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IronPlanet to Leverage Innovative Technologies and Real-time Mobile Capabilities for On-site Events

Wed January 11, 2017 - National Edition
Construction Equipment Guide

IronPlanet, a leading online marketplace for selling and buying used equipment and other durable assets, today announced details and new technology innovations for its upcoming Florida Cat Auction Services Unreserved Public Auction. Following the record-breaking success of its 2016 Florida sale, this year's event will be held over five days in order to meet the needs of the dozens of featured Caterpillar dealers, leading OEMs, dealers, construction companies, rental companies, financial institutions, and other large fleet owners that have consigned equipment. Building on triple-digit 2016 new user growth of 125%, pre-registrations to the Florida event are already up over 500%, giving our sellers unparalleled access to both a local and global buyer base.

Ring Power Corporation of St. Augustine, Florida, one of the largest Cat dealers in North America, is hosting the auction again this year. IronPlanet's major east coast Unreserved Public Auction will feature a wide range of late-model, low-hour equipment from Caterpillar, Volvo, John Deere, Komatsu, JLG, Genie and more. The event will also include an expanded inventory of items from additional OEMs and sellers that give buyers an improved opportunity to purchase additional equipment.

“Building on our live and online growth in 2016, we are looking forward to continuing our success in Florida. With strong online pre-registration and advanced marketing to our 1.6M global buyers, we have already seen interest exceed last year's sale. Our strong buyer growth has been driven by investment in new marketing channels – especially mobile. We know the use of mobile devices is changing the game. This year, we will be leveraging mobile in new ways, both online and on-site, to drive increased interest and engagement in the sale,” said Gregory J. Owens, IronPlanet Chairman and CEO.

New for this year's auction, IronPlanet has partnered with EventHero to provide real-time on-site event management and mobile-enable many aspects of the sale – from registration and attendance reporting to vendor CRM. Additionally, IronPlanet and EventHero will enable SMS and email capabilities to drive real time engagement during the auction week by promoting specific packages to on-site bidders as they come to the block.

This year's Cat Auction Services Florida auction will also feature the company's newly implemented IronPlanet LiveStream. This unique platform builds on the company's leading online technology with live on-site auction features for buyers who need to stay in the field, on the job, or who prefer the convenience of buying online.

"In addition to a wide-ranging lineup of high-quality equipment, IronPlanet is really setting a new technology standard to benefit buyers and sellers at this year's event,” said Frank Streva, Used Equipment Manager, Ring Power Corporation. “Ring Power has always had great on-site participation at the Florida auctions, as hosts with IronPlanet, we are looking to again expand our reach on-site and to a growing global online buyer base.”

IronPlanet's Cat Auction Services Florida event details:


Monday, February 13 - Friday, February 17, 2017

9:00 a.m. ET daily

Equipment preview: Beginning Monday, February 6 at 8:00 a.m. ET


On-site at 5000 Oren Brown Road

Kissimmee, FL 34746


Register today: At and view inspection reports*.

Featured seller highlights:

Altorfer Inc.

Blanchard Machinery

Carolina CAT

Carter Machinery

Cleveland Brothers

Fabick Cat


Foley, Inc.


JLG Industries, Inc.

Louisiana Cat

Milton Cat

Mustang Cat

NEFF Rental

NES Rentals

Ohio Cat

Patten Industries

Pipeline Machinery

Puckett Machinery

Ransome Cat

Riggs CAT

Ring Power Corporation

Sunbelt Rentals

Thompson Machinery

Walker Machinery

Warren CAT

Whayne Supply Company

Yancey Bros. Co.

Ziegler CAT

See for the most current list.

Look for IronPlanet's IronClad Assurance equipment condition certification on equipment listed on IronPlanet, TruckPlanet, GovPlanet, and IronPlanet's IronClad Assurance gives buyers the confidence to buy online knowing that they have an accurate representation of equipment condition. Equipment Protection Plans from Cat Financial may be available on qualified Cat equipment selling in Cat Auction Services events, which will be noted in the auction catalogs.

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