{"id":21808,"date":"2018-07-17T01:00:51","date_gmt":"2018-07-16T15:00:51","guid":{"rendered":"https:\/\/realestatetalk.com.au\/?p=21808"},"modified":"2018-07-17T01:00:51","modified_gmt":"2018-07-16T15:00:51","slug":"sellers-and-agents-disagree-about-auction-justin-nickerson","status":"publish","type":"post","link":"https:\/\/channels.realty.com.au\/realtytalk\/sellers-and-agents-disagree-about-auction-justin-nickerson\/","title":{"rendered":"Sellers and agents disagree about auction \u2013 Justin Nickerson"},"content":{"rendered":"

It\u2019s the decision that has almost all vendors conflicted: whether to sell via auction or private treaty. New research has revealed 90 per cent of real estate agents believe selling under the hammer secures the highest sale price for a property \u2013 but just 41 per cent of homeowners agree. Who is right.\u00a0 We discuss that with Auctioneer of the Year Justin Nickerson<\/strong>.<\/p>\n

Transcript:<\/strong><\/p>\n

Kevin:<\/strong>\u00a0 Interesting that a survey of Sydney and Melbourne real estate agents, which was conducted by Gavl, who we had on the show for you last week \u2013 they\u2019re a live real estate auction streaming and bidding technology company; they commissioned the survey \u2013 and among those, 100% of agents in Sydney believe that properties get the best result at auction compared to 87% out of Melbourne.<\/p>\n

I want to talk to Gavl\u2019s spokesperson on this, Justin Nickerson. Justin is well heeled to be able to talk to us about this. He is the Australasian Auctioneer of the Year, sold more than 5000 properties at auction.<\/p>\n

Justin, thanks again for your time.<\/p>\n

Justin:<\/strong>\u00a0 My pleasure, Kevin.<\/p>\n

Kevin:<\/strong>\u00a0 I want to have a talk to you about this, not necessarily supporting the survey, but just highlighting a couple of issues. I was at a function recently amongst a group of prospective sellers who were questioning whether or not they believe in auction because so many buyers will dismiss an auction simply because it doesn\u2019t carry a price range or a price indication, Justin.<\/p>\n

Justin:<\/strong>\u00a0 Yes, that gets raised a lot. We do a lot of training with agents around this, and that\u2019s a real fear in an agent\u2019s mind as well, that vendors or buyers have passed onto them.<\/p>\n

We always say to ask the question if that is the case to that person and say \u201cFirstly, are you actually looking at the market right now as a prospective buyer, or are you looking at the market as a seller or potentially a researcher?\u201d because I think you look at it differently.<\/p>\n

If you\u2019re a seller or a researcher and it hasn\u2019t got a price, you\u2019re not that engaged in it, so you\u2019re very easy to flip past it. But if a property comes up and it suits your exact wish list, that it has to have four bedrooms, has to have a pool, has to have at least a 600 square meter block, and it\u2019s in the exact location that you want to buy a property, and it comes up without a price, it\u2019s a pretty thick-skinned person who is going to dismiss that just because it has no price.<\/p>\n

What most people will do, we believe, is they\u2019ll send an e-mail to the agent saying \u201cGive me a price,\u201d or \u201cGive me a price guide\u201d and then it\u2019s up to the agent to have the skill to be able to transfer that inquiry to give that buyer enough meaningful information that they come through the property.<\/p>\n

If they\u2019re really stubborn and say, \u201cWe definitely wouldn\u2019t inquire if there\u2019s no price there,\u201d that\u2019s okay because the way that auction works anyway is there is usually three stages to it. There\u2019s pre-auction, there\u2019s on the day, but then there\u2019s post-auction which means if that buyer is still in the marketplace at that time, then the seller is actually going to reach out to that buyer at that point because they\u2019re going to put a price on the property. And that price will be set by the market rather than by the seller and the agent, which is what traditionally happens on the first day of a listing.<\/p>\n

Kevin:<\/strong>\u00a0 With any property, you can only ever sell it once, so in theory, you really only need one buyer. Yet in an auction, to get a premium price, you do need at least two engaged bidders, don\u2019t you?<\/p>\n

Justin:<\/strong>\u00a0 It\u2019s definitely preferable to have two. We always said the two key ingredients to get you the best possible price are an emotional buyer and then placing them in a competitive environment.<\/p>\n

I think that private treaty has competition in that it\u2019s perceived competition. If it\u2019s a multiple offer situation, you have to sit down and you have to anticipate what the other person is going to be doing and then you react accordingly.<\/p>\n

Auction definitely exists to add competition, but also, auction works with a deadline. So, what you can actually use, even if you have one buyer, is the fact that you have got a looming deadline there that this is the day the seller wants to sell their property and if it doesn\u2019t sell today, then we are opening the door to people post-auction who can come in with terms and conditions.<\/p>\n

So, you also have that perceived competition element there even if you just have the one buyer, which is pretty common, actually, at the moment, with a a lot of auctions. Particularly around the South East Queensland market, we get very used to negotiating with one buyer on the day.<\/p>\n

Kevin:<\/strong>\u00a0 A couple of tips from Gavl in the release about giving sellers peace of mind about going to auction. The five points they make are choose an agent with a good track record, choose a realistic reserve price or an expectation, ensure there\u2019s good marketing, ask your agent to invite off-site bidders, and have a strong open home strategy.<\/p>\n

I would put to you that with exception of maybe number four \u2013 which is off-site bidders \u2013 all of those can also be applied to sale by private treaty. You definitely need a marketing budget. Would you agree with that?<\/p>\n

Justin:<\/strong>\u00a0 Yes, absolutely. I think Gavl is spot on in their research and the five tips they\u2019ve put out there because it all ties back to that first one, Kevin. I think if you choose an agent with a really good track record, they\u2019re going to give you enough information so that you can set a realistic reserve price, they\u2019re going to run an equity marketing campaign, and they\u2019re going to have a strong open home strategy.<\/p>\n

I think, actually, that first decision that the seller has to make is sometimes a bit of a funny one because sometimes they choose it based upon price or based upon who\u2019s going to do the marketing for free or timing. But really, if you really want to make sure you nail your campaign, you have to choose a strong agent.<\/p>\n

We\u2019re an independent auctioning company, so we freelance out, as do Gavl. Being independent, they work with a number of different brands, and we see the difference between agents that do this job really well and agents that just do it to a mediocre level. I think that\u2019s the most critical we\u2019re seeing. If the sellers make that decision correctly in the first place, all those other things fall into line behind it.<\/p>\n

Kevin:<\/strong>\u00a0 Many sellers will tell me that there\u2019s a certain amount of uncertainty with an auction. I think even Gavl pointed out in their release it\u2019s high-risk, high-reward stakes. But also, the fact that there\u2019s a concept that auction costs more to sell, and that\u2019s mainly because auction requires a level of marketing that in some cases, private treaty doesn\u2019t.<\/p>\n

Justin:<\/strong>\u00a0 I\u2019m going to take the contrary view with you here, Kevin. I actually think that auctioning campaigns and private treaty campaigns should cost exactly the same amount of money. I don\u2019t understand why\u2026 Your goal in both of them is to get as many people interested as you can and present the property in the best possible light. Why would one method of sale require you to do more? You want both of those things on both private treaty and auction.<\/p>\n

Obviously, the difference you get is an auctioneer\u2019s fee and other than getting a charming professional at the top of their game, Kevin, as you and I both know, with the auctioneers, the role they play is that of paid negotiator. So, that\u2019s really where that extra cost should come in.<\/p>\n

But outside of that, I actually think that auction campaigns and private treaty campaigns should cost exactly the same, because I think you\u2019re trying to do the same things irrespective of what the method of sale might be.<\/p>\n

Kevin:<\/strong>\u00a0 Week after week, we look at auction results in our weekly program with Dr. Andrew Wilson, which is called The Auction Insider, and week after week, we see the auction numbers in Brisbane, say, compared to Sydney and Melbourne, lagging way, way behind. Is that agent-driven, or is that the fact that people in certain parts of Australia are not comfortable with the auction concept?<\/p>\n

Justin:<\/strong>\u00a0 I think in that Gavl research that you quoted before, it\u2019s interesting that just 17% of Brisbane respondents believe properties sell best at auction. That\u2019s the people who the agents are going in to talk to. So, I think in a lot of cases, what happens is the agent goes in there and they get met with some resistance around auction or \u201cDon\u2019t talk about auction, we\u2019re not interested in auction,\u201d and obviously, the default position for every agent is \u201cI just want to get the listing\u201d because if they don\u2019t get the listing, they don\u2019t get paid, and that\u2019s why everyone does the job that they do.<\/p>\n

So, I think that it\u2019s actually driven predominantly by sellers and buyers, and then agents carry that out of an obligation of not wanting to upset them but still wanting to win the business.<\/p>\n

I think what you find is the stronger agents or the agents who really believe in what they do, they\u2019ll go in there with a plan and say \u201cI understand you might feel like this, but let\u2019s actually talk about the reasons why you feel like that. Let me try and answer that, and then you can make a balanced decision across both of them rather than based in your fear or you\u2019re not liking auctions out of an isolated particular incident that might have happened 10 or 15 years ago with an agent who isn\u2019t me.\u201d<\/p>\n

Kevin:<\/strong>\u00a0 Yes, it requires a lot of skill and belief from the agent to be able to sell that proposition, which is what you\u2019re talking about. I\u2019ve even seen in some situations in a soft auction market, you\u2019ll find that one office in particular is very strong with auctions. I know this is a national show, but let\u2019s look at the Brisbane market for the moment. There are some offices that are almost totally driven on auction and others that are simply not in the same marketplace.<\/p>\n

Justin:<\/strong>\u00a0 Yes. It\u2019s an interesting study. It comes from the top down, so it\u2019s usually led by a principal or the sales manager who has that attitude. But one thing we\u2019ve always subscribed to is the theory that whatever area you\u2019re in, whatever suburb, whatever town that you\u2019re in, whoever the dominant agent is in that area, what the attitude is towards the vendor-paid marketing in particular, open homes, method of sales \u2013 so auction or private treaty \u2013 that\u2019s generally what dictates to the rest of the town, because they actually influence more sellers and more buyers than anybody else.<\/p>\n

So, if their attitude is very pro-auction, the town actually then, by proxy, becomes pro-auction because they become more exposed to it. So, you actually can trace it back in a lot of cases, to whoever has the dominant market share in an area.<\/p>\n

But it is always an interesting study, and we always think that the best businesses that we deal with have a balance, so they have a strong auction element but they also have a strong private treaty element, because if you put all your marbles to one side and you go all-in on one method of sale, the problem is when you go into a listing presentation and you meet a seller who doesn\u2019t want that \u2013 they want the other side \u2013 you\u2019re either going to be pigeon-holed as someone who doesn\u2019t do it or you\u2019re not going to have the requisite skill and they\u2019re going to go to someone who does. So, I always think that one is a good thing for agents to strive towards.<\/p>\n

Kevin:<\/strong>\u00a0 Wonderful talking to you, Justin Nickerson. Justin, well-qualified to talk on this subject, of course, as I said at the opening, is the Australasian Auctioneer of the Year. Good talking to you, Justin Nickerson. Thanks for your time, mate.<\/p>\n

Justin:<\/strong>\u00a0 A pleasure, Kevin.<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s the decision that has almost all vendors conflicted: whether to sell via auction or private treaty. 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