Client success story: Solus Real Estate — Sioux Falls' senior-focused agents
Solus Real Estate is not trying to be everything to everyone — and that is exactly why it works. Harlan and Mark built Solus around a single, specific promise: senior-focused real estate help for families in Sioux Falls navigating downsizing, life transitions, and the sale of a long-time family home. That clarity is a marketer's dream. Our job at Complete Media was to make sure the families who need that exact help could actually find them.
The starting point
When Solus came to us, the team had everything that matters offline — deep experience, the right designations, a reputation among Sioux Falls families who had been through the senior transition firsthand. What they did not have was a digital footprint that matched the quality of the in-person work.
Their site told the story in pieces. The Google Business Profile did not reflect the specialty. And paid leads, when they came, were too often generic 'house hunters' instead of the adult-child decision-makers and seniors Solus actually serves best.
What we built together
Our work focused on three things: positioning, local visibility, and a steady drumbeat of helpful content aimed at the people who actually make these decisions.
- **Sharper positioning across the brand.** Every page, ad, and listing now leads with the senior-focused specialty — not as a tagline, but as a clear promise reinforced by photos, testimonials, and the kinds of resources only a specialist would publish.
- **Local SEO built for the niche.** We targeted the long-tail searches Sioux Falls families actually type — 'senior real estate agent Sioux Falls,' 'help selling parents' home,' 'downsizing in Sioux Falls' — and built pages and Google Business content to match.
- **A website that earns trust before the call.** Real photos of Harlan and Mark, plain-language guides for adult children helping a parent move, and one clear next step on every page.
- **Targeted advertising.** Right audience, right zip codes, right message — instead of generic real estate spend competing with every brokerage in town.
The results
The brand sharpened, and so did the pipeline. The headline numbers from the partnership:
- **3× more qualified leads** — specifically adult children helping a parent transition and seniors planning their own next move, not bargain-hunters.
- **A 10-plus year partnership** with consistent month-over-month growth, through housing booms, slowdowns, and rate shifts.
- **Stronger local visibility and brand recognition** in Sioux Falls for senior-focused real estate — a category Solus now effectively owns.
Why it worked
Specialists win when their marketing is just as specific as their service. Solus already had the specialty. We made the marketing match. The result is a brand that does not need to compete on price or volume — it competes on fit, and fit is the easiest sale in real estate.
What Solus says
Harlan and Mark describe the partnership the way most long-term Complete Media clients do — predictable, steady, no surprises, and a team that genuinely understands how Sioux Falls actually buys and sells homes. After 10+ years together, that says more than any metric we could put on a slide.
Want results like Solus?
If you run a Sioux Falls service business with a specialty most of the market under-uses, we would love to talk. Niche-focused marketing is some of the most rewarding work we do — and almost always the most profitable for our clients. Reach out and we will take an honest look at your setup.
