Building with custom homebuilders in central Iowa like Embarq Signature Homes gives buyers more control over layout, finishes, and livability than buying an existing home or even a speculative new construction. National research shows 41% of Americans prefer new custom construction for its modern features and customization options, even though new homes often cost about 20% more than resale homes.
For many Embarq buyers, that premium is about finally getting a home designed around how they actually live. Luxury Home Sales and Networking Specialist Hannah Carlson and Project Manager Lera Severtson sat down on a recent episode of Dig It- A Real Estate Podcast to chat all things custom homes.
Hanna sees a common pattern: move‑up buyers building their “forever home.”
As she explains, many clients “have older kids, and they’re looking to get their forever home… or they live in a two‑story and are looking to build a ranch home.”
Embarq’s position as a boutique builder under the Hubbell Realty umbrella also matters. With fully custom homes, transparent pricing, and efficient build times, the team can focus on the details while still drawing on the stability of a long‑standing central Iowa real estate leader.
Project manager Lera Severtson describes Embarq simply:
“We’re a custom home builder in the metro… We’re the yes builder.” That “yes” mindset shows up in the design details—oversized kitchen drawers, walk‑through mudrooms, covered outdoor living, and personalized finishes that make each home feel one‑of‑a‑kind.”
From First Conversation to Floor Plan: How the Embarq Process Works
Embarq’s process is built to make working with custom builders feel less intimidating. The earlier you start, the smoother the journey & many buyers begin conversations 12–24 months before they want to move.
Most people meet Hannah first, often at an open house or via the website. She talks through budget, timing, and whether a fully custom home or an Embarq spec home is the right fit. As she notes, some clients “love the idea of buying something that’s already done… that is that luxury custom home without all of the thought behind it.”
Others want to be involved in every decision.
From there, buyers meet with Laira to talk about:
- Lot preferences (flat vs. walkout, wooded vs. open, community and school district)
- Bedrooms, bathrooms, and how family members will use the space
- Lifestyle details: entertaining style, work‑from‑home needs, storage, and hobbies
Embarq then develops plans and specs, collecting a deposit for plan creation. A key difference from many custom homes in Iowa is that Embarq prefers to complete the majority of design decisions before construction starts. That approach limits change orders, helps control budget, and keeps build timelines on track.
Because the team is small and local, communication stays simple. As Hannah puts it, “It’s nice that it’s just three, four people, and we can really focus and have streamlined communication through everybody,” rather than passing information through layers of departments.
Design Trends Defining Custom Homes in Central Iowa
Custom design at Embarq isn’t about chasing fads; it’s about creating homes that still feel right a decade from now. Across central Iowa, builders are seeing similar themes: more thoughtful layouts, better storage, and indoor‑outdoor spaces that live well in all four seasons.
Color and material trends are shifting away from all‑white everything.
“More clients are getting away from the whites… a lot more darker tones, like in the wood. Instead of white or gray cabinets everywhere, Embarq is using wood cabinetry, warmer stains, and mixed metals—think polished nickel that feels softer than chrome,” said Lera.
Neutrals are still popular, but they’re layered with stone, wood, textured tile, and soft arches to create a more welcoming, timeless look. Arched openings continue to be requested because, as the team jokes, they’re “soft” and give spaces character without locking the home into a short‑lived trend.
Nationally, design‑driven builders are seeing similar moves toward warm minimalism, natural materials, and wellness‑oriented layouts that maximize natural light and outdoor views. In Iowa specifically, outdoor living is rising fast, with covered decks, screened porches, and upgraded hardscapes turning backyards into true living spaces.
Smart Layouts: Ranch Living, Pantries, and Pass-Through Paths
One clear takeaway from Embarq’s recent projects is that ranch custom homes are in demand. Single‑story designs work for young families and for buyers planning to age in place, making them a smart long‑term choice in central Iowa.
Embarq often designs ranch homes with two bedrooms on the main level and two more on the lower level, giving families flexibility as kids grow. Younger families tend to gravitate toward walkout lots; empty‑nesters often prefer flat lots with everything they need on one level plus a covered or screened deck.
You’ll see this familiar look in their upcoming 2026 Home Show Home in Norwalk, which opens to the public in September. This showstopper is already sold.
Storage and circulation are just as important as square footage. Hannah points out that clients love “really big drawers in the kitchen… they’re really nice for pots and pans.” Oversized drawers, walk‑in pantries, and thoughtful mudroom storage turn everyday chaos into something more manageable.
One layout feature buyers consistently rave about is the pass‑through connection from primary suite to laundry. A typical configuration might link the primary closet to the laundry room and then to the mudroom or hallway. As Laira shares, “If someone’s still sleeping, the other person can go get ready and leave without” disturbing them—a small detail that makes a big difference day to day.
Inside the Selections Experience: Showrooms, Pinterest Boards & Support
The selections phase is where many people worry they’ll feel overwhelmed, but it’s also where Embarq’s design‑forward approach really shines. Instead of limiting choices to a small in‑house showroom, the team takes clients to local vendor showrooms across the Des Moines metro.
“People are so visual now,” Lera says. “They want to see it, they want to see, touch it… to get a good grasp of what they’re building.”
Central Iowa partners like cabinetry shops, flooring galleries, and lumberyard showrooms give buyers a chance to experience materials in person before they commit.
Pinterest boards and inspiration photos are welcome.
“No idea is a crazy idea,” Hannah says. “The team’s role is to filter and refine, especially when buyers bring five different styles they love. Lera’s job is to make sure everything flows and we’re helping clients decide whether they lean more modern, farmhouse‑inspired, or somewhere in between.”
Behind the scenes, Embarq uses construction management software to document selections, track daily logs, and keep everyone aligned. That level of organization supports what one subcontractor described as a “happy subs, happy house” environment, when trades have clear direction, the finished home benefits.
Move-In, Warranty & What Happens After You Get the Keys
The end of a custom build should feel exciting, not rushed. Embarq finishes each home with detailed walkthroughs so owners know exactly how everything works and what to expect after closing.
First comes a blue‑tape walkthrough to catch touch‑ups. Then, during the final walk, Laira reviews mechanicals, shut‑offs, and maintenance basics and provides a warranty manual. Owners receive a welcome basket along with information about Embarq’s 60‑day and 11‑month warranty touchpoints.
Buyers are encouraged to stay in contact. Hannah notes that she still checks in after move‑in and loves visiting completed homes to see furniture in place and hear how spaces are working in real life. That ongoing relationship means clients feel comfortable reaching out with questions or for advice on future projects.
For homeowners across central Iowa—whether in Waukee, West Des Moines, Ankeny, Johnston, or Urbandale—the result is the same: a truly custom home, built around their daily rhythms, backed by a team that “cares about your needs and wants” and doesn’t see you as “just another home they built.” For anyone weighing redesigning, buying, or building from scratch, Embarq shows what’s possible when thoughtful design leads the way.
