NSW Certificate of Registration Course · 2016. 10. 26. · Doc ID: CPPDSM3019 Learner Guide_V7 Date: 28/06/15 ... Agenda Page No Element 1 Establish rapport with clients 8 ... ensures

NSW Certificate of Registration Course

CPPDSM3019 Communicate with clients as part of

agency operations

Learner Guide

© Australian Salesmasters Training Co www.thesalesmasters.com.au

CPPDSM3019 Communicate with clients as part of agency operations - Learner Guide

Doc ID: CPPDSM3019 Learner Guide_V7 Date: 28/06/15 Developed by: © The Australian Salesmasters Training Co Approved by: www.thesalesmasters.com.au Version: 7 File Location: S:\Learning and Assessment Resources\Real Estate 2015\Cert of Registration - NSW\Correspondence P a g e | 2

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Agenda

Page No

Element 1 Establish rapport with clients

8

Element 2 Handle initial Client Enquires

26

Element 3 Maintain and use client database

31

Element 4 Deal with client complaint and problems

36



CPPDSM3019: Communicate with Clients as part of agency operations

Element 1: Establish rapport with clients Performance Criteria

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

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

1.3 Effective communication strategies are employed to assist in establishing rapport with client.

Element 2: Handle initial client enquiries

Assessment Criteria

2.1 Client needs, preferences and requirements are accurately clarified to maximise opportunities to promote agency services.

2.2 Client is given space and time to evaluate agency services, while time is used to maximum advantage for client and agency.

2.3 Client is provided with accurate, initial information on agency services in line with client needs, agency practice and legal requirements.

2.4 Features and benefits of agency services are explained to client.

2.5 Interview appointment time is arranged where necessary and interview preparations are completed.

2.6 Formal and informal information is gathered and appropriate notes are taken for file.



Element 3: Maintain and use client database

Assessment Criteria

3.1 Client confidentiality is maintained as required by agency practice and legal requirements.

3.2 Client database is accurately developed, regularly maintained and securely stored according to agency policies and procedures.

3.3 Regular clients are accurately identified and followed up according to agency practice.

3.4 Client records are accurately used to advise clients on agency services of possible interest

Element4: Deal with client complaints and problems

Assessment Criteria

4.1 Client complaints and problems are acknowledged and client is supported reassuringly to produce positive outcome.

4.2 Client is encouraged to verbalise issues and active listening is used to minimise client frustration.

4.3 Client’s confidence in agency is developed to promote long-term commitment and trust.

4.4 Mutually acceptable resolution of complaint or problem is achieved through implementing agency policy and procedures.



Legislation

Commonwealth Legislation

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 Competition and Consumer Act 2010

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)

http://www.austlii.edu.au/cgi-bin/disp.pl/au/legis/cth/consol_act/fsra2001242/s1.html?query=%5e+financial+services+reform+act

http://www.austlii.edu.au/au/legis/cth/consol_act/asaica1989529/

http://www.austlii.edu.au/au/legis/cth/consol_act/asca1989364/

http://www.austlii.edu.au/au/legis/cth/consol_act/casa1905241/

http://www.austlii.edu.au/au/legis/cth/consol_act/cpra1995292/

http://www.austlii.edu.au/au/legis/cth/consol_act/c167/

http://www.austlii.edu.au/au/legis/cth/consol_act/ca1968133/

http://www.austlii.edu.au/au/legis/cth/consol_act/ca2001172/

http://www.austlii.edu.au/au/legis/cth/consol_act/foia1982222/

http://www.austlii.edu.au/au/legis/cth/consol_act/mia1998208/

http://www.austlii.edu.au/au/legis/cth/consol_act/nta1993147/

http://www.austlii.edu.au/au/legis/cth/consol_act/pa1988108/

http://www.austlii.edu.au/au/legis/cth/consol_act/sca1905222/

http://www.austlii.edu.au/au/legis/cth/consol_act/sda1984209/

http://www.austlii.edu.au/au/legis/cth/consol_act/tpa1974149/

http://www.austlii.edu.au/au/legis/act/consol_act/aa200381/

http://www.austlii.edu.au/au/legis/nsw/consol_act/psabaa2002385/

http://www.austlii.edu.au/au/legis/nt/consol_act/ala164/

http://www.legislation.qld.gov.au/LEGISLTN/ACTS/2000/00AC062.pdf

http://www.austlii.edu.au/au/legis/sa/consol_act/laa1994108/

http://www.austlii.edu.au/au/legis/tas/consol_act/aareaa1991312/

http://www.austlii.edu.au/au/legis/vic/consol_act/eaa1980145/

http://www.austlii.edu.au/au/legis/wa/consol_act/reabaa1978293/



Element 1: Establish Rapport 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 rapport, handle enquiries

and manage difficult client behaviour in a real estate context.



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

agency’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 landlord’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.

ASSESSMENT TASK 1

a) List 3 examples of external clients typical of a real estate agency (other than

vendor or landlord).

Answer:

_________________________________________________________

_________________________________________________________

________________________________________________

b) List 3 examples of internal clients typical of an agency.

Answer:

______________________________________________________

______________________________________________________

______________________________________________________



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

2. 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



ASSESSMENT TASK 2

List 3 other examples of communicative encounters in real estate agency.

Answer:

________________________________________________________

________________________________________________________

________________________________________________________



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 C&C 2010 or ACL 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”.

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



ASSESSMENT TASK 3

a) For each medium of communication below, categorise it into either verbal or

non-verbal

Speech

Writing

Gestures

Touch

Taste

Pictures

b) Discuss the advantages and disadvantages of electronic communication with real

estate clients.

Answer:



Electronic Communication

Advantages x 5 Disadvantages x 5

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:

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 months 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.

ASSESSMENT TASK 4

Name 3 barriers to communication effectively.

Answer: • _________________________________________________

_________________________________________________________

_________________________________________________________



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

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



ASSESSMENT TASK 5

Give me 3 common non-verbal communication clues

Answer: •

_________________________________________________________

_________________________________________________________

_________________________________________________________

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.

ASSESSMENT TASK 6

You are discussing the agencies fees and charges with a potential vendor.

a) List 2 non-verbal signals that the vendor makes to indicate he is interested.

Answer: 1.__________________________________________________________

2. _________________________________________________________

b) List 2 non-verbal signals that indicate he is not interested.

Answer: 1.__________________________________________________________

2. _________________________________________________________

The specific techniques of listening and questioning will now be explored in the module.



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”



ASSESSMENT TASK 7

a) List Five (5) qualifying questions you could ask a buyer.

Answer: Who ___________________________________________ ?

What ___________________________________________ ?

Where

___________________________________________ ?

When ___________________________________________ ?

How ___________________________________________ ?

b) List Five (5) qualifying questions you could ask a tenant.

Answer: Who ___________________________________________ ?

Which ___________________________________________ ?

What ___________________________________________ ?

When ___________________________________________ ?

How ___________________________________________ ?

______________________________________________________________________



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 forms:

1. Open questions- these encourage the other party to do the talking. Begin with a

what, which, how, who, when or where. “What is your time frame?”

2. Closed questions- the response will be one word; yes or no “Is $500,000 your

highest offer?”

3. Hypothetical- makes suggestions or provides options “If it was a 4 bedroom

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 husbands illness?”

5. Consensual- authorisation to do something “Can I mail the survey to your

solicitor?”

6. Alternative choice questions – These usually have 2 to 3 answers. e.g.: Do you

prefer full brick or single brick?



Listening – Activity 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 you 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 way if the parties are actively

listening and a solution is determined.

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 NO

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



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.

ASSESSMENT TASK 8

Using the earlier scenario of the tenant in arrears and between jobs, what could the

property manager say to him/her to show empathy?

Answer:

_____________________________________________________________________

_______________________________________________________________



Element 2: Handle initial client enquires

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.



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 outlined

to staff the correct protocol when communicating with client’s enquiries in following

4 ways:

1. Over the telephone

2. Over the counter

3. Handling of complaints using technique L.E.A.R.N

4. Dealing with difficult or aggressive clients



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 their 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 fro 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.



ASSESSMENT TASK 9 – Group Activity – Use mobile phone to call an agent

a) Make a phone enquiry about renting a property to 3 different agencies. Please

record the receptionists greeting and what they asked you.

Agency 1

Agency 2

Agency 3

b) Explain how they handled your enquiry.

Answer:

c) What similarities were there and what differences did you notice between their

methods?

Answer:

d) What could have been improved? If nothing why?

Answer:



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 e.t.c

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 of Enquiry

Source of Enquiry

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.

ASSESSMENT TASK 10

Explain the purpose and benefits of using an enquiry register at the reception

desk in a real estate agency. Name 3

Answer: • _____________________________________________

___________________________________________________

____________________________________________________

3 Handling Complaints

A complaint is a gift……and must be treated as such.

We use a formula “LEARN” as below because it is proven and it works.

Remember, don’t take a complaint personally. It is a process or procedure that has

let the client down.

Under promise…. Over deliver. In all you do.

L Listen….with a pen, take notes

E Empathise…..”I understand…..”

A Apologies

R React with Solution….’ We recommend…….”

N Now! Do it now



Element 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

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, Fair Trading, ACL, 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



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

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

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/Legislation.html )

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)

• C & C 2010

• Fair Trading Acts (http://www.fairtrading.nsw.gov.au/Property_agents_and_managers/Agency_responsibilities/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/WhatLegislationCoversOHS/Pages/default.aspx)

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

http://www.fairtrading.nsw.gov.au/Property_agents_and_managers/Legislation.html

http://www.workcover.nsw.gov.au/OHS/WorkCoversRoleinOHS/WhatLegislationCoversOHS/Pages/default.aspx

http://www.workcover.nsw.gov.au/OHS/WorkCoversRoleinOHS/WhatLegislationCoversOHS/Pages/default.aspx



ASSESSMENT TASK 11

It is critical for best practice to accurately maintain and use a real estates client

database.

What strategies may be utilised may be utilised in effecting this procedure?

Please name 3.

Answer:

_____________________________________________________

_____________________________________________________

_____________________________________________________



Element 4: Dealing with client Complaints and problems

By it’s very nature of being a service industry, dealing with people will create some

tense and difficult situations in our communications. The focus of dealings is often

concerning valuable property and large sums of money; hence the issues can be

highly emotive, sparking stress and sometimes aggression. By using the

appropriate communication skills we can diffuse such difficult or aggressive client

behaviour. A complaint may be received by the agency either verbally, by fax,

email, letter or via a customer feedback survey and it is the method of handling the

complaint that is crucial to the agency.

Correct business conduct and the legislation require that complaints be

documented in a “Complaints Register”. A record of incidences and complaints can

then be explored and resolution of those incidences is also documented.

Guidelines issued by the Commissioner for Fair Trading as to what constitutes

proper supervision of the business of a licensee required by S.32 of the Property,

Stock and Business Agents Act, 2002

Section 32 of the PSBAA 2002 sets out the requirements in the Act with respect to

the responsibilities of a licensee, as the person in charge of the business, to

properly supervise the business carried on at that place.

The Offence Provisions

The failure to comply with a requirement of these guidelines is a contravention of

section 32 (1) or section 32 (2), an offence which carries a penalty not exceeding

200 penalty units ($22,000) in the case of a corporation or 100 penalty units

($11,000) in any other case.



The Objective of the Requirements

The objective of section 32 is the protection in connection with the conduct of a

business under the Act. The nature of the business involves a range of different

transactions, which require public trust and confidence in their supervision by the

licensee.

That trust can only be realized if the internal systems of control, supervision and

review are in place and in the conduct of the business, and the licensee in charge

maintains an active compliance role in the business.

The guidelines set out detailed requirements in relation to supervision of

employees and establishment and monitoring of compliance procedures.

Observance of these requirements is essential but does not constitute the totality

of a licensee’s duty to supervise a business. Licensees must also have regard to the

general requirements of section 32 (3) of the Act.

The Requirements

Fof the purposes of section 32 (4), these guidelines set out the following

requirements as to what constitutes the proper supervision of the business of a

licensee. Whilst a licensee who employs anyone at any place of business of the

licensee is responsible for anything done or not done by the person, the Act also

recognizes that some functions of the licensee may be delegated to staff within an

agency.

Section 32 dictates that there must be formal procedures in place for the handling

of complaints. These are:

5. A licensee must maintain documented complaint handling

procedures. These procedures shall include a process that ensures

that all complaints about staff behaviour towards consumers, and

the agency’ s response to those complaints, are recorded and

retained. The procedure is to provide that complaints of a financial

nature are directed to the attention of the licensee in charge or the

Manager to be supervised directly by that person. A separate

record of the handling of financial complaints must be kept.



Which must be read in conjunction with schedule 6, which states:

6. Where any of the above requirements stipulate the preparation

and use of a set of documented procedures a checklist, or a review

system; the licensee must be able to produce this documentation

to an authorized officer in accordance with the provisions of

section 105 of the Act. The licensee must also be able to produce

information demonstrating the regular use and maintenance of the

required documentation within the agency.

Due to the large sums of money in real estate transactions it is also particularly

important to register any complaints of a financial nature. This ensures adequate

tracking of any discrepancies and admission of error, showing the agency’s

accountability in all transactions. E.g. If a landlord does not receive his monthly

account, it will be important to track his money, referring to his account and the

rents received. Any outstanding money needs to be traced and accounted to the

landlord. Monitoring of complaints in this formal manner protects the agency, the

client and the staff. It is important that all agency staff is familiar with the agency

policy regarding the handling of complaints to assist the process of resolution and

continual improvement of the agency’s procedures. The complaints register needs to

be completed by the appropriate person and dealt with according to agency policy.

Another complaint scenario: Mr. Sweet calls the agency, complaining to you the

receptionist that the sales agent did not turn up to their appointment at 10 Victoria

Ave 45 minutes ago and he is still waiting there. As well as handling the issue and

attempting to locate the missing agent, the complaints register should be completed.



A Sample format of a complaints register could be:

Date: Name:

Contact Details:

Nature of Complaint:

Internal Direction of Complaint:

Corrective strategies adopted by agency:

Outcome:



Difficult Clients

As mentioned previously we cannot escape the possibility of conflict occurring

in our dealings with clients given the nature of the dealings in real estate.

Conflict is perceived as a negative issue when people have different needs they

are trying to meet but negative reactions or responses result instead of their

needs being satisfied.

Conflict situations are not easily managed and we need to apply the

appropriate strategies in the workplace to diffuse the conflict and achieve

positive outcomes from the experience. Sample conflict situations that can

occur in real estate:

Not upholding duties; the agent not doing what they said they would

Poor quality of advertising, unsuitable photos published

Tenants breaching their agreement, putting dogs into the premises

Misinterpretation of details, buyers thinking that the property is off the

market due to their offer being accepted

Allocation of workload; scarcity of human resources in the office

Differences of opinion or perceptions over in-office duties

Allegations of discrimination



ASSESSMENT TASK 12

List 3 other examples of potential conflict situations that can arise in a real estate

office.

Answer: • _____________________________________________

_____________________________________________

_____________________________________________

(Performance Criteria 4.2)

ASSESSMENT TASK

a) Who are the parties affected by this conflict?

Answer:

b) What are the causes of the conflict?

Answer:

c) Suggest solutions to this conflict.

Answer:

d) What would be a Win/Win outcome?

Answer:



Aim for Outcomes- an appropriate skill when dealing with difficult clients is to aim

for effective outcomes to satisfy all parties and to resolve the conflict. Negotiation

skills will assist you to arrive at the best outcome, which is a WIN/WIN situation. This

refers to resolving the issue when both parties feel that they have gained from the

negotiation. The most optimal outcome will be one that is accepted by both parties

as meeting their needs and solving the conflict. If conflicting needs and negative

reactions continue, the situation can be made worse, therefore a solution is always

sought.

Consider this scenario:

Peter the property manager has informed Tommy tenant in writing that the

townhouse he leases is listed for sale. Peter requests in the letter that he wants an

appointment with Tommy next week to organize access to his townhouse and

inspection arrangements for the sales team. The following week Tommy does not

respond to the letter and Peter cannot reach him by phone. Peter is feeling the

pressure from the salespeople, the contract is now in the agency and the property is

formally on the market.

Two weeks down the track the for- sale sign goes up in front of the townhouse and

the agents have buyers to inspect the premises. Peter sends a letter to Tommy

informing him again of the lack of Tommy’s response and gives him 7 days notice

that inspections will be occurring on Saturday. That Saturday the agents take their

buyers through the townhouse. Tommy arrives home to see the agent’s card and

storms up to the agency to have a piece of Peter for entering the townhouse.



Difficult clients over the telephone

The telephone can be an effective way to communicate and promote and market the

agency, however not all communication over the phone will be pleasant. Rejection

over the phone can feel very impersonal and final in its effect. Angry clients can use

the telephone to their advantage and the receiver lacks the use of those non-verbal

clues to attempt to diffuse the anger.

Strategies to use with such difficult clients:

Let the client talk, it provides you with a lot of information and can assist to

diffuse their anger

Take notes as they talk to record details, always get their name and number

Use a calm, monotone voice

Show reflective listening by summarising the issues to them

Be apologetic but do not admit blame, this must be handled by the appropriate

person in the agency

Gauge the urgency of the situation, you may need to seek assistance

immediately

Show empathy and advise them of how their problem will be dealt with

Ensure the incident is recorded in the complaints register

Signs of Conflict

A useful strategy when dealing with difficult clients is to be able to recognize

behavior associated with conflict, these are:

Physical aggression

Verbal threats

Signs of distress such as trembling

Intimidation or ridicule

Resentment



Use your communication skills in the attempt at diffusing these behavioural signs by

listening for their emotion, empathic listening will assist you to identify the conflict

and view it from their perspective. Also treat their emotion, focus on the issue not

the person themselves, let them have their say, do not get defensive. Be firm but

respectful, explain how you can/cannot assist them in an honest, approachable

manner and finally keep calm. If you display conflict behaviour the situation will be

exacerbated, a smooth tone and voice will not aggravate their behaviour.

ASSESSMENT TASK 13

You are the receptionist and a homebuyer Barbara Booty has walked into the agency

without an appointment to view one of the properties advertised in the window.

You take her details for the enquiry register and explain that all the salespeople are

on appointments but one is due back in 20 minutes. You explain this to Barbara who

decides to wait for the salesperson. You call the salesperson to let him know of her

waiting. 35 minutes passes and Barbara is still waiting, getting agitated. She won’t sit

down and is leaning on the reception counter, she wants you to give her the address

of the property but you know that is against agency policy. The phone will not stop

ringing. Another buyer enters the agency and Barbara in her agitation says to them

“Don’t bother trying to get any assistance from this office, there is no-one here to

help you!” and storms out of the office. You are left with another set of buyer

looking at you.

a) Isolate the causes of conflict in this scenario.

Answer:

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________



b) What strategies could you have adopted to prevent the escalation of Barbara’s

anger and diffuse the situation?

Answer:

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

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 proforma 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, e.t.c

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.

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.



Conclusion

This module has provided you with the skills to communicate accurately and

efficiently with the clients you may encounter in the property industry. 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 be able to deal with those difficult situations and

clients.

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NSW Certificate of Registration Course · 2016. 10. 26. · Doc ID: CPPDSM3019 Learner Guide_V7 Date: 28/06/15 ... Agenda Page No Element 1 Establish rapport with clients 8 ... ensures

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