In the competitive world of luxury home construction, standing out is no easy feat. Yet, Forbes Lilford, the dynamic force behind Headstrong Homes, has carved a unique niche, blending passion, expertise, and an unwavering commitment to quality. This Canadian-born entrepreneur, now making waves in Florida's real estate market, shared his remarkable journey and vision for the future in a candid interview.
From Farm Dreams to Architectural Ambitions
Lilford's story begins on a farm, where dreams of building homes took root early. "I grew up on a farm, chasing cows and throwing hay bales," he reminisces. Despite battling severe dyslexia and ADHD, he nurtured a passion for architecture. "I wanted to go to school to be an architect, but traditional schooling was challenging," he admits. Undeterred, he pivoted to a business degree, leveraging his sales acumen to fund his dream of building houses.
"My journey wasn't smooth. I graduated from one of the top high schools in Canada and aimed for an architectural program, but the path required an arts degree, which was excruciatingly boring for me," he explains. "I ended up getting a business degree, which came easier to me. From there, I got into real estate, saved enough money, and built my first house, though it was a financial disaster. I lost $200,000 learning what not to do."
Building Relationships: The Family Approach
Forbe’s path was fraught with financial and logistical challenges, but these experiences forged his resilient and adaptive approach. "I've been doing this for 20 years now, and I think I've learned most of my lessons—at least the expensive ones," he says with a wry smile. His initial challenges taught him invaluable lessons that shaped the ethos of Headstrong Homes.
Global Ambitions with a Local Touch
While based in Florida, Headstrong Homes’ reach is expanding rapidly. "We’re building five-to-six-million-dollar houses and bidding on large projects like 27-story apartment buildings in Clearwater," Forbes shares. Their geographic footprint is widening, with potential projects in South Carolina, North Carolina, and Kentucky. Moreover, they are set to open operations in the Cayman Islands, a testament to their growing influence.
"We are also about to open up in the Cayman Islands," Lilford reveals. "Geographically, we can handle projects anywhere in Florida, and we're talking to people about doing stuff in other states that recognize our GC’s license. This expansion is a strategic move to tap into new markets and bring our unique approach to more clients."
Word of Mouth: The Ultimate Endorsement
Looking ahead, Forbes envisions Headstrong Homes becoming a global brand. "I would like it to be kind of a worldwide company," he says. Their approach to expansion is methodical, focusing on ironing out initial challenges in new markets before scaling up. "In Florida, we spent five years perfecting our process. Now, we're ready to replicate this success elsewhere," he explains.
The future looks bright for Headstrong Homes, with plans to continue their growth trajectory. "We are growing exponentially, getting projects left, right, and center. With no advertising, it’s just word of mouth and trades bringing us other projects," Lilford notes. This rapid expansion is a testament to the company's solid reputation and the high demand for their unique approach to home building.
Innovative and Cost-Effective Solutions
Lilford emphasizes the importance of transparency in maintaining strong client relationships. "We operate on a cost-plus program, so clients see all the invoices from the trades and the different pricings. This transparency is crucial for building trust," he explains. By being open about costs and potential challenges, Headstrong Homes fosters a collaborative environment where clients feel informed and involved.
"Construction is a process, and it’s never completely painless. There are always challenges and frustrations along the way," Lilford admits. "But when everything comes together, and the clients see their dream become a reality, they are over the moon. That’s the most rewarding part of what we do."
Conclusion
Forbes Lilford's journey from a humble farm in Canada to leading a successful construction company in Florida is a testament to the power of perseverance, innovation, and a commitment to quality. Headstrong Homes stands out in the luxury home market not just for their stunning designs but for their unwavering dedication to their clients and tradespeople. As they continue to expand, their unique approach and family-oriented philosophy will undoubtedly lead to even greater success and recognition in the industry.
Learning the Hard Knocks Way
Attention to Detail: A Defining Trait
One of the most distinguishing features of Headstrong Homes is its meticulous attention to detail. Forbes personally designs all his projects, ensuring that every home is a harmonious blend of aesthetics and functionality. "A lot of builders just follow the plans without question. I critique them and discuss concerns with homeowners," he explains. This hands-on approach ensures that each project is tailored to the client's vision while remaining practical and cost-effective.
Forbes emphasizes the importance of cost-efficiency without compromising quality. "We evaluate every aspect of the design, looking for ways to save money. For example, placing windows in closets might seem like a good idea aesthetically, but it’s often unnecessary and costly. We help our clients make these decisions to optimize their budgets," he says.
Lilford’s leadership style is as unique as his design philosophy. "I run our company like a family. Everyone is treated as an equal, from our clients to our tradespeople," he says. This ethos fosters a collaborative environment where respect and motivation thrive. "Our tradespeople enjoy working with us because there's mutual respect, which isn’t common in this industry," he adds.
The family approach extends to clients as well. "When you work with us, you're part of the family. We want you to feel comfortable and involved in every step of the process. This approach ensures that everyone is happy from start to finish," Lilford explains. This inclusive atmosphere not only builds trust but also leads to a more cohesive and enjoyable building experience for all parties involved.
Remarkably, Headstrong Homes relies almost entirely on word of mouth for marketing. "We don’t spend money on advertising," Lilford reveals. Instead, their reputation is built on the satisfaction of past clients and the quality of their work. "Doing a great job and taking care of people is our best form of advertising," he asserts.
The company’s success is a testament to the power of word-of-mouth marketing. "We do social media, but it’s hit or miss. Our best clients come from referrals, and this keeps us at the top of the food chain," he says. This organic growth strategy has allowed Headstrong Homes to maintain a high standard of quality and client satisfaction without the overhead costs associated with traditional advertising.
A Vision for the Future
A key aspect of Headstrong Homes' success is their innovative approach to sourcing materials. "We bring in products from all over the world to help save people money on their builds," Lilford explains. "For example, we get baseboards and trim, solid core doors, and everything like that about 20% cheaper than you can buy MDF for in Florida." This cost-saving strategy extends to other materials as well. "We shipped all the tile from Toronto. It was better quality and cheaper than what we could get in Florida. We also brought in custom cabinets from Toronto, which were about 30% cheaper than local options," he says. This innovative approach ensures that clients get high-quality products at competitive prices.
Written by
Skylar Grey
Editor in Chief
Built America Magazine
Navigating Challenges with Transparency
Highlighting Signature Projects
Among the many impressive projects completed by Headstrong Homes, Lilford highlights a few notable ones. "The house we just finished in Florida is a great one to highlight. It’s an Airbnb property, purpose-built for renting," he says. This project showcases the company’s ability to deliver high-quality, functional homes tailored to specific needs.
Another standout project is Lilford's own residence in Toronto. "It’s an 8,000-square-foot home with car lifts, elevators, and a gymnasium under the garage," he describes. "It’s been featured in Azure Magazine and represents the high-end, custom work we’re capable of."
Commitment to Quality and Client Satisfaction
At the core of Headstrong Homes is a dedication to making dreams come true. "Our focus on attention to detail, transparency, and treating everyone like family sets us apart," Lilford states. This commitment to excellence ensures that every project, whether a small renovation or a multi-million-dollar custom home, is completed to the highest standards.
As Headstrong Homes continues to grow, their mission remains the same: to build beautiful, functional homes that exceed client expectations. "We want to ensure that every client is thrilled with the final product," Lilford affirms. "That’s what drives us and what will continue to drive us as we expand into new markets."