iamproperty has launched the latest edition of its consumer-facing Auction Watch magazine as the company looks to help estate agents grow awareness and adoption of the Modern Method of Auction (MMoA) among buyers and sellers.
The latest edition of the publication includes market performance data, consumer education content and real-life auction case studies, alongside a new promotional toolkit designed to help partner agents explain the benefits of auction sales more clearly to clients.
The Summer 2026 edition provides guidance on the auction process, myth-busting content around MMoA and insight into regional auction hotspots across the UK.
iamproperty says the publication was created in response to rising demand for auction services and remains the only magazine specifically designed to improve consumer understanding of the Modern Method of Auction.
MODERN METHOD OF AUCTION
The company’s latest consumer tracking research found awareness of MMoA has continued to rise, increasing from 39% during the first half of 2025 to 44% by February 2026.
Interest in auction sales has also grown significantly, with Google Trends data showing searches related to buying and selling property at auction have risen by more than 400% over the past six months.
According to iamproperty, nearly half of consumers now aware of MMoA would consider using auction as a method of sale, with 47% saying they are likely to explore the option.
The company said growing demand for speed, security and transaction certainty continues to drive interest in auction sales, particularly against the backdrop of ongoing delays and fall-throughs in the wider housing market.
iamproperty’s latest performance figures show that during 2025:
- 12,065 properties were sold via auction, up 10% year-on-year
- £2.09bn in capital value was raised, an increase of 8%
- More than 218,000 viewings were booked
- Completion rates reached 95%, compared with an estimated 70% across private treaty sales
The company also highlighted continued growth across several regional auction markets.
Nottingham recorded a 20% annual increase in activity, while Doncaster saw growth of 19% and Hartlepool rose by 44%.
Among the fastest-growing auction markets were Huddersfield, up 124% year-on-year, Haverfordwest at 120% and Ipswich at 108%.
iamproperty said London’s auction market has also continued to strengthen, with sellers increasingly turning to auction for targeted marketing and greater transaction certainty on higher-value homes.
GO-TO METHOD
Michele Gettins (main picture, inset), Chief Marketing Officer at iamproperty, says: “While auction activity is booming across the UK, spikes in popularity continue to show in areas where buyer demand is high and new growth areas are emerging at pace.
“In the latest edition of Auction Watch, we address common auction myths and explain why auction is fast becoming the go-to method of sale for speed and transparency.
“We make it easy for our Partner Agents to share the benefits of auction with consumers who may otherwise have outdated perceptions or little knowledge of it.
“We want consumers to have a better understanding of modern auction, especially as exploration is growing and ultimately, we’re making it easier for Partner Agents to sell the benefits of auction to more people.”
