One of the most common misconceptions vendors have is that multiple buyers are required for a successful result. It is a belief that can create unnecessary pressure during a campaign, particularly if it is not addressed early.
As agents, it is our job to set the right expectations before the campaign begins. This includes explaining that a one-buyer auction or a one-buyer campaign is not a failure. It can still produce an excellent outcome when handled correctly.
Setting Expectations Early
These conversations should take place before the property is launched, not at the reserve meeting or after four weeks of marketing. If an owner first hears that there is only one buyer on the eve of the auction or when an offer is submitted, they are far more likely to see the campaign as unsuccessful.
Once that mindset takes hold, it becomes extremely difficult to shift. Even if the offer or bidding sits within the right price range, the vendor’s focus often moves from opportunity to disappointment. They may resist selling, not because of the price, but because of how the situation feels.
Educating Vendors With Real Data
When you prepare owners early, you can eliminate that emotional barrier. Explain that statistically, around 40 percent of properties sell to a single buyer, either before auction, at auction, or through a private treaty negotiation. Most vendors are surprised to learn this.
By framing it properly, you can turn what might otherwise be seen as a limited result into a positive one. A qualified, motivated buyer can create just as strong an outcome as a campaign with multiple bidders. What matters is how the opportunity is managed and how confident the vendor feels in the process.
The Agent’s Role
Great agents lead with communication. They guide the vendor through every stage of the campaign, preempting concerns rather than reacting to them. By normalising the idea that one-buyer sales are common and perfectly acceptable, you build trust and protect the relationship.
This is where process matters more than perception. When you manage expectations from the beginning, vendors stay focused on the goal of achieving a premium result instead of getting caught up in how many buyers are involved.
A successful campaign is not measured by how many buyers attend the auction or inspect the property. It is measured by how effectively the agent manages those opportunities and guides the vendor through the decision-making process.
One buyer can absolutely buy. In many cases, they do. When the conversation starts early and the process is clear, both the agent and the vendor are positioned for success.