General Guidelines
AP Style
RE/MAX Commonwealth uses AP Style with some exceptions: look online for the latest Associated Press Style Guide to read more.
Merriam-Webster
For questions of spelling, use the online Merriam-Webster dictionary. Use the first spelling presented, and note that word presentations in the dictionary supersede the stylebook.
RE/MAX Commonwealth
RE/MAX Commonwealth – RE/MAX is always all caps. No exception.
REALTOR® - ® code is alt 0174. Must be all caps.
REALTOR® may be used following an agent’s name but can never be part of a slogan. For example: “Your #1 REALTOR®” is not acceptable.
Information required on all advertising, to include, but not limited to, email signatures, all social media platforms, all print advertising:
Agent Name, REALTOR® (or Associate Broker)
RE/MAX Commonwealth (office street address, city, state, zip) (office phone number)
Agent Licensed in the Commonwealth of Virginia Fair Housing Logo
Yard Signs
Associates may not use real estate “For Sale” signs other than the RE/MAX Red-WhiteBlue Property Sign or the RE/MAX Commercial or The RE/MAX Collection signs, where appropriate. Signs must include a RE/MAX Commonwealth office number.
RE/MAX Commonwealth Brand Standards
RE/MAX Commonwealth Brand Standards
A brand is a definition of distinction. It separates us from our competitors and creates a visual and perceptual difference for our organization and business communications. The RE/MAX Commonwealth brand is intended to generate recognition and presence for every RE/MAX Commonwealth Associate.
In order to leverage the power of RE/MAX Commonwealth’s real estate brand, we have developed, and will continue to develop, business-focused content, marketing, advertising and promotional material for your use.
This RE/MAX COMMONWEALTH Advertising Field Guide provides samples and standards for RE/MAX logo usage as well as RE/MAX Commonwealth Marketing and Design guidelines.
RE/MAX Commonwealth logos are available from the Marketing Department.
RE/MAX Commonwealth Minimum Required Disclaimers:
Every piece of printed literature given directly to consumers (i.e., brochures, postcards, Ecards, etc.), excluding stationery and classified ads, must contain the following legal disclaimer (set in approximately 6 -point type using Calibri Light typeface):
ALL MARKETING MATERIALS, COLLATERAL AND IMAGE ADVERTISING (NON-PROPERTY):
All offices independently owned and operated. ©2025 RE/MAX Commonwealth.
PROPERTY ADVERTISING AND BROCHURES:
Broker does not guarantee the accuracy of square footage, lot size or other information concerning the condition or features of property provided by seller or obtained from public records or other sources, and the buyer is advised to independently verify the accuracy of that information through personal inspection and with appropriate professionals. Agent licensed in the Commonwealth of Virginia. All offices independently owned and operated. ©2025 RE/MAX Commonwealth.
PROPERTY POSTCARDS AND ECARDS:
Broker does not guarantee the accuracy of square footage, lot size or other information concerning the condition or features of property provided by seller or obtained from public records or other sources, and the buyer is advised to independently verify the accuracy of that information through personal inspection and with appropriate professionals. If your property is currently listed for sale, this is not intended as a solicitation. All offices independently owned and operated. ©2025 RE/MAX Commonwealth.
MARKET UPDATE CARDS AND ECARDS:
(NOTE:ThiscardMUSTstatethedaterangeofthelistingsandsourceofdata)
The data relating to real estate on this postcard comes from the Central Virginia Regional Multiple Listing Service and REstats, the information is believed to be accurate but is not warranted. Information is provided exclusively for consumers personal, non-commercial use and may not be used for any purpose other than to provide market data to interested persons. If your property is currently listed for sale, this is not intended as a solicitation. Sales may not represent all brokers. All offices independently owned and operated. ©2025 RE/MAX Commonwealth.
POSTCARDS AND ECARDS NOT MARKETING A PROPERTY:
All offices independently owned and operated. If your property is currently listed for sale, this is not intended as a solicitation. Agent licensed in the Commonwealth of Virginia. ©2025 RE/MAX Commonwealth.
STATIONERY AND BUSINESS CARDS:
For stationery and business cards, the following Minimum Required Disclaimer must be used: All offices independently owned and operated. Agent Licensed in the Commonwealth of Virginia.
PREFERRED VENDOR LIST:
The companies and individuals listed on the preferred vendors list have either provided product(s) or conducted work for (agent name), or that (agent name) has seen and felt that he/she may use their service(s) and/or product(s) in the future. (Agent name) neither guarantees nor warrants the services and products provided by the companies listed on the preferred vendors list. Additionally, the companies and individuals listed are subject to change without notice and are not guaranteed to remain as preferred vendors. All offices independently owned and operated.
RE/MAX Brand Standards
WHY IS A BRAND IMPORTANT?
A brand is more than a name, a logo or a collection of products and services. It’s how people think and feel about an organization as a whole, and it’s the essence of what makes an organization unique. A brand lets consumers know how a business’s products and services relate to their lives.
A strong brand tells an organization’s story in a unified voice through advertising, on the web, in collateral, on signage, in offices, in presentations and at events. Toward this end, RE/MAX messaging must resonate as one. RE/MAX relies on the power of simple, clear and consistent visual and verbal communications that not only distinguish the network in the marketplace, but also let the audience know – for all the things that move you, RE/MAX can help.
REPORTING TRADEMARK MISUSE AND VIOLATIONS
Misuse of the RE/MAX brand negatively impacts us all. As a RE/MAX Associate, you stand on the front line of its protection. A major part of protecting our marks is stopping others who, without authorization, try to use or imitate our brand to help sell their services. When another company uses our marks, this deceives consumers, unjustly enriches the other company (at our expense) and dilutes the brand.
RE/MAX World Headquarters depends on the help of all RE/MAX Affiliates in defending the marks against infringement. If you see outside organizations or individuals using RE/MAX trademarks – or marks similar to them – immediately contact your regional office and the Legal Department at RE/MAX, LLC.
Our centralized infringement-reporting address is trademark@remax.net
RE/MAX Brand Standards
INFORMATION REQUIRED IN RE/MAX AFFILIATE MARKETING:
Unless media-specific rules apply (as with yard signs, mobile apps, or phone book listings), the following information must appear prominently on each piece of promotional material:
THE FULL NAME OF THE RE/MAX OFFICE.
Every RE/MAX franchise operates under a trade name that contains the word “RE/MAX,” such as RE/MAX Commonwealth, etc. While “RE/MAX” is part of a franchise’s trade name, it cannot be used as part of a legal corporate name.
The full RE/MAX office name must appear prominently on all forms of communication and advertising materials (e.g., yard signs, business cards, newspaper ads, etc.). Also, office personnel and Sales Associates must not answer the phone with simply “RE/MAX,” but with the office’s full trade name, such as “RE/MAX Commonwealth.”
NOTE: Do not use a ® symbol after “RE/MAX” in the context of an office name.
“EACH OFFICE INDEPENDENTLY OWNED AND OPERATED.”
Every marketing piece that includes Associate or Team contact information must include “Each Office Independently Owned and Operated.” The only exception is that on extremely small items (a customized pen or keychain, for example) where there is space for no other text, contact information may accompany the office name, or the office and Associate name, without displaying “Each Office Independently Owned and Operated.”
CONTACT INFORMATION.
Office Address: Ordinarily, the postal address of the RE/MAX office should be included on all RE/MAX marketing. The office address may be omitted, for example, from billboards, bus benches and other items where the practical ability to include more information may be limited, although the item may be large in size. It must be included, however, on all long-form marketing such as brochures, listing presentations, business cards, websites, etc., and on all marketing outside the brokerage’s local market area.
Associate or Team contact information: Associate or team contact information can be included only if contact information for the brokerage office is also included. This includes phone number, website address or social media page, or email or social media identifier. Because it may not be clear that direct-line or “off-site” telephone numbers reach the Associate rather than the office, such numbers must be clearly identified as a direct line, residence or mobile phone, as the case may be.
Only the office address, not a home or any other addresses, is permitted to appear in Affiliate marketing materials.
RE/MAX Brand Standards
The timeless red, white and blue color palette of RE/MAX helps consumers identify RE/MAX at a glance. This section also provides secondary colors that may be used to complement the main colors, with lighter variations (to add liveliness) or darker hues (to denote a more serious tone) available to accentuate the message of any particular communication.
RE/MAX PRIMARY COLORS
Our timeless red, white and blue color palette helps consumers identify RE/MAX at a glance.
RE/MAX Primary Red CMYK – 4/100/90/3
RGB – 220/28/46 - digital use
WEB – DC1C2E - digital use
RE/MAX Primary Blue CMYK – 100/75/0/8
RGB – 0/61/165 - digital use
WEB – 003DA5 - digital use
RE/MAX Brand Standards
RE/MAX SECONDARY COLORS
Secondary RE/MAX colors are used in headlines, support graphics and background colors. These are not the shading colors on the RE/MAX Balloon logo, and they must never replace the primary colors in the RE/MAX logotype or balloon logo. Secondary colors may be used on property sign designs, but only as specifically described in this manual.
Secondary colors may be used to complement the primary colors. Lighter variations (to add liveliness) or darker hues (to connote a more serious tone) are available to accentuate the message of any particular communication.
RE/MAX Darker Red
CMYK – 4/100/90/30
RGB – 170/17/32
WEB – AA1120
RE/MAX Darker Blue
CMYK – 100/85/39/45
RGB – 12/39/73
WEB – 0C2749
CMYK – 89/43/0/0
RGB – 0/125/195
WEB – 007DC3
CMYK – 33/3/0/0
RGB – 164/215/244
WEB – A4D7F4
Dark Gray
CMYK – 0/0/0/90
RGB – 64/64/65
WEB – 404041
RE/MAX Darker Blue 02
CMYK – 87/73/41/32
RGB – 46/63/90
WEB – 2E3F5A
CMYK – 5/0/0/45
RGB – 148/156/161
WEB – 949CA1
CMYK – 0/0/0/26
RGB – 196/198/200
WEB – C4C6C8
RE/MAX Typeface
The right typeface reflects – and protects – the integrity of the brand, while remaining flexible across different communication channels.
This suggested RE/MAX typography is modern and confident, reflecting the core values of the brand. The Gotham and Arial fonts are recommended for advertisements and communications, as well as for office name logos and office signage (for the portion of the office name following the RE/MAX logotype).
MAIN TYPEFACE
Gotham
Gotham is recommended as the primary typeface. Use it for headlines, subheads and body copy.
RE/MAX Brand Standards
The RE/MAX logo is the face of the brand. It provides a common link across all communications, and establishes instant recognition among consumers, clients and customers. It is one of our most valuable assets, and therefore cannot be altered under any circumstances.
RE/MAX Balloon Logo
The RE/MAX Balloon logo appears as a graphic, color image only as shown here (not in black and white, or as a photograph). If a singlecolor or black-and-white logo is needed for a particular application, use the RE/MAX logotype (see page 10) instead of the RE/MAX Balloon logo.
The RE/MAX Balloon logo cannot be altered. Do not change the proportions or substitute a photo of a RE/MAX Balloon for the RE/MAX Balloon logo.
The logo should appear against a neutral background. There can be no overlapping text or graphics in front of or behind the logo, and no cluttered design elements behind or around it.
The RE/MAX Balloon logo is used only in color. Altering or customizing the RE/MAX Balloon logo is allowed only with authorized approval by the RE/MAX Standards and Quality Control Team (standards@remax.com).
However, certain Approved Suppliers have been authorized to use an “etched” (single-color) version of the RE/MAX Balloon logo designated specifically for products such as award trophies, embossed materials and other items where using a color logo is not feasible. Any materials or products featuring the etched RE/MAX Balloon logo that are not purchased from Approved Suppliers\ require approval from the Standards Team.
RE/MAX hot air balloon photos and images: Photos and other artwork that depict an actual (realistic) RE/MAX hot air balloon (not a logo version) are available in the Marketing Portal on the MAX/Center platform. Other images of RE/MAX hot air balloons may be used in advertising, as long as they meet RE/MAX brand standards.
AI-Generated Images: RE/MAX logos and imagery may not be used in generative AI (artificial intelligence) tools, but may in certain circumstances be applied after an AI-generated image is created.
DO NOT place the logo within any shape, including a box; the box shown here is included only to illustrate the RE/MAX Balloon logo on a dark background.
*The tilted balloon and #1 with balloon is no longer authorized for use.
On a dark background, the white outline around the logo must be visible.
NOTE: Because the RE/MAX Balloon logo was intended to be printed in CMYK process color, there is no version of the balloon logo with Pantone colors. For applications where Pantone colors must be used, affiliates should use the RE/MAX logotype instead of the balloon logo. The colors in the balloon logo may not be modified.
RE/MAX Brand Standards
Clear Space
The RE/MAX Balloon logo must always be surrounded on all four sides by a clear space of at least the height of the letter “X” in RE/MAX.
Smallest Scalable Size
The smallest allowable size for the RE/MAX Balloon logo is 3/4" (54px) high, with the exception of mobile banner ads where the RE/MAX Balloon may be .625" or 5/8" (45px) high. For situations when the RE/MAX Balloon logo must be rendered smaller than minimum size, please contact the RE/MAX Standards and Quality Control Team at standards@remax.com.
NOTE: The registration symbol will need to be sized separately so it is legible at a reduced size, but not so big that it is distracting when enlarged.
RE/MAX Collection
The RE/MAX Collection Trademarks and Logos
When referring to The RE/MAX Collection in text, always capitalize all the words, including the word “The,” which is part of the proper name. In other languages, Affiliates may use a local translation of “The RE/MAX Collection” and the phrase “Fine Homes & Luxury Properties,” upon approval of RE/MAX World Headquarters. “La Colección RE/MAX” (Spanish) and “La Collection RE/MAX” (French) are approved.
There are two principal logo versions approved for The RE/MAX Collection: a vertical version and a horizontal version. It is recommended to include the RE/MAX Balloon in the logo as shown here, but affiliates are allowed to remove the RE/MAX Balloon from these logos on printed (non-digital) materials such as yard signs, business cards and promotional items. The phrase “Fine Homes & Luxury Properties” may be used with The RE/MAX Collection program materials, but it is not required. No additional graphic elements or type may be inserted into these logos. Also, the logos for The RE/MAX Collection may not be modified except as expressly permitted in this section, and the “look and feel” of the logos (including designs consisting of text between two horizontal lines) may not be used by affiliates for office, team or other logos.
The RE/MAX Collection logo may only be used in color, with the color RE/MAX Balloon. It is strongly recommended to have the logo appear in white on a background of RE/MAX Navy Blue (see p. 23 for color details). When appearing on white or a light background, the logotype appears in appears in RE/MAX Navy Blue, and when appearing on a dark color, the logotype should appear in white and show a white outline around the RE/MAX Balloon.
Certain RE/MAX Approved Suppliers are authorized to use an “etched” (single-color) version of The RE/MAX Collection logo designated specifically for products such as award trophies, embossed materials, glass products and other items where using a color logo is not feasible. Any materials or products featuring the etched version of the logo that are not purchased from Approved Suppliers require approval from the brand team at theremaxcollection@remax.com.
DO NOT place the logo within any shape, including a box; the box shown here is included only to illustrate a white logo on a dark background.
RE/MAX Collection
Clear Space
When The RE/MAX Collection logo is accompanied by any graphic element or type, the bordering space on all four sides must be at least half the height of the letter “X” in RE/MAX.
Smallest Scalable Size
For print (non-digital) uses, the smallest allowable width for the vertical or horizontal The RE/MAX Collection logo, with or without the RE/MAX Balloon, is 3/4”. When “The RE/MAX Collection” must be rendered smaller than minimum size in print, either use plain text or email the RE/MAX Standards and Quality Control Team at standards@remax.com. There are no size limitations applicable to digital use of these logos, but care should be taken to ensure the logos are large enough to be legible to the average person when viewed on a small screen.
The Balloon
RE/MAX New Branding LOGO
The refreshed Balloon logo must appear in color, as shown here (not in black and white, or other colors). If a single-color or blackand-white logo is needed for a particular application, use the REMAX Secondary logotype (see page 3 of this supplement) instead of the refreshed Balloon logo.
Do not change the proportions or otherwise alter the Balloon logo. Altering or customizing the Balloon logo is allowed only with authorized approval by the REMAX Standards & Quality Control Team (standards@remax.com).
The Balloon logo should appear against a neutral background. There can be no overlapping text or graphics in front of or behind the logo, and no cluttered design elements behind or around it.
AI-Generated Images:
REMAX logos and imagery may not be used in generative AI (artificial intelligence) tools but may in certain circumstances be applied after an AI-generated image is created. See page 67 of the REMAX Brand Identity: Trademark and Graphic Standards manual for more guidance on the use of AI.
Smallest Scalable Size
The smallest allowable height for the Balloon logo is 3/4” for print (non-digital) uses. There are no size limitations applicable to the digital use of the Balloon logo, but care should be taken to ensure that the logo is large enough to be discernible to the average person when viewed on a small screen. For situations where these size requirements cannot be met, either use the Primary Brand or Secondary logotype, “REMAX” plain text, or contact the REMAX Standards & Quality Control Team at standards@remax.com for assistance.
RE/MAX New Branding
NOTE: There are four different color codes for displaying REMAX colors. Here’s what to use where: Use CMYK for print. Use RGB for digital uses. Use hex colors for websites, when programming colors using HTML.
REMAX Primary Red and REMAX Primary Blue may be used with gradations, as shown here. These gradations help create contrast among the Brand Colors, so that it is not necessary to introduce additional colors and risk palette clarity when creating designs.
Brand
Colors
RE/MAX New Branding
REMAX affiliates may customize the Dynamic logo to promote their real estate services by adding their photo or a single high-quality, photographic image into the Dynamic Area, as shown here. Any included images must be professional in nature and the images should be clipped to remove backgrounds. Images may not mislead or confuse consumers, and may not exaggerate the geographic service area of an office or affiliate. Affiliates are responsible for obtaining the appropriate licenses and permissions to use any images they add to the Dynamic Area.
Independent Regions may have requirements that apply to use of the Dynamic logo, beyond the limitations set forth in this supplement. Franchisees in Independent Regions should contact their regions for additional guidance.
The Dynamic Area should be one-third the width of the REMAX logotype in most cases, with a maximum permitted width of two-thirds the width of the REMAX letters in the Primary Brand logotype.
The REMAX letters in the Dynamic logo may not be altered and no portion of them can be covered up (though images may appear behind the portions of the “E” and the “M” that are in the Dynamic Area, as long as the “E” and “M” remain readable). The next page shows additional requirements for the Dynamic logo.
Smallest Scalable Size
The smallest allowable size in width for the Dynamic logo is 3/4” for print (non-digital) uses. There are no size limitations applicable to the digital use of the Dynamic logo, but care should be taken to ensure that the logo and the image inserted in the Dynamic area are large enough to be discernible to the average person when viewed on a small screen. For situations where these size requirements cannot be met, either use the Primary Brand or Secondary logotype, “REMAX” in plain text, or contact the REMAX Standards & Quality Control Team at standards@remax.com for assistance.
The Dynamic
LOGO
NAR Brand Standards
The MARKS: REALTOR®; REALTORS®; REALTOR-ASSOCIATE®; and, the REALTOR® Logo
The National Association is the proud owner of numerous marks including, but not limited to, the terms REALTOR®, REALTOR-ASSOCIATE®, REALTORS®, the REALTOR® Logo and the Block "R" mark. The Marks are collective membership marks which serve to identify Members of the National Association and distinguish them from non-members. The examples below serve to illustrate correct use of the MARKS by reference to some common, but incorrect, usages.
NEVER hyphenate, reconstruct, expand, combine, abbreviate or divide the MARKS:
REAL-I-TOR
REALTORrific
--Blue Ribbon Chain, R-E-A-L-T-O-R-S Rltr.
REALTOR - Assistant
NEVER use the MARKS or parts of them to create or construct more complex designs or new terms:
BOB's REAL-TORent OF HOMES
REALTER
REALRITE
REALFER
NEVER use descriptive words or phrases to modify the MARKS. This is explicitly prohibited by Article V, Section 7 of the Bylaws of the National Association. --Main Street's most qualified REALTOR®
Consult a professional REALTOR®
Doe County's leading REALTOR®
--The concerned REALTOR®
Number one REALTOR-ASSOCIATE®
Your local REALTOR®
Your international REALTOR®
Commercial REALTORS®
The REALTOR® with integrity #1 REALTOR®
Your local REALTOR® Independent REALTOR®
Capitalization
Titles of people and terms within text:
PEOPLE:
Capitalize a person’s title only when it’s used directly before a name: Dave Liniger is the founder of RE/MAX International, LLC.
RE/MAX, LLC. Founder Dave Liniger
TERMS:
Basic rule: capitalize only when there is a reason to do so.
Capitalize the names of people, localities, days of the week, and months.
Capitalize public holidays, brand names, and the names of specific events Examples: Fourth of July, Maytag, Battle of Gettysburg.
In titles, capitalize the first word, major words, or each word if less than 6 words.
Capitalize official building names and room names, but not areas or features of a property.
Yes: Library, Kitchen, Living Room, Dining Room.
No: Back Yard, Rear Deck, Fenced Yard, Paved Driveway, Fresh Paint, New Carpet.
Do not capitalize seasons of the year.
Do not capitalize every word in a sentence.
Do not capitalize an entire sentence or paragraph.
Punctuation
APOSTROPHE
For plural nouns that don’t already end in s, add an apostrophe and an s (’s) to the end of the word. For nouns (singular or plural) that already end in s, just add an apostrophe. Here are some examples:
Jesus’ words
Arkansas’ legislature
The witness’ testimony
Many businesses’ services
COLON
In a sentence, capitalize the first word after the colon if what follows the colon could function alone as a complete sentence. Use a single space following the colon. Place colons outside quotation marks when used together.
Here are some examples:
This is it: the chance we’ve been waiting for!
This is it: We’ll never have to work again!
COMMA
In a series consisting of three or more elements, separate the elements with commas. When a conjunction (like, and, or) joins the last two elements in a series, include a comma before the conjunction. Here are some examples:
He went to Dewey, Cheatem, and Howe for financial advice. When using an ampersand in place of and in a series (acceptable only in company names and when space is severely limited), do not insert a comma before it.The combination of comma and ampersand creates visual clutter. Here is an example: He went to Dewey, Cheatem & Howe for financial advice.
HYPHEN
A hyphen is used to mean to, up to and including, or through in a range of numbers, dates, game scores, pages, and so on. It is also used to construct a compound adjective that includes a proper noun of more than one word. If you are unsure whether a word combination should be two words, two hyphenated words, or one compound word, check the online Merriam-Webster Dictionary. Here are some examples: Abraham Lincoln (1809-1865) was president during the American Civil War (1861-1865).
Jim was interested in the pre-Civil War era. (En dash connecting two-word proper noun “Civil War” with prefix “pre-”)
EM DASH
Use an em dash to set apart entire phrases from the main body of a sentence, and separate the dashes from the words that precede and follow it with a space. When a date range has no ending date, use an em dash instead.
Here are some examples:
The last place she expected to find him – if she ever found him at all – was in the back seat of her car.
Mick Jagger (1943 ), Brian Jones (1942-1969), and Keith Richards (1943 ) were among the band’s original members.
NUMBERS IN TITLES
Use numerals for cardinal and ordinal numbers in headlines, email subject lines, and HTML page titles.
Examples:
In Pamplona, 8 Injured in “Running of the Bulls” (Headline) Subject: Presentation file 1 of 2 attached (Email subject line) 5th Grader Wins 1st Place in Spelling Bee (Headline)
CARDINAL NUMBERS
Spell out cardinal numbers (one, two, and so on) and ordinal numbers (first, second, and so on) below 10, but use numerals for numbers 10 and above.
PERCENTAGES
When expressing percentages, always use numerals and the percentage sign. Do not spell out percentages.
TIME
Always use a.m. and p.m. for indicating time. Use Eastern Standard Time (EST ) when observing standard time (winter), and Eastern Daylight Time (EDT ) when observing daylight saving time (summer).
Examples:
Read reviews of more than 350 restaurants in your city. Aunt Bea’s pickles won first place at the fair. With a premium license, install the software on three computers. Does your building have a 13th floor?
The study revealed that 8% of respondents were ambivalent. The webinar will be held on Friday, August 27 at 4 p.m. EDT .
NUMERALS AS COORDINATES
Use numerals when referring to numbers that a person must type, such as for coordinates in tables and worksheets, and for parts of a document, such as page numbers or line references.
Examples:
Type 5 and press Enter.
Select row 3, column 5 of the worksheet. Refer to line 9 of the transcript.
NUMERALS IN CATEGORIES
If a passage contains two or more numbers that refer to the same category of information and one is 10 or higher, use numerals for all numbers referring to that category. When numbers are treated consistently, readers can recognize the relationship between them more easily.
The delegation included 3 women and 11 men.
He was the 9th person chosen for the 10-person team.
The most popular vote-getters included three women and nine men.
Only 3 women and 11 men attended the four-day event.
AT THE BEGINNING OF A SENTENCE
Avoid starting a sentence with a numeral. If you can’t avoid it, spell out the number. 450 gamers participated in last night’s chat.
Four hundred and fifty gamers participated in last night’s chat. Last night, 450 gamers participated in the chat.
A year may be written in numerals at the beginning of a sentence.
1967 was the Summer of Love in San Francisco.
8 Diet Tips
Two 5-Year-Old Boys Found; One Still Missing
ORDINALS AND SUFFIXES
Avoid expressing ordinals with superscript letters (such as 10th, 11th, and so on).
Ordinals with superscript formatted in a word processor may not display correctly in some places, such as email, and the use in writing of these suffixes is becoming increasingly archaic. Do not use “th” endings or their equivalent when stating dates (i.e., do not write Join us on June 10th).
LARGE NUMBERS
Express large and very large numbers in numerals followed by million, billion, and so forth. If expressing a number greater than 999 in numerals, use a comma.
5 billion people
1,200 years ago
MILLIONS AND BILLIONS
When stating million or billion with a numeral, don’t hyphenate, even before a noun. But do use a hyphen between the numeral and million or billion if the expression is part of a compound adjective that takes a hyphen elsewhere.
A $6 million lawsuit
The 400-million-served mark
Source Attribution
It’s important to properly cite sources in all RE/MAX Commonwealth publications, whether online, printed, or projected. If you have a case not covered here, find a way to attribute your source that seems appropriate to the medium. Choosing not to cite your source is an unacceptable alternative.
LINK ATTRIBUTION
When including links in external content such as blog posts and social media, use anchor text when possible. Linking to other articles and websites is a best practice.
Example:
RE/MAX Commonwealth is the best real estate brokerage in the universe. Check out homesinrichmond.com for more information. (When including links in presentations, you can use the domain as anchor text.)
IMAGE ATTRIBUTION
When using photos or images from Flickr or another online source under the Creative Commons license, they must be attributed. When attributing an image, please use the following format and link back to the original source image using the photographer’s name as anchor text.
Example:
MLS Descriptions
You have 7 seconds to capture the attention of your buyer.
MLS Descriptions
characters to work with in the Public Remarks
characters to work with in the Agent Only Comments
USE YOUR 2048 CHARACTERS!
MLS Descriptions
Discover an exceptional blend of privacy, space, and convenience in this 4,362-squarefoot transitional home located in Kanawha Trace, one of Richmond’s most desirable hidden enclaves just steps from Byrd Park, the Carillon, Maymont, tennis courts, and the James River. Thoughtfully designed for comfort at any stage of life, this residence features four spacious bedrooms and four-and-a-half baths, including a first-floor primary suite with French doors to a 10’ × 35’ balcony and a luxurious bath with dual vanities, jetted tub, tiled shower, and enclosed water closet.
The sun-filled great room boasts soaring two-story windows, hardwood flooring, and a gas fireplace, opening to one of three full-length balconies overlooking a wooded rear yard alive with wildlife and offering tranquil winter river views. The granite kitchen includes an island with wine cooler, stainless-steel appliances, and ample cabinetry, flowing seamlessly to the morning room and formal dining room with balcony access ideal for entertaining. A main-level office sits conveniently near the primary suite.
Upstairs are two large ensuite bedrooms and an open loft perfect for a reading nook or yoga space. The walk-out lower level, fully above ground, provides a generous recreation room with fireplace, a fourth ensuite bedroom, and access to a lower deck and hot-tub area. The oversized 2.5-car garage includes workshop and storage space.
Additional highlights include 9-foot-plus ceilings, recessed lighting, central vacuum, twozone heating and cooling, fenced rear yard, irrigation system, and public utilities. HOA $400 quarterly. Built in 2002 on 0.25 acre, this well-maintained home offers the rare combination of modern construction and urban serenity minutes from everything, yet surrounded by nature.
MLS Descriptions
1. Enter the home with the mindset of a buyer.
2. Make notes of your impressions.
3. Don’t be an agent. Look at the big picture, not the dimensions.
4. Take a video with your phone to reference later.
5. Write for a lifestyle, not a list.
MLS Descriptions
CONSTRUCTING YOUR DESCRIPTION
BEGIN WITH HEADLINES
This is your chance to grab the attention of your buyer. Don’t waste it.
OPEN WITH STYLE
You have their attention, now you need to keep it. This is where you set the tone for the rest of your copy. Don’t kill the style with clunky words about Thermal Pane windows, R-30 insulation, gas water heater/dryer and a 5 zone reclaimed water sprinkler system.
WRITE IN THE LANGUAGE OF YOUR AUDIENCE
Don’t abbreviate to death. You may know what “LR w/CF, FP and HWDF” means, but a buyer may not. Don’t be a cliché. Consumers today are too smart for pitch lines. Write for real people, not advertising’s idea of people. Don’t smother with details. Buyers look online, the details will be listed on the website below your description. Don’t waste valuable real estate!
USE WORDS THAT ARE STRONG BUT STRAIGHTFORWARD
Write the description like you’re describing your new home to a friend. You wouldn’t rattle off a list, you’d use descriptive words that evoked a feeling. Use all of the character spaces allowed; this is the “Dating Profile” for your home.
BE CREDIBLE
Don't BS your buyer. Calling a landing area “an additional entertainment space” makes you look untrustworthy and will taint their opinion of the home.
CREATE AN EMOTIONAL CONNECTION
Make the home a real place. Use “your yard” instead of “yard.” Create an emotional connection. Start at the beginning and “write” your way through the home. This allows the reader to visualize. You’re selling a dream. People don’t dream about HVACS.
GET UNSTUCK
Writer’s block happens. Use a few tools and tricks to help you craft a great description, even when your brain goes on lockdown.
Start by listing all the adjectives and nouns that describe the home.
Use the notes you took during your first visit.
Refer back to your video.
Write an outline. List each room in the house and write 3 words about it.
Start from the front door and work to the last door.
Accessible
Amazing Ambiance
Amenities
Artistic
Authentic
Awe-Inspiring
Balustrade
Beautiful Blend
Bright Canopy
Character
Classic
Comfort
Comfortable Contemporary
Cosmopolitan
Crisp
Custom
Delightful
Distinct
Distinctive Dramatic
Dynamic
Elaborate
Elegant
Enchanting
Epitome
Equipped Excellent Exceptional Exciting
Exemplary
Exquisite
Extensive
Fabulous
Flair
Framed
Fresh Functional
Glamorous/Glamourous
Good Flow
Gorgeous
Graceful
Grand
Harmonious
Historic Impeccable
Incredible Inexpensive
Innovative
Inspiring
Intimate
Intricate Investment Inviting Irresistible
Jewel Landmark
Lavish
Lifestyle
Lovely
Low Maintenance
Lush
Magnificent
Majestic
Manicured
Massive Masterpiece
Mature
Meticulous
Words that Sell
Modern Modern Elegance
Modest
Nestled
Old World Charm
Open Original Ornamental Outstanding
Over-Sized
Paradise
Park-Like
Pastoral Setting
Peaceful
Personality
Phenomenal Picturesque Plush
Practical
Prime Pristine
Private Quality
Rare
Raw Refined
Relaxing
Restored Retreat
Scenic
Secluded Secure
Sensational
Sensible
Serene
Simplicity
Soaring
Soothing
Sophisticated
Spa Bath
Spacious Sparkling Spectacular
Stately State-Of-The-Art Stunning
Stylish
Substantial Sun-Drenched Sun-Kissed
Superior
Sweeping
Tasteful
Textured Tidy
Timeless
Towering
Tranquil Transformed Transitional
Treasure Tremendous
Unique Unmatched Unpretentious
Vast
Versatile
Vestibule
Vibrant
Warm
Welcoming
Words that Sell
These words have been shown to reduce the price on listings, or increase the time on market.
Small or tiny
Decorating allowance
Motivated seller
Modern improvements
Cozy
Fixer-Upper
Appliance credit
Priced to Sell
Ready for renovation
Cute
Basement unit
Needs paint
Income Property
Charming
Luxury
Words to Avoid
Close to Minutes from Walking distance
Near (School name)
Master Suite
His & Hers Mancave
Handyman Family Safe Quiet
These phrases do not violate HUD Fair Housing guidelines and HUD has indicated that they will not pursue any such use. However, there could be a private individual who feels offended by this, and there are advocate attorneys who pursue all sorts of perceived fair housing violations.
Hardwood (use only if actual hardwood)
Quality Neighborhood
Desirable Upscale
Nanny/Au Pair
Mother-in-law
Bachelor
Perfect For Ideal
Starter Home Newly Weds
This word and phrase list is intended as a guideline to assist in complying with state and federal fair housing laws. It is not intended as a complete list of every word or phrase that could violate any local, state, or federal statutes.
This list is intended to educate and provide general guidance to help RE/MAX Commonwealth Associates create and publish real estate advertising. This list is not intended to provide legal advice. If you are in need of legal advice, please see an attorney. By its nature, a general list cannot cover particular persons’ situations or questions. The list is intended to make you aware of and sensitive to the important legal obligations concerning discriminatory real estate advertising.
Examples
SIT ON THE MARKET LISTING
Beautiful yard & pond w/amazing landscape. Gourmet kitchen w/large island- perfect for entertaining. Huge family rm, dining rm and living rm, w/1st floor study. Basement w/5th bedroom, exercise rm, work shop, recreation rm and wet bar. Arching and transom windows on first floor; multi level deck with stone patio-Exceptional Location backing to conservancy. Located two blocks from retail shopping. THREE STORY BUMP OUT!!! Motivated seller. Won’t last long!
POTENTIAL LAWSUIT LISTING
Beautiful yard & pond with amazing landscape. Gourmet kitchen with large island- perfect for entertaining. Huge family room, dining room and living room, with 1st floor study. Basement with 5th bedroom, exercise room, work shop, play room and wet bar. Arching and transom windows on first floor; multi level deck with stone patio-Exceptional Location backing to conservancy. Walking-distance to shopping center. Close to Winding Hills Country Club and desirable St. Martins School. THREE STORY BUMP OUT!!! Motivated seller. Won’t last long!
SELL LISTING
Beautiful retreat with lush landscaping and a private pond! Enjoy the view from your multilevel deck, spacious stone patio, or from one of the many arched windows. Grand entry leads to open floor-plan with bright, natural light throughout main areas, including the Gourmet Kitchen with huge center island and stainless steel appliances. Kitchen is renovated and ready with new Sub-zero refrigerator, Viking 6-burner gas range and Miele dishwasher. Take advantage of the impressive central stone fireplace from the living room with vaulted ceiling and hand-scraped wood floors, or surrounded by built-in bookshelves and portrait windows in the large, but comfortable, family room. Additional 1st floor room offers many options for use. Fully finished lower level has guest bedroom, plus three additional rooms ready to suit your needs. Take a seat at the wet bar while you decide what to do with all of the bonus living space! Third level with 3 bedrooms, 2 full baths and Owner’s Suite with two walk-in closets, en-suite with dual vanities, tile shower, and whirlpool tub. Backing to conservancy and centrally located, this turn-key jewel isn’t just a place to live, it’s a place to love.
Phrase Generator
STUCK ON WHERE TO START?
MIX-AND-MATCH SOME OF THESE PHRASES TO GET YOUR HEADLINE GOING.
Starter
Stunning Classic
Magnificent Mediterranean
Contemporary Living
Sparkling Pool & Private Spa
Beautiful Bungalow
Amazing Arts & Crafts
Fabulous Water Views
View of City Skyline
Secret Gardens
Urban Retreat
Opening
Turn-key
Lovingly maintained
Spacious
Back-yard paradise
Fabulous layout
Remodeled to perfection
Huge owner suite (or retreat)
Abbreviations
1 LV, 2 LV 1 or 2 Living Levels
AB Abstract
A/G PL Above Ground Pool
ACR Acre
A/C Air Conditioning
ACTV Active
ALM Aluminum
APPR Agency Approved
APT Apartment
ASB Asbestos
ASM Assumptions
ASP Accredited Staging Professional
ASRSV Assigned Parking
ATFN Attic Fan
ATT Attached
BA Bath
BALC Balcony
BCH Beach
BD OR BR Bedroom
BKPORCH Back porch
BKYD Fenced Backyard
BLDR Builder
BLT Built-In
BOT Boat Slip
BRK Brick
BRKF Breakfast
BSMT Basement
BUNG Bungalow
CAC Central Air Conditioning
CAM Common Area Maintenance
CAPE Cape Cod
CBL Cable
CDR Cedar
CEN A/C Central Air Conditioning
CER Ceramic
CFAN Ceiling Fan
CHN Chain Link
CLDSc Cul-De-Sac
CLBHS Clubhouse
COL Colonial
Abbreviations
CONT Contemporary
CPT Carpet
CRK Creek
CNR Corner
CRWL Crawl Space
CTH Cathedral Ceiling
CVAC Central Vacuum
CVGA Converted Garage
CRPRT Carport
CFAN Ceiling Fan
CENT H/A Central Heat and Air
DECO Decorative
DEDRS Deed Restrictions
DET Detached
DK Deck
DLM Disclaimer
DLO Disclosure
DBL Double
D/W Dishwasher
DR Dining Room
DRY Dryer
DSP Disposal
ELE Electric
ELV Elevator
END End Unit
E-RNG Electric Range
EXE Exercise
FARM Farmhouse
FDR Formal Dining Room
FFBR First Floor Bedroom
FHA Federal Housing Administration Loan
FLR Floor
FIN Finished
FR Family Room
FML Formal
FNCD Fenced
FBMT Finished Basement
FOYR Foyer
FPL,FPLC Fireplace
FR Family Room
FROG Finished Room Over Garage
FSBO For Sale By Owner
FXR Fixer Upper
GAR Garage
GAROP Garage Door Opener
GFPL Gas Fireplace
GLF Golf Course
GMT Gourmet
HIST Historical
HP Heat Pump
HPWA Heat Pump, Water and Air
HTUB Hot Tub
HW Hot Water
HVAC Heating, Ventilation, Air Conditioning
IGSP In-Ground Sprinkler
INGRD In-Ground
INLW In-Law Suite
JTUB Jetted Tub
LFT Loft
LL Lower Level
LRG Large
LR Living Room
MAR Marble
MB Master Bedroom
MCOA Minimum Cost on Assumption
MEIK Modern Eat-In Kitchen
MK Modern Kitchen
MO Month
MOPOA Monthly POA Fee
MB Master Bedroom
MSN Masonry
MTG Mortgage
MULTI Multi-Car Garage
MWV Microwave Oven
NAM Name
NBR Neighborhood
NGS Natural Gas
NONQ Non-Qualifying
OFC Office
OP Occupancy Permit
OVER Oversized
Abbreviations
OWN Owner Financing
PAN Pantry
PAR Partially Fenced
PAT Patio
PERM Perm Attic Stairs
PGS Propane Gas
PICK Picket Fence
PL-A Above Ground Pool
PL-H Pool House
PL Swimming Pool
PL-I In-Ground Pool
PLAY Playground
PMP Pump
POA Prop Owners Association
POR,POR-S Porch/Screened
PROP HT Propane Heat
PRQ Parquet
PRTL Partial
PVCY Privacy
PURD Planned Unit Residential Development
NTV Notice to Vacate
R/OPT Rent with Option to Buy
RAD Radiant Heat
RDR Radiator
REC Recreation Room
REF Refrigerator
REL Related to Seller
RNCH Ranch
RV PRKG RV Parking
RVR River
SAT Satellite Dish
SCRND Screened
SECDEP Security Deposit
SECSYS Security System
SEW,SWR Sewer
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