How two KC women homebuilders created success by listening, planning

The home has long been the domain of women, yet the construction of houses has long belonged to men. With women’s listening and multitasking skills, it’s a wonder that there aren’t more women builders.

What perspective could a woman bring to an industry dominated by the opposite sex?

A short list of women builders are members of the Home Builders Association (HBA) of Greater Kansas City, which is preparing to launch its Spring Parade of Homes April 23-May 8.

For the tour, Chris Ragland, owner of Homes by Chris, will be highlighting 9212 N. Evanston in the Copperleaf subdivision in Kansas City, North. Terri Marks, owner of Providence Homes, represents the southern area of the metro, at 16624 King, Overland Park, in the Mills Farm community.

Both women say that when it comes to respect, they have no trouble with tradesmen; it’s the public that is slow to accept a woman at the helm.

When potential buyers walk through Ragland’s homes and she tells them she’s the builder, “I get a lot of wide-eyed looks,” she says. “They think I’m the realtor.” Marks gets stereotyped the same way, or people think she’s the homeowner.

Ragland came from a career in corporate project management. She quickly found her footing in the ’90s after she sold four starter homes within a week because she focused on good space planning and color. She still uses those tools, although she’s moved up to custom and spec homes as well as high-end remodel jobs.

Marks transitioned from real estate after it occurred to her: “I know what buyers want; I can do this.”

Both women say their success can be attributed to several reasons. First they listen to others’ ideas and opinions.

“You can’t be arrogant and think you know everything; I rely on the realtors here to tell me what people are saying,” Marks says.

Buyers also get heard. “When a homeowner wants a feature, and we start hearing it more and more, we make it standard,” Ragland says.

Second, the women builders actively participate in the design process from the beginning on paper through the first year of the warranty.

“Before I start a home, I think about how everything in it is going to flow,” Marks says, adding that a team approach with her architect and decorator from the start helps. “It makes a difference before ever starting construction.”

She and Ragland go shopping for fixtures with their decorators. “We’re the only builders who do that,” Marks says.

That hands-on quality helps them stay on top of trends. Ragland has always leaned toward clean lines, which are now showing up more regularly. She was one of the first builders to install subway tile in her homes a decade ago, though the realtors called her crazy at the time, and she also started painting cabinets when the industry was pro staining. “We try not to be normal; we try to be amazing,” Ragland says.

At 9212 N. Evanston, Ragland again shows she’s not afraid to try new things, with hardwood flooring rather than carpet in the master bedroom. She added paneling behind the bed to act as a focal point and painted the ceiling — gasp! — something other than white. The darker color she chose is pulled from the adjacent bathroom. Even more bold, an upstairs guest bedroom rocks a beautiful red on its walls and ceiling.

“ ‘Fear no color.’ That has been our slogan from the get-go,” Ragland says.

Marks is stretching her comfort zone with her model home: it’s the first time she’s painted cabinets white. The whole look of this house is more transitional than ones she’s done in the past, but she maintains a handful of tried-and-true elements, such as alder trim and beams. “I try to find the balance so things won’t look dated in a year,” she explains.

These two homes are similar in many ways to other models on the market, regarding size and amenities. Both have lofts, built-ins, laundry rooms on both levels and dual shower heads, but a few extra details speak to increased functionality.

Some of their smallest ideas can be big. In Ragland’s homes, there’s under-cabinet lighting or electrical outlets in thoughtful locations like in a bookcase beside the fireplace where a TV is likely to go.

Marks incorporates an outlet in her pantries for small electronics like handheld vacuums or appliances you don’t use regularly, and always includes a USB port/outlet for charging phones in a drop zone by the garage entry. Her clients love the addition of a drying rack she hangs in the laundry room, and she has gone so far as to measure laundry baskets to size cabinet openings.

As a mother of three, Marks knows how clutter can creep into view, so she’s purposefully added doors to a counter designated as a coffee bar to keep appliances and products hidden. A bigger problem area is the must-have locker look for backpacks and shoes: Marks knows it’s a mess magnet and relegates it to the back hall by the garage. “I can’t believe how many homes I’ve seen it right at the front door,” she remarks.

As primary caregivers, women often not only raise kids but must also care for aging parents. Marks’ floor plan includes a room staged as an office that could easily become a first-floor bedroom for another adult, and it’s ADA accessible.

Ragland uses her forward-thinking models to push the envelope. For years, whether to keep the formal dining room has plagued builders, because it’s thought to bode poorly for resale. Ragland eliminated it in one floor plan, opting for one large, open great room. She’d rather give clients space for their hobbies, such as a plant room or a woodworking shop.

Not every idea flies, but Ragland learns something each time. “Everybody lives life differently, and has different needs for their house,” she says. “At the end, it’s most important to us that we have a happy homeowner.”

This story was originally published April 15, 2016 at 3:00 AM with the headline "How two KC women homebuilders created success by listening, planning."