Language guidelines
Every word we use to represent Stockton— every website page, marketing piece, and social media post — impacts our brand. Consistent use of language helps us build trust and connect with our audience.
Our range of voice allows us to approach different homebuyers and speak through our own people—our loan officers, underwriters, and processors.
Stockton is a trusted guide for all homebuyers.
Personality
We use these pillars to create warm, helpful, and honest language and visuals that support our team members and their customers through all aspects of the home-buying experience.
Supportive
We’re all about being guides. Our first priority is helping our team members and their customers get the best advice and have the best experience — no ifs, ands, or buts.
Informative
We pride ourselves on providing a multitude of options. We educate our team members and their customers with the facts that will get them exactly where they need (and want) to be.
Pragmatic
We stay positive. But we don’t sugarcoat reality. Our real (and sensible) advice is the best part of the Stockton experience. We rely on the truth to teach the good and the ugly about home buying.
Accessible
Working with a person versus a computer means you get real people who listen. We answer the phone, respond to emails, and text back. Our guidance is available for those who need it when they need it. It’s easy.
Heartfelt
We mean what we say. We really do care about getting people in houses. Partnering with Stockton is like gaining a friend or family member (the good kind).
Audiences
Our voice varies slightly across different audiences, from heartfelt brand moments to supportive and informative marketing. Remember that our personality and brand strategy always apply, but flex a bit depending on who we speak to.
Our people are our bread and butter. They are the guides that make up Stockton.
Our People
We wouldn’t have a business without our people: our loan officers, our underwriters, our processors. They partner directly with our customers and make the magic happen.
Our loan officers fall into two categories: those who have established a business and a brand and those who don’t.
Established loan officers
Our LOs who have their own brand already have a good referral network. Stockton is not their lifeline but their partner with benefits. They want access and options and to strengthen their customer relationships. Lean on sounding informative and pragmatic, giving accurate information while still supporting them from afar.
New loan officers
New LOs need more support. Similar to first-time homebuyers, they need a guide who not only gives them accurate information, but they need an open and lasting relationship. Lean on tones that are accessible and heartfelt while staying informative and encouraging.
Homebuyers
We have two main categories of homebuyers: the first-time buyers and the repeat customers.
First-time customers have a false idea of what homebuying is like. They are likely intimidated by the mortgage industry or simply don’t understand it. Money might be tight. Repeat customers already trust you. They come back because they have a relationship with a LO.
Both crave good communication and knowing that their dreams are doable. They need an accessible guide more than they need a mortgage company. Their Stockton partner is a reassuring team who shares the facts and navigates the best option with them. We should sound informative, supportive, and pragmatic.
Do’s and don’t’s
Good writing isn’t always cut and dry. Like the words we choose, how we write affects our brand voice. Keep the following guidelines in mind when you are writing. And most importantly, be consistent.
