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Ryan Choate, Managing OwnerSET Central Texas is turning heads in the world of flooring with craftsmanship that transforms surfaces into statements and where durability meets design. When leading contractors and architects talk about the promise of seamless execution, they point to this one-stop shop that self-performs every project with a single point of contact.
“SET is built with the intent of enhancing customer experience and improving outcomes,” says Ryan Choate, managing owner. “For us, perfection is not an option but a requirement.”
This focus has taken the company from its humble beginnings to a multimillion-dollar turnkey provider of flooring solutions.
Unquenchable Appetite for the Finest Quality
Whether it’s color, texture or mood, SET’s flooring choices are a feast for the eyes. In an industry where most contractors leverage mass-market materials without verifying their quality, SET goes the extra mile to meet the highest quality standards. Its team of skilled professionals verifies and vets vendors for materials sourcing. Many of these partners own their own factories, allowing SET to visit their facilities to validate product quality firsthand.
A dedicated quality control team supervises every flooring option through multiple rounds of checks, which often involves overseas travel to ensure the selected products meet design requirements. The products undergo on-site inspections by supervisors. Whether it’s a tile, stone or carpet, no inferior material slips under the radar of its crew, which is devoted to maintaining the aesthetics and functional requirements set by clients.
SET is built with the intent of enhancing customer experience and improving outcomes. For us, perfection is not an option but a requirement
SET also offers impressive warranties for all materials and labor, ranging from one to 10 years, depending on the project specifics. Through these efforts, the company is challenging the traditional notions of product curation.
Maximizing Value through Strategic Cost Cutting
Rising material costs, supply chain fluctuations and runaway inflations often derail a contractor’s project. Most organizations talk about creating stakeholder value but fail to walk the talk. In an industry filled with quick jobs for easy money, SET adopts a different approach, proactively minimizing financial strain for customers. Every move is calculated and optimized to save clients’ money and time while maintaining superior quality.
“Most companies just bid, and if the project is over their budget, they walk away,” says Choate. “That’s not our style. We step in early to help owners and designers find solutions that keep their goals intact while staying within budget.”
The most crucial of its cost-saving strategies is value engineering. Instead of waiting for the client to struggle with budget overruns, the company takes proactive action by offering high-quality, cost-effective alternatives. This doesn’t mean cutting corners but leveraging extensive industry relationships to source products that match the desired design and function at a better price point. Whether it’s suggesting high-performance engineered wood instead of traditional hardwood or sourcing directly from manufacturers by eliminating multiple layers of distributors, SET always finds a way to keep projects under budget and deliver value to clients.
In one instance, the company’s early intervention and strategic material selection in a high-rise project helped a developer save $1.2 million. By replacing 48 tile options across the 50-story building with alternatives that met the original aesthetic and functionality vision, SET ensured the project was executed without financial difficulty.
Raising the Bars of Precision in Execution
SET’s commitment to treating every client as a priority is unmatched. This is fueled by its approach to project execution, where a well-thought, comprehensive model forms the foundation upon which every operation is built.
All aspects of the project, from estimation to completion, are supervised and self-performed by the company from day one. Clients often take advantage of SET’s industry know-how by onboarding the team during the planning phase to work closely with general contractors, developers and architects. Proactive assistance is provided to assess design plans, offer material recommendations and identify potential challenges. In case of roadblocks, it helps find alternatives that maintain the integrity of the project’s vision without compromising on durability and quality.
Unlike subcontractors who segregate duties among various members, SET assigns a single project manager and a lead executive to oversee each project. This single-point accountability model enables the company to steer clear of inefficiencies associated with multiple individuals juggling different aspects of the job. There is no passing the buck—only quick decision-making and clear communication throughout.
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Most companies just bid, and if the project is over their budget, they walk away. That’s not our style. We step in early to help owners and designers find solutions that keep their goals intact while staying within budget
Transparency tops the list of its work ethics once the plans are in motion. The company believes that clients deserve complete visibility into their projects to prevent any last-minute surprises. Whether it’s scheduling timelines, material sourcing or installation plans, SET’s workforce promptly communicates with stakeholders to provide updates, address concerns and make necessary adjustments in real time. Clients become active partners and are never left in the dark. Inquiry calls are adeptly answered, and solutions are implemented without delay, reinforcing the company’s reputation as a dependable partner.
A Backbone of Expertise, Communication and Commitment
Choate has made teamwork the operative word at SET. With over 100 years of combined industry experience, its team works as a cohesive unit to achieve the ultimate goal—delivering precision-driven results while fostering trust and responsiveness.
At SET, every voice matters, and members at all levels contribute to decision-making processes. A ‘leadership from the bottom up’ philosophy encourages employees to take ownership of their work and seamlessly move projects forward. The company bridges the gap between strategy and implementation by involving leadership and field teams in brainstorming sessions. This helps leverage the full potential of the entire workforce and brings valuable on-site knowledge that guarantees client success.
This approach is particularly crucial in an industry where tight deadlines, high expectations and evolving project requirements demand the ability to adapt on the go.
“Innovation emerges not from directives at the top but rather organically through the expertise and insights of those actively engaged in the work,” says Choate.
Ongoing training and professional development form a vital thread in the fabric of its workplace investment. SET’s workforce is equipped with the latest industry knowledge, advanced techniques and best practices. Employees are empowered to hone their technical skills while developing a deep understanding of client needs, ensuring that every recommendation and adjustment aligns with the highest level of quality.
SET’s dedication to cultivating a strong, knowledgeable team has resulted in remarkable employee retention. With minimal turnover, clients get to work with seasoned professionals who refine their craft over time.
Dedicated to continuous improvement, the company diligently seeks client feedback and integrates their insights into its processes. This strategy has enabled it to build a loyal base of repeat customers who become referrals and drive new business through word-of-mouth, reinforcing SET’s reputation as a trusted industry leader.
“Learning from each project has brought SET to the point of winning, and this commitment to growth and excellence will continue to drive our success for years to come,” says Choate.
The Heart Beneath the Hard Hats
SET’s footprint isn’t measured solely in square footage but in its impact left beyond the job site. Throughout its history, the company has dedicated time to laying the foundation for stronger, more vibrant communities.
Believing in the power of giving back, the company channels its success into causes that uplift and inspire. SET proudly supports various charitable organizations, each focused on making a lasting difference in the lives of children and families.
From the HEART Ball of Texas to the Texas Children’s Hospital, the company invests in the well-being of those who need it most. Through its involvement with First Tee—Greater Austin, SET helps create a safe space for children to learn resilience through golf, embracing the idea that setbacks are stepping stones to success. Whether it’s championing young athletes through events like the Woodlands Marathon and the Texas Marathon, backing the Build Them Up Foundation or helping fulfill dreams through the Make-A-Wish Foundation, the company remains steadfast in its mission to build hope, opportunity and brighter futures.
For SET, corporate success and social responsibility go hand in hand and are the frameworks shaping its legacy. With an eye on the horizon and its foundation firmly set, the company continues to shape the spaces of today while inspiring the possibilities of tomorrow.
