Builder invests in 'event-based' marketing

The owner of A. Perry Homes wants signing a contract to build a custom home with his company to be similar to joining an exclusive club.

Word about the builder is generally passed from friend to friend. Once you are under contract for a home, or already have an A. Perry Homes built, you are routinely invited to complimentary wine tastings and seminars on everything from "green building" methods to the latest in cook tops and steam ovens, and even classes on entertaining well.

"We give our clients lifetime warranties on their homes and maintain a relationship with them long after their home is built," Tony Perry, president and founder, said.

"In fact, we are the only builder west of Pennsylvania that offers homeowners the opportunity to have their warranty extended year after year if they allow us to come out annually and perform routine maintenance to keep the home in perfect condition. We inspect everything and if we find a problem, even with something like the caulk in their shower, we put it on a punch list and address it.

"We are excited and proud of what we have accomplished since the company was founded in 2007. We built the company purely on client referrals and feel that we are in a unique position to serve our clients well over many years and make their lives easier. Instead of spending time and money on marketing, we are treating our clients very well and are letting them spread the word. We call it 'event-based' marketing," Perry said.

Prior to founding A. Perry Homes, Tony Perry worked for Orren Pickell Designers and Builders in Northfield, most recently serving as president and chief architect of that venerable old firm. Now his own firm is well integrated into the community. In fact, Perry was recently named Business Leader of the Year by the Winnetka-Northfield Chamber of Commerce. The builder hosts an annual 5K run for charity and allows fellow businesses to participate.

A. Perry Homes does not purchase land or build subdivisions. It builds custom homes on land purchased or owned by its clients. However, it does actively assist prospective clients in finding appropriate pieces of property in the communities of their choice, Perry said.

"We have top-notch tools to help clients find land, even if it is not currently listed for sale," he said.

Then it is Perry's goal to design and build the home of each client's dreams with the help of five architects on staff and expert craftsmen.

"Believe it or not, with most custom-home companies, clients never even meet an architect. But our architects are involved throughout the process and they come out to the job site on a regular basis, too," Perry said.

"We love to really do what it takes to come up with an innovative design for each client and to challenge people's preconceived notions," he said. "We want each home we build to be truly tailored to the way each client lives their life and wants to live their life in the future. So we do in-depth interviews with our clients before we come up with design options for them. When do they do their laundry? How many people do they entertain at family gatherings? Do they entertain formally or informally? We want their home to reflect their personality and to be able to grow and adapt with them as they change."

The homes that A. Perry Homes build range in size from 2,000 to 30,000 square feet and they have also been retained to designed the interiors of many urban condominiums. Costs range from $250 to $500 per square foot, but most fall in the $300 to $350 per square foot range, Perry said.

"I would estimate that 70 percent of the homes we build are traditional in style while 30 percent are contemporary. Furthermore, 25 percent are probably vacation homes. We have built some very unusual and well-done contemporary homes and those have put that idea on the radar of people who might have never thought of building and living in a contemporary home."

The homes are generally built throughout the Chicago area, in southern Wisconsin or southwestern Michigan, but Perry said about half are built on the North Shore. A. Perry Homes also has offices in Washington, D.C., and Key Largo, Florida, and it builds homes in those markets, as well.

The buyers of houses by A. Perry Homes tend to fall into two categories: young families moving out of the city who want more land and the amenities of suburban living and gravitate toward top high school districts like Stevenson or New Trier; and empty-nesters who are ready to downsize but want to incorporate all of the finer things of life in their homes. Perry says he builds about 15 homes a year.

"I am the ultimate housing geek. I am the firm's lead architect and I am also very interested in science and art. That is why I am determined to build homes that not only look great, but that perform at a high level.

"A few years ago, for instance, we bought a thermal imaging camera and before we drywall each house, we check the insulation to make sure no cold or heat is getting through. We also check floors, walls and ceilings for humidity to make sure that homeowners don't experience any shrinkage or develop gaps," Perry said.

"We also put an easy-to-use 'app' on every client's phone that allows them to manage and see every aspect of their project. In fact, years down the road they will be able to check it to find out the exact paint color and brand that was used in Susie's room.

"I love it when we have a prospective client and we take them to a former client's home so they can see our work. When that former client gives them the tour, it is so much fun for me to see them now living there and enjoying the home. I particularly like to see the pride and excitement they still have in their home. I can see it in their smile and in the tone of their voice and I know they are sharing that feeling with their friends and family," Perry said.

A. Perry Homes now has its design studio in Winnetka and a construction office in Libertyville. However, it will soon combine its operations into one new office in Wilmette that will have a demonstration kitchen so it can invite local chefs to offer cooking classes to clients.

For more information, call (847) 549-0668 or visit www.aperryhomes.com.