Auction.com has named Ted Mucellin as General Manager, Head of SmartSale®, a role focused on growing the private-seller program and expanding its use in residential real estate.
Mucellin reports to Auction.com Co-CEO Ali Haralson. He now leads the SmartSale business line, including strategic development, client adoption, and cross-functional alignment.
“Ted understands real estate marketplaces and the technology behind them,” Haralson said. “SmartSale gives home sellers more control over the sales process. and better visibility into the best offer. His background in MLS, brokerage and real estate technology will help us build on the progress SmartSale has already made.”
SmartSale, powered by Auction.com, connects home sellers with serious buyers, including Auction.com’s vast network of registered users. Sellers can choose Auction to sell as-is or Offer for direct negotiations. Through the Seller Dashboard, sellers can see offer and bid activity in real time, compare options, and decide how they want to move forward.
Mucellin said SmartSale creates an opportunity for Auction.com and for the real estate industry.
“This role serves as a growth catalyst for the company by diversifying revenue streams beyond macro-dependent inflows,” he said. “For the industry, the impact scales from significantly improving equity preservation outcomes for homeowners to establishing novel disposition channels for traditional real estate stakeholders, bridging the gap between distressed and retail markets.”
Mucellin has worked across residential real estate. Most recently, he served as Chief Strategy and Operations Officer at Bright MLS, where he led B2B SaaS solutions and subscriber services for the nation’s largest MLS. He also worked at Zillow, where he focused on partnerships and tools for agents.
His background includes gov-tech work tied to pre-foreclosure monitoring and residential brokerage leadership. He also served as COO of Houwzer, a tech-enabled startup brokerage.
Mucellin said he was drawn to SmartSale because of its role in a changing market.
“I was initially drawn to the SmartSale mission due to its expansive application potential within a rapidly evolving real estate landscape,” he said. “As I performed deeper due diligence into the leadership team and the firm’s cross-industry reputation, the opportunity to contribute to a market leader with such significant institutional gravity became a very compelling career objective.”
RISMedia recently selected Mucellin as a 2026 Newsmaker in the “Futurist” category. HousingWire also named him a 2025 Tech Trendsetter.