WillowTree Custom Homes is introducing clients to the world of romantic modernism
Grown from roots that stretch back to high-school friendships, WillowTree Custom Homes (WillowTree) has gone on to establish a sterling reputation as an award-winning custom home builder. As the company has evolved, it has remained committed to producing homes of the highest quality and operating with honesty and integrity. Furthermore, by harnessing the latest technologies across all aspects of a project, the business can provide its clients with an adaptable, personalized service that efficiently meets their every need.
In the last year, WillowTree has gone from strength-to-strength. Building on an already impressive foundation, it has nearly doubled its revenue. We sat down with
co-founder Travis Franks to catch up on the events of the last 12 months and hear about what’s coming up next: “In 2024 and the first half of 2025, there was a noticeable slow-down in the industry. We were in a fortunate position, thanks to our strong growth, and were able to focus on development during that time. When the market picked up again, our lots were ready to go on sale.
“Our biggest development is WillowTree Gardens, which gained approval in 2024 and will be completed in January 2026. We have currently sold 14 out of the 20 units there. It’s been incredibly rewarding to be part of this development, from seeing the sales really get off the ground this summer to experiencing the boost it has given the business. It’s a 20-lot gated community that includes a commercial building fronting the town square. We developed and designed the project in collaboration with Mohment Architecture from Dallas. The design language took cues from European styles including French Country as well as a little Highland Park style (which is a local city in Dallas) and with some Napa Valley flair to it. By combining these architectural ingredients, we developed a new design language which we called ‘romantic modernism’.
“Through the combination of these influences, we emerged with a product that includes stone, stucco features, metal roofs, and interesting accents throughout the house. These features are juxtaposed with an organic influence afforded by shrubs, trees and courtyards. Each property has a centerpiece that you experience as you approach, whether a courtyard, fireplace or live gas lantern, which provides a unique ambience. That illustrates the romantic part of our vision; the modern element comes from the way we use glass and natural light complemented by clean lines that run throughout the building. Marrying this with traditional elements that are reminiscent of the French countryside gives the homes a timeless feel, which not only enhances the lived experience of owners but also prevents the style from becoming dated.”
Thanks to the combination of this cohesive architecture in a gated, peaceful and private community, WillowTree Gardens has a lot to offer potential homebuyers. Even the smallest details are taken care of, such as front yard maintenance being covered by the HOA, while the walkable position to Southlake Town Square makes the location ideal for those wanting amenities on the doorstep. The thought and care that has gone into every detail of the development shines through the final builds, delivering a sense of history, which is hard to achieve in a newly built environment.
The same strategies that have fueled the company’s significant recent growth have helped maintain the cohesive design language across this significant project. Overall, WillowTree prioritizes processes that give it more control – for example, it is dedicated to securing incredible locations in the local area, before separating them into appropriate lots. The company then works with trusted architectural partners and subsequently executes the construction. This gives WillowTree more power over the overall design and feel of these communities, enabling the company to offer a more complete product to its customers.
Travis shares a more detailed analysis of the approach that has led to such significant successes: “This strategy also provides us with greater control of our positioning in the future. We have built a first-class development team that can be across all these different elements. This in turn means that our developments aren’t a hodgepodge of different styles; we are able to produce a more cohesive and timeless feeling neighborhood.
“Other features of the way we do business have also contributed to our recent success. Transparency, for example, has always been a priority to us; open communication is an essential component. It has underpinned the reputation that we have built over the years. Providing this white glove service alongside beautiful homes has meant that referrals are consistently increasing, which is driving our growth in a very positive way.”
As the year-end approaches, Travis looks ahead and outlines the ways in which WillowTree will be continuing to build on its achievements: “One of our priorities will be honing our processes and procedures. I don’t think this is something that can ever be truly perfected, but we will continue to strive to provide the best service and highest quality homes possible. We also recently opened a division in Fredericksburg, Texas. From there we are building in a community called Boot Ranch, which is a beautiful town surrounded by wineries. We will be building several second homes there for some of our current clients. So, we will also be working hard to ensure we can continue to grow the business in an organic and sustainable way as we move forward.”