Did you know that we do most of our business in the areas of Carmel, Northeast Indianapolis and Northwest Indianapolis… without ever actively marketing to those areas over the last 25 years?
Would you believe we have done 10 projects in Carmel alone this year and every single one of them was repeat or referral?
Did you know we average 2.12 projects per client over 25 years in business?
Our Roots
The foundation of The Lifestyle Group has always been… and will forever be… the southeast side of Indianapolis. It is where our company began in March of 1999 and it is the only home this company has ever known.
Recognizing our deep ties to the southside, it quickly became apparent that a lot of remodeling was taking place across the northern corridor of Indianapolis and into Hamilton County. I doubt that comes as a surprise to anyone. We were introduced to those areas in the early 2000’s when Angie’s List subscribers would see our “A rating” and eventually they saw our 600 reviews and 20+ Super Service Provider Awards over the many years. They invited us into their homes, and we formed many relationships with wonderful families over the years. They recommended us to their friends, family coworkers and neighbors… and we have just continued to drive back north day in and day out to partner on great projects for years and years.
Transition & Future Growth Opportunities
For the last 6 years, I have looked at northside locations that might be a good candidate for an expansion opportunity. If you have been in our current showroom, you know it to be an inviting place where you can make “most if not all” of your selections in one place. We have tried to have great people creating an easy process for busy families who want and need our help. If we need to chase additional product options, we always do so to make it easy on our clients, but most of the staples can be chosen in our current showroom.
What we have never had on the south side is a great visual of all the options people have when it comes to touching and “experiencing” the products in their functional habitat. What do I mean by that? Well, I can’t show you how the insides of drawers can be organized by a peg system. I can’t show you a waterfall edge on a quartz countertop. I can’t show you options for wine rack storage if you were to want to create a little feature space in your home. It’s hard for our current showroom to inspire you as to what might be possible.
This All Began With A Work Trip
Many years ago, my national Remodelers 20 group was invited to have our meetings at the Thermador appliance experience center in Scottsdale, Arizona. It was experience I will never forget! My wife and I cooked dinner with about 20 other couples, led by a private chef and we had the best time. I can remember so many of the details today and it stuck with me, almost haunting me over the years. Add to that the amazing experiences created by Chef Ben at Lee Supply for our builder buying group and the occasional events hosted by Ferguson where a national chef would come in and cook in their live kitchen and I was building a catalogue of these experiences in my mind.
What If We Could Create Something Just A Little Different Than Everyone In An Area Up North?
As I reflected on these “experiences” over the years (there is that word “experience” again), I couldn’t shake that how we truly differentiate ourselves today is the experience that we provide. And I wondered if we could amplify that experience, while at the same time “planting a flag” up north to see if we could earn business that wasn’t only by referral.
So, several years ago I began looking. It was prior to Covid. I focused on the Carmel area as it felt like it was the center of a large market area we service that expanded from Zionsville to the west, Westfield and now Cicero / Noblesville to the north and all the way over to Fishers and Geist to the east. Then, you migrate slightly south and pick up the other active areas of NE and NW Indianapolis where we do a lot of projects. (Keep in mind our southside roots have us in good shape for anyone who lives south of 56th Street!)
I was also looking to be close to key partners that we have always been so far away from for the last 25 years. Clients would drive up to Ferguson and Lee Supply and Franklin Window & Door and Godby Hearth & Home… just to see all the options available.
In my mind, I just kept coming back to this question – would we be able to earn additional projects if we had a presence in the northside area and people that might never call us on the southside could drive by our location regularly?
So, I began to look… and look… and look. For years. I made 5 offers that didn’t materialize, even losing one building opportunity in a blind bid by $11,000. They say everything happens for a reason and I truly believe that is true… because 3 months ago the perfect place for us became available.
811 S. Rangeline Road (Carmel, IN 46032)
I had pretty much given up… even bought a new car, telling my wife it was my midlife crisis… and that’s when the phone rang with a call from my broker telling me a property came on the market that day that I might like. I was the last of 6 different groups to see it on the first day. I won’t bore you with additional details, but the exciting conclusion is that we got the building!
Sitting right in the shadow of City Center in Midtown Carmel, situated directly between the Ace Hardware and the Sherwin Williams location in Carmel, we now are the proud owner of a 3,507 square foot building that sits on 0.53 acres and has 17 dedicated parking spaces.
And we plan to do something unique and exciting with the space! I will ask you to watch the video to get a tour of what we plan to do inside but envision an “experience center” like nothing we have today. A cross between the best parts of a Home-A-Rama show home (but instead of 3 weekends its available all year long)… and featuring elements and products you might not see unless you went with me to Las Vegas once a year to the International Building Show and walked through the multi-million dollar booth spaces where manufacturers show us their latest and greatest creations.
Everything you see and touch in this building will be something we have done or will do in a home. Different areas will be inspired by some of our favorite projects and favorite clients.
And, if we do it right, it will be the kind of place you’d want to use to host your next graduation party, rehearsal dinner, bridal shower, private chef dinner, wine tasting, bourbon tasting, you name it type event. Who wouldn’t want to “borrow” one of those Home-A-Rama homes for a gathering with family, friends or co-workers for a unique experience?
I have sooooo many ideas, but they all begin with us doing the main thing right. The hard work now begins on building out a space you’ll definitely want to see and experience. A place where you can go and it can be truly helpful in your remodeling selection process. Understanding all the options not because we describe them to you, but because we show them to you! And, not via displays and racks, but through the use of functional, active spaces where you can “experience” features and see if the benefits add value to you in your home.
Sorry for the length of this… can you sense my enthusiasm? This project is a long time in the making, and I’ve had a lot on my mind as I envision the space.
I hope this gives you a glimpse of what might coming. Feel free to ask questions, throw out ideas… tell me I’m crazy! I’m here for all of it! Be sure to follow our progress here and on social media. I’ll take you on the journey with me as we try to make this a reality!
Have a great week!