Our messages should be warm, inviting, friendly and clever. Our tone should feel secure and optimistic.
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.
We follow the AP Stylebook for punctuation and styling guidance. We do not use the Oxford comma.
Style homebuyer as one word rather than two.
Style homeowner as one word rather than two.
Style as one word with no spaces.
Style as one word with a hyphen.
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 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 are styled with the area code in parentheses followed by a space, three numbers, a dash, then four numbers:
(111) 111-1111
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.