Capability template for marketing and content
Listing copy fact check
The listing agent or marketing lead gets draft listing copy in which every statement is tied to the property sheet, a measurement or a photo, with unsupported descriptions marked and kept out. The listing broker approves; the designated reviewer checks advertising requirements.
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The outcome
A listing or brochure goes to the broker with its evidence attached. Each statement in the copy points to the line of the property sheet, the measurement or the photo that backs it, so the broker is not left to remember where a number came from. Words that nothing supports, such as "sun-drenched", "steps from the subway" or an amenity nobody has confirmed, are marked and left out of the copy rather than slipped through.
Where the draft overstates a fact, the copy uses what the record supports instead: floors in some rooms are not floors "throughout", and a move-in date is the date on the sheet. The listing broker approves the facts and the copy. The designated reviewer sees every statement that touches the firm's advertising guidelines. The capability gives no opinion on fair housing or advertising law, and publishes nothing.
Who starts the work, and when
The listing agent or the marketing lead runs it when a new listing or brochure is being prepared, once the property sheet, the measurements, the amenity list and the photos are in hand. It can also be run again when the broker changes a fact or the copy is revised for another channel. The broker reviews the result before the copy goes to the designated reviewer.
What they supply
- The approved property sheet, with each fact and where it comes from.
- Verified measurements, with who measured and when.
- The amenity list, each amenity marked confirmed, planned or unconfirmed.
- The photos, attached so they can be viewed, each with a short label.
- The firm's advertising guidelines, as the reviewer's list of what to watch.
- A draft to check, or a short brief (channel, length, tone) to write from.
- The names of the listing broker and the designated reviewer.
What comes out
One review in a fixed order. The draft copy comes first, holding only statements the record supports. Then the supplied draft with a mark after each statement, the fact checklist with one entry per statement and its source, what was held out and what would settle it, the items for the designated reviewer, and counts. Where a section is empty, it says so.
An invented example
Illustrative example with invented data. The property, the people and every figure below are invented. The brokerage and the measurer appear only as letters.
Setting. The listing agent at Brokerage X is preparing a rental listing for Unit 4C at an invented building, Fernhollow Lofts. The run date is 12 November 2026. The listing broker is Broker A and the designated reviewer is Reviewer A.
What the person supplies
Property sheet (approved by Broker A, 5 November 2026)
- Fact: Type. Value: Condominium unit, 4th floor. Source: Property sheet.
- Fact: Bedrooms. Value: 2. Source: Property sheet.
- Fact: Flooring. Value: Hardwood in living room and bedrooms. Source: Property sheet.
- Fact: Laundry. Value: In-unit washer and dryer. Source: Property sheet.
- Fact: Parking. Value: 1 assigned space in garage. Source: Property sheet.
- Fact: Rent. Value: $2,850 per month. Source: Property sheet.
- Fact: Available. Value: 1 January 2027. Source: Property sheet.
- Fact: Pets. Value: To be confirmed with owner. Source: Property sheet.
Measurements
- Space: Total interior. Area: 912. Unit: sq ft. Basis: Measured by Measurer A, 3 November 2026.
- Space: Living room. Area: 252. Unit: sq ft. Basis: Measured by Measurer A, 3 November 2026.
Amenity list
- Amenity: Rooftop terrace. Status: Confirmed. Note: Shared, building residents.
- Amenity: Bike storage. Status: Confirmed. Note: Ground floor.
- Amenity: Fitness room. Status: Planned. Note: Under renovation, reopening date not set.
- Amenity: Concierge. Status: Unconfirmed. Note: Not confirmed by the building.
Photos (listed by label only; no images are attached, so none is viewed)
- P1. Shows: Living room, tall windows on the east wall.
- P2. Shows: Kitchen, white cabinets, stainless steel range.
- P3. Shows: Bedroom 1 with one window.
- P4. Shows: Rooftop terrace with seating.
Advertising guidelines (the firm's list)
- G1: No statement about the kind of person who should or would like to live in the property.
- G2: Distances and commute times need a source.
- G3: Rent is shown with its terms as on the sheet.
- G4: Photos must show the unit as it is.
The listing agent's draft
"Sun-drenched, luxury 2-bedroom loft ideal for a busy couple. 912 sq ft of open living with hardwood floors throughout. Steps from the subway. In-unit laundry, a gym, concierge service and a stunning rooftop terrace. Pet friendly. Available now at $2,850."
Channel: listing description. Length limit: 90 words.
The result
LISTING COPY FACT CHECK: Unit 4C, Fernhollow Lofts, 12 November 2026
For: Broker A, with Reviewer A. Run by: listing agent. Prepared from: property sheet dated 5 November 2026 (8 rows), 2 measurement rows, 4 amenities, 4 photos (listed only), the firm's advertising guidelines (G1 to G4), the supplied draft. Partial: the photos were listed only, not viewed, so no statement rests on one.
1. DRAFT COPY (supported statements only)
Listing description: Two-bedroom condominium unit on the 4th floor, 912 sq ft in total (measured by Measurer A, 3 November 2026), with a 252 sq ft living room (same measurement). Hardwood floors in the living room and bedrooms. In-unit washer and dryer, 1 assigned space in the garage, and bike storage on the ground floor. Shared rooftop terrace for building residents. Available 1 January 2027. $2,850 per month. Statements in the copy: S3, S4, S6, S8, S10, S14, S16, S17, S18, S19, S20.
2. YOUR DRAFT, MARKED
Sun-drenched [S1 unsupported], luxury [S2 unsupported] 2-bedroom [S3 supported] loft [S4 corrected: the sheet says condominium unit, 4th floor] ideal for a busy couple [S5 unsupported]. 912 sq ft [S6 supported] of open living [S7 unsupported] with hardwood floors throughout [S8 corrected: living room and bedrooms only]. Steps from the subway [S9 unsupported]. In-unit laundry [S10 supported], a gym [S11 contradicted: the fitness room is Planned], concierge service [S12 unsupported] and a stunning [S13 unsupported] rooftop terrace [S14 supported]. Pet friendly [S15 unsupported]. Available now [S16 corrected: 1 January 2027] at $2,850 [S17 supported].
3. FACT CHECKLIST
S1. "Sun-drenched". Kind: description. Result: UNSUPPORTED. Source: none. Action: left out. S2. "luxury". Kind: description. Result: UNSUPPORTED. Source: none. Action: left out. S3. "2-bedroom". Kind: number. Result: SUPPORTED. Source: sheet row Bedrooms. Action: used. S4. "loft". Kind: feature. Result: CORRECTED. Source: sheet row Type. Action: used as corrected: condominium unit, 4th floor. S5. "ideal for a busy couple". Kind: audience. Result: UNSUPPORTED. Source: none. Action: left out. S6. "912 sq ft". Kind: number. Result: SUPPORTED. Source: measurement row Total interior. Action: used, with its basis. S7. "open living". Kind: description. Result: UNSUPPORTED. Source: none. Action: left out. S8. "hardwood floors throughout". Kind: feature. Result: CORRECTED. Source: sheet row Flooring. Action: used as corrected: living room and bedrooms. S9. "Steps from the subway". Kind: place. Result: UNSUPPORTED. Source: none. Action: left out. S10. "In-unit laundry". Kind: feature. Result: SUPPORTED. Source: sheet row Laundry. Action: used. S11. "a gym". Kind: amenity. Result: CONTRADICTED. Source: amenity row Fitness room (Planned). Action: left out. S12. "concierge service". Kind: amenity. Result: UNSUPPORTED. Source: amenity row Concierge (Unconfirmed). Action: left out. S13. "stunning". Kind: description. Result: UNSUPPORTED. Source: none. Action: left out. S14. "rooftop terrace". Kind: amenity. Result: SUPPORTED. Source: amenity row Rooftop terrace (Confirmed). Action: used, with its note: shared, for building residents. S15. "Pet friendly". Kind: feature. Result: UNSUPPORTED. Source: sheet row Pets (to be confirmed). Action: left out. S16. "Available now". Kind: availability. Result: CORRECTED. Source: sheet row Available. Action: used as corrected: 1 January 2027. S17. "$2,850". Kind: price. Result: SUPPORTED. Source: sheet row Rent. Action: used, as $2,850 per month. S18. "252 sq ft living room". Kind: number. Result: SUPPORTED. Source: measurement row Living room. Action: used, with its basis (added from the measurements). S19. "1 assigned space in the garage". Kind: feature. Result: SUPPORTED. Source: sheet row Parking. Action: used (added from the sheet). S20. "bike storage on the ground floor". Kind: amenity. Result: SUPPORTED. Source: amenity row Bike storage (Confirmed). Action: used (added from the amenity list).
4. HELD OUT OF THE COPY, AND WHAT WOULD SETTLE IT
- S1, S2, S7, S13: descriptive words with no source. A source for each (for example a floor plan for "open living"), or the broker accepts their absence.
- S5: a claim about the kind of person the unit suits. The broker decides; Reviewer A sees it in section 5.
- S9: the station's name and a distance or walking time from a source the broker accepts.
- S11: the fitness room is Planned and under renovation with no reopening date. The broker decides whether to drop it or add it once a date exists.
- S12: confirmation from the building that a concierge exists, and what it covers.
- S15: the owner's pet policy, supplied in writing.
5. FOR THE DESIGNATED REVIEWER
- S5: touches G1. A claim about who the unit suits; not in the copy.
- S9: touches G2. A distance claim with no source; not in the copy.
- S17: touches G3. Rent appears as $2,850 per month, the only terms on the sheet; no lease length was supplied.
- P1 to P4: touch G4. Listed only, not viewed. No photo is used in the copy. By label, P1 to P3 show rooms of the unit; P4 shows the shared rooftop terrace, outside the unit. This review gives no opinion on whether any item meets an advertising requirement.
6. COUNTS AND COVERAGE
Statements: 20. Supported 8. Corrected 3. Unsupported 8. Contradicted 1. In the copy: 11. Held out: 9. Inputs used: property sheet, measurements, amenity list, photos (labels only), advertising guidelines, the supplied draft, roles, run date. Inputs missing: none. Could not judge: whether the property sheet itself is correct; whether any wording meets an advertising requirement; the photos (not viewed).
Draft for Broker A. Approve the facts and the copy, or change them; Reviewer A checks section 5. Nothing has been published, posted or changed in any listing record.
Checks on the figures
- 8 supported (S3, S6, S10, S14, S17, S18, S19, S20) + 3 corrected (S4, S8, S16) + 8 unsupported (S1, S2, S5, S7, S9, S12, S13, S15) + 1 contradicted (S11) = 20.
- In the copy: 8 + 3 = 11. Held out: 8 + 1 = 9. 11 + 9 = 20.
- The copy runs to 66 words, under the 90-word limit.
Where it fits
- Real estate, where brokerages, leasing teams and property marketers write listings and brochures from the property record.
- Marketing and advertising, for agencies that write property copy for clients and must show where each claim comes from.
- Marketing and content, which owns the copy and wants a source behind every line of it.
- Growth & scaling, when the number of listings outgrows one person's memory of each property.
It is separate from copy edit with a change list, which tightens existing copy, and from store facts file, which keeps a store's facts in one place.
What has to change for your company
Write your own advertising guidelines as a short list the reviewer recognizes, and decide which kinds of statement always go to the designated reviewer. Decide what counts as a source (a signed property sheet, a named measurer, dated photos) and who may approve a fact. Set the channels and length limits you write for, and the words your firm never uses. Name the listing broker and the designated reviewer, and fix how a corrected fact reaches the property sheet, since the sheet stays the single record.
What has been checked
Fully Powered AI wrote this capability template and reviewed it editorially. It was tried on its invented example in Claude on 10 November 2026; the record is published with it. A first run was followed by an independent review the same day; the points it found were settled and the template was run again on the changed example, and the record says so. Any fix made after that second run has not been run again. It has not yet been tested in a client environment. It has not yet been tested as a packaged version in ChatGPT, Claude, Copilot or Gemini.
Testing in your environment means running it on past listings whose facts your broker already knows, with cases written in advance: a feature the sheet contradicts, an amenity nobody has confirmed, a number with no measurement behind it. The broker checks every line against the record before the copy is used. The capability does not decide whether any wording meets an advertising requirement; your designated reviewer does.
The full capability template
Everything above is the outline. The complete capability template is the working version: the roles, the inputs, the procedure, the exceptions and stop conditions, the output format, the reviewer checklist, the acceptance tests, the instructions for an AI assistant and what to customize for your company. It comes with a download and the link to its folder in Fully Powered’s public repository.
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Next step
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