The True North Mission
Our Mission is to design and build the most innovative and tailored homes in the Lincoln market while delivering our clients the highest levels of communication and transparency with uncompromising attention to detail and process. Our True North sets the course for not only what we do but who we are.
Our Values
Relationships First
Priorities long-term investment in our team and clients.
Details Matter
Sweat every detail, no matter how small.
Clear Communication
Expectations are met when communication is clear.
Revel In The Process
Work hard, play hard.
Show Humility & Integrity
Honor others above yourself.
Pursue Excellence
Professionalism, organization, craftsmanship, or innovation; excellence is the standard.
True North History
Our founder, Sam Swartz, started building in Lincoln with a partner in 2016. He ventured off on his own in 2020, founding True North Custom Homes. The company emerged from a desire to do things differently, to construct homes that are not only beautiful but built with a focus on improving every step of the process. From the beginning, True North’s mission has been to create comfortable, custom homes that both clients and the team can be proud of, with a strong emphasis on integrity, craftsmanship, and lasting satisfaction.
In its first full year of operation, True North completed its inaugural custom home and had six more projects under way
with foundations dug by 2021. Since then, the company has steadily expanded, growing from the original two employees to over a dozen, finishing over 133,000 square feet and now managing over 70,000 square feet in active builds at once. This trajectory reflects not only the demand for high-quality custom homes but also the trust homeowners place in True North’s vision.
True North in the Community
At True North Custom Homes, giving back is woven into the fabric of who we are. Founder Sam Swartz leads the way through active involvement and support of numerous local organizations and initiatives. From sponsoring events like the Run2Overcome, Lincoln Berean’s Men’s Tournament, and the Paul & Neva Grace Foundation Golf Tournament, to supporting youth athletics such as Lincoln Rebels Baseball and Force Basketball, we are proud to invest in the well-being of our community.
Kelli, our in-house designer served as president of the Young Professionals Group - a subdivision of the Home Builders Association of Lincoln - for 2 years from 2019 to 2020, and has been a part of the Home Builders Association of Lincoln since 2014. Sam took over for Kelli and served as president for 2 years from 2021-2022 and has sat on the Board of Directors for the Home Builders Association of Lincoln (HBAL) since 2017. Sam served on the Lincoln Home Builders Care Foundation Board from 2015 to 2024. Through their efforts they help create a path for the younger generation working in building industry and help them realize their potential.
Sam will serve as a keynote speaker at leadership events, including a series led by Nebraska’s former Economic Development Director called The Something In The Water series, and participates in the Governor’s Construction Industry Roundtable. Sam also helped manage the Habitat for Humanity build in Lincoln that the Home Builders Association of Lincoln collectively built.
Through partnerships with United Way, Lincoln Christian, and local media features, we aim to shine a light on causes that matter and help build a stronger, more connected Lincoln.