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What Is Auction Marketing Management (AMM)?

  • At their core, auction professionals are marketers. So when you choose to sell your assets, look for those with the highest marketing knowledge around—AMM designees.

    Have you ever seen letters behind the names of auction professionals? These letters are important indicators that consumers can use to differentiate one auctioneer from another. Letters stand for designations and the National Auctioneers Association administers them. As of September 2022, there are eight designations: Certified Auctioneers Institute (CAI), Accredited Auctioneer of Real Estate (AARE), Auction Marketing Management (AMM), Benefit Auction Specialist (BAS), Contract Auction Specialist (CAS), Certified Estate Specialist (CES), Graduate Personal Property Appraiser (GPPA), and Master Personal Property Appraiser (MPPA). 

    Let’s take a deeper look at one of those designations – Auction Marketing Management (AMM).

    As of September 2022, there are 142 auction professionals that hold the AMM designation. The AMM designation is awarded to auction professionals that have completed 20 hours of classroom study on various marketing principles. Attendees then submit a written report demonstrating their understanding of the teachings. The written report is peer reviewed and upon successful review the auction professional is awarded the AMM designation. In order to maintain the designation, auction professionals must complete continuing education.

    When looking to hire an auction professional, look for the AMM designation. The select group of auction professionals have the skills to create and implement a comprehensive marketing strategy with modern techniques. These include: targeted print marketing, social media marketing, search engine marketing, digital display advertising, and search engine optimization. Upon successful completion of the auction, AMM designation holders will be able to provide relevant data-filled reporting. 

    If you have unique assets and you want to ensure you maximize their value, choose an AMM designation holder.