Real Estate Marketing Glossary

A semi-fictional representation of an ideal target buyer that guides marketing messaging and channel selection.

A prompt in marketing material directing the audience to take a specific next step, such as contacting the agent or downloading a resource.

A report comparing a subject property to similar recently sold, active, and expired listings to estimate market value.

Creating and distributing valuable, relevant content to attract and engage a target audience and establish expertise.

The percentage of visitors or leads who complete a desired action, such as filling out a form or scheduling a consultation.

Software for managing contacts, tracking interactions, and automating communications throughout the sales pipeline.

A series of pre-scheduled, automated emails sent over time to nurture leads and maintain engagement.

Aerial imagery captured by unmanned aircraft to showcase property exteriors, lot size, and surrounding context.

A strategy of consistently marketing to a defined geographic area to become the recognized local expert.

A system enabling agents to display MLS listings on their own websites for branded lead capture.

A standalone web page created for a specific marketing campaign, designed to capture visitor information through a form.

The process of attracting and capturing potential clients who express interest in buying, selling, or investing in real estate.

The process of building relationships with potential clients over time through consistent follow-up and valuable content until they are ready to transact.

A summary of local real estate statistics including median prices, inventory levels, days on market, and sales volume.

A cooperative database used by real estate brokers to share and distribute property listing information.

A scheduled event during which a listed property is open for public viewing without a prior appointment.

Establishing a consistent and recognizable professional identity that differentiates an agent in the marketplace.

An advertising model where advertisers pay a fee each time their ad is clicked, commonly used on Google and social media platforms.

An advertising technique that shows ads to users who have previously visited a website or engaged with content online.

A measure of the profitability of a marketing investment, calculated by comparing the cost of the campaign to the revenue it generated.

Optimizing website content and structure to achieve higher rankings in organic search engine results for relevant keywords.

Evidence that others have had positive experiences, such as testimonials and reviews, used to build trust with prospective clients.

An agent's personal and professional network of contacts who can provide referrals and repeat business.

Digitally adding furniture and decor to photographs of empty rooms to help buyers visualize the property's potential.

An interactive 3D walkthrough that allows buyers to explore a property remotely via a web browser or VR headset.