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If you’re a buyer looking to understand the psychology behind pre-auction sales, today’s bonus episode is for you!
From agent strategies designed to create urgency, to sentimental sellers seeking the comfort of a quick sale, this episode reveals it all.
You’ll also get the scoop on how market conditions, interest rates, and emotions can tip the scales in your favour!
For the full episode, tune in here: Episode 145 | 8 Reasons Why Vendors Sell Before Auction
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If You Enjoyed TPC Gold | What Makes Vendors Sell Before Auction, You Might Also Like:
- Ep 27 | Tips for Buying at Auction in Australia
- Ep 121 (Part 1) | Does The Guy With The Most Money Always Win At Auction? – Chat with Damien Cooley
- Ep 340 | Auction Ready: How To Win In Any Market! – Chat with Veronica Morgan
Transcript
Bryce Holdaway
Ben, we’ve got a framework. We’ve got a framework.
Ben Kingsley
No, are we unpacking a framework today?
Bryce Holdaway
We’re going to unpack a framework. Here’s the deal, right? The amount of times that someone comes up to me and says: Bryce, tell us a strategy about buying properties prior to auction. And so there’s a bit of a technique. And then they say to me: why would someone sell prior to auction? And I’ve given up trying to come up with all the answers that people do, because sometimes it’s just you know, circumstance. So we decided that we’d actually give a framework.
Ben Kingsley
Brainstorm it, yeah, brainstorm it, throw a few ideas out.
Bryce Holdaway
So we threw a few around.
Ben Kingsley
So you want me to lead off?
Bryce Holdaway
I do.
Ben Kingsley
Mate, I’m gonna start with an actually marketing ploy.
Bryce Holdaway
Ooh.
Ben Kingsley
So this is a little bit different. I sort of look at it like this where I’m basically talking about if for whatever reason there’s a time issue, and we’ll talk some about some other time issues as well I reckon, but this one is about marketing. Okay, so auctions are about creating scarcity and creating an outcome by a set time in a competition sense. So I actually think that agents might say: look, let’s put this under, you know, forthcoming auction or auction set date by this or offers before. So all of a sudden it’s actually a means by which the vendor, and they might be traveling overseas, they might have other commitments, but that’s the sort of thing for me if it is a marketing ploy to basically create that interest and get a result sooner rather than later. So I’m saying the number one is because it is an agent-led ploy to get an outcome quickly.
Bryce Holdaway
I like it. There’s actually an agent, can’t think of his or her name, I think it was a him, on the central coast of New South Wales has a market that’s around $400 to $450 as typical sale price. And that market’s not typically where you’d expect auctions. He goes to auction, I’m pretty sure it’s a he, he goes to auction on 95% of his listings, right? And in a market that’s not known for going to auctions. Because what it does is it actually timestamps the marketing campaign, which is what you’re talking about if the listener thinks the real estate agent only gets paid for their time. So if they have a private sale arrangement, that could go for eight weeks, it could go for 12 weeks, whereas an auction campaign has got usually a finite time.
Ben Kingsley
Because we know, don’t we, that when a property’s been hanging on the market for a while: What’s wrong with it? If it stays on too long, and we know it happens in Queensland as well, doesn’t it?
Bryce Holdaway
The power shifts, doesn’t it?
Ben Kingsley
Yeah, yeah.
Bryce Holdaway
To the buyer. But this particular agent uses that as a timeframe to create scarcity, to create urgency, so that they can get through all their campaigns. So I think you’re absolutely spot on. You gotta think about: it’s not just does the vendor wanna sell to me? It’s the agent whose got ambition and goals and they’re trying, because if they do private sales all year, their income will probably be a third of what they’ve done, because they’ve got these rolling campaigns. They get the deal done before the auction, but it creates the urgency in the time frame.
Ben Kingsley
I love it, I love it.
Bryce Holdaway
So I think opening with that one’s a good one.
Ben Kingsley
What do you got?
Bryce Holdaway
For me I’m gonna go, massively, telescope, big picture. Sort of the external micro factors. Think about talk of sentiment change, think about interest rates, think about government changing, think about last year when the negative gearing debate came up. All those things create anxiety and uncertainty in the mind of the vendor and so therefore if any of that exists, I think that’s often one of the reasons why a vendor would be keen to take an offer and accept any reasonable offer.
Ben Kingsley
We’ve already seen the Sydney market come off and that is changing the sentiment in that market. I mean, we were there a couple of weeks ago and speaking to the people there, they all said, definitely, market’s definitely slowing. So if you are that, you’re sort of thinking, your macro might only be your state or your city, and you’re starting to think well, all right, just if, you know, a bird in the hand as opposed to potentially a couple in the bush, I’ll grab that offer. All led by that particular macro factors that is changing the view and the media, you know. All the sort of boom, bust types cycles we go through in the media, so I think that’s a cracker. Alright.
Bryce Holdaway
Alright, got another one for me?
Ben Kingsley
Well yeah, probably the nervous seller. I mean that’s a classic one where you know they’re not familiar with auctions, they don’t understand the process. They don’t want to go through this anxiety burn that’s going to happen when they’re on the day of the auction. You know and usually you know they may be an older vendor or deceased vendor, and they don’t have their partner there anymore with them to sort of give them the confidence and the security. And even though the agent is going to hopefully reinforce that, if they’re still a little bit sceptical about agents, that can certainly be a place in that. I reckon that’s the nervous seller, the one who’s willing to sort of say, all right, well again, if I’ve got a fair price and that’s all I was looking for, that’s gonna be enough to get me moving. I’ll probably move on the sale.
Bryce Holdaway
Yeah, well, if you think about the auction process, as you know, Ben, the person who wants the auction is the agent. The buyer doesn’t want it. In fact, a lot of the time, the seller actually doesn’t want it because, like you say, it just gives them that internal churn and that internal burn. Yeah, often they get a little bit of stage fright. And the agent is so used to the auction process that it’s so desensitized to them that they will happily take them. They know it’s worth it get it out.
Ben Kingsley
And it’s amazing to think that some vendors are just happy to get a fair price. I mean, the vast majority and the job of the selling agent is to get the best possible outcome. But in some cases, we’ve talked about this before, where a vendor has sold to the couple that they prefer better. That they’ve got a connection with and this is a beautiful family home and I want you to create your memories there. I don’t care if someone’s gonna offer me more, because we always naturally go to that position that everyone wants the most and if this thing’s gonna sell for $400,000 above reserve, I’m gonna be doing cartwheels because that sets me up financially. But there are some vendors out there who may be nervous and who are saying, you just get me that, because that’s all I need and the job’s done.
Bryce Holdaway
I think you raised a really good point there because if you’ve got someone who’s got a family home. It’s been their family home for 30 years and they would just love to see another family get that property, versus a developer who’s hanging around at auction.
Ben Kingsley
Yeah, that’s another reason. Yeah, could be sold before auction.
Bryce Holdaway
You picked up on a very good point. So I’m nervous or a sentimental seller.
Ben Kingsley
Yeah, sentimental seller.
Bryce Holdaway
Yeah. All right. Okay. I reckon this one’s a bit of a no-brainer, but they’re committed elsewhere.
Ben Kingsley
Forced sales.
Bryce Holdaway
Whenever given the choice between certainty and uncertainty, they will take it every day of the week. And of course, if they then translate that uncertainty into certainty, they can then maybe line up settlement dates as well. So, you know the classic they’ve bought somewhere else, is one of the reasons that bird in the hand is worth two in the bush.
Ben Kingsley
Yeah, yeah, and you know in a moving market a lot of people were forced to do that, you know. They were sort of saying I just need to get in and then I’m reasonably confident that my property will get a certain value. So if they’re upsizing, you know they were forced certainly in the Sydney market It’s happening a little bit in the Melbourne market as well as opposed to going the other way around, because we would always say if you’re a conservative person you should sell first and then buy. But if the market’s moving too quickly, you might just jump in. And so obviously, if they have done that and they haven’t sold their property, guess what? Again, a good strong offer early in the campaign could potentially get that property off the market.
