CPPDSM4013A - Market Property for Lease: Assessment & Marketing Plan

This homework assignment, focusing on the unit CPPDSM4013A, assesses the student's understanding of marketing a property for lease. It covers essential aspects such as creating tenant profiles, discussing these profiles with landlords, and developing effective marketing strategies for both industrial and commercial properties. The assignment includes a case study requiring the creation of a detailed marketing plan, along with marketing templates, and addresses how to communicate plans to landlords with various conditions. Furthermore, it explores negotiation skills, effective marketing activities, property inspection procedures, and relevant legislation within the real estate industry, including the roles of personnel involved in the marketing process. The student is required to demonstrate knowledge of real estate regulations, advertising guidelines, and the importance of aligning marketing plans with landlord consent and legal requirements.

Running Head: CPPDSM4013A MARKET PROPERTY FOR LEASE 1
ASSESSMENT SUBMISSION COVER SHEET
Date course delivered:
Trainer/assessor:
Participant ID (this is
your USI Number):
Full Participant Name:
Unit Code / Name: CPPDSM4013A Market property for lease
National Training
Package:
CPP07
Participant Declaration: I declare that the attached assessment is my own work except where
there is clear acknowledgement or reference to the work of others.
I understand that I have undertaken this assessment in that knowledge
that the information gathered would only be used for professional
purposes only accessed by my employer/supervisor, State & Federal
Education Departments and ACBT.
I have complied and agreed to ACBT’s policies on Plagiarism and
Academic Misconduct provided to me in the Participant Handbook.
I agree I am ready to be assessed.
I declare that I understand how to complete this assessment and how it
will take place.
I have kept a copy of this assessment in case of loss.
I believe that after completing this unit of competency I now have the
required skills and knowledge to demonstrate in the workplace.
I declare that my signature on this document covers all the
attached paperwork and this signature and date (where applicable)
will apply to all unsigned sections of this assessment.
Participant signature: Date:

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Question 1
Estimated Time: 10 minutes
What four information must be contained in a potential tenant profile?
▪ The timeframe of tenancy
▪ Intentions to buy
▪ The financial capacity of the tenant
▪ Tenant requirements of property
Question 2
Estimated Time: 15 minutes
Explain why it is important for an agency to discuss and analysis potential tenants profile
with the landlord?
Landlords have to know who is staying on their property. The property is a source of
income, and thus only the right tenants must be chosen. Some tenants may seem unreliable,
problematic and even criminals should be avoided to free a landlord from chaos and
conflicts. It will be up to the landlord to accept such a tenant for example who may have
pets. Information about a renter helps to identify the laws that protect tenants (Michele,
2015).

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Question 3
Estimated Time: 25 minutes
(a) Describe two benefits gained by effectively marketing a property for lease?
 More income for landlords and the agency will be the result of building loyalty and
trust of both the prospective and the current customers. Long lasting relations will
be created, and the current tenants will generate leads to their close associates.
 An enhanced publicity of the agency through positioning the organization as a
market expert. The brand of the company will have a heightened awareness,
visibility, and recognition (Karugu, 2017).
(b) List five marketing strategies you would use to market a property for lease that is:
- An industrial property
- A commercial property
i. Industrial property
- Creating a needs database that will establish the specification and match them with
the requirements of tenants.
- Optimizing key words for search engines to show the website on top of the search
results.
- Creation of partnerships with renowned insurance companies to market the property
to their clients.
- Contacting the prospective tenants.
- Hosting of targeted events will give the industrial property more exposure.

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ii. A commercial property
- Creation of partnerships with renowned financiers to market the property to their
clients.
- A detailed e-mail about the property with potential earnings will be sent to emails
list subscriptions.
- Use of external website advertisements.
- Placing of an interface in the property website to enable direct sharing to social
media sites.
- Showcase the property in commercial investor events their magazines.
Question 4
Estimated Time: 15 minutes
Explain why it is important to discuss the benefits of effectively marketing the property for
lease with the landlord?
Effective marketing is accompanied with costs which must be acknowledged by the
property owner after understanding the benefits of the event to his/her property business
(Boulouard, 2016).
Question 5
Estimated Time: 15 minutes
List eight effective market strategies used to advertise a property for lease.
 A website optimized for mobile devices.

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 Active blogs
 Publishing market reports
 Newsletters sign ups
 Search Engine Optimization
 Use of billboards
 Television advertisements
 Website videos
Case Study 1
Estimated Time: 3 hours
Please answer task 1 & 2 based on the below scenario:
The property at 23/987 Bridge Street, Parramatta, NSW, 2150 is a two bedroom apartment in
Parramatta’s CBD and has a rental return of $650 per week. The property comes with access
to the apartment’s gym, tennis court, swimming pool and hot tub. It is minutes walk from the
train station and Parramatta Westfield’s. The landlord prefers the tenants to be a young
couple with preferably no kids. The landlords wishes the property to be on the market for no
longer than six weeks and is willing to pay a maximum of $2,500.00.
Task 1: Access and complete ALL fields in the document titled “CPPDSM4013A Case Study
1 - Marketing Plan”, to devise a marketing plan for the following property for lease. (Please
note: it is advised you conduct a little research into different marketing methods/strategies & their
cost etc, to allow you to create an accurate marketing plan)
This task must be completed in the word document titled “Marketing plan” and be submitted
along with this assessment.
Task 2 : Create marketing templates for three of the marketing strategies you proposed in
Task 1 of this Case Study. For example, create a local paper advertisement for 23/987 Bridge
Street, Parramatta etc. (Please note: these marketing materials must comply with agency practice,
ethical standards and legislative requirements.)
Image of Advertisement 1:

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Image of Advertisement 2:

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Image of Advertisement 3:

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Task 3: Describe how you would effectively discuss the marketing plans and layouts with
the landlord if they were to have:
- Colour blindness
- Bipolar disorder
- Memory loss
Colour blindness- I will describe to the landlord colours in the advertisements. All the
variations in easily misperceived colors may be included to form a pattern that will be
easier to differentiate.
Bipolar disorder- being humble suggestions and not demands during a disagreement such as
a. Being understanding will make such a person know that I am concerned. The landlord
should be done to understand that very high goals are unachievable.
Memory Loss- Being flexible and patient when the landlord seeks clarification of a
consultation will enhance their understanding. The information can be broken down into
small and repeated regularly. Verbal cues will be most appropriate for such landlord
(Nguyễn, 2017).
Task 4: List five negotiation skills you would use to assist the landlord to decide on the best
marketing activities, budget and timeframe for marketing their property?
▪ Listening skills
▪ Verbal communication that is effective
▪ Decision making

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▪ Building a rapport
▪ Problem-solving skills
Question 6
Estimated Time: 30 minutes
Using the marketing plan created in Case Study 1, Task 1, describe four marketing strategies
or activities you would recommend to all landlords. You are not limited to only using the
marketing methods listed in Case study 1 but you must focus on what marketing strategies
are most effective and cost efficient.
▪ Agency website advertisement- The ads’ only cost is incurred to create the
marketing content and no other incremental expenses because it is owned by the
agency. The number of PC and smartphone users is high and will provide a deal of
audience. The design of the website will influence the attention and time of visitors
on the page. Using a powerful search engine optimization to put the page on top of
searches will increase the coverage of the advertisement. A web ads consultant and
email subscriptions for the newsletter will allow for personalized practices (Sarip,
2017).
▪ Newspaper ad- The page to be used should increase the probability of audience and
also minimize costs. Ability to discriminate the target market of young couples
without children will have high efficiency. Large format print will be used for the
ad. The classifieds section provides the best budget. Inserts of fliers in the weekend
paper will be more helpful (Shannon, 2017).

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▪ Real estate website- The website offers a targeted potential market audience. The
design should be assertive and attractive keeping in mind it should aim to get back
the benefits of the costs incurred. The website gives a national audience and can be
appropriate when the potential tenant is one who wants to move to Parramatta.
▪ Agency rental guide- the design of the ad should be appealing. The best strategy
will be to have inserts to limited editions of the local newspaper to target the
principal market.
Question 7
Estimated Time: 20 minutes
Describe the purpose of a property inspection? What are the rules about conducting
inspections during a tenancy?
A tenancy agreement is governed by the law of contract. Inspecting during move-ins and
out seal the interests of the parties to the contract. Hygiene inspections during the tenancy.
Damages will be charged to the security deposit to free the landlord from extra costs of
maintenance.
Rules
▪ The tenant has the authority to accept an inspection.
▪ The inspection should be signed by both parties.
▪ The issues raised must be linked to the current tenant.
▪ Privacy, peace, and comfort of a renter should not get interfered.

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▪ Inspection is a right of the tenant and a responsibility of the landlord.
▪ Entering a tenant’s house require the permission of the dweller and it only possible
at certain times.
▪ Health and security requirements must be maintained.
▪ Maintaining a proper insulation is appropriate for simple heating.
Question 8
Estimated Time: 20 minutes
Describe the importance of having the landlord agree to the marketing plan before
implementing it? What is the best method to discuss the marketing plan for the landlord’s
property?
The landlord as the house owner should be conscious of all costs on his/her property. The
best way of discussing the marketing plan is face-to-face
Question 9
Estimated Time: 30 minutes
(b) Copy and paste, two sections from the Property, Stock and Business Agents Act 2002
covering guidelines on advertising/marketing properties.
(1) 87 Approval of authorised deposit-taking institutions (1) The Director-General may
approve an authorised deposit-taking institution for the purposes of this Part and
may revoke any such approval by notice in writing to the authorised deposit-taking
institution. (2) The Director-General is not to approve an authorised deposit-taking

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institution for the purposes of this Part unless satisfied that the institution is able to
discharge the obligations of an authorised deposit-taking institution under this Part.
(2) 185 Confidentiality (1) An accounts examiner must not communicate to any person
(other than a partner, employer, employee or assistant of the accounts examiner): (a)
the fact of the accounts examiner’s appointment under this Division, or (b) any
matter that comes to the accounts examiner’s knowledge in the course of the
examination, except in the course of preparing and furnishing the report to the
Director-General or in the same circumstances as information obtained in
connection with the administration or execution of this Act can be disclosed under
section 219. (2) A partner, employer, employee or assistant (the colleague) of the
accounts examiner must not communicate to any person (other than the accounts
examiner or a partner, employer, employee or assistant of the accounts examiner):
(a) the fact of the accounts examiner’s appointment under this Division, or (b) any
matter that comes to the colleague’s knowledge in the course of the examination,
except in the course of the preparing and furnishing of the report to the Director-
General or in the same circumstances as information obtained in connection with
the administration or execution of this Act can be disclosed under section 219. (3) A
person who contravenes this section is guilty of an offence. Maximum penalty: 50
penalty units (Dickinson, 2017).

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(b) List three legislations or regulations that govern the Real Estate industry, exluding the
Property, Stock & Business Agents Act 2002.
▪ The property industry regulation of Queensland Government
▪ The Real Property Act 1886
▪ The AML/CTF regulation
Question 10
Estimated Time: 20 minutes
List three personnel who will be involved in marketing a property for lease and briefly
describe the role and responsibilities of each personnel during this process.
▪ Licenced agents will conduct sales promotion activities to increase the chances of
making leases.
▪ The agency principal provides an overseer role in compliance with laws and
regulations.
▪ A support staff will be available for administration services
Question 11

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Estimated Time: 15 minutes
Describe how you would ensure all marketing activities are being completed inline with the
agreed marketing plan and budget, including ensuring all personnel involved are
successfully completing their role?
I will coordinate all the people and activities to ensure that resources are available to the
sales people after sourcing from the landlords. Overseeing of the budget will guarantee
control in its use. The marketing strategy must be aligned with the branding to ensure a
consistent corporate identity.
Question 12
Estimated Time: 20 minutes
As a property manager you must regularly advise your Landlord of any changes or updates
of their property for lease when it is being advertised. List five potential changes or updates
you may have to inform your landlord of whist marketing their property for lease?
▪ Budget
▪ Changes in rental charges
▪ Discounts
▪ Update on the most preferred client
▪ Re-advertisements
Question 13

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Estimated Time: 15 minutes
What is the risk of not informing your landlord of any changes or updates made to the
marketing activities of their property?
The agency contract is guided by consciousness to information and personal interests.
Changes which are not notified to the landlord may lead to the nullification of the agency
relationship.
Question 14
Estimated Time: 15 minutes
Assess the marketing plan created in Case Study 1, Task 1, describe the changes you would
make to the marketing plan based on the following:
(a)The landlord revised the budget to $1,500.00.
(b)You’ve wasted $200.00 on printing brochures that had spelling mistakes.
(c)The landlord and your agency have agreed for another agency to conduct the weekly
inspections for the property.
(d)Landlord requests for the property to be leased within ten days.
The strategies will be adjusted to the available budget. The newspaper advertisement
should be shifted to one day. The agency website and rental guide should remain intact
while the use of sign post is ignored.
The contacting of potential clients must be done as per the original plan.
Question 15
Estimated Time: 15 minutes
Describe three methods used to collect information on the effectiveness of marketing
strategies. How can the agency then use this information?
Surveys are most appropriate to get precise information from the customers when analyzing

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the effectiveness of the marketing strategies used.
Forums of will enable to get information on what the customers know about the house
being advertised. A forum can be managed by third parties like the business partners with
effective monitoring and real-time interaction.
Question 16
Estimated Time: 10 minutes
Create a feedback system/s in line with agency practice, that can be used by an agency to
collect data on the effectiveness of three marketing activities used by your agency.
An agency feedback system will handle data on the views of potential customers, the client
and the landlord after visiting the website. Contact forms, forums, live chat, customer
surveys and touch points are the tools to be used to collect feedback from visitors (Zheng,
2017).
Feedback data to be collected will involve the following items (Dickinson, 2017).
▪ Satisfaction levels
▪ Complaints
▪ Comments
▪ Repeat of service
▪ Directories
▪ The requirement of some essential clarifications.

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Case Study 1 - Marketing Plan
1. Property Address: 23/987 Bridge Street, Parramatta, NSW, 2150
2. Marketing Budget: $2,500.00
3. Marketing timeframe: 6 Weeks from 12/10/2016 to 23/11/2016
4. Aim & Objective of marketing plan: To find a young couple without kids tenant for the
property at 23/987 Bridge Street
Marketing Method Publisher Quantity (if
applicable)
Target
Location &
Group
Publish
Date
Duration Cost
E.g Local Paper
Advertisement in
colour
Parramatta
Advertiser
1 1/4 Page Ad Parramatta
region - Young
couples
12/10/201
6
1 week from
12/10/2016 to
19/10/2016
$550
1 Agency Website Agency 30 Seconds
video
NSW
Young
couples
12/10/20
16
6 weeks
from
19/10/2016
23/11/2016
$200
2 Agency rental guide Agency 1 Page Parramatta
region
Young
couples
12/10/20
16
1 week from
12/10/2016
19/10/2016
$200
3 Call potential
tenants from rental
database
Parramatta
rental
website
Administrato
rs
N/A Parramatta
region
Young
couples
12/10/20
16
1 week from
16/11/2016
23/11/2016
$250
4 For lease sign board Parramatta
Advertiser
N/A Parramatta
region
Young
couples
12/10/20
16
1 week from
9/11/2016
16/11/2016
$800
5 realestate.com.au or
domain.com.com Website
Administrato
rs
N/A NSW
Young
couples
12/10/20
16
1 week from
12/10/2016
19/10/2016
$500
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References
Boulouard, Z. (2016). Visualizing Large Graphs Out of Unstructured Data for Competitive
Intelligence Purposes. Chan: Springer.
Dickinson, C. (2017). Get ready for content marketing liftoff. Real Estate Institute of New South
Wales, 30.
Karugu, M. (2017). Effect of entrepreneurial marketing on performance of real estate enterprise.
International Academic Journal of Innovation, 46-70.
Michele, M. (2015). The luxury real estate market on the web. Luxury Estate, 5.
Nguyễn, Q. (2017). The application of real estate transaction chains in organising and managing
real estate brokerage firms. Journal of Science and Technology in Civil Engineering, 83-
91.
Sarip, A. (2017). Conceptualising Luxury Residential Property For Marketing. Journal of
Society and Space, 1-17.
Shannon, A. (2017). What's your marketing sweet spot? 3 ways to capitalize. Journal of
Property Management, 50-51.
Zheng, X. (2017). Selection and Implementation of Influence Strategies in Channels: A
Legitimacy-Based Approach. Academy of Management, 37.