NATIONAL UNIVERSITY OF SCIENCE AND TECHNOLOGY
FACULTY OF THE BUILT ENVIRONMENT
DEPARTMENT OF LANDSCAPE ARCHITECTURE AND URBAN DESIGN
COURSE OUTLINE
Course Title : Real Property Marketing
Course Code : BLP 4205
Lecturer : MR J MLOTSHWA
Contact Details [email protected] cellphone numbers: 0772754927
Preamble
Real property marketing is all about promoting your brand as an agent and securing buyer and
seller leads by sharing your listings on social media, advertising your agency, and building your
website content. When conducting their marketing, agents are mandated to remain in compliance
with the professional code of conduct by not misleading and misrepresenting or falsifying
information to capture the attention of prospective clients. Therefore, the module will equip
students with good marketing practices that capture the attention and mind of buyers and tenants,
ways and methods of advertising the properties as well as good negotiating practices. Further, the
module prepares students on the most appropriate ways of conducting market research, pricing of
properties and contract conclusion. Finally, the module equips the students with skills of selling
properties without infringing upon the professional ethics vis a vis disadvantaging either parties.
AIM: The course aims to ground students on the skills of effective and efficient marketing
practices that are anchored on professionalism in order to boost the real estate industry when
conducting business on letting and selling of properties.
Objectives
1. Students to explain real property marketing, as well as features of real estate salesperson.
2. Students should be able to understand the diverse marketing strategies used to capture the
psychology of clients without infringing on the professional practices.
3. Students to comprehend the various ways of listing asset and space markets, vis a vis the
methodology and techniques of conducting market research.
4. Students to synthesize the information learnt when drafting contracts between buyers and
sellers, lessors and lessees
5. Students to be equipped with due diligence ways of conducting property sales.
Assessment
The module is constituted of coursework assignments and end of year examination. Overall course
work constitute 30% and end of semester examination 70% of the final overall mark
NB: All assignments must be handed in on their due date and typed. Late submissions will
attract a penalty. Plagiarism is an academic offense that caused the assignment to be marked
out of zero. All citations must be well referenced using either the APA 6TH or Harvard style.
Introduction
Definitions of real property, marketing, market
Characteristics of successful real property salesperson.
Different between bogus and professional salesperson
Concept of space and Asset markets
Real property asset and space markets.
Characteristics of Asset and Space Markets
Relationship between the asset and space markets and how the economic principles of
demand and supply affect them.
Asset and space market segmentation
Strategies of real estate marketing
The effectiveness of these real property marketing strategies.
Psychology of real property marketing (motivation, perception, decision making, attention
and arousal, attitudes)
Marketing methods and techniques (primary and secondary techniques)
Listing of real properties
Negotiating and closing of real property contracts
Pricing of real estate
Roles of property valuers
Different types of real property on the market (residential, commercial, industrial,
institutional and recreational)
Best practices of marketing these portfolios
Real Property Sales
Professionalism in real property marketing
Statutory instrument 200 of 1987. (Professionalism and code of conduct.)
Deceptive trade practices and their implications
Remedies to wronged parties
Consumer Protection and fair business practices
Assignment Question 1.
The sale of immovable property can be a daunting task for any lay person due to the vexing
terminology and various processes and procedures involved ( Kanokanga & partners 2015),
Discuss. (100)
Due date TBA
Assignment Question 2
‘The real property marketing industry is marred by lack of professionalism coupled with
unethical and disingenuous activities.’ Discuss the validity of this assertion.(100)
Due date TBA
Reading list
1. Alvarez, Fernando, Andrew Atkeson and Patrick Kehoe, “Money, Interest Rates, and
Exchange Rates with Endogenously Segmented Asset Markets,” Journal of Political
Economy 110 (2002), pp. 73-112
2. Armstrong C.(2014), Market Research Techniques: Primary & Secondary Market
Research, Shutterstock Co. NY
3. Cloete C. E., Introduction to property marketing, 1996, Estate Agents Board, Pretoria.
4. Enever N., The Valuation of Property Investments, 1989, 4th Edition, Estates Gazette,
London.
5. Kimmel A.I. (2009) The psychological basis of marketing. Journal of Marketing
Research 46: 1–13.
6. Marcus T, Charles F, 2002, Real Estate Principles
7. Raticliffe, J., Stubbs, M. and Shepherd, M. (2006), Urban Planning and Real Estate
Development. 2nd ed. Spon Press, New York
8. Smith MS and Albaum GS (2012), Basic Marketing Research Volume 1, Handbooks for
Research Professionals, Qualtrics Lab Inc. USA
9. Wilkinson, S. and Reed, R. (2008). Property Development, 5th ed. Taylor
and Francis Group, London
