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Our 6 ‘Best Buys Now’ Shares Tom Rodgers | Monday, 26th October, 2020 | More on: AV When I’m looking for long-term FTSE 100 shares in which to invest my hard-earned cash, I’m looking for three simple things: profits, quality and a bargain price.I follow the Warren Buffett’s advice that “whether I’m buying socks or stocks, I like buying quality merchandise when it’s marked down.“5G is here – and shares of this ‘sleeping giant’ could be a great way for you to potentially profit!According to one leading industry firm, the 5G boom could create a global industry worth US$12.3 TRILLION out of thin air…And if you click here we’ll show you something that could be key to unlocking 5G’s full potential…So what does this actually mean?Good FTSE 100 shares to buyI like buying profitable companies. Especially when I’m looking to buy and hold for years.Unprofitable companies are always higher risk. Yes, they could make profits in future, but nothing is certain in life, and certainly not on stock markets!Quality, to me, means companies that make good returns on the capital they spend. I look for FTSE 100 companies that sell high-margin products. Insurance companies tend to make solid, long-term profits as customers will often stay for years. That’s why Aviva (LSE:AV) is right at the top of my list.Bargain prices appear for FTSE 100 shares when the market incorrectly undervalues a company. This happens much more often than you might think.A lot of people on stock markets are looking to make quick money. So they only look at very short-term news. By taking a much longer-term view on a company’s profits and quality, we can take advantage of bargain prices.AvivaWe need only look back a couple of years to explain just how cheap Aviva shares are today. In 2016 the Aviva P/E ratio was 28.7. So you’d pay £28.70 for every £1 of profit Aviva made. Today it’s just 4.2!In normal times I would find such a low rating troubling. But there are some seismic changes going on at Aviva and it’s on sale today at a tremendous discount.New CEO Amanda Blanc is moving to complete what predecessor Maurice Tulloch failed to do. That is, cutting debt by selling off its underperforming French arm to insurer Allianz, selling its majority stake in its Singapore business for £1.6bn and refocusing on building profits back stronger in its main UK, Irish and Canadian markets.Blanc has shown admirable desire to push the business forward.“For too long [efficient use of capital] has proven elusive,” she warned. “Meaningful change is required. We have a long road ahead and much work to do.“Adding Jim McConville and Mohit Joshi as a non-exec directors in October 2020 is one of those moves I like. Joshi is president of Indian IT giant Infosys while McConville brings years of banking experience from Lloyds.Why now?There are profits, quality and a bargain price here. I like the fact that Blanc has snapped up 324,887 shares in her own business as recently as September 2020 — a huge sign of confidence in the future direction of the company.She also made the hugely welcome move to reinstate Aviva’s dividend in August. I see today’s 3.42% yield rising back to 5% or 6% in future as Blanc’s cost-cutting and profit drives come to fruition.The Aviva share price has gained 20% since March, a steady but not spectacular rise. So now could be a solid time to buy-in to grab value.Remember Warren Buffett’s mantra that “Price is what you pay. Value is what you get.” His point is that the market can either incorrectly undervalue a company or vastly overvalue it. Aviva looks undervalued to me and that’s why I’d buy today. Simply click below to discover how you can take advantage of this. Renowned stock-picker Mark Rogers and his analyst team at The Motley Fool UK have named 6 shares that they believe UK investors should consider buying NOW.So if you’re looking for more stock ideas to try and best position your portfolio today, then it might be a good day for you. Because we’re offering a full 33% off your first year of membership to our flagship share-tipping service, backed by our ‘no quibbles’ 30-day subscription fee refund guarantee. I’m sure you’ll agree that’s quite the statement from Motley Fool Co-Founder Tom Gardner.But since our US analyst team first recommended shares in this unique tech stock back in 2016, the value has soared.What’s more, we firmly believe there’s still plenty of upside in its future. In fact, even throughout the current coronavirus crisis, its performance has been beating Wall St expectations.And right now, we’re giving you a chance to discover exactly what has got our analysts all fired up about this niche industry phenomenon, in our FREE special report, A Top US Share From The Motley Fool. Enter Your Email Address See all posts by Tom Rodgers I would like to receive emails from you about product information and offers from The Fool and its business partners. Each of these emails will provide a link to unsubscribe from future emails. More information about how The Fool collects, stores, and handles personal data is available in its Privacy Statement.