Focusing on 'niche build'

Partners Dwight Sandlin, Clark Watson and Jonathan Belcher, founded Signature Homes in 1999, which builds higher-value homes and is focused on secondary buyers in Birmingham, Ala., and Baton Rouge, La.

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"We're in more of a niche builder," Belcher says. "More buyers prefer infield locations and there is less competition once you acquire the site."

Signature Homes builds communities "from raw land to finished product," as well as multifamily and single-family homes. It also performs some commercial work, such as small office condominiums, he says. The company provides strategic planning, estimating, architectural, accounting, technical, sales and marketing services.

Although the housing market has slowed down nationwide, Belcher says the demand for homes has not decreased in Louisiana and Alabama.

However, the number of existing homes being sold has increased 70 percent since the fall of 2005. "We had to adjust our philosophy," heexplains.

"We changed the timing on when to market a home. We have also stayed affordable in the markets we are building in. We have continued toacquire land and are growing moderately right now," he continues. "We are going to stick with what we've got right now: building single-family and multifamily homes."

Ross Bridge

Two years ago, the company began building in Ross Bridge, a master-planned community in Birmingham around Renaissance Golf Resort and Spa, the first four star hotel in the city, Belcher says. The community will have 1,778 homes, ranging from $200,000 to $2 million, he adds. The cost of the project is around $500 million.

Along with being a big project, expected to be completed in eight years, it has been a successful one, he says. The development has sold 200 homes per year over the past two years.

So far, the company has built 200 of the 450 homes sold. "It is ina great location, the homes are good value and in a great school system," he explains. "We have a six to eight-month backlog and it is tough to keep up with customer demand."

The homes in the community range from 2,000-square-foot town houses to 6,000-square-foot custom homes.

Along with the golf resort, the development has an 8,191-yard Robert Trent Jones Trail Golf Course, Ross Park, historic trails, pool and a clubhouse. It also has retail stores, restaurants and entertainment venues.

Award-Winning

After only two years of development, Ross Bridge has already won several awards. Last year, the company received the Silver Award from Best in American Living, a program under the National Association of Home Builders, for "Best Homes under $400,000" for a Ross Bridge model home.

The 3,000-square-foot home had amenities such as granite countertops, hardwood floors and ceramic tile. The award was also based on thefloor plan and design of the home, Belcher says. This year, the Hoover neighborhood in Ross Bridge received first place in its division for every category in the Spring Home Tours Marketing and Merchandise Excellence Awards.

The neighborhood, made of single-family homes, received top honorsfor best all-around community, developer of the year, best entrance design and best amenities package.

Customer Service

Signature Homes' long-term goal is to continue improving customer service. Over 40 percent of its homes sales are based on referrals and that percentage is always increasing, Belcher says.

To meet customer needs, a customer-care center employee is available to help a client throughout the home-buying process. For example, he or she plans visits to the home, reviews the construction plans with the client and provides on-site orientation once the home is built.

They will also be available to answer any questions and keep the client up to speed throughout the process.

The company also hosts parties for new customers. The parties provide a venue for clients to meet their neighbors as well as speak to other customers.