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Getting the word out to potential buyers is one of the most important
aspects of conducting a successful auction. This can be done
using several marketing tools. So how do we advertise your auction to provide you the
best results?
The goal is clear. As a seller, the most important consideration
is the "bottom-line." You will
get the most proceeds from your auction if you maximize the crowd --
the right crowd. Our multi-dimensional marketing system gets the
attention of the people you will want at your auction. With the right
people there, you are assured fair market prices. Here's what we've
discovered.
To sell select residential and commercial real estate we proactively
target and engage potential qualified buyers. At Florabama
Auction Services, we believe each seller
deserves personalized service tailored to their property and their
personal expectations. We find buyers using a customized marketing program
that exclusively promotes your property at auction, as an important real
estate event. The auction event creates the sense of urgency that is
needed to sell the property on or before auction day. Many sellers of real
estate are frustrated with the lack of activity, and the length of time
their property has languished on the market. Many times, the traditional
method of selling a property is just not working. At this level, a
property needs much more than a listing in the local Multiple Listing
Service (MLS), a sign in the front yard, and maybe an ad or two shared
with the agent’s other listings. This approach is simply not providing
the service and results a seller of luxury real estate wants or deserves.
The key to success is to differentiate your property from all of the other
properties currently on the
market, and to present your property to qualified buyers of this type of
real estate. A buyer of a multi-million dollar property has many choices,
and money is usually never the determining factor in the purchase. We
study your property, and do extensive research on other properties for
sale in the area to determine your property’s competitive advantages.
Our professionals then create marketing materials that feature your
property exclusively and showcase all of its features and benefits. By
marketing your property for sale at auction, your property instantly
becomes distinct from all other listings. While the auction method is
becoming a more popular way to sell real estate, it is rare for two
properties to be for sale at auction in the same market at the same time.
Florabama
Auction Services’
accelerated marketing program reaches qualified buyers using a combination
of methods that may range from advertisements in national, international,
regional, and select local publications to direct mail brochures and
invitations to preview the property and attend the auction. Since each
property is unique, placement and choices will vary depending on the
property. It is critical to be specific in targeting potential buyers.
Many real estate firms or auction companies will sell the benefits of
their huge database of buyers. It is not enough for a company to have a
large list. It has to be the right list for your property or it is
useless. There is no benefit of sending a brochure or auction information
package to someone that would never be a prospect for your property. At Florabama
Auction Services we are more selective
with our marketing. Our professionals consult with the seller and other
professionals to determine the characteristics of the most likely buyer.
We then create a custom master list that includes potential buyers in
specific professions, income levels, net worth, zip codes or geographic
regions, and other appropriate criteria. Our targeted and compelling
invitation brings qualified and motivated buyers to see your property and
bid.
The goal is to sell your property at the highest possible
price in the time frame that you desire. We work to give your property the
exposure it deserves. The marketing is designed to entice interested
parties to attend the property preview period. Our staff works at the
preview to encourage interested parties to bid at the auction, and compete
for the right to own your property. We create a true “marketplace” and
a forum for deal-making. We manage a real estate event that brings
multiple seriously interested buyers for your property together in one
room at one time on the same day. With an auction the price is bid UP, not
negotiated DOWN like in a traditional real estate transaction. In the end,
our seller’s hear the words they have waited for….SOLD!!!!!
Our
goal is to maximize the number of bidders, and to sell your property at
the highest price.
Direct
Mail | Brochure
| Internet
| Ads
| Auction Signs
| Property
Preview
Direct Mail:
 Florabama
Auction Services has put together an
extensive database of potential buyers. Along with this database, we
enlist the help of a market specialist to determine other areas of
interest. The market specialist will take in to consideration the
location, style, and value of your property and target other specific
buyers across the country. From this compiled list of potential buyers,
each will receive one of our gorgeous custom brochures and an invitation
to preview your property and attend the auction.
Brochure:
Florabama
Auction Services
will design a full color brochure with the interests of your property’s
potential buyers in mind. Our goal is to provide potential buyers a visual
impression of your property while simultaneously educating them on the
market area and auction process. We begin the design process by
utilizing the services of a professional photographer to capture the
uniqueness and beauty of your property and its location. Then our
state-of-the-art graphics team use those photographs to show potential
buyers what the property has to offer and how they can benefit from
purchasing the property. Our brochures are designed to leave a
lasting impression and to move potential buyers to the next stage of
preview.
Internet:
One of the best methods of reaching the most
people at any given moment of any given day is the Internet. To prove the point, ...where are you
right now? Exactly...on the Internet. You along with millions of other people
around the globe use the Internet to conduct research, purchase and
sell items, correspond with friends and family across the globe,
etc.. In the world today, the most
important marketing tool is no longer the newspaper. The
newspaper has been superceded by the Internet and
other technologies that have radically changed auction marketing
strategies.
New buyers are looking for properties every day via the Internet. Our
professionally designed website has all the information they need to view
your property. Your property will have its own link to a beautifully
designed web page showing the user a detailed view of your property. They
will also be provided contact information as well as the time and date of the
auction, photographs, along with maps and driving
directions and
weather outlooks. Your property will be listed in major search engines and will be
easily found using the appropriate key words. For example, a potential
buyer searching in Yahoo for “luxury home for auction,” will find your
property at or near the top of this search result. We have the experience
to ensure that your property is found on the Internet using as many key
words as are appropriate.
Newspaper and  Magazine
Ads:
There are
certainly situations where a newspaper advertisement is prudent, or
possibly even legally required. We will advise you on the
cost and proper placement of ads, and produce quality camera-ready advertising, if
possible, to ensure accuracy. A media schedule is designed exclusively for your property. This will
include a presence in national, regional and local publications, and
international where appropriate. We advertise in major publications such
as the Wall Street Journal, New York Times, USA Today, New York Daily
News, Variety, DuPont Registry of Fine Homes, Commercial Property News,
and Crain’s Business Magazine. Our Media Coordinator is working to make
sure that our ads are effective and highly visible in every publication.
Auction
Signs:
It
is equally important for our potential buyers to find your property
easily. Directional signs are placed in highly visible locations directing
buyers to your property from all areas of your market. These signs can be
designed specifically for your property and include property features,
preview schedule, date of auction, website, and telephone number.
Our auction signs are designed to identify your property for auction. This
sign is generally installed 30 to 45 days before your auction. An
information box may be installed on selected signs which will give buyers
the opportunity to acquire a brochure that did not receive one by mail.
Property
Preview:
The property preview virtually eliminates the in-convenience of last
minute and unscheduled showings. We schedule a 3 to 5 day preview period
immediately before the auction date. Florabama
Auction Services has a professional
auction staff on-site during the preview to give buyers the opportunity to
tour your property and answer any questions. This preview period gives our
staff the opportunity to meet your potential buyers and qualify them
before auction day. We make sure the auction process is explained to each
potential buyer and is given the information to become a registered bidder
during this period.
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Florabama Auction Services