Ali Haralson serves as president of Auction.com, a company operating in the real estate sector focused on property sales. Over the past year, she has overseen the development and launch of SmartSale, a platform feature designed to provide flexible and transparent sales options for preforeclosure homeowners and traditional sellers. This initiative marked Auction.com’s expansion into preforeclosure and retail seller services, aiming to address the needs of at-risk homeowners during periods of housing market instability.
Haralson has played a key role in bringing this concept from idea to implementation, coordinating cross-functional teams across product, marketing, legal and client services to ensure smooth integration and adoption. Under her leadership, Auction.com expanded its marketplace reach, achieving significant milestones such as over 533,000 homes sold, $66 billion in total sales and 23 million annual visits. These figures highlight the company’s growth and evolving market position.
Her efforts also include forming strategic partnerships, notably with Offerpad, enhancing the company’s technology offerings and market presence. Beyond Auction.com, Haralson has contributed to the broader housing community through involvement with organizations like Operation Homefront and the Ruth Cheatham Foundation, as well as serving as vice chair of the Veterans Financial Services Advisory Council.
The impact of her work can be seen in examples such as developers using the SmartSale platform to revitalize neighborhoods, demonstrating how Auction.com’s expanded offerings contribute to community development and affordable housing initiatives.
Name:
Ali Haralson
Title:
President
Company Name:
Auction.com
