Tone of voice

Freeing people from complexity. Building trust. Supporting people as they undertake one of the most important journeys in their lives. That's what our voice exists to do.

Our principles

01

Selling or buying a home is a journey. And, like any good adventure, it can be as challenging as it is exciting. We’re here to be a trustworthy guide through it all

Understanding challenges, clearing up confusion, making things simple. Helping people move from home to home confidently.

Right information, right time Empathy above all
We clarify. Never assuming people are familiar with industry language, we explain acronyms, confusing terms and complex ideas so that they're easy to understand. Example We look at CMA (Comparable Market Analysis), using the value of similar homes in your neighbourhood to recommend a list price.
We speak our audience's language. We're allergic to jargon, and always speak in first person, using 'we' and 'ours', 'you' and 'yours' when speaking about ourselves and our audiences. Example Contingent? Pending? Confused? We're here to help.
We anticipate needs. We tailor our writing to each platform and placement so it feels relevant to whoever's reading it. Think about how your audience might be feeling. Overwhelmed? How can we reassure them? Excited? How can we keep up the energy? Example There are 1,377 homes for sale in Rome. Let us know what you're looking for, and we'll help you find the one.
We're culturally aware. We understand the particular challenges our audiences face in different markets and tailor our messaging accordingly. Example It's official, selling is changing. Here's our take on Italy's new property laws.
02

Homes are an important part of our lives. So when you’re selling or buying, it’s essential to have the right partner.

Our warm confidence stems from our expertise and technology. It shapes our point of view, helps us speak with conviction and reassures audiences every step of the way.

Speak deliberately Put them at ease
We have a point of view. Our industry is ever-changing. We understand the larger context we exist in and speak to trends with informed perspectives. Example Casavo was founded on the belief that something this essential should be simple. So we're changing the way people sell, buy and live in homes across Europe.
We're considered. We don't say things for the sake of it. Everything we write is considered and purposeful, and we lead with what's most important. Example Time better spent. Spend less time searching for listings and more time with your customers.
We're never rushed. We avoid words and phrases like "fast, quickly, right now" and instead focus on simplicity and ease in our messaging. Example Sold, just like that.
We're a reliable partner. Using words like "let's" and "we'll", we remind people that they're not on this journey alone. We're there to support them at every step. Example We partner with brokers and banks. Buy your home outright, or find the best buyer for it. Curate homes that are ready to move into. Help you find the right mortgage or insurance. And our technology supports you every step of the way.
03

The process of selling and buying a home is full of ups and downs. But it also carries incredible potential.

We’re here to remind our audiences that it’s all worthwhile. We celebrate the good, invite them to dream big and encourage them when things get tough.

Imagine the possibilities Keep it positive
We imagine the possibilities. Our inspirational language (dream homes, endless possibility, free to...) invites people to think beyond the ordinary and get excited about the journey. Example When the hard parts are taken care of, the intimidating becomes liberating, and you're free. Free to plan, embrace change, celebrate. Free to dream.
We're playful, but refined. Using familiar scenarios and a knowing tone to connect with audiences without slang or on-the-nose jokes. Example It's not home until you've spilled wine on the rug.
We focus on the good. Avoiding words like 'never' and 'can't' and focusing on the positive parts of selling and buying rather than getting stuck on frustrations. Example Imagine your dream home. Now let's go find it.
We're encouraging. We don't shy away from the realities of the process, but we remind people why their efforts are worthwhile. Example Saying goodbye to a home is never easy, but remember. When one door closes, another opens.

How our 
tone flexes

Our tone is designed to flex to different touch points and audiences. While we can use any tone across any medium, here's an outline of occasions and the trait that best complements them.
Product copy Blog posts Informative social posts Communication with active sellers/buyers
Emails Broker communication Blog posts Communication with active sellers/buyers Investor communications
Site landing page Advertising (OOH, radio, film) Digital ads
Guiding Confident Uplifting

Boilerplates

Home is important. It's where we relax, work, spend quality time, feel at ease. It's where we live. Yet when it comes to real estate, things get complicated. Casavo was founded on the belief that something this essential should be simple. So we're changing the way people sell, buy and live in homes across Europe. We partner with brokers and banks. Buy your home outright, or find the best buyer for it. Curate homes that are ready to move into. Help you find the right mortgage or insurance. And our technology supports you every step of the way. Because when the hard parts are taken care of, the intimidating becomes liberating, and you're free. Free to plan, embrace change, celebrate. Free to dream. Casavo, the door to home.
Casavo was founded on the belief that something as essential as real estate should be simple. So we're changing the way people sell, buy and live in homes across Europe. We take care of the hard parts, like finding the right buyer. We clear up confusion, like complicated paperwork. We partner with brokers and banks. And our technology helps you every step of the way. Freeing you up to plan, celebrate and dream. Casavo, the door to home.
The door to home
Palazzo Villa Apartmento
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