263: I was so glad my client proved my assumption wrong last week.

Last Wednesday, I sent the Facebook results report for an estate auction to Barry & Christy Cole. I noted that I hoped the auction outperformed the Facebook ads, which hadn’t performed as well as those from other recent campaigns.

Barry replied, “Ryan, last night‘s auction was nothing short of amazing. Everybody sat with their mouth hanging open, watching this thing unfold in an amazing way. Whatever you did, clone it! We had three times the number of participants and three times the number of page openings. The results were double my best guess, which is hard to do.”

Christy replied, “Last night, antiques were selling for prices that Dad hasn’t seen in quite a few years, for our area. We had the largest amount of registered bidders and views that we have ever seen. To say it was an impressive and exciting night almost feels like an understatement.”

For sure, I’ve had auctions go the other way: amazing Facebook stats with underwhelming bidder participation. Facebook stats will often be proportional to website traffic and participation. They almost always contribute to the story of the auction. But not always. The same goes even for bidder registrations. At the end of the day, the only numbers that count are sale prices. My goal is to make superlative high bids as likely as possible with the tools and experience I’ve learned from the past 12,000+ auctions I’ve advertised.