This unit of competency supports the work of those involved in developing property marketing and sales strategies.

Nil

ELEMENT

PERFORMANCE CRITERIA

1Determine marketing and sales objectives.

1.1 Marketing and sales opportunities are analysed in terms of their viability and likely contribution to organisational and client goals and objectives.

1.2 Marketing and sales requirements are identified in consultation with relevant people according to organisational requirements.

1.3 Sources of property market information are identified and information is collected according to organisational requirements.

1.4 Characteristics of customer base and target markets are evaluated using available data and recognised research techniques.

1.5 Business equipment and technology are used to access, analyse and organise information according to organisational requirements.

2Develop a marketing and sales strategy.

2.1 Marketing and sales objectives and strategies are developed in consultation with relevant people according to organisational requirements.

2.2 Marketing and sales strategies are developed in line with organisational requirements and detail a range of activities that accurately reflect client needs and legislative and ethical requirements.

2.3 Marketing and sales materials reflecting agreed strategies are developed within appropriate budgets and timeframes.

2.4 Marketing and sales methods that best fit the potential market are selected and used to ensure maximum impact within specified markets.

2.5 Personnel and resources required to support marketing and sales strategies are identified and prepared according to organisational requirements.

3Review and report on marketing and sales activities.

3.1 Marketing and sales activities are reviewed against the aims and objectives of the marketing and sales strategy.

3.2 Need for adjustments and alternative marketing and sales strategies is assessed in consultation with relevant people.

3.3 Feedback on marketing and sales strategy outcomes is sought using reliable methods and verifiable data according to organisational requirements.

3.4 Conclusions and recommendations are prepared from verifiable evidence and constructive advice is provided on future marketing and sales initiatives.

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

Required skills:

analytical skills to research industry benchmarks and analyse data and budget requirements

communication skills to present marketing and sales information to clients, and interpret written and oral information

computing skills to access the internet and web pages, prepare and complete online forms, lodge electronic documents and search online databases

interpersonal skills to relate to people from a range of social, cultural and ethnic backgrounds and varying physical and mental abilities

planning skills to plan and schedule marketing and sales activities

problem solving skills to develop contingency plans and select alternative marketing and sales options and to negotiate strategies with clients

technology skills to maintain databases and source information.

Required knowledge and understanding:

business planning processes

customer relations policies

industry benchmarks

market competitors

market conditions and forces

marketing and sales principles and practices

performance evaluation measures

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

anti-discrimination

consumer protection

environmental issues

equal employment opportunity (EEO)

financial probity

franchise and business structures

industrial relations

OHS

privacy

property sales, leasing and management.

Overview of assessment

This unit of competency could be assessed through practical demonstration of developing a property marketing and sales strategy. 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:

accurately determining marketing and sales requirements and client objectives

collecting and analysing current market and sales information

identifying marketing and sales activities and required resources and incorporating into a property marketing and sales strategy

knowledge of organisation's practices, ethical standards and legislative requirements associated with developing and implementing a property marketing and sales strategy

obtaining feedback and collecting data to review success of marketing and sales strategy

selecting a range of suitable marketing and sales options.

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.

Marketing and sales may relate to:

business-to-business marketing and sales

direct marketing and sales

ideas marketing and sales

marketing of goods

public sector marketing and sales

services marketing and sales

telemarketing and sales.

Relevant people may include:

advertising executives

business consultants

clients

graphic artists

key stakeholders

managers

members of industry associations

public relations consultants

real estate agents

solicitors

taxation and accounting practitioners.

Organisational requirements may be outlined and reflected in:

access and equity principles and practice guidelines

business and performance plans

complaint and dispute resolution procedures

goals, objectives, plans, systems and processes

legal and ethical requirements and codes of practice

mission statements and strategic plans

OHS policies, procedures and programs

policies and procedures in relation to client service

quality and continuous improvement processes and standards

quality assurance and procedure manuals.

Market information may be collected using a range of techniques such as:

discussions with colleagues and clients

documentation and reports

group workshops and brainstorming

industry associations

interviews and questionnaires

media, including newspaper, radio, television and industry magazines

organisational or industry-based surveys.

Characteristics of customer base to be considered may include:

attitude

business characteristics

consumer requirements

demographics

desired benefits

lifestyle

service usage

social and cultural factors.

Business equipment and technology may include:

computers

data storage devices

email

facsimile machines

internet, extranet and intranet

photocopiers

printers

scanners

software applications, such as databases and word applications.

Marketing and sales objectives may relate to:

local, regional and national sales

new tenants

promoting new property developments

targeting specific tenancy mix.

Activities may include:

business-to-business marketing and sales

direct marketing and sales

mail-outs

promotional strategies, such as:

advertising

canvassing

image and presentation

pricing

public relations

target markets by service type

use of internet and email.

Legislative and ethical requirements may be outlined and reflected in:

Australian standards

general duty of care to clients

home building requirements

privacy requirements

relevant federal, and state or territory legislation that affects organisational operation, including:

anti-discrimination and diversity

environmental issues

EEO

industrial relations

OHS

relevant industry codes of practice covering the market sector and industry, financial transactions, taxation, environment, construction, land use, native title, zoning, utilities use (water, gas and electricity), and contract or common law

strata, community and company titles

tenancy agreements

trade practices laws and guidelines.

Feedback may be obtained from:

clients and colleagues

competitors

documentation and reports

quality assurance data

questionnaires

regular meetings

surveys.

Unit sector

Property development, sales and management

Property operations and development

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.