With its commitment to sustainability and quality, this modular home company has a stellar global reputation
Written by Gabe Perna
As a premier modular and panelized homebuilder located in Quebec, Canada, Alouette Homes is not like most of its competitors. While many homebuilders rely on one market – a dangerous tactic if the area goes through any sort of economic turmoil – Alouette Homes has three regions evenly splitting its business.
“We cover a large territory,” says Brad Berneche, President of Alouette Homes. “Our primary markets are 20 percent UK, 30 percent New England and 50 percent in Canada.” This strategy has been a successful one for Alouette Homes, especially during a recession which has brutalized the home building market.
“The American market slowed down significantly over the last couple of years. It hasn’t yet picked up. The UK market slowed down but it’s already showing signs of rebounding. The Canadian market was quite active through end of 2008. It’s slowed down this spring,” says Berneche.
In addition to headquarters in Quebec, the company also has an office in Virginia. It also ships panelized homes to the United Kingdom but its strongest market is modular homes. Berneche says during the recession, the firm refuses to take anything lying down.
“We’ve done extensive follow-up with leads. We’ve looked for leads in places we may have not looked previously. We’ve made sure to cut the expenses we don’t need any more in terms of personnel and just general expenses overall. It’s all about knuckling down to try to get costs down,” explains Berneche, who recognizes sometimes there is nothing that can be done. “To a certain extent you have to live with it. We’re used to cycles in building, it’s not new. At some point you just have to live with it.”
All shapes and sizes
Berneche knows a thing or two about the industry. After all, he grew up in it as his father originally founded Alouette Homes back in 1971. Five years after that, fresh out of high school, he joined suit and worked various jobs with the company. When his father retired in 1984, Berneche was appointed CEO and led the company from there.
With this knowledge base, he knows the advantages to modular models over traditional home building. He says the company can offer more efficient, cheaper homes without trading in quality. One of the knocks on modular homes is a supposed lack of customization. However, Berneche stresses the company offers a large level of modification.
“We offer quite a level of customization,” says Berneche. Even though show models often pique customer interest, Berneche says Alouette builds modular homes in all shapes and sizes.
He says recently the company’s most popular models have been smaller and more rural. “Over the last few years we’ve seen a shift from the city to the country. Cottages and country homes have grown in popularity. What seem to be of interest are smaller homes. People are being a little more frugal with their money,” he explains.
Green leaders
Without a doubt, Alouette Homes finds itself at the forefront of the industry for one reason above all others. Its attention to green and sustainable building is as scrupulous as any competitor out there. “We are recognized in some general sense as being ahead of the pack in terms of energy efficiency and know-how in green and sustainable building,” says Berneche.
The company began its sustainability push back in 1980 when it erected an active solar heated house. Additionally, it has participated in a solar building contest with Concordia University where students and engineers erect a zero energy home and live in it. Berneche says the company has adapted the European philosophy of green building.
“The Europeans have been more aggressive in adapting the Kyoto Protocol,” clarifies Berneche. “There is a movement in Europe to build more energy efficient homes. In the UK, by 2013 any residential projects receiving government aid will have to be zero net energy. This is when as much energy is produced as it is consumed. Currently in the UK, compared to the US, there is 50 percent more energy efficiency in their homes.”
When the Canadian government issued a challenge to homebuilders in the country to construct a zero energy efficient residence, Alouette answered the call. Of 700 organizations participating in the contents and 75 submitted proposals, Alouette was one of 12 across Canada chosen as official winners.
Safety and employees
Alouette Homes has a comprehensive safety plan covering all aspects of the business. Fiscally, Berneche says companies can end up hurting through indemnity funding of worker’s compensation.
“Like every company we work hard on that sort of thing. It can be very significant and can mean huge differences in the profitability of your company. As a company, for good solid practices, we put a lot of effort in it. We’ve seen results, a lowering trend over the last 15 years in the cost of workman’s compensation,” says Berneche.
Another reason for the success of Alouette Homes is its employees. Berneche says the company has a number of core group of employees which have been there for 15 years. There are also a number of employees hired for the busy period and subsequently laid off during slowdown. Whether temporary or permanent, he says each and every worker understands the complexity of the company’s comprehensive scheduling system.
“For every square foot of a home we are building, we have a targeted completion date,” says Berneche. “Each house is broken down within minutes at a time, each position, each activity. When we go into production we have a target completion date for every aspect of the house.”
This attention to detail along with many other reasons, will allow Alouette Homes to continue to bring homes to customers in the US, UK and Canada for years to come. “Our products are a notch above, our services are a notch above, our prices are cut above and try to back it up and we give the people what they are looking for,” concludes Berneche.
View Digital Corporate Profile of Alouette Homes in Construction Digital August 2009