Small custom builder likes hands-on approach

Jeff Samuels has discovered the secret to success as a custom builder in a good and bad real estate market: keep things small and manageable and don't own land.

Samuels Homes, based in Northbrook, builds between three and five homes per year in the $1 million to $3 million range, not including land cost.

"Things have been terrific," Samuels said. "In spite of the current market, I have been extremely busy and consistent. I am working on three projects for clients now and on one spec home. I haven't overextended myself, so I have enjoyed a wonderful period recently."

During its 37-year history, Samuels Homes has developed land and built semicustom homes, custom villas, small 12- to 40-unit subdivisions, townhouses and condominiums throughout Northbrook.

But for the last eight to 10 years, Samuels has limited himself to building custom homes on land the client already owns.

He also has a partnership with Red Seal Homes under which he builds houses on Red Seal land for customers who want custom homes. He also has built spec homes in their subdivisions.

"I am just much happier not owning land - not being tied to a particular parcel," he said.

Samuels, 53, enjoys being a small custom builder.

"I like being completely hands-on with my business, my product and with my clients. I like working directly with my clients on the design process. I like helping them make changes as construction proceeds. I like overseeing everything and making sure that the things that are important to me get done."

His dream home: A traditional, Midwestern-style home, but built in the Southwest, somewhere near Las Vegas.

His favorite new amenities: "I love the new easy-to-control whole house sound system where you plug your MP3 player into a little machine in a closet and you get high-quality stereo sound throughout the house."

Samuels also enjoys the country kitchen/hearth room concept where everyone can interact comfortably.

Background: Jeff's father, Stanley, started in a masonry business with his brother and a friend. Eventually, they began building custom homes. In 1971, the brother left the business and moved to California, so Stanley and his friend started Samuels-Berenz Custom Homes, the predecessor to the current company.

During his teens, Samuels said he learned the business from the basement up, literally working inside sewers and basements and up on top of roofs.

In 1983, Samuels formally joined his father's firm after earning a degree in business from Northeastern Illinois University and working for two other home builders as field superintendent and operations manager.

In the 1990s, the firm became Samuels Homes and Jeff has been president ever since.

Details: Samuels Homes builds primarily in the North suburbs. The company's homes have ranged in size from 4,000 to 9,000 square feet. Samuels said he is in talks about building a 12,000-square-foot home.

Most of his clients, Samuels said, are step-up buyers or empty-nesters who prefer traditional homes. More clients are asking to mix traditional exteriors with contemporary interiors, he said.

"Recently, I have even built several ranch homes for empty-nesters who wanted elevators to access their basements so that they wouldn't lose half of their usable space when they could no longer handle the stairs."

Best part about being a builder: "Unlike many people, as a builder, I can drive by a physical thing that I have created and that other people recognize as my work. It is very rewarding to be able to take pride in something I have created and know that I have made my clients' dreams come to life."

Biggest changes he has seen: "In previous years, clients would have little or no involvement beyond making design selections. They relied much more heavily on the builder. Today, they are very aware of the products and styles available so the entire building process is more detailed."

Future plans: "I see myself continuing as I have been, only building a handful of homes each year. I don't want to relinquish contact with my clients or with the field. I enjoy being out there and that is why my clients come to me. I know that and I am happy with that."