Good question - “Positioning” marketing example - Posted by John Behle
Posted by John Behle on June 07, 1999 at 19:20:49:
I should have gone into the details of how and why I created that ad. My strategy is to always get the first call. I looked at the other ads in the paper and it looked like a bunch of sharks. In essence you felt like you would be mugged when you entered their office.
The concept of positioning in marketing is the “position you hold in the customer’s mind”. My ad gained the best position and the “meta message” (the underlying message - un-spoken) was “I’m not like all the sharks out there.” It did generate the first call always.
Down below, in this forum I went through a little bit of the ad call, offer strategies, etc. It’s under one of the posts titled “A Question for John Behle”.
“Subject to appraisal” came in handy if there was going to need to be any bank financing. Not all of my offers were subject to appraisal, but all were subject to my inspection and approval of the interior and exterior of the property.
Let me give you an example of one that was subject to appraisal. My clause is usually worded "This offer subject to a FNMA appraisal of $XX,XXX or more. Appraisal fee to be paid by seller and reimbursed by buyer at closing should appraisal be $XX,XXX or more.
I encouraged any agents to preview the properties so we didn’t waste our time. One time one of my newer agents was presenting an offer. I came with her for training. The seller “Balked” at the appraisal clause. I explained that there is no risk there. If the property appraised at the $70,000 that they were portraying the value as then no problem.
He said “that’s just it. I know the property isn’t worth $70,000 - it’s only worth about $50,000 - but you’re getting such wonderful terms.” We didn’t buy that one.
I’m willing to pay full price if I have exceptional terms. As I mentioned below, if they need cash, then I discount the property $1,000 for every $1,000 in cash I have to put into the property. There’s much more information below.