Website Terms
A/B Testing
A method used to compare two versions of a marketing asset (such as an email, ad, or landing page) to determine which one performs better. This process helps refine marketing strategies by understanding what resonates most with the audience.
Conversion Rate
The percentage of users who complete a desired action, such as filling out a form, signing up for a newsletter, or making an inquiry. A higher conversion rate indicates that your marketing efforts are successfully driving these actions.
Funnel
A marketing model that describes the stages a customer goes through from the first interaction with your brand to the final decision-making point, usually segmented into Top of the Funnel (TOFU), Middle of the Funnel (MOFU), and Bottom of the Funnel (BOFU).
SEO (Search Engine Optimisation)
A set of strategies aimed at increasing the visibility of your website in search engine results pages (SERPs). SEO involves optimising website content, structure, and links to improve rankings on search engines like Google.
ROI (Return on Investment)
A metric used to evaluate the profitability of a marketing campaign, calculated by dividing the net profit generated by the campaign by its total cost. ROI helps determine the effectiveness of your marketing investments.
Engagement Rate
A measure of how actively users interact with your content, typically calculated as the sum of likes, comments, shares, and clicks divided by the total reach or impressions. A high engagement rate indicates that your content resonates well with your audience.
Lead Generation
The process of attracting and converting target audience into potential vendors (leads) who have shown interest in your product or service. Effective lead generation strategies often involve offering something of value, such as a free valuation or market report, in exchange for contact information.
General Social Media Terms
Engagement
Refers to the interactions that people have with your content on social media platforms. This includes likes, comments, shares, and reactions. High engagement indicates that your content resonates well with your audience.
Reach
The total number of unique users who see your content. Reach helps you understand the size of the audience that is exposed to your posts, stories, or videos.
Impressions
The number of times your content is displayed, regardless of whether it was clicked on or not. Impressions are a useful metric for understanding how often your content is being viewed.
User-Generated Content (UGC)
Content created by your followers or vendors, rather than by your brand. Encouraging UGC, such as client testimonials or photos of properties shared by buyers, can build trust and authenticity.
Influencer Marketing
A strategy where brands collaborate with individuals who have a large following on social media to promote their products or services. In the estate agency context, local influencers can help raise awareness of your brand and properties.
Content Calendar
A schedule used to plan, organise, and execute your social media content. A content calendar helps ensure consistent posting and allows for better strategic planning of your marketing campaigns.
Algorithm
A set of rules or calculations used by social media platforms to determine what content is shown to users. Understanding how algorithms work can help you optimise your content for better visibility and engagement.
Call to Action (CTA)
A prompt in your content that encourages the audience to take a specific action, such as "Book a Valuation Now" or "Learn More About This Property." CTAs are crucial for driving engagement and conversions.
Social Listening
The process of monitoring social media platforms for mentions of your brand, competitors, and relevant industry keywords. Social listening helps you understand audience sentiment and identify opportunities for engagement.
Facebook Features
Company Facebook Pages
A public profile specifically created for businesses and organisations. Facebook Pages allow estate agents to share posts, images, videos, and events with followers, build a community, and engage with potential vendors and buyers.
Facebook Groups
A feature that allows users to create and participate in communities centred around shared interests. Estate agents can create or join local community groups to engage with residents, share valuable content, and establish themselves as local market experts.
Facebook Reels
A feature on Facebook that allows users to create and share 15-30 second videos set to music or audio. Reels are designed for quick, engaging content that can reach a wider audience, particularly younger users who prefer short-form video content.
Facebook Insights
An analytics tool provided by Facebook that offers detailed metrics about your page’s performance, including post reach, engagement, and audience demographics. Insights help you understand what content works best and how your audience interacts with your page.
Facebook Live
A feature that allows users to broadcast live video to their followers. Facebook Live is an excellent way for estate agents to host virtual property tours, Q&A sessions, or market updates, providing real-time interaction with their audience.
Facebook Events
A tool that allows users to create and promote events, whether online or in person. Estate agents can use Facebook Events to organise branch events, webinars, or community meet-ups, making it easy for potential vendors and buyers to RSVP and attend.
Facebook Hashtags
Keywords or phrases preceded by a "#" symbol that categorises content on Facebook. Effective use of hashtags can increase the visibility of your posts to a broad
Instagram Features
Instagram Stories
A feature where users can post photos and videos that disappear after 24 hours. Stories are perfect for sharing real-time updates, behind-the-scenes content, and engaging with your audience through polls, questions, and stickers.
Instagram Reels
Short, engaging videos that can be edited with music, text, and effects. Reels are an excellent way to showcase property listings, share tips, or highlight local area features in a creative format. They are highly discoverable, making them a great tool for reaching new audiences.
Instagram Insights
An analytics tool within Instagram that provides detailed data on how your posts, stories, and ads perform. Insights offer information on reach, impressions, follower activity, and more, helping you refine your content strategy.
Instagram Feed
The main feature of Instagram where users post photos and videos that appear on their profile grid and in the feeds of their followers. Estate agents can use their Instagram Feed to showcase property listings, client testimonials, and market updates.
Instagram Hashtags
A tool for categorising content on Instagram, making it easier for users to find posts related to specific topics or interests. Effective use of hashtags can increase the visibility of your posts to a broader audience.
Instagram Live
A feature that allows users to broadcast live video to their followers. Instagram Live is an excellent way to host virtual property tours, Q&A sessions, or market updates, providing real-time interaction with your audience.
Instagram Highlights
A feature that allows you to save Instagram Stories to your profile permanently, organised into categories. Highlights are useful for keeping important content, like property listings or client testimonials, accessible beyond the 24-hour limit of Stories.
Instagram Guides
A feature that allows users to curate content into themed guides, such as "Top Property Listings" or "Home Buying Tips." Guides are a great way for estate agents to provide valuable, easily accessible information to their followers.
Instagram Explore Page
A discovery feature where users can find new content and accounts tailored to their interests. Getting your posts featured on the Explore page can significantly increase your content's reach and visibility.
Email Terms
Email Campaign
A planned sequence of emails sent to a group of recipients for a specific purpose, such as promoting properties, sending newsletters, or offering special deals. Estate agents can use campaigns to nurture leads or maintain relationships with potential vendors.
Drip Campaign
A series of automated emails sent at specific intervals based on user behaviour or predefined schedules. For estate agents, drip campaigns can nurture leads over time by delivering valuable content such as market updates, property selling tips, or reminders to book a valuation.
Email List Segmentation
The process of dividing your email subscribers into smaller groups based on specific criteria such as location, engagement history, or property preferences. This allows estate agents to send more targeted, relevant content to different audiences.
Personalisation
The use of recipient-specific information, such as their name or local property market details, to tailor emails for a more personalised experience. Personalisation increases engagement by making emails feel more relevant and timely to potential vendors.
Automation
The use of software to send emails based on triggers or actions, such as when someone signs up for your newsletter or requests a property valuation. Automation helps estate agents stay in contact with leads without manually sending individual emails.
Lead Nurturing
The process of building relationships with potential clients over time by sending relevant, valuable content. For estate agents, this might involve sending property market updates or tips on preparing a home for sale.
Opt-In
When a user gives explicit permission to receive emails from your estate agency, typically by signing up for a newsletter or downloading a resource. Opt-in is crucial for GDPR compliance, ensuring that all recipients have agreed to receive communications.
GDPR Compliance
Refers to the rules set out by the General Data Protection Regulation (GDPR) that govern how businesses in the UK must handle personal data, including email addresses. Estate agents must ensure their email marketing practices comply with GDPR by obtaining consent and offering easy opt-out options.
Email Templates
Pre-designed layouts that can be reused for multiple email campaigns. Email templates help estate agents maintain consistency across their communications, whether promoting new property listings, sharing market news, or sending follow-ups.
Click-to-Open Rate (CTOR)
The percentage of email recipients who clicked on a link after opening the email. CTOR helps you understand how engaging your content is for those who opened your message.
Spam Triggers
Words, phrases, or practices that increase the likelihood of an email being flagged as spam by email providers. For estate agents, avoiding spam triggers like excessive use of capital letters, "buy now" language, or too many links is essential to improving deliverability.
Blacklist
A list of IP addresses or domains that are blocked by email service providers because they are suspected of sending spam. Ensuring email practices like list cleaning and avoiding spammy content can help estate agents avoid getting blacklisted.
Whitelist
A list of approved email senders that recipients mark as safe. Encouraging subscribers to add your estate agency to their whitelist ensures better deliverability.
Re-engagement Campaign
A type of email campaign aimed at reactivating inactive subscribers or leads who haven’t engaged with your emails for a long time. Estate agents can use this to reconnect with vendors who have lost interest.
Analytics Terms
Key Performance Indicators (KPIs)
Specific metrics that are used to measure the effectiveness of your marketing efforts. Common KPIs for social media include engagement rate, click-through rate (CTR), and conversion rate.
Click-Through Rate (CTR)
The percentage of users who click on a link in your content, such as a link to your website or a property listing. A higher CTR indicates that your content is compelling and relevant to your audience.
Bounce Rate
The percentage of visitors who leave your website after viewing only one page. A high bounce rate may indicate that your landing page content is not engaging or relevant to the visitors.
Conversion Rate
The percentage of visitors who complete a desired action on your website, such as filling out a contact form or booking a property viewing. Conversion rate is a critical metric for assessing the effectiveness of your marketing strategies.
Engagement Rate
A metric that measures the level of interaction your content receives, typically calculated as the sum of likes, comments, shares, and clicks divided by the total reach or impressions. Engagement rate helps you understand how well your content resonates with your audience.
Social Share of Voice (SOV)
The percentage of conversations about your brand compared to your competitors on social media. A higher SOV indicates a stronger presence and influence within your industry.
Sentiment Analysis
A technique used to analyse the tone of social media posts or comments to determine whether the sentiment is positive, negative, or neutral. Sentiment analysis helps gauge public perception of your brand.
Traffic Sources
The channels through which visitors arrive at your website, such as organic search, social media, direct visits, or referrals. Understanding traffic sources helps you allocate marketing resources effectively.
Follower Growth Rate
The rate at which your social media following increases over time. Monitoring follower growth rate helps you understand the impact of your content and marketing strategies.
Sent
Refers to the total number of emails that were attempted to be sent from your campaign. This includes all emails, whether they were successfully delivered, bounced, or marked as spam.
Delivered
The number of emails that successfully reached the recipient’s inbox, excluding those that bounced. A high delivery rate indicates that your emails are correctly formatted and are not flagged by spam filters.
Bounced
Emails that could not be delivered to the recipient’s inbox. There are two types of bounces:
- Soft Bounce: A temporary issue, such as a full inbox or server issue.
- Hard Bounce: A permanent delivery failure, such as an invalid email address.
Unsubscribed
The number of recipients who opted out of receiving future emails from your list. Tracking unsubscribes helps measure email relevance and content quality.
Spam Complaints
The number of emails marked as spam by recipients. High spam complaints can harm your sender reputation and reduce your deliverability rate.
Open Rate
The percentage of delivered emails that recipients opened. This metric shows how compelling your subject line was, as well as the overall effectiveness of your campaign.
Click Rate
The percentage of recipients who clicked on one or more links within your email. A high click rate suggests that your content was engaging and the call-to-action was effective.
Devices (Desktop, Mobile, Tablet)
The distribution of devices used to open your emails. Understanding device usage helps optimise your emails for various screen sizes and platforms.
Unique Opens
The number of individual recipients who opened your email at least once. This counts each recipient only once, even if they opened the email multiple times.
Unique Clicks
The number of individual recipients who clicked on a link within your email. This metric helps measure the number of distinct users who engaged with your content.
Total Opens
The total number of times your email was opened, including multiple opens by the same recipient. This metric shows overall engagement but may be inflated if users reopen emails several times.
Total Clicks
The total number of times any links within your email were clicked, including multiple clicks by the same recipient. This helps track overall interaction with the content.
