The Colorado Auctioneer Newsletter 1st Quarter 2021

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The Quarterly Newsletter of the Colorado Auctioneers Association FIRST QUARTER • 2021


BOARD OF DIRECTORS Identify Yourself as a CAA Member Demonstrate to your Buyers and Sellers that you are a proud member of the Colorado Auctioneers Association. Use the CAA logo in all your ads, on your business cards, on your stationery and on your website. If you’re not using it, we strongly urge you to proudly display the official CAA logo. We have 2 styles / size / shapes that can be used. The logo can be downloaded from our group, Colorado Auctioneers Association (CAA) Members Only on Facebook ( h t t p s : / / w w w. f a c e b o o k . c o m / groups/59956710490/files/) or contact our Executive Secretary, Cissy at

CAA PARTNERSHIP PROGRAM OFFICEDEPOT - Store Purchasing Card. CAA Members can use their discount in store or online. Discount Code: 80131391907 RENAISSANCE DENVER STAPLETON HOTEL - CAA Corporate Rate $149.00 per night. (303) 399-7500


President Shawn Hagler 33505 E 156th Ct • Hudson, CO 80642 303-709-3725 • 1st Vice President Dean Gunter Mile High Car Company 1480 Ainsworth St • Colorado Springs, CO 80915 719-650-8184 • 2nd Vice President / Treasurer Mike Whitfield Peak Auto Auctions 5126 Brighton Blvd • Denver, CO 80216 719-238-8300 • Chairman Of The Board Mike Heitmann MH Bar Auction Co. 27275 Mid Jones Rd. • Calhan, CO 80808 406-450-2051 • Halie Behr (2020-2022) Halie Behr, Fundaneer Parker, CO Casey Giddings, CAI (2018-2022) Rocky Mtn Estate Brokers 24 Oak Ave. • Eaton, CO 80615 970-454-1010 • Graig Medvesk (2019 - 2021) The Auction Team 1610 Hwy 50 • Grand Junction, CO 81503 970-629-9520 • Edith Parrish-Kohler (2020-2022) Colorado Premier Realty & Auction Services 10162 Dresden St Firestone, CO 80504 303-565-0509 • Lance Nichols (2019 - 2021) Nichols Auctioneers 38241 WCR 23 • Eaton, CO 80615 970-302-6185 • Harold Unrein (2019-2021) 15333 CR 16.5 • Atwood, CO 80722 970-520-5257 • Craig Weichel (2020-2022) PO Box 623 Weldona, CO 80653 970-302-0018 • David Whitley (2019 - 2021) Rocky Mountain Estate Brokers 24 Oak Ave. • Eaton, CO 80615 970-539-1269 • Cissy Tabor • Executive Secretary 303-729-1195 •

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From The President


marks my 20th year in the auction business, which seems impossible to believe, as it’s gone by so quickly, been filled with many great memories, and provided a nice living for my family. Then, 2020 came along and changed the world we live in forever. The good news is that 2021 is looking as though most parts of the country are going to get back to some form of normalcy, which will also be great news for the auction industry. This past year wasn’t bad for all businesses as some grew at exponential rates and saw returns like never before, while others barely survived or closed their doors forever.

or having any human interaction, I would have called you crazy, but it’s now a reality. Do I believe that only online auctions or virtual galas are the future of our profession? No, I don’t. But I do believe that they will be a large part of it and for some sectors, such as liquidating estates, it will be the primary way of doing business. I feel that the majority of people still enjoy human interaction and the excitement of the live auctions, so as the Covid restrictions loosen up, I think we will begin to see the live events coming back, especially the benefit galas.

They taught us at auction school that the auction business offered security and stability to survive any economic climate because people will spend money and buy during the good times, and people will need to liquidate assets during down economies so the auctioneer will always have a role. However, the world has drastically changed in the past 20 years with We’ve seen large companies such as Mecum and Barrett changes in technology and the way we communicate. Jackson going to some states that they normally don’t go to which allowed them to have live events and they So, the question that I had to ask myself was, “Have I had record breaking auctions! Most people still want to built a business that will survive another 20 years?” go to live auctions, but I have had to accept the fact that Have you? I did a search for why small businesses fail the younger generations prefer using technology and if and found that 7 out of 10 businesses will fail within we want to capture their money, we must accommodate the first 10 years and several of the lists have similar them as well. themes. There are so many questions that only time will tell. Here are the top 5 that I found: Will hybrid auctions be the new normal going forward? 1. Lack of capital Will we see rooms of 500 or more people gathered 2. Inadequate planning for auctions this year because people are ready to 3. Poor management congregate or will we be told that our elected officials 4. Being too rigid won’t allow it? These are only some of the things that 5. Lack of internet or online presence we should all consider while looking at our business plan for the future. I became completely honest with myself and found that I need to improve in some of these areas to ensure that But I encourage you to examine the things you feel are I will still be relevant in the future. None of us have a going to help you thrive the most. Whatever your plan crystal ball but we can see how the future is trending is going forward, I hope that it allows you great success with a focus on technology. I don’t think that any of us and that we will all be able to look back in another 20 had the foresight to envision our government telling us years and celebrate our victories. which businesses are essential or could remain open, and yet, that’s what we saw this past year. Only those with a strong online presence were able to not only stay Until next time, open but then to also grow. If you would have told me 20 years ago that some people would be buying vehicles Shawn Hagler out of car vending machines without test driving them FIRST QUARTER • 2021



Foundation Colorado Auctioneer Foundation / King Soopers Rewards Program


King Soopers has changed their rewards program. You will no longer be able to add money to or reload existing King Soopers gift cards. These cards will be valid until the balance is zero.

as your charitble organization when shopping at

The NEW King Soopers Program utilizes the King Soopers Loyalty Card. If you already have a King Soopers Loyalty Card, you can register it to benefit the Colorado Auctioneers Foundation. The Foundation will then receive credit for your purchases, and it will not affect your fuel points. The process is as follows:

If you enjoy doing your shopping with Amazon, you’ll love Amazone Smile.

1) Go to this link: 2) Clink on the link in blue that says, “Enroll Now” 3) If you already have an account log in. If you don’t have one, click on “Create an Account.” If you forgot your password click on “Forgot my Password” 4) After signing in or creating your account, you should be directed to a page called “Account Summary” 5) On the “Account Summary” page click on the link to “Community Rewards” (located on the left-hand side of the page) 6)You will be directed to a page listing all the non-profits in the program. Then use your account number to link your card to the Colorado Auctioneers Foundation. This program applies to all Kroger affiliated stores including Ralphs, City Market, Smith Food & Drug, Payless and Loaf & Jug. After you register your card and use it for Kroger or affiliated store purchases, 5% of the purchase value will be credited to the Colorado Auctioneers Foundation. If you whave any difficulties registering your card, please call King Soopers Community rewards at 303-698-3403 Thank you for your support of your Foundation. Walt Partridge Treasurer

AmazonSmile is a website operated by Amazon that lets customers enjoy the same wide selection of products, low prices and convenient shopping features as on Amazon. com. The differece is that when customers shop on AmazonSmile (, the AmazonSmile Foundation will donate 0.5% of the price of eligible purchases to the charitable organizations selected by customers. Go to to get started! Select Colorado Auctioneers Foundation as your charitable organization. Shop as usual. Amazon will send a perentage of the amount you spent to the Colorado Auctioneers Foundation, without it coming out of your pocket. You can help support the Foundation that provides scholarships and education to the CAA.

Foundation Board * President *Chairman of the Board

s n o i t Elec

* Will be held during Annual Meeting on April 26, 2021 4

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rom now on, NAA is only going to provide “virtual” education. Myth.

There’s no engagement with virtual education. Myth. The education is not as effective as it is face-to-face. Myth. During 2020 and into 2021, the National Auctioneers Association transitioned into a LOT of virtual education. Some of what we offered was available at no cost to members – and to those of you who are not members of NAA – some of that education is still available to you on under the tab that says COVID Resource Center. While most of us would prefer face-to-face education, sometimes it simply can not be offered. This year, Indiana’s regulations would not allow us to have CAI in Bloomington, so we held it virtually by Zoom. Was it perfect? No. Was it engaging? Yes. And yes, a large number went on their own to Orange Beach, Alabama. But many did not and those people are still saying that the education was top notch. Which brings us to the topic today – NAA’s International Conference and Show will be offered live in Minneapolis but it also will be offered virtually. It is called a “hybrid” event. So how does this hybrid event work? Many of you have concerns about travel; many of you have concerns about Minneapolis. We understand – so we are going to help you still be a part of the event. If you don’t/can’t travel, we are offering you this virtual opportunity. In the next month or so, you will be able to go to and see which sessions will be offered live. You will be able to hear topnotch speakers like Ken Gronbach, a well-known demographer who will talk about why this is important to know in the auction industry. You will be able to

hear speakers on social media, digital marketing, benefit auctions and how to make your business better. Those are going to be the same speakers at the same time that you would hear them IF you were in Minneapolis. You will be able to watch the Annual Business Meeting, including speeches from candidates for the NAA Board of Directors. And you will be able to root on your favorite candidate in the International Auctioneers Championship. No, you won’t be able to visit with people the way you can at a live event. BUT, you will be able to chat with them through our new app. And perhaps meet up for a face-to-face conversation via Facebook Messenger, or Facetime or Skype or any of the other video conferencing tools. We will be live in Minneapolis if you wish to travel. But can’t travel – check out the hybrid conference. Don’t miss out on this event! You won’t be sorry! July 12-17, 2021 – Minneapolis or virtual – consumer it the way you want to do so. And in the meantime, check out! We’ll look forward to seeing you!

National Auctioneers Association COVID-19 Resource Center naa-response-to-covid-19.aspx

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CAA Supporters

REAL ESTATE • BUSINESS LIQUIDATION PERSONAL PROPERTY Eric Arrington Auctioneer Cell: (970) 623-9161 Graig Medvesk Auctioneer Cell: (970) 629-9520

1610 Hwy 50 Grand Junction, Colorado 81503 (970) 245-1185 w w w. t h e au c t i o n t e a m . c o m


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Public Service A Championship



3. Don’t think it’s important? Check out this status above. 309….. How many apps and websites have shared YOUR Information / Activity?


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Announcement Facebook


Turn Off Future Activity of apps and websites that you visit so it won’t be shared / collected via Facebook

This message shows after you have “cleared” your history, “Managed your Future Activity” by turning it off. (I went back in to make sure it was turned off and to see the status…which gave me this notification.

Something to pay attention to and take note of to decide on.

So…. What IS Off-Facebook Activity? And What Do You Need To Know About It? FIRST QUARTER • 2021




As auctions shifted online, auction houses found Shipping Saint an asset for managing shipments


hile nearly every business & industry worldwide was affected by the impact of the pandemic in 2020, businesses that adapted to the shifting business landscape are now better positioned in 2021. Take the auction industry for example. While auctions themselves date back to ancient antiquity, online auctions have been around since the mid-1990s. When the pandemic struck a quarter century later, many auctioneers and auction houses still hadn’t added web-based offerings to their repertoire. There are many reasons for this. Beyond the ‘technical expertise’ required to set up, organize and administer an e-commerce auction, many auctioneers found the allure of the live auction missing with its online counterpart, especially for experienced auctioneers who cut their teeth and built their reputations in the realm of live auctions. Let’s face it: online auctions aren’t nearly as exciting as their in-person counterparts. The sights, the sounds, anticipation, suspense - they’re all missing in an e-auction. The palpable electricity in the auction air just isn’t in the computer screen. By comparison, online transactions can seem sterile, boring, “less than” live. The remote, last-minute bidding frenzy of the virtual auction just isn’t the same as the bang of the auctioneer’s gavel and witnessing “the thrill of victory” in-person. As an auctioneer, you’re not just selling items - you’re selling an experience. And online auctions just don’t offer the same experience as live auctions. But business is business, and in the information age, most auctioneers have discovered the benefits of online auctions outweigh the downside hands down, particularly when it comes to the bottom dollar. For starters, there’s the opportunity for a much broader audience geographically. And depending upon the genre, a more focused and defined target audience that’s more interested in the type of items up for sale. Online auctions often see more revenue than their live counterparts, with some auctioneers reporting as much as a 40% increase in hammer price, in particular for auctions with rare and unique collectibles and antiques offering reasonable in-house shipping. Beyond added exposure, there’s the longer bidding window providing value-added convenience for both bidders and auctioneers. Because of these advantages, many auction houses are finding that online auctions typically bring more revenue than live auctions. 10

Still, the intimidation of a change to the business model kept many auction houses from entering the online field. Until 2020 anyway. An extended period of stay-at-home mandates and social distancing over several months hurt many businesses worldwide, not just those in the auction industry. Businesses found themselves faced with the decision to adapt, suffer or fail. While many in the auction industry had tested the waters of online auctions - or at least considered adding them to their portfolio - prior to the pandemic, by mid-2020, many were forced to dive in, as a matter of sheer survival. The number of online auctions nearly tripled compared to 2019. Many found that ready-made auction platforms like AuctionZip, LiveAuctioneers,, AuctionFlex, HiBid, Proxibid and others offer relatively easy entry for making the leap to online. But it’s one thing to offer & sell items to winning bidders; it’s entirely different trying to efficiently get those items into the hands of dozens of buyers. Many still find the post-auction considerations daunting - considerations like contacting all the winning bidders to notify them of their wins; tracking inventory and storage of shipping boxes and quantities of bubble-wrap, foam, filler, packing tape, labels, etc.; the time and expense of packing fragile items carefully and efficiently for shipment; the logistics of storing and collecting payment and labeling; the paperwork keeping track of item locations. And winning bidders. And payment amounts. And mailing addresses. And shipping costs. And insurance. And on and on and on… It’s a tall task, to be sure. But in 2018, a packing & shipping software company, Shipping Saint, entered the post-auction service field. Tailormade for shipping the online auction industry, Shipping Saint brought its emphasis on comprehensive efficiency to the table, coordinating data from auction platforms, auction houses, shipping carriers, insurance providers and buyers to make the complex post-auction process seamless. From automating post-auction communications from auction house to their buyers, to simplifying the packing process into easy-to-follow steps, to offering comparison shopping for shipping rates between carriers, many auction houses found their business relationship with Shipping Saint to be a valuable asset. As the pandemic struck in early 2020, Shipping Saint saw more than a 500% increase in transactions over 2019. The explosive trend has continued through the first months of 2021, with a 700% increase in transactions in January &

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February of this year compared to the same two months of (prepandemic) 2020. The company often uses customer testimonials to spread their praise. With its robust set of innovative features and services, many auction houses see a partnership with them. Shipping Saint’s work starts the moment the auction closes. Upon closing, the software can automatically send an email & text congratulating the winning bidders. At this stage, it also gives winning bidders the option of indicating whether they want their item(s) shipped to them or held on-site for pickup. If “Ship To Me” is selected, the Shipping Saint system both requires users to verify the address provided, and verifies the provided address with the National Address Database, to ensure it is an actual address, reducing shipping errors and returned packages. The shipping invoice is also sent by email & text, giving the buyer the ability to pay quickly and easily from their phone or email. With this feature in place, users report nearly twice the number of payments made within the first two hours of invoicing. If the account remains unpaid, Shipping Saint automatically sends periodic follow-up reminders at pre-set intervals until payment is received, or until it eventually kicks out the order for non-payment and inclusion in another auction. When the item ships, another email & text with the tracking number is automatically sent to the buyer. With their integrated ability to accept and reformat spreadsheets from all the major online auction platforms, auction houses can use multiple online platforms (even for the same auction!) and merge results into a single, standardized workflow. This feature eliminates the need to manually double enter information. Using an easy step-by-step workflow to streamline the packing process, packers can use a touchscreen interface as they work, selecting sold items to pack, boxes, packing materials and more with drag-and-drop ease. The software tracks inventory and labor expenses throughout. When it comes time to select the shipping method, the program displays a side-by-side comparison of all major carriers. By pooling its large volume of user shipments for better negotiated carrier rates, Shipping Saint can provide its users with the option of customizing their markup above the discounted rates, helping them make their shipping departments profitable. With the buyers’ addresses already connected with their winning item(s) in the program, the auction house can print all shipping labels (or selected labels) for all the paid shipping invoices at the push of a button without manually inputting dozens of individual addresses.

challenge with online auctions. Item values can vary widely, even among similar items. But with the sale data already incorporated from online auction platforms, Shipping Saint can automatically assign the appropriate amount of insurance coverage for each shipment — even multi-item shipments — based upon the established value of each item - ‘hammer price’ plus buyer’s premium. In the event of a damage claim during shipping, Shipping Saint handles the claims process. This allows them to better negotiate rates for its users, allowing margin for auction house markup for insurance coverage. By coordinating auction houses, carriers, insurance providers and buyers, thier claims process is more efficient, reduces fraud and gets more claims approved. It’s a win-win-win for all parties. At a flat $1 per shipping invoice, Shipping Saint’s cost of services is reasonable, with no monthly fee, per-auction fee or, well, any additional charges at all! The Shipping Saint business model is based upon making its users more efficient in order to increase the number of auctions and shipments sent. Shipping Saint’s website at offers more information, and interested parties can contact Shipping Saint at 812-233-3949 for a free demonstration or to learn more.

k n a h Tyou CAA Board Director, Edith ParrishKohler, for hosting the CAA Annual Meeting at your facility.

We appreciate your hospitality and in giving us the opportunity to host this meeting, network and enjoy some lunch refreshments.

Insuring a broad assortment of individual shipments can be a FIRST QUARTER • 2021



Auctioneer / Auction Website Design Website Design Special Offer $899

for a limited time

Contact: Cissy Tabor

ee: Hosting F month er $35.00 / p by: provided I have some experience building auctioneer websites and look forward to learning more about your business and assisting you at an economical cost so you don’t have to “break the bank.”

Did You Know? We began using a Text

Messaging in 2020 and we want to make sure that we connect with our members by giving updates, notices and reminders. The originating phone number for the CAA Text Messaging is (816) 226-5743. As you can seein the pic below, I have added this number to my cell phone as such. Not getting the text messages? Make sure that you have your membership profile updated with the correct mobile number for you. This service is provided within our association website as a benefit to us, the CAA, and through the back-end of our website, is where I compose and send the text messages to our members.

(816) 226-5743


o you get CAA text messages? Is your membership profile updated?

>>>> Check out this text message sent last month from CAA!


But most don’t know it! We’re lucky by “standards.” Only 35 - 40% of CAA email blast messages are actually opened. Check your Junk / SPAM mailbox. Update your email address and your mobile number on your CAA membership profile. These are the fastest & easiest ways for us to communicate with you, our 12 thecoloradoauctioneer FIRSTmembers! QUARTER • 2021 Thank you, Cissy

NAA Convention

k n a Tyhou

for your continued support of the Colorado Auctioneers Assoc

CONFERENCE & SHOW National Auctioneers Association

Minneapolis / July 13-17, 2021

Join us for NAA's Conference & Show Hybrid Event July 13-17! This year, we're offering inperson and virtual attendance options. You choose how you want to attend! LEARN MORE AT CONFERENCEANDSHOW.COM

ey John Korr FIRST QUARTER • 2021




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You joined CAA because you wanted to network and grow your business. Together, CAA members stand as industry professionals and leaders. W

Member Benefits Powered by


• Single sign-in; membership profile and to post auctions o Multiple state association management – Arizona, Arkansas, Georgia, Idaho, Illinois, Kentucky, Massachusetts, Missouri, Montana, Nebraska, New Hampshire, Oklahoma, Texas, Utah, and Washington and auctions § Profile automatically update if you are a member of these associations. • Your auctions added to the national app; AUCTIONEER (iTunes / GooglePlay) • Auctions on CAA, shared with over 30 auction websites


• Direct-share capability to Facebook of current auction listings. • Photo Orientation & Reorder – drag photos to order you want w/ orientation correction upon publishing. • Auction Flyers capability • Edit Past Auctions • Premium Auction Listing for small fee.

AUCTIONEER app Features: - Find Local Professional Auctioneers from a Map - Find Auctions by State

• Events, Conferences, Newsletter and News announced on website.

Weekly mail blasts of auctions listed on CAA website to registered buyers since 2015 registered with the AUCTIONEER app

Visit for more information FIRST QUARTER • 2021



Online Auctions

The 7 Habits of Highly Successful Online Auctioneers

Aug 5 • Written By James Fuller-Thompson


s we continue to deal with the effects of the Coronavirus, the world of auctions is shifting online at a rate never seen before. Given our unprecedented circumstances, online bidding has become essential for auctioneers to remain in business. With buyers across the globe doing as much bidding as possible from the safety of their homes, the competition for online auctions has become intense. If you intend to start offering online bidding at your auctions, or if you already offer online bidding and want to take to the next level, then there are some key habits of successful online auctioneers that you can apply to put your business on the right path.

Advertising, and online including; Your Website, Social Media, and Digital Marketing. The key to building your brand is to provide a consistent and memorable experience for all who interact with your business. Remember, no one and their business can promote their brand by being invisible, so make sure to get out there and let yourself and your business be seen and heard. 2. They Have A Well Designed Website

Highly successful online auctioneers understand that their website is their digital showroom and their greatest marketing asset to attract new buyers and sellers. With more than 5.8 billion Google searches Based on our experience of working with more than taking place every day, having a well-designed, SEO 650 auctioneers across 27 countries these are the most friendly website means your business is more visible common 7 habits that we have seen in highly successful to buyers and sellers when they are searching for the products and services you provide. Highly successful online auctioneers. online auctioneers consider what actions they want 1. They Promote Their Brand their website visitors to take, such as signing up for a newsletter, registering to bid and enquiring to sell. by One of the most important traits of a highly successful considering this, they are then able to optimize their online auctioneer is that they work to promote and website to achieve their desired outcomes. build their brand at every opportunity. By working to build their brand, highly successful online auctioneers A well-designed website doesn’t have to be expensive foster an identity for their business, making them or fancy, the key is to get the fundamentals right to recognizable and memorable in the marketplace. One maximize your success. These are: of the best ways to start building your brand is to first • Useful Content & Information - The success think and then define what you do, how you do it, and of your website is determined primarily by how you want to be perceived by those who interact its content. Good content including; Detailed with your business. This is what’s known as a mission Catalogs, About Us, How To Buy and How statement, it describes your business's identity, purpose To Sell pages are what sets your website in the world, and promotes consistency as you interact apart from the masses by delivering the right with your customers. information to your customers at the right time. “We help people discover, buy, and sell precious • Mobile Responsive - With 63% of Google objects. Our strategy in pursuit of that mission searches now being made on mobile devices, employs trusted expertise, technology and service offering a mobile responsive website will innovation to make it easy and effective for clients greatly improve your traffic, user retention to work with us and thereby for us to generate and overall customer experience. attractive returns for investors.” • Easy to Navigate - Remember, online users Sotheby’s Mission Statement have a short attention span and seemingly unlimited options, make sure your visitors Once you have clearly defined your mission statement can find exactly what they are looking for and how you want your brand to be perceived in the with as few clicks as possible. If they can’t marketplace, the next step is to make your brand as find what they are looking for, make it easy visible as possible to everyone who interacts with your for them to contact you and ask. business. This can be done through a combination of • Call To Actions - What do you want your offline including; Staff Uniforms, Signage and Print users to do on your website? Make this clear 18

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and visible with Call To Action buttons such as Sign Up For A Newsletter, Register To Bid, or Enquire To Sell. As a rule of thumb, you should always aim for users to reach their desired Call To Action with a few clicks as possible. A sample of a well designed website by Hilco Asia Pacificcomplete with useful content, mobile responsive design and integrated online bidding. 3. They Invest In Their Marketing By investing in their marketing, highly successful online auctioneers are never solely reliant on an auction marketplace platform to deliver bidders to their auctions. This freedom provides the opportunity to assess which marketing channels deliver the best results for their sellers and the greatest return on investment for their business. Highly successful online auctioneers invest in their marketing to not only find new buyers and sellers but to also extract more value and repeat business from their existing customers. Some ways in which highly successful online auctioneers market themselves are: • Online Publications - Online Publications are a great way to promote your brand and your auctions to a targeted audience of potential buyers. There is a range of online publications available today each offers a range of marketing options including banner adverts, email blasts, catalog listings, online bidding and more. • Email Marketing - Email Marketing’s number one benefit is that it’s a low cost solution to engage with your existing customers, delivering a return on investment, which comfortably exceeds any other marketing program. The best ways to build your email list includes adding a subscribe form to your website and exporting your online bidder’s contact information. When emailing your customers remember to include an enticing subject line, relevant email content and a call to action to drive readers to your website or online bidding platform.

Many email marketing platforms such as Mailchimp, Constant Contact, GetResponse and more offer email reports and analytics, use these to test, measure and continuously improve your marketing performance to maximize your success. • Google Ads - Google Ads is a great way to find potential buyers at the exact moment they are searching for the items you have to offer. What’s more, you are not limited by budgets or publication deadlines. You can create your ads within minutes and pause or stop them at any time. Google Ads work on a Cost Per Click Auction model meaning that if you only pay when someone clicks your ad and you only ever pay just enough to make sure your ad appears above everyone else’s. • Social Media Ads - Social Media Ads allow you to reach a wide audience of potential buyers and target them based on their interests and location. Social media ads enable you to provide multimedia advertising in the form of Text, Photo, Video and even 3D photos. As an added benefit, you can leverage your existing social media following and customer base to find new customers through lookalike audiences. Advertising on Facebook, Instagram, Twitter and more all operate on a Cost Per Click model, meaning you only pay when someone interacts with your ads. • Public Relations - Often underutilized and neglected, a Public Relations (PR) strategy is a highly effective way to promote your brand and your auctions. If used correctly, PR works to reinforce your existing advertising and solidifies your brand message in an authentic manner. Public Relations can come in many different formats including local news and print, radio, industry magazines, social media and more. The key is to identify your target platform and contact them with a reason to share your story with their audience. What’s great about auctions is, that generally speaking, there is always interesting information about upcoming sales and past results which you can share. By investing in your own marketing you also subconsciously promote your brand, increase your website traffic and gain more valuable data and insights about how to further grow your business. The key is to FIRST QUARTER • 2021

– continued on page 20



– continued from page 19

Successful Online Auctioneers continued... continuously monitor and measure the effectiveness of your marketing efforts to ensure that you are getting the best bang for your buck.

4. They Own Their Data When it comes to their data, highly successful online auctioneers know that it’s an incredibly valuable asset that they should own and utilize to further understand their business and to make more informed future decisions. Highly Successful online auctioneers make a conscious effort to export and retain their data from as many sources as possible including; their website’s online bidding platform, the auction marketplace platforms, Google Analytics, email marketing reports and more. The types of data exported varies from auctioneer to auctioneer depending on the tools they use, the most common include. • Registered Bidders - Did you know that acquiring a new customer is five times more expensive than retaining an existing customer. Owning your registered bidder data allows you to engage directly with your customers, build a relationship, increase brand loyalty and lower your marketing costs. • Under Bidders - Your underbidder report is one of the most valuable pieces of information you can extract after your auction, these bidders are highly engaged qualified customers who have yet to purchase from you. Analyzing your under bidder report provides the opportunity to remarket and upsell additional assets either via private sale or in a future auction with minimal expense. • Winning Buyer - If you offer a great experience, it is highly likely your buyers will become repeat buyers and it is often stated that your buyers often become your sellers too. Owning and analyzing your winning buyer information offers opportunities to both, upsell additional assets complementary 20

to what they have already purchased, and the chance to build a trusting relationship whereby your brand will be their first point of call when they look to sell. • Website Analytics - Your website analytics data provides a valuable insight into how many users and visitors you have on your website at any given time, where they come from, what they do, and for how long they spend on each of your website’s pages. Using this information you can identify which marketing channels most effectively deliver users to your website, measure which marketing channels deliver the most conversions i.e email subscribers or bidder registrations, and identify any areas where your website can be improved. The most popular Website Analytics platform is Google Analytics which can be easily added to any website by copying and pasting a couple lines of code. If you are hosting your auctions on an auction marketplace platform, an added benefit of owning and analyzing your website traffic is that you can see and compare how many bidders you are driving to your auctions vs the auction marketplace. • Marketing Reports - Your skills to market and promote your auctions is what sets you apart from the competition, it is your unique advantage that you have developed over time to deliver the best value for your sellers. By collecting and analyzing your marketing reports you gain valuable insights into which marketing channels deliver the best return on investment, empowering you to optimize your strategy to ensure continuous improvements. By retaining this value data and insights you are retaining your recipe for success, a powerful unique selling point which your sellers can only benefit from by selling with you. The most exciting thing about owning your data is that even though you may not have an immediate use for it, new tools and solutions are being developed to help you extract value in the future. If you are conducting your auctions through an online auction marketplace platform, make sure to ask for an export of your auction data after every auction, especially the registered bidder and underbidder information, if you are ever looking to sell your business then a sensible buyer will appreciate that your data is an asset and pay you a premium for it.

thecoloradoauctioneer FIRST QUARTER • 2021

5. They Focus On The Buyer & Seller Experience Think about the last time you had a really great experience as a customer, remember the ways that experience left you feeling. Now do the same for the last time you had a poor experience as a customer. Highly Successful Online Auctioneers know that focusing a positive customer experience is crucial to the success of their business because a happy customer is one who is likely to become a loyal customer who can help grow their revenue. The best marketing money can buy is a customer who will promote your business for you, one who's loyal to your company, promotes your auctions through word-of-mouth marketing, and advocates for your brand, product and service.

• They pay out their sellers in a timely manner • If you have provided a great customer experience then make sure to ask for a review on Google, Facebook, Trustpilot or others. Online reviews are a great way to provide prospective buyers with extra confidence to bid online and also has a highly positive impact on your SEO.

The way you think about your customer experience has a profound impact on how you look at your business as a whole. This is just one of the reasons why focusing on offering a great buyer and seller experience is so 6. They Embrace Technology important. By embracing technology, Highly successful online See below just some of the way highly successful online auctioneers are empowered to achieve what they set out to do and ensure their business is best set up for long auctioneers ensure a great experience. term success. In doing so they reap additional benefits that keep them ahead of their competitors who fail to Buyer Experience embrace technology. Some of these benefits include: • They offer detailed lot descriptions including • Increased Productivity - Communication videos tools such as Zoom, Slack, Teams and more • They provide useful ‘How To Buy’ ensure that your teams can stay connected information on their website when working remotely, whether that be • They make it easy for buyers to ask questions due to a global pandemic, business travel and respond in a timely manner. or working from multiple locations. Cloud • They offer low cost online bidding within Based Auction Management systems allow their own website your teams to manage their auctions and • They provide high quality Audio / Video on access their valuable data from anywhere in any device the world, on any device at any time. One • They offer online invoicing and payment growing technology trend in the auction options industry is the launch of mobile cataloging • They provide packaging service for smaller apps, making it easier and faster to build items highly detailed multimedia catalogs whilst on • Their staff are friendly, helpful and the move without the need to then reformat knowledgeable and manually upload descriptions, images and videos. The increased productivity by Seller Experience embracing technology means you can sell • They provide useful ‘How To Sell’ more, faster and for a higher price. information on their website • To Support Their Customers - With the • They offer online valuations via email, social ongoing shift to online bidding, investing media or even Zoom. in technology that supports your customers • They offer scheduled item drop off times and online will greatly improve your online free storage bidding experience, increasing customer • They provide clear communication to sellers throughout the sales process – continued on page 22 FIRST QUARTER • 2021



– continued from page 21

Successful Online Auctioneers continued... loyalty, bidder participation and ultimately profitability. With this understanding, it is important to invest in; providing low latency HD audio/video on any device, offering online invoicing and multiple payment options, engaging with your customers on social media and, conducting regular customer feedback surveys to identify and implement ways in which you can further support your customers. • Increased Profit Margin & Value In The Long Run - By embracing technology, you will protect and increase your profit margins in the long run. This is helped in part by the increased productivity and efficiencies of your teams, but also by the ability to accurately measure the success of your marketing campaigns to ensure that no marketing dollars are wasted, allowing you to continue to invest in what works for your business. Finally, by investing in your own online bidding platforms, you will benefit from lower online bidding fees, more protection against price rises, less competition and greater access and ownership of your valuable data. By doing so you will increase the intrinsic value of your business and make you more attractive to future investors and buyers. While there are upfront costs associated with any new technology or software, the benefits will be seen almost immediately. When it comes to technology providers, don’t just look for suppliers, instead, seek to build deep relationships with trusted technology partners who understand your unique goals and the mission you want to achieve. Whilst it can be difficult to find to time to keep track of the latest technology, it makes sense to aim to undertake an annual review of any new solutions available and perform a cost analysis to determine whether an investment in technology can help increase your productivity, support your customers or increase your profit margin in the long run.

Highly successful online auctioneers are not the product of a single success, rather they are the product of continuous marginal gains and long term investments in their brand, website, teams and technology to ensure that they provide the best experience and results possible for their customers. By writing a plan for your business you are able to define where you want your business to be in the next year, 3 years, 5 years or more. Defining your plan and strategy helps keep you on track and provides the confidence to make the long-term growth decisions needed to become a highly successful online auctioneer. Having a plan and a strategy will also engage and motivate your team who have bought into your vision and the journey you are on. Whilst you don’t need such an in depth plan as the one shown above, it is important to plan nonetheless.

Taken from the latest Ritchie Bros Strategic Road map. Link To Strategic Road Map - strategic_road_map_8-5x11.pdf

Conclusion Highly successful online auctioneers come in all different shapes and sizes, they are not necessarily the largest or the best known auctioneers to the general public. However, by having a plan for their business they are able to continuously focus on; promoting their brand, having a well designed website, investing in their marketing, embracing technology, and offering a great customer experience they are able to dominate in their niche market to build a highly profitable, sustainable and valuable business in the long run.

Check out this interview with Sotheby’s CEO Charles 7. They Have A Plan To Develop & Grow Their Stewart where he discusses their transformational change in light of the Coronavirus. https://www. Business Perhaps the most important habit of any highly successful online auctioneer is that they have a clear ~ Article published on and plan and mission to develop and grow their business. shared on Auctioneers Facebook group Aug 2020 22

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You have a database of what?

n auctioneer told me he had a database of 30,000+ … what? He said, “buyers” but I’m not convinced. In other words, 30,000+ people who keep buying over and over again? Who does that? Dealers and resellers do that, but is that what you as an auctioneer are looking for? It’s not.

~ Mike Brandly

bidders, and otherwise, an online platform can serve as a marketplace, adding new bidders all the time. In other words, you need to partner with an ever-changing marketplace or you need to address how you maintain an ever-changing marketplace.

If you’re sitting down with a potential seller telling him or her you have a database of buyers, and I walk in next and show how I find the new bidders (who likely aren’t in your database) and tell him or her that your database likely When I started in the auction has people who have business, auctioneers advertised in the newspaper. purchased once, and won’t again — or that they’re all That media found largely dealers and resellers. For dealers and resellers not paying market value — I’m an “onsite” auction in a residential neighborhood, going to (and should) book that auction. we would also place a sign and have neighbors, their friends, their coworkers, and their family members Is it best to maintain a database of past bidders/buyers show up. and augment that with marketing to find that next new bidder/buyer? You could, but it appears social media Auctions like this truly maximized price, in that the marketing, as well as online marketplace platforms, neighbors and their associates paid top-dollar and for already address this issue, as the former and next what none of them wanted, the dealers and resellers bidders/buyers are already there. competed for the balance. Without those neighbors, friends, coworkers, and family this same auction would You as an auctioneer want all dealers and resellers? not have resulted in market value. Okay, then maintain that database of those folks. If however, you (and your seller) want true market values? Today, auctioneers can’t keep relying on that database Then, you don’t want all dealers and resellers, and of bidders. In order to maximize price, auctioneers likely need to go out and find those consumers willing have to find those new bidders/buyers who now need to pay those prices … each and every auction. what you are selling. And the next auction? You need yet newer bidders who now need what you are selling. Mike Brandly, Auctioneer, CAI, CAS, AARE has been If not, your “big crowd” is likely full of dealers and an auctioneer and certified appraiser for over 30 years. resellers not paying market value. His company’s auctions are located at: Mike Brandly, Dealers and resellers don’t pay retail and buy at a discount in order to resell for a profit. Consumers (and some collectors) on the other hand are buyers who do pay retail (or at least outbid dealers and resellers) but don’t necessarily keep buying over and over again.

Further, the newer generations are not into collecting and purchasing property like their parents and grandparents were. These younger buyers buy what they want and then quit buying. A database of past bidders/buyers worked well 20-30-40 years ago, but today it’s a different game. Auctioneers have two choices as I see it: Facebook (and the like) marketing works well to find those new 24

Auctioneer, RES Auction Services, and Goodwill Columbus Car Auction. He serves as Distinguished Faculty at Hondros College, Executive Director of The Ohio Auction School, and an Instructor at the National Auctioneers Association’s Designation Academy and Western College of Auctioneering. He is faculty at the Certified Auctioneers Institute held at Indiana University and is approved by The Supreme Court of Ohio for attorney education.

thecoloradoauctioneer FIRST QUARTER • 2021


arlier, I shared a post about Off-Facebook Activity after reading a post by a classmate of mine. I was intriqued by this posting when she shared the things she had discovered about her own Facebook account. How many times have you been “stumped by” the ads that have come up in your Facebook feed? Many of us have read about, attended AMM or talked with people about this “marvel” occurence. We can even joke around that “big brother is always listening” and I even know from experience this year that if you utilize an app often around others, they can even start to get ads from the same app that you use. How crazy is that? (Sorry Renee!) Many of us are coming accustomed to this happening and use it to our benefit in our Facebook ads. So, no big deal. Right? Curiosity killed the cat...or the “intrique got the better of me.” To say that I was guffawed would be an understatement. I LOVE my Mac computer and have Malware installed on it for that extra buffer for me not to get stuck in the continual rainbow pinwheel of death. Lol! BUT..... There were two things that had my jaw dropping in this new security measure. • First, I CANNOT believe that there were 309 apps and websites that were associated with my account. Wow! What were all of these sites? Despite the fact they did share many, they acknowledge that not all would be “known” to share through my settings. Ugh! • Secondly, and Most Importantly, it’s not even the number that they “tracked” of’s the fact that they....wait for it....”share my activity!” What? With who? Double UGH! I thought I was doing really well with making sure that I had the Code Generator set up for my Facebook account to give me that extra level of protection and have been blessed to not have been ‘hacked’ all these years. Yes, I did turn off this aspect and have gone back to check to make sure it has stayed off. And so far..... it still is “off ” and not tracking my activity. Whew! Yeah, if you haven’t guessed it, you got to see a glimpse into my poor social life to be able to show the transparency in all of this and to advise you on safety for this. I was always good about not playing the games that had to “tap” into my profile / profile pic or connect to my account, but truth is....doesn’t look like it mattered.

Next, I want to share that one of our benefits of having AuctionLook host our website that we have Text Messaging capability to our members. Even though I have only sent out a couple of text messages to this date, it is important that your mobile number on your membership profile is updated to receive them. The originating number for the text messages is (816) 226-5743 as shared on page 12. Forgotten to Renew Your Membership for 2021? No worries. We’ve included the renewal form and just fill it out, sign the back and mail us your payment. You can also renew online @ Mail-in payments save the 5% credit card processing fee. Lastly, I’ve also included the instructions to not only maintain your membership profile, but also how to post auctions. Remember, People like to do business with People! “Photo Coming Soon” most probably does not intrigue a potential customer. This is your place to shine.... Let them see who yoou are! Or, use your logo or business card for your member pic.

First, 5 people that share they have their membership profile updated with a bio & pic at the annual meeting will get a surprise gift. So show me what you have! This is also the place to include your bio about you as an auctioneer and / or your company. You get to pick 3 Choices of expertise that are searchable when looking for an auctioneer via our website. How does a potential client know if you’re “the right fit” if they can’t read / see anything about you? This is FREE to you as a member! This is 1 of your association member benefits. Check out the ad for AuctionLook to see the benefits that come with your CAA Membership. It’s like a domino effect. You just need to utilize it. Don’t forget, if you’re having trouble or need help updating your profile, posting auctions or more.... Contact me. It’s what I’m here for. To serve you. Looking forward to seeing you in April. Cissy Tabor (303) 729-1195 FIRST QUARTER • 2021



Pick-up your Office Depot / Office Max discount card at the upcoming CAA Annual Meeting on April 26th.


Don’t Forget To Renew Your CAA Membership!

thecoloradoauctioneer FIRST QUARTER • 2021


2021 Membership Renewal January 1, 2021 - December 31, 2021


NAME __________________________________________________________DATE______________________ COMPANY _________________________________________________________________________________ MAILING ADDRESS __________________________________________________________________________ CITY / STATE / ZIP ___________________________________________________________________________ PHONE (home/work) _______________________________ (cell) ____________________________________ EMAIL __________________________________________ WEB SITE ________________________________ PROFESSIONAL DESIGNATIONS: ____________________________




LIST MEMBERSHIP IN OTHER STATE AUCTIONEER ASSN ____________________________________________



Active Member (annual). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . DUES

“any person who is actively engaged in directly facilitating the auction method of marketing for profit” This includes bid-calling auctioneers and auction business owners.


Membership includes unlimited posting of Auctions on the CAA website.

Associate Member. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . DUES

“any person who is engaged in supporting the auction method of marketing” This includes auction staff members and auction-related businesses, including vendors. Does not include unlimited posting of Auctions on the CAA website.

$ 35.00

By completing and submitting this form, I hereby renew membership in the Colorado Auctioneers Association, Inc. I will abide by its Bylaws, support its objectives, comply with the CAA’s Code of Ethics and pay the established dues. Signature ______________________________________________________________________________________________

PAYMENT INFORMATION Check # _____________________

NOTE: All credit cards will be charged a 5% credit card processing fee. Total Amount Paid $________________

MC _____ VISA ____ Discover ____

Credit Card # ____________________________________________Total $ ___________ Card Exp: _____________CSV:______ Name on Card ___________________________________________________________________________________________ Address of Card Holder _____________________________________________________________________________________

COMPLETE FORM AND RETURN WITH PAYMENT Mail Payment: Colorado Auctioneers Association PO Box 1133 Rifle, CO 81650 ~ Email: ~

Credit Card Information Accepted By Phone - OR - Online at website (Join / Renew) Web Site:

For Questions Contact: Cissy Tabor, Executive Secretary (303) 729-1195 *Email:

Tax deductible contributions or gifts should be made payable toQUARTER the Colorado Foundation 501(c)(3). thecoloradoauctioneer FIRST • 2021 Auctioneers Association


Rev 11-01-2020

Dear CAA Member, A signed copy of the CAA Code of Ethics must be on file at CAA headquarters to retain membership. Please take the time to fully read the following CAA Code of Ethics. Then sign and return this form to CAA with your membership form and dues. SIGNATURE DATE

CAA CODE OF ETHICS PART 1 - PROFESSIONAL RELATIONSHIPS Article 1 In the best interest of the public, of his fellow Auctioneers and of his own business, the Auctioneer should be loyal to the Colorado Auctioneers Association. Article 2 The Auctioneer should so conduct his business as to avoid disputes with his fellow Auctioneers, but in the event of a controversy between two Auctioneers who are members of the Colorado Auctioneers Association, he should not resort to a law suit, but submit his difference to arbitration by the Colorado Auctioneers Association, and the decision of such arbitration should be accepted as final and binding. If the dispute should be with a non-member, he should offer the services of this Board to arbitrate. Article 3 Where a member is charged with unethical practice, he should promptly and voluntarily place all the pertinent facts before the proper committee for investigation and report. Article 4 A member should never publicly criticize a competitor, and where an opinion is especially requested, it should be rendered in conformity with strict professional courtesy and dignity. Article 5 A member should not solicit the services of an employee of a fellow Auctioneer without his knowledge and consent. Article 6 In the best interest of society, of his associates, and of his own business, the Auctioneer should at all times be loyal to the Colorado Auctioneers Association and active in its works, and he should willingly share with his fellow members the lessons of his experience. 28

PART II - RELATION TO CLIENTS Article 7 In justice of those who place their interests in his hands, the Auctioneer should endeavor to keep abreast of business conditions, to keep informed in matters of law and proposed legislation affecting such interests, so as to give intelligent business advice and effective service. Article 8 In accepting the sale of real or personal property, the member pledges himself to be fair to both seller and buyer, and to protect the owner's interest as he would his own. Article 9 When consulted for an appraisal of value or liquidation problem, a member should give a well considered opinion, reflecting expert knowledge and sound judgment, taking requisite time for study, inquiry, and deliberation. His counsel represents a professional service which he should render in writing and for which he should make a reasonable charge. A member should not undertake to give an appraisal or offer an opinion on any proposition on which he has a direct or even indirect interest, without a full disclosure of such interest. Article 10 Before accepting a sale it is the duty of the Auctioneer to advise the owner intelligently and honestly regarding the market value of the business or proposition and the reasonable chance of selling at value or above. PART III - RELATIONS TO THE PUBLIC Article 11 It is the duty of every member to protect the public against fraud, misrepresentation or unethical practices in connection with the sale, disposal or liquidation of any real or personal property the Auctioneer is called upon to dispose of at public auction. Article 12 It is the duty of a member to ascertain all pertinent facts concerning every sale for which he is engaged, so that in offering he may avoid error, exaggeration and misrepresentation. Article 13 An Auctioneer is a confidential trustee of the information given by the seller or gained by him through relationship and the Auctioneer must never disclose the gross receipts of a sale or any other information that would tend to be a violation of the profession. Article 14 No special conditions, real or assumed, or inducements or directions from anyone relieve the member from his responsibility strictly to observe the Code of Ethics in this letter and spirit.

thecoloradoauctioneer FIRST QUARTER • 2021 Rev 11/13/2012

* New Features


On the Side Bar Menu of the page, Click under the MEMBERSHIP menu option, Select Update Public Profile. It will take you to AuctionLook’s Login Page. thecoloradoauctioneer FIRST • 2021 CAAQUARTER Website Instructions – Membership Profile & To Post An Auction




Enter the email address that is associated with your membership and then select “Forgot Password” (Do NOT fill in password.) It will then prompt you for your email address & it will send you a link to Reset Your Password. Go to your email Inbox. Open the email from AuctionLook and then CLICK on the link to “Reset Password.” Once it’s reset, then you can log in from the screen it presents.

Updating Your Member Profile: Once logged in, go to “Member Controls” to update your profile. You can edit your Address, Phone #, Upload a profile photo, Add a Logo and more!

If you have any questions about the instructions, please contact me and I will gladly help you.

Cissy Tabor Executive Secretary (303) 729-1195 Colorado Auctioneers Association

* Public Facebook page to advertise CAA, Our Members, Auctions and Events.


Colorado Auctioneers Association Members CAA Website Instructions thecoloradoauctioneer FIRST QUARTER • 2021 Only

Entering a Sale Bill is Quick and Easy!

Once logged in, go to your “Auction Controls” to post and edit your auctions.

1. Auction Title.

2. Auction Description

3. Start and End Dates – If a same day auction, put the same day and estimate the end time. (example: Live Auction) 4. Time Zone

5. Photos – No larger than 5Mb. You can also click and drag the photos in the order you wish to have them displayed. Remember, your 1st photo is your Primary Photo!

6. Auction Category – This is so Google can make your search more accurate. a. Auction Type

b. Property Type c. Item Type

7. Address – Only City, State and Zip Code are required. AuctionLook needs this information because they will Email Blast to Buyers in the area specific to the Geographic Location. 8. Directions – Not required, but if you fill them out, a Google map will populate.

9. Bidding URL – For Online Auctions. Put the URL of your auction & a Button will populate, directing the public to your Online Platform.

10. YouTube Link – Populates a Button to your YouTube Channel. 11. Company Website – Put the URL of the auction from your website.

12. Auction Terms – Enter auction terms or directions to Terms & Conditions from another site.

This feature is NOT required to Post An Auction…Only an option. Premier is designed to give you Top Placement on AuctionLook’s 30 syndicated auction websites, email blasts, the National App, “Auctioneer” and Home Page. It’s an opportunity for that additional exposure auctions sometimes need. Pricing on this Optional Feature is $29.00 FIRST QUARTER • 2021


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CAA Website Instructions

Colorado Auctioneers Association PO Box 1133 Rifle, CO 81650 (303) 729-1195

2021 Industry Calendar April 2021 July 2021

CAA Day at the Capitol NAA Conference & Show April 26, 2021 July 13 - 17, 2027 Denver, CO Minneapolis, MN National Auctioneers Week CAA April 26 - May 1, 2021

Summer Picnic

May 2021 February 2022

Virtual USPAP 7-hr Update Class CAA Annual Convention May 18 & 19, 2021 February 3 -6, 2022 (Events) Renaissance Stapleton Hotel Denver, CO

June 2021

Virtual Auction Marketing Managment (AMM) Class June 3 - 24, 2021 (Events)


thecoloradoauctioneer FIRST QUARTER • 2021