What, how and why. The 3 questions that all buyers need to have answered before they execute on a property.

A big problem that auctioneers have is that they focus on the first 2, when the wins are found through the last one.

The ‘What’ Of A Property

The vast majority of scripts or content out there basically regurgitates the advertising. It’s lazy and points out the obvious, but there is a greater issue with this.

Buyers have no loyalty towards the bricks & mortar of a property. Nor should they, after all they have more than 1 to of the same specification choose from in that suburb. Ultimately anything can be changed, and essentially no-one is ever motivated by the ‘what’.

The ‘How’ To Buy

This is even less useful outside of the mechanics of how to bid & buy at auction. We are all governed by the rules contained within the sale of land regulations. If anything the ‘how’ can push buyers away from the auction if delivered badly by the auctioneer.

The ‘Why’ Of The Transaction

This is where an auctioneer earns their place in the process.

One of the true arts of this craft is the ability to take buyers from a place of logic to an emotional world in which decisions are made by the heart. The sheer volume of information available means that buyers potentially know everything about the data on the property.

Likewise the vendor is understandably at a highly emotional level because of what is at stake in this transaction.

So essentially the job of the auctioneer is to bring the logical buyer and the emotional vendor together. Otherwise known as ‘Bridging The Gap‘.

The key to achieving this is empathy. Buyers are just trying to do what is best for their lives, and vendors want the most out of their biggest asset. If you can tune in to that, then the why becomes quite clear to see both before and during the auction.

Want to learn more about logical vs emotional price? Watch this 60-second ‘info-bite‘.

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