June 2008 edition of Builder-Architect Magazine which ran a feature on Paul Luck.

1. Triangle and Eastern NC Edition | June 2008
Chesapeake
Homes North
Carolina
Exceptional Innovation Is Tradition

2. cover
story
Chesapeake Homes North Carolina
Exceptional Innovation Is Tradition
By Anne Marie Hunter
When parent company, L.M. Sandler & Sons, Inc., asked begun over five decades ago. It survived the 1972 oil embargo, the
Chesapeake Homes North Carolina Division Manager Paul Luck early 1980s housing slump and recession — economic challenges
to research viable opportunities for the Triangle area, Luck’s that closely parallel our current housing market issues. Emulating
first and prevailing thoughts reflected on the home buyer the how his dad innovated to differentiate his product as the market got
company would serve. What niche could the builder fill among tough, Luck is working to impress buyers and ultimately improve
the already-diverse product offerings currently marketed in the local housing as a result.
Raleigh area? Would the Chesapeake business model and home Luck said, “My dad didn’t have to build better houses in Hampton
plans meet various buyer needs? How would dynamic national Roads due to competition’s influence. Everybody there was pro-
housing economics affect this market? Luck immediately be- viding about the same level of product. Production builders didn’t
gan market research and networking to gather information. move in to stay, so no one felt competitive pressure to improve
Chesapeake Homes North Carolina’s advantage is Luck’s vision- customer service, quality of materials, architectural detailing or
ary leadership, aspiring to deliver beyond the measure of current pricing. Dad went to NAHB conventions to attend every seminar
market demands. he could on innovations and business. He had the first automated
estimating and accounting systems in Hampton Roads! The area’s
A HISTORY LESSON FOR housing industry was improved because he kept raising the bar to
THE NEXT GENERATION make his homes better.
Luck plans to carry on the pattern of excellence his father, J. Paul “I was on the framing crew during high school summers. We
Luck, demonstrated in his Hampton Roads, VA, building business would go to Williamsburg and study architectural detailing and
Chesapeake Homes North Carolina recognizes homeowner pride in custom-quality exterior detailing including James Hardie ColorPlus siding,
outdoor living features and authentic architectural elements such as this beadboard ceiling, window crosshead with keystone and crafted
reproduction-style porch columns.
PHOTO BY RAY STRAWBRIDGE

3. reclaim bricks from redevelopment projects in downtown Norfolk
before that practice was green. Dad was known as the gingerbread
man because of the detailing he put into every home. He decorated
model homes when others did not. He was the leader and was
always different, figuring out how to give more value, just like
Chesapeake Homes North Carolina.” Paul feels a Sandler family
connection and dependability, just like his dad, who helped Steve
and Art Sandler start their highly successful Virginia real estate
development company, which has grown into the largest private
development company in the United States.
BUILDING BETTER IS SECOND NATURE
When a higher standard truly becomes part of a company’s
repertoire, yesteryear’s practices quickly seem a distant premortal
existence. Building innovations have become standard operating
procedure for Chesapeake Homes North Carolina because of its
progressive, ahead-of-the-curve nature.
Engineered building components such as AdvanTech™ sub-
flooring, truss systems and panelized insulated wall systems save
materials waste, resources and time on every job. Chesapeake Homes
North Carolina’s standard exterior finish is James Hardie ColorPlus™
PHOTO BY RAY STRAWBRIDGE
siding (no painting). Zoned HVAC systems with fresh-air exchange
and energy efficiencies, moisture and air infiltration insulation bar-
riers, and low-E glass windows perform in every home. Reclaimed
water hookups are available for lawn watering as permitted. Luck
embraced Energy Star certification and sought a third-party rater
and consultant before he built the first Triangle home.
From customer orientation and warranty service to ameni- Attention to interior design and detailing delivers more value to
Chesapeake Homes North Carolina homeowners. Very special
ties-laden neighborhoods offering first-class recreation, dining, attention to less-visible features such as engineered building
social and private events opportunities, Chesapeake Homes North systems, air quality and energy savings in the home come standard.
Carolina is prepared to deliver greater value.
production-level homes in communities with few amenities and
RELATIONSHIPS ADD VALUE the custom homes in championship golf course/country club-style
All exceptional leaders acknowledge relationships with the right neighborhoods. Why shouldn’t there be a distinct value option for
business partners can make or break a building company. Luck buyers who want to live in the Wakefield Development Company’s
networked to find trade partners who would work well within planned communities like 12 Oaks, Renaissance Park and Bedford?
Chesapeake Homes North Carolina’s business model. “Since our A new generation of Sandler-Luck collaboration was born from the
processes and value work well in Virginia, we recognize what promise of delivering innovations, market solutions and value.
investments will be necessary to deliver the best value for home John Myers, Wakefield Development Company’s President,
buyers in the Triangle, too,” said Luck. considers Chesapeake Homes North Carolina a great complement
One trade partner, Curt O’Briant, with Raleigh Lanehart Electric for their neighborhood builder teams. “As a development company,
Co, Inc., first met Luck with only a small box of plans and an eye we focus on master-planned communities with a large mix of price
for the bid picture. O’Briant said, “Paul’s excitement and busi- points and business models to leverage market opportunities that we
ness savvy hooked me into his belief that Chesapeake could create create or that already exist. As times get more challenging, build-
something unique for the Raleigh building industry. He spoke to me ers have economic situations that demand activity and cash flow.
about building houses for every generation, playgrounds, outdoor By remaining proactive with solutions like leveraging Chesapeake
living spaces and widening doorways for wheelchair access. He has Homes in our neighborhoods, we can protect the investments of
a refreshing outlook on what home building and home ownership
I
should be for the Raleigh market.
“He is a fair business partner who truly wants to build a mplementing building innovations has
company that is respected by everyone inside the industry, become standard operating procedure
trades and customers.” for Chesapeake Homes North Carolina
FINDING AND FILLING A NICHE because of its progressive, ahead-of-the-
In the Triangle, Luck discovered there was a huge gap between curve nature.

4. Chesapeake Homes North Carolina homeowners in 12 Oaks, a Wakefield Development Company neighborhood, will enjoy amenities such as
the Nicklaus Design golf course, Plantation-style clubhouse with pro shop, formal and casual dining, locker rooms, grand ballroom, sports and
aquatic center with competition and family fun pools, fitness center and tennis courts.
other builders in the community. Chesapeake buys lots at the same “You have to dig deep with a client to find out what is really
fair prices (no preferential treatment), and our custom builders special about the builder and his[/her] buyer. Chesapeake Homes
remain profitable — they do a great job creating product to support North Carolina practices what it preaches, with green-building
that diversity. Without our custom builders’ success, we would have goals at work and home and providing free educational seminars.
a flawed business model,” said Myers. Littleton has launched Chesapeake Homes North Carolina’s new
Jenny Taylor, Littleton Advertising & Marketing’s Vice President website, www.ChesHomesNC.com, and created a diversified media
of Client Services, said Chesapeake Homes North Carolina’s plan to promote lifestyle opportunities locally and online, reaching
winning strategy is Luck’s desire to genuinely please his buyers. relocation buyers.”
“Paul always says Chesapeake Homes North Carolina is a sales and Debbie Houston, President of Coldwell Banker Howard Perry and
marketing company before home building. This keeps the buyer in Walston Neighborhood Builder Services, said Chesapeake Homes
the forefront of everyone’s mind, putting us miles ahead of the North Carolina’s niche provides both detached and townhome prod-
competition,” said Taylor. ucts at great prices in fabulous communities — they have it ALL! “Paul
The buyer needs to fall in love with the custom streetscape in Luck did his homework for Chesapeake. He is wide-eyed and opens
his/her neighborhood. Taylor said, “Chesapeake focuses on the himself to all ideas. He listens. Besides his intuitive nature, Luck is
exterior of each home, and how all the homes relate to one another analytical and aggressive, doing all it takes to get the job done. He is
as a whole. Exterior detailing, materials and finishes are the more dedicated and Chesapeake is here to stay,” said Houston. ■
permanent home investments. A buyer should be confident and
proud of his[/her] home’s exterior.” Many builders focus more on
loading homes with interior features that homeowners could easily
create themselves as personalized redecorating projects.”
Chesapeake Homes North Carolina’s dedication to build only in mas-
CHESAPEAKE
ter-planned communities inspires Littleton’s marketing and branding HOMES
efforts. It’s a simple fact with Chesapeake: “Exceptional living comes
standard.” Pair that sound plan with treating buyers very specially,
giving extra memorable service and warmth. North Carolina
REPRINTED FROM NORTH CAROLINA TRIANGLE BUILDER/ARCHITECT