'These are beacons of light': Lakeland developer building modern homes in city's Northwest

LAKELAND — A Lakeland developer is building homes in the in city's Northwest that are raising eyebrows.

Franklin Cruz, 43, founder and CEO of True Investors and Elon Wright construction, has started work on three single-family homes on West 13th and 14th streets. Renderings of the modern two-story homes shared on Facebook and social media have their critics, with dozens of local commentators.

The first feature that jumps out is the two-story home's V-shaped roofline. The outer edge of home's roof stands about 24 feet before plunging down 7 feet in the center of the roof.

"People have very strong opinions in a good way or in a bad way," he said. "It's great. I just want them to love architecture."

Cruz, a Lakeland resident, has recently moved from real estate investing and rehabilitation into a full-fledged housing developer. The U.S. Army veteran has taken it up as his second career after his experience selling 9 acres off Carter Road to national builders — becoming Parkside by KB Homes. In the process, he made a realization.

"What hit me after speaking with them is, we will never have the homes of the future," Cruz said.

Growing up in the 80s, Cruz is a self-professed fan of "Back to the Future" and "The Jetsons." Those visions are far from becoming reality, as developers continue using the same floor plans over and over again without much innovation or creativity.

"It's the business. They are trying to optimize for profit and simplicity," he said. "That doesn't motivate me."

Cruz's home designs are inspired by architect Frank Lloyd Wright — whom Cruz honors in the name of his construction company. Lakeland has the world's largest single-site collection of Wright's architecture at Florida Southern College. Cruz said those buildings still feel feel modern and fresh despite being built in the 1940s and '50s.

Wright had the aim of building affordable housing with modern architectural design, Cruz said, which is what he inspires to do in Northwest Lakeland.

The first home built by Cruz under Elon Wright construction was at 709 N. Vermont Ave. for Habitat for Humanity. It features a small, black doorway designed to mimic an architectural trait taken from Wright of making an individual feel small before stepping into a larger space.

"It messes with your senses a bit," Cruz said. "Until you feel it, you can't comprehend it."

Cruz purchased a single property on West 14th Street that had a residence, dilapidated greenhouse and carport. He said historically it was previously divided into three lots when the street was platted. He obtained permission from the city to build three cottage homes on the property, each on a 40-by-60-foot base.

The trio of single-family homes being constructed on West 13th and 14th streets will have three bedrooms and three bathrooms and measure about 1,280 square feet. The buildings' first floor will have a living room and kitchen with a bathroom and access to the one-car garage. All bedrooms will be on the second floor. The starting market price will be about $320,000.

For potential buyers, the building's unusual roof design should not be an issue during heavy rainstorms or hurricanes. The low center has a gradual slope to funnel rain off the roof, Cruz said, and he's called around to make sure it won't be an issue for home insurance companies.

The first of the three residences should be completed in six weeks, Cruz said. He said construction can move that quickly because he took inspiration Elon Musk, founder and CEO of Tesla Motors, by creating a vertically integrated company.

Cruz said his nine-member crew can handle construction, from pouring the foundation to wood framing and installing electrical wiring. It saves him the cost of hiring out various contractors and arranging timeframes. He's made his own schedule down to the half hour.

Once the build at 702 W. 14th St. is completed, Cruz said he expects to temporarily move in while marketing the house. During this time, he hopes to check and troubleshoot details. It's formally Design 002, as the second house he's built. The home's called "Nancy" in honor of his late mother, Nancy Cruz.

"I always ask myself if my mother would like living in the house," he said.

Cruz said he's not worried about potential buyers being scared away by recent happenings in the surrounding community, including a nearby police shooting earlier this year. He's previously owned a home in Tampa Heights.

"Being in Tampa Heights, I've learned people transform a neighborhood," he said. "It takes an amazing home to get those people to think about moving here."

Clear Springs Governor approves special district to manage massive development in Bartow

Cruz said his West 14th Street home, priced at $320,000, is competitive with similar new-construction homes in other areas of the city. He said buyers will see the size and features being sold at upwards of $450,000 in other developments and choose his uniquely modern design instead. The homes will have security systems installed.

"I want to push having beautiful designed homes in way more areas. To me, these are beacons of light in areas that normally aren't light," he said.

His company has already reached out to property owners of nearby vacant lots, some on the same street, for possible future construction.

Sara-Megan Walsh can be reached at swalsh@theledger.com or 863-802-7545. Follow on Twitter @SaraWalshFl.

This article originally appeared on The Ledger: Homes with funky, modern design causing a stir in Lakeland's Northwest