Shattuck auctioneers host largest dental equipment online auction of its time

The Challenge

University of Texas Health San Antonio School of Dentistry needed to move to a new location. The new facility came complete with brand new equipment, thus requiring the dental school to liquidate all assets from its previous location. This included hundreds of pieces of like-new equipment ranging from top-of-the-line dental chairs and X-ray units to advanced lighting systems, articulators and office furniture. As the dental school’s contracted auctioneer since 1988, Shattuck LLC geared up to sell more than 900 lots of equipment – the most ever featured in a single online auction at that time.

The Insight

The scope of the project was enormous. As a result, Shattuck deployed its entire team of service representatives to oversee the auction setup, removal and inspection at the dental school site in San Antonio. Experts in dental and medical equipment, the Shattuck crew was able to assess and verify item values, presenting the assets for maximum exposure and return.

And because the equipment was in new condition, buyers were not limited to those with salvaged equipment brokers’ licenses. The auction was truly open to the public – an opportunity that Shattuck’s marketing team was quick to leverage. Shattuck created and distributed targeted promotions to reach dentists, doctors and any other businesses that might be interested in the dental school’s equipment. Shattuck even thought to target tattoo artists, who essentially use the same chairs and sterilization equipment as dental offices. Promotions included mailers, eBlasts, newsletters, online classified ads and a press release distributed to Texas news outlets.

The Results

Shattuck devoted significant time and resources to this auction – and it paid off. The auction garnered the attention of buyers near and far, securing purchases from 124 bidders in 10 states across the U.S. The largest of its kind, the auction set a precedent for dental equipment sales, bringing in final sales of more than $1.4 million.

It's all in the numbers