STYLE GUIDE 2025
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 us for any marketing needs you might have.
COLORS
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
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). 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
Arial Regular is used as body text or subtitle. Refrain from using all capitals (in which case, please use Red Hat Display). 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
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 the LevERAge Document Library: https://leverage era com/bin/era/file get json?assetId=49a23d5e-11a7-4b1eaeec-067004cc346e
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 ERA Live Moore logo is clearly visible. Alternatively, stack the Carolina Mountain Sales logo and the ERA Live Moore logo for clarity.
Alternative logo usage allows for the Carolina Mountain Sales logo and the ERA Live Moore 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 on the top left 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”
BACK PAGE
Combined CMS logo in white, bottom right hand corner
Dimensions: 2.25”x1.25”
POST CARD
Combined CMS logo in white, bottom left hand corner
Dimensions: 2”x1”
EMAIL SIGNATURE
ERA Live Moore Real Estate logo folder: https://bit.ly/CMSLogoFolder
Carolina Mountain Sales Google Email Template instructions & how to: https://bit.ly/CMSEmailSignature
Carolina Mountain Sales is proud to be an 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. ERA LIVE MOORE REAL ESTATE, DEA CAROLINA MOUNTAIN SALES HEREBY DISCLAIM ANY AND ALL WARRANTIES, EXPRESS OR IMPLIED, AS TO ITS ACCURACY, COMPLETENESS OR FITNESS FOR
GUIDELINES FOR CREATING YOUR EMAIL SIGNATURE
Name - Large, Sans Serif
Title
CMS Logo
ERA Live Moore logo
Address
Office # | Cell #
Website Address
Social Media Icons
OPTIONAL - Awards & Qualifications
Disclaimer (option of ERA Live Moore Real Estate employee disclaimer or Broker | REALTOR®)
If you are an ERA Live Moore staff member:
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. ERA LIVE MOORE REAL ESTATE, 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 transmis-sion 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 elec-tronic 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
FAIR HOUSING GUIDELINES
FAIR HOUSING MARKETING GUIDE FOR ERA LIVE MOORE AGENTS
Ensuring Compliance & Inclusive Language in Real Estate Marketing
1. Fair Housing Principles
North Carolina real estate agents must adhere to federal and state Fair Housing Laws, ensuring marketing materials do not discriminate based on:
Race
Color
Religion
National Origin
Sex
Disability
Familial Status
Discriminatory advertising includes language or imagery that implies a preference, limitation, or exclusion of any protected class. Agents should market properties, not people.
For additional legal guidelines, refer to:
NCREC Fair Housing & Fair Housing Brochure
Canopy MLS Fair Housing & Code of Ethics
2. Acceptable Language vs. Words & Phrases to Avoid
Use These Acceptable Terms:
Descriptive & Neutral Language – Focus on tangible property features and amenities.
Community-Oriented Terms – Use factual, non-preferential phrases like "vibrant community" instead of "family-friendly."
Inclusive Accessibility Terms – Use "accessible entry" instead of "handicapped entrance."
Avoid These Words & Phrases:
The following terms could imply preferences or exclusions:
Using these preferred alternatives ensures compliance with Fair Housing laws and best practices while making marketing more inclusive and appealing to a broad audience.
FAIR HOUSING GUIDELINES
3. Best Practices for Using Images & Videos in Marketing:
✅ Guidelines for Stock Photos & Videos of People:
✔ Diverse Representation – Ensure marketing materials include people of different ages, races, abilities, and family compositions to reflect inclusivity.
✔ Avoid Stereotypes – Do not use images that imply exclusivity or target a particular demographic.
✔ Licensed & Approved Images – Use stock photos with proper licensing and model releases.
✔ Neighborhood & Property-Focused – Highlight features of the home or area rather than focusing on specific groups of people.
✔ ADA Compliance – When marketing accessibility features, use images that accurately depict them, ensuring fair representation.
4. Compliance Checklist for ERA Live Moore Agents:
✅ Review All Marketing Materials – Ensure no language, descriptions, or images imply a preference, limitation, or exclusion.
✅ Focus on Property Features – Promote the home’s amenities and location benefits rather than making assumptions about buyers.
✅ Use Inclusive Language – Avoid age, family, or ability-based descriptions.
✅ Audit Your Images & Videos – Maintain diversity and accessibility awareness.
✅ Stay Updated on Fair Housing Laws – Attend training sessions and review NCREC & Canopy MLS guidelines regularly.
5. Need Further Assistance?
❌ Avoid These Common Image Mistakes:
�� Over-representing a single demographic group (e.g., only showing young families in suburban listings).
�� Using photos that imply who "should" live there instead of showing the property itself.
�� Excluding or avoiding people with disabilities in visuals where accessibility is a selling point.
�� Editing images to misrepresent accessibility features or amenities.
�� Contact ERA Live Moore’s Compliance Team for a marketing review at: InYourCorner@ERALiveMoore.com
�� Reference NCREC’s Fair Housing Resources for legal updates.
�� Consult Canopy MLS Fair Housing Guidelines for listing compliance.
By following these guidelines, ERA Live Moore agents ensure ethical, compliant, and inclusive marketing that aligns with Fair Housing laws.
This guide is based on the NCREC Fair Housing brochure, Canopy MLS Fair Housing & Code of Ethics, and ERA Live Moore's commitment to fair housing compliance.
WRITING TIPS
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 “character-filled 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 Aweinspiring
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
JARGON
Abbreviations:
Bedroom/Bathroom - Br/Ba
Downtown- Dwtn
Homeowners Association- HOA
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
Two words: Floor plan
Back yard (use to describe)
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) ‘
One Word:
Homebuild
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”
Hyphenate: Add dash when desrcibing garage: 3-car garage OR three-car
garage
Acre
3-acre OR 3 acres
Floor-to-ceiling
A-frame
On-site
Walk-in
Built-ins One-story, Two-story, etc. Stateof-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)
