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Irontrax is an industry-specific appraisal and remarketing company focusing on construction, transportation, mining and crane equipment. Led by Joe Santora, an Accredited Senior Appraiser (ASA) through the American Society of Appraisers, Irontrax provides certified equipment appraisals, repossessions, remarketing services, and comprehensive floor plan audits across North America and the Caribbean. Financial institutions, equipment managers and construction professionals benefit from the team’s 20 years of valuation expertise and its deep understanding of current market conditions and equipment types – ensuring that true value is established.

Company History

Irontrax was founded in Cleveland, Ohio in 2003 by Joe Santora, a former equipment asset manager at First Merit Bank in Akron, Ohio. Joe, and his equipment manager counterparts at other financial institutions, struggled with finding equipment appraisers that delivered true valuations upon liquidation. Joe, who made it his business to deeply understand equipment valuations, was asked by one of his former banking counterparts to appraise a piece of equipment. Seizing this need in the market, Joe subsequently left First Merit and launched Irontrax.

Company milestones, include:
2003: GE Capital and National City (now PNC Bank) become Irontrax’s first clients
2005: First appraisal job in excess of $50 million in assets
2005: 25 clients on board
2006: First appraisal engagement in Canada
2006: First appraisal job in excess of $85 million in assets
2006: First job in the Caribbean
2006: Floor plan audits added to list of services
2007: 50 clients on board
2008: First appraisal job in excess of $100 million in assets
2009: Company strengthens its position to sell assets in Latin American markets with the addition of Art di Mauro
2010: Irontrax showcases at the Equipment Leasing & Finance Association (ELFA) Equipment Manager’s Conference
2011: Irontrax participates in CONEXPO
2011: Company deepens its expertise in transportation with the addition of Mike Holck to the team



The Team

The Irontrax team brings an average of 20 years valuation expertise to the construction, transportation, mining and crane industries. Please click one of the links below for individual biographies & contact information.

Joseph Santora, ASA

P: 440.552.1369
F: 440.237.0801

Michael Holck, ASA

Vice President
P: 402.575.7350
F: 402.939.0117


Arturo di Mauro

International Sales
P: 786.518.1026
F: 440.237.0801

Roger Ruwe

Agriculture Division
P: 440.237.0800
F: 440.237.0801

April Acuna

Operations Manager
P: 440.237.0800
F: 440.237.0801


  • Headquarters & Equipment Yard

    7100 E Pleasant Valley Rd
    Suite 120
    Cleveland, Ohio 44131
    P: 440.237.0800 | F: 440.237.0801
  • Offices

       Omaha, NE    
        Miami, FL    
  • Equipment Yards

    Nashville, TN Columbia, SC
    Houston, TX  Albuquerque, NM  
    Cheyenne, WY Phoenix, AZ
    Montgomery, AL Cleveland, OH
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