Voice
Tone: Quiet, Warm, Authoritative, Local.
Rules
Earn trust without raising your voice.
Faison sells DC real estate to people who can buy anywhere. Loud language reads as low-end. The brand uses restraint as a credential.
Derived from. Quiet
Be from here. Reference the city like a local, not a tour guide.
Capitol Hill, Eastern Market, Logan Circle, the Wharf. Use neighborhood names with the casualness of someone who lives there. Avoid 'historic neighborhoods' or 'charming locales.'
Derived from. Local
Class, character, and charm are nouns. Show them, don't claim them.
Never say 'we offer class and charm.' Show class through restraint, character through specificity, charm through warmth. The reader should feel them, not read them.
Derived from. Authoritative
Real estate is a relationship business. Speak like a person, not a brand.
Avoid 'Faison clients are' or 'our clients receive.' Write 'when we sell a home in Eastern Market, we...' First person plural, specific, conversational.
Derived from. Warm
Do and don't
Do
We sold three homes on East Capitol Street last quarter. Each one in under nine days.
Don't
We provide industry-leading results across the DC real estate market.
Do
Be from here.
Don't
Discover the magic of Washington DC real estate.
By surface
Hero copy carries the brand promise in a few words. Quiet, local, never marketing-shaped.
Do
Don't
Prefer
Avoid
