AUCTION MARKETING SUCCESS STORIES
JURIS AUCTIONS HAS YOUR MARKETING STRATEGY
A JURIS AUCTION HELPS YOUR PROPERTY RISE ABOVE THE COMPETITION
Learn more about how our marketing team has delivered buyers even under the most challenging circumstances
HOLE IN ONE
When you build a unique, non-conforming ‘dream’ home surrounded by mounds of dirt, you have a problem. And that problem is EVER selling that home. Our marketing team was tasked with solving this dilemma.
We knew it would require massive exposure to sell, so we assembled an intriguing backstory, and renamed the house the Underground Estate. The news media picked up on it, and the story generated many thousands of dollars of free publicity. The home was also used as a set for a live morning television news program just before the auction. All this exposure helped us find the small number of people who could appreciate this home.
The final result was spirited bidding and a successful sale. The owner was surprised and delighted that the house brought more than he had expected.
More often than not, people choose to auction property simply because it’s an effective way to sell, and because with an auction, there is no price ceiling. Occasionally, though, someone simply needs to sell quickly for financial reasons.
When we were called upon to help liquidate a printing business, we had to figure out a way to reach buyers fast. Have you ever tried to get a printer’s attention? It’s not easy! However, we did know they liked to occasionally read industry trade publications. So we targeted those publications with ads – but not just any ads, since ads can easily be overlooked.
Our “ads” looked like printing errors – large smears of ink, with the ad copy overlaid in reverse. Printing errors are like magnets to a printer’s keen eye. Those ads were read, and more importantly, printers swarmed in from all over and quickly snapped up the available printing equipment. Mission accomplished!
How do you sell out a entire retail greeting card store in one day? If you think creatively like we do, you send out an event invitation - in the form of an actual greeting card - announcing the auction. You also do it in rhyme, and include the notation, "RSVP." (Surprisingly, a few people actually called to extend their regrets that they couldn't make it.)
The result: a successful sellout.
This project underscores our philosophy that you have to target the right people, in the right way, with the right message.
There are unique features, and then there are unique, attention-getting features. Sometimes the combination of the two provides a strategy.
Case in point: we were presented with a dated, overbuilt older home in an area where sales were slow. We approached the challenge with two goals in mind: putting together a sales campaign that would appeal to actual buyers, and a separate campaign to draw attention to the home. The purpose of the latter was to increase the home’s exposure enough to reach the small number of actual buying candidates.
Through extensive research, we uncovered some unique data about the home, including this nugget: it was the first home in the city’s recorded history to have a remote controlled garage door opener that could be operated by a (rather large!) button from inside a car. That little bit of history became news fodder, and it resulted in thousands of dollars of publicity and a successful sale.
CALL US: 1-901-254-8200
CURIOUS WHAT YOUR PROPERTY MIGHT BRING AT AUCTION? GET IN TOUCH TODAY.
5865 Ridgeway Center Pkwy, Suite 300
Memphis, TN 38120
Call us from anywhere. Juris Auctions serves a large, multi-state area. In the unlikely event you are outside of our large service area, we will introduce you to a qualified professional who can assist you.