| A | B | C | D | E | F | G | H | I | J | K | L | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
1 | HOMA OFFBOARDING - CUT OR KEEP (Arman review) | |||||||||||
2 | 57 items. LAB paid media is not here - that transitioned to Monochrome. Last column is a dropdown: KEEP, CUT or DISCUSS. Blank reads as DISCUSS. Prepared 19 August 2026. | |||||||||||
3 | # | Area | Item | What it does | Status as of 8/19/26 | Runs on / where it lives | Access + recurring cost | If CUT | To KEEP, someone must | ARMAN: KEEP / CUT / DISCUSS | ||
4 | 1 | Vendor | OnSpot Data - the data contract | The open-house geofence DATA relationship, not the ads. Their display product was already terminated after IP analysis showed ~87% of its traffic was ad-verification scanners and proxy farms. | Live contract. The Meta campaign built on it went to Monochrome. What did not go to Mono is the weekly open-house CSV extraction that OnSpot needs as input. | 5-script pipeline in ~/homa-engagement/cold-pool-shell/onspot_weekends; audiences already sit in the Meta account | Invoice 11-61535, $1,793.86, due 9/5/2026. Monthly refresh is the standing offer. | You stop paying ~$1.8K/month. The 9 audiences already delivered keep working until they decay, then nothing refreshes them. | Someone runs the weekly CSV (~8-12K addresses/week) and sends it. Contacts Sam Hollander and Bonnie Nash. Note the warehouse only covers 21% of these homes, so the MLS backfill step is mandatory. | |||
5 | 2 | Vendor | Speedeon Data - contract + SFTP | Mortgage-intent data. 20,000 FL+TX records delivered 7/17. The audiences built off it went to Mono; the contract, the SFTP drop and the email drip did not. | Delivered and deployed. Email drip still live in Instantly in Arman's own rate-buydown copy. No refresh cadence was ever agreed. | SFTP creds on Shawn's Mac; fetch.py exists with no cron; Instantly campaign 9005517e | ~$3,950 paid for the first file. No recurring commitment set. | No new intent files. The existing drip runs until the list is exhausted. | Decide a refresh cadence with Justin Nelson and name who runs the SFTP fetch. The channel restrictions in the agreement should be re-read before any new send. | |||
6 | 3 | Vendor | retention.com (GrowthEngine) | Identity resolution. Resolves ~9,282 anonymous tryhoma.com visitors/month to real emails via a GTM pixel. It is the input to the recovery email drips. | Live and IN OVERAGE (paying beyond plan). The contract sits on Monochrome's side, not Homa's. | GTM tag on all pages, site key Y2QH3J50; feeds the retention-ingest Worker | Monthly subscription, currently over plan. | The recovery drips lose their only input. That is Homa's largest email volume. | Right-size the plan. Your own 8/14 note - 'need to think about how to better monetize the retention.com folks' - is still open. | |||
7 | 4 | Vendor | Lob (direct mail) | The direct-mail send rail. Live production key that charges real money on every call. | Active. Used for the Dallas AUC run. | Lob account 9a266fb0d640f3399a40; API key on Shawn's Mac | Pay per piece. Confirm whether any subscription floor exists. | No mail capability. Templates and the registered from-address remain. | Move the key into Homa's secret store and restrict who can trigger a send. | |||
8 | 5 | Direct mail | Dallas AUC postcard campaign | 763 owner-deduped Dallas sellers who just went under contract. Postcard plus a 3-email drip, timed so email step 1 lands the same day the card arrives. | LIVE AND MID-FLIGHT. Cards deliver 8/21, drip fires 8/21 then +3 and +7. The only item in this document with a hard date. | Lob; Instantly campaign 2ac175d0; personalised pages on seller.tryhoma.com | ~$760 postage, already spent and unrecoverable. | You have already paid for the mail. Cutting now wastes it and leaves 763 QR codes pointing at a page nobody watches. | Someone watches the replies and the seller pages through roughly 9/1 and reports what the 763 did. | |||
9 | 6 | Direct mail | Dallas listing-agent co-marketing | Emails Dallas listing agents offering a free co-branded listing page. 50 pages live at partners.tryhoma.com/l/{slug}, four copy variants split across a staleness list and a Homa-buyer-demand list. | 24 of 300 sent. Stalled on compliance, not on build. | ~/homa-engagement/agent-pages; sent from shawn@tryhoma.com | No hard cost. Sending is manual and paced ~30s apart. | 50 pages go stale, 276 agents never contacted. No money lost. | BLOCKER: nobody has confirmed whether a TX agent may advertise another brokerage's buyer incentive under NTREIS/TREC rules. Frank Torres declined to give legal advice. This needs the Broker of Record. | |||
10 | 7 | Direct mail | Move-up buyer / seller cold campaigns | Emails active sellers and under-contract owners a BUYER pitch, on the logic that ~70% of them are also buying. | Mostly DEAD. Three campaigns sit in Instantly Bounce Protect. Seven more were auto-paused by the guardian at 3.2-9.3% bounce. | Instantly; homa-seller-pipeline Worker | Skip-trace spend already incurred. | Effectively already cut. Deleting them frees Instantly contact storage, which is currently maxed. | Nothing gets re-enabled without an email verifier. Even the cleanest skip-traced subset tested 6% invalid, and 6% is exactly what trips Bounce Protect. | |||
11 | 8 | Outbound | Instantly workspace | The cold-email sending engine behind every outbound machine: autobuyer, Speedeon drip, recovery drips, Dallas AUC drip, investor outreach. | Live. Contact storage is MAXED - 'Remaining uploads: 0'. Nothing new can be loaded until old leads are deleted or the tier is raised. | Instantly workspace e013e698, plan pid_hg_v1 | Subscription - confirm the monthly. Likely the largest recurring line item now that paid media has moved. | All cold outbound stops at once, including several campaigns that auto-enrol and would otherwise keep sending unattended. | Someone owns mailbox health scores, the bounce guard, and the 15 domain renewals. | |||
12 | 9 | Outbound | 15 cold-sending domains | gethoma.com, tourhoma.com, meethoma.com, findhoma.com, homatx.com, homarebate.com, homapartners.com, homaflorida.com, withhoma.com, usehoma.com, withhoma.co, starthoma.com, gohoma.co, buyhoma.com, tryhoma.co. | All authenticating. gethoma.com is the burned one (health 25-45). tryhoma.co is the only zero-cold-volume domain and is now the lifecycle sender. | Cloudflare Registrar across THREE separate Cloudflare accounts. usehoma.com sits at GoDaddy and is not editable with any credential on Shawn's Mac. | Domain renewals plus Google Workspace seats on several. | If a renewal lapses, every warmed mailbox asset built since May is gone. Rebuilding warmup takes 4-6 weeks. | Consolidate the three Cloudflare accounts under Homa and take over registrar billing. | |||
13 | 10 | Outbound | homa-autobuyer Worker | Nightly agent that finds people listing their home, skip-traces them, writes each email individually and sends through Instantly. Every rebate claim carries the mandated 'up to 2%, settlement credit at closing, subject to lender approval' line, enforced in code. | NOT ACTUALLY SENDING. Verified 8/19: the worker runs nightly (last run 05:33 UTC, status OK) and has spent $76.80 month-to-date on skip-tracing, but the last email it sent was 14 August - 31 sends lifetime. Its two Instantly campaigns both read completed. It is burning enrichment spend and producing nothing. | homa-autobuyer.homa-tryhoma.workers.dev, cron 05:30 UTC | Skip-trace cost per record plus Instantly capacity. | Nothing changes today, because it is already producing zero. You would just stop the skip-trace spend. | MillionVerifier is the binding constraint, not the wallets - it unlocks ~18 of every 40 FL records. Also needs a Slack webhook secret set, or its failures are silent, and Instantly's reply webhook pointed at /reply so 'stop' auto-suppresses. | |||
14 | 11 | Outbound | Recovery rails (retention.com to Instantly) | Classifies retention.com-identified anonymous visitors into auth-staller, searcher or bouncer and auto-enrols them into 10-email, 30-day drips. | Live and auto-enrolling. ~10,600 emails per 30 days, ~51 new contacts a day. This is Homa's largest single email volume. | homa-retention-resend Worker, hourly cron; Folk group 'Retention Recovery' | Instantly capacity plus the retention.com subscription. | The biggest email rail Homa has goes quiet, and retention.com's data loses its main use. | Nothing extra - it is self-running. But it dies silently if the Instantly or Folk key rotates, which has already happened once. | |||
15 | 12 | Outbound | Investor outreach | 13,000 investors emailed at ~600/day to book calls. | In flight as of 8/14. The calls were being taken by Shawn personally. The first conversation revealed the target does not use buy-side realtors. | Instantly | Instantly capacity. | The call pipeline dies with whoever was taking the calls. | Name who takes the calls, or stop the sends. Do not leave 600 emails a day going out with nobody to answer. | |||
16 | 13 | Outbound | FL/TX loan officer list | 8,897 unique loan officers merged from Zillow, a B2B database and NMLS. 1,086 verified emails, 6,915 NMLS IDs. | Built. ZERO further spend allowed by rule. Public-records requests to FL OFR and TX SML sent 8/4, still pending. | ~/homa-engagement/lo-list | $0 going forward. | The list sits unused. Records requests may arrive with nobody to receive them. | LO outreach is RESPA-adjacent, so Arman pre-approves any pitch before it sends. No pitch has been approved yet. | |||
17 | 14 | Outbound | Creator / UGC outreach | 57 sourced creators (38 emailed in wave 1) plus 88 name-verified creators mined out of Homa's own 12K registered users for Cami to contact. | Wave 1 sent 7/3, replies routed to shawn@tryhoma.com. The licensed-agent bucket is on legal hold pending a RESPA answer. | Two Google Sheets in Homa Drive; sent via Resend | Comp is the creator's own flat fee plus $25 per registration. Nothing committed. | No cost, but warm replies go unanswered, which burns the relationships. | Cami is the obvious owner of both the reply thread and the 88-creator list. | |||
18 | 15 | Lifecycle email | homa-trigger-rail Worker | The 23-email behavioural trigger machine. PostHog is the trigger source, Resend is the send arm, a D1 database holds the frequency cap and arbitration queue. | LIVE but deliberately fenced to a 150-person canary. First real batch: 19 sends, 19 delivered, 0 bounces, 0 complaints, 0 duplicate keys. | homa-trigger-rail.homa-tryhoma.workers.dev, hourly cron; sends from team@tryhoma.co | Resend usage only. Cheap. | Homa loses behavioural lifecycle email entirely. Product's own saved-search and property-alert emails keep running, but they only cover listings, not behaviour. | Lift the canary gate and ramp. The 1,741-owner off-market backlog needs its own winback copy first - 'just went under contract' is false for a favourite that died months ago. | |||
19 | 16 | Lifecycle email | PostHog-native email machine (W0-W12) | 13 workflows built inside PostHog, copy written in Arman's founder voice. | ALL DRAFT, never sent. Blocked on an org-Admin permission, then SUPERSEDED by the trigger rail. | PostHog project 141181 | $0. | Nothing breaks. This is the cleanest cut in the document. | If kept, do NOT enable them alongside the trigger rail or people get double-emailed. | |||
20 | 17 | Lifecycle email | Seller status rail (S1/S2) | Emails FL+TX homeowners when their own listing changes status - goes active, goes under contract. ~262/day at $300K-$5M. | BUILT, deployed, gated OFF. Has never sent. | Inside homa-trigger-rail (src/sellers.js) | ~$31/day in skip-trace at $0.12/record once live. | Nothing - it has never run. | Set the BatchData key on the worker and flip SELLER_ENABLED. Also decide whether you want a $31/day skip-trace bill. | |||
21 | 18 | Lifecycle email | homa-matches | Shadow-account system for Meta form leads: a welcome email with real metro home picks, a personal /m/{token} page, and a 3-day digest. Built because those leads had zero product contact. | Live. 69 enrolled, 3 registered. Auto-enrols on every new Meta form fill, which now come from Monochrome's campaigns. | homa-matches Worker; pages on tryhoma.co, a domain in Shawn's Cloudflare account not Homa's | Resend usage. | Meta form leads go back to receiving nothing at all. | Move tryhoma.co into Homa's control, and ask eng for a Clerk magic-link so these become real accounts. That ask has never been made. | |||
22 | 19 | Lifecycle email | Pay it Forward | Referral programme. Three live landing pages on partners.tryhoma.com in Arman's own copy, plus a claim/dashboard system and a poller. | BLOCKED BY ARMAN since 7/30. The deployed code still pays the referrer $25/$500 and still shows the referrer the friend's behaviour - the two things flagged as privacy-policy violations. | partners.tryhoma.com/refer/*; homa-pif-poller Worker | $0 until launch. Payouts would be real money. | Take the pages down. Note the /refer hub currently shows dead '$25 per qualified signup' copy that contradicts the compliance call - that is live on the site right now regardless of the keep/cut answer. | Arman edits the approved friend-credit-only copy sheet and signs off. He has not replied to it. A compliance tripwire in the code refuses to emit non-compliant copy in the meantime. | |||
23 | 20 | Lifecycle email | ActiveCampaign | The legacy 16-email time-based welcome series to every new user. 35-41% opens. | Live. Not domain-authenticated on tryhoma.com - it sends via AC's shared domain, unaligned against a DMARC p=reject policy. | ActiveCampaign account tryhoma77786 | Monthly subscription. | Loses the longest-running lifecycle email Homa has. | The stated sunset target was MailerSend, already authenticated on email.tryhoma.com. That migration was never done. | |||
24 | 21 | Lifecycle email | Resend | Transactional send rail behind matches, the trigger rail, creator outreach and ops alerts. Open and click tracking now runs through links.tryhoma.co. | Live. tourhoma.com verified since 6/25, tryhoma.co since 8/13. | Resend account; key on Shawn's Mac | Usage-based, small. | Four separate systems lose their send arm simultaneously. | Move the key into Homa's secret store. This is a keep. | |||
25 | 22 | Data vendor | BatchData (skip trace) | Owner name, email and phone from a property address. The workhorse enrichment behind every seller and mailer play. | Active, wallet-funded. Has emptied mid-campaign twice. | API key on Shawn's Mac; also wired as an MCP server | ~$0.10-0.12 per match. No historical export exists - re-tracing re-bills. | Every seller and mailer play loses its enrichment step. The seller status rail can never turn on. | Keep the wallet funded and set a cap. A $1,000/month cap is already coded into the seller pipeline worker. | |||
26 | 23 | Data vendor | RealEstateAPI | Second enrichment provider, used in consensus against BatchData. | Live again since 8/14 after a period of being wallet-empty. | API key on Shawn's Mac | Pay per call. | Consensus enrichment drops back to single-provider. | Do not turn consensus mode on without an email verifier. Consensus is measurably WORSE than single-provider without one - it routes nearly everything to a tier that dies. | |||
27 | 24 | Data vendor | MillionVerifier | Email verification at roughly $0.004 per email. | NOT SIGNED UP. This is the single highest-leverage unspent dollar in the stack. | n/a | Trivial. | Nothing to cut - it does not exist yet. | Somebody signs up and pays. It unlocks the autobuyer's Florida yield, un-blocks seven paused Instantly campaigns, and is why three seller campaigns sit in Bounce Protect. | |||
28 | 25 | Data vendor | AnyProp (MLS / RESO feed) | The authoritative MLS pull, 682 fields per listing across 16 FL MLS sources. Powers seller lists, the open-house files, the Dallas pulls and the property catalog. | Live. Credentials are engineers@tryhoma.com, so this is Homa's own feed, not a Shawn purchase. | api.anyprop.com; creds written down only on Shawn's Mac | Homa's existing contract. | Most of the outbound and all the open-house work loses its data source. | Keep. Document the credential on Homa's side so it does not live solely on one laptop. | |||
29 | 26 | Data vendor | Folk CRM | Partnerships and leads CRM. 334 partner companies, plus the Retention Recovery group the recovery drips read hourly. | Live and load-bearing. | Folk workspace; key on Shawn's Mac | Subscription. | The recovery drip loses its enrolment source and partner data is stranded. | Keep while recovery runs. If recovery is cut, Folk becomes cuttable with it. | |||
30 | 27 | Data vendor | Attio | Homa's production CRM. | Homa's own tool. Shawn holds a read-only key that is missing the Object Configuration scope, so every read 403s. | Attio 'Homa Production' workspace | Homa's subscription. | Not Shawn's to cut. | Revoke Shawn's key on exit. If anyone wants the CRM bridge working, add Object Configuration: Read to it. | |||
31 | 28 | Data vendor | Dormant tool subscriptions | Clay, Heyreach, Smartlead, PhantomBuster, Datarade, Apollo and Lightreel. Enrichment and outreach tools from the first weeks of the engagement. | All dormant or superseded. Heyreach was never configured at all - zero campaigns, zero lists, zero connected LinkedIn accounts. Apollo's key is dead. PhantomBuster was once charged $663 annually by accident. | Keys on Shawn's Mac | Several still carry monthly or annual charges. Nobody has audited them. | Nothing breaks. This is the fastest money saved in the whole document. | AUDIT THE BILLING ON ALL SEVEN and cancel what is still charging. | |||
32 | 29 | Data vendor | Apify | Web scraping - Instagram profiles, Zillow lenders, NMLS crawls. | The Homa account works. Shawn's personal account is billing-blocked. | API token on Shawn's Mac | Plan subscription - confirm which account bills to Homa. | Loses creator mining and any ad-hoc list scraping. | Low priority. Cut candidate unless a named job needs it. | |||
33 | 30 | Data asset | Public-records seed file (543K records) | Free FL, Harris County and Dallas County appraisal-roll pipeline producing 419K FL plus 72.5K Houston plus 51.7K Dallas recent-homebuyer records. Cost $0, all direct government downloads. | Built 8/13. Three files published for Monochrome at homa-seed-enrichment.pages.dev. Nothing has been uploaded to Meta. | ~/homa-engagement/meta-public-seeds; public page with a noindex header | $0. This is free data. | A 543K-record asset that cost nothing and would take a week to rebuild goes unused. | Monochrome decides whether to use it. Worth confirming they know it exists, because it was built for them and never actioned. | |||
34 | 31 | Measurement | PostHog | The source of truth for the entire funnel. Every dashboard, trigger and attribution read runs off it. | Live. Homa's own tool. | PostHog project 141181 | Homa's subscription. | Everything measurement-related dies. | KEEP - not optional. But make the next owner an Admin rather than a Member. Member permissions blocked the email channel build for weeks. | |||
35 | 32 | Measurement | Sitewide dashboard | All-traffic funnel, channel mix, geo split and blended cost. Built specifically for Arman, covers every campaign including Monochrome's, not just LAB. | Live, refreshes every 15 minutes. One open decision: whether untagged, direct and organic traffic folds into the headline funnel (~7.4K) or stays excluded (4,418). | sitewide-live-dashboard.homa-tryhoma.workers.dev | Cloudflare Worker. Pulls Google Ads, Meta and PostHog using keys held as worker secrets. | Arman loses the whole-business view he specifically asked for. | Someone owns the worker and its API keys get rotated to Homa-owned ones. Answer the untagged question. | |||
36 | 33 | Measurement | Real-traffic report | Public bot-filtered 60-day report of real visitors, engagement and downstream funnel by source. Established that 19.2% of measured traffic was fake. | Live but static - data is baked into the page and must be re-queried by hand to refresh. | homa-real-traffic.homa-tryhoma.workers.dev | Trivial. | A reference page goes stale. | Low priority. Cut candidate once the sitewide dashboard covers the same ground. | |||
37 | 34 | Measurement | PostHog dashboards (non-LAB) | SEO Command Center 1879661, plus the saved insights behind the sitewide and real-traffic views. | Live and pinned. | PostHog project 141181 | $0 incremental. | Nothing - they live inside PostHog and survive. | Keep. Free. | |||
38 | 35 | Infra | Non-LAB Cloudflare Worker fleet | The workers that did NOT go to Monochrome: concierge-bot, meta-messenger, homa-matches, homa-trigger-rail, homa-retention-resend, retention-ingest, homa-pif-poller, homa-seller-pipeline, homa-autobuyer, homa-fleet-monitor, sitewide-live-dashboard, homa-real-traffic, plus the homa-partners and seller Pages projects. | All live. None of them are in the Monochrome handoff bundle, so nobody has been named as their owner. | Cloudflare, split across three separate accounts | Workers cost close to nothing. The risk is ownership, not spend. | Each one fails differently and several fail silently. There is no single kill switch. | An inventory of which Cloudflare account each one sits in, and migration of anything in Shawn's personal account into Homa's. | |||
39 | 36 | Infra | Cron jobs still running on Shawn's Mac | SIXTEEN launchd jobs, not six - corrected after a full audit of ~/Library/LaunchAgents. Meta CAPI sync (2h), catalog sync (2h), listing-image badger (02:30), nightly audience refresh, retention CAPI replay (03:40), Google Ads allocator + policy monitor + daily digest, LinkedIn job-change (3x daily), Apollo daily, active-seller watcher (3x daily), copy-engine orchestrator + safety monitor, Reddit CAPI sync, ops-status pusher (15 min). | STILL PHYSICALLY RUNNING ON SHAWN'S LAPTOP. Several now serve Monochrome's campaigns. Re-hosting was an open action in the handoff and has not been done. | ~/Library/LaunchAgents on Shawn's Mac; all 16 plists + the scripts they call are preserved in the archive (row below) | $0. | Meta's conversion signal goes dark, the product catalog stops rebuilding, and listing images stop getting the rebate badge - with no alert, because the alerting worker is one of the jobs. Highest-consequence silent failure left. | Re-host to Workers or any always-on box. The archive has every plist and script needed to do it. | |||
40 | 37 | Infra | Homa Archive (R2 bucket + retrieval page) | A complete snapshot of everything owned and run off Shawn's Mac: 110 project bundles, 62 audience and list files organised into 9 categories with row counts, all 16 cron definitions, a full credential map, and a manifest explaining what each thing is and whether it is live. | BUILT 8/19. Private R2 bucket homa-archive plus a token-gated browsable index at homa-archive.homa-tryhoma.workers.dev. 201 objects, ~2 GB. Now also holds the AES-256 encrypted bundle of all 66 credentials; the passphrase lives in the master credentials sheet, not in the bucket. | Cloudflare R2, account d79005627668960ccfb52d19cd52cf5c | R2 storage is roughly $0.03/month at this size. Token at ~/.homa-archive-token. | Every script, list and audience file that exists only on one laptop is lost the moment that laptop is wiped or returned. | Two people at Homa need Cloudflare account access, because that path works without the worker or the token. Add this bucket to the checklist before closing out anything tied to shawn@tryhoma.com. | |||
41 | 38 | Infra | homa-fleet-monitor | Heartbeat watcher across the cron workers. Posts a Slack P0 if any cron goes silently dead, plus a daily digest at 13:00 UTC and a Monday SEO pulse. | Live. It exists because a cron once went silently dead for a day and a half and nobody noticed. | homa-fleet-monitor.homa-tryhoma.workers.dev | $0. | Every remaining worker keeps running but nobody finds out when one dies. | Keep, and point its Slack webhook at a channel someone will still be reading after Shawn leaves. | |||
42 | 39 | Infra | shawn-ops-status Worker | Personal status page for all of Shawn's alert bots, which happens to be deployed inside the Homa Cloudflare account. | Live. This is Shawn's infrastructure sitting in the client's account. | shawn-ops-status.homa-tryhoma.workers.dev | $0. | n/a - it is not Homa's. | Untangle it out of the Homa account on exit. Flagged for completeness, not for a decision. | |||
43 | 40 | Infra | Three Cloudflare accounts | Domains, DNS, Workers and Pages projects split across three separate accounts with three separate API tokens. | Live. Max at Monochrome has been invited to one of them with Workers Admin. | Cloudflare | Domain renewals. | n/a | Consolidate. Right now no single person can see all of Homa's infrastructure. | |||
44 | 41 | Infra | OAuth clients on Shawn's personal Google Cloud | The Drive automation, the YouTube API credential and the Google Ads developer token all authenticate through OAuth clients in Shawn's personal GCP projects (homa-mcp-drive, project 99165361272). | Live and working, and a genuine offboarding problem. | Shawn's personal Google Cloud | $0. | Anything using those clients breaks the moment Shawn cleans up his personal cloud account. | Recreate every client under a Homa-owned GCP project. Nobody has scoped this yet. | |||
45 | 42 | Product surfaces | partners.tryhoma.com (Cloudflare Pages) | The whole no-engineering surface: the buyer quiz, the /learn SEO hub, the creator brief, the extension lander, the cash-back capture page, all three referral pages, the OnSpot creative pack, the CTV review pages, 50 agent listing pages, the investor page and the concierge chat widget. | Live. Production branch is 'main' - deploying to 'production' silently creates a preview, which has burned three separate launches. | Cloudflare Pages project homa-partners | $0. | A dozen live pages and every form on them vanish at once. Several are referenced in emails already sent. | Someone owns the deploy. A Pages deploy uploads the whole directory, so always diff local against live first or a stale tree silently rolls everything else back. | |||
46 | 43 | Product surfaces | seller.tryhoma.com personalised pages | One page per seller carrying their own address, list price and 2% math, reached by the QR code on the postcard. | Live for the 763 Dallas AUC recipients. Cards land 8/21. | Cloudflare Pages | $0. | 763 QR codes mailed this week point at nothing. | Do not touch until at least mid-September. | |||
47 | 44 | Product surfaces | Chrome extension | MV3 extension overlaying Homa's credit on Zillow and Redfin listings, deep-linking in-state listings to the matching Homa property page. | LIVE on the Chrome Web Store since 7/22. The launch blast to the waitlist was never sent. | Web Store item liamdidgcehagmeljaimjnfoonnkjbcd; publisher account is Shawn-controlled | $5 one-time developer fee, already paid. | It stays published but unmaintained. If Zillow changes its markup it silently stops working and nobody knows. | Transfer the Web Store publisher account to Homa, and decide whether the waitlist blast ever goes out. | |||
48 | 45 | Product surfaces | Concierge chat bot | AI concierge on the Intercom widget, with a nightly learning loop that distils real calls and SMS into new FAQs, objection handling and voice patterns. | LIVE. Status was CONTESTED on 7/13 - Arman wanted to cut it, Shawn argued to keep it. Final stats were ~49 real visitor chats over three weeks with near-zero email capture. | concierge-bot Worker plus the Intercom widget | Intercom subscription plus ~$0.50-1.00 per nightly learning run. | If cut, the widget comes off the site FIRST and the worker cron second. The other order leaves visitors chatting into a void. | This is Arman's call and he already leaned cut. The keep-it plan was to add email capture and wire a chat-to-signup metric so the decision became data in 60 days. That instrumentation was never finished. | |||
49 | 46 | Product surfaces | Intercom | The chat widget and inbox the concierge sits on. | Live. The subscription lapsed once on 7/6, which silently muted the bot entirely. | Intercom workspace u07vga8j | Monthly subscription. | Chat disappears from the site. | Same decision as the concierge above - they stand or fall together. | |||
50 | 47 | Product surfaces | Quo + OpenPhone | Call and SMS. Quo transcripts feed the concierge learning loop; OpenPhone holds six Homa numbers. | OpenPhone live. The Quo integration is degraded - Quo invalidated all tokens in July and re-auth needs a browser click that was never completed. | Quo, OpenPhone | Both subscriptions. | The concierge loses live call context. It already runs fine in degraded mode. | One browser click to re-auth Quo, or accept degraded mode permanently. | |||
51 | 48 | SEO | SEO guide factory (27 drafted pages) | 11 priority metro and state guides plus 16 marquee neighbourhood pages. Roughly 45,000 words covering about 46,000 searches a month. Every guide has an answer-first intro, a credit-math table and FAQPage schema. | DRAFTED, NOT PUBLISHED. Written 7/20 after Alan Muther was let go. Not one has a URL. This is the largest piece of finished, unshipped work in the engagement. | Google Docs in Homa Drive; Valeriia owns the Framer templates at tryhoma.com/guides/ | $0 - already paid for in time. | 45,000 words of finished, on-brand content never ships. | Valeriia publishes them into Framer. That is the entire remaining task. | |||
52 | 49 | SEO | app.tryhoma.com robots.txt | The app serves a blanket Disallow, so Homa's whole MLS listing inventory is invisible to Google. | Deliberate and unresolved. Identified as the single biggest organic unlock available. | app.tryhoma.com | $0. | n/a | Needs an engineering conversation plus an IDX-display compliance review. Never scheduled. | |||
53 | 50 | SEO | SEO tool access (GSC, Ahrefs, Peec AI) | Search Console, Ahrefs and Peec AI logins. Some may still be Alan Muther's personal accounts. | NEVER TRANSFERRED. Requested from Arman on 7/20, never actioned. | n/a | Ahrefs and Peec are real subscriptions. | You may currently be paying for tools nobody can log into. | Find out whose accounts these are, then either transfer or cancel them. | |||
54 | 51 | SEO | Weekly SEO pulse | Automated Monday Slack digest of organic performance, running inside the fleet monitor. | Live. | homa-fleet-monitor, Mondays 13:05 UTC | $0. | Small loss. | Keep - it is free and already running. | |||
55 | 52 | Compliance | Texas brokerage identity | Homa Realty, Inc., licence 9016739-BB. Florida remains CQ1072259. | Resolved 8/12 after being a blocker since 8/3. Older TX creative carried placeholder licence numbers and should be replaced on sight. | n/a | $0. | n/a | Make sure the correct name and number live somewhere the next person can find, not only in a Slack message. | |||
56 | 53 | Compliance | Speedeon data-use terms | The mortgage-intent agreement permits marketing use. Channel restrictions were never re-verified against the actual sends. | Live data, live drip. | Signed agreement on the email thread with Justin Nelson | n/a | n/a | Re-read the channel restrictions before any new send off that file. | |||
57 | 54 | Compliance | CAN-SPAM postal address on cold mail | Homa Realty, Inc., 1606 Headway Cir Ste 9729, Austin, TX 78754 - found on Homa's own Lob postcards and now enforced in the autobuyer's copy guard. | Enforced in the autobuyer. Existing Homa cold sequences say '2% back' rather than 'up to 2%' and carry NO postal address - the autobuyer's own guardrails would block that copy. | Instantly sequences | $0. | n/a | Someone audits the older Instantly sequences for the missing address and the wrong rebate wording. | |||
58 | 55 | Open threads | Planet Home Lending / servicer partnerships | Loan servicers and originators are partnering with brokerages to give buyers 1.5% off. Planet is running an RFP and other large servicers are following. | One conversation held with their SVP on 8/14. No follow-up scheduled. | n/a | $0. | A live inbound partnership conversation goes cold. | This is the highest-value unowned thread in the document, and it probably belongs to Arman personally. | |||
59 | 56 | Open threads | VA loan angle | Veterans on VA loans now have to pay buyer-agent commission and cannot roll it into the loan. Enrichment, email and VA-specific loan officers as a referral channel were all proposed. | IDEA ONLY. Nothing built. The ad-deployment half of it would now sit with Monochrome. | n/a | $0. | Nothing built to lose. | The strongest new idea on the 8/14 list. Somebody picks it up or it evaporates. | |||
60 | 57 | Open threads | Military base geofencing | Geofence bases and surrounding communities, serve ads. | IDEA ONLY. | n/a | $0. | Nothing to lose. | If pursued, do not use display. The OnSpot experiment already proved that inventory is roughly 87% non-human. | |||
61 | ||||||||||||
62 | ||||||||||||
63 | ||||||||||||
64 | ||||||||||||
65 | ||||||||||||
66 | ||||||||||||
67 | ||||||||||||
68 | ||||||||||||
69 | ||||||||||||
70 | ||||||||||||
71 | ||||||||||||
72 | ||||||||||||
73 | ||||||||||||
74 | ||||||||||||
75 | ||||||||||||
76 | ||||||||||||
77 | ||||||||||||
78 | ||||||||||||
79 | ||||||||||||
80 | ||||||||||||
81 |