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Meet Sushee Perumal of MaxSold in Somerville

Today we’d like to introduce you to Sushee Perumal.

Sushee, please share your story with us. How did you get to where you are today?
The company has its roots in live auction business. With advances in eCommerce, we knew that technology can deliver a greater reach to solve our clients problem – which is the sale of goods from a home lived in for decades. However, we didn’t want MaxSold to be another eBay as the high-touch service is still needed to the aging demographic we serve. MaxSold was born.

MaxSold provides a high-touch service with high-tech impact for clients downsizing and settling an estate to sell everything within two weeks – from the salt and pepper shakers inside the house to the car in the driveway.

True to the live auction world, MaxSold is very community focused – we use local expert help and combine that with the efficiencies of the internet to reach a deep local audience to sell practically everything in short timelines and it is way better than an estate sale, Craigslist, garage sale, consignment or live auction.

Has it been a smooth road?
It certainly has not been smooth! The challenges have been in setting up the entire system to deliver a consistent, predictable process – like creating McDonald’s, I knew that every aspect of the customer experience, internal processes, technology and brand has to run like clockwork for MaxSold to be successful.

For MaxSold’s first sale in Boston, the process of cataloging and pickup were choreographed like a wedding dress rehearsal. Everyone had to know their roles and what’s expected of them. Guess what, since we are dealing with different personalities, a team member wouldn’t show up or show up late! So that had to be fixed.

On the marketing side, we had to attract local buyers to bid on the home that was jam packed with goods from the owners having lived there several generations within a week! There was a lot of door knocking involved and local newspaper advertising involved to let the community know. Guess what – newspapers are so understaffed that they forgot to run our ad.

On the technology side, we had to ensure that everything was straight forward for our buyers as they bid online, and buyers knew that it was online bidding with a local pickup – a concept that didn’t exist. We had the live chat and phone systems staffed to provide buyer support, with the phone ringing directly to me – and this meant 18 hour days!

All these moving parts that had to be coordinated, and a small glitch on any part of the system had impacts throughout. Happy to say that the first sale turned out well and we got a glowing review from our partner in Boston who referred us the sale!

We’d love to hear more about your business.
MaxSold is the only company that leverages local expert help and technology to solve a pervasive problem that exists in society – lifting the “stuff” burden off of the shoulders for someone downsizing or settling an estate.

Listing the home for sale is pretty straight forward – you can find a local realtor, and usually you already know a person to do this. However, the sale of contents tends to be the most difficult aspect of downsize or estate settlement – MaxSold makes that a breeze!

Is our city a good place to do what you do?
Boston has an aging demographic which is our clients looking for a solution for their downsize. There is also a vibrant up and coming generation that’s very conscious about value, quality and the environment. This generation will they’d rather buy previously treasured items instead of buying new and this is also our demographic, so we are a good “match making service” if you will. The traffic in Boston, and the brutal winters are of course challenging, but we still manage to make everything work.


  • Full-service MaxSold sale: 30% plus $700
  • DIY service (where they can do the on-the-ground work but we run the eCommerce): 30% or $300

Contact Info:

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