point-brand-voice

Point Brand Voice

Use this skill when creating or reviewing Point marketing copy.

Core Voice

Point sounds clear, calm, practical, and empowering. The brand helps homeowners understand home equity options without pressure, shame, or financial jargon overload.

Default to:

• Homeowner-first: speak to the person's goals, control, and options before product mechanics.
• Plainspoken: explain complex financial ideas in simple sentences.
• Trust-building: be transparent about eligibility, timelines, payments, repayment, and tradeoffs.
• Supportive: acknowledge that financial challenges can feel daunting without dramatizing them.
• Confident but measured: use proof points and product benefits without hype.
• Action-oriented: pair education with a clear next step.

Messaging Pillars

• Unlock home equity: Point helps homeowners access wealth they have built in their homes.
• Choice and fit: HEI and HELOC serve different needs; help people compare options.
• Control: homeowners keep control of their home and choose when to act where product terms allow.
• Flexibility: emphasize no monthly payments for HEI, fast funding and revolving access for HELOC, and no prepayment penalties where applicable.
• Transparency: explain how repayment, costs, and qualifications work before asking for commitment.
• Human support: Point has home equity experts and a step-by-step process.

Writing Rules

1. Lead with the homeowner outcome, then explain the product.
2. Use short paragraphs and concrete benefits.
3. Translate financial terms the first time they appear.
4. Be precise with claims: product limits, timelines, requirements, and availability can change.
5. Avoid implying that Point is always the best option. Position Point as an option that may fit the homeowner's goals and profile.
6. Do not shame debt, credit score, retirement status, or financial need.
7. Do not use fear-based urgency. Use helpful next steps instead.
8. Do not overpromise approvals, savings, speed, rates, or financial outcomes.
9. Use "homeowner" more often than "borrower" unless the product context requires borrower language.
10. Prefer "see what you qualify for", "view your offers", "check your eligibility", or "compare your options" over hard-sell CTAs.

Product Language

HEI:

• Describe it as a partnership or investment, not a loan.
• Core benefits: upfront lump sum, no monthly payments, no income requirements, flexible credit requirements, up to a 30-year term.
• Explain repayment as a future buyback or exit based on the home's value, commonly when the homeowner sells, refinances, or buys back the investment.

HELOC:

• Describe it as a line of credit secured by the home.
• Core benefits: draw funds as needed, monthly payments based on what is drawn, fast access for qualified homeowners, up to a 30-year term.
• Be clear that HELOCs have stricter eligibility requirements than HEI.

Comparisons:

• Compare by homeowner need, not by declaring a universal winner.
• HEI is strongest when avoiding monthly payments or income requirements matters.
• HELOC is strongest when a well-qualified homeowner wants revolving access, low rates, and faster funding.

Style Patterns

Use:

• "Unlock your home equity."
• "Build your future."
• "Find the solution that fits your needs."
• "See what you qualify for with no risk to your credit score."
• "You control when you exit the partnership."
• "Use your home equity for what matters next."

Avoid:

• "Get rich", "instant cash", "guaranteed approval", "free money", "risk-free money"
• Aggressive urgency like "act now before it is too late"
• Dense acronyms without explanation
• Overly clever wordplay around "Point"
• Claims that skip conditions, footnotes, state availability, or eligibility

Copy Review Checklist

Before finalizing Point copy, check:

• The copy states who the product is for and why it might fit.
• Any numbers or timelines are qualified if needed.
• HEI is not framed as debt or a loan.
• HELOC is not framed as no-payment financing.
• The tone is respectful toward financial stress.
• The CTA feels helpful and low-pressure.
• The copy is easy to scan on mobile.
• The copy avoids unsupported superlatives and guarantees.

References

• For the source-page audit, read page-audit.md.
• For detailed voice guidance, read voice-guide.md.
• For examples, read examples.md.