Brand share-of-voice sounds like a marketing metric. In equipment valuation, it's a supply signal — and here's how we compute it.
What we measure
- Active listings by brand, per equipment class, per region.
- Auction lot counts by brand, weighted by sale channel.
- Dealer network breadth: how many distinct rooftops carry each brand.
How we normalize
Raw counts favor whoever has the noisiest dealer network. We normalize against a rolling 12-month baseline per class, so a share-of-voice move is a move relative to the brand's own history — not just a reflection of overall market volume.
24
Classes tracked
3
Data refreshes / day
12 mo
Rolling baseline
"Share-of-voice tells you what the market is offering. Values tell you what it's clearing. You need both."
Why appraisers care
When share-of-voice for a brand rises sharply in a class, comp density for that brand improves — but so does downward price pressure on aging inventory. Both signals feed the reconciliation.
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