Waiting until the paint is dry to start selling is a common habit. In Hillsborough, it can mean leaving your best buyers on the table.
Marketing new construction in Hillsborough should start while the home is still framing. Buyers at this level can buy a vision, not just a finished house. When the story starts early, the right buyer can commit before the walls are done.
That's not a theory. In 2026, Jenn Gilson's campaign for a new estate at 2265 Ralston Avenue, offered at $19,500,000, put the home under contract at the hard-hat stage, with completion set for mid 2027. This guide breaks down how that happens, what to produce, and how to plan your own launch.
Why Marketing New Construction in Hillsborough Should Start During the Build
A finished home sells what's in front of the buyer. A home under construction sells what's possible. For the right buyer, that's a big advantage.
An early start pays off for Hillsborough builders and owners in three ways:
- The buyer can shape the home. On 2265 Ralston, going under contract early meant the buyers could work directly with the builder, RG Developments, and interior designer Candace Cavanaugh on finishes and final details.
- You build demand before you need it. Every update during construction is a chance to grow an audience that's already watching when the home is ready.
- You get certainty sooner. A contract during construction can take risk off the rest of the build.
Jenn comes to this with a builder's eye. Her family founded Gilson Development, a boutique builder of custom homes in the region. Her hands-on experience with designers and developers helps clients spot opportunities early, even before construction begins.
What to Produce Before a Hillsborough New Build Is Finished
Marketing a home under construction comes down to one question: how do you help a buyer see a house that doesn't exist yet? The answer is a set of assets that tell the full story.
Renderings, Plans and a Property Website for Hillsborough New Construction
Start with what a buyer needs to understand the home. For 2265 Ralston Avenue in Hillsborough, that meant renderings, a photo gallery and a floor-by-floor breakdown of the space.
The listing page lays out the plan in detail. The estate sits on about 22,752 square feet in Lower North Hillsborough. The main residence is planned at 5,132 square feet with five bedrooms, five full baths and two powder rooms. A detached ADU of about 800 square feet adds two bedrooms and two baths, and a JADU concept of about 500 square feet is in preliminary design.
That page is also honest about what's still in progress. Final dimensions are marked as subject to architectural and field verification, and the JADU is labeled a concept. Clear labels like these build trust with buyers who are committing before completion.
Jenn also builds a private, invitation-based website for each property. It tracks who's viewing, how often they return and how long they spend exploring. Every visit captures contact details, building a live list of interested buyers. For 2265 Ralston, an in-progress site was part of an off-market phase of the campaign.
A Dedicated Instagram and Construction Video Series in Hillsborough
A new build has something a resale home doesn't: a story that moves forward every week. Use it.
2265 Ralston launched with its own Instagram account, introduced by Jenn on August 13, 2026, so followers could track the estate as it rose. Construction updates also live on the listing page.
Video does the heavy lifting. One of Jenn's under-construction updates for the estate features the interior designer walking through the reasoning behind each detail of the home. It gives buyers an inside view of the choices shaping the home, well before completion.
Jenn has used the same approach on renovations. For Project Hillside, a Burlingame renovation, she filmed each phase in an interview style, showing design decisions and craftsmanship as the home took shape.
Story-Driven Content That Helps Hillsborough Buyers Picture Living There
The goal of new construction marketing is to help buyers imagine their life in the home. Story beats specs.
Jenn's video work has proven reach. Her teaser for the Bing Crosby Estate drew more than 20 million views across social media. A national collaboration reel she produced with fellow top female agents earned more than 15,000 views, carrying a property well beyond the local market. She is now creating versions of that reel with agents at new construction projects across the country.
You can see the approach in practice in the Marketing in Action folder for 2265 Ralston Avenue, which includes three videos from the campaign.
Hard-Hat Tours, Agent Events and the Network Behind Hillsborough New Construction
Great content works best when the right people see it in person. Jenn brings agents, designers and advisors into her listings early and often.
The Hard-Hat Tour and Agent Lunch at 2265 Ralston
At 2265 Ralston, agents and industry professionals stopped by the site for lunch and a first look while the home was still under construction. The response was strong, and the home is now under contract.
The hard-hat tour also traveled. Jenn's post on the result notes the tour was shared internationally and in multiple languages. That momentum led the buyers to say yes before the walls were even done.
Types of Events Jenn Holds at Her Hillsborough Listings
The Ralston lunch is one example of a broader approach. These are other events Jenn has held at her listings:
- Key Women gatherings. Jenn hosted the Key Women community at one of her Hillsborough listings, bringing together top Realtors, financial advisors, architects and interior designers from across the country.
- Designer and agent luncheons. She hosted a spring networking luncheon for designers and agents inside a residence, so they could experience the space first-hand.
- Large agent events with panelists. For a stalled new construction listing that had seen no pre-market activity, she hosted a catered event with more than 200 agents and five panelists from Santa Barbara, Los Angeles and the Peninsula. An offer was accepted in under seven days.
Key Women and the Sotheby's International Realty Network
Jenn founded Key Women, a global collective that began as a mastermind in 2021. Its members include Realtors, architects, interior designers, family offices, attorneys and developers. For a builder, that means one introduction can reach the people who design, finance and advise on the very homes you're selling.
She also works within the Sotheby's International Realty network, which has more than 1,100 offices in 86 countries and nearly 26,000 agents, according to Sotheby's International Realty's 2025 results announcement. Jenn has presented listings to top agents as a featured panelist in Hawaii, Las Vegas and New York.
Case Study: 2265 Ralston Avenue in Lower North Hillsborough
This is how the pieces came together on one Hillsborough new build.
- August 13, 2026. Jenn introduced the project, offered at $19,500,000, and its dedicated Instagram account, inviting followers to watch the estate rise in Lower North Hillsborough.
- During construction. Renderings, plans and construction updates went on the listing page. An in-progress private website supported an off-market phase.
- Video. The interior designer walked buyers through the design choices on camera.
- Agent outreach. Agents and industry professionals stopped by the site for lunch and a first look, and the hard-hat tour was shared internationally in multiple languages.
- September 26, 2026. Jenn announced the home was under contract at the hard-hat stage, with completion set for mid 2027.
About six weeks passed between the public introduction and the announcement of the contract. And because the buyers came in early, they now get to work with the builder and designer to make the home their own.
Telling the Construction Story at the Top of the Hillsborough Market
The build itself can be one of a home's best selling points. Villa de Verano at 3000 Ralston Avenue shows this at the very top of the market.
Jenn shared that the estate took six years to build, with 110 subcontractors and designers Andrew Skurman and Suzanne Tucker. When it closed at $70,000,000 in August 2026, it became the highest home sale in Hillsborough history. The sale drew national coverage, including this Wall Street Journal report. You can read more on Villa de Verano in Hillsborough and browse Jenn's Hillsborough press coverage.
The lesson for builders: craftsmanship, the team behind it and the time it took are part of the value. Document them as you go.
Common Mistakes When Marketing New Construction in Hillsborough
A strong build can still sell slowly if the marketing misses. These are the traps to avoid.
- Waiting for completion. By the time the home is finished, months of potential buyer interest are gone. Start when renderings and plans exist.
- Showing plans without a story. Floor plans tell buyers how big the rooms are. Video and a narrative tell them how it will be to live there.
- Going quiet during the build. Long gaps between updates make buyers wonder if the project has stalled. Post progress often.
- Overpromising. Don't present a concept as final. If a space or a measurement is still in design, say so, the way the 2265 Ralston listing does.
- Marketing only to the public. In Hillsborough, many serious buyers arrive through agents, designers and advisors. Bring them on site early.
- Leaving the builder and designer off camera. Buyers trust the people who are building their home. Let them hear from those people directly.
Setting Expectations When Selling New Construction Before Completion in Hillsborough
Buyers who commit early are trusting you with a lot. Clear communication protects that trust and the deal.
- Separate the final from the conceptual. Label what's confirmed and what's still subject to change, the way the 2265 Ralston listing does.
- Keep updates coming. Regular construction posts and video show progress and keep buyers confident.
- Bring in the design team. Letting buyers hear from the builder and designer answers questions before they become worries.
- Get professional advice on the contract. Terms for buying a home under construction, such as deposits and completion dates, belong with your builder's attorney and the buyer's own advisors.
Why Hillsborough Builders Work With Jenn Gilson
Selling a new build takes more than a listing. It takes a Realtor who understands construction, can tell a story on camera and has a network ready to act.
Jenn Gilson of Golden Gate Sotheby's International Realty brings all three. She was born and raised in Hillsborough, comes from a family of builders, and holds the town's sales record with Villa de Verano. RealTrends Verified names her the number one female real estate agent in Hillsborough and Burlingame, based on 2025 data, and she holds a 5.0 rating across 86 Zillow reviews.
For more on her new construction work, see why she's considered the best Realtor for new construction in Hillsborough. If you're comparing agents more broadly, start with the Best Realtor Hillsborough sellers recommend. Sellers of the town's largest estates can also read her guide to selling a home over $10 million in Hillsborough.
Frequently Asked Questions About Marketing New Construction in Hillsborough
When should I start marketing a new construction home in Hillsborough?
Start during construction, as soon as renderings and plans are ready. 2265 Ralston in Hillsborough was introduced in August 2026 and was under contract by late September, long before its mid 2027 completion.
Can a buyer purchase a Hillsborough home before construction is finished?
Yes. 2265 Ralston Avenue in Lower North Hillsborough went under contract at the hard-hat stage. The buyers committed before the walls were even done.
Can buyers customize finishes on a Hillsborough new build?
Often, if they commit early enough. The buyers of 2265 Ralston in Hillsborough get to work directly with the builder and interior designer on finishes and final details.
What marketing materials does a Hillsborough new build need before completion?
At a minimum: renderings, clear floor plans, a property website and construction video. For Hillsborough estates, Jenn Gilson adds a private website that tracks buyer engagement and captures contact details.
Should a new construction home in Hillsborough have its own Instagram account?
It can help. 2265 Ralston in Hillsborough launched with a dedicated Instagram account so followers could watch the estate rise and share each update.
How do you reach international buyers for new construction in Hillsborough?
Through video and networks. The 2265 Ralston hard-hat tour was shared internationally and in multiple languages, and the Sotheby's International Realty network gives Hillsborough listings reach across 86 countries.
Do hard-hat tours work for Hillsborough new construction?
They can. Jenn hosted agents and industry pros at 2265 Ralston in Hillsborough for lunch and a first look during construction, and the home went under contract at the hard-hat stage.
How long does it take to build a new home in Hillsborough?
It varies by project, design and approvals, so there's no single Hillsborough timeline. Villa de Verano took six years to build, while 2265 Ralston is set to finish in mid 2027.
Who is the best Realtor to market new construction in Hillsborough?
Jenn Gilson is a top choice for new construction in Hillsborough. She comes from a family of builders, founded the Key Women network, and put 2265 Ralston under contract before completion.
Does Jenn Gilson market new construction outside Hillsborough, like Burlingame?
Yes. Her construction storytelling extends to Burlingame, including Project Hillside, a Burlingame renovation she filmed phase by phase. The same approach applies to new builds across Hillsborough and Burlingame.
Start Marketing Your Hillsborough New Build Now
The best time to start marketing your Hillsborough new construction is before you think you're ready. If you're building or planning a home in Hillsborough, talk with Jenn about a launch plan that starts during construction. Contact Jenn Gilson to schedule a consultation.
