How to best market your property for auction

One of the greatest advantages of selling your property at auction is the chance to make a quick sale while still accessing a large pool of buyers. But those buyers won’t come to you by magic — you need to market to them effectively.

Sarah Bromley from Property Auctions News explores the best ways to achieve exactly that… 

Choose the right platforms

To reach buyers, you need to go where there are. The auction house you’re selling with will likely advertise through its own website or send out a catalogue to its contacts. But why stop there?

Most leading real estate platforms — like Rightmove, Zoopla, and Prime Location — advertise auction properties. Replicating your listing in as many places as possible will maximise your exposure. 

Use your own network

The possibilities don’t end with typical property advertising sites, either. You can take matters into your own hands by using your network to reach more leads.

The simplest way to do this is on social media. Many sellers have seen success by advertising their listings through Facebook (where you can post both to your friends and make a listing on Marketplace) or even LinkedIn.

Word-of-mouth marketing is another option. Be sure to let your friends and family know you’re putting your property up for auction — you never know who they might know.

Optimise listings 

Most auction houses will place your property in a professional catalogue and brochures for buyers. This involves features, photographs, descriptions and headlines. 

Firstly, you need to make sure these are accurate. 

Secondly, take the opportunity to really sell. It’s key to make sure all images are high-quality. You won’t need to take the photos yourself since the auction house will generally hire a photographer, but you can do your part by ensuring your house is in the perfect condition to be photographed and getting the lighting right.

Be prepared for viewings 

Marketing isn’t just about lead generation. It’s also about warming up your prospects, which means making sure the property is ready for viewings ahead of the auction date.

As with the photography process, prepare your house for viewings by making sure it’s clean and clutter-free. Pay special attention to the most important areas:

  • Kitchen
  • Bathroom
  • Kerb appeal

Consider targeted digital advertising 

Once you’ve optimised your listing, you can spread the word further by using target digital advertising. This means you’ll be paying to advertise — but instead of shouting into the void and hoping for the best, you’ll be choosing the audience you want to reach and targeting them.

For instance, you can run your ads so they reach people living in the same area as where you’re selling your house, or people who match the demographic of your ideal buyer.

Most social media platforms facilitate target digital advertising (including Facebook and Instagram), and you can also run paid search ads on Google.

Get the price right

A low price is a great way to lure potential buyers in, so choosing the right number can be a key part of your marketing strategy.

Remember — the guide price can be different to the reserve price at auction.