Real Estate Marketing Glossary

Printer button


Welcome to the 1parkplace real estate marketing glossary

 1parkplace

  • 1parkplace is a company that provides the best real estate marketing strategies and REALTOR® websites.

 Active Rain

  • Active Rain operates the largest and most active social network in the real estate space. In which the goal is to, “empower the real estate professional,” and as an extension, empower the consumer. This network helps agents to create business relationships both within the industry and with the consumer.

 AOL

  • America On Line is arguably the first active social network that started back in the early 90’s by creating a service that connected millions of consumers to the internet. You used to get the free floppy disk when traveling on airlines, and it also integrated into magazines. Although many new networks have developed over the years, AOL still has millions of users and offers a robust, closed network of content.

 Back-Link

  • Back-links are incoming links to a website or web page. Inbound links were originally important (prior to the emergence of search engines) as a primary means of web navigation; today their significance lies in Search Engine Optimization (SEO). The number of back-links is one indication of the popularity, or importance, of that website or page (though other measures, such as page rank, are likely to be more important). Outside of SEO, the back-links of a webpage may be of significant: personal, business or semantic interest. They indicate who is paying attention to that page.

 BING

  • Bing (formerly Live Search, Windows Live Search, and MSN Search) is the current web search engine (advertised as a “decision engine”) from Microsoft. Bing was unveiled by Microsofts’ CEO, Steve Ballmer, on May 28, 2009 at the All Things Digital conference in San Diego.

 Blog or Blog site

  • A blog (a contraction of the term “weblog”), is a type of website usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.

 Bounce

  • The term Bounce refers the website visitor hitting the back button before navigating any additional internal pages. The goal is to have as low of a bounce rate as possible, by utilizing “sticky” content.

Call To Action (CTA)

  • Proper call to action is to highlight the most desired content, and is critical for internet lead generation

Comma Separated Values (CSV)

  • A popular and widely accepted file format is a particular way to encode primarily contact information for storage in a computer file. Particularly, files encoded using the CSV format are used to store tabular data in a format that is separated by commas.

Competitive Marketing Analysis (CMA)

  • The best method available to home sellers, to learn their home’s current value, so they can select the best sale price is a CMA, or Comparative Market Analysis. CMA is the term real estate agents use when they conduct an in-depth analysis of a home’s worth in today’s market. A completed CMA is presented in the form of a report, which includes the selling price, detailed information about your home and the comparable properties that were researched to determine its value.

 Contact Management (CMS)

  • An integrated office solution that allows organizations and individuals to record relationships and interactions with customers and suppliers. This information includes all emails, documents, jobs, faxes, calendar and more. This type of solution is gaining more and more popularity as companies want to be able to control all this information from a single integrated application, instead of having different proprietary applications, each with their own data collection systems.

 CRM

  • Customer Relationship Management

 Dalton, Allan

  • One of the greatest innovators and thought leaders in the real estate industry

 Drip Email

  • A set of email campaign letters to be delivered to contacts with automated scheduled delivery dates

 Email Blasts

  • A mass distribution of communication or marketing materials via email

 eMarketing

  • 1parkplace vernacular – everything market. Meaning the combination of email, website, blogs, print advertising and email, all coordinated together to effectively market ones’ business.

 Facebook

  • Popular social networking destination – could also be the basis for an eFarm. Originally invented by Harvard University student, Mark Zuckerberg, and officially launched to Harvard students February 4, 2004. The original objective was to connect students together from university to university. As students graduated the network exploded globally, all virally and now boasts over 500 million members.

 Farm & eFarm

  • A real estate farm is the term used to distinguish a geographic marketing area, in which an agent will concentrate his/her advertising and marketing effort. The primary goal of farming is to secure listings within the targeted area. An eFarm is similar, however the geographic boundaries are potentially eliminated; the marketing is conducted electronically via email to a target group of prospects and past customers. 

Feedburner

  • a web feed manager that provides custom RSS feeds and management tools to bloggers, podcasters and other web-based content publishers.

Flickr

  • Flickr is an image and video hosting website, web services suite, and online community. Its services are popularly used by bloggers to host images and videos that they embed in their blogs and social media.

 Google

  • The name of the company and search engine founded and developed by Larry Page and Sergei Brin. Due to its popularity and numerous products, it is listed as the most visited website on the internet. The name Google came from the word googol, which is 1 followed by a hundred zeros in decimal representation.

 Hundley, Steve

  • CEO of 1parkplace, Inc.

 HyperLocal

  • Hyperlocal sites, also referred to as local-local or micro sites, focus on a very narrow geographical area– a suburb, a small town, or a perhaps a rural county– that is not currently well-served by existing media outlets. We have already seen similar efforts by print newspapers in publishing separate Neighbors editions for different areas and by local television news in doing “round-ups” of stories from suburbs surrounding the main metro area, but online these efforts can be taken even further

 IDX

  • (Internet Data Feed Exchange) This refers to the ability for an agent to display all MLS listings on their website for the purpose of lead capture and to ensure they do not brand the listing agent. Generally, it requires permission from both the broker and the MLS. Sometimes, a fee in required by the MLS for processing, such as the case in San Diego.

 Indexed page

  • A website page that has been crawled and analyzed by one of the many search engines and filed into a database of that search engine to be presented. When a user types a search term in the search engine that matches the pertinent content on the page that was indexed.

 Inman (Inman News)

  • Inman News is a source of independent real estate news and other related information, founded in 1996 by Bradley Inman, as an online news source for the real estate industry.

 Landing Page

  • In online marketing a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines.

 Lead

  • A lead is classified as a website registrant or inbound phone caller, who expresses an interest in real property and has not been pre qualified; perhaps, bilateral communication has not taken place.

 Lead Capture

  • Capability to utilize a contact form to capture visitors information from your website.

 LinkedIn

  • LinkedIn is a business-oriented social networking site, founded in 2002 by Reid Hoffman, which is mainly used for professional networking.

 Listing Syndication

  • Listing syndication, is the process of a machine formatting listings in a common XML format for the process of automatically distributing to web site portals that offer real estate listings for sale. The purpose is to increase exposure to real estate listings via a multitude of websites across the world.

 Listing Publisher

  • A solution that assists in the publishing of listings and other marketing content through advertising portals such as Craigslist and BackPage.

 Micro site

  • A mini website that can either stand alone or integrate into a full website. It is specifically designed to feature a product or service with multiple pages of content and is often a specific call-to-action for lead capture. Generally, a micro site will be accessible through either a direct domain or a link from another site.

 MLS

  • Multiple Listing Service

 MySpace

  • MySpace is a social networking site launched in 2003. Its release was widely influenced by Friendster and was designed to mimic the more popular features of the social networking website.

National Association of Realtors (NAR)

  • This is North America’s largest trade association, founded on May 12, 1908; its objective was “to unite the real estate men-of-America for the purpose of effectively exerting a combined influence upon matters affecting real estate interests.” A member of the NAR is called a realtor.

 Off-page SEO

  • Off-page SEO are search engine optimization techniques that are done off the pages of a website, like linking and placing keywords within a link anchor text, to maximize its performance in the search engines for target keywords related to the page content.

 On-page SEO

  • On-page SEO are search engine optimization techniques that are done within the pages of a website. Examples of on-page factors are: keyword frequency, meta tags, headings, links and site structure.

 Organic Traffic

  • Web traffic which comes from unpaid listing at search engines or directories is commonly known as “organic” traffic.

 Page Rank

  • Page rank commonly associated with how Google ranks (highest to lowest) the relevancy of a website in relation to specific keyword search requests. 10 is best, and 0 is the lowest rank.

 Permalink

  • A permalink, or permanent link, is a URL that points to a specific blog or forum entry after it has passed from the front page to the archives. Because a permalink remains unchanged indefinitely, it is less susceptible to link rot. Most modern weblogging and content-syndication software systems support such links. Other types of websites use the term permanent links, but the term permalink is most common within the blogosphere. Permalink is a portmanteau word made from permanent link. Permanence in links are desirable when content items are likely to be linked to, from, or cited by a source outside the originating organization.

 Portals

  • A real estate portal is a location that aggregates listing data and other industry information for the purpose of addressing a direct consumer interface. Portals typically earn their revenue through advertising. Commonly, each listing is marketed directly to the listing agent. Examples include: Realtor.com. Zillow and Trulia, to name a few.

 PPC

  • Pay-per-click(PPC), is a form of advertising in which a buyer of advertising places an upfront commitment on the value of a paid link, from a search engine or third party site. In which, every time their link is clicked from a site they are advertising, money is deducted from the prepaid budget. Google Adwords, is an example of PPC that is currently the most popular. The issue here, is that your link will lose its presence on any site once the pre paid budget has been exhausted. There is no organic value of long term site ranking with PPC.

 Prospect

  • A prospect, is an entity that bi-lateral communication has been established. For instance, a lead that has been contacted and a conversation has taken place; needs have been discussed, and perhaps pre-qualification has began as well.

 Prospect Analytics

  • Technology that analyzes the value of a website prospect to determine their motivation and likeliness to conduct a transaction.

 QR Codes

  • Stands for- Quick Response Code. QR codes may be used to create a link from advertising or messages, in the form of a code to another website. Users can generate and print their own QR codes for others to scan and use by visiting one of several free QR code generating sites. QR codes may appear in magazines, on signs, business cards, or almost any object in which users might need information. Users with a camera phone, equipped with the correct reader application, can scan the image of the QR code to open a web page in the telephone’s browser.

 Rainmaker

  • The person at the top of the team pyramid who is responsible for generating new leads for the rest of the team.

 Real Estate Broker

  • Generally, meant to represent the owner of a real estate firm that has multiple real estate licensees. They operate independently as independent contractors.

 Real Estate Team

  • Consists of a lead agent, within a brokerage firm, who has associate agents working under a single, MLS ID of the team lead. This group of real estate agents is the basis for the rainmaker and raintaker concept.

 RealTown

  • RealTown, is an internet portal that features everything about real estate. It is one of the oldest and most respected communities in the real estate industry.

 ReTweet

  • ReTweet, in the social networking and micro-blogging service Twitter, means to re-post something posted by another user; usually, preceded with “RT” and “@username,” to give credit to original poster.

 RISMedia

  • RISMedia was founded in 1980 by CEO and Publisher, John E. Featherston. It provides the industry with news, trends and development through its publication Real Estate Magazine, its website RISMedia.com and its networking and educational events.

 RSS feed

  • RSS stands for “really simple syndication”, and it is used to publish frequently updated works in a standardized format. A website’s feed, or web feed, usually contains its most recent published works available for viewing, without visiting the website itself.

 SEO

  • Search Engine Optimization – the process of improving ranking in search engine results

 SMART Tracker

  • 1parkplace website and blog analytic program, is the absolute website activity measurement. SMART Tracker is able to be installed on nearly every website, and provides worldwide tracking activity.

 Social Media

  • Social Media, refers to a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0. It allows the creation and exchange of user-generated content.

 Social Network

  • Social Network, is a social structure made of individuals (or organizations) called “nodes,” which are tied (connected) by one or more specific types of interdependency. Examples are: friendship, kinship, financial exchange, dislike, sexual relationships, or relationships of beliefs, knowledge or prestige.

 SOI/COI

  • Sphere of Influence/Center of Influence

 Sticky

  • The term “sticky” pertains to the information on a website that keeps the visitors engaged. Historically, the stickier the content, the higher the lead conversion.

 Syndication

  • Web syndication- web feeds make a portion of a web site available to other sites or individual subscribers. It is popular today for marketing listings across the globe.

 Trulia

  • Trulia, is a real estate search engine, and portal site, that is designed to help customers find homes and provide real estate information at the local level; it is also used to help buyers make better decisions in the process.

 Tweet

  • A Tweet is a text-based post of up to 140 characters on the social networking and micro blogging site Twitter. The posts are displayed on the author’s profile page and delivered to the author’s subscribers known as followers.

 Twitter

  • Twitter, is a free social networking and micro-blogging service, that enables its users to send and read messages known as tweets. Tweets, are text-based posts of up to 140 characters, displayed on the authors’ profile page, and delivered to the authors’ subscribers, who are known as, “followers”. Senders can restrict delivery to those in their circle of friends or, by default, allow open access. Users can send and receive tweets via the Twitter website, Short Message Service (SMS) or external applications. While the service costs nothing to use, accessing it through SMS may incur phone service provider fees.

 Viral Marketing

  • Viral Marketing are the techniques that use pre-existing social networks, to produce increases in brand awareness; or, to achieve other marketing objectives (such as product sales), through self-replicating, viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the internet. Viral promotions may take the form of: video clips, eBooks, brand-able software, images or even text messages. Basically, your prospects and COI promoting you.

 VOW

  • Virtual Office Website

 Web 1.0

  • Web 1.0, is a retronym, which refers to the state of the world wide web, and any website design style used before the advent of the Web 2.0 phenomenon. Web 1.0 began with the release of the “www” to the public in 1991. It is the general term that has been created to describe the web before the “bursting of the dot-com bubble” in 2001. This is seen by many, as a turning point for the internet.

 Web 2.0

  • The simple definition we use is: a website, blog site or social media site, that offers user-defined content and interaction (i.e. commenting, blogging, sharing etc). Unlike Web 1.0, where the concentration is about branding and marketing, 2.0 allows individuals, at large, define and shape the content on a site, based on topics defined generally by the site owner.

 Web 3.0

  • Web 3.0, stands for the semantic web, and is an evolving development of the world wide web; in which, the meaning (semantics) of information and services on the web is defined. This makes it possible for the web to “understand” and satisfy the requests of people and machines to use the web content. At its core, the semantic web comprises a set of design principles, [4] collaborative working groups, and a variety of enabling technologies. 1parkplaces’ Nebula 3.0, is a Web 3.0 application.

 Website

  • It is a collection of related web pages, images, videos or other digital assets, that are addressed relative to a common Uniform Resource Locator.

 Web Analytics

  • The statistical information that is gathered and analyzed, based on a website’s, visitors’ behavior, and length of time on a website. Some call this Google analytics. 1parkplace has a superior product called the SMART Tracker, which can be added to any website regardless if 1parkplace is hosting it or not.

 Webify

  • Webify is often known as a “Hundleyism”. They describe the porting, or conversion, of print or other pre-existing content to HTML (Hyper Text Markup Language), in order to present on the world wide web within: websites, blog sites, mobile devices or any other platform that accepts HTML, as its native language. The act of webifying content is known as, “Webification”.

 Webinar

  • A seminar or training class that takes place over the internet, as opposed to a live physical venue.

 XML (Extensible Markup Language)

  • It is a set of rules for encoding documents electronically.

 Yahoo!

  • Yahoo!, is an American public corporation, founded in 1994, by Jerry Yang and David Filo. It provides Internet services worldwide, and is best known for its web portal, e-mail service, search engine and other on-line services.

 YouTube

  • YouTube is a popular video-sharing website, in which users can upload, share and view videos.

 Zillow

  • Zillow, is an online real estate database that was founded in 2005, by Rich Barton and Lloyd Frink. The website uses a proprietary algorithm called the “zestimate,” to appraise property values based on undisclosed factors.