The Deal We Almost Lost
On A Tuesday.
In 2024, Michelle was running her own real estate practice. Seven figures in volume, a roster of repeat clients, a market that was finally turning her way. She wasn't losing deals to competitors. She was losing them to admin.
Missed inspection deadlines. Half-drafted emails sitting in drafts. Disclosures buried somewhere in a 200-document folder. The "transaction software" she paid four hundred dollars a month for tracked the chaos — but it never fixed it. It just gave the chaos a dashboard.
One Tuesday afternoon, a $1.2M closing almost evaporated because a single date slipped through three systems and four humans. Michelle saved it with a series of frantic calls. That night, she started asking: what if a real estate transaction could just… run itself?
A few months later she partnered with Rae Helsel (engineering lead, ex-Stripe) and Kristen Thompson (operations, twenty years inside the brokerage industry) to find out. Subi was the answer.
