational, slightly irreverent — "the friend who knows" - Use case: Marketing emails, onboarding, post-positive results, referral campaigns, customer SMS - Hallmark: Short sentences. Period-separated. Direct address ("your home", "your family"). - Rule: Drop entirely in results-delivery for mold-found path. Drop entirely in tenant emails. Use freely in social-channel-flavored content.

T3 — Advocate - Core feeling: Empowering, documentation-focused, your-corner energy - Use case: Tenant emails (always), B2B liability framing for landlords/PMs, post-inspection mold-found emails - Hallmark: "Documented. Defensible. Independent." References to legal weight, rights, evidence. - Rule: Reference state law where relevant (CA SB 655, NY HPD). Never use M2 (referral) in tenant emails — they don't refer.

T4 — Independent Truth - Core feeling: Credentialed, operational, no-BS B2B - Use case: Property Manager emails, RE Agent emails when transaction-focused, partner program, sales enablement - Hallmark: Specific timeframes. Specific numbers. Operational language ("portfolio", "compliance-ready", "volume scheduling"). - Rule: Lead with the conflict-free positioning ("we never do remediation"). Replace consumer language ("your home") with B2B language ("your portfolio", "your transaction"). No humor.

Approved phrases (use freely)

• "Fast, accurate, independent."
• "The world's fastest mold testing service."
• "Typically within 48 hours."
• "What you can't see is often the biggest problem."
• "We never do remediation, so our only interest is accurate results."
• "Your home might have mold if you notice..."
• "Independent. Documented. Defensible." (T3 specifically)

Banned phrases

• "Comprehensive assessment" / "thorough evaluation" — too corporate
• "We're sorry to inform you" — too formal, drops trust
• "Mold remediation services" — they don't do it
• "Discount" / "deal" / "cheap" / "affordable" / "budget" — undermines premium positioning
• "Limited time only" / countdown timers — banned scarcity tactics
• "Click here" — vague CTA. Be specific ("Book your inspection", "View your report")

Channel-specific rules

§11 — Imagery & Content Strategy

Imagery hierarchy

1. Real FMT inspection photography (highest priority) — actual mold close-ups, behind-the-walls footage, equipment in action, inspectors in PPE. Source from clients/fast-mold-testing/data/brand-assets/. This is FMT's biggest creative differentiator vs. competitors who use stock.
2. Stylized inspection visuals — annotated diagrams, infographics, report previews. Use F2 modules; commission from designer.
3. Lifestyle photography — real homes, real people, diverse cast (matches the social-channel video reels). Use sparingly; never as a substitute for inspection imagery.
4. Stock photography — only for utility (e.g., generic web textures, footer icons). Never for credibility moments. Never scary mold stock.

Content categories — what to produce

Content production needs (for design team to commission)

1. Symptom illustration set — 6-8 vector illustrations (peeling paint, musty smell, allergy symptoms, water stain, etc.) for F5 module use
2. Equipment hero shots — professional photography of moisture meter, thermal cam, air sampler, in clean studio lighting
3. Report preview screenshots — annotated walkthroughs of an actual interactive web report (with PII redacted)
4. PPE inspector photos — 4-6 inspectors in field gear, at work in real homes
5. Behind-the-walls library — 20+ inspection-library photos (already exist; need curation and rights confirmation)

Note: a deeper competitor analysis on imagery patterns is being researched in parallel — see competitor-intel-for-creative.md for differentiation moves once available.

§12 — Pre-Approved Email Templates

These are the canonical templates per use case. Deviations require justification in the brief.

§13 — Glossary

• Module ID — one of the 18 reusable building blocks (§7). Used in module-stack notation in briefs.
• Module stack — the ordered list of modules that compose a single email. Example: H1 + D1 + F5 + R2 + CTA.
• Voice territory — labeled tonal mode (T1-T4, §10). Not a description — a signal to the writer.
• Copy slot — a labeled field in a brief (e.g., "F1 step 1 title") that the copywriter populates with approved language.
• Trust strip — F3, the standard 4-tile credibility block (rating · count · independent · 48hr).
• Independence positioning — the "we never do remediation" line. The single most important differentiator. Belongs in every customer email.
• customerType — Klaviyo profile property used for role-based content swap. Values: owner_occupier, tenant, property_manager, real_estate_agent, landlord, other.

§14 — Differentiation Moves

Synthesis of the competitor research at data/competitor-intel-for-creative.md. Five top-5 competitors analyzed (Mold Inspection Sciences, O2 Mold Testing, SERVPRO, Mold Armor DIY-kit, Bay Area Mold Pros local-archetype). The category, in one line: a creative wasteland where almost every player treats email as transactional plumbing.

Confirmed white-space lanes

Top 10 creative moves (ranked impact × effort)

Things to avoid

• CIRS clinical content — Mold Inspection Sciences has 22 years of equity here. Stay in general-consumer lane.
• SERVPRO emergency register — "We will fix this disaster" voice. FMT is planned, calm, conflict-free. Subject lines should never read like crisis response.
• "Comprehensive assessment" / "thorough evaluation" — already banned in §10. Reinforced by category research; everyone uses these phrases. Saying anything else is differentiating.
• Fear-led headlines for tenant audience — they're already scared. Lead with rights and documentation instead.
• The "gloved hand holding petri dish" stock photo — universal in the category. Avoid.

Specific subject-line patterns

Direct contrast with category defaults observed:

Full research and methodology: clients/fast-mold-testing/data/competitor-intel-for-creative.md (~3,800 words). Note from the research: outbound network access was blocked in the research session; findings tagged [INFERRED] where based on durable category patterns rather than live verification. 10 follow-up items listed for a future live-scrape session.

§15 — Lead Magnet Priorities

The category has no real lead-magnet program — FMT can dominate the top-of-funnel with email-gated tools. Five candidates ranked by reach × strategic value:

Lead magnets 1 and 2 are the highest priority: both address the largest segments (homeowner + tenant) with no competitive analogue and feed directly into FMT's existing lifecycle architecture.

Changelog

• 2026-04-30 — v1.1: §14 Differentiation Moves populated from competitor research. §15 Lead Magnet Priorities added (5 ranked candidates).
• 2026-04-30 — v1.0: Adapted Swimply structure for FMT services vertical. 14 sections, 18 modules, 4 voice territories, 18 pre-approved templates, 4 worked examples.