Marketing Overview
The Rob Ellerman Team offers builders a true partnership—combining national recognition, local expertise, full-service marketing, and measurable performance. Our goal is simple: sell homes faster, maximize exposure, and elevate your brand at every stage of development.
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True Builder Partnership (Not a Listing Agreement)
What this actually means: Most agents treat new construction like resale listings with nicer photos. A partnership means we operate as an extension of your sales and marketing operation.
In practice: We align on absorption targets, not just list prices We coordinate with construction timelines, inventory home releases, and model availability We adjust marketing spend and messaging as inventory changes We protect your brand consistency across signage, digital, and buyer experience We can be involved before dirt moves—pricing strategy, absorption pacing, and competitive positioning. We are held accountable to outcomes (traffic, leads, contracts), not just activity.
Why Builders care: Faster sell-through reduces carrying costs Controlled messaging protects future phases Fewer surprises during releases or price adjustments
National Credibility + Local Execution
What the ranking actually buys you:
Being ranked #5 nationally (Real Trends / WSJ) isn’t a vanity metric —it creates instant credibility with buyers, lenders, relocation clients, and co-op agents.
Local execution matters more: Boots on the ground for showings and events Knowledge of submarkets, comps, incentives, and buyer objections Competition reports Agent events coordinated with local agents Relationships with lenders, inspectors, and trade partners
Why Builders care: Buyers trust recognized teams faster Relocation and out-of-market buyers convert at higher rates They’re not betting multi-million-dollar projects on a single personality. You get scale without losing local control
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National Credibility + Local Execution
Brokerage partnership: Hegg Realtors brings 70+ years of local market leadership in the Sioux Falls region. A wellrecognized, trusted brand that buyers, sellers, and builders already know and respect.
Why Builders care: Hegg’s multi-state licensing (SD, IA, MN) expands reach to relocation and regional buyers, supported by a dedicated in-house relocation department. Backed by Berkshire Hathaway ownership, along with Hegg’s proven training, systems, and leadership, we represent builder inventory with consistency, professionalism, and accuracy. A strategic sales partner offering the agility of a focused team—combined with the stability, reach, and trust of a 70+ year market leader.
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OUR TEAMS MARKET REACH
DALLAS / FORT WORTH
ST PETE / TAMPA
DES MOINES / AMES
KANSAS CITY / LAKE OF THE OZARKS / SPRINGFIELD
Team Model vs. Single-Agent Risk The real risk of a single agent: Burnout = inconsistent marketing One person cannot cover sales + marketing + admin at scale
How the team model fixes this:
Dedicated agents handle buyer follow-up Marketing continues regardless of agent workload Leadership monitors performance weekly Way less conflict of interest in how commissions are split with onsite agents We assign a dedicated agent in each community that is 100% responsible for the listings and open houses.
Why Builders care:
No single point of failure/predictable performance Consistent buyer experience across phase Higher conversion rates and fewer lost buyers due to human failure points. 100% focused on selling your homes and not selling other builder homes.
SEPARATE ROLES = BETTER EXECUTION · Sales agents sell · Marketing team markets · Admin tracks performance
Custom Marketing for Each Community
Not all communities sell the same: Different price points, school districts, commute patterns, and buyer psychographics require different strategies.
What customization looks like:
Entry-level: traffic + affordability messaging Move-up: lifestyle, schools, floor plan value Luxury: brand, scarcity, privacy, finishes
Execution:
Unique branding per community Messaging tied to buyer intent Campaigns adjusted as specs sell
Why Builders care: Better lead quality Less wasted ad spend Stronger pricing power
In-House Marketing Department (Speed + Control) This Is a Big Differentiator)
Why this matters:
Most agents outsource marketing. That creates delays, inconsistency, & zero accountability.
What you get:
Dedicated designers with high quailty designs Fast turnaround on changes Consistent branding across all materials Agents with access to designs for their marketing Professional photography and videography
Assets produced:
Flyers, plats, plan sheets Community signage Social graphics and ads Promotional materials for events Newsletters, door hangers
Why Builders care: Faster launches Cleaner brand presentation No waiting on third parties Updates are quick and noticeable
Website Strategy & Online Distribution
Where buyers actually start:
Most buyers hit Google, Zillow, or social before ever stepping on-site.
Our approach:
Syndication to 400+ sites for maximum exposure Community-specific landing pages Mobile-first design Clear calls to action We incorporate AIO for better search placement
If a site already exists:
We can take over maintenance and updates
If not:
We can build one for you.
Why Builders care: No lost digital traffic Controlled buyer journey Better lead attribution Reports showing impressions and traffic
Lead Capture & Forced Registration
Why builders lose buyers:
Unregistered traffic = untracked buyers = lost sales.
Forced registration does three things: Identifies every serious visitor Allows immediate follow-up Prevents buyer leakage to competing agents
Execution:
Registration gates before access CRM integration Automated + human follow-up All leads are owned by the builder.
Why Builders care: Higher conversion rates Cleaner reporting More leverage in negotiations Generate as many leads as possible through prospecting, digital ads, or walk-in traffic.
Advanced Digital Ads & Geofencing
This is not “boosted social media posts”: Geofencing targets buyers where intent already exists
What ads target:
Competing communities New construction corridors Real estate portals High-income retail and lifestyle locations
What happens next:
Buyers click to your landing page We track behavior and engagement Follow-up happens immediately
Why Builders care: You steal market share, not just traffic Ads are measurable Spend follows performance
Social Media Exposure at Scale
Our team advantage:
Your community benefits from an existing audience, not starting from zero.
Exposure includes: Team-wide platforms with real engagement Paid and organic distribution Community-specific pages when needed
Content types: Model tours Spec releases Lifestyle and location highlights
Why Builders care: More eyes on your product without extra effort Ongoing momentum between releases Younger buyers reached earlier Product being pushed and shared in SM circles More branding More Sales
Our Sales and Training Process
Trained Sales Partner
Agents represent the builder with accuracy, professionalism, and confidence
What to expect: Centralized training portal gives agents consistent, step-by-step knowledge of the full new-construction process Weekly/Monthly on-site reporting (traffic, marketing activity, sales, issues) Trained to register, follow-up and close buyers Use standardized systems to create consistency across communities, agents, and markets
Why Builders care: Buyers receive a better experience, reducing confusion, friction, and miscommunication Marketing and listing accuracy protects the builder’s brand and reputation online Proactive issue identification helps prevent delays, fallout, and contract problems
Our Proposal
Listing Commission 2.25% Buyer unrepresented commission 2.25% Total commission with an unrepresented buyer 5.5%
Our team's staff is behind the strategy, execution, and results. Sales, marketing, operations, and leadership—working together to support your community, your brand, and your bottom line.
Nationally recognized. Locally executed. Builder focused.
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