11 Tips to Optimize Your Multi-Channel Marketing Campaigns
Luxury presentation jeff seal
1. Presented by:
Jeff Seal
AVP – Client Management
Auction.com
1 Mauchly, Irvine, CA 92618
Direct: (949) 413-9807
Email: Jseal@auction.com
2. COMPANY OVERVIEW
Founded in 1989, Auction.com is the largest auctioneer of real estate
in the world. During the past 4 years, Auction.com has sold more
than $12 billion of residential and commercial real estate on behalf of
the nation’s largest lenders, special servicers, prestigious developers
and private individuals. Between its 65,000 square foot company-
owned office in Irvine, CA and its Dallas and NY offices, Auction.com
employs 567 people across the country specializing in all areas of
real estate transactions.
Having spent more than $5 million and 250,000 man hours
developing its state of the art website and online auction platform,
Auction.com is today the undisputed leader of online real estate
sales in the United States. Auction.com has over 1 million unique
visitors per month and a database of over 4 million people. This
combined with the fact that it spends in excess of $35 million a year
in marketing, means that every property that is listed on the website
receives the maximum amount of exposure to the relevant market.
As a result of continued downward pressure on prices, the US
residential market has been markedly tilted in favor of buyers.
Through the use of its sustained and comprehensive marketing
campaigns combined with the intense excitement and
competitiveness of an auction forum, Auction.com has managed to
rebalance the scales of demand and supply. In the same manner
that the distinguished auction firms of Sotheby’s and Christie’s have
successfully created a market for luxury art, wine and jewelry by
allowing bidders to compete in an open and transparent exchange ,
so too has Auction.com established itself as the premier platform for
the sale of luxury real estate.
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3. CURRENT CLIENTS – 92 INSTITUTIONAL CLIENTS CURRENTLY
SELL ASSETS ON AUCTION.COM
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4. PLATINUM SUCCESS
• Our foray into auctioning off high-end REO
assets started with our platinum program Beverly Hills, CA
Sold $3.8MM
• Through the Platinum program we have 109% of BPO Value
achieved the following success:
• Sales Results
•167 High-End Assets Sold for a Total of $116 million
•85% Brought to Auction Have Sold Newport Beach, CA
Sold $1.625MM
•Average Purchase Price 100% of Agent BPO Value 100% of List Price
•Average Purchase Price 90% of List Price
`
Coto De Caza, CA
Sold $1.086MM
97% of Reserve
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5. SELLER BENEFITS
• National and international marketing reach
• Auction.com spends in excess of $35 million per year to create
maximum market exposure for our clients
• 30-60 day execution and date certain close
• $1+ Million homes may linger on the market for years at a time
• Access to a 4+ million buyer database
• Auction.com receives over 1 million unique visitors per month
• Cutting edge technology for convenience and transparency
• Competitive bidding = Higher prices
• Bidders are prequalified prior to bidding
• No post auction contingencies – properties are sold “as-is
where-is”
• Certainty of close
• All auctions are with reserve which are set at sellers’
discretion
Auctions Pose No Risk or Cost to Seller
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6. THE DIFFERENTIATOR: MAXIMUM MARKETING
• E-marketing, TV, print and direct mail
• State-of-the-art website at
www.auction.com
• 4+ million prospect database
• $35 million annual media spend
• Local, national and international print
• Local classified listings
• Auction event catalogs
• Display ads in leading publications
• Property signage
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7. TIMELINE TO MARKET AND CLOSE
45-40 DAYS 40-35 DAYS 35 DAYS 3-4 WEEKS 1-2 WEEK AUCTION
CLOSING
PRIOR PRIOR PRIOR PRIOR PRIOR DAY
Auction Data Tape and Website Live Leads Brokers hold PSAs signed at
Agreement Photos generated & one open Auction close;
Executed uploaded to Marketing contacted by house 10% EMD in
RCP/Spring campaign brokers 24-hrs
Prelim launched POF’s and/or
Ordered Title Received Potential prequal letter 30 day closing
and Uploaded Bidder due buyer lists collected from
Data Tape diligence mined Registered Funds disbursed
submitted Auction period begins Buyers
Campaign Financing/
Reserve Outlined and Broker and escrow
Accepted reviewed Client Kick-off determined
call
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8. UNPARALLELED REPORTING CAPABILITIES
Luxury Homes Pre-Auction Event Summary
Registration and Guest Summary Valuation Info
S eller S eller
Total Total Total Open
Auction Total Unique Valuation Opening Bid - Reserve to Reserve to
Event Code Auction Name Approved to POF S aved To House Foot S eller CLP BPO Value S eller Reserve
Date Registered Web Hits Date Live S eller CLP Broker
Bid Faves Traffic
(%) BPO (%)
Newport Coa s t - Pel i ca n Hi l l Es ta te Luxury
X-000 Home Aucti on 06/09/2011 20 18 11 11,634 79 900 8,000,000 5,000,000 40,513 2,400,000 4,500,000 56.3% 90.0%
Luxury Homes Bidder Report Summary and Live Bid Details
Sold Property
Event Id Auction Name Auction Date Status Property Address Property City State Property Type Bids Unique Bidders Web Hits
Newport Coas t - Pelican NEWPORT
X-000 Hill Es tate Luxury Auction 06/09/2011 Sold 28 FAIRWAY PT COAST CA Single Family 63 12 11,634
Property Auction Bidder Bidder First
Event Id Address Property City State Date Id Name Bidder Last Name Bid Amount Bid Date Time
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 24727 Howard Meese 4,600,000 6/9/2011 5:25 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 24853 Randy Gabai 4,625,000 6/9/2011 5:25 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 26166 Christine Higelson 4,700,000 6/9/2011 5:25 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 24853 Randy Gabai 4,725,000 6/9/2011 5:26 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 24918 Michael Pearl 4,750,000 6/9/2011 5:27 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 26691 Mohammad Nadallah 4,775,000 6/9/2011 5:28 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 24918 Michael Pearl 4,800,000 6/9/2011 5:30 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 26166 Christine Higelson 4,850,000 6/9/2011 5:31 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 26691 Mohammad Nadallah 4,875,000 6/9/2011 5:34 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 26166 Christine Higelson 5,000,000 6/9/2011 5:37 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 24918 Michael Pearl 4,900,000 6/9/2011 5:37 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 26691 Mohammad Nadallah 5,025,000 6/9/2011 5:37 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 26166 Christine Higelson 5,100,000 6/9/2011 5:40 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 26691 Mohammad Nadallah 5,150,000 6/9/2011 5:42 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 26166 Christine Higelson 5,160,000 6/9/2011 5:43 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 26691 Mohammad Nadallah 5,170,000 6/9/2011 5:45 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 26166 Christine Higelson 5,180,000 6/9/2011 5:47 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 26691 Mohammad Nadallah 5,200,000 6/9/2011 5:49 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 26166 Christine Higelson 5,300,000 6/9/2011 5:51 PM
X-001 28 FAIRWAY PT NEWPORT COAST CA 06/09/2011 24918 Michael Pearl 5,310,000 6/9/2011 5:53 PM 8
9. PLATFORM
Our online platform offers sellers and
buyers a state-of-the-art service.
• Allows property sellers to:
• Offer assets online for maximum
exposure
• Maintain confidentiality and information
control
• Self reserve
• Monitor real-time bidding, set reserve
prices and control final timing of sales
• Obtain best execution from worldwide
market
iPad app
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