Abstract: A system and method are provided for facilitating the buying and selling of event tickets. The system and method disclosed herein includes a system and method for valuing and selling unsold tickets shortly before and/or during the event. Embodiments disclosed herein allow users to interact with a ticket trading system via telephone or internet in order to search for tickets available for sale. The disclosed system and method can incrementally adjust the prices of the available tickets according to one or more demand variables having values that reflect various demand indicators. The values of the demand variables can be established based on demand indicators evaluated shortly before and/or during the event.