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A proposal from ZM3DIA · October 21, 2026

The Broker 150

An Instagram-led education program that puts Bloch Advisory in front of the 150 brokers who hold the Palisades rebuild conversation, and turns that attention into referrals.

Book the kickoff call Text Zack · 413.687.5797
Jonathan R. Bloch
Prepared for Jonathan R. Bloch Advisor and Founder, Bloch Advisory Services 9701 Wilshire Blvd., Suite 1000, Beverly Hills Real estate counsel: Palisades rebuilds, Beverly Hills and Bel Air new builds
150Named brokers, your list
4 campaignsOne program
12 weeksFirst run, then review
$2,000A month, and up

The brief

What you asked for

An Instagram campaign aimed at 100 to 150 brokers in the Palisades and West LA that educates them on smoke damage, insurance claims and general contractor issues. Brokers first, because they hold the clients who need you. You have the content. We build the list and run the program.

Everything here is scoped to what a California lawyer can advertise and how a referral relationship can be built without anyone paying for a referral. The rules we built against are in the Legal section.

Three things that shaped the plan

The 150 are reached by hand, and ads do the rest

Meta's audience tools are built for groups in the thousands; a list this focused is too small for the system to target on its own. That is good news for the program: the 150 get personal attention, one to one, from your own account, and the ads do what they are good at, making your content familiar across the wider Westside agent pool before a message lands.

The timing is on your side

Smoke claims are the open wound of the recovery. More than 13,000 smoke damage claims were filed after the January 2025 fires, the state found hundreds of violations in one carrier's handling of them, and for many policyholders the window to sue closes January 7, 2027. The Smoke Damage Recovery Act (AB 1795) was signed in September 2026 and most brokers have not heard of it. Every agent working 90272 is fielding these questions this week.

Week one builds the stage

We did not find an Instagram account for the firm, so week one builds one properly, with your brand and the right disclosures from day one. Brokers who click through from a post land on a dedicated campaign page with the Playbook, the analytics tag and the Meta pixel, so the first time anyone from the Westside sees the firm on Instagram, everything they touch is built for them.

Pulled from your site, already in this proposal

  • Both headshots (the navy suit for covers and the landing page, the charcoal for the avatar)
  • The logo in color and in white, and its blues: #003594, #6689C8, with the grey brackets
  • Roboto Slab and Roboto, the site's own type, on every piece of your collateral here
  • On the site and ready to use: the Palisades day aerial, the construction crane shot, the Century City image, and the rebuild-team article

Content we build from first

  • The bio's Palisades work: permits secured, forensic insurance recoveries, contractor budget alignment, project management, local approvals. That is pillars one through four in one paragraph
  • "Assembling Your Pacific Palisades Rebuild Team": chapter one of the Playbook and the first Broker Briefing
  • GMP construction contracts and cost-to-complete analysis from the Services page: the contractor pillar
  • The $30 million Beverly Hills remodel with two ADUs and the Trousdale project: the new-build pillar
  • $150 million in active developments, $1.4 billion in transactions advised: the one-line credential brokers read, stated as experience, never as a promised result

What week one adds

  • An Instagram account in your brand: bio, highlights, link page, with access you control
  • The campaign page for brokers, with the Playbook form and the disclosure block the 2026 statute asks for
  • Analytics and the Meta pixel, so every post, ad and download can be measured from the first week
  • Click-to-call and a privacy notice wherever a broker can reach you
  • The Playbook outline, drafted from your rebuild-team article and the bio
  • The compliance checklist and the archive every piece passes through

The campaign page, the pixel and the account are inside every plan. A matching refresh of the main site is the add-on below, when you want it.

Strategy

How a broker decides who to refer

The referral happens in a moment the broker did not plan for. A client forwards an adjuster letter that says "appears habitable." A contractor wants forty percent up front. A seller asks whether to sell the lot. The agent reaches for a name, and the name that wins is the one they have seen be useful, more than once, and who answered quickly the one time they asked.

So the program is built on repetition, usefulness and response time, in that order. Nobody is paid to refer, nobody is asked to refer, and every piece of content makes the broker look smarter in front of their client. If fixed-fee counsel is how you work, that is the line that lowers a broker's risk in making the introduction, and it leads.

Why Instagram carries it

  • Westside brokers run their businesses there: listings, open houses, neighborhood news, the Palisades rebuild itself. It is where they look every day.
  • It is the only channel where education and relationship live in the same app: a post teaches, a story asks, a message answers. Email and LinkedIn mirror the content; Instagram carries the relationship layer.
  • Carousels get saved and sent. A broker forwarding your slide to a client is the referral in its earliest form, and we count it.
  • Reels put your face and voice on the question. For a referral, that is the proof brokers want before they hand over a client.
Free, for every brokerThe Rebuild BriefWeekly education on Instagram and LinkedIn. Familiarity, saves, shares.
Free, by requestThe PlaybookTwelve pages for the car ride to a listing appointment. The first name on the scorecard.
Free, in the roomThe Broker BriefingThirty minutes at the office meeting, once a quarter. Trust at scale.
The offerThe Triage LineA broker texts a client scenario; you reply with a direction within a business day. The referral.

Audience

Who the 150 are

The list is the product. We build it in week one from public sources, and you own it.

SANTA MONICA BAY PALISADES FIRE AREA APPROXIMATE PERIMETER Pacific Palisades 90272 first Malibu 90265 Brentwood 90049 Santa Monica 90402, 90403 Bel Air 90077, new builds Beverly Hills 90210, 90212, new builds Your office, 9701 Wilshire ZM3DIA, Santa Monica Point Dume Marina del Rey
Target ZIPsOfficesPalisades Fire area, approximate perimeter, from the coast at Las Flores to the ridge above Brentwood

Where they work

Pacific Palisades (90272) first. Then Brentwood (90049), Santa Monica north of Montana (90402, 90403) and Malibu (90265). Bel Air (90077) and Beverly Hills (90210, 90212) cover the ground-up new-build side of the practice.

What they have done

Listing or buyer sides closed in those ZIPs in the last 24 months, ranked by volume, with a flag for fire-zone activity: standing homes, cleared lots, rebuild sales.

Who they are

Listing agents working the burn zone. Luxury agents whose clients are building new in Beverly Hills and Bel Air. Team leads and office managers who decide who presents at the weekly office meeting.

Where they sit

Compass, Coldwell Banker Realty, Sotheby's International Realty, The Agency, Berkshire Hathaway HomeServices California Properties, Douglas Elliman, Carolwood Estates, Hilton & Hyland, Christie's AKG, Keller Williams, Amalfi Estates.

Where the names come from

Public sources only: brokerage office rosters, the listing agent credited on sold and active listings in the public portals, the DRE's public license lookup for license status and broker affiliation, Instagram and LinkedIn profiles. We do not export MLS data for this, because MLS rules reserve that data for its participants' own real estate business, and we do not buy lists.

What you get

A shared sheet in your Google Drive with name, brokerage, office, Instagram handle, public email, mobile where it is published, recent fire-zone activity, a stage column and a column for your own notes. You add the brokers you already know, and the final 150 is yours. It is used for this program only, never sold or shared.

Layer one

The named 150

Reached one to one: follow, comment, message, email, briefing, phone. The monthly scorecard tracks every name on the list.

Layer two

Westside agents

The wider pool of agents active in these ZIPs, reached by Meta ads with geography and real estate targeting, then retargeted once they engage. They make your name familiar before a message arrives.

Layer three

Their clients and the rebuild trade

Owners, owner's reps, contractors, architects and insurance brokers who see the posts when a broker shares them. A share is the signal that a post worked.

What brokers actually want

They want to look like the smartest person in the room with their client. They want someone to hand a problem to in one text. They want cover on disclosure. They do not want a pitch, and they do not want to look like they are steering a client.

So every post ends with three lines a broker can say to a client, the Playbook is written for the broker to hand over, and your name is the last thing on the slide, not the first.

Campaigns

Four campaigns, one program

Each one has a job, an audience, a cadence and a number we report. Together they move a broker from seeing your name to texting you a client.

Campaign A · always on

KPI: saves, shares, follows from the 150

The Rebuild Brief

Job
Make your name the one brokers associate with smoke, claims and contractors.
Channels
Instagram feed, reels and stories; mirrored to LinkedIn. Meta reach campaign behind the week's best carousel and reel.
Audience
Organic: the 150, engaged by hand. Paid: a radius over the Palisades, Brentwood, Santa Monica, Malibu and Beverly Hills with real estate interest targeting, plus everyone who has engaged with the account in the last 90 days.
Cadence
Monday carousel, Wednesday reel, Friday story set. Ads refresh weekly.
Creative
Carousels in your frame, captioned reels of you, polls and one-number stories. Every piece ends with what to tell the client and carries the firm name and Beverly Hills.

Campaign B · from week 4

KPI: Playbooks delivered, 150 first

The Playbook

Job
Turn attention into a name, an email and a reason to talk.
Channels
Message one of the sequence, the monthly broker email, a landing page, and a small Meta retargeting campaign offering the download to people who engaged with Campaign A.
Audience
The 150 by hand. Engagers and video viewers by retargeting. Downloads are matched against the list every week.
Cadence
Message batches of 10 to 15 on Thursdays. Retargeting runs continuously.
Creative
The cover, three inside pages shown, one line: twelve pages for the car ride to a listing appointment.

Campaign C · quarterly

KPI: seats, attendance, questions asked

The Broker Briefing

Job
Put you in the room with thirty brokers at once, as education, not a pitch.
Channels
Office managers first, by phone and email, for a slot at the weekly office meeting. Message two of the sequence. A ten-day Meta burst for an open Zoom edition anyone can join.
Audience
Offices with the most names on the list: one in the Palisades or Brentwood, one in Santa Monica, one in Beverly Hills, in rotation.
Cadence
One briefing a quarter in the Broker 150 plan; invites out three weeks ahead, two reminders, a recap reel the week after.
Creative
A twelve-slide deck: what changed this quarter, the three client scripts, questions. Their questions become next month's content.

Campaign D · always on

KPI: client scenarios sent to you

The Triage Line

Job
Give brokers the easiest possible way to bring you a client.
Channels
Your mobile number, on the last slide of every carousel, the end of every reel, the Playbook, the briefing deck and message three of the sequence.
Audience
Brokers only. The line is for a broker describing a client's situation, never a channel for soliciting owners.
Cadence
You reply within a business day with a direction and whether it needs a call. We log every scenario on the scorecard and ask how they heard of you.

A broker, Tuesday 4:12 pm (example)

Jonathan, my seller on [street] got a letter saying the house "appears habitable." Their own lab report says lead and soot in every room. List now or wait?

Jonathan, Wednesday 9:40 am

Thanks, [first name]. Short version: the letter and the report answer different questions, and the report drives the claim. Don't price it yet, keep every letter, no releases. I'd want to see both before saying more, and I'd run a conflict check first. Want to put your client on a call this week?

A broker

Yes. Sending both now. Thank you.

General direction only until a conflict check and an engagement. The wording that keeps it that way is in the Legal section.

$500Recommended $750 to $1,500$2,500
$1,000 a month
A · Rebuild Brief reach
$600
B · Playbook retargeting
$300
C · Briefing bursts
$100
25,000 to 50,000impressions a month, at a $20 to $40 CPM for Instagram-only placements in this geography
8,500 to 25,000accounts reached, with each one seeing a post two to three times a month
$0markup. Billed by Meta to your card; our management fee is in the plan price

Estimates, not quotes; actuals come in the monthly report. Placements are Instagram only (feed, reels, stories), 4:5 and 9:16 creative, no audience expansion. If Meta's review classifies a creative as housing-related because it mentions insurance, we run that set under the housing special ad category, which widens the radius and drops some targeting; the Westside still fits inside it. We keep a second creative set that avoids the trigger words.

Content

The Rebuild Brief

Your knowledge, cut into the questions brokers are being asked this week. You are the author of record on every piece.

The hookThe problem a broker's client has right now, in one sentence.
What is going onYour read, in plain English, two or three slides.
What to tell your clientThree lines the broker can repeat tomorrow.
Where you come inOne line, your name, the firm, Beverly Hills, the number.

Pillar one

Smoke damage

For agents with standing homes and the buyers looking at them.

  • The standing home that is not habitable: what testing actually finds
  • "Appears habitable": when the adjuster's letter and the lab report disagree
  • Listing a standing home in 90272: the disclosure questions brokers are getting
  • AB 1795 in plain English: the presumption, testing paid by the carrier, ALE until the home is safe
  • The buyer's side: insurability questions on a standing home in the burn zone
  • Remediation scope: why "half the rooms" is not a settlement

Pillar two

Insurance claims

For every agent whose client still has an open file.

  • January 7, 2027: why the two-year clock matters to anyone with an open claim
  • ALE, dwelling, contents, extended replacement cost: the four buckets to understand before signing
  • FAIR Plan smoke claims and the $3 million dwelling cap
  • Release language: the signature that closes the file for good
  • The underinsurance conversation: what the gap means for a rebuild budget
  • Public adjuster, attorney, or both: who does what

Pillar three

Contractors and owner's reps

For agents whose clients are about to sign with a builder.

  • Cost-plus, fixed price or GMP: what each does to a rebuild budget
  • Lien releases, retention and change orders: three documents that decide who gets paid
  • Owner's rep or no owner's rep: when the fee pays for itself
  • The CSLB license and bond check a broker can run for a client in five minutes
  • Deposits: what is normal, what is a warning
  • Schedule clauses that actually hold

Pillar four

The rebuild, and the new build

For lot sellers, lot buyers, and the Beverly Hills and Bel Air ground-up crowd.

  • Sell the lot or rebuild: the questions to ask before the client decides
  • The expedited permit path, and what takes a project out of it
  • What transfers with a lot sale: plans, permits, agreements
  • Hillside and entitlement timelines on a ground-up build in Bel Air and Beverly Hills
  • Cost to complete: reading a builder's number the way a lender does
  • ADUs inside a luxury remodel: what the Beverly Hills project shows
Week 1Interview45 minutes with you, recorded and transcribed. Ten questions from what brokers asked us and you that month.
Week 1DraftScripts and carousel copy in plain English, each with the three client lines.
Week 2Film45 minutes at your office or on site: four to six reels in one session, plus b-roll.
Week 2DesignCarousels, story frames and the ad cuts, in your brand templates.
ThursdaysApproveThe next week's batch in your Drive folder. You mark it up or approve by Friday.
MonthlyReportScorecard, ads report, the content leaderboard, and the plan for next month.

Carousel

Six to eight slides in the Bloch Advisory frame, your line on the cover, the client script near the end, the firm name and Beverly Hills on the last slide. The format brokers save and send.

Reel

You, on camera, 45 to 60 seconds, captioned, with a name card at the end. Four series: Read the Letter, Two Standards, The Five-Minute Check, and Broker Office Hours, a monthly reel answering questions brokers send through the story sticker.

Story set and long form

Three Friday frames: a poll that picks next week's topic, one number, and a nudge to send the post to a client. Once a month, one of your existing pieces becomes a LinkedIn article and the broker email.

Look and feel, built from the site

Your logo sets it: two blues, grey brackets, white space. The Instagram system extends it. Navy frames, white type in Roboto Slab, the lighter blue as the one accent, Roboto for the small print. Photography is architecture, documents and you, never actors playing clients, which keeps every post clear of the advertising rule on dramatizations.

Roboto Slab, Roboto
Navy Blue Light blue Grey White

Imagery comes from your own shoots first, then Freepik under a Premium license (commercial use, no attribution). Anything marked editorial use only is skipped, and no stock image of a person is ever presented as a client or a colleague.

Hero

Your Palisades day aerial

Already on your site; fallback: a coastal bluff at golden hour

Documents

A letter on a desk, pen, reading glasses

Freepik: "insurance letter desk minimal", overhead

Build

Your construction crane shot

Already on your site; fallback: framing lumber against the sky

Plans

Blueprints and a scale ruler, close

Freepik: "architectural plans table closeup"

Material

Cool white paper texture for story frames

Freepik: "white paper texture subtle"

Place

Palm street at dusk, Beverly Hills

Freepik: "Beverly Hills palm street dusk", no addresses

Collateral

What week three looks like

The first carousel, reel, story set, ad, landing page and messages, written and set in your brand.

Monday carousel · The Rebuild Brief, No. 01
blochadvisoryBeverly Hills, California
The Rebuild Brief · No. 01

Your client's house survived the fire. The listing might not.

Smoke damage, in five slides
Jonathan R. Bloch, attorney

Slide 1 · Cover. Your sentence, your name, nothing else.

blochadvisoryBeverly Hills, California
1 of 5

Habitable is not clean.

An adjuster's "appears habitable" and a lab report showing lead, soot and chemical residue can describe the same house. They answer different questions.

Slide 2 · The thing the broker did not know.

blochadvisoryBeverly Hills, California
2 of 5

Test before you price.

Independent testing sets the remediation scope and the size of the claim. A listing priced before the report is a listing that gets renegotiated.

Slide 3 · Why it matters to the sale.

blochadvisoryBeverly Hills, California
What to tell your client
  • Get the test report before we set a price.
  • Keep every letter the adjuster sends.
  • Do not sign a release to speed up a close.

Slide 5 · The script. This is the slide they screenshot.

blochadvisoryBeverly Hills, California
Bloch Advisory Services · Beverly Hills

Smoke claim on a Palisades listing? Send me the scenario.

Jonathan R. Bloch, attorney
Palisades rebuilds, Westside new builds
424.512.1013

General information, not legal advice. Attorney advertising.

Slide 6 · Your name last, with the firm, the city and the number.

Wednesday reel · Read the Letter, No. 01

TimeOn screenYou say
0:00You, at your desk, holding a sample letter. Caption: "appears habitable"If your client's adjuster wrote "appears habitable," read this before they list.
0:06B-roll: a standing home on a cleared street, no address visibleThousands of Palisades homes made it through the fire with smoke in the walls. The insurer's word for that house is habitable. The lab's word is contaminated.
0:22Caption: two standards, two outcomesThose are two different standards, and they lead to two very different claims. The letter is not the last word. The test is.
0:36Three lines appear one at a timeTell your client three things: get the test, keep every letter, don't sign a release to close faster.
0:48Name card: Jonathan R. Bloch, attorney, Bloch Advisory Services, Beverly Hills, numberI'm Jonathan Bloch. I work with Palisades owners on exactly this. Send me the letter.

Caption: "Appears habitable" is the insurer's opinion. The lab report is the evidence. What to tell a client who is listing a standing home in the Palisades, in 50 seconds. Sample letter shown; general information, not legal advice. Bloch Advisory Services, Beverly Hills. #PacificPalisades #PalisadesRebuild #WestsideRealEstate #SmokeDamage

Friday story set

Quick poll

Has a client asked you about smoke testing this month?

Yes, this weekNot yet
One number

13,000+

smoke damage claims filed after the January 2025 fires, by the state insurance department's estimate.

Send this

Listing a standing home in the Palisades?

Send today's post to the client before you set a price. The three lines are on slide five.

Polls do two jobs: they tell us which topic to lead with next week, and every broker who votes is a warm name for Thursday's message batch. A monthly question sticker feeds Broker Office Hours.

The feed ad, Campaign A

Bloch Advisory ServicesSponsored

Brokers: if a client's adjuster letter says "appears habitable," the lab report may say something else. Five slides on what to tell them before the listing goes live. Bloch Advisory Services, Beverly Hills. Attorney advertising.

The Rebuild Brief · No. 01

Your client's house survived the fire. The listing might not.

Jonathan R. Bloch, attorney
Smoke damage, in five slidesbloch-advisoryservices.com
Learn more

Primary text carries the firm name and the office city, which the 2026 advertising statute requires on every lawyer ad. The link goes to the landing page, which carries the full disclosures for formats with character limits.

The landing page, Campaign B

bloch-advisoryservices.com/brokers
For Westside brokers

The Palisades Rebuild Playbook

Twelve pages on smoke claims, insurance timelines and contractor contracts, written for the conversation you have on the way to a listing appointment.

The Palisades Rebuild Playbook for brokers

2026 edition · Jonathan R. Bloch
Send me the Playbook We'll email the Playbook and a monthly note for brokers. Unsubscribe any time. We never share your details.
Attorney advertising. Bloch Advisory Services, Jonathan R. Bloch, attorney. 9701 Wilshire Blvd., Suite 1000, Beverly Hills, CA 90212. General information, not legal advice; no attorney-client relationship is formed by downloading or by contacting the firm. Past results do not predict outcomes.

Built on your domain if your site developer can add a page, otherwise hosted by us in your brand. Carries the analytics tag and the Meta pixel so the ads can report, and a privacy notice for the form.

The message sequence · from your account, sent by hand, brokers only

Week 4. Hi [first name], Jonathan Bloch here. I've been following your [listing / post] on [street]. I put together a short Palisades rebuild playbook for brokers: smoke claims, insurance timelines, contractor contracts. Want me to send it over? No pitch, just the pages my clients ask about.

Week 5. The next Broker Briefing is [date] at [office / Zoom], 30 minutes on smoke claims and standing homes. I keep it practical: what to tell a client in each of the three situations. Can I save you a seat?

Week 7. Open offer. If a client of yours hits a smoke claim, an adjuster letter or a contractor contract they're unsure about, text me the scenario and I'll give you a read within a business day on what it is and whether it's worth a call. 424.512.1013. (General direction only; I'd need to run a conflict check and speak with your client before advising anyone.)

Written by us, approved by you, sent through Meta Business Suite in batches of 10 to 15 after two weeks of engagement, so each one reads as personal and stays inside Instagram's limits. Never to a homeowner, never automated, never bought. Replies are yours to answer; we draft them if you want.

Monthly broker email · No. 01

Subject: The Palisades Rebuild Playbook for brokers (12 pages, no pitch)

[First name], a quick one. Since January I've spent most of my time inside Palisades rebuilds: smoke claims, adjuster letters, contractor contracts, owner's reps. The same six questions keep coming from brokers, so I wrote the answers down. Twelve pages, written for the conversation you have in the car on the way to a listing appointment. It's attached. If a client's situation doesn't fit the pages, text me the scenario and I'll give you a read. Jonathan

Footer: Bloch Advisory Services, Jonathan R. Bloch, attorney. 9701 Wilshire Blvd., Suite 1000, Beverly Hills, CA 90212. Attorney advertising. General information, not legal advice. You're receiving this because you work in Westside real estate; unsubscribe here.

Sent from your domain through an email platform with a working unsubscribe, which keeps it inside the federal commercial email rules.

The Broker Briefing · quarterly, 30 minutes

Smoke, claims and contractors: what to tell your Palisades client this quarter. Held at a brokerage's weekly office meeting or on Zoom. Ten minutes of what changed, ten minutes of the three scripts, ten minutes of their questions. We handle the office manager, the deck, reminders, the follow-up email and a recap reel. Coffee is fine; nothing is given for referrals, and the deck says so on the last slide.

The Palisades Rebuild Playbook for brokers · 12 pages, gated by email

  • The four kinds of Palisades listing right now: standing, cleared lot, under construction, rebuilt
  • Smoke damage: testing, remediation scope and what to disclose
  • The adjuster letter: a reading guide for brokers
  • The insurance timeline, including the January 7, 2027 deadline
  • AB 1795: what the Smoke Damage Recovery Act changes
  • FAIR Plan basics and the $3 million cap
  • Sell the lot or rebuild: the decision tree, and what transfers with a lot sale
  • Contractor contracts: cost-plus, fixed price, GMP, retention, lien releases
  • Owner's reps: what they do and what they cost
  • The expedited permit path, in one page
  • Three client scripts, printed on one card
  • How to reach Jonathan, what happens when you do, and the disclosures

Written from your material and your voice, starting with the rebuild-team article already on your site, reviewed by you page by page. Designed in the Bloch Advisory look as a PDF and a web version. Every download is a name on the scorecard.

The first run

Twelve weeks, then a decision

Track
1
2
3
4
5
6
7
8
9
10
11
12
Build
Warm (engagement)
A · Rebuild Brief
Meta ads
B · Playbook
C · Briefing
D · Triage Line
Scorecards

Dots are events: the first briefing in week 8, scorecards in weeks 6 and 10, and the 90-day review in week 12. Lighter bars are paid or event bursts.

WeekFocusMonday carouselWednesday reelProgram moves
1BuildNo posts. List, account, content system, compliance checklist, Playbook draft, landing page.Kickoff, brand files, first interview and filming booked
2WarmTeaser reel: why a real estate lawyer is posting about the rebuild. Account follows all 150.Engagement blocks start, ads account and pixel set up
3Smoke damageFive things before you list a standing homeRead the Letter: "appears habitable"Ads start, first story poll
4InsuranceThe four bucketsThe releaseMessage batch 1 (Playbook), landing page live
5ContractorsCost-plus, fixed price or GMPLien releases in 50 secondsMessage batch 2, broker email 1
6The rebuildSell the lot or rebuildWhat transfers with a lotMessage batch 3, scorecard 1
7Smoke damageAB 1795 in plain EnglishTest before you priceBriefing invites out, Triage Line message, Office Hours 1
8InsuranceJanuary 7, 2027FAIR Plan and the capBroker Briefing 1
9ContractorsOwner's rep mathThe five-minute CSLB checkMessage batch 4, briefing recap reel
10The rebuildThe expedited path and what breaks itHillside timelines, Bel Air and Beverly HillsBroker email 2, scorecard 2
11Smoke damageAdjuster versus labHabitable is not cleanMessage batch 5, Office Hours 2
12ReviewTwelve weeks of broker questions, answeredQuestions from the briefing90-day report and the decision below

At day 90 · scale

Scenarios are coming in and the scorecard is moving. Add the Desk, the second list or the video day. Open the new-build pillar to architects and designers in Beverly Hills and Bel Air.

At day 90 · adjust

Engagement is strong but conversations are thin. Rebalance pillars toward what the polls chose, move the briefing to a different office, change the offer wording.

At day 90 · stop

If it is not working, we say so in the report. You keep the list, the account, the Playbook, the footage and the templates, and the month-to-month ends.

Measurement

A scorecard with names on it

One page a month. Every broker on the list, their stage, last touch, what moved, what we do next. The number that matters is the last row of the funnel: client scenarios sent to you by brokers. Everything above it exists to make that row grow.

The targets below are for a first 12-week run on the Broker 150 plan with $1,000 a month in ad spend. They are targets, not promises; the advertising statute does not let either of us promise outcomes, and we would not anyway. We reset them with you at the 90-day review.

  • Followed back or engaged
    105
  • Replied to a message
    45
  • Playbook delivered
    40
  • Attended a briefing
    25
  • Sent you a client scenario
    5

Of 150 named brokers, by the end of week 12. Alongside it, the ads report: impressions, reach, saves and profile visits as the leading indicators, against the estimate in the budget tool above.

The scorecard, example rows

BrokerOfficeStageLast touchNext
Example: K. AlvarezCompass, BrentwoodScenarioTexted a release question, Nov 18You called; follow up Dec 2
Example: D. OkaforColdwell Banker, PalisadesBriefingAttended Dec 10, asked about FAIR PlanSend the FAIR Plan page, invite to Office Hours
Example: S. LindqvistThe Agency, Beverly HillsPlaybookDownloaded Dec 3Message 2, briefing seat
Example: M. ChenSotheby's, BrentwoodReplied"Send it" on Dec 4Playbook by email today
Example: R. HaddadCarolwood, Beverly HillsEngagedSaved No. 04, Dec 1Message 1 on Thursday
Example: T. MorenoBHHS, PalisadesListedFollowed, no response yetComment on the new listing

Names above are examples. The live sheet sits in your Drive and updates weekly; the monthly PDF adds the ads report, the content leaderboard (saves and shares per post) and where each scenario said they heard of you.

How the numbers are captured

  • Instagram and LinkedIn: saves, shares, profile visits, follows, matched against the list weekly
  • Ads: Meta reporting with the pixel on the landing page; UTM links on everything
  • Playbook: form submissions matched to the list; the PDF link is unique per send
  • Briefings: seats, attendance, questions submitted
  • Triage Line: logged by you in one line a week, or forwarded to us; we ask every broker how they heard of you

Legal

Written like a lawyer will read it

Because one will. California rewrote its lawyer advertising statute effective January 1, 2026, with a private right of action and statutory damages per ad, and it reaches websites, landing pages, boosted posts and lead generation. So every piece here is built against the rules below, you approve every piece before it runs, and we keep an archive of each version with its approval. Nothing on this page is legal advice to you; it is how we have scoped the work so your review is quick.

What we left out on purpose

  • No referral fees, gifts or "lunch for leads" to brokers or anyone else
  • No calls or messages to homeowners; brokers and office managers only
  • No automated messaging, bought followers or purchased email lists
  • No uploading the broker list to Meta as an audience without notice and consent; we build audiences from people who engage
  • No stock models presented as clients, no "results" claims, no guarantees; award references only where the statute allows them
  • No "certified specialist" wording; "practice concentrated in" is fine
RuleWhat it requiresWhat we do
Cal. Rules of Professional Conduct 7.1No false or misleading communications, including by omission; past results and testimonials cannot imply the same for others.Facts only, dated where they can change ("as of October 2026"); no results claims; you verify every legal statement.
Rule 7.2(b) and (c); RESPA section 8Nothing of value for recommending a lawyer, beyond reasonable advertising costs; every communication names a responsible lawyer or firm and an address.No referral compensation to anyone; briefings are education with coffee; your name, the firm and the office appear on every carousel, reel card, ad, email and the landing page.
Rule 7.3(a), (c), (e)No live or real-time solicitation of prospective clients for pecuniary gain; targeted written or electronic solicitations to someone known to need legal help must say "Advertisement."All outreach goes to brokers and office managers as referral sources, never to owners; posts and ads carry "attorney advertising"; the Triage Line is a direction, not a solicitation, and says so.
Rule 7.4"Certified specialist" only with the State Bar certification; fields of practice may be stated.Bio reads "practice concentrated in real estate and Palisades rebuilds"; no specialist certification claims.
Bus. & Prof. Code 6157.2, as amended by SB 37 (effective Jan 1, 2026)No outcome guarantees or quick-money claims; dramatizations and spokespersons disclosed; awards only if free and not membership-based; ads name a California-licensed lawyer or the firm plus the city of a bona fide office; character-limited formats may link to a page with the disclosures.Sample letters labeled as samples; no actors as clients; award badges off the ads; "Bloch Advisory Services, Beverly Hills" in every primary text; landing page carries the full block; takedown within 72 hours if a complaint is ever filed.
Bus. & Prof. Code 6151 and 6152No runners or cappers: nobody may be paid to solicit clients for a lawyer.The Desk schedules educational briefings with office managers and follows up with attendees. It never contacts an owner and never discusses anyone's legal matter. You approve the script.
Rule 1.18 and client confidentialityProspective clients' information is protected; client facts are confidential.No client-identifying facts in any content; scenarios are composites or public cases; every scenario text gets a conflict check before a substantive conversation.
CAN-SPAM; Cal. Penal Code 632Commercial email needs a true sender, a physical address and a working unsubscribe; recording a call needs every party's consent.Emails go through a platform with your address and an unsubscribe in every footer; Desk calls open with the recording notice.
Instagram terms; Meta advertising and audience termsNo automation or inauthentic activity; list-based audiences need notice and consent; housing-related ads have a special category.Messages sent by hand through Business Suite; audiences built from engagement, not uploads; special-category fallback creative ready.
Licenses and releasesStock imagery used within its license; property and people releases for filming.Your own photography first; Freepik Premium only, nothing marked editorial; your office and public streets for filming, no identifiable addresses or people in the burn zone without a release.

Pricing

Three ways to run it

One monthly number. Month to month, no setup fee, and the first month is the heaviest without costing more.

Brief

Campaign A and the warm-up. Right if you want to run the messages and the briefings yourself.

$2,000 a month

  • The Broker 150 list, built from public sources and shared
  • Instagram account set up: bio, highlights, link page, Business Suite access you control
  • Three posts a week: two carousels and one reel cut from your footage
  • Friday story sets and the monthly Office Hours reel
  • Two engagement blocks a week across the 150, logged by name
  • LinkedIn mirror of every post
  • Compliance checklist and archive, monthly scorecard

Billed monthly in advance as Broker 150, Brief.

Start with Brief
Recommended

Broker 150

All four campaigns on this page: content, ads, the Playbook, the messages, the briefing and the landing page.

$3,500 a month

  • Everything in Brief
  • Meta ads: strategy, creative cut-downs, engagement audiences and retargeting, weekly optimization (spend billed to your card)
  • The Palisades Rebuild Playbook, written, designed and gated
  • Campaign landing page with the form, the disclosures and tracking
  • The message sequence, written and sent in weekly batches
  • Monthly broker email
  • One Broker Briefing a quarter: office manager outreach, deck, reminders, follow-up, recap reel
  • Monthly 30-minute strategy call

Billed monthly in advance as Broker 150. Ad spend of $750 to $1,500 a month goes to Meta directly, never marked up.

Start with Broker 150

Referral Engine

Broker 150 plus a dedicated scheduler working the offices by phone, and a second list of the rebuild trade.

$5,150 a month

  • Everything in Broker 150
  • The Desk, 20 hours a week: a dedicated caller who books your briefings with office managers, confirms seats, follows up with every attendee and logs each conversation. Brokers and offices only; no owners, no legal matters, nobody paid per referral
  • A second named list of 50: owner's reps, contractors, architects, insurance brokers and lenders working the rebuild, run through the same program
  • Weekly scorecard instead of monthly

Billed monthly in advance as Broker 150 plus the Pipeline Desk at 20 hours. Calls open with a recording notice and run on a DNC-scrubbed list; you approve the script.

Start with Referral Engine
Month to monthCancel anytime. We recommend a 90-day first run, because brokers need six to eight touches before the first scenario comes in.
Billed in advanceOne invoice a month, due on receipt, card or ACH. The paid month is finished and every file, login and asset is handed over.
Pass-throughs at costAd spend goes to Meta from your card. Photography, video days and event coffee are passed through with the receipt.
Yours to keepThe list, the Playbook, the account, the footage, the designs, the archive. If we stop, you keep running.

Add when ready

Five ways to go further

Each one bolts onto any plan. The first two tend to pay for themselves fastest.

Content

Monthly video day

from $1,500 per day

A half day with our videographer at your office or on site in the Palisades. Eight edited reels, new headshots and b-roll, so the Wednesday reel always has fresh footage behind it. Releases handled.

Owners direct

Search campaign

$1,500 a month, plus spend

Google Search ads on the questions owners type at 11pm: smoke damage claim denied, adjuster letter, contractor dispute, rebuild permit. They land on a dedicated page with the disclosures and a consultation request, which is general advertising under the rules, not solicitation.

Be found

Local SEO and Google profile

from $1,000 a month

Make "Palisades rebuild attorney" and "fire insurance claim lawyer Beverly Hills" find you on Google Maps, in search and in AI answers. Reviews handled within the testimonial rules, listings, the pages that rank.

The site

Website refresh and rebuild page

$1,500 one time

A rebuild practice page that names the Palisades and matches the campaign, analytics and the Meta pixel on every page, the disclosure and privacy language the 2026 statute asks for, click-to-call on phones, your byline on the rebuild article, and a copy pass so every page reads the way the practice does today.

In the room

Extra Broker Briefing

$1,500 per event

Beyond the quarterly one: another office, another topic. Office manager outreach, deck, reminders, follow-up email and a recap reel, with coffee passed through at cost.

Why ZM3DIA

We know these brokers

Fifteen years inside Los Angeles brokerages, running marketing on the listings these offices compete for: Keller Williams Beverly Hills, Compass, eXp, Hilton & Hyland, Aaron Kirman, Joyce Rey. We are based in Santa Monica, on the same side of town as the 150, and we have sat in the Tuesday office meetings where the briefings will happen.

Zack runs the strategy, the list and the broker relationships, including the first introductions to office managers he already knows. A team of about five, across design, social, ad management, video and scheduling, runs production, so the work stays consistent week to week.

$2.9Bof Los Angeles real estate marketed
15 yrsinside LA brokerages
Santa Monicahome base, Westside first

Real estate marketing, brand, web, paid ads, SEO and social, for agents, teams and brokerages, and for the professionals who serve them. zm3dia.com

Why Instagram, when brokers are also on LinkedIn?

Westside brokers run their businesses on Instagram and read LinkedIn when their brokerage leadership posts. We publish to both. Instagram carries the relationship layer (stories, polls, messages); LinkedIn carries the long form and reaches the finance and development crowd you also serve.

Can you guarantee referrals?

No, and the advertising statute would not let either of us say so. We guarantee the inputs: the list, the cadence, the touches, the scorecard with names on it, and a plain-spoken decision at day 90.

Who writes the legal content?

You do, in substance. We interview you, draft in plain English, design it, and you approve every word before it posts. You are the author of record on every piece, and we keep the archive.

What if an office will not let a lawyer present?

We go through the office manager, offer the content as education with no pitch, and rotate to the next office. Each quarter also has an open Zoom edition anyone can join, so nobody on the list is left out.

How much of my time does this take?

About 15 minutes a week for approvals, one 45-minute interview and one 45-minute filming session a month, the briefings you choose to do, and the scenarios that come in, which is the point.

Do I have to be on camera?

The reels work best with you. If you would rather not, we run carousel-led content with your voice over b-roll. It works; it is slower to build trust.

Will this reach homeowners directly?

Not in this program; brokers first, by design, and it keeps every message on the right side of the solicitation rule. The Search campaign add-on reaches owners who are already looking, through general advertising, when you are ready.

Next steps

Three steps to the first post

  1. A 20-minute call this week to pick the plan and answer your questions.
  2. One short agreement and the first invoice; the list build starts the same day.
  3. First posts go live within 14 days of your content handoff.
Book the kickoff call
413.687.5797Text or call Zack
zackwysocki@gmail.com

What we need from you

  • Two answers: how you would like the firm described (law practice or legal advisory practice), and whether fixed-fee counsel should lead. They set the bio and the disclosures
  • Logo source files and the original aerial and construction photos (we already have the headshots and the logo, as shown)
  • Instagram and Meta access you control (we set the account up if there is none)
  • Your content: memos, articles, talks, the questions brokers already send you
  • The brokers and offices you already know, for the list and the first briefing
  • 45 minutes a month on camera, 15 minutes a week to approve

What you will have by day 30

  • The 150 list, enriched and shared
  • A live Instagram account with the first six posts up
  • The Playbook and its landing page, disclosures included
  • Ads running to Westside agents
  • The first message batch out and the first replies in
  • Scorecard No. 1
ZM3DIA

ZM3DIA, Santa Monica, California · zm3dia.com · Prepared for Jonathan R. Bloch, Bloch Advisory Services, October 21, 2026. Prices from the ZM3DIA service catalog, October 2026, valid for 30 days. Ad spend, print, photography, video and event costs are passed through at cost and never marked up. ZM3DIA is a marketing agency, not a law firm; the compliance notes above describe how the work is scoped and are not legal advice. Logo and photographs are the property of Bloch Advisory Services and appear here for this proposal only.

Market facts and rules cited above, for reference:

  • California Department of Insurance, Sept 2026: AB 1795, the Smoke Damage Recovery Act, signed
  • Hoodline, Oct 7, 2026: the smoke claim count and the January 7, 2027 filing deadline
  • NBC Los Angeles, Oct 2026: the two-year window to sue after a disaster
  • FOX 11, July 2026: rebuild permits and occupancy count at 18 months
  • AP, 2026: the state's findings on one carrier's claim handling
  • Joyce Rey, 2026: the four kinds of Palisades inventory and the FAIR Plan cap
  • State Bar of California: Rules of Professional Conduct, Chapter 7
  • Bus. & Prof. Code section 6157.2 (as amended by SB 37, effective Jan 1, 2026)
  • Bus. & Prof. Code section 6152
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