Step-by-step launch timeline for new auction operators
“I have my auction license and Selling Lane Auction Software. Now what?”
That’s the question I get from new operators weekly. They’ve got the legal paperwork sorted, maybe even a website, but they’re staring at empty warehouses wondering how to fill their first sale.
The gap between “licensed auctioneer” and “profitable auction business” has killed more dreams than any other factor in this industry. But it doesn’t have to be mysterious.
Here’s the exact 90-day blueprint that’s helped 47 new operators launch successful auction businesses—including three who hit six-figure years within 12 months.
The Reality Check: What “Success” Actually Looks Like
Before we dive in, let’s set realistic expectations:
Day 30: 5-8 quality consignments secured, first sale planned Day 60: 25-40 lots for inaugural auction, 150+ registered bidders Day 90: First sale completed, 75%+ sell-through rate, second sale 50% filled
The Big Picture: Your first year goal should be 6-8 sales with 30-50 lots each, averaging $300-500 per lot. This isn’t retirement money yet, but it’s a foundation to build on.
Days 1-30: Building Your Foundation (The Credibility Phase)
Week 1: The “Professional Presence” Sprint
Day 1-2: Photography Setup Don’t wait until you have items. Set up your photo area now using the $500 setup from our previous guide. Practice on your own possessions. Great photos will be your biggest competitive advantage.
Day 3-4: Website Basics You don’t need perfection, but you need professionalism:
- Clean, mobile-friendly auction platform (try AuctionNinja, Proxibid, or HiBid)
- Professional headshot and brief bio
- “Upcoming Auctions” section (even if empty)
- Contact information prominently displayed
Day 5-7: Documentation System Create templates for:
- Consignment agreements
- Item intake forms
- Photo checklists
- Condition report templates
Pro Tip from the Mastermind: Jennifer in Kansas spent her first week creating a “Consignment Welcome Packet”—a professional folder with her bio, testimonials from her previous career, and explanation of the auction process. This one tool helped her land 60% of the consignments she pursued.
Week 2: Market Intelligence Gathering
Your Mission: Become an expert on your local market before you sell a single item.
Day 8-10: Competitor Analysis
- Attend 3 local auctions as a bidder
- Note their lot sizes, selling prices, bidder demographics
- Identify gaps in what they’re NOT handling well
Day 11-12: Source Mapping Create a database of potential consignment sources:
- Estate sale companies (20+ contacts)
- Antique dealers (15+ contacts)
- Local collectors (start with 10)
- Senior living facilities
- Divorce attorneys
- Business liquidation attorneys
Day 13-14: Pricing Research Choose 3 categories you’ll specialize in initially. Research:
- Recent sold prices on LiveAuctioneers, Proxibid
- Local retail prices for similar items
- Seasonal trends in your categories
Week 3-4: First Consignment Campaign
The “Soft Launch” Strategy:
Day 15-21: Personal Network Blitz
- Contact every friend, family member, neighbor
- Not asking for consignments yet—asking for introductions
- Script: “I’m starting an auction business. Do you know anyone who might have items to sell?”
Day 22-28: Professional Introductions Begin contacting estate sale companies and dealers:
The Approach That Works:
"Hi [Name], I'm [Your name], a new auctioneer focusing on [your specialty]. I'm not looking for consignments today—I'm building relationships with other professionals in the industry. I'd love to buy you coffee and learn about your business. When might work for you?"
Why This Works: You’re not immediately asking for something. You’re positioning yourself as a peer, not a supplicant.
Case Study – The Coffee Shop Method: Marcus in Oregon spent $347 on coffee meetings his first month. Those 23 conversations led to:
- 12 consignments for his first sale
- 3 ongoing relationships that provided regular consignments
- 2 estate sale companies that now refer clients to him
Days 31-60: Filling Your First Sale (The Momentum Phase)
Week 5-6: Consignment Acquisition Sprint
Day 31-35: The “Inaugural Sale” Pitch Now you can approach your network with a specific ask:
The Script:
"I'm launching my auction business with an inaugural sale on [date]. I'm looking for 8-10 quality consigners who want to be part of something special. Would you consider consigning 2-3 pieces for this first sale? I'm offering reduced commission rates for founding consigners."
The Incentive Structure:
- Normal commission: 25-30%
- Inaugural sale commission: 15-20%
- Guarantee minimum lot size (combine small items if needed)
- Professional photography included
- Personal attention throughout the process
Day 36-42: Estate Sale Partnership Push Visit estate sale companies with a different proposition:
The “Problem Solver” Approach: “I specialize in items that might be too valuable for your typical estate sale format. I can handle pieces over $500 where you want auction exposure instead of fixed pricing.”
What You’re Offering:
- Take their “problem pieces” off their hands
- Quick turnaround (30-45 days max)
- Professional marketing to your bidder network
- Split arrangement that works for both parties
Week 7-8: Bidder Database Building
The “Soft Opening” Strategy:
Day 43-49: Social Media Launch
- Facebook business page with professional photos
- Instagram account showcasing incoming consignments
- Join local collector Facebook groups
- Share “behind the scenes” content of your setup process
Day 50-56: Preview Event Planning Even with limited inventory, plan a preview event:
- Partner with a local business (wine shop, coffee house, antique store)
- “Meet the Auctioneer” casual evening
- Show photos of upcoming lots
- Collect email addresses for your bidder database
Real Example: Susan in Michigan partnered with a local wine bar for her “pre-launch” event. Cost: $200 for appetizers. Result: 47 people attended, 31 signed up for her email list, and 12 became first-sale bidders.
Days 61-90: Launch and Execute (The Delivery Phase)
Week 9-10: Sale Preparation
Day 57-63: Catalog Creation
- Professional photos of all lots
- Detailed descriptions with measurements
- Clear condition reports
- Estimated values (research-based, not hopeful)
Day 64-70: Marketing Blitz
- Email announcement to your database
- Social media campaign with daily highlights
- Local newspaper coverage (many papers love “new business” stories)
- Flyers at partner businesses
The Marketing Secret: Focus on 3-5 “star lots” that photograph beautifully and tell interesting stories. These will draw people in; the other items will sell to the audience these stars attract.
Week 11-12: Sale Week Execution
Day 71-77: Final Preparations
- Preview setup and testing
- Payment processing verification
- Staff briefing (even if it’s just you)
- Backup plans for technical issues
Day 78-84: Sale Week
- Preview event (Thursday/Friday before Saturday sale)
- Sale day execution
- Immediate follow-up with winning bidders
- Payment collection
- Item pickup coordination
Week 13: Post-Sale Analysis and Planning
Day 85-90: The Learning Sprint
Immediate Actions:
- Send thank-you notes to all consigners
- Survey bidders about their experience
- Calculate actual vs. estimated results
- Plan your second sale (should be 50% filled from this sale’s success)
Key Metrics to Track:
- Sell-through rate (aim for 75%+)
- Average lot value
- Bidder participation rate
- Consigner satisfaction scores
Case Study – The Compound Effect: David in Arizona followed this timeline exactly. His results:
First Sale: 32 lots, $8,900 total, 78% sell-through Second Sale (60 days later): 48 lots, $14,200 total, 81% sell-throughSix Months Later: Monthly sales averaging $22,000
The Key: He treated every consigner and bidder from sale #1 like gold. They became his referral engine for explosive growth.
The Critical Success Factors
1. Start Before You’re Ready
Don’t wait for perfect conditions. Launch with 25-30 good lots rather than waiting months for 100 lots.
2. Relationship Over Revenue
Your first sale’s primary purpose isn’t profit—it’s building relationships and credibility.
3. Professional Standards from Day One
Sloppy operations in your first sale will haunt you for years. Do fewer lots but do them perfectly.
4. Document Everything
Every conversation, every result, every lesson learned. Your second sale will be exponentially easier with good records.
Your Daily Action Checklist
Print this out and check off each day:
Days 1-30: □ Photography setup complete □ Website functional □ 20+ source contacts identified □ 3 competitor auctions attended □ 15+ personal network conversations
Days 31-60: □ 8+ consignments secured □ Estate sale partnerships established □ 100+ email addresses collected □ Preview event planned □ Marketing materials created
Days 61-90: □ First sale cataloged professionally □ Marketing campaign executed □ Sale completed successfully □ Post-sale follow-up completed □ Second sale 50% planned
The Bottom Line
Your first 90 days will determine whether you build a sustainable business or struggle for years. The operators who follow a systematic approach launch faster, build credibility quicker, and avoid the costly mistakes that kill momentum.
Remember: you’re not just planning an auction—you’re building relationships that will feed your business for decades.
Want the complete 90-day checklist with daily action items and email templates? Join our Auction Master-Mind Group where new operators get mentorship from successful veterans. [JOIN HERE]
