Wayne Auction Co., Inc.
Wayne Auction Co., Inc. (d/b/a Hansen Auction Group) is a family-owned, full-service Midwest and Southwest auction company that liquidates heavy construction equipment, farm machinery, real estate, classic cars, firearms, and business assets via live, online, and simulcast auctions across 8 regional yards.
- Company typePrivate
- Founded-
- HeadquartersPrinceton, United States
- Headcount—
- GTM typeB2B
- OfferingServices
What Wayne Auction Co., Inc. does
Wayne Auction Co., Inc. operates as Hansen Auction Group LLC, a privately held, family-owned full-service auction company headquartered operationally across the Upper Midwest and Southwest United States. The company conducts live, online, and simulcast auctions across a diversified set of asset categories — heavy construction equipment, agricultural machinery, commercial fleets, real estate (farmland, commercial, residential, lakefront), classic cars and motorcycles, firearms, towed vehicles, business and industrial liquidations, government surplus, and lender/bankruptcy/receiver asset dispositions. It also offers professional appraisal services through GPPA-certified team members for lenders, attorneys, and estates.
The company's technology stack is built on the BidWrangler auction platform, which powers bid.hansenauctiongroup.com and dedicated iOS and Android mobile applications. Notable platform features include global cross-auction item search, automated max-bid proxy bidding, and an auto-extend (soft close) mechanism that adds 10 minutes to a lot's closing time if a bid arrives in the final minutes — preventing sniping and improving realized prices. Operations are anchored by 8 physical office and yard locations across Wisconsin (Downing/regional HQ, Arcadia, Fort Atkinson, Neenah, Mosinee), Minnesota (Princeton), New Mexico (Las Cruces, opened 2024), and Michigan (Marenisco). These yards function as consignment intake, inspection, titling (Motor Vehicle Dealer licenses in WI and MN), and FFL-compliant firearms transfer points, plus staging sites for on-site auctions at customer locations.
Revenue is generated primarily through transaction-based fees: a 10% buyer's premium on equipment and personal property, a 6% buyer's premium on real estate, plus a 3.75% convenience fee on credit/debit card payments, ancillary transfer and shipping fees, and appraisal service fees. Go-to-market combines a regional field sales force with multi-channel digital marketing (website, mobile apps, email/newsletter, Facebook, blog) and signature event-driven demand generation, most notably the bi-annual Nitke Auctions in Mosinee, WI. The customer base spans individual consignors, estate sellers, small and mid-market contractors, agricultural operators, government entities, and financial institutions, with no public revenue disclosure.
Wayne Auction Co., Inc. firmographics
Firmographics- Name
- Wayne Auction Co., Inc.
- Legal name
- Hansen Auction Group LLC
- Website
- https://hansenauctiongroup.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Wayne Auction Co., Inc. (d/b/a Hansen Auction Group) is a family-owned, full-service Midwest and Southwest auction company that liquidates heavy construction equipment, farm machinery, real estate, classic cars, firearms, and business assets via live, online, and simulcast auctions across 8 regional yards.
- Ownership category
- akta.pro rank
Wayne Auction Co., Inc. industry classification
Industry- Product category
- Auction Services
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (423820), Offices of Real Estate Appraisers (53132)
- SIC
- Real Estate Agents & Managers (For Others) (6531), Wholesale-Machinery, Equipment & Supplies (5080)
- akta.pro primary industry
- Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA)
- akta.pro secondary industries
- Land & Farm/Ranch Real Estate Auctions (BPAJAEAD), Residential Real Estate Auctions (BPAJAEAA), Bankruptcy, Probate & Estate Property Auctions (BPAJAEAG), Industrial Real Estate Auctions (BPAJAEAC)
Keywords
Where Wayne Auction Co., Inc. is headquartered
LocationHeadquarters
- HQ city
- Princeton
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
Wayne Auction Co., Inc. business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Auction Commissions and Buyer's Fees: Primary revenue from buyer's fees (typically 10% of final bid price for equipment/personal property, 6% for real estate) plus sales tax. Sellers receive payment 7-10 business days after auction pick-up completion.
- Real Estate Auctions: Specialized real estate auction services including farmland, recreational land, lakefront property, commercial/industrial and residential properties
- Appraisal Services: Provides appraisal services to lenders, attorneys, estates and property owners. GPPA-certified team members conduct USPAP-compliant personal property appraisals for fee income.
- Convenience Fees: 3.75% convenience fee charged on credit/debit card payments. Transfer fees starting at $30 minimum for items transferred between locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Equipment/Personal Property Auction |
| Transaction based/ take rate | Pay-as-you-go | Real Estate Auction |
| Other | Pay-as-you-go | Firearm Transfers |
| Other | Pay-as-you-go | Credit Card Convenience Fee |
| Other | Pay-as-you-go | Transfer/Shipping Fees |
| Other | Pay-as-you-go | Late/Default Fees |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
Wayne Auction Co., Inc. product offering
Product offeringCore offering
Wayne Auction Co., Inc. operates as a full-service auction company conducting online timed auctions and simulcast live/online auctions for heavy equipment, agricultural machinery, commercial fleets, real estate, classic cars, firearms, towing, business liquidations, government surplus, and lender/bankruptcy/receiver assets. The company handles end-to-end services including asset intake, cataloging, photographing, marketing, online and live bidding, payment reconciliation, and pickup coordination across eight Midwest office and yard locations. Professional personal property appraisal services for lenders, attorneys, estates, and property owners are delivered through GPPA-certified team members.
Product overview
Hansen Auction Group is a full-service auction company operating as a multi-category marketplace platform. The core offering consists of online timed auctions and simulcast (live/online hybrid) auctions, supported by a proprietary bidding platform powered by BidWrangler. The product portfolio includes specialized auction categories (heavy equipment, farm equipment, real estate, classic cars, firearms, towing, business liquidations, government auctions) and add-on services (appraisal services, on-site consignment, off-site auctions). A mobile app (iOS/Android) extends the platform for bidding on-the-go. The company maintains 8 physical office locations across Wisconsin, Minnesota, Michigan, and New Mexico to facilitate item intake, inspection, pickup, and titling services.
Differentiator
Problem solved
Functional benefit
Products and services
- Online Timed Auctions
- Simulcast (Live/Online) Auctions
- Heavy Equipment Auctions Auctions featuring construction equipment, heavy trucks, trailers, and machinery, including excavators, bulldozers, loaders, and semi tractors, marketed to construction and fleet buyers across the Midwest.
- Farm Equipment Auctions Auctions specializing in agricultural machinery and farm assets, marketed across the Midwest, with the option to sell at the farm location or at company yards.
- Real Estate Auctions Auctions for real estate including farmland, recreational/wooded land, lakefront property, commercial/industrial, and residential properties, offered as both single-property and multi-family residential. Buyer's fee is 6%, with $15,000 non-refundable earnest money due within 3 days and balance at closing within 60 days.
- Classic Cars Auctions Auctions featuring vintage and collector automobiles and motorcycles, marketed to collectors and enthusiasts through online timed auctions.
- Firearms Auctions Auctions featuring firearms with mandatory background checks conducted by the auction company or shipment to registered FFL Dealers. Firearm transfer fees of $20 per invoice plus $10 per firearm apply at registered FFL dealer locations.
- Business and Industrial Liquidations Complete business liquidations including steel and wood fabrication shops, business asset sales, and excess inventory from ongoing businesses, marketed through online timed and live auction formats.
- Government Auctions Auctions for government excess equipment and assets, ranging from single pieces to complete inventories, with full-service support from cataloging through financial settlement.
- Lender, Bankruptcy, and Receiver Auctions Facilitation of asset sales for lenders, bankruptcy trustees, and receivers, including recovery and secure-location handling of collateral and estate assets.
- Personal Property Appraisal Services Professional USPAP-compliant personal property appraisal services delivered by GPPA-certified team members for lenders, attorneys, estates, and property owners.
- On-Site Consignment Services Sellers can consign items to any of the company's office/yard locations. The company handles cataloging, photographing, marketing, and payment reconciliation for consigned assets.
- Off-Site Auction Services The company travels to the seller's location to market and conduct the auction without moving expenses for the seller; the full cataloging team handles organization and marketing at the seller's site.
- Hansen Auction Group Mobile App
Companies that use Wayne Auction Co., Inc.
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles6 records
Wayne Auction Co., Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
Wayne Auction Co., Inc. partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- National Association of AuctioneerscoreActive membership in the NAA provides access to industry resources, certification programs (CAI, GPPA), annual conferences, and professional development opportunities. Company leaders actively participate in NAA events as speakers and competitors.
- Wisconsin Auctioneers AssociationcoreActive membership in state-level auctioneer association supporting professional standards and community engagement in Wisconsin.
- Minnesota Auctioneers AssociationcoreActive membership in state-level auctioneer association supporting professional standards and community engagement in Minnesota.
- BidWranglercorePowered by BidWrangler auction platform for website hosting, bidding functionality, and mobile app infrastructure.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Wayne Auction Co., Inc. competitors and assessment
Company assessmentDirect peers
- Copart: Online vehicle and heavy-equipment salvage auctioneer with national yard network; comparable in towing/liquidation and government asset recovery verticals where Hansen also operates.
- Ritchie Bros. Auctioneers (RB Global): Global heavy equipment, truck, and agricultural asset auctioneer operating physical yards and online simulcast auctions; competes head-to-head for construction/agriculture consignors across Hansen's footprint.
- BigIron Auctions: Midwest-based online auctioneer of farm equipment, construction equipment, and trucks; closest direct analog to Hansen's heavy/farm machinery and rural real estate mix and customer base.
- Mecum Auctions: Largest live collector car and classic vehicle auction company; directly comparable to Hansen's classic cars/collector vehicle category and live/online simulcast auction format.
- Tractor House: Online marketplace for new and used farm and construction equipment with strong auction functionality; directly competes for the ag-equipment consignors and bidders Hansen serves in the Upper Midwest.
- Insurance Auto Auctions (IAA): Vehicle and equipment auctioneer serving insurance, fleet, and donation sellers; overlaps Hansen's towing and government/lender asset recovery work with similar online bidding infrastructure.
- Barrett-Jackson: High-profile classic and collector car auction company running live/online simulcast events; competes in Hansen's specialty classic-car vertical with a similar bidder-experience model.
- Aumann Auctions: Midwest auctioneer specializing in vintage tractors, farm toys, and antique equipment; directly comparable to Hansen's specialty farm and estate auction verticals.
- AuctionTime: Online live and timed auction platform for farm equipment, construction equipment, trucks, and trailers; closely mirrors Hansen's equipment/truck/farm auction categories and online bidding delivery.
Broad incumbents
- Proxibid: Large online auction aggregator and bidding platform serving thousands of independent auctioneers; comparable to the technology layer Hansen accesses via BidWrangler and overlaps its live/online simulcast model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Wayne Auction Co., Inc. social profiles
Digital presenceWayne Auction Co., Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wayne Auction Co., Inc. leadership team
Management profileNumber of profiles
Profiles6 records
Wayne Auction Co., Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wayne Auction Co., Inc. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wayne Auction Co., Inc.
What does Wayne Auction Co., Inc. do?
Wayne Auction Co., Inc. operates as a full-service auction company conducting online timed auctions and simulcast live/online auctions for heavy equipment, agricultural machinery, commercial fleets, real estate, classic cars, firearms, towing, business liquidations, government surplus, and lender/bankruptcy/receiver assets. The company handles end-to-end services including asset intake, cataloging, photographing, marketing, online and live bidding, payment reconciliation, and pickup coordination across eight Midwest office and yard locations. Professional personal property appraisal services for lenders, attorneys, estates, and property owners are delivered through GPPA-certified team members.
Is Wayne Auction Co., Inc. a public or private company?
Wayne Auction Co., Inc. is a private company. It is classified as family owned and is currently operating.
When was Wayne Auction Co., Inc. founded?
Wayne Auction Co., Inc. was founded in -1.
Where is Wayne Auction Co., Inc. based?
Wayne Auction Co., Inc. is headquartered in Princeton, United States, in the North America region.
How does Wayne Auction Co., Inc. make money?
Four revenue lines are on record. Auction Commissions and Buyer's Fees are the primary driver. The others are real Estate Auctions, appraisal Services and convenience Fees.
Who are Wayne Auction Co., Inc.'s main competitors?
Direct peers on record are Copart, Ritchie Bros. Auctioneers (RB Global), BigIron Auctions, Mecum Auctions, Tractor House, Insurance Auto Auctions (IAA), Barrett-Jackson, Aumann Auctions and AuctionTime. Proxibid is listed as a broad incumbent.
Does Wayne Auction Co., Inc. have an API?
No public API is recorded for Wayne Auction Co., Inc..
What industry is Wayne Auction Co., Inc. in?
Wayne Auction Co., Inc.'s product category is Auction Services. Its primary akta.pro industry code is TLABAKAA, Wholesale Vehicle Auctions (Physical & Online), with a secondary code of BPAJAEAD, Land & Farm/Ranch Real Estate Auctions. Its NAICS code is 423820 and its SIC code is 6531.