1. Undertake market research.
   • Market research methods are developed that provide a sound base for the creation of a property database and comparative analysis of property markets.
   • Research is undertaken that provides a sound base for operational marketing decisions to be made in line with ethical and legislative requirements.
2. Develop marketing strategy.
   • Organisation's business plan, needs of the existing client base and the nature of further business opportunities are established that are appropriate to the scope of market opportunities available to the agency.
   • Relative strengths and weaknesses of competitors are assessed to identify opportunities for competitive advantage and for inclusion in marketing strategies.
   • Marketing strategies are formulated to position the agency in the property market and to minimise adverse effects of direct competition on the agency.
   • Marketing strategy is developed based on the needs of key stakeholders and to enable its implementation within agency services.
   • Marketing strategy is presented to all stakeholders ready for their consideration.
3. Implement marketing strategy.
   • Agency logo and mission statement are developed to promote positive public recognition of the services provided.
   • Clients are clearly informed of value-added services that are provided by the agency.
   • Promotional materials are produced as a ready reference for agency staff.
   • Community networks are accessed to promote the agency's services.
   • Service fees are charged that are consistent with agency business objectives and are able to be consistently understood and applied by relevant staff.
4. Review and adjust marketing activities.
   • Marketing activities and plan are reviewed against agreed benchmarks and targets.
   • Feedback on outcomes of marketing activities is sought using reliable methods and verifiable data according to agency practice.
   • Need for alternative marketing activities and adjustments to marketing plan are assessed in consultation with relevant people.
   • Effectiveness of planning and marketing processes is assessed to identify possible improvements in future activities.
   • Costs and time lines are analysed to evaluate and improve future marketing initiatives.
   • Conclusions are prepared from verifiable evidence and advice is provided on future marketing initiatives.
   • Stakeholder recommendations are presented to allow for implementation in revised marketing plans, whose effectiveness is regularly monitored.
   • Agreed agency services are regularly assessed and adjusted to reflect agreed marketing policies.
5. Select and promote agency services.
   • Agency services are selected to maximise competitive advantage and profitability and address stated client requirements.
   • Achievable targets are set for each service that are in line with the business marketing plan and the size and nature of the agency.
   • Cost-benefit analysis is performed on services delivered, to enable the determination of the overall financial viability of individual services.
   • Service performance is reviewed periodically, allowing for adjustments to be made in line with changes in the marketplace.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge the range statement and the Assessment Guidelines for this Training Package

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below. Add any essential operating conditions that may be present with training and assessment depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts.