By Irene Jones
By Irene Jones
When Douglas Ford initially planned a career in construction, he focused on the traditional three Rs and received a teaching certificate in Industrial Arts in woodworking and metal working. Today, as one of the principal high-end custom residential builders on the South/Central Coast, Doug again keeps his focus on the construction industry's three Rs -- referrals, references, and reputation -- and credits his success to those factors. As president of D.D. Ford Construction, Inc., based in Santa Barbara, Doug has a long list of clients that refer the company as well as act as its references and all of this continues to build the firm's reputation.
There are many goals that companies work toward in maintaining a stable business, including honesty, service, quality workmanship and satisfied customers. D. D. Ford Construction, Inc., goes the second mile. The company's staff doesn't want just a "satisfied customer." They want an "ecstatic customer," one who will recommend them with such enthusiasm that the new client is excited about calling D.D. Ford to do a project. Doug feels this is paramount to the company's success. "Almost all of our work is from referrals. We have a very long reference listing of every substantial job we've ever done and we never take off any names, we only add to it. We give this list to new clients and encourage them to call everyone on the list. We have nothing to hide."
Doug also takes the approach that building a new home or remodeling an existing structure should be a positive experience and even "fun," and they work toward that end. "We try to take all the stress and pain out of the process," he explains. He adds that building his own home gave him an "owner's perspective" and helped him understand the process that takes place as clients are pressured to make decisions about finishing touches. "I think it would be a good thing for every architect and every contractor to be their own customer once in their lifetime. It gives good insight, at least into the pressures of the decision-making process. One of the biggest things contractors face is getting the many decisions to be made by an owner in a timely manner. Some of these decisions seem easy from a builder's point-of-view because we are a step back. The minute we step forward as the owner, it becomes a totally different mindset and the simplest decisions take on emotion. Being one's own customer would be a good test for everyone in construction. My personal experience has helped me to keep a positive attitude when helping clients finish projects."
Emotion plays a very big part in residential construction, he continues. Clients ask for opinions and they expect honest answers about esthetics and functionality based on past experiences. "Invariably during the process, no matter how good the plans are, clients ask for suggestions and, while you can't overwhelm them with your opinions because it's their house and the architect's vision, there are always questions. That's where keeping a positive and open perspective becomes necessary."
D. D. Ford's projects, because they deal with high-end clients, usually call for research and working with new or unique materials and processes. "Our clients have resources to live anywhere they choose and they often have several homes, not just one. They are well-traveled and know what they want and can afford to be adventuresome in any given project. Even though what we do is a lot of work, I would never give it up to build 'cookie-cutter' houses. I would be bored in a week." He also believes it is important to keep the South/Central Coast appealing to high-end residents. All zoning and growth issues should focus on maintaining the lifestyle and privacy that is so valued by those that live here.
A native of Orange County, Doug was discouraged from taking "shop" classes in high school and instead focused on college prep courses. While at college he noticed a class with "some guys out there pounding and sawing and cutting and making things - it looked so interesting and fun. I said, 'Yes! I need to try that!'" The "construction tech" class, which he initially took just for fun, made him realize that he enjoyed woodworking and cabinetmaking. "Once into it, my instructor noticed potential and encouraged me to become a teacher in industrial arts." Doug received a BA from the University of Long Beach and did his student teaching at Santa Barbara Junior High School -- and decided it was not for him. He decided to change direction. While attending California State University at Long Beach, he had worked as a union apprentice carpenter for a framing contractor during the summers and built cabinets in his garage during the school year. When he received his teaching credentials, he also received his union journeyman's card. The union gave him a reference for work with J.W. Bailey Construction Co., and he was hired immediately. After nine months, he left that company to start his own cabinetmaking business, working from his garage. Two years later, in 1980, he obtained his general contractor's license.
"My clients generally drove me to that decision," he explains. "They kept asking me to do more and more and finally I needed to have a general contractor's license to do the work I was being asked to do. I was still doing sub work for other generals, but after a few years of that, I gave up the cabinet/finish carpentry work as a sub and just ran my own business." Doug still has his woodworking shop below his office and he admits that he'll never give it up. He expects to retire someday and do woodworking again, but for now it's only a hobby.
This past few years have seen sustained growth for D.D. Ford Construction, Inc. Currently the company's projects are almost equally divided between new and remodeling and use a full-time crew of about 30 employees, including a full-time office staff - an estimator, an office manager/bookkeeper, and an office assistant. Doug spends most of his time visiting project sites and in meetings with clients and architects. The company is fully computerized to maintain efficiency. While his father was an accountant, he doesn't claim to have expertise in that area and insists that maintenance of the "ecstatic customer base" has kept the business end flowing for the company.
Doug is quick to give credit to his employees and others with which he works and maintains that the company would not be as excellent as it is without their quality workmanship and skills. He calls it a key factor in the company's success. While he couldn't say enough good about his subs, they have been more than enthusiastic about being part of the D.D. Ford Construction, Inc., team. Every subcontractor contacted gave a positive response to being considered part of his work force. When asked about that reaction, Doug explains it's because "we get a chance to do work on interesting, profitable projects and we are committed to our subcontractors as teammates for success. We are able to continue to work in this great community because we cater to our clients' demands in a positive manner. We appreciate their business and we know that teamwork is essential for our livelihood. We're all focused on positive feedback from every project."
He also gives credit to his understanding wife, Tisha, and his two pre-school daughters, Josephine and Michaela. Tisha manages the home as well as the family's funds on the stock market. His wife encourages Doug to remain positive under unusual circumstances. He recalls how she helped him enjoy remodeling projects at their own home early in their marriage. "We lived and slept in the kitchen, then in the living room, and finally in the bedroom, while our home was being remodeled, and I have to admit, it was fun. She made it an adventure. We were laughing all the way through it."
It's this positive perspective and sense of adventure on every project, as well as a dedicated and talented staff that has kept D. D. Ford Construction, Inc., a major player in residential construction on the South/Central Coast. Understanding that continued success is based on the industry's three Rs, referral, reference, and reputation, D.D. Ford can expect to be around as long as there are ecstatic high-end clients calling enthusiastically for the company's services and referring it to their friends. This chain reaction will continue to perpetuate the firm's widely acknowledged reputation as a group that can and does deliver an excellent, high-end, custom, residential product.
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