I help people through the change.

Real estate is almost never just a transaction. When someone calls me, the house is rarely the actual story. The story is PCS orders with a report date that will not move. A third kid on the way and a nursery that used to be an office. A divorce, and two people who need this handled cleanly. A retirement that finally frees you to live where you always wanted to. An estate nobody asked to be responsible for. A first home, and the nerves that come with it.

My job is to help you through the change. The house is the vehicle. That framing decides everything about how I work: how fast I move, what I tell you plainly, and when I say wait. I would rather tell you a home is wrong for your budget than watch you find out at inspection.

How I got here

My full name is Henry Roy Ulrich. Around here everyone just calls me Henry Roy, and that works for me.

I grew up in Sturgis. I went to school there and my parents still live there, so I know this region the way you only can when it raised you. I served in law enforcement, which is where I learned to stay calm inside other people's hardest days and to give straight information instead of comfortable information.

Then I spent years as a professional photographer here. I was voted Best of the Black Hills several years running, and fifty-two agents hired me to shoot their listings. That work is the reason I am good at this one. I stood in hundreds of homes across every price point in this market and watched, in real time, what makes a buyer stop scrolling and what makes them keep going. I learned which rooms sell a house, which ones need light instead of a wide angle, and how much a listing loses in its first week when the presentation is lazy. You can still see that work here.

I got licensed in February 2024. I am closing in on 100 homes sold since then. I say that carefully, because volume is not the point. What those files bought me is pattern recognition: what a property is actually worth, how long the path is likely to take, and what to do first.

You do not have to take my word for the count. Every closing is mapped on my track record page, pulled from my live sales data, so you can see the towns, the years and both sides of the table.

Today

I am a father of three, raising my family in Summerset. I work the whole Black Hills, from Sturgis where I grew up to Hot Springs where I have listings, and the towns in between: Rapid City, Box Elder, Piedmont, Black Hawk, Spearfish, Lead, Deadwood, Hill City, Custer, Belle Fourche and the surrounding communities. A significant part of my practice supports buyers and sellers moving to and from Ellsworth Air Force Base, which means working around report dates, handling showings and inspections remotely, and documenting a home honestly for someone buying it from three states away.

If you are weighing towns, my community guides compare commutes, schools, climate and rental rules across the region. If you are preparing to list, Sell With Henry lays out the marketing plan in detail.

The alphabet after my name, and what it actually gets you

I keep training because the parts of this job that go wrong are usually technical. Here is what each one covers, in plain English.