This glossary is a single reference for commonly debated terms, approved spellings, and frequently misused words in Buffini external copy. It supplements the full rules in each section. When a term appears here, this entry is the ruling. For terms not listed, apply AP style.
Term
Definition / correct usage
Notes
100 Days to Greatness®
Capitalize and include ® on first mention.
Never abbreviate to 100DTG in external copy.
a.m. / p.m.
Lowercase with periods. 9 a.m., 3:30 p.m.
No :00 for on-the-hour times. AP style.
bit.ly
Approved URL shortener for social media only. Use named short links where possible.
Never use in email, web, or print. Social only.
Brian Buffini
Full name on first reference. “Brian” acceptable after that in conversational copy.
Never “Brian B.” or “Mr. Buffini.”
Buffini Coaching LIVE
Capitalize each word and LIVE is in all caps and italicized.
Don't abbreviate to BCL in external copy
buffini.com
Canonical external domain. All lowercase. No www, no https, no trailing slash.
buffini.com/coaching, not Buffini.com/Coaching or www.buffini.com.
Business Consultation
Capitalize both words.
Meeting with a Buffini sales team member to talk about coaching options.
check-in / check in
check-in (noun/adj), check in (verb)
AP style.
One word, lowercase, no hyphen.
Not a hyphen. Not an em dash.
en dash (–)
Use for ranges, scores, and multi-word compound modifiers.
Not a hyphen. Not an em dash.
em dash (—)
Prohibited in all external copy.
Replace with a period, comma, or colon.
GCI
Gross commission income. Spell out on first use in consumer-facing copy.
Acceptable abbreviation after first use.
Good Life, the
Capitalize when used as a brand destination: Live the Good Life!
Lowercase in generic usage: a good life.
homebuyer
One word.
Not “home buyer.”
homeowner
One word.
Not “home owner.”
home seller
Two words.
Not “homeseller.”
internet
Lowercase.
AP style.
Live the Good Life!
Capitalize as a brand destination.
Not a generic phrase when used in brand context.
log in / login
log in (verb), login (noun/adj)
AP style.
Members
Always capitalized, as they are the heroes of our story.
Preferred over “customers” in most contexts.
module
Used to describe training sessions or videos.
Sessions is for live training, like AI Bootcamp.
noon / midnight
Preferred. 12 p.m. and 12 a.m. are acceptable.
House departure from AP. See grammar and mechanics section.
Oh, by the way®…
Include comma, ®, and ellipsis. Exact as shown.
Omit ® in Member letters and dialogues only.
online
One word, lowercase.
AP style.
Oxford comma
Always use. Prevents ambiguity.
The serial comma before the final item in a list of three or more.
Pop-By
Quick in-person visits, usually involving a small gift.
Cap both words and use a hyphen. Usage is for the specific Buffini action.
preapproved
One word, no hyphen.
AP style.
prequalified
One word, no hyphen.
AP style.
real estate professional
Preferred over “REALTOR®” (NAR trademark) in general copy.
“Agent” is acceptable in context.
Referral Management System
Capitalize all three words. RMS acceptable after first usage.
Never CRM in external copy (temporary rule, under review).
role-play
Hyphenated as noun and verb.
Not “roleplay.”
sessions
Used to describe live trainings, like AI Bootcamp.
Different from a module, and meant to highlight the live nature of the event.
set up / setup
set up (verb), setup (noun/adj)
AP style.
sign up / signup
sign up (verb), signup (noun/adj)
AP style.
state abbreviations
Use USPS two-letter codes: CA, TX, NY.
Not traditional AP abbreviations (Calif., Tex.).
The Ultimate Year in Real Estate
Full name including “The”
Never UYIRE in external copy.
transactions
Preferred over “sales” when referring to real estate deals.
turnkey
One word.
Not “turn-key.”
web / web page
Both lowercase.
AP style.
website
One word, lowercase.
Not “web site.” AP style.
URL formatting
Always lowercase. No protocol (https://), no www, no trailing slash. Short and succinct path names.
buffini.com/coaching, not https://www.buffini.com/Real-Estate-Coaching.
Work by Referral
Capitalize as a proper brand term.
Use “working by referral” (lowercase) only for general activity, not the system.
Multimedia
Visual direction
Good Life Stories
Event testimonials
Event and stage video
Training and coaching
Social and lo-fi video
Technical standards
How we write
How to use editorial guide
Voice and tone
Decision principles
Headlines and display text
Writing about Brian Buffini
Member testimonials
Email conventions
Social media conventions
This glossary is a single reference for commonly debated terms, approved spellings, and frequently misused words in Buffini external copy. It supplements the full rules in each section. When a term appears here, this entry is the ruling. For terms not listed, apply AP style.
Term
Definition / correct usage
Notes
100 Days to Greatness®
Capitalize and include ® on first mention.
Never abbreviate to 100DTG in external copy.
a.m. / p.m.
Lowercase with periods. 9 a.m., 3:30 p.m.
No :00 for on-the-hour times. AP style.
bit.ly
Approved URL shortener for social media only. Use named short links where possible.
Never use in email, web, or print. Social only.
Brian Buffini
Full name on first reference. “Brian” acceptable after that in conversational copy.
Never “Brian B.” or “Mr. Buffini.”
Buffini Coaching LIVE
Capitalize each word and LIVE is in all caps and italicized.
Don't abbreviate to BCL in external copy
buffini.com
Canonical external domain. All lowercase. No www, no https, no trailing slash.
buffini.com/coaching, not Buffini.com/Coaching or www.buffini.com.
Business Consultation
Capitalize both words.
Meeting with a Buffini sales team member to talk about coaching options.
check-in / check in
check-in (noun/adj), check in (verb)
AP style.
One word, lowercase, no hyphen.
Not a hyphen. Not an em dash.
en dash (–)
Use for ranges, scores, and multi-word compound modifiers.
Not a hyphen. Not an em dash.
em dash (—)
Prohibited in all external copy.
Replace with a period, comma, or colon.
GCI
Gross commission income. Spell out on first use in consumer-facing copy.
Acceptable abbreviation after first use.
Good Life, the
Capitalize when used as a brand destination: Live the Good Life!
Lowercase in generic usage: a good life.
homebuyer
One word.
Not “home buyer.”
homeowner
One word.
Not “home owner.”
home seller
Two words.
Not “homeseller.”
internet
Lowercase.
AP style.
Live the Good Life!
Capitalize as a brand destination.
Not a generic phrase when used in brand context.
log in / login
log in (verb), login (noun/adj)
AP style.
Members
Always capitalized, as they are the heroes of our story.
Preferred over “customers” in most contexts.
module
Used to describe training sessions or videos.
Sessions is for live training, like AI Bootcamp.
noon / midnight
Preferred. 12 p.m. and 12 a.m. are acceptable.
House departure from AP. See grammar and mechanics section.
Oh, by the way®…
Include comma, ®, and ellipsis. Exact as shown.
Omit ® in Member letters and dialogues only.
online
One word, lowercase.
AP style.
Oxford comma
Always use. Prevents ambiguity.
The serial comma before the final item in a list of three or more.
Pop-By
Quick in-person visits, usually involving a small gift.
Cap both words and use a hyphen. Usage is for the specific Buffini action.
preapproved
One word, no hyphen.
AP style.
prequalified
One word, no hyphen.
AP style.
real estate professional
Preferred over “REALTOR®” (NAR trademark) in general copy.
“Agent” is acceptable in context.
Referral Management System
Capitalize all three words. RMS acceptable after first usage.
Never CRM in external copy (temporary rule, under review).
role-play
Hyphenated as noun and verb.
Not “roleplay.”
sessions
Used to describe live trainings, like AI Bootcamp.
Different from a module, and meant to highlight the live nature of the event.
set up / setup
set up (verb), setup (noun/adj)
AP style.
sign up / signup
sign up (verb), signup (noun/adj)
AP style.
state abbreviations
Use USPS two-letter codes: CA, TX, NY.
Not traditional AP abbreviations (Calif., Tex.).
The Ultimate Year in Real Estate
Full name including “The”
Never UYIRE in external copy.
transactions
Preferred over “sales” when referring to real estate deals.
turnkey
One word.
Not “turn-key.”
web / web page
Both lowercase.
AP style.
website
One word, lowercase.
Not “web site.” AP style.
URL formatting
Always lowercase. No protocol (https://), no www, no trailing slash. Short and succinct path names.
buffini.com/coaching, not https://www.buffini.com/Real-Estate-Coaching.
Work by Referral
Capitalize as a proper brand term.
Use “working by referral” (lowercase) only for general activity, not the system.
Contact Us
This glossary is a single reference for commonly debated terms, approved spellings, and frequently misused words in Buffini external copy. It supplements the full rules in each section. When a term appears here, this entry is the ruling. For terms not listed, apply AP style.
Term
Definition / correct usage
Notes
100 Days to Greatness®
Capitalize and include ® on first mention.
Never abbreviate to 100DTG in external copy.
a.m. / p.m.
Lowercase with periods. 9 a.m., 3:30 p.m.
No :00 for on-the-hour times. AP style.
bit.ly
Approved URL shortener for social media only. Use named short links where possible.
Never use in email, web, or print. Social only.
Brian Buffini
Full name on first reference. “Brian” acceptable after that in conversational copy.
Never “Brian B.” or “Mr. Buffini.”
Buffini Coaching LIVE
Capitalize each word and LIVE is in all caps and italicized.
Don't abbreviate to BCL in external copy
buffini.com
Canonical external domain. All lowercase. No www, no https, no trailing slash.
buffini.com/coaching, not Buffini.com/Coaching or www.buffini.com.
Business Consultation
Capitalize both words.
Meeting with a Buffini sales team member to talk about coaching options.
check-in / check in
check-in (noun/adj), check in (verb)
AP style.
One word, lowercase, no hyphen.
Not a hyphen. Not an em dash.
en dash (–)
Use for ranges, scores, and multi-word compound modifiers.
Not a hyphen. Not an em dash.
em dash (—)
Prohibited in all external copy.
Replace with a period, comma, or colon.
GCI
Gross commission income. Spell out on first use in consumer-facing copy.
Acceptable abbreviation after first use.
Good Life, the
Capitalize when used as a brand destination: Live the Good Life!
Lowercase in generic usage: a good life.
homebuyer
One word.
Not “home buyer.”
homeowner
One word.
Not “home owner.”
home seller
Two words.
Not “homeseller.”
internet
Lowercase.
AP style.
Live the Good Life!
Capitalize as a brand destination.
Not a generic phrase when used in brand context.
log in / login
log in (verb), login (noun/adj)
AP style.
Members
Always capitalized, as they are the heroes of our story.
Preferred over “customers” in most contexts.
module
Used to describe training sessions or videos.
Sessions is for live training, like AI Bootcamp.
noon / midnight
Preferred. 12 p.m. and 12 a.m. are acceptable.
House departure from AP. See grammar and mechanics section.
Oh, by the way®…
Include comma, ®, and ellipsis. Exact as shown.
Omit ® in Member letters and dialogues only.
online
One word, lowercase.
AP style.
Oxford comma
Always use. Prevents ambiguity.
The serial comma before the final item in a list of three or more.
Pop-By
Quick in-person visits, usually involving a small gift.
Cap both words and use a hyphen. Usage is for the specific Buffini action.
preapproved
One word, no hyphen.
AP style.
prequalified
One word, no hyphen.
AP style.
real estate professional
Preferred over “REALTOR®” (NAR trademark) in general copy.
“Agent” is acceptable in context.
Referral Management System
Capitalize all three words. RMS acceptable after first usage.
Never CRM in external copy (temporary rule, under review).
role-play
Hyphenated as noun and verb.
Not “roleplay.”
sessions
Used to describe live trainings, like AI Bootcamp.
Different from a module, and meant to highlight the live nature of the event.
set up / setup
set up (verb), setup (noun/adj)
AP style.
sign up / signup
sign up (verb), signup (noun/adj)
AP style.
state abbreviations
Use USPS two-letter codes: CA, TX, NY.
Not traditional AP abbreviations (Calif., Tex.).
The Ultimate Year in Real Estate
Full name including “The”
Never UYIRE in external copy.
transactions
Preferred over “sales” when referring to real estate deals.
turnkey
One word.
Not “turn-key.”
web / web page
Both lowercase.
AP style.
website
One word, lowercase.
Not “web site.” AP style.
URL formatting
Always lowercase. No protocol (https://), no www, no trailing slash. Short and succinct path names.
buffini.com/coaching, not https://www.buffini.com/Real-Estate-Coaching.
Work by Referral
Capitalize as a proper brand term.
Use “working by referral” (lowercase) only for general activity, not the system.