The Insider's Guide to Custom Homes Episode 14: Owner’s Representative Interview with Rick Pena
Building an ultra-luxury custom home often rivals the complexity of managing a commercial high-rise. Behind every dream estate in South Florida is a demanding process that requires expertise, foresight, and a dedicated advocate to safeguard the owner’s vision.
In this episode of The Insider’s Guide to Custom Homes, host Rick Bell sits down with Rick Peña—founding principal of Prime Group Management and a seasoned owner’s representative with over 25 years of experience and a portfolio surpassing $1 billion. Together, they explore the indispensable role of an Owner’s Rep in guiding complex projects from start to finish.
From $2,000–$4,000 per square foot build costs to aligning vision, budget, and quality, Rick shares how his team applies commercial-level discipline to private estates, ensuring projects stay on track and clients make informed decisions.
👉 If you’re planning your first luxury custom home—or simply want to understand what it takes—subscribe to The Insider’s Guide to Custom Homes on Apple Podcasts, Spotify, or your favorite platform, and share this episode with someone embarking on their dream build.
Highlights & Takeaways
• How to choose the right Owner’s Rep—and what traps to avoid
• Why today’s luxury estates are managed like large commercial projects
• The hidden challenges that can derail timelines (like windows, doors, or overseas shipments)
• How early planning and data-driven cost control save millions
• What makes trust, reputation, and repeat clients the true measure of success
• Why aligning architects and builders with the homeowner’s goals prevents costly redesigns and delays
• How selectivity in projects leads to higher service, stronger focus, and exceptional results
Glossary of Terms
Owner’s Representative (Owner’s Rep): A consultant who represents the homeowner’s interests during the planning and construction process, coordinating with architects, contractors, and consultants.
Owner-Architect-Contractor (OAC) Meeting: Regular project meetings between the owner, architect, and contractor to review progress, resolve issues, and make decisions.
Change Order (CO): A formal amendment to the construction contract to account for changes in scope, cost, or time.
Submittals & RFIs: Documentation and requests used by contractors to confirm materials, details, or resolve uncertainties.
Design to Budget: A process ensuring design decisions align with the owner’s financial parameters from the start.
Resources & Links
· Prime Group Management, LLC – https://www.primegroupmanagement.com/
· Landmark Custom Homes – https://www.landmarkcustomhomes.com/
· The Insider’s Guide to Custom Homes – https://TIGTCH.com
· Email Rick: Rick@TIGTCH.com
· LinkedIn: Rick Bell – https://www.linkedin.com/in/rick-bell-lch/
· Instagram: @homesbylandmark https://www.instagram.com/homesbylandmark/