S1Ep102 Jose Berlanga on Real Estate Development and Building Smarter

Jose Berlanga didn’t set out to become a big name in real estate development—but that's exactly what happened. He started with a $7,500 lot and a small spec build, then scaled that single project into a high-volume inner-city operation producing over 200 homes a year.

In this episode of Builder Straight Talk, Jose breaks down how he went from bootstrapping small residential builds to leading Onyx Land Partners, a real estate development firm now active in both residential and commercial projects.

But Jose isn’t your typical builder. He admits he doesn’t know how to build a house—and doesn’t want to. His strength is in assembling the right people, structuring the deal, and managing risk like a pro. That’s why his take on real estate development stands out: it's not about the hammer, it’s about the vision.

His first success came not from hitting a home run, but from staying in the game. The first few builds didn’t make a dime, but the lessons were invaluable. Instead of bailing, he and his brother kept reinvesting profits, refining the process, and slowly growing a company that would go on to dominate inner-city Houston.

Jose dives into how they redeveloped neighborhoods one block at a time—buying up lots, cleaning up streets, improving the surroundings, and increasing property values across the board. It wasn’t about waiting for the perfect deal. It was about creating value through smart real estate development.

He explains how they transitioned from infill housing to full-scale development, and why they stayed away from suburban tract building. Inner-city builds may be harder to manage logistically, but the margins and market differentiation made it worthwhile.

He also opens up about common traps developers fall into—like overestimating what the market will pay, assuming prices will rise, or stretching the numbers too far. “If your deal only works in a perfect market, it’s not a deal,” he says. That mindset helped them survive downturns and navigate financing challenges.

Jose also shares his playbook for funding growth. With no investors and no bank willing to back a spec home early on, he hacked the system—getting personal credit under the guise of building his own home, then rolling those profits into the next project. Over time, he earned trust, leveraged banking relationships, and scaled into larger real estate development loans.

He talks about building his teams the same way—slow and strategic. First hire? The job you hate the most. As he puts it: “Start by offloading the things you suck at.” Whether it was jobsite management or back-office accounting, he learned to delegate and focus on what he does best: land acquisition, financing, and structuring deals.

Now, with decades in the business, Jose focuses more on land development, rental communities, and large-scale projects. He still builds, but with leaner teams and smarter systems. He’s shifted from feeding a massive payroll “monster” to outsourcing and keeping overhead tight—a lesson every builder can relate to.

He’s also the author of The Business of Home Building, a book that lays out the fundamentals of building not just homes—but a company that lasts. It’s not about design trends or hammering nails—it’s about how to run the business behind the build.

“Most builders work in the business, not on it. That’s why they stay stuck,” Jose says. “Real estate development is about seeing the big picture and building with intention.”

This episode delivers practical insight for anyone looking to grow, pivot, or restructure their approach to building. Whether you're still handling every role yourself or stepping into your next phase, Jose’s story offers a clear-eyed look at what sustainable real estate development really takes.

Watch the full episode on YouTube or listen here or on your favorite podcast platform.

About Jose BerlangaJose is a seasoned entrepreneur and real estate developer with over 35 years of experience. Originally from Mexico City, he moved to Houston, Texas, in the mid-1980s, where he began his entrepreneurial journey while attending the University of St. Thomas. Jose co-founded Tricon Homes in 1997, transforming it into an industry leader with annual revenues of $100 million. Under his leadership, Tricon Homes played a pivotal role in revitalizing Houston's inner-city neighborhoods, building close to 2,000 homes. Beyond real estate, Jose has founded and co-founded successful ventures in various industries, including oil and gas, import/export, and manufacturing. He is also the author of "The Business of Home Building," sharing insights from his extensive experience in the construction industry.

To learn more about Jose Berlanga and his latest projects, at JoseBerlanga.com and grab his book The Business of Home Building on Amazon.

About Michael Krisa
Michael Krisa is the host and producer of the Builder Straight Talk Podcast, where he shares expert interviews and real solutions to the U.S. housing shortage. With a background in SEO, video marketing, and real estate, Michael leverages his experience to deliver unfiltered insights into the building industry. His mission is to help builders navigate challenges and succeed by providing practical strategies and stories from those who have been in the trenches.​

Through Builder Straight Talk, Michael offers a platform for builders, contractors, and tradespeople to share their journeys, lessons learned, and strategies for growth. His straight-talking, casual but credible approach resonates with a no-nonsense, practical-minded audience seeking to scale their businesses and fund more projects.