Chicago home restoration company counts on homeowners to nest, not purchase

Firm adopts a greater focus on single-family customization and multifamily value-add renovations
  • Cookie cutter new home designs are influencing some homeowners to nest and remodel in Chicagoland area.
  • Firm will put clients up in offsite furnished apartments during remodeling work.
  • Two sources forecast 2016 to be a strong year for residential remodeling.

When it comes to new homebuilding, Morris Gershengorin sees a cookie cutter-minded industry that lacks an understanding of what the end user is looking for: customization. As a result, Gershengorin, who serves as CEO of Chicago home restoration and construction firm Real Restoration, envisions that more current homeowners will "nest" and invest in comprehensive rehabs rather than buy new construction. "It's (their home) not a broken toy they have to throw away," he said. In a strategy to cater to these homeowners, Real Restoration is launching an elevated approached to its remodeling offerings, dubbed Concierge Construction. The service will essentially take control of the entire remodel from reconstruction planning and design work to building supervision and completion. As part of the new service, which is geared toward busy professionals, Real Restoration will also house clients in offsite furnished apartments during construction and provide them with transporta...