Every auction is an exciting time for you and your attendees — every time you close on a sale, whether in person or online, you’re changing lives in a major way. To keep your business thriving, you need to accumulate new leads as often as you add new properties to your repertoire.
Lead generation is the process of reaching out to potential customers and showing them the benefits of working with your company. Lead generation for auctioneers focuses on getting people excited for this service. You have to show viewers why you have the best selection, advice, and assistance to help them find the property they’ve been dreaming of or sell their home to fuel their next investment.
For years, WebFX has run countless successful lead generation campaigns for various industries, including auction houses. We’re experts in attracting potential customers for your business and making your next auction the most successful one yet. Read on to see some of our best lead generation tactics, then sign up for our weekly newsletter to learn more digital marketing techniques.
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Social media marketing
If you want to find where your leads are, there’s no better place than social media. You can use these platforms to appeal to a wide range of leads and increase brand recognition. Most sites let you post text, links, images, and videos, so get creative and find different ways to advertise your services, upcoming auctions, and guides for selling success.
With so many platforms to choose from, it’s vital to consider the demographics of your average customer and research which platforms appeal to their age range. Since you’re generally working with established adults seeking a real estate opportunity, Facebook is probably a good place to start. To discover more about how you can appeal to good leads, create a few buyer personas and see where they lead you in content messaging.
Social media offers something unique in marketing — the opportunity for engagement. As a business, engaging with followers is a powerful tool. When you reply to a comment or interact with customers directly in another way, you’re building a connection with potential leads who will remember you if you nurture your relationship with them.
You can also generate leads by using search engine optimization (SEO) to attract people scouring the Internet for auction houses near them or similar topics. This method is the best way to ensure they see you.
SEO is about increasing the value and authority of your website by using words and phrases people search for, called keywords, in your copy, web design, and meta descriptions. The more people search these phrases and get to your site through them, the more search engines will see you as an important and valuable resource, increasing your ranking on search engine results pages.
While SEO can work just about anywhere on your website where you use text, it shines brightly in copywriting. Use it in your about and information pages, and if you don’t have a blog already, now’s the time to make one.
Writing blog posts gives you unlimited potential to incorporate new keywords and offer valuable information to potential leads, even when they’re casually surfing the Internet. Consider posts like:
- Why someone should consider buying a house for auction in certain locations.
- Guides on attending your first online or in-person auction.
- Longform posts on the basics of selling or buying at an auction.
- Profiles on high-demand properties.
When you can get someone to provide their email address, you have a direct line of communication to keep in constant contact. Sending regular emails, even when the recipients aren’t actively looking at auction properties, keeps your brand on their mind for when they’re ready to act.
With email marketing, getting your lead to open the email is half the battle. So, when crafting your emails, make sure the subject line says everything your customers need to know and encourages them to click on it.
The next challenge is getting them to take action. Your emails should provide vital information and exciting deals whenever possible to inspire recipients to make the jump from their inbox to your website.
One way to increase success is to include links to your newest blog posts or entice customers with early access to your next auction properties. Email can easily become your most effective form of digital marketing, but only if it’s done with careful consideration.
Other tips for lead generation
While digital marketing is crucial for generating leads, you can also create personal connections and draw people in from your surrounding area to reveal what your auction company is all about. Many auctioneers have found success in:
- Getting out in the community: Whether online or in person, word-of-mouth marketing is king, but people can’t spread the word if they don’t know about your business! Deliver flyers door to door, run a bake sale or car wash fundraiser, or put ads in the local paper to establish yourself in the community. The more people see your brand, the more likely they’ll remember it.
- Partnering with similar businesses: When someone buys a house or property at auction, they have plans — they may want to build from the foundation up, remodel an existing building, or spruce the place up. Whatever their goals, they’ll need the help of local contractors, cleaning teams, and construction workers. Partnering with these companies to advertise both of your businesses gives you double the exposure without more work!
- Maintaining relationships with past customers: While existing customers may not buy another property at auction for some time, they probably know other people looking to move or invest. Keeping in contact with them makes a good impression by showing that you care about their business. Then, when other people come to them for advice on auctioneers, they will mention your business.
37% of marketers say that generating high-quality leads was one of their biggest challenges.
We want to decrease that percentage.
WebFX can help you generate high-quality leads with a customized marketing strategy.Learn More About Lead Generation Services
Let WebFX enhance your lead generation strategy
As an auctioneer, you have enough on your plate with taking care of your current customers and finding new properties to put up for sale. Learning to enact these lead generation strategies for auctioneers takes precious time. WebFX can do the work for you by applying our digital marketing tools and techniques.
At WebFX, lead generation is one of our passions, and based on our results, we’d say we do it pretty well. Our efforts come from research and proven data, so you can feel confident in our methods. Let our award-winning team develop a custom strategy for your auction company and watch your numbers soar.
Our strategists are ready for when you submit a contact form or call 888-601-5359. We’ll give you a free quote and answer your questions about lead generation, digital marketing, and how to grow your business. We look forward to hearing from you!