Know Your Buyers for Better Results
If you have read any of my previous articles, you will have figured out that I am all about the auction process. I mean, I am an auctioneer after all. There is just something about a well-executed auction campaign that floats my boat. As a selling strategy, you can’t go past the distinct timeframe or deadline, the security offered to sellers, the hype amongst the buyers and the adrenalin rush for everyone in the crowd as the hammer drops on another sold auction result. But what I haven’t talked much about in the past is how auction success really is contingent on the agent positioning the property correctly in the marketplace. That is not just in terms of managing the sellers’ expectations throughout the rollercoaster of a campaign, but also understanding the buyer that will essentially be willing to fight tooth and nail to secure the property.
The better you ‘profile’ your buyer at the start of the campaign, the better your marketing campaign, the stronger your messaging resonates with prospective purchasers and the more emotion that can be evoked during the process. Knowing your buyer is the key to achieving that optimal result. Understanding buyer motivations, their preferences and ultimately why they will be drawn to the subject property provides so much insight into how you prepare and present to market.
Before launching any auction campaign, do you picture the likely buyer? Taking into consideration the school catchment zones, the size of the property, location, the features and really take the time to get an idea of who would be happiest living there. Who will be most likely to pay a premium while remaining excited and grateful for the opportunity. With this knowledge you can use your marketing campaign to demonstrate just how perfect the home will be for the buyer that will be motivated to outbid the competition to purchase… making all the difference in the end result.
At Holmes Auctions, work with agents across Southeast Queensland, into Northern Rivers and Tweed and in Canberra to not only keep them match fit for auction day, but to really sharpen their skills around the entire auction process. Whether that be helping to identify and profile your perfect buyer, creating a strategy to appeal to and grab the attention of the perfect buyer right through to how to effectively manage their interest from campaign launch to auction arena. If you want to work with leading auctioneers that will improve your knowledge, skillset and ultimately equip you with the most elaborate tool kit when it comes to auction, then we want to hear from you. With training and resources and one-on-one support, there is no better partner for you when it comes to auction success.
