Jesse explained: “It’s really important that sales agents work with an auctioneer they like so they can develop and build their career with them. This way it gives you a chance to mould them into the auctioneer you want.
“If you want consistent results, you also need to book the auctioneer as soon as you start your marketing. Too many agents book the auction two weeks out and get annoyed when they can't get the auctioneer they want, and subsequently don't get the result they want.”
Pre-auction checklists
Agents should have a pre-auction checklist, which includes having your business cards, flags, auction invites, checking call backs and making sure everyone is lined up to attend with their photo ID etc.
Jesse added: “Stop assuming buyers know what they're doing and walk them through the process, because not everyone understands how an auction works.
“It's about educating buyers so they can attend the auction day with comfort and ease. Understand the circumstances, how they're feeling, and appreciate the situation for what it is.”
Auction day
Mark explained: “On auction day the owners are nervous and the main thing for an agent to do is keep it under control. Send the owners on a little walk, but make sure you know where they are.
“Then about five minutes before it starts, have a chat with them to explain what will happen and talk about the best-case scenario and what the reserve is.
“You've got to remember, you're the expert and if you're in control of that campaign, that's when the successful auctions happen.”
Jesse said: “It's really important first and foremost that you do all of your work prior to auction day. The owners need to know what will happen, or have an indication where the day is going to take them.”
He added: “It's really important sales agents stand next to us. It's not about the auctioneer, it's about the agency, and from an agent's perspective it's imperative at the start of the auction they receive recognition from the auctioneer.
“The crowd should hear and understand the recognition and once the auctioneer has gone through the contract, that's when you can go chat with the crowd and work to get an opening bid.”
Momentum is crucial
One of an auctioneer’s biggest pet hates of sales agents is halting momentum and choosing to chat with a buyer at the wrong time.
Mark said: “Once the momentum’s killed, who knows what happens next. The minute you stop that momentum, and you’ve given someone a moment to think about it, you've changed the auction.”
Jesse said: “It's about timing your communication with buyers, and if they're moving, let them go. If they stop, that’s the time to have a conversation.
“A good agent will always read that crowd. I've got a client who notices when an auction is slowing and immediately has a conversation with the owner so by the time it's pulled up, he's directing me to get things moving.”
Qualifying buyers
Jesse said: “You've got to make sure the questions you're asking during a campaign are open-ended to create conversation, build rapport, and learn about the buyer.
“Auction days are completely different. You should ask closed-end questions so you know if they're in or out.”
Mark added: “Most buyers want to make a contract change, so let them know you’ve got to get it approved by the vendor's solicitor.
“Talk to them about finance and how they're going to pay their deposit on the day, and both of these are good ways to find out how serious they are.”
Importance of reviewing contracts
Mark said: “There should be no surprises on the day. Often an agent will get the contracts in from the solicitor, and make no inquiry about them. Then, come auction day, the surprise is terrible.
“So, when you first get a contract, look through it, call a solicitor to check if there’s anything you should know about or tell the prospective buyers.”
Jesse added: “Read the special conditions, the certificates of title, check the zoning and work out what you can and can't do.
“I think you're better to over-disclose information. You don't want to open up a can of worms and ruin your sale, but if there was something quite major, a buyer needs to know.
“We rely on buyers to do their own due diligence, but it’s really important to remember you want to build long-term business and clientele who will stay with you for years and years.”