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Elements and Performance Criteria

1. Undertake property industry market research.
   • Develop market research methods to create a database for analysis of agency property markets.
   • Undertake property market research.
2. Develop property agency marketing strategy.
   • Analyse the agency’s business plan, the needs of existing clients and future business opportunities.
   • Analyse the strengths and weaknesses of competitors and identify opportunities for competitive advantage.
   • Prepare marketing approaches to position the agency and minimise adverse effects of direct competition.
   • Develop agency marketing strategy and targets.
   • Develop corporate image and mission statement to promote positive public recognition of the agency and its services.
3. Implement agency marketing strategy.
   • Promote agency services to maximise competitive advantage and profitability.
   • Use resources to support implementation of marketing strategy.
   • Brief staff on marketing strategy and support them to action the strategy as required.
4. Review and adjust marketing strategy.
   • Monitor and review marketing activities and agency marketing strategy against targets.
   • Collect and analyse feedback on outcomes of marketing activities.
   • Assess costs and effectiveness of marketing activities to identify opportunities for improvements.
   • Use evaluation data to review and modify marketing strategy.