Editorial style for Coldwell Banker follows guidelines recommended in Elements of Style by Strunk and White and The Associated Press Stylebook. However, there are many guidelines only applicable to Coldwell Banker and the real estate industry. If we all work to apply these guidelines consistently, we will assure more effective protection of our trademarks and copyrighted materials, and a uniform, accurate style in our printed materials.
Our company name is: Coldwell Banker Corporation.
The correct style to use in writing the names of our separate divisions is as follows:
- Coldwell Banker Real Estate Corporation
- Coldwell Banker Affiliates of Canada
- Coldwell Banker Relocation Services, Inc.
- Coldwell Banker Referral Network
Note: The term “Coldwell Banker Residential Group” is obsolete and is not to be used. Never use the possessive form of Coldwell Banker. For example, do not print “Coldwell Banker’s campaign.” Instead, use “the ad campaign for Coldwell Banker Real Estate Corporation” or “the Coldwell Banker Real Estate Corporation ad campaign.” When you use Coldwell Banker with your company name, there is no punctuation between Coldwell Banker and the name/market. Example: Coldwell Banker Smith and Smith Realty
Proper Trademark Notations and Use
Many of the products, services and programs offered by Coldwell Banker companies are identified by our trademarks. When a program is identified by a trademark, the appropriate notations should be used immediately after the trademark. The appropriate notation for a trademark is ™ and for a registered trademark is ®. Refer to the list below for the appropriate notations: Note: All registered trademarks assume the publication of the registered trademarks in the United States and Canada. If the registered marks are published or otherwise used in any other country, the ® should be changed to a TM.
- Best Buyer®
- Best Buyer® System
- Best Buyer® Homefinding Kit
- Best Buyer® Guidebook
- Best Buyer® Video Guide
- Best Buyer® Home Protection Plan
- Best Buyer® Follow-Up Program
- Best Buyer Home Facts® Program
Other Programs and Materials
- At Home™ Magazine
- Celebrate America With Coldwell Banker™ Program
- Coldwell Banker Previews® International Registry
- Coldwell Banker Previews® Marketing System
- Coldwell Banker Property Showcase™ Marketing System
- Coldwell Banker University™
- FastStart® Training Program
- Homes International™ Program
- International Resort Property Network™
- Military Best™ Relocation Program
- Preserving The Trust™ Program (for Relocation Management Services)
- Coldwell Banker Online™
- SCRIBE™ Electronic Data Transfer
- Making Real Estate Real Easy.™
- Every Day Until It’s Sold™
- Every Day, Everywhere, Until It’s Sold™
- Every Day, Everywhere, Around the World, Until It’s Sold™
- Our Systems Mean Business™
- Smart Help For First-Time Buyers™
- Take The Worry Out Of Buying Your Next Home™
- The Home Sellers™
- Guardian™ is now registered as the name of our Title Company (Guardian™ Title Company)
- Note: Outside the United States, this theme line is acceptable: Expect the best.™
The proper use of a trademark is as an adjective, not as a noun. For example, Best Buyer® describes a system, a plan, or a follow-up program, such as Best Buyer® System or Best Buyer® Home Protection Plan. Previews® describes a program or property. Coldwell Banker Online™ describes an information exchange or system. However, slogans such as “Making Real Estate Real Easy™” should stand alone and be used independent of any other information in an advertising or promotional piece. The slogan should never be used as a part of a sentence, such as “At Coldwell Banker, we are making real estate real easy.”
Acceptable: Coldwell Banker knows the recipe to make real estate easier than ever.
Not Acceptable: At Coldwell Banker, we are making real estate real easy.
Failure to use a trademark in the correct manner may result in the loss of its status as a protected trademark.
If you use the same trademark more than once in a promotional piece, you need to use the appropriate notation only with the first or most prominent use of the trademark. It does not need to be repeated within the same copy. Please note that the “®” notation should only be used with registered marks, and then only for those goods or services for which the mark is registered. The following definitions may be helpful in understanding and distinguishing between a trademark, a registered trademark and a copyright.
Any word, name, symbol or device, or any combination thereof adopted and used by a manufacturer or merchant to identify its goods and distinguish its goods from those manufactured or sold by others.
A trademark that has become the subject of a United States and/or Canadian Patent and Trademark Office registration. These are the only trademarks that can be followed by the “®” notation.
The exclusive right granted by the United States government to the author or other owner of a work, investing the author or other owner for a specific period of time with the sole and exclusive privilege of publishing or distributing that work. Among the most common items subject to copyright in the business world are video, audio and written advertising and promotional materials, individual graphic designs, photographs, brochures, bulletins and flyers, manuals, books and computer software.
Every piece of printed literature in North America must contain:
- ©1997 Coldwell Banker Corporation. An Equal Opportunity Company. Equal Housing Opportunity. Each Office Is an Independently Owned and Operated Member of Coldwell Banker Real Estate Corporation. In Canada, Each Office Is an Independently Owned and Operated Member Broker of Coldwell Banker Affiliates of Canada. This legal line should be set in approximately 6-point type using Helvetica typeface.
Every piece of printed literature outside North America must contain:
- ©1997 Coldwell Banker Corporation. An Equal Opportunity Company. @- Equal Housing Opportunity. Each Office Is an Independently Owned and Operated Member of Coldwell Banker COUNTRY NAME).
These legal lines should be set in approximately 6-point type using Helvetica typeface.
- ©1997 Coldwell Banker Corporation. An Equal Opportunity Company. @- Equal Housing Opportunity. Each Office Is an Independently Owned and Operated Member of Coldwell Banker Real Estate Corporation. In Canada, Each Office Is an Independently Owned and Operated Member Broker of Coldwell Banker Affiliates of Canada.
If the piece will be used as a farming tool in a flyer, door hanger, postcard or anything other than media-placed advertising, add:
- If your property is currently listed with a real estate broker, please disregard. It is not our intention to solicit the offerings of other real estate brokers. We are happy to work with them and cooperate fully.
This legal line should be set in approximately 6-point type using Helvetica typeface and should follow the previously mentioned legal lines.
Every piece of broadcast communication used by affiliate offices must contain:
- Making Real Estate Real Easy.™ Coldwell Banker (OFFICE/AFFILIATE NAME). Each Office Is an Independently Owned and Operated Member of Coldwell Banker Real Estate Corporation.
With the launch of our 1997 advertising campaign, we’re introducing a new theme line: Making Real Estate Real Easy:”:
MAKING REAL ESTATE REAL EASY™
When using our theme line, please make sure the typeface is Century Expanded Plain (-9 tracking). When used with block logo size B, initial caps should be set at 15 pt. size; rest of type is 10.5 pt. and the “TM” is 3.5 pt. Please see page 42 of your Identity Standards Manual for the approved use of the theme line with the logo.
Making Real Estate Real Easy.™
It should not be used in a sentence and the trademark “TM” must always appear. Note: Outside the United States, this theme line is acceptable: Expect the best™
Take The Worry Out Of Buying Your Next Home™
This phrase can be used in conjunction with the home warranty – Best Buyer Home Protection Plan.
Every Day Until It’s Sold™
The “Every Day Until It’s Sold™ ” theme line can be used by offices that provide specific advertising services to sellers such as Buyer’s Guide and Coldwell Banker Online™ every day until their properties are sold.
Note: Additionally, you can use “Every Day, Everywhere, Around the World, Until It’s Sold™” when promoting Coldwell Banker Online.
The following provides boiler plate explanations of Coldwell Banker products and services:
Blue Ribbon Award Program
When a house receives a Coldwell Banker Blue Ribbon Award designation, it has met high standards for value and appearance. The name of this program is not trademarked. It is important to refer to this program as the “Blue Ribbon Award Program” or “Blue Ribbon Award designation,” and to refer to homes in the program as “Blue Ribbon Award winners” or “Blue Ribbon Award properties,” or “homes with Blue Ribbon Award designation.” Homes do not earn “the Blue Ribbon,” and under no circumstances should a property be referred to or promoted as a “Blue Ribbon home” or “Blue Ribbon property.”
Best Buyer® Guidebook
The Coldwell Banker Best Buyer Guidebook takes the mystery out of buying and financing a home.
Coldwell Banker Seller Services Guarantee
The Coldwell Banker Seller Services Guarantee puts into writing the 22-step process / strategy Coldwell Banker promises to employ to help a prospective seller sell his/her house.
Coldwell Banker Buyer Services Guarantee
The Coldwell Banker Buyer Services Guarantee puts into writing the 22-step process / strategy to help a prospective buyer find the right home.
Coldwell Banker Previews® Marketing System and Coldwell Banker Previews® International Registry
The Coldwell Banker Previews® Marketing System markets upper-tier properties. Remember: Previews® is a marketing program. Do not use the Previews® name as you would a company name. The Coldwell Banker Previews® International Registry is a service provided through the Coldwell Banker Previews® Marketing System. Please refer to pages 11-14 of your Identity Standards Manual for the Coldwell Banker Previews® Logo Guidelines.
One Word or Two?
Coldwell Banker ascribes to guidelines outlined in Elements of Style and the industry-specific usage below to determine whether two words become one, are hyphenated or remain two separate words:
- home buyer
- home seller
Advertising Copy Issues
Sell a house, buy a home
Example headlines: Thinking of selling your house? Thinking of buying a home?
Sales Associates, not agents
We refer to our people as Sales Associates, not agents. However, in Canada, the term Sales Representative is more appropriate.
Correct Style for Realtor®
The following guidelines have been established by the National Association of Realtors® (NAR). For more information, please see the NAR Membership Marks Manual. The trademark “@” should always follow Realtors® when used in the name of a company, such as Golden State, Realtors.® A comma should always precede Realtors® in a company name. A real estate company can use Realtors® in its name only if it is a member of NAR and subscribes to its Code of Ethics.
If Realtor® is used in ad copy, the registration symbol “@” should be used when Realtor® follows a person’s name. According to AP style, a “®” should not be used after Realtor® when it follows a person’s name in body copy. In all usages, the first letter R of Realtor is uppercase. This upper/lower case style is preferred by Coldwell Banker. However, if the registration symbol “@” is not available in your software packet, use the all-capital form, REALTOR.
When the terms Realtor®, Realtors® and Realtor-Associate® are used in pamphlets, newsletters, or other written text, the registration symbol “@” should be used in connection with each appearance to the extent practical.
The following definition should appear at the bottom of the page on which the term Realtor® is first used:
- Realtor® is a federally registered collective membership mark that identifies a real estate professional who is a member of the National Association of Realtors® and subscribes to its strict Code of Ethics.
- Use the terms Realtor® or Realtors® in connection with, rather than as part of, your firm name. It’s “John Doe, Inc., Realtor®” not “John Doe, Realtor® Inc.”
- Punctuation should be used to separate your firm name from the word Realtor® even when it appears on separate lines:
John Jones and Company,
- Use nonmember, instead of non-Realtor~ when referring to a real estate broker who is not a member of NAR.
- When speaking of more than one member, use Realtors®
- Avoid possessives whenever possible. But if you can’t, use Realtor®’s (singular possessive) or Realtors®’ (plural possessive).
- While Realtor-Associate® is acceptable, it is unacceptable to combine the term Realtor® or the registered marks Realtor® with other terms. It is also unacceptable to hyphenate (Real-tor), abbreviate (Rltr) or expand (Realtorific).
- Don’t use descriptive words to modify the term, such as Professional Realtor®, Commercial Realtor® or Twin Cities Realtor®