Style Guide
2021
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Contents Intro Colors Typography Logo Logo Uses and Size Email Signature Writing tips Jargon Social Media
Welcome This style guide has been designed to help you better understand the guidelines and procedures Carolina Mountain Sales uses. These guidelines were created to convey a consistent design language across all of our materials. You should gain a feel for our typography, logo usage, frequently used jargon and other helpful guidelines that will act as a reference as you produce and create your own content. Always ensure your content is reviewed by the Marketing Department prior to moving into production. Proofreading, pre-planning, and planning meetings are encouraged for your marketing initiatives. The Marketing Department plays a vital role in promoting the business and mission of Carolina Mountain Sales. It coordinates and produces all materials representing the company. It is the Marketing Department’s job to create an overarching image that represents Carolina Mountain Sales in a positive light—that is our brand. Please do not hesitate to contact me for any marketing needs you might have.
Colors
Color Name Hex RGB CMYK
Gainsboro #E0E0E0 224, 224, 224 0, 0, 0, 0.12
Silver Chalice #ACAEA9 172, 174, 169 0.01, 0 0.03, 0.32
Prussian Blue #002D56 0, 45, 86 1, 0.48, 0, 0.66
White #FFFFFF 225, 225, 225 0, 0, 0, 0
Carolina Mountain Sales uses four colors, as shown above. Consistent usage of colors reinforces the cohesiveness of the brand. Hex colors (preceded by the #) are used onscreen for websites. RGB refers to the Red Green Blue color percentages for computers, tv screens and mobile devices. CMYK is the general default color profile used in print or newsprint.
Typeface Trajan Sans Pro
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Used in promotional materials as titles, headings, and sub headings. Refrain from using this font with large bodies of text (in excess of captions or 250 characters).
Calibri Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Calibri Regular is used as body text or subtitle. Refrain from using all capitals (in which case, please use Trajan Sans Pro).
Logo
All Carolina Mountain Sales logos can be featured in navy blue on a light background or white on a dark background. Logo files can be found in Dropbox: CMS Team Folder, Logos 2016 Rebrand Logos should not be altered in any way, other than resizing. When resizing make sure logo is proportioned correctly. Constrain Proportions by holding down Shift on the keyboard when resizing. Use the Carolina Mountain Sales combined logo only when the Wilkinson ERA logo is clearly visible. Alternatively, stack the Carolina Mountain Sales logo and the Wilkinson ERA logo for clarity. Alternative logo usage allows for the Carolina Mountain Sales logo and the Wilkinson ERA logo to be placed side-by-side, when space is restricted or limited (such as a footer or our stationery).
Logo LETTERHEAD Combined CMS logo in blue centered at the top of the page Dimensions: 2.25”x1”
MATRIX MLS HEADER CMS logo in white on the right side, Wilkinson ERA in white on the right of CMS logo. Dimensions: 1.25 x 1 (CMS)
EMAIL SIGNATURE Combined CMS logo in blue, directly underneath name Dimensions: 2”x1” EMAIL BLAST Combined CMS logo in white centered at the top of the email. Dimensions: 2”x1”
Usage & Dimensions BROCHURE COVER PAGE Combined CMS logo in white, bottom left hand corner Dimensions: 2.25”x1.25”
411 Midland Drive Asheville, NC 28804
BACK PAGE Combined CMS logo in white, bottom right hand corner Dimensions: 2.25”x1.25”
POST CARD Combined CMS logo in white, bottom right hand corner Dimensions: 2”x1”
Email Signature
Carolina Mountain Sales is proud to be a Wilkinson ERA Real Estate Company. Each ERA franchise is independently owned and operated. This message contains confidential information and is intended only for the individual named. If you are not the named addressee you should not disseminate, distribute or copy this e-mail. Please notify the sender immediately by e-mail if you have received this e-mail by mistake and delete this e-mail from your system. E-mail transmission cannot be guaranteed to be secure or error-free as information could be intercepted, corrupted, lost, destroyed, arrive late or incomplete, or contain viruses. The sender therefore does not accept liability for any errors or omissions in the contents of this message, which arise as a result of e-mail transmission. If verification is required please request a hard-copy version from the sender. Information presented is collected, organized and provided for the convenience of the user and is intended solely for informational purposes. ANY USE THEREOF OR RELIANCE THEREON IS AT THE SOLE DISCRETION, RISK AND RESPONSIBILITY OF THE RECIPIENT. WILKINSON ERA AND SCOTT E. WILKINSON AND ASSOCIATES, INC. DBA CAROLINA MOUNTAIN SALES HEREBY DISCLAIM ANY AND ALL WARRANTIES, EXPRESS OR IMPLIED, AS TO ITS ACCURACY, COMPLETENESS OR FITNESS FOR ANY PARTICULAR PURPOSE.
Guidelines for creating your email signature Name - Large, Sans Serif Title CMS Logo Wilkinson ERA logo Address Office # | Cell # Website Address Social Media Icons OPTIONAL - Awards & Qualifications Disclaimer (option of Wilkinson ERA employee disclaimer or Broker | REALTOR®) If you are a Wilkinson Employee: This message contains confidential information and is intended only for the individual named. If you are not the named addressee you should not disseminate, distribute or copy this e-mail. Please notify the sender immediately by e-mail if you have received this e-mail by mistake and delete this e-mail from your system. E-mail transmission cannot be guaranteed to be secure or error-free as information could be intercepted, corrupted, lost, destroyed, arrive late or incomplete, or contain viruses. The sender therefore does not accept liability for any errors or omissions in the contents of this message, which arise as a result of e-mail transmission. If verification is required please request a hard-copy version from the sender. Information presented is collected, organized and provided for the convenience of the user and is intended solely for informational purposes. ANY USE THEREOF OR RELIANCE THEREON IS AT THE SOLE DISCRETION, RISK AND RESPONSIBILITY OF THE RECIPIENT. WILKINSON ERA AND SCOTT E. WILKINSON AND ASSOCIATES, INC. DBA CAROLINA MOUNTAIN SALES HEREBY DISCLAIM ANY AND ALL WARRANTIES, EXPRESS OR IMPLIED, AS TO ITS ACCURACY, COMPLETENESS OR FITNESS FOR ANY PARTICULAR PURPOSE.
If you are a Broker | REALTOR ®:
*Please note I will never send wiring instructions.* CONFIDENTIAL COMMUNICATION: The information contained in this message may contain legally privileged and confidential information intended only for the use of the individual or entity named above. If the reader of this message is not the intended recipient, you are hereby notified that any dissemination, distribution or duplication of this transmission is strictly prohibited. If you have received this communication in error, please notify us by telephone or email immediately and return the original message to us or destroy all printed and electronic copies. Nothing in this transmission is intended to be an electronic signature nor to constitute an agreement of any kind under applicable law unless otherwise expressly indicated. Intentional interception or dissemination of electronic mail not belonging to you may violate federal or state law. IRS CIRCULAR 230 NOTICE: Any federal tax advice contained in this communication (or in any attachment) is not intended or written to be used, and cannot be used, for the purpose of (i) avoiding penalties under the Internal Revenue Code or (ii) promoting, marketing or recommending any transaction or matter addressed in this communication.
Writing Tips
Listings should concentrate on descriptions that highlight the individual features and benefits of a property. Verbiage should convey specific details and include over-arching terms and phrases that would satisfy both the seller and prospective buyer. Being able to portray the property in a manner that provides value to the prospective buyer, is the goal. Instead of a “generous-sized living area,” say “an 800 square foot living room” or “an open planned living space ideal for entertaining.” Instead of “a large two and a half car garage,” say “a garage generous enough for two and a half vehicles, a workshop, and additional storage space.” Instead of “stunning,” “gorgeous,” or “unrivaled views,” say “affording panoramic views of the Blue Ridge Mountains and Mt. Mitchell.” Instead of “character-filled home”, or “charming residence,” say “charming residence situated on 10 pastoral acres” or “characterfilled home five miles to the closest services and amenities.” Elaborate and be descriptive. Instead of “modern” or “luxurious” kitchen, say “a chef’s kitchen featuring stainless steel appliances with marble countertops, custom cabinetry, coffered ceilings, vintage hardware, and other details in keeping with the property’s modern aesthetic.”
Words to Avoid: Vague Superlatives and Subjective Adjectives Adorable Amazing Awe-inspiring Beautiful Cheerful Chic Classy Cozy Delightful Divine Fabulous Finest
Gorgeous Greatest Intimate Irresistible Lavish Lovely Magnificent Massive Modest Oversized Overwhelming Phenomenal
Plush Practical Relaxing Roomy Spectacular Stunning Substantial Stylish Tasteful Tidy Trendy Unpretentious
Words to Include: Descriptive Adjectives and Brand Terms Incomparable Stately Refined Exquisite Infinite Captivating Exclusive Intriguing
Harmonious Tranquil Enduring Timeless Elegant Private Secure Ornate
Inviting Savvy Discreet Sophisticated Unique Serene Inspiring Grand
*Above words taken from Writing Tips: Using Words that Sell from Sotheby’s International Realty.
Jargon Abbreviations:
Two words:
Hyphenate:
Bedroom/Bathroom - Br/Ba
Floor plan
Downtown- Dwtn
Back yard (use to describe)
Add dash when desrcibing garage: 3-car garage OR three-car garage
Homeowners Association- HOA
In to (using side by side “broke in to the room.” While into is a preposition that indicates movement of something toward or into something else)
Asheville- Avl Back yard- Bk yd Floor plan- Flr pln Fireplace- Fpl With- w/ (lowercase) Square Feet- Sq ft Appliance- Appl Stainless steel- SS Mountain- Mtn Additional- Addt’l
One Word: Homebuilder Homebuyer Homeowner Wraparound Homesite Backyard- use only if there is an event HardiePlank® (if not HardiePlank®, then state fiber cement. Be specific and/or use MLS language.) Into- indicates motion or direction “step into the residence”
Acre 3-acre OR 3 acres Floor-to-ceiling A-frame On-site Walk-in Built-ins One-story, Two-story, etc. State-of-the-art Miscellaneous: Use comma to denote thousands: 1,000 Square feet Main level master instead of master on main Carrara marble instead of Carrera Adding a registered trademark ®: (mac ® = press alt and R) (pc® = press ALT and 0174 simultaneously)
Social Media Instagram Guidelines Short caption highlighting important features about the house, should be similar to description of the house on the CMS website. Address| $Price| For more info, contact Broker | REALTOR® Lisa Hagan. (828) 779-5404. LisaHaganRealty@gmail.com. LisaHaganRealty@gmail. com. • • • (create dots on mac by pressing option+8) (or on PC Alt+0149) Include relevent hashtags. all-hashtag.com is a great hashtag generator based on a keyword entry. Instagram can use max. 30 hashtags for one post. #realestate #ashevillerealestate #asheville #CMSNewListing #homeforsale #homesforsale #avl #carolinamountainsales #dreamhome #828isgreat #carolinamountainsales #nameoftown/city/ neighborhood #styleofhome #brokernameorteamname To post video on Instagram, refer to ThriveHive.com’s really useful blog post aptly named “How to Post Videos to Instagram”. For more tips on Instagram marketing, refer to Later.com’s “6 Instagram Hacks You Haven’t Heard”.
Facebook Guidelines Use a catchy header- this is the first thing people will see. Make sure it is to the point and interesting Images and video (especially video!) will get far more engagement. Make sure your image content is high-quality. Video should be edited under 1.5 minutes in length for optimal viewing and engagment. Be relevant to your social media channel. If you’re on Instagram, be brief, visual, engaging. On Facebook, include more content, shared info, and other things that people might be interested in. Post from business pages -- not personal Choose your ‘voice’ and keep a consistent narrative tone. Convey friendly professionalism and refrain from social or political commentary on your business page--maintain that space as a forum for you to demonstrate your expertise in real estate. If you have a niche, post content that will authenticate your area of speciality. Highlight listings, feature ‘coming soon’, ‘under contract’, ‘just sold’, ‘price reduction’, etc... Be cognizant of your content and what you are posting. Make sure your posts are professional! Link your Instagram, Facebook, and Twitter accounts. Some tools that help you integrate these media channels are: Hootsuite, Buffer, TweetDeck, SocialOomph, IFTTT, SpreadFast, SocialFlow, SproutSocial, EveryPost, Tailwind. Try a few out and see what works for you! We use Hootsuite in the Asheville office. Some platforms are free and others have a nominal monthly charge.
10 Brook street Suite 235 Asheville NC 28803 | www.CarolinaMountainSales.com