Real estate profile: Paul Sherer

project designer, TWP Architecture

Company: TWP Architecture
Title: project designer
Education: Harrington Institute and Loyola University in Chicago  
City of Residence: Milwaukee
Family: "Lisa, love of my life, best friend, cheerleader. Jack, my six-year-old son, ‘mini-me,’ the one that keeps me young. Tigger, 84-lbs. of dog, my constant companion."
Hobbies and Interests: "Playing Legos, date night with Lisa, camping at Wheeler’s Campground, hangin’ at my Dad’s house on Lake Michigan, working on our 1967 Olds Cutlass 442 convertible (it has been awhile)."
What are you working on? "Ambassador Hotel and a Crowne Plaza Hotel in Illinois."
How does the market look to you? "It seems to be very competitive. Clients are more savvy and demanding higher value at more aggressive rates. This is great for the smaller and streamlined firms that offer great design and processes. I think some clients nationwide are realizing that bigger does not always equate to a better design and smoother process. This competitive nature in our industry is forcing us all, big and small, to become better at what we do."
What was the best deal you have ever been involved in? "I don’t like the name ‘deal.’ I design great experiences for my clients. I don’t do deals. I have been blessed with many great clients with big name recognition. I have worked with many smaller, just starting out, clients. So, I have many client projects that I could list and tell an intriguing story. A story that comes to mind was working on the Jewish Community Center in Whitefish Bay. I took over the design midstream from a very talented individual. The project took a few years and had many ups and downs. The JCC and I worked hard together and in the end, a great relationship and friendships were made. Lesson #1 learned; when you truly give someone your trust and respect, it will be returned. Lesson #2 learned; listen to your client. Listen between the lines because they know more than you about themselves. Lesson #3 learned; have fun with your client and project team!"

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