Recent research from UNSW Business School has generated discussion around auction outcomes and the factors that influence them. 

While much of the commentary has focused on statistics and auction results, the findings reinforce something many experienced agents and auctioneers have understood for years: successful auction campaigns are built long before auction day arrives. 

By the time the auctioneer steps onto the podium, most of the important work should already have been done. 

Buyer engagement. Vendor communication. Reserve strategy. Competition. Follow-up. Negotiation. These are the factors that influence auction outcomes well before the first bid is called. 

The UNSW study also highlighted the role experience can play in auction outcomes, noting that more experienced agents were associated with stronger auction results.

For those of us who have spent years working in the auction industry, that finding isn’t particularly surprising. Successful auctions are rarely the result of luck. They are the result of careful planning, clear communication and a strong understanding of both buyers and sellers. 

 Why Buyer Activity Matters More Than Headlines 

Auction clearance rates often dominate property headlines. While they can provide a useful snapshot of broader market conditions, they only tell part of the story. 

Experienced auction professionals tend to pay closer attention to buyer activity. How many groups have inspected the property? How many contracts have been requested. How many buyers remain actively engaged throughout the campaign? What feedback are buyers providing? 

These indicators often provide a far clearer picture of market sentiment than any single clearance rate statistic. 

Markets naturally move through cycles. Some periods attract large numbers of active bidders. Other periods require a more strategic approach. In every market, however, buyer engagement remains one of the strongest indicators of auction success. 

 Creating Competition Starts Weeks Earlier 

One of the biggest misconceptions about auctions is that competition is created on auction day. In reality, competition is built throughout the campaign. Every buyer enquiry, inspection, contract request and follow-up conversation contributes to the eventual outcome. 

Strong agents spend weeks identifying genuine buyers, understanding their level of interest and maintaining engagement throughout the campaign. The more informed an agent is about their buyers, the better positioned they are to create a competitive environment when auction day arrives. 

This is one reason experienced agents consistently achieve strong auction outcomes. They understand that buyer engagement isn’t something that happens at the end of a campaign. It’s something that is built from the moment a property launches to market. 

 The Importance of Vendor Communication 

Successful auction campaigns also rely on clear and consistent communication with vendors. Throughout a campaign, buyers provide valuable market feedback. Enquiry levels, inspection numbers, contract requests and buyer conversations all help build a picture of market sentiment. 

The role of the agent and auctioneer is to help vendors interpret that information and make informed decisions throughout the campaign. This isn’t about lowering expectations. It’s about understanding the market and ensuring decisions are based on real buyer feedback rather than assumptions. 

The most successful campaigns are often those where communication remains open, transparent and consistent from beginning to end. 

 Reserve Strategy Is Part of the Process 

Reserve prices are often viewed as a decision made shortly before the auction begins. In reality, reserve strategy should form part of an ongoing discussion throughout the campaign. 

As buyer feedback develops and market evidence becomes clearer, agents and auctioneers are able to help vendors better understand where genuine buyer interest exists. 

A well-considered reserve strategy helps create confidence for both buyers and sellers and plays an important role in achieving a strong outcome. 

Like every other aspect of an auction campaign, it benefits from preparation rather than last-minute decision making. 

 The Role of the Auctioneer 

Many people view auctioneers as the person who arrives on auction day and calls the auction. The best auctioneers contribute at every stage of the campaign.

An experienced auctioneer provides an independent perspective on buyer feedback, helps agents assess market sentiment and contributes to campaign strategy throughout the process. They help identify opportunities, provide guidance around buyer behaviour and support agents and vendors as conditions evolve throughout the campaign. 

For agents, having an experienced auctioneer involved throughout the campaign can be one of the most valuable resources available. For sellers, it provides confidence that every opportunity is being explored to maximise buyer engagement and competition. 

Why Experience Matters 

At Under The Hammer, our auction team works closely with agents and vendors throughout every stage of the auction process. 

James Hurley brings more than 16 years of auction experience and has called thousands of auctions throughout his career. Having worked through a wide range of market conditions, he understands the importance of preparation, strategy and adaptability. 

Alongside James, Ben Hanly brings more than a decade of auction experience and is known for his ability to engage buyers and maintain momentum throughout a campaign. 

“People often judge an auctioneer by the final few minutes of a campaign,” says James Hurley. “But great auctioneers are adding value long before auction day. We’re working alongside agents to interpret buyer feedback, refine strategy, build confidence with vendors and ensure the campaign is positioned for the best possible result. Auction day is where all of that preparation comes together.”

Ben Hanly agrees. 

“Creating competition is about far more than calling bids,” says Ben Hanly. “It’s about understanding buyers, building momentum throughout the campaign and knowing how to read the room on auction day. Every campaign is different, which is why communication, preparation and experience remain so important to achieving a great result.”

The Takeaway 

The recent UNSW research provides a useful reminder that successful auction outcomes are rarely determined by a single event. They are built through preparation, communication, buyer engagement, strategy and experience. 

While auction day remains the culmination of every campaign, the strongest auction outcomes are built through weeks of preparation, buyer engagement, strategy and expert guidance. When experienced agents and auctioneers work together from the outset, they’re far better positioned to create competition, build confidence and achieve outstanding results.