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"I bought a vehicle at Sierra Auto Fair on Saturday noon. I immediately put my vehicle in the fair about 4 pm Saturday. Saturday night a buyer called and we made the deal Sunday, went to the bank Monday.
Thank you Sierra Auto Fair. I highly recommend your program." --Eugene U. |
| Every Weekend Rain or Shine at Sierra College in Rocklin |
 | Tips For Sellers | Sign In | | |
1. Some people try to judge "what will sell here" or "what kind of buyers we get here". Never try to judge whether your vehicle will sell here based on what other vehicles you see on the lot...there simply is no correlation! In fact, sometimes the vehicles we see the least of are also the most requested. We are open to the general public and are located in a very high demographic area, so don't sell yourself short! On an ongoing basis we see all types of autos, watercraft, motorcycles, ATV's, and motorhomes sell here, with prices ranging from $1,000 to over 100,000. There is no type of vehicle that sells better than another at the Sierra Auto Fair, outside of the same trends and demands as the rest of the market. We get all types of buyers here and see success with selling all types of reasonably priced vehicles!
2. Phone call quantity means nothing! Outdated, inefficient traditional advertising methods like paper or internet have trained us to be excited by phone calls whether they actually produce a sale or not. In reality, most callers schedule appointments but don’t show up, show up but then aren’t interested, or ask silly questions and then never call back. These hassles waste your time and compromise your personal safety and security having strangers to your home. The Auto Fair reverses traditional advertising processes by filtering out less serious buyers before they contact you. An Auto Fair buyer has seen your vehicle in person, and usually has inspected it and had us start the engine before they even call. This means there is usually no reason for a buyer to call you unless they are ready to test drive and make a deal! Of course not every vehicle can receive the call that sells it the first weekend, but most do in 1-2 weekends. So be sure to remember that up until that call, not getting calls means our filtering process is working for you!
3. You're getting more than a space in a parking lot! Since 1997, this giant event with unrivaled selling power has been established every weekend rain or shine, and our years of local presence and word of mouth from satisfied customers continues to bring in new waves of buyers and sellers. The Auto Fair is so successful because used vehicles need to be inspected in person to determine further interest, and the College location puts buyers at ease far away from the sales lot atmosphere. (Just check out the thousands of buyers coming through as proof!) Comparing the huge "for sale by owner" selection in person without having to drive all over town or make appointments speeds up the buying process and eliminates safety concerns while eliminating hassle to all. This concept also creates unbeatable sale rates because of the sense of urgency to make a purchasing decision before the event ends, and because around here, someone else may beat them to it! The Display Fee includes these services:
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4. One mistake some sellers make is assuming that a certain weekend will not "be worth" displaying their vehicle. Our experience since 1997 has shown that in fact there is no "bad weekend" to display your vehicle here, and not bringing it only excludes it from consideration by the many serious buyers that always show up. Holiday weekends produce sales to impulse buyers, re-uniting families, and people who normally don't have time to shop. In hot or rainy weather, the "looky-loos" are missing, but the serious buyers are that much more serious about getting it over with quickly, in one stop, without driving all over town...in other words, HERE! Weather extremes also bring out other buyers who would have been recreating, gardening, etc. if the weather was nice. Realistically there is some sort of sporting event, weather, or holiday over half the weekends of the year, and we see no pattern associated with them, except that rainy and holiday weekends often actually produce some of our highest rates of sale. The simple fact is that not advertising your vehicle will only prolong the selling process, and we have kept the cost to sell your vehicle so low you shouldn't have to think twice about a process that more than pays for itself in finding true market value through our unique high quality, high volume exposure. This is simply the fastest, easiest, and only safe way to sell no matter what's going on...so when it's time to sell, avoid superstition and just bring it! After all, buyers can't choose it if it's not here. Likewise, there's no need to choose between weekend plans or the Auto Fair. Enjoy your time while our process screens the buyers for you, then schedule test-drives for Sunday pick-up time or at your convenience. So there is no reason to avoid bringing your vehicle, even when you have plans.
5. Some people form a superstitious belief that "having the competition around is bad". But in reality, the Auto Fair works for vehicle sellers BECAUSE of all the competition in one place! Buyers love the huge selection which allows them to quickly and conveniently shop the market and find their final purchase all in one place. And unlike some other merchandise, used vehicles need to be seen in person to determine further interest. Once you consider that only about 10% of buyers end up buying the vehicle they set out to, it's no wonder why the Auto Fair has unmatched selling power. The reality is that buyers are going to shop the market no matter what, and the Auto Fair simply allows them to do it more quickly. Ultimately, your vehicle either is competitive and salable or it isn't. One thing is for sure...If your vehicle is not here, then your "competition" definitely will get the buyer!
| • | Buyers today are typically highly informed. You need to be too, as overpriced vehicles typically do not receive calls or offers. |
| • | Don't use "firm" pricing...buyers need to feel they "got something", so most will want to negotiate at least a little. |
| • | Don't write "o.b.o." or best offer. This is a bad habit picked up from seeing it in other peoples' ads, but in reality you wouldn't actually accept the "best offer" if it was below your bottom line, in which case it actually is false advertising! O.b.o. also implies some level of desparation, which causes buyers to make lower offers than they otherwise would have and encourages annoying lowballers who are more interested in a "deal" than your vehicle. But if you enjoy wasting time, this is a great way to do it! |
| • | The only method of pricing your vehicle should be current market value. Vehicles priced high due to personal feelings or loan payoffs will take longer to sell anywhere you advertise them. |
| • | Pricing according to other peoples ads is not accurate or relevant. They are asking prices, not selling prices. Often the seller had no idea how to price their vehicle or may be fishing, and the most common ad you will come across is for a vehicle that has NOT sold! Value aggregators such as Kelley Blue Book, on the other hand, base their values on actual recent and comparable sales. |
| • | Autos less than 23 years old: Most pricing guides for Autos other than Kelley Blue Book are not accurate in California. We will provide you with a Kelley Blue Book Private Party Value quote upon request at the event (written on our form, NOT printed out). However, having the proper information from the vehicle is extremely important to ensure a proper valuation, so we recommend that you instead self-serve at http://www.kbb.com after reviewing what info you need to gather. Note that if you post valuations other than Kelley Blue Book Private Party Value, buyers will often figure you went looking for the highest one and assume you are unreasonable or dishonest. Also note there is no longer a "high blue book" and "low blue book" these days. There is a single "for sale by owner" value which considers all criteria including vehicle condition. |
| • | Boats/RVs/Cycles/Autos 23 model years old +): To date no valuation guide has proved consistently accurate enough to be recommended for these items. Kelley Blue Book (http://www.kbb.com) offers values for Motorcycles, Personal Watercraft, and Snowmobiles, but they do not take enough considerations into account and as a result actual selling prices range widely off of those values. The most substantive resource available for older autos and other items is at http://www.nadaguides.com. NOTE: Because it is published by the National Automotive Dealers Association, and is intended to tell consumers and dealers what asking prices at dealerships should be, these values can be misleading, as they are much different than Private Party Value and even dealers rarely get Retail price. Still, it is worth a look to get a general idea, as buyers will probably do the same. Many times privately owned Boats, RVs and Cycles sell between the NADA Low Retail and High Retail values, but not always, as such consumer owned items often need a degree of reconditioning that you simply wouldn't find on most dealer lots. This also requires you to be extremely realistic in your assessment of your vehicle and how it would stack up to one fully reconditioned, and realize that you may need to account for the decreased sales appeal in addition to costs of restoration to be competitive. See our Buyer/Seller Resources page for detailers who can help you recondition a vehicle in some cases. |
| • | "Retail" Blue Book value is not meant for use by private sellers. It is, per Kelley, "an estimated asking price intended for dealers," who have to absorb the cost of reconditioning, commissions, marketing the vehicle, warrantees, etc. Even dealers don't usually get Retail Value or asking price for vehicles, and when they do it is usually related to subprime financing which you can not offer. Accordingly, what dealers are asking for vehicles is not relevant to pricing for sale by owner vehicles. Consult and do not exceed Kelley's "Private Party Value" if you want buyers to be interested. |
| • | Condition rating (i.e. Excellent, Good, Average, Poor) entered must reflect the vehicle accurately to receive an accurate valuation. For example, per Kelley only approx. 3% of all used vehicles in the marketplace qualify for an "Excellent" rating, and that 3% is shared with vehicles that are a year or two old and have 10 or 20k miles for instance, so most 10 year old vehicles will likely not be seen as "excellent" by buyers, and that is ultimately all that matters. Also, flaws such as mechanical defects, body damage, or excessive wear typically deduct from these values in an amount at least equal to their of their cost of repair. Typically they actually decrease the value substantially more than the repair cost since market appeal is lowered, poor or discretionary maintenance may be assumed, and buyers are additionally accepting the hassle of repair and the risk of additional related but unknown problems in some cases. At the same time, since book value is based on no defects, new items such as tires or a rebuilt transmission do not increase the book value. And in practice they typically only increase salability and give you a competitive edge rather than substantially increasing what buyers will pay. |
| • | While mileage is accounted for in valuations, it cannot reflect the decrease in salability of high mileage vehicles. These vehicles may take longer to sell anywhere they are advertised, as it takes the right buyer to see the value. |
| • | While Kelley Blue Book values provide a good point of reference, many vehicles' actual salable value falls substantially away from this value due to current high or low market demand, or when the specific characteristics of your vehicle dictate such variation. The bottom line is that regardless of what any pricing guide says, if your vehicle isn't selling it may be overpriced. Market value is ultimately the amount a willing and able buyer will actually pay for your vehicle. If our thousands of buyers didn't bite, re-evaluate. |
| • | Do you want to sell it fast or get the most you can out of it? Everyone wants both, but consider your priority and price the vehicle accordingly. |
| • | We actually see plenty of buyers out year-round for what are thought of as seasonally popular items, but don't expect to get both top dollar and a quick sale for a convertible, motorcycle, boat, etc. being sold at the end of season or in low season. You're probably only going to get one or the other. |
Realize the value of a professional type detailing. This will speed up the sale, and may assist the actual selling price. This is why cars at dealerships always look so nice. Bringing in a vehicle not looking clean is a good way to not sell it! See our Buyer/Seller Resources page for a list of detailers in your area.
MAKE SURE THE FLUIDS ARE FULL AND CLEAN
Low or dirty fluids are a sign to buyers that a vehicle has not been properly maintained. See our Buyer/Seller Resources page for a list of shops in your area that can help you prepare a vehicle for sale.
TAKE ADVANTAGE OF THE ENTIRE WEEKEND
Don't miss a potential buyer by bringing the vehicle in late or picking it up early. We offer very convenient hours for drop-off on Friday, 4pm-10pm. Vehicles begin selling as soon as we open for check-in on Friday, and vehicles which come in after 9am Saturday have aready given up a lot of exposure to early, eager buyers.
We've been doing this since 1997...so listen up!
| • | Buyers love the Auto Fair environment because of its organized, uniform presentation of each vehicle and the lack of hype. Huge signs, dealer-type decals, dramatic displays, overselling in your description, etc. make you look desparate and are proven buyer turn-offs! |
| • | Minor repair issues can be a sign of poor care and maintenance to buyers and cost you more in selling price or lack of interest than it would to fix them, the higher the price range the more true this holds. |
| • | Minimize window postings: Only post your original factory sticker if your price is incredibly lower than what a buyer can negotiate today (including rebates and calculated financing incentive savings). |
| • | We have noticed that when buyers look up the value for your vehicle on a valuation website and don't know the proper model or all the options, it can cause them to come up with a different (and often lower) value than you did. To solve this, we recommend printing out the properly configured valuation to post next to your Auto Fair profile. Note: On sites such as Kelley Blue Book which offer it, be sure to choose the "Sell To A Private Party" value, as buyers see right through you posting the "Retail" value intended for dealers, and often just figure you're unreasonable or dishonest. |
| • | Always post our pink Vehicle Profile right next to any other postings to avoid buyer price confusion or buyers thinking, for whatever reason, that the vehicle is being sold by a dealer. Also, if you did not register on the web (which ensures all fields are complete), be absolutely sure you fill in Price & Phone # on the Profile! (You'd be surprised how often people forget.) Buyers here look for the Profile, and if they don't see it, they may think the vehicle is sold or just walk away. |
| • | Give buyers a chance to get some momentum on your vehicle by writing all applicable positives on the Profile (one owner, no accidents, etc.), and review/minimize all other info for potential turn-offs that you could save for your conversation with the buyer, so you can respond to their concerns with explanations or clarifications. Be cautious about writing in items that you assume can only be a positive, like all the repairs you have done to the vehicle, for example, as to many buyers that will sound like it's falling apart and going to nickel and dime them as the new owner. As another example, stating that you just spent $1,200 on new brakes or $2,000 on a regular interval service can sound like a benefit to one buyer because it is done, but be terrifying to another that they will face the next huge bill. Regardless of reality, buyers' perceptions and impulse-reactions to your comments is all that matters, and buyers typically view information through a rather cynical filter in an effort to protect themeselves from a bad purchase. If it isn't selling, you may have unwittingly written something in the Comments section that is a red-flag to some or all of your buyer pool. |
| • | Remove all personalizations, stickers, gadgets, etc. so that the vehicle looks as un-used as possible. And take down those big orange "for sale" signs...they junk up your merchandise that everyone already knows is for sale! |
Double-check the phone #'s you entered for buyers to reach you! You wouldn't believe how often buyers try to contact sellers and reach wrong #'s, disconnected #'s, work voicemail #'s they won't check until Monday, 3 year-olds that hang up on us, etc!
HELPFUL HINTS WHEN YOU BRING IN YOUR VEHICLE
| • | It is a good idea to include any way of contacting you on our supplied "Vehicle Profile" (cell phone, alternate contact #, etc.), as interested buyers may wish to contact you immediately. |
| • | If you have an ad running somewhere else, be sure to have your answering system refer people to view the vehicle at Sierra College over the weekend, and give brief directions. |
| • | Many sellers who have a long drive to the Auto Fair have found it useful to save extra trips by setting up test-drives for pick-up time on Sunday with less urgent buyers. If a buyer wants you to come down sooner, ask for confirmation that they are in the same ball park price-wise. |
| • | Remember to be patient. This process is so successful because it is different: Don't expect a high quantity of phone calls, just high quality calls from only seriously interested buyers. |
| Display fee proceeds benefit scholarships, programs, and equipment through the Sierra College Foundation. |
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