★ Sales Master, April 2026 — Filipino Homes

Lucy Yolanda
Amores

Real Estate Sales Associate  ·  Filipino Homes, J2911 Team  ·  Cebu City

Broker Filipino Homes
Team J2911 Team
Focus Cebu City
This document Brand Kit v1.0, 2026
01 — Color System

The palette

Five colors. Every color has a role. No substitutions in public-facing assets without written approval. These are displayed here as property listing cards — because real estate is Lucy's language.

Primary anchor
Navy
Cebu Deep
#0D1B2A
Backgrounds, nav, headlines on light. The foundation of trust and authority.
Award gold
Gold — Primary Accent
Sales Master Gold
#C9963A
CTAs, highlights, borders, active states. The achievement color — use with intention.
Light variant
Gold Light
Sunrise Gold
#E8B86D
Text on dark navy, icon accents, gradient highlights. Never on white or cream.
Warm surface
Cream
Cebu Warm White
#FAF7F2
Page background, card surfaces, section alternation. Never use pure white as the page base.
Warm accent
Terracotta — Secondary Accent
Wellness Terracotta
#C4603A
Tags, badges, wellness content, secondary highlights. Reflects Lucy's human warmth.
Approved color combinations
Lucy Amores Real Estate
Navy + Gold Light — primary pairing
Lucy Amores Real Estate
Cream + Navy + Gold — standard
Sales Master April 2026
Gold + Navy — achievement callouts only
02 — Typography

The typefaces

Two families. Playfair Display for authority and warmth. Inter for clarity and modern credibility. Never use any other typeface in Lucy's brand materials.

Display Face
Playfair Display
Used for: headlines, hero text, name treatment, pull quotes, section titles.

Weight: 700 (bold) for headlines, 400 italic for warmth and personality.

Never use for body copy or captions. Never set below 18px.
Find your home
in Cebu City.
Trusted. Warm. Award-winning.
Body and UI Face
Inter
Used for: body copy, captions, UI labels, navigation, social captions, metadata.

Weights: 400 regular, 500 medium, 600 semibold. No bold (700) in body text.

Line height: 1.7 for paragraphs. Letter spacing: 0.06em for uppercase labels.
Whether you are renting, buying, or investing in Cebu City property — Lucy will guide you every step of the way. Zero pressure. Full transparency.
Real Estate  ·  Filipino Homes  ·  Cebu City
Type scale
Hero / 56px
Lucy Amores
H1 / 40px
Cebu City Real Estate
H2 / 28px
Find the right property
H3 / 20px
Deca Homes Banilad
Body / 16px
I help buyers, renters, and investors find the right property in Cebu City.
Small / 13px
Marketing Partner, Filipino Homes — J2911 Team. Cebu City, Philippines.
Label / 11px
Sales Master · April 2026
04 — Voice and Tone

How Lucy sounds

Warm and knowledgeable. Like a trusted Ate or Tita who happens to know Cebu real estate deeply. Never corporate, never salesy, never cold.

👑
Sales Master, April 2026
This achievement is a trust signal, not a trophy. When referencing it in copy, always frame it as a client benefit: "Recognized as Sales Master at Filipino Homes — because helping you find the right property in Cebu is not just what I do, it is what I love doing."
Warm
Lucy talks to people, not at them. She uses first-person naturally and makes every client feel like they are the only one she is helping right now.
Honest
No hype. No inflated promises. She tells you what a property actually is, who it is right for, and when something might not be the right fit.
Knowledgeable
She knows the Cebu market, knows financing options, knows the paperwork. Her copy reflects fluency, not confidence borrowed from marketing templates.
Grounded
Faith-centered without being exclusive. Her community roots come through naturally. She does not perform wellness or positivity — she lives it.
Not this
"PRIME LOCATION!! BEST DEAL IN CEBU!! Limited units available! Act NOW before it's too late! Message me ASAP!!!"
This instead
"One of my favorite listings right now is a 2-BR unit at Deca Homes Banilad. Great for a small family or a BPO professional who wants space without the IT Park price tag. Message me and I will walk you through it."
Not this
"I am a highly professional real estate agent with extensive knowledge of the Cebu property landscape offering premium bespoke services."
This instead
"I have helped clients find condos, rental units, and investment properties here in Cebu City. If you are not sure where to start, that is okay. Let us figure it out together."
05 — Social Channels

Where to find Lucy

All confirmed handles as of June 2026. Use these exact links across all assets. Note the handle inconsistency flagged below — unification is recommended before the full content push.

Handle unification — recommended action
Facebook is "lucyamorez," Instagram and Threads are "dinglalalu," TikTok is "lucyamores345." This creates friction for anyone trying to find or tag Lucy across platforms. Recommended unified handle: @lucyamorezph — professional, searchable, and available as a pattern across all platforms.
06 — Usage Rules

Do and don't

These rules apply to every piece of content, every social post, every asset built for Lucy. No exceptions.

Do
  • Use Playfair Display for all headlines and Lucy's name in designed assets.
  • Lead with the Sales Master award as a trust signal, framed as a client benefit.
  • Always include the Filipino Homes affiliation — it is a major credibility anchor.
  • Use the Messenger link (m.me/lucyamorez) as the primary contact CTA on every asset.
  • Write in warm, conversational Filipino English — the way Lucy actually speaks.
  • Reference real, documented deals (Deca Homes Banilad closing) when discussing track record.
  • Use the cream background (#FAF7F2) as the primary page surface — never pure white alone.
  • Keep content pillars balanced: 40% market education, 30% listings, 20% personal brand, 10% community.
Don't
  • Never call Lucy a "licensed agent" — the correct term is "Marketing Partner" or "Real Estate Sales Associate" under Filipino Homes.
  • Never use all-caps, multiple exclamation points, or salesy urgency language in captions or copy.
  • Never fabricate client testimonials, closing numbers, or property outcomes that are not documented.
  • Never use Filipino Homes' logo or branding without checking their current brand usage guidelines.
  • Never place Lucy's logo on busy or dark photo backgrounds without a solid color panel behind it.
  • Never use fonts other than Playfair Display and Inter in brand assets.
  • Never post a listing without a clear CTA directing people to Messenger or her Facebook profile.
  • Never use colors outside the five approved palette colors in designed brand materials.
Photo usage guide
Formal headshot (gray blazer) Use for: Portfolio website, LinkedIn, Resume website, broker-facing materials. Conveys professionalism and authority.
Lifestyle photo (restaurant) Use for: Biosite, Instagram, TikTok, Facebook personal brand posts. Conveys warmth and approachability.
Sales Master award graphic Use for: Social proof posts, milestone announcements, LinkedIn featured section. Do not overuse — reserve for high-impact moments.
Filipino Homes closing card Use for: Social proof posts celebrating the Deca Homes Banilad closing. Share directly on Facebook and LinkedIn as documented achievement.
07 — Content Pillars

What Lucy posts about

Every piece of content Lucy publishes belongs to one of four pillars. This keeps her feed balanced, strategic, and never accidentally becoming a pure listing dump.

Pillar 1 — 40%
Market Education
Cebu property market updates, area guides, infrastructure impact, rent vs. buy, Pag-IBIG and bank loan explainers, pre-selling vs. RFO breakdowns.
Sample caption
"Did you know rental yields in Cebu City can reach up to 7%? That is higher than most Metro Manila condos. Here is what that actually means for OFW investors looking to park their savings locally."
Pillar 2 — 30%
Property Features
Listing spotlights, price-per-sqm breakdowns, amenity highlights, floor plan walkthroughs, developer project features. Always ends with a clear Messenger CTA.
Sample caption
"One of my current favorites: a 2-BR unit at Deca Homes Banilad. Great for a small family or a professional who wants space without the IT Park price tag. Message me and I will walk you through it."
Pillar 3 — 20%
Personal Brand
Behind the scenes, client wins (with permission), her process as an agent, values, faith, wellness mindset, what drives her work. Builds know-like-trust without being performative.
Sample caption
"Grateful for another closed deal this month. Real estate is not just about properties — it is about the people who are trusting you with one of the biggest decisions of their lives. That never gets old."
Pillar 4 — 10%
Community and Lifestyle
Cebu City life, local business features near properties, area walking guides, barangay highlights. Attracts OFW buyers who are homesick or scouting neighborhoods from abroad.
Sample caption
"Living near IT Park means more than just a short commute. Here are three things my clients always discover about the neighborhood after they move in — and why they never want to leave."
Recommended posting frequency
5×
Facebook
per week — mix of all 4 pillars
4×
Instagram
per week — visual-first, Reels priority
3×
TikTok
per week — property tours, tips, OFW content
2×
LinkedIn
per week — market data, professional milestones
3×
Threads / X
per week — quick market takes, repurposed captions
Core hashtag set
#LucyAmoresRealEstate #CebuRealEstate #CebuProperty #FilipinHomescebu #CebuCondo #CebuHouseForRent #OFWInvestment #CebuITpark #BuyPropertyCebu #RentCebu #CebuLandmasters #DecaHomes #PhilippineRealEstate #CondoForRentCebu
Dark tags are Lucy's owned brand hashtags — always include them. Light tags are contextual — pick 5 to 8 relevant ones per post depending on content type. Do not use all hashtags on every post; match them to what the content is actually about.
08 — Filipino Homes Co-Branding

How to use the Filipino Homes brand

Lucy operates under Filipino Homes — one of the most recognized real estate brands in the Philippines. This section defines how to correctly and respectfully co-brand across all assets.

Founded
2008
Cebu City, Philippines
Network
14,000+
Licensed RE professionals
Offices
100+
Nationwide Philippines
Founder award
2024 Intl. Realtor of the Year
NAR — first Filipino to win
Lucy's team
J2911
"Love begins at HOME"
Correct title and affiliation lines
For biosite, Instagram bio, TikTok bio, Threads
Real Estate Sales Associate | Filipino Homes Cebu | Sales Master, April 2026
For LinkedIn headline
Real Estate Sales Associate | Filipino Homes Cebu | Sales Master April 2026 | Helping buyers, renters, and investors find the right property in Cebu City
For Facebook Page about section
Marketing Partner, Filipino Homes — J2911 Team. Cebu City, Philippines.
For portfolio website and resume website
Real Estate Sales Associate under Filipino Homes, J2911 Team — Cebu City's largest property network, founded by 2024 International Realtor of the Year Anthony Leuterio.
Never write this
Licensed Real Estate Agent / Licensed Broker / PRC Licensed Agent
Lucy is a Marketing Partner (Real Estate Salesperson) operating under a licensed broker. The above titles are legally inaccurate without a PRC license of her own.
Developer brands accessible through Filipino Homes
Cebu Landmasters (CLI) Deca Homes Primeworld Land Robinsons Land Vista Land SMDC Ayala Land Federal Land 8990 Housing
Gold-highlighted developers are confirmed accessible through Filipino Homes partnerships. Light-highlighted ones are likely accessible — confirm availability with your upline before posting specific listings. Always verify project availability, pricing, and payment schemes with Filipino Homes before publishing.
09 — Asset Build Map

The complete digital presence

Every asset to be built for Lucy's online presence — with the purpose of each, the photo to use, the primary audience it serves, and its build priority.

🎨
Brand Kit This document
Colors, typography, logo, voice, usage rules, content pillars, co-branding guide, asset map. The single source of truth for every downstream asset.
Photo: N/A  ·  Audience: Internal / designers  ·  Deploy: Netlify static page
✓ Done
🪪
Biosite
Mobile-first single-page link-in-bio. Photo, one-liner, Sales Master badge, Filipino Homes badge, all social links, and Messenger CTA. Goes in every platform bio immediately.
Photo: Lifestyle (restaurant)  ·  Audience: All four personas  ·  Deploy: Netlify
Build next
📘
Facebook Page — Copy Kit
Page name, about section, pinned post, cover photo brief, CTA button setup. All written copy ready for Lucy to implement in minutes.
Photo: Formal headshot (gray blazer)  ·  Audience: Renters, buyers, local investors  ·  Platform: Facebook
Build third
🌐
Portfolio Website
Full multi-section site: hero, about, services, areas covered, how it works, Deca Homes Banilad closing as social proof, testimonials (placeholder ready), and Messenger contact CTA.
Photos: Both (formal for about, lifestyle for hero)  ·  Audience: All four personas  ·  Deploy: Netlify
Build fourth
📄
Resume Website
Online CV. Full work history from 1985 to present, TESDA certifications, Filipino Homes role, Sales Master award, skills. Designed for broker partnership applications and developer accreditation.
Photo: Formal headshot (gray blazer)  ·  Audience: Brokers, developers, B2B  ·  Deploy: Netlify
Build fifth
📅
30-Day Content Plan
Daily post plan across Facebook, Instagram, TikTok, and Threads. Four content pillars, caption templates per day, platform-specific formats, and hashtag sets per post type.
Format: Downloadable HTML reference  ·  Audience: Lucy — for self-execution
Build sixth
💼
LinkedIn Profile Optimization
Full profile copy: headline, about section, featured section strategy, experience write-ups, skills endorsement targets. Positioned for OFW investors who research agents on LinkedIn before committing.
Photo: Formal headshot  ·  Audience: OFW investors, brokers, developers
Build seventh
📸
Instagram and TikTok Content Strategy
Reels concept templates, property tour format, area guide format, market tip series. Visual-first strategy document with caption templates, cover frame briefs, and audio direction notes.
Audience: BPO renters, OFW buyers, young local investors  ·  Format: Video-first
Build last
Every asset flows from this Brand Kit.
Colors, type, voice, and rules established here are non-negotiable across all Lucy Amores real estate assets. Consistency is what makes a brand feel trustworthy — and trust is what sells property.
Sales Master, April 2026
Filipino Homes — J2911 Team
Cebu City, Philippines