Hi Marketing Wranglers,
Social selling on LinkedIn works. Getting your team to actually do it? That's the challenge… especially in regulated industries where every post needs a compliance gut-check.
Warrant Reach is live. Curated industry news, AI-drafted posts in your team's voice, and automatic compliance checks. Three minutes. Done.
Now scale it across your sales team and watch content turn into pipeline. (We already got $3.8M in pipeline in the past 3 months!)
🚨 In This Week’s Issue
🎉 Warrant Reach is Live: Curated news articles, AI-drafted posts, compliance-checked content, all in under three minutes.
🏠 Zillow Shelves Home Risk Scores: Zillow’s climate scores spooked buyers, sank deals, and were quickly pulled.
🎉 Warrant Reach is Live: How We Built a $3.8M Pipeline Through Social Selling
A year ago, we made a bet on organic social selling and thought leadership.
No paid ads. No SDR army. Just consistent LinkedIn posts about industry news our buyers actually cared about.
Three minutes every morning. Pick an article, add a take, hit publish.
The result? $3.8M in pipeline. 50,000 people reached monthly. Speaking invites at Finovate, Duke, and AI Marketing World.
There was just one problem. We're in fintech. Every post should've needed compliance review. Legal bottlenecks should've killed our momentum before it started.
Instead, we built the tool that made it possible.
The Compliance Bottleneck Nobody Talks About
Here's the dirty secret of employee advocacy in regulated industries: it doesn't work.
Not because the strategy is flawed. Social selling is one of the highest-ROI channels in B2B and B2C. But because the execution is impossible. Every post needs legal review. Every hot take needs a compliance gut-check. By the time your team gets approval, the news cycle has moved on, and the moment is gone.
Most companies solve this by simply not posting. Sales teams watch from the sidelines while competitors build audiences, generate inbound, and close deals that should've been theirs.
We refused to accept that tradeoff.
Three Minutes From Idea to Compliant Post
Warrant Reach eliminates the bottleneck. Every morning, your company gets 5-10 curated news articles relevant to their industry. No more staring at a blank screen, wondering what to post.
Pick an article. Add your take. AI drafts the post in your voice. One click checks it against SEC, FDA, FTC, and state regulations. Approval workflows give compliance teams control without creating delays.
Three minutes. Done. Post goes live.
In our first week using Warrant Reach internally, we hit 25,000 impressions and booked 15 discovery calls. Not because we suddenly got better at social media, because we removed the friction that was stopping us from showing up consistently.
What This Means for Your Team
The math is simple. One person posting consistently can build a personal brand. A whole sales team posting consistently becomes a pipeline machine.
Warrant Reach makes that possible for regulated industries. No more choosing between velocity and compliance. No more audit trail gaps. No more chasing reps to delete posts that never should've gone live.
Your compliance team gets approval workflows they control, and audit trails examiners will love. Your sales team gets a content engine that takes three minutes a day. Everyone wins.
The Launch Deal
Warrant Reach is live today. $5/month until December 31 with code REACHLAUNCH. Then it doubles.
Employee advocacy got us to $3.8M in pipeline. Warrant Reach is how we're helping other teams do the same, compliantly.
🏠 Climate on the Market: Zillow Shelves Home Risk Scores
Last year, Zillow made a bet on radical transparency. They slapped climate risk scores on over a million homes: floods, fires, heat waves, air quality, the whole apocalyptic menu. The goal? Give buyers the cold, hard truth about what their dream home might look like in 20 years.
The result? A masterclass in how good intentions can backfire spectacularly.
The $300K Question Nobody Asked For
Picture this: You're selling your Virginia home. A California couple books flights to see it. Then Zillow's algorithm drops a bombshell. Your property gets a flood risk score of 7/10. The neighbors? A cozy 1 or 2.
Flights canceled. Deal dead.
Real estate agent Melissa Savenko watched it happen. The kicker? Zillow wouldn't let sellers dispute the scores. One algorithmic judgment, no appeal, no context. Just a number that torpedoed a sale.
When Truth Hurts (Your Bottom Line)
The backlash was swift. California's Regional MLS (one of the country's largest broker networks) essentially told Zillow: your data might be killing property values. Their concerns weren't just hypothetical either. Redfin ran a massive experiment with 18 million users and found that showing flood risks didn't just inform decisions. It altered them. High-risk properties moved slower and sold for roughly 1% less.
Zillow's own research confirmed what sellers feared: homes flagged for fire or flood risk sat on the market longer, even when the "risk" was purely forward-looking (predictions, not past disasters).
So Zillow blinked. The scores disappeared from listings. Now there's just a quiet link to First Street's website for the truly curious.
The Transparency Trap
Here's where it gets interesting. Other platforms (Redfin, Realtor.com, Homes.com) still show the data. Some let sellers fight back, some don't. The industry is fracturing over a fundamental question: How do you tell the truth without triggering panic?
Because that's what happened here. Zillow tried to empower buyers with information about a warming planet. Instead, they created a new kind of scarlet letter for properties. A digital mark that whispered "risky" whether or not the homeowner agreed.
What Marketers Should Steal From This Mess
Context isn't optional. It's survival. A standalone number is a weapon without a manual. Zillow learned that flooding buyers with data without the story behind it doesn't educate. It terrifies.
Perception always wins the fight against precision. That 7/10 score might have been mathematically sound, but it felt damning. In marketing, feelings aren't a bug in human psychology. They're the whole operating system.
The medium shapes the message as much as the facts do. Burying climate data behind a link versus displaying it front-and-center isn't just a design choice. It's a strategic decision about how much fear you're willing to inject into a transaction.
Zillow's climate gamble exposes an uncomfortable truth: we're living in a world where the data says one thing, but the market demands something else. The challenge for anyone communicating risk (whether it's climate change or product limitations) is learning to inform without inducing paralysis.
Sometimes transparency isn't about showing everything. It's about showing the right things, the right way.
Unpack the full story at the New York Times.
🧩 From the Playbook
Fun Fact
Leads from employee social selling convert 7x more often than other leads. The catch? In regulated industries, every post needs compliance review, and that bottleneck kills momentum.
Warrant Reach removes it. Three minutes from idea to compliant post.
Early adopter pricing is just $5/month until December 31. Promo Code: REACHLAUNCH.