# Build Your Own AI Deal Room

Oct 26, 2026 · Ariel Cohen, Swan
Every buyer leaves the first call with a private page built only for them, and it updates every time you talk. This guide shows what that page looks like, what you need, and how to have Lovable, Claude or Swan build it for you.

## Watch the walkthrough


[Create a Custom Deal Room with Swan x Lovable](https://www.loom.com/share/710efb2030d64f3da540f2b39d9986af) (Loom, 3:49): a live walkthrough of the Northline room and how Swan builds it.

**Want us to build this for you?** Swan can set up the whole loop on your deals: the room, your assets, the post-call trigger and the visit alerts. [Book a demo](https://www.getswan.com/#demo).

## The idea and the results

A deal room is a private web page for one buyer: a welcome note from their rep, where the deal stands, and the two or three assets that answer what they asked on the call. At Swan we plugged our GTM brain (Swan) into an AI designer (Lovable), so every buyer walks out of a first call and into a room built around their exact problem. [Amos Bar-Joseph's post](https://www.linkedin.com/posts/amos-bar-joseph_this-single-ai-workflow-increased-our-win-share-7517933586109317121-je7j/) covers the full story.


*The visual from Amos's post: one room for one buyer, updated from first call to closed won.*

| Metric, first 8 weeks | Result |
| --- | --- |
| Buyers who got their own room | 200+ |
| Assets created, by one salesperson | 230 |
| Average visits per room | 4+ |
| Win rate | 20% to 45% |

The reason it works: most teams point AI at the top of the funnel. The meeting itself, the most personal moment in the deal, usually gets a "great chatting today" email, an old deck and a calendar link. The vendor with the best buyer journey wins, and the room is the buyer journey.

The loop we run:

1. The call ends and the transcript goes to Swan.
2. Swan already holds the full context on the account: CRM, past conversations, signals, who is on the buying committee.
3. Swan picks the assets this buyer needs from the library and briefs Lovable on how to personalize each one.
4. Lovable builds the room with those assets inside.
5. The seller reviews and approves before the buyer sees anything.
6. At every new touchpoint, Swan updates the room, until the deal closes. Visits come back to the rep as alerts.

## What a deal room looks like

It is one page with four parts, read top to bottom. On a phone the same parts stack into a single column: note, stage, asset list, then the open asset.

One page per buyer: a note, the deal stage, three assetsyourco.app/s/k3J9 (tracked, email-gated share link)YourCo×AcmeDeal room · AcmeFrom Dana, Account ExecutiveHi Sam, great speaking today. Everything we discussed is in one place.Start with the 3-minute demo, then the brief you can forward to your CFO.IntroScopingPilotLaunchExpandProduct demo3-minute videoCase studyA team like yoursExecutive briefMade for AcmeThe selected asset opens herevideo, deck, PDF or page, never a download
| Part | What it shows | Why it matters |
| --- | --- | --- |
| Header | Your logo × the buyer's real logo, and "Deal room · Buyer" | The buyer sees in one second that this was made for them |
| Welcome note | A short note from the rep, with headshot, written from the call | Proves you listened; says what to open first and why |
| Stage tracker | Your deal stages, with the current one highlighted | Makes the next step obvious to everyone the buyer forwards it to |
| Assets | Up to 3 items, each with a real thumbnail and a one-line reason, opening inside the page | Answers this buyer's questions without sending them to five links |

Typical assets: the demo video, the call recording with a 5-bullet recap, the case study closest to their situation, and one asset made for this buyer, such as an executive brief, a use-case one-pager or a pilot plan. Every visit is tracked: who opened it, for how long, and which assets they read.

Here is one of ours, built by Swan for a demo buyer ("Northline" is fictional; the assets are our real collateral). [Open the live Northline room](https://swan-decks.lovable.app/s/zH0zyaqvYHJ_o6ecTHEUUw) and click through it yourself.


*A real Swan deal room: the welcome note references the call, and every asset in the sidebar is there for a reason the note explains.*

## What you need

You need a Lovable account and your real sales material. Swan and Claude are optional for the first room and become the engine once you run this on every deal.

| Tool | What it does here | Needed for |
| --- | --- | --- |
| [Lovable](https://lovable.dev) | The AI designer. Builds, hosts and publishes the room as a web app | All paths |
| Lovable Cloud (inside Lovable) | Database, file storage and server functions for rooms, uploads and visit tracking | Paths 2 and 3 |
| Swan | The GTM brain. Holds account context, picks assets, writes the brief, creates and updates rooms, alerts on visits | Path 3 |
| Claude (claude.ai or Claude Code) | Optional operator. Connect the Lovable and Swan MCP servers and drive both from one chat | Any path |
| A call recorder (Circleback, Gong, Fathom or similar) | Gives you the transcript and a durable recording link | All paths |

Collect these once, in one folder, before you prompt anything:

- [ ] Your logo, ideally white on transparent PNG
- [ ] Brand palette: one accent color, one near-black, one off-white (hex values)
- [ ] Two fonts: one display, one body (Google Fonts names are fine)
- [ ] Your rep's headshot, name and title, for the welcome note
- [ ] A 2 to 3 minute demo video (Loom or YouTube link)
- [ ] Your strongest case study (PDF, page or one-pager)
- [ ] One overview deck (PDF or screenshots)
- [ ] Your deal stages, for example Intro, Scoping, Pilot, Launch, Expand
- [ ] One real call transcript and the buyer's company website, for the first room

Use real brand values from day one. Building against placeholders means redoing every asset later.

## Pick your path

Start with Path 1 to feel it, move to Path 2 once you send more than a few rooms a month, and add Path 3 when you want rooms to appear after every call without anyone prompting.

|  | Path 1: One room today | Path 2: Deal-room workspace | Path 3: Swan runs it |
| --- | --- | --- | --- |
| What you get | One published page for one buyer | A private library plus a public room per buyer, with tracked links and visit analytics | Rooms created and updated automatically from call transcripts and account context |
| Time to first room | About 30 minutes | A few working sessions | Path 2, plus about an hour to connect |
| Who prompts | You, in Lovable | You, in Lovable | Swan (you approve) |
| Visit tracking | Basic Lovable analytics | Per-room, per-asset, per-viewer | Visits become Slack alerts with account context |
| Best for | Trying it on one hot deal | A team sending rooms weekly | Every deal, every call |

## Path 1: your first room in about 30 minutes

Two prompts. The first turns a call transcript into a room brief. The second hands that brief to Lovable, which builds and publishes the page.

**Step 1. Write the room brief.** Paste this into Swan (it already has the account context) or into Claude with the transcript attached.

```text
Write a deal-room brief for  () from the attached call
transcript and everything you know about this account.

Return exactly these sections:
1. Buyer: company, one line on what they do, the main contact (name, title), other people on the call.
2. What they told us: their top 3 pains in their own words, their goal and how they measure it, their current tools.
3. Where the deal stands: the current stage from , and the agreed next step with owner and date.
4. Welcome note: under 120 words, first person from , addressed to the contact by first name,
   referencing what was discussed, one line per asset saying why it matters to them, and a clear next step.
   No emojis, no em dashes, no hype.
5. Assets: pick up to 3 from my library below. For each: title, link, and one sentence on why this buyer needs it.
   Always include the demo video. Include the case study only if their situation matches it.
6. Call recap: 4 to 5 one-line bullets (where they stand, key pains, what we showed, their goal, next step).

Only use facts from the transcript, the account record or my library. If something is unknown, write "unknown".
Never invent pricing, dates, numbers or commitments.

My library:
- Demo video: - Case study: - Overview deck: - : ```

**Step 2. Build the room in Lovable.** Open a new Lovable project, attach your logo, headshot and any PDFs, then paste this with the brief from Step 1 underneath.

```text
Build a single-page private deal room for one buyer. It is a web page we send after a sales call.
No login, no sign-up, no admin screens.

Brand: logo attached. Accent , background , text .
Fonts:  for headings,  for text. Dark editorial look; use the accent sparingly.

Layout, top to bottom, in one centered column:
1. Header: our logo × the buyer's logo, both white on the dark background. Find the buyer's real logo
   from their website; never draw or invent one. Under it, a small label "Deal room · ".
2. Welcome note: a chat-bubble card with the attached headshot, ", ", and the welcome
   note from the brief, rendered as markdown.
3. Stage tracker:  as a horizontal tracker. Earlier steps done, "" current.
   On mobile show only the current step and a small progress bar.
4. Assets: a list of cards (thumbnail, title, one-line "why this matters to you") that open each asset
   inside the page: videos embedded at 16:9, PDFs rendered page by page in the browser (not downloaded),
   links opened in a viewer panel. Thumbnails must preview the real asset (video still, PDF page 1,
   first slide), never a generic icon.
5. A short call recap from the brief, and one clear call to action: "" with .

Rules:
- Works perfectly on a phone down to 360px wide. Check the mobile layout before you finish.
- Use only the facts in the brief below. Do not invent numbers, quotes, logos or customer names.
- Page title: " × ".
- Do not show any "back", "home" or navigation to anything else.

Brief:
```

**Step 3. Check, publish, send.** Open the preview at phone width and fix anything with one short follow-up prompt. Then click Publish (the preview is not the live page), open the published link in a private window, and send it in your follow-up email.

Two Lovable habits save credits: use plan mode for anything bigger than a copy tweak, and batch related changes into one message.

> **One room is easy. Two hundred is a system.** Want Swan to build rooms after every call for you? [Book a demo](https://www.getswan.com/#demo).

## Path 2: a reusable deal-room workspace in Lovable

One Lovable project holds your whole asset library privately and serves a public room per buyer. You never build admin forms: the Lovable chat is the admin screen, and later Swan or Claude drive it through an API. This is the system behind our 200+ rooms.

**Kick it off.** New Lovable project, plan mode on, attach your brand folder, paste:

```text
Build an internal sales-asset workspace with public customer deal rooms. I operate it only by
prompting you. There is no end-user login, no sign-up and no admin forms. The only public pages are
deal rooms (/room/) and tracked share links (/s/). Enable Lovable Cloud for database,
storage and server functions. Ask me for any missing brand inputs, then give me a phased plan in the
order below, build one phase at a time, and show me how to verify each phase before the next.
Never invent customer numbers, logos or proof points. Never publish or send a customer link without
my approval.
```

**Build in this order.** Each phase depends on the one before it.

1. **Design system.** All colors, fonts, spacing and motion as tokens in one CSS file; nothing hardcoded. A /design-system page shows them live. Gate: change one token and everything updates.
2. **Asset library.** Every asset type gets a registry the home screen, the room picker and the agent all read: decks (one file per slide, swipeable on mobile), one-pagers, reusable templates (a proposal with a line-item table), uploads (PDFs rendered in the browser, not downloaded) and external links (Loom, Notion, Figma). Gate: every asset shows in /assets with a real thumbnail.
3. **Database, locked down.** Tables for rooms, room items, uploads, links, template instances, share links and visit sessions/events. Row-level security denies everything to anonymous users; public pages read only through functions that return live rooms and safe columns. Internal notes and account context are never public. Gate: the security linter is clean and an anonymous read of the rooms table is refused.
4. **The public room.** /room/\: you × buyer logos, welcome bubble from the rep, stage tracker, and a two-pane asset viewer (sidebar list, content pane). Below 900px it becomes one column: welcome, tracker, list, asset. Gate: perfect in a private window at 402px and on desktop.
5. **No way back in.** Single-asset links (/room/\/a/\?embed=1) render the asset and nothing else, so a buyer can never click into your private library. Gate: from any shared page there is no path to /.
6. **Tracked links and visits.** Tokenized share links per asset or room, an optional email gate, and visit tracking (sessions, time per asset, returning visitors) with no raw IPs stored. Gate: open a link in incognito, see the visit, revoke it, see it die.
7. **An API for agents.** Server endpoints (and an MCP server) to find rooms, list assets with one-line "when to use this" descriptions, create or update a room, add or remove items, and fetch a tracked room link. Protect every write with a secret. Add webhooks that fire on room visits. Gate: "create a room for X with these 3 assets" works through the API with no follow-up fixes.
8. **Skill and memory.** Create a create-dealroom skill (logo sourcing and white-on-transparent cleanup, default stages, welcome style, asset order, thumbnail rules, mobile check, read-back before reporting done) and save the house rules from section 9 as project memory.

The phases above are the summary. The full spec, with every prompt, verify step and fix, is in the Lovable build spec tab. Export it as Markdown and attach it to the kickoff prompt: that file is what makes Path 2 reliable.

**Lovable mechanics that bite first-timers:**

- The preview is not the live site. Frontend changes need a manual Publish before a buyer sees them; database changes are live immediately. A buyer seeing a 404 or old content almost always means you forgot to publish.
- Attach files instead of typing numbers. The agent reads screenshots and PDFs; typed pricing is where typos come from.
- "Remember this" saves a permanent project rule. Use it for brand, mobile and copy rules, not one-off facts.
- Check everything customer-facing in a private window at phone width before sending.

> **Rather not spend the sessions building it?** We run this workspace in production every day and can set it up on your brand. [Book a demo](https://www.getswan.com/#demo).

## Path 3: Swan as the GTM brain

Lovable is the designer; Swan is the brain that knows the account. Swan already has the CRM record, every past conversation, the signals, the buying committee and the call transcript, so it decides what goes in the room and writes the copy. Lovable only renders it. The rep approves before anything reaches the buyer.

Swan decides, Lovable renders, the rep approves, every visit loops backCall endstranscript andrecordingSwanreads the account,writes the briefLovablebuilds or updatesthe roomRep approvesbefore the buyersees anythingBuyeropens the tracked,email-gated linkVisit webhookwho, how long,which assetSlack alertSwan adds accountcontextRep follows upnext call, emailor new questioneach touchpoint updates the roomevery visit
The room is never finished: every visit and every new touchpoint feeds Swan, and Swan updates the room until the deal closes.

**Connect it, once:**

1. **Give Swan the keys to your workspace.** Store the workspace API secret from Path 2 as an org secret in Swan, and give Swan the API base URL. Never paste the secret into chat.
2. **Teach Swan the procedure as a skill.** Ask Swan to create a "Manage deal rooms" skill from the house rules in section 9 and your API's endpoints: find the existing room first (one room per company), discover assets fresh every time, attach up to 3, write the welcome note in the rep's voice, read the room back after every write, and send only the tracked, email-gated link.
3. **Trigger it after every call.** Set a Swan trigger on new meeting transcripts from your call recorder. Swan drafts the room and the follow-up email, then waits for the rep's approval.
4. **Close the loop with visits.** Register a webhook in your workspace that fires on room visits and points at a Swan webhook trigger. Swan turns each visit into a Slack alert with context: who viewed, for how long, which asset, and whether it was likely your own team.

The skill text for step 2, ready to paste into Swan, is in the Swan skill template tab.

**No API yet?** Two lighter routes work too:

- Connect Swan's MCP server to Lovable as a custom connector (Lovable supports [custom MCP servers](https://docs.lovable.dev/integrations/custom-mcp) on every plan). Lovable's agent can then pull the account context from Swan while it builds the room.
- Connect both [Lovable's MCP server](https://docs.lovable.dev/integrations/lovable-mcp-server) and Swan's MCP server to Claude. One chat then reads the account from Swan and creates or edits the Lovable project.

**What reps actually type** (in Slack, often from a phone):

```text
Create a deal room from today's call with . I'm the owner. Only the recommended assets.
Then write a short follow-up email with the room link, cc , and show it to me before sending.
```

```text
Build  a deal room. Think carefully about which assets they need based on what we know
about them, and tell me why you picked each one.
```

```text
Update the  room: add the recording from today's call with a 5-bullet recap,
move the tracker to Pilot, and refresh the welcome note.
```

> **This is the part Swan does for you.** Account context, asset picks, the brief, the room and the alerts, with your rep approving. [See it on your own deals: book a demo](https://www.getswan.com/#demo).

## Custom assets from Swan

The room gets its edge from one or two assets made for this buyer alone. Swan writes them from everything it knows about the account; Lovable renders them in your brand from a reusable template, so they look designed, not generated.

| Asset | What Swan puts in it | When to add it |
| --- | --- | --- |
| Call recording + recap | The recording link and 4 to 5 one-line bullets: where they stand, key pains, what was shown, their goal, next step | Every room after a call |
| Executive brief | Their situation in their words, what changes with you, the metric they care about, the proposed next step | When a champion has to sell internally |
| Use-case one-pager | Today vs. with you, for the one workflow they asked about | When the call centered on one workflow |
| Launch scope or pilot plan | Scope, owners, milestones, success criteria agreed on the call | Once they say yes to a pilot |
| Pricing proposal | Line items and totals from your approved price list, never typed from memory | Only when the rep asks for commercials |
| Interactive app | A small calculator or diagnostic built on their numbers | Only when explicitly asked |

How to ask for one:

```text
Create an executive brief for  from everything you know about the account and today's call.
Use the exec-brief template. Audience: , who needs to sell this to .
Cover: their problem in their words, what changes with us, the metric they told us they track,
and the next step we agreed. Only real facts from the account; mark anything unknown.
Add it to their deal room above the case study and give me the link to review.
```

Build templates for the assets you send repeatedly (brief, proposal, launch scope). A template fixes the layout and the math, so Swan only fills in the facts and every brief comes out on-brand and numerically correct. Give each template a short guide Swan can read: the fields, what goes in each, and one complete example.

> **Want briefs like this written from your own CRM and calls?** [Book a demo](https://www.getswan.com/#demo).

## House rules that make rooms work

These are the rules we arrived at after 200+ rooms. Save them as project memory in Lovable and as a skill in Swan, so nobody has to repeat them.

**Content**

- Lean beats complete. Up to 3 assets unless the rep asks for more. A room is an answer to this buyer's questions, not a dump of your library.
- The demo video is always asset #1.
- Add the case study only when the buyer's situation actually matches it.
- The third slot is chosen from context: the question they asked, the persona, the signal that brought them in.
- No pricing or commercials until the rep asks. Early rooms stay at overview and deep dive.
- Never put an asset made for one customer into another customer's room.

**Welcome note**

- First person from the room's owner, addressed to the contact by first name.
- Under about 150 words: reference the call, one line per asset on why it matters, one clear next step.
- No emojis, no em dashes, no hype. Never invent pricing, dates or commitments.

**Facts**

- Every number, quote and logo comes from a real source: the transcript, the CRM, an attached file, the buyer's website. Unknown stays unknown.
- Use the buyer's real logo, cleaned to white on transparent and checked on the dark header. Never hotlink a logo CDN.

**Sending**

- One room per company. Find and update the existing room before ever creating a new one.
- A human approves before the buyer sees anything.
- Send the tracked, email-gated share link, never the plain room address. The gate is what ties a visit to a named person.
- Every asset is legible on a 360px phone. Desktop-only fixes are regressions.
- Published, not just previewed, before the link goes out.

> **Swan follows these rules out of the box.** [Book a demo](https://www.getswan.com/#demo) to see it on your pipeline.

## The agent brief

Paste this whole block into Claude (with the Lovable connector on) or into Swan. Attach this doc exported as Markdown, plus the Lovable build spec tab for Path 2 and the Swan skill template tab for Path 3. With those files the agent has everything it needs; without them, only Path 1 is reliable.

```text
You are setting up personalized buyer deal rooms for my company, built in Lovable, using the
attached guide "Build Your Own AI Deal Room" as the source of truth.

GOAL
A private, branded web page per buyer that a rep sends after a sales call: our logo × their logo,
a welcome note from the rep, a deal-stage tracker, and up to 3 assets chosen for this buyer.
It must look designed, work on a 360px phone, and use only real facts.

STEP 1 - ASK ME (one message, only for what you cannot find yourself)
- Which path: (1) one room for one buyer now, (2) a reusable deal-room workspace, (3) Swan creates
  and updates rooms after every call. Recommend one based on how many rooms I send per month.
- Brand: logo file, accent / near-black / off-white hex, display and body fonts.
- Rep: name, title, headshot.
- Library: demo video link, case study, overview deck, any other approved assets.
- Deal stages, in order.
- For the first room: buyer company + website, the call transcript, the agreed next step.
If you have access to Swan or our CRM, pull the account context, buying committee and transcript
from there instead of asking me.

STEP 2 - WRITE THE ROOM BRIEF
Buyer and contacts; their top 3 pains in their own words; goal and metric; current tools; current
stage and next step; a welcome note (under 150 words, first person from the rep, first name,
one line per asset on why it matters, one clear next step, no emojis, no em dashes); up to 3
assets with one sentence each on why (demo video always first, case study only if it fits,
third chosen from what they asked); a 4-5 bullet call recap. Show me the brief before building.

STEP 3 - BUILD IN LOVABLE
Path 1: create one Lovable project from the brief, following the guide's Path 1 prompt.
Path 2: follow the guide's Path 2 phases in order, in plan mode, one phase at a time, verifying
each gate before moving on. Lovable Cloud on, no end-user login, no admin forms, deny-all
database access with public reads only of live rooms and safe columns.
Path 3: do Path 2, then give Swan the workspace API secret as an org secret (never in chat),
a "Manage deal rooms" skill built from the guide's house rules, a post-call trigger that drafts
the room and follow-up for my approval, and a visit webhook that posts alerts to Slack.

STEP 4 - VERIFY BEFORE YOU REPORT DONE
Published (not just preview). Opens in a private window. Correct buyer name and real logo, white
on the dark header. Every asset opens and has a real thumbnail. Correct at 402px and on desktop.
Numbers match the source exactly. No navigation path from the room into anything private.

HARD RULES
- Never invent numbers, quotes, logos, customer names, pricing, dates or commitments.
  Unknown stays unknown; ask me.
- One room per company: find and update before creating.
- Never send or publish a customer link without my explicit approval.
- Never put an asset made for one customer into another customer's room.
- Keep secrets server-side and out of chat and code.

REPORT BACK
The room link (tracked share link if one exists), the assets used and why, what is still
unknown, and anything I need to publish or approve.
```

## Pre-send checklist and common failures

Run this before any room link reaches a buyer.

- [ ] Published, not just previewed
- [ ] Opens in a private window
- [ ] Correct buyer name and real logo, white on the dark header
- [ ] Every asset opens and has a thumbnail that previews it
- [ ] Correct at 402px wide and on desktop
- [ ] Numbers match the source document exactly
- [ ] No path from the room into your private library
- [ ] You are sending the tracked share link, not the plain room address

| Symptom | Cause | Fix prompt |
| --- | --- | --- |
| Buyer sees a 404 or old content | Frontend change never published | No prompt: open Publish and click Update |
| Agent invented a number | Numbers were typed, not attached | "Read every number from the attached image. Do not infer or round." |
| Logo is a white box or invisible | Logo file not transparent, or wrong variant | "Re-fetch the logo, make it white on transparent, and show it to me on the dark header before using it." |
| Thumbnails are generic icons | Items added before thumbnail rules existed | "Regenerate thumbnails for every item in this room: video still, PDF page 1, first slide." |
| PDF downloads instead of showing | No in-browser PDF viewer | "Render this PDF inside the page, client-side, page by page." |
| Buyer clicked into your library | Workspace navigation visible on a shared page | "Hide all workspace navigation on shared and embedded pages, including the 404 page." |
| Layout breaks on a phone | Desktop-only change | "Verify this at 402px and fix it. Desktop-only fixes are regressions." |
| Two rooms for one company | Created without searching first | "Merge into the older room, delete the duplicate, and always search before creating." |
| Visit alert was your own teammate | Rep opened the room from the buyer's region | Have alerts flag likely self-views; use the email gate so visits carry a name |

## Want us to build this for you?

If you'd rather skip the build, Swan sets this up on your own deals: your brand and asset library, rooms created after every call, custom assets from your account context, and visit alerts in Slack.

**[Book a demo →](https://www.getswan.com/#demo)**