One of the first things to do when starting a new business is choose a name that defines and brands your company with your product. For Robert LaMarsh and Brian Moening, this was an easy task. Their company — Vantage Auctions — was founded in April 2016 in Lake Elsinore, Calif. “Vantage” is defined as “a position giving a strategic advantage, commanding perspective or comprehensive view.”
From the beginning, that definition set the standard for all future company endeavors. Vantage Auctions focuses on creating positive results for buyers and sellers by using comprehensive asset management and unbeatable customer service.
Vantage Auctions operates as a full-service heavy construction equipment and commercial truck and trailer auction company. It is a live auction venue with Internet bidding provided in partnership with Proxibid, the world's largest online bidding platform.
LaMarsh, president of Vantage Auctions, garnered his vast experience from a variety of heavy equipment related industries. He opened his first business, Murrieta Rentals and Building Materials in Murrieta, Calif., in 1996 and successfully sold it in 2001. In addition, LaMarsh worked for various equipment rental companies from 1990 to 2005.
These prior experiences and relationships afforded him the ability to apply his skillset to the auction industry, which he seamlessly transitioned to in 2005. LaMarsh began his new career as sales manager of WCA. Through the years, he quickly rose through the ranks, becoming president. He departed the company in 2015.
Moening, vice president of Vantage Auctions, began his career at Mark Gorin and Associates and became general manager in 1999. In 2003, he started working at WCA and was instrumental in developing and expanding its market share into multi-branch locations.
Vantage hosted its first auction in October 2016 on its 27-acre site, with just a handful of staff. One of the key factors in the company's successful first year is the commitment to both buyers and sellers. The company motto is “be better, more aggressive with services and stand by your word.”
Vantage has found that no-fuss transactions are important factors in success, offering sellers easy fee structures, low commissions and a commitment to pay within 10 days or less. Buyers and sellers are impressed with ease of purchase, low buyer premiums and custom-tailored payment options, including the ability to provide ACH if needed.
Some of the benefits offered to customers include:
• lower buyer premiums
• fast payout of seller proceeds
• market sales results for consignors
• targeted marketing campaigns
• complete liquidations onsite
• appraisal services
Vantage offers equipment from a wide range of manufacturers, including Caterpillar, John Deere, Komatsu, Peterbilt, Kenworth, Bobcat, Volvo, Case and many more. Prior to the auction, machines are cleaned and showcased in marketable condition to provide sellers with the greatest opportunity for the maximum return.
Always adapting to the market's needs, Vantage Auctions was one of the first companies in Southern California to offer the “Buy Now” feature. This allows the company the ability to sell inventory pre- and post-auction at retail pricing with continual national and local exposure for its clients.
LaMarsh's outlook on the future is bright.
“Although we may not be the biggest company, everything changed in the 90's. Back then, you would physically have to go to that auction site to buy something,” he said. “With the advent of the internet and online bidding platforms such as Proxibid, now bidders from all over the world can purchase online. This has been a tremendous help in equalizing the playing field.”
Having just celebrated its first anniversary, Vantage's current staff of 13 is looking toward the future. Expansion and larger market reach are on the horizon.
Vantage Auctions will hold its next sale on Dec. 9 at its facility located at 521 Silver Street, Lake Elsinore, Calif., 92530.
Take a look at this video of Vantage's inventory from Oct. 2017:
For more information call 951/228-9040 or visit vantageauctions.com.
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