"We Build Every Home As If It Were Our Own"
Ted Fluehr Jr. Inc.'s New Design Center Offers a Gallery of Choices in Surf City

Five hundred homes on Long Beach Island are the references for Ted Fluehr Jr. Inc. In the custom building company's 29th year, Fluehr is proud to say most of his business comes from referrals of satisfied customers.

With the intention of "building every home as if it's our own," the family-run company is known for personalized service and extremely high-quality construction.

"Our trademark is that we treat customers like family, and I think that makes a big difference," said Joanne Fluehr, who works in all aspects of the office operations. "We  always tell people we build every house like it's our own, and that's true.

A dedicated staff of professionals is part of the team, but Fluehr personally oversees each home project.  He started in the business by building homes, and remains a hands-on head of the company, with son T.J. as construction manager readying to carry on through the next generation.

In the new office and design gallery at 17 South Long Beach Blvd. in Surf City, clients see for themselves what is meant by the motto "When Quality Matters ..." Built into the office are examples of what can be installed in the custom homes - view a sample marble-faced fireplace, oak stairway with turned edges, working elevator, unique slate kitchen floor.  Customers can see that craftsmanship speaks for itself.

The acquaintance with the customer begins in the conference room when one or more of the Fluehrs sits down with them to see what they want, and slides of completed houses and interiors flash onto a 42-inch plasma screen.

"Customers find this visual easier than looking at blueprints," Ted Fluehr observed.  "We tried to create an environment when we built this new building, to make it a one-stop shopping place for buyers.  We have a selection room upstairs with everything there is.  They can select everything they want to put in the house, go to contract with us as the builder, and we can control the whole process for them.  They don't have to call the architects and say 'Can I do this?' and then go to the builders and say 'What do I have to do to change this?'  We can do it all."

"We can also do the demolition," added Joanne Fluehr.  "Most of our clients are busy professionals, who don't really have time to go to 10 different places, so they'd prefer one-stop shopping.  Also, we always welcome the opportunity to build from architect's plans.  It's up to the customer to decide."

Ted Fluehr explained, however, why the company likes building its own designs.  "Sitting down talking with people, I can get a feel on what they're looking for.  People can tell us what their budget is, and we can design them a house that fits their budget.  And, designing them ourselves, we can turn them around a lot quicker and then we don't have to go through the delays of waiting for architectural changes to be approved.  If people want to move windows around, we can do it easily.  We have a great CAD system for all that.  It's just easier for them, easier for us."

Typical turnaround time is about seven months once the office gets the permits.  "People come in this time of year and they want to get everything ready so they can start in September and be in for the following spring."

Hands on the Process, Eyes on the Progress

Fluehr started in the business by building houses from framing through completion, so he knows the business inside and out.

Ted says, "In 1978 I built my first house.  Then we used to do everything," Fluehr said. "Over years it evolved to where now you have subcontractors that do the tile and things like that.  A lot of my subcontractors that work for me have worked for me for almost 30 years.  And now their kids are working for me alongside their fathers.  So T.J. will be working with the next generation, too."

Joanne added, "I think that's Ted's big difference is, that he actually knows how to build a house, and I know that sounds funny, but there's a lot of builders who don't.  They push computer buttons and crunch numbers.  Ted actually is a hands-on builder, and T.J. had that same kind of training, learning the business from the ground up, plus two years of architecture at the University of Maryland and two years of business."

Ted Fluehr Jr Inc. is also set apart by its commitment to personalized service, the family points out.

"There's always somebody at the other end of the phone that they can talk to, and that's seven days a week," Joanne said.  "That's an important thing."

Many new home clients can't resist making the office their first stop when they hit the Island.

"They'll come in and bring tile samples; they'll bring in a picture from a magazine and ask if we can do that.  And sometimes they just need to have their hand held during the construction process and we just explain to them what's going on", said Joanne. "We do a lot with e-mail, too. We e-mail them pictures and we put their houses on our web site."

As Ted Fluehr was quoted in a feature article in Builder/Architect magazine, "Our attention to details early on in the design process helps us control cost and come in on budget."

Fluehr sends a brochure packet to clients on whose homes he has bid.  It outlines other important factors they might want to know.  It even provides a list of suppliers and subcontractors so the client has the opportunity to check with them as to their professional and financial relationship.

"I only use the highest quality lumber, millwork and building materials available to us.  My carpenters are masters of their trades.  Our field supervisor/architect John Vurgason owned and operated his own construction company for 20 years prior to joining my team of skilled professionals," Fluehr says in his letter.

Fluehr himself nowadays does "a little bit of everything," he said, but a lot of it is supervising of details. "I'm out there for a half a day every day going from job to job, and weekends.  On Sundays we take a half a day and go around and visit all the houses and make my lists and see what I like and what I don't like." The other half of the day is spent in the office, a necessity because the business is always growing.

In recent years, several professionals have been added to the staff.  "We've now hired an interior designer, Tina Wright, on staff.  She's here for all our customers to help them coordinate colors and make selections," said Joanne, who also assures customer service by her involvement in every home project. "So, between the two of us, they get a lot of individual attention."

A full-time construction coordinator, Colette Tallent, is the liaison among staff, customers, subcontractors, and suppliers.  A full-time secretary, bookkeeper and an administrative assistant are among others on the office staff.  Additionally, Joanne is a licensed real estate broker.

As construction is a carefully monitored process, follow-up is also an important consideration.  "We follow up on everything, and Ted's reputation is such that he's always there for them, so we don't forget them on the day of the sale," noted Joanne.

"I have my own service technician who goes out when people call and say, for example, 'my door is squeaking,' and takes care of that," Ted Fluehr said.  "Down here it's a small island, and if you don't give great service, you're not going to be around for very long."

The company doesn't just build high-end homes, it also does alterations and renovations. The company does do most of its business on Long Beach Island. 

"We're actually now building houses for the children of people I built for 25 years ago," Fluehr said with a smile.

The office of Ted Fluehr can be reached at (609)-494-4005.  The company's web site is www.tedfluehr.com.