HelpfulProfessionalApproachableTrustworthy Describe the emotional quality of your brand voice
ClearConciseAction-orientedEmpathetic Describe how your brand communicates
Use simple, everyday languageBe specific and actionableShow empathy for user situationProvide clear next stepsUse active voice Communication guidelines to follow
Use real estate jargon without explanationBe overly salesy or pushyMake assumptions about financial situationUse fear-based messagingOverwhelm with too many options Communication practices to avoid