How Cornerstone Development transforms the lives of its customers
John Wahlen, Founder, Owner, and CEO of Cornerstone Development (Cornerstone) started the company in 2005. After a career in teaching John moved into sales and marketing, working for a few of the larger U.S. packaged goods corporations, and, after achieving great success, decided to set up his own business. John outlines the company’s inception: “I bought a franchise to build condominiums here in Milwaukee, so I moved back and began to build homes with a business partner. Then in 2008, the banking crisis and subsequent financial crash presented us with some significant challenges. My business partner ended up moving on to other things. I stayed and managed to find a new bank that could provide the finance to get going again. Since then, we’ve solidified and grown as a company, constructing and selling out 19 communities and over 800 condominium and single-family homes over the past 17 years.”
Company vision
John expands on some of the key details of Cornerstone’s offering: “We build homes that are designed to transform lifestyles. For example, many of our customers are empty nesters. The kids have all moved out and they’re looking for something that requires less outside maintenance, less snow shoveling in winter, less grass cutting and less flower bed upkeep. People generally desire to downsize to improve their quality of life. Our communities have clubhouses, pickleball and/or bocce courts, as well as swimming pools and lots of other great amenities.
“As well, our homes are ranch style, so living space is all on one level, with a lower level below. All of the main living areas, including the laundry facilities, are accessible without having to use stairs, which get harder as we get older. This is a factor that has proven very popular with our clients. Similarly, the clubhouses are built all on one level, and offer expanded space when needed, and also include a swimming pool and exercise facility. This allows folks to get together with family and friends and neighbors, as they have more available free time to do so. Again, it’s about lifestyle changes.
“This approach reflects the philosophies that underpin everything we do. Our core purpose is to positively impact the lives of those around us, every day. All of our company values reinforce this, and revolve around respecting others, being financially responsible and caring for those around us. By having these ideas permeating everything we do, we build as if we are building homes for our own parents or grandparents. When you embrace this vision, everything is done the right way, and you are able to transform people’s lives.”
Cornerstone’s planning and construction processes help to achieve the transformative end product that customers experience. John explains: “We do it differently than many; we buy the land first and put in the underground infrastructure, which must all be signed off before commencing construction. Sometimes, our neighborhoods are as small as 26 homes, while 132 homes is the largest community we have completed. With size comes some complexity in the planning stages. We operate with our own smaller scale version of the masterplans that much larger community builders utilize. This enables us to carefully curate all of the details our customers are seeking during this period of their lives, like walking trails, sport courts, and interior and exterior gathering spots that help to create a true life-changing community.
Going the extra mile
“I like the adage, ‘never step over a dollar to pick up a dime’. This idea encapsulates our approach; in this business you can cut corners, but when you do, you generally pay for it. That’s why we make sure we do things the right way. Our materials are high quality, so they last, and our tradespeople are exceptional at what they do. They might not be the least expensive in town, but they are true craftsmen. For example, our concrete partner is the best in the state, but they do not
come cheap. However, there is always a level of precision and durability that benefits all of the other processes down the line, so your quality resonates from trade #1. And our homes are thus extremely well-built. Further, the clubhouses and pools are expensive to build. To complete projects of this quality, it costs more, so we need to make sure it is better than the competition by going that extra mile. We have the number one market share, so people have proven that they’re willing to pay more. Even though a client might spend more, the benefits they reap make it a really good value product.”
John outlines a recently completed project in Muskego which provides an illustrative example of how expert planning and development can create a community-centered way of living: “This was our second project in Muskego. It was a really exciting one. It sits next to the entrance to a beautiful golf course, and has pockets of wetlands and the typical undulation of Wisconsin. These were features that ended up being fabulous to work with; we were able to create a layout where people had spectacular views over the water and of the trees. The community consists of 80 homes, and is laid out in a way that gives each home a private little corner to enjoy the surroundings.”
Building communities
The same attention to detail went into John’s favorite development, details of which he shares: “On the north side of town, we built a community next to a gorgeous large creek with a clubhouse, a pool, sports courts, and a fire pit for people to come together. Everyone involved was delightful to deal with, and the project was so successful that the city keeps calling me to come back and do another one, which is pretty unheard of.”
With 48 contracts already secured for the coming year, Cornerstone certainly isn’t slowing down. Looking to the future, John outlines the company’s plans for the next five years: “I’m looking forward to discovering some exciting new locations and opportunities for us. I’m also looking forward to seeing the growth of every person in my amazing team as we continue to deliver life-changing homes. Positively impacting the lives of those around us. Every day.”
www.cornerstonedevelopment.com