Welcome to the Hollis Morgan Guide to selling by Auction

The most successful auctioneers in the region since 2010.

The Hollis Morgan philosophy is based on combining traditional high street agency with modern technology allowing us to build lasting relationships by listening to our clients, understanding your situation and delivering on our advice.

Our experienced team pride themselves not only on achieving the best results but the satisfaction of a job well done - this pragmatic approach has enabled us to build the largest firm of auctioneers in the West Country.

Covid has meant dramatic adjustments to our working practices, famous for our large public auctions we have adapted by launching a monthly Live Online Auction service – an interactive platform for Buying & Selling all types of land and property.

A Live online auction has all the benefits of a traditional auction such as speed & transparency but with the advantage of being able to bid from anywhere with the auction streamed live on the Hollis Morgan website and the option to bid by telephone, proxy or online.

In 2020 we sold nearly 150 lots by this updated method - we have embraced this change and move forward with our 2021 live online calendar of sales confident we can provide the best service for our clients.

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In 2020 Hollis Morgan sold more lots by auction in Bristol, North Somerset & Gloucester than any other auctioneer!

In 2020 Hollis Morgan sold more £££’s of BS postcode lots than all the other local auctioneers combined!

Since 2010 we have offered more lots in our catalogue ( 2151 ) than any other local firm.

Bristol’s most experienced auctioneer Andrew Morgan MBE – with forty years’ experience on the rostrum.

Auction specific premium adverts on both the UK’s biggest property portals Rightmove & Zoopla.

Digital Mailing list of over 20,000 Local, National, Regional and International Developers, Investors and family buyers.

Over 100 years combined property experience operating from our Regional HQ based in Clifton covering Bristol and the West Country.

Innovative yet simple marketing techniques such as virtual tours, drone shots, video tours, hi vis signage and professional photos.

Active and coordinated social media presence on Instagram, Twitter, LinkedIn and Google retargeting programme.

Fixed Timescales & Speed

Exchange on the day with a quick & fixed completion of 4, 6 or 8 weeks.

Closure & Control

10% non refundable deposit taken upon exchange and the deal is done unlike a traditional sale.

High Profile Sale

Intensive 4-6 week marketing campaign to make your lot visible and available to all potential buyers.

Guaranteed Price

You set a minimum reserve which protects you from selling for any less than you want.

Transparency & Competitive Bidding

Auction provides a transparency of sale ensuring your lot is sold to the person willing to pay the most on the day.

We are confident our results speak for themselves….

In 2020 Hollis Morgan sold more lots by auction in Bristol, North Somerset & Gloucester than any other auctioneer!

Selling in Bristol - No firm sold more lots in the BS postcodes in 2020 than Hollis Morgan with a 44% market share.

View Auctions Statistics

Total Lots Sold 2020

total sold 2020

*Source EIG - The graph is only showing Bristol based auctioneers.

In 2020 Hollis Morgan sold the most £££’s of Land & Property located in Bristol by any Bristol Auctioneer.

Total £££ Raised 2020 £m

total raised 2020

*Source EIG

Since 2010 Hollis Morgan has consistently outperformed Maggs & Allen – Selling 52 % more land and property for on average higher prices above the guide in Bristol, North Somerset and Gloucester.

Total Sold (£m) 2010-20


Market Share Since 2010 %



Since 2010 Hollis Morgan have had the largest catalogue, sold the most number of lots with the highest average sale price and the highest average % achieved above the guide.

Average Sold Price Above Guide Price Since 2010 %


Total Lots in Catalogue


*Source EIG

Selling a lot under £250,000 in value?

Hollis Morgan consistently achieve the best prices for lots under £250,000 at auction achieving on average 17.6 % over the guide price in 2020 – and we sold 31 % more lots than Maggs & Allen in this price range.

In fact since 2010 Hollis Morgan have sold over 850 lots under £250,000.

% Over Guide for Lots Under 250k

over guide under 250

Is your lot worth £250,000 - £500,000?

Since 2010 Hollis Morgan have sold 64 % more lots in the £250,000 - £550,000 range and raised more £££’s in sales than Maggs & Allen.

In 2020 we sold nearly £20m of lots in this price range – 40 % more than Maggs & Allen.

Lots Sold Between 250k & 500k

lots 250 to 500

Total Sold (£m) £250k - £500k

revenue 250 to 500

*Source EIG

Selling a property in excess of £500,000?

Since 2010 Hollis morgan have sold 5 times as many auction lots over £500,000 than Maggs & Allen raising 565 % more £££’s for our clients.

Lots Over £500k

lots over 500

Total Sold (£m) Lots over £500k

revenues over 500

*Source EIG

Historic Statistics

Our 2010-20 Auction Statistics.

Total Raised from 2010 to 2020

total raised 2010-2020

Average Guide Price from 2010 to 2020


Average Sold Price from 2010 to 2020

average-sold 2010-2020

*Source EIG

Close Statistics

In Need of Modernisation

Auctions are synonymous with selling properties in need of modernisation and for many years auctions were seen as a niche sector of the property market. In more recent times, as fans of day time TV will confirm, buying and selling at auction has become a normal occurrence and the profile of our buyers has changed dramatically in the last 5 – 10 years with many families and non property professionals participating and winning lots.

Royal Albert Road

Prime Family Homes

Auction can be an excellent way of maximising the sale price of prime residential property – especially those in need of some basic updating. The competition for family homes across the City is frantic with multiple interest and numerous proceedable buyers all competing for the same property – more often than not private treaty sales lead to a sealed bid situation which like an auction has the benefit of competitive bidding but the downside of no closure or exchange for often months after agreeing the deal. An auction is the best way to create a competitive buying environment but with an instant exchange and fixed completion date – we often sell homes to families with mortgages and bridging loans or in chains so you are not ruling out any potential buyers.

St. Matthews Road

Rural Homes & Country Living

Many City dwellers are desperate to ‘escape to the country’ in the aftermath of COVID continuing to dramatically change the demand and prices in rural areas. This means you can no longer rely on the historic sales values & local agents as in this new market properties are often worth what ever someone is willing to pay for them on the day – the transparent and competitive nature of an auction is the ideal way to maximise and identify the value of your property and appeal to the widest possible range of buyers.

Westerleigh Hill

Previously on the Market?

We are contacted on a daily basis by vendors who are on the market with local estate agents and for a variety of reasons want to speed up the process and sell their property.

The reason for not selling can be as simple as bad luck with chains collapsing, the slightly less forgivable terrible photos from the estate agent but more often than not the main reason for a property not selling is down to the asking price being too high.

Most properties are suitable for auction; we can advise you on a reserve and you can judge if this price allows you to move forward.

Hill Road

Land & Development Sites

Our auction clients have an insatiable appetite for land and development sites from across the region – we tend to focus on smaller plots with planning with 1 – 20 units and also land without planning.

Even in concentrated urban areas there are many potential development opportunities such as coach houses and stable blocks, small parcels of land, derelict buildings, properties with large gardens and car parks – we can help maximise the potential and advise on the best way forward.

Visit our SOLD Land Archive

Visit our Planning Department

Coach Houses & Garages

We always have buyers on our books looking for both personal use and investment - Garages are an excellent entry level investment with single units providing an income of up to £150pcm in Central Areas alongside increased competition from individual residents feeling the added pressure of Parking in the City with the introduction of the new RPZ scheme.

There is always the added bonus of garage ranks sites being able to gain planning permission for development providing a potentially lucrative exit plan for your investment. We sell a wide range of single, double and tandem garages as well as ranks of up to 100 units to private individuals and investors alike.

Visit our SOLD Garage Archive

Probate Service

Following a death, the first thing that is required is a valuation of the deceased’s property, often the biggest asset in the estate, in order to obtain probate. We can offer a sensitive, professional and fast service to deal instantly with property matters at, what can often be, a very distressing time.

Visit our Probate page

Unusual Properties

One of the joys of auctions is the chance to sell unusual and often spectacular properties – often very tricky to value and with a guarantee of multiple interest.

We have been lucky enough to sell Castles, Churches, Mansion Houses, Lakes and Salmon Estates!

Priory Road

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Auction Testimonials

Read what people say about us in the many letters, cards and emails of commendation, appreciation, pleasure and surprise that appear below - these are just some of the positive comments we have received since 2010 illustrating that we have consistently maintained excellent relations with our clients.

Auction Guide
Auction Review

A Live online auction offers land and property for sale in a competitive manner, bringing sellers and buyers together in an interactive online marketplace hosted by Auctioneer Andrew Morgan MBE.

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 4, 6 or 8 weeks later subject to contract.

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 marketing campaign prior to the auction from marketing to behind the scenes preparation for the sale.


Buyers submit a viewing request online and all viewings are supervised by a member of the auction team adhering to social distancing and PPE.

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 20,000 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 watch the auction?

Andrew says: "Yes the auction is streamed live online from the Hollis Morgan website – just click on the link!".

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".

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