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. 

It also shows how closely auction aligns with what consumers want from an ideal home-moving process: greater commitment from both parties, more transparency, useful information provided upfront and clearer timescales for progressing the sale. 

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, and how its process can address some of the common frustration vendors have with traditional methods of sale like Private Treaty. 

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. It supports a more transparent process and helps buyers make better-informed decisions earlier, reflecting the upfront approach that sits at the heart of auction. 

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. Offering a choice of sales methods also demonstrates that you can tailor your recommendation around the seller’s individual priorities, including their need for greater speed, certainty or commitment from a buyer. You can 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, particularly as auction can deliver many of the things consumers want from an ideal process. Defined timescales provide greater clarity over the journey ahead, while the structure of the sale encourages commitment and helps buyers and sellers move forward with greater confidence. 

Our Partner Agents 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. Combined with greater transparency, clearer timescales and increased commitment from those entering the process, this helps deliver a moving experience that more closely reflects what today’s consumers expect. 

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 – and one that delivers more of the certainty and commitment buyers and sellers are looking for.