In just 5 years, Steve Klein has staked out a healthy share of the custom market in his hometown in southeastern Texas. What's more, he's had fun doing it - Klein's idea of a good time is trying out new ways to market his design/build company. "It adds spice to my job," he says.

With a slim one-quarter of 1% of his $4.8 million annual volume budgeted for marketing, Klein supplements his junior billboard signs and weekly newspaper ads with low-cost efforts that keep his name in front of the public. A strong public image, he believes, is important to support the 81% referral rate that keeps him building more than 20 houses a year.

Whenever he does something that increases his credibility , such as winning an award, speaking at an industry event, or participating in a civic project, he sends a press release about it to the local media. While that item may not make the news, Klein believes it establishes a relationship with reporters. "If something comes up, such as interest rate or lumber price hikes, they always call me for an interview," he says. A quote in the news sends the message that he's an expert.

Klein always includes something memorable in his parade of homes houses. He decked out his most recent parade house with the biggest, flashiest Harley-Davidson going and a glowing pink and limegreen jet ski. He installed a bright red British phone booth in an earlier house. And he usually parks a brand-new Cadillac in the driveway.

Of course, it takes more than public relations flair to sustain a successful custom home business. And Klein pays close attention to maintaining high-quality construction and customer service. "First you have to do the basics well," Klein says, "then you can have some fun."

Custom Home, January/February 1995