How are buyers and sellers feeling about auction? 

With more consumers exploring alternative ways to move home, it’s no surprise that auction is growing in both awareness and appeal. Our consumer perception survey reveals how attitudes toward auction are evolving – and what that means for Estate Agents looking to offer more choice, speed, and certainty to their clients. 

As a Partner Agent, these insights can help guide your conversations with buyers and sellers, showing how auction is becoming an increasingly trusted route to buying and selling property. 

Material Information matters 

The importance of upfront Material Information continues to resonate strongly with consumers. In our latest survey, 94% said having Material Information early in the process would significantly improve the home-moving experience – up from 92% last year. 

As well as being an essential compliance requirement, agents offering this upfront information are meeting a real demand in the market. 

What makes a vendor choose you? 

When choosing an Estate Agent, sellers still care most about results and reputation. The top three factors influencing vendor choice are: 

• Top answer: Track record of local sales – 31% of respondents 

• Good reputation – 29% of respondents 

• Commission level – 29% of respondents 

With trust being a major priority for vendors, agents have a clear opportunity to position themselves based on experience and service. Use this insight to guide how you present your value proposition to prospective clients. 

Growing awareness of auction 

Awareness of auction continues to rise: 

• 77% of consumers are aware of at least one type of auction 

• 59% are familiar with traditional auctions (up from 55% in 2024) 

• 41% are aware of Modern Method of Auction (MMoA) (up from 37% in 2024) 

This growing familiarity is encouraging, and as a Partner Agent, you have access to exclusive marketing materials that can help you introduce auction confidently as a viable option. 

Changing perceptions and considerations 

While positive perceptions of auction have remained steady – 37% for buying, 36% for selling – there’s been a noticeable increase in consideration: 

• 41% would now consider buying at auction (up from 36% in 2024) 

• 30% would consider selling via auction, holding steady from last year 

Our Customer Experience (CX) team is focused on making sure every auction client has a smooth journey, helping to shift perceptions and turn first-time users into advocates. 

With increasing awareness, improving perceptions, and growing consideration, now is the time to champion your iamproperty Auctions as a flexible, secure, and timely route to moving home.