[DonC]

Floyd:
Keep your options open and narrow your field as you get more information.
Don't discount those that are considered the higher end models when you consider turn-keys. If you factor in everything you'd end up doing yourself from not only a parts cost standpoint but a time spent standpoint as well the turn-keys really can be viable.
Check the ERA web site for their turn-key price and What You Get with the package. When you factor in the build quality of the turn-keys from reputable manufacturers you again start to pick up ground against the rollers.
With rollers, again, factor in what you get against the costs.
First and foremost settle on a budget and make sure it's realistic for you. Once you do that plan on an absolute minimum of 10% over whatever your budget comes out to (20% over is quite common).
The single most important factor is research, research research. It's not unusual for people to have spent a year or more in this mode before even starting to look at manufacturers. This is a significant (for most) chunk of money to be putting down on a special use vehicle. The more knowledgeable you are the more satisfying the whole procedure will be.
DonC