In 2003 and 2004 I had the honor of working with Stonefield Development managing their public relations as they rebuilt a neighborhood in Scripps Ranch following the Cedar fire. Their task of rebuilding 81 homes in Scripps Ranch was the larget group rebuild effort ever following a natural disaster.

While we have not taken any official surveys, we’re pretty sure that they went 81 for 81 in customer happiness. Try doing that in any industry, never mind an “industry” where all 81 customers were reluctant buyers–they didn’t want a new home, they never asked for their original one to burn down.

Stonefield is taking an active role in rebuilding after the Witch Creek fire in the communities of Rancho Bernardo, Poway, Rancho Santa Fe, Escondido, and whoever else needs help. The 2007 San Diego fires were not as devastating–and have since gotten far less post-fire media coverage compares to 2003–but tell that to the homeowners who lost everything. Bailey Gardiner is tasked with strategic planning and media outreach for the group and custom home rebuilds.

Why does it feel like pro bono work?

-Stonefield is family owned. The Pack family cares. Every week during our team meeting they make decisions that will benefit fire survivors–often at the expense of their own business. Sometimes it seems like a non-profit in that way. I suppose they are a not-for-maximized-profit company.

-In 2003 they made a promise to deliver at a certain price per square foot. Being new to the rebuilding game (who wasn’t?) they underestimated. Then labor, lumber, cement and other costs went up. Other builders went back and asked for money. Stonefield decided to eat the costs themselves. You know, just like those pro bono oil companies do when unexpected production costs arise.

-In all our marketing efforts the end goal is to get people to choose Stonefield. Because I witnessed first hand Scripps Ranch in ‘03, you are confident the people that choose Stonefield will be taken care of at every step of the process. During this trying time they help people that need help, that feels like pro bono.

-The executives of the company are not polished, slick, fast talkers. They are humble and stumble on their honest words. It feels like a non-profit when you are working with people that aren’t doing something just because they are good at selling something, but because they care.

-In 2003 when the real estate market was sky high, they were one of the only builders to step up and tackle a project that had never been done. They jumped right in, it was like a graceful bellyflop at first, but they wanted to do it. It’s 2007 and the real estate market is down, builders are struggling for revenue, and all of a sudden, everyone wants into the pool. Non profits don’t act out of convenience to themselves.

This time, we’re aiming for a stylish swan dive.

We work with all our clients to meet their business goals and objectives. And Stonefield certainly has them as well. But, it’s uniquely satisfying when you are hired and it feels like a pro bono account as well.