Roe Machine and Patternworks

Auction Date: Friday, November 22nd, 2024

From Garage Beginnings to a Hammer’s Final Swing: How Roe Machine Closed its Doors with Record Success

A Legacy Forged Roe Machine started in the 1940s in a modest family garage, fueled by grit, ingenuity, and a passion for precision. Over generations, it grew into a national powerhouse—a full-service foundry and machine shop that crafted for giants like Mutual of Omaha, Kellogg’s, and Goodyear Tire, alongside essential state and local government projects. After decades of building, involving three faily generations, it was time to close the chapter on this incredible legacy. But the challenge of liquidating a sprawling 30,000 sq. ft. facility filled with industrial giants, metal stock, and over a thousand tools loomed large.

The Challenge: Closing Down Without Compromise When the final whistle blew, Roe Machine faced a Herculean task:

  • Logistics on an epic scale. Massive machines and materials needed transport solutions that wouldn’t damage equipment or drain bidder wallets.
  • Organizational chaos. A business shutdown often ends abruptly, leaving tools scattered, safety hazards unchecked, and an environment not suitable for bidders.
  • Maximizing value for all. With over 1,100 lots to sell, finding the right buyers—ones who recognized the worth of every item—was critical.
Simply put, this wasn’t just an auction; it was a mission.

Our Auction Solution: Precision, Partnership, and Promotion When we stepped in, the mission became ours. Here’s how we tackled it head-on:

  1. Site Prep: Safety Meets Strategy Our expert team took immediate action, transforming the space from a scattered workshop into a showcase. Clean-up, organization, and safety protocols set the stage for an auction that inspired confidence in every bidder, whether online or onsite.

  2. Hybrid Auction Power Leveraging the best of both worlds, we orchestrated a hybrid auction that blended the excitement of live onsite bidding with the accessibility of online platforms. This ensured the widest reach, drawing bidders near and far, the furthest being in Central America.

  3. Unmatched Marketing Muscle A multi-pronged marketing campaign was deployed:

    • Direct Email Blasts targeted buyers with a history of interest in industrial tools.
    • Printed Media brought in regional buyers who value hands-on inspection.
    • Social Media Ads engaged a broader audience, driving awareness and participation.
    • Proxibid Ads such as homepage banners, direct marketing, and item highlights gave our auction prime digital real estate on the site.

  4. Logistical Ingenuity: Partnering for Success We joined forces with Patriot Nation, a local rigging and crane company, to solve the logistical puzzle of moving heavy equipment. Together, we provided bidders with seamless, damage-free, and cost-effective solutions that made even the largest lots accessible.

The Results: Legacy Preserved, Value Maximized The auction was nothing short of spectacular:

  • 1100+ lots sold in just over 10 hours. Not a single item was left unsold.
  • Hundreds of targeted bidders ensured competitive pricing without sacrificing speed.
  • The building was cleared, cleaned, and ready for sale within 30 days of the auction.

The Real Win: Value for Sellers and Buyers For the seller, we delivered a smooth, profitable exit, with no hidden costs or missed opportunities. For the buyers, the auction was a treasure trove—expertly organized, safely managed, and transparently marketed.

This case study isn’t just about what happened; it’s about how precision, innovation, and collaboration turned a daunting challenge into a triumph.

That's Auction Solutions!