FUNCTIONAL COMPETENCY MODEL OF THE PERSUASIVE COMMUNICATOR APPLICABLE TO THE REAL ESTATE BROKER PROFESSION

The article presents the process of creating a competency model based on an empirical study of the opinions and assessments of experts in persuasive communication, managers of real estate agencies, real estate brokers and experts from the real estate industry. The article analyzes the results of the methods: focus group, interview, survey, Delphi method. A rich set of statistical tools and indicators was applied in the empirical study. The competency model that is reached contains 7 competencies that are relevant to the results of similar research done around the world. The benefits of the functional competency model are that it can be used for other jobs and roles where persuasive communication is fundamental and key to the professionals' performance.