Glossary
Ad lead
Section titled “Ad lead”An enquiry that arrived from an advertising campaign. The default kind. Can be offered to a real estate agent with Request Assignment.
Advertiser
Section titled “Advertiser”A role that works campaigns, possibly across several agencies. Sees Campaigns, Listings and Agents; cannot open the leads workspace.
Agency
Section titled “Agency”Your company in Formule — your real estate agents, listings and leads. Also called a tenant. Created by the Formule team, or as a personal agency when you sign up on your own.
Assign Directly
Section titled “Assign Directly”Handing a lead to a real estate agent outright. They get the contact details immediately. Contrast Request Assignment.
Blacklist
Section titled “Blacklist”Marking a lead as one nobody should pursue, with an optional reason. Keeps the record, unlike deleting.
Branch manager
Section titled “Branch manager”The role that runs an agency: sees every lead and listing, assigns leads, approves real estate agents, and is the only role that can delete a lead or open Office Performance.
Campaign
Section titled “Campaign”A named advertising effort. In practice, a campaign card exists for each distinct property name across your leads — which is why Property Code matters.
Comment
Section titled “Comment”What a real estate agent writes after working a lead. The most valuable text in the system: it is what managers read, and what the real estate agent needs when they return to the lead weeks later.
Commented
Section titled “Commented”The share of leads that have a comment on them. The clearest measure of whether your team is working leads or merely receiving them.
Converted
Section titled “Converted”The lead status meaning they bought or rented.
Credits
Section titled “Credits”The balance Marketing spends on AI generation. A video costs 5; an image costs 1. Refreshed monthly with your plan; agencies can also top up.
CRM status
Section titled “CRM status”Where a lead has got to: Unclear, No Response, Engaged, Appointment, Converted, Disqualified, Nurture.
Custom dashboard
Section titled “Custom dashboard”A saved, filtered view of your leads. Presets exist for Unassigned, Hot Leads, Follow-up and Converted.
A listing that exists in Formule but whose public page is not live. Carries a yellow flag on its card.
Feature flag
Section titled “Feature flag”A capability switched on per agency by the Formule team — WhatsApp, listing views, advertising budgets, AI lead handling. Not toggleable from inside the app.
Finance admin
Section titled “Finance admin”A role that sees only the real estate agent roster and advertising budgets.
Hidden lead
Section titled “Hidden lead”A lead someone has removed from their own view. Personal, not global: it stays visible to managers. Agents can switch on a Hidden Leads dashboard to get them back.
Join link
Section titled “Join link”Your agency’s public application address, app.formule.io/join/your-agency.
Anyone can apply through it; nobody gets in until a manager approves.
An enquiry from a person interested in a property. The unit of work.
Mini-site
Section titled “Mini-site”A real estate agent’s personal public page — bio, areas, track record, reviews — at a web address they choose. Separate from their agency profile.
Personal agency
Section titled “Personal agency”The single-person agency you get when you sign up on your own. No Agents or Campaigns screen, and some capabilities need a paid plan.
Private lead
Section titled “Private lead”A lead visible only to the real estate agent who owns it — invisible to managers and other real estate agents, and excluded from campaign counts. Requires a private area on that agent.
Property Code (Lead Mapping)
Section titled “Property Code (Lead Mapping)”The field on a listing that ties incoming leads to it. Set it to whatever your adverts call the property, so enquiries land against the right listing.
Property Reference
Section titled “Property Reference”Your own internal code for a property. Purely for your reference; it does not affect matching.
Really
Section titled “Really”Formule’s AI. A chat in the app and on WhatsApp that answers questions about your leads, follow-ups and listings, and makes the changes you approve. See Really in the app.
Request Assignment
Section titled “Request Assignment”Offering a lead to a real estate agent rather than handing it over. Surname, phone and email stay masked until they Accept; Decline returns it to the pool. Not available for web-only leads.
Super admin
Section titled “Super admin”Formule staff. Sees every agency, and sets the things agencies cannot set themselves.
Tenant
Section titled “Tenant”The internal word for an agency. You will see it in platform screens and in developer documentation.
Unassigned pool
Section titled “Unassigned pool”Leads with no real estate agent. Always pinned to the top of the list.
Web-only lead
Section titled “Web-only lead”An enquiry captured by your website rather than an advert. Kept separately, shown in its own section, and cannot be offered with Request Assignment.