RULE: GC vertical content-asset priority order — owned-vs-rented comparison, trust-signal checklist, anatomy of a rebuild, badge guide, exemplars page

Rule: Build GC-vertical content assets in this priority order (highest ROI first):

1. "Agency-managed vs. owned-stack" comparison page. One page. Two columns. Cost over five years, what happens when you leave, who owns the data. Kills the directory subscription discussion in 90 seconds. See Directory platforms (Angi, HomeStars, Houzz) rent the customer relationship — the cleanest "rented vs. owned" pitch.
2. "GC website trust-signal checklist." Eight-item PDF. Free. Captures email. Doubles as the rubric Kevin uses on calls. See RULE: Keep one audit SKU ($1,250). Don't fragment for GCs — add a GC-specific scoring rubric and a one-page sample report instead. for the rubric items.
3. "Anatomy of a GC site rebuild" case study. First GC audit that closes and ships gets documented with numbers (LCP delta, organic traffic, form subs/mo, time-to-first-deficiency-resolution). One named project > ten unnamed claims.
4. "What Tarion, COR, and HCRA badges should look like on your site." Two-page guide with visual examples. Sent to prospects before first call.
5. KW-region "who's doing this right" reference page (not promotional). Pioneer, Melloul-Blamey, CHART Home with takeaways. Mentioning competitors honestly builds credibility faster than self-promotion. See KW regional GC exemplars (use as reference, not prospects): Pioneer Craftsmen, Melloul-Blamey, CHART Home.

Why: Each asset shortens time-to-first-audit. Order reflects observed-objection frequency in Directory platforms (Angi, HomeStars, Houzz) rent the customer relationship — the cleanest "rented vs. owned" pitch and Candid call patterns.