As a “move-up” homebuyer, Wendy Gilch became frustrated with the entire process. Trying to time the simultaneous sale and purchase of two homes seemed like an exercise in futility. Her experience prompted her to take a deeper look into the real estate industry, and what she found surprised her. At every turn, industry players seemed to be profiting from the lack of knowledge and sophistication of average consumers. Wendy decided that she wanted to offer an alternative service. Without traditional industry experience to bog her down, she took a fresh approach to the problem and launched SellingLater.com, a consumer-centric platform and resource for homebuyers and sellers.