Paul McInnis LLC has received 40 National Auctioneers Association awards for advertising excellence. Here's what goes into a marketing campaign that drives real results.
Forty National Auctioneers Association awards over four decades represents a consistent commitment to building the most effective marketing program possible for each property we take on, not a formula, but a tailored strategy.
The Foundation: Know the Property and the Buyer
Every campaign begins with two questions: What makes this property genuinely compelling? And who is the most likely buyer? A waterfront estate on Lake Winnipesaukee and a commercial development site in Greater Boston require completely different approaches in photography, language, media channels, and direct mail targeting.
The Campaign Components
A full Paul McInnis marketing program includes professional photography and video, a dedicated property webpage with all due diligence materials, targeted direct mail to qualified buyers, print advertising in regional publications, digital advertising across search and social platforms, and email outreach to our proprietary buyer database.
Why Marketing Quality Matters
The auction format creates the competitive pressure that drives strong prices. But competition requires participants, and participants come from marketing. When the Paul McInnis team takes on a property, the marketing program is treated as seriously as the auction conduct itself. That philosophy, sustained over five decades, is why clients come back.