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A guide on how to encourage repeat buyers from online auctions.
3 mins

How to encourage repeat buyers


Whether you’re looking to make a profit or simply free up some extra space, selling in auction is a great option.

So you are all set, ready to list your items and watch the bids roll in, but how do you give your customers an experience that will have them browsing and bidding time after time? Having a good repeat customer base can make all the difference to your success selling online. So without further ado, here are our top tips to become a reputable ‘go to’ seller…

Find the right route to market

You’re in the right place with William George. We’re proud of the great relationships we build with our sellers, you’ll even get a dedicated accountant manager who will work with you to achieve the best results. It’s quick and easy to move your stock into auction with us and our marketing team will be sure to shout about your lots. On top of that we offer 0% seller commission and free listings, so you can feel happy knowing you’ll get 100% of the hammer!

Once you’ve found your chosen platform, stick with it and ensure exclusivity whilst your lot is online to make sure you can fulfil the sale. You can list at your own pace, placing anything from a few lots to hundreds into auction at any one time. Whether it’s pallets of stock, truck loads or individual items, you can list however best works for you. If you’re not sure how to sell your stock to achieve your goals then your account manager will have a chat with you and give you advice on the best way forward.

Get the price right

Competitive prices will attract more bidders and ultimately push the price up, for certain items going for a ‘no reserve’ option could be the best approach to attract multiple bidders and encourage competition. Then you can sit back with a cuppa and watch the bids go up.

If you are selling luxury pieces you may wish to have them appraised by a professional before deciding on a reserve. You can also research what other similar pieces have recently sold for to give you an idea on where to pitch your lot.


Be honest and upfront, describing your lot in detail so your bidders know exactly what to expect, they’ll thank you for it! If you leave them with more questions than answers then they’ll head off to do their own research, distracting them from putting in that all important bid. Think about what your target audience would want to know about your lot and aim to make the decision making process as easy as possible for them.

Selling furniture? Include the dimensions so potential bidders can check right away if it fits in that space they have in mind. If you have art or antiques on offer, then include a condition report so bidders know you have thoroughly checked the item and made note of any chips/cracks/wear for them to consider. This will also highlight if the item is in excellent condition.

Once you’ve written your description it’s time to double check your spelling and grammar to make sure it’s all tip top, this way your lot can be easily found, and it’ll show it off in the best light giving you credibility.


A picture says a thousand words, so let yours do some of the talking for you. Plain backgrounds will make your items stand out and when a bidder can’t see an item in person clear photos are invaluable. Avoid busy backgrounds or hands in your photos, these can distract from the lot itself. Take photos from as many angles as possible and if it’s brand new then show this off. You can upload as many images as you like, so get snapping!
Be friendly and available  

When the auction is live we will take care of all customer queries for you, but there will be times when only you know the answer to that all important question. If we can get hold of you quickly and go back to the customer with the information they need before they’ve had a chance to even click off the page then they’re likely to place their bid there and then.

Be consistent

It’s going to take a few listings and some time to see those repeat bidders coming through, but with consistency, detailed descriptions, clear photographs and great customer service you’ll get them seeking out your lots time after time. They’ll have complete confidence that they know exactly what they’re bidding on, that it’ll arrive on time in good condition and that we are on hand to help if they need us.

Ready to get selling now? Then head over here!