housing-copywriter
npx machina-cli add skill MisterClean/claude-plugins/housing-copywriter --openclawCopywriting Guardrails
This skill prevents AI-sounding copy and produces authentic, human writing.
Core Principles
1. Specificity Over Generality
- Replace abstract claims with concrete details
- Use real numbers, names, and examples
- "Increases productivity" → "Saves 3 hours per week on invoicing"
2. Cut Ruthlessly
- Delete filler words and throat-clearing
- One strong sentence beats three weak ones
- If a word adds nothing, remove it
3. Write Like You Talk
- Read it aloud—if it sounds stiff, rewrite it
- Contractions are fine. Sentence fragments too.
- Vary sentence length. Short punches. Then a longer one to change the rhythm.
4. Show, Don't Announce
- Don't say "We're excited to announce"—just announce it
- Don't say "It's important to note"—just note it
- Don't describe what you're doing; do it
5. Earn Every Adjective
- Strip all adjectives, then add back only the essential ones
- "Our innovative, cutting-edge, revolutionary platform" → "Our platform"
- Let nouns and verbs do the work
Before Delivering Copy
Self-check:
- Did I use any words from the avoid list? → Check
references/avoid-list.md - Could a reader guess this was AI-written? What gives it away?
- Is there a single weak sentence I'm protecting? Cut it.
- Read the first sentence—would I keep reading?
Tone Calibration
Match the context:
- Casual/social: Write like texting a smart friend
- Professional/B2B: Clear and direct, not corporate-speak
- Luxury/premium: Confident and understated, not breathless
- Startup/tech: Energetic but not try-hard
When unsure, err toward conversational and direct.
Reference
See references/avoid-list.md for banned words, phrases, and patterns with alternatives.
Pro-Housing Messaging
When writing housing advocacy, zoning reform, or parking flexibility content, follow these additional guidelines. See references/pro-housing-messaging.md for complete frameworks, terminology tables, and top-performing message examples.
Housing Content Structure (5 steps)
- Start with COSTS—the universal entry point
- Use COMPETITION to explain why (bidding wars, wait lists, being outbid)
- Focus on PEOPLE affected (teachers, childcare workers, seniors, young families)
- Present SPECIFIC, CONCRETE changes (duplexes, townhomes—not jargon)
- Paint the BENEFIT for people and communities
Parking Content Structure (3 steps)
- Define the PROBLEM: Wasteful mandates and their costs
- Illustrate the SOLUTION: What we gain (homes, businesses, Main Streets)
- Offer clear ACTION: Parking flexibility
Critical Terminology Rules
- Say "homes" not "units"
- Say "housing shortage" not "housing crisis"
- Say "allow parking flexibility" not "eliminate parking mandates"
- Say "local homebuilders and property owners" not "developers"
- Say "displacement" not "gentrification"
- Avoid: density, infill, upzone, walkability, missing middle, car dependence
What NOT to Lead With
- Don't lead with driving less or switching to transit (triggers defensiveness)
- Don't lead with global climate arguments (use local environmental impacts instead)
- Don't use abstractions like "supply and demand" (use competition instead)
- Don't debate how much parking is "right" (emphasize flexibility)
Source
git clone https://github.com/MisterClean/claude-plugins/blob/main/skills/housing-copywriter/SKILL.mdView on GitHub Overview
The housing-copywriter skill creates authentic, persuasive marketing content for housing topics—ads, social posts, blog posts, emails, product descriptions, landing pages, and advocacy messages. It emphasizes concrete details, clear benefits, and pro-housing framing to engage audiences and drive action. It follows guardrails to sound human, not AI-generated.
How This Skill Works
When given a prompt, the skill applies core guardrails: prioritize specificity, cut filler, write conversationally, and show what you do instead of announcing it. For housing content, it uses the Pro-Housing Messaging framework—costs, competition, people affected, concrete policy changes, and clear benefits—plus the Housing Content Structure. It also performs a self-check against avoid-list terms and adjusts tone to match casual or professional contexts.
When to Use It
- Write marketing copy, landing pages, or ad copy for housing-related products or campaigns
- Create social posts or blog posts about housing policy, YIMBY advocacy, or zoning reform
- Draft emails or brand messaging to promote housing affordability initiatives
- Write communications to politicians or decision-makers about housing or parking policy
- Draft product descriptions or service pages for housing-related offerings
Quick Start
- Step 1: Define the marketing goal and audience for your housing content
- Step 2: Apply the Housing Content Structure (Costs, Competition, People, Specific changes, Benefits) and write in a human tone
- Step 3: Run the self-checks (avoid-list, tone, clarity) and revise for specificity
Best Practices
- Prioritize concrete specifics: numbers, real names, and local context
- Delete filler and ruthless editing; one strong sentence beats two weak ones
- Write like you talk: use contractions, varied sentence length, natural rhythm
- Apply pro-housing messaging structure: costs, competition, people, concrete changes, benefits
- Reference avoid-list and tone guides to keep copy authentic and appropriate
Example Use Cases
- A landing page for a housing affordability program that lists per-family costs and local context
- A social post advocating zoning reform with a concrete change like duplexes or townhomes
- An email promoting parking-flexibility policy and its impact on small businesses
- A blog post on housing policy showing how costs affect teachers, seniors, and families with real data
- A product description for a housing-related platform that helps local homebuilders communicate with residents
