10 Ways an Auction Marketing Plan Produces Successful Auctions

Those heading to auction have likely owned their land for many years, and perhaps, multiple generations. Here at Ranch & Farm Auctions, we understand the emotion and pride that comes with land ownership, even those associated with the eventual relinquishing of that ownership. Because of that, we know how to make it the best possible experience and get top dollar for the sellers we work with.

A significant — and oftentimes overlooked — element of auction success includes advertising and marketing. Landowners rarely understand the nuances of this, and to be honest, many auction houses don’t fully grasp it, either. Read on to learn how Ranch & Farm Auctions leads the industry in auction advertising.

Editor’s Note: This is not financial, investment, legal, or real estate advice. Consult with a financial planner, investment specialist, real estate lawyer, and real estate professional before buying or selling land at auction.

Reasons to Implement Auction Marketing

A modern marketing approach plays a major role for quality auction turnout. It’s crucial to use all available advertising and marketing tools for the utmost success. Of course, these must be used in a cohesive manner — not without planning and insight.

“In the land auction arena, there currently seems to be the tug of war with technology and tradition,” said Whitetail Properties Marketing Director Alex Gyllstrom. “Many folks are cautious about online auctions and bidding, wire transfers for payment, someone buying a property states away with the click of a button, etc. Others have embraced the technology as an efficient way to buy and understand that it allows you to vastly open your buyer pool for more competition and better bids. As for Ranch & Farm Auctions, we say let’s maximize both.”

When done properly, there are many reasons and benefits for implementing a good auction marketing campaign.

“We create more opportunities for people to bid and promote every auction with multiple strategies,” Gyllstrom said.

A good auction marketing plan prioritizes numerous objectives, including attracting more bidders, creating excitement, manufacturing urgency, spotlighting value, and more. Accomplishing these things requires various arms of marketing to operate in unison, though. How important is multi-channel marketing for auction success? Very. And while Ranch & Farm Auctions implements a multi-pronged marketing approach, many local auction houses do not.

“A good marketing strategy can make or break an auction,” Gyllstrom said. “Too many companies rely only on word-of-mouth and minimal local awareness to sell a property at auction. It's a disservice to the seller they represent and doesn't tap into the full potential of what the property can bring by expanding the promotion of the opportunity to as many qualified buyers as possible.”

Read on to learn how Ranch & Farm Auctions better serves you with traditional auctions and the online auction market.

1. Setting an Appealing Stage

A good auction outcome is accompanied by numerous things, including setting an appealing stage. Setting the stage is done in multiple steps, and has multiple meanings, though. First, getting the word out via each channel of marketing. Followed by properly executing the auction event, including establishing a literal auction stage that looks appealing.

“Marketing is only as good as the service and experience that follows,” Gyllstrom said. “You've heard the expression ‘all sizzle and no steak.’ We like to say it's ‘sizzle with an all-you-can-eat experience.’ The real magic is the level of service and expertise sellers receive when working with our RFA team.”

2. Implementing Auction Marketing Software

Ranch & Farms Auctions proudly implements various auction marketing software programs. These assist with advertising, marketing, and day-of-sale execution. These provide major advantages over auction houses that do not exercise key technological tools. These things matter, and you deserve access to the best auction tools and tactics.

3. Delivering Digital Media Support

Digital media support is equally important as social media. Listing the auction online, and building pages dedicated to it, is a crucial step in the marketing process. This is completed to support email newsletter sends, social media efforts, auction prompts, and more.

“Ours is a multi-faceted approach where we execute quality, informed awareness at the local, state, regional, and national levels for every auction,” Gyllstrom said. “Everything from local bulletins, flyers, and ads, to robust digital newsletters and social media campaigns at the national level, and everything in-between.”

4. Creating Social Media Buzz

Social media continues to be a significant element of pre-auction advertising. This marketing tool is used by the auction house to generate national-, state-, and local-level attention. Geo-targeting can be used to target potential buyers in the most relevant areas. Plus, it serves as a great grassroots method for local Land Specialists and others who can get the word out.

“When it comes to the online network, we leverage all the resources and exposure RFA has as well as our sister company, Whitetail Properties Real Estate,” Gyllstrom said. “This approach allows us to promote an auction event well in advance of the auction across the country to tens of thousands of buyers already in our network, as well as generating interest from new buyers on social media, email newsletter lists, digital advertising, and much more. If folks are interested in buying land, they know when one of our auctions is going to be.”

5. Executing Well-Constructed Email Campaigns

As alluded, executing well-constructed email campaigns is a big part of auction prep work. This reaches a portion of the auction audience that otherwise wouldn’t learn of it.

“Auctioning with us is so much more than just an auction event,” Gyllstrom said. “The depth of understanding when it comes to email strategies, and so on, with the RFA team, it’s unmatched.”

6. Capitalize on Local and National Mouthpieces

While modern technological tools are certainly implemented, Ranch & Farm Auctions also utilizes old-schools methods that still work. Key mouthpieces help get the word out, including the team at HQ, ambassadors and partners, and its team of nearly 350 Land Specialists which is spread throughout the nation. These individuals are often sharing the word of upcoming auctions with their potential buyers who might be interested in your auction. This leads to local, state, and national awareness even before digital, social, and email methods are implemented.

7. Deploying Grassroots Word-of-Mouth Efforts

Word-of-mouth is still an important marketing tool. Using this continues to be an effective auction marketing strategy.

“We make sure the local promotion, and auction presence, are as strong as possible,” Gyllstrom said. “If producers want to add to their operation with land close to what they already have, we make sure the local buyer pool knows everything about the opportunity and how to bid on auction day.”

8. Setting Up In-the-Field Signage

Some auction attendees will only learn of it by seeing signage. Thus, Ranch & Farm Auctions implements a large deployment of in-the-field signage to advertise upcoming auctions. This also assists with directing people to the auction location on the day of the sale.

9. Host VIP Showings

Ranch & Farm Auctions has a vast network of interested buyers. Therefore, it showcases upcoming auctions to these individuals, effectively creating even more interest in properties heading to auction.

“In addition to RFA's knowledge, expertise and high-touch service, our marketing is a core pillar for our client's success,” Gyllstrom said. “In collaboration with our sister company Whitetail Properties Real Estate, we ensure that the most qualified buyers are informed of the auction opportunity.”

10. Following Key Timelines for Advertising and Marketing

Finally, Ranch & Farm Auctions follows key timeline operations for the utmost efficiency in advertising and marketing. For example, it advertises well in advance of the sale date. Then, it delivers a cohesive advertising and marketing progression as outlined above. Of course, it ramps up advertising even more as the auction date nears.

“Our local Whitetail Properties Land Specialists coordinate everything on the ground at the local and regional levels, while our dedicated in-house marketing team focuses on the broader national engagement,” Gyllstrom said. “Collectively, these strategies for every auction result in maximum awareness of each auction, resulting in competitive bidding with live in-person, live online, and live phone-in bidding. This is how RFA is able to achieve maximum awareness and impressively competitive bidding environments for each auction.”

Work with Ranch & Farm Auctions

Are you considering selling your land at auction? Have you inquired about “how and where to advertise my auction online,” among other things? If so, work with Ranch & Farm Auctions. We can deliver the best possible results.

“No other land auction company can meet the needs of the seller, provide the step-by-step service, and generate the kind of buyer interest like Ranch & Farm Auctions does,” Gyllstrom said. “We offer more ways to bid and the most robust marketing platform for land in the industry. We hold ourselves and our services to the highest standard because that's what landowners, their land, and their legacy, deserves. We are committed to helping sellers get the best return for their land while preserving a culture and a way of life the land provides.”

For landowners looking to sell at auction, contact Ranch & Farm Auctions. We can answer questions and help with your auctioneering needs. For buyers hoping to purchase land, check out some of the upcoming Ranch & Farm Auctions near you.

Published on 2025-12-30