Caleb Borisuk, CEO of Second Home, leads a company established in 2022 and based in Greenville, South Carolina, focused on residential vacation homes and tailored property care. In this interview conducted by Alexander Chetchikov, President of World Luxury Chamber of Commerce, the conversation considers the company’s approach in the context of its recognition by Luxury Lifestyle Awards in the category of Best Luxury Property Management Company in South Carolina, USA.

Alexander Chetchikov: Second Home operates in a focused segment of the market. How do you define the company’s role in managing luxury residential vacation homes today?

Caleb Borisuk: That’s a good question, Alex. We have talked to dozens of families who own multiple homes, and they all have one thing in common. They are tired of coming home to problems. 

And you can understand this, right? No one wants to fly into town, and open the door to their Second Home, only to start making a list of plants that are dead, repairs needed inside, and contractors to meet up with before going back home. 

We tell our clients to let us do the caring. We pair each homeowner with one of our highly qualified house managers. Through regular inspections, a custom maintenance plan, and vendor management, we ensure that everything is taken care of. 

It’s our job to make sure that our clients don’t have to worry about anything. We make it possible to own multiple homes and live carefree. Instead of coming home to problems, our clients come home to peace.

AC: Second Home offers a custom package for each property. How do you approach personalization while maintaining a clear company standard?

CB: That’s a tough one. Although standardization is essential for scale, we all want to feel known and cared for on a personal level. We have identified around 20 areas of maintenance that need to be addressed on an annual basis. This “maintenance package” provides the backbone of care. 

From there, we personalize our service through custom property checklists and continuous conversation with our clients about their evolving needs.

AC: Your portfolio is fully centered on residential vacation homes. What advantages does that specialization bring to your business model?

CB: Focusing on high-end vacation homes has allowed us to put our clients at the center of everything we do. Rather than chasing high volume, we go deep with each homeowner to ensure that their experience is effortless.

AC: The company’s services range from property management and home watch to project management and hospitality services. How do these areas come together in practice?

CB: That’s a great question. We certainly did not arrive at this service offering by accident. We started by serving a group of families and addressing their most basic needs. As time went on, we kept coming back to one question: “Where is the gap between my client, and a carefree experience?” This question continues to highlight opportunities for us to grow as service providers.

AC: One of the projects you highlighted involved a major transformation of a vacation home in Six Mile, South Carolina. What did that experience represent for the company?

CB: It was such a privilege to work on one of the most beautiful lots on Lake Keowee. This peninsula lot is big, flat, and has stunning views on all sides.

This homeowner wanted to be able to fly into his own private resort. We started by constructing a heli-pad on the point, and then we added a couple of beach areas, a beautiful custom fire pit, and a central cabana area. 

This project was a complete yard transformation. It really feels like you’re pulling up to a private resort. Through the process, we learned how important it is to have expert vendors so that we can tackle projects of this scale.

AC: In a business built on trust, how do you cultivate confidence with homeowners, especially when their properties are not their primary residences?

CB: You’re right. Our business is built on trust. Building trust really starts with a high-talent team that genuinely cares. Then you have to surround that team with a system that empowers them to deliver consistent service.

With these things in place, we focus on three objectives:

Proactive communication

Consistent follow-through

Face time with our clients

AC: Second Home also emphasizes the experience surrounding the home, including lifestyle coordination and arrival readiness. Why is that dimension important to your vision?

CB: It’s all about empowering carefree living.

If you come home to a well-maintained house, you still have to figure out what you’re gonna eat, what you’re gonna do, and how to get to and from the airport. By including these services, we are simplifying our clients’ lives so that they can just relax and come home to peace.

AC: As a relatively young company founded in 2022, what principles are shaping the way Second Home develops its identity in the market?

CB: Being a relatively new company, it has been vital to build a team that is united by shared values.

Our guiding principles are optimism, grit, prayer, ownership, continual improvement, and genuine care.

With these principles as our guide, we aspire to lead the industry in empowering carefree living through luxury property management.

Discover more about Second Home: https://www.secondhomeamerica.com/