How we write
Writing about Brian Buffini
Brian Buffini is the chairman and founder of Buffini and the source of the methodology the brand teaches. How he is referenced in external copy matters for both accuracy and brand integrity.
Brian Buffini emigrated from Ireland to the United States and built a successful real estate career before founding Buffini. This story is central to the brand’s credibility and is appropriate for external copy. It demonstrates the pioneer principle: he went first, proved it worked, and built a system to bring others through.
When referencing his background, be specific and grounded. The point is not hardship overcome. The point is a system built from real experience in real markets.
Not thisBrian Buffini came from nothing and built an empire through sheer determination.
ThisBrian Buffini emigrated from Ireland and built his real estate business 100% by referral before he ever coached anyone else to do the same.
Writing about Brian’s background in practice
Avoid
Why
Superlatives without evidence (“one of the greatest coaches in the world”)
Vague claims undercut the Proven trait. Use verifiable outcomes instead.
Language that distances him from the brand (“the company he founded” used repeatedly)
He is present and active. Write accordingly.
Referencing personal or family details not in approved materials
Stay within the scope of his professional story unless approved
Framing his success as luck or timing
The point is the system. Luck language undermines the methodology’s credibility.
The methodology connection
Always connect Brian Buffini to the methodology, not just the company. He did not build a coaching business. He built a referral business, proved it worked, and then taught the system. That sequence matters for credibility.
Not thisBrian Buffini came from nothing and founded Buffini & Company over 30 years ago and has helped thousands of agents succeed.
ThisBrian Buffini built his real estate business 100% by referral, then spent 30 years teaching agents to do the same through Work by Referral.
Connecting Brian to methodology in practice
Name and title rules
First reference: Use his full name. Brian Buffini.
Subsequent references: context-dependent. In conversational or editorial copy, “Brian” alone is acceptable after the first full reference. In formal or print contexts, use Brian Buffini throughout.
Never “Brian B.” or “Mr. Buffini” in external marketing copy.
Title before the name: capitalized. Chairman and Founder Brian Buffini.
Title after the name: lowercase. Brian Buffini, the chairman and founder of Buffini.
