Real estate marketing has its own vocabulary. ROAS, SQL, VSO, VGV, CAPI, CPL, look-alike, custom audience, live table, preference capture, usage ritual. In committee, everyone agrees. In the report, each one understands a little differently. And in the decision, the divergence appears.
The TBO Real Estate Marketing Glossary documents the terms that most appear in committee tables, briefings and performance readings — defined as the real operation works, not as the marketing textbook delivers.
What's inside
- 40+ operational terms — most used in paid media, brand platform, creative direction, audiovisual, interactive platform and launch governance.
- TBO definitions, not academic ones — each term is described in terms of what it decides or what it measures, not in marketing theory terms.
- Organization by operation dimension — easy to navigate when you need to understand a specific term in the right context.
- Onboarding material — useful to align new leadership, new marketing team member, or the agency that just started on the project.
Who it's for
Leadership wanting to audit internal report reading. Marketing needing to align vocabulary with sales. External agency or production company needing to learn TBO jargon before the first briefing. HR wanting to integrate onboarding of new analysts.
It's a living material — when a missing term appears, just let us know and the next version will include it.