loos homes

What loos homes does

Loos Homes (legal entity Loos Custom Homes LLC) is a privately held residential homebuilder founded by Greg Loos in 1998, headquartered at 435 Village Walk Lane, Johnson Creek, Wisconsin. The company designs and builds custom and move-in-ready single-family homes across Jefferson County and the broader Southeastern Wisconsin market, spanning from Milwaukee to Madison, including Watertown, Oconomowoc, Deerfield, Fort Atkinson, and Lake Mills. It operates ten model communities (Edge Field, Jannah Village, Pleasant Park, Fairways of Jefferson/Golf Ridge Estates, Savannah Parkway, Prairie Creek Ridge, Jones Park, Ridge View Estates, Morse Farms Highland, Brookstone Meadows) and has cumulatively delivered more than 1,400 homes.

The company's underlying construction technology centers on a proprietary Superior Built 3 Layer Exterior Wall System (16" OC studs, 7/16" OSB plywood, 1" insulated sheathing for thermal break, and homewrap), engineered I-joist floor systems, and standardized third-party testing through Wisconsin Green Built and Focus on Energy. Homes are sold either as pre-built inventory ($369,900–$609,900 listed range) or as build-to-order custom projects on company-owned homesites or customer-owned lots, with personalization conducted at an in-house Design Center using itemized pricing. Land development is conducted primarily through a long-standing partnership with Gremar LLC, providing a controlled pipeline of shovel-ready lots.

Loos Homes generates revenue through one-time home sales (move-in-ready inventory, custom builds) and homesite/lot sales, with warranties structured as a 10-year insured Builder's Limited Warranty (administered by Professional Warranty Service Corporation and backed by Steadfast Insurance / Zurich North America) plus a 30-year transferable dry basement warranty. The go-to-market motion is sales-led, anchored by named representatives (Dee Welper, Ryan Prellwitz) and supported by multi-channel content marketing including a podcast, video series, and broad social media presence targeting individual homebuyers in Southeastern Wisconsin.

Name

loos homes

Legal name

Loos Custom Homes LLC

Website

https://looshomes.com

Company type

Private

Founded year

1998

Operating status

Operating

Short description

Loos Homes is a privately held Wisconsin homebuilder founded in 1998 that designs and builds custom and move-in-ready single-family homes across ten communities in Jefferson County and Southeastern Wisconsin, serving individual homebuyers with third-party-certified energy-efficient construction.

Ownership category

akta.pro rank

Product category

Residential Home Construction

NAICS

New Housing For-Sale Builders (236117), New Single-Family Housing Construction (except For-Sale Builders) (236115)

akta.pro industry

PRIMARYIMAFABAC

Custom Home Building

Industrials, Manufacturing & Construction/Construction & Civil Engineering/Residential Building Construction

SECONDARYIMAFABAD

Spec Home / Production Homebuilding (Tract & Volume Builders)

Industrials, Manufacturing & Construction/Construction & Civil Engineering/Residential Building Construction

SECONDARYIMAFABAA

Single-Family Home Construction (Detached Homes)

Industrials, Manufacturing & Construction/Construction & Civil Engineering/Residential Building Construction

Keywords

• Custom home building
• Residential construction
• New construction homes
• Energy efficient homes
• Homebuilder Wisconsin

Headquarters

HQ city

Johnson Creek

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. New Construction Home Sales: Sale of move-in-ready new construction homes in communities across Jefferson County and Southeastern Wisconsin. Homes range from $369,900 to $609,900 based on current inventory listings.
2. Custom Home Building: Build-to-order custom homes on customer-owned lots or lots in Loos Homes communities, with full design center personalization and itemized pricing.
3. Land Development and Home/Lot Packages: Sale of homesites and combined home/lot packages. Many communities developed by Gremar LLC or other developers, with Loos Homes handling construction.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

Loos Homes is a Wisconsin-based homebuilder that designs and constructs new construction homes in Jefferson County and across Southeastern Wisconsin. The company sells move-in-ready homes in model communities, builds custom homes on customer-owned or company-owned lots, develops residential land, and offers homesites. Every home is third-party certified for energy efficiency through Wisconsin Green Built and Focus on Energy programs.

Product overview

Loos Homes is a Wisconsin-based new construction homebuilder offering move-in-ready homes, custom home building services, and land development. The company operates across multiple communities in Southeastern Wisconsin including Edge Field (Watertown), Pleasant Park (Johnson Creek), Jannah Village (Madison), Fairways of Jefferson/Golf Ridge Estates, Savannah Parkway (Deerfield), Prairie Creek Ridge (Oconomowoc), Jones Park, Ridge View Estates (Fort Atkinson), Morse Farms Highland (Johnson Creek), and Brookstone Meadows (Lake Mills). Their core offerings include pre-built move-in-ready homes in various models (Spruce, Lakewood, Adams, Concord, Weston, Bryant, Hayward) and full-service custom home building with a Design Center for personalized finishes. The company also develops land through Gremar LLC partnerships and provides comprehensive buyer resources including warranties, energy certifications, and lender support.

Differentiator

Problem solved

Functional benefit

Products and services

• Move-In-Ready New Construction Homes Pre-built new construction homes in Jefferson County and Southeastern Wisconsin communities, offering move-in-ready properties with standard finishes including LVP flooring, quartz countertops, and energy-efficient features. Current inventory priced from $369,900 to $609,900.
• Custom Home Building Full-service custom home construction from initial consultation through final walkthrough, with personalized floor plans, Design Center selections, and flexible build options on customer-owned or company-owned lots. Itemized pricing with budget established first and wish-list additions quoted item-by-item.
• Land Development Strategic land development services including site evaluation, master planning, infrastructure installation, environmental stewardship, and permitting, developed in partnership with Gremar LLC.
• Homesites Pre-developed residential lots available for sale in multiple Southeastern Wisconsin communities including Watertown, Johnson Creek, Madison, Jefferson, Deerfield, Oconomowoc, Fort Atkinson, and Lake Mills.
• Homebuyer Resources and Warranties Comprehensive buyer support services including a 10-year insured Builder's Limited Warranty administered by Professional Warranty Service Corporation, a 30-year transferable dry basement warranty, energy certifications, standard specifications, lender resources, and FAQ documentation.

Quantifiable outcome

• Every Loos home is third-party tested and certified for energy efficiency through Wisconsin Green Built and Focus on Energy programs
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Gremar LLCcoreStrategic or Co-development PartnerLand development partner that develops many of Loos Homes' communities. Loos Homes builds homes on Gremar LLC developed lots as well as 'ready lots' from other developers, enabling the company to offer homes in a variety of locations across Southeastern Wisconsin.
• Professional Warranty Service Corporation (PWSC)coreStrategic or Co-development PartnerAdministers the 10-year insured Builder's Limited Warranty, backed by Steadfast Insurance, a member of Zurich North America Group. PWSC is a leader in home builder warranties for nearly 30 years.
• Steadfast Insurance (Zurich North America)coreOthersInsurance provider backing the 10-year structural warranty through Professional Warranty Service Corporation. Zurich is rated A+ by A.M. Best.
• Metropolitan Builders Association of MilwaukeeminorOthersIndustry association membership providing networking, resources, and advocacy for home builders in the Milwaukee metropolitan area.
• Wisconsin Builders AssociationminorOthersState-level industry association membership supporting Wisconsin home builders.
• National Association of Home Builders (NAHB)minorOthersNational industry association membership providing resources, advocacy, and standards for home builders.
• Focus on EnergycoreStrategic or Co-development PartnerWisconsin utility program that provides third-party testing and certification for energy efficiency. All Loos Homes are certified through this program, exceeding requirements for certification.
• Wisconsin Green BuiltcoreStrategic or Co-development PartnerGreen building initiative that reviews and certifies new homes meeting sustainable building and energy standards. Loos Homes builds are Wisconsin Green Built tested and certified.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Veridian Homes: Wisconsin-based homebuilder operating across the Milwaukee-Madison and southeastern Wisconsin corridor with both move-in-ready and custom home programs, serving first-time and move-up buyers in the same submarkets as Loos Homes.
• Bielinski Homes: Long-standing Wisconsin homebuilder offering new construction and custom builds in the Milwaukee metropolitan and southeastern Wisconsin markets, directly competing for the same regional buyer pool with similar mid-market price points.
• Tim O'Brien Homes: Southeastern Wisconsin homebuilder focused on energy-efficient, high-performance new construction homes in the Milwaukee suburbs; comparable to Loos on green-building positioning, regional geography, and warranty programs.
• Halen Homes: Wisconsin-based production and custom homebuilder operating in southeastern Wisconsin communities, with similar move-in-ready and build-on-your-lot offerings targeting family buyers in comparable price bands.

Broad incumbents

• M/I Homes: National publicly-traded homebuilder with an active presence in the Midwest including Wisconsin; overlaps with Loos on single-family new construction in similar price tiers but operates at significantly greater scale and geographic diversification.
• Lennar: One of the largest U.S. homebuilders with new construction operations across Wisconsin including the Milwaukee-Madison corridor; competes on entry-level and move-up price points where Loos also operates, with materially greater land bank and scale.
• D.R. Horton: Largest U.S. homebuilder with active communities across Wisconsin, including affordable and entry-level segments overlapping with Loos' lower price band; competes on volume, land access, and buyer incentives that small regional builders cannot match.
• PulteGroup: National homebuilder with Midwest operations including Wisconsin, serving first-time, move-up, and active-adult buyers; overlaps with Loos on family-oriented single-family new construction in similar mid-market price ranges.
• Toll Brothers: National luxury homebuilder with a Midwest footprint; not a direct competitor at Loos' mid-market price points but is comparable as an operationally scaled, energy-conscious builder pursuing transferable warranty and quality differentiation.

Others

• Gremar LLC: Wisconsin land development firm partnered with Loos Homes on community development; included as an adjacent ecosystem participant rather than a direct competitor, given its role developing lots that Loos then builds upon.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/looshomes
• YouTubeyoutube.com/@LoosHomes
• Facebookfacebook.com/looshomes
• LinkedInlinkedin.com/company/loos-custom-homes-llc
• Instagraminstagram.com/looshomes
• TikToktiktok.com/@looshomes
• Pinterestpinterest.com/looshomes

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about loos homes