FROM THE START: A chat with the founder of Selling Later

Too often, we learn from other founders only after they’ve “already made it,” but there’s a lot to gain from their journeys as early-stage entrepreneurs. FROM THE START is an interview series with founders from our 2021–2022 Incubator that will trace their startup stories from the beginning, reveal some of the resources helping them overcome the bumps, and point out ways you can help them thrive.

Since joining the Incubator in May, all of the companies have been hustling to get their brands and businesses out there. Now it’s time to get to know them!

Some answers have been edited slightly for brevity.

What’s been the journey that’s led you to start your company?

To put it bluntly, my journey has been rather long. I developed the concept of Selling Later based on my own experience of not being able to time buying and selling. I spent years talking myself out of creating the company because “I didn’t know enough” or “I wasn’t connected within the real estate industry.”

After years of listening to friends and family go through the same struggle I did of buying and selling, I decided to put my concept into action. That same night, I bought the domain sellinglater.com and never looked back.

It turns out that the real estate industry isn’t focused on fixing issues for consumers — me not being connected and, instead, being on the outside are probably my greatest advantages (and superpower). My company is able to focus on what matters to consumers, not what matters to agents, lenders, and others profiting from consumers within the industry.

What’s the problem that your business is solving?

Home sellers know five to ten months in advance of when they want to sell, but homebuyers will never find out about them until the home hits the market. That is because the real estate industry keeps home sellers and buyers apart to maximize their profits and collect their estimated $100 billion paid in commissions by consumers. Not to mention the billions made from selling data, millions earned in kickbacks, and the estimated 200,000 homes they hide from homebuyers.

Selling Later lets home sellers directly connect with future buyers up to one year before they want to sell. Not only do we give everyone time and fair access, but we also teach them how the industry really works, protect their data from lead generation, and help them save money.

I am the right person to lead this consumer movement because I am that frustrated home seller that couldn’t sell on time, didn’t know how my agent was paid, and had no idea how the real estate industry really works.

What has helped you overcome the bumps you’ve encountered so far in your entrepreneurial journey?

There are two big challenges I have tackled since becoming an entrepreneur.

The first being my lack of understanding of how the real estate industry really works. I originally developed Selling Later based on consumer research, but it wasn’t until I attended a real estate conference that I learned about the dark side of the industry and how it works against consumers. I got over that bump by taking a lot of time to re-evaluate and study the other side of the industry to figure out the roadblocks created for consumers and how to teach sellers and buyers to get around them.

The second was being a solo founder during the pandemic. I not only had my company to run, but I also had to pick up a part-time job and help my kids with virtual school. Paying for childcare was not an option, so I had to figure out how to juggle it all. I eventually burnt myself out and came to a realization that work is not all or nothing. While it was a very challenging year, it helped me reset my perspective and find a better work-life balance that I hope to extend to those who join the Selling Later team.

What does being an entrepreneur mean to you?

The idea of an entrepreneur to me has changed over the past few years. I originally thought it was someone who saw a problem and set out to fix it. I now realize that being an entrepreneur takes grit, determination, persistence, and some thick skin.

It’s a big commitment to start something new, and you have to respect that person for putting themselves out there and trying to make a difference. Even if a startup fails, I still have a tremendous amount of respect for that founder as they went out there and tried, which is more than what most people would consider doing.

What’s a resource or tip that’s helped you develop as a founder and move your business forward?

Being accepted into the Ascender Incubation program is one of the best resources that has helped me along my journey. I attended a lot of the free Ascender workshops last year, which were always helpful. But being a solo founder can be lonely, and at times, you can second guess yourself and your decisions because you have no one else to talk with or guide you.

The Ascender Incubation program has given me the guidance and support I needed to set my new vision for Selling Later in motion.

What’s next? How can our readers help you?

I would love support in the following ways:

If you know someone that is selling their home within the next year, let them know that they don’t have to be in hiding while they wait to sell. They can post their home on Selling Later now, connect with future buyers, learn how to save money throughout the real estate process, and sell how they want to when they are ready.

If you know someone who is buying later, we recently launched our new community tool filled with future sellers, buyers, and experts. As a homebuyer, you can connect with future sellers, share tips and experiences with other buyers, and have your questions about the buying and selling process answered by seasoned professionals.

Learn more about Selling Later.

Visit: https://www.sellinglater.com/

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WENDY GILCH was originally published in Ascender on Medium, where people are continuing the conversation by highlighting and responding to this story.