SCHELL BROTHERS: SUCCESS BUILT ON THE PURSUIT OF HAPPINESS
Delaware-based residential developer Schell Brothers drives success with innovation, technology, quality, and a company culture founded on happiness.
Written by Dawn Killough
Produced by Oscar Orozco
When Chris Schell left the financial industry to start a home-building business, he built it on a foundation of pursuing happiness for both his employees and customers, even above profits. Turns out, his pursuit has led him to business success, as well.
“We believe that focusing on the happiness of our employees and homeowners before anything else makes us the best possible versions of ourselves and that much better at what we do,” said Schell. “Our culture of happiness and gratitude permeates everything - it’s what keeps us smiling and coming to work each day.”
Schell started Schell Brothers, a luxury home builder located in Delaware, in 2003. Since then, they’ve expanded operations to include communities in Richmond, Virginia, Nashville, Tennessee, and Boise, Idaho.
So, what does happiness look like for Schell Brothers? It’s giving back to the communities they build in, passing on kudos to those who need it most, and continually advancing in technology and energy efficiency.
Giving Back
Schell acknowledges that one of the greatest
benefits of being successful is the ability to give back. The list of projects they’ve taken on to help residents is seemingly endless. From an appearance on Extreme Makeover: Home Edition to feeding the hungry during the COVID shutdowns, Schell is an integral partner in their communities.
• In 2022, they committed $200,000 to help preserve land for parks and shared spaces in Sussex County, Delaware, and promised to donate $1,000 for every home sold that year.
• To help support local businesses in late 2020, Schell hosted various Get Down in Town events in their small Delaware beach towns. They purchased $20,000 worth of gift cards from local businesses, encouraging the community to shop, dine, and have fun. In return, participants could hand in their
receipts for a chance to win those gift cards in a drawing.
• They’ve also supported various local charities, including:
o The Rehoboth Buddy Walk, contributing over $8,000.
o The Alzheimer’s Walk, contributed over $22,000.
o Clothing Our Kids, over $13,000.
o Local community resource center, $6,000.
o Grassroots Animal Rescue, donated land for new facilities.
• In March 2021, teams from Delaware and Richmond partnered with the Roc Solid Foundation in Richmond to build a playground for then 5-year-old Aubrey, who was battling pediatric cancer.
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• Schell puts on a yearly Christmas village, called Schellville, which features over 1,200 live Christmas trees, light tunnels, snowball battles, live entertainment, holiday shopping at artisan shacks, food trucks, roller skating, 18 miniature houses, a beer garden, train rides, a light maze, and photos with Santa, all for free.
• In 2020, when school closures due to the pandemic meant widespread hunger for many families, Schell turned their warehouse into a food distribution center and delivered over 208,000 meals.
Project Kudos
The Schell team believes in giving praise when it’s due, and that has led to a community project called Project Kudos. Alyssa Titus, Director of Marketing, said, “We give kudos freely when deserved, both internally and externally. It sounds silly, but it goes a long way to making people feel like they’re part of our success. And it’s true, they are.” Kudos are given to trade partners and employees through Schell’s proprietary software platform, called Heartbeat. At monthly meetings, kudos are a featured part, and it didn’t take them long to see what a difference they made in how people felt.
In 2018, they took their kudos on the road to local events, purchasing an old school bus and turning it into a Project Kudos Lounge. They park it at local schools and festivals, take time to explain how both giving and receiving kudos can lift spirits, and then cover the bus with kudos stickers. The project was especially important during COVID, when Schell repurposed the bus to deliver food and meals to those who needed them.
Continual Improvement and Innovation
Innovation is so vital at Schell that they have a team established just for that purpose. Titus said, “We have such a great team, and we tackle challenges head-on with our smartest group of individuals. We’ve been able to meet challenges and handle them, coming up with unique solutions. They do coding and software development for us, but also react to real-life challenges every day and solve them with technology.”
“We have such a great team, and we tackle challenges headon with our smartest group of individuals.”
Alyssa Titus, Director of Marketing
The innovation team has created an internal operating system, called Heartbeat, that trade partners, customers, and employees use to communicate. “We have very stringent protocols and handbooks that are in our operating system. We talk to our homeowners, trade partners, and each other through it.” It’s regularly updated and improved as new challenges come along. “I believe it’s probably the strongest software program for any new home builder in the country, and it’s really helping drive our company forward.”
Schell has four technology tools that go into every home they build, which they call Schellter, Advanced Building Science. They used the scientific process to create a new type of home, one that is extremely energy efficient, eliminates health risks, is durable and high quality, and makes life easier for the occupants. They’ve incorporated research and technologies from the U.S. Department of Energy’s Building America program and the EPA’s Indoor airPLUS program.
The four tools include:
1. Enerwize – Schell uses special features and technology to construct homes that are up to 50% more energy efficient than typical Energy Star-certified homes and over 100%
more efficient than the average existing home. Their HVAC systems regulate not only temperature, but also humidity, which helps enhance overall comfort.
2. SanctuAIR - Poor indoor air quality causes many health problems, especially in children. New and existing homes can emit harmful chemical pollutants and can breed mold and bacteria. Using features like MERV 13 air filters, low-VOC (volatile organic compounds) materials, fresh air ventilation, and advanced moisture and humidity management, Schell addresses many of these issues. “We’ve had testimonials that said, ‘I’ve been allergic my whole life in my house, and now I live in a Schell Brothers house, and everything’s great,’” said Titus.
3. 4Tress – Schell addresses durability and quality with its 4Tress technology. It helps ensure quality construction through durability, strength, moisture and water protection, and sound attenuation. For example, advanced framing techniques (2x6 exterior walls), blownin insulation, double pane windows, and Energy Star air sealing are used to provide an effective barrier against outside noise.
4. HomeIQ – The central hub of every Schell home is the HomeIQ system. A touchscreen located in the kitchen allows homeowners to control various systems within the house, as well as remotely through the Alexa app. It controls the garage door, alarm system, locks, and light switches, and allows family members to communicate, set reminders, play music, make phone calls, and perform many other tasks.
Unlike some production builders who only offer their customers a limited number of selections to customize their home, Schell takes a different approach. “It’s very different than production homes, where maybe you have five floor options and three countertop options. Our homes offer thousands of selections.” New homeowners visit one of Schell’s four design studios, where an account specialist/designer walks them through all their choices, keeping their budget in mind.
“It’s very different than production homes, where maybe you have five floor options and three countertop options. Our homes offer thousands of selections.”
Alyssa Titus, Director of Marketing
The Secret of Success
When Titus talked about the success of the company, she attributed it to the founder’s commitment to creating a culture of happiness for both the employees and customers. “He’s an incredibly down-to-earth, real human being, running an incredible company full of incredible people who have a passion for what we do. I don’t think you see that very often in a company of our size; it’s really special.”
“Our culture of happiness and gratitude permeates everything - it’s what keeps us smiling and coming to work each day.”
Chris Schell, CEO
Attracting great talent seems easy for this company, given its focus on happiness.
“People know our culture. Our company culture is important to us and different from not only other home builders, but also other companies. We probably have a hundred applicants or more for every job opening.”
They also work hard to foster relationships with their trade partners, offering net seven payment terms, weekly and annual parties, and financial incentives to keep them happy.
Titus advises young workers in the industry to absorb everything they hear from more experienced people, remain open to learning, and be receptive to changing their perspectives. Also, don’t take things too seriously. “I’ve spent my whole life working really hard, and I missed out on stuff. I don’t
regret working really hard, but I haven’t been particularly good at maintaining a work-life balance. So, I would tell 25-year-old me to do the fun stuff.”
“We probably have a hundred applicants or more for every job opening.”
Alyssa Titus, Director of Marketing
Company Name: Schell Brothers Country: United States
CEO: Chris Schell
Website: schellbrothers.com
