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 latest consumer perception survey reveals how attitudes towards 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 frustrations vendors experience with traditional methods of sale such as 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: 

• 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 can strengthen that proposition further, showing that your recommendation is based on the individual seller and their priorities, whether that is speed, certainty, commitment from a buyer or achieving the right outcome for their move.

Growing awareness of auction

Awareness of auction continues to grow, with both Traditional Auction and the Modern Method of Auction becoming increasingly familiar to consumers.

• 97% of consumers have heard of Traditional Auction
• 85% have heard of the Modern Method of Auction (MMoA), up from 76% in February 2026

This growing familiarity is encouraging, particularly because auction can deliver many of the things consumers say they want from the moving 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.

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, unchanged from last year

That growing consideration is reflected in strong satisfaction among consumers who go on to use auction, with consistently high CSAT and NPS scores showing that the experience is delivering for clients.

With greater transparency, clearer timescales and increased commitment built into the process, auction can provide many of the things consumers tell us they want from a better home-moving experience.

Helping you turn insight into conversations

As an iamproperty Partner Agent, you have access to tools and resources designed to make it easier to introduce auction as part of your everyday vendor conversations.

Through the Success Hub and Marketing Library, you can access ready-to-use marketing materials, campaign assets and practical resources to help educate clients, explain the benefits of auction and position it confidently alongside other methods of sale.

Combined with support from our Auction Specialists, these resources can help you identify the right opportunities and give vendors a clearer understanding of the options available to them.

With awareness continuing to grow and more consumers considering auction, there is a clear opportunity to make method of sale a bigger part of the conversation.

By helping clients understand the choices available to them, you can recommend the route that best reflects their priorities and show how iamproperty Auctions can offer greater speed, certainty and commitment when those things matter most.