Used Building Buyer (John)
Demographics
- Age: 30-60
- Occupation: Non-specific
Background
John typically encounters “sticker shock” when looking into new buildings due to higher-than-expected costs. He might be an impulse buyer or someone experienced in past building projects but currently finds the prices unaffordable. Discovering used building classifieds feels like a valuable find, allowing him to consider moving forward with his project at a reduced cost.
Key Challenges and Objectives
- Cost Sensitivity: Initial high prices for new buildings were a barrier.
- Project Feasibility: Finding affordable options is crucial for moving forward with his project.
- Impulse Buying: Potential for making quick decisions if the price and size fit his needs.
Preferred Messaging
- Affordability and Value: Emphasize the cost savings and value of used buildings.
- Project Specificity: Provide sample drawings or job-specific drawings and project-specific videos to demonstrate suitability.
- Understanding Needs: Engage in a conversation to understand the reasons behind his call and his project motivations.
Key Questions to Understand John’s Needs
- What prompted you to consider a used building instead of a new one?
- What kind of pricing have you encountered for new buildings?
- Do you currently have the property for the building?
- Are you ready to move forward if the price and building size meet your needs?
- Are you in a position to place a deposit if we find the right building for you?
- What is the main reason for your project – personal, business, or investment?
- How soon are you looking to start your project?
- Have you worked with building projects before, and if so, what were your experiences?
- Do you have any specific requirements for the building’s size or features?
Best Practices
- Make it clear to go to the next step we need to be prepared to hold any offers with a deposit.
- Do not offer a new building pricing at all until he asks.
Integration with Client Vision and Journey
For John, MBO’s used building classifieds present an opportunity to advance his project within budget constraints. By providing detailed drawings, videos, and personalized communication, MBO can address his specific needs and concerns, ensuring the used building option feels like a perfect fit.