By Tayler Larsen
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June 1, 2022
“INVOLVED.” That is one word that summarizes residential developer and builder C.W. Group. And they are involved in quite a bit. It’s how the company likes it. “People don’t know everything we do,” said Darlene Carter, CEO of C.W. Group. According to her, their work in residential development, design, and construction is profound in depth and wide in breadth. Throughout the overall company, they are homebuilders (Cole West Home), master-planned community land developers (C.W. Land Co.), commercial general contractors (Cole West Development)—and don’t forget their work in residential real estate development, architecture and design, commercial construction, and boutique urban and infill multifamily projects (C.W. Urban, and in-house architecture firm, C.W. Design). Intentional Work Leads to Growth Affordable housing, single-family homes, apartments, townhomes, nightly rentals, senior housing, you name it, C.W. Group is involved. "Every demographic or product type,” began Carter, CEO of C.W. Group. “We have an offering for them somewhere.” What sets them apart isn’t that they do so much, said Colin Wright, Founder of C.W. Group. It is the volume, the quantity, “and we do it intentionally.” The intentionality of the firm is present in everyone in the company, said the executives. “The energy here on a daily basis is unmatched anywhere. It’s not pro forma for us,” said Wright. Intentionality from C.W. Group comes from thinking about everything—future residents, neighborhood, market conditions, cultural attitudes, and more—and how all of it relates to the whole. “It’s countertops, it’s families,” said Colin before pausing, “I hear people talk about where [in the house] they’re going to put the doggy doors.” The company’s intentionality has brought it a long way. Cole West Home and Cole West Development have experienced explosive growth since their inception in 2016 and specifically during the pandemic. Together with the work done via C.W. Land Co.—and the award-winning work from C.W. Urban and C.W. Design, 2021 Most Outstanding Adaptive Reuse Project winners with theCHARLI—the firm is poised to create a greater number of livable and vibrant communities. Full Service, Full Experience In an industry that struggles to change, C.W. Group wants to be dynamic in every sense of the word. One way they do that is by achieving as many things as possible in-house. “We are involved in so much,” said Carter. “Every single day gives us a new way to look at every project. […] Our culture of creativity and our ability to change [quickly]” is a strategic advantage for the firm. “By doing everything in-house, we eliminate a lot of wasted time coordinating” and therefore “get things across the finish line faster, because we have more time for execution,” said Carter. They continue to buy into the collaborative nature of construction and design. “Having the team under one roof is one of our biggest strengths. All team members are working towards a collective goal, and the synergy that creates is truly invaluable.” The in-house nature of C.W. Group has another benefit. It allows everyone on the team to be accountable to each other. “Too much of our industry is passing the buck,” said Bryce Willardson, VP of Commercial Operations for C.W. Urban. The firm has a plan to avoid the fragmented and often litigious nature of the A/E/C industry and is sticking to it. Mistakes still happen, he said, “but it’s on us to fix them. […] When there is a mistake, it’s ours and we have to own it. The speed of trust and knowing that fellow team members are looking at projects with the same end goal in mind helps set the company apart from others. And it isn’t just the executive suite touting an idea. It is how they treat their partners, too. “We really rely on subcontractors and engineers to bring their minds together to ‘MacGyver’ these projects,” said Jon Galbraith, VP of Architecture and Design for C.W. Urban. “There’s no other way to be successful nowadays,” so he and his colleagues continue to lean into and trust those around them.