In conversation with Carroll Harrison and Norman Raad
BROLL AUCTIONS AND SALES
T here’s nothing quite like crowding onto the floor of an auction room and watching a skilled auctioneer at work. In fact, the sheer showmanship of an exhilarating auction gripped crowds as long ago as 500 BC, and it remains as compelling an experience as ever. But, says Norman Raad , CEO of Broll Auctions and Sales, don’t be fooled. An auction is not an ‘event’; it’s an expertly informed and strategic process. Norman and Director Carroll Harrison , who have worked together for 20 years, spoke to Asset about how Broll Auctions and Sales has
overall demand has weakened because of market uncertainty, but having said that, we have seen some serious positivity over the past few months, although the property sector has a long way to go in reaching former investment levels. Yes, there’s growth in the industrial sector, first-time residential and rural retail,
Norman credits his years at Auction Alliance for teaching him the ropes and encouraging him to push boundaries during a boom time for the auction industry in the early 2000s. “Auctions were changing the landscape of property disposals at the time,” he says. “If we took 40 lots to market, we sold 39. Since 2015
ridden both the highs and lows of the commercial real estate market over many years. Today the company averages R2.5bn in sales annually. Its longevity is attributed to its dealmaking expertise in asset disposal and the trusting client
relationships – based on efficiency, transparency and integrity – built up over many years and over multiple successful transactions.
An auction is not an ‘event’; it’s an expertly informed and strategic process.
October 2025 | Issue 141 | Asset Magazine 201
200 Asset Magazine | Issue 141 | October 2025
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