20th ANNIVERSARY PROFILE
– 20 YEARS OF SUPERIOR CRAFTSMANSHIP STORY AND PHOTOS BY MARY SAVAGE
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(left to right) Jason Roberge, Garett Jenkinson, Cecil Jenkinson, Brent Eadie
uilding a custom home means bringing your dreams to life – a dream that you literally come home to every day. It has all of your favorite features, the design and layout flows seamlessly from room to room and the attention to detail is ever-present via the finest craftsmanship. A custom home is more than a house: it’s a reflection of who you are and it’s likely the last home you will purchase. For 20 years, Willowbrook Homes has been helping people realize their dreams by building quality custom homes. From the initial meeting to the finishing details, their process is straightforward and honest, and it’s not surprising the majority of their customers are completely satisfied – for life. Cecil Jenkinson always had a desire to build homes and grew up watching the local craftsmen construct beautiful houses in Selkirk, Manitoba. After a successful career in the oil and gas sector, he embarked on a second career and went to work for a builder in new home sales. He enrolled in industry courses and earned his Master Builder designation from the Professional Home Builders Association of Alberta. In short,
the more he learned, the more he wanted to learn. While working on his designation, he moved into the high-end homes market and worked for a larger builder. He spearheaded a custom homes division for the company and spent three years running it. “The company I worked for produced a great product, I learned the foundation and became engrained in the industry,” says Cecil Jenkinson, President, Willowbrook Homes. In 1992, Cecil established Willowbrook Homes as a custom builder that catered to people seeking an acreage lifestyle. “When I started the business, I had a few projects underway that the previous company had given to me as start-ups to get my business rolling,” he recalls. “I saw how the starter houses were being built and I wasn’t interested in constructing inexpensive houses – I knew where the flaws were and that bothered me.” Cecil’s vision was to create a solid, reputable business that produced quality – period. “My goal has always been to create good, honest relationships with people, engage fair dealings and do Willowbrook Custom Homes 20th Anniversary Profile | Page 1
WILLOWBROOK CUSTOM HOMES 20TH ANNIVERARY PROFILE
so with integrity, and we’ve upheld those standards from day one,” he adds. “Over the years, we’ve made a lot of people really happy and we’ve also been stung a few times, but we don’t sting anybody back. I’m not in this business for just the money – it’s more important to me to deal with people fairly and honestly.” Over the years, Willowbrook has grown to meet market demand and they have built homes throughout the foothills in southern Alberta and Invermere, B.C. “Our focus and business model was the acreages market - not as a land purchaser in any particular development as a production builder. I wanted to be known as an authentic custom builder who had built a few great houses for some great clients, and the market segment was within one hour of Calgary,” adds Cecil. “I wanted to build the business and my reputation on honesty and integrity dealing with clients openly, and being flexible in trade/supplier selection and contracts. During the early years, I looked after the sales – without a show home,” explains Cecil. “I had a small acreage in Langdon, an infill knockdown in Bridgeland and a renovation in Kelvin Grove. I was a one-man show with a home office who managed the sales, site supervision and administration.” Willowbrooks marketing was largely word-of-mouth until one of his clients suggested a booth in the HomeExpo. “I had
nothing to show other than a few amateur photos on coreplast backing and at that, time projects were considered rather large if they were in the $300,000 range,” he says. “Over the years we have been very fortunate to have been selected to build some very beautiful homes in and around Calgary, extending to the Kootenay District in British Columbia,” Cecil adds. “We has not wavered from our original business model and still prefer to build a few great houses for a few great clients, and our office is still in our home.” In 2004, Cecil’s son, Garett, joined the business to look after the sales and marketing side. Additionally, new trades were hired, but given Alberta’s robust economy during the mid-2000s, the company cycled through a few trades before finding the right mix. Today, Willowbrook consists of four personnel: Garett, who looks after marketing and sales, Jason Roberge who looks after construction along with Brent Eadie and Cecil who look after the administration and estimating. Willowbrook’s accounting services are provided by Pauline Anions-Phillips, who was a Controller for one of the largest builders in Calgary, on a contract basis. “Together we have improved what we had originally determined to do, but with better communication and increased value to our clients. Projects now are common for a custom home to be over $1 million,” adds Cecil.
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WILLOWBROOK CUSTOM HOMES 20TH ANNIVERARY PROFILE
Building a Custom Home
blueprints + specs = the budget When it comes to building a custom home, most people start with design and then look for a builder – it seems the natural way to approach the process. However, the design aspect should include the builder thereby allowing the homeowner to better understand all the parameters. “When people want to build a custom home, they tend to design it themselves and then bring those plans to us, and they don’t understand why it’s going to cost three times more than they expected,” says Garett Jenkinson, Custom Homes Specialist. “They have designed their dream home with no parameters and they run around saying somebody’s got to tell me this $3 million house can be built for $1 million.” If budget is not a concern, then Garett recommends getting the blueprints done first and then find a builder, but most customers have a set budget, so the process should be reversed. Typically, the blueprints are done first and then the customer asks several builders for a price, and this approach rarely works - successfully - in the long run. “Often a customer doesn’t have the proper specs or they change the plans, so none of the builders are quoting apples to apples,” says Cecil. “They are trying to find the best builder by price - the high to the low price and they usually go with the middle price, and that’s how they select their builder – it’s got nothing do to with a working relationship.” Instead of a shotgun approach, Cecil suggests researching a couple of builders first because the process to build a custom home – from start to finish – can take a couple of years. “Select a few builders first: interview them, research their track record, ask yourself if you feel confident they can build what you’re looking for. Are they honest, can you work with them and is the right chemistry apparent?” Their next piece of advice: when you find the right builder, work with them – don’t jump around. “Most people are not that savvy when it comes to quality home building, so you have to educate yourself. The builder will work with the designer to ensure their house isn’t overbuilt. There are many ways to build a house: you can build just to code which is the minimum or you can plan and build a solid house for the long term and some extras cost a lot more than others,” comments Cecil. “The designer doesn’t know or care what it’s going to cost to build the house, so it’s important the customer also work with the builder to determine the right budget, the square footage, the desired fit and finish for the exterior and interior, and educate the customer about all the available options and all the costs involved,” add Garett. During the first customer meeting, Garett starts with a formula: blueprints + specifications = budget. “The blueprints are
one piece of the pie and the specifications are another. The specs are outlined in a 35-page plus document that details the lumber, plumbing, fixtures, flooring, concrete and everything that’s required, but people don’t pay enough attention to the specs,” he adds. In addition to the blueprint and specs, the location of the house also affects the design. “Another piece is the geography: the land around the house. Some people want a walkout basement, but given the geography, it’s not feasible,” says Cecil. “Once the customer has committed to build with us and a preliminary plan is completed, we visit the site with the designer to consider design elements: what kind of views are available, what are the topographical and environmental challenges such as sun and wind factors, where the well goes, where the septic field is located and like details,” explains Cecil. “We like to deal with those issues in advance because they affect the design. This process builds confidence between the homeowner and the builder and we work as a team to achieve one goal.” Advanced planning is critical although it’s something that many people overlook. “If I could tell people anything, it would T H E P O W E R O F Y E L L O W .®
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WILLOWBROOK CUSTOM HOMES 20TH ANNIVERARY PROFILE
Another Satisfied Customer…
“We wanted to build a house in Fairmont, B.C. that would allow for a walkout
bungalow and we started the process a couple of years prior to construction. We choose Willowbrook Homes from about five builders – not knowing any of them,” comments Larry Boyd, Willowbrook Homes customer. “We were living in Calgary and met Garett and Cecil at a home show, and after talking to them we felt comfortable. We liked their methodology, their approach to planning everything before the construction started and we found it to be a real positive experience,” says Larry. “Throughout the whole process, they didn’t make assumptions, they were responsible, accurate and followed the construction schedule – they simply didn’t make any mistakes. Garett is a good, honest upfront guy and Cecil has the experience and integrity to do the best job possible. We knew they would build the house we wanted and working with Willowbrook Homes turned out to be a good choice,” adds Larry. “We would definitely build with them again and my wife, Alison, is very happy - she is really pleased and got the house she wanted!”
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WILLOWBROOK CUSTOM HOMES 20TH ANNIVERARY PROFILE be to plan everything out ahead of time. Take your time and Moving Forward plan it all out on paper and if you don’t change things or building the best of both worlds increase your budget, your end project should be within $1020,000 of your contract price,” remarks Garett. Whether it’s an acreage, a vacation home or an inner city “Typically, the bank approves financing for 15 per cent in infill, Willowbrook continues to maintain a solid presence in over runs – that’s how bad it’s gotten in the industry,” he adds. the marketplace. “It appears we’re heading into a double mar“When most builders cost a job, initially they come in very ket right now and although our business has been primarily low and add as they build, so if your building a million-dollar acreages, we are finding many inner city Calgary neighborhome, 15 per cent in over runs are equivalent to an additional hoods are being torn down and completely rebuilt,” observes $150,000 and that’s a long shot off.” Garett. “We are truthful with our customers,” remarks Garett. “Calgary is still experiencing a lot of migration and all the “There’s enough negativity in this industry, so it’s really imporindicators seem to point to growth. I think real estate is going tant you establish honest communications. We are in the to double in price during the next five to ten years and inner same boat as our customers: we want it done for the best city property is only going to become more valuable - not price, the best quality and efficiently as possibly.” everyone wants an acreage, some want the flexibility to walk As Garett has noted, when people are ready to build a custo work,” he comments. tom home, it’s often their last home. “We are usually building Willowbrook’s foray into city infills was the result of a cusyour last house – most people have never built custom before, tomer request a few years ago. “We had an opportunity to so we work very hard to create honest, long-term relationbuild an infill on-spec for a customer who wanted to creships with our customers,” he says. “We want to help educate ate an investment opportunity,” remarks Garett. “We found people and that’s why we’re upfront and honest. The industry the infills came down to one of two things: either they had B:6.875” has its share of shady operators, so it’s very important people bad floor plans with good quality construction or good floor T:6.875” have confidence in their builder.” plans, but they were poorly built. You can have both: a good S:6.375”
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WILLOWBROOK CUSTOM HOMES 20TH ANNIVERARY PROFILE
floor plan and a well-built structure – and that’s why we’re in business.” “These are exciting times and we’re building with some new products,” he continues. “People are looking at building houses out of concrete: they are super Green™, super quite and we’re able to construct these houses because we are all certified to build with these different materials.” As Willowbrook Homes celebrates their 20th anniversary, they remember all the people who have helped them achieve this milestone – from business partners, employees, sub trades and customers, they pause to extend a sincere thank you. “We are trying to help people build a dream: we’ve had some great years and some skinny years, but we have 20 years worth of customers that are very happy and it’s great to be a part of that,” Cecil says with a twinkle in his eye. You can find Willowbrook at HomExpo as well as the Home And Garden Show. Recent accolades include recognition from the Alberta New Home Warranty Program for the Distinguished Builder Medallion for 15 continuous years of claim free service. As well, they were recently awarded runner-up for Alberta Contactor of Year, under $50 million in sales, from Alberta Venture Magazine.
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We wish Willowbrook Homes Inc. 20 years of continued success! ph: 403.662.2233 • fax: 403.202.2263 • callaway4@shaw.ca www.callawaycontracting.ca
“We are proud flooring supplier to Willowbrook Homes. Congratulations to Cecil on his many years of success in building luxury homes.”
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