How Story marries cutting edge technology with excellent communication to provide clients with the ultimate experience in custom home building
Beginning five years ago, Story brings together collective expertise from the fields of business, interior and architectural design, construction management, business development, and the construction trades to make custom builds and renovations a seamless experience for its clients. CEO, Zach Smith, delves into more detail: “We wanted to create a white glove experience for our clients. People spend a lot of money on custom builds and remodels, and we thought their experience should reflect that. 
“As a result, we built our own software platform; a client portal that’s geared around reliable results, consistent outcomes, and great communication. That said, the system certainly doesn’t replace in-person meetings and client interactions. Indeed, it provides supplementary information and an easy method of communication between various teams as well as the client. On top of that, we have interior designers, architects, and builders all in-house. This means instead of having to work with various other firms to do a remodel or build a custom home, we provide a one-stop shop where clients know they can have a great experience. We think this technology is a huge part of our success.”
Synergistic approach
Zach then shares specifics of the projects the company takes on: “We focus more on custom homes and high-end remodels of a larger scale. We also provide custom furniture which we design and fabricate, then deliver and install. This enables us to take clients through high-end remodels and custom home builds all the way from the initial concept phase right through to positioning the couch, as well as long-term maintenance of the home.”
Many custom home builders don’t include a bespoke furniture service. Zach explains the benefits thereof: “There are a lot of ways to design a home. Developing floor plans into a fully furnished home means considering and complementing how the client lives in the space; for us, bespoke furniture is an integral part of the whole service and elevates the final product we are able to deliver to the client.”
Combining such a wide range of services under one roof, while benefitting the client, can be challenging. Zach highlights the ways in which Story works to overcome challenges, ensuring synergy across the whole business: “A lot of it goes back to the technology we built. We’re taking what would once have been disparate services; you would have had design firms, architectural firms, contracting firms, interior design, and furniture, and we strive to seamlessly merge those together to make sure that from a client’s perspective they are communicating with one person or one group. We then collaborate internally within those departments. Much of it is through technology and our proprietary system, which also helps ensure the final product is what was designed, and that the intent is transferred all the way through to construction. To achieve this, it’s crucial that the teams know exactly what was discussed during the design phase and during construction.
“On top of this, good old-fashioned communication goes a long way. We pride ourselves on the quality of our communication, both internally and externally. Most problems that arise on a project come down to lack of clear, concise communication, and so that’s something that we really drill into all of our teams for the sake of the business.”
New market expansion
New market expansionWith the help of bespoke technology, these complex elements come together seamlessly to provide clients with spectacular homes. Zach outlines two projects which exemplify this approach: “There’s a custom home we built here in Denver which we call the Garfield. We designed and built the property from scratch. It features an amazing back patio with outdoor chandeliers. Encompassing around 7000 square feet, the home also includes a wine cellar and gourmet kitchen. The clients absolutely love it!
“Then there’s a property which we call the Hearst Residence in Arizona, which we designed and built from the ground up. We also provided the furniture for that house. It’s in Scottsdale, a location ideally suited to outdoor living. The building also includes a gourmet kitchen and many other bespoke elements. These two homes provide a great example of the synergy between all of our teams and what an incredible product emerges as a result; one that our clients can enjoy for the rest of their lives.”
Moving on, Zach looks to the future, detailing the company’s main areas of focus for the rest of the year: “Our priority is on becoming more established in Arizona; that’s a new market for us. Expanding our construction offerings in Arizona is a big focus this year. We’re also launching operations in Dallas towards the tail end of this year, and in Denver, we’re moving into a new showroom in the fall, so there’s a lot to keep us busy over the coming months.”
Concluding, Zach looks further afield, outlining Story’s longer-term ambitions: “Our goal is to be a nationally trusted brand in the custom home and renovation space. This will, of course, entail serving our customers in the markets we’re currently in and expanding those operations. We also, though, want to expand that reach. In the next three-to-five years, I’d hope to be in ten markets across the country.”