American Society of Estate Liquidator

What American Society of Estate Liquidator does

The American Society of Estate Liquidators (ASEL), founded in 2001 and operated as The American Society of Estate Liquidators LLC in Charlotte, North Carolina, is a private professional membership association and educational platform serving the U.S. estate liquidation industry. The organization provides training, professional designations, contract templates, and consumer referrals to estate sale professionals, senior move managers, and professional organizers, while simultaneously routing consumer inquiries to certified members via its "Find a Liquidator" zip-code directory.

ASEL's core technology is the ASEL Institute — an online learning management and content delivery platform that hosts multi-session courses (Home-Based Estate Liquidation Start-Up Course at $859, Senior Move Manager & Professional Organizer Course at $349, Professional Estate Clean Out Course at $99.99), live and on-demand webinars ($39.99), a 115-episode Power Podcast Package ($179.99), a catalog of 20+ contract and template SKUs (estate sale contracts, clean-out agreements, appraisal templates, signage packages, marketing letters, priced $4.99–$149.99), and member-only resources gated behind tiered Associate / Professional / Accredited designations. BBB accreditation and a published Code of Ethics provide credibility infrastructure.

The business model combines one-time transactional content sales (courses, templates, podcasts, eBooks) with recurring annual membership dues of $99/year (first year complimentary with qualifying course purchase), generating mixed transaction-plus-subscription revenue. Distribution is digital and product-led via the ASEL e-commerce storefront, supplemented by content marketing, social media, member newsletters, referral partnerships with estate attorneys/financial planners/CPAs/funeral directors, and thought leadership from Executive Director Julie Hall ("The Estate Lady®"), who serves as the organization's primary media spokesperson. The customer base is bifurcated: a primary B2C segment of aspiring and active estate liquidators purchasing training and tools, and a secondary SMB/consumer segment of families and executors using the referral directory — with no enterprise customer concentration disclosed.

Name

American Society of Estate Liquidator

Legal name

The American Society of Estate Liquidators LLC

Website

https://aselonline.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

ASEL is a Charlotte-based private professional association founded in 2001 that trains, certifies, and supplies templates and consumer referrals to U.S. estate liquidation professionals via its online learning platform, earning revenue from course sales, a document/template catalog, a podcast bundle, and $99/year recurring memberships.

Ownership category

akta.pro rank

Product category

Professional Training and Certification Services

SIC

Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro primary industry

Real Estate, Appraisal & Mortgage (Agent/Broker CE, Appraiser CE) (EDAAALAI)

Keywords

• Estate liquidation training
• Professional membership services
• Contract templates
• Online professional courses
• Estate sale industry

Headquarters

HQ city

Charlotte

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Online Courses and Training: Revenue from comprehensive online courses for estate liquidation training, including startup courses ($859), senior move manager courses ($349), professional clean-out courses ($99.99), and webinars ($39.99)
2. Documents, Contracts, and Templates: Sale of professionally created estate sale contracts, forms, and templates ranging from $4.99 to $149.99 for downloadable documents
3. Podcast Package: Sale of Power Podcast Package containing 115 podcasts with over 9 hours of professional guidance for $179.99
4. Publications and eBooks: Sale of eBooks and publications including 'How to Become a Successful Personal Property Broker' ($79.99), marketing guides ($24.99), and speech eBooks ($39.99)
5. Membership Dues: Annual membership fees with subsequent years at reduced rate of $99/year, including access to member-only resources, designation programs, and Find a Liquidator directory inclusion

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

ASEL delivers professional training, certification designations, and business resources for estate liquidation professionals through online courses, downloadable contract templates, podcasts, webinars, and publications hosted on the ASEL Institute platform. It also operates the Find a Liquidator consumer referral directory that connects families and executors with member liquidators across the United States.

Product overview

The American Society of Estate Liquidators (ASEL) operates as a professional membership organization and educational platform for estate liquidation professionals. The core offering is the ASEL Institute, which provides a comprehensive suite of online courses (including the Home-Based Estate Liquidation Start-Up Course, Expand Your Business with Estate Sales Course, Professional Estate Clean Out Course, and Senior Move Managers course), webinars (Beyond Liquidation, Introduction to Adding Estate Sales), and the Power Podcast Package (115 audio podcasts). Beyond education, ASEL offers an extensive library of professionally-created contract templates and legal documents (Estate Sale Contracts, Clean Out Contracts, Consignment Contracts, Brokering Agreements, Appraisal Templates, Vehicle Bills of Sale, Consultation Contracts), business-building template bundles (Marketing Letters Package, Client Interview & Proposal Package), and publication resources. The Find a Liquidator referral program connects consumers with member liquidators. ASEL functions as a platform-plus-modules architecture where the Institute serves as the central hub with courses, documents, publications, and member resources as integrated components.

Differentiator

Problem solved

Functional benefit

Products and services

• Home-Based Estate Liquidation Start-Up Course A comprehensive nine-session online course teaching how to start and run an estate liquidation business from home, covering business setup, client management, pricing, and sale execution. Priced at $859 and includes certificate, first-year ASEL Associate membership, contract, marketing letters, and a business flier template.
• Expand Your Business with Estate Sales Course A seven-session course for professionals seeking to add estate sales services to their existing business, focusing on the practical aspects of conducting estate sales.
• Professional Estate Clean Out Course A 90-slide PowerPoint and audio course teaching professional estate clean-out services, including step-by-step processes, safety protocols, and resource networking. Priced at $99.99 with bonus clean-out contract and donation itemization sheet.
• Estate Liquidation Services for Senior Move Managers & Professional Organizers Course A seven-session course enabling senior move managers and professional organizers to add estate liquidation services to their existing business offerings. Priced at $349 with certificate, final exam, bonus estate sales contract, and 8 marketing letters.
• Introduction to Adding Estate Sales Webinar (90-minute) An introductory 90-minute webinar providing an overview of estate liquidation expansion options for businesses serving elderly and Baby Boomer markets.
• Beyond Liquidation Webinar (60-minute) A 60-minute webinar teaching how to expand estate liquidation businesses into 11 different streams of income. Priced at $39.99.
• Power Podcast Package A collection of 115 audio podcasts (over 9 hours) covering professional estate sale practices, client management, marketing, and business building topics across 13 categories, with PowerPoint reference slides. Priced at $179.99.
• Estate Sale & Termination/Rescission Contracts Package A comprehensive 7-page estate sales contract with termination/rescission contract and 4-page instructions, developed by a legal team for professional use. Priced at $149.99.
• Essential Estate Sale Contract A 5-page comprehensive estate sales contract covering purpose, promotion, research, pricing, proceeds, and termination.
• Online Estate Sale Contract Package A 5-page online estate sale contract with settlement sheet and itemization forms for selling estate items online. Priced at $59.99.
• Estate Clean Out Contract/Agreement A one-page customizable agreement for estate clean-out services, including scope of work, fees, and donation handling. Priced at $18.99.
• Consignment Contract A three-page agreement for selling personal property on consignment, including appointment, shipping, identification, sales, and compensation terms. Priced at $39.99 with bonus donation record template.
• Brokering Agreement A three-page contract for brokering higher-tier personal property through auction houses on behalf of clients. Priced at $49.99.
• Vehicle Contract/Bill of Sale A vehicle sale contract package with step-by-step instructions and bill of sale template for selling vehicles on behalf of clients. Priced at $16.99.
• Consultation Contract A three-page comprehensive consultation and advisory services agreement covering valuation, planning, and dissolution options for personal property.
• Rescission/Termination Contract A Word document for professionally terminating estate sale relationships when necessary.
• Comprehensive Appraisal Report Template for Personal Property in Estates A professional comprehensive appraisal template for documenting fair market values of personal property in estates, including photos and room-by-room listings. Priced at $99.99.
• Easy Appraisal Report Template A simplified appraisal template for clients seeking value understanding without a comprehensive formal report.
• Estate Sales Signage Package - Interior An 18-sign PDF package for interior estate sale signage including informational and directional signs in 8.5x11 format. Priced at $29.99.
• Client Interview & Proposal Package A 7-document package including services offered template, thank you letters, estate sales policies, testimonial sheet, and client guidance articles. Priced at $29.99.
• Marketing Letters Package 8 sample letters targeting estate attorneys, realtors, assisted living centers, financial advisors, CPAs, and funeral directors, plus promotional flier and bio templates. Priced at $24.99.
• How To Become A Successful Personal Property Broker eBook An eBook including a 3-page brokering contract and a complete listing of major auction houses in the U.S. Priced at $79.99.
• ASEL Membership Program (Associate, Professional, Accredited) Tiered annual membership program ($99/year after first year free with course completion) providing ongoing access to member-only resources, professional designation credentials, Find a Liquidator directory inclusion, member newsletter, and expert support.
• Find a Liquidator Referral Program A referral matching service connecting consumers with ASEL-member estate liquidators in their local area by zip code, generating qualified leads for members and offering consumers a vetted directory bound by the ASEL Code of Ethics.

Quantifiable outcome

• Home-based business with virtually recession-proof demand serving 116+ million people in the U.S.
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• National Association of Senior Move Managers (NASMM): Professional association for senior move managers, an adjacent niche serving the same aging-population customer base. ASEL actively markets its course to NASMM members, indicating overlapping audiences and intersecting workflows.
• Invaluable: Online auction marketplace for fine art, antiques, and estate contents. Comparable because it competes for buyers of estate property and serves as a sales channel referenced in ASEL's brokering and appraisal training content.
• LiveAuctioneers: Online auction aggregator for estate and antiques auctions. Serves as a downstream channel that ASEL-trained brokers and liquidators may use to dispose of higher-value estate items.

Direct peers

• EstateSales.NET: Leading online directory and event-listing platform for estate sales, connecting consumers to estate sale companies. Competes with ASEL's 'Find a Liquidator' directory function and serves overlapping consumers and liquidators.
• National Estate Sales Association (NESA): National professional association providing education, certification, and member support for estate sale professionals. Directly competes with ASEL for the same aspiring and established liquidator audience.

Regional players

• Appraisers Association of America (AAA): Professional association for personal property appraisers, an adjacent profession frequently engaged in estate appraisal work. Overlaps with ASEL's appraisal template products and shared professional referral networks.

Broad incumbents

• Everything But The House (EBTH): Online estate-sale and auction platform handling appraisal, cataloging, and online sale of estate items. Overlaps with the consumer-side estate liquidation workflow that ASEL-trained liquidators serve.
• Heritage Auctions: Large auction house specializing in estate contents, antiques, and collectibles. Comparable because it handles estate disposition and competes for higher-tier personal property that ASEL-trained brokers consign to auction.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ExcelwithASEL
• Facebookfacebook.com/ASELonline
• LinkedInlinkedin.com/company/the-estate-lady-llc-and-the-american-society-of-estate-liquidators-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about American Society of Estate Liquidator