7 tips for hosting an online livestock auction

Two pioneering sheep breeders who hosted successful online auction sales during the Covid-19 lockdowns have offered advice to farmers looking to follow in their footsteps.

John Scott of Fearn Farm in Easter Ross and Neil McGowan of Incheoch, Blairgowrie, shared their experiences of farm-based auctions during a Sheep Breeders Round Table webinar (17 November).

Mr McGowan explained how the auction worked.

See also: Advice for buying rams based on EBVs

The technology is based on software called Yourbid that operates using a Helmsman-style system developed in New Zealand.

Put simply, this means all lots in the sale are offered simultaneously.

Mr McGowan says this overcomes a major drawback for the seller in conventional sales where lots appear consecutively. In this type of sale, later lots can sometimes achieve lower prices because fewer buyers remain at the auction throughout the day and competition drops off.

Another advantage from the seller’s point of view is that the online catalogue is live days ahead of the sale and bids can be secured.

“With a reserve set, we knew 80% of rams had already hit the price well ahead of the sale day, giving us peace of mind,” Mr McGowan explains.

The extra time benefits the buyers, too, because they can reassess each lot during the sale period, so decision-making is less pressured.

On the day of the sale buyers can attend the event and make bids on their preferred lots, using slips handed to auctioneers or via smartphone.

Alternatively, they can stay at home and watch the auction live online.

Tips for a successful auction

The two farmers provided a range of tips to set up and promote an online auction:

1. Make the sale into an event

Create a family atmosphere, with ice creams and refreshments available to encourage future attendance.

2. Promotion

Use every social media channel to publicise the event.

3. Use professionals

It is worth spending money on professional videographers for publicity. Poor quality presentation will undermine buyer confidence.

4. Prepare the site

The shed must be clean, light and airy with large screens and seats to watch the auction bids.

5. Engage with social media

Keep posting and answer questions positively. This can be draining, but it is necessary.

6. Use video thoughtfully

Give buyers a chance to view the sheep pens and provide close-ups of feet to show stock is healthy.

7. After-sales support

If someone has a problem, fix it. Don’t leave it and risk bad reviews.