You can also add thin planks here and there of different sizes to have a 3D style wall.

Our profit margins are only 6% on the whole so we are not marking it up like crazy and the cost of building is itself at cost (which as a GC myself is not a good idea but this being the first home we are pursuing in this style I am willing to do what I need to get it off the ground and learn from it.

I can see that others have already given some good advice, so I'll throw my 2 cents out there too..You said you two are preparing (financially) to retire and I assume you want a chill and relaxing style of retirement, right..? 

I believe I am a buy and hold style investor since I am currently working full-time in Cambridge.

Very good audio style learner.  

You need to concentrate on changing your life style.

For the style of business the start up expense per house is about 18-20k.

That neighborhood is a borderline rough area, but there are some cool Spanish style houses that come on the market from time to time at decent prices.  

Do I hone in on the "I'm a real person" approach with the "Cal Buys Houses" style branding?

Having a condo here makes perfect sense if you really do enjoy the beach life style.