The success of every auction sale depends on effective marketing and promotion. It is our opinion, and that of most auction professionals, that any successful auction event is 95% effective marketing.
At Wilson Auctioneers, Inc. all auctions are carefully analyzed and evaluated before aggressive, highly effective marketing and promotional campaigns are prepared and targeted to the appropriate buyer’s pool. Our nationally recognized marketing division, winners of numerous awards for excellence, customizes every campaign, ever cognizant of the needs and desires of each client.
Marketing campaigns are comprised of several important elements. Generally they include, but are not limited to, the following:
Direct mail brochures can be produced in full-color, with dramatic pictures and mailed to targeted audiences of end-users, investors, real estate brokers, including specialized mailing lists from our world-wide database of millions of prospects.
Bold newspaper advertisements are designed for each auction and placed in newspapers appropriate to the needs of the property and marketing budget. Marketing campaigns include comprehensive mixes of local, regional, national and international publications.
Placement choices ensure maximum exposure to the targeted buyers pool prior to your event.
Magazines and specialty publications are used to highlight properties within their specific marketplace or trade. Publications with national and international circulations are normal for these campaigns of events with more than regional appeal.
WORLD WIDE WEB AND ONLINE BIDDING
Our Internet Website showcases properties, educates buyers and offers help in financing to a global audience. Online auctions are an integral and interactive part of our present and future leadership in real estate marketing.
Each auction receives its own page on our site, as well as, our online bidding site, is specifically registered with internet search engines and links to our homepage. Online visitors, from across the globe, can reach the page dedicated to your event, and bid on your property 24 hours a day.
Our broadcast email program affords avid auction-goers the earliest possible notification of upcoming events. In a millisecond, through cyberspace, broadcasts of our upcoming auctions are sent out across the planet to individual buyers, newsgroups and auction chat rooms.
We include property and auction information with links to our homepage and home office. Our newest and most active list, it is growing by the thousands.
Signs produced in our fully-computerized sign shop are placed on properties to alert the immediate community and to identify the property to prospective purchasers who may be unfamiliar with the area. Our signs are always bright and bold and easy for people to read at a great distance.
We design, manufacture and erect custom signs specifically to generate attention to your auction event and to create a sense of urgency about your property within the local community.
Our fully-trained staff of telemarketers answers all inquiries to our ‘Auction Hotline” about your auction event. Their ease with auction terminology allows them to speak intelligently with first-time buyers, as well as, the most experienced auction-goers. As part of their efforts towards selling your property, all interested parties are contacted by staff members during the last week prior to the event to remind them of the opportunity and to give them any new or additional information.
Press releases are distributed to conventional and online media outlets immediately after the signing of the listing contract and are timed to kick-off campaigns and stimulate the marketplace as early as possible at a minimal cost.
Releases include property specific information, sale terms and requirements, contact information, web addresses and photos to entice auction-goers to immediately investigate your event.
Comprehensive “property information packets” (PIPS) including property descriptions, deeds, photos, Auction terms, purchase & sale agreements, available financing programs and additional property specific information are edited, bound and distributed to interested parties all throughout the marketing period.
REAL ESTATE BROKERS
Through cooperating with the brokerage community, in large part by offering commissions to brokers who bring buyers to our auction events, properties – that in some instances might go unnoticed by conventional real estate buyers – are spotlighted by brokers who recognize auction property as commission opportunities not to be ignored. The longstanding cooperating broker incentive program notifies brokers of commission opportunities by e-mail, fax, direct mail telephone and over the web.
Our early notification at 42 days and 28 days prior to the auction event gives brokers ample time to track down their buyers. And to further enhance the sense of urgency around your property, “REMINDER” faxes at 14 days and an “URGENT REMINDER” fax at 7 days prior to the auction are sent to these valuable sources of potential auction buyers.
“OPEN HOUSE” inspections are vital to the marketing effort and draw large turnouts of prospects during the campaign period. They afford auction-goers the chance to feel comfortable with the physical property and neighborhood. Since all auction property is sold, “as is, with all faults”, buyers need time before the event, to ensure they can rely on their own inspection of the property.
RIGHT ON TARGET
As you can see, at Wilson Auctioneers, Inc., marketing is our full-time focus. We leave nothing to chance when promoting your auction event and are dedicated to the success of every auction and the satisfaction of every client.