Copywriting

PRMI’s Voice and Tone

As we channel our selected archetypes, we also need to keep a consistent voice and tone.
PRMI’s voice is always respectful. We want to be direct and serious because we are helping people with important financial decisions. We speak to them like a trusted friend by avoiding overly formal language and using a casual tone.
PRMI's Tone of Voice Graphic

Our messages should be warm, inviting, friendly and clever. Our tone should feel secure and optimistic.

What Does PRMI Sound Like?

  • Approachable
  • Genuine
  • Uplifting
  • Friendly
  • Charismatic
  • Respectful

How Does PRMI Make the Audience Feel?

  • Understood
  • Empowered
  • Reassured

Writing About Primary Residential Mortgage, Inc.

Our name must always be written as Primary Residential Mortgage, Inc.—note the comma and period. If you’re going to use our name at least twice in one publication, use the full name at first mention followed by the PRMI initials in parentheses. Then, on every subsequent mention, you may use the initials alone.

  • Use the term organization instead of business, company or corporation.
  • Use the term Loan Originator instead of Loan Officer.
  • Capitalize all department names and position titles in internal communications, including, but not limited to, Underwriter, Loan Originator, Processor, Closer, Funder, Partner, Branch, Branch Partner and Investors.
  • Use the term Team Member instead of coworker.

Usage and Styling

Punctuation

We follow the AP Stylebook for punctuation and styling guidance. We do not use the Oxford comma.

Homebuyer and Homeowner

Style homebuyer as one word rather than two.
Style homeowner as one word rather than two.

Prequalified

Style as one word with no spaces.

Pre-approved

Style as one word with a hyphen.

Realtor or Real Estate Agent?

All Realtors are real estate agents, but not all real estate agents are licensed as Realtors. If the person you’re writing about isn’t licensed as a Realtor, use real estate agent instead.

If the person you’re writing about is licensed as a Realtor, capitalize Realtor.

They/Them

They and them are acceptable gender-neutral terms that can be used to reference a group or an individual.

When writing about a broad audience, please use they or them rather than he/him or she/her.

Phone Numbers

Phone numbers are styled with the area code in parentheses followed by a space, three numbers, a dash, then four numbers:
(111) 111-1111

Accessibility

Clarity is essential. We prioritize making sure our customers clearly understand our content. For tips on writing with accessible and clear language, visit plainlanguage.gov.