Proposal + Statement of Work

The Brand Strategy + Growth Engagement

Layne Dawdy.

Prepared for

Layne Dawdy, Realty Lane

Prepared by

Natalee Champlin, The Affluent Affect®

Effective date

July 8, 2026

Engagement period

Week of July 13 through October 2, 2026

Cadence

12 weekly sessions

Investment

$15,000

Bridging the gap between the life people think they can afford and the life they actually want. That is the brand we are going to build, and the systems underneath it.

The people who meet you feel something real. What is missing is the sentence that carries it, the one that travels from you, to Brandy introducing you in a room, to a stranger deciding to call. This engagement builds it. We dig deep, find the position that is already true, put precise words on it, and then set up the systems so the right people find you, remember you, and refer you. Two phases. Twelve weeks.

Phase 1 · Weeks 1 to 8

The Brand.

The excavation. Who you are, who your person is, and where you stand in the landscape. The three circles overlap, and the overlap is your position.

Executive Download

A written questionnaire, then a 90-minute working session. Who you are, what you want your business and life to look like, your numbers, your resources. This shapes every decision that follows.

Circle One: You

Your story, your experience, your convictions, and the way you naturally connect. Everything that makes you the person clients trust with the foundation of their life.

Circle Two: Your Person

I interview five of your past clients, 30 minutes each, as a neutral third party. People say things to me they will never say to you. We learn why people choose you, in their own words, and who your right person really is.

Circle Three: Your Landscape

Your competitors and the forces shaping your market. The brands you admire and the ones you refuse to look like. Where the open ground is.

Your Brand Essence

The synthesis of all three circles. Your positioning statement, the one to three lines that answer what you actually are. Your 30-second pitch. Your values and vocabulary. The introduction Brandy gives when your name comes up in a room.

Your Digital Footprint

The brand translated to your surfaces so everything says the same thing: LinkedIn, Instagram, Facebook, and the direction for TikTok and YouTube. One home base where people can find you and book time with you.

Phase 2 · Weeks 9 to 12

The Systems.

The brand brings the right people in. The systems make sure no one falls through the cracks, and keep you doing only the high-value work.

Relationship Map

The full path from a new relationship to the closing table, mapped step by step. What happens at each stage, who owns it, and what gets it moving again when it stalls.

CRM + AI Setup

Set up the way you asked for it. You take a picture of a business card and send it. Rachel does the rest. AI handles the busywork behind the scenes. You never enter contact information.

Assistant Playbook

Rachel's weekly marketing duties, written out, with the numbers she reports so you always know the business is growing without having to check.

Build Direction

I direct the build work. Your technology officer and assistant execute it. The system ends up in your hands, run by your team, owned by you.

Deliverables

What you walk away with.

By the end of the engagement, these are in your hands. Every one of them is yours to keep.

Your positioning statement. The one-to-three line answer to what you actually are, plus the 30-second pitch.
Three circle reports. You, Your Person (with the findings from all five client interviews), and Your Landscape.
Your Brand Essence document. Values, vocabulary, the introduction Brandy gives when your name comes up in a room.
Your rewritten digital footprint. LinkedIn profile and headline, Instagram and Facebook bios, direction for TikTok and YouTube, and one home base where people find you and book time with you.
Your Relationship Map. The full path from a new relationship to the closing table, step by step.
A working CRM + AI setup. Running, in your accounts, with Rachel trained to operate it. You never enter contact information.
The Assistant Playbook. Rachel's weekly marketing duties and the numbers she reports.
Full documentation. Every report, every decision, every asset, organized and owned by you.

Scope

What is not included.

Naming what sits outside this engagement protects the work inside it.

Graphic Design

Logo work, visual identity files, and design production are not included. I set the direction; your technology officer can help us carry the production.

Website Design + Build

Designing and building the website itself is not included. I deliver the words, the structure, and the direction. Your technology officer executes the build.

Software Subscriptions

CRM, scheduling, and other tools are acquired in your accounts, in your name. You own them. Subscription fees are yours and are not part of this investment.

Work outside this scope gets its own proposal, so nothing sneaks onto your invoice and nothing important gets improvised.

Cadence

How we work.

This is a 12-week engagement. We meet weekly. The first session is the 90-minute Executive Download, and the 11 sessions after it are 60 minutes each.
Client interviews run in parallel, scheduled around your clients' calendars.
Between sessions I do the analysis and reporting. You reflect, review, and decide.
Everything is documented. You keep every report, and the brand is yours.

Your time

Your time commitment.

Plan on about two hours per week. The weekly session, plus small assignments only you can do.

Before week 1: the Executive Download questionnaire. Set aside about 90 quiet minutes, once. This is reflective work, so give it real attention.
Early weeks: introduce me to your five past clients by email, and bring me the agents and brands you admire and the ones you refuse to look like.
Phase 2: walk me through your current systems and tools, so what we set up fits how you actually work.
Throughout: reviewing drafted material between sessions, usually 15 to 30 minutes.

The engagement is designed so your time goes to decisions and direction. Execution is mine.

Timeline

The container.

Week of July 13

We begin. Questionnaire in your inbox now, the 90-minute Executive Download on the calendar.

By September 4

Your brand strategy is delivered. You know who you are on paper and can say it in one breath, and your digital footprint reflects this new brand strategy.

By October 2

Systems phase complete. The engagement formally closes with your team running the machine. Continuation, if we both want it, is a new conversation.

The dates hold the work; they do not rush it. Where precision matters, we slow down, the way Lane and I spent two full weeks on his words because precision mattered to him.

Investment

$15,000.

One engagement, both phases, everything above. Choose the structure that fits.

In Full

$15,000

One payment at the start.

Two Payments

$7,500

At the start and at week six.

Three Payments

$5,000

Monthly, beginning at the start.

Same investment in every structure. Pick the one that works with your closings and tell me. I will send the invoice, and we begin.

For later

Ideas to consider for the future.

Not part of this engagement. Noted here so we line up the dominoes in the right order.

The Realty Lane client curriculum and app, once the brand and cash flow are established.
YouTube channel build-out: client stories and the path from the home you have to the home you want.
Your own events as the front of the room, fed by C-Suite relationships.
Ongoing monthly advisory once the engagement closes, if the fit is right.

Accountabilities

What we each own.

Mine

Every session prepared and documented. Analysis and reports delivered between sessions. Responses to your questions within one business day.

Yours

One-business-day responses by email or text. Introductions to the five past clients for interviews. Reasonable access to your accounts, your assistant, and your technology officer as the work requires.

Ours

We immediately tell each other if anything develops that could materially affect the outcome of this work.

Terms

Terms.

The engagement begins once the first payment is received.
Work outside the scope described above is welcome and gets its own proposal before it starts.
Once accepted, this engagement is non-cancelable and non-refundable.
This agreement is between Natalee Champlin Co, LLC and Layne Dawdy, Realty Lane, and is governed by the laws of the State of Utah.
Payment of the invoice indicates full understanding of and agreement with the scope and terms outlined on this page.

The next step.

You already said yes on the call. This page puts it in writing so we both know exactly what we are building. Tell me the payment structure you want, and the invoice will arrive in your email. We begin the week of July 13.

Invoice is in your email

Natalee Champlin, The Affluent Affect®