The Luke & Blue's story  -  "Good Enough Never Is"

This article is reprinted from Broker-Agent Magazine, October 2006

Deron Strickman-Levitas: A Different Kind of Builder
By Lalaena Gonzalez-Figueroa

He’s a graduate of the Boston University School of Management who has learned how to build a home with his own two hands.  And when Deron Strickman-Levitas is on the job, his “hands-on approach” ensures that every aspect of the homebuilding process is held to impeccable standards.  “I believe in the value of under promising and over delivering,” he says.  “When I accomplish that, I consistently exceed my customers’ expectations.”  He also holds fast to the motto, “Good enough never is,” and says that these two phrases are very indicative of his philosophy and the way he builds.

“I prefer to be hands-on and directly involved in my clients’ projects,” he explains of his decision to eschew a superintendent during the building process.  “I know what needs to be done because I have actually worn a tool belt and done the work.  Today, it is not uncommon for me to have a tape measure in one hand and a level in the other, explaining exactly what I want for the finished project.”

He brings a unique perspective to the building industry, likening his role to that of an actor who embraces his character, noting, “This is not just about looking at a plan and building it.  My work is about seeing the distinct vision that each of my clients wants to accomplish, making that my own vision and bringing it to life.”

Though he started his career in the field of advertising and marketing, Deron soon found that corporate America wasn’t where he wanted to be. This self-proclaimed free-spirit knew that, with his entrepreneurial nature and business smarts, he should be on his own fast-track to success.  Rather than plod through the corporate ladder, he chose to forge his path.  His brother was investing in real estate in Memphis, Tennessee and encouraged Deron to consider this business.  “It made sense,” he recalls.  “Real estate is a constant, and it’s always in demand.”  So Deron moved to Memphis from Atlanta in 1993 and began to purchase and rehabilitate foreclosed properties, utilizing work crews to handle the actual construction work while he watched and learned.

When the foreclosure real estate market became very competitive, Deron’s entrepreneurial spirit kicked in.  Whereas foreclosed properties were harder to find, he noticed a steady inventory of vacant lots in the neighborhoods where he was working.  He hired crews to build homes, which he promptly sold.  During this time, Deron realized that he had the skills and talent to learn the construction trade, so he did just that.  In 1997 he passed the State of Tennessee general contractor exam and began building homes himself.

Fast forward to January 2005.  While still holding a State of Tennessee general contractor license, Deron moved to Florida in order to capitalize on a healthy real estate market.  Within just 12 months of becoming a State of Florida certified residential contractor, he had “built” an impressive reputation with investors and produced 15 homes.

“When I told people my construction timeframe, I was constantly told that I wouldn’t be able to accomplish my goals,” he reveals.  “That became a challenge, and I was determined to meet it.”  While it seemed that typical builders would take eight to ten months to build a Florida cottage, Deron was shaving that time in half without sacrificing any of the building quality that was built into his expectations or that his clients desired and needed.

Barry Pelts is part of a Memphis, Tennessee-based investing team who utilized Deron’s services at the peak of Destin’s real estate boom.  “Deron came with unbelievable references,” recalls Pelts, who admits that the group had some initial questions as to whether Deron would be able to accomplish his promises.  “People were telling us there was no way he could do the job he promised for the price he quoted,” says Pelts.  “In such a busy market, subcontractors were hard to come by and a lot of builders were focused on making money, not on their customers.  But Deron impressed us when he came back on time and on budget.”

“As busy as they are, subcontractors like to work with ‘good guys,’” continues Pelts.  “Deron is one of those builders, and he did what he needed to meet our expectations.”

Deron’s company, Luke & Blue’s LLC, builds homes to meet a variety of lifestyle needs.  From 1400 to 4500 square feet, the homes tend to have an open, contemporary/beachy style.  His attention to detail is noted in the finishing, which he describes as “spectacular.”

His design inspiration comes from examining other homes, both regionally and in print publications, and from his own creative well.  With a mother who is an interior designer, Deron grew up with a built-in artistic flair.  “I look at things and visualize how they should be – like imagining a finished canvas before the artist ever makes the first paint stroke,” he explains.  Using that skill, he blends elements together to create unique homes with a natural and beautiful flow. 

While he doesn’t have just one defining element in his work, Deron notes that he particularly enjoys placing scored and stained concrete floors in his homes.  “They are easy to maintain, particularly in an environment with a lot of sand,” he says.  “They make sense and look dynamite!  It seems that every time someone sees my scored and stained concrete floors, I receive plenty of ‘oohs’ and ‘aahs.’”

To date, Deron has been building in Old Town Santa Rosa and Point Washington.  He has an eye for expansion into the 30-A area and sees great opportunity in cultivating a niche within the higher-end custom home market.

Reflecting on his passion for homebuilding, Deron doesn’t hesitate to defer to his clients.  “It’s a wonderful feeling to meet or exceed my customers’ expectations throughout the process of building a home,” he says.  “Seeing the sparkle in their eyes and their gratitude for a new home designed and built just for them is worth everything ... it’s like scoring a touchdown at the Superbowl!”

He looks forward to continued service to his clients, saying, “At this point, I am interested in building a select number of homes each year, taking on clients whose visions I can understand, so that we can work together synergistically to create the reality of their dreams.”