Modern Home Builder - Winter 2016 - Volume 2 - 96
Smith Douglas Homes
tional builder-dominated market. To thrive, the company decided
it had to become one of the dominant homebuilders not only in
Atlanta, but in the entire Southeast.
The company added offices in Raleigh and Birmingham and
plans to expand to Charlotte by the end of 2016. Smith Douglas
Homes is targeting 700 homes and $150 million in sales this year.
Ultimately, it wants to be in seven key markets in the Southeast.
Smith Douglas Homes believes Bradbury's proprietary operating system will help it realize that goal. "It's a schedule-driven,
single database, real-time system that allows the company, its trade
partners and our customers all to go online and see exactly what's
happened to the house, what's scheduled for the house in the next
few weeks and what the final delivery is," Bennett says. "What's
unique about the Smith Douglas system is the total transparency
for everyone involved."
Only one trade subcontractor works on a home at a time. When
their job is done, they immediately hand the project off to the next
subcontractor, creating an assembly line affect. The downside is
that when one subcontractor doesn't arrive or has an issue, it can
delay the next team coming in.
To avoid such problems, Smith Douglas relies on the contractor's desire to protect their reputation. When there is a delay, all
the other trade companies down the line know who is at fault, and
no one wants to be the target of that frustration. "One thing my
dad told me is, 'Good trade partners want to work with good trade
partners,'" Schetter says.
Smith Douglas Homes helps facilitate that schedule by having
its subcontractors work in the same area for four to five days at a
time, instead of the two or three days under the typical building
process. "They are making more money with less effort and that
allows us to negotiate better terms with them," Schetter explains.
"[The process] allows us to deliver a product that gives us a price
advantage over any of our competitors in the area."
Efficiency in construction also allows customers to select options and determine home details further along into the construction process once they can see the house taking shape. "We want
this to be a gratifying experience for the customer," Schetter says.
"Homebuying can be inherently stressful because it's the largest
decision they will be making."
The company will continue to execute on those advantages. "We
have the luxury of starting in the most important market in the
Southeast as the leading private builder," Schetter says.
Although the company itself is young, its team has 40 years of familiarity with Atlanta and 20 years with Raleigh and Birmingham.
Smith Douglas Homes intends to dig into those markets, not build
up and move on to the next town. "Our system allows us to foster
great relationships with our trade partners so they can efficiently
do their best work," Schetter says. "The result is a quality home
built at an affordable price for our homebuyers." )
www.mhb-magazine.com Winter 2016 Volume 2