“We treat others the way we want to be treated,” said Jerry Vogeler, owner of River Bluff Custom Homes in Fort Pierre, SD. “Our customers are buying a home to raise their family in and if we remember that, our customers will help us raise our families too.” River Bluff Custom Homes is a sponsor of South Dakota High School Rodeo. “It’s good for the kids – it’s good for Fort Pierre, and it’s one of those things that is the right thing to do,” he said.
The family-run business opened its doors five years ago. Jerry was the executive director for the South Dakota Manufactured Housing Association for 25 years. He worked with all the competitors across the state, lobbying and keeping track of the issues affecting the industry. “We started selling homes ourselves in 2010, and five years ago we started selling to the general public.” They saw a need that wasn’t being filled in the industry and set out to do that. “We don’t pretend to be real fancy, we just do what we do and we are who we are. Life doesn’t have to be real complicated if you don’t make it that way.”
River Bluff takes their customers from design to move-in with a seamless system that is supportive and knowledgeable. His wife, Susan, handles all the design as well as understanding each client and creating what they envision. “She does a phenomenal job of designing and decorating the homes. She knows how to bring the customer into conversations to figure out what they want and need.” She is also the sounding board for ideas and how to make them happen. “Anything of consequence we talk together about before we do or don’t do it.”
His daughter and son, twins Madigan and John, are planning to continue the business. “We like what it stands for and the people involved in it,” said Madigan. Alongside the family, 22 employees complete the package. “We are a retailer for five different factories, and we call ourselves a one-stop builder – we have our own teams for concrete, setting the homes, and finish work. We hire out the crane, plumbing, electrical, and HVAC work. We do it to make it as easy as possible.”
“I’m pretty knee-deep in everything,” said Jerry. “We’ve got good people and we rely on those people. The good news is we’ve been busy and we’re getting a lot more business from friends talking to friends … the word of how we do things is getting out and that’s helping.” Jerry realizes the value of his employees. “They are the reason the homes look like they do.”
“The buck stops here,” says Jerry of quality control. “I never had employees until I was 55.” He just kept moving forward, doing what he knows best, selling homes. “If you do what you know, you will be successful with it.”
Story by Siri Stevens
Photos courtesy
