Guest Speaker: Holly Meyer Lucas
Auctioneers are often the face of their businesses, and many auction companies are long-standing fixtures within their communities. Yet despite their visibility and deep commitment to the craft, the auction industry has significant opportunity to build more intentional personal brands around the auctioneer and the business itself – especially with the rich storytelling, marketing, and experience-driven moments inherent in every auction. In this opening session, Holly Meyer Lucas of Hype Boss will get in the weeds with attendees through a personal brand exercise and share the four immediate moves she would make if she were running an auction business in 2026 to strengthen visibility, attract sellers, and build lasting brand equity.
Upon completing this session, participants will be able to:
- Differentiate between marketing auction inventory/products and marketing the auction business itself, and identify what content belongs in each category.
- Create a clear personal brand positioning statement for the auctioneer and business that builds trust and attracts sellers.
- Identify the specific content themes and storytelling angles that make the auction process the hero and strengthen seller confidence.
- Build an immediate action plan with four practical moves to improve visibility, consistency, and long-term brand equity in 2026.