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Every auction campaign is a negotiation in motion. From the first enquiry to the final bid, your role as an agent is to bridge the gap between what one party wants and what the other is willing to do. When campaigns fall flat or deals fall through, it’s rarely because the market isn’t there. It’s usually because the process wasn’t strong enough, writes Adrian Bo, CEO of Adrian Bo Real Estate Training and Auctions.
That’s where the 3 Ps come in – price, pressure, and persistence.
Price: Know the real story
Price isn’t just about the guide on the listing. It’s about understanding the full story behind both parties.
- What did the vendor pay?
- Where does the property sit against current comparable sales?
- What is the buyer prepared to pay – and why?
Agents who succeed at auction know how to balance market logic with emotional positioning. Price is the reference point, but it’s not static. It evolves with the momentum of the campaign, and your job is to track it in real time – through buyer feedback, engagement levels, and negotiation insight.
Pressure: Create urgency before auction day
The best agents know how to apply pressure – ethically and strategically.
For sellers, pressure might be missing the market if they hold out too long. For buyers, it’s the fear of missing out, seeing a property slip away, or having to pay more the following week.
Auctions are built to bring pressure to a head. Your role is to guide both sides towards clarity before that point.
Use the tools available:
- Limited timelines
- Public interest
- Pre-auction buyer activity
- Campaign transparency
Pressure doesn’t mean panic – it means urgency. And urgency gets results.
Persistence: Don’t stop too early
This is where most agents lose the deal. They stop too soon.
The buyer shows hesitation. The seller pushes back. Instead of regrouping, the agent moves on.
But most auctions don’t come together with one conversation. It takes multiple touchpoints, layered follow-up, and a willingness to keep going even when the gap feels too wide.
Every auction has the potential to sell. But only if you stay in the game long enough to find the bridge.
Final thought
Auction campaigns aren’t about waiting for the result – they’re about building the result through structure, dialogue, and consistency.
So before your next campaign, write down the 3 Ps – price, pressure, and persistence – and use them as your compass.
Because you’re not just facilitating a transaction. You’re navigating a negotiation. Great agents don’t wait for the perfect buyer or perfect conditions. They create the conditions that close the deal.
Adrian Bo is the CEO of Adrian Bo Real Estate Training and Auctions.
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