Modern Home Builder - Winter 2016 - Volume 2 - 84
he made with developer Green Brick Partners was crucial in helping Southgate Homes establish itself. That only became possible
because he and Green Brick Partners shared the same philosophy
about serving the high-end segment of the marketplace. "We had a
shared vision," Hankla says.
Southgate Homes offers its customers a boutique experience as they shop for their new home.
possible. With its emphasis on creating a highly collaborative experience for its customers, Southgate Homes has positioned itself to
remain a fixture in the Dallas area for a long time.
Hankla acknowledges that getting any homebuilding company
off the ground requires a lot of capital, and he says the connection
Hankla describes the company's primary customer base as one
that is sophisticated and upwardly mobile from a socioeconomic
standpoint. That means they are looking for a homebuilder who
can offer them more than the standard cookie-cutter approach
most builders have, and Southgate Homes stands apart from those
builders in a big way. "We offer more of a boutique experience,"
Not only is Southgate Homes flexible with the standard floor
plans it has in its portfolio to meet customers' specific requests,
but it also will design a custom home entirely from scratch if a
customer requests it. As customers go through the homebuilding
process with Southgate Homes, they are tended to every step of
the way by the company's staff. In many cases, Hankla says, the
company's entire staff gets involved on a project and is available at
any time for customers if they have questions or concerns. "Our
people are more involved in the process along the way, from our
salespeople to myself," Hankla says. "You get to shake the hand of
the people who are working with you."
Even when working with standard floor plans, Southgate
Homes' attention to detail results in a unique home every time.
Hankla says the company doesn't start with a base elevation and
make small changes to make it fit into a certain look. Each home's
elevation is designed from scratch to ensure that customers get
the precise look they want and neighborhoods built by Southgate
Homes don't have that one-size-fits-all feel to them. Hankla says
such details are offered to customers as part of their new home's
plan, not a la carte. "When we come up with the vision of a plan,
the plan is built as drawn," he says. "It makes our neighborhoods
look more upscale."
Although land has become more difficult to find in recent years as
construction activity ramps up, Southgate Homes has the financial strength through Green Brick Partners to find opportunities
that are out of the grasp of other builders. As such, Hankla says
the company sees a lot of potential for growth, but that growth
will have to be managed carefully for the company to maintain its
success. "I see us growing intelligently with the goal being not just
growth," he says. "We want to be a great place to work, we want
to provide a great product and we want to maintain our culture.
"When it becomes too calculated, un-fun and stressful, it shows
in your sales process," Hankla adds. )
www.mhb-magazine.com Winter 2016 Volume 2