Written By: Kristin Tablang
Originally posted on: http://www.forbes.com/sites/kristintablang/2017/01/26/property-brothers-jonathan-drew-scott-living-dream-homes-luxury-real-estate/#29d431cc1998
Drew and Jonathan Scott are best known as the stars of HGTV’s Property Brothers and its four spinoffs (among them Brother vs. Brother, the network’s highest-rated show). The reality series follows the identical twins as they help everyday folks purchase and transform fixer-uppers into their ideal homes—Jonathan, a professional contractor, handles all construction and design logistics, while Drew, a licensed broker, manages all real estate matters.
But the brothers’ brand extends far beyond the small screen. Launched in 2015, their home furnishings and decor line, Scott Living, has hit $100 million in revenue—a figure they predict will double by the end of 2017. And their latest off-camera venture—a bespoke offering that caters exclusively to the elite—promises to be even more lucrative.
Dream Homes by Scott Living invites well-heeled home buyers to purchase never-before-seen luxury home designs created by the duo. Clients can shop from the brothers’ portfolio of one-of-a-kind concepts, each made from scratch and customizable to suit individual needs and specifications.
The twins’ latest venture offers affluent home buyers the chance to make their dream homes a reality.
“There’s definitely going to be adaptations to every design, but we’ve put a lot of thought into making sure the initial concepts are almost perfect,” Drew says. (“It’s never perfect because the homeowner has to put his or her own touch on it,” Jonathan notes.) “If somebody wants a helipad, a 20-car garage, or a million-dollar theater room—that’s the kind of stuff we do. Nothing is off-limits. Our imagination is as far as we can go.”
The pair decided to create the program—which officially launched this week—after being approached by countless prominent figures hoping to hire their services. “At least once a week I have a major athlete or CEO from a Fortune 500 company reaching out and saying that they want us to design a home,” Jonathan says.
But their busy filming schedule leaves little time to work on a single project for months on end. So they came up with a way to cater to those clients without having to break away from the shows. “Many people [with multimillion-dollar budgets] have ideas of what they want in a home, but don’t actually know what they want for the architecture, the layout—they just know certain features they want within. Some people can’t paint the picture [of their perfect house] themselves, so that’s what we do,” Drew explains.
The enterprise is a drastic departure from the brothers’ on-air dealings, which challenge them to operate with limited funds and square footage. “When you’re working on smaller homes with tighter budgets, your priorities are a little different,” Jonathan says. “But when you have flexibility, you can go crazier and create real statement pieces—things that can make a house really unique.”
The first Dream Homes concept is a reverse two-story home and features breakaway sliding doors that provide seamless indoor-outdoor living.
To kick off the launch, the brothers have debuted three novel concepts—among them a sleek, 10,697-square-foot “reverse two-story home” (which opens to the upper level and features secondary rooms on the floor below), and a cutting-edge, 6,585-square-foot haven with angled walls and asymmetric roofs. And though the renderings are set in Las Vegas, where the two are based, the houses won’t be built on spec—meaning clients from all over the globe can purchase the schematics.
“Some people may want to buy the designs and take them somewhere else,” Jonathan explains. “That’s an option as well—people can have their local architect adapt our initial design and build the house anywhere in the world.”
An eccentric masterpiece, the second concept features angled roofs and walls.
But the process would be particularly smooth for local buyers. “If you have a development and you want to build a house on it—sometimes it can take up to a year just to get the architect’s designs approved,” Jonathan continues. “What we’ve done is beat the leg work. We’re coming in with high-end concepts that have already been approved. So if a buyer wants to purchase a design as-is, we could start construction tomorrow.”
The blueprints would not include the home’s interior decor, though the brothers have a roster of local designers readily available. “Most of the furniture that will go into these homes will be custom-made because of the vast size of the spaces,” he notes.
A black-label furnishing line by Scott Living is on the horizon, the brothers reveal, but for now they’re focusing on their newfound collaboration with fine furniture maker Coaster, with which they just unveiled a 300-piece indoor collection. “Every piece of furniture, we’ve designed,” Jonathan says. “We’ve met with the manufacturers, made sure it’s something that fits our style, and we always look for something that’s a step above what people think they can afford. When it comes to this new indoor program, I guarantee you it’s going to be a quarter-billion-dollar business within two years.”
As to whether or not they’re planning on producing a Dream Homes show in the future: “We have five series on the go, and we can’t really squeeze something else in right now,” he says. And maintaining the privacy of high-profile clients is also a factor. “They don’t want to be on camera, really, so we have to appreciate that.”
But they never say never. “We also produce a lot of shows that we’re not in,” he notes, “so that’s possible down the road.”
Jonathan and Drew Scott