课 cppdsm4005a establish and build client–agency relationships by Chris Lan

CPPDSM4005A (Elective) Establish and build client-agency relationships

Learner Guide ÂŠ The Australian Salesmasters Training Co

________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Contact Page

Australian Salesmasters Training Co P/L Registered Training Organisation #6854

Phone: Fax: Email: Mail:

(02) 9700 9333 (02) 9700 8988 Info@thesalesmasters.com.au PO BOX 638, Rosebery, NSW 2018

www.thesalesmasters.com.au

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

ÂŠ Australian Salesmasters Training Co P/L (ASTC) ASTC believes that the content of these notes and checklists are accurate and current at the time of printing. ASTC does not make any warranty of any kind, what so ever expressed or implied, with respect to the contents. It is the responsibility of the real estate professional using the notes and checklist to verify any information before relying on it.

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Table of Contents Unit Description ............................................................................................................. 5 Reference Texts.............................................................................................................. 6 Learner Activities ........................................................................................................... 7 Element 1: Communicate effectively with clients. ........................................................ 8 Element 2: Implement clientâ&#x20AC;&#x201C; agency relationship management strategies. ..................................................................................................................... 23 Element 3: Implement agency client care and client service standards. .................... 29 Element 4: Implement personal marketing strategies ................................................ 39 Element 5: Build ongoing relationships with clients.................................................... 41 Conclusion .................................................................................................................... 48 Acts Legislation and Forms .......................................................................................... 49 Our most sought after products and services ............................................................. 50

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Unit Description This unit of competency specifies the outcomes required to establish, maintain and expand client-agency relationships to support the attainment of key agency business goals. It includes communicating effectively with clients, implementing the agency's approach to client service and client-agency relationship management strategies, implementing personal marketing strategies and building ongoing relationships with clients. The unit may form part of the licensing requirements for persons engaged in real estate activities in those States and Territories where these are regulated activities.

Doc ID: CPPDSM4005A - Workbook (L) eLearning Date: 28/03/2018 Developed by: SL Version: 8 Approved by: CEO P a g e |5 File Location: S:\Learning & Assessment Resources\Real Estate\CPP40307 Certificate IV in Property Services (Real Estate) NSW\Assessment Tools\5. CPPDSM4005A\CPPDSM4005A - Workbook (L) eLearning.docx

________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Reference Texts Financial Services Reform Act Australian Securities and Investments Commission Act 1989 Australian Securities Commission Act 1989 Census and Statistics Act 1905 Competition Policy Reform Act 1995 Constitution Copyright Act 1968 Corporations Act 2001 Freedom of Information Act 1982 Managed Investments Act 1998 Native Title Act 1993 Privacy Act 1988 Secret Commissions Act 1905 Sex Discrimination Act 1984 Trade Practices Act 1974 State and Territory Legislation Australian Capital Territory Agents Act 2003 (ACT) New South Wales Property, Stock and Business Agents Act 2002 (NSW) Fair Trading Act Northern Territory Agents Licensing Act (NT) Queensland Property Agents and Motor Dealers Act 2000 (Qld) South Australia Land Agents Act 1994 (SA) Tasmania Auctioneers and Real Estate Agents Act 1991 (Tas) Victoria Estate Agents Act 1980 (Vic) Western Australia Real Estate and Business Agents Act 1978 (WA)

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Learner Activities PAGE NUMBER Activity 1 – Communication

Activity 2 – Types of clients

Activity 3 – Communication encounters

Activity 4 – Misleading advertisement

Activity 5 – Non verbal signals

Activity 6 – Non verbal signals

Activity 7 – Communication Skills

Activity 8 - Communication Skills

Activity 9 – Qualifying Questions

Activity 10 – Questioning Styles

Activity 11 – Using correct words

Activity 12 – Telephone manner

Activity 13 – Enquiry register

Activity 14 – Data base

Activity 15 – Ensuring client satisfaction

Activity 16 – Personal marketing strategies

Activity 17 – Personal relationship building

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Element 1: Communicate effectively with clients. Performance Criteria 1.1

Enquiries from clients are handled promptly to enable high quality service delivery according to agency practice.

1.2

Effective interactive communication strategies are used to establish appropriate rapport and promote two-way communication with clients.

1.3

Rapport is established with clients and an interest in client needs, preferences and requirements is expressed to enhance client commitment, trust and credibility of agency and to build return client base.

1.4

Culturally appropriate styles of communication are used for specific cultural groups.

1.5

Opportunities to offer positive feedback to clients are identified and acted upon in line with agency practice.

1.6

Professional ethics are maintained with client to promote agency image and credibility.

1.7

Potential barriers to effective communication with clients are identified and addressed

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Element 1 – Communicate effectively with clients Introduction The property industry is focused on dealings in property whilst acting on behalf of the client; the Principal. As an operative in the real estate industry, your primary role will be providing services to clients and often those services attract a fee from the client. As well as the crucial legislative and industry specific knowledge that underpins your job role, the skills of communication will be required of you in all dealings to be able to accurately communicate and effectively communicate on a daily basis, whether over the counter, telephone, fax, mail, email or by text messaging. A range of communication skills will be utilized by you to appropriately deal with clients and handle their needs. To assist you, there may be a policies and procedures manual outlining the agency’s own expectations and protocol when communicating with clients. All businesses have the client as the common ingredient, but the policies and procedures in communicating with the client can be very different and can set the good apart from the poor communicators. The client will be judging by their first impressions of the agency and it could be the success of that initial contact that decides whether or not you have won the client’s business for the sale or management of property. The agency aims to be successful and with clients as the key to that success, the business will be striving towards an exceptional level of service. Hence the importance of appropriate and effective communication skills to meet the client’s expectations and win their business. Being human we are all different and do not all find the art of communicating an easy one, whereas others just seem to be a “natural”. The purpose of this module is to outline and develop the skills you are to use to establish, maintain and expand client– agency relationships to support the attainment of key agency business goals. It includes the skills of communicating effectively with clients, implementing the agency’s approach to client service and client–agency relationship management strategies, implementing personal marketing strategies and building ongoing relationships with clients.

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Various Clients A client is the person, team or other business who uses the services of the agency. They can be either internal or external clients. External clients- those who are not employed by the agency and who use the agencyâ&#x20AC;&#x2122;s services e. g. vendors and landlords Internal clients- people or a work team within the agency to whom you pass work duties or completed work for further processing. E.g. administration staff. All clients, whether internal or external will have an expectation of a standard or quality of services to be provided to them, especially those who are paying a fee for that service such as the landlord who pays a 7.7% management fee each week. Effective communication with the landlord will establish the landlords expected standards and ensure they are continually met each week. The landlord will also need to feel confident that any problems or conflicts will be dealt with in the appropriate manner, e.g. the same landlord will expect that the 7.7% fee also ensures that if any rental arrears occur that the property manager will be monitoring and controlling those arrears, acting in the landlordâ&#x20AC;&#x2122;s best interest. Internally, if the administration staff receives a draft advertisement to place in the newspaper, they would expect it to be legible and conform to agency policy and relevant legislation.

Not all business encounters run smoothly or go according to plan, occasionally there will be a conflict or difficult situation with a client that you may need to resolve. Correct communication skills will empower those servicing their clients to promptly and efficiently diffuse difficult or aggressive client behaviour or complaints. From the management perspective within the business, the appropriate use of interpersonal skills will assist the real estate operative to exercise their own judgment to resolve conflicts and satisfy the needs of the client according to agency policy. This then strengthens the agency profile and image with the client as one of a professional. You need to ensure that respect for cultural differences or any physical impairment is embodied in your communication activities to uphold both consumer protection and anti-discrimination legislation in dealings with clients. For example: when beginning the tenancy and signing the residential tenancy agreement, a hearing impaired tenant will need written communication or a signer present to ensure they fully understand their rights and responsibilities.

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Communication This is a process that involves the transfer of a message or idea via a communication medium from a sender to a receiver; in other words, an exchange of information from one person to another. The success of the communication relies on these two factors occurring: 1.

The receivers receives the message

The receiver understands the message

Working in real estate will provide you with a variety of communicative experiences, to ensure you communicate accurately and effectively the communication skills outlined in this module will assist your client receiving your message and understanding it. Samples of typical communicative encounters are: •

Explain agency agreements

•

Understand and implement policies

•

Answer the telephone

•

Respond to client instructions

•

Negotiate between a vendor and purchaser

•

Represent your agency at market appraisals

•

Network with prospective clients

•

Resolve tenant complaints

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Medium of communication This refers to the method used to transfer the message or idea to the recipient. It can be via: •

Speech

•

Writing

•

Pictures

•

Gestures

•

Touch

•

Taste

To communicate effectively we tend to use a combination of these, such as when advertising a property for sale, the ad will transfer more information if the written description is supported with photos. The reader will receive more information and a clearer impression of the property rather than just reading a description without photos. In such advertising the communication must uphold the Trade Practices Act 1974 that is the ad must not mislead or deceive in any way. Wording should be factual and photos true. If a photo of a beach is evident yet the property is not facing that beach view, a disclaimer should be inserted to mention “not actual view”.

Words for the Wise • •

The most important thing in communication is to hear what is not being said The right words may be effective, but no word is ever as effective as a rightly timed pause

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Types of Communication The channel used to transfer a message or idea requires different skills and techniques. These channels are: •

Verbal- what you say and how you say it, the language used, tone of voice

•

Non-verbal-unspoken communication, body language such as gestures and eye contact, physical proximity to the speaker, tidiness of the agency, presentation of a letter.

•

Written- letter, advertising

•

Electronic- fax, email and text messages

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Most of your work time will be allocated to communicating with internal and external clients using the various methods discussed above in differing circumstances. To be effective in establishing rapport with clients the following skills need to be utilised: 1. Speak and write clearly 2. Listen actively (respond to what the other person is saying with a nod or Uh-Ha) 3. Show you understand by giving feedback- “I understand your concern, do you want me, to phone you after the inspection?” 4. Look at the other person - (make eye contact) 5. Do not interrupt, give the other person time to say their piece, this will help to diffuse any anger 6. Use appropriate non-verbal communication- shake hands when being introduced 7. Show respect for another’s point of view Remember too that the context can affect the communication; this refers to the circumstances and the environment of the communication with the client. Consider the impact of the following two scenarios: A tenant storms into the reception area at a busy time. There are clients waiting for the salespeople and a landlord is seated with the property manager. The tenant leans over the reception counter pointing his finger at you and loudly reprimands you, accusing you of not passing on a message to the property manager regarding his broken air-conditioner, or The tenant phones you at the agency to make the same accusation. In the first scenario the communication is public and can impact on all those present in earshot, both internal and external clients. The second method keeps the communication private between the receptionist and the tenant and will not have the devastating consequences that could arise in the first scenario. Consequently, when communicating we need to consider what may influence the communication and its impact on others. These factors should be considered:

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Feelings

You have struggled out of bed with a head cold. Today you have a Tribunal hearing to attend on behalf of your landlord.

Values

The new sales support doesn’t take pride in his appearance; he comes to work with scruffy shoes and a dirty car.

Attitudes

Mrs. Landlord prefers to talk with the most senior property manager; she thinks you are too junior to be able to answer her questions.

Experiences

Your buyers are negotiating with their offer to purchase. This is their third investment property; they are skilled in the process.

Culture

Your buyers will not consider properties that have particular numbers in the address

Self-esteem

The new salesperson has won this month’s listing target and is keen to go door knocking

To effectively communicate we must interpret both the situation and the person to whom we are communicating to establish an appropriate level of rapport. If the junior property manager is attempting to explain the results of the on-going condition report to Mrs. Landlord over the phone but Mrs. Landlord considers her too junior, the success at the communication is at risk. It may be more successful that Mrs. Landlord makes an appointment with the senior property manager or the results are communicated to Mrs. Landlord in writing and signed off by the property manager. In such a situation the attitude of Mrs. Landlord will create a personal barrier in receiving the results of the inspection, thus reducing the co-operation and agreement with the client. When dealing with the elderly, you may have to speak louder and slower. If an employee is new to the industry, s/he may not understand the real estate jargon such as “M.A” or “listing”. The appropriate level of rapport will depend on you making the required adjustments to your communication.

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Non- Verbal Communication The modern workplace today relies on much of its business communication via the methods of phone, email, text messaging and fax, which are not exposed to the clues of non-verbal communication. Due to approximately 70% of meaning conveyed via non-verbal communication, we need to choose the method of communicating appropriate to the situation and remember that the depth of the communication will be limited in phone, fax, text messaging and email due to the lack of non-verbal clues. This in turn can limit the interrelationship between the communicating parties. Remember sometimes what people write is not clearly transferring the message of what they mean or can be misinterpreted at the receiving end. Consider the statement “What a day I’ve had” and the various meanings it conveys to you. We subconsciously use body language to assist our communication; hence it provides •

the other party with useful clues to your message.

•

Facial expressions- raising eyebrows, grimacing, smiling

•

Eye contact- focusing, looking away, rolling eyes

•

Posture- facing the speaker, leaning towards them, mimicking their stance

•

Gestures- signs, hand movements, elbowing

•

Proximity to the other person- close indicates interest, too close can be threatening

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Other non-verbal clues are: •

Work area- colour, décor, stationery, uniform all relay messages

•

Voice characteristics- speed of speech, pitch and tone of voice, quivering

•

Signs or symbols- bold type in letters, emoticons (graphic symbols such as a smiley face) in emails, company logos

We instinctively rely on non-verbal skills to assist in the transfer of our message to the receiver. For example, at the open for inspection a buyer refuses to look you in the eye when you ask him about his real estate needs, instead he turns his shoulder and feet away from you indicating he is eager to escape your questioning. The salesperson interprets this as non-buying signals of a difficult client. The non-verbal clues also assist the receiver, e.g. the landlord who raises her voice and towers over the property manager is sending anger signals, the landlord is not happy! Interpreting non-verbal clues such as these assists us to diffuse such emotional tension or potential conflict.

Potential barriers to effective communication are addressed  language differences  educational differences  not interested  different cultures  hearing defects  speaking too loud – people turn off

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Questioning The purpose of asking questions is to clarify if your message has been received and understood and to further investigate what the other person is trying to communicate to you. You question to check if you have communicated effectively. Due to the real estate industry being client focused, the more information you extract from a client, the better you will be able to service their needs. Questioning assists you in obtaining the required information and clarifies the clients’ needs thus facilitating the relationship with the client. For example; at a commercial real estate agency, Penny the property manager receives an enquiry from Mr. C. C. who has told her he is seeking office space. She questions him for his name and contact number to record them in the enquiry register and tells him she will get back to him if something comes up! She omits to ask other important questions such as “How much floor space do you require?” “What type of business do you operate?” “What price range are you looking in?” Due to the service focus we must appropriately determine our client’s needs and how we can best serve them- by asking questions. This is referred to as “qualifying”, by qualifying we focus our communication on establishing their needs so to ensure we provide them with the service to best suit those needs. Qualifying a buyer will narrow the criteria of what they are prepared to purchase. This assists the salesperson/property manager in selecting the most suitable properties to inspect with the buyer/tenant; it is most time efficient and conveys professionalism of the agent. It is a common complaint of buyers that their agent showed them properties that were unsuitable e.g. “I told him we weren’t prepared to look at anything west of the train line, so where did he take us?” “I stipulated only quiet streets and this house in on a main road”

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

As well, qualifying will assist the agent in determining the client’s urgency; do they need your service now, short term or long term? Depending on which category the match may influence the time you allocate to that client e.g. you question a client “When would you like to see your property advertised for sale?” A vendor replies “the sooner the better, must husband has been transferred” or “Oh no, we are only getting a feel for the market at this stage” The client in the first instance is definitely communicating urgency, signals you like to hear; this client is a potential vendor now. The types of questions you use will take the following form: 1. Open questions- these encourage the other party to do the talking. Begin with a what, how, who, when, where and which. “What is your time frame?” 2. Closed questions- the response will be one word; yes, or no “Is $500000 your highest offer?” 3. Hypothetical- makes suggestions or provides options “If it was a 4 bedrooms’ home, would you consider using the 4th bedroom as the study?” 4. Reflective- shows your understanding of their meaning “So what you are saying is you prefer a small yard due to your husband’s illness?” 5. Directional- you move the conversation from one topic to another “I agree the response has been slow, how about we try an open for inspection this weekend?” 6. Probing-helps you to obtain the specific information you require or find out more “What problems do you think you might have in meeting the 5.00pm deadline from the cooling-off period? 7. Consensual- authorization to do something “Can I mail the survey to your solicitor?” 8. Alternative choice – This is where you ask a question which requires an answer of A or B. Do you prefer 3 or 4 bedrooms?

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Listening Listening occupies approximately 45% of our communication time yet researchers claim that up to 75% of oral communication is either ignored, misunderstood or quickly forgotten. Good communicators are GOOD LISTENERS. Accurate listening will provide you with information as well as emotion, it will assist you to:  Understand a situation  Recognize underlying problems  Determine the other persons need or problem  Solve problems  Understand the other person’s point of view  Broaden you own perspective; think outside the square  Work efficiently

To actually listen actively, you will respond to the talker by asking questions for clarification, using non-verbal signals indicating your attention to what they are saying rather than what you are wanting to say to them. For example, a tenant makes an appointment to discuss their rent arrears with you, the property manager. You need to actively listen to the tenant to establish the reason for the rent arrears. The tenant is more likely to give you the whole story if they are confident you are actively listening. Their situation is put in perspective for you if the tenant feels comfortable to communicate all the details to you. To confirm what you have heard and that you understand their situation you would use reflective questioning. Restate what the tenant said in your words e.g. “As I understand it, you left your old job and had to wait 4 weeks before reemployed with your new job, hence the lack of funds to meet your rent commitments, is that correct?” The property manager has the duty to the landlord to respond effectively and deal with this situation, the property manager must be certain that the tenant is aware of their responsibility to the terms and conditions of their contract (Residential Tenancy Agreement) that is to remain up-to-date with rental payments so as not to fall into arrears. The benefit of the conversation should be two ways; if the parties are actively listening, and a solution is determined.

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Barriers to active listening in this scenario: •

You interrupt the tenant to push your point of view

•

You get emotional and jump to conclusions about the tenant

•

You lack the required background information such as the tenant’s payment history

•

The tenant cannot explain himself well e.g. he may have English as a second language

A useful checklist to follow when you are listening is: PLEASE TICK

YES

I avoid distractions and focus on the talker I do not butt in or interrupt the other person I remain attentive If I need to take notes I ask their permission first I encourage the other person to talk I maintain eye contact but do not stare My body language displays my interest in the conversation I use questions to clarify what is being said I can paraphrase their statements I use open questions to encourage the other person to talk I summarise my understanding at the end of the communication

Areas that need attention • • • Doc ID: CPPDSM4005A - Workbook (L) eLearning Date: 28/03/2018 Developed by: SL Version: 8 Approved by: CEO P a g e | 21 File Location: S:\Learning & Assessment Resources\Real Estate\CPP40307 Certificate IV in Property Services (Real Estate) NSW\Assessment Tools\5. CPPDSM4005A\CPPDSM4005A - Workbook (L) eLearning.docx

________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Empathy Your success at communicating with a client will also depend on your sensitivity to their situation, feelings and needs; this is displaying empathy. Given the emotional nature of real estate dealings, it is a useful skill when communicating with clients. The Collins dictionary defines empathy as “power of understanding, imaginatively entering into another’s feelings”. In other words, to truly understand another person’s situation we use empathy to put ourselves in their situation and try to see it from their point of view. We create empathy by: •

Listening actively

•

Valuing the other person’s feelings and attitudes

•

Respecting their values and experience

•

Take their needs seriously

•

Remove any bias

•

Don’t be judgmental or place blame

•

Support their attempt to find a solution

Empathy is also a useful skill to use when dealing with difficult clients, it shows a professional manner in your communication skills and assists you to resolve conflicts and diffuse difficult situations.

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________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Element 2: Implement clientâ&#x20AC;&#x201C; agency relationship management strategies. Assessment Criteria 2.1

Client loyalty objectives are identified to focus on the development of long-term business relationships.

2.2

Client profile information is assessed to determine approach.

2.3

Client loyalty strategies are implemented to attract and retain clients in line with agency practice.

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Element 2 – Implement client/ agency relationship management strategies Client Enquiry Most real estate agencies have office policies and procedures assist the communication skills of the agency staff in the following ways: 1. To understand their role in the communication flow e.g. a policy may be that all sales enquiries on 10 Victoria Ave are directed to Terry, the listing agent on 10 Victoria Ave. If Terry is unavailable to take the enquiry the callers’ name and contact details are passed to Terry for him to return the enquiry as soon as possible. 2. To follow company guidelines in written communication e.g. all letters must follow a business format and be printed on agency letterhead, prior to dispatch they must be proof read by the Principal. 3. Ensure consistency between staff e.g. all staff answer the telephone with the same greeting 4. Minimises errors e.g. prior to publication all draft advertising is sent to the landlord/vendor for approval. 5. To uphold the legislation; The Property Stock and Business Agents Act 2002 Section 32 sets out specific requirements applicable to the Licensee’s duty to properly supervise their employees. These are: a) To supervise employees engaged in the business, b) To establish procedures designed to ensure that the provisions of the Act and any other laws relevant to the conduct of the business are complied with, c) To monitor the conduct of the business in a manner that will ensure as far as possible that those procedures are complied with. The impact of these requirements has created the development of procedures to ensure that business is effectively controlled and conducted ethically with clients. Such procedures contribute to the agency’s customer’s service goals and objectives, one of which is accurate and effective communication with clients.

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Due to the large number of clients enquiring to a real estate agency either over the counter or by the telephone, the agency will have a policy as to how that enquiry is received, recorded and responded to. Agency procedures are developed to outline to staff the correct protocol when communicating with clientâ&#x20AC;&#x2122;s enquiries in following 4 ways: 1.

Over the telephone

Over the counter

Handling of complaints

Dealing with difficult or aggressive clients

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1. Over the telephone a) When a client enquires to the agency by phone it is the receiver’s responsibility to clarify the client’s need for assistance or information and determine the processes to resolve the client’s enquiry. It also may be that the phone is the first point of contact with the client, hence the importance of correctly greeting the client and handling enquires efficiently. The agency may have a set script for answering the telephone such as “Good morning, Can Do Realty, this is Jessica, how may I help you?” b) Use an appropriate tone of voice; calm, friendly and cheerful. This sets a good foundation for the communication. c) Ensure the enquiry register, pen, diary and computer are at hand. The information from the enquiry must be recorded into the enquiry register with follow-up details from a permanent record. d) Confirm the pronunciation and spelling of the callers’ name and call them by name, it’s more personal e) Follow agency protocol with the phone such as answering after 4 rings, not leaving the client on hold for longer than one minute, giving clients options that rather wait have the agent return their call. f) Do not interrupt the caller g) Transfer the call to the appropriate department; it can be frustrating to send them on the ring-around. h) Keep the customer on the line informed of the progress of their call i) Do not use jargon terms over the phone j) Do not hang up on the caller k) Do not disclose confidential details such as agents home phone numbers l) Any information provided over the phone should be clear, accurate and honest. m) Have information at the ready, e.g. if your role includes taking enquiries regarding advertising, you should be familiar with the ads and aware of the appropriate agents to direct the enquiry to n) Use a message recording system such as a message pad or internally linked computer system to pass messages to the appropriate person.

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2. Over the Counter Enquiry Non-verbal communication skills and your personal presentation will have a strong impact on your impression to clients as you respond to their enquiries and handle their complaints face-to-face. Both your appearance and manner when handling their enquiries will reflect on the agency. Clients will judge you on - dress code, tidy, neat uniform •

Oral presentation, what you say and how you say it

•

Handling of their enquiry, being competent in recording their enquiry, transferring them and informing them of any progress relevant to their enquiry

•

Physical environment- the agency layout, tidiness, available seating, advertising, refreshments etc.

The appropriate procedures must be followed to handle their enquiry, their needs established and recorded and accurate written or verbal information should be provided to them. For example; Mr. And Mrs. First Home Buyer walk into the agency to enquire about the property in the window. The receptionist should welcome them: “Welcome to Can Do Realty, I’m Jessica, may I help you?” and record their enquiry in the enquiry register. A typical example of an enquiry log would be as follows: Date

Name

Contact Details

Nature Enquiry

of Source Enquiry

of Actioned By:

If the salespeople are out of the office, the receptionist’s job description may allow her/him to provide Mr. And Mrs. First Home Buyer with a property flier, agency profile or other marketing material whilst you organize an appointment for them. If they are waiting for the salesperson to return to the office, make them feel comfortable, offer them a seat such as the waiting room/reception area, offer them refreshments, water, tea, coffee. Remember to keep Mr. and Mrs. First Home Buyer informed of the salespersons whereabouts. Should a delay occur, perhaps an alternate appointment time needs to be made to avoid a lengthy wait for them.

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3. Maintain and use client database It is essential to collect and record information in accordance with legislation, and your real estate agency policy and procedures. Strategies to ensure that records are accurate may include: •

Collate, sort and analyse information obtained in relation to the purpose for which it is being obtained

•

Contents of the recording forms/reports is complete, accurate, concise, legible, understandable and in the correct format

To establish a relationship with a client: •

Confirm client identity and details with customer records if appropriate.

•

Establish a rapport using active listening and empathy techniques

When taking and compiling information from a client: •

Obtain statements from sources appropriate to the matter being discussed

•

Comprehensive statements are taken and contain all details relevant to the matter being discussed and in accordance with legislation, the real estate agency policy and procedures

•

Active and accurate listening is used when taking information from clients

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Element 3: Implement agency client care and client service standards. Assessment Criteria 3.1

Agency client care and client service standards are identified and consistently implemented across all areas of agency operations.

3.2

Customer service problems are identified and adjustments made to ensure continued service quality.

3.3

Delivery of agency services is coordinated to ensure that service quality is maintained and improved.

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Element 3 – Implement agency client care and client service standards The delivery and maintenance of services to clients typically involves reference to: •

Client needs

•

Strategic goals of the enterprise

•

The real estate agency policies, guidelines and processes

•

The real estate agency quality and continuous improvement processes and standards

•

Business and performance plans

•

Ethical standards established by the Code of Conduct, Office of Fair Trading, Trade Practices Act, and he real estate agency

•

Productivity and profitability objectives and targets

•

Established systems and procedures

•

Competencies of the workforce

•

Best practice and benchmarking relevant to the property services industry

•

Legislation, codes and practice

•

Access equity and principles

•

Ethical practices

•

Resource parameters, whether defined or negotiated

•

Technical standards established by the real estate agency

•

Business and performance plans

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Strategies I may employ to respond to a client request: •

Accurately identify client

•

Respond to requests promptly and accurately within policy.

•

Discuss requests in an articulate, easy to understand manner without the use of jargon or acronyms.

•

Identify and recommend options to satisfy the client request within policy

•

Promote the real estate agency services to meet the client request within policy

•

Access client records accurately to advice the client on agency services of possible interest

•

Access additional or more detailed information to meet the client's request if necessary

•

Offer further assistance for the client if applicable

•

Observe legislation, codes, regulations and standards throughout transaction

•

Discuss and agree on a commitment to meeting the client request

•

Follow up a commitment to meeting the client request

What strategies should I employ when conducting interviews? •

Plan, manage and conduct interviews to gather maximum amount of information relevant to the matter being examined

•

All interviewees are treated fairly and equitably

•

Conduct and record interviews in accordance with legislation, the real estate policy and procedures

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To ensure that a client database is accurately developed and maintained it is essential to: •

Enter information on database accurately

•

Adhering to data entry security procedures

•

Identify and correctly use appropriate sources of information

•

Access and storing information in accordance with legislation and the real estate agency policy and procedures

What strategies can I utilse to project a professional image •

Be well organized

•

Speak clearly

•

Use correct grammar and sentence construction

•

Answer the phone after 3-4 rings

•

Identify yourself and your real estate agency clearly when making or answering calls

•

Be polite, respectful and courteous at all times

•

Know how to use the technology at your disposal

•

Use active listening and appropriate questioning techniques to identify client

•

Never mislead or misinform customers

•

Be honest and ethical

•

Do not promise what you cannot do

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Feedback is an essential strategy to monitor client satisfaction. Strategies may include: • discussions • email • focus groups • interviews • letters • market research • survey instruments • telephone calls • website Other forms of data may include: • property management statistics • property sales statistics What legislation and codes of practice may impact on your role within a real estate agency? Legislation covering the operation of the property services industry is administered by the Office of Fair Trading (OFT). Access to legislation is through the About us section of the OFT website:(http://www.fairtrading.nsw.gov.au/Property_agents_and_managers/Legisl ation.html)

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In particular: •

Property Stock and Business Agents Act 2002 and Regulation 2003 (http://www.legislation.nsw.gov.au/fullhtml/inforce/act+66+2002+FIRST+0+N )

•

Anti Discrimination Act 1977 (http://www.lawlink.nsw.gov.au/lawlink/adb/ll_adb.nsf/pages/adb_adlaw )

•

Privacy and Personal Information Protection Act 1988

•

Privacy Act 1988 (http://www.lawlink.nsw.gov.au/lawlink/privacynsw/ll_pnsw.nsf/pages/PNSW_ nswprivacy_laws )

•

Trade Practices Act 1974

•

Fair Trading Acts (http://www.fairtrading.nsw.gov.au/Property_agents_and_managers/Agency_r esponsibilities/Advertising_guidelines.html#The_law )

•

Telecommunications law (http://www.weblaw.edu.au/display_page.phtml?WebLaw_Page=Media+and+ Telecommunications )

•

Occupational Health & Safety (http://www.workcover.nsw.gov.au/OHS/WorkCoversRoleinOHS/WhatLegislati onCoversOHS/Pages/default.aspx )

•

Industry Codes of Conduct (http://www.fairtrading.nsw.gov.au/Property_agents_and_managers/Rules_of _conduct.html )

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Writing a Letter There are many opportunities in your real estate role whereby you may be required to communicate in writing. Often considered a more formal method of communication, each agency will have a pro-forma for different types of letters, which are commonly mailed out. Importantly, each agency will have a procedure for the filing of such letters. Typical letters of correspondence in real estate are: •

Marketing letters

•

Thank you letters

•

Covering letters to inspection reports

•

Letters to solicitors

•

Submission of buyer offers

•

Annual statements

Generally a letter should follow this format: 1. Company letterhead- company name and logo 2. The date 3. Client’s details- name and address 4. Introduction- Dear Mr. or Mrs. Booty, To whom it may concern, etc. 5. A link to the letter content such as: In reply to, As per our recent conversation, Regarding….. 6. Information, content for the recipient. 7. Ending statement; Thank you for your assistance in this matter, Should you require further assistance, Please complete the enclosed…. 8. Signature; Yours Sincerely or Yours Faithfully followed by your personal signature and your full name typed beneath the signature.

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Note: If the letter is attended to a name such as Dear Mrs Booty then the signature should use the term ”Yours Sincerely”. If the letter is attended generally such as Dear Sir/ Madam or To whom it May concern then use “Yours Faithfully”. “Best wishes” or “Regards” are used with friends or close business contacts. Ensure the letter reads with the appropriate tone, most business letters are formal so ensure appropriate language is used and avoid jargon. Again ensure that client confidentiality is maintained and also have the letter proof read prior to dispatch. The agency will have a policy regarding this to ensure correct spelling, letter format and layout are appropriate and correct grammar is used.

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How can I demonstrate high standards of personal and management performance? •

Personal performance contributes to developing a reputable organisation which has integrity and credibility

•

Standards of personal and management performance are consistent with the real estate agency requirements

•

Personal and managerial performance provides a positive role model for others.

•

Develop and implement plans in accordance with the real estate agency goals and objectives.

•

Key performance indicators and set targets are developed within the teams/ real estate agency business plans.

How do I identify and satisfy client needs and expectations in a positive and professional manner when receiving an inquiry You may identify and satisfy client needs and expectations in a positive and professional manner when receiving an inquiry by: •

Acknowledging the client using standard phrases within the real estate agency policy.

•

Identifying the nature of the client inquiry

•

Using an attentive and helpful manner in dealing with clients

Strategies I may employ to respond to a client request: •

Respond to requests promptly and accurately within policy.

•

Discuss requests in an articulate, easy to understand manner without the use of jargon or acronyms.

•

Identify and recommend options to satisfy the customer request within policy

•

Promote the real estate agency services to meet the client request within policy

•

Discuss and agree on a commitment to meeting the client request

•

Access additional or more detailed information to meet the clients' request if necessary

•

Offer further assistance to the client before closing

•

Observe legislation, codes, regulations and standards throughout transaction

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The benefits for developing high levels of service knowledge may include: •

Confidence which comes from knowing about what you are selling- makes job easier

•

Satisfaction from having provided sound information to a client and making an honest sale

•

Knowledge that you have complied with legislative requirements regarding fair trading and misrepresentation

•

Clients will appreciate the service you have given

•

Recognition from the real estate agency management for making effective sales

How do I ensure that services are delivered and maintained to standards agreed by the real estate agency and the client? Ensure that products and services are delivered and maintained to standards agreed by real estate agency and the client by i) complying with the agency’s policies and practices ii) as well as legislation, conventions and codes of conduct so that iii) services are delivered to client specification within quality, time, cost and resource parameters

What does effective customer service strategy require? i) Adjustments to be made to service and ii) those who have a role in planning and delivery are informed of changes

What can I use to determine performance standards and measures? •

Team goals

•

Productivity data

•

Resource usage

•

Customer satisfaction

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Element 4: Implement personal marketing strategies Assessment Criteria 4.1

Personal qualities, compliance with ethical and conduct standards, knowledge of property sales and property management environment, customer relations and performance provide a positive role model.

4.2

Personal marketing strategies are identified, evaluated and implemented in line with ethical standards and agency practice.

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Element 4 – Implement personal marketing strategies It is recommended that you use a variety of personal marketing strategies to keep your clients interested and loyal to you. The strategies may include any and all of the following: • • • • • • • • •

Website articles about you, your performance and the agency Printed materials about yourself and recent listing/sales Agency materials in print format Your business card FaceBook Twitter Linkedin Youtube An agency blog that you can monitor

Make sure in all of these activities you use a variety of photos where appropriate. Remember: A picture is worth 1,000 words!

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Element 5: Build ongoing relationships with clients. Performance Criteria 5.1

Strategies are implemented for obtaining ongoing feedback and other forms of data from clients to monitor satisfaction levels.

5.2

Feedback and other forms of data are collated and analysed to identify options for improving relationships with clients.

5.3

Feedback and other forms of data are used to develop and implement ways of maintaining and improving relationships with clients.

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Element 5 – Build ongoing relationships with clients Ongoing relationships with clients is enhanced by positive feedback from all you engage with. People love to do business with people they like and respect. To gain a customer or company orders, respect is not so much what you say….it is what you do! Some methods of obtaining the valued client feedback include: •

Email customer surveys

•

Website customer surveys

•

Verbal connection with client vie phone or personal visit

•

Sending out thank you cards

It is important that any and all feedback is collated and analysed for opportunities of continuous improvement. We must seek to find out how our customers feel about us and how we can offer them a better experience. Feedback truly is a gift. Please enjoy the following article on Getting Better Client Feedback: 4 Rules for Getting Better Client Feedback By Lauren Bacon A quick glance at Clients From Hell confirms it: there’s no shortage of people willing to provide unskillful feedback to creative professionals. From too-vague direction (one client once asked me, “Can you make it look more… yummy?”) to overly prescriptive requests (like the classic “make the logo bigger”), it often seems like the feedback we receive is designed to make our jobs more difficult. I’ve daydreamed more than once about requiring clients to attend a “Giving Useful Input” workshop – or achieving some mythical level of success where I could afford to be haughtily dismissive of clients’ demands. But I’ve learned that in fact, you can teach most people to give you better feedback—and it doesn’t require a whole workshop. Just a few ground rules can make all the difference in the world—and take collaborations from painful, “design by committee” experiences to fruitful ones. (You might even find that you start to appreciate others’ input, rather than dreading it. No, really.)

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Rule #1: Get Into Your Audience’s Heads One of the biggest challenges for people who don’t work in marketing and communications is that if you haven’t been trained to cater your style of communication to different audiences, you tend to forget that the audience might be different from you. As a result, many clients will give you feedback during a creative process that’s based on their personal tastes and preferences, rather than on the goals of the project or the tastes of the audience you’re trying to serve. You can correct this tendency by telling them early and often that while you’ll do your best not to offend their personal tastes and preferences, the most critical success factor is appealing to their audience. So their job when reviewing concepts and drafts is to think constantly about what their audience wants and needs – and to help you meet their audience’s goals. And importantly, agree before the design process exactly who is their audience. Most people will need reminders about this, so don’t be shy about pushing back on feedback that sounds more like a reflection of the client’s personal taste than their audience’s: “OK, I get that you don’t like bright colors. Is that true for the people who’ll be visiting your website?”

Rule #2: Communicate the “Why” For every piece of feedback you receive, from “Can we move this over here?” to “I hate it,” practice asking your clients the magic question: “Why?” Not in a belligerent way, of course, but with genuine curiosity. You want to dig beneath the surface layer of what they’re saying and find out what’s behind it. Can they tie their request to the project’s strategic outcomes? Do they have a particular audience segment in mind? This is such a simple but effective technique that you don’t even need to give your clients a heads-up that you’ll be doing it. You can simply coach them on the spot to give you more useful feedback with prompts like, “Tell me more” or, “What’s important about that?” If you’ve spent some time before your first concept pitch defining your project goals, you can also guide your clients back to those. I like to tell clients they’re welcome to be as critical as they like, so long as they back up their criticism with references to the target audience or strategic goals. This approach helps everyone keep one eye on the strategy and the other on project execution.

Rule #3: Don’t Offer Solutions; Identify Problems. Here’s where we tackle the problem with “Make the logo bigger.” A request like that doesn’t give you a good “why,” but it also leads with a proposed solution rather than engaging the creative team’s, well, creativity.

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It’s common for clients (and everyone, really) to think they’re being helpful when they proffer solutions to the problems they perceive – without realizing the drawbacks of that approach. So it’s common for creatives to hear feedback that comes in the form of change requests (“Can we substitute blue for green here?” “Let’s drop this whole section.”), when what we’d much rather here is a clear articulation of what’s not working (“The green reminds me too much of our competitor.” “I’d like us to move more quickly into describing the benefits.”). If you’re getting “solutions” from your client, try asking them, “Can you tell me what the challenge is you’re trying to solve?” You can explain, if you like, that by framing their feedback in terms of a problem or challenge, then you can put your heads together to solve it (or indeed, you can go away and come up with some proposed solutions for their review). And if you’re working with a team, you can also open the issue for group discussion, by asking questions like: • • •

Anyone else see the same challenge? What other ideas do people have for addressing this problem? What if I went back to the drawing board and mocked up how that might look, alongside a couple of other possibilities?

None of these throws out the client’s suggestion, of course – it’s just a matter of wanting to dig a little deeper and understand the problem, so that everyone on the team can bring their creative skills to bear on solving it.

Rule #4: Give the Right Feedback at the Right Time When you’re giving your initial creative pitch, I recommend briefing your clients on what aspects of the concept are easy to change now, as opposed to later in the process. So for example, a designer might want to nail down the logo treatment, layout, and logo treatment early, while the typeface choice could potentially be changed later without throwing the whole project off the rails. These are the kinds of details that probably seem obvious to you, but are often not at all clear to people outside the creative professions, so by requesting feedback on the specific elements of your design that you’d like to nail down early, you’ll be doing everyone on the team a favor.

Doc ID: CPPDSM4005A - Workbook (L) eLearning Date: 28/03/2018 Developed by: SL Version: 8 Approved by: CEO P a g e | 44 File Location: S:\Learning & Assessment Resources\Real Estate\CPP40307 Certificate IV in Property Services (Real Estate) NSW\Assessment Tools\5. CPPDSM4005A\CPPDSM4005A - Workbook (L) eLearning.docx

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Everyone’s an Expert At the root of all four of these ground rules is my belief that while creative professionals bring deep expertise to the table, so do our clients; it’s just that our areas of expertise are different. You know a lot about designing brilliant solutions to your clients’ problems. Your client knows more than you do about their audience, strategic goals, and internal processes – so let them guide your thinking on those things, and guide them on how to make the most of your strengths. If you can help everyone focus on their areas of expertise—and to support each other in doing what they’re best at—you’ll have an efficient, effective, and probably very

PSBAR (Property Stock and Business Agents) Regulation – Rules of Conduct: Rules of conduct Rules 1 - 5 Rules 6 - 9 Rules 10 - 13 Rules 14 - 19 Real estate agents and salespersons – sales: Rules 20 – 28 Real estate agents and salespersons – property management: Rules 29 – 31 Rules 1 - 5 1. Knowledge of Act and Regulations An agent must have a knowledge and understanding of the Act and the regulations under the Act and other relevant laws, (including laws relating to tenancy, fair trading, trade practices, anti-discrimination and privacy) as may be necessary to enable the agent to exercise his or her functions as agent lawfully. 2. Fiduciary obligations An agent must comply with the fiduciary obligations arising as an agent. 3. Honesty, fairness and professionalism An agent must act honestly, fairly and professionally with all parties in a transaction. An agent must not mislead or deceive any parties in negotiations or a transaction. 4. Skill, care and diligence An agent must exercise reasonable skill, care and diligence. 5. High pressure tactics, harassment or unconscionable conduct An agent must not engage in high pressure tactics, harassment or harsh or unconscionable conduct. Rules 6 - 9 6. To act in client’s best interests An agent must act in the client’s best interest at all times unless it would be contrary to the Act or regulations under the Act or otherwise unlawful to do so. 7. Confidentiality An agent must not, at any time, use or disclose any confidential information obtained while acting on behalf of a client or dealing with a customer, unless: Doc ID: CPPDSM4005A - Workbook (L) eLearning Date: 28/03/2018 Developed by: SL Version: 8 Approved by: CEO P a g e | 45 File Location: S:\Learning & Assessment Resources\Real Estate\CPP40307 Certificate IV in Property Services (Real Estate) NSW\Assessment Tools\5. CPPDSM4005A\CPPDSM4005A - Workbook (L) eLearning.docx

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(a) the client or customer authorises disclosure, or (b) the agent is permitted or compelled by law to disclose. 8. To act in accordance with client authority An agent must not act as an agent or represent himself or herself as acting as an agent on behalf of a person without written authority. 9. To act in accordance with client’s instructions An agent must act in accordance with a client’s instructions unless it would be contrary to this Act or regulations under the Act, or otherwise unlawful to do so. Rules 10 - 13 10. Licensee must ensure employees comply with the Act and regulations An agent who is the licensee-in-charge at a place of business must take reasonable steps to ensure other licensees or registered persons employed in the business conducted there comply with the Act and regulations under the Act. 11. Conflicts of interest An agent must not accept an appointment to act, or continue to act, as an agent if doing so would place the agent’s interests in conflict with the client’s interests. 12. Referral to service provider An agent who refers a principal or prospect to a service provider must not falsely represent to the principal or prospect that the service provider is independent of the agent. A service provider is considered to be “independent” of an agent if: a) the agent receives no rebate, discount, commission or benefit for referring a client or customer to the service provider, and (b) the agent does not have a personal or commercial relationship with the service provider. The following are examples of a personal or commercial relationship: (a) a family relationship, (b) a business relationship, (c) a fiduciary relationship, (d) a relationship in which one person is accustomed, or obliged, to act in accordance with the directions, instructions or wishes of the other person. If the service provider is not independent of the agent, the agent must disclose to the principal or prospect: (a) the nature of any relationship, whether personal or commercial, the agent has with the service provider, and (b) the nature and value of any rebate, discount, commission or benefit the agent may receive, or expects to receive, by referring the client or customer to the service provider. 13. Licensee not to recommend engagement of services of solicitor or licensed conveyancer acting for other party An agent must not recommend that a principal or prospect engage the services of a solicitor or licensed conveyancer, or firm of solicitors or licensed conveyancers, if the agent knows that the solicitor or licensed conveyancer, or the firm of solicitors or licensed conveyancers, acts or will be acting for the other party to the agreement concerned. Sub-clause (1) does not prevent an agent recommending that a principal or prospect engage the services of a solicitor or licensed conveyancer if no other solicitor or licensed conveyancer is available (for example, in a remote location). If no other solicitor or licensed conveyancer is available, the agent must, in recommending their engagement, advise the principal or prospect that the solicitor or licensed conveyance is or will be acting for the other party. Rules 14 - 19 14. Inducements

Doc ID: CPPDSM4005A - Workbook (L) eLearning Date: 28/03/2018 Developed by: SL Version: 8 Approved by: CEO P a g e | 46 File Location: S:\Learning & Assessment Resources\Real Estate\CPP40307 Certificate IV in Property Services (Real Estate) NSW\Assessment Tools\5. CPPDSM4005A\CPPDSM4005A - Workbook (L) eLearning.docx

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An agent must not offer to provide to any other person any gift, favour or benefit, whether monetary or otherwise, in order to induce any other person to engage the services of the agent as agent in respect of any matter. 15. Soliciting through false or misleading advertisements or communications An agent must not solicit clients or customers through advertisements or other communications that the agent knows or should know are false or misleading. 16. Insertion of material particulars in documents An agent must not submit or tender to any person for signature a document, or cause or permit any document to be submitted or tendered to any person for signature, unless at the time of submission or tendering of the document all material particulars have been inserted in the document. 17. Duty to provide copy of signed documents An agent who submits or tenders a document to any person for signature, or who causes or permits a document to be submitted or tendered to any person for signature, must immediately after the person has signed the document give a copy of the document to the person. 18. Representations about the Act or regulations An agent must not falsely represent to a person the nature or effect of a provision of the Act or any regulation under the Act. An agent must not, either expressly or impliedly, falsely represent, whether in writing or otherwise, to a person that a particular form of agency agreement or any term of such an agreement is required by the Act or a regulation under the Act. 19. Agency agreements must comply with regulations An agent must not enter into an agency agreement unless the agreement complies with any applicable requirements of the Property, Stock and Business Agents Regulation 2003, as required by section 55 of the Act.

Doc ID: CPPDSM4005A - Workbook (L) eLearning Date: 28/03/2018 Developed by: SL Version: 8 Approved by: CEO P a g e | 47 File Location: S:\Learning & Assessment Resources\Real Estate\CPP40307 Certificate IV in Property Services (Real Estate) NSW\Assessment Tools\5. CPPDSM4005A\CPPDSM4005A - Workbook (L) eLearning.docx

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Conclusion This module has provided you with the skills to establish and build client-agency relationships. Client communication will be a major duty in your position and it is important for you, the client and the agency that the communication adheres to quality service. By applying the skills in this unit and developing them with application, you will feel confident to apply them to client contact and establish and build better client agency relationships.

Doc ID: CPPDSM4005A - Workbook (L) eLearning Date: 28/03/2018 Developed by: SL Version: 8 Approved by: CEO P a g e | 48 File Location: S:\Learning & Assessment Resources\Real Estate\CPP40307 Certificate IV in Property Services (Real Estate) NSW\Assessment Tools\5. CPPDSM4005A\CPPDSM4005A - Workbook (L) eLearning.docx

________________________________________CPP40307 Certificate IV in Property Services (Real Estate)

Acts Legislation and Forms Doc ID: CPPDSM4005A - Workbook (L) eLearning Date: 28/03/2018 Developed by: SL Version: 8 Approved by: CEO P a g e | 49 File Location: S:\Learning & Assessment Resources\Real Estate\CPP40307 Certificate IV in Property Services (Real Estate) NSW\Assessment Tools\5. CPPDSM4005A\CPPDSM4005A - Workbook (L) eLearning.docx

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Doc ID: CPPDSM4005A - Workbook (L) eLearning Date: 28/03/2018 Developed by: SL Version: 8 Approved by: CEO P a g e | 50 File Location: S:\Learning & Assessment Resources\Real Estate\CPP40307 Certificate IV in Property Services (Real Estate) NSW\Assessment Tools\5. CPPDSM4005A\CPPDSM4005A - Workbook (L) eLearning.docx