Category : Uncategorized
Last year, I built 798 Facebook campaigns. Aircraft auctions led the way in terms of efficiency metrics, but multiple asset categories weren’t far behind.
Social media advertising has proven a much better fit for auction marketing. We can now target our ads with uncanny specificity. We can reach 50 to 200 potential bidders for the cost of mailing one postcard. We don’t have to wait for publications or our brochure to reach mailboxes. Auctioneers can accept consignments later, closer to the auction. This efficiency and flexibility help auctioneers make bigger commissions with leaner marketing budgets in shorter exposure windows.
Congrats to Chris Camp, Vicki Camp, and Jeff Morris of Luxury Estates Auction Company for getting this incredible Florida panhandle property sold on Saturday! The newly constructed 7,000±SF, 7BR, 9BA home with deeded beach access drew a high bid of $4.85 million.
I was stoked to learn that Ben Higgins Realty & Auction Co. saw seven units sell north of $400,000 in their Thanksgiving weekend auction. Two of them sold for more than $500,000, including this 2024 John Deere 9RX 640. This auction’s campaign drew very efficient traffic with a cost per click of only 7¢.
Last week, I built a Facebook campaign for Woltz & Associates’ upcoming auction of 72 MGs & Austin Healeys. I’ve never had that many units of one type of automobile in a single auction. Wow.
Every once in a while, one of my clients adds an event geofencing ad to their Facebook campaign. With this ad, they inundate a car show, convention, trade show, or competitor’s live auction. These ads typically perform far less efficiently than our usual ads. However, the participants of these events are worth a lot to my auctioneers.
One of my favorite Matchbox/Hot Wheels toys as a kid was this 1979 “Airport Rescue, a Hot Wheels original model based upon the Oshkosh P-15 ARFF Crash Truck.” So, I got excited when Kevin Ross asked me to advertise this Oshkosh T-3000 ARFF in Maryville, TN. So far, our target audience on Facebook must like it as much as I liked my childhood model, because the ad for this unit is averaging only 5¢/click.
