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Rotelle Studio(e) looks to make a custom-built home attainable

Rotelle Studio(e) looks to make a custom-built home attainable

By Donna Rovins,, @MercBiz on Twitter

Thursday, September 21, 2017

South Coventry >> Rotelle Development Co. CEO Peter Rotelle has created an experience for homebuyers looking for a custom-built home. It’s an experience that can fit every price point, he says.

Studio(e) is a division of Rotelle Development Co. Staffed by Rotelle building and design professionals, Studio(e) is an education center for customers that Rotelle conceived as a result of the recession of 2008. It brings together under one roof, every aspect of the custom home building experience — home design and construction, lot evaluation, virtual listings, property acquisition and access to financing.

“On a myriad of levels, the recession was a game changer,” said Rotelle, who has nearly 30 years’ experience in the home construction business, building mainly development communities. “We took a conservative approach through the boom and we weathered the storm. Coming out of the recession, it was another conservative thought process and a reading of the marketplace.”

He said that what he found was that “there are so many sources where people can visually identify what want in their homes” — sources like HGTV and Pinterest.

“The marketplace was demanding more features that told the story about their lives in their homes,” he said. “There’s nothing quite like this in the marketplace today.”

Rotelle conceived the idea for Studio(e) in 2011. In 2015 the company headquarters was relocated to 1011 Ridge Road in South Coventry. In 2016, Studio(e) did a “soft opening” — offering customers a place they could imagine every detail of their homes.

“That’s where we really refined our model. We didn’t want to do a full roll-out until we were sure that we could do what we were saying,” Rotelle said.

He added that the process has been improved and enhanced since the studio initially opened.

Since opening, Rotelle said “hundreds” of custom homes have been built.

With 30 employees, Studio(e) features an in-house architect, interior designers and lot specialists that can help clients choosing the ideal location, select the perfect house plan and custom design features, and arranging financing.

“With everything under one roof we have enabled the process to be completely streamlined with full transparency — to give consumers freedom of choice to design a home from the inside out,” Rotelle said.

One of the things that makes Studio(e) unique, according to Rotelle is that, “we have refined and streamlined custom homes to fit all price points. That is truly an incredible thing,” he said.

Rotelle said there are three main fears that keep people from considering a custom home: the home will cost more, the home won’t be finished on-time, and it won’t be completed on budget.

“We have overcome those fears with our purchase protection program — which guarantees the safety of the transaction all the way through,” Rotelle added.

Rotelle said the company is currently operating on a timetable of about 7½ months from start (getting a building lot) to finish (closing). He added that once the building permit is received the company can give a 10-day estimate on when closing will be.

Rotelle said he’s now ready for Studio(e) to be rolled out on a broader scale. With the help of Ty Pennington, host of the Emmy-award winning series, “Extreme Makeover: Home Edition,” Rotelle will hold a grand opening event to officially introduce his unique approach and educate buyers about the custom home building process.

The event will be held on Saturday, Sept. 16, from 1 to 4 p.m., at 1011 Ridge Road in South Coventry, and will feature refreshments, mini-design and architecture workshops and a studio tour with ideas, real life examples and product selections.

In addition, guests will have a chance to win more than $100,000 worth of custom home building incentives and prizes. Tickets to the event are free, but advance registration is required. To register for tickets, visit or stop by Studio(e) to pick them.

For more information visit, or call 610-422-1000

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