What changes when someone actually owns your marketing.
What you actually get when you hire a marketing advisor who only works with builders.
What I provide
I give builders marketing direction and, when they want it, marketing management. The specifics look different for every client, but the core is always the same: I help you build a system where marketing produces qualified conversations predictably, where you can see what's working and what isn't, and where the owner isn't the one holding it all together.
In practice, that usually means we start by getting measurement right so we can actually trust the data. Then we tighten your positioning and intake so the right people come through and the wrong ones filter themselves out. Then we build the repeatable engine: the right channels, the right vendors, the right cadence, with reporting that makes sense to someone running a building company, not a marketing department.
Along the way, I help you find, brief, and manage the specialists who do the execution work. Videographers, SEO people, ad managers, web developers, content writers. You pay them directly and keep those relationships. I make sure the work is good, on time, and tied to the strategy.
“Mitchell has a rare combination — he understands strategy at a high level but he's also willing to get into the details and figure out what actually needs to happen. He has systems and processes, but he also adapts to the situation, which is exactly what you need from someone in an advisory role.”
Why it's different
I'm not an agency.
I don't sell implementation hours and then mark them up. I don't control your accounts or your data. I don't have a roster of junior people doing the work behind the scenes. When you talk to me, you're talking to the person doing the thinking.
I'm not a general marketing consultant.
I've spent nearly a decade inside the construction industry. I serve on national, state, and local builders association committees. I know how builders sell, how their buyers think, and what actually moves the needle in this market. I'm not learning your industry on your dime.
You keep the keys.
Your ad accounts, your analytics, your CRM, your vendor relationships, your content. Everything stays in your name. If we stop working together, you walk away with a growth framework that still works, run by people you already have relationships with.
My advice is neutral.
I don't take commissions from vendors I recommend, and I don't mark up their time. If I tell you to invest more in SEO or pull back on paid ads, it's because I think that's the right call, not because it benefits me financially.
The process
Every engagement starts differently because every builder is in a different place. But the general arc looks like this.
Month one
Deep dive into where you are today. Goals, capacity, job mix, service area, current marketing channels, tracking, and sales process. The priority is usually fixing the measurement gaps, because most builders don't have clean data on which channels actually produce signed contracts. Once we can trust the numbers, we can make real decisions.
Positioning and intake
Making your minimums clear, tightening your qualification process, and building a front end that filters the right people in and the wrong people out. This is where most builders see the fastest impact, because the problem usually isn't lead volume. It's lead quality and the process that follows.
Building the engine
Channel strategy based on what the data is telling us, vendor coordination, content direction, and a planning rhythm your team can sustain. The goal is a marketing function that runs on its own operating rhythm, with monthly reviews and quarterly planning so you're not restarting from scratch every time something changes.
“I greatly appreciate Mitchell and his passion to continually be learning and finding new solutions for today's marketing challenges. He has done that while always being respectful and responsible with our budget and our time. Finally, there has never been a doubt that he has our company's best interest at the forefront of his mind.”
Levels of access
You can work with me in two ways. The strategy is the same in both. The difference is how much of the execution I manage.
Marchitect
Starting at $2,500/mo
I provide strategy and direction. Your team handles execution. Think of it as having a marketing director available to your business without the full-time cost.
- — Regular meetings with access between calls via email or Slack
- — Strategy, priorities, vendor reviews, and decision support
- — Best if you have someone in-house for day-to-day execution
Design-Build
Starting at $4,500/mo
Everything in Marchitect, plus I manage the moving parts and own the marketing problem so the owner doesn't have to carry it.
- — Direct work with your team and vendors
- — Project management, quality control, and production oversight
- — Best if the owner is still making every marketing decision
Guarantee
If we're not a good fit after the first 30 days, I'll refund my entire fee. No questions.
About me
I'm Mitch Metz. I started in a place most marketers don't — on film sets. I studied Motion Picture and Television Production, and spent my early career learning how to tell stories visually. How to hold attention, frame a narrative, and show people something they care about.
That background pulled me toward marketing, where I realized the same instincts apply. Understanding what people care about and showing it to them clearly — that's the whole job, whether you're cutting a film or building a brand.
I found the construction industry almost by accident, and went deep. I spent years as the marketing director for the Sullivan Family of Companies in Asheville — Living Stone Design + Build, Atelier Maison & Co., and ID.ology Interiors & Design — leading omnichannel strategies that contributed to measurable revenue growth and industry recognition, including the NAHB Custom Home Builder of the Year for Living Stone.
The more I worked with builders, the more I saw the same problem everywhere: good companies with no one actually owning their marketing at a strategic level. That's what led me to start Rowan.
Today I serve on the Public Affairs and Association Communications Committee for NAHB at the national level, as well as on state and local committees. I earned Marketing Professional of the Year from the Builders Association of the Blue Ridge Mountains in both 2023 and 2025. I host Marketing Minds, a mastermind group for marketers in Asheville. This industry is what I study. Builders are who I help.
“I have worked with Mitchell over the years on various projects, including our Marketing Committee initiatives, disaster response efforts, and overall community outreach. Mitchell has brought new ideas to our advertising strategies and has contributed blog posts, social media content, and website updates. During the aftermath of Hurricane Helene, Mitchell stepped up and provided important communication support. His growing involvement with the BABRM shows his commitment to both our local community and the home building industry.”
