By Irene Jones
By Irene Jones
Thirteen seems to be a good number for Warren Sanders, owner of S&S Homes, Grover Beach. He successfully ran a motorcycle dealership and operated a nursery for 13 years each and for the past 13 years has taken S&S Homes from a fledging one-house-at-a-time company to a firm that now builds entire subdivisions, as well as distinctive custom homes, and is also dabbling in research park/light industrial construction and development. It's his "strong financial and business sense," as his daughter, Janet Axelsen puts it, that has taken the company to its present state. But Warren gives the credit to his daughter and son, Steve Sanders, as "the movers and shakers in the business."
Regardless of who's right -- and obviously they all are -- Warren is the mastermind of the business, Steve is the head of all construction, and Janet oversees operations, including architecture/design. Together they have built a company that now has 22 employees as well as a sales staff, and the potential for even more growth.
"Our goal," states Warren, "is to offer something for everyone." Judging from the homes now being built, that range is realistic. The firm is on its third subdivision and has purchased another two in San Luis Obispo. They have built three subdivisions -- Sorrento Del Sol, Costa Bella and Bella Rosa -- in Grover Beach, and are well into initial construction on apartments and a light industrial park there. And building is well underway for two developments in Arroyo Grande at Rodeo Drive and Stone Crest. They have 59 condos in San Luis Obispo in the low-to-medium price range at Villa Rosa and 36 more single family units in San Luis Obispo in the medium-to upper end range, and eight custom lots in Pismo Beach. Their spec custom homes usually sell before they begin construction and in the subdivisions most homes are sold before the models even open. "Ninety percent of the homes we build are presold," says Janet. "We have phenomenal success in pre-sales. In our present subdivisions, eighty percent are sold out before we start projects and at the last open house we had, there were only three or four lots that were not sold."
Janet adds that part of the success stems from the desire to stay away from "cookie cutter homes." It's her job to handle that aspect of the business and her motto is flexibility. "That's what sets ours apart from other subdivisions," she explains. "We customize our homes to fit each buyer and offer hundreds of choices." Thanks to Warren's expertise on computers, the company is fully computerized and able to keep track of all the paperwork involved with such flexibility. This includes drafting and architecture software and soon, the ability to design a virtual 3-D home that owners can "walk" through before they make the final decisions and buy. "We have sold many of homes that our buyers cannot see before they are built and we'd like to eliminate that problem," says Warren. "Buying a home is a major decision and it's important for people to know what they are spending their money on." Being able to see the home is just one aspect of their focus on the buyer. "We try to give value for the money spent," he emphasizes. "We want to give them a place they can come home to."
Janet and Steve are also involved in that side of the business. Janet and an in-house decorator have put together packages in every color available, to help buyers make selections on finishing materials and yet stay within budget. "Building a home is one of the most stressful things that can happen to a marriage," Warren inserts. "We don't want our customers to be overwhelmed and frustrated." The buying process is "easy from the beginning" with her design packages, Janet adds.
Apparently this strategy is working -- besides sales which attest to its success, the company has received hundreds of letters, notes and plaques from happy homeowners thanking them for a happy experience in home buying. Steve gets the final credit because he "makes it all happen" out in the field. "I don't have to fight for what I need to have done," Janet explains. "Steve has the advantage of perspective that makes for a better experience and better quality in the final product, and he can make sure it's done the right way."
"Many of our homes are purchase Warren, Janet and Steve have analyzed their market and they understand their buyers. "Today's market is the older, more sophisticated buyer," states Warren d by women," adds Janet. "We make sure they know that a woman designed the home they are investigating. It seems to make a difference in how they see the final product." Warren continues, "Not too many women play such a major role in the construction business. We have to credit Janet for the success of our homes selling so well. It's her design sense and final touches that are making a difference."
Janet gained her design sense from working in the business for years and from her initial start in architecture and drafting. "We've helped Dad since we were in high school," Janet recalls, referring also to Steve, "and I started helping Dad in specialty items by doing etched windows, then with material selection and colors, and it's progressed." Steve began with hands on, learning framing, tiling, plumbing and other skills. "We learned the nuts and bolts and how it all works from the ground up." Warren, originally a plumbing contractor as well as a businessman, decided to obtain his general contractor's license in the early 1980s after building several of his own homes and selling them. "We also continuously attend seminars and classes to keep up on the newest construction information," Janet adds.
They credit teamwork as a key factor in their success. "Everyone in our company, including our subcontractors and suppliers are crucial to our success," emphasizes Warren. "We try to maintain a team spirit here and help everyone realize that it takes the whole team to make it happen. That also means our sales people. My whole family is involved in the business, but I consider everyone I work with as part of my family -- as part of the S&S Homes family."
Warren is quick to point out that his first choice is always local subcontractors, supplies and businessmen. "I support the local economy and it's my number one priority to use local people in all my work as much as possible."
Behind the scenes, the Sanders family includes Warren's wife, Karen, "the strength behind the company," according to Janet. Karen also helps keep track of Janet's daughter while Mom is at work. Warren has another son who runs a successful national cleaning firm with Janet's husband. Steve's wife assists by being his moral support.
So where do they see themselves in the next 13 years? With the help of computers and using teamwork and their continuing expertise, there is no doubt the S&S Homes family will be still be doing -- probably on an even larger scale -- what it's now doing for hundreds of homebuyers -- "giving them a place to come home to."
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