Glossary
A
Absorption
The net change in occupied homes over a period. For new construction it means the share of newly completed homes rented within a set time; the U.S. Census Bureau's Survey of Market Absorption tracks apartments in buildings with five or more units this way.
What is leasing velocity? (our article, Oct 7, 2026)Advantage+ audience
Meta's automated audience setting. Meta's developer documentation lists it among the options a housing ad can still use under the Special Ad Category.
Meta for Developers, Special Ad Category (read Oct 12, 2026)Approve-only
Lease Velocity's rule that nothing goes out without a person's yes. A generated post is a draft until you approve it, and paid campaigns spend nothing until you approve them.
Lease Velocity FAQC
Carousel
One post that holds several images or videos the viewer swipes through. On Instagram a carousel holds up to 10 images, videos or a mix, and counts as a single post.
Meta for Developers, Instagram content publishing (read Oct 12, 2026)Content calendar
The schedule of what a community will post, where and when, usually planned a month at a time.
Custom Audience
A Meta audience built from a source the advertiser supplies. Meta's documentation lists including and excluding Custom Audiences among the options a housing ad can still use.
Meta for Developers, Special Ad Category (read Oct 12, 2026)E
Equal Housing Opportunity logo
The mark and slogan that tell a reader the housing provider follows fair-housing law. HUD publishes the official artwork, and the National Fair Housing Alliance recommends it on every housing ad.
Fair housing rules for apartment ads (our article, Oct 7, 2026)F
Fair Housing Act
The federal law that makes it unlawful to publish any notice, statement or advertisement about renting a home that indicates a preference, limitation or discrimination based on a protected class (42 U.S.C. §3604(c)).
42 U.S.C. §3604, Legal Information Institute (read Oct 7, 2026)Familial status
A protected class under the Fair Housing Act: households with children under 18, and people who are pregnant or securing custody of a child. Phrases such as "adults only" can signal a familial-status preference.
42 U.S.C. §3602(k), Legal Information Institute (read Oct 12, 2026)G
Google Business Profile post
An update a business publishes on its Business Profile: news, an offer or an event, with text, photos or video. Google shows posts on the profile in Search and Maps.
Google Business Profile Help, Create & manage posts (read Oct 12, 2026)L
Lease-up
The period after a new community opens, while it fills its homes for the first time, until it reaches the stabilized occupancy its owner or lender set.
What is leasing velocity? (our article, Oct 7, 2026)Leased percentage
The share of homes that are occupied or have a signed future lease: (occupied + pre-leased) ÷ total homes.
What is leasing velocity? (our article, Oct 7, 2026)Leasing velocity
The number of net new leases a community signs in a set period, usually per week or per month.
What is leasing velocity? (our article, Oct 7, 2026)Lookalike audience
A Meta audience of people similar to a source audience. Meta's documentation says lookalike audiences are unavailable for housing ads.
Meta for Developers, Special Ad Category (read Oct 12, 2026)O
Occupancy
The share of homes with a resident living in them today: occupied homes ÷ total homes.
What is leasing velocity? (our article, Oct 7, 2026)P
Protected class
A group fair-housing law protects from discrimination. Federally there are seven: race, color, religion, sex, disability, familial status and national origin. Many states and cities add more.
Fair housing rules for apartment ads (our article, Oct 7, 2026)S
Source of income
A protection, under some state and local laws, against turning renters away because of how they pay, including housing vouchers. Where it applies, "No Section 8" in an ad states a limitation.
PRRAC, state and local source-of-income laws (read Oct 7, 2026)Special Ad Category
Meta's required declaration for housing, employment and financial-products ads. Advertisers in the US, or reaching the US, Canada or parts of Europe, must self-identify and use only the targeting Meta allows.
Meta Transparency Center, Discriminatory Practices (read Oct 12, 2026)Suggest-first
Lease Velocity's way of working: the month's posts and ads arrive drafted, so the client's job is to read them and press approve.
Lease Velocity FAQV
Variance Reduction System
The system Meta built under its 2022 settlement with the U.S. Justice Department. For US housing ads it compares the age, gender and estimated race or ethnicity of the people who saw an ad with the eligible audience, and adjusts delivery when they differ.
Meta AI, January 9, 2023 (read Oct 12, 2026)