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a family member on the same piece of land and drives down the cost of living in a very tangible way. This is something that genuinely sets us apart.” Cedar City is the ideal location for Rose Bradley’ s mission of providing attainable luxury, as Dave explains:“ Our impact fees in Cedar City are around $ 12,000 whereas in Hurricane, which is less than an hour away, they’ re almost $ 40,000. That $ 28,000 delta doesn’ t touch the land or materials; it’ s purely a city fee. Cedar City has worked hard to keep those fees low, and that speaks to a community that’ s thinking about future generations and attainability. We work with local governments, city officials and the realtor community to keep that conversation alive.”
Naming the business after Rose and Bradley Nielsen is a testament to the brother’ s deeprooted family values – and it’ s not the first time they’ ve worked alongside each other.“ Dan and I are twins, but we’ re very different,” notes Dave.“ I think that’ s why it works. We accept each other
for who we are and see our differences as strengths. Our first business together was a window-washing company we set up in high school called Pane Relief. We figured out quickly that Dan was the operator and I was the marketer; I’ d knock on doors, find the work, and come back an hour later with jobs lined up for the next day. Meanwhile, Dan had cleaned two-thirds of the house to my third, quietly re-washing my streaky windows while I was out pitching! That effective dynamic has never really changed.”
Building a legacy
Today, Dave focuses on land acquisition, capital raising, sales, marketing and planning for the future, while Dan manages construction, purchasing and trade relationships, building Rose Bradley homes on time and on budget.“ Dan has an incredible attention to detail that means when we start a home, we know the cost before we break ground, with contracts locked in and no surprises for our customers. I’ m the‘ mad scientist’ visionary; Dan’ s the operator who makes the train run smoothly.”
Rose Bradley has high hopes of closing 50 homes in 2026, with the goal of building over 100 homes annually in the next threeto-five years.“ Our key strategic focus right
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