Above all, I highly suggest that you explore what marketing options are available on any new asset type or buyer base before you sign that sales contract. What you don’t want to do is promise the seller a solution or an audience that isn’t available for you to deliver.
At the end of the campaign, I’m not offended by what content worked best. I care mostly about whether or not we got efficient traffic to my client’s website and/or great sale prices in the auction. Audience-decided content takes the pressure off of me. I don’t have to be a guru or maintain a know-it-all persona. I don’t have to guess right the first time—at least in terms of content. That’s a relief, especially on projects of high consequence.
This past weekend marked the twentieth anniversary of this incorporated one-man show, Biplane Productions. It doesn’t feel like two decades have passed since my first day working from home. Thanks to the trust of auction marketers from more than 250 auction companies, I’ve been able to chase lots of dreams.
Here’s how I try to convince auctioneers to trust the expressed preferences of the buying public. Look at it like a poll. If 90% of your bidders said they wanted your advertising to use a particular headline, would you switch and use it? If 80% of the people who came to your website said certain information wasn’t important to them, would you still make it a headline? If after seeing these patterns over hundreds of auctions, you refused to adapt to the buying culture, I have one more question for you. What’s more important to you: your comfort or your commission?
You’d think that with my customer base mostly embracing online auctions they’d advertise their auctions as though they were online marketplaces. Often, however, they don’t. In fact, they ask me to spend our often-limited space on content that doesn’t interest people until they’ve arrived at the auctioneer’s website. Certain details about an auction don’t matter until a customer is interested in buying what auctioneers are selling. So, it doesn’t make sense to tell prospective buyers certain details until after they’ve perused your property or catalog of items.
Meta announced in June that after its settlement with the US Department of Housing & Urban Development (HUD), it will close the loophole we auction marketers have been using for the past 3 years on real estate auctions. The Meta platform will no longer allow Special Ad Audiences for real estate, employment, credit, and political/social ads.
The problem is that sometimes our real estate value or seller budget doesn’t give us a big enough Facebook budget to purchase a more targeted audience. Then what? How do we work around that hurdle?