Custom builders carve out market niches at all economic levels, though those serving the wealthiest clients tend to get the most recognition. But it’s tougher to offer well-designed, one-of-a-kind homes to buyers of more modest means. Teri and John Froetschel have succeeded in that challenging niche. They discovered an unserved segment of buyers who wanted and would pay for more detailing and more individuality than production houses offer. The couple has developed a clientele of young professionals who are more interested in style than space.
Willis Homes’ bread-and-butter project is a 2,200- to 2,600-square-foot house delivered for about $70 a square foot. What sets these houses apart is the attention to planning and the level of detail the Froetschels devote to them. Teri’s interior design training combined with John’s construction know-how give them the tools to create special details such as display niches, Southwestern vigas, and unique fireplace treatments. And, like good custom builders in all price ranges, they site the house for the best views. Says Teri, “In a smaller custom home, this is especially important to give it a more spacious and expensive feeling.”
