Metzger Property Services

The key to successful agricultural auctions is understanding the asset’s value and the client’s needs and then tailoring a solution that maximizes value. A large part of that solution involves creating and placing strategic marketing campaigns. For over five decades, Metzger Property Services has been driving the best value for landowners and buyers through professional auctions that work to net the highest profits on their properties. The company conducts more than 750 auctions annually for farmers across northern Indiana.

Many of their team members grew up in a rural area around the farming community, making them more familiar with agricultural properties, jargon and the equipment they are offering at auction. With this knowledge, they can offer real-time insights into their clients’ assets, which allows them to build marketing strategies that reach and capture the market, enabling Metzger Property Services to provide their clients with the best value for their assets.

“Our extensive experience equips us with the marketing wherewithal to conduct auctions at a larger scale and drive profits for our clients,” says Chad Metzger, owner.

Over the last decade, agricultural auctions have undergone a significant transformation. Moving away from just a market categorized by local buyers and instead moving toward a market of people from other states and even international investors who are now placing bids for properties. Metzger Property Services integrates community-focused marketing with broader digital initiatives to guarantee that the properties appeal to these prospective buyers, irrespective of geographical location.

It leaves no stone unturned in its marketing practices. The company maximizes visibility for every auction by combining traditional methods like print media and local newspapers with extensive digital campaigns through social media platforms, websites and Google Ads.

Metzger Property Services also addresses the pandemic-induced necessities in the auction space by organizing online simulcast auctions, which means a live in-person crowd bids simultaneously against the online bidders. This approach enables local farmers who value traditional, in-person auctions to participate while also opening doors for remote bidders from across the world to join in real-time. For example, one of the bidders at a farmland auction was unable to participate in person. He joined the event virtually from a computer in Australia and ended up winning one of the bids.

Its customer-centric model is rooted in the company culture, which prioritizes creating empathetic solutions. Metzger Property Services understands that each auction often represents a significant life transition, from challenging circumstances like estate settlements or liquidation of land and machinery during a family crisis. Their team approaches each client with the goal of making the process as seamless and stress-free as possible. Their services go beyond the auction itself, providing comprehensive support from the initial consultation to the final settlement.

What sets the company apart is Metzger's direct involvement in every auction. Personal interaction with the owner assures clients of expert services at every stage of the auction.

Success stories demonstrating its expertise in netting the highest bids for clients are plenty. In one instance, a family residing in Whitley County, Indiana, planned to auction their 200-acre estate, which included a six-mile stretch of farmland and agricultural equipment. The company divided the property into northern and southern segments and ran marketing campaigns across different local markets and the national sector to attract a diverse group of buyers. It also sold every piece of farm machinery at a value far exceeding customer expectations. By reaching those bidders, Metzger Property Services attracted bids at $15,000 per acre on average against their quoted price of $12,000.

Its marketing proficiency has been acknowledged through numerous awards, including top honors in five of six categories at the Indiana Auctioneers Association marketing contest. The company has also been recognized at a national level for driving innovative campaigns that blend digital and traditional techniques.

Metzger Property Services is setting the standard for professional auctions in the agricultural sector through a refined approach that balances modern digital initiatives with the tradition and historical significance of auctions. They are ideal partners for farmers, investors and landowners seeking the best bid for their properties.