An auction won't save a badly marketed property

Damien CooleyJuly 31, 2011

One of the biggest misconceptions about auction is that many agents think that if they auction a property buyers will compete and the property will sell above expectations. One of the great benefits of auction is that you give yourself the opportunity to create a competitive environment, but if you haven’t done the work leading up to the auction then no method of sale will save you.

You need to understand that auction is simply a method of sale. We use auction to reduce the number of days on market, create a competitive environment and gain maximum exposure for the property with a condensed marketing strategy. Essentially this means that by creating urgency around the sale and reducing the days on market we can sell more real estate.

Days on the market here are key. The longer a property sits on the market the more chance it has at selling at a reduced rate.

Valuing real estate can be quite difficult. It is difficult for an agent, but even harder for a vendor/seller. This is particularly the case in a changing market, like what we are in now. Auction removes price as a barrier and invites purchasers to make offers on auction day and the seller can either accept that offer or reject that offer.

Every seller thinks their home is generally worth more than what it really is, myself included. Because we build up an emotional attachment, we feel “it has to be worth ….”. The reality of any real estate transaction is that a property is worth what someone will pay. The role of the agent is one to market a property in such a way that will get buyers to the front door, it is the seller’s role to present the property in such a way that an emotional connection can be built between a purchaser and a property, and auction brings this to a close in a shorter period of time than any other method of sale.

One of the great fears a seller has is “what if it doesn’t sell?”. Simple, we move to the next stage of the selling process with either a price guide or for sale at a price. We now will have a much better gauge on what that price should be if we get to this point.

An owner who doesn’t want to pay for a marketing campaign in the majority of cases is not a motivated seller and one who will come on the market at an inflated fixed price.

It is essential that you choose the right auctioneer to represent your business and your sale. The auctioneer is your brand. The auctioneer represents your interests. The difference between a good auctioneer and a great auctioneer can be a good price or a great price.

This is the data we have put together for the first six months of the year. It is put together from 1,825 residential auctions that we have done from January 1 to June 30, 2011. The figures show us accurately when properties sell post auction.

 Damien Cooley is the founder of Cooley Auctions.

Editor's Picks

City Beat January 2025: Sydney property market cooldown slows as new apartment pipeline ramps up
26 Vista Street, Surfers Paradise apartment development, hits 70 per cent sold
Latent Defects Insurance 101: What is the Technical Inspection Service (TIS) Program
City Beat January 2025: Gold Coast property values continue to grow as off the plan enquiries hit near 12-month high
Live parkside in Melbourne for under $500,000