Marketing. License Law, Standards and Customs. F.C. Tucker Company, Inc.

Transcription

1 PAGE 1 Marketing F.C. Tucker Company, Inc. License Law, Standards and Customs

2 PAGE 2 I OVERVIEW / Page 4 A. Company Statement B. Advertising Law & Integrity C. Contact Tucker Marketing II COMPANY NAME / Page 5 A. Company License Name B. Common Name Versions C. Recommended Font Families III THE LOGO / Page 6-11 A. The Logo / 6 F. Primary Versions / 7 G. Clear Space / 8 H. Contrast / 8 I. Alternate Versions / 9-11 IV COMPANY LOGO & NAME USAGE / Page 12 V USING TRADEMARK SYMBOLS / Page 12 VI AGENT BRANDING / Page A. Agent Name / 13 B. Agent Photo / 13 C. Agent Titles / D. Agent Graphics / 15 VII TEAM BRANDING / Page A. Team Name / 16 a. Standard Team b. Co-Branded Team c. Expansion Team B. Team Marketing / 17 C. Team Photo Policy / 17 D. Team Graphics / 17 TABLE of CONTENTS VIIIFRANCHISE BRANDING (Statewide Offices Only) / Page 18 A. Franchise Name B. Franchise Logo C. Franchise Listing Signs

3 PAGE 3 IX AGENT ADVERTISING / Page A. The Advertising Coordinator / Ad Request 2. Ad Approval By Marketing 3. Ad Approval By Agent B. Listing Ads / 20 C. Financial Inducement / 20 D. Contests / 20 E. Tucker Mortgage / 21 F. Tucker Schrader Auction / 21 G. Recognition Ads / 21 H. Office/Group Ads / 21 I. Tucker Listing Showcase Ads / 21 J. Neighborhood Rosters/Directories / 22 K. Promotional/Solicitation Direct Mail / 22 L. Co-Branding with Outside Companies / 23 X PHOTOGRAPHY / Page 24 A. Copyrighted Photos B. Aerial Photos C. Business Portraits XI SIGNS / Page A. Signage Overview / 25 B. Listing Sign Products / 26 C. Listing Sign Usage / D. Installation / 28 E. T Stake Specs / 28 F. Agent Imprint On Signs / 29 G. Agent Imprint Specs / 30 H. Riders / 31 I. Attachments / 32 J. Directional Signs / 32 K. Digital Info Signs / 33 L. Sign Covenants / 33 M. Luxury Portfolio Signs / 34 N. Large Format Signs / 35 XII WEBSITE / Page A. TalkToTucker.com / 36 B. Custom Websites / XIII SOCIAL MEDIA / Page 37-39

4 PAGE 4 I OVERVIEW Judgment, Courage, Patience and Vision... - Fred C. Tucker A. As a company, we work together to build consistent branded communications that make Tucker s reputation and values felt in the communities we serve. Over the course of 100 years, as the work done by our Agents and Staff continues to uphold these values in our commitments to consumers, we infuse the visual brand with its meaning. Every time you see the Tucker logo, it signals the collective quality and vitality you can expect from working with Tucker. A carefully controlled corporate identity is one of the most effective ways of keeping that signal clear and strong, projecting a powerful image that will help our Agents succeed in any market. Advertising Law & Integrity B. Anywhere you advertise your real estate business with any sort of promotional content, whether about yourself, your real estate services, or your listings, you must legally claim responsibility for that content by prominently displaying your Business Name. Your Business Name for these purposes includes: Agent Name, and Broker Company Name, and for licensed team members, Team Name In this manual Indiana State License Law F.C. Tucker Company Design Standards F.C. Tucker Company Spirit & Customs C. Questions and help, contact marketingsupport@talktotucker.com

5 PAGE 5 II COMPANY NAME A. Company License Name No space between the F.C. Comma after Company, Period after Inc. B. Common Name versions Best practices are to use the Company License Name. Where space is an issue, a Common Name version may be employed instead. F.C. Tucker Co., Inc. / Talk to Tucker / F.C. Tucker / Tucker REALTORS May be used in place of License Name to meet Broker company name requirement For METRO only, Tucker T logo may be used in place of writing out Broker company name, since common name is in the logo. C. Recommended Font Families Decorative fonts are not acceptable for company name:

6 PAGE 6 III THE LOGO A. The Tucker logo is a trademark with worldwide protection. You can help preserve its value as a brand and trademark with correct and consistent usage. B. The logo must be visible on all marketing/promotional content. It may take the place of the written-out company name, but the company name may not take the place of the logo. C. Do not cover or alter the logo with other graphics or text, or truncate or remove any part of the logo. D. The colors and size of the logo are embedded in files and may not be altered. Always use approved electronic versions from the Tucker Toolbox. Never copy/paste or scan it from a print as it may distort the colors and resolution. E. The minimum size requirement for the T logo varies depending on the application (see sec. IV Company Logo and Name Usage ). The absolute minimum size for T logo legibility on any application is x0.357 (⅜ inch). For specialty items that have an imprint area too small to meet this minimum, contact Tucker Marketing for assistance.

7 PAGE 7 Logo Versions F. There are four Primary Versions of the Tucker logo:

8 PAGE 8 Clear Space G. For ultimate visibility and impact, it s important to retain a clear space around the basic logo. Contrast H. Use the appropriate logo version (stroked or unstroked) so that it is distinguishable in its entirety from the background. The contrast should be at least as high as the T logo gray relative to black (40%)

9 PAGE 9 Alternate Versions I. Alternate Versions are available from Tucker Marketing for office, agent, and corporate use as an alternative to one of the primary logos. Alternate versions must come directly from Tucker Marketing and may not be covered or altered with other graphics or text, or truncated or any part removed. All logo versions permitted for general use are displayed here, and any not shown would need approval from Donna Kreps and Tucker Marketing, and submission to this manual. 1. SOLD Logos a. SOLD Logos that are angled, and SOLD logos that have sign stakes do not have clear space requirements like the primary logo so that they may be used as a 3-dimensional element. However, to meet the broker company logo requirement, the SOLD logos must not be more than 10% covered or truncated, and that 10% must not be in the area containing the broker company name Talk to Tucker. b. The SOLD Logo versions differ from the Tucker T listing sign. The listing sign includes an Agent imprint area, placing the Agent s name and phone number inside the logo, and shifting the globe image down. This listing sign IS a sufficient logo for any marketing piece to meet the broker company logo requirement, as long as it adheres to the sign policy ( see sec. XII Signs ). c. Do not create unnecessary drop shadows and further perspective manipulations to these images. A 3-dimensional use of the SOLD or Sign Logo should have no shadow, or a shadow that makes visual sense in whatever 3-dimensional application of visual space is being created in the piece.

10 PAGE 10 Alternate Versions continued 2. Logo Stamps a. Although changing the colors of the any version of the Tucker logo is prohibited, applying the logo as a stamp may result in some different colors being incorporated in the clear sections of the logo, depending on the background surface to which it is applied. b. Logo stamp may be used on a colored or patterned background, including still photography and video, as long as logo is legible. c. Permitted colors for the stamp itself are white, black, Tucker yellow, silver, or gold. 3. Specialty Logos (F.C. Tucker corporate use only) a. Corporate ad campaigns and special events will occasionally call for the T logo to be embellished or altered for specific purposes. Tucker Marketing will work with the permission of the executive department to develop these alternate logos, and their specific uses. b. Specialty T logos are reserved for corporate use only, and must be created by Tucker Marketing and approved by Donna Kreps c. Specialty T logos may not be created by Agents, departments, offices, affiliates or vendors. Approved specialty T logos (like the Mr. T mascot) may only be used with the permission of Tucker Marketing. Any other appropriation of the T logo is prohibited. ( see next page for examples )

11 PAGE 11 Specialty Logos continued... APPROVED: NOT APPROVED:

12 PAGE 12 IV COMPANY LOGO and NAME USAGE see sec. I Overview, B. Advertising Law & Integrity A. Complete and correct F.C. Tucker Company branding must be visible on the same side, viewing screen, or side of the fold, and integrated in as meaningful a way as any other business entity to which F.C. Tucker Company, Inc. has a legal stake. These business entities include Agent name, Team name, Tucker awards and titles, offices, departments, staff, and Tucker events. B. The preferred representation of the broker company name is both the T logo and the externally written company name. The T logo alone will suffice when space is an issue. The broker company name alone without the T logo is not sufficient. (varies for Statewide offices, see sec. VIII Franchise Branding ) C. In some business-related electronic displays of limited information (such as thumbnails, text messages, and tweets) the broker company s name does not need to be included, but only IF the electronic display is linked to a display that includes the broker company s name. (see sec. XIII Social Media ) D. T logo size and placement is based on achieving meaningful integration with the business entity being promoted. When meaningful integration is called into question, the T logo size must be shown to be at least 0.6% of the total viewing area on which the business entities appear, and must never be smaller than wide. E. Any promotional materials for any business entity to which F.C. Tucker Company, Inc. has a legal stake must have approval from Tucker Marketing. F.C. Tucker Company, Inc. reserves the right to cease production or use of promotional items that are not in compliance with these Marketing standards. V USING TRADEMARK SYMBOLS The signature lines and terms below demonstrate the proper usage of registered trademark symbols, and some items that don t require symbols. Talk To Tucker Real Agents. Real Answers. LEAP REALTORS Since 1918 REALTOR Use your phone to find your home. TalkToTucker.com Talk To agent first and/or last name

13 PAGE 13 VI AGENT BRANDING A. AGENT NAME 1. The legal name of a licensed Agent s REALTOR /Broker business entity is their own legal name, plus broker company name, and team name (when applicable). All applicable names of the business entity must be displayed on every marketing/promotional piece or platform. 2. The first name may be used in full or indicated by an abbreviation or nickname for purposes of familiarity. Tucker recommends surnames be used in full and not abbreviated. Marketing wordplay involving surnames (i.e. Dale Moore: Get Moore ) may appear alongside, but not become the legal name of a licensed agent s business entity. B. AGENT PHOTO 1. All Tucker Agents are required to have a business portrait submitted to photos@talktotucker.com for roster purposes. Business portraits are processed by Tucker Marketing and made available on multiple platforms for Agents use. For assistance in obtaining or updating photos, contact photos@talktotucker.com. 2. The Agent business portrait should be submitted to photos@talktotucker.com whole and hi-res. Tucker Marketing will crop photos for a comfortable 2 wx2.5 h 300 DPI composition that horizontally centers the face in the top two-thirds of the portrait. Avoid extreme compositions, tightly cropped or zoomed-in faces, zoomed-out portraits making the Agent appear far away, detracting fashion prints or accessories, distracting background settings or objects, and any props or companions, inanimate or living, for this official business portrait. 3. Caricatures may not be used in place of business portraits. While caricatures are useful for thematic postcards and campaigns, it is required to use the photographic business portrait for the TalkToTucker.com website and showcase ads.

14 PAGE 14 C. AGENT TITLES 1. F.C. Tucker tracks Agent production, and has created titles for these honors and awards for Agents promotional use. These titles must be employed correctly and completely, in the format shown below, in the same view as complete F.C. Tucker company branding. a. Presidents Club, < include 4 digit year before or after achieves individual income of $135,000+ or $5,000,000 in closed production between January and December b. Second Vice President qualifies for Presidents Club for 3 years that need not be consecutive c. First Vice President qualifies for Presidents Club for 5 years that need not be consecutive, see Presidents Club, Life Member d. Presidents Club, Life Member qualifies for Presidents Club for 5 years that need not be consecutive e. Office Sales Leader < include office, < include Month, Year after comma f. Office Listing Leader < include office, < include Month, Year after comma g. Platinum Producer, < include 4 digit year before or after achieves pended volume of $15,000,000 or more between January and December h. Executive Club, < include 4 digit year before or after achieves $3,200,000 in sales within a year, or 24 clients represented (providing listings sold or buyers represented exceeds $2,100,000) i. Rising Star < include 4 digit year before or after The top first year Agent in closed units, and the top first year Agent in closed volume j. Leading Sales Producer in Office < include office, < include Year after comma k. Marketing Excellence Award, < include 4 digit year before or after l. Associate of the Year, < include 4 digit year before or after achieves the highest closed volume in the company

15 PAGE 15 Agent Titles continued 2. Any external titles or claims bearing close resemblance to Tucker titles could be misleading and may not be employed. a. Top Producer b. President c. Fishers Leading Agent < office or city/area name d. #1 Agent < must clearly disclose the details and source of this ranking 3. All promotional material displaying Tucker recognition titles and awards must be approved by the office Manager to confirm the achievement is true. Advertising a misleading title or status can put Agents in violation of the NAR code of ethics. 4. For information about other Agent titles, and non-agent Officer titles, contact Tucker Marketing. D. AGENT GRAPHICS 1. Infused with 100 years of real estate success, corporate ad campaigns, and a well-organized identity, the most impactful visual statement of a highly qualified real estate professional is the Tucker T logo itself in combination with the Agent s own name. 2. If a solo Agent or Team Leader requests a personal logo, Tucker Marketing will produce or work with the Agent to produce a vertical and horizontal version that is graphically useful across multiple platforms to be used in addition to, and not in place of, the Tucker T logo.

16 PAGE 16 VII TEAM BRANDING (may vary for statewide offices) A. TEAM NAME: For Licensed Team Members, the legal name of their REALTOR /Broker business entity is their own legal name, plus broker company name, and team name. All 3 aspects of the business entity must be visible on every marketing/promotional piece or platform for Licensed Team Members. 1. STANDARD TEAM : Teams with 1 primary Agent and 1 or more Licensed Team Members. Must include the Team Leader s first and/or last name (see Agent Name sec. VI.A.2.). Must include one approved Team term from section a. below. Optional - add an approved descriptor from section b. below. a. TEAM_ / _TEAM / _GROUP / _AGENCY / _REAL ESTATE PARTNERS / _ASSOCIATES / _ASSOC. / _& ASSOCIATES / & ASSOC. / _HOME TEAM / _PROPERTY GROUP b. (optional descriptors) REALTY / REAL ESTATE c. i.e. Team Litten / The Litten Team / Litten Group / Jim s Team / Jim Litten Team / Jim Litten & Associates / Jim & Associates / Jim Litten Real Estate Group / Litten Realty Group / Litten Group Realty / Litten Property Group / Jim Litten Associates / Litten Real Estate Partners / Litten Home Team / Litten Agency 2. CO-BRANDED TEAM : Teams consisting of 2 primary Agents with or without Licensed Team Members. Same standard Team Leader name formats as section 1. above, but must include BOTH Team Leaders first and/or last names. i.e. Team Litten-Kreps, Jim & Donna Real Estate Partners 3. EXPANSION TEAM : Teams with one primary Agent and multiple Licensed Team Members and Agents operating from more than one F.C. Tucker Metro location. Location Leaders are still nested under the primary Agent overall Team Leader for whom the team is named. Same standard Team Leader name formats as section 1. above. The expansion Team Leader may choose to add a location suffix to their team name to indicate different branches. The team name suffix must be a simple cardinal direction, or the name of the Tucker office in which it s located: a. _SOUTH / _NORTH / _EAST / _WEST / _CARMEL / _CASTLETON / _DOWNTOWN / _FISHERS / _KEYSTONE / _GEIST / _MOORESVILLE / _NORTH MERIDIAN / _NOBLESVILLE / _ZIONSVILLE b. i.e. Litten Group Zionsville (or) Litten Group North

17 PAGE 17 B. TEAM MARKETING is at the discretion of the Team Leader(s) as long it adheres to corporate guidelines. Tucker Marketing will cc: the Team Leader in all proofs and requests from Licensed Team Members. C. TEAM PHOTO POLICY is at the discretion of the Team Leader(s). Metro Licensed Team Members are not required by Tucker policy to appear with a photo of the Team Leader unless the Team Leader requires it. In the event of a corporate or part-corporate ad, F.C. Tucker reserves the right to only display the Team Leader s photo. D. TEAM GRAPHICS 1. Infused with 100 years of real estate success, corporate ad campaigns, and a well-organized identity, the most impactful visual statement of a highly qualified real estate professional is the Tucker T logo itself in combination with the Team s own name. 2. If a Team Leader requests a team logo, Tucker Marketing will produce or work with the team to produce a vertical and horizontal version that is graphically useful across multiple platforms to be used in addition to, and not in place of, the Tucker T logo. 3. Licensed Team Members may use their Team logo, but are not permitted their own separate additional logos or brands that deviate from the Team brand organization. Any type treatment involving a Licensed Team Member s name applied to an existing team logo must indicate membership in, and not leadership of, the team by the Licensed Team Member. 4. Primary Agents within Expansion Teams and Co-Branding Teams may use their Team logo, but are not permitted their own separate additional logos or brands that deviate from the Team brand organization. < complete, meaningfully integrated branding incomplete, unintegrated branding >

18 PAGE 18 VIII FRANCHISE BRANDING (Statewide Offices only) A. FRANCHISE NAME 1. As a franchise of F.C. Tucker Company, Inc, franchise broker company name must begin with the words F.C. Tucker combined with a franchise-specific name. The Tucker Marketing Franchise Art Director will work with each franchise office to determine the best punctuation and phrasing for each franchise office name. i.e. F.C. Tucker West Central F.C. Tucker/Malcolm & Schlueter 2. All marketing materials for franchise Offices and Agents must also include the words Independently Owned and Operated. No size restrictions, as long as it is legible. Rusty Carter F.C. Tucker West Central Independently Owned and Operated B. FRANCHISE LOGO 1. Franchise offices are required to use the unaltered Tucker logo as their office logo, and display it on all marketing materials, adhering to all aforementioned guidelines and standards (see Logo and Name Usage). 2. However, franchise Agent materials may NOT use the Tucker logo without their broker company (office) name also displayed. C. FRANCHISE LISTING SIGNS 1. Franchise yard signs must adhere to all Tucker Marketing sign guidelines and standards. 2. However, the franchise T sign format varies slightly from the metro office T sign in order to include: a. The franchise office name and URL b. The words Independently Owned and Operated

19 PAGE 19 IX AGENT ADVERTISING A. THE ADVERTISING COORDINATOR and Tucker Marketing offer assistance and expertise with every step of an Agent placing an ad. For efficiency and precision, here are the steps to placing an ad through the Advertising Coordinator. 1. Ad Request : requests to marketingsupport@talktotucker.com and include any of the insertion order details. The Advertising Coordinator will then work with the Agent to complete and submit the Insertion Order which requires all of the following: a. Publication b. Ad Size/Template c. Run Date d. Price for the ad e. Billing method Most publications allow Agents the choice to pay the publication directly or send the invoice to Tucker Marketing to be billed to the Agent s 141 Tucker account. Tucker Marketing will not do billing for any ad unless copied on the completed insertion order, including artwork and price, and receiving a tear sheet or proof of publication. Licensed Team Members placing orders for ads must cc their team leader with both the artwork and the price for approval. f. Artwork Written content must be supplied by the Agent placing the ad. Any photos in the ad must be supplied by the Agent in 300 dpi (high) resolution, except for business portraits we have on file. 2. Ad Approval by Marketing: Tucker Marketing reviews ads published by any Tucker Agent or Department to ensure brand compliance. Ads not created by Tucker Marketing must be submitted by to approvals@talktotucker.com to receive approval from Tucker Marketing before being published. 3. Ad Approval by Agent: Likewise, Agents must approve any ad created by Tucker Marketing on their behalf before it may be published. Please send proof responses to Ad Coordinator by instead of phone or in-person. The Ad Coordinator will not submit an insertion order for publication that has not been approved by the Agent, and, in the case of LTM advertising, the Team Leader. 4. The Advertising Coordinator requires at least three business days, and timely proof approvals prior to the ad s deadline for all ad requests and approvals.

20 PAGE 20 B. LISTING ADS 1. A broker shall not advertise in a manner indicating that the property is being offered by a private party not engaged in the real estate business. 2. Advertising where only a post office box number, telephone number, or street address appears shall not be used. 3. No broker shall place a sign on any property, advertise, or offer any property for sale, lease or rent without the written consent of the owner or the owner s authorized agent. 4. Blind ads (listing ads referring to a specific listed home without an address or BLC# disclosed) are not permitted; all listing ads must refer to a BLC# or address. Exception: When placing blind ads on new construction, the ad must clearly state that the home(s) being referred to are to be built. C. FINANCIAL INDUCEMENT 1. Defined as accepting or offering any inducement or rebate for the purposes of obtaining a listing or inducing a sale, where full disclosure in writing has not been given to all parties of the transaction at the time of the offer or acceptance. (from Indiana Real Estate license law) 2. Publicly advertising inducements in exchange for a sale or listing is prohibited, including offering lower commission, cash reward, free trips, free title insurance, charitable contributions, etc. 3. A rebate may be offered with full written disclosure given to all involved parties at the time of offer or acceptance only. See office manager for proper forms. This does not take place in the realm of advertising. D. CONTESTS 1. Contests such as drawings for prizes and giveaways to obtain leads (rather than rewards for listing) are permitted to be advertised and carried out by Tucker Agents if they choose. 2. All contests must be submitted to Tucker Marketing one week prior to release date for approval. 3. Tucker staff, agents and family members are not eligible to win. 4. The following information must be included in all contest-related materials a. No purchase necessary. b. Need not be present to win.

21 PAGE 21 E. TUCKER MORTGAGE 1. If a monthly payment or interest rate figure is used in an ad, a full disclosure of the details of the loan must be included. It is the responsibility of the Agent to gather this information and submit it to the Advertising Coordinator, as the designers do not have access to the loan details. F. TUCKER SCHRADER AUCTION 1. If mentioning an auctioneer, his/her license number must be present. G. RECOGNITION ADS 1. Insertion orders for Agents advertising a milestone or achievement must be approved by their Office Manager confirming the achievement. H. OFFICE/GROUP ADS 1. If an office or group wishes to advertise in an ad together, the office manager should contact the Advertising Coordinator one week prior to the ad deadline with the insertion order complete and including all participants consent for billing and content for laying out the ad. The manager or designated spokesperson will be responsible for proofing the group ad, including verifying the information in it, in writing through to the Advertising Coordinator. 2. Office/Group Ads that are not placed through the Advertising Coordinator in this manner may not be billed through Tucker Marketing. 3. Office/Group Ads that are placed directly by an office to a publisher must still cc: approvals@talktotucker.com for review and approval. I. TUCKER LISTING SHOWCASE ADS 1. If a Showcase ad is placed through the Tucker Advertising Coordinator, and billed by Tucker Marketing to Agent accounts, it is considered a service of F.C. Tucker and therefore open to any interested Tucker Agent. All Tucker Listing Showcase Ads, regardless of area and publication, are open to any Agent in any office. 2. Branch offices that participate in a Tucker Listing Showcase Ad in their area will designate an Ad Coordinator in their office responsible for gathering and submitting the listing information to that publication from any Tucker Agent who requests a listing showcased in that area. 3. All insertion orders/submissions for Tucker Listing Showcase Ads must cc approvals@talktotucker.com and marketingsupport@talktotucker.com for review and billing purposes, respectively.

22 PAGE 22 J. NEIGHBORHOOD ROSTERS/DIRECTORIES 1. A Tucker Agent may pay for the cost of printing a Neighborhood Directory, including personal advertising in the directory, provided the following guidelines are met: a. The Agent s Office Manager must be informed of the directory and give approval. b. Information and lists of residents desiring to be included in the directory should be furnished by the neighborhood association involved. Tucker Marketing will not be responsible for compiling such lists. c. Information for the directories should be provided to Tucker Marketing in a typed format ready for printing. Tucker Marketing will not be responsible for preparing the copy. d. If the governing board of the neighborhood association agrees to permit the Agent to handle distribution of the directory, delivery arrangements will be finalized prior to printing. e. If more than one Tucker Agent is a resident of the area and the association has agreed to permit distribution of the directories, the Tucker Agents living in the area should mutually share in the cost and distribution. K. PROMOTIONAL/SOLICITATION DIRECT MAIL 1. While the company pays for everyday business correspondence, the cost of promotional mass mailings will be paid by the Tucker Agent. This includes printing costs and postage. 2. Disclaimers: a. Solicitation When sending a mailing that may be sent to multiple properties which may be currently listed with another broker, the following disclaimer should be used: If your property is currently listed with another broker, please do not consider this a solicitation. b. Reliability When providing information on listings (example: features, area, square footage, etc.), the following disclaimer should be used: This information is deemed reliable but is not guaranteed or warranted.

23 PAGE 23 L. CO-BRANDING with OUTSIDE COMPANIES 1. Tucker Marketing will create materials that co-brand with outside companies, as long as the co-branding company is not a Tucker competitor. Competitors to Tucker businesses include: a. mortgage lenders b. title companies c. home service provider network & coordination companies d. local competing brokers and agents (see exception below in part 4 of this section) 2. Tucker also understands clients have freedom to work with our competitors. To support Agents in their service to clients, Tucker Marketing will provide the following for any materials created for Tucker Agents featuring competitive entities a. Tucker logo artwork files b. these brand standards c. proofing assistance for any materials created for Tucker Agents by outside entities 3. Tucker Marketing will review any competitor co-branded artwork for brand and license law compliance, ensuring the co-branding elements are not misleading about the nature of the business affiliation. Contact marketingsupport@talktotucker.com to request assistance with materials co-branding with a competitor. Tucker Marketing will not create artwork that contains blank spaces to be completed by a competitor. 4. Exceptions are made for Tucker Agents co-branding with local competing real estate brokers and agents in the interest of selling a listing, as in flyers and ads for progressive open houses, or co-listed units in a development.

24 PAGE 24 X PHOTOGRAPHY A. COPYRIGHTED PHOTOS 1. Only photos that have been taken by the Tucker Agent or someone employed by the Agent for that purpose may be uploaded to the BLC for listings. The copyright for a photo taken by anyone else belongs to the person who took the photo. Using someone else s photo (including so-called copyright free photos from the internet) can result in a copyright infringement and may not be associated with a listing or uploaded to the BLC. B. AERIAL PHOTOS 1. The Federal Aviation Administration ( FAA ) requires any individual operating a small unmanned aircraft system ( suas ) to have at hand their valid remote pilot certificate with a suas rating. This certificate expires every 24 calendar-months, at which time the holder is required to pass an aeronautical knowledge test to keep the certificate valid. 2. Agents may use drone aerial photography for a listing(s) by following NAR and FAA guidelines for legal and responsible drone operation. a. For accountability, Agents using drone photography will need to submit a valid remote pilot certificate for the drone operator to their Office Manager to review and approve. b. FAA c. NAR C. BUSINESS PORTRAITS 1. see sec. VI AGENT BRANDING, B. Agent Photos 2. see sec. VII TEAM BRANDING, D. Team Photo Policy

25 PAGE 25 XI SIGNS A. SIGNAGE OVERVIEW Listing Signage is anything placed ON A LISTED PROPERTY advertising an active or sold listing. Listing Signage is also anything placed OFF A LISTED PROPERTY advertising an open house for, or directions to, a listing. ALL METRO OFFICE listing signage must be ordered through the Tucker branch office administrative staff, who have exclusive access to the Tucker Sign Order Form. For help with questions or to report signage issues, please contact Tucker Marketing at signs@talktotucker.com for assistance. ALL TUCKER ASSOCIATES OFFICE listing signage must be created or approved by Tucker Marketing. Tucker Marketing will assist in sending the approved sign artwork files in the correct format to any additional sign vendors. Contact Tucker Marketing at signs@talktotucker.com for assistance. Except as it relates to teams, the following policies apply to all Metro and Statewide Franchise Listing Signage. (Team policies may vary for statewide offices)

26 PAGE 26 B. LISTING SIGN PRODUCTS For Sale Signs: T, T Luxury use on listed property only T Window Sign use on listed property only where yard signs are not feasible/permitted. Auxiliary Signs: Brochure Box use on listed property only Digital Info Sign use on listed property only T Open, T Arrow may be used off-property Directional For Sale, Directional Open, Directional Custom Verbiage may be used off-property These signs are not available on the order form, but must be ordered through or approved by the Tucker Marketing Department: Tucker Marketing is happy to help you create and order large format / commercial signage. Large Format use on listed property only Commercial (franchise only) use on listed property only HOA s that require uniform signage will be accommodated. Please send a copy of the covenants and restrictions and the HOA sign vendor to Tucker Marketing at signs@talktotucker.com. Sign Attachments: Riders Decals Attachment Hardware Stakes C. LISTING SIGN USAGE Non-compliant signs may be removed and returned to the office manager. Signs in violation of local ordinances may be removed and may not be returned. 1. No Tucker For Sale sign may be placed in the yard of any property unless and until it is - LISTED for sale by a licensed Tucker Agent or - LISTED for lease by a licensed Tucker Agent 2. Signage for LISTED PROPERTIES that are for lease, and NOT for sale, may have a T sign in the yard with a rider that must say FOR LEASE ONLY. 3. Signage for LISTED PROPERTIES that are for lease OR for sale may have a T sign in the yard with a rider that must say FOR SALE OR LEASE.

27 PAGE A Coming Soon rider is permitted, but must be used in a way that upholds MIBOR LISTING PROCEDURE, which states: A listing with a Coming Soon sign on the property (or listings with other types of promotional advertising, such as Facebook posts or ing flyers, etc..), must be in the BLC listing service within 2 business days of contract. If the listing is not available for showing, it may be listed as Active in the service for up to 7 days with the Available for Showing field set as No. If the listing will not be available for showing within 7 business days of the listing date, the listing should be in the Withdrawn status in the listing service or a signed Exempt Listing Disclosure Certification Form must be on file with the BLC office. Failure to file the Exempt Listing Disclosure within 2 business days of the contract date will result in an automatic fine of $500 to the listing brokerage. Coming Soon riders must be purchased as custom verbiage riders via the Tucker Sign Order Form. 5. A SOLD rider on a For Sale sign may remain on a property after closing for up to the amount of time determined by the area sign laws (See MIBOR SIGN MATRIX and local sign covenants). 6. An arrow on a rider is prohibited. Please use directional signage options instead in a manner consistent with area sign laws (See MIBOR SIGN MATRIX and local sign covenants). 7. Only 1 rider may ever be on any T sign at one time. 8. Any colors, fonts, installations, and formats not consistent with this sign policy are prohibited. 9. Tucker Listing Signage must not be altered, copied or re-appropriated for any other use unless approved by Tucker Marketing, signs@talktotucker.com. MIBOR LISTING PROCEDURE: MIBOR SIGN MATRIX: Listing Signage may also be used in an Agent s physical proximity for a real estate-related TRADE SHOW BOOTH or as a prop in a real estate-related BUSINESS PHOTO. Listing Sign policies and design standards still apply in these cases. NO OTHER USES of the Listing Sign products are permitted without approval by Tucker Marketing at signs@talktotucker.com.

28 PAGE 28 D. INSTALLATION All Tucker Listing Signs must be installed in the ground using the approved stakes. Unacceptable installations include remounting the T on posts, hanging the T and altering stakes. E. T STAKE SPECS Regular T Signs^ Luxury T Rods ^ Luxury T Angle Irons ^ FOR EASIEST STAKE ATTACHMENT: stakes are designed for a fixed width of 24 corrugated flutes on center 1. ¾ diameter vertical rods fit into the corrugated T Signs. 2. The rods are 10 apart. 3. Regular T stakes extend into the sign Luxury T stakes have longer rods that extend into the taller signs for Luxury T stakes come with the option of the regular pointed-rod ground fork or a sturdier angle iron ground fork. Only a longer stake should be used with Luxury signs or they will warp! 6. An exact fit for any of the T signs is 24 corrugated flutes, with rods inserted into the 1 st and the 24 th flute in the count. Stakes should slide easily in and out of a NEW sign if inserted correctly. If they do not, please notify Tucker Marketing at signs@talktotucker.com.

29 PAGE 29 F. AGENT IMPRINT/DECAL ON SIGNS 1. NAME (top 1-2 lines) : Either the Agent name or Team name must occupy the first line of the Agent Imprint, or the first and second line. - Agents should use their first and last names. Initials-only are discouraged. - There may not be an Agent name AND a Team name on the same decal or imprint area due to space limitations. 2. NUMBER (bottom line): The bottom line may be a 7- or 10-digit phone number. 3. Team Policy (may vary for statewide offices) : a. A Licensed Team Member s name is NOT permitted on the Agent Imprint Area on any yard sign. b. The Team Leader name or Team name must be used on Agent Imprint Area instead. c. Licensed Team Members are permitted to use their PHONE # on the Agent Imprint Area. d. LTMs may use their name on the rider as long as the sign has the Team name or Team Leader name on the Agent Imprint Area on the sign. e. An Unlicensed Team Member s name, phone number, or photo is NOT permitted anywhere on the yard sign or top rider. 4. The Agent Imprint can be printed directly on some signs, or printed on a decal and applied to the Agent Imprint Area of those signs. Agents may not use Agent Imprint decals to cover up any part of any sign besides the designated Agent Imprint Area. Agent Imprints must meet the following Tucker-approved specifications: Some Agent Imprint Variations:

30 PAGE 30 G. AGENT IMPRINT SPECS 1. The Agent Imprint Area is 10.5 wide x 6 tall and can be printed on the sign itself, or on a black 11 x6 decal. 2. NAME (top 1-2 lines) : The Agent Name/Team Name portion of the Agent Imprint (the first 1-2 lines) is white Helvetica Black Condensed. Point size will vary by line to try to fill the Agent Imprint Area. For higher character counts, Helvetica Compressed, or Helvetica Compressed Extra may be used instead to increase the height. No stretching, bolding, italicizing, underlining, or changing of these fonts is permitted. 3. NUMBER (bottom line): The Agent Phone Number portion of the Agent Imprint is white Helvetica Black Condensed ONLY. Phone number can change size, but not font, not even to the compressed fonts mentioned above. 4. Agent Imprints can be all Upper-case, or Upper-lower. Some Agent Imprint Variations, and their location on the T Sign:

31 PAGE 31 H. RIDERS (for use on top of T signs) T signs will only effectively accommodate 1 sign rider. Do not stack multiple riders or place riders side-by-side on a single sign. COLOR options (all riders): IMAGE options: LOGO options: OTHER formats: Custom Verbiage + Logo Full Logo Header x 7 10 mil. corrugated plastic rectangles, 10 x mil. corrugated plastic house-shaped cutouts. 2. Helvetica Black Condensed, Helvetica Compressed, or Helvetica Compressed Extra are the only font options. No bolding, italicizing, stretching, or changing font. Riders must have a ½-inch margin surrounding the type area. 3. All riders available w/reflective surface except Luxury Riders. 4. Logo Riders (may vary for statewide offices) : Logo riders must be created by or approved by Tucker Marketing. Background color of Logo Riders may not vary from White, Black, or Tucker Yellow. Only Agent or Team Name may be displayed on Full Logo Headers; any verbiage such as slogan, tagline, and contact info is prohibited. To display other verbiage with logo, choose Custom Verbiage + Logo Rider option. 5. No arrow riders permitted. Please use directional signage. 6. The RED background on a rider is reserved for white SOLD and PENDING messaging only, to promote instant recognition.

32 PAGE 32 I. ATTACHMENTS L-Pins U-Brackets 7. L-Pins come as a set of 2. They are 12 vertical with 1 bent horizontal to hang from the top of the rider down into the sign. 8. U-Brackets are used individually. They are 12 vertical with a 4 horizontal to hang from the top of the rider down into the sign. J. DIRECTIONAL SIGNS 1. Directional Signage may be used on or off the listed property as area sign ordinances allow. 2. An Agent or Team name decal is recommended, but optional. ^ T Arrow (24 x30 in 10mil. Coro) ^ Directional (24 x18 in 4mil. Coro)

33 PAGE 33 K. DIGITAL INFO SIGNS Digital Info vendors often have a signage component to their products. There are several Digital Info options on the Sign Order Form, including signs and riders that fit on our T signs. 1. Only these Digital Info signage products may be used on or in addition to T Listing Signage. Do not allow other vendors to create Digital Info signage as it competes with your brand. 2. Anything that is placed on a Tucker Listing Sign must either come from the Sign Order Form or be approved by Tucker Marketing. < DHI Sign (24 x18 in 10mil. Coro) 3-Line, 4-Line, 5 Line DHI Riders > (24 x7 in 10mil. Coro) L. SIGN COVENANTS Some neighborhoods, especially condos and gated communities, require listing signage to follow their own sign covenants. In these cases, Tucker Marketing will need the listing Agent to provide a copy of the sign covenants.

34 PAGE 34 M. LUXURY PORTFOLIO SIGNS Tucker branded Luxury Portfolio International signs are metallic silver and cut vinyl. More information about marketing Luxury Listings is on the Tucker Toolbox. 1. Luxury Signs are ONLY for listings that are priced at $799,900 or more at the time an Agent signs the listing contract. If a listing contract is signed at $799,900+ and then drops below $799,900 after the sign has already been placed in the yard, the sign may stay until it sells or expires. Listings that start higher, then drop below $799,900, then re-list at UNDER $799,900 after expiring do not qualify. 2. Luxury Signs come already assembled with the Office number and Agent name and contact info printed on them. No decals may be applied to Luxury Signs. 3. Luxury Signs come with extra-long rod stakes, with the option to upgrade to angle-iron stakes. 4. Riders for Luxury Signs are black, white, and silver. The red field SOLD and PENDING riders may also be used. 5. The SILVER luxury rider may not be used on regular signs. 6. Only one rider per sign.

35 PAGE 35 N. LARGE FORMAT LISTING SIGNS Large format listing signs for acreage, subdivisions, commercial lots and other listing types may be requested from Tucker Marketing. Marketing will deliver finished art to the sign vendor, or to the Agent, if an outside vendor is being used. 1. Minimum size for large format listing signs is 3 x 4 and may be installed with posts, or as a banner on the listed building or existing structure on the listed property. Any signage needs smaller than 3 x 4 will take a standard T or luxury T sign. 2. Large format listing signs created by vendors other than Tucker Marketing are still subject to approval by Tucker Marketing at signs@talktotucker.com. 3. Large format listing signs must include the name of the Principal Broker and Primary Agent and comply with advertising requirements. 4. Team Policy (may vary for statewide offices) : Agent or Team contact information may include either the Team Leader s or Licensed Team Member s phone, website, and/or , provided that LTM is stated on the sign to be associated with the Team or leading Agent s name.)

36 PAGE 36 XII WEBSITE A. TALKTOTUCKER.COM (may vary for Statewide) 1. F.C. Tucker Company, Inc. provides hosting and domain for each metro Agent and Licensed Team Member at TalkToTucker.com, as well as an address 2. Only a photographic business portrait may be used on TalkToTucker.com for the roster photo. Logos, graphics or other special effects may not be added to this business portrait. 3. Agents are able to customize many areas on their TalkToTucker.com sites, including testimonials, blogs, About, Featured Listings and banner areas. Banner area artwork may contain Agent or Team branding, as long as it follows the marketing guidelines laid out by Tucker Marketing and the Team Leader. B. CUSTOM WEBSITES (may vary for Statewide) 1. Any custom website is subject to approval by Tucker Digital Marketing. 2. Real Estate Websites must meet applicable codes: No Agent or team member may claim another Agent s listing on a 3 rd -party website or display that listing elsewhere as though it were their own. For example, if agent A s listing at 123 Main St. on Zillow is not attributed to agent A, agent B may not claim this listing as their own. You may not post another agent or broker s listing to social media without the express permission of the listing agent or broker, nor can you post a non-idx version of another agent or broker s listing to your own website. [876 IAC:(f) No broker shall place a sign on any property, advertise, or offer any property for sale, lease, or rent without the written consent of the owner or the owner s authorized agent.] Web Advertising Law & Integrity see sec. I OVERVIEW, B. and sec. IV COMPANY LOGO and NAME USAGE, A. 3. Custom websites, like all Agent promotional materials, must display the complete and meaningfully integrated business entity, which is Agent Name + Team Name (if applicable) + Broker Company Name (T logo always, plus written out where space allows), into all primary branding locations throughout the site. When an agreement can t be reached between Tucker Marketing and Agent on meaningful integration, the T logo must: a. Be shown to be at least 0.6% of the total viewing area on which the business entity appears. b. Be larger than wide regardless of viewing area for legibility of the logo. c. Comply with all other logo use and naming guidelines found in this Marketing Manual sections II-IV.

37 PAGE If an Agent wishes to use an outside domain and custom website, they may not use the words FCTucker, Tucker or TalkToTucker in an agent-registered domain name. (i.e. TuckerProperties.com, ) 5. Tucker Online Marketing grants one exception regarding the use of its trademark in domain names: Agents affiliated with F.C. Tucker Company, Inc. may use the phrase TalkTo<First Name> in their domain name (i.e. TalkToJane.com, To avoid copyright infringement, domain names must be approved by Tucker Digital Marketing. 6. The word REALTOR itself may be used in a domain name as long as it is not used with a descriptive: INCORRECT: Jane@Number1realtor.com, Jane@chicagorealtors.org, Jane@realtorproperties.com CORRECT: JaneDoeRealtor@webnetservices.com For more information visit: XIII SOCIAL MEDIA Having a professional presence on social media is great for engaging and growing your sphere with your brand. Just like any other form of marketing, social media communications should be consistent, organized, respectful and LEGAL to foster the trust that Tucker Agents together with the F.C. Tucker Company has worked hard to instill. A. NAME & AVATAR 1. Agents using social media sites for promoting and conducting their real estate business must adhere to the Advertising Law & Integrity concepts in sec. I OVERVIEW, B. Usernames should contain as much of the full business entity (Agent name, Team name, and Broker Company) as the site will allow: YES: Jane Doe, Doe Team, F.C. Tucker Company, Inc. Jane Doe, Tucker REALTORS NO: Jane Doe Real Estate <no broker company name F.C. Tucker Jane <improper broker company name 2. If the full business entity doesn t fit, the Broker Company name does not need to be included as long as the profile/home page to which it s linked displays the full business entity prominently. 3. Likewise, avatars and icons where space is limited and the Tucker logo doesn t fit with the Agent s portrait, the Tucker logo may be omitted as long as the profile/home page to which it s linked displays the full business entity prominently. 4. In professional social media instances only, the Tucker T logo need not be displayed as long as the broker company name is displayed, in cases where social media platforms limit custom imagery. However, Tucker Marketing recommends using the T logo on all social media, and can create digital artwork for Agent use upon request.

38 PAGE An Agent may not use any full or partial version of the trademarked broker company name by itself or in a manner that implies the voice or ownership of that trademark: NO: TalkToTucker B. POSTS & CONTENT 1. Do unto others: Focus on selling real estate! a. Be factual, fair and professional. Use common sense. b. Use your business as a platform to be helpful, informative, and energizing. c. Be responsible and accountable for what you post and what s posted on your site. 2. As you d have done unto you: Be thoughtful and careful! a. Don t post any comments that could be interpreted to be discriminatory, offensive or deceptive. b. Don t post gossip, rumors, personal attacks or engage in disputes online. c. Remember, there are multitudes of world views. If you re uncomfortable maintaining professional dignity and accountability in the multitudes, then social media is not your thing! d. Don t violate any fair housing laws. e. Don t disclose confidential or private information about anyone. f. Don t criticize other real estate companies and, in particular, discount or limited service brokers or brokers who use other business models (flat fee charges, etc.) g. Don t post information about bad experiences with other brokers or in particular transactions. h. Avoid possible claims for defamation or tort claims based on interference with another broker s business advantage. i. E&O insurance generally covers negligence arising from the sale of real estate, but not conduct that is intentional, fraudulent, or illegal. Be CAREFUL! j. Avoid anti-trust claims from other brokers who could allege you are trying to limit competition among real estate agents if you: i. Discuss fees or rates with any other brokers. Rather than saying that your rate is the going rate, state it s what F.C. Tucker Company charges. ii. iii. Refuse to business with any other brokers. Criticize the limited service, flat fee, or discount broker business models. Instead, focus on the positive benefits of F.C. Tucker. k. If you use any third party trademarks or copyrighted materials, please remember to give proper credit or provide a link to a site if the materials were available on-line. l. No communications on social media sites should be made as though the communications are official statements of F.C. Tucker Company, Inc. unless they originate from and are authorized for use by F.C. Tucker Company, Inc.