The estate sale business is evolving, and online platforms are leading the charge in transforming how sales are conducted. 52% of sellers on EstateSales.NET are now conducting sales online. With this market shift, comes a need to reassess marketing strategies to stay competitive.

Targeted marketing is key for every sale, whether it's in-person, online, or a combination. This article will guide you through adapting your marketing for different sale formats, targeting the right shoppers, and handling different timelines.

Sale Formats: In-Person, Online or Hybrid

Estate sales can be in-person, online, or hybrid - a combination of both. Each requires a tailored marketing approach.

In-Person Sales

In-person sales prioritize local reach. Market your event within the community through:

• Flyers in neighborhoods, local stores, and community centers.
• Targeted social media posts for local groups and pages.
• Listings on local websites and event platforms.

Want to get people excited about your sale? Show off the valuable items and make it clear they might not last long. This plays on FOMO “—the Fear Of Missing Out” which can be a powerful way to get people to buy.

Online Sales

Online sales offer access to a broader audience. Leverage digital marketing tools like:

• Paid advertisements targeting specific demographics.
• Email campaigns highlighting key items.
• Social media ads, particularly on platforms like Facebook and Instagram.
• Search Engine Optimization (SEO) strategies to improve listing visibility.
• EstateSales .NET’s Seller Marketing Program, a comprehensive suite of tools and resources designed to help target and reach a wider audience.

Remember, high-quality photos and detailed descriptions are essential for online sales, as shoppers can't inspect items in person. Offering clear shipping options can also expand your potential pool of shoppers.

Hybrid Sales

For broader reach and increased sales, a combination of in-person and online sales can be highly effective. Your marketing should reflect this blended approach, covering both bases. Use local ads to attract nearby customers to the in-person sale, while simultaneously leveraging the power of online platforms to connect with shoppers across a wider geographic area.

Targeting the Right Audience

Ever wonder how some estate sales just seem to click? A lot of it comes down to knowing who you're trying to reach. Once you understand their preferences, your marketing – and where you put it - will practically plan itself.

In-Person Sales

In-person sales typically attract local shoppers: collectors, antique enthusiasts, bargain hunters, or individuals seeking affordable furnishings.

Here's how to connect with them:

• Engaging local communities through social media groups: Join Facebook groups, Nextdoor communities, or other local online forums where residents discuss events, share recommendations, and connect with neighbors. Share details about your estate sale, including dates, times, a few enticing photos of key items, and a link to any online listings. Be an active participant in the group, not just someone posting ads.
• Securing local press coverage or advertising in neighborhood newspapers: Contact local newspapers, community newsletters, or even local radio stations. A short press release or paid advertisement can reach a demographic that might not be as active on social media. Highlight unique or high-value items to pique their interest.
• Listing the sale in local online directories: Websites like Craigslist, local event calendars, and community bulletin boards often have sections for garage sales or estate sales. List your sale with a clear description, address, dates, times, and a few appealing photos.

Online Sales

Online sales can reach a wider range of shoppers. Target specific groups, like collectors, vintage enthusiasts, or resellers.

Use social media platform targeting tools to reach people based on:

• Interests (e.g. collectibles, vintage furniture, art): On platforms like Facebook and Instagram, you can create ads that are shown only to users who have expressed interest in specific hobbies, categories, or products. For example, if you're selling a lot of mid-century modern furniture, you can target users who follow design blogs or like pages related to that style.
• Demographics (e.g. age, location): Refine your audience based on age, location, and other demographic factors. This is especially useful for online sales as you can target shoppers beyond your immediate geographic area. Each platform provides insights and data on their users. Facebook and Instagram, for example, have "Audience Insights" tools within their ad platforms that show you the demographics of users interested in certain topics or who follow specific pages. You can use this data to inform your targeting. For example, if you find that collectors of antique glassware are typically women aged 45-65, you can tailor your ads accordingly. You can also use publicly available census data or market research reports to get a broader understanding of the demographics in your area.
• Online behavior (e.g. browsing estate sale websites): Some platforms allow you to target users who have visited specific websites, like other estate sale platforms or online auction sites. This allows you to reach individuals who have already demonstrated an interest in this type of sale. For example, you could target users who have recently browsed listings on EstateSales.NET.

Adapting to Different Timelines

The size of an estate varies depending on the client, property and items. Some clients need a fast turnaround, others have months. It’s not always the same and your marketing shouldn’t be either.

Short-Notice Sales

When you need to sell quickly, your marketing needs to be fast too. Here's what to do:

• Get the word out: Use email and social media to immediately announce the sale. For example, draft a short, attention-grabbing email blast to your subscriber list with the sale details. On social media, post across all your channels (Facebook, Instagram, etc.) with eye-catching images and a clear call to action (e.g., "Estate Sale This Weekend!").
• Reach more people quickly: Think about paid ads. Boost your social media posts to reach a wider audience in your area. Consider targeted ads on platforms like Facebook or Google Ads, focusing on demographics and interests relevant to your sale items.
• Make a clear listing: Put the dates, prices, and a description on your website or sales platform. Include high-quality photos of the most desirable items and a clear, concise sale description. Make sure the listing is easy to find and navigate.

Focus on the most valuable items, even if it’s just one or two, so people know what's special about the sale. For example, in your marketing materials, highlight an antique or the named designer furniture.

Planned Sales

When you have more time, you can plan your marketing carefully and build excitement.

• Start early: Begin marketing at least a month before the sale, especially if you have rare or valuable items. This gives you time to build anticipation and reach a wider audience.
• Get people interested: Share blog posts and social media updates to build anticipation. For example, create a series of blog posts or social media posts showcasing different categories of items that will be available at the sale. Share behind-the-scenes photos or videos to give people a sneak peek.
• Give sneak peeks: Consider showing off some of the best items before the sale. Host a preview event or share photos and videos of high-value items on social media. This can generate buzz and encourage people to attend the sale.

The goal is to get people excited over time, so they have plenty of time to plan their visit.

Ongoing Sales

Sales that last a long time need consistent marketing to keep people coming back.

• Keep listings updated: Add new items regularly. As items sell, remove them from the listings and add any new inventory. This keeps the listings fresh and encourages people to check back regularly.
• Bring back interested shoppers: Use retargeting ads. These ads target people who have previously visited your website or interacted with your social media posts. They can be a powerful way to remind people about the sale and encourage them to return.
• Share updates regularly: Send emails with highlights of new items. Create a regular email newsletter to keep your subscribers informed about new additions to the sale. Include photos and descriptions of the new items to pique their interest.

Keep your content fresh and interesting so people will want to come back. For example, share customer testimonials or highlight unique ways to use the items you're selling.

To be successful, your marketing should fit the type of sale, who you're trying to reach, and how long the sale lasts. By changing your approach for in-person, online, or mixed sales, you can get the right shoppers, make people interested, and sell more. EstateSales.NET can help you find your target audience and manage any kind of estate sale.