Running a Successful Auction Campaign: A Comprehensive Guide

In the world of real estate, an Auction campaign stands as a dynamic and strategic approach to selling properties.

It's an art that requires meticulous planning, clear communication, and an intimate understanding of both the property and the market. Successfully running an Auction campaign involves several key steps, each crucial to achieving the desired outcome.

In this article, we will delve into the essential components of a prosperous Auction campaign.

Working to a Calendar: Coordination is Key

Auction campaigns are time-sensitive endeavours that require precise scheduling. Start by creating a calendar that aligns with the timeline you've provided your Vendor. Every milestone, from property preparation, updating processes, marketing efforts, should be mapped out to ensure a seamless and organised campaign. This will ensure that your Vendors are on board with your process.

Get Organised: Information is Power

Having all pertinent information about the property at your fingertips is non-negotiable. Buyers will come armed with questions, and it's your responsibility to provide accurate answers. Organise and review property details, legal documentation, and any historical information that might be relevant to potential Buyers. This information not only instils trust and builds credibility with Buyers, but also showcases your professionalism and commitment to the sale.

Communication is Key: Transparency and Consistency

Effective communication lies at the core of any successful Auction campaign. Remember to ask your Vendors how they wish to be communicated with either written, telephone or face to face. We get limited opportunities to have effective communication with our Vendors, so ensure you are delivering the information in such a way that it is being received successfully. The information you provide must be accurate, consistent, and transparent. This builds trust and minimizes misunderstandings throughout the process.

Understand your Buyers: Wants and Needs

Each potential Buyer has unique desires and requirements. The best Auction practitioners understand their buyers wants and needs. This enables them to successfully direct buyers to the specific assets they desire and encourage them to participate to achieve their goals. Tailoring your messaging and property presentation to resonate with your Buyers, can drastically increase your chances of sale and the end price achieved.

This improved understanding of Buyers only comes from Agents who are willing to ask the right questions. Examples include property preference, timeline, budgets, and recent activity.

Always Be Prepared: Answering and Responding

Promptly addressing buyer questions is crucial. The vast majority of our enquiry comes through email. So, prepare a repository of email templates and responses to common queries and enquiries so you're not caught off-guard. Quick and accurate responses showcase your professionalism and commitment, fostering Buyer trust. Most importantly be willing to ask questions in this correspondence rather than simply repeating the same information.

Realism Over False Hope

While optimism is valuable, it's essential to maintain a realistic perspective. Be candid with both your Vendor and Buyers about the market conditions, property value, and potential outcomes. Managing expectations upfront can prevent disappointments down the line. A Vendor should never be negatively surprised from what happens on Auction Day.

Before the Auction, ensure that interested buyers have been qualified and are ready to commit. This involves having their finances and legal matters in order.

A Pre-Auction Checklist found on www.auctionworks.net.au is the perfect document to be provided to each buyer.

Sparking Competitive Spirit

Auctions thrive on competition. Our responsibility as Agents is to educate our buyers as to the genuine desire of the Vendors to sell their property at Auction. This mentality builds confidence in Buyers that they are not wasting their time. You must encourage Buyers to compete and participate. Without participation there can be no purchase. This can be achieved by meeting with Buyers in the lead up to an Auction and coaching them through the best pathway to purchase at Auction. Never neglect this dialogue.

Setting the Reserve Price

Reserve price instructions can and should differ, depending on the circumstances of the sale. Our responsibility as Agents is to achieve the highest possible price on Auction Day and the reserve price plays a pivotal role in that outcome.

It is advised that you set your reserve price 1-2 Days prior to Auction Day. This gives you time manage and digest this information. Possibly requiring further conversations with Vendors or Buyers.

Auction Day

The culmination of your efforts arrives on Auction Day. Your business and brand are on show. Ensure that you have the required team so that everything runs smoothly, from the registration process to managing bids and signing of contracts. An experienced Auctioneer is vital to your Auction success. Select the right Auctioneer to create atmosphere, encourage bidding and above all else to extract every single dollar from the buying public.

There is no better way to promote yourself and your business than running a successful Auction campaign. Rather than tell people how good you are, show them! Invite all prospective Vendors and neighbours to see how hard you work to achieve every single dollar. This is what wins Agents more business.

Remember, an Auction campaign is a dynamic journey that demands adaptability and responsiveness. By mastering these steps and embracing the intricacies of the process, you can set the stage for a successful Auction campaign that leaves both your Vendor and Buyers satisfied.

Jesse Davidson | Chief Auctioneer & Director of AuctionWORKS

www.auctionworks.net.au