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Gain firsthand insight into how auction professionals can overcome growth barriers and use technology built by auction people for auction people, without losing the personal touch.
Brandon Giella: Hello, and welcome back
to another episode of the nno, a podcast
I have with me as always, Jody Aya.
Thank you for joining.
Today, we are gonna be
talking about simulcast.
And so this is a particular
product that Nno A offers, but
it's attached to a larger story.
And so I want to set this
up a little bit here.
So we have talked in the past about
simulcast, which is a way to essentially
digitize the auction environment.
Online through video and many
other different features.
But, so I'm not introducing
it 'cause we have talked about
it before, but I want to.
Um, talk about this shift from a
physical auction environment to
a digital auction environment.
And there's a lot that goes into
that story, and we've talked a
lot about technology on this show.
And of course, over the last 20,
30, 40 years, 50 years, technology
has been a, a driving storyline.
Um.
But there's, there's something here that
I wanna talk about, especially for bid
callers and auction owners and folks in
the industry who are listening to this
show and might have some hesitation about
this technology story, because I can
imagine what people hear when they're,
when we're talking about technology, is
like, oh, my job is getting replaced.
Or I, I'm gonna get phased out.
Just like, you know, manufacturers
were 30 years ago, or whatever
these kind of stories are.
And we talked about last
episode with Nathan.
He mentioned this shift, uh, of where
taxis, uh, got really disrupted by Uber.
Like in New York City especially, or
you have blockbuster getting disrupted
by Netflix or you have Kodak getting
disrupted by the digital camera.
And of course all of the stories
and mechanics that unfold in that.
And so I, I want to talk about
the human side of auctioneering
and how important that is because.
Many who are working in this industry
love this industry, and they love
the human side of the industry
where there's the energy and the
chanting and the cheers, and there's
just so much that goes into that.
And so I want, uh, I want to talk
about that with you, Jodi, because
you've seen so much of this transition.
And as we were talking and, and kind of
prepping for the show, is, is something
that you mentioned is it's important
to pay attention to these cha these
changes and not necessarily through.
Fear.
So talk to me a little bit about this,
this like kind of transition, um, from
a physical to a digital environment
using tools like simulcast and we'll
get into those details in a little
bit, but of, of what you'd like.
Listeners to take away from
this, this kind of show.
So, um, you know, paying attention
to these changes, thinking about that
fear and what they might be thinking
about that technological shift.
And, and then we'll get into to
simulcast specifically after that.
Jodi Amaya: Okay, great.
Yeah, I think, um, as you were
talking, Brandon, it, it reminded
me of the beginning of Innova.
Um, when we started Innova,
we only had an online auction.
Bidding platform and it was
popular because of COVID.
Um, you know, that the
world made that shift.
You know, I would say that most people
would probably agree with me in the
auction space, that it was, um, not
the most technical, you know, industry,
you know, that there, that technology
was outdated for the most part.
Um.
Uh, so as far as, you know, streaming
and, you know, all the things that you,
you have, um, for online auctions, but
with, um, we ended up building simulcast
as a product that we released a little
more than a year ago because our auction
community and customers still wanted.
Uh, that live interaction and having that
bid caller, it is an awesome experience.
Well, it's either really good
or really bad to be honest.
You know, karaoke, you know, there's some,
there's some bad bid callers out there.
I wasn't gonna go there,
but I just thought
Brandon Giella: No, that's hilarious.
Jodi Amaya: um.
But I think it's important, um,
especially if you're a business owner,
to, to be the expert in your field.
And if the industry is making a shift, um,
it, it is natural to resist those things.
Um, especially if you're
unfamiliar with it.
Um, you know, I believe it
or not, am not a techie girl.
I was just an end user.
Who appreciated what tech
could do for my business.
And, um, and got
frustrated with technology.
You know, OP offers out there,
you know, other solutions and, and
created innovate for that reason.
So I think being able to offer, um.
Or being able to show your buyers that
simulcast experience is still important.
Um, it's what your buyers, you know,
they're trying to connect in some way.
And, um, I think hearing the auctioneer,
hearing that cadence, um, seeing
how other buyers are responding,
looking at nonverbal cues, um.
You know, those are things that
buyers, um, look for to learn more
about you and your company and,
and how, and how you run, uh, your
company, how you sell your inventory.
So the simulcast is one way of doing it.
But in today's world on, if people
are really honest with themselves,
most of their buyers are online
bidding through the simulcast format.
So the, the audiences that are
in person are less and less.
Um, I, I still love going to an auction
and go to my customer simulcast auctions.
That experience and that
energy is, is so much fun.
Um, but.
Uh, these days, you know, 60 to,
to even more percentages are online
bidding through simulcast formats.
Brandon Giella: That's fascinating.
So it, it's sort of like, and I
don't wanna be glib at all, but
it's sort of like it is happening.
Whether you like it or not,
this transition is happening.
It, it appears that a lot of customers,
a lot of bidders do actually like buying
things from the comfort of their home.
Jodi Amaya: Right,
Brandon Giella: Yeah.
Yeah.
And it's, again, it's not to be glib.
It's, it's, there's a huge
disruption and things can be fearful.
Lots of moving parts, lots of things
happening, but it is happening.
And so it's important to,
to take a look at that
Jodi Amaya: Right.
So whether.
Brandon Giella: tabs on it.
Jodi Amaya: Exactly.
So whether you as an auctioneer
or you as an auction company made
that change or that transition
to being fully online or not?
Um, that, I don't think
that that is required.
I don't think being fully online
is a, is a must have, but the
buyer audience adapted since 2020.
They were forced, you know, to uh,
go, I don't go to the mall anymore.
You know, I, I buy, you
know, from online stores.
Um, or I click buttons and it, and it
shows up at my front porch somehow,
like Christmas, you know, um, I
always say like, um, those influences
are things that are out there.
You know, I can just double
click a button on my iPhone.
It's like Santa Claus shows up,
Brandon Giella: It is so scary.
I know.
Jodi Amaya: I know, but then it hits
my bill and it's not Santa Claus.
So, but the technology is advancing and
buyers are adapting to those advancements.
Brandon Giella: That's right.
That's right.
My wife and I don't even
go to Costco anymore.
We just get Instacart and
it gets delivered to our
doorstep and it's wonderful.
And I kinda like, I like Costco.
I like the taste, you know, little tastes
and all that, you know, it's great.
Yeah.
The samples.
Yeah.
Jodi Amaya: I know.
Brandon Giella: But here we are.
It's 2025.
So.
We are moving along.
Okay.
So, yeah, so, uh, totally get that.
Thank you for elaborating on that
a little bit because I want our
listeners to, to understand there's
these major stories and that do affect,
you know, what we're doing here.
But, but this is, is a key
component that you can get the
best of both worlds if done right.
And there's a lot of
advantages that come out of it.
I think, you know, flexibility,
the options to do different
formats and stuff like that.
We'll get into some of that, but I think
it's, it can be a really amazing thing.
Okay, so let's, let's start here
with talking about, um, simulcast.
So what does video and audio really add
for the bidder or the customer in that
kind of experience, that buyer experience?
Jodi Amaya: I think, um.
The auctioneer still is the, the
showman, you know, that they get
to engage with, with that buyer,
um, through online technology.
And if the buyer's sitting right
in front of them, and you know, I.
Men say all kinds of things about
women shopping, but I've been to a
lot of auctions and I know I talk
about heavy equipment and auto
and industrial and all that kinda
stuff because that's my background.
But all of those men, they
were competitive over that
auctioneer would get them going.
and So they would bid a little more
and bid a little more, and they would
get competitive and be so happy that
they were the winner of that item.
And so, um, the auctioneer sets the
tone, sets the pace, creates the energy.
You know, I, I have been in a room where
there's a bad auctioneer, you know, and
the people aren't raising their hands
and then switch auctioneers and you, it
just feels a whole new level of energy.
Um, and so people really love that.
And I think, you know, some part of it
is that you can't, it's hard to replace
that energy in a digital world, but we
can get creative and we can do things,
um, that can also set your brand apart.
And, and I think, um, that
that's something that we,
everybody needs to think about.
Brandon Giella: Hmm.
Okay.
So well, what, yes.
A small aside, what you, what you talked
about reminded me of, I went to this,
this Christmas market and all these
groups of women had on like matching
sweatshirts and they were all getting so
excited about going to the little booths.
And it's kind of like that for an
auction environment with a bunch of men.
Just in a different, in a
different way.
It's so funny.
Jodi Amaya: same item.
I'm competing with Tracy over
a pair of shoes at Nordstrom's.
You know, if I see a, if I see a
rack that all of a sudden I'm over
here looking at these shoes, but
then I see a bunch of women over
here, you bet I'm going over there.
Like if I, the frenzy, you know, it's
kinda like the Black Friday, you know,
shopping, they're competing and that,
that's why sometimes an auction will
bring in a better price than retail
because you've got, depending upon how
many items are there, and if they're,
they're competing over that item,
you can get a really good price and
a really good auctioneer, you know,
sees that opportunity and goes for it.
Brandon Giella: Yeah, I love that.
So it's, it's triggering, uh, human
scarcity, you know, that we see this
thing with like, I gotta have it.
Jodi Amaya: I gotta have
Brandon Giella: That's
Jodi Amaya: I need that now.
I need those shoes, you know?
Brandon Giella: So in a simulcast.
Environment and this digital
environment that we're talking
about, you don't lose that exactly.
You, you still can have a lot of that.
It just can now translate through that
medium to a digital buyer as well.
Is that
correct?
Jodi Amaya: that's right.
Brandon Giella: Okay.
Okay.
So they're watching you work
the room and that sort of thing.
Um, and so would you say that it's fair
that the auctioneer, the bid caller
still has a big influence on how that,
you know, how that transaction will take
place or how that environment is created?
Jodi Amaya: I think it's an opportunity
to connect with your buyers.
Um, I think there's multiple ways.
I, right now we're talking about
the bid caller, the auctioneer.
Um, there's multiple ways to, to
connect through your inventory.
Um, I think we're gonna talk
some more about that in a minute,
but I, I do think, you know, if.
It's a human to human element that,
you know, in simulcast you have a
clerk, um, that is, you know, receiving
bids from the online audience.
That's another point of human engagement
that, um, even if they're online, they're
still talking to someone, you know?
Sometimes buyers like that if that's
their preference, but overall, I would
say that the format isn't gonna stop the
buyer from bidding if they're interested
in the inventory you have for sale.
So I think they do like that human
interaction, um, but I don't think
it stops 'em from making a purchase.
Brandon Giella: Hmm.
I like that.
So, so there's, there's
two components here.
So there's like the video based,
you know, translation of a physical
world into a digital world.
But then, uh, there's a part
of it where it's online only,
digital only auction as well.
And it's the same, um,
it's not the same like.
You know, the chanting and the,
the, the crowd and the sounds
and all that kind of stuff.
It's, it's just through a screen.
But what you mentioned before, um, when
we were talking about the show was like,
the inventory is what sets you apart.
Can you talk more about that?
Like what, what, what do you mean by that?
What does that look like?
Jodi Amaya: Yeah.
Um, in the, in my earlier
years, um, the inventory was.
You know, the reason why people show up.
Uh, that's still the case today,
but, so we would work hard on
creating good inventory descriptions.
Um, and, but then our inventory
was not ever on our storefront,
you know, on our website.
And so that's something that I am,
you know, working with customers on
now, is to get your inventory on your
storefront, but also how can you create.
What I call brand standards
or inventory standards.
I was actually, um, on the phone
with a customer today who was
saying, I can't, when I send a
person out to write up inventory,
I, I can't, you know, trust him.
He's gonna forget the VIN number.
He is not gonna take four photos.
He's gonna take two.
So, you know, it is so important that
your buyer, we used to call it kicking
the tires that they would show up
to the, before the auction, kick the
tires, lift the hood, you know, see if
it's, uh, running, if it's not running.
So, if you're going to have a
digital presence, your inventory.
Needs to be consistent.
It needs to have videos, it needs
to have photos that, you know, show.
I like multiple videos.
I like to see it, you know,
going in front, in reverse.
Um, I like to see the engine
running it, lifting it, moving it.
If you have like functional inventory.
Um, I also think some things that I don't
see people doing is get some personality.
Like it doesn't just have to be
mechanical and yada yada, you know,
boring like you are on a video
to, to show your buyer, you know?
So maybe some examples of, you know,
seeing that the bucket swing and
saying, you know, look at that, or, or
make a joke or talk to your audience
while you're doing these videos.
It doesn't just have to be like a, a
boring walk around because you want.
To get that buyer engagement.
Maybe you have a really funny, um,
inspector, you know, who has some
personality, but also has knowledge of,
of the inventory that they're writing up.
I think buyers would, would like
to hear what he has to say, like,
the, the hood lifted and, you
know, it, it almost fell on him.
Or, you know, whatever.
I don't know.
Just add some personality to your
videos to set your brand apart because
the buyers are interested in the
inventory more so than the format.
Brandon Giella: So, okay.
There's a couple things going on here.
One is you can still get that
showmanship like you're talking
about, as if you're a bid, you
like the bid calling kind of idea.
Or if you're an auction owner that has
that kind of personality, likes bringing
people in, um, you can still do that.
It just looks different.
Instead of doing that in a, you
know, from a stage or something,
it's more of like a, a 22nd video.
So.
What I, what I'm imagining, I have
this vision of, of folks becoming like
TikTok influencers, you know, they're
like running through their inventory and
they're just like having a good time, but
it's just with a, a phone, you know, maybe
taking, taking fun videos and things like
Jodi Amaya: Yes, I
Brandon Giella: of what you have in
Jodi Amaya: this thing the other day,
um, about this realtor who's going
viral because she, it's the, you know,
the rooms of the house, but then she's
all of a sudden just popping up in the
room and she's like saying something
funny or she's like, can you imagine
cooking, eating your breakfast here?
It just isn't the.
You know, monotone, you know, this
Brandon Giella: Yeah.
Yeah.
Yeah.
Jodi Amaya: you know, it's not, it's,
it's more to it, it's different.
She's setting herself apart and
she's creating a, a buyer audience.
People also can see her face.
I don't think it's the same like the.
That being able to talk to your buyers
on an inventory video can replace
an auctioneer in any kind of means.
That energy and a good auctioneer,
it is great, but you have an
opportunity to engage with your buyer.
When you are out looking at this
inventory, you know, maybe you don't
give it a five star rating, but you
say, Hey, this thing started the
very first second I turned it on.
You know, you, they, they wanna know that
they, they wanna, they wanna hear from
somebody who's physically touching it.
Brandon Giella: It, it makes me think
of, uh, kinda what you're talking
about with the, the viral realtor.
I've seen some, uh, viral restaurants.
Really?
I mean, like, they're, they're.
The, it's like an Asian restaurant
is what I'm thinking of.
They have hundreds of
thousands of followers.
'cause they just do these funny
videos where they take like a meme on
Instagram or TikTok and they just, they
do this hard cut and they change into
like them promoting the restaurant.
And it's hilarious.
They're so funny.
But it's hundreds of thousands
of people watching their videos
and wanting their food now.
But now I can imagine though
that that's pretty daunting.
I mean, that sounds daunting to me.
I don't, I don't even make
Jodi Amaya: I mean, and, and not
everybody has the right personality to, to
be funny, but they can just be
educated and you know, but I think.
All I'm saying is, is
that it is your brand.
The customer is interested, or the
buyer is interested in the inventory.
How much can you tell
'em in that 22nd video?
Then make them go, oh, okay.
Like that was, uh, Rex
inspecting that inventory.
Now I go look at some other inventory.
I trusted what Rex said on that item.
Now I see Rex has also
inspected this item over here.
I wanna see what Rex had to say about
it, like some commentary added to it.
It's not a must have, it's just
an idea how to create your brand.
Standard.
Your reputation buyers want to know
that the, that they, how they should
pre-bid on the inventory place.
Max bids, I believe they'll place
higher max bids if they see and feel
like they feel like they were there.
They feel like they touch the item
based upon the thing, the descriptions,
and they will really appreciate the
time and detail that you took to
write up that inventory description.
I can't stand it when I see a
horrible inventory description and
because I don't trust it, I just
feel like, okay, you just, you know,
phoned it in or, you know, whatever.
And I'm not sure if it's really a,
a 2019 or not, um, because it says
it's, it's purple and it's yellow
and, you know, I, I wanna see detail.
Brandon Giella: Hmm.
I, I can imagine it, you know,
to put it simply, it's like
it's a marketing exercise.
Your job is to create trust.
And you can do that in
lots of different ways.
And, uh, maybe the encouragement
track, see if I'm tracking
here, the encouragement maybe
is you have to create trust.
You typically do in a physical
person to person face-to-face
interaction, but now that must
be translated into digital space.
Video is an easy first step in a sense
that like, just put a camera there,
you know, but then there's still more
thinking about like, how are other
ways I could create that trust, touch
touchpoint across the, the whole
buyer journey and the whole operation
that I'm creating here digitally.
Jodi Amaya: Yeah.
Brandon Giella: Is that,
Jodi Amaya: Yeah.
Yeah.
No, I think exactly like when I go look at
a lot of auction, uh, website storefronts,
there's usually like an about us page.
You know, I think that about Us
Page, you know, I just mentioned
like Rex as an inspector.
So you see Rex there, you
know, he is an inspector.
Yeah, that's great.
But now once you hear Rex on the
video and you can visualize Rex.
You know, you just saw,
you know, whatever that is.
Like, how do they get to know you when
they're not walking in your front door?
Because feeling like you know
someone, it, it feels good.
You know?
Or you see that like, Rex
looks like a nice guy and now I
just bought from that company.
That, that, that's to me like.
It is not replacing an auctioneer,
it's just adding to it.
It's, it's making you stand apart.
You're trying to let your buyer
audience know that you are trying
to give them the information they
need to make a good purchase.
Brandon Giella: That's right.
That's right.
It's, it's like.
Keep the personality, keep what makes
you, you and what makes you special.
It's just a different medium.
It's a different format.
It looks a little bit different, but
then you get the best of both worlds
Jodi Amaya: Have fun with it.
Brandon Giella: Yeah.
I love that.
Jodi Amaya: if you gotta go to
work, you might as well have fun.
Brandon Giella: Okay.
I, I agree.
I agree.
So is that the takeaway or is that the
encouragement or, or, you know, what's,
what's the, what's the nugget that
you want folks to take away from this?
Just have fun and, and try new
Jodi Amaya: Well I think just remember
at the end of the day, it's not really.
The auction format.
I think both of them have value
simulcast and online auctions.
I think they both have value.
Um, and, but buyers are shopping
for inventory, whatever it is you
sell, whether it's lamps, houses,
heavy equipment, the buyer is coming
on the day you tell 'em to show
up for the auction because they're
interested in the inventory, and so
they're comparing their options too.
You know, you may have.
Um, an excavator for sale and I may have
one, but if I have, um, you know, more
photos and videos on mine, um, then, then
my, the customer's probably gonna bid
with me then, then the one that you have.
So I just think you need to really be
intentional about how you show up for
your customer audience and just remember
that they're people too, and they, they
wanna, they wanna know and trust, um,
and be able to bid from their homes.
Brandon Giella: I am glad you said people.
I was thinking of that.
Um, something I've learned when, when
thinking about doing marketing for,
you know, B2C or B2B, some people are
like, well, in B2B, you know, it's.
It's all about, you know, physical or um,
like the business objectives and things
like that, which it is, but people are
still people, whether it's B2C or B2B,
whether you're on Instagram or whether
you're in person in a boardroom, they're
still people and they still want to be,
you know, kind of build that trust and
have that confidence and you do the job.
And you could do that in many different
ways, whether it's digital or physical.
Jodi Amaya: That's right.
I mean, you're asking your buyer
audience to make a commitment,
a financial commitment.
And you know, people work hard
for their money, most of them.
Some of some of them earn it easily.
Um,
Brandon Giella: Most people do.
Yeah.
Jodi Amaya: yeah, I mean, I think, yeah.
Um, but I think.
You know, instead of just saying build
trust, what I think what I'm trying
to say is that you are building trust.
You are honoring their commitment.
By giving them a good description
of the inventory, you're, you're
showing up and you're trying
to give them the best quality.
And let's hope that that buyer, you know.
Sees that value, you know that they're
like, okay, Jody adds all these pictures.
She takes all the time.
I trust those inventory descriptions
and when I interact with that
business, I have a good experience.
Brandon Giella: I like that.
That's a helpful clarification.
Okay, last question for you.
What, what would be a, what would be a
great next step for somebody listening
and they're like, okay, we've talked
a lot about this technology shift.
We've talked about, you know, something
like simulcast, I mean, obviously
buy, innovate, go to innovate llc.com.
But, um, but like, what is, you know,
just as to, to provide value to listeners
that are, that are, you know, thinking
about this leap of faith or thinking
about, you know, making this next step,
what would you encourage them to do?
Jodi Amaya: I think we talked
about this a little bit in
one of our previous episodes.
I'm not sure if it's out yet,
but 10% here, 10% there, 10%
here makes a big difference.
So if you are hesitant about this
change, um, and how you write up your
inventory or how you engage with your
buyers, um, in a digital presence,
just start making some small changes.
Add three or four more pictures.
Um, you know, see if
it makes a difference.
And I think you'll notice
very quickly, it does not take
long to get buyer engagement.
People appreciate details.
I know when I go to a restaurant
and somebody, you know, remembers
my name or they were, even if they
don't remember my name, they remember
that I walked in the door last week.
You know that.
And and that I like water with no lemons.
You know, it's, that's important to me.
And I'll go back there instead of the
new restaurant that opened next door,
just because it makes you feel good.
Brandon Giella: Hmm.
I love that.
Jodi Amaya: So I think if you just
make a little bit of change, you,
you will tell a big difference.
Brandon Giella: I love that.
That's great.
Remember the details because your
customers will remember them.
Jodi Amaya: right.
Brandon Giella: Yeah, I love
Jodi Amaya: People wanna feel
important, especially in a world
that is so digital, like the,
there's a lack of human interaction.
And, um, you know, so take the chance
that you can to connect with your buyers
and through inventory may not sound like.
Your first thought, but trust me, like
I, I'm seeing it work in action that
increasing the descriptions, details,
photos, videos, I think add some
personality to it so it's not so boring.
You will notice a big difference
in your buyer engagement.
Brandon Giella: This is great actually.
I am learning this in many different
ways in my own life and I love
that you have brought that up.
Like details are everything.
There's so much there that is so
profound and I, yeah, I really love that.
Thank you for sharing that.
Jodi Amaya: Yes.
Thank you for letting me share today.
Brandon Giella: That's great.
Well, Jody, as always, I
love our time together.
Um, I think this is a really great
place to wrap this episode up.
So we've been talking so much about, um,
technology and, uh, the different products
within Innova, as well as different shifts
in the, the market landscape within the
auction industry and future episodes.
We're gonna be branching out a little
bit and maybe having a few guests that we
Jodi Amaya: I
know.
Brandon Giella: stay tuned for more
on that and we will see you around.
Jodi Amaya: Thank you, Brandon.
Have a great day.
Brandon Giella: Thanks, you too.