Why February’s Orlando auction sets the tone for the year 

Jake Lawson on scale, trust and what buyers and sellers watch first 

Every February, buyers and sellers from around the world travel to Orlando for the largest equipment auction in the industry. Spanning more than 200 acres and featuring thousands of assets across dozens of sectors, the Orlando auction has become a key reference point for how the market is shaping up for the year ahead. 

For many customers, Orlando is more than a single event. It is an opportunity to reconnect, assess demand and make informed decisions that extend well beyond auction week. Jake Lawson, President and Head of Ritchie Bros. North American Sales at RB Global, has seen the auction evolve over time and says its role as a market indicator continues to grow. 

Orlando as a market barometer 

Orlando plays an important role in how buyers and sellers think about the months ahead. 

“Orlando really sets the tone for the industry,” Lawson said. “It happens early in the year, and there is usually a lot of pent-up demand coming out of the holidays. Contractors and customers are ramping back up, and everyone is watching to see what the market is doing.” 

Because of its size and visibility, the auction often serves as a benchmark. Buyers and sellers pay close attention to supply, demand and pricing across categories. 

“It’s kind of the barometer,” Lawson said. “It provides visibility and transparency into what’s happening in the market, and that helps customers plan their buying and selling decisions throughout the year.” 

How scale creates real value 

Scale is one of the defining characteristics of the Orlando auction, but Lawson says size alone is not the goal. 

“When you bring that many buyers together, you create energy and competition,” he said. “Our job is to put that energy into a competitive bidding environment. Even one or two more bids can make a meaningful difference for sellers.” 

At the same time, Ritchie Bros. is careful to balance supply and demand to support consistent outcomes. 

“Bigger is not always better,” Lawson said. “We want results to be predictable. We guide customers using data and insights to help determine the best selling solution for them. Customers want to participate in Orlando, and our responsibility is to make sure we bring the right global audience to support strong outcomes.” 

Scale also creates efficiency. Buyers can evaluate a wide range of equipment in one place and within a defined period of time, rather than spreading decisions across multiple events. 

Trust and transparency at the core 

Whether an auction is large or small, trust and transparency remain central to the experience. 

“At Ritchie Bros., trust and transparency are the most important things,” Lawson said. “We operate unreserved auctions, and customers know that if they are the highest bidder, they own the asset. That clarity is foundational.” 

Despite the size of the Orlando auction, the process is designed to feel familiar. 

“We want it to be clean and simple,” Lawson said. “The way we line up the yard, conduct each ring and organize the sale is meant to be easy to follow. It shouldn’t feel that different from a smaller event.” 

That consistency is intentional. 

“At the end of the day, it’s more important that we run the best auction, not just the biggest one,” Lawson said. “If we do a great job for our customers, the auction will continue to grow. That’s what keeps people coming back year after year.” 

Preparing for a flagship event 

Lawson encourages customers to think of Orlando as part of a broader strategy, not a one-time transaction. 

“Preparation makes a difference,” he said. “Buyers who review listings early, take advantage of preview days and use inspection tools tend to feel more confident when it’s time to bid. Sellers see better outcomes when they think ahead about timing and how Orlando fits into their overall plans.” 

With the right preparation, Orlando can deliver clarity, efficiency and confidence for the year ahead. 

“It’s something you really only see in Orlando in February,” Lawson said. “That’s what makes it special.” 

See also

Trust is the currency of the used equipment market — and the numbers prove it