Grammar and style
Naming and terminology
Approved product and program names
Use the name exactly as shown. Do not adapt, abbreviate, or paraphrase unless a specific abbreviation is listed here.
Approved name
Common error
Notes
Work by Referral
Working by Referral (when referring to the system)
When referencing the Buffini system, always use Work by Referral. “Working by referral” (lowercase) is acceptable in a sentence when it describes the general activity, not the system itself. When in doubt, default to the proper name.
The Ultimate Year in Real Estate
Your Ultimate Year in Real Estate
Use "The Ultimate Year in Real Estate" as the product name. In personalized copy, "your Ultimate Year in Real Estate" (lowercase y) is acceptable.
The Blitz
Blitz
Include “The” when referring to the program itself (The Blitz). This should be the default. “Blitz” alone (without the article) is acceptable when it modifies another word, such as Blitz Book or Blitz Buddy.
Referral Maker® CORE
Referral Maker Core, RM Core
No abbreviation in external copy.
Referral Maker® PRO
Referral Maker Pro, RM Pro
No abbreviation in external copy.
The Pathway to Mastery®
Pathway to Mastery, TPTM
No abbreviation in external copy.
100 Days to Greatness®
100 Days
No abbreviation in external copy.
Live the Good Life
“Good Life” used generically
When used as a brand destination, capitalize all words.
Oh, by the way®…
Oh by the way, OBTW
Comma and ellipsis are part of the phrase.
Real Estate the Referral Way
RETRW
RETRW is internal shorthand only. No abbreviation in external copy.
Consistent naming is not a minor detail. Inconsistency in product names, program names, and preferred terms creates confusion for customers and erodes trust in the brand. This section is the canonical source of truth for approved language.
Company name usage
First reference in any piece of content:
Buffini & Company Always the ampersand, never “and,” never “Co.”
Subsequent references in the same piece: Buffini
Never use: B&Co, Buffini & Co., Buffini and Company, or any other variation.
Internal vs. external terminology
Using internal language in customer-facing content creates confusion. When in doubt, ask whether a customer who has never interacted with us would understand the term without explanation.
Approved terminologyWhen multiple terms are in common use, these are the approved choices for external copy.
Capitalization noteCapitalize Members and Certified Business Coach when referring specifically to Buffini people and roles. Lowercase these words only in generic, non-brand-specific usage.
External term
Referral Management System (RMS after first use)
Lead generation (spell it out)
The Pathway to Mastery® (spell it out)
The Ultimate Year in Real Estate (spell it out)
Buffini Coaching LIVE (spell it out)
Internal term
CRM (temporary rule, under review)
Lead-gen
TPTM
UYIRE
BCL
Use this
Coaching program
Members
Modules (for training)
Real estate professionals
Referral Management System (RMS after first use)
Register
Sessions (for AI Bootcamp)
Not this
Coaching package
Customer (in most contexts)
Training programs or sessions
REALTORS® (trademark issue), agents (acceptable in context)
CRM (temporary rule, under review)
Sign up (in formal copy; acceptable in informal digital copy)
Training program or modules
Prohibited and discouraged language
The following categories of language are prohibited in Buffini external copy. The rationale is included because rules without reasons get ignored.
Discounting language
Never frame Buffini’s value as a price advantage or a deal. We offer premium services to professionals. Language that implies a bargain undercuts the positioning.
Not thisSign up today and save 20%!
ThisJoin today and get everything you need to build a referral-based business.
Discounting language in practice
Transaction-first language
Language that treats clients as conversions, targets, or units of production is off-brand. The Relational trait requires that people come first, always.
Not thisConvert more leads and close more deals with our proven system.
ThisBuild a referral business that brings clients to you, based on relationships they already trust.
Transaction-first language in practice
Vague superlatives
Terms like “world-class,” “best-in-class,” “industry-leading,” and “cutting-edge” are prohibited unless supported by a specific, verifiable claim. Replace them with the proof.
Not thisOur world-class coaching program delivers industry-leading results.
ThisBuffini coaching Members earn 10 times the industry average and take twice as much vacation.
Vague superlatives in practice
