The builder’s two product lines average 3,100 square feet and sell for $98 per square foot. “That’s down 10 percent, both on the size and price, from a year ago,” says Benton. The builder has also introduced smaller house plans, in the 2,000-square-foot range, selling for around $210,000. Smaller houses could account for up to two-fifths of his company’s sales this year.

In 2008, 11 percent of the average selling price of Benton’s homes came from options and upgrades. In September, the company will open a new Design Studio, which at around 3,000 square feet will be double the size of its existing design center. The added space, says Lee, will present the builder with more opportunities to bring in customers for education and events.

Staying Aggressive

The Design Studio will be part of a new 13,000-square-foot headquarters, which can be seen as a symbol of the process improvements Jeff Benton Homes has made.

Last year it installed new software “so we can handle more volume.” And its management team “has finally come together,” says Lee, so that each manager can focus on running his or her department efficiently. “We’re dedicated to squeezing out every dollar we can, and we’re looking to make every aspect of our operations leaner,” says Benton. But scrimping on marketing or sales isn’t an option, he asserts.

Credit: Jeff White

Customer awareness of Jeff Benton Homes comes mainly from word of mouth and billboard advertising. A partnership with local schools allows the builder to send promotional flyers home with students, and 19 billboards reinforce its name. “Our branding effort finally took root last year,” says Lee. This fall the builder will relaunch a revamped website that will be interactive and easier to update. Customers visiting the company’s subdivisions are getting better service, too, thanks to a decision last year to get its sales manager into the field more to work with the salespeople.

Staying Put

Benton hopes his company this year will be “a little bit ahead” of its performance in 2008. With four years’ supply of land, he’s ready for when business picks up. But Benton isn’t interested in expanding to another market until he “maximizes” opportunities in Huntsville. “People know me here as a real person in town,” he says. “I don’t need the distraction of another market.”

 

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