Auction.com zeroes in on consumers, rebranding as Ten-X

  • 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.

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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.