NZQA registered unit standard
23156 version 2
Page 1 of 4
Title
Demonstrate knowledge of basic real estate marketing
Level
3
Credits
3
Purpose
This unit standard is for salespersons in the real estate
industry. People credited with this unit standard are able to:
–
describe the marketing mix as applied to real estate;
–
describe market segmentation and target marketing as
applied to real estate;
–
describe the real estate sales cycle; and
–
develop prospecting strategies and strategies to market
real estate services.
Classification
Real Estate > Rural, Residential, Commercial and Business
Sales
Available grade
Achieved
Explanatory notes
1
Legislation
Consumer Guarantees Act 1993 ss2, 28, 29, 32, 33, 35, 36, 41, 43, 45;
Fair Trading Act 1986 ss2, 9-11, 13, 14;
Human Rights Act 1993 ss2, 21, 44, 53, 54;
Overseas Investment Act 2005 ss10-12, 23;
Overseas Investment Regulations 2005 regs 5, 12, 37;
Privacy Act 1993 ss2, 6;
Real Estate Agents Act 2008 ss2, 16, 62-64;
REINZ (Real Estate Institute of New Zealand Inc) Rules 13 and 14;
Residential Tenancies Act 1986 ss2, 23-32;
Unit Titles Act 2010;
and all subsequent amendments and replacements.
2
Assessment
This unit standard will be assessed on the basis of evidence of demonstrated
performance in the workplace or in simulated work situations designed to draw upon
similar performance to that required in the workplace.
Outcomes and evidence requirements
Outcome 1
Describe the marketing mix as applied to real estate.
ElectroTechnology Industry Training Organisation
SSB Code 100401
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
23156 version 2
Page 2 of 4
Evidence requirements
1.1
Components of the marketing mix are described in terms of the real estate
market.
Range
price, product, promotion, place, position.
Outcome 2
Describe market segmentation and target marketing as applied to real estate.
Evidence requirements
2.1
Market segments are described in terms of their applicability to the real estate
market.
Range
2.2
Prices, features, and benefits of properties are matched with the needs and
wants of potential purchasers.
Range
2.3
may include – demographic, geographic, socio economic, property
type, real estate territory.
includes profile of properties, profile of purchasers.
Market profiles are described in relation to given real estate territories.
Range
may include but not limited to – average sale price, total market
size, territory boundaries, number of sales per year.
Outcome 3
Describe the real estate sales cycle.
Evidence requirements
3.1
Components of the sales cycle are described in a real estate context.
Range
3.2
introduction, negotiation, closure.
Effects of real estate sales are described in terms of sales volume and prices in
relation to effect on real estate sales cycle.
Outcome 4
Develop prospecting strategies and strategies to market real estate services.
ElectroTechnology Industry Training Organisation
SSB Code 100401
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
23156 version 2
Page 3 of 4
Evidence requirements
4.1
Prospecting strategies are developed and detail two different methods of
prospecting.
Range
4.2
including but not limited to cold calling, on site promotion, letter
drop, appraisal, walk-ins, phone enquiry from advertising.
Strategies for marketing real estate services detail different methods of
marketing services.
Replacement information
This unit standard replaced unit standard 4660.
Planned review date
31 December 2015
Status information and last date for assessment for superseded versions
Process
Version Date
Last Date for Assessment
Registration
1
18 December 2006
31 December 2013
Rollover and
Revision
2
16 August 2012
N/A
Consent and Moderation Requirements (CMR) reference
0003
This CMR can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
Please note
Providers must be granted consent to assess against standards (accredited) by NZQA,
before they can report credits from assessment against unit standards or deliver courses
of study leading to that assessment.
Industry Training Organisations must be granted consent to assess against standards by
NZQA before they can register credits from assessment against unit standards.
Providers and Industry Training Organisations, which have been granted consent and
which are assessing against unit standards must engage with the moderation system that
applies to those standards.
Requirements for consent to assess and an outline of the moderation system that applies
to this standard are outlined in the Consent and Moderation Requirements (CMR). The
CMR also includes useful information about special requirements for organisations wishing
to develop education and training programmes, such as minimum qualifications for tutors
and assessors, and special resource requirements.
ElectroTechnology Industry Training Organisation
SSB Code 100401
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
23156 version 2
Page 4 of 4
Comments on this unit standard
Please contact the ElectroTechnology Industry Training Organisation at
reviewcomments@etito.co.nz if you wish to suggest changes to the content of this unit
standard.
ElectroTechnology Industry Training Organisation
SSB Code 100401
 New Zealand Qualifications Authority 2016