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Commercial Auction Annual Review 2014
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Unrivalled Market Access

“A Cohesive Approach”

Dedicated Commercial Auction and Private Client Investment Teams working together.

Auction & Private Treaty

Not every property is immediately suited to a sale by auction. This could be due to limited or specialist market appeal, lot size or vendor expectations on price.

By combining the strengths and experience of both the Auction and Private Client Investment Teams we can ensure the best advice is given and the best sale price is achieved. We do this by combining both teams’ marketing resources, and using the auction as a backstop to the private treaty sale if necessary.

The benefits of this combined approach, is often crystallised in the use of the auction contract. The efficiency of the method in getting a deal ‘over the line’ is becoming more widely recognised. Of the dozen largest lots sold in 2014 (with an average lot size of £5.7m), 50% were sold with the benefit of dual marketing, with the auction contract ensuring timely disposal and limited contract negotiations.

A recent example is the ground lease investment of an Asda Superstore in Farnworth, Bolton, which we sold prior to our December auction for £9.7m (NIY 2.75%), some 31% above the asking price.

SOLD PRIOR to Auction

Lot 83 - December Farnworth, Bolton Asda Superstore Virtual Freehold Ground Lease Investment
Auction Backstop £9.7m 2.75% NIY
Lot 115 - July Norbury, London Office Freehold vacant office development with residential planning consent granted
Auction Backstop £7.5m £116 psf c.v

For further details contact

Private Client Investment
Alex Butler
+44 (0)20 7543 6722
alex.butler@allsop.co.uk

 

 

Commercial Auction
Mark Gower
+44 (0)20 7543 6727
mark.gower@allsop.co.uk

Marketing

We pride ourselves on our ability to market directly to over 250,000 registered private UK and overseas investors who have expressed an interest in property investment.

Utilising multi-channel marketing methods before, during and after auction, ensures we maximise our communications to potential investors, ensuring unrivalled market exposure for our clients’ properties.

We consistently monitor the effectiveness of auction marketing campaigns, and whilst marketing to our subscribers is successful, there is always room for
improvement.

In 2014 we identified a need for more investment into digital media initiatives. This would ensure a broader reach and exposure to new audiences, as well as attracting those audiences to visit the dedicated auction website.

In the past 12 months:

 

  • 1.55m visits to the dedicated auction website in 2014
    16.7% increase in website visits in 2014 vs 2013
    ‹10% increase on new visits made to the auction website in 2014 vs 2013

 

We continue 2015 with this proactive approach, identifying opportunities and employing new marketing strategies as and when they arise.

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