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Broker marketing should be tailored to buyer feedback, not scripted rounds

After a seller sets an early or late bid deadline, weak participation can leave the seller “chasing the market” and hurt bid motivation.

Reported · Written up by our desk · Industry

Commercial Observer argues that one of the biggest mistakes brokers make when selling an investment property is laying out a fixed, preplanned marketing script, such as specific weeks of marketing and set bid dates and rounds, before the market has a chance to respond.

The outlet says the goal of the broker’s strategy should be to maximize the seller’s proceeds while optimizing the likelihood that the deal actually closes, which it frames as different from simply executing a predetermined number of bidding events.

It highlights the first bid deadline as a key moment where timing requires judgment, noting that setting a deadline too early can mean the property has not had sufficient exposure for buyers to underwrite and build confidence, while setting it too late can also be damaging.

Commercial Observer warns that if the first deadline passes without strong engagement, the seller may end up facing skeptical questions from later bidders about what happened, how many offers came in, and where bids stood, and that the resulting perception can reduce buyers’ willingness to stretch.

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