One of the most common mistakes agents make is waiting until auction day to set expectations with buyers and sellers. According to Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions, if you're having those conversations for the first time on the day—it’s already too late.

The real work happens well before the auction itself. Setting expectations early and consistently throughout the campaign is what builds the trust, rapport, and credibility needed to navigate high-stakes decisions when it counts.

It Starts with Over-Communication

If you want both parties to be aligned, informed, and ready to act on auction day, it starts with structured, proactive communication—from the moment the campaign launches.

For Vendors:

• Weekly face-to-face meetings to talk strategy and buyer feedback
• Twice-weekly vendor reports providing written data and insights
• Daily check-ins to address questions and maintain confidence
• A dedicated WhatsApp group for instant, transparent updates

This level of communication ensures that nothing is left unsaid, and your vendor is fully across the reality of how the market is responding. It also reduces the likelihood of resistance when it comes time to adjust expectations or make important decisions.

For Buyers, It’s About Connection

Buyers need just as much attention. They’re often overwhelmed, uncertain, or nervous— especially in the final week of the campaign. The goal is to build trust and clarity, so they’re prepared and confident when they raise their paddle.

Adrian recommends:

• Contacting each buyer three times per week during the campaign
• Scheduling face-to-face meetings in the week leading up to auction
• Sharing recent comparable sales and guiding them through the process

When buyers feel supported and well-informed, they’re more likely to show up, bid with confidence, and follow through.

Effort First, Feedback Second

Adrian puts it simply: you can’t deliver feedback effectively if you haven’t shown the effort first.

If you’ve invested time, energy, and care throughout the campaign, buyers and sellers are far more likely to:

• Trust your advice
• Respect your seniority
• Take action based on your recommendations

Effort earns you the right to influence, and that’s what truly matters when guiding a result on auction day.

Auction success is rarely about what happens on the day—it’s what happens in the four weeks leading up to it.

By creating a campaign built on consistent, clear, and high-frequency communication with both buyers and sellers, agents position themselves as trusted advisors—not just facilitators.

That’s what gives you leverage. That’s what drives results.

By Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions.

More Adrian Bo readings 

How to approach fees without letting them undermine your business

Delivering tough news to sellers: Why honesty and objectivity matter

Managing your time: How to ensure every vendor feels like your only vendor 

Staying in Touch: The Key to Long-Term Real Estate Success 

The Danger of waiting for perfection in Real Estate

Handling Buyer Objections: How to stay firm on price while maintaining trust 

The Truth About Being a Standalone Agent in Real Estate