Marketing opportunities usually exists when there are unsatisfied needs that can be profitability satisfied by the marketer.  In every day living we all have unsatisfied needs for products and services.  To satisfy these needs we take the necessary steps to acquire the desired products and services.

Satisfying these needs, we all act freely and willingly and are prepared to pay a fair price to acquire these products and services.  Selling on the other hand, include all those attempts to convince a prospect of their need for a particular product or service.

Selling usually creates confrontation.  When a buyer is convinced to buy a product, he is usually not prepared to pay the asking price and will easily walk away from a deal if it is not going his way.  The seller on the other hand felt offended by the price and rejects the offer; or felt exploited because he had no other option than accepting.

In marketing their home a seller take a “Buyer Position” when a product is created that, when properly presented, will induce the buyer to buy.  Unfortunately most home sellers take a “Sellers Position” when putting their properties on the market.  They do not do proper market research and are of the opinion that they could always negotiate; paying dearly for the little leaks of their marketing strategy:  


♦ A Poor Marketing Strategy destroys your status as a business equal:

To be successful in sales, you must protect your image as a business equal.

The idea is not to become arrogant, as it will not be at your advantage.  If however, you are uncertain about your product; or your property is on the market for a prolonged time; or you acknowledge that you will consider offers; then it may seem to buyers that you are needy and desperate.  Surely they will take advantage of the situation.

However when offerings are acceptable to the market, prospects then would be sincere and eager to buy, and they will treat you accordingly.  Imagine what influence two or more eager competing buyers could have on your selling price.     



♦ A Poor Marketing Strategy limits the effectiveness of advertisements and waste valuable time:

When convincing people to buy, you can only be in one place at a time; you can make only one phone call, or show only one property.  Your production is limited by your time and how well you are able to manage it.

On the other hand, applyingthe power of systems, you will virtually be in many places at the same time.  When convincing someone, your communication is only directed to that person, that is, if you are lucky enough to get hold of such a person.  The proper use of systems allows you to communicate your message to any number of persons at the same time.  They will even refer you to someone who might be interested in buying if they are convinced that you have a fair offering.

When buyers are interested in your offering, they will respond to your advertisements and will be willing to buy without you having to convince them.



♦ A Poor Marketing Strategy allows for bad timing:

It is not advantageous to spend time with a prospect who:
♦ Is not really interested in your property
♦ Will buy in the distant future, but not anytime soon
♦ Can not afford the property

Although there are no point in contacting one of the above, when selling and trying to convince someone to  buy, you are forced to spend  time with them. To understand the ridiculousness of the situation look at the following example:

You are all stressed up with your heavy schedule when a doctor calls: “Hi this is Dr. So and So.  I am just calling to enquire when you might be available for an appointment to determine if you have any illnesses that had to be treated.” 

Far fetched?  How many times have you been called just to inquire if: “Your property is on the market, you would be interested in this fabulous cell phone contract, or if you will be interested in attending their company’s promotion meeting? You can win one of the following prices."  How about: “I’ve heard that you are looking for a property, is it now convenient to show you my listings?”

Imagine how many blind calls you had to make to get a positive response of someone that might be interested?  A Poor Marketing Strategy fails finding quality buyers

Quality buyers seldom take cold calls and do not usually meet with salespeople and property owners unless they have requested the meeting themselves.  Chances are, when you discovered a quality prospect which is in a buying cycle, he is already considering three or four competitive properties and you are late in the game.  To make matters worse, changes are, the prospect had acted on the advertisements of competing property owners and you are seen as to be desperate who needs a sale.



♦ A Poor Marketing Strategy puts you in a negative light

We are all infuriated when people waste our time.  Trying to convince someone to buy a product he had not asked for, is accomplishing just that.

Imagine you are juggling tasks and try to image how you will ever get through the day, when a realtor calls: “Hi this is Anna of XYZ realtors.  I would like to show you my new listing at 45 Pie in the Sky Drive.  You might be interested in making an offer.  What about this afternoon or will tomorrow morning suites you better, which will be the better time for you?

Why have market strategies that will get you on the bad side of someone who might be interested in seeing your property and even may buy from you?

If you consider selling your home or find it difficult to find a buyer, please contact us for a free confidential discussion on how to take a “Buyers Position” when formulating your marketing strategy.

  Hendrik van Rensburg - Professional Associated Valuer
 Contact number: 082 347 2923
E-mail: [email protected]