4K (Ultra HD)
4K is a resolution of roughly 3840x2160 pixels, four times the pixel density of Full HD.
Story
A Story is a vertical photo or video post that disappears after 24 hours.
Glossary: real estate, video, social and AI marketing terms, clearly explained
Clear definitions of the terms around real-estate video, social media, SEO/GEO and AI marketing for agents. Search a term, or browse by letter or theme.
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A
A/B test
An A/B test is a test that compares two variants to see which performs better.
AI avatar
An AI avatar is an AI-generated, speaking digital presenter based on a reference photo and voice.
AI Overview
An AI Overview is an AI-generated answer that appears at the top of search results.
AI real estate video
An AI real estate video is a video generated automatically from listing photos or an ad URL by AI, without filming or editing.
AI script
An AI script is a text written by AI that serves as the basis for the voice-over or captions.
Airbnb host
An Airbnb host is someone who rents out a home or room via short-term platforms such as Airbnb.
Alt text
Alt text is a text description of an image for accessibility and search engines.
API
An API is an interface that lets software systems communicate with each other automatically.
Approval workflow
An approval workflow is a review process in which posts are checked before publication.
Artificial intelligence (AI)
Artificial intelligence is technology that performs tasks that normally require human intelligence.
Asking price
The asking price is the price at which a property is offered for sale.
Aspect ratio
Aspect ratio is the ratio between the width and height of a video frame.
Atmosphere style
An atmosphere style is a preset lighting mood (e.g. bright, warm) that sets the tone of a video.
Auto-publishing
Auto-publishing is posting directly to connected accounts from a tool, without manual uploading.
Average engagement rate
Average engagement rate is the typical interaction rate across multiple posts or a period.
B
B-roll
B-roll is supplementary footage that supports or enriches the main shots.
Backlink
A backlink is a link from an external website to yours, a signal of authority.
Beat-sync
Beat-sync is editing in which the cuts land precisely on the beat of the music.
Benchmark
A benchmark is a reference value against which performance is measured.
Bitrate
Bitrate is the amount of data per second in a video, affecting quality and file size.
Bottom of funnel
Bottom of funnel is the decision stage where prospects are ready to buy.
Bounce rate
Bounce rate is the percentage of visitors who leave a page without further interaction.
Bracketing
Bracketing is taking several photos of the same scene at different exposures.
Brand kit
A brand kit is a saved set of brand elements (logo, colours, fonts) that is applied automatically.
Brand voice
Brand voice is the consistent tone and style with which a brand communicates.
Bulk scheduling
Bulk scheduling is scheduling a large series of posts in one go.
C
Cadastral income
Cadastral income is the estimated average net rental income of a property, used as a tax base.
Call to action (CTA)
A call to action is an explicit prompt for the user to act.
Canonical tag
A canonical tag is a tag that indicates the preferred version of a page to avoid duplicate content.
Caption
A caption is the accompanying text of a social post.
Case study
A case study is a worked example that shows how a customer achieved results.
Cinematic camera movement
Cinematic camera movement is artificial motion (pans, push-ins, reveals) that makes still photos feel filmed.
Click-through rate (CTR)
Click-through rate is the percentage of viewers who click a link or CTA.
Codec
A codec is the technology that compresses and decompresses video, such as H.264.
Cold outreach
Cold outreach is proactively contacting prospects who do not yet know you.
Comments
Comments are the written replies users leave under a post.
Community management
Community management is managing interactions with your audience on social media.
Content calendar
A content calendar is a planning overview of what gets posted when and on which channel.
Content pillar
A content pillar is a core theme around which a brand structures its content.
Conversion
A conversion is the moment a visitor completes a desired action.
Conversion rate
Conversion rate is the percentage of visitors who complete a desired action.
CRM integration
CRM integration is the connection between a real estate CRM and a marketing tool, so listing data carries over automatically.
Cross-posting (multi-channel publishing)
Cross-posting is publishing content to multiple channels at once.
D
Details overlay
A details overlay is a tidy display of listing data (price, area, EPC) shown on screen over the video.
Diffusion model
A diffusion model is a type of generative AI model that builds images or video from noise.
Disclaimer
A disclaimer is the legally required legal text that must appear on real estate marketing.
Drip campaign
A drip campaign is a series of pre-planned emails sent automatically over time.
Drone photography
Drone photography is capturing aerial or bird's-eye images with a drone.
E
E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, quality signals used by Google and AI.
Email marketing
Email marketing is reaching prospects and customers directly via email.
End screen (outro)
An end screen is the final frame of a video with contact details or branding, the frame meant to convert.
Energy label (EPC)
An energy label (EPC) is the legally required indication of a property's energy performance.
Engagement rate
Engagement rate is the percentage of interactions (likes, comments, shares) relative to reach.
Evergreen content
Evergreen content is content that stays relevant for a long time, regardless of current events.
Exclusive mandate
An exclusive mandate is a sales assignment in which a single agent is the only one allowed to market the property.
Exposure
Exposure is the amount of light a camera captures, which determines an image's brightness.
F
Facebook is a broad social platform with posts, videos and business pages.
Feed
A feed is the chronological or algorithmically ordered stream of posts on a platform.
Fine-tuning
Fine-tuning is further training an AI model on specific data for a specific task.
Flambient
Flambient is a real estate photo technique that blends flash and ambient light for natural, bright images.
Floor plan
A floor plan is a schematic top-down drawing of a home's layout.
Follower growth
Follower growth is the net increase in followers over a period.
Frame rate (fps)
Frame rate is the number of frames per second in a video, which determines its smoothness.
Full HD (1080p)
Full HD is a resolution of 1920x1080 pixels, the standard for sharp social video.
G
Generative AI
Generative AI is AI that generates new content, such as text, images or video.
GEO (Generative Engine Optimization)
GEO is optimising content so that AI assistants understand and cite your brand correctly.
H
Habitable area
Habitable area is the total living space of a home, usually expressed in square metres.
Hallucination (AI)
A hallucination is when an AI model presents incorrect or invented information as fact.
Hashtag
A hashtag is a keyword preceded by a #, which makes content discoverable and groupable.
HDR photography
HDR photography is a technique that combines multiple exposures for a balanced image with lots of detail.
Hreflang
Hreflang is a tag that tells search engines which language version of a page is meant for which audience.
I
Image enhancement
Image enhancement is the automatic optimisation of photos (exposure, watermark removal) before they are used in video.
Image-to-video
Image-to-video is an AI technique that turns still photos into moving video footage.
Impressions
Impressions are the total number of times a post has been displayed, repeats included.
Independent agent
An independent agent is an agent who works alone or as a sole trader, without a marketing team.
Instagram is a visual social platform focused on photos, Reels and Stories.
Instagram Reel
An Instagram Reel is a short vertical video on Instagram, ideal for reach.
Internal link
An internal link is a link between pages within the same website.
K
Keyword
A keyword is the term people type into a search engine to find something.
KPI
A KPI is a key performance indicator that measures the success of a goal.
L
Landing page
A landing page is a page designed specifically to drive visitors toward one action.
Landscape format (16:9)
Landscape format is the wide aspect ratio for YouTube, websites and presentations.
Large Language Model (LLM)
A Large Language Model is an AI model trained on vast amounts of text to understand and generate language.
Lead
A lead is a potential customer who has shown interest.
Lead generation
Lead generation is attracting and collecting potential customers.
Lead magnet
A lead magnet is free valuable content you give away in exchange for an email address.
Licensed music
Licensed music is music legally cleared for commercial use in videos.
Likes
Likes are positive reactions users give a post with a single tap.
Link in bio
Link in bio is the clickable link in a social profile that leads to external content.
LinkedIn is a professional networking platform, suited to B2B and thought-leadership content.
Listing
A listing is an online advertisement for a specific property for sale or rent.
Listing URL import
Listing URL import is automatically pulling in photos and details by simply pasting an ad's URL.
LLM visibility
LLM visibility is the extent to which, and the way in which, AI assistants describe your brand in their answers.
llms.txt
llms.txt is a file that gives AI systems guidelines about a website's content.
Long-form video
Long-form video is longer video, suited to in-depth tours or how-tos.
Long-tail keyword
A long-tail keyword is a longer, more specific search term with lower volume but higher intent.
M
Magic link
A magic link is a login method via an email link, without a password.
Marketing funnel
A marketing funnel is the journey a prospect takes from first contact to customer.
MCP (Model Context Protocol)
MCP is an open standard that lets AI assistants take actions in other apps.
Meta description
A meta description is the short summary of a page that appears in the search results.
MP4
MP4 is a widely used video file format that plays back almost everywhere.
Multi-channel distribution
Multi-channel distribution is spreading content across multiple channels at once.
N
New-build project
A new-build project is a real estate project with newly built or to-be-built units.
Newsletter
A newsletter is a recurring email with updates, tips or content sent to a subscriber list.
Noindex
Noindex is an instruction that asks search engines not to index a page.
Notarial deed
A notarial deed is the official deed executed by a notary that finalises the transfer of ownership.
Nurturing
Nurturing is keeping prospects warm with relevant content until they are ready to buy.
O
Offer (bid)
An offer is the amount a prospective buyer proposes for a property.
Onboarding flow
An onboarding flow is an automated series of emails that helps new users get started.
Open house
An open house is an organised moment when interested parties can freely view a property.
Open rate
Open rate is the percentage of recipients who open an email.
Orbit
An orbit is a camera movement that rotates around a subject.
P
Pan
A pan is a horizontal camera movement that sweeps across a space.
Personalised video
A personalised video is a video adapted to a specific agent, audience or viewer.
Photo carousel
A photo carousel is a social post with multiple swipeable photos.
Photo motion
Photo motion is the addition of subtle movement to a still photo.
Pillar page
A pillar page is a comprehensive hub page about a main topic that links to related cluster articles.
Pinterest is a visual discovery platform that functions as a search engine for images.
Plot area
Plot area is the total ground surface that belongs to a property.
Positioning
Positioning is the place a brand occupies in the target audience's mind relative to competitors.
Preliminary sales agreement
A preliminary sales agreement is the private purchase contract that binds buyer and seller before the notarial deed.
Profile visits
Profile visits is the number of people who visit a profile after seeing content.
Progressive Web App (PWA)
A Progressive Web App is a web app that installs like a native app on any device.
Prompt
A prompt is the instruction or question you give an AI model.
Prompt engineering
Prompt engineering is the practice of carefully crafting prompts for better AI results.
Property developer
A property developer is a party that develops, builds and sells real estate projects.
Property manager
A property manager is a professional who manages properties on behalf of owners, including rental and maintenance.
Property portal
A property portal is a platform with online listings, such as Immoweb, Funda, ImmoScout24, SeLoger or Idealista.
Proptech
Proptech is the sector of technology that digitises and automates real estate processes.
Push-in
A push-in is a camera movement that slowly moves toward a subject.
Q
Queue
A queue is a list of prepared posts that go out at set times.
R
Re-engagement
Re-engagement is reactivating inactive users or subscribers.
Reach
Reach is the number of unique people who have seen a post.
Real estate agency
A real estate agency is a company with several agents who sell and rent properties together.
Real estate agent
A real estate agent is a professional who mediates the sale or rental of property on behalf of owners or buyers.
Real estate marketing
Real estate marketing is everything done to make properties and the agent's brand visible and to sell them.
Real estate network (franchise)
A real estate network is a chain of agencies operating under one brand.
Real estate photographer
A real estate photographer is a photographer specialised in capturing properties for marketing.
Real estate photography
Real estate photography is photography that specifically captures properties for marketing purposes.
Real estate videographer
A real estate videographer is a videographer who makes promotional videos of properties.
Render (rendering)
Rendering is the process by which software computes the final video from all its elements.
Renovation impression
A renovation impression is a visualised depiction of how a property could look after renovation.
Resolution
Resolution is the number of pixels in an image, which determines its sharpness.
Retargeting
Retargeting is reaching people again who previously engaged with your brand.
S
Sales mandate
A sales mandate is the assignment an owner gives an agent to sell their property.
Saves
Saves is the number of times users save a post to view later.
Scene
A scene is a distinct segment or shot within a video.
Scheduling
Scheduling is preparing posts in advance that publish automatically at a chosen time.
Schema markup (structured data)
Schema markup is code that helps search engines and AI understand a page's content.
Scraping
Scraping is automatically retrieving data or images from a web page.
Search intent
Search intent is the goal behind a query: information, comparison or purchase.
Segmentation
Segmentation is dividing an audience into groups for more targeted messages.
SEO
SEO is optimising content so that it ranks higher in search engines such as Google.
SERP
A SERP is the search results page a search engine shows after a query.
Share of voice
Share of voice is a brand's share of the total online conversation within its category.
Share page
A share page is a branded web page around a video that you can share outside social media.
Shares
Shares is the number of times users forward or re-share a post.
Short-form video
Short-form video is short video, typically under 60 seconds, for quick social consumption.
Short-stay rental
Short-stay rental is the renting of a home for short periods, often via platforms such as Airbnb or Vrbo.
Shot
A shot is a single uninterrupted recording within a video.
Sky replacement
Sky replacement is digitally replacing a dull or cloudy sky with a more attractive one.
Smart Director
Smart Director is a feature that automatically determines the best order and structure of scenes in a video.
Social inbox
A social inbox is a unified inbox that brings together messages and comments from all channels.
Social listening
Social listening is monitoring online conversations about a brand, topic or competitor.
Social media algorithm
A social media algorithm is a platform's system that decides which content is shown to which user.
Social media management
Social media management is centrally planning, publishing and analysing content across multiple channels from one dashboard.
Social proof
Social proof is evidence (reviews, testimonials, numbers) that others trust you.
Social SEO
Social SEO is optimising social content so people find you via the platforms' search function.
Square format (1:1)
Square format is a square aspect ratio, often used for the Instagram feed.
Storyboard
A storyboard is a visual plan that sketches the sequence of scenes in a video.
Subtitles (captions)
Subtitles are on-screen captions that convey the message when watching without sound.
T
Tempo preset
A tempo preset is a preset video speed, tuned to the channel.
Testimonial
A testimonial is a positive statement from a satisfied customer.
Text-to-speech (TTS)
Text-to-speech is technology that converts written text into spoken audio.
TikTok
TikTok is a social platform built around short, vertical videos.
Top of funnel
Top of funnel is the awareness stage where prospects first discover your brand.
Topic cluster
A topic cluster is a group of interlinked articles around one central theme.
Transition
A transition is the change between two scenes or shots.
Twilight photography
Twilight photography is photographing a property at dusk for a warm, atmospheric look.
U
UGC (user-generated content)
UGC is content created by users or customers themselves.
Under offer
Under offer is the status of a property for which an offer has been accepted but the sale is not yet final.
Upscaling
Upscaling is using AI to enlarge a low-resolution image into a sharper, higher resolution.
USP
A USP is the unique selling point that sets a product apart from the rest.
V
Valuation (appraisal)
A valuation is an expert's estimate of a property's market value.
Value proposition
A value proposition is the promise of unique value a product offers its customer.
Vertical format (9:16)
Vertical format is the full-screen, upright aspect ratio for mobile social video.
View
A view is a single recorded display of a video.
Virtual staging
Virtual staging is digitally furnishing or redecorating an empty room with software so buyers can see its potential.
Virtual tour (360 degrees)
A virtual tour is an interactive, navigable 360-degree representation of a property.
Voice search
Voice search is searching through spoken commands to a voice assistant.
Voice-over
A voice-over is the narrated voice that accompanies a video, often AI-generated.
W
Watch time
Watch time is the total time people spend watching a video.
Watermark
A watermark is a logo or text placed over an image or video, often from the tool used.
Webhook
A webhook is a notification a system sends automatically to another when something happens.
White-label
White-label means all output carries only the user's brand, never the tool's.
Wide-angle lens
A wide-angle lens is a lens with a broad field of view, suited to capturing entire rooms.
X
X (Twitter)
X is a social platform for short messages and real-time updates.
Y
YouTube
YouTube is the largest video platform and at the same time the second largest search engine.
YouTube Short
A YouTube Short is a short vertical video on YouTube, under 60 seconds.
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