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Asset LINQ: Sandhills-Hosted Website Helps Drive Canadian Company’s Growth
If any company is perfectly positioned to serve buyers and sellers of heavy equipment, trucks, trailers, and more across Canada’s Alberta and Saskatchewan provinces, it’s Asset LINQ. With its head office in Lloydminster—a unique city that straddles the provincial boundary—the company enjoys a natural bi-provincial advantage.
Reagan Reece, who founded Asset LINQ with his brother, Jarrett, was born and raised on one side of Lloydminster and now helps operate the business on the other. Founded in 2022, the company also has branches in Lacombe, Alberta, and Elstow, Saskatchewan. While initially focused on equipment sales and consignments, Asset LINQ now offers a full suite of services, including auction services, appraisals, and financing.
Evolving With Sandhills
“Each year, more opportunities have come our way, so we’ve been chasing them,” says Reece. For example, Asset LINQ is increasingly serving customers in the oilfield, construction, and transportation industries in British Columbia, Yukon, and Manitoba. The company also regularly sells to customers in Eastern Canada and the U.S., and has completed sales in South America and the Middle East.
Reece credits Sandhills Global with helping to expand the company’s reach. “The reach Sandhills has to potential buyers online and with its publications is what stands out,” says Reece, a former sales territory manager for a competing auction company in Edmonton, Alberta. “Sandhills is everywhere. Everyone knows the name. It’s a household name. And Sandhills’ SEO is so good with websites—that’s why we decided to go with them.”
Website & Auction Transformation
Working with Sandhills wasn’t an instant “fall-in-love story,” Reece says. The two companies first connected in 2022, but Asset LINQ didn’t begin working with Sandhills until January 2025, when it started advertising in the Western Canada edition of MarketBook magazine. Now, Asset LINQ consistently runs a full-page ad in the publication.
In spring 2025, Asset LINQ expanded into online auctions with AuctionTime and began using a Sandhills-hosted website for its dedicated auction division, Auction LINQ. In fall 2025, Asset LINQ began working closely with Sandhills sales representative Scott Earnest and Sandhills web designer Luke Munns to refresh its entire site (AssetLinq.ca), which launched in late December.
Featuring a modern, crisp look with black and gold accents, the site allows users to easily browse and search listings by category and industry across hundreds of for-sale assets. The site also includes intuitive forms for equipment consignments and applying for financing. Users can also view the company’s upcoming auctions and past auction results, as well as register for and bid in AuctionTime.com sales directly on the site.
Seamless Process, Tailored Results
Reece describes the website process as “pretty seamless,” pointing to Earnest and Munns’ experience. “I’m not trying to teach them how to do anything. They already know, and they’re tailoring it to what we want,” he says.
For example, Asset LINQ didn’t want any computer-generated imagery used on the site. Instead, images are pulled from the company’s real-world sales experiences and participation in community events, reflecting its strong regional presence.
“Our last website was pretty good, too,” Reece says. “I think the new site just streamlined us on the backend a lot better.” While Reece expects a period of adjustment as Asset LINQ’s staff gets familiar with the new site, benefits are already emerging. “The website keeps everything in one place, and it’s easier for us, too. If an asset moves from auction to retail or retail to auction, we can do it in seconds, seamlessly, with one click.”
Strong Support
In addition to the company’s Sandhills-hosted website, MarketBook advertising, and consigning customers’ equipment with AuctionTime, Asset LINQ has consistently utilized FleetEvaluator (now VIP+) to accurately price equipment and “bring another voice to the conversation,” Reece says.
“Every time Scott comes up, we learn different things about the power of what Sandhills can do,” Reece says. “At the start, we didn’t value what MarketBook could offer, but Scott is showing us how the auction side works and everything that Sandhills offers—and what would be beneficial to our business. He’s been very instrumental in bringing AuctionTime into our business and making it work.”
A version of this article first appeared in Sandhills Magazine. You can find current and back issues in the Sandhills Magazine Archive.