Chatting with Boaz Feiner of Geranium Homes

We recently had the opportunity to chat with Boaz Feiner, President of Geranium Homes the Housing Division of Geranium Corporation. We discussed Feiner’s background, how he got involved in the new home building industry, as well as a few of Geranium Homes’ current developments.

On to the interview!

NewInHomes (NIH): We hear you graduated from Western. Did you go to school intending on getting involved in the new home industry?

Boaz Feiner (BF): The company was founded in 1977 by my dad Barry Feiner and Earl Rumm, they’re still the partners today. So I’ve been around construction sites since I was about five years old. I grew up in the business, it’s all I’ve ever known.

NIH: So, what did you study at Western?

BF: I was a poli-sci major. It was very interesting.

NIH: Has that helped you in this industry?

BF: The main thing I learned in university that was very important was socialization; how to engage with people. Learning to be confident and comfortable with yourself, your strengths and weaknesses, that was the greatest benefit I got from school.

NIH: Nowadays, you oversee design, construction, marketing, practically all steps of the home building process. Do you have a favourite step?

BF: I love product design and getting to know the audience that we’re hoping to attract, and then creating a home that really suits them specifically. We don’t try to be all things to all people.

NIH: Would you consider your approach to community design a hands-on one?

BF: Absolutely. I started in the business as a labourer, then made my way up to clerk, to assistant super, to super where I had about four years hands-on experience to be comfortable as one of the crew. Then I did a four year tour in the office learning in all the different departments - contracts, budget, financing, legal - and now I’ve been running the Housing Division for the last 10 years.

Through this experience, I received a really good foundation. I was taught to do everyone’s job within our system here. My greatest asset is that I have gained expertise, in more than one aspect of our industry having knowledge of many different realms I don’t specialize in any one area.

NIH: We hear you’re also involved in a lot of charity work.

BF: We’re very involved in the communities where we build. We’ve made it a priority to get involved in a lot of grassroots charities where dollar for dollar our donations make a difference.

One of our greatest successes is the support we offer to the Whitchurch-Stouffville Food Bank. Before we got involved, they were struggling. Marion Wells is the volunteer Executive Director and we have become very friendly over the last few years. She made a comment to me that still resonates. She said before Geranium’s support they were only able to feed 11 families for half the year. The year after Geranium’s first food drive, they were able to serve 60 families for the entire year.

We look for organizations that fall under the radar of major corporations that really benefit from the help. They’re not as high-profile as schools and hospitals, but you know, everybody needs some help.

NIH: Let’s move on to your new community, Copperstone. How did Geranium get their start in Ballantrae?

BF: We started in Ballantrae in 2010 and are now actually completing our first estate community there of 50 homes [Forest Trail Estates]. When we went to market at the time, it [Ballantrae] was not widely known. One of our main questions was how deep is this market? How many people will want to and can even afford to buy million-plus homes in Ballantrae? Very fair questions.

Our analysis showed us that there was a potential demand for well-designed homes in a price range between $1 million and $1.5 million. We believed we could attract people from two distinct markets: Families ready to move from large subdivisions to more spacious homes on large lots as well as empty-nester owners of estate properties with 8,000-plus square foot homes seeking to downsize both home and property.

The fact that we attracted people from these target markets contributed to our success at Forest Trail Estates.

So, now along comes a new opportunity for Geranium - Copperstone, the sister community. Only 18 homes, bungalows with lofts and two-storeys, on half-acre lots which we’ll be bring to market this September.

NIH: What kind of neighbourhood amenities are there in Ballantrae?

BF: What we love about Ballantrae is the area is famous for equestrian centres and golf courses and has access to the daily living requirements that you need like gas, shopping, and food.  You are an eight minute drive to the shops at Aurora and highway 404. If you drive south eight or 10 minutes, you’re in Stouffville, and then a minute down the road, you’re at Musselman’s Lake - that’s equal to any park I know. So Copperstone is very well situated, in terms of giving you the best of both worlds.

NIH: How large will the homes of Copperstone be?

BF: The homes are going to range from just over 3,000 square feet to just under 5,000 on the two-storeys. The bungalows with lofts are about 2,700 square feet to just under 4,000. The bungalows will be three-bedrooms, and the two-storeys are four-bedrooms with optional five-bedrooms. They’re definitely large family homes.

NIH: So, what does the future hold for Geranium Homes?

BF: We just released our second phase in Port Hope, a community of about 117 bungalows. In Stouffville we’ll be launching, our Phase 7 at Cardinal Point, it’s called Uptownes. We’ve already completed 624 homes there. Uptownes will have 134 urban-style loft townhomes. We’re taking pre-registration for Uptownes right now and it will be launching for sale this fall. These will be beautiful two-bedroom plans, starting at about 1,400 square feet; great living spaces, great for entertaining, great amenities like private rooftop terraces, very upgraded - very much in the flavour of Cardinal Point.

Next spring, we’ll be launching our mid-rise, mixed-use project on Main Street in Stouffville, it’s called Pace on Main.

NIH: Sounds like you have a lot on the go. Does it ever get overwhelming?

BF: My work really is my hobby. I am very fortunate, I really enjoy what I do, I love the creative process. There’s no better feeling than walking down the street in a community we’ve completed and seeing what you’ve created. It makes me proud. So, I don’t find it overwhelming - my wife finds it overwhelming because I work seven days a week. But I love it, I am very lucky.

We would like to thank Boaz Feiner for his time. We are really looking forward to watching Copperstone develop, as well as the rest of Geranium Homes’ future endeavours.