A Legacy Built on Trust: Three Generations of Pool & Landscape Excellence: Loren Ferrel

Some companies are built overnight.Others are built over generations.

Our story began more than 60 years ago, rooted in craftsmanship, integrity, and a deep love for creating beautiful outdoor spaces that bring families together.

Where It All Began: 1964

In 1964, my grandfather, Ernest Ferrel, founded Ernest Ferrel Custom Landscapes in Orange County, California. At a time when outdoor living was just beginning to take shape, he was already designing and building landscapes that transformed ordinary homes into personalized retreats.

More importantly, he built his company on values that mattered:

• Honest work

• Fair pricing

• Treating every client like family

Those principles became the foundation of everything that followed.

The Second Generation: RF Designs – 1987

In 1987, my father Richard Ferrel carried that legacy forward when he founded RF Designs, specializing in custom swimming pools and luxury landscapes. Over the next several decades, RF Designs became known for building high-end traditional concrete swimming pools and themed, resort-style backyards that turned homes into private escapes.

For nearly 40 years, we perfected concrete pool construction:

• Structural integrity

• Custom designs

• Timeless craftsmanship

• Luxury finishes

These weren’t just pools—they were destinations built to last.

Growing Up in the Business

I’ve been part of this industry for as long as I can remember. I started working alongside my father at the young age of four years old, learning the business from the ground up—not from books, but from real-world experience.

More importantly, he taught me lessons that go far beyond pool construction.

The Principles That Guide Everything We Do

1. Treat Your Customers Like FamilyIf a customer needs help—no matter how small—the answer is always yes.If they need someone to walk their dog while we’re on-site, we do it.If they need ice for a party, we grab it.Under any circumstance, we show up for our clients the same way we would for our own family.

2. Always Do the Right ThingNo matter the size of the issue, we make it right.Our customers pay for perfection and long-lasting quality—and that’s exactly what they deserve.

3. Always Give a Fair PriceQuality craftsmanship takes time, materials, skilled labor, fuel, insurance, and experience.While our pricing reflects the true cost of doing things the right way, it is always fair and honest.

4. Be Transparent—AlwaysFrom detailed cost breakdowns to project timelines and updates, transparency is key.We believe crystal-clear communication is just as important as a flawless finished product.

Our goal isn’t to walk away with just a completed project—it’s to walk away with a lifelong friend.

Evolving With the Industry: Introducing Fiberglass Pools

While we continue to build traditional concrete pools, the pool industry—like everything else—has evolved. And so have homeowner priorities.

Today, more and more clients are choosing fiberglass swimming pools, and we understand why.

That’s why we now proudly offer fiberglass pools from Leisure Pools, one of the leading fiberglass pool manufacturers in the world, with pools built right here in the USA.

Homeowners are gravitating toward fiberglass pools because of:

• Faster installation timelines

• Low maintenance requirements

• Smooth, non-porous surfaces

• Energy efficiency

• Lifetime warranties

While concrete pools remain an excellent option for certain designs, fiberglass pools offer a modern solution that fits today’s lifestyles—without sacrificing quality or beauty.

Relationships That Last a Lifetime

One of the greatest rewards of this business is the relationships we’ve built along the way.

Recently, while my father and I were on a work trip to Tennessee from our home state of California, we made a special stop to visit longtime friends and former clients. We had built their pool and landscape all the way back in 1996, and over the years, that professional relationship turned into a lifelong friendship.

Stories like this aren’t rare for us—they’re the norm.

We truly love every one of our clients, and we’re grateful for the trust they place in us to build the spaces where their families make memories.

A Tradition That Continues

Being a third-generation pool and landscape builder is more than a title—it’s a responsibility. It means honoring the past while embracing the future, combining proven craftsmanship with modern innovation.

Whether you choose a custom concrete pool or a state-of-the-art fiberglass pool, you can be confident that your project is backed by:

• Three generations of experience

• Decades of perfected construction methods

• Unmatched transparency and communication

• A commitment to treating you like family

Because for us, this isn’t just a business—it’s a legacy.