Naomi Swertfeger is the President of By Naomi Leigh, Inc. (BNL). BNL is a construction management and consulting firm focused on transforming the home building and renovation process.
Naomi has over fifteen years of experience in high-end residential construction in Southern California and has worked with some of the biggest names in the residential design and construction industries, She began her career working on a Peter Marino project in Santa Barbara, and during her tenure with Peter McCoy Construction she worked as a Project Manager on the construction of several notable estates. Naomi went on to co-found J.R.C. Group, Inc., a General Contracting firm. In the first four years, she helped grow the firm from a two-person operation to a team of over 30 employees. While at J.R.C., Naomi also launched an estate maintenance company to offer comprehensive ongoing services to clients.
Naomi received her undergraduate degree in art with an emphasis in applied design from San Diego State University and was then awarded a Windgate Internship at the Museum of Fine Arts, Houston, and worked closely with the head curator on a traveling exhibit, Ornament as Art: Avant-Garde Jewelry. Naomi’s background in art honed her ability to visualize plans and understand how various design elements interact – from the overall structure to the intricate details. By combining this creative approach with an extensive understanding of business and construction management, Naomi and her team at BNL are able to provide clients with seamless project experience.
Naomi holds a contractor’s license in the State of California and is actively engaged in the greater Los Angeles design and construction community.
Naomi Swertfeger
Naomi came to campus in the summer of 2024 for Integrated Project Management, and we spoke to her after about her experience in the program.
You had noted in the classroom that you signed up for this program with an eye on growing your business through new knowledge. How are you looking to grow BNL, and what was most helpful piece of new knowledge from this program?
I have intentionally maintained a smaller boutique-style approach to my construction management consulting business over the last seven years. As both my experience and desire to grow the business has developed, I enrolled in this course hoping to gain better insight on a new (to me) approach to larger commercial projects, to learn if there were other key principles and approaches which other firms are utilizing, and a look towards the future of construction management.
“One of the insightful techniques I learned is the way in which the architects and contractors were interviewed for IMPA (Integrated Project Management Approach) projects and then the format in which they contract is constructed.”
Rather than relying on reputation, recommendations, and even previous experience, the interview process provides the architect an opportunity to demonstrate their ability to propose a master plan and the contractor the opportunity to demonstrate how they would organize the construction of the project all prior to being awarded the project. The IMPA Model allows the Client to make informed decisions regarding a project with the key information obtained before a shovel hits dirt.
Naomi (left) engaged in group discussion during the program.
Your experience is at the intersection of design and construction. How did the cases and project delivery method presented in this program correspond with your prior experience?
I found the case studies to be thought provoking, covering various aspects of construction management, from managing a global team to risk assessment in order to determine if a substantial design aspect of a project should be halted due to time and feasibility concerns. My experience, first as a General Contractor and now as a Construction Manager both at the highest level of the Los Angeles residential market, revolves around a cost-plus contract basis that leads itself towards the Design-Bid-Build Model. While the IMPA model presented in this program is a complete departure, I found there to be a large amount of overlap with the way I approach my projects.
Similar to the IMPA Model, I advocate for the engagement of contractors in pre-construction to provide costing input, inform the means and methods of construction, and create collaboration. The best way to control the outcome of a project is the early engagement of a Construction Manager who can set the course of the project and engage the right teams with the right credentials and manage them in a more commercial based approach.
Ultimately, residential differs dramatically from commercial construction through the nature of creating private spaces, which is an extremely intimate experience, that and involves constantly evolving design, however the parameters in which the entire project is managed is key.
“While the IMPA Model is not an exact fit for the residential projects I currently manage, there is potential for meaningful crossover in aspects such as early engagement of the contractor and key subs, buy-in of the key outcomes for the project by all parties, and a collaborative approach to the entirety of the project.”
Please share details of an upcoming project you are excited to apply what you’ve learned in this program on.
While not a commercial project in which the IMPA Model can truly be implemented, a project I have been involved on for over a year recently took an interesting turn. The client decided to depart from the original design and redesign their future home with a San Francisco-based architect. This new architect advocated to engage with a contractor from the start, which is rare. Engaging the contractor in pre-construction is a great way to establish realistic parameters for the project and is always recommended, though not always followed.
During the initial General Contractor interviews, which occurred prior to the completion of the design development phase, each contractor was asked to walk the team through completed project(s) which were similar in design, square footage, and/or costing to the future project. These walkthroughs occurred prior to issuing a formal RFP (request for proposal) with the intention to introduce the architect to a select set of prequalified builders to examine the quality and detail nature of their work and as well as meet the key players. This project, which is approximately 10,000 sf with a development of .5 acres with a pool, sports court, kitchen garden, and more, has been set up for success with the early engagement of all parties who will design and build this residence and its surrounding site.
Ultimately, I am excited to peruse boutique commercial projects in addition to the residential projects (which at times are large enough to be classified as commercial) which I have had the privilege to be a part of.
“Setting the stage and guiding the path of a project is always a unique journey but the parameters which inform the course taken, when established early and in the right manner, enable a project to proceed smoothly.”
