How to sell a luxury property by reverse auction

Keller Williams' team owner, Dan Polimino claims the luxury home he sold through reverse auction found its true value.
  • Reverse auctions may best suit a big luxury property that can attract significant interest on social media.
  • To successfully manage a reverse auction, you need a commitment from the agent to invest in extensive marketing.
  • Make it easy for buyers by giving them as much information as possible up front so they feel they can make a non-contingent offer.

It’s never a fun conversation: Your seller has an elevated idea of the price at which the property should list, and your job is to give them a realistic expectation of what people will pay. Dan Polimino, owner of Keller Williams DTC’s high-end Colorado Dream House Team, felt the time had come to have a chat with his client. He was seven months into marketing an eye-catching, architecturally designed home in Genessee, in the Rocky Mountain foothills near Denver. And he was the second agent to list the house.