Lelands to Hold More Auctions, Spend Even More on Marketing

With demand for sports cards and memorabilia at record levels, Lelands has announced they are increasing the number of auctions on their schedule and will have a Classic Auction every other month. While some auction houses recently moved to back-to-back monthly auctions, Lelands is the first to say it will leave time between auctions to do promotion. Lelands President Michael Heffner explains, “While we know that this new rush to do more auctions is good for auction houses, we’re not sure it’s always in the best interests of the consignors.”

Lelands current Spring Classic Auction will close April 2nd, and in one of the fastest turnarounds in firm history, the next Classic Auction will open just a month later. Heffner says the firm will use the month between to do promotion, and that the company is spending a record amount to promote these auctions. “We have always been about the stuff”, says Heffner, “so we want to romance it and make sure our clients get maximum value.”

According to Heffner, the new plan is being well received by clients. He explains, “items will be featured in a ‘look book’ that will mail to thousands of bidders, and lots will be promoted in print ads placed in hobby magazines. Neither of those options would be possible in the back to back auction scenario.” Heffner said that the company will also support auctions with significant investments in digital marketing and PR.

Lelands Spring Classic Auction is open now and features Mike Trout’s MLB debut game-worn jersey, the “Holy Grail” of Tom Brady rookie cards, a 1986 Fleer Basketball PSA 10 complete break set including the iconic Michael Jordan rookie, a LeBron James Logoman 1/1, and Rookie RPA’s of Luka Doncic, Zion Williamson, and other superstars. To consign to Leland’s next auction, opening on May 9th, visit Lelands.com or email contact@lelands.com.