Real Estate Sales Training Manual

Empowering Real Estate Careers with Knowledge & Skill

Purpose of this Manual:

This training manual is designed to equip new joiners with a complete understanding of the real
estate sales process, from foundational concepts to on-ground selling techniques. Covering
residential, commercial, and luxury segments, this guide will serve as your roadmap to
becoming a confident and successful real estate professional.

Included Topics:
• Real Estate Fundamentals
• Project Phases
• Sales Lifecycle
• Site Visit to Closure Process
• Documentation & Legal Compliance
• CRM Tools & Professional Growth
• Sales Skills & Client Handling

For Internal Use Only

This document is intended solely for the use of CapitalBoon Consulting team members and
trainees. Unauthorized distribution or reproduction is strictly prohibited.

📧 HR Contact: [email protected]
🌐 Company Name: CapitalBoon Consulting
📍 Offices in: Noida • Gurgaon • Ghaziabad • Pune • Mumbai • Bangalore • Hyderabad •
Chandigarh • Lucknow

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Table of Contents

SECTION 1: INTRODUCTION TO REAL ESTATE – Page 5

1.1 What is Real Estate?
1.2 Why Choose Real Estate as a Career?
1.3 Segments of Real Estate
• Residential
• Commercial
• Luxury

SECTION 2: SALES IN REAL ESTATE – Page 7

2.1 What is Real Estate Sales?
2.2 Real Estate Sales Lifecycle
2.3 Role & Responsibilities of a Sales Executive
2.4 Sales Skills: Communication, Pitching, Follow-up
2.5 Understanding the Buyer Persona

SECTION 3: PROJECT PHASES – Page 9

3.1 Pre-Launch Phase
3.2 Under Construction Phase
3.3 Ready-to-Move-in Phase

SECTION 4: TYPES OF SALES – Page 12

4.1 Residential Sales
4.2 Commercial Sales
4.3 Luxury Property Sales

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SECTION 5: REAL ESTATE TERMINOLOGY (A–Z Reference) – Page 14
(With tabular explanations of key terms)

SECTION 6: CALCULATIONS & COMMERCIALS – Page 17

6.1 Total Cost Calculation
6.2 PLC, GST, EDC/IDC Inclusion
6.3 Down Payment vs Construction-Linked Plan
6.4 EMI & Loan Basics
6.5 ROI (Return on Investment)
6.6 Brokerage/Commission Models

SECTION 7: DOCUMENTATION & LEGAL COMPLIANCE – Page 19

7.1 Sale Agreement
7.2 Booking Form
7.3 Allotment Letter
7.4 RERA Registration
7.5 OC (Occupancy Certificate) & CC (Completion Certificate)
7.6 KYC, PAN, and Legal Due Diligence

SECTION 8: SITE VISITS & CLOSURE PROCESS – Page 21

8.1 How to Conduct a Site Visit
8.2 Site Visit Etiquette & Preparation
8.3 Negotiation Techniques
8.4 Closure & Booking Process
8.5 Post-Sale Follow-up

SECTION 9: TOOLS, REPORTS & CRM – Page 23

9.1 Lead Management Tools
9.2 CRM Usage & Daily Reporting
9.3 WhatsApp, Call Scripts, Email Templates

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9.4 Site Inventory Management
9.5 Handling Objections Professionally

SECTION 10: PROFESSIONALISM & GROWTH – Page 25

10.1 Grooming & Communication
10.2 Building Long-Term Client Relationships
10.3 Ethics & Market Credibility
10.4 Career Path in Real Estate

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1.1 What is Real Estate?
Real estate refers to land and anything permanently attached to it, such as buildings, homes,
apartments, offices, shops, and more. It also includes natural resources like water, trees, and
minerals found on the property. Real estate is both a physical asset and an important part of the
economy, as it involves buying, selling, renting, and managing property.

1.2 Why Choose Real Estate as a Career?

Real estate is a dynamic and rewarding career choice with multiple growth opportunities. Key
reasons to pursue it include:
• High Earning Potential: Income through salary, commissions, and incentives.
• Career Flexibility: Work in various roles such as sales, leasing, consulting, or management.
• Networking & Growth: Opportunity to meet new people and grow professionally.
• Ever-Growing Market: Real estate demand continues due to urbanization, population growth,
and investment needs.
• Personal Development: Enhances communication, negotiation, and marketing skills.

Why Choose CapitalBoon?

CapitalBoon stands out as a trusted and growth-focused real estate firm committed to delivering
excellence to both clients and team members.
• Strong Industry Presence: Operating in key real estate markets including Noida, Ghaziabad,
Gurgaon, Pune, Mumbai, and more.
• Diverse Portfolio: Residential, commercial, and luxury projects from top developers.
• Training & Development: Dedicated learning modules and mentorship to help employees
grow.
• Performance-Based Growth: Transparent incentive structure and promotion pathways based
on merit.
• Client-Centric Approach: Ethical practices and a focus on long-term client relationships.
• Supportive Culture: A collaborative and driven team environment that values professionalism
and ambition.

1.3 Segments of Real Estate

• Residential Real Estate
This includes housing properties meant for individuals and families to live in.
Examples: Apartments, Villas, Independent Homes, Flats, Builder Floors.
Buyers are mostly end-users or investors looking for rental income or capital appreciation.
• Commercial Real Estate
Properties used for business purposes such as:
Office Spaces, Retail Shops, Malls, Showrooms, Warehouses, Co-working Spaces.
Commercial properties generally offer higher rental yields and attract business owners or
corporate tenants.

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• Luxury Real Estate
High-end residential or commercial properties offering premium amenities, superior location,
architecture, and lifestyle.
Examples: Penthouses, Sea-view apartments, Golf-course villas, High-end office spaces.
Targeted at HNI (High Net-worth Individuals) and NRIs seeking exclusivity, privacy, and
investment value.

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SECTION 2: SALES IN REAL ESTATE
2.1 What is Real Estate Sales?
Real estate sales involve connecting buyers with suitable properties. A sales executive helps
clients understand available options, conducts property visits, explains project details, and
guides them through negotiation and paperwork until the deal is closed. It’s a client-focused,
target-driven role.

2.2 Real Estate Sales Lifecycle

The sales journey includes:
1. Lead Generation – Collecting leads from online ads, referrals, walk-ins, or telecalling.
2. Lead Qualification – Understanding the client’s budget, preferences, and readiness to
buy.
3. Property Pitching – Suggesting the best property options based on the client’s needs.
4. Site Visit – Coordinating and accompanying the client for a property tour.
5. Negotiation & Closing – Handling pricing discussions and finalizing the deal.
6. Documentation – Assisting with agreement signing, payments, and legal formalities.

2.3 Role & Responsibilities of a Sales Executive

A sales executive plays a key role in the sales process. Key responsibilities include:
 Calling new leads and collecting buyer requirements
 Sharing suitable property/project options
 Explaining price, location, amenities, payment plans
 Scheduling and conducting site visits
 Following up regularly with interested buyers
 Assisting in negotiations and closing deals
 Reporting daily/weekly performance to the team leader

2.4 Key Sales Skills

To succeed in real estate sales, these skills are important:
 Communication: Speak clearly and confidently to build trust
 Pitching: Present project highlights in a way that matches client needs
 Follow-up: Stay in touch with leads through calls or WhatsApp to maintain interest

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  Negotiation: Help bridge gaps between client budget and property price
 Listening: Understand what the client really wants before suggesting options

2.5 Understanding the Buyer Persona

Knowing your buyer helps in closing faster. Focus on:
 Profile: Age, profession, income
 Purpose: Is it for living, renting, or investment?
 Preferences: Location, budget, size (BHK), builder reputation, possession status
 Pain Points: Traffic, school distance, EMI budget, etc.
Understanding these factors lets you suggest the right project with a personalized approach.

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SECTION 3: PROJECT PHASES
A real estate project progresses through multiple stages from concept to completion.
Understanding these phases helps sales professionals guide buyers appropriately and manage
their expectations. The three primary phases are: Pre-Launch, Under Construction, and
Ready-to-Move-in.

3.1 Pre-Launch Phase

This is the initial stage before the formal launch of the project in the market.
• Features:
 Project is under internal planning or approval stage.
 Developers share limited but appealing details such as:
o Tentative layouts and unit sizes

o Project location and connectivity

o Proposed amenities and features

 The objective is to create early interest and secure initial bookings.

• Pricing Strategy:
 Prices are at their lowest point to attract early investors.
 Buyers may receive pre-launch discounts or offers.
 Rates often increase once all approvals are secured and the project is officially launched.
• Documentation & Risks:
 Legal approvals (like RERA registration) may still be in progress.
 Buyers are required to sign a booking form or an expression of interest (EOI).
 Risks include:
o Possible delays in launch or approvals

o Changes in layout or specifications

o Uncertainty about possession timelines

 Sales professionals must communicate transparently to avoid future issues.

3.2 Under Construction Phase

The project has received approvals and construction has started.
• Progress Tracking:

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  Regular updates are shared with buyers through:
o Site photographs

o Progress reports

o RERA construction status

 These updates help build trust and confidence.

• Payment Plans:
 Payments are linked to construction stages, for example:
o 10% at booking

o 10% at plinth level

o 10% at first slab, and so on

 Banks release loan amounts in tranches based on progress.

 Buyers should be made aware of the full payment schedule and due dates.
• Client Visits & Confidence:
 Site visits are arranged for clients to observe ongoing work.
 Transparency during this phase helps address doubts and objections.
 Timely updates and honest communication are key to building long-term relationships.

3.3 Ready-to-Move-in Phase

This is the final phase, where construction is complete, and units are available for immediate
possession.
• Final Delivery:
 Project is completed in all respects.
 Developer has received the Occupancy Certificate (OC) or Completion Certificate
(CC) from local authorities.
 Units are ready for handover.
• Hand-over Formalities:
 Buyers complete all due payments (including registration charges, maintenance, and
IFMS).
 Possession letter and handover documentation are signed.
 The process is managed by the CRM or handover team.
• Documentation & Handover Kit:

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  Buyers receive:
o Final sale deed or registry copy

o Key handover letter

o Details of society or RWA (Residents’ Welfare Association)

o Appliance warranties and instruction manuals

o Maintenance contact details

 A professional and smooth handover experience is essential to maintain goodwill.

Sales Best Practices:

 Tailor your approach based on the project phase:
o In Pre-launch, focus on pricing advantage and early selection.

o In Under Construction, emphasize transparency, progress, and timely delivery.

o In Ready-to-Move, highlight immediate possession, savings on rent, and legal

safety.

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SECTION 4: TYPES OF SALES
This section covers the different types of real estate sales based on the nature and purpose of
the property. Each type requires a unique approach in terms of buyer engagement, project
knowledge, and sales strategy.

4.1 Residential Sales

Definition:
Residential sales involve selling homes meant for individuals or families to live in. These include
apartments, villas, plots, builder floors, and townhouses.
Key Features:
 Targeted towards end-users and investors.
 Focus is on location, amenities, affordability, and lifestyle.
 Emotional decision-making is often involved.
 Popular configurations: 1BHK, 2BHK, 3BHK, etc.
Sales Approach:
 Understand family needs (school, hospitals, safety, connectivity).
 Emphasize on possession timeline, RERA approval, and bank financing options.
 Highlight benefits like clubhouse, parks, and security.

4.2 Commercial Sales

Definition:
Commercial sales deal with selling or leasing properties used for business purposes like shops,
offices, showrooms, retail spaces, and co-working hubs.
Key Features:
 Purchased mostly by business owners or investors.
 Focus on ROI (Return on Investment), footfall, location advantage, rental income.
 Often involves lease guarantees or pre-leased properties.
Sales Approach:
 Discuss rental yields, potential tenants, and business visibility.
 Understand zoning laws, licenses, and parking.
 Offer insights on upcoming infrastructure developments.

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4.3 Luxury Property Sales
Definition:
Luxury sales involve high-end, premium real estate properties offering superior features,
exclusivity, and lifestyle. This includes penthouses, villas, golf-course residences, and
branded residences.
Key Features:
 Targeted at HNI (High Net-worth Individuals) or NRI clients.
 Properties with high-end specifications, privacy, and prestige.
 Often located in prime, gated communities or city landmarks.
Sales Approach:
 Focus on brand value, craftsmanship, customization, and concierge services.
 Maintain a highly personalized, discreet, and value-driven approach.
 Showcase lifestyle benefits over price and square footage.

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SECTION 5: REAL ESTATE TERMINOLOGY (A–Z)
Detailed Reference Table for Training

Detailed
Formula / Regulation /
Term Simple Meaning Explanation &
Example Notes
Use Case

RERA
Area where you
If Bedroom = 150 mandates
can lay a carpet –
Actual usable area sq.ft., Living = 200 builders to
Carpet Area excludes walls,
inside a flat sq.ft., Carpet = 150 disclose carpet
balconies, and
+ 200 = 350 sq.ft. area only (Sec
common areas
2(k))

Slightly larger than Built-Up = Carpet Older pricing

Carpet Area + internal carpet area; (350 sq.ft.) + Walls method, not
Built-Up Area
walls + balcony includes walls and (50) + Balcony preferred
balcony space (100) = 500 sq.ft. under RERA

Often called
SBA = Built-up +
Includes share of "Saleable
(Common Area ×
Super Built-Up Built-up area + share staircase, lift lobby, Area",
% Share) = 500 +
Area in common spaces etc.; used to discouraged by
(300 × 25%) = 575
calculate price RERA for
sq.ft.
pricing

Used to calculate
Price = BSR PLC, GST, EDC,
BSR (Basic Sale Base rate per the basic cost
₹6,000 × 1,000 IDC, etc. are
Rate) sq.ft./sq.m. before taxes &
sq.ft. = ₹60,00,000 added on top
charges

PLC Charges for park- Must be

Extra cost for PLC = ₹100 ×
(Preferential facing, corner, top- mentioned
premium unit 1,200 sq.ft. =
Location floor, pool-facing separately in
locations ₹1,20,000
Charges) units agreement

Collected
Collected by
IDC based on
developer to cover
(Infrastructure Cost for internal sanctioned
internal N/A
Development roads, water, drainage area or unit
infrastructure
Charges) size; varies by
within the project
state

Collected by
Govt. charges for
EDC (External builder, paid to
Charges for external roads, sewerage,
Development N/A authorities like
city-level services transport near the
Charges) HUDA, GNIDA,
project
etc.

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 Detailed
Formula / Regulation /
Term Simple Meaning Explanation &
Example Notes
Use Case

For alarms,
FFC (Fire Mandatory
Cost for fire safety extinguishers,
Fighting N/A under National
infrastructure sprinklers, fire
Charges) Building Code
exits in project

Refundable
IFMS (Interest- Taken by
Refundable deposit IFMS = ₹50 per after
Free developer till
for future sq.ft. × 1,000 sq.ft. possession
Maintenance society (RWA) is
maintenance = ₹50,000 when RWA
Security) formed
takes over

Paid to
For transformers,
EEC (External electricity
Charges for external power lines,
Electrification N/A boards
electric supply setup streetlights outside
Charges) (DISCOMs) via
project
builder

Example: ₹1 lakh Builder-

EDI (Early Buyers who take
Discount for early off on taking specific, not
Delivery possession or pay
possession/payment possession within regulated by
Incentive) early get benefits
15 days law

5% Residential (no
Paid on base price, No GST if
ITC), 1%
GST (Goods & Tax on under- PLC, parking, etc. Occupancy
Affordable
Services Tax) construction property (not on ready Certificate (OC)
Housing, 12%
units) is issued
Commercial

Applicable to
Protects buyers,
all projects
Regulatory authority ensures timely
RERA N/A above 500
for real estate delivery &
sq.m. or 8+
transparency
units

Examples: “Only
Could be location, Crucial for
USP (Unique golf-view
Project’s unique amenities, price marketing &
Selling apartments in
benefit advantage, green lead
Proposition) city” or “Smart
design conversion
homes with Alexa”

A group of Example: Tower A Helps with

Mini-project within a towers/plots to D as “Golf zoning, pricing,
Cluster
township having a shared Cluster” in a 100- and phasing of
theme or layout acre township large projects

Lease vs Rent Long-term vs short- Lease: 3–5 years Lease: Lease offers

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 Detailed
Formula / Regulation /
Term Simple Meaning Explanation &
Example Notes
Use Case

₹50,000/month
with fixed terms.
for 3 years; Rent: stability; Rent
term occupancy Rent:
₹20,000/month offers
agreements monthly/annual
with 11-month flexibility
with flexibility
agreement

If circle rate is
Ready Reckoner Minimum govt. Used to calculate ₹5,000/sq.ft. × Cannot register
Rate (Circle property rate for stamp duty and 1,000 sq.ft. = property below
Rate) registration registration fees ₹50,00,000 = Min this rate
registry value

Must be declared Marks start of

Example: OC
Possession Date when buyer can by builder, only maintenance
received on Jan 10,
Date / Offer of legally take valid with OC and
possession offered
Possession ownership (Occupancy registration
on Jan 15
Certificate) process

✅ Usage Tips for Trainees:

 Always confirm if pricing is based on carpet area or super built-up area

 Check if all charges like EDC/IDC/PLC/IFMS are included in the cost sheet
 Ask for RERA registration number for every project
 Educate buyers about the difference between GST on under-construction vs ready-
to-move units
 Highlight the USP and possession status clearly during the pitch.

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

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SECTION 6: CALCULATIONS & COMMERCIALS

Sub-
Title Explanation Formula / Example (if any)
section
Total cost includes the base
price and all added charges. Total Cost = (Base Price ×
Salespersons must provide Area) + PLC + EDC/IDC +
6.1 Total Cost Calculation
clients with the “all- GST + IFMS + Parking +
inclusive” amount, not just Lease Rent + Other Charges
the base rate.
These are additional charges
levied on top of the base
price.
🔹 PLC (Preferential Add each charge to base
Location Charges): price.
Charged for special unit Example: If Base =
PLC, GST, EDC/IDC locations (e.g. park-facing, ₹5000/sq.ft, PLC =
6.2
Inclusion corner). ₹100/sq.ft, Area = 1000 sq.ft
🔹 GST: 5% (on under-
construction without ITC). ⇒ Total = ₹(5000+100) ×
🔹 EDC/IDC: 1000 = ₹51,00,000
External/Internal
development charges by
authority for infrastructure.
🔹 Down Payment Plan:
Buyer pays major amount
upfront (e.g., 80–90%
DP Example: 90% in 60
within 30–60 days).
days, 10% on possession.
Down Payment vs 🔹 CLP (Construction
6.3 CLP Example: 10% booking,
Construction-Linked Plan Linked Plan): Payment is
10% excavation, 10%
done in stages based on
basement, etc.
construction progress.
Used to ease buyer’s cash
flow.
EMI Formula: EMI =
Buyers taking home loans P×R×(1+R)NP × R ×
pay monthly EMIs. EMI (1+R)^NP×R×(1+R)N /
depends on amount, interest (1+R)N−1(1+R)^N -
6.4 EMI & Loan Basics
rate, and tenure. Loan 1(1+R)N−1
typically covers 75–90% of Where P = loan amount, R =
property value. monthly interest rate, N =
number of months
Shows how profitable a ROI = (Net Annual Return /
property is. Important when Cost of Investment) × 100
ROI (Return on
6.5 selling to investors. Example: If property cost =
Investment)
Calculated based on rental ₹60L, annual rent = ₹3L
income or appreciation. ROI = (3L / 60L) × 100 = 5%
6.6 Brokerage/Commission Brokerages earn Example: If sale value =
Models commission from either ₹80L, commission = 1.5%
buyer, seller, or builder. Can Commission = ₹1.2L

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 Sub-
Title Explanation Formula / Example (if any)
section
be fixed or percentage-
based.
Some firms offer slab-based
Usually 1–2% of the
incentives: ₹1L for ₹1 Cr
transaction value in resale;
sale, ₹2L for ₹2 Cr sale, etc.
fixed slabs or tiered slabs in
primary sales.

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SECTION 7: DOCUMENTATION & LEGAL COMPLIANCE (Made Simple)
Think of this section as a step-by-step checklist for a property purchase. Each document plays
a key role in the process.

1. Booking Form – “The First Step”

This is the first document a buyer fills after selecting a property.
It includes buyer details, unit selected, and payment details.
It shows the buyer’s intent to purchase and begins the formal process.
Remember: No booking form means no official allotment.

2. Allotment Letter – “Your Unit is Locked”

After the booking form and initial payment, the builder gives an allotment letter.
It confirms the specific unit is reserved for the buyer.
It also includes payment terms and unit details.
Why it matters? Banks require this letter to process home loans.

3. Sale Agreement – “Let’s Seal the Deal”

This is a legal contract between the builder and the buyer.
It contains terms and conditions like: total cost, payment plan, possession date, penalties for
delay, etc.
Key Point: It’s a legally binding agreement and needs to be registered.

4. RERA Registration – “Government Approval Stamp”

RERA stands for Real Estate Regulatory Authority.
Every legal project must be registered under RERA.
The RERA number shows the project has all the required approvals.
Important: Don’t promote or sell any project that is not RERA registered.

5. CC & OC – “Construction Done, Move-In Approved”

 CC (Completion Certificate): Confirms construction is completed as per approved
plans.
 OC (Occupancy Certificate): Confirms the building is ready for occupation, with all
services (like water, electricity) in place.
Note: Possession should only happen after OC is issued.

6. KYC, PAN & Legal Due Diligence – “Know the Buyer & the Property”

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  KYC (Know Your Customer): Includes ID proof like Aadhar, PAN, and address proof.
 PAN Card: Mandatory for property transactions above ₹10 lakh.
 Legal Due Diligence: Verifying that the land title is clear, approvals are in place, and the
property is free from legal disputes.

Quick Summary to Remember:

B→A→S→R→C→K
(Booking → Allotment → Sale Agreement → RERA → Completion/Occupancy → KYC)
A simple way to keep the sequence and documents clear in your mind.

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SECTION 8: SITE VISITS & CLOSURE PROCESS

8.1 How to Conduct a Site Visit

 Objective: Help the client visualize living or investing in the property.
 Steps:
o Plan Ahead: Schedule visit with client and developer/seller.

o Know the Product: Be familiar with layout, inventory, USP (unique selling
proposition), pricing.
o Route & Access: Guide the client smoothly from office to site.

o On-site Walkthrough: Show sample flat, amenities, construction quality,

location highlights.
o Personalization: Relate project benefits to client’s specific needs.

8.2 Site Visit Etiquette & Preparation

 Dress & Behavior:
o Be well-groomed and professional.

o Speak confidently but politely.

 Material Preparation:
o Carry brochures, pricing sheets, floor plans, comparison charts.

 Client Comfort:
o Offer water, AC cab, umbrella (if needed), and refreshments if available at site.

 Be Ready for Objections:

o Prepare responses for common concerns (price, timeline, location).

8.3 Negotiation Techniques

 Understand Buyer’s Intent: Is the client a serious buyer or just exploring?
 Find the Trigger: What matters more—price, possession time, location, view, payment
plan?
 Common Techniques:
o Limit the Offer: “This inventory is closing fast.”

o Highlight Value: Emphasize ROI, appreciation, location.

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 o Bundle Deals: Offer IFMS, parking, or modular kitchen if needed.

o Stay in Control: Be confident and avoid overpromising.

8.4 Closure & Booking Process

 Booking Steps:
1. Finalize unit and payment plan.
2. Collect token amount (via cheque/UPI/NEFT).
3. Fill booking form with all client details.
4. Get allotment letter issued.
 Documentation Needed:
o PAN, Aadhar, 2 Photos, KYC.

o Co-applicant details (if any).

 Communicate Next Steps:

o Share timeline for Agreement, loan application, and welcome call.

8.5 Post-Sale Follow-up

 Why It’s Important: Builds long-term trust and helps with referrals.
 Key Activities:
o Ensure client receives documents (booking form, allotment letter).

o Help with loan coordination.

o Keep updating about project progress.

o Celebrate client’s journey—send thank-you message or welcome kit.

o Ask for testimonials or referrals later.

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SECTION 9: TOOLS, REPORTS & CRM
9.1 Lead Management Tools
 Purpose: To track and manage every inquiry from first contact to closure.
 Tools Used: Excel, Google Sheets, CRM systems like Sell.Do, Salesforce, Zoho,
MagicBricks Pro, IQ Setter.
 Key Functions:
o Assigning leads to sales reps

o Setting follow-up dates and reminders

o Updating lead status (New, Follow-up, Site Visit, Negotiation, Closed, Dropped)

o Prioritizing leads (Hot, Warm, Cold)

9.2 CRM Usage & Daily Reporting

 CRM (Customer Relationship Management): A digital tool where all client
interactions and sales activities are recorded.
 Usage Guidelines:
o Update lead status daily

o Log every call, site visit, and discussion

o Tag leads properly for correct follow-up

 Daily Reports Include:

o Number of calls made

o Follow-ups done

o Site visits conducted

o Closures/proposals given

 Why Important: Helps managers track productivity and ensures no lead is missed.
9.3 WhatsApp, Call Scripts, Email Templates
 WhatsApp:
o Share project brochures, location, price sheets

o Follow-up politely with reminders

 Call Scripts:
o Structured way to introduce yourself and pitch the project

o Helps maintain consistency and professionalism

 Email Templates:

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 o Standardized formats for:

 First contact
 Sending project details
 Thank you after site visits
 Booking confirmation
9.4 Site Inventory Management
 What It Means: Knowing which units are available, sold, or blocked in real-time.
 Tools: Shared project inventory sheets, ERP/CRM-based inventory trackers.
 Why It Matters:
o Avoids offering already sold units

o Helps in suggesting the best available options to clients

o Reduces last-minute confusion during booking

9.5 Handling Objections Professionally

 Common Buyer Objections:
o “Too expensive”

o “Project is not RERA registered”

o “Location is far”

o “Need more time to decide”

 How to Handle:
o Acknowledge the concern

o Respond with facts – show ROI, legal compliance, upcoming developments

nearby
o Build urgency without pressure – highlight limited inventory or price revisions

o Stay calm, never argue, always focus on client’s needs.

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SECTION 10: PROFESSIONALISM & GROWTH
This section focuses on how a real estate professional should present themselves, behave
ethically, and grow their career in the long term.

10.1 Grooming & Communication

Grooming:
 Always be neat, clean, and well-dressed (formal or smart casuals as per your
company's norms).
 Good grooming builds trust and shows seriousness.
 Maintain basic hygiene, clean shoes, combed hair, and professional attire.
Communication Skills:
 Speak clearly, politely, and confidently in any language the client is comfortable with.
 Use positive body language (eye contact, smile, proper posture).
 Listen actively – don’t interrupt the client.
 Avoid over-promising or using slang or aggressive tone.

10.2 Building Long-Term Client Relationships

 Be honest and transparent with clients about pricing, timelines, and project features.
 Stay in touch after the sale – send greetings on special occasions, project updates, etc.
 Maintain a client database and follow up regularly.
 Offer genuine help, even if they don’t buy immediately – build trust, not just
transactions.
 Referrals come from good relationships – treat every client like a long-term partner.

10.3 Ethics & Market Credibility

 Never mislead the customer (on availability, pricing, legal status).
 Always share authentic documents and correct information.
 Avoid unethical practices like hiding charges, false commitments, or bypassing the team.
 Real estate is trust-based – your name, behavior, and word matter.
 A professional reputation leads to referrals and repeat business.

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10.4 Career Path in Real Estate
 Fresher/Junior Executive: Learning phase – focus on training, shadowing seniors, and
lead handling.
 Sales Executive: Active on-field role – managing clients, pitching, follow-ups, closures.
 Team Leader/Manager: Handling team targets, guiding juniors, managing site
activities.
 Sales Head/Business Head: Responsible for project-level sales, planning, team
management, and strategy.
 Entrepreneurial Growth: After enough experience, you may start your own
consultancy or become a channel partner.
Growth in real estate depends on performance, consistency, learning, and professionalism –
there’s no cap for deserving candidates.

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