MAKE BIGGER COMMISSIONS
Ryan helps auction companies look like marketing experts by clarifying their message, communicating that message well, and measuring its effectiveness.

270: Less is more in equipment advertising.

Buyers of used equipment want to know what you’re selling, not what AI thinks you’re selling. Imperfect images actually build buyer trust. So, don’t take the bait from Silicon Valley. Show people what you’re actually selling. Just take the best pictures you can of those items.

Why your boosted Facebook posts can’t do what Facebook ads can do

Posts are the airport trams that connect terminals. People engage with them only when—even if only temporarily—staying on property. 
Ads are the trains that leave the airport.

268: Was this May 2026 auction foreshadowed in a 1980s TV show?

A big smile crossed my face after reading this email from Kristin Halfhill-Larimore after her recent multipar auction. “Yesterday’s auction was a tremendous success! We had 40 registered bidders, and the online-only multi-par auction was scheduled to end at 12 noon with a soft close. We had bidding extensions for just over an hour and a

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267: Who else has work days as diverse as we get in the auction industry!?

If you’d have told the college senior version of me that my day job would look like that, he’d have asked, “Wait. What? How!?” I’m so grateful for the auctioneers who trust me with their livelihoods and their sellers’ hopes.

I’ve been around farm equipment auctioneers too long.

Auctioneers influenced where I parked at a wedding yesterday.

That’s a lot of eyeballs!

In total, 1.9 million prospects saw the ads 4.1 million times. Thom got a lot of traffic from his bold campaign, as 200,000 people clicked on at least one of the 13 different ads an average of 1.3 times each.

264: A good problem to have?

Several of my clients in the equipment space have been buying shipping containers of Chinese mini excavators, loaders, and attachments to supplement consigned inventory. One of these auctions led to an interesting post-sale conversation with a client.