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  • Writer's pictureMike Brandly, Auctioneer

Auctioneer or the property?

I watch auctioneers sort of advertising property on the Internet — with video — of the auctioneer talking about the property. Given this is a video, wouldn’t potential bidders/buyers rather see the property than just (or primarily) the auctioneer?

In a video the other day, the auctioneer talked about some real property coming up for auction for about a minute, with the actual property behind him (he was blocking a complete view.) The video ended and I never saw the actual home, lake, or patio … no video of any of that?

Worse yet, there was no link I could click on my phone for further information. The auctioneer orally recited his phone number and website which I had no easy way to write down or remember. We’ve discussed the lack of a link before:

Indeed I could be a fan of you and your services. Still, even then, if I’m interested in buying something (particularly real property,) I probably want/need to see the property to gauge my true interest. With video, it’s much easier to show me what you’re selling, rather than merely tell me.

Here in 2023 and likely hereafter, 99% of people view video and social media on their phones — where clicking for more information is paramount. Even if there is a link, you as an auctioneer only have a few seconds to grab my attention — and watching and listening to you rather than the property isn’t truly interesting.

There are auctioneers doing a great job with this type of marketing — videos showing me various aspects of the real property, or overviews and other details regarding the personal property. Even better, many auctioneers have links I can click for more information.

The size of the print in the text also particularly matters on phones. If you’re posting your flier and I can’t read the text because it’s so small, I probably won’t enlarge it to read it. Pictures and short video work well and can better hold my attention.

In summary, bidders, buyers, and sellers are looking at your auction on their phones (or otherwise) — so you have to have clear, readable, and visible information with a link for more information — and you only have a few seconds to grab my attention and keep it. Video of you talking about the property typically doesn’t accomplish that goal.

Mike Brandly, Auctioneer, CAI, CAS, AARE has been an auctioneer and certified appraiser for over 30 years. His company’s auctions are located at Mike Brandly, Auctioneer, Brandly Real Estate & Auction, and formerly at Goodwill Columbus Car Auction. He serves as Distinguished Faculty at Hondros College, Executive Director of The Ohio Auction School, and an Instructor at the National Auction Association’s Designation Academy and Western College of Auctioneering. He has served as faculty at the Certified Auctioneers Institute held at Indiana University and is approved by The Supreme Court of Ohio for attorney education.

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