Matthew Schorr

Brand book · workshop edition

Version v0Updated 10.16.26Pages 18

Part one

Matt, and why Tahoe.

Matt and Tahoe

Where Matt is from, and why it matters.

The facts first, then the questions

Hard facts

Born and raised in Zephyr Cove

George Whittell High School.

Family in Tahoe real estate since 1981

McCall Realty, South Lake Tahoe. His mother and uncle both sold homes in the basin.

Finance degree, Cal Poly San Luis Obispo

Licensed in 2015, started in San Francisco

One of the top producing young agents in the Bay Area.

Came home in 2019

Senior Sales Associate, Team Blair Tahoe at Compass. Licensed in Nevada and California.

Owns a home here. Runs a vacation rental here.

Questions

Why is Tahoe such a special place to live? Not the view. The life.

Why are you grateful you got to grow up here? What did it give you that you could not have gotten anywhere else?

What does a kid from Zephyr Cove know about this lake that someone who moved here at forty never will?

What did leaving for San Francisco teach you about home?

What do you want the next kids on your street to have?

Matthew Schorr | Brand book v001 · The story

Matt and Tahoe

Why Matt is the one to find your home here.

A small town, a lot of agents, a decision that lasts

Workshop · we fill this together

A small town. A few hundred homes change hands a year, and there are a lot of agents. Buying here decides where your kids go to school, how you spend your winters and who your neighbors are. This sheet is about why Matt is the one to trust with that.

Someone is about to make a decision that changes their whole life. Why should they make it with you?

What do you know about this shore that took you years to learn, and what mistake does it save a buyer from?

Tell us about a client who ended up in exactly the right house. How did you know it was right? Where are they now?

Tell us about a time you talked someone out of a house.

Three times you saved a client money, or from a mistake. Which street, which year, roughly how much.

What do you do in the first week with a new client that other agents skip?

Who sends you business, and what do they say when they do?

01Why Matt, in one sentence

02Story 01

03Story 02

04Story 03

Matthew Schorr | Brand book v002 · Why Matt

Matt and Tahoe

Who Matt wants to bring here.

Every sale is also an invitation into a small town

Workshop · we fill this together

Limited homes, a small community. Every sale is also an invitation. Matt gets to choose who he helps move in.

Who do you want to see move to the East Shore? Describe them.

What makes a good neighbor here?

What does someone owe this place once they buy here?

Who have you helped move here that made the town better? What did they do once they arrived?

When is a buyer not right for Tahoe, and what do you say to them?

What do you tell people about winter? About the summer crowds?

01Who belongs here

02What we ask of them

03What they get

Matthew Schorr | Brand book v003 · The invitation

Matt and Tahoe

What every client gets from Matt, no exceptions.

Workshop · we fill this together

Someone buys a house with you. Ten years later, what do you want to be true for them?

What do you promise every client, no exceptions?

What would you never do, even if it meant losing the deal?

A client calls at 7 on a Saturday night. What happens?

After closing, how long do you stay in their life?

01The promise

02What Matt will not do

Matthew Schorr | Brand book v004 · The promise

Matt and Tahoe

What Matt stands for, and what it has cost him.

Workshop · we fill this together

Three to five. Each one has to have cost you something at some point, or it is not a value.

What have you walked away from? Why?

Your reviews say patient four times. Why does patience matter for a decision like this one?

What makes you angry about how homes get sold here?

What did your family's firm do right? What would you do differently?

What do you owe this town?

01Value 01

02Value 02

03Value 03

04Value 04

05Value 05

Matthew Schorr | Brand book v005 · Values

Matt and Tahoe

Six things that are true about Matt.

Facts, not claims

Hard facts

He grew up here.

Zephyr Cove, Whittell. His family has sold homes on this shore since 1981.

He is licensed in Nevada and California and has closed in both.

Stateline, Zephyr Cove, Incline Village, Glenbrook, the Tahoe Keys.

He handles the lakefront paperwork himself.

TRPA, pier allocations, buoy registrations, land coverage, BMP certificates. He lists 1688 Hwy 50 in Glenbrook at $16.5 million.

He owns here and runs a vacation rental here.

He knows the Douglas County permit cap and the cash flow as an owner.

He studied finance and started in San Francisco.

Cal Poly. A top producing young agent in the Bay Area before he came home.

The record.

More than $120 million in solo sales. 40 MLS closings. 17 deals in the last 12 months. Team Blair Tahoe: more than $2 billion.

Which of these matters most to someone deciding to move their life here?

Which one do you care about most?

Is anything missing?

Matthew Schorr | Brand book v006 · What is true

Matt and Tahoe

Who Matt sounds like when he writes.

The character behind the voice

Workshop · we fill this together

Who taught you how to talk to people?

When you explain something complicated to a client, who do you sound like?

Are you funny? When?

What kind of agent do you not want to be?

Two or three people, real or not, who you would want writing for you. Not realtors.

01In one line

02Writer 01

03Writer 02

04Writer 03

Matthew Schorr | Brand book v007 · Character

Part two

How Matt talks.

How Matt talks

The way Matt talks to a client, written down.

Four traits, then how they change by place

Workshop · we fill this together

Read your reviews out loud. Which words come up more than once?

Bring five texts you sent clients that you are proud of. What do they have in common?

How do you tell a client the house is wrong for them?

What do you say when a buyer wants to overpay?

What is a word you would never put in a listing?

01Trait 01

02Trait 02

03Trait 03

04Trait 04

By touchpoint

Where	How	Warmth	Length
Listing remarks
Website
Instagram
Text and voicemail
Email
Open house

Matthew Schorr | Brand book v008 · Voice

How Matt talks

The people Matt helps move here, and the people he helps leave.

Who they are and what each one needs to hear first

Workshop · we fill this together

Who was your favorite client to help move here? Why?

Who pays the bills?

A buyer from the city who has never spent a winter here. What do you tell them first?

A seller who has owned here for forty years and is leaving. What do they need from you?

Who do you turn down?

01Client 01

02Client 02

03Client 03

04Client 04

Matthew Schorr | Brand book v009 · Clients

How Matt talks

One sentence that says why Matt, why here.

The sign at the end of the driveway

Workshop · we fill this together

On the site now

Lake Tahoe real estate from someone who grew up on it.Homepage

One sentence on why someone should find their forever home here, with you.

Keep the homepage line, change it, or kill it?

How do you introduce yourself at a party when real estate comes up?

01The line

02Second line

Matthew Schorr | Brand book v010 · The one line

How Matt talks

Where the words show up.

Listings, Instagram, texts, email, open houses

Workshop · we fill this together

Where do you actually talk to clients most? Rank them.

What is the one thing you say at every open house?

In a listing, what goes first, every time?

01Listing remarks

02Instagram

03Text and voicemail

04Email

Matthew Schorr | Brand book v011 · Touchpoints

How Matt talks

Words that make every agent sound the same.

Matt does not use them

Workshop · we fill this together

Which words in other agents' listings make you roll your eyes?

What has a client said that made you wince?

01Filler

02Vague

03Hype

04Needs a CPA

Matthew Schorr | Brand book v012 · Words to avoid

Part three

The look.

The look

The name is the mark.

Newsreader, no symbol

From the website

Matt's name in Newsreader. No symbol. Stacked in the rail, one line everywhere else. The MS monogram is for favicons only.

Matthew Schorr

Matthew
Schorr

Clear spaceThe height of the M on every side.

Minimum18px on screen, 7mm in print.

NeverAnother face, a symbol, an outline, or on a photo without the paper or ink behind it.

Matthew Schorr | Brand book v013 · The wordmark

The look

The colors, and what each one is for.

From the website

Paper#f4f1ea

Paper 2#eae6dc

Mist#dfe7e4

Ink#0e1f24

Lake#1f7f98

Lake 2#58b3c9

Alpenglow#d9684a

Alpenglow 2#f0a98f

Pine#15302b

Sand#b89a63

PaperEvery background.

InkType, dark bands.

LakeWater on the charts, links, one italic phrase per headline.

AlpenglowLabels, the home pin, pills. Small doses.

MistAlternate bands.

Matthew Schorr | Brand book v014 · Color

The look

Three typefaces, and which one says what.

From the website

Headlines and bodySchibsted Grotesk.

Labels and numbersJetBrains Mono.

AccentNewsreader italic, one phrase per headline.

Lake Tahoe real estate from someone who grew up on it.Schibsted 500

39.0050° N · 119.9474° W · Zephyr Cove, NevadaJetBrains Mono

Matthew Schorr | Brand book v015 · Type

The look

What the photos and the charts have to do.

From the website

PhotosNatural color. Granite, pines, clear water, piers. Matt outside, on the shore.

ChartsThe real lake in relief. Contour lines that never cross. Mono labels with coordinates.

Shoot day. Which four places on the East Shore?

Matthew Schorr | Brand book v016 · Photos and charts

The look

Listing sheet, social, email, signage.

Templates come after the words

After the words are set

Matthew Schorr | Brand book v017 · Templates

Part four

The workshop.

The workshop

Two hours in a room, then three phases.

Same shape as the SUNGOD board, half the size

Hard facts

Block	Time	What we do	Matt brings
01 · Setup	20 min	How this works. Which sheets we fill today.	Coffee.
02 · Matt and Tahoe	20 min	Why this place, why Matt, who belongs here. Three stories.	Three stories with street names and dollars.
03 · Promise, values, character	20 min	Cut the questions down to answers.	Opinions.
04 · Voice, clients, the one line	60 min	Read the reviews out loud. Pick the line.	Five texts he is proud of.

After

Phase 1 · This book, filled in

Two weeks after the workshop. One round of edits.

Phase 2 · The website

Rewritten in Matt's words. Photos from a shoot day. Domain moved off Luxury Presence.

Phase 3 · Content

Blog posts he approves from his phone. Instagram in his voice. Video from every listing.

Matthew Schorr | Brand book v018 · The plan