Boojee Estate — Owner's Copy
A month of content in an afternoon.
A premium 30-day system for local businesses that need attention, trust, and bookings without becoming full-time dancing interns for the algorithm.
Price: $38
Local social media has one job: make nearby buyers feel like choosing you is safe, easy, and slightly more desirable than choosing the bland competitor with the sad beige logo. You do not need to go viral in Brazil. You need the woman three miles away to remember your med spa when she wants a lip flip, the homeowner to call your roofing company after hail, the parent to book the pediatric dentist, the hungry couple to try your restaurant on Friday.
This is not influencer school. This is a content machine for local money. The machine has four parts: capture, batch, publish, and repurpose. Capture real proof from the business. Batch it once or twice a week. Publish it across the platforms where customers already check you out. Repurpose every decent idea until it has paid rent.
The businesses that win are not always the funniest or prettiest. They are the ones that show up with useful proof. Faces. Results. Explanations. Reviews. Offers. Behind-the-scenes moments. Clear booking paths. A little personality so people know there are actual humans behind the counter and not a dusty stock-photo goblin.
Use Instagram for visuals, Reels, Stories, local discovery, and social proof. Use Facebook for community, older demographics, groups, events, and paid retargeting. Use TikTok if your service can be shown, explained, transformed, or made entertaining in short video. Use YouTube Shorts for search-friendly evergreen clips. Use Google Business Profile posts because they appear close to the buying moment. Use LinkedIn only if you sell to professionals or businesses. Use Nextdoor carefully; it can bring local leads and also the emotional energy of a neighborhood HOA meeting at midnight.
Do not try to master everything in week one. Choose two primary channels and one repurpose channel. For most local businesses, the starter stack is Instagram plus Facebook, with GBP posts for offers and updates. If you can film strong short videos, add TikTok and YouTube Shorts. If you are a contractor, home service, med spa, salon, gym, restaurant, or clinic, video is worth it because proof sells faster when people can see the work.
Use Canva for templates, thumbnails, menus, before-and-after frames, and quote graphics. Use CapCut for fast video edits, captions, cuts, and trending audio. Use Descript if you want transcript editing and cleaner talking-head clips. Use OpusClip or Munch for chopping long videos into short clips. Use Metricool, Buffer, Later, or Hootsuite to schedule posts. Use Meta Business Suite if you want free Instagram and Facebook scheduling. Use Google Drive or Dropbox for asset storage. Use Airtable, Notion, Trello, or Google Sheets as the content board. Use ChatGPT, Claude, Gemini, or Perplexity to brainstorm hooks, turn FAQs into captions, and rewrite staff notes into usable posts. Use Manychat for Instagram DM automation if you have enough volume. Use Mailchimp, Klaviyo, Square Marketing, Toast, Boulevard, Jane, ServiceTitan, or Housecall Pro if you also want email or SMS follow-up.
AI is the intern, not the brand. Feed it real details. Never let it invent customer stories, medical claims, legal claims, prices, or guarantees. Madame Boojee loves automation. Madame Boojee does not love lawsuits.
Your machine runs on five pillars.
Proof: reviews, before and after, case studies, job photos, busy rooms, sold-out appointments, customer screenshots with permission. Education: FAQs, mistakes to avoid, cost breakdowns, what to expect, how to prepare, when to call. People: owner stories, staff intros, day in the life, values, hiring, training, community involvement. Offers: appointments, specials, seasonal pushes, new services, bundles, events, limited openings. Local flavor: neighborhoods, local events, customer shoutouts, partnerships, weather, seasonal local problems.
If a post does not fit one of these pillars, ask why it exists. Random content creates random results. Aesthetic posting without strategy is just scrapbooking with invoices.
The hardest part of content is not writing captions. It is having raw material. Fix that by building capture into daily operations.
Every day, someone collects:
Put everything into a shared Google Drive folder named by date. Example: 2026-06-10_front-desk-questions, 2026-06-10_roof-repair-before-after, 2026-06-10_lash-fill-process. Do not make the naming system precious. You are not archiving royal jewels, although we respect the energy. You are making content easier to find.
Set one 90-minute block per week. Bring the owner, manager, or one staff member who knows the business. Open the asset folder, review the week's questions and photos, and produce the next seven to ten posts.
Minute 0 to 10: pick the services or offers to push this week. Minute 10 to 25: choose raw assets. Minute 25 to 45: write captions and hooks. Minute 45 to 65: edit short videos in CapCut or Descript. Minute 65 to 80: create graphics in Canva. Minute 80 to 90: schedule in Metricool, Buffer, Later, or Meta Business Suite.
The owner should not approve every comma. The owner should approve claims, prices, medical/legal/compliance language, and anything that affects reputation. If the caption says "our favorite facial for dull winter skin," nobody needs a committee.
Use these prompts with ChatGPT, Claude, or Gemini. Paste real details first.
Prompt for captions: "You are helping a local [business type] in [city]. Write five Instagram captions based on this real customer question: [question]. Keep it plain, helpful, and local. Include one soft call to action. Avoid fake claims, hype, and medical/legal guarantees. Voice: polished, funny, slightly luxurious, not corny."
Prompt for hooks: "Give me 20 short hooks for a Reel about [topic]. Audience: local [customer type]. Make them specific, useful, and under 12 words. No clickbait. No emojis."
Prompt for repurposing: "Turn this long caption into: 1 Facebook post, 1 Google Business Profile post under 1,200 characters, 1 email subject line, 1 SMS under 160 characters, and 5 Reel text overlays. Keep the facts unchanged."
Prompt for FAQ content: "Customers keep asking: [question]. Write a short answer a staff member could say out loud. Then give me a caption, a Reel script, and a website FAQ answer. Make it honest and conversion-focused."
Prompt for review-based post: "Use this customer review: [review]. Create a social post that thanks the customer, explains the service mentioned, and invites similar customers to book. Do not overstate results."
The problem-solution script:
Hook: "If your [problem] keeps happening, check this first." Scene 1: show the problem. Scene 2: explain the cause in plain language. Scene 3: show the fix or next step. Close: "If you are in [city] and want us to look at it, book here."
The expectation script:
Hook: "What actually happens at your first [appointment/service]." Scene 1: arrival or setup. Scene 2: consultation or inspection. Scene 3: service process. Scene 4: aftercare or next step. Close: "Save this before you book."
The price script:
Hook: "Why [service] costs what it costs in [city]." Point 1: labor or time. Point 2: materials or skill. Point 3: complexity or condition. Close: "We quote after [consultation/inspection] so you are not guessing."
The review script:
Hook: "A customer came in for [problem]." Scene 1: read one line from the review. Scene 2: show the service or team. Scene 3: explain what made the result possible. Close: "Thank you, [first name], for trusting us."
Day 1: Owner intro. Why we started, who we serve, what customers can expect. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 2: Before and after. Show the problem and the finished result with permission. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 3: FAQ. Answer the question customers ask before booking. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 4: Myth bust. Correct one expensive misconception. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 5: Staff spotlight. Introduce the person customers will meet. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 6: Local proof. Mention a neighborhood, event, landmark, or service area. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 7: Offer. Simple booking push with deadline or capacity limit. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 8: Owner intro. Why we started, who we serve, what customers can expect. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 9: Before and after. Show the problem and the finished result with permission. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 10: FAQ. Answer the question customers ask before booking. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 11: Myth bust. Correct one expensive misconception. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 12: Staff spotlight. Introduce the person customers will meet. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 13: Local proof. Mention a neighborhood, event, landmark, or service area. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 14: Offer. Simple booking push with deadline or capacity limit. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 15: Owner intro. Why we started, who we serve, what customers can expect. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 16: Before and after. Show the problem and the finished result with permission. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 17: FAQ. Answer the question customers ask before booking. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 18: Myth bust. Correct one expensive misconception. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 19: Staff spotlight. Introduce the person customers will meet. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 20: Local proof. Mention a neighborhood, event, landmark, or service area. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 21: Offer. Simple booking push with deadline or capacity limit. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 22: Owner intro. Why we started, who we serve, what customers can expect. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 23: Before and after. Show the problem and the finished result with permission. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 24: FAQ. Answer the question customers ask before booking. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 25: Myth bust. Correct one expensive misconception. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 26: Staff spotlight. Introduce the person customers will meet. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 27: Local proof. Mention a neighborhood, event, landmark, or service area. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 28: Offer. Simple booking push with deadline or capacity limit. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 29: Owner intro. Why we started, who we serve, what customers can expect. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list. Day 30: Before and after. Show the problem and the finished result with permission. Post it as one Reel or TikTok, one Instagram/Facebook caption, one GBP post if relevant, and one email or SMS line if you have a list.
One idea should become at least six assets. A customer FAQ becomes a Reel, a carousel, a GBP post, a website FAQ, an email section, and a sales script. A before-and-after becomes a Reel, a Story, a testimonial post, a service page image, a Google photo, and a printed consultation example. A long owner video becomes five Shorts, three quote graphics, one blog post, one email, and a staff training clip.
Repurposing is not lazy. It is respect for the idea. Most people do not see the first post. The algorithm is a moody duchess. Feed her the same diamond in different lighting.
FAQ caption: "Question we hear every week: [question]. Short answer: [answer]. The longer answer depends on [factor 1] and [factor 2]. If you are in [city] and dealing with this, [call/book/message] and we will tell you the clean next step."
Before-and-after caption: "This [service] was for a customer in [area] who wanted [goal]. The main challenge was [challenge]. We handled it by [process]. Result: [honest outcome]. If you want something similar, book [consult/quote/appointment]."
Offer caption: "We opened [number] spots for [service] this [week/month]. Good fit if you want [benefit] before [season/event/deadline]. Book at [link] or call [phone]."
Staff caption: "Meet [name], our [role]. Customers usually notice [specific good thing]. Their favorite part of the job is [detail]. If you see [name] this week, ask them about [fun/local detail]."
Before publishing, check the claim. Is it true? Check the path. Can a customer book, call, message, or get directions? Check the asset. Is it real, clear, and on brand? Check the location. Did you mention the city, neighborhood, or service area when relevant? Check the proof. Can you add a review, photo, result, or staff quote? Check the compliance risk. Medical, legal, financial, and regulated services need extra caution.
Use hashtags lightly. Local hashtags can help discovery, but they are not a strategy. Try tags like #[city]business, #[city]food, #[city]salon, #[neighborhood], plus service terms. Do not paste thirty desperate tags under every post. It looks like the caption fell into a junk drawer.
Only boost posts that already show organic promise or support a clear offer. Put $5 to $20 per day behind a strong Reel, review post, event, or booking offer. Target the service area. Use Meta Ads Manager if possible, not the shiny boost button, because Ads Manager gives more control. For restaurants, events, salons, gyms, and med spas, retargeting warm audiences can work well. For home services, pair social proof with search ads when emergencies drive demand.
Track cost per message, cost per booking, and actual revenue. Likes are garnish. Bookings are dinner.
Track followers only as a side note. The important numbers are profile visits, website clicks, calls, DMs, booked appointments, offer redemptions, Google profile actions, review mentions, email signups, and revenue tied to campaigns.
Use a Google Sheet with columns: week, posts published, Reels published, top post, reach, profile visits, website clicks, DMs, calls, bookings, revenue estimate, notes. Review it every Monday. Repeat what produced money. Kill what produced only compliments from other marketers.
Tell staff exactly what is allowed. No filming customers without written permission. No private information. No medical details without consent. No mocking customers. No unsafe jobsite behavior for a shot. No prices unless approved. No promises the business cannot keep. When in doubt, film hands, tools, process, products, rooms, team, and owner explanations.
Permission script:
"We are documenting examples of our work to help future customers understand the process. Are you comfortable with us using a photo or short clip that does not show private information? You can say no, and it will not affect your service."
Capture daily. Batch weekly. Publish five to seven times per week across your chosen platforms. Repurpose every good idea. Use AI for drafts, not truth. Track bookings, not vibes. Keep the voice useful, local, and alive. Show real proof. Ask customers to take the next step.
If your content makes a stranger think, "Oh, they do exactly what I need, near me, and they seem safe to contact," it worked. If it only makes another business owner ask what font you used, darling, that is decor. Pretty decor. Still not money.