AMHERST MADISON REAL ESTATE
2014 AGENT BRANDING MANUAL
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WELCOME
We are a company with a “Agent-Centric” mission. As we continue to grow it is important
that we show this to the world by making a dedicated effort to keep our “company identity”
consistent. Every one of us should promote Amherst Madison with a pride and enthusiasm
that is founded both in our current accomplishments and the promise of our future success.
This Agent Branding Manual has been created so Amherst Madison can have a uniform “look
and feel”, which works to the benefit of everyone. Because of the very industry we are in,
there is tremendous value to have our Agent’s branding (graphical presence, the appearance
of the business communication, and the visual image of our organization as a whole) look
similar. It is vital that our identity show that we are well-organized, professional, and most
important, consistent. The ultimate success of our business lies in the details—not
only in the number of transactions that are closed, but in everything that brands who we
are.
The company has invested significant time and financial resources at all levels to develop
platforms to make our Agents stand out in the marketplace. The proper and repeated use of
our standards is a powerful way to provide the brand with better recognition among our clients and increased market share throughout the communities we serve.
The information contained herein standardizes the use of our company policies, marketing
and other “day-to-day” items to ensure our brand is represented properly and our Agents’
image is kept strong. Our perception in the marketplace is a valuable assets that must be
protected. Inconsistency will dilute our efforts and reflect poorly upon all of us. The effectiveness of the Agent Branding Manual depends upon everyone’s successful participation.
Thanks in advance for doing your part to make us the leader in “Distinctive Real Estate”.
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Amherst Madison Identity
1
Terminology
2
Birth of Amherst Madison
3
Mission Statement
4
Company Description
4
Company Signature
5
Collateral Material
6
Office Dress Policy
7
Logo Orientation
7
Logo Standards
8
Core Values
10
Agent Standards
11
Business Cards
12
Sign Panels
13
Websites & Social Media
15
Email Signatures
16
Sign Posts
18
Property Fliers
18
Professional Photography
18
Team & Brokerage
19
Logo Wear/Promo Products 20
Ready-Made Marketing
21
Ordering Sign Posts
22
Marketing Approval
25
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THE AMHERST MADISON IDENTITY
With the majority of real estate companies, the operating objectives and economic models
of the individual Agent and the brokerage they work for are in “Complete Opposition”. The
Agent wants to take home the largest percentage of commission income while still demanding services that cost their brokerage substantial amounts of expense and overhead.
In an attempt to solve the above conundrum on the “Agent Side”, a proliferation of transaction fee brokerages have emerged in the last ten years. While these shops can be more
advantageous for the Agent, it is challenging for the brokerages themselves to remain
profitable. (Recruiting standards must be kept low and high numbers of Agents are necessary to remain in business). The solution on the “Brokerage Side” is to stay traditional and
keep the high commission splits and fees that in our current business environment are not
good economic models for self-starting, high producing Agents.
Amherst Madison was launched after years of careful research and hands-on practical experience. Our real-world model addresses the above mentioned “Agent-to-Brokerage”
paradox (which is even more pronounced with Agents working higher price points in upperend markets). We have developed a solution that takes the best from both sides of the
brokerage model.
Amherst Madison Agents (called “Partners” or “Associates”) receive some of the most
needed tools and support functions found at traditional companies yet receive the compensation advantages of a low-fee brokerage. Our operating and economic models deliver
where most others fall short.
WORLD-CLASS IMAGE
From our name itself to the very document you are reading right now, countless measures
have been taken to build Amherst Madison’s “World Class” image. We believe the key to
success is establishing a strong brand from the start and having the discipline to maintain
excellence over time. The rest of this manual addresses the guidelines put in place to
maintain and continuously improve the integrity of our brand.
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COMPANY TERMINOLOGY
A licensee who has met the minimum production standards as determined by their marketplace. They may be Team Leaders,
on a Company Team, or work independently.
A licensee who either works on a Company Team or with a Partner who is working toward qualifying for Partner by reaching
minimum production standards for their marketplace.
A Partner who leads a Company Team.
A group of up to (8) Partners and Associates, usually with an unique name, and lead by a Team Leader.
The support function assisting with the initial steps of listing input and marketing for a New Listing.
Digital application where all monies paid to Partners or Associates happens electronically and in real time.
The proprietary digital transaction tool for maximum transaction efficiency.
Published manual to enhance the image and branding of all Partners and Associates.
Online portal for the easy creation of sales and marketing tools across a variety of media formats.
Incentive plan for all Partners where, after $15,000 in gross dollars to the Company in a one-year time period, all additional
transactions for the remainder of the months in the period is set at a flat fee.
A written plan and set of accounting rules that encourages all Partners to become vested in their own success and receive a
monthly share of all profit in their local office, after certain requirements are met.
The opportunities in the company where every person has a clear path that when followed will allow them greater levels of
responsibly, personal growth, and business ownership.
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THE “BIRTH” OF AMHERST MADISON
The “Birth” of Amherst Madison was focused on two ideals: the creation of a distinguished
brand, and making a difference in the lives of others. It was apparent to the founders that
there was a void in the real estate world. A void that needed to be filled with a brokerage
that would solve the “problems” existing in the current models. Amherst Madison was created to provide meaningful solutions to the issues faced by real estate Agents.
As exciting as this new way of doing business was to the Founders, and as much as they saw
its potential for success, they understood that business cannot exists for the sake of business alone. It is important to make a difference in the world and serve others. For the
Founders, the opportunity to make a difference has been both magnified by events surrounding their lives and the deadly disease, cancer. They, like so many of us, have lost several family members to this deadly sickness. They share an absorbing passion for helping
those in need and doing their part to help limit the effects of cancer, specifically in children. In college, one of the Founders had a life-changing experience while volunteering for
a children’s cancer organization. He was introduced to two children, a boy and girl, battling
leukemia. The Founder became absorbed in their lives & was blessed enough to watch
them beat cancer (after years of struggle). It is truly a life changing experience to watch an
innocent person grapple with something they do not understand and do not deserve.
It was during one of the many, long, conversations about building a company that would
“make a difference” that the founders casually discussed this story of bravery. The tale resonated and it was decided that Amherst Madison would, thereafter, donate a portion of its
annual proceeds to various charity groups that support the less fortunate. So, how did they
arrive at the name Amherst Madison? That was an easy decision for the founders of the
company… the boy who survived cancer was named Amherst; while the little girl’s name
was Madison. It seemed very fitting that a proud and distinguished company carry the
name of these brave children.
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COMPANY TAG LINE
“Distinctive Real Estate”
“DISTINCTIVE” DEFINED
Distinctive means “Possessing characteristics that distinguishes from all others”. The word is
more than our tagline. It embodies the values we hold dear – those characteristics that are
unique in real estate. Distinctive is not a price point or zip code. It is the standard we hold
ourselves to and represents the discipline, experience, and execution to deliver a first-class
experience with every client. We remain distinctive by affiliating with real estate professionals who are committed to delivering superior service, high productivity, and an unparalleled
level of personal responsibility.
MISSION STATEMENT
Amherst Madison will always be distinctive and exist to support our Agents in building
successful businesses and fulfilling lives, while being a force of positive change in the communities we serve.
Amherst Madison’s mission statement is backed with our promise—Maintain Image, Build
Brand, Maximize Process, and Focus on Strategy. We are driven to continuously improve our
operations and enhance our Agents’ experience.
COMPANY DESCRIPTION
Amherst Madison represents the highest standards of service in the real estate industry.
Our success comes from a culture of personal integrity, a strict code of business practices,
proven track record in all price ranges, and an unwavering commitment to our clients and
community. Our unique business model and systems are based on a core belief that we exist to support our Agents by providing a “world-class” branding platform, superior productivity tools, and a supportive culture centered on personal accountability. Amherst Madison’s
documented Career Path and Profit Sharing Plan encourages all Agents to become vested in
their own success, and is a key element of the company’s fast growth. With a passion for
the communities in which they live and work, Amherst Madison Agents are proud to “give
back” by affiliating and supporting numerous charitable and non-profit organizations.
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COMMITMENT STATEMENT
COMPANY SIGNATURE
The Amherst Madison “Company Signature” is composed of three elements: the name
Amherst Madison (which is typeset in a Gil Sans MT font), a horizontal bar with two winglets, and a smaller tagline that is spaced evenly under the logotype. With the simplicity of
our company signature, the name “Amherst Madison” as shown below in all capital letters
is also the company logo. A source file of logos will be provided to all Partners via the
company website, as taglines may vary.
The Amherst Madison Logo is a Registered Trademark.
Logo:
Company Signature:
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COLLATERAL MATERIAL
For marketing materials, you are free to use a vendor of your choice as long as the proper
digital files are used and the collateral has been approved by the Marketing Department.
You are encouraged to create all company marketing pieces via the “Online Marketing
Center”, which has been created with the applicable company logos pre-formatted. This
makes sure that the standards of our brand are maintained.
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OFFICE DRESS POLICY
Our image to the world is important. We should appear distinctive to our clients and peers
while conducting business. The recommended dress code is defined as “business professional” during the work week. This is interpreted as “good judgment & professional taste”.
Always be mindful of your appearance when in the office after hours or on weekends. A
complete Dress Policy is included in your individual Office Policy Manual.
LOGO ORIENTATION
We are in the “Marketing” business. Our success is measured in terms of appearance and
perceived quality, therefore specific guidelines have been developed for the use of our
logo and company signature. The size and proportion of the signature have been carefully
considered to be useful in any application. Therefore, be sensitive in making modification
to the source files or try to create the company signature on your own. Below are the approved logo orientations for the company signature. To maintain the integrity of the company identity, it is important that these guidelines be adhered to without exception.
Stacked Logo:
Operating Units may have variations of the tagline on the stacked logo:
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Wide Logo:
Stacked Logo
Solid Color:
Wide Logo
Solid Color:
Company Signature
Solid Color:
The logotype has select spacing between the letters. For that reason, no one should use
any unapproved computer-generated signatures. The consistent and proper use of color
are just as important to the consistency of the company identity as are correct proportions
and relationships of the elements. When possible, the background field should be a solid
color. File formats are available for all applications on www.AmherstIdaho.com/resources.
(I.e. .PNG –best for Web applications, .JPG or PDF—best for Print applications.)
Fonts
The consistent use of type is an integral part of the overall company identity program. The
criteria for selecting a typeface for company communications is to achieve maximum legibility and to reinforce the visual strength of the company. Recommended fonts for any
marketing are Arial, Calibri, Times New Roman, Tahoma, and any of the Gil Sans variety.
Once again, the font used in our company signature is Gil Sans MT.
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With respect to logo uses, the following are examples of improper uses and techniques that
shall be avoided when reproducing the logo:
WRONG
RIGHT
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CORE COMMITMENTS
– High quality will be mandated at every level to ensure that our image is protected.
We adhere to formal standards and provide our Agents the necessary materials and support features
to make certain anything with our name attached stands apart from the rest.
- We place our Partners and Associates at the core of all we do, as they are the reason for
our existence. We demonstrate our appreciation by providing superior career experiences, a welcoming environment, great economic model, and business systems designed specifically to help them remain productive and ensuring of success.
- We believe excellence in the execution of the process will drive the results that
truly differentiate us from our competitors. We relentlessly analyze our processes and pursue improvement, while celebrating our successes and learning from our mistakes. We always operate our
business ethically and hold ourselves to high standards of fairness and integrity. We believe in being
individually accountable and collectively responsible.
- We know that a team of well-trained individuals, working together in an environment that fosters respect and drives high levels of engagement, is essential to our continued success.
We are a “Learning Organization” that aims to anticipate and respond to changing needs through constant evolution and innovation. We strive continually to improve.
We give back to our communities. We take seriously the responsibilities that
comes with being a leader. We help those we service to build better communities, support charities,
and leverage relationships and resources to help make the world a better place.
CORE VALUES
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AGENT STANDARDS
Our Agents are required to meet annual production and professional standards that place
them in the top percentiles of their market areas. The prerequisites necessary to license
with us ensure that those who represent the company stand well above their peers in the
industry.
“As iron sharpens iron, so one man sharpens another”.
Production Requirements:
Associates
All Associates, operating independently or on a Team, should close, or be on pace to close
a minimum of $1,000,000 in “Sold Production” per calendar year.
Partners
All Partners, operating individually or on a Team, should close, or be on pace to close a
minimum of $2,500,000 of “Sold Production” per calendar year.
Teams
All Teams should close on the following minimum dollar amounts of “Sold Production” per
calendar year (adjustments below reflect cases where there may be licensed support person on Team):
2-3 Person Team: $3,500,000
4-5 Person Team: $5,000,000
6-8 Person Team: $6,000,000
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BUSINESS CARDS
All business cards should be standard 3.5 inch x 2 inch in size and be produced on a minimum of 100 lb. paper stock with high-quality finish and printing. (Offset printing is best.)
Business Cards can be ordered via the Online Marketing Center or your local office.
Front Side
The layout of the Front Side of the business card should appear as illustrated below, or be a
variation thereof formally approved. (The Marketing Department can provide this file upon
request.)
Standard Business Card Front Side (Not to Scale)
Back Side
The layout of the Back Side of the business card can be customized, insomuch as it has a
font size of at least 8 pt. for the smallest letters. Pictures may be added as long they do not
take up more than 50% of the total field area.
Standard Business Card Front Side (Not to Scale)
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Standard Sign Panel Format:
24” x 18” Panel
24” x 36” Panel
The standard size Amherst Madison panels consists of a 24-inches wide by either 24 or 36inches high panel. The top 30% of the sign field area is reserved for a solid black header
with company signature in the proportions shown above. A minimum 1-inch solid white
border is required on all outside edges of the sign, and as between the top and bottom
fields. Partners and Company Teams may customize the bottom 70% of the sign panel in a
coloration and design that is graphically appealing and creates a distinct branding for the
Partner or Company Team. (All custom signs will need Marketing Department approval.)
Custom Panel Format for Partner/Company Team:
Customizable Field Area
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Customizable Font Area on Sign Panel:
Customizable
Font Area
Customizable
Font Area
24” x 18” Panel
24” x 36” Panel
On Standard Sign Panels the Agent Name and Phone Number type font is customizable as
long as the lettering remains Black in color and only Amherst Madison approved fonts are
used (Arial, Calibri, Times New Roman, Tahoma, or any of the Gil Sans variety). The preferred font is Gil Sans MT. The type font may be increased in size as long as it does not exceed the “Customizable Font Area” as shown above. Allowances can be made for either
one or two names and contact numbers. (All changes to the Standard Sign Panel will require Marketing Department approval.)
On all Sign Panels (Including Partner and Company Teams) the following rules apply:

Personal designations are not permitted on sign panels unless proper documentation is
provided and a Marketing Approval Form is used to support the request.

The “www” prefix is eliminated from all web addresses on sign panels.

Area codes and dashes (“-”) are mandatory on all signage.

For developments that require special signage, you will need to supply the Marketing
Department with the proper documentation from the development stating the specifications and requirements of the signage for approval.
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WEBSITES
As we live and work with on-line services, social media, and the Internet, we need to be
mindful of the proper use of the Amherst Madison logo and name in electronic media.
(Many of our future clients will have the first impression of our brand through a digital
source.)

The identifying name “Amherst Madison Distinctive Real Estate” or “Amherst Madison
Real Estate” or “Amherst Madison [INSERT Operating Unit] Real Estate” must appear in the
header, sidebar, or footer of any and all pages offering real estate services in at least a 12
pt. type on a background that is easily readable. This applies whether you have a Company Team name or not, and whether you are using the logo, company signature or actual
type. (If in doubt with proper use, submit a Marketing Approval Form found in the back
of this guidebook.)

The words “Amherst Madison” should not be used in any URL name, “handle”, email address, profile name or any social media site without Marketing Department pre-approval.
(I.e. “www.BoiseAmherstMadison.com” or LinkedIn profile “TeamAmherstMadison”.) As
a matter of best practice be careful to avoid custom URLs that would create confusion to
consumers, or ones which do not properly represent you or the company well.

The logo or company signature should never stand alone within your social media page
or be used exclusively as your profile picture. These standards apply to any and all social
media websites. (Partners, Company Teams, and Operating Units are encouraged to use
their own photos as their profile pictures when possible.)
Remember to follow the graphical guidelines outlined in this manual when creating anything
on the web, and remember to always use best judgment and good taste.
SIGNAGE
The examples on the next page illustrate the approved graphical format for our standard
property signs. If a Partner or Company Team requires specific modifications to the approved property sign layout, the Marketing Approval Form included in this manual should be
submitted for approval.
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Name Riders
Recommended placement involves letters that are at least 1.5 inches in height and produced using one of the company-approved fonts. A black background or white background have the best appearance with the standard sign panel. Name riders may be installed above or suspended below the sign post when they are the only rider.
Examples:
Property Feature Riders
If a property feature rider will be added with a sign panel that also has a name panel,
attempt to suspend the property feature rider below the panel. Examples of property feature riders include “AVAILABLE”, “BUILD TO SUIT”, “POOL”, “COMING SOON”, etc.
Direction Signs
Pre-made directional signs are available for purchase. Anything other
than company produced signs should be pre-approved.
EMAIL SIGNATURE BLOCKS
One of the most effective places to create an impression is with email signatures. (N.A.R.
says the average full-time Agent will send out over 7400 business emails per year.) All
Partners and Associates are required to have a “branded” email signature of some kind.
Company Teams and Partners may submit for approval a customized email signature block
with the right 50% of the field showing their team name/logo (like represented below) or
other customization. The total width should not exceed 4.5 inches.
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EMAIL SIGNATURE CUSTOMIZATION
Personalized
Signature Area
The area below the signature block is customizable as long as the following practices are
followed.

Use of an Amherst Madison approved font (Arial, Calibri, Times New Roman, Tahoma, or any
of the Gil Sans variety). The preferred font is Gil Sans MT.

Black or Dark Grey in Color, keeping font size at 11pt or smaller (Some browsers will automatically change the color of the font in hyperlinks—this is permissible.)

Not longer than three lines and not extend beyond the ends of the block.

Not contain quotations or other philosophical statements.

Not contain pictures, backgrounds, images, or flash objects.
The only time you may add more than three lines is if you need to include a confidentiality
statement due to the nature of an email; include the following after your email signature:
This e-mail message is intended only for the use of the individual or entity to which it is addressed and may contain
information that is confidential. If the reader is not the intended recipient, you are hereby notified that any dissemination, distribution, or copying of this communication is strictly prohibited. If you have received this communication in
error, please notify us immediately by telephone, return this message to the address above, and delete or destroy
all copies.
Example of an approved custom email signature:
Find us on Facebook at www.Facebook/BeaconRealEstate
Find us on LinkedIn at www.Linkedin/BeaconHomesinIdaho
Follow us on Twitter at http://Twitter/JohnSmithBeacon
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SIGN POSTS
6-foot tall vinyl “L” frame and the Amherst Madison “Signature Posts” are the ONLY two sign
posts allowed for residential listings. (Properly fitted metal-framed signs are allowed on vacant land listings and/or large acreage that is tied to a single-family home.) Instructions on
how to order the Amherst Madison Signature Posts are included in this manual.
Amherst Madison “Signature” Post
PROPERTY FLIERS & PROFESSIONAL PHOTOGRAPHY
Property fliers and professional photographs are required on ALL residential listings. The
Property Fliers are available in a variety of formats and can be found on the Online Marketing Center. Using these pre-formatted templates not only maintains consistent standards,
it leaves an impression on the client and builds better brand awareness which in turn will
generate more sales activity. The Online Marketing Center has defined these processes in
detail, including currently available options and associated pricing fulfilled through national
print vendors
Formatting Guidelines
If operating under a Partner’s branding or Company Team, that name should be positioned
above the Amherst Madison logo when placed on a flier. The standards for property fliers
includes a good quality paper stock, with all images printed at 300 dpi and a minimum 12 pt.
company-recommended font.
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PARTNER BRANDING/COMPANY TEAM
The Real Estate Commission of every State has produced written regulations regarding the
use of “Team Names” and how they appear to the public. The concern is any confusion
that may be caused by not adequately depicting the “Brokerage of Record”, which is the entity found on the respective Real Estate Commission’s website. It is a requirement that any
Amherst Madison Partner or Associate operate only in the name that appears on their real
estate license and in the name of the brokerage with which they are registered.
Partner branding and Company Teams are allowed to include team identifiers in their advertisements. The ability of consumers and other industry members to easily identify an
Agent’s brokerage remains extremely important to the notion of consumer protection and
real estate compliance. Therefore, the brokerage of record must be clearly indicated in all
advertisements. If a client is confused by the relationship they have with a team or the brokerage, a number of issues can arise. (It is one reason we have standardized our business
cards and sign panels.)
Advertising a Partner’s branding or Team Name complies with real estate regulation as long
as team identifier is in addition to a clearly indicated brokerage name. When creating team
marketing pieces consider if consumers may be confused by the relative dominance of the
font or logo used for the team name versus the brokerage name. It could be deemed misleading if it looks like there is an attempt to create independence from the brokerage.
Example of a Partner branding or Company Team marketing piece properly showing the
Brokerage of Record:
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LOGO WEAR/PROMO PRODUCTS
Promotional products are a great way to build client awareness. Using the Amherst Madison logo on promotional merchandise poses unique situations due to variability in shapes,
sizes and material composition of individual items. We have forged relationships with several vendors that are aware of our Agent Branding Manual and these vendors will produce
materials that follow our guidelines.
Screenprint & Embroidery:
For clothing applications, the Amherst Madison logo may be embroidered or silk-screened
onto the garment. Standard placement of the logo is left positioning on upper chest,
sleeve, or cuff of garment. The stacked logo is typically reproduced on garments at 2.125”
wide. The wide logo is typically reproduced on garments at 4.125” wide.
Engraving
The smallest logo size to use for best results is 1.4375” wide.
General Item
Please use the Marketing Approval Form and provide a mock up or sample advertising for
any item not specifically address in this manual. Examples include billboards, large property signs, banners, event promotions, promotional products, charity endorsements, etc.
Company Team Name
Should be reproduced at a minimum 9 pt. up to a maximum of 12 pt. (depending on length
of name) in a company-recommended type font.
PREFERRED VENDORS
You are encouraged to use Preferred and Approved Vendors for all your materials not available on the Online Marketing Center (i.e. stationery, sign panels, sign riders, listing package
collateral, etc.). Not only are they familiar with our standards, they have promised optimum pricing efficiencies. Contact your Operating Unit Manager or Broker for information
on the preferred vendors and the ordering process.
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READY-MADE MARKETING ITEMS
Several marketing items are in stock or available for quick delivery. Email
[email protected] for current pricing or other information.
Note Cards
Letterhead
Presentation Folders
27” x 18” Sign
18” x 12 ‘ Sign
Under Armour®
Men's/Women’s
Polo Shirt
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HOW TO ORDER “SIGNATURE SIGNPOSTS”
Step 1— Click on “Resources”. Password is “excel”
Step 2— Click on “Signature Sign Posts”
Step 3— Use Order Form and Submit
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PREFERRED VENDORS FOR SIGN PANELS/RIDERS
(Ada County, Idaho)
RESIDENTIAL:
Real Signs 208-344-9047
www.realsignsinc.com
The Sign Center 208-376-6621
www.signcenter.com
COMMERCIAL:
Lytle Signs 208-388-1739
www.lytlesigns.com
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HOW TO SUBMIT THE “MARKETING APPROVAL FORM”
The Marketing Approval Form (attached as the
last page of this Agent Branding manual) can
be submitted online by following the below
steps.
Step 1— On the “Resources” page click on “Marketing Approval Form”
Step 3—Fill out form and click “Submit”
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Marketing Approval Form
Send this form with scanned samples to [email protected]
Please allow one working day for review/approval of all marketing pieces.
Submitted by __________________________________
Date________________
Purpose and Type of Marketing________________________________________________________________
Marketing Layout Sample
Approved by __________________________________
Date________________
Comments________________________________________________________________________________
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