Auction, Tender, or Price? Choosing the Right Strategy to Get the Best Result

Scott Mackenzie
Oct 29
3 min read

One of the biggest decisions a homeowner faces when selling is how to take their property to market. Should you advertise with a price, set a deadline sale, or go to auction?

Each method has its advantages, and each can deliver outstanding results when matched to the right property, the right buyer pool, and the right market conditions. The key is strategy: understanding why one approach works better than another and tailoring it to the situation.

With more than 14 years of experience in both sales and leadership, I have spent much of my career analysing markets, coaching sales teams, and designing campaigns that align the marketing method with each home’s unique strengths. Recently, I’ve managed three campaigns across the North Shore that perfectly illustrate how choosing the right method can make all the difference.

1. Auction: Competition Creates Confidence

8 Wentworth Park — Sold for $1.76M (reserve $1.5M) with 9 active bidders

Auctions work best when there is broad appeal and buyers are confident enough to compete openly.

This single-level home near top schools was built from trusted materials, the kind of property that cash-ready buyers recognise as a safe investment. I structured the campaign to build momentum through professional video, targeted digital marketing, and strong follow-up with qualified buyers.

On auction day, that competition came to life. Nine active bidders drove the price to $1.76M, which was $260,000 above reserve.

Why auction worked: The property’s universal appeal and cash-buyer audience made it ideal for a transparent, competitive process that let the market set the premium.

2. Tender: Clarity and Confidence in Complex Situations

3/2 East Coast Road — 5 tenders, sold unconditionally on tender day

Not every property fits the mould. This one had flood damage, limited comparables, and a value that was hard to predict.

Rather than guessing a price and risking over- or under-exposure, I chose a tender process to allow buyers to assess the opportunity on their own terms. The marketing was honest, detailed, and designed to build trust while encouraging due diligence early.

By tender day, there were five offers, and the vendor accepted a completely unconditional one.

Why tender worked: When pricing is uncertain or the property has special circumstances, a tender gives both sides space to prepare properly and achieve a confident, unconditional sale.

3. Fixed Price: Fast Engagement in the First-Home Market

1/123 Athena Drive — Asking price $889,000. Sold unconditionally within a week with 6 offers, 3 above asking.

This refreshed ex-rental was perfect for first-home buyers, a group that often needs clarity and simplicity.

I knew their attention would peak in the first 24 hours of launch, so I priced it strategically from day one to generate immediate engagement. Early enquiries turned into booked viewings, and by day four I had six conditional offers on the table, three of them above asking. The property sold unconditionally within a week.

Why a fixed price worked: For entry-level buyers, transparent pricing removes barriers and builds trust. Momentum is everything, and when you capture it early, results follow quickly.

Choosing the Right Method Matters

The right marketing method is not about personal preference. It is about strategy and insight.

Auction amplifies competition and maximises premium when demand is high.
Tender provides structure and confidence when pricing is complex or uncertain.
Fixed price builds trust and immediacy when buyers need clarity and speed.

Each of these campaigns required a different approach, but the principle was the same: understand the property, understand the buyer, and align the method to the market.

After more than a decade of analysing local sales data, buyer behaviour, and campaign performance, I’ve learned that marketing homes well is as much about timing and psychology as it is about advertising. When strategy leads, results follow.