I read today that Loopnet, the the largest and most heavily trafficked commercial real estate listing service online, has made a strategic investment in AuctionPoint.com, the latter being one of many “new” auction companies or platforms that don’t involve an auctioneer at all, only technology.
The concept is relatively simple — eliminate the auctioneer from an auction transaction.
Direct from the AuctionPoint.com FAQ: “Do I need an auctioneer’s license to use AuctionPoint?” No. State auctioneer license statutes do not apply to online auctions. However, any listing broker using the AuctionPoint tool must be a licensed real estate broker (or licensed sales agent working under a licensed broker). All users of AuctionPoint are encouraged to contact their respective state agencies to make sure that they comply with all applicable laws (e.g., revenue taxes, real estate licensing and disclosure, etc.).
I wonder whether AuctionPoint and LoopNet have thought things through thoroughly.
A few issues come to mind. First, if I were counseling AuctionPoint, I would keep the focus off of the broker licensing issues and more on whether AuctionPoint is conducting its services within the letter and spirit of the law. After all, depending on where an auction property is located or marketed, AuctionPoint (rather than the broker involved) may violate local laws and regulations by providing real estate brokerage services and/or auction services without a license.
Second, Loopnet generates considerable revenue from licensed auctioneers who post their auction properties and pay hefty listing upgrades to give them more exposure. Marketing AuctionPoint “as its exclusive online auction offering” has the potential for backfire. In my opinion it is the equivalent of Loopnet endorsing CBRE as its preferred broker. Loopnet is supposed to be an impartial provider of commercial real estate data, not a competitor to its clients.
Third (and these are just the top three after a quick read of the press release), the AuctionPoint model is a slap in the face to licensed, skilled auctioneers. Read the press release and the AuctionPoint site and you’ll agree. Here’s a snip: “… brokers can offer their clients an accelerated disposition process, while maintaining their full commission.” said Jason Greenman, LoopNet’s Senior Vice President of Corporate Development. And from AuctionPoint “Although other auction companies claim to assist the broker with marketing to justify the higher fee structure, no single auction company can possibly understand the broad range of commercial property types and markets as well as the local broker. … Importantly, our model allows the brokerage team to earn and keep 100% of their commission.” The message I’m getting from AuctionPoint and Loopnet is that auctioneers are involved in the auction process simply to collect a fee and provide no valuable services; that the education, training and experience of an auctioneer and his or her support team can be supplanted by lowering fees and placing a broker with no auction experience in charge of an auction campaign.
Neither of them get it.
And that, readers, is scary. More later.