Marketing strategies to advertise properties for auction

With Sydney’s clearance rate picking up, most vendors and agents would like to sell through auction, which requires different marketing tactics compared to a private sale. Generally, the auction date is set 4-5 weeks after the property is listed on the market, creating a sense of urgency amongst buyers. Thus, as a marketer, rigorous and high-impact marketing strategies on both online and offline platforms are needed to maximise visibility.

Online

  • Real Estate Portals Advertisement
    • Reaching as much property buyers via an upgraded advertisement on various property portals. For example, Premiere or Platinum Listing on realestate.com.au and domain.com.au respectively. The benefits are as follow:
      • Appears at the top of search results with a bigger banner/photo
      • Some portals will export your listing to their international property network– increasing listing visibility
      • Able to send e-brochures nearing to the auction date
  • Social Media (organic and sponsored posts)
    • Instagram, Facebook, LinkedIn, YouTube, WeChat- you name it
    • A few content ideas:
      • Weekly auction reminder
      • 7 days auction countdown
      • Feature your auctioneer
      • Feature your print advertising related to the property
  • Ready, Set, Shoot!
    • Having a video is a way to stand out among the rest. Get it professionally done, share it on your website and social media
    • Get a video before, during and after the auction. The ‘before’ video features the properties, live stream your auction as it happens and
  • Email Blast Database
    • Sending out newsletters on the auction schedule to active and interested buyers

Offline

  • Head turner Signboard
    • Catchy headline, attractive photos and sophisticated property details- all in one board. They are your 24/7 sales person
  • DL cards/ Auction Invitation
    • The print media for real estate is not dead, it is still necessary. Having letterbox drop around the area before and after the successful auction lifts your brand awareness
  • Newspaper (front page, featured property)
    • Get featured everywhere! For example, Domain magazine which distributes around its local area would help you connect and engage with potential local buyers. Submit the property to be the ‘House of the week’ or ‘Featured Property’- and see the magic!

To sum it up, these are the absolute must-haves for an auctioned property. They are created to maximise exposure within a short time frame. Do I miss anything? Please let me know in the comment below!

Be the first to reply

Leave a Reply

Your email address will not be published. Required fields are marked *