Buying and selling at auction is one of the oldest ways to make purchases. The tradition of auctioneering has been passed down through generations and practiced for centuries. There’s nothing like a good auction to gather the community together, to make money for retirement or to find a piece of equipment to add to your farm fleet.
But what is an auction if you don’t have good bidders ready to invest their money? Every auctioneer knows that the key to making an auction a success isn’t always just how fast you can talk, but who is there bidding. For this reason, marketing has become crucial for the livelihood of an auctioneer’s career.
Trends are showing that—even in 2018—many auctioneers are still advertising their auctions primarily through newspaper advertisements and direct mail to existing customers, with online advertising receiving only a fraction of that advertising budget. This is contradictory to where bidders are searching for auctions, with most of their time spent searching and researching used farm machinery online.
As an auctioneer, this division should be catching your attention. The bidder pool growing with individuals from a younger generation, as well as individuals that may not live in your community. This generation has grown up with the ability to instantly access information from the phone in their hand or the computer on their desktop. Even those from older generations are making efforts to stay in touch with technology, utilizing the internet from their laptops, tablets, and smartphones.
The solution to closing this gap is far from impossible, and technology is being released every day to make it easier for anyone, regardless of their technical abilities, to reach more potential customers and grow their business. It’s what we set out to do with Tractor Zoom, to help auctioneers reach more buyers and for buyers to more easily find the equipment they are looking for at auction.
At Tractor Zoom, we’re focused solely on the farm equipment auction market, giving auctioneers a platform in which they can advertise their upcoming auctions and make it simple for buyers to browse and search for exactly what they are looking for.
Some of the benefits of this platform include allowing shoppers to subscribe to your auction company and receive alerts to all new auctions that you post on the Tractor Zoom platform, as well as be notified of auctions that are posted within a radius that they specify. Buyers also use Tractor Zoom’s search function to find specific types of equipment that are potentially at your auction.
Tractor Zoom works with the most popular auction cataloging services in order to help make it easier for the auctioneer to upload their inventory and images onto the platform. Once an auction is posted, it is easily findable and searchable on both Tractor Zoom’s website and mobile apps.
All these features on Tractor Zoom’s platform have been designed on the feedback from both auctioneers and buyers, to ensure that auctioneers are marketing to the right bidders, helping to make their auctions a smashing success.
Auctioneers can contact Tractor Zoom to list their auctions for free for a limited time.
Posted by: Britta Hurd
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