Jeremy Sundgren, second-generation owner of Sundgren Realty & Auction, opens up about growing up in the auction business and eventually partnering with his father Joe in 2008. Starting as an auctioneer at just 15 years old, Jeremy witnessed firsthand how the industry transformed from weekend in-person auctions to primarily online sales. He discusses the pivotal decision to embrace technology early-even when it failed initially in the mid-2000s-and how that positioning allowed his business to thrive during COVID when competitors struggled. Beyond the business metrics, Jeremy emphasizes the real driver of success: the people. From legendary coach Larry Kramer's Coca-Cola collections to team members like Rick who've become family, Jeremy believes that genuine relationships and community investment are what sustain a business through industry disruption and generational transition.
In Episode 5 of the Killer Growth Podcast, Samuel McVay sits down with Jeremy Sundgren, owner of Sundgren Realty & Auction-a business rooted in Kansas soil, family legacy, and two decades of adaptation. Jeremy's story isn't just about buying into a family company; it's about recognizing when to evolve and having the courage to invest in change before it becomes obvious.
From Auctioneer at 15 to Business Partner
Jeremy started working auctions at 15, running sheets and moving furniture before eventually stepping in front of the block as an auctioneer. His father, Joe Sundgren, founded Sundgren Auction in 1981 with a strategic decision: don't compete with local real estate companies-work with them. That positioned the business to grow from personal property auctions into real estate and land sales. When Jeremy came of age, college wasn't his path. "I didn't have the discipline," he admits honestly. The family business became his opportunity, and in 2008, he bought 49% of the company. That's when everything changed.
The Technology Gamble That Paid Off
Twenty-five years ago, selling land meant a yard sign and printed sheets. Today, it's all digital. Jeremy's biggest insight: Sundgren was too early with online auctions in 2004-2006. It didn't work. But instead of abandoning the idea, they learned from the failure. When they recharged the online auction model in the early-to-mid 2010s, they had experience and lessons learned. Then COVID hit-and suddenly, every competitor without an established
online presence scrambled to adapt. Sundgren was already positioned to capitalize. "A lot of companies similar size to ours weren't in position to function through COVID," Jeremy notes. "We were fortunate."
That's a lesson in why local service businesses and auction houses alike need to invest in digital marketing and local business growth strategies before the market forces your hand. Being an early adopter is lonely, but it builds resilience.
Leadership and Letting Go
Jeremy credits his father's leadership style as the key to a smooth second-generation transition. Joe didn't need the spotlight. He gave Jeremy tools and gradually stepped out of decision-making, letting his son take the lead while remaining supportive. That ego-free handoff is rare-most family business conflicts stem from the opposite dynamic. Jeremy learned that lesson well. Now, he's deliberately bringing younger people into the organization, knowing they'll adapt to future changes better than he will.
People Build Empires, Not Just Transactions
The best part of the interview isn't about profit margins or acquisition strategies. It's about people. Jeremy lights up talking about legendary football coach Larry Kramer, whose Coca-Cola collection resulted in 20 auctions totaling hundreds of thousands of dollars. But what he loved most was Kramer's humor and personality. His team member Rick became family. That's the real legacy-not just the business valuation, but the relationships built along the way.
For any business owner watching the landscape shift-whether you're in auctions, HVAC, plumbing, or law-Jeremy's playbook is clear: invest in adaptability, build real relationships, and don't wait for crisis to force your hand on modernization.
How did Jeremy Sungren build success by NOT competing directly with other real estate companies?
Jeremy's father Joe started Sungren Auction in 1981 with a smart positioning strategy: he offered auction services to real estate companies instead of competing against them as a realtor. This non-competitive approach made him instantly relevant and trustworthy. He later expanded into personal property and real estate auctions, then eventually added a real estate company. The lesson: find your niche and serve your competitors' clients rather than fighting for the same ones.
Why do real estate and auction businesses need strong digital marketing and local SEO?
Real estate and auction businesses rely on local visibility and trust. Buyers and sellers search online for 'auctions near me,' 'real estate agents in Wichita,' and specific property listings. Without strong local SEO and Google presence, you lose deals to competitors who rank higher. Digital marketing builds credibility, captures local search traffic, and keeps your business top-of-mind when people are ready to buy or sell.
How does KillerGrowth help real estate and auction companies get more clients online?
KillerGrowth uses local SEO to get your real estate or auction business ranking for high-intent searches in Wichita. We build conversion-focused websites that showcase properties and services, run targeted Google Ads to capture buyers actively searching, set up GoHighLevel CRM to nurture leads automatically, and manage your social media to build trust. Together, these services turn local searches into qualified leads and closed deals.
What makes KillerGrowth different from other Wichita digital marketing agencies?
KillerGrowth specializes in local service businesses and real estate-we understand your market, your sales cycle, and what converts. We don't just drive traffic; we drive leads that close. Our integrated approach (local SEO + paid ads + CRM automation + web design) means every channel works together. Most agencies pick one service. We build complete systems. And you get a free strategy call with Samuel McVay to see exactly how we'd grow your business before you commit.
How do I get started with KillerGrowth for my real estate or auction business?
Book a free 30-minute strategy call with Samuel McVay at killergrowth.com/booking. We'll review your current online presence, identify where you're losing leads, and show you a custom roadmap to get more qualified buyers and sellers finding you online. No pressure, no sales pitch-just honest insights to grow your business.