Joseph Santora

A veteran of the construction, heavy machinery, and transportation industry for more than 30 years, Joe Santora has walked in the shoes of his clients. He understands the methodology for valuation as well as the equipment itself. In 2003, he launched Irontrax LLC, offering his uniquely qualified professional services -- with decades of first-hand experience in all aspects of the trade -- to those seeking asset management, consulting, appraisals and remarketing of bank-owned construction, transportation and mining equipment. The company also handles lease-end negotiations, workouts and litigation consultation. Today, the former one-man-operation has grown into a team of highly-regarded industry experts servicing North American, Canadian and Caribbean clients. Irontrax is an approved appraiser with Master Services Agreements (MSA) for nearly half of America's Top 50 banks and finance companies as well as a trusted partner for equipment managers and construction professionals. Joe's long-standing relationships in the market, coupled with his third-party independent perspective, have yielded consistent spot-on valuations for Fortune 500 and yellow iron clients alike. His special skill sets – including his sought-after status as an expert crane appraiser -- have helped Irontrax develop a reputation as an industry leader. It's no surprise that Joe chose this career path; it was in his DNA since before he was born. His introduction to the family construction and transportation business began when he was 11, when he worked at his uncle's trucking company, doing such menial tasks as changing oil and sweeping floors. During his early teens, he spent several summers working for another uncle whose company laid water and sewer lines for Walt Disney World. During college summer breaks, he drove dump trucks. After graduating in 1995 from the University of Akron with a degree in marketing and a minor in advertising, Joe served as National Accounts Manager at Insight Auctioneers (Sebring, FL), appraising equipment for financial institutions, contractors and national heavy equipment rental companies. As Territory Manager (Atlanta and Cleveland) at Ritchie Bros. Auctioneers – the world's largest auctioneer of unused and used heavy equipment and trucks -- he petitioned consignors, appraised equipment for financial institutions, contractors and national heavy equipment rental companies. Having earned widespread industry respect, Joe then was recruited to bring his expertise to a newly created position at First Merit Bank (Akron, OH). As its Asset Manager, he developed the institution's Asset Management programs and established bank policy for the Equipment & Leasing & Finance Division. As the bank's first equipment manager, he was responsible for providing residual analysis, developing an approved appraiser list, and negotiating maturing leases. He eventually returned to his roots, as President of Alton Equipment (Miami Beach, FL), where he bought, sold, brokered an...