Auction.com has been named a 2026 HousingWire Tech100 award winner, recognizing SmartSale® for technology designed to bring more transparency and competitive market exposure to the private sale of a home. This includes homeowners navigating pre-foreclosure and short-sale scenarios.
A Private Seller Path Designed for Distressed Scenarios
SmartSale is positioned as a private seller program intended to replace isolated, off-market offers with a guided, competitive process where sellers maintain control over terms and equity. The program is integrated into the Auction.com marketplace and supported by a concierge model that works with a homeowner’s existing listing agent or sources a trained local professional to support the transaction.
“We’re extremely proud of this award,” said Ali Haralson, president of Auction.com. “Too often, homeowners facing a tight timeline get offers without their home being broadly marketed, meaning limited exposure and little competition. SmartSale is designed to change that by bringing qualified buyers to the table and creating a transparent, competitive process that helps sellers protect their equity.”
How the Technology Works Inside the Marketplace
SmartSale is built on Auction.com’s core auction engine, adding an Offers experience designed for distressed homeowners or sellers seeking more flexible deal structures. Sellers can specify terms such as move-out dates, rent-backs, access, and contingencies, while buyers respond with detailed offers and negotiate within the tool.
If the seller wants to get the best combination of both price and terms, the process can shift into a “highest and best” lightning-round phase where qualified buyers compete in real time.
Early Metrics Show Increased Seller and Servicer Engagement
Auction.com reported that early demand showed up quickly through native site placement: a “sell” button on the Auction.com homepage generated more than 3,000 leads, as weekly inquiries increased from about 50 to 100 sellers requesting help.
Focus on Competitive Exposure and Equity Preservation
The program is framed around homeowner equity protection, citing an observed pattern in which pre-foreclosure homeowners can lose, on average, 20%–30% of home value to wholesalers and other investors through door-knocking and similar off-market tactics. SmartSale’s competitive bidding and offers are designed to keep more value with the homeowner by creating an environment where multiple buyers compete on both price and terms.
The program also cites the potential reach of Auction.com’s buyer base—more than 7.8 million registered users—as an “MLS plus” dynamic intended to expand legitimate demand.
SmartSale is designed to give homeowners more choice and control through a transparent, competitive process that surfaces qualified demand and allows homeowners to compare stronger offers on clearer terms.
For more information, visit smartsale.com.