IRVINE, CA-Real estate auction firm, REDC, has relaunched a newAuction.com. Chairman Robert Friedman calls the newly-designedwebsite a “game changer for the company and the industry.”

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Friedman points out that “The new Auction.com is the result ofnearly a year of analysis and programming.” According to a preparedstatement, the new Auction.com makes it easier for home buyers andinvestors to browse, find and save properties.

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“We developed a site that will continue to support our growthinto new sales channels while maintaining our dominant position inreal estate auctions,” Friedman says. From an operationalstandpoint, more “back-end firepower” has been added to handle thegreatly increased number of online auctions being run forforeclosed homes, commercial real estate properties, landperforming and non-performing notes and REDC’s new aviation auctionthat it conducting with the Experimental Aircraft Association,according to the statement.

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Site content on Auction.com has increased from 18,000 pages tomore than 180,000 pages of properties and information. The newAuction.com allows users to more easily sign up for email alerts,register for auctions, submit pre-auction bids and participate inonline auction events. “Additionally, from a search engineoptimization perspective, this redesign and relaunch of our sitewill allow homebuyers, real estate investors and aviationenthusiasts to find relevant items listed on Auction.com as theyseek opportunities in today’s market,” Friedman says.

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REDC was established in 1990 and is a real estate servicescompany. The company has sold more than $6 billion in real estateassets at auction in 2008 and 2009 alone. REDC’s primary clientsare residential and commercial mortgage lenders and homebuilders.

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Natalie Dolce

Natalie Dolce, editor-in-chief of GlobeSt.com and GlobeSt. Real Estate Forum, is responsible for working with editorial staff, freelancers and senior management to help plan the overarching vision that encompasses GlobeSt.com, including short-term and long-term goals for the website, how content integrates through the company’s other product lines and the overall quality of content. Previously she served as national executive editor and editor of the West Coast region for GlobeSt.com and Real Estate Forum, and was responsible for coverage of news and information pertaining to that vital real estate region. Prior to moving out to the Southern California office, she was Northeast bureau chief, covering New York City for GlobeSt.com. Her background includes a stint at InStyle Magazine, and as managing editor with New York Press, an alternative weekly New York City paper. In her career, she has also covered a variety of beats for M magazine, Arthur Frommer's Budget Travel, FashionLedge.com, and Co-Ed magazine. Dolce has also freelanced for a number of publications, including MSNBC.com and Museums New York magazine.