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Home Creations Inc.

Founded by brothers Jalal and Mohammad Farzaneh in 1981, the company now known as Home Creations Inc. has made a name for itself in Oklahoma based on a commitment to building exceptionally designed homes with the latest amenities and in great locations. The company has managed to do this while still helping to keep the dream of homeownership affordable for thousands of people.

Today, the company remains a privately held, family owned business, and it employs more than 100 people. Headquartered in Moore, Okla., Home Creations focuses on building new residential homes and developing raw land. In addition, the company has four commercial buildings under construction.

Home Creations is led by a six-person executive management team, which includes the owners. Each manager represents a different piece of the business, including accounting, sales and marketing, construction and land development. This team approach to management has helped the company grow into the largest volume new-home builder in Oklahoma, having sold between 400 to 550 homes each year for the past six years. Home Creations is the largest land developer in the state, and has been one of the nation’s top-100 builders for the past four years.

Addressing Challenges

A staple of Home Creations’ approach to homebuilding is finding innovative ways to improve. Nowhere is this more evident than in changes made in 2001 after Oklahoma City was severely damaged by a tornado in 1999. After extensive research, the company adapted three elements to improve the structural integrity of its homes.

The adapted elements include anchor bolts, OSB sheathing and tornado straps. Anchor bolts are perfectly named, as they anchor the bottom plate of a home to the stem wall. OSB sheathing is exceptionally strong and installed around the entire perimeter of Home Creations’ homes, instead of using foam board. As for tornado straps, they anchor the top plate of the home to the rafters, which keeps a home’s roof more secure when dealing with high-speed winds.

“These innovations, primarily the tornado safety features, have had a direct result on sales, especially in Oklahoma,” Director of Sales and Marketing Anita Wagoner-Brown says. “They are the influencing factor for many buyers.”

In the company’s primary service area, in and around Oklahoma City, the overall economy has remained healthy.  The housing market did not suffer in the same way as other parts of the country during the economic downturn. This has allowed Home Creations to remain focused on growth. Their biggest challenge has been to adapt to an environment where more stringent financing guidelines have resulted in people having more difficulty qualifying for mortgages.

“We have countered this challenge with homebuyer seminars educating our prospects on what it takes to qualify for a home,” Wagoner-Brown says. 

At the same time, Home Creations recognizes that the current consumer is very price conscious and committed to protecting their investment in the housing market. Home Creations has done its best to maintain prices and absorb price increases by improving its own cost efficiency through returns, faster building cycle time and mistake-free construction.

“Our product price includes many enhanced features and upgrades, and it is an incredible value,” Wagoner-Brown says.

Aggressive Improvements

Some of the other areas where Home Creations has focused on improving have been in marketing and sustainability. The company is taking a more aggressive approach to generating prospects, embracing social media and maintaining relationships with prospects and buyers to increase referrals.

“We have put a lot of emphasis on Internet marketing through Facebook, Twitter and website advertising and promotions,” Wagoner-Brown says. “We have a full-time Internet salesperson and live online chat. We also go where the prospective buyers are. Having a presence at bridal fairs and exhibits at community events gives us face-to-face contact with prospective buyers. We have learned how to tie these prospects in to our social media and do effective follow-up.”

As for the green side of its improvement efforts, Home Creations’ work to make its products more sustainable has resulted in much recognition. In fact, the company is a certified green builder and earned the Energy Star Partner of the Year award in 2011 and Energy Star for Homes Leadership in Housing Award in 2009. This year, Home Creations adopted the Home Energy Rating System (HERS) program, which allows the company’s homeowners to compare the energy efficiency of their new homes with other homes.

Looking ahead, Home Creations has four new developments scheduled to open this year. It is also continuously looking to acquire more land in desirable locations. Over the long term, the company’s intention is to expand into other states, and even to Canada.

The company can set lofty goals for itself because of the strength of its warranty department, quality of con­struc­tion, trained sales staff and aggressive marketing efforts. Home Creations’ staff is on board with the course charted by its management team thanks to idea sharing, continuing education, bonuses, profit-sharing and community outreach opportunities that have created a unified culture within the organization.

Wherever growth may take Home Creations, the company and its owners will undoubtedly continue to remain committed to the community. The company supports and maintains ties to organizations such as the American Lung Association, the American Heart Association, the American Cancer Society, Big Brothers and Big Sisters, the United Way, the Regional Food Bank and the University of Oklahoma. It works with and sponsors numerous schools, universities, city chambers, area sports teams and humanitarian efforts.

“This is a very solid company with experienced leadership and a commitment to the future,” Wagoner-Brown says. “We have laid the groundwork for becoming a national builder, and we expect great things in years to come.”

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