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The Private File Signature Homes of Northern Kentucky Inc. is a custom homebuilder and designer based in Ft. Mitchell. The company builds homes that retail from $250,000 to $2 million, with the average price about $450,000. Signature builds "market homes," which it sells on the market, but about 90% of its business comes from "pre-sold" homes, said Dale McPherson, president. The company offers architectural and interior design services as well. Clients wanting a custom-designed house complete a "lifestyle survey" and meet with the staff to determine how the residence will look. The plans proceed through sketches and blueprints to the finished product. Homes average 3,500 square feet, although Signature has built them as large as 12,000 square feet. The company now has 13 employees and leases 1,000 square feet of office space in Ft. Mitchell. McPherson studied architecture at the University of Colorado, but decided he preferred the construction end of the business. He worked for 17 years in the industry, including senior management positions with several builders. Signature was started with private funds from McPherson and several other investors, including Craig McPherson, Rebecca McPherson and Doug Passarelli. Dale McPherson owns 90% of the company, with the other investors owning the rest. Signature has concentrated its building in Northern Kentucky, particularly Boone County and the Triple Crown Country Club development in Richwood. It also has built houses in Indian Hill. While the custom homebuilding industry in the area is very competitive, signature has aimed for a niche between the standardized houses put up by "merchant builders," and custom-designed construction, priced at $300,000 and up. It also emphasizes customer service, particularly improving communications between the company and the client while the home is being built. To that end, Signature was set up to operate on Total Quality Management principles, McPherson said. Each employee has direct access to McPherson and can intercede for the client during any phase of the project. Employees are also rewarded for their initiatives in improving operations or efficiency. The company targets professionals in the middle-to upper-income range, McPherson said. About 50% of Signature's business comes from clients who are moving into the area. The company also has a model home in the Triple Crown development, and built a home for Northern Kentucky's Homefest exhibition in Triple Crown. The company offers a display center where clients can choose trims and fixtures. Signature Trim Co., a four-employee subsidiary, handles all the trim work and finishing while the interior design staff offers optional services that include decorating and helping clients choose furniture. Vital Statistics Founded: 1991 Officers Dale McPherson, president Business Plan Signature plans to expand further into Northern Kentucky and in Cincinnati, and expects to begin another development similar to Churchill Estates shortly. It will also introduce a line of homes priced in the $200,000 to $300,000 range, McPherson said. Industry Outlook Northern Kentucky is making a strong recovery from the housing start slowdown that occurred several years ago. According to figures from the Kenton-Boone Board of Realtors Inc., single family and condominium sales for the first six months of 1993 are up 25%, compared with the same period in 1992. The dollar volume rose to $147 million, 31% ahead of the first half of 1992. The average home in Northern Kentucky sells for $91,733. Karen Steez, a spokeswoman for the Kenton-Boone Board, said that sales should continue to be strong through the rest of the year, provided interest rates stay low and there are no major changes in the market. - Researched by Gigi Verna |
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