Real estate marketing glossary: 20 terms developers use

Marketing a real estate project comes with its own vocabulary. Here are the terms developers, sales teams and agencies use most, explained in plain language.

Carpet area

Under RERA, the net usable floor area of an apartment, excluding external walls, service shafts, exclusive balconies or verandahs and exclusive open terraces, but including internal partition walls. Projects must quote prices on carpet area.

Channel partner (CP)

An independent real estate agent or broker who sells a developer’s inventory for a commission. For RERA-registered projects, agents must also be registered with the state authority.

CPL (cost per lead)

Total ad spend divided by the number of enquiries received. Useful, but incomplete on its own, because it ignores lead quality.

CPQL (cost per qualified lead)

Ad spend divided by leads your sales team accepts as genuine: right budget, location and intent.

CPV (cost per site visit)

Marketing spend divided by the number of site visits. For developers it is one of the most useful measures of campaign performance.

CRM

Customer relationship management software used to store, assign and track leads from first enquiry to booking.

EOI (expression of interest)

A pre-launch registration, often with a refundable amount, in which buyers signal interest in a project. Advertising for projects that need registration is only allowed after RERA registration.

Google Business Profile

The free Google listing that shows a business on Maps and local search, with address, phone, hours, photos and reviews.

Landing page

A focused web page built for a campaign, with one goal: getting the visitor to enquire, book or buy.

Lead quality

How closely enquiries match the buyer you want: budget, location, timeline and genuine intent.

Master plan

The layout of an entire project showing towers, amenities, roads and open spaces.

Microsite

A small, dedicated website for a single project, separate from the developer’s main website.

Possession date

The date by which the developer commits to hand over the unit, as declared in the RERA registration.

Pre-launch

The period before a project’s official launch, used to build awareness and interest, within the limits of RERA rules.

RERA

The Real Estate (Regulation and Development) Act, 2016, and the state authorities it created to register projects and agents and regulate how projects are sold and advertised.

RERA registration number

The unique number a state authority gives a registered project. It must appear, with the authority’s website, on every advertisement for the project.

Retargeting

Showing ads to people who have already visited your website or engaged with your content, to bring them back.

Site visit

An in-person visit by a prospective buyer to the project or sales office. It is usually the step before a booking.

Super built-up area

Carpet area plus a share of common areas such as walls, lobbies, lifts and amenities. Since RERA, prices must be stated on carpet area.

Sustenance marketing

Marketing that continues after launch to keep enquiries and site visits coming until the inventory is sold.

Want to put these numbers to work? See our real estate marketing services, or read how much real estate marketing costs.