View Blog Posts

June 2020 Launches Online Equipment Auction Website for United Country Real Estate

LINCOLN, Nebraska — January 26, 2018

United Country Real Estate has launched an online equipment auction website——hosted by, the leader in online only auctions for agriculture and construction equipment, commercial trucks and trailers. The website pulls auction listings (primarily farm and ag equipment) from hundreds of UCRE branch locations across the U.S. into a centralized platform for buyers interested in placing bids in weekly online auctions.

The new website (designed and hosted by Sandhills Publishing, the Nebraska-based tech company behind,, Auction Flex, TractorHouse, and a number of other brands) is powered by a cloud-based inventory management system that enables individual branches to upload equipment, register it for upcoming weekly auctions, and generate online listings with a few simple clicks. Listings are displayed on, where users can browse upcoming auctions, search for specific equipment, and place bids on auction day. Listings are also cross-posted to and and appear in the weekly AuctionTime print magazine in the weeks ahead of the sale to maximize exposure across multiple channels. Bidding on equipment through is free and easy, with free registration, no buyer fees, and no hidden reserves. Online auctions are held every Wednesday, with bidding opening on Tuesdays. Interested bidders can access listings online from any device, add them to a customizable watch list, and place proxy bids in the days leading up to the sale.

For UCRE, the platform works alongside its hosted auctions——which include everything from land parcels to real estate and from other vehicles to estate items like jewelry, furniture, and electronics. When it comes to farm and ag equipment, and TractorHouse work together to provide an easy access point for buyers all over the world who are specifically in the market for these types of assets.

“Our network of over 4,000 brokers, agents, and auctioneers will gain a tremendous advantage for their clients through this new online equipment auction program with AuctionTime,” said Shawn Terrel, president of UCRE | Auction Services. “The platform will allow our hundreds of offices both nationally and internationally to efficiently list and market heavy equipment by leveraging one of the industry’s largest online equipment auction platforms.”

For United Country Real Estate | Rocking X Land Company—a Colorado-based office primarily serving Colorado and Kansas— has already provided substantial opportunities for consignment revenue. “The exposure we get through AuctionTime just can’t be beat,” said UCRE | Rocking X Land Company’s Virgil George, who expects the centralized United Country auctions website will only lead to more opportunities. “I expect the site will give us better SEO and market exposure overall and am looking forward to seeing the results.”

For AuctionTime, the website is part of a larger initiative: to provide platforms that effectively connect and deliver value to both equipment buyers and sellers. “We’ve worked directly with manufacturers and dealerships large and small to establish auction platforms that provide a clean, easy, and consistent outlet for equipment,” explains AuctionTime’s Nathan Stack. “ ensures UCRE direct access to successful weekly auctions, and the built-in exposure and flexibility each independently operated location needs to leverage it for growth.”

Interested in browsing online auctions from UCRE? Visit and to view listings for items available in upcoming auctions. Interested in leveraging these powerful online auction platforms to grow your business? Contact directly.


Powered by Machinery Trader, CraneTrader, Truck Paper, TractorHouse, and MarketBook, is a product of Sandhills Publishing—an information processing company headquartered in Lincoln, Nebraska. AuctionTime equipment listings appear both online and in print across Sandhills' trade publications and corresponding websites to reach buyers around the world in the trucking, agriculture, construction, and heavy equipment industries.

Contact AuctionTime

120 West Harvest Drive
Lincoln, NE 68521
[email protected]
(800) 334-7443
(402) 479-2119

About United Country Real Estate

United Country Real Estate—a division of the United Real Estate Group—is the leading, fully integrated network of conventional and auction real estate professionals. The company has been an innovator in lifestyle and country real estate marketing since 1925. United Country supports nearly 500 offices and 4,000 real estate professionals across four continents, with a unique, comprehensive marketing program that includes the highest ranked and largest portfolios of specialty property marketing websites, the largest real estate marketing services company, an extensive buyer database of more than 650,000 opt-in buyers and exclusive global advertising of properties.

Contact United Country Real Estate

Angela Smith
(800) 999-1020
[email protected]