Strategic Technology Partnership
Transforming Distressed Real Estate Through Data, Automation, and Scalable Platforms
How Sundae partnered with GTC to rebuild its core systems, accelerate qualification, and unlock marketplace growth
Who we Sundae?
Sundae is a mid-size U.S. real estate brokerage specializing in distressed and as-is home sales. Its cross-functional teams — from acquisition ops and field agents to seller advisors, investor relations, and marketing — rely on fast lead qualification, reliable data, and high investor engagement. Before partnering with GTC, Sundae struggled with fragmented systems, manual processes, and slow lead qualification. We joined as a long-term product and engineering partner, not just a vendor. Together, we rebuilt Sundae’s core platforms, automated critical data pipelines, and aligned the technology roadmap with their five-year vision. As a result, Sundae saw dramatically faster lead turnarounds and higher conversion rates, setting the stage for sustainable growth.
Sundae operates as a specialized real estate brokerage and marketplace for distressed-property transactions. Headquartered in the U.S., the company connects homeowners of distressed properties with a network of investors. Its customer segments include homeowner-sellers seeking quick, as-is sales and real-estate investors looking for curated deal flow. Sundae’s internal teams cover acquisition operations, field agents who interact with sellers, seller advisory, investor relations, and marketing. Each team depends on timely data and seamless handoffs: acquisition ops needs fast qualification, agents need clear lead information, investor relations needs engagement tools, and marketing needs up-to-date funnels. Sundae’s goal was to streamline these operations through technology so they could scale efficiently.
Partnership Approach
From Day One, GTC worked as a true partner, not just a contractor. We embedded our team alongside Sundae’s leadership, product managers, and operations staff to understand the business goals and pain points. Through joint discovery workshops and regular strategy sessions, we co-created a roadmap that aligned technology investments with Sundae’s business economics and five-year growth plan. This meant helping Sundae’s executives and managers see how a modern tech stack could unlock value. We established an agile, KPI-driven process: running design sprints with key stakeholders, sequencing roadmap features, and iterating based on feedback. By managing engineering capacity together and constantly aligning on priorities, we ensured every build had clear business purpose. This collaborative mindset forged strong alignment between Sundae’s strategic objectives and the technical solutions we delivered.
Key Challenges Faced by Sundae
Sundae faced a mix of business and technical bottlenecks that were slowing growth:
Manual Lead Qualification
Agents spent hours reviewing county and MLS data by hand, delaying offers.
Inconsistent Investor Outreach
Without automation, investor communications were uneven and labor-intensive, missing timely opportunities.
Limited Seller Transparency
Homeowners had little visibility into the sales process, which reduced trust and satisfaction.
Poor System Integration
Key tools (MLS, county data, CRM, marketing) did not sync smoothly, creating silos and delays.
Fragmented Data Sources
Property information came separately from MLS feeds, county records, and internal spreadsheets, leading to duplicates and gaps.
High Operational Workload
Back-of ce teams spent excessive time on repetitive tasks (data entry, data hygiene, reporting) instead of strategic work.
Unpredictable Tech Timelines
Prior engineering work was reactive and ticket-based, causing unpredictable feature delivery and missed deadlines.
We were hitting the limits of what manual processes and disconnected systems could support. Data gaps, slow updates, and inconsistent workflows were slowing our teams down. We knew we needed automation and a tighter, integrated architecture.
Josh Stech
Co-Founder & CEO | Sundae
Our Partnership Process
When we partner with a client, we work as an extension of their product and engineering team. The focus is on understanding the business deeply, aligning priorities across departments, and shaping a roadmap that supports both immediate needs and long-term goals. The process is structured enough to bring clarity and predictability, while staying flexible as the business evolves.
Our approach
Stakeholder and Customer Alignment
We begin by meeting all key teams — acquisitions, agents, seller advisors, investor relations, marketing, and engineering. Each team brings its own pressures, workflows, and de nitions of success. These conversations help us map real pain points and understand the needs of both internal teams and external customers.
Vision & Current-State Assessment
Next, we look at Sundae through two lenses:
- Where the organization wants to be (its long-term vision and market strategy)
- How things work today (processes, systems, bottlenecks, and assumptions)
This gives us the foundation to design solutions that match the business model rather than forcing a standard playbook.
Proposed Operating Process
With a clear understanding of the current state, we propose an operating model that de nes how ideas move from discovery to delivery. This includes how work is prioritized,
how teams collaborate, and how small improvements and large initiatives flow through product and engineering.
Roadmap Creation (12- Month Plan + Long-Term Alignment)
We create a dynamic, quarterly roadmap influenced by the 5- year vision, integrating system improvements and future feature development with operator and system alignment.
Project Kickoff Documents
For each major initiative, we develop structured project documents that outline goals, requirements, user journeys, dependencies, risks, and success criteria. This ensures
alignment between leadership, product, engineering, and operations before development begins
Buildout & Delivery
We translate these documents into Epics and Stories with detailed breakdowns, estimates, and sequencing. From there, we run design, engineering, and QA in iterative cycles, delivering value in consistent increments rather than long,
opaque development windows.
Ongoing Collaboration & Improvement
Once the initial roadmap is active, we stay embedded with leadership and operational teams. We review progress regularly, validate outcomes, monitor system performance,
and adjust priorities as new insights emerge. This ongoing collaboration ensures that technology, operations, and growth stay aligned — not just during the initial buildout, but
throughout the partnership.
Solutions Delivered
Our partnership followed a clear progression. Each phase focused on solving Sundae’s most pressing business challenges while laying the
foundation for long-term scale. Every step delivered measurable value and prepared the organization for the next.
Phase 1
Marketing Website Revamp & CRM Integration
Strengthen the top of the funnel by improving lead quality, attribution, and early-stage quali cation.
Phase 2
Agent Platform (Internal Operations System)
Give agents a uni ed system that reduces manual work, speeds up decisions, and improves investor
management.
Phase 3
Investor Marketplace Web & Mobile
Build an engagement engine for investors, drive more competition, and increase bid density per listing.
Phase 4
Automation, Data Pipelines &
Enrichment Layer
Build the intelligence layer that powers Sundae’s speed, accuracy, and long- term scalability.
Phase 5
Homeowner Portal
Improve seller trust and reduce operational overhead through transparency.
Phase 1
Marketing Site Revamp & CRM Integration
Goal
Improve lead capture, ensure data quality, and reduce manual quali cation work.
Why This Was First
Sundae’s growth depended on the quality and predictability of incoming homeowner leads. Before this:
- Duplicate addresses clogged CRM
- Ownership veri cation required manual work
- Bad inputs slowed agents
- Marketing lacked attribution insights
What We Delivered
- A redesigned, SEO-aligned marketing website
- SmartEstate-powered address veri cation instead of free-text input
- Address matcher & deduplication to merge duplicate submissions
- Automated ownership and property checks using First American data
- PRE (Public Record Events) checks to enrich lead details
- UTM and campaign tracking for end-to-end attribution
- Salesforce integration to route high-quality, enriched leads directly to ops
Impact
- Better data into CRM
- Faster internal quali cation
- Clean funnel for agents
- Clearer campaign ROI
- Lower lead waste
+
Marketing Automations Added
- New listing alerts for investor lists
- Investor “Opportunity Alerts” based on criteria
- Early drip sequences for cold homeowners
- Market updates and newsletters
- Open-rate and click-rate tracking used later for investor scoring
This phase created the foundation for everything that came later.
Phase 2
Agent Platform (Internal Operations Platform)
Goal
Give agents a uni ed system that reduces manual work, speeds up decisions, and improves investor management.
Why It Came After the Marketing & CRM Work
Once quali cation improved, the next bottleneck was internal execution.
Agents were juggling:
- Fragmented tools,
- Outdated data,
- Inconsistent workflows,
- Slow access to investor insights.
What We Delivered
- Centralized property dashboard with First American enrichment
- Bid review, negotiation, and listing-share workflows
- Investor Exchange Platform — assign investors to agent territories and trade them
- Investor Lookup — map-based view of investor’s recent transactions
- Investor Scoring — based on email opens, listing view activity, and portal interactions
- Calling Pipeline — track agent call sessions, follow-ups, and reminders
- Bid Management — a clean workflow to track and evaluate investor bids
Impact
- A centralized property management system.
- Full access to enriched MLS, county, and First American data.
- Internal notes, role-based permissions, and audit capabilities.
- Bid review and negotiation workflows.
- Listing share flows for investors.
- Investor scoring data integrated directly into the agent view.
This platform set the foundation for a streamlined investor experience.
Phase 3
Investor Marketplace (Web → Mobile)
Goal
Build an engagement engine for investors, drive more competition, and increase bid density per listing.
Why Marketplace Was Prioritised Next
Once internal teams were operating smoothly, Sundae needed:
- Stronger investor liquidity,
- More competitive bidding,
- Better investor retention,
- Reduced manual outreach.
What We Delivered
Web Marketplace:
- Onboarding and identity veri cation
- Listing discovery with lters and saved searches
- Bidding and offer flows
- Real-time notifcations
- Dashboards for active and past bids
- Full activity sync with Salesforce
- Investor engagement signals sent to scoring
engine
Web Marketplace:
- Native apps to increase engagement
- Push noti cations for new listings and bids
- Faster response loops
- Better on-the-go participation
- A cleaner funnel for investors to re-engage
Impact
- More investors engaged consistently.
- Higher bid density per listing.
- Faster bid activity due to mobile noti cations.
+
Marketing Automations Added
- Alerts for newly added homes
- Matching saved searches
- Price drops and back to market
- Re-engagement nudges for inactive investors
This strengthened Sundae’s core economic engine.
Phase 4
Homeowner Portal
Goal
Improve seller trust and reduce operational overhead through transparency.
Why It Came After Marketplace
Once investors were active and ops were stable, the next area impacting
conversion was seller trust and communication. Sellers wanted:
- Transparency without exposure,
- Clarity on progress,
- Fewer phone calls and follow-ups.
What We Delivered
- Secure seller login
- Anonymized bid visibility
- Status updates and timeline
- Document uploads and disclosure workflows
- Messaging and noti cations
Impact
- Reduced uncertainty for homeowners
- Less ops time spent on status updates
- Stronger seller satisfaction
- Higher conversion through trust and visibility
+
Marketing Automations Integrated
- Seller updates and reminders
- Post-submission nurturing
- Follow-up sequences
- Educational drips about the process
The homeowner portal turned uncertainty into con dence by making every stage of the sale visible and veri able.
Phase 5
Automation, Data Pipelines & Enrichment Layer
Goal
Build the intelligence layer that powers Sundae’s speed, accuracy, and long-term scalability.
Why This Was the Final Layer
Once foundational systems were built, automation became the multiplier:
- Faster quali cation
- Richer profiles
- Smarter outreach
- Lower manual work
What We Delivered
- First American large- le ETL (serverless, scalable)
- Flip Tracer / Entity Flip Detection:
- Identi ed entities frequently buying/selling
- Used for investor discovery & classi cation
- PRE (Public Record Events) enrichment for investor and property data
- MLS ingestion with AVM enrichment and photo pipeline
- Investor Interest Scoring (GPT-4 behavioral scoring)
- CRM enrichment with every update to property or investor profiles
- Campaign automation based on data signals (opens, clicks, saved searches, bids)
- System observability — alerts, logging, retries, error queues
Impact
- 95%+ lead processing automated end-to-end without human intervention
- Sub-minute CRM sync latency from website, MLS, and data partners
- 99.9% pipeline reliability across ingestion and enrichment workflows
- Real-time investor behavior capture across email, marketplace, and mobile
- Zero manual data reconciliation between CRM, Agent Platform, and Marketplace
Business Impact & Metrics
The new system produced measurable improvements across the business:
60%
FASTER LEAD QUALIFICATION
The time from a new property record hitting the system to an agent-ready lead dropped dramatically.
40
HOURS/WEEK SAVED
Operations teams reclaimed signi cant time by eliminating manual data entry and status updates.
30%
MORE BIDS PER LISTING
With quicker outreach and better lead targeting, each listing attracted more investor bids.
25%
UPLIFT IN CAMPAIGN ENGAGEMENT
Targeted email campaigns triggered
by the new pipelines saw higher
open and reply rates.
18
HOURS FASTER LEAD RESPONSE
Automated alerts and synced CRM
noti cations enabled agents to
contact hot leads the same day,
shortening cycle time.
” These metrics show how automation and integration unlocked ef ciency. The data-driven processes gave
Sundae leadership visibility into performance (conversion rates, campaign ROI) and con dence to scale operations. “
Working with GTC has honestly been a game-changer. They took the time to truly understand how our business works, not just at a surface level, and built systems that actually scale with us. Their con dence, skill, and reliability gave me real peace of mind, knowing that even when I step away, things are still moving forward. They don’t just deliver results, they’ve made me look good in front of my team too.
David Durant
VP of Engineering | Sundae
Sundae’s Success
Our partnership with Sundae exempli es how strategic consulting, product roadmap development, and technology execution drive
successful growth journeys.
March 2020 - June 2020
Strategy
Stakeholder and customer alignment were completed, the three-sided ecosystem was mapped, and a five-year vision was established focusing on automation, marketplace liquidity, and data-driven scale.
Funding : 12.4M Series A
Valuation : 42M
June 2020 - Feb 2021
Strategy
The new marketing website launched with smart verification and CRM integration, alongside the first version of the agent platform to centralize operations and accelerate qualification.
Funding : 42.4M Series B
Valuation : 150M
Feb 2021 - Aug 2021
Strategy
The investor web marketplace launched, onboarding over 5,000 investors, while the engineering team expanded by 15+ members to support rapid platform and automation growth.
Funding : 0
Valuation : 520M
Aug 2021 - April 2022
Strategy
The homeowner portal went live along with the full automation and enrichment layer, enabling real- time transparency, faster workflows, and a fully intelligence-driven operating model.
Funding : 80M Series C
Valuation : 1B
Future Roadmap
With the core platform and automation foundation in place, Sundae’s roadmap focuses on extending its data advantage,
increasing proactive deal discovery, and further reducing manual operations through AI.
- Expanded MLS and county coverage to unlock broader national inventory and seller reach
- Predictive analytics and AI-driven valuations to strengthen pricing intelligence and offer con dence
- AI- rst website and operations assistant to handle seller quali cation, FAQs, document intake, and guided deal flow without manual ops dependency
- AI-driven street image scanning using map and satellite imagery to automatically detect property distress signals and surface high-intent seller opportunities ahead of competitors
- Advanced investor intelligence using behavioral and transaction-level data
- Automated closing workflows connecting title, escrow, and document execution
- Deeper mobile- rst experiences for investors, agents, and sellers
Together, these initiatives position Sundae to move from a reactive marketplace to a proactive, intelligence-driven real
estate platform.
Modernize Your Real Estate Strategy.
Build scalable systems that turn distressed properties into structured, predictable growth.
Why Work With Us
Our approach goes beyond development. We design scalable platforms that eliminate inefficiencies, automate repetitive workflows, and create visibility across every stage of the deal lifecycle. The result is faster lead qualification, better investor engagement, and predictable operational growth.
Real Estate Domain Expertise. Built for Distressed Asset Operators.
We don’t just build software — we understand the operational realities of distressed real estate. From lead acquisition and qualification to disposition workflows and investor reporting, our solutions are designed around how real estate teams actually operate.
Our team combines deep industry knowledge with advanced data engineering and automation strategies to streamline acquisition pipelines, reduce manual overhead, and improve deal velocity. We understand compliance complexities, multi-channel lead inflow, investor expectations, and the need for scalable systems that grow with your portfolio.
By aligning technology with real-world real estate workflows, we help operators transform fragmented processes into structured, data-driven ecosystems that drive measurable results.
Some of Our Happy Customers
Why Work With Us
The GTC 7P Partnership Framework
A business- rst model for building, scaling, and running real estate technology.
Why are we building this?
We align technology to real business economics, not just features. Every system must support revenue growth, deal velocity, trust, or scale.
How success is measured
Every phase is tied to KPIs: quali cation speed, bid velocity, engagement, ops savings, conversion, system health.
How work moves from idea to production
This covers discovery, roadmap, kickoff docs, build cycles, releases, and continuous iteration.
What is truly broken today?
We identify real bottlenecks across marketing, ops, agents, investors, and sellers before proposing solutions.
What gets built rst and why?
We sequence work based on business impact, not engineering convenience. This is how your Sundae roadmap was structured.
What systems power the business?
We design the full ecosystem: marketing, CRM, agent ops, investor marketplace, homeowner portal, and automation.
Trusted by more than 140 businesses and their teams
With our expert team, we are continuously meeting the needs of businesses and startups to help them reduce complexity and overall cost related to software development.
We work with amazing companies
Leadership Team
Mukesh Lagadhir
Founder and CEO
Mukesh Lagadhir, a visionary CEO with 15+ years in technology consulting, product management, and software development, founded GTC in 2013. Under his leadership, GTC has excelled, delivering cutting-edge solutions and achieving consistent revenue growth well ahead of the market.
Uday Panchani
Operational Head
Uday Panchani, an accomplished IT professional with 17+ years of experience, plays a vital role in managing IT operations at the Company. His dynamic leadership, strategic vision, and commitment to excellence have propelled the Company’s growth, expanded its customer base, and fostered a culture of innovation.
Dharmesh Kanzariya
Tech Lead
Dharmesh is a Technology Lead with 11 years of experience in building innovative, customized software solutions. He brings a strong mix of technical expertise, leadership, and problem-solving skills to drive successful outcomes. With a proven track record in technology strategy and execution, he helps businesses grow with smart, reliable solutions.
Ravi Modha
Principal Solution Architect
Ravi, a Principal Solution Architect at GTC with 14 years of industry expertise, leads software architecture design aligned with client needs. He collaborates with clients, provides technical leadership, manages technology stack selection, conducts code reviews, and identifies and mitigates potential risks.
Next Steps for Real Estate Leaders
1
Map your funnel
Identify where leads are getting stuck or delayed in your process.
2
Align stakeholders on a roadmap
Gather leadership, sales, and ops to agree on a 12-month technology plan.
3
Start with one goal
Pick a high-impact pipeline or platform (e.g. lead ingestion or investor portal) as a pilot.
Let’s work together on your next best!
Our deep real estate expertise eliminates the learning curve, helping us move faster, design smarter systems, and deliver measurable business outcomes from day one.
Let’s work together on your next best!
Our deep real estate expertise eliminates the learning curve, helping us move faster, design smarter systems, and deliver measurable business outcomes from day one.