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Jan 13, 2018 9:04:59 AM

Definition of Insanity: Doing the Same Thing Over Expecting a Different Result

Topics: Auction, Property 0



Harcourts Prime Properties listing agent, Bob Arthur, took over the sale of a Laguna Beach property that had previous trouble being sold, and found success selling though the Harcourts Auction method. It had been listed traditionally for over 5 months, and ultimately sold through Harcourts Auctions for $2,700,000 in a fraction of the time; $300,000 above the bidding to start from price.

“Without the auction process, I don’t believe there would have been a successful sale on this property,” Arthur discloses. 

“We managed to expose the property to a wide audience, and lure in buyers that were in and around the local community to see this unique opportunity.”

The beautiful Laguna Beach property sat on a distinct plot of land right on the water, but played out to be difficult to promote for previous agents’ due to its location.

After proposing a different marketing and sales strategy, being the Harcourts Auction platform, the seller realized the previous agents were only using a traditional sales method, and waiting for offers to appear. When the offers didn’t come through, they asked the seller for a price reduction rather than generating further buyer interest using a better strategy.

“What the auction process did, was cast an imaginary net as far as it possibly could in order to captivate buyers, including those who weren’t necessarily looking for property in Laguna Beach,” explains Director of Harcourts Auctions, Ben Brady.

“People from all over the country saw the auction opportunity, got their eyes on the home, and emotionally fell in love with the property.”

Arthur reveals the auction label caught the buyer’s attention, and that they had never seen the property before, even though it had been on the market for quite some time.

Home owners selling through Harcourts are able to leverage the non-distressed auction method, and generate interest, curiosity, and competition amongst buyers. It simply and effectively adds another dimension on top of traditional resources to buying and selling real estate.

Harcourts Auctions has only been in the United States for a few years, and has so far seen incredible success at a 93% list to sell ratio. Although it may be new in the US, Harcourts has been in business globally since 1888, and in the last 12 months sold in excess of $32 billion worth of property.

Harcourts USA holds monthly Live Auction Events, all open to the public. The next Live Auction is scheduled for Thursday, January 25th, at 445 Marine View Avenue, Suite 260, Del Mar, CA 92014. For more information, visit



To learn more about Harcourts USA, visit



About Harcourts USA:

With over 840 offices in 10 countries, Harcourts International is one of the fastest growing real estate groups in the world.

Harcourts offers a full range of real estate services, specializing in residential, commercial and rural property sales as well as property management services. Harcourts works closely with affiliate, Luxury Property Selection to offer clients a comprehensive real estate solution.

In 2008, Harcourts launched its charitable arm, the Harcourts Foundation to provide support that helps, grows and enriches our communities. In 2013, Harcourts celebrated its 125 year anniversary.

Please direct all media inquiries to Emilee Koerner, PR Coordinator at Harcourts USA:

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