Thread necromancy - cardinal sin of forums.
No complicated SEO required for this one. If the dude wants his site to show up as "custom homes kitchener", then he should start with putting "custom homes kitchener" in his title tag, keywords and description.
Right now he ranks #1 for Will O Homes, which happens to be the title he's using as well as the first 42 characters of his keyword string. The words custom, homes or kitchener don't even appear in the description. META tags aren't everything, but they are certainly a good start - especially the title and description.
Google can't rank a site if you don't tell big G what the site is about.