Bottom Line The company's strategy is to build “attainable luxury” products aimed primarily at the first-time move-up buyer. “We underestimated how ripe the market was for that,” says Steve Wall, the company's founder and CEO. “Our average sale price has been higher than I expected.” Wall Home's focus on differentiation has prevailed despite the industry slowdown and competitive sales environment, but he admits, “We are working hard for every sale.”
This year, he intensified the focus on the company's products by creating a design committee comprised of eight managers and executives to work closely with the staff architect. “I underestimated how time consuming the product piece of this business would be,” Wall says. “It's been a lot of brain damage. But [many] people are just going to be putting lipstick on their existing designs. There is a real opportunity to differentiate ourselves and get closer to the customer if we do it right.”
WALL HOMES 1701 E. Lamar Blvd., Suite 290
Arlington, Texas 76006
Learn more about markets featured in this article: Dallas, TX.