Our Story

The front of a custom built home by Trademark Homes
The front of a custom built home by Trademark Homes
Enjoy upscale living at an affordable price

Welcome to Trademark Homes.

We are a single-family custom home builder with new home communities throughout Dane County, Wisconsin, including Oregon, Verona, Sun Prairie, and Madison.

Founded in 2003, Trademark Homes provides our customers with a better way to build. We construct affordable and quality custom homes that incorporate the latest industry standards and technologies. At Trademark Homes, the homebuyer is always on our mind. That’s why we help our customers with all aspects of the building process—from securing a lot and financing referrals to custom home design and construction and a One-Year Builder’s Warranty.

Trademark Homes is a proud member of the Madison Area Builders Association.

Meet our team

Tony HeinrichsTony Heinrichs grew up on the near west side of Madison with his three sisters and parents, Jerry and Jean Heinrichs. He credits his father for instilling in him the values of personal experience and a strong work ethic.

Tony sold residential homes before pursuing his true passion for land development. In 1996, he and Jerry founded Heinrichs Development, cultivating relationships with local Madison-area farmers to build desirable neighborhoods. As these developments flourished, Tony stared his next venture: custom home construction. In 1999, he created two home building companies and merged these companies in 2003 to create Trademark Homes.

Tony married Lori in 1996. They oversee a busy household in one of his Verona developments, raising two teenagers, Julia and Anthony, and loyal dog, Stanley. Tony enjoys spending time with his children with a special affinity towards their Verona hockey teams.

Michele NarowetzMichele Narowetz brings sales and marketing expertise to Trademark Homes. She is a childhood friend of Heinrichs and shares his Midwest values of hard work, honesty, and integrity.

She received her Certified Residential Specialist designation in 2000 and is a Top Producer. As a good listener with a desire to understand our customers’ wants and needs, Michele is a tremendous advocate for our clients. She thrives on working with people to bring their home building dreams to reality. These attributes build the relationships that ensure our customers of high-quality custom homes in their desired communities.

Michele, a native of Madison, received her Bachelor of Arts in Economics from the University of Wisconsin-Madison in 1990. She is the proud mom of a daughter, Morgan, and a dog, Daisy. Michele and her daughter enjoy golfing, downhill skiing, and shopping.


Wendy Fay serves as Trademark Homes’ accountant. Involved in the inner workings of real estate and accounting since 1988, she is responsible for our day-to-day accounting and general operations. Wendy is an original member of Heinrichs' team and provides consistently superior customer service.

She works closely with our customers, subcontractors, and project manager to ensure timely and accurate recording of all project related financials. She enjoys “keeping all in order,” a role essential to Trademark Homes’ longevity and success as a custom home builder.

Wendy and her husband, Alan, have two sons, Cole and Brenden, and a favorite of the family, fur baby, Elle. During her free time she enjoys traveling, reading, and spending time with friends.