- Enjoy playing golf for overall physical and mental well-being
- Member, Texas A&M University 12th Man Foundation
Dennis Ulanday
Cypress,TX
Summary
Division-level Sales & Marketing Executive with 30+ years of leadership driving growth and operational scale in Houston residential homebuilding. Directed $549.5M in total home sales and delivered $84.8M in gross margin while leading full implementation and operational integration of Buildtopia ERP and CRM, the company's primary sales management platform for more than 13 years. Selected throughout career to open and launch new communities across multiple Houston-area builders. Proven ability to scale communities, develop high-performing sales teams, and implement infrastructure supporting sustained organizational growth.
Overview
30
30
years of professional experience
Work History
Vice President of Sales
Liberty Home Builders (now McKinley Homes TX, LLC)
Houston, TX
10.2013 - Current
- Company acquired by McKinley Homes in December 2024; selected to lead Houston division transition and integration into corporate CRM and ERP platforms
- Led Liberty Home Builders' sales and marketing operations supporting $549,531,845 in total home sales revenue across Houston and San Antonio divisions
- Delivered $60,434,365 gross margin on $380,155,715 Houston revenue (15.90% average gross margin)
- Led San Antonio division generating $169,376,130 revenue, $24,366,754 gross margin, and 479 home closings
- Delivered $84,801,119 total gross margin across both divisions
- Managed peak team of 14 sales counselors across 10 active communities
- Established the company’s first fully integrated CRM-driven sales platform using Buildtopia ERP and native CRM
- Led full implementation, configuration, and operational integration of Buildtopia supporting division operations for more than 13 years
- Developed sales workflows, reporting structure, contract tracking, and automated communications within Buildtopia
- Trained sales staff on Buildtopia platform and operational procedures
- Implemented and administered sales technology tools including Buildtopia CRM, Lasso CRM, Tidio chatbot, and CallRail tracking, utilizing Zapier to support automated lead tracking and communication workflows
- Following acquisition, led Houston division transition to corporate platforms including Lasso CRM and Homefront Sales
- Led sales launch and ramp-up of multiple new communities in Houston and San Antonio
New Home Sales Counselor
Long Lake Ltd. (Briarwood Homes Division)
Houston, TX
09.2001 - 10.2013
- Facilitated sales of approximately 360 homes, consistently exceeding an annual average of 30 homes sold from 2003 to 2013.
- Selected to open and launch Northview Place and Villages of Cypress Lakes communities
- Recognized for exceptionally low cancellation rates and customer satisfaction
- Pioneered implementation of QR code marketing technology for efficient distribution of marketing collateral.
New Home Sales Counselor
Newmark Homes
Houston, TX
09.1995 - 05.2001
- Delivered production home sales and managed full customer lifecycle
- Selected to open and launch new communities including Plantation Creek, Plantation Bend and Coles Crossing
- Built strong client and Realtor relationships supporting community ramp-up and sales absorption
- Developed foundational expertise in contract execution, construction coordination, and customer experience
Education
Bachelor of Science - Economics
Texas A&M University
College Station, TXSkills
- Sales infrastructure and process development
- Buildtopia ERP and CRM implementation, configuration and administration
- Division revenue growth and gross margin optimization
- Multi-community sales team leadership and development
- CRM integration, workflow design and lead lifecycle management
- Post-acquisition operational integration and systems alignment
- Sales pipeline management
Interests
Timeline
Vice President of Sales
Liberty Home Builders (now McKinley Homes TX, LLC)
10.2013 - Current
New Home Sales Counselor
Long Lake Ltd. (Briarwood Homes Division)
09.2001 - 10.2013
New Home Sales Counselor
Newmark Homes
09.1995 - 05.2001
Bachelor of Science - Economics
Texas A&M University