Lights, Camera, Auction!
David Holmes, about to drop the hammer on Brisbane city fringe property.
Who is the real star amongst the glitz and glam of the auction event?
There is no doubt the humble auction is a thing of the past. No longer is an auction just a collaboration between buyers, sellers, agent and auctioneer, it has become an ‘event’. It has become the norm for agencies to advertise their auction ‘events’ and is has become accepted and even expected that there is much more going on here than the process. The auction event has become crowded with cameras filming from all angles in the hopes of capturing some marketing gold that can go onto live streams and reels across social media platforms far and wide. Is it time that we ask ourselves, have we gone too far and forgotten about the real star of the show?
The auction should be all about showcasing the property. At the end of the day, there is a four-week strategic campaign run by the agent that is centred upon selling the features and benefits of the location, lifestyle and the opportunity. Yet come auction day, it appears that strategy and focus can often fall to the wayside as the auction event takes hold and flips the script and suddenly the directors are shifting focus to the agent and auctioneers to be the stars. The attention shifts to being all about gathering content to attract new listings, to make the agent the hero but what we neglect to recall is that all these things happen organically without the theatrics.
There is no doubt it is very tempting to use an auction to capture loads of video content, but it shouldn’t come at the cost of the real star. The buyers and neighbours attending should feel welcome and relaxed without cameras and phones roving past them as they navigate their way through the pre-auction inspection or as they assemble in a crowd around the auctioneer. It is also vital that the property remain on the pedestal until the drop of the hammer. The ‘lights, camera, auction’ moment shouldn’t impose on the auction process in any way. Unarguably, the sellers who have funded the campaign deserve to have their largest investment showcased and to have the attention and focus remain on their home, the subject property.
Rest assured, a well-run auction will continue to be centre stage for attracting new clients, demonstrating the agent’s dominance and will create a story that converts into quality online content without needing to capture every breath, word and movement on the actual day. The agent and auctioneer should work together with a plan on how to capture essential content without removing the focus from why everyone is there, the real star of the show, the property that is being auctioned. There is much to be said about an agent and an auctioneer that can deliver consistent, record prices without chasing social media followers or needing to capture every angle and having roving cameras in the faces of those who attend, instead remaining focused on the reason they are at the auction, which is to sell real estate.
If you want to work with an award-winning team of auctioneers that will ensure your listing remains the star of the show and support you in getting the best results for your sellers then contact us today. BOOK NOW