• Ten-X, formerly Auction.com, will announced a consumer-geared platform in March.
  • Company will announce programs for Realtors.
  • Ten-X's consumer-geared platform will initially focus on Dallas, Denver, Miami and Phoenix.

Marking the website's transition into serving everyday homebuyers and sellers, Auction.com has rebranded as "Ten-X," a name meant to convey the firm's mission to make "buying and selling real estate ten times better for everyone involved," according to the firm's CEO, Tim Morse. As part of the rebrand, Ten-X has also announced plans to introduce new transaction platforms in March, including one that will offer some traditional transaction formats for everyday buyers and sellers, rather than auction format alone. It's also revealed that it will soon announce programs for Realtors Auction.com's rebrand reflects the firm's migration towards a marketplace for a "much broader range of residential and commercial property types" and an expansion into new technology that empowers buy...