We recently launched the EstateSales.NET Ambassador Program, an initiative designed to connect us with our most dedicated and engaged shoppers. They’re not only passionate about finding preloved treasures, they’re also small business owners, content creators, resellers, DIYers, and everyday shoppers who share a love for buying secondhand and advocating sustainability. By collaborating with these enthusiasts, we gain invaluable insights and genuine feedback that help us innovate and improve our offerings. Our ambassadors play a crucial role in testing new ideas, providing inspiration, and helping us shape the future of EstateSales.NET. In this article we’ll share some of their feedback and suggestions around language that deters or attracts them to estate sales and auctions.
So, you want to attract more shoppers to your estate sales?! One of the most effective ways to do that is by choosing the right words for your listings. It's more than just describing the items in an estate; it's about crafting a story that resonates with your audience.
First Impressions Matter
Your listing is often a shopper's first impression of your sale. If it's unclear or unappealing, they'll quickly move on. As EstateSales.NET Ambassador Valerie Vardaro puts it: "Sometimes it's just so inconsistent. The newer companies leveraging [content creators] have beautiful photos—they're not pixelated or blurred. That consistency makes me more likely to attend.”
Your shoppers want to read listings that are clear, accurate, and inviting. Using positive, thoughtful language draws them in. For example:
- Instead of "secondhand items," try "preloved treasures."
- "Requires cleaning" is more approachable than "hoarder house.”
- "Pet-friendly home" is warmer than “pets present.”
- Be upfront about smells: Use "Smoke-free" or “needs freshening up.”
Fellow ambassador Sara Newman emphasizes how honesty builds trust: “One thing they don’t disclose well is cigarette and pet smells... It really gets me when that isn't mentioned.” Honest descriptions save time for everyone and set the right expectations.
The Power of Visuals
Strong descriptions need to be backed up by great photos. Blurry or unclear pictures can be a dealbreaker. Clear, well-lit photos paired with engaging descriptions can make even casual browsers excited to visit your sale.
Timing is Everything: List Your Sale ASAP
Timing is everything when it comes to maximizing the reach of your estate sale. EstateSales.NET Ambassador Nicole Gurzeler . is a content creator who promotes shopping at estate sales to over 50,000 followers across Instagram and TikTok. When discussing her marketing strategy, she emphasizes the importance of early promotion: “Estate sales are so short. If I post on the first day the sale opens, it might not reach enough people until the sale is over."
Providing a preview of the estate for content creators can help spread the word faster. This doesn’t have to be a whole day event. Simply asking them to come for an hour while you’re setting up and staging can be accommodating enough. A quick tour showing them the range of inventory and pointing out the most interesting items is sufficient for a snippet of content allowing them to promote the sale and garner more foot traffic when it opens.
Additionally, the earlier you list your sale, the more traction and marketing activity we can generate for it. The best practice to ensure Google crawling and performance marketing activity is two weeks prior to sale start date. But if an early listing isn’t possible, creating a place holder with a few images is sufficient for us to start gaining eyeballs on the event – remember subscribers are online in their pockets (on mobile devices!) 24/7 and can easily be notified when more information and pictures are added. At a minimum, ensure your sale is listed at least two calendar days before it starts to be included in subscriber emails, which receive the highest engagement in the 48 hours leading up to the sale.
Turning Challenges into Opportunities
Every estate sale has its quirks, but the way you describe them makes all the difference. Think about how you can reframe potential challenges:
- A cluttered home? Try "a treasure hunter’s dream” or “a picker’s paradise.”
- Items needing a little work? Describe them as “perfect for a DIY enthusiast.”
- Shoppers want to know what to expect. Being upfront while using inviting language can turn potential negatives into selling points.
Framing for the Win
The language in your listings matters. Thoughtful descriptions and visuals help you connect with your audience, manage expectations, and ensure a successful sale.
By crafting your story, highlighting the potential of your items, and setting honest expectations, you can turn hesitant shoppers into enthusiastic attendees. With clear photos, honest descriptions, and a little creativity, your listings can go from ordinary to irresistible! Start crafting clear, honest listings today—your next successful sale is just a few words away!