In a first for an East Midlands property auction house, Graham Penny Auctions is TODAY set to launch its first television advert.

The advert, launching on ITV1 East Midlands at 12.45pm in the Loose Women advert break, features an animated Graham Penny explaining the reasons why selling a property by auction could be the way to secure the best deal.

Managing Director Andrew Parker explains: “Graham Penny has been a regular property expert on Homes under the Hammer for over 10 years which has led to him becoming a bit of a local celebrity in the East Midlands, therefore it made sense for him to be the focus of our first ever TV advert.

“Graham, along with myself and our dedicated team of auction negotiators across the East Midlands work hard to secure the best price for our vendor clients and get them a quick sale with the minimum of fuss.”

The advert will initially run on the ITV Central East transmitter (ITV1 SD, not HD) for two weeks with its first daytime showing in Loose Women and its first peak time airing in the Emmerdale advert break at 7.15pm this evening.

Graham Penny Auctions has been the most successful auction house in the East Midlands each year since its inception in 2006, based on lots sold and revenue raised. In the past 10 years it has raised over £460m and sold more than 4,800 lots for clients in Derby, Nottingham and Leicester and in 2015 alone it raised more than £72.6m from 22 auctions across the East Midlands.

Andrew added: “This TV advert should go a long way to showing that our auction room is a modern, quick and transparent way of selling a property for the best price. Once the hammer falls, the property is sold, contracts are exchanged in the auction room and will usually complete in 21 days. It’s as simple as that.”