Dubai Real Estate Content Engine

A lean AI content production system. One property input → full suite of marketing content.

No APIs. No databases. No infrastructure. Just Claude Code + structured templates.

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What This Produces

For every property, generate:

Format	Count	Languages
Hooks	10	Primary + En
Instagram Reel scripts	5	Primary + En
Carousel post	1	Primary + En
LinkedIn post	1	Primary + En
WhatsApp messages	3 variants	Primary
Investor summary	1	Primary + En
CTA variations	3	Primary + En
PDF lead magnet	on request	Primary + En

Primary language is defined in market.md. Current deployment: Hebrew + English.

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Quick Start

Step 0 — Read the deployment settings

Three files define each deployment:

File	What it controls
market.md	Market facts, English content rules, CTA/hashtag/PDF settings (English), language pointer
primary_language.md	Primary language writing rules, audience profile, CTAs, hashtags, PDF framing, domain terms
assets/branding/brand-guidelines.md	Brand identity, voice, visual identity

Claude reads all three before generating any content.

Deploying for a new market or language?

• New language only (same market): replace primary_language.md, update line 29 of market.md
• New market + language: replace market.md, primary_language.md, and assets/branding/brand-guidelines.md
• English as primary: update line 29 of market.md to Primary: English — primary_language.md is skipped automatically

CLAUDE.md and all templates stay untouched.

Step 1 — Add your input

Drop files into the relevant folder:

• input/brochures/ — PDFs or images of brochures
• input/screenshots/ — Property listing screenshots
• input/urls/ — Save a .txt file with the URL

Or just paste the raw property information directly into the chat.

Step 2 — Extract project data

Tell Claude:

"Run the extraction workflow on [input file or pasted info]"

Claude will produce a structured PROJECT DATA block. Review it — confirm or correct any missing fields before proceeding.

Step 3 — Generate content

Tell Claude:

"Run the full content generation workflow for [Project Name]"

Claude will generate all content types in sequence, using CLAUDE.md as its operating rules.

Step 4 — Save outputs

Claude will save files to the correct output folder with proper filenames:

output/[project-slug]/hebrew/hooks/project-name-he-hooks.md
output/[project-slug]/hebrew/reels/project-name-he-reels.md
...

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Project Structure

thesis_layer/
│
├── CLAUDE.md                          ← Universal engine. Never changes between deployments.
├── market.md                          ← Market facts + English content rules. Replace for new market.
├── primary_language.md                ← Primary language rules + audience. Replace for new language.
├── README.md                          ← This file
│
├── input/
│   ├── brochures/                     ← PDF brochures, images
│   ├── screenshots/                   ← Listing screenshots
│   └── urls/                          ← .txt files with property URLs
│
├── output/
│   ├── [project-slug]/                ← one folder per project
│   │   ├── [primary-language]/        ← e.g. hebrew/ for current deployment
│   │   │   ├── hooks/                 ← 10 hooks
│   │   │   ├── reels/                 ← 5 reel scripts
│   │   │   ├── carousel/              ← 1 carousel
│   │   │   ├── linkedin/              ← 1 LinkedIn post + summary + CTAs
│   │   │   ├── whatsapp/              ← 3 WhatsApp variants
│   │   │   └── pdfs/                  ← project-specific PDFs
│   │   └── english/
│   │       ├── hooks/
│   │       ├── reels/
│   │       ├── carousel/
│   │       ├── linkedin/
│   │       ├── whatsapp/
│   │       └── pdfs/
│   └── general/                       ← non-project content (guides, checklists)
│       ├── [primary-language]/pdfs/
│       └── english/pdfs/
│
├── templates/
│   ├── extraction-workflow.md         ← How to extract data from inputs
│   ├── content-generation-workflow.md ← Master production workflow
│   ├── positioning-framework.md       ← Project positioning logic
│   ├── hooks/hook-template.md         ← 10 hook frameworks
│   ├── reels/reel-template.md         ← 5 reel formats
│   ├── carousel/carousel-template.md  ← 7-slide carousel structure
│   ├── linkedin/linkedin-template.md  ← LinkedIn post structure
│   ├── whatsapp/whatsapp-template.md  ← 3 WhatsApp variants
│   ├── pdf/beginner-guide-template.md ← PDF lead magnet template
│   └── pdf/investment-checklist-template.md
│
└── assets/
    └── branding/brand-guidelines.md   ← Brand identity, voice, visual identity. Replace per brand.

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Example Outputs

See output/sky-gardens/ for a complete worked example using Sky Gardens by Emaar (Dubai Hills Estate). See output/arlington-park-2/ for a real end-to-end test using Arlington Park 2 by Majid Developments. See output/general/ for non-project lead magnets (beginner guide, investment checklist).

Use the Sky Gardens set as the quality benchmark for new projects.

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Naming Conventions

Output files live inside their project folder. File naming pattern:

output/[project-slug]/[language]/[type]/[project-slug]-[language]-[type].md

Examples:

• output/sky-gardens/hebrew/hooks/sky-gardens-he-hooks.md
• output/arlington-park-2/english/linkedin/arlington-park-2-en-linkedin.md
• output/general/hebrew/pdfs/how-offplan-works-he.md

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PDF Generation

PDFs are written as markdown and can be converted to PDF using:

• Pandoc: pandoc input.md -o output.pdf
• md-to-pdf: md-to-pdf input.md
• Or paste into Notion / Google Docs and export

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Working With Edge Cases

If extraction partially fails (blurry screenshot, incomplete brochure, broken URL):

• Claude continues with available information
• Missing fields are marked [MISSING]
• An extraction warning appears at the top of every generated file
• Review and fill missing fields manually before publishing

Never publish content with [MISSING] fields — fill them in first.

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Content Principles

Read CLAUDE.md for the full rules. Short version:

• Sound like a smart friend, not a salesperson
• Data over hype — one specific number beats ten adjectives
• Primary language content must be natural — not translated English
• One CTA per piece — matched to the platform
• Always include a risk note in educational content — it builds trust
• Never hallucinate data — mark missing info, don't invent it