ial Massive nationwide resident define property auctions set to market activity
“ It is anticipated The Big Call Auction will serve as a ‘kickstart’ to the spring housing activity – this time on a nationwide scale.”
Owide ne of the biggest nation residential pr operty auction campaigns e ver seen in N ew
the state of Zealand is set t o define the market. Earlier this year leading
real estate agency Bayleys created a marketing
B ig Call campaign entitled ‘The Summer Auction 2012’,
which saw hundreds of pr operties go under
Bay of the hammer in theAuckland, Islands and Wellington
region over a week-long period.
n has The suc cessful campaig now been e xtended to incorporate
of Bayleys the nationwide network
Auction offices – with ‘The Big Call 2012’ set t o take place
over a fourweek per iod in Sept
ember and October. Collating properties for
inclusion in the h uge campaig n is alr eady
kickingunderway, w ith auctions off fr om Th ursday Sept ember
ar e 6. More than 300 pr operties expected to go under the
hammer during the month-long
campaig n, from as far nor th as
the Ba y of Islands, to Invercargill in the south.
Auction’ To ensure ‘The Big Call makes a lot of noise in the mar ket, h undreds Bayleys is in vesting of thousands of dollars
publicly promoting the auction
campaig n to the w idest possible
audienc e of potential buyers. Every sing le listing sig ning
Auction up t o Ba yleys ‘Big Call 2012’ campaig n will
be par t of a nationwide marketing programme.
ing Bayleys R eal Estat e manag director M ike Ba yley
said the pioneering appr oach of ‘ The B ig
ser ved t o Call S ummer Auction’
whic h create a bu yer momentum
months. carried on into the winter “Just as the summer auction
enzy of campaign gener ated a fr
potential activity – soaking up every buyer interested in the properties –
Auction it is anticipated the Big Call
t o the will ser ve as a ‘kick-start’ spring housing acti vity
– this time on a nationwide scale,” he said. ocess w e “At the end of the pr
uch more will be able t o get a m comprehensive pictur
e of bu yer confidenceacross the board.” Mr Ba yley said the
c ompany was so c onfident about the
Auction’ success of ‘The Big Call
y where its it would be putting its mone
hundreds mouth is – b y investing
int o of thousands of dollars ensuring the campaign
is marketed to the w idest possible audienc e –
pr ess, encompassing nation wide radio and online media.
ation “Throughout the dur
2012’ of ‘The B ig Call Auction collation and marketing campaign, c overage there w ill be e xtensive of the initiati ve in N
ew Zealand’s biggest selling newspapers
and the throughout the c ountry associated property press,” he said. “All of this coverage will
combine to substantially escalate the number
aware of potential buyers becoming of the vast catalogue of
homes – from the F ar North t o the Deep
be on the South – that will seriously market for sale as par t of
‘The Big Call Auction 2012’. To fur ther enhanc e the pr esence
keting of the indi vidual mar
media campaigns, disc ounted packages will be made a vailable to
2012’ all of ‘The Big Call Auction
media in properties across all print their specific locations. Mr Bayley said that in addition
n, to the mar keting campaig Bayleys sales personnel
w ould also automatically:
length of buyers throughout the the marketing campaign.
salespeople w ithin their br anch to find the best possible bu yer xtensive from among their e databases.
local br anch offic
e email newsletter dist ributed t o among
of the individual buyer databases all Bayleys salespeople
within the team.
vendor reports outlining mar ket t o the feedback and r esponse various mar keting
initiati ves being undertaken.
property listing in the
front office window.
ential Mr Ba yley said pot vendors had until mid- A ugust B ig Call to sig n up for ‘The
w ill Auction 2012” . Auctions be held thr oughout Sept ember
acr oss and Oct ober at locations New Zealand.
Auction “Just as our firstBigCall
hmark campaign set the benc
pr operty for the r esidential market levels in the new year, ‘The w ill set Big Call Auction 2012’
ket as w e the pac e of the mar move t owards the spr
ing and summer seasons.”