You need Claude Pro or higher. This workflow uses Claude Design and Claude's file creation — both are paid features. On the free plan, the build and design steps won't work.
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These auto-fill the copy-paste prompts throughout this guide. Saved locally in your browser — nothing is sent anywhere.
Step 1 of 6
Clean house & set up.
~5 min · Manual
i What this does
Clears anything that would confuse Claude about your brand, and opens the chat you'll build in.
1 Audit your existing Claude skills
Delete anything old, generic, or for a different business. Keep clearly-named skills for your other brands.
+ Need step-by-step? Find and delete skills
Open Claude at claude.ai or the desktop app.
Click your initials (bottom-left) → Settings.
Go to Capabilities → Skills.
For each skill ask: "Would I want this active during real estate work?" If no, delete it.
Common offenders: an unnamed brand-style-guide, unused "starter" skills, skills for hobbies/side businesses.
2 Start a build chat (project optional)
Steps 2 and 3 run in one Claude conversation. A regular chat is fine — you don't need a project. Open a new chat and you're ready.
Optional: If you'd like a dedicated home for ongoing brand work, create a Project named [Your Brand] Marketing Hub and run the build inside it. Either way works.
3 Connect Gmail or Outlook (recommended)
This lets Claude read your email signature and recent sent mail during discovery — the fastest way to capture your real voice, designations, and compliance disclaimers automatically. Optional, but it makes Step 2 noticeably better.
+ Skip if already connected — Set up Gmail or Outlook
Settings → Connectors.
Find Gmail (or Outlook) → Connect.
Sign in with your client-communication email; approve read access. Claude only reads — it won't send or delete.
Confirm Connected.
Heads up for Step 4: you'll use Claude Design — it's where your brand becomes real, and it's included on Pro and up. No setup needed now.
Step 2 of 6 · The big one
Discovery: let Claude find what already exists.
~5–10 min · Claude searches your public footprint
i What this does — and why it's first
Before you fill in anything by hand, Claude gathers everything about you that's already public — your website, links, bios, Zillow and Realtor.com profiles, license numbers, socials, testimonials, and (if connected) your email signature. We do this first so your brand file is already mostly written before you answer a single question. You only fill the gaps Claude couldn't find.
Stay in one conversation. Steps 2 and 3 happen in the same Claude chat (or your project), so Claude keeps everything it finds in memory until it writes your brand file.
1 Paste this prompt in your build chat
PromptRun my brand discovery — find everything about me that's already public, so we capture it now and I have less to fill in by hand.
Principals: [PRINCIPAL_LIST]
Brokerage: [BROKERAGE]
Primary market: [MARKET]
License state: [LICENSE_STATE]
Search every public source you can reach:
• [LICENSE_STATE] real estate license database — find my license number(s); these are public record
• My personal website
• Realtor.com and Zillow agent profiles
• My brokerage's agent page
• LinkedIn
• Google Business Profile
• Instagram / Facebook business bios and link-in-bio pages
• YouTube channel
• Public review sites (Google, Yelp, Zillow reviews)
If my email is connected: read my email signature and recurring attachments for designations, contact info, and compliance disclaimers. Scan ~20 recent sent emails for how I actually write (voice patterns).
Organize what you find into these eight sections (this becomes the backbone of my brand file later):
1. Inventory — names, license #s, brokerage, state, contact info, AND every important link as a COMPLETE clickable URL (full https:// addresses, not handles or partial paths): website, each social profile, booking link, review-request links, buyer/seller guide links, newsletter signup, brokerage page, digital business card. I need full URLs because I'll later use these for QR codes, link-in-bio pages, and flyer footers.
2. Bios found — each one, labeled by source
3. Voice & writing style — pull real quotes from my posts and emails, then give me a DETAILED read on how I actually write: typical sentence length and rhythm (short and punchy vs. long and flowing), how formal or casual I am, words and phrases I lean on, words I avoid, punctuation habits (em-dashes? exclamation points? emojis?), how I open and close messages, and any signature expressions I repeat. Make it detailed enough that you could write a paragraph that sounds unmistakably like me.
4. Designations & credentials — found and missing
5. Testimonials — public reviews quoted with source
6. Asset checklist — the assets my brand needs, marked have/need
7. Social presence — for each social channel I have (Instagram, Facebook, YouTube, TikTok, LinkedIn), do a real read, not just a link: approximate follower/subscriber count, how recently and how often I post, whether the account looks actively maintained, and whether I have a working link-in-bio (and does the link resolve). Then give me your honest verdict: is social media a CORE pillar of my brand (large, active, consistent) or a peripheral channel? Be honest about what you can't access — if a platform hides counts or engagement behind login, say so. Do NOT fabricate follower or engagement numbers.
8. Gaps & conflicts — split into TWO clearly separate lists:
(a) Confirm now — only the FACTS that feed my brand file (current brokerage, correct office address, correct phone, correct years). Quick confirmations.
(b) Action items for later — a cleanup list of things worth fixing whenever I have time (stale brokerage references, broken links, missing Google Business Profile, broken email-signature icons, misattributed reviews). These are NOT part of building my brand guide and I will NOT stop to fix them now.
Also note if my bios are inconsistent, but don't rewrite them.
For any headshots or logos you find online: just list the source URLs — don't try to save them. I'll add high-res originals myself.
Show me everything you found here in chat so I can correct it. Do NOT generate any files yet — we'll write my brand file after I fill the gaps.
2 Review what Claude found
Read it over in the chat. Fix wrong info, flag the bio that sounds most like you, delete unrepresentative voice quotes. Don't fix the gaps yet — that's Step 3.
Don't stop to fix your red flags. Discovery will hand you an "action items for later" list — stale brokerage references, broken links, a missing Google Business Profile, dead signature icons. These are real and worth fixing, but cleaning up your digital presence is a separate project for another day. Do not interrupt building your brand guide to chase them. Note the list, keep moving.
+ What if Claude finds almost nothing?
Some agents have a thin public footprint — newer agents especially. That's fine. Claude will flag everything as a gap and you'll build it from scratch in Step 3. The discovery still saves you time wherever you do have a presence.
+ Have brand colors and fonts already?
If your colors and fonts live somewhere — a Canva Brand Kit, your website, or a file from your designer — keep them handy. Claude will ask for the exact hex codes and font names while writing your brand file in Step 3. You don't need to do anything special now; just know where to find them.
Step 3 of 6
Build your brand file.
~30–45 min · Conversational, then one file
i What this does
In the same chat, Claude walks you through the gaps — voice, story, ideal client, offers, the Don't list, your links, your colors — and writes it all into one markdown file. That single file is your brand's source of truth. It does double duty: you paste it into Claude Design to build your visual brand, and you can install it as a skill so Claude writes in your voice in any chat.
+ What will Claude ask me about?
Voice & tone — rhythm, signature phrases, vocabulary, your Don't list (AI tells you never want).
Story & positioning — origin, one-liner, signature offers.
Ideal client — your favorite client, not all clients.
Specialization — niche communities, property types, local vocabulary.
Content pillars — the 3–5 topics you own (optional).
Links brain — booking, digital business card, review requests, socials, lead magnets, app, brokerage, buyer/seller guides.
Visual identity — your exact hex codes and fonts.
1 Paste this prompt (same chat)
PromptNow walk me through the gaps, then write my brand file.
Re-read your discovery findings and the gaps. Walk me through these one at a time — ask 2–5 focused questions per section, one or two at a time, and show me each section taking shape as I answer:
0. Confirm facts — where you flagged conflicting FACTS (years in business, office address, phone), just ask me to confirm the correct one. If my bios are inconsistent, flag it and ask which existing bio to use as my reference — store it as-is, don't rewrite it.
1. Voice & tone (rhythm, signature phrases, vocabulary, my Don't list — start me with common AI tells to avoid: em-dashes, "delve," "tapestry," "navigate," "in today's fast-paced world" — and let me add my own)
2. Story & positioning (origin, one-liner, signature offers)
3. Ideal client (favorite client, not all clients)
4. Specialization (niches, property types, local vocab)
5. Content pillars (optional — let me skip)
6. Compliance preferences (state-specific additions, banned-phrase preferences)
7. Links brain — confirm every link as a COMPLETE https:// URL (website, each social, booking, review-request, buyer/seller guides, newsletter, app, brokerage, digital business card) so they're QR-code and flyer ready
8. Visual identity — my brand colors (hex codes) and fonts. I'll paste them from wherever they live (Canva, my website, my designer). Skip any I don't have yet.
When every section is done, write everything into ONE markdown file named "brand-style-guide-[BRAND_SLUG].md". This file is BOTH my brand reference to paste into Claude Design AND an installable skill, so it must include:
1. A clear "when to use" trigger list for my real estate work.
2. My identity — names, brokerage ([BROKERAGE]), market ([MARKET]) — and the one promise every client should feel.
3. My voice rules, signature phrases, and Don't list / AI tells to avoid.
4. Compliance defaults: Equal Housing Opportunity; brokerage attribution ([BROKERAGE], [LICENSE_STATE]); "not intended to solicit currently listed properties" on PRINT only (omit on social); a soft "consider broker approval for state-specific requirements" note; plus my state additions.
5. A Fair Housing banned-phrase pre-flight ("perfect for young families," "exclusive neighborhood," "great for empty nesters," "master bedroom" → "primary bedroom," etc.) — always describe the PROPERTY, never the buyer; when in doubt, leave it out.
6. My Links Brain — every link as a complete https:// URL, so the right link (or a QR code) lands on the right output.
7. My ideal client, my signature offers, and whether social media is a core or peripheral channel for me.
8. My visual identity — exact hex codes (with priority order: lead color, accent, use-sparingly) and fonts — plus the rule that my brokerage logo and my personal/team logo appear at roughly EQUAL visual weight on any piece, so I'm never implied to be my own brokerage.
9. Never reference negative reviews or reputation problems in any generated content.
Use NO XML tags anywhere in the file, and do not put the word "claude" in the file name.
Give me the finished .md file to download. Then remind me in one short note that this file has TWO homes, and I should set up both: (1) paste it into Claude Design to build my visual brand and assets, and (2) install it as a skill in my regular claude.ai account at Settings → Capabilities → Skills — so Claude writes in my voice, with my compliance rules baked in, in every chat. Claude Design holds my logos and photos; claude.ai can't store those, but with this skill installed it still has my full brand brain for any copy, email, caption, or script I ask for. This brand file is more complete than any brand guide I've had before, so both tools should run on it.
Block 30–45 minutes. The voice section matters most — don't rush it.
2 Save your brand file
When Claude finishes, download the .md file (or copy its contents). You'll paste it into Claude Design next, and later install it as a skill. Keep it somewhere you can find it.
The Don't list is the secret weapon. It's the single biggest thing that makes AI content stop sounding like AI. Add your own pet peeves when Claude asks.
Step 4 of 6
Build your design system.
~20–30 min · Paste your file, upload your assets
i What this does
This is where your brand becomes visual. You paste your brand file in, upload your logos and photos, and Claude Design builds your design system — logo variations, color spectrums, type, components — and stores it permanently. From now on, everything you make there comes out on-brand automatically. Claude Design holds your assets.
1 Open Claude Design
In claude.ai, look at the left-hand menu and click Design. That's it — you're in Claude Design. If you've never opened it before, that's normal; most agents haven't.
+ Don't see "Design" in the menu?
Make sure you're on a Pro or higher plan and the left sidebar is expanded (click the menu icon top-left if it's collapsed). Design sits in the main navigation alongside your chats and projects.
2 Create a new design system
Inside Claude Design, click the Design systems tab, then Create. You'll land on a "Set up your design system" screen with a few fields. The next steps fill them in.
3 Name it — paste this into "Company name and blurb"
The first field asks for a name and blurb. Don't overthink it — paste this:
Paste[BRAND_NAME] — a real estate brand serving [MARKET]. Apply my brand colors, fonts, logos, and voice to everything we design.
4 Skip the GitHub and .fig options
The next section offers "Link code on GitHub," "Link code from your computer," and "Upload a .fig file."Skip all three. They're for software teams and Figma designers — not what you're doing. Head straight to the assets.
5 Add your brand file and your assets
Two ways to give Claude Design your brand file — either works:
Upload the .md you downloaded in Step 3 into the "Add fonts, logos and assets" area, alongside your other files, or
Paste the whole thing — copy your entire brand file and drop it into the "Any other notes?" box at the bottom. It's long, but that works perfectly (tested).
Then drag your assets into "Add fonts, logos and assets" — there's no real limit on how many. Give it whatever you have:
Your logo and your broker's logo
Headshots and team photos
Hero shots from past listings you love
Flyers or templates you've made before that you want it to reuse as starting points
The more you give it, the better your output — but keep it minimal if you're newer and don't have much yet. That's completely fine.
6 Build it — then keep improving it
Submit, and Claude Design generates your system: logo variations, a spectrum for each color, components, the works. Refine by chatting — "lead with the green, use the tan sparingly," "tighten the logo lockups."
Be patient — this takes a while. After you submit, Claude Design can take 15–20 minutes (sometimes longer) to finish. That's normal, not a hang. It's building an enormous amount from what you gave it: a brand motif, multiple logo variations, a full spectrum for every color, type and brand-statement variations, and a complete set of sections — every one of which you can then tweak and change.
This is never locked. You can go back in any time. Your design system is something you keep editing and improving — add assets, adjust colors, refine templates, lock in new layouts. It only gets better the more you use it. Don't treat this first build as the finish line; it's the starting line.
Keep your originals in a shared drive. Claude Design holds a working copy, but keep your high-res source files (logos, headshots, photos) in a shared drive so your team can reach them — and so can your title company, sign vendors, and print shop. Heads up: Claude Design can pull assets from Google Drive, but it's clunky — uploading the files directly (like you did above) works much better. You don't need to build any special folder structure; just keep everything somewhere shared.
Step 5 of 6 · The payoff
Launch your first asset.
~15 min · This is the fun part
i What this does
Your brand is loaded. Now you make something on-brand in minutes. Start with Tier 1 — it needs nothing but your brand. Then run the full listing launch in Tier 2.
1 Start a creation (do this for every asset)
Before pasting any prompt below, open a new creation the same way each time:
In Claude Design, click Prototype (use Slide deck instead for a listing presentation).
Give it a Project name.
Under Design system, make sure your [Your Brand] Design System is selected — not a blank or default one. This is what makes everything come out on-brand.
Choose High fidelity, then Create.
You'll land on the canvas. Paste your prompt into the "Describe what you want to create…" box and hit Send.
Always check the design system is selected. If it says anything other than your brand's system, switch it before you create — otherwise the output won't be on-brand.
Tier 1 · No listing needed
First proof — a branded piece from scratch
This works even if you have zero listings right now. It proves your brand is loaded and looks right.
Prompt · paste into "Describe what you want to create…"Using my brand, design a "Meet your agent" intro graphic for Instagram (vertical, 1080×1350): [PRINCIPAL_LIST], my one-line positioning, space for my headshot, my logo, and a "DM me to get started" call to action. Use my brand colors and fonts, and follow my compliance rules (Equal Housing, attribution).
No listing? This or a "this month in [your market]" market-stat graphic both work great as a first test.
Tier 2 · The listing launch
One listing → five branded assets
Give Claude Design a listing's photos and details, and get your whole launch set. Don't have a brand-new listing? Run it on your most recent one — active, pending, or sold. You're building the muscle so you're ready the moment you list next.
Before you paste: drag your listing hero photos into the canvas ("Drop files here"), and — the shortcut — drop in your full MLS printout too. That one sheet hands Claude Design every spec (beds, baths, square footage, lot size, year built) without you typing a thing. No printout handy? Just type the key details into the prompt instead.
Prompt · paste into "Describe what you want to create…"Here's my listing — I've attached the hero photos and my full MLS printout (it has all the specs), and my written description is below. (If you didn't attach a printout, fill in beds, baths, square footage, price, and address here.)
Description: [paste your listing description]
Using my brand, create my listing launch set:
1. New-listing announcement — a scroll-stopping flyer, NOT a generic "Just Listed." Lead the headline with the home's single most irresistible feature, or the feeling of living there, pulled from the photos and specs; keep "New Listing" as a small supporting tag, not the star. (e.g., "Wake up to the mountains" · "Four bedrooms, one unforgettable backyard" · "The kitchen built for hosting.")
2. Open House flyer
3. Social post (single graphic) + caption
4. Social carousel + caption
5. A vertical listing video — under 2 minutes, reel-style, with slow photo pans, smooth transitions, and timed text overlays (address, price, key stats) + a caption
Put my brand colors, fonts, and logo on all of them; follow my compliance rules (Equal Housing, attribution, the right disclaimers — print vs. social); write every caption in my voice; and use the right link from my Links Brain where a CTA calls for one.
Tip: write your listing description first — Claude Design does its best work when the words are already nailed.
+ Make it a one-click button (lock it in as a template/skill)
Once your five outputs look right, ask Claude Design to save them as standard templates (or a launch skill). Next listing, you just drop in the photos and MLS sheet and say "launch" — it stamps all five in seconds. That's the "click and poof" you're after. You build the templates once; they pay off every listing after.
Step 6 of 6 · Final
Make it permanent & go further.
~10 min
i The bonus that works in every chat
Claude Design handles your visuals. Your brand file can also make Claude write copy in your voice in every chat — listing descriptions, emails, captions, scripts — by installing it as a skill at your account level.
1 Install your brand file as a skill
In Claude, go to Settings → Capabilities → Skills.
Click Add skill / Upload and select your brand-style-guide-your-brand.md file.
Confirm it's listed as brand-style-guide-your-brand.
Account level, not project level. Installed under Settings, the skill rides along in every conversation — not just one project. That's what makes Claude write like you everywhere.
2 Test it in a fresh chat
Open a brand-new conversation and try:
PromptDraft a just-sold social caption for a 4-bed in [MARKET], and a follow-up email to a buyer who toured but went quiet two weeks ago.
If it comes back in your voice, with your compliance language and the right links — it's working everywhere. That's the unlock.
Keep it alive. As your brand evolves, update your brand file, reinstall the skill, and re-paste it into Claude Design. Revisit quarterly.
3 Go further in Claude Design
You're no longer limited to a fixed menu. A few moves that compound:
Remix any template. Find a layout you love anywhere (Canva, a competitor's flyer, Pinterest). Hand it to Claude Design and say "rebuild this in my brand." It re-skins it in your colors, fonts, and logo.
Build your social library. New Listing, Open House countdown, Price Improvement, Under Contract, Just Sold, neighborhood spotlights, "this or that" polls, market-stat graphics, myth-busters, meet-the-agent reels — all on-brand.
Lead with the database pieces. "What's your home worth?" CTAs, monthly market updates, testimonial graphics, and "1 year in your home" anniversary posts drive the most actual business. Lean here, not just on listing flair.
+ Showpiece: a single-property website
Claude Design can build a full single-property website from a listing's photos and details — a scrolling site with a hero, photo gallery, features, map, video, and contact CTA, all in your brand. It's the most impressive thing you can make here.
One difference from everything else: a website needs hosting. Your flyers and posts you just download and post. A website is a file that has to live at a web address. Easiest paths:
Drag-and-drop host (e.g., Netlify Drop): drag the folder, get a live URL in minutes, free, no account.
Your existing site — many agents already have an IDX or website platform where a single-property page can live.
Custom domain (e.g., 123mainst.com, ~$10–15/yr) for a polished property address — the marketing flex.
Because of that hosting step, treat the website as your showpiece, not a routine output. It's a "look what's possible" — and a great hook for your next video.
You're done
Claude knows your brand — in words and design.
Skill installed account-wide · Brand system live in Claude Design
From here, every chat applies your voice and compliance, and Claude Design makes your visuals on-brand. Three things this week:
Use it. Launch one real asset tomorrow.
Refine it. First time something sounds or looks off, fix your brand file and re-load it.
Build on it. Lock in your best templates so every future launch is one prompt.