Real estate agents spend countless hours on lead gen chasing cold leads, knocking on doors, and pouring money into ads. But most overlook the most motivated sellers in the market: builders.
During his presentation at the Further Together x BAM event, Andrew Undem explained how one overlooked relationship helped him close more than 30 listings and generate hundreds of thousands in GCI.
His “builder playbook” isn’t about luck or lead-buying. It’s about working smarter by forming partnerships that multiply opportunity instead of chasing one-off transactions.
Undem believes the next decade will belong to agents who master the new construction market. The opportunity has always been there, but most agents never touch it because they don’t understand it.
“It’s the biggest opportunity a real estate agent has over the next decade. Most just ignore it.”
The Missed Opportunity in New Construction
Builders currently represent over 20% of available housing inventory, yet most agents never build relationships with them. They assume builders don’t cooperate with agents or that there’s no financial upside.
But new construction is one of the most consistent and scalable lead sources available today.
According to Undem, there’s now 7.4 months of new home inventory in his market, the most since 2009. When you include unfinished homes, total builder inventory is the highest it’s been since 2007.
That means builders are under pressure to move product. And when sellers have deadlines and quotas, agents have leverage.
Undem reminded the audience that builders operate differently from traditional sellers.
“Sometimes they have to sell 20, 40, even 50 homes. You’re not dealing with a homeowner who needs a specific net number. You’re dealing with a company that has to move product before the end of the quarter.”
The data backs it up. Byron Lazine pointed out during the conversation that builder traffic in model homes, according to the latest NAHB survey, scored just 25 out of 100. That means sales reps are under significant pressure to attract new buyers.
When an agent can drive traffic to those model homes through social content, events, or partnerships, they instantly become valuable to that builder.
The Builder Play That Works
Undem’s strategy starts with a mindset shift. Instead of thinking like a salesperson trying to “get” listings, agents need to think like a partner who can help builders hit their goals.
He calls it the B2B mindset, business to business.
“We’re used to B2C, working with buyers and sellers. But if you can build one relationship that gives you 30, 40, or 50 listings, that’s something worth getting good at.”
His approach is structured around five steps.
- Do your homework. Know every builder in your market, how they operate, and what their sales model looks like. Some own their lots outright, while others buy finished lots in phases. Those differences determine how fast they need to move inventory.
- Learn their product. Study the site plans, floor plans, and available incentives. “You should know the community as well as the sales rep,” he said. That level of expertise earns trust and helps you create better content.
- Build relationships with sales reps. Over 92% of people who walk into a model home don’t buy there, and more than half are unrepresented. A sales rep who sees you as a partner will refer those buyers to you.
- Create content that drives traffic. Offer to make community videos, host live tours, or feature the model home on social media. The builder gets exposure, and you get visibility with active buyers.
- Pitch strategically. Once you’ve built rapport and proven value, present a packaged offer. Show the builder how you can solve a specific problem, whether it’s slow traffic, unsold homes, or unconverted leads.
“The more you can understand their world, the more you can speak their language and help them hit their plan.”
A Relationship That Scales
Undem’s system is built to scale because one builder relationship can unlock dozens of listings. He illustrated that with a story from Ocean City, Maryland, where a builder needed to move 52 townhomes before the end of their fiscal year.
“I sold eight in the first week. We sold almost the entire community in three weeks.”
From that one connection, Undem was invited to help manage other communities. Eventually, he built an entire builder division within his business, led by a former national builder sales manager he hired to help expand the strategy.
“It’s not just about getting listings. It’s about building partnerships that keep paying off for years.”
How to Start This Week
The best part of Undem’s system is that it’s accessible to any agent willing to put in the effort. You don’t need a big team or years of experience, just curiosity, consistency, and a willingness to show up.
Here’s how he suggests getting started.
- Map your market. Use Google Maps or your MLS to locate every new construction community near you. Make a list and categorize them by builder.
- Visit the models. Walk in, introduce yourself, and start a genuine conversation. Ask questions like “How’s traffic been lately?” or “What kind of buyers are you seeing most?”
- Listen for pain points. Builders often struggle with inventory pacing or unrepresented buyers. Offer to help solve those specific issues.
- Create short videos or posts. Feature the model home, show the community map, or highlight local amenities. Send the builder a copy so they see your commitment to helping them.
- Offer to host events. Lazine suggested partnering with 55+ or active-adult communities to run monthly seminars for homeowners considering a move. “You provide the content and they provide the space,” he said. “They already have the list of potential buyers.”
- Follow up and show up. Consistency is everything. “Be the agent before you ever get the listing,” Undem said. “It’s not about dropping by once, it’s about staying visible and useful.”
This is how Undem turned a single conversation into a 30-listing pipeline. He didn’t wait for an opportunity to fall in his lap. He built it by helping someone else hit their target.
The Opportunity Ahead
Builders have one clear goal: move inventory. Agents have one clear need: consistent listings. The bridge between the two is initiative.
For agents willing to learn the builder’s language, show up with solutions, and lead with results, the next decade is full of opportunity. Builders don’t just need help; they’re looking for partners who can think strategically, communicate clearly, and drive measurable results.
As Undem put it,
“You have to start the fire. It’s not going to come to you. But once it’s burning, it keeps feeding itself.”
BAMx members can watch the full replay and get Andrew Undem’s complete builder playbook and course to help turn new construction into your biggest lead source.
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