So, you’re staring at a Ticketmaster account overflowing with tickets you can’t use. Maybe your favorite band’s drummer broke his arm, a family emergency popped up, or perhaps you just impulse-bought those nosebleeds after one too many celebratory beverages. Whatever the reason, you’re now facing the dreaded question: how do I sell these tickets that everyone else seems to be dumping too? The good news is, while it might feel “unsellable,” there are strategies to increase your chances of recouping some, or even all, of your investment. This guide will walk you through the process, from understanding Ticketmaster’s resale policies to leveraging third-party platforms and creative marketing tactics.
Understanding the Ticketmaster Landscape
Before diving into specific selling strategies, it’s crucial to grasp the ecosystem you’re navigating. Ticketmaster holds a significant share of the live event ticketing market, and their resale policies, while sometimes restrictive, are important to understand.
Ticketmaster’s Official Resale Program
Ticketmaster offers a built-in resale option, often called “Verified Resale.” This allows you to list your tickets directly on their platform, ensuring buyers that the tickets are legitimate and valid. However, this comes with its own set of considerations. One key advantage is buyer trust, as the tickets are verified by Ticketmaster. However, be aware of the potential drawbacks.
The pricing is often controlled by Ticketmaster’s algorithms, which may not always align with your desired sale price. They also take a commission on each sale, further reducing your profit margin. Furthermore, if the event is struggling to sell tickets generally, your resale listing might get lost in the shuffle.
Navigating Ticket Transfer Restrictions
Ticketmaster’s policies can also restrict ticket transfers, depending on the event and the venue. Some tickets may only be accessible via mobile transfer and cannot be physically printed, adding a layer of complexity to the selling process. Always check the specific ticket details and event guidelines to understand any transfer limitations. Ignoring these restrictions can lead to buyers being denied entry, ultimately damaging your reputation as a seller.
Beyond Ticketmaster: Exploring Alternative Marketplaces
While Ticketmaster’s official resale platform is a convenient option, it’s not always the most profitable or effective, especially for events with low demand. Exploring alternative marketplaces can significantly increase your chances of finding a buyer.
StubHub and SeatGeek: Major Players in Ticket Resale
Platforms like StubHub and SeatGeek are popular choices for ticket resale, offering a wider audience reach compared to Ticketmaster alone. They often have more flexible pricing options, allowing you to set your desired price based on market demand. Research similar events and seating locations to determine a competitive price.
Be mindful of the fees charged by these platforms, as they can impact your final payout. Compare the commission rates and buyer’s fees across different marketplaces to determine the most cost-effective option. Also, understand their buyer protection policies, as they might require you to guarantee the authenticity and validity of the tickets.
Social Media and Local Communities: Tapping into Niche Markets
Don’t underestimate the power of social media and local communities. Facebook Marketplace, local Facebook groups dedicated to event tickets, and even community bulletin boards can be surprisingly effective for selling tickets.
When using these platforms, be transparent about the ticket details, including the event, date, time, seat location, and price. Include clear photos of the tickets or screenshots of the mobile tickets. Be prepared to answer questions promptly and provide proof of purchase if requested.
Exercise caution when dealing with potential buyers on social media. Meet in a safe, public place for the exchange, or utilize secure payment methods like PayPal Goods & Services, which offers buyer and seller protection. Avoid accepting cash unless you are certain of its legitimacy, and never share personal financial information.
Craigslist and Other Online Classifieds
While Craigslist might seem outdated, it can still be a viable option for selling tickets, especially for local events. However, due to its anonymous nature, proceed with extreme caution.
Always meet buyers in a safe, public place during daylight hours. Insist on cash payment or use a secure payment app like Venmo or Zelle (though be aware of their limitations). Never ship tickets to an unknown buyer, and be wary of scams involving fake money orders or cashier’s checks. Prioritize your safety and protect yourself from fraudulent activities.
Pricing Strategies: Finding the Sweet Spot
Pricing is a critical factor in selling any ticket, but it’s especially important when dealing with “unsellable” tickets. Finding the right balance between recouping your investment and attracting a buyer requires careful consideration.
Analyzing Market Demand and Setting Competitive Prices
Before listing your tickets, research the current market demand for the event. Check prices on Ticketmaster, StubHub, SeatGeek, and other platforms to get a sense of what similar tickets are selling for.
If the event is in high demand, you might be able to price your tickets slightly above face value. However, if there are plenty of tickets available, you’ll need to price them competitively to attract buyers. Consider undercutting the lowest price to stand out from the crowd.
Dynamic Pricing and Adjusting to Market Changes
The ticket market is constantly fluctuating, so it’s essential to monitor prices and adjust your listing accordingly. If your tickets aren’t selling, lower the price gradually until you find a sweet spot that attracts buyers.
Conversely, if the event is getting closer and demand is increasing, you might be able to raise your price slightly. Use dynamic pricing strategies to maximize your chances of selling your tickets at the best possible price.
Offering Discounts and Incentives
Consider offering discounts or incentives to sweeten the deal. Bundling multiple tickets together, offering free parking passes, or including a small gift (like a band t-shirt) can make your listing more appealing.
You can also offer a discount for buyers who are willing to purchase the tickets quickly or meet you in person. Get creative and think of ways to make your offer stand out from the competition.
Marketing and Promotion: Making Your Tickets Visible
Even with a competitive price, your tickets might not sell if no one knows they’re available. Effective marketing and promotion are crucial for increasing visibility and attracting potential buyers.
Crafting Compelling Listings and Descriptions
Your listing is your first impression, so make it count. Write a clear, concise, and compelling description that highlights the key features of your tickets. Include the event name, date, time, venue, seat location, and price.
Use strong keywords that buyers are likely to search for, such as “concert tickets,” “VIP seats,” or “front row.” Include clear photos of the tickets or screenshots of the mobile tickets. Highlight any unique features, such as a meet-and-greet opportunity or access to a VIP lounge.
Leveraging Social Media for Targeted Advertising
Utilize social media platforms like Facebook, Instagram, and Twitter to promote your tickets. Create targeted ads that reach potential buyers based on their interests, demographics, and location.
Join relevant Facebook groups and online communities dedicated to the event or the artist. Share your listing and engage with potential buyers. Use relevant hashtags to increase visibility.
Reaching Out to Your Network and Word-of-Mouth Marketing
Don’t underestimate the power of your personal network. Let your friends, family, and colleagues know that you’re selling tickets. Share your listing on your social media profiles and ask your connections to spread the word.
Word-of-mouth marketing can be surprisingly effective, especially for local events. You never know who might be interested in attending or know someone who is.
Addressing Common Concerns and Building Trust
Selling tickets online, especially “unsellable” ones, often involves addressing buyer concerns and building trust. Transparency and responsiveness are key to overcoming skepticism and closing the deal.
Providing Proof of Purchase and Ticket Authenticity
Buyers are naturally wary of scams and fake tickets, so it’s important to provide proof of purchase and ticket authenticity. Share a screenshot of your Ticketmaster order confirmation or a photo of the physical tickets with identifying information blurred out.
Offer to meet in person to verify the tickets or transfer them electronically through a secure platform like Ticketmaster’s Verified Resale program. Be transparent about the source of the tickets and answer any questions honestly.
Answering Questions Promptly and Professionally
Respond to inquiries quickly and professionally. Provide detailed information about the tickets and answer any questions thoroughly. Be polite and respectful, even if the buyer is skeptical or demanding.
Building rapport and establishing trust can go a long way in convincing a buyer to purchase your tickets. Treat potential buyers with the same courtesy and respect you would expect from a seller.
Offering Guarantees and Refunds (If Possible)
Depending on the platform you’re using, you might be able to offer guarantees or refunds to reassure buyers. For example, StubHub and SeatGeek offer buyer protection policies that guarantee the authenticity and validity of the tickets.
If you’re selling directly to a buyer, you can offer a partial refund if the event is canceled or rescheduled. While you might lose some money, it can help build trust and increase the likelihood of a sale.
Last Resort Options: Donating or Gifting Tickets
If all else fails and you’re unable to sell your tickets, consider donating them to a charity or gifting them to a friend or family member. While you won’t recoup your investment, you’ll at least be putting the tickets to good use.
Donating to Charity for a Tax Deduction
Many charities accept ticket donations, and you may be able to claim a tax deduction for the fair market value of the tickets. Research local charities that accept ticket donations and obtain a receipt for your contribution.
Ensure the charity is a registered 501(c)(3) organization to qualify for the tax deduction. Keep accurate records of the donation, including the date, value of the tickets, and the charity’s name and address.
Gifting to Friends, Family, or Loyal Customers
Gifting the tickets to a friend, family member, or loyal customer can be a thoughtful gesture that strengthens your relationship. It’s a great way to show your appreciation and make someone’s day.
Even if you can’t sell your “unsellable” tickets, you can still salvage some value by donating them to charity or gifting them to someone who will appreciate them. This turns a potential loss into a positive experience.
Final Thoughts: Persistence and Adaptability
Selling “unsellable” tickets requires persistence, adaptability, and a willingness to explore different strategies. Don’t get discouraged if your tickets don’t sell immediately. Keep adjusting your price, marketing efforts, and sales approach until you find a buyer. Remember, even unwanted tickets can find a good home with the right strategy and a little patience. The key is to understand the market, build trust with potential buyers, and be creative in your approach. Good luck!
Why are my Ticketmaster tickets considered “unsellable”?
There are several reasons why your Ticketmaster tickets might be deemed “unsellable.” Often, it stems from high prices compared to the current market value. If similar tickets for the same event are available for less, buyers will naturally opt for the cheaper options. Other factors include limited demand for the event, poor seat locations (e.g., obstructed views, distant sections), or restrictive transfer policies imposed by the event organizer or venue.
Additionally, issues with the tickets themselves can render them unsellable. These might include tickets being flagged for resale restrictions, tickets tied to a specific person’s name that cannot be transferred, or tickets sold for events that have been postponed or canceled with no clear reschedule date. Always check Ticketmaster’s terms and conditions and any specific event policies before attempting to resell your tickets.
What are some alternative platforms to Ticketmaster for reselling tickets?
While Ticketmaster is the official marketplace, several secondary platforms can offer greater flexibility for reselling tickets. Websites like StubHub, Vivid Seats, and SeatGeek often have wider reach and may attract different types of buyers, potentially increasing your chances of a sale. Facebook Marketplace and local community groups can also provide avenues for directly connecting with potential buyers in your area.
However, be mindful of the terms and conditions of each platform and the potential risks associated with private sales. Reputable secondary marketplaces typically offer buyer and seller protections, while private sales require more caution regarding payment security and ticket legitimacy. Always prioritize secure payment methods and verify the buyer or seller’s identity when dealing outside of established platforms.
How can I strategically price my tickets to increase their chances of selling?
Effective pricing is crucial for reselling tickets, especially if demand is low. Start by thoroughly researching the current market value of comparable tickets. Check prices on Ticketmaster and other resale platforms to understand the prevailing rates for similar seats. Consider pricing your tickets slightly below the lowest available price to attract buyers looking for a deal.
Dynamic pricing, where you adjust your prices based on market fluctuations, can also be effective. If demand increases as the event approaches, you can gradually raise your prices. Conversely, if tickets are not selling, lower your prices to entice potential buyers. Be realistic about your expectations and prioritize recouping some of your investment rather than holding out for an unrealistic profit.
What are some effective strategies for marketing my tickets outside of resale platforms?
Beyond listing on resale platforms, actively promoting your tickets can significantly boost your chances of a sale. Utilize social media platforms like Facebook, Twitter, and Instagram to reach a wider audience. Share details about the event, the seat locations, and your asking price, and encourage your followers to share the information with their networks.
Consider targeting specific groups or communities that might be interested in the event. For example, if you’re selling tickets to a concert, join relevant fan groups or forums and post information about your tickets. You can also explore local online classifieds or community bulletin boards to reach potential buyers in your immediate area. Remember to always prioritize safe and secure transactions when dealing with individuals outside of established platforms.
What should I do if the event is approaching quickly and my tickets haven’t sold?
As the event date draws near, you may need to take more aggressive measures to sell your tickets. Lowering your price significantly is often the most effective strategy. Consider dropping the price below face value to attract last-minute buyers who are eager to attend the event.
Explore the possibility of transferring your tickets to a friend or family member if you’re unable to find a buyer. While you won’t recoup your investment, at least the tickets won’t go to waste. Alternatively, some venues or artists may offer last-minute ticket donation programs, allowing you to donate your tickets to a charitable organization and potentially receive a tax deduction.
What are the potential risks of reselling tickets, and how can I mitigate them?
Reselling tickets can expose you to certain risks, including fraud, scams, and potential violations of event or venue policies. Buyers might attempt to use counterfeit payment methods, request refunds after attending the event, or accuse you of misrepresenting the tickets. Sellers can also face risks such as buyers disputing charges or claiming they never received the tickets.
To mitigate these risks, always use secure payment methods and reputable resale platforms that offer buyer and seller protections. Keep detailed records of all transactions, including screenshots of listings, communication with buyers, and proof of ticket transfer. Verify the buyer’s identity whenever possible, and be wary of suspicious behavior or unusually high offers. Familiarize yourself with the terms and conditions of the resale platform and the event organizer to ensure compliance with all applicable policies.
What if the event is canceled or rescheduled? What are my options?
If the event is canceled, Ticketmaster typically issues a full refund to the original purchaser. The refund will be processed automatically to the original payment method. In the case of a rescheduled event, your tickets are usually valid for the new date.
If you are unable to attend the rescheduled event, Ticketmaster may offer a refund window during which you can request a refund. It’s important to monitor your email and Ticketmaster account for updates regarding event cancellations or rescheduling. If you purchased tickets through a third-party resale platform, their refund policies will apply, so it’s crucial to review their terms and conditions carefully.