Elements describe the essential outcomes.

Performance criteria describe what needs to be done to demonstrate achievement of the element.

1. Undertake property industry market research.

1.1 Develop market research methods to create a database for analysis of agency property markets.

1.2 Undertake property market research.

2. Develop property agency marketing strategy.

2.1 Analyse the agency’s business plan, the needs of existing clients and future business opportunities.

2.2 Analyse the strengths and weaknesses of competitors and identify opportunities for competitive advantage.

2.3 Prepare marketing approaches to position the agency and minimise adverse effects of direct competition.

2.4 Develop agency marketing strategy and targets.

2.5 Develop corporate image and mission statement to promote positive public recognition of the agency and its services.

3. Implement agency marketing strategy.

3.1 Promote agency services to maximise competitive advantage and profitability.

3.2 Use resources to support implementation of marketing strategy.

3.3 Brief staff on marketing strategy and support them to action the strategy as required.

4. Review and adjust marketing strategy.

4.1 Monitor and review marketing activities and agency marketing strategy against targets.

4.2 Collect and analyse feedback on outcomes of marketing activities.

4.3 Assess costs and effectiveness of marketing activities to identify opportunities for improvements.

4.4 Use evaluation data to review and modify marketing strategy.