Why agents need to focus on both seller and buyer relationships

Auction Success relies on both sellers and buyers trusting the agent

When the auctioneer calls the first bid, the pressure can be intense. For buyers, auctions can feel fast-paced and overwhelming and that’s exactly where mistakes happen. As agents, guiding your buyers through the process not only builds trust, it also ensures stronger participation on auction day. At Holmes & Co Auctions, we partner with agents to provide tools that can help educate buyers, reduce uncertainty, and create an environment that drives competition and results. Here are the top 5 talking points for agents to be discussing with buyers.

1.      Finance:

One of the most common buyer missteps is attending an auction without pre-approved finance. Unlike private treaty, there’s no cooling-off period once the hammer falls. This can leave buyers exposed and hesitant to bid with confidence.

Agents should be encouraging buyers from the outset of the campaign to secure their finance and remind them of the unconditional nature of auction sales. The more confident they feel, the more committed they’ll be on the day.

2.      Due Diligence:

Buyers sometimes underestimate the importance of building and pest inspections, or they leave reviewing the contract until the last minute. This can cause delays, second thoughts, or worse — pulling out of the process altogether.

The agents role is to guide buyers to arrange inspections well before auction day and connect them with solicitors or conveyancers or other support networks that can help them make a strong and decisive choice about their strategy come auction day. A proactive approach keeps momentum strong.

3.      Emotion Management:

The atmosphere of an auction can be exhilarating but also intimidating. Some buyers freeze, while others overbid in the heat of the moment. Both scenarios can reduce the overall buyer pool for a property or cause issues that the agent has to resolve at the last minute.

Agents should focus on preparing buyers by walking them through bidding strategies (like setting a clear limit or starting confidently) helps them engage without fear - or regret. This can only be achieved through trust being built with the buyer prior to auction day. Remember, the auction actually commences on the day the property is launched.

4.      Auction Terms Education:

Deposit requirements, settlement timeframes, or special conditions can all trip buyers up. Uncertainty can lead to hesitation, which affects competition and alter the end-result of the auction itself.

Agents should make auction conditions crystal clear in preliminary and leadup conversations and within marketing and promotional content. At Holmes & Co, we ensure buyers are fully informed on the rules so they step into the auction arena ready to bid.

5.      Timing:

Some buyers think holding back until the last second is a smart strategy. Often, it simply means they miss their chance. Early, confident bidding sets the pace and signals genuine intent and can make the difference between regretting the auction result and celebrating it.

Agents should remind buyers that there is no perfect moment. Strong, decisive bidding keeps them in contention and fuels the competitive energy that benefits your seller.

Partnering With Agents for Better Auction Outcomes

Every mistake a buyer makes is a potential barrier to achieving the best result for your vendor. That’s why Holmes & Co Auctions works closely with agents to support buyers before and during the auction. By helping buyers avoid these common pitfalls, you create smoother campaigns, stronger competition, and premium results.

If you’re an agent ready to take your auctions to the next level, partner with Holmes & Co - where experience, strategy, and support deliver results.

📞 Contact us today for a unique and unrivalled auction experience.