Online auction success story
Projecting the online auction market 5 - 10 years ahead
Clive Emson is the leading independent regional land & property auctioneers in the country. The growth of online auctions has been steady in recent years, but for Clive Emson their business has been propelled forward through the success of their online auction platform in 2020. As their creative partner, Oak Creative designed and built a comprehensive website specifically for ‘live’ auctioning.
I believe Covid-19 has projected the online auction market 5-10 years in a very short space of time. Our website is our shop window and without our creative partner we would not have been able to make the essential changes that came about during the pandemic.
What role has your brand identity played during the pandemic?
The Clive Emson brand already has a strong identity within our core areas, and we have therefore spent a great deal of time expanding on this brand awareness with the help of our creative partner, web designer, SEO manager and through or social/digital media presence. This is all in addition to the hardcopy advertising events sponsorship and radio advertising we do.
The auction market is still relatively small (but growing) in the global land and property arena however we do have a huge impact on market trends as it is considered the ‘best real’ time barometer for the health of local and national markets.
Our brand identity is built around Trust, honesty and professionalism. All of these things are key to our continued success especially in a time where unfair practises seem to be a rife as ever.
Thankfully reputation does proceed a company and with a strong ethos and years of experience we have been able to confidently help and convert our customers and clients to the new ways of working during the pandemic which has been truly beneficial to all involved.
What does the next 12 months look like for your business?
We are excited to have rolled out our new website and bid button during our June auction and will be excited to see its evolution over the coming months. Whilst it is impossible to predict what will happen in the next 12 months, we are confident that the infrastructure we have in place and the ongoing updates, changes and innovations will help us overcome any obstacle.
The Pandemic has given us time to look at all of our internal and external procedures and we have been making essential changes along the way. The auction market continues at present to be extremely buoyant however I am sure the usual ebb and flow will continue to rock the boat and keep us reaching for the next goal. Hybrid auctions may be the future, combining the best of both worlds and giving the ultimate choice to auction goers. I would like to think that more innovation is going this way and I wouldn’t be surprised that 2022 has a lot more in store for us.
While the world is slowly opening up again we are still not in a position to say when live venues will be able to accommodate large scale auctions and therefore it I safe to say that our auctions will remain online for the foreseeable future.
How important has having a creative partner been for building your brand?
I believe Covid-19 has projected the online auction market 5-10 years in a very short space of time. Our website is our shop window and without our creative partner we would not have been able to make the essential changes that have come about during the pandemic. Our website traffic increased significantly during the past year which required us to change the way in which our website worked, the ability to do this quickly and effectively has prevented any negative impact on our brand identity.
As our website feeds from our auction management system our creative partner understands the integration we need and provides solutions to problems we encounter without losing focus on our brand message.
