In 2007, Andrey Sokurec and Alex Delendik founded a company whose business model was to buy houses, fix them up, and resell them for a profit. The partners had a lot of competition from other companies that buy homes for cash. After completing several hundred profitable transactions, they saw an opportunity to expand their mission and develop a unique positioning in the marketplace.
What they realized was that they were not in the business of buying and selling houses. Andrey and Alex were in the business of helping people with their most important asset, their home, and bringing homes and neighborhoods back to life by restoring houses to their full promise. Accordingly, they redefined their business’s mission to serve people better than anyone else by treating every person and every home with equal respect, keeping their promises, and providing a streamlined and fair cash transition to each homeowner’s next home.
The partners wanted a name for their business that would capture their focus on serving people. During a brainstorming session, they landed on the name “Homestead Road,” because it is a good representation of the journey from buying the house, restoring it, then helping a family into their new “homestead” at the end of the road.
The Homestead Road logo is a watercolor painting of a house at the end of a road. The house pictured in the logo is an actual house that lies at the bottom of a man made reservoir that swallowed up the Western Massachusetts towns of Dana, Enfield, Prescott, and Greenwich. Over 2,500 people were forced to give up their homes to make way for the reservoir. Deeply affected by the heartwrenching story, the artist Sue Chaffee decided to bring the lost homes back to life in watercolor paintings. We recognized what she did as a great metaphor for what Homestead Road does, which is to find homes that need repairs, to buy them “as is,” and to restore them back to life for future families.
The artist worked from photographs supplied by the displaced families and photo archives in the local library. Homestead Road published the paintings in a 12 page commemorative booklet titled, “The Lost Treasures of Quabbin.” Looking at the houses in the paintings, one can imagine the joy of family life that once resonated within the walls, and the laughter of children who once played in the yards. Old roads that once led to the flooded towns can still be followed to the water’s edge.
The walls at Homestead Road are adorned with all 24 paintings in the series, and the company puts the complete set of on display at their events and conferences.
Homestead Road has recently published a 20 page Storybook on the lost homes, how the artist brought them back to life in watercolor painting, and how this has inspired Homestead Road to respect every home as an important part of the human experience.