Welcome to our Essential Guide to Selling by Auction

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Be Part of Bristol & the West Country's Biggest Property Event

Hollis Morgan regularly hold the largest property auctions across Bristol and the West Country from our iconic Sale Room in Clifton.

Since we formed in 2010 we have sold the most £££'s of land and property by Public Auction in the region - EVERY YEAR!

Did you know… In 2018 we had the highest % success rate and sold more £££’s of Land and Property by auction than all the other Auctioneers in Bristol & North Somerset combined!

Between 2010 and 2018 we have held 51 auctions, offering 1321 lots and raising over £270k for clients across the region.

We have approximately 40 - 60 lots per catalogue ranging from £10k to £3m and upto 750 people attend our iconic Sales.

The key benefits of a sale by public auction

  • Speed - Exchange on the night with a quick completion of 4, 6 or 8 weeks.
  • Closure - 10% deposit taken on the night and deal is done.
  • Intense 4 / 6 week marketing campaign with local, national and international coverage.
  • Access to both traditional family buyers and the professional market.
  • Control - you have set out your plans for buyers to follow - you are in charge and set the pace.
  • Reserve - you set a reserve which protects you from selling for less than you want.
  • Best possible price is achieved - and it is played out in front of your own eyes meaning no “what ifs!”.

Why Hollis Morgan?

  • In 2018 we had the highest % success rate and sold more £££’s of Land and Property by auction than all the other Auctioneers in Bristol & North Somerset combined!

  • We also had the highest % success rate in the region.

  • Historically we are the most Successful Auctioneers in the region since 2010 - over £270k of lots sold!

  • Bristol’s most experienced auctioneer Andrew Morgan MBE.

  • Advertise online with auction specific premium posts on both RIGHTMOVE and ZOOPLA.

  • High profile weekly press campaign focusing on the Bristol Property Live newspaper with regular adverts in the Western Daily Press, West Country Live, Estates Gazette, North Somerset Times, Chew Valley Gazette, Gloucestershire Echo, Gloucester Citizen and Bath Chronicle.

  • Online Mailing list of 15,000 investors, developers, self-builders and family buyers.

  • Local, National, Regional and International audience.

  • Biggest catalogue and Highest auction Attendance - Upto 750 people attend our auctions.

  • Prestigious Clifton Auction Venue & Regional Office covering Bristol and the West Country.

  • Experienced Team offering expert advice - Meet the team – over 100 years experience in Bristol property!

The Results speak for themselves…

In 2018 we had the highest % success rate and sold more £££’s of Land and Property by auction than all the other Auctioneers in Bristol & North Somerset combined!

2018 Results Catalogue Lots Percent Sold Total Sold £M Market Share
Hollis Morgan 183 85% 44.7m 24%
Maggs & Allen 140 82% 21.9m 12%
Auction House Bristol & West 68 72% 9.3m 5%
David Plaister Ltd 40 67% 4.6m 2%

Scroll left/right to see full table

Source: EI Group (based on amount raised)

Hollis Morgan achieve the best prices

During our 12 auctions in 2017 / 2018 we had an average sale price of £286k per lot achieving on average 28% over the guide price - we are confident of achieving the best price for your lot.

Average Guide Price Average Sale Price Average % sold price above guide
Hollis Morgan £245k £286k 28%
Maggs & Allen £179k £194k 17%

Scroll left/right to see full table

Source: EI Group

Auction Guide
Auction Review
Auction Statistics

The auctioneer

Andrew Morgan is one of the most respected and well known estate agents and auctioneers in Bristol having spent a lifetime in residential agency and on the auction rostrum and is recognised as one of the most experienced provincial auctioneers in the country. His knowledge of property is second to none which is invaluable to one of the fastest growing agencies in the region.

Find out more in the meet our team section.

An auction offers property for sale in a competitive manner, bringing together sellers and buyers. Our auctions are public events to which all are welcome, allowing all interested parties to see the best possible prices being achieved.

The auction process

In most cases the seller will have set a reserve price, below which the property cannot be sold. Once the reserve price is achieved, bidding will continue to a conclusion and the gavel will fall, triggering an immediate exchange of contracts with completion and full payment 28 days later.

Is my property suitable for auction?

Many properties are suitable for auction, for one or more of the following reasons:

  • Has the property been offered for sale on the open market and failed to sell?
  • Does it require modernisation?
  • Does it have development potential?
  • Will it attract multiple buyers?
  • Is it difficult to establish the value?
  • All types of land with, or without Planning
  • Has Planning Permission been Granted or refused?
  • Is there a need for transparency? i.e. when acting on behalf of Trusts or Public Bodies
  • Are you an executor?
  • Is it an investment property?
  • Is your property only suitable for a cash buyer?
  • Do you need to move quickly?
  • Can a fast sale solve a personal situation? i.e. in the case of debt or divorce?

As part of our valuation visit, we will advise you on the suitability of the auction process for your property

How do I place a property in an auction?

Simply call Hollis Morgan and tell us you wish to sell your property by auction!

Free no obligation valuation

Either Oliver Hollis or Andrew Morgan will visit you at the property and advise you whether it is appropriate for auction.

Setting the guide price and the reserve

We will recommend a Guide Price - this figure indicates to prospective buyers the approximate price range of the property. The Reserve Price is simply the figure below which you will not sell - and is confidential.

What costs are involved?

You will be surprised how little an auction costs!

Auction Expenses: you can enter your property into one of our auctions for just £350 +VAT - this is paid for in advance.

Sale commission: in addition, a commission will be agreed at the valuation usually a % of the final selling price - our fees are competitive and generally in line with traditional estate agents.

Other Costs to consider...

  • Energy Performance Certificate - from £80 + VAT
  • Legal Pack - Your solicitor will provide a quote or we can put you in touch with someone that can.

What happens during the marketing process?

Below is a breakdown on some of the key events that take place during the 6 week marketing campaign prior to the public auction from marketing to behind the scenes preparation for the sale.

Set Viewings

Viewings take place weekly, at advertised, fixed times, with a member of the auction team attending to take potential buyer's details, answer questions and to leave the property secure.

Auction catalogue

We use professional designers to create our stylish auction catalogue, with informative photography, accurate particulars and professionally prepared floor plans.

Our contacts

We have also carefully created an unrivalled mailing of 15,000 local, national and international investors, developers and self builders.

Legal packs

We will liaise directly with your solicitor to assist with preparing the auction legal pack - required for every auction property. The pack is available in digital format via our purpose built website for prospective buyers and their legal advisors to download 24/7 Free of Charge. ( We do not charge buyers for this service unlike some of our competitors ) The pack is an essential part of the marketing process as we have a tracking system to monitor which documents are being downloaded enabling us to target specific, interested parties.

Our online campaign

We pride ourselves on the very best online coverage for your property and subscribe to all the major property portals with auction specific adverts and specific marketing campaigns on both Rightmove AND Zoopla – many other auction houses feature on just one of these sites and miss out on potential buyers. We have also recently updated the Hollis Morgan website with video guides and easy to use access to all our Lots, Historical Sales data and archives.

Regional press

We have a high profile image in Bristol Property Live alongside regular adverts in the Weston Daily Press, North Somerset Times, Chew Valley Gazette, Gloucestershire Echo, Gloucester Citizen and Bath Chronicle ensuring your property is seen by all demographics across the region. We have excellent working relationships with these publications and regularly arrange for feature editorials to be published.

Window displays, targeted leaflet drops etc

Your property will be framed in our state-of-the art LED window display at our mews-style office.

We can deliver a professionally-produced flyer to the key roads in your neighbourhood - essential for garages and properties with immediate local interest.

We are always open to property-specific marketing techniques including video tours, professionally-taken photography and brochures. We have lots of ideas and expert contacts and are always open to suggestions!


Auctioneer Andrew Morgan MBE answers your questions…

What is the difference between a guide price and a reserve price?

Andrew says: Royal Institute of Charted Surveyors defines them as follows:

Guide price

An indication of the seller's current minimum acceptable price at auction. The guide price or range of guide prices is given to assist consumers in deciding whether or not to pursue a purchase. It is usual, but not always the case, that a provisional reserve range is agreed between the seller and the auctioneer at the start of marketing. As the reserve is not fixed at this stage and can be adjusted by the seller at any time up to the day of the auction in the light of interest shown during the marketing period, a guide price is issued. This guide price can be shown in the form of a minimum and maximum price range within which an acceptable sale price (reserve) would fall, or as a single price figure within 10% of which the minimum acceptable price (reserve) would fall. A guide price is different to a reserve price (see separate definition). Both the guide price and the reserve price can be subject to change up to and including the day of the auction.

Reserve price

The seller's minimum acceptable price at auction and the figure below which the auctioneer cannot sell. The reserve price is not disclosed and remains confidential between the seller and the auctioneer. Both the guide price and the reserve price can be subject to change up to and including the day of the auction.

Can I Set a Reserve?

Andrew says: "Yes - we will recommend a suitable reserve at our initial meeting and then monitor the level of interest and advise on a final figure ( within 10% of the guide price ) closer to the auction date".

Do I need a solicitor?

Andrew says: "A property cannot be offered for sale without a legal pack and this needs to be prepared well in advance of the auction and available to be downloaded from our website. This will contain special conditions of sale, title documents, leases (where applicable), searches, planning documentation and office copy entries'.
your auction questions answered by Andrew Morgan remember, when the gavel goes down the deal is done!

Can I attend the auction?

Andrew says: "Yes. Auctions are public events to which everyone is welcome. In fact Hollis Morgan positively encourage people to attend whether as bidders or observers".

Will my property be surveyed?

Andrew says: "Particularly in the case of family houses it is quite possible a prospective purchaser may wish to have the property surveyed prior to the auction, The auctioneers will make direct arrangements with the seller for this to be carried out. It is the buyers responsibility".

Should I keep the property insured?

Andrew says: "The seller should keep the property insured until completion has taken place".

What if it doesn't sell?

Andrew says: "If for any reason the property is not sold at auction it is quite possible the auctioneer may receive a post-auction offer from an interested party. Unless a sale is concluded quickly it will be offered, at no extra cost, in the next sale if the seller wishes".

Can someone make a pre auction offer?

Andrew says: "Yes – Once the legal pack has been completed potential buyers can submit a pre auction offer and if you consider it “as good or better than you would achieve at auction” and they can exchange on auction terms then a pre auction deal can be done".

Do I need to do the viewings myself?

Andrew says: "No – A member of the Hollis Morgan Team will supervise all viewings and ensure the property is left secure".

2020 Auction Calendar

25th February (Tuesday) 2020 

29th April 2020 

10th June 2020 

29th July 2020 

30th September 2020 

11th November 2020 

9th December 2020 

All Saints Church, Pembroke Road, Clifton, Bristol, BS8 2HY

Auction Location Map

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