In the housing market, builders carving out a space for themselves not only thrive but leave a lasting impact. Three HIA members have embraced their individuality, each forging a path through their distinct styles, focus and approach. They reflect how niching down allows for creativity, deeper connections with clients, and a sustainable pipeline of work.

Don Gee, a builder based in NSW, has become synonymous with intricate, artistic builds. His focus on complex conversions and restorations and his commitment to using repurposed materials have earned him a niche where his work is viewed not just as construction but as art.

Don's clients come to him for something more than just a house — they seek a vision brought to life. His St Peters project in Sydney’s inner west is a perfect example of this. The client – a working ceramic artist – inspired the extensive rectification and alteration renovation. The warehouse was converted into a spacious residence and ceramic studio complete with kilns.

'For this project, we reused a lot of the structural members,’ says Don. ‘We reused and rebuilt parts and brought in new Australian hardwood to match the old floors, making it look seamless.’

Don treats every project as a canvas, working within the original confines of the structure and repurposing materials to inject a unique style into his projects. His dedication to craftsmanship is the backbone of this approach. 'Great craftsmanship is everything,' explains Don, who gets everyone involved in the perfect resolution even once the work has begun. 

On Australia’s West Coast, The Rural Building Company has made a name for itself by reimagining rural homes. Their designs are not just houses but homes that embrace and celebrate the surrounding landscape. Natural materials and pitched rooflines are signature elements that have come to define their distinct aesthetic.

The firm delivers more than a home — a feeling and a sense of place. 'We've refined our recognisable aesthetic and distinguished ourselves from other builders.' The team’s unique strategy has solidified their position as a builder of choice for those looking for homes that resonate deeply with Western Australia's rural charm.

In Victoria, Thomas Archer is an award-winning building firm that has found a niche in custom builds and architecturally pre-designed homes — perfectly blending client personalities with their recognisable, elevated style. Its homes not only stand out but seem to become extensions of the people who live in them.

Thomas Archer's General Manager, Craig Rooney, explains: 'We have a clear and burning desire to personalise each client experience and create a distinctly different design solution for each.'

Thomas Archer's approach ensures that while each home carries its signature aesthetic, it also speaks to the homeowner's individuality. 'Our team brings together a wealth of local expertise and collaborates with prospective clients to develop a design concept that aligns their vision with the Thomas Archer design philosophy. Each home is designed to suit our client's lifestyle and needs – a celebration of how and where they love to live. Then we deliver great design with affordability.'

This delicate balance of consistency and personalisation has become their calling card, making them sought-after for clients who want a dwelling that feels both distinct and deeply personal.

While many builders invest in marketing and websites to drum up business, Don Gee's reputation alone keeps him busy. ‘I don't actually have a website. It's just my Instagram.' Don has been in business since 2012 and hasn't needed one yet. 'My wife runs the office, taking care of admin and payroll – somewhere I'm out from under her feet.'

The Rural Building Company team also finds that their signature style does the talking when it comes to attracting clients. 'From a marketing perspective, our niche is quite strong. When people come to us, they're not comparing us to many builders,' says Rob.

Craig agrees: 'We have a clear style and design essence. In doing so, we attract clients who are already aligned with what Thomas Archer stands for. This clarity extends to our supplier partners and drives our homes' personalised aesthetic and finished quality. This results in delighted customers who become strong ambassadors for our brand.'

For all three builders, their teams provide a distinctive edge. ‘A few years ago, we knew we needed some young blood,’ says Don who runs a team of 10. ‘Our current apprentices are the best of the bunch. We've also got some people 10 years into their career, so we have a perfect mix of youth and experience. We’re a great team, which makes it work.'

Rob says, 'Our people bring a lot of passion. If our team members have something on their mind, we listen. That translates to onsite when supervisors talk to the trades as well. As a company, we are flexible and easy-going but we also have a lot of fun doing what we're doing. I guess that's part of our brand motto.'
Craig agrees: 'Our team is qualified, deeply experienced, passionate and highly collaborative. They are dedicated to carving out a niche in our market, creating a distinctly different aesthetic.'

These three builders have harnessed the power of individuality, not only creating successful businesses but leaving an indelible mark on their clients and projects. Finding your niche is more than just standing out; it's about creating something meaningful that resonates deeply with those who experience it.

First published 29 November 2024