We all know the old saying: every object has a story. But in the auction world, the better version is: every object is a story - if you tell it right.
Too often, estate auction listings stop at the basics: dimensions, material, maybe a vague nod to condition. But people don’t get excited about “vintage coffee table, fair condition.” What catches eyes and fuels bids is narrative; a sense of history, utility, curiosity, or humor.
That’s not fluff. It’s marketing.
Why Storytelling Works in Auctions
Auctioneers, especially those in estate liquidation, are in the business of trust and transformation. You're helping sellers part with history, and you're inviting buyers to imagine a future. A well-written title or a photo that sparks emotion can mean the difference between a casual scroll and a bidding war.
When done right, storytelling:
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Increases perceived value by framing the item with context or intrigue
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Improves SEO with longer-tail keywords and richer metadata
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Boosts engagement with more shares, clicks, and bids
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Helps the media take notice (journalists love quirky, well-presented finds)
Let’s break down where the stories begin.
The Item Title: Make It Specific and Interesting
A good title is more than a label. It’s a headline. “Antique Table” is a commodity. “Early 1900s Oak Farm Table with Knife Marks & Paint Spatter” is a conversation starter.
Tip: Use structure that feeds both people and search engines
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Start with the category: “Mid-Century Sofa”
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Add key features: “in Rosewood with Original Wool Upholstery”
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Include optional hooks: “From Los Angeles Architect’s Estate”
Search engines love specifics. So do bidders.
The Description: Be Informative, But Don’t Be Boring
Descriptions should do three things: inform, reassure, and entertain.
Example:
Solid walnut rocking chair, likely 1930s, with ladder-back slats and wide arms. Surface wear from decades of use but structurally sound. Possibly handmade. Found in a farmhouse near Cedar Rapids, where you can imagine it spent many winters by the fireplace and summers on a screened porch.
You're not making anything up. You're telling what’s true with a human touch.
Trick: Talk to the item
If you were introducing this object at a dinner party, how would you do it? Now dial that back 20% and put it in your listing.
The Photos: Take More Than You Think You Need
Photos sell the story. That means more than just “front, back, side.”
Shoot for:
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Natural light, even if it means moving to a window
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Close-ups of wear, markings, and details
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Contextual shots: a lamp on a table, a tractor in a field
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Include scale: a coffee cup, a person’s hand, or even a yardstick
Remember, online auction bidders can’t pick things up for a good look while they are placing their bids. Good photos build trust and feed the bidders' imagination.
Add Video If You Can
A 15-second video can go a long way. Walk around the object. Show it in motion if it rocks, rotates, or runs. Narrate a few quick facts. It doesn't have to be professionally-shot. In fact, less polished videos often perform better.
Most smartphones shoot high-quality video. Upload them to YouTube, add them to your listing and promote them on social media. Not only will the bidders appreciate the video, but the search engine bots will gobble it up! Keep in mind that even though YouTube is usually thought of as a video-sharing platform, it is also the world's second-largest search engine!
Use AI to Help, Not Replace
Creating great descriptions takes time. Many auctioneers don’t have hours to spend crafting prose for every lot. That’s where AI tools like ChatGPT or Claude come in.
Try this workflow:
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Voice dictate a few facts while cataloging.
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Paste them into ChatGPT with a prompt like:
“Turn these plain item details into a compelling, fact-based auction listing with warm, descriptive language that sparks interest, respects the item's history, and avoids exaggeration.”
- Upload one or more pictures so it can see for itself what you're selling.
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Edit the result to match your tone and remove any hallucinations.
You still keep your voice, but you save yourself keystrokes.
I whipped up a Custom GPT to demonstrate this process for you. You can view a Loom video of the GPT below and you're welcome to try it yourself.
Estate Auctions Are Packed with Story-Rich Inventory
If you’re running estate sales, you’ve already got an advantage. Every item was part of someone’s life. Whether it’s a WWII footlocker, a dusty box of postcards, or a Danish serving tray from the ’60s, there’s a story waiting to be told.
And buyers love discovering these moments. That’s how auction listings go from listings to links that shared in Facebook groups, reposted by collectors, or even picked up by local press.
One Last Thought: Write Like You Talk
No one expects Shakespeare. Just be real. Be curious. Be concise. You’re not just selling an object... You’re offering a moment, a memory, a possibility. That's how you take the auction method of marketing to the next level.
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