Ideal Video Productions

09/11/2025

Part 2 - Wade Fisher, proud to be led by you!

Yesterday we introduced you to 𝐖𝐚𝐝𝐞 𝐅𝐢𝐬𝐡𝐞𝐫, 𝐓𝐀𝐀 𝐁𝐨𝐚𝐫𝐝 𝐌𝐞𝐦𝐛𝐞𝐫. Today we’re sharing the conclusion of his interview, where he talks more about his journey and involvement in the auction industry. 𝐃𝐨𝐧’𝐭 𝐦𝐢𝐬𝐬 𝐭𝐡𝐞 𝐫𝐞𝐬𝐭 𝐨𝐟 𝐡𝐢𝐬 𝐬𝐭𝐨𝐫𝐲!

What's one auction you'll never forget and why?
June 2008—the Camp Cooley Ranch dispersal. At the time, I was still on payroll with Camp Cooley, and we were tasked with selling over 1,500 head of registered cattle across three breeds. It was a true marathon of an auction—four full days and over $12 million in revenue.

What made it unforgettable wasn’t just the size of the sale, but the timeline. We had just three months to plan and execute the entire event. The lessons I learned during that short stretch are ones most people spend decades trying to acquire. It tested everything I thought I knew about sale management and showed me what’s possible when the stakes are high and the pressure is on.

What's the most unusual item you've ever sold?
It happened during a benefit auction—which are always one step away from either greatness or complete awkwardness.

The scariest moment came when a man unexpectedly made his way to the stage to donate an item before anyone could stop him. He had arrived late and hadn’t told anyone what he planned to contribute. He took the mic, introduced himself as a heart surgeon, and offered the opportunity for someone to sit in the operating room during an open-heart surgery for a front-row view of the procedure.

The room went absolutely silent.

All I could think about was that Seinfeld episode where Kramer drops a Junior Mint from the balcony and it ends up sewn into the patient. I still don’t know what was more uncomfortable—the offer itself, or the fact that someone actually bid on it.

What types of auctions do you conduct or support?
Just about any and all. We’re actively involved in cattle, equipment, benefit, and real estate auctions. As long as there’s a live auctioneer calling bids to real people, we’re in.

To me, price discovery doesn’t truly happen without a licensed auctioneer. That voice on the mic—that’s what drives the momentum, sets the tone, and brings real value to the sale.

Who mentored you or had the biggest influence on your career?
Without a doubt, Doak Lambert. He gave me a shot when I was too young to even realize what I didn’t know. His guiding hand, patient leadership, and gentle corrections pushed me to grow—and made me want to be more.

Beyond that, I believe we can learn something from everyone we meet. I’m constantly being shaped and sharpened by every auction I work and every auctioneer I stand beside.

What advice would you give to someone starting in the auction business?
Go. Be available. Answer the phone.

You have so much to learn, and you won’t get better sitting at home calling bids on imaginary items in an empty room. Get out there.

Too often, people either think a sale is above their ability or too small to be worth their time. But when you’re starting out, you don’t have the luxury of saying no. Every opportunity is a chance to grow. If you’re too proud or too picky early on, you’ll end up getting in your own way.

How has the auction industry changed since you started?
In the car auction world, when I got started, the major players were still programming simulcast platforms and running cars through the lanes packed with in-person buyers. Ringmen would catch bids from the floor and relay them to the auctioneer—it was the glory days of live interaction and energy. Today, many of those same auctions operate almost entirely remotely. We talk to block clerks through headsets, and most bidders are online, watching multiple lanes at once. The personal touch of ringmen and auctioneers is disappearing in some spaces, and that’s a real loss for the feel and rhythm of an auction.

In the cattle world, when I began, we ran live cattle through the ring. Remote bidders either used agents or listened in on conference calls to place their bids. Today, most large production sales are conducted using pre-recorded videos displayed on screens—improving safety and reducing lag time. Simulcast online bidding is widely available, but we’ve held on to what makes cattle sales work: auctioneers, ringmen, and true price discovery. That part hasn’t changed—and it shouldn’t.

What's one tradition you hope never disappears?
I’m a purist at heart. The tradition I hope never disappears is the presence of a live auctioneer with a microphone.

An auctioneer on the mic can do more to protect the value of your asset than an entire army could to protect a king. There’s something irreplaceable about that voice, that presence, and that energy—it brings urgency, credibility, and trust to every sale.

Why are you involved in TAA?
My path to the TAA started when I helped broadcast the contest on social media. Once I got involved, I quickly realized the organization and I share the same core values. We’re both committed to protecting and promoting the purpose of the auction industry—to keep assets changing hands in the purest way possible: through auctions.

The TAA is focused on advancing both the profession and the professionals who carry it forward. Without the keepers of the flame, we can’t continue. And I’m proud to be one of them.

What legacy do you hope to leave in the auction industry?
Simply put, I hope to leave behind the understanding that what we do has purpose. That our work matters.

You don’t have to be the one on the block calling bids to be an auctioneer. Every person on an auction team—from the ringmen to the office staff—plays a role in impacting both the seller and the buyer. It all matters.

Growing a business in and around auctions takes grit, consistency, and hard work—because this industry deserves nothing less. Rome wasn’t built in a day, but it burned in three. If we don’t protect and pour into this profession, we risk losing what generations before us built.

Do you have a pre-auction ritual?
We all do—and for me, it’s coffee with the auction crew. I love a good production meeting. It sets the tone for the day, gets everyone on the same page, and gives us a chance to adjust anything before the first lot enters the ring. It’s not just about logistics—it’s about creating the right mindset as a team.

09/09/2025

Our fearless leader!

𝗠𝗲𝗲𝘁 𝘁𝗵𝗲 𝗟𝗲𝗮𝗱𝗲𝗿𝘀 🔦
We’re excited to spotlight the officers and directors of the Texas Auctioneers Association! Each one brings dedication, experience, and vision to our industry. Through this series, you’ll get a closer look at the people behind the titles—their stories, voices, and leadership that keep our association moving forward. This week let's get to know 𝐖𝐚𝐝𝐞 𝐅𝐢𝐬𝐡𝐞𝐫, TAA Board Member and we will conclude his story tomorrow, so check back.

Tell us about your auction background, what you specialize in, and generally about your career.
I grew up in the auction business, primarily working farm equipment and machinery sales. As I got older and became involved in 4-H and FFA, I discovered a deep passion for the cattle industry—particularly the marketing and sale of registered seedstock cattle. I began my career in livestock marketing with a ranch outside Franklin, Texas, where I focused on online simulcasts and sale organization.

In 2009, I set out on my own with just four cattle sales a year, supplementing my income by working seven car auctions a week. Since then, we’ve grown tremendously—now organizing over 250 cattle sales annually. In 2024 alone, we’ve partnered with DVAuction to broadcast more than 1,800 sales across the country.

Do you have any designations you want us to share?
Only a PHD in trial and error.

Have you won any contests or have any titles you would like us to share?
Sadly, I’ve never entered a contest.

Tell us about the first auction you ever attended.
The first auction I remember attending was a ranch estate liquidation in Killeen, Texas. At the time, I thought it was just another auction my dad was working. I was there to do what I always did—run tickets from the auction block to the office.

But this one was different. The family had a little girl my age, and we spent the day getting to know each other. She told me they were selling because they couldn’t afford to keep the ranch going. That stuck with me.

The sale ended up being a huge success—far exceeding expectations. I still remember the father breaking down in tears afterward. The proceeds had cleared their debt. That moment made a lasting impression on me.

It showed me that an auction is never just a sale—it can change the course of a family’s life. That’s a core memory I carry with me into every event we do.

What and/or who made you want to be in the auction industry?
First and foremost, my father John Fisher. As a second-generation auctioneer, I was raised with a deep understanding of the auction method and the reasons it works. I learned early on that holding the microphone on sale day is just the cherry on top—it’s the final moment of a process built on many layers of preparation and hard work.

As I grew into the cattle industry, my biggest mentor became Doak Lambert. He taught me not just how this business works, but how to navigate it with integrity. The miles on the road, the nights away from home, the long hours—they’re all worth the sweat. Doak leads by example, showing that you can be at the top of your game and still stay grounded in humility. Most importantly, he showed me that it’s possible to do it all while being anchored in faith and giving glory to the Lord.

How long have you been in the auction industry?
I’ve been around the auction industry for 40 years, growing up in it from a young age. That said, I would say I’ve been directly involved in the business—working sales, managing events, and developing my own path—since 2003.

11/28/2024

We here at Ideal Video Productions want to wish everyone a Happy Thanksgiving! We have so much to be thankful for, and are especially appreciative of our clients and the ability to film Gods cattle. Thanks to everyone!

09/10/2024

02/27/2024

Read 2024 The 29th Genetic Edge Sale • March 2, 2024 • Houston, TX by Garrett Thomas on Issuu and browse thousands of other publications on our pla...

01/14/2024

In our business, customers often become great friends. We learn so much from people who come to us as leaders in other industries.

We lost one of those great men this week, Mr John, we cherished the memories, the jokes, the lessons, and most importantly the stories.

Please take this time to pray for John’s family and the Greens as they remember their leader, and mentor.

Celebrate the life of John Milam, leave a kind word or memory and get funeral service information care of Young’s Funeral Directors.

12/07/2023

Congratulations J Bar Angus!

THANK YOU to everyone who made our 2023 sale a success!!
Big thanks to our BUYERS! We hope you had a great experience and that you'll be back in the future!
Also thanks to the crew at DV Auction and Ideal Video Productions for getting us online this year!
And we couldn't even have the sale without all of our HELPERS who make the sale work - from the pens to the ring to loadout, plus all the paperwork - y'all are very much appreciated!
Finally, we are grateful to our sale book sponsors for their support:
United Ag
Grafe Chevrolet GMC
Wiese Crop Insurance
Hallettsville Veterinary Hospital
Janak's Country Market

05/30/2023

Hard to be in the Seedstock Cattle business without having been impacted in some way by the talent of Nancy.

We first met in 2006 at Camp Cooley, where her attention to detail in the pen and my lack of patience collided, but from that day I learned the more patience I have the better my finished product could become. She had a way of being blunt in her assessment and kind in her teaching.

Nancy, we’ll miss you in our industry, you made us all strive to snap the shutter one more time.

Nancy Pruitt, nationally recognized cattle photographer, passed away on May 13, 2023, in Fort Worth, Texas, following emergency brain aneurysm surgery. Pruitt lived in Springtown, Texas at the time of her death.

She was a 1976 graduate of Texas A&M University with a degree in agricultural journalism.

In 1977, she joined the staff of Brangus Journal and part of her responsibilities required taking cattle photos. This opened another avenue of creativity for her, as she was already writing and designing ads and eye-catching layouts for the monthly magazine. Pruitt loved the photography part of her position, and it would become a lifelong passion. She also began drawing and painting cattle during this time.

She would leave Brangus in 1980 to join the editorial staff at The Cattleman. From there she would take advertising positions at Granada and Camp Cooley Ranch, where her photography and design skills produced award winning campaigns and her work was recognized on a national level. She became a sought-after cattle photographer across breeds, and this led her to open her own company that she operated until her death.

Pruitt was an avid horse enthusiast and competed in stock horse events. She was also active in a community Bible study in the Springtown area, and she helped many aspiring cattle photographers.

She annually served as a judge for the Fort Worth Stock Show Commercial Heifer Sale Scholarship program. Because of her commitment to that program, a scholarship has been established in her memory as part of the Fort Worth Stock Show Commercial Heifer Sale. It will be presented annually at the sale on the closing day of the Fort Worth Stock Show and Rodeo. Those wishing to contribute should make the check payable to Weekly Livestock Reporter, P.O. Box 7655, Fort Worth, Texas 76111. Please denote that the funds are to be used for Pruitt's memorial scholarship.

A private burial was held in Dallas, Texas on May 22nd. She is survived by her son, Brett.

04/26/2023

Nice set of heifers selling in June.

02/25/2023

Take a look at the Genetic Edge 2023. If you thought last year was a powerful offering, think again. Loads of potential for any program, Donors, Picks of Herds, Heifers, Flushes, Embryos, even Herd Sires.

At the conclusion of the sale we roll right into the IBBF Embryo auction supporting the Brangus Foundation.

Read 2023 The 28th Annual Genetic Edge Elite Brangus Sale • March 4, 2023 • Houston, TX by Garrett Thomas on Issuu and browse thousands of other pu...

11/26/2022

Packed house today in Purvis, MS for the T3 Brangus Sale!

Ranch Hand Analytics
DV Auction
Lambert Auction Co., Inc.
Southern Livestock
Gulf Coast Cattleman
Cattle Solutions

11/24/2022