By: Christine Barrett
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Steve Romeyn and Jeff Shaw in front of the
storyboard for their Heron Pond Subdivision.
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If you were to drive along the corridor where Cherokee
County borders Cobb and Fulton Counties, you would see that The Great Recession
is on its way out, and that new home construction is back. On that same drive,
you would see signs for Windsong Properties – advertising many of their new
active adult communities.
Windsong Properties recently celebrated its 10th
anniversary, and is one of Metro Atlanta’s leading active adult
Homebuilders. Herbert Construction has
had the pleasure of working with Windsong for several years. We recently met with the two Co-Owners, Steve
Romeyn and Mark Carruth, and Windsong’s Purchasing Manager, Jeff Shaw, to
discuss what makes their niche so special.
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Mark Carruth is pleased with
the outlook for 2014.
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Baby
Boomer Movement
While the Baby Boomer generation moves into the active
adult category, many homebuilders see opportunities. However, once involved in that arena, they
soon realize that it is very different from first-time or move-up house
construction.
As Baby Boomers themselves, Steve and Mark prefer to
think that their customers are seeking a specific lifestyle, and are certainly
not included in the stereotypical term “Senior Living.”
Windsong homeowners live in communities that offer low
maintenance homes in great locations with exceptional amenities. Best of all, their neighbors are on the same
path in life.
“We really just have two different types of buyers,”
explains Steve. “The first buyer already
lives within five miles of the new subdivision in which they want to purchase
their new home. They’re ready to
downsize and want a home that requires less maintenance. But, they want to go to the same Church and
keep their existing friends. They don’t
necessarily want to be snowbirds, but are at the point in their life where they
can say ‘It’s time for me.’”
“The second type of buyer,” Steve explained, “is moving
to Georgia from farther away because they want to be closer to their
Grandchildren. In this case, Grandma is
definitely driving the home buying decision.”
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The popular Monterey plan is available
in three Windsong subdivisions.
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Mark described the reason for the homeowners’ move, “Our
buyers typically begin thinking about an active adult community as a result of
two different life events. There is a
catalyst that makes them ready to buy.
The first is the Health Event.”
Mark describes this as the homeowner waking up one day and realizing
they may not want to live in or maintain a two-story house.
“The second event,” Mark said, “is the Family Event where
they are now retired and want to live closer to family, and particularly their
grandchildren.”
How It
All Began
Mark and Steve have each been building homes for more
than 30 years. Mark Carruth is a 3rd generation homebuilder who originally had
aspirations of becoming a physician. It
was while in college working toward his degree that he realized that he needed
to pursue his first love, designing and building homes. Steve Romeyn has a
History of Architecture degree from Harvard University, and started his
building career in North Georgia, at Big Canoe.
The two met, not as builders, but as Dads. Both had daughters who studied ballet as
small children, and as any parent who has children that participate in
activities can attest, there was a lot of time to talk while waiting. Over the
years, they shared business philosophies, strategies, and stories. A mutual respect and friendship developed.
Ten years ago, after a trip to Hilton Head together,
Steve and Mark co-founded Windsong Properties.
During those ten years, they have built 360 homes. They sold 29 homes in 2012, then almost
doubled that number in 2013, selling 53 homes.
When asked about 2014, Steve said, “We are cautiously
optimistic. People are able to begin
buying new homes again because of the improved resale market. This has had a huge, positive affect on the
new home market.”
Homeowner
Preferences
Many of Windsong’s customers have had new homes built for
themselves throughout other stages of their lives. They are now ready to downsize and they
approach this as though they are building their last home. They bring with them their experiences and
preferences from previous homes. And,
they are particular about what they want – and don’t want – in their new home.
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Windsong Homes feature stepless entries
for their active adult clients.
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We asked Steve, Mark and Jeff what some of those items
are that they want. Some of the broad
desires include the Master Suite on the Main floor, and upgraded plumbing and
electrical fixtures. Other, more
specific, items include step-free entry into the house from the garage and
front door, and wider interior doorways to allow for possible wheelchair
movement. Also, lever handled locksets
on doors to enable easier access for arthritis sufferers. Windsong installs rounded drywall corners on
every home, which reduces accidental bruises that traditional square corners
can cause.
The exterior of Windsong’s homes require less
maintenance. Their homes feature no wood
on exposed areas, fiber cement siding, vinyl windows, and Sherwin Williams
Super paint. Yard maintenance is provided with the association fee and most
communities offer club houses.
We asked Mark what he believes makes Windsong
unique. “We are focused on our buyers
and their wants and needs. The sales
cycle can take years, so we are very relationship driven. This is not just a transaction.” Mark said,
“I attend every pre-construction meeting to meet the homeowners. I want to get
the pulse of the buyer and find out exactly what they are looking for.”
That relationship continues throughout the building
process. Homeowners get to know their on-site builder very well, and Steve
attends every closing. “Our purpose and mission at Windsong is to improve the
quality of life of active adults,” said Steve.
That dedication to their customers carries over to their
employees as well. “Our #1 goal is employee satisfaction,” said Steve. “We believe in four basic principles: 1.
Honesty and Integrity, 2. Respectful relationships, 3. Teamwork, and 4.
Continuous improvement.”
Jeff Shaw, Windsong’s Purchasing Manager, and a 22 year
homebuilding veteran, said, “When you have all those things working for you,
you will have the best
product.”
Mark said, “This is our culture; it is how we treat
people.”
Trades
Play Important Role
That culture allows Windsong to attract great Trades to
build their houses. Jeff explains, “The
other important component in being able to offer a great product to our
customers is the relationship we have with our Trade Partners.” When asked about his basement contractor,
Jeff said, “Herbert Construction stays off my radar. When our field guys are
happy with quality and performance, then I’m not getting calls to fix vendor issues,
that’s a good thing!”
Steve was more specific, saying, “You guys are the best
foundation company out there. I would
absolutely recommend you to anyone.”
When we asked Mark about our company, he said, “When I
think of Herbert Construction Company, the first thing that comes to mind is
professionalism. I am consistently
impressed at how you approach this as a business, and not just another
job.” He added, “There are only a
handful of other companies out there that have your level of professionalism.”
We at Herbert Construction Company feel the same way
about Windsong Properties. It is a
pleasure to be their foundation contractor.
We share their optimism for a prosperous 2014.
