This unit of competency supports the work of licensed stock and station agents and stock and station representatives or certificate holders involved in listing and marketing rural properties for sale or lease.

Nil

ELEMENT

PERFORMANCE CRITERIA

1Source property listings.

1.1 Key sources of property listings are identified in line with agency practice and legislative requirements.

1.2 Target groups are identified in line with agency practice.

1.3 Strategy is developed and implemented to access target groups in line with agency practice, ethical standards and legislative requirements.

1.4 Target groups are canvassed in a thorough and systematic manner in line with agency practice, ethical standards and legislative requirements.

2Establish client requirements.

2.1 Enquiries from potential clients regarding property listings are handled promptly to enable high quality service delivery according to agency practice.

2.2 Appropriate rapport is established with potential client.

2.3 Appointment is made with client to discuss property listing in line with agency practice.

2.4 Client requirements regarding listing and marketing of property are clarified and accurately assessed using appropriate interpersonal communication techniques.

3Plan property listing presentation.

3.1 Preparations are made for property listing presentation in line with agency practice.

3.2 Promotional materialand listing kit are prepared to highlight benefits of agent and agency in line with agency practice, ethical standards and legislative requirements.

4Deliver effective listing presentation and close agreement.

4.1 Potential clients are advised on market influences likely to affect rural property sales and leasing through the provision of reliable market information.

4.2 Available options are discussed with potential client before agreement is reached on method of sale or tenancy or lease agreement arrangements.

4.3 Agreement is confirmed in writing, including a market value assessment in line with agency practice and legislative requirements.

4.4 Agreed instructions are recorded in line with agency practice and legislative requirements.

4.5 Personal presentation is in line with expectations of client group and agency practice.

4.6 Relevant parties are advised of the listing in a timely manner.

4.7 Listing documentation is completed according to agency practice and legislative requirements.

5Confirm marketing plan for rural property.

5.1 Potential buyer profile and benefits of effectively marketing property for sale or lease are discussed with seller or owner.

5.2 Strategies and timeframe for marketing property, including possible marketing activities, are discussed with seller or owner.

5.3 Costs of different marketing strategies and activities are discussed with seller or owner.

5.4 Marketing plan for property is prepared and presented to seller or owner in line with agency practice.

5.5 Marketing plan, including marketing activities and budget, is agreed with seller or owner.

6Prepare marketing materials.

6.1 Marketing materials that reflect agreed property and agency marketing plan are developed within agreed budget and timeframes.

6.2 Marketing materials are checked for accuracy and compliance with agency and legislative requirements.

7Implement marketing activities.

7.1 Persons involved in marketing property for sale are briefed on their roles and responsibilities to ensure success of marketing activities.

7.2 Marketing activities are implemented in line with agreed marketing plan and budget.

7.3 Responsibility is assigned for ongoing monitoring of marketing activities.

7.4 Implementation of marketing activities complies with agency practice, ethical standards and legislative requirements.

7.5 Seller or owner is kept informed of progress of marketing activities according to agency practice and legislative requirements.

8Review and report on marketing activities and plan.

8.1 Marketing activities are reviewed against aims and objectives of marketing plan.

8.2 Feedback on outcomes of marketing activities is sought according to agency practice and using reliable methods and verifiable data.

8.3 Need for alternative marketing activities and adjustments to marketing plan are assessed in consultation with relevant people if property proves difficult to sell or lease.

8.4 Effectiveness of planning and marketing processes is assessed to identify possible improvements in future activities.

8.5 Costs and time lines are analysed to evaluate and improve future marketing initiatives.

8.6 Conclusions are prepared from verifiable evidence and advice is provided on future marketing initiatives.

This section describes the essential skills and knowledge and their level, required for this unit.

Required skills:

ability to communicate with and relate to people from a range of social, economic and cultural backgrounds and with varying physical and mental abilities

analytical skills to interpret documents such as legislation, regulations and rural property market reports

application of risk management strategies associated with advising clients on listing and marketing rural property for sale or lease

computing skills to access agency databases, send and receive emails and complete standard forms online

decision making and problem solving skills to analyse situations and make decisions regarding listing rural properties that are consistent with legislative and ethical requirements

literacy skills to access and interpret a variety of texts, including legislation, regulations and rules of ethics; prepare general information, papers, formal and informal letters, advertisements, reports and applications; and complete standard and statutory forms

negotiation skills to assist clients to list rural properties for sale or lease with agency

numeracy skills to calculate and interpret data, such as commissions and entitlements

planning, organising and scheduling skills to undertake work-related tasks, such as inspecting properties and advertising

research skills to identify and source documents and information related to rural property.

Required knowledge and understanding:

advertising

listings, including:

agency fees and conditions

agency practices in relation to obtaining listings

business and personal referral networks

documentation

ethical standards associated with listing rural properties for sale or lease

farming area for prospecting for listings

networks that provide listing opportunities

sources of listings

target groups for obtaining listings

techniques for identifying needs and motivations of clients to list rural property for sale or lease

listing presentation kit, including:

content

format

purpose

marketing, including:

budget

materials

plan

strategies if properties prove difficult to lease

marketing activities, including:

advertising, including print and electronic media

agency property guide

brochures

business-to-business marketing

direct marketing

inspections

mail-outs

networking

open house

seminars

signboards

targetting markets by service type

internet and online advertising, including web pages, virtual tours and online directories

market value, including:

forces that create value

types of value, such as value to owner, statutory value and security value

methods of sale

negotiation techniques

presentation techniques

principles underpinning effective listing and marketing materials, including:

action

attention

desire

interest

property knowledge, including:

cropping properties: yields, seasons, types of crops, soils, facilities such as grain storage and transport, diseases and rotational cropping

dairies: quotas, breeds, lactation, dairy layout and equipment and conversion factors, such as dairy set up, herd, access and distance to market

general: local market conditions, trends in sector and industry, land titles, geophysical and topographical characteristics, carrying capacity and local land characteristics

grazing properties: dry sheep equivalent (DSE)/carrying capacity, pastures, soil types and breeds

irrigated properties: water licence availability, soil types, topography, and types of reticulation, such as flood, drip, direct or row cropping

water

relevant federal and state or territory legislation and local government regulations related to:

animal health

anti-discrimination

aquaculture

consumer protection

crown land

environmental issues

equal employment opportunity (EEO)

financial probity

franchises and business structure

industrial relations

livestock

native title

OHS

privacy

rural property sales, leasing and management

taxation

water rights

role of stock and station agent in providing estimate of value

ways of developing and maintaining a business network.

Overview of assessment

This unit of competency could be assessed through practical demonstration of listing and marketing a rural property for sale or lease. Targeted written (including alternative formats where necessary) or verbal questioning to assess the candidate's underpinning knowledge would provide additional supporting evidence of competence. The demonstration and questioning would include collecting evidence of the candidate's knowledge and application of ethical standards and relevant federal, and state or territory legislation and regulations. This assessment may be carried out in a simulated or workplace environment.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

A person who demonstrates competency in this unit must be able to provide evidence of:

completing standard and statutory documentation associated with listing and marketing rural properties for sale or lease

identifying client requirements with regard to listing and marketing rural properties for sale or lease

knowledge of agency practice, ethical standards and legislative requirements affecting listing and marketing properties for sale or lease

knowledge of consumer protection principles that affect the listing and marketing of rural properties for sale or lease

maintaining business records associated with listing and marketing properties for sale or lease

maintaining communication with clients throughout the listing and marketing process

planning and delivering effective listing and marketing presentations in line with agency practice, ethical standards and legislative requirements

negotiating and finalising the listing of rural property for sale or lease in line with agency practice, ethical standards and legislative requirements

planning and developing marketing plans for the sale or lease of rural property in line with agency practice, ethical standards and legislative requirements

implementing marketing activities for the sale or lease of rural properties in line with agency practice, ethical standards and legislative requirements

preparing marketing materials for the sale or lease of rural properties in line with agency practice, ethical standards and legislative requirements

reviewing and reporting on marketing activities associated with the sale or lease of all types of rural properties.

Context of and specific resources for assessment

Resource implications for assessment include:

access to suitable simulated or real opportunities and resources to demonstrate competence

assessment instruments that may include personal planner and assessment record book

access to a registered provider of assessment services.

Where applicable, physical resources should include equipment modified for people with disabilities.

Access must be provided to appropriate learning and/or assessment support when required.

Assessment processes and techniques must be culturally appropriate, and appropriate to the language and literacy capacity of the candidate and the work being performed.

Validity and sufficiency of evidence require that:

competency will need to be demonstrated over a period of time reflecting the scope of the role and the practical requirements of the workplace

where the assessment is part of a structured learning experience the evidence collected must relate to a number of performances assessed at different points in time and separated by further learning and practice with a decision of competence only taken at the point when the assessor has complete confidence in the person's competence

all assessment that is part of a structured learning experience must include a combination of direct, indirect and supplementary evidence

where assessment is for the purpose of recognition (RCC/RPL), the evidence provided will need to be current and show that it represents competency demonstrated over a period of time

assessment can be through simulated project-based activity and must include evidence relating to each of the elements in this unit.

In all cases where practical assessment is used it will be combined with targeted questioning to assess the underpinning knowledge. Questioning will be undertaken in such a manner as is appropriate to the language and literacy levels of the candidate and any cultural issues that may affect responses to the questions, and will reflect the requirements of the competency and the work being performed.

Sources of property listings may include:

advertising and promotion

business newsletters

cold prospecting

mailing lists

networks, including:

local community

personal

recommendations from friends, and past and present clients

social organisations

targeted direct mail

telephone canvassing

website.

Target groups may include:

buyers

holiday makers and tourists

investors

new arrivals to town or district

previous clients and customers

prospective tenants

retirees

rural property owners

seasonal workers

students.

Legislative requirements may include:

relevant federal and state or territory legislation and local government regulations related to:

animal health

anti-discrimination

aquaculture

consumer protection

crown land

environmental issues

EEO

financial probity

franchises and business structure

industrial relations

livestock

native title

OHS

privacy

rural property sales, leasing and management

taxation

water rights.

Canvassed may refer to:

advertising

direct contact

networking

referrals.

Enquiries may be:

direct contact

email

inspections

referral

telephone

website.

Clients may include:

potential sellers and buyers

previous clients and customers

prospective tenants and buyers

rural property owners.

Appropriate rapport relates to use of techniques that:

establish and build confidence and trust in the agency and its representatives

make the client feel valued

promote and maintain an effective relationship with client.

Client requirements may include:

method of sale or lease

price or rent expectations

purpose of listing property for sale or lease, including:

business reasons

deceased estate

investment

relocation

replacing or upgrading existing property

timeframe for sale or lease.

Interpersonal communication techniques may include:

active listening

providing an opportunity for clients to clarify their understanding of the sales process

soft questioning and seeking feedback from clients to confirm own understanding of their needs and expectations

summarising and paraphrasing to check understanding of client message

using appropriate body language.

Promotional material and listing kit may include:

advertisements

agent profile

agency and statutory documentation

agency profile

agency website and online service information, such as virtual tours and online directory

other marketing material.

Market influences likely to affect rural property sales and leasing may include:

climatic

economic

historical

political

seasonal

technological.

Market information may include:

property leasing

property sales.

Method of sale options may include:

auction

off the plan

private treaty

reverse auction

specialised properties

tender.

Tenancy or lease agreement arrangements may include:

conditions of lease or tenancy agreement

rental range

type of lease, including:

residential tenancy agreement

retail lease.

Market value assessment may include:

agency details, including:

advertising responsibility

internal staff handling matter

type of agency

estimations of:

rental range of property

selling range of property

rural property details, including:

carrying capacity

cropping

description of geophysical aspects

improvements

layout and fencing

pastures

services available

title details

type of sale

use of land

water

seller and location details.

Buyer profile may include:

buyer's property requirements

buying intentions

financial capacity

timeframe for purchase.

Marketing strategies and activities may include:

advertising, including print and electronic media

agency property guide

brochures

business-to-business marketing

direct marketing

inspections

mail-outs

networking

open house

seminars

signboards

target markets by service type

window displays

internet and online advertising, including webpages, virtual tours and online directories.

Marketing plan may include:

advertising and promotional materials prepared and scheduled

advertising budget

aims and objectives

inspection of property by agency sales consultants

property listed in agency property guide

prospective buyers contacted

sale board prepared and ordered as per schedule

seller advised of advertising and marketing procedures and costs

seller advised on optimal property presentation

target group identified for marketing plan

timeframe for marketing activities

web-based advertising arranged.

Monitoring of marketing activities may include:

enquiry records

expenditure

feedback from prospective buyers

feedback from sales consultants

feedback from seller.

Information on progress may include:

agency input into marketing of property

approaches and enquiries of interest regarding the property

costings

perception of levels of interest and worth of current marketing strategies

possible changes in the marketing activities and plan

strategies used in the marketing and promotion of property.

If property proves difficult to sell or lease strategies may include:

advertising budget

advertising copy and promotional materials

involving other agencies.

Verifiable evidence may include:

checklists

notes

qualitative and quantitative data.

records

testimonies.

Unit sector

Property development, sales and management

Stock and station agency

The required outcomes described in this unit of competency contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit of competency is packaged, will assist in identifying employability skills requirements.