In today’s tech driven world, firms must continue to monitor and improve their technology, which also includes their websites. For secondary market companies that provide an auction style marketplace, this is especially true. For these firms, their front door is their website’s home page and the service they provide is the technology behind the auctions. For Central Trade & Transfer (CTT), having the best technology and raising the standards for the secondary market industry is top priority.
After just three years, CTT has redesigned and enhanced its website technology. They listened to clients, both buyers and sellers, then tested and monitored the site’s ease of use and navigation. With this critical feedback, they invested time and money into improving the site both visibly and functionally.
From a visibility standpoint, CTT’s in-house design team improved the look and ability for users to find what matters most, the listings of non-traded REITs and limited partnerships for sale.
According to Jon Baker, Principal and head of technology for CTT, “making it easy for buyers makes it better for sellers.” By allowing buyers to easily navigate the site and review listings, it increases the odds that they will make a bid.
For bidding buyers, you are now able to easily see your highest bid through your log in page. In the past, if a buyer bid 10 cents above a reserve price, but forgot the exact figure, it was challenging to navigate the site and find that number. Now, buyers will see it right away making the process easier to monitor.
The redesigned site also makes it easier for sellers. Any interested participant may register for the site to gain access to historical pricing and real time listings. CTT’s efforts for increased visibility and transparency will allow sellers to better anticipate a potential sale price while permitting other industry participants to see real time pricing.
CTT suggests using Mozilla Firefox as your browser, but users of Internet Explorer 9.0 or newer, Chrome, or other Mozilla versions should be able to use the site in its entirety.
In the near future, users will benefit from a blog on CTT’s site that will provide informational content as it relates to the secondary markets. Topics here could include items such as market reactions to industry news announcements or more basic topics such as their paperwork process.