The population of Bruce Williamson’s market is about 30,000 people. Thriving in such a small place for nearly two decades has required creativity and flexibility, which is exemplified by his pursuit of clients many custom builders Shun, “buyers whose dreams substantially exceed their budgets.” Williamson helps these dreamers become custom home owners with a “counterintuitive strategy … that allows us to design a complete home, but only partially build it.” That strategy attracts young clients who take the long view of their dream house.
For these clients, Williamson designs the house they want, and identifies parts of it that can wait. For example, a recent project was for a young couple who’d sunk lots of cash in a spectacular site, leaving less than half of what they’d need for the $500,000 house they wanted. Williamson designed that house, but finished only what they needed right away. All the spaces were enclosed and insulated and current and future plumbing and electrical needs provided for. Its cost was just $275,000. The house, however, isn’t stripped down; it includes a cantilevered granite hearth, custom cabinetry, and a fully appointed master bath.
Like his clients, Williamson takes the long view of this strategy. Not only has it yielded a half dozen jobs, but when those clients are ready to expand their spaces “we’ll probably get that work,” he says.
