Builder Straight Talk Podcast
Real builders. Real stories. Real talk about what it takes to grow in this business. Builder Straight Talk is the go-to podcast for builders, remodelers, and tradespeople who want to scale their business, get projects funded, and learn from folks who’ve actually walked the job site and built something real. Hosted by Michael Krisa, each episode dives into honest conversations with builders who’ve figured out how to grow, fail forward, and keep things moving—through systems, smart money, and straight-up grit. If you're building more than just houses—if you're building a real business—this is the show for you. No suits. No filters. Just the stuff that works.
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Builder Mindset to Business Mindset with Duane Johns of Alair Homes
09/23/2025
Builder Mindset to Business Mindset with Duane Johns of Alair Homes
Most builders hit a wall. They work 80-hour weeks, carry tools, manage crews, chase payments, and somehow still struggle to make ends meet. Sound familiar? That was Duane Johns twenty years ago, grinding it out in Charlotte, North Carolina after moving from the Hamptons. Then 2008 hit. While other builders went under, Duane used the crisis as a mirror. "I think that that too, one thing that happened in that 2008 environment, especially the few years after, was everyone got reduced to a commodity, you know, I mean, the builders or modelers, they had the lower hand, no doubt." The shift from thinking like a builder to thinking like a business owner changed everything. In this conversation with Michael Krisa, Duane walks through that transformation. He talks about the moment he tracked his time for two weeks and discovered he was doing 75% of tasks that weren't moving his business forward. He shares how joining a Vistage group opened his eyes to what real business owners were doing across industries. Turns out, the guy running the insurance company and the woman with the graphic design business faced the same problems – just different flavors. "I started thinking differently, really approaching it as a business, just lots of different opportunities seem to arise from that, you know, and I think what people need to know when they hear that is that doesn't mean you're giving up your respect for the craft or your quality or any of that." We dig into the financial reality most builders face. When you actually calculate your hourly wage against all the hours you put in, McDonald's starts looking competitive. Duane explains why most builders leave money on the table by not charging for all their time, and how understanding your numbers becomes the foundation for everything else. "People simply are not charging for all the hours they're working. It's that, it's really that simple. That's the biggest area that I've found across the board where people can, if they put some attention, they could immediately add to their bottom line." The conversation moves into systems and scaling. Duane joined Alair Homes as a franchise partner, initially skeptical about how a franchise model could work in custom building. But he discovered something powerful: having proven systems meant he could focus on building his business instead of building the business itself. "A lot of times I equate it to it's using the mousetrap versus building the mousetrap." Time blocking becomes a central theme. Duane shares his approach to protecting calendar time like it's sacred, ending each day organized so he can actually disconnect, and setting boundaries with clients about when emergencies are really emergencies. "Don't be one of these people that commits to it, but then gives everything up, you know, and takes this meeting and takes that meeting and moves this around. You got to say no." The goal isn't working less – it's working on the right things. We explore the future of construction, touching on technology, automation, and the workforce shortage. "When you look at where we are and how we still actually build homes is, it's pretty archaic, it's really the same way we've been building them for a hundred years." He believes builders who embrace change will thrive, while those who don't will get left behind. The conversation also addresses the skilled trades perception problem. Duane never went to college, watching friends graduate and end up on job sites anyway. He's passionate about changing the narrative around construction careers, showing young people that building offers real opportunities for entrepreneurship and wealth building. "We have to get to a place where skilled labor in this country it's an absolute necessity. It's, as I said before, most of these crafts are noble positions." Toward the end, we talk about vision and leadership. Many builders struggle to think beyond next year, but Duane pushes them to imagine where they want to be in ten years. "I would say over 50%, maybe 60% to 70% of the builders that I talk to, if I straight up challenge them on that, they really struggle. They kind of think of it as a prediction." Do you want fifteen offices? Want to dominate the Southeast? Want to retire on a beach? You can't get there without knowing where "there" is. As Duane puts it, "What gets measured gets done. If you don't have a very strong level of accountability in your organization, it's going to be really difficult to track any kind of forward progress." This isn't another podcast about better estimating software or the latest nail gun. This is about fundamentally changing how you think about your role in the construction industry. Whether you're swinging hammers or managing crews, the principles Duane shares apply to anyone ready to stop being a builder and start being a business owner. Topics Covered: The psychological shift from craftsman to entrepreneur Financial management and knowing your true hourly wage Systems and processes for scaling construction businesses Time management and calendar blocking strategies The role of franchising in construction Technology adoption and industry evolution Workforce development and changing perceptions of skilled trades Vision setting and long-term business planning The EOS (Entrepreneurial Operating System) framework Avoiding the commodity trap in competitive markets About Duane JohnsChief Operating Officer As COO of Alair, Duane oversees operations, implements strategic plans that align with the company’s vision, and ensures the entire organization is communicating and functioning at a high level. He works closely with the executive team and department leaders on research and development and systems optimization. Duane joined Alair in 2016 as a Builder/Partner and became a Regional Partner in 2017. He was instrumental in incorporating EOS into the Alair culture. Duane entered the construction industry over 30 years ago, working on oceanfront estates in The Hamptons on Long Island, New York. In 1996 he moved to Charlotte, North Carolina, and started a general contracting business. As a builder, remodeler, coach, consultant, and COO, he is dedicated to elevating professionalism in the construction industry by promoting continuous learning, strategic planning, collaboration with like-minded peers, and the elimination of egos. He believes that if you fail to do these things the industry will reduce you to a commodity and leave you alone on an island. When he is not talking shop, you will most likely find him outdoors. He and his family love to travel, hike, explore, and discover new places and new things. Listen to the story of Alair Homes on Episode 12 of The Builder Nuggets Podcast Links: * Alair Homes website: * Alair Homes YouTube Channel: Chapters: 00:00 - Introduction 01:39 - Early Beginnings in Construction 02:44 - Business in Charlotte 10:16 - Passion and Workforce Development 15:42 - Challenges and Opportunities 17:47 - Role of Systems and Franchising in Business Growth 27:02 - Future of Construction: Technology and Innovation 33:13 - Adopting New Technologies 33:35 - Role of AI in Construction 35:16 - Coaching Builders 36:56 - Financial Management for Builders 38:08 - Knowing Your Numbers 44:17 - Value of Vision and Skilled Labor 53:50 - Podcasting and Personal Insights
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Scaling a Construction Business: From College Dropout to $100M+ Builder
09/16/2025
Scaling a Construction Business: From College Dropout to $100M+ Builder
Starting a construction company during the 2008 recession sounds insane, but sometimes desperation breeds the best business decisions. Matt Millsap's story starts like a lot of ours do - working weekends with dad, thinking he was going to hang out with friends but ending up tearing out bathrooms instead. What makes his story different is where it goes from there. After flunking out of college, Matt found himself cutting grass for a builder who saw something in the kid. That builder, Mark, became the mentor who taught him everything. It was old-school apprenticeship at its finest, and Matt soaked it up like a sponge. Then 2008 hit. Mark couldn't pay Matt anymore. So what did Matt do? He started his own construction company right in the middle of the worst economic downturn since the Great Depression. Sometimes you don't get to pick your timing. Those early years were about survival. Matt was doing punch lists for foreclosed houses, fire and water restoration, anything that was recession-proof. He kept his overhead low, lived off savings, and slowly built BuildCo7 from the ground up. By 2011, when banks started lending again, he was ready to move into spec homes and high-end renovations in Nashville. The conversation digs deep into what it really takes to scale past the point where you're doing everything yourself. Matt learned early that knowing your numbers isn't optional. While most contractors are flying by the seat of their pants with whatever's in their checking account, Matt was going to accounting conferences in Colorado, learning P&Ls and balance sheets because he had to. "My goal was to bring the structure of commercial contracting to residential contracting. Residential contracting is a wild west - you're shooting from the hip, the subs are unreliable. I was trying to make it professional." His approach to hiring reveals something most builders struggle with: the choice between raw talent and cultural fit. After getting burned by a few construction hotshots who knew their stuff but poisoned the team dynamics, Matt shifted to hiring for character and teaching the skills. His philosophy is simple - if someone can problem-solve and fits with the team, you can teach them construction. "I knew what I was good at. I was really good at processes and systemization and project management. I was really bad at accounting... Every time I would get to a bottleneck, I'd identify it and then we'd hire appropriately." The project manager challenge runs throughout the conversation. Matt figured out that each PM can handle about $3-4 million in work, but finding qualified ones has become nearly impossible. The old-timers are retiring and not being replaced. It got so frustrating that Matt started an entire separate company, Construction Coach, just to train project managers and create an aptitude test for owners to screen candidates. "We can teach just about everything. So if we have a problem solver, a quick thinker, problem solving is honestly the biggest skill set. If you can problem solve, you're hired." Technology plays a bigger role than you might expect. While most of the industry was still using fax machines in 2005, Matt embraced AI three years ago. "AI and technology for me has always been about making our lives better. What that means is giving my employees more time to themselves - using AI to finish something that would have taken them three hours, they can now do in one." He built a custom GPT that can write project scopes from blueprints and got his team using AI for everything from email management to daily logs. His prediction: the contractors who don't embrace this stuff now will get left behind by those with lower overhead. "If you don't embrace AI now, you're going to get passed up. The guy whose overhead is significantly lower because he's using AI for scheduling and takeoffs is just going to succeed." The financing discussion gets real about today's market. With traditional banks clamping down, Matt's moved to investor partnerships and hard money for his luxury spec projects in Nashville's $2M+ market. It means giving up 50% of the profit, but it also means sharing the risk when things go sideways. Matt's built something that could run without him, which was always the goal. He calls it "operational irrelevance" - pulling himself out of the equation so the business has value beyond just Matt Millsap. Whether that leads to an ESOP for his employees or an outright sale, he's built a company that doesn't depend on the founder showing up every day. The whole conversation feels like talking shop with a builder who's figured out how to work on his business instead of just in it. No fancy MBA theories, just practical lessons from someone who's been there and has the battle scars to prove it. About Matt Millsap Matt Millsap is the founder and CEO of , an award-winning Nashville contracting and consulting firm known for high-end renovations, custom builds, and historic home restorations. With over 25 years in the industry and more than $100 million in completed projects, Matt has built a reputation for delivering craftsmanship with clarity and confidence. He’s also the creator of Construction Coach Instruction, a real-world training program designed to give aspiring and new project managers the systems and mindset they need to succeed without the trial-by-fire approach. Through his no-fluff teaching style, Matt equips PMs to move from chaos to control and thrive in their careers. Links: BuildCo7 website: https://buildco7.com BuildCo7 on Instagram: https://www.instagram.com/buildco7/ Construction Coach: https://construction-coach.thinkific.com/ Construction Coach on Instagram: Chapters: 00:00 - Introduction and Early Beginnings 01:54 - Learning the Trade from a Mentor 06:35 - Starting a Construction Company During a Recession 10:39 - Building a Business with Systems and Processes 17:07 - Performance-Based Bonus Structure 18:54 - Challenges with Project Managers and Training Initiatives 25:42 - Hiring Strategies and Growth Planning 31:57 - Financial Roadmap and Business Vision 32:59 - Project Managers and Revenue Impact 34:02 - Challenging Projects and Lessons Learned 35:34 - Evaluating Client Relationships 36:39 - Corporate Culture and Hiring Practices 46:02 - Embracing Technology and AI 50:19 - Future of Construction and Industry Predictions 52:43 - Financing and Investment Strategies 55:27 - Final Thoughts
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Road to 1,000,000 Doors: Will You Join Us? | Brian Coffman of Sound Capital
09/09/2025
Road to 1,000,000 Doors: Will You Join Us? | Brian Coffman of Sound Capital
You know that moment when you're staring at a project and wondering if you're about to make a fortune or lose your shirt? Brian Coffman, Director of Homebuilder Finance at Sound Capital, has been on both sides of that conversation thousands of times, and he's got some real talk for builders ready to scale up. Michael Krisa sits down with Brian to tackle a question that keeps a lot of builders up at night: what separates those who successfully jump from 10 houses to 50 houses from those who flame out trying? Turns out, it's not about having the best crew or knowing the slickest subcontractors in town. It's about understanding money, and more specifically, how to work backwards from what a house will actually sell for to figure out if you can afford to build it. Brian walks through the brutal math that trips up so many builders. You've got your land cost, your build cost, and your expected sale price. Sounds simple, right? Wrong. There's financing costs, carrying costs, closing costs, and about a dozen other expenses that can turn a profitable-looking deal into a money pit. He talks about builders using "big, fat, fuzzy numbers" when they should be accounting for every nickel, especially when they're using other people's money to scale. They talk about the differences between working with traditional banks versus specialized construction lenders. Banks want you to check 20 boxes in exactly the right order, every single time. Sound Capital's approach is different. They focus on the relationship and whether the deal makes sense overall. Brian explains how once you're approved with them, you don't have to jump through the same hoops for every project. There's this moment where they talk about builders who want to make the leap to development, buying raw land and creating subdivisions. Brian doesn't sugarcoat it. He's seen too many builders get excited about that "great deal" on farmland without asking the hard questions. Where are the utilities? What's the municipality going to require? That cheap land can turn expensive fast when you realize environmental studies and infrastructure costs weren't factored in. Michael and Brian discuss Sound Capital's approach to builder relationships, including their ambitious goal of funding one million doors over five years. It's not about chasing the biggest, flashiest deals. It's about helping builders create attainable housing that working families can actually afford to buy. The episode wraps up with practical advice about staying focused on what sells. Don't get distracted by the fancy houses that look good in magazines. Build what people can actually afford to buy. The successful national builders didn't start with million-dollar custom homes. They started with cookie-cutter houses and built more and more of them. This isn't about getting rich quick or no-money-down fantasies. It's about the real path from being a tradesman to being a business owner, and all the financial realities that come with making that transition successfully. Watch this episode on YouTube: About Brian Coffman Brian Coffman brings extensive real estate and finance expertise to his role as Director of Homebuilder Finance at Sound Capital. He began his career in sales with a Fortune 500 company, advancing to senior management before transitioning to private lending in 2007. Brian successfully navigated the financial recession while building a portfolio of over 250 properties and founded a hard money lending company in 2009 that funded more than $1 billion in loans. His hands-on experience includes personally valuing over 10,000 properties, giving him deep market insight that benefits Sound Capital's clients. Brian has been a valued member of the Sound Capital team for nearly four years, where he leverages his comprehensive understanding of both lending and real estate investment to drive homebuilder financing solutions. Brian Coffman on LinkedIn: Sound Capital's website: Follow Builder Straight Talk: Web: LinkedIn: Facebook: Instagram: Podcast: Available on Apple, Spotify, and all major platforms YouTube: Chapters: 00:00 - Introduction 01:05 - Project Costs & Margins 02:10 - Cash Flow, Financing, and Loan-to-Value 04:20 - The Role of Sound Capital 05:20 - Small Builder to Scaling Up 08:10 - Lending Options 13:00 - Trusted Advisor vs. Partner 17:00 - The Draw Process & Avoiding Pitfalls 21:00 - What Makes Sound Capital Different? 25:00 - Scaling Up 32:00 - What Lenders Look For 36:00 - Advice for New and Growing Builders 39:00 - The Big Goal: Funding a Million Doors 41:00 - Final Thoughts
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From One Man Show to 800 Doors a Year: Learning to Let Go | Adrian C. Avila
09/02/2025
From One Man Show to 800 Doors a Year: Learning to Let Go | Adrian C. Avila
Picture this: an eight-year-old kid on construction sites, already reading blueprints like other kids read comic books. That's how Adrian C. Avila's story begins, learning from his uncle who took him everywhere and taught him the fundamentals that would shape his entire career. Fast forward to today, and Adrian runs AVICA Construction and Development, averaging over 800 doors a year across residential, commercial, and industrial projects. But the most compelling part of his journey happened when he was 29 and faced what he calls a "death experience" that forced him to completely rethink how he ran his business. "I was always a team player, but you're not being a team player today, like you have to be able to pull yourself away from the business so that it can grow." In this episode of Builder's Straight Talk, host Michael Krisa explores the pivotal moments that transformed Adrian from someone working in his business to someone working on it. The conversation covers his transition from being mentored by his uncle to branching out on his own, and the systems thinking that allowed him to scale without being trapped by daily operations. Adrian shares his approach to hiring based on three key qualities, his philosophy on delegation, and how he built processes that let his company run when he steps away. They discuss diversification strategies including fire-resistant construction materials, preparing for economic storms, and Adrian's predictions about the future of building technology. "The issue at hand is everybody's just looking at that dollar sign. What's it going to cost me? To bring on this employee that's going to help save you need time and a headache, right? And instead of looking at it, well, how much is that key player I'm going to bring into the company?" The episode touches on personal growth through morning routines, spirituality in business leadership, and Adrian's community work through the National Hispanic Construction Alliance. They explore mentorship, both receiving and giving it, and how the construction industry is evolving with new technologies. "I can give you all the resources. I can give you all the books to read. I can give you all the tips and tricks. But if you can't go out there in the field and implement what you've learned, you're going to stay stagnant." Adrian also discusses his coaching practice, his podcast "One Stud at a Time," and philanthropic work building homes for families in need. The conversation reveals how personal challenges can become catalysts for business transformation and why letting go might be the key to scaling any construction company. Adrian C. Avila: Founder & President, AVICA Construction & Development, Inc. Adrian brings over two decades of construction experience to AVICA Construction & Development. His journey began at eight when his uncle mentored him on blueprints and construction fundamentals. Before launching AVICA, he held leadership positions with prestigious firms, developing his collaborative approach to large-scale projects. Beyond construction, Adrian serves as President of the Los Angeles Chapter of the National Hispanic Construction Alliance (NHCA) and sits on boards for La Verne and Azusa Chambers of Commerce. He founded Anubis Tranquillum, a coaching practice focused on transformational mindset work, and hosts "One Stud at a Time" podcast. Website: Podcast: Avica Construction: Watch this episode on YouTube: Follow Builder Straight Talk: Web: LinkedIn: Facebook: Instagram: Podcast: Available on Apple, Spotify, and all major platforms YouTube: Chapters: 00:00 Adrian C. Avila 01:03 Sound Capital 01:20 Meet Adrian C. Avila 02:52 Early Mentorship and Career Beginnings 04:48 Branching Out: Starting Avica Construction 12:33 Challenges and Health Scares 16:35 Building a Team and Scaling the Business 19:00 Mentorship and Coaching in Construction 26:17 Processes for Success 31:40 Building a Scalable Business 32:23 Future Goals 34:26 Weathering Economic Storms 34:59 Diversifying Services 37:13 Innovations in Construction 41:36 The National Hispanic Construction Alliance 52:11 Personal Growth and Spirituality 01:01:14 Philanthropy and Future Aspirations
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What Builders Get Wrong about Marketing with Kelly Bosetti Primeau
08/26/2025
What Builders Get Wrong about Marketing with Kelly Bosetti Primeau
Michael Krisa welcomes Kelly Bosetti Primeau, an award-winning marketing strategist who has spent 28 years helping builders and developers scale their businesses. This episode quickly evolved into a masterclass on residential marketing strategy. Kelly reveals that many builders essentially forgot how to market during the COVID boom years. Now that the market has normalized, builders are scrambling to relearn fundamental marketing skills they neglected during the easy times. One of Kelly's core principles involves comprehensive research before launching any campaigns. She shares compelling examples of builders who jumped straight into Facebook ads or SEO without understanding their competition or buyers - often leading to failed campaigns. "A lot of us want to just jump right in there and get to it. And they miss that part of it. And that, I think is a big mistake because that's why a lot of campaigns fail. Because there was no time put into the research." Through case studies, Kelly demonstrates how authentic brand stories become powerful differentiators. Whether it's connecting a builder's love of premium cigars to quality craftsmanship, or leveraging an Italian owner's heritage and hands-on approach, these stories help builders stand out in crowded markets. "People just aren't coming to buy homes like they were a couple of years ago... So the story is so important now more than ever..." Every builder has unique strengths they don't recognize because they see them daily. Kelly's job involves uncovering and articulating these differentiators in ways that resonate with ideal buyers. Since 80% of buyers conduct extensive online research before visiting sales centers, Kelly considers websites as critical first impressions - what she calls "Digital Doorways" in her book. She also advocates for comprehensive CRM systems, AI-powered lead qualification, and marketing automation that ensures no prospect falls through the cracks. "By the time somebody comes in your sales center, they're pretty sure that they might want to do business with you and they probably narrowed it down to about two to three builders..." Kelly reports that traditional marketing tactics are proving effective again. Direct mail, print advertising, and community events are working partly because digital channels have become oversaturated. She shares a case study of a builder who recently sold a million-dollar home directly from a postcard campaign, proving that sometimes the old ways still work best. Kelly’s research-driven approach to social media matches platforms to demographics and price points. Throughout the conversation, she underlines patience and long-term thinking in effective marketing. "Any type of marketing plan, it's a long game." Kelly Bosetti Primeau is an award-winning marketing strategist, fractional CMO, and dynamic speaker with over 26 years of experience helping brands grow, scale, and stand out. As the founder of CEA Marketing and Second Sol Studios, she has led high-impact campaigns for national brands like Pulte Homes, DR Horton, K. Hovnanian Homes, and Taylor Morrison, as well as master-planned community leaders like Metro Development Group and Metro Places. Her work has earned over 120 marketing awards, including top honors from the Aurora Awards, NAHB Nationals, and more than 100 wins from the Tampa Bay Builders Association. Kelly is the author of "Future-Proof Residential Marketing: Stand Out, Sell More, and Scale Your Business," and leads AI Marketing Workshops and her signature Ultimate Marketing Kickstart Course. Her upcoming podcast, "Market Like It's Hot," will bring her bold, results-focused marketing insights to audiences nationwide. CEA Marketing: Visit: Second Sol Studios: Follow Michael Krisa and Builder Straight Talk: Web: LinkedIn: Facebook: Instagram: Podcast: Available on Apple, Spotify, and all major platforms YouTube: Chapters: 00:00 Introduction 01:46 Transition to Real Estate 02:14 Working with Homebuilders 03:57 Marketing Strategies for Builders 06:12 Challenges in the Real Estate Market 08:02 Research and Strategy 10:24 Case Studies and Success Stories 15:31 Branding and Storytelling 25:00 Effective Marketing Plans 33:25 AI in Sales: Enhancing CRM Utilization 34:10 Vitali Homes' Brand with AI 34:31 AI Bots in Lead Nurturing 36:22 Sound Capital: Trust and Funding for Builders 37:32 Digital Doorways for Builders 40:28 Importance of a Strong Online Presence 44:07 Social Media for Builders 51:10 Effective Sales Strategies for Builders 01:00:11 Kelly's Marketing Insights and Resources 01:02:10 Conclusion
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Third-Generation Builder, First-Time Entrepreneur: How Cammie Hancock Beckert Carved Her Own Path
08/12/2025
Third-Generation Builder, First-Time Entrepreneur: How Cammie Hancock Beckert Carved Her Own Path
Sometimes the best builders are the ones who never planned to build. And Cammie Hancock Beckert proves that taking the long way around can lead to exactly where you're supposed to be. As the founder of Cameron Custom Homes & Renovations and a third-generation member of the Camelot Homes family, Cammie spent years avoiding the family business only to discover it was her calling all along. On this episode of Builder Straight Talk, Cammie breaks down how she went from market research and land brokerage to leading a custom division that's redefining luxury building in Arizona. "I had to prove to myself that I could have a career. I really didn't have any long-term goal of working in the family business." Her unconventional path through news stations, market research, and land data gave her skills nobody else in the family business had. But joining Camelot Homes meant proving her worth under a father who's "off the charts" on the leadership scale. The turning point came when she stood her ground over something as simple as sign placement. "Are you kidding me? I can't make a decision about a sign?" That moment launched everything that followed. When a friend approached her about a 1970s remodel project, Cammie said yes despite having zero experience. That single project became the foundation for Cameron Custom Homes & Renovations. Five years later, Cameron Custom has 10 homes under construction, averaging $4-5 million. Cammie's approach centers on assembling the full team from day one: architect, interior designer, landscape architect, all at the table before ground breaks. The business model is equally strategic. Eight of ten current projects use client-owned lots with draw-based financing. Only two are spec builds using internal equity. It's risk-managed growth without overleveraging. "Pretty much everything that we have written down has come to fruition. It is wild to look back and see." Working within the EOS framework, the family maps out everything in strategic planning sessions. From their National Housing Quality Award Gold status to the custom division's launch, it's all been planned years in advance. Cammie discusses: How family business dynamics actually freed her to focus on custom work Why succession planning can't be left to chance The difference between working in the business versus on the business How to structure separate entities for individual ownership Why collaborative building puts the client's vision at the center "To be able to have the ability to make that kind of impact is really epic." For builders thinking about custom work or navigating family business transitions, Cammie's story offers both practical systems and a refreshingly relationship-focused approach to an industry that's often seen as purely transactional. Cammie Hancock Beckert is the founder of Cameron Custom Homes & Renovations, a division of Camelot Homes, the award-winning home building company founded by her grandparents in 1969. A native Arizonan and graduate of Arizona State University, Cammie spent more than 20 years at Camelot Homes where she led the sales and marketing department for the luxury home builder. In 2023, Cammie took on a new challenge by founding Camelot's new custom home and renovation division. Cammie is a member of Young Presidents' Organization (YPO) and is currently working on a nine-year executive degree program at Harvard University. As one of the few female founders in custom home building in Arizona, she is proud to bring decades of industry experience and a grounded warmth to each client relationship and to every Cameron Custom project. To learn more about Cameron Custom Homes & Renovations, visit For Camelot Homes, visit Chapters: 00:00 Introduction 01:45 Sound Capital 02:02 Cammie’s Background 04:12 Early Career and Challenges 09:44 Transition to Family Business 17:08 Building Confidence and Leadership 21:47 Custom Remodel Division 29:37 Family Dynamics and Influence 35:39 Discovering the 'Why' Behind the Business 37:49 Financial Benefits of Homebuilding 40:11 Family Dynamics in the Business 42:46 Strategic Planning and Succession 50:51 Financial Strategies for Growth 52:31 Advice for Aspiring Builders
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Chaos to Systems: Why Professional Builders Need Coaching, with Cole Tilbury
08/05/2025
Chaos to Systems: Why Professional Builders Need Coaching, with Cole Tilbury
Building houses? You've got that covered. But building a business that doesn't rely on you working 80-hour weeks while making $25 an hour? That's where most builders hit the wall. Cole Tilbury, performance coach with The Professional Builder, is helping construction pros break free from the chaos cycle and build businesses that actually work for them instead of against them. With nearly two years coaching builders across North America, Cole has seen the same pattern over and over: skilled craftsmen trapped in their own success, spinning plates instead of scaling profits. On this episode of Builder Straight Talk, Cole breaks down why the best builders often make the worst business owners and what it takes to flip that script. Cole walks through how The Professional Builder's coaching process helps contractors identify their Professional Builder Rate (PBR) and systematically eliminate everything below it. The secret isn't working harder or finding more leads. It's about implementing systems that make every job more profitable while buying back your time. Cole talks about: Why "I need more work" is usually the wrong diagnosis The 10-step sales process that converts 70% of qualified leads How the 1% referral system creates consistent warm leads The "Wow Pack" strategy that positions you as the premium choice Building teams and processes that run without you One of the most powerful insights Cole shares is about delegation and the psychology of letting go. Most builders are doing $15-an-hour admin work while their business starves for $150-an-hour leadership. Hiring specialists to handle everything below your PBR doesn't cost money, it makes money. The conversation gets tactical with Cole's breakdown of offline marketing strategies that actually work. While everyone's chasing social media, the real money is still in community relationships, referral systems, and professional presentation that builds trust before you even show up. Cole also reveals how The Professional Builder's coaching team includes active builders who've implemented these systems and now teach others while running their own profitable companies. It's not theory from the sidelines, it's battle-tested strategies from people still in the game. For builders ready to stop trading time for money and start building a business that works without them, Cole's insights provide a clear roadmap. Whether you're doing $100K in revenue or $25 million, the principles remain the same: systems, delegation, and strategic focus. The choice is simple: stay trapped in the chaos or build something that gives you true wealth, which Cole defines as more time and more money to live the life you actually want. "We're not trying to make you sound like every other business. You can add your personality into these systems and we can tweak it to make sense for your business." About Cole Tilbury: Cole Tilbury is a performance coach and marketing strategist who has worked with over 150 residential builders worldwide, helping them scale smarter, sell better, and gain control of their time and profits. He currently serves as the Head of Content and Training at The Professional Builder, a coaching company that supports builders across Australia, New Zealand, Canada, and the United States. Cole specializes in turning operational chaos into clear systems—whether it's building pricing models that protect margins, creating lead-generation campaigns that convert, or coaching teams through the challenges of growth. Originally from Canada, Cole's background blends boots-on-the-ground experience with sales psychology and operational strategy. His practical, straightforward approach is rooted in a single goal: helping builders create businesses that are profitable, sustainable, and support the lifestyle they set out to achieve. Resources: Book a strategy call: Download free resources (10-step sales process, referral templates, and more): Interview with Marty Amos on scaling a construction business: Chapters: 00:00 Introduction 01:05 Thoughts on Coaching 01:59 Role of a Coach for Builders 02:34 Importance of Business Skills for Builders 03:35 Scaling and Profitability in Construction 04:29 Systems and Processes 05:46 Knowing Your Numbers 06:37 Delegation and Time Management 08:11 Solving Core Business Issues 14:04 Vision and Business Maturity Date 20:51 Ideal Candidate for Coaching 28:28 Coaching Team and Their Expertise 33:40 Marketing Tips for Builders 35:28 The 1% Referral Process 35:56 Community Relationships 36:48 Creating a Dream 100 List 38:18 Science of Asking for Referrals 41:03 Using Info Packs to Build Trust 45:00 Wow Pack Strategy 53:13 10-Step Sales Process 01:00:37 Achieving True Wealth and Balance 01:01:39 Final thoughts
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Laborers to Leaders with Sergio Barajas
07/22/2025
Laborers to Leaders with Sergio Barajas
In this episode of Builder Straight Talk, Michael Krisa invited Sergio Barajas to explore the construction industry's critical labor shortage and how the NHCA is addressing it through education, networking, and business development. Sergio shares how the alliance grew from zero to 2,500 members across eight markets in just 14 months, with plans to reach 5,000 members in 15 markets by year-end. The conversation covers the stigmatization of blue-collar work over the past 20 years and how removing shop classes from schools disconnected young people from building trades. With only 1.3-1.4 people entering trades for every five retiring, and over 400,000 unfilled construction jobs nationally, the industry faces an unsustainable gap that the NHCA is working to close. What we discussed: The NHCA originated four years ago when Home Depot asked NAHREP to convene Hispanic contractors for a roundtable discussion. Expecting 10-15 attendees, they got 30-40, revealing significant unmet needs in the community. The alliance now operates as a comprehensive ecosystem including architects, engineers, contractors, insurance providers, and suppliers, creating opportunities for members to do business without leaving the network. Sergio advocates for changing the narrative around trades work, showing it offers faster paths to entrepreneurship than traditional college degrees. Within two years of apprenticeship, someone can start their own company, compared to waiting four to six years for a college degree that might not lead to employment. The alliance operates three academies focused on trade workers, construction management, and community development. The organization's philosophy centers on "doing well by doing good," fostering a culture where members lead with giving rather than taking. This approach creates real-time business discussions and deals at local chapter meetings, with members immediately connecting on jobs and bids rather than postponing conversations. NHCA installed its National Board of Directors in June 2025. The Board is focused on identifying and addressing systemic challenges facing Hispanic professionals in the construction industry - particularly in areas like access to capital and underrepresentation in leadership. Although Hispanics make up over 30% of the construction workforce, they hold only 15.72% of management positions. Upcoming Conference NHCA is hosting a "Build the Builder" series at AVANCE Global, the nation’s leading convention focused on advancing Latino professional and economic mobility in San Diego, September 18-21, 2024. The six classes, and other sessions offered over two days will cover topics such as site selection, bidding, project management, blueprint reading, and how to engage with national general contractors. The goal is helping contractors transition into development and become bigger industry players. The conference expects 5,000-7,000 participants and offers special $99 registration for students and new apprentices. Conference Sessions: Conference Registration Link: Industry Impact The alliance addresses both immediate workforce needs and long-term leadership development. By partnering with companies like VDCI to translate training materials into Spanish and connecting members with major projects, the NHCA removes barriers while building capacity. Sergio's approach focuses on meritocracy and business development rather than divisive conversations, asking simply "Can you do the job well?" The organization seeks diverse sponsors across the construction ecosystem, from safety equipment manufacturers to insurance companies and vehicle dealers. Early sponsors benefit from becoming part of the alliance's DNA as it grows nationally. About Sergio Barajas Sergio Barajas is the driving force behind the National Hispanic Construction Alliance (NHCA), a trade association launched under NAHREP® to support and elevate Hispanic trade workers and contractors in the U.S. construction industry. A UCLA graduate and seasoned construction and real estate entrepreneur, Sergio holds certifications in Construction Management and Project Management. He brings deep experience in project oversight and construction financing, using his expertise to break down systemic barriers and create new opportunities for Hispanic contractors nationwide. "We want to be part of the business of construction, not just labor. Hispanic workers represent a significant and growing portion of the workforce. We're ready and eager to take on greater roles in leadership and business ownership." - Sergio Barajas Contact Information Website: Email: [email protected] or [email protected] Phone: 714-883-2855 Chapters: 00:00 Introduction 02:47 Blue Collar Work 04:36 Opportunities in the Trades 06:57 NHCA 10:26 Members' Business Growth 12:45 Alliances and Networking 17:40 Challenges and Solutions in the Industry 23:07 Advances in Construction 32:27 Upcoming Conference 36:16 Ideal Sponsors 38:40 Trade Show and Expo Components 41:29 Strong Foundation for the Future 50:29 Five Pillars of NHCA 53:26 Final Thoughts
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Building Legacy: Patrick Lawler on Second-Generation Leadership in Construction
07/15/2025
Building Legacy: Patrick Lawler on Second-Generation Leadership in Construction
In this episode of Builder Straight Talk, host Michael Krisa welcomes Patrick Lawler, Vice President of Lawler Construction, Inc., to discuss his journey from professional baseball player to construction industry leader. As the son of company founder Jim Lawler (), Patrick shares insights on family business dynamics, faith-based leadership, and the evolving challenges facing the construction industry. What we discussed with Patrick: From Sports to Construction Patrick's unexpected path from minor league baseball to the family construction business during the 2008 recession. Working on remodeling projects during tough economic times helped him discover his passion for building and project coordination. Family Business Succession The gradual transition from employee to partner, including how his father never initially planned for his children to join the business but came to value their contributions. Patrick brings up the importance of proving worth through performance rather than relying on family connections. Faith-Based Business Philosophy Both Patrick and his father operate their company with Christian values at the core, starting meetings with prayer and viewing their work as a calling. This foundation provides stress relief and guides their business decisions. Transparency in Construction Lawler Construction's unique approach of showing clients actual costs down to the penny, including previous contracts and final invoices. They operate on a cost-plus model with full transparency rather than traditional markup systems. Managing Client Expectations Strategies for preparing clients for potential challenges, including setting contingency allowances and educating customers about worst-case scenarios upfront. Patrick emphasizes the importance of under-promising and over-delivering. Industry Challenges Rising construction costs, labor shortages, and regional price variations. Patrick addresses why Arizona construction costs are high compared to other states, citing labor costs, shipping expenses, and regulatory requirements. Technology and Innovation Views on 3D printed homes, AI in construction, and the potential for technology to address labor shortages while maintaining quality in custom construction. Workforce Development Attracting young people to the trades, the disconnect between perceived value of college versus trade education, and the need to change cultural attitudes about construction careers. Building a Subdivision Business Patrick's separate venture, Home Base Developers, which focuses on semi-custom homes in subdivisions, including the successful addition of RV garages that became popular with retirees and snowbirds. Work-Life Balance How Patrick manages stress while juggling responsibilities as a business leader, father, and youth baseball coach. Company Culture and Values Patrick’s emphasis on team meetings, open communication, and treating all employees with respect. Patrick explains how their faith-based approach attracts quality subcontractors and employees who share similar values. Future of the Industry Thoughts on addressing the housing shortage, the role of tiny homes and alternative building methods, and maintaining quality while scaling operations. Lawler Construction ranks in the top 2% of Arizona contractors by volume 17-20 employees including superintendents, estimators, architects, and support staff Focus on semi-custom and custom homes rather than production building Operates with complete cost transparency, returning unused contingency funds to clients 37-year family business legacy with strong community reputation About Patrick Lawler Patrick Lawler serves as Vice President of Lawler Construction, Inc., a family-owned construction company founded by his parents Jim and Cindy Lawler in 1985 and based in Cottonwood, Arizona. As a second-generation leader, Patrick is positioned to take over the company that has built a reputation as one of Arizona's top contractors, ranking in the top 2% by volume. Patrick also serves as Managing Member of Home Base Developers, LLC, his own real estate development venture in the Verde Valley area. Married to Chanel Lawler, owner of the award-winning Chocolate Blonde Salon in Cottonwood, Patrick is a father of three children (ages 10, 13, and 17) and actively coaches youth baseball. His family reflects the local business leadership community in the Verde Valley area. 00:00 Introduction 01:45 From Baseball to Building 02:12 Trade During the Recession 03:07 Family Dynamics in Business 05:25 Company Growth 06:02 Custom vs. Production Builds 07:57 Client Relationships and Transparency 15:32 Faith and Business 20:49 Challenges and Future 24:02 Role and Family Life 27:36 Next Generation in Trades 31:52 Technology in Construction 33:15 3D Printed Homes 34:57 Challenges in Construction Industry 36:15 A Builder's Journey 39:04 Joining the Family Business 43:46 Building a Subdivision: A New Venture 58:03 Balancing Work and Family
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Building More than Houses with Tanya Cromwell of Caddis Builders
07/06/2025
Building More than Houses with Tanya Cromwell of Caddis Builders
Michael Krisa sits down with Tanya Cromwell, one of the founding and managing owners of Caddis Builders in Eastern Idaho, to explore the practical side of running a successful construction company in today's competitive market. Tanya's journey began in 1995 when she couldn't find a house design she liked and decided to teach herself AutoCAD and build her own home. Three decades later, she's built an impressive dual career running both Idaho Home Design, which designs 125 homes a year and creates renderings for Parade of Homes magazine, and Caddis Builders, which handles everything from multifamily and custom homes to land development in the Snake River Valley. Our conversation covers the real challenges facing construction companies today, starting with the sobering reality that five workers are retiring for every one new person entering the trades. Tanya shares her hands-on approach to addressing this workforce crisis, including how she's created ownership pathways for young employees through dividends and bonuses that convert to company shares over a 10-12 year period. This isn't just about retention - it's about building a sustainable future for the business. We dive deep into the nuts and bolts of subcontractor management, where Tanya reveals her A/B contractor system and why Caddis Builders pays subcontractors weekly instead of the industry standard monthly payments. Managing relationships with over 200 subcontractors across multiple trades requires strategy, and she explains how this approach has helped them maintain loyalty and priority status even in Idaho's highly competitive market. The conversation also explores the financial side of construction, particularly how Tanya approaches spec home financing without traditional bank loans. She discusses working with investors like doctors and dentists who want to diversify their portfolios, and how this strategy keeps cash flow healthy while minimizing risk. For larger developments, like the 370-home subdivision she's currently building, she explains the partnership approach with investment groups that handle ownership and sales while Caddis focuses on what they do best - building quality homes quickly. Throughout the discussion, Tanya emphasizes the importance of knowing your strengths and filling gaps with the right people. She's upfront about not being a fan of accounting, which led her to bring in a partner with that expertise while she focuses on operations and design. This strategic team building has been crucial to Caddis Builders' growth to 18 employees over the past three and a half years. We also touch on the broader industry challenges, including the need to bring more women into construction and change perceptions about the trades. Tanya discusses how attitudes are slowly shifting, particularly with initiatives like Idaho's governor offering grants for trade school attendance, but notes that change needs to start much earlier in elementary school to truly impact career perceptions. What We Discussed How Tanya transitioned from teaching herself AutoCAD to running two successful companies Her approach to subcontractors and why paying weekly beats monthly payments Creating ownership pathways for employees through dividends and share conversion Financing spec homes without traditional bank loans using investor partnerships Managing 200+ subcontractors and 18 employees in a competitive market Strategies for bringing more women into construction and changing industry perceptions Building sustainable exit strategies and succession planning for construction companies The importance of trade education Tanya Cromwell brings 30 years of construction experience to this conversation, combining operational expertise with a passion for developing talent and building sustainable businesses. Her industry leadership extends far beyond her companies - she currently serves as the National Representative for Idaho at the National Association of Home Builders, sits as a Trustee for the National Professional Women in Building Board, and was recently named Woman of the Year for the National Association of Homebuilders in 2025. As the first female president of both her local and state builders associations, and recipient of numerous awards including Associate of the Year, Builder of the Year, and the 2019 International Company Owner of the Year Award, her insights offer practical strategies for anyone looking to grow a construction company, manage teams effectively, or navigate the current market challenges facing the industry. You can follow Tanya on social media @Build_With_T. Tanya on LinkedIn: https://www.linkedin.com/in/idahohomedesign/ Idaho Home Design website: Chapters: 00:00 Introduction 02:57 Tanya's Journey to Becoming a Builder 03:44 Family Influence and Early Experiences 04:31 From Dance Teacher to Home Designer 06:13 Starting the Construction Company 07:25 Importance of Trades and Education 12:14 Partnerships and Business Growth 28:55 Innovations and Future of Home Building 35:47 Addressing Labor Costs and Workforce Challenges 37:01 Involvement with the National Association of Home Builders 37:38 Encouraging Women in Construction 41:32 Importance of Industry Associations 43:56 Mentorship and Giving Back 48:58 Building a Successful Company 50:51 Differentiating Yourself From Competition 01:00:09 Financial Strategies for Builders
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AI Takeoffs in Minutes with Patrick Murphy of Togal.AI
07/01/2025
AI Takeoffs in Minutes with Patrick Murphy of Togal.AI
Can AI create comprehensive takeoffs in minutes, and save you time? In this episode, I sit down with Patrick Murphy of to explore his solution to tedious takeoffs, compliance and staying within budget. "If a human can interpret plans, why can't a computer?" Patrick also shares his other venture - RENCO - providing innovative, greener and cheaper building blocks. "One person built a 1,500-square-foot house alone in a day." Patrick Murphy's career path reads like a modern American story: CPA at Deloitte, two-term U.S. Congressman, and now construction tech entrepreneur. In this episode, Patrick shares how he's using AI to solve one of construction's biggest inefficiencies - estimating - and how he's revolutionizing building materials with recycled composite blocks. Patrick Murphy is Chief Investment Officer of Coastal Construction, where he started as a day laborer and worked his way up through project engineering, estimating, and accounting. A CPA with experience at Deloitte & Touche, Patrick is now pioneering AI-driven construction technology through Togal.ai and CodeComply.ai, while developing the RENCO composite building system. He served four years in Congress representing Palm Beach and the Treasure Coast, and currently serves on President Biden's Export Council as the only appointee from the construction industry. From Tedious Takeoffs to AI Innovation Patrick opens up about the construction world's biggest time-waster: manual estimating. He describes how 50-60% of his family's construction team spent their days "coloring plans and counting materials" - a process that sparked his lightbulb moment about AI automation. Togal.ai: How Does it Work? We dive into the nuts and bolts of Patrick's AI platform, from uploading PDF plans to getting instant takeoffs in seconds. Patrick explains how the system serves everyone from small contractors to billion-dollar companies for $250 per user per month, and shares the story of one customer who grew 215% in 40 days instead of their planned 25%. AI's Future in Construction Patrick paints a picture of construction in five years, where you could input your address, budget, and style preferences and get a fully compliant design instantly. He envisions AI optimizing everything from plumbing layouts to permitting, potentially bringing construction productivity back to Empire State Building-era levels. Building with LEGO-Like Blocks The conversation shifts to Patrick's other venture, Renco, which creates building blocks from recycled materials that snap together like LEGOs. Patrick walks through the 10-year journey and 450 tests required to get regulatory approval for blocks that are 80% greener and 20% cheaper than traditional materials. Skilled Labor Crisis The harsh reality is that for every five builders retiring, only 1.5 enter the trades, while the country needs to build a million homes annually. Patrick explains how both AI and innovative materials can help bridge this gap by reducing the need for highly skilled labor. Education and the Devaluation of Trades We also discuss how American culture has systematically undervalued trade work while pushing everyone toward traditional college paths. Patrick advocates for bringing back shop class and teaching practical skills alongside AI literacy and critical thinking. Lessons from Congress Patrick reflects on his time in Washington, sharing observations about partisan dysfunction and the incentive structures that reward division over problem-solving. He discusses his book "A Divided Union" and what he learned about governance during his two terms representing Palm Beach. Resources * - AI-powered construction takeoff software * - Renewable composite building blocks * Patrick's book, "" *
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Why Sustainable Homes Are the Future of Building with Jake Wilson
06/24/2025
Why Sustainable Homes Are the Future of Building with Jake Wilson
Sustainable homes are no longer just a “nice to have.” They’re fast becoming the smartest path forward for builders facing tighter margins, supply chain headaches, and rising buyer expectations. Few understand this better than Jake Wilson. As the founder of Conscious Living Design and Build and Conscious Energy Collective, Wilson has made it his mission to redefine homebuilding by combining affordability, innovation, and real-world performance. He’s doing this through a powerful mix of 3D printed construction, net-zero energy systems, and smarter financial structures. “Sustainability isn’t just greenwashing,” Jake says. “It’s smarter business. These homes cost less to run, last longer, and go up faster.” Wilson’s process starts with structure. Traditional framing is out—concrete 3D printing is in. The tech isn’t just for headlines. He’s printing full home shells in under 48 hours, cutting out the delays, labor shortages, and material waste that bog down most jobs. “You’re not chasing lumber deliveries or praying the crew shows up,” Jake says. “You’re printing a wall that’s square, plumb, and ready to work with—fast.” What follows is just as intentional. From solar panels to advanced HVAC, from passive cooling strategies to airtight insulation, every piece is selected for performance. The goal isn’t just energy efficiency—it’s net-zero living. That means homes that generate as much energy as they consume. But sustainable homes also have to be practical, and Wilson doesn’t shy away from cost. With a background in both building and finance—he also works with Security National Mortgage Company—he understands how vital it is to keep the numbers tight. “It’s not enough to build green,” he says. “You’ve got to get people in the door. That means financing has to work. Monthly costs have to make sense. You have to build for the long haul.” Wilson sees sustainable homes as the answer to the housing crisis—not just an environmental fix, but a market solution. His projects target the missing middle: people who can’t afford luxury, but don’t want junk. “We’re building homes that are durable, efficient, and cost-effective,” Jake says. “That’s how we solve real housing issues—not with more of the same.” And his impact goes beyond just single homes. Through Conscious Energy Collective, Wilson is exploring how sustainable homes can reshape entire communities. He’s working on utility-scale solar solutions, energy sharing models, and streamlined permitting to help developers build smarter at scale. “The tech is here,” he says. “The bottleneck is mindset. Builders, cities, even inspectors—they need to catch up. We’re proving it can be done differently.” Part of that mindset shift is helping other builders see that sustainable doesn’t mean soft. These homes are strong, efficient, and built for real-world wear and tear. They’re not lab projects—they’re livable, ownable homes. “Sustainability should never feel like a sacrifice,” Jake says. “It should feel like a win—for the builder, the homeowner, and the planet.” Jake Wilson’s work is showing what the next chapter of construction could look like. It’s fast, clean, cost-aware, and purpose-built for the next generation of homebuyers. For those in the building trade tired of Band-Aid solutions and margin pressure, the rise of sustainable homes offers a new playbook—one where doing right and doing well aren’t at odds, they’re aligned. Watch the full interview on . About Jake Wilson Jake Wilson is a builder, innovator, and founder of Conscious Living Design and Build and the Conscious Energy Collective. He’s leading the charge on sustainable homes through 3D printed construction, net-zero design, and cost-effective building strategies that don’t cut corners. With deep experience in both construction and finance—including his work with Security National Mortgage Company—Jake bridges the gap between smart design and real-world affordability. His mission is to make sustainable homes the new standard by proving they can be faster to build, cheaper to run, and tougher than traditional builds. From individual projects to full-scale community solutions, Jake’s redefining what’s possible in housing—without the fluff. Learn more at and . About Michael Krisa and BuilderStraightTalk.com Michael Krisa is the creator and host of Builder Straight Talk, a podcast and platform built for real builders—not corporate suits. With a background in real estate, media, and marketing, Michael cuts through the noise to bring honest conversations with the people who actually swing the hammers, manage the crews, and build the future of construction. Builder Straight Talk is where builders, GCs, and tradespeople share real-world lessons on growth, funding, scaling, and what it really takes to stay ahead in today’s market. No fluff. No hype. Just field-tested stories, smart strategies, and straight talk. Explore more at .
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Building a Healthy Home from the Ground Up with Brian Johnson
06/17/2025
Building a Healthy Home from the Ground Up with Brian Johnson
Building a healthy home isn’t about slapping a “green” label on a house and calling it a day. For Brian Johnson of Synergy360, it’s about stripping things down to what really matters—health, longevity, and getting builders back in control of the environment they’re creating. In this episode of Builder Straight Talk, Brian returns for a deep-dive conversation with Michael Krisa—no fluff, just real systems, real strategies, and real talk. If you’re curious about what it really takes to start building a healthy home, this episode gives you the playbook. “This isn’t about paper straws and bragging rights,” Brian says. “This is about homes that heal. That keep you breathing better, sleeping deeper, living longer.” Brian walks through his no-BS approach to building a healthy home—starting with the structure, diving into materials, systems, and even furnishings. The key? Synergy. Everything connects. From non-toxic insulation to human-centric lighting, from advanced air filtration to low-EMF wiring—it’s a full-system mindset most builders aren’t even thinking about. “We start with the building envelope,” he explains. “Mass wall systems, smart waterproofing, breathable designs. Then we get into materials—everything’s vetted. No formaldehydes, no VOCs. We know what’s going in the house because that stuff ends up in your lungs.” Brian doesn’t just talk about healthy home theory—he’s putting it into action. Right now, he’s managing projects across the country and preparing to launch the Healthy Builders Academy in Tucson, Arizona. The goal? Train builders, trades, and even designers through real-time, hands-on experience. “You’re not just learning from a PowerPoint. You’re picking up tools, cutting into walls, running systems. We’re going full-on field training,” Brian says. Brian is also building two new communities in Arizona based entirely on these healthy home principles—spacious lots, natural trails, non-toxic materials, advanced filtration systems, and designs that actually support human well-being. Cost often comes up, and Brian doesn’t shy away from the money talk. His approach includes “good-better-best” options that make building a healthy home accessible to more than just luxury clients. “Even if someone’s building mid-range,” he says, “they can upgrade paint, ventilation, wiring. Small changes, big impact.” Another major piece of the puzzle is the Healthy Building Alliance, a vetted platform Brian’s building to bring together serious pros—builders, health experts, designers, and materials suppliers—who are all aligned in building better, safer, healthier spaces. “If I wouldn’t let you in my house, you’re not getting on that list,” he says. “This is about trust. We’re building a community of people who actually give a damn.” The heart of the conversation is simple: if you’re a builder, contractor, or remodeler, and you want to step above the rest—not with gimmicks but with real, performance-driven builds—then Brian’s 12-step framework is your in. “Your home should be your sanctuary,” Brian says. “If there’s one place to invest in your health, it’s where you live.” This episode gives you the strategy, the language, and the roadmap to start building a healthy home right now. Whether you’re planning your next custom build or just looking to upgrade your specs, this conversation is packed with field-tested wisdom you won’t get from a showroom or a seminar. Watch the full episode on . About Brian Johnson and Synergy360 Brian Johnson is the founder of Synergy360—a builder, biohacker, and certified Building Biologist with over 22 years in the trenches of construction. He’s on a mission to bring healthy home construction to the mainstream by fusing performance building, non-toxic materials, and human-first design. From managing multimillion-dollar projects to mentoring hands-on builders, Brian works across the U.S. as a project manager, consultant, and educator—helping pros build homes that heal instead of harm. Want the blueprint? Download , Brian’s free guide breaking down the 12 core systems behind building a healthy home. Learn more at About Michael Krisa Michael Krisa is the host of Builder Straight Talk and a long-time advocate for builders who want more than just hammers and handshakes. With a background in real estate, marketing, and media, Michael brings a rare mix of strategy and storytelling to the trades. He’s known for cutting through the fluff and getting to the heart of what helps builders scale smarter, fund faster, and build better. Through Builder Straight Talk, Michael interviews real-world builders, remodelers, and tradespeople to share the lessons, mistakes, and wins that actually move the needle. Want honest insight from the front lines of construction? Michael’s your guy. Learn more at
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Game-Changing Tips for Scaling a Construction Business with Marti Amos
06/10/2025
Game-Changing Tips for Scaling a Construction Business with Marti Amos
Scaling a construction business isn’t about working harder—it’s about working smarter. That’s the straight talk from Marti Amos, CEO of The Professional Builder, who joined Michael Krisa on Builder Straight Talk to lay out what he calls the builder’s roadmap to freedom. For more than 21 years, Marti’s coached over 3,000 builders and general contractors across the globe. From New Zealand to North America, the challenges are strikingly similar: long hours, low margins, constant chaos. Builders get stuck in the grind, wearing every hat, and never getting ahead. “They’re trapped in the hamster wheel,” Marti told Michael. “Busy all day, but not moving forward. Scaling a construction business starts with stepping back and seeing the bigger picture.” That’s where his “Professional Builder’s Rate” comes in. Marti challenges builders to calculate their true hourly worth based on their income goals. The goal is simple: stop spending time on tasks that don’t justify your rate. From there, apply the SAD principle—Stop, Automate, Delegate—to free up time and focus on high-value decisions that drive growth. One of the key mistakes Marti sees? Builders trying to scale without systems. “No system means no scalability,” he said. “If everything depends on you, you don’t have a business—you have a job.” To break out of that cycle, Marti helps builders install plug-and-play systems for estimating, job costing, sales, and team management. That’s what allows his clients to increase margins, buy back personal time, and get booked six to twelve months out—with profitable work. Michael asked what the turning point looks like for builders ready to scale. Marti pointed to revenue plateaus—specifically the $1–2 million range, and again at $5–7 million. At those points, the business demands more leadership, not more hustle. That means hiring smart—like an office manager or general manager—to get the owner out of day-to-day firefighting. “You don’t grow a business by doing more. You grow it by leading more,” Marti said. “That starts with leading yourself.” Mindset is a huge part of scaling a construction business. Marti sees fear and uncertainty as common barriers. Builders worry about letting go, raising prices, or saying no to the wrong clients. But he’s blunt: “If you’re not charging what you’re worth, you’re already losing.” That’s where Marti’s 10-step sales process comes in. It’s designed to help builders stop competing on price and start leading with value. From handling objections to building trust, the process creates a buyer journey that results in better clients and higher margins. Marketing is another make-or-break area. Marti breaks it down simply: most builders are doing “hope marketing”—posting on social media and hoping someone calls. He flips that on its head with direct response marketing—measurable, lead-generating strategies that include lead magnets, tracking, follow-ups, and strong calls to action. “Marketing’s job is to get the phone ringing with the right kind of clients,” Marti said. “Everything else is noise.” Community is another powerful piece of the puzzle. Marti’s coaching programs include access to a global network of builders, accountability groups, and specialized coaches who help builders execute with speed. Whether it’s a pricing spreadsheet, a job ad, or a sales script, his team provides the exact tools needed to move forward. He’s also upfront about the endgame: exit strategy. Scaling isn’t just about now—it’s about building something you can eventually sell or step back from. “A true business is something that can run without you,” he said. “That’s what gives you options.” Michael wrapped the conversation by digging into Marti’s personal drive. Marti shared that every day, he asks himself how he can be the best version of himself. It’s not just about business success—it’s about building a life of purpose, impact, and freedom. For builders stuck in the day-to-day grind, Marti’s advice is simple: invest in yourself, join a community, and stop doing it all alone. The path to scaling a construction business isn’t easy, but it is proven—and it’s waiting for the builders willing to take that first step. Free Resource for Builders Marti Amos is giving away 50 free copies of his book The Profitable Builders Playbook—packed with 85 proven strategies to help you scale smarter, boost profitability, and reclaim your time. Just cover shipping and it's yours. before they’re gone. About Marti Amos Marti Amos is the CEO of The Professional Builder and a globally recognized business coach for the construction industry. With over two decades of experience helping 3,000+ builders systemize, scale, and reclaim their time, Marti brings real-world tools and straight-shooting advice to help contractors grow profitably. His mission is simple: build a business that works for you—so you don’t have to work around the clock for it. Explore tools, coaching, and resources at About Michael Krisa Michael Krisa is the creator and host of Builder Straight Talk, the podcast built for real builders who want more than just jobsite survival. With a background in marketing and media, Michael brings smart conversations to the trades—spotlighting practical strategies and battle-tested stories from the people building real businesses in construction. Catch more episodes, insights, and straight talk at
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Why Builder Customer Experience Matters with S. Robert August
06/03/2025
Why Builder Customer Experience Matters with S. Robert August
When you’ve helped generate over $25 billion in real estate transactions, recruited 5,000 NAHB members, and built communities through double-digit interest rates, you learn what separates the builders who survive from the ones who scale. For S. Robert August, it’s not product. It’s not price. It’s not even design. It’s the builder customer experience. And if you’re still treating service like a “post-closing problem,” you’re missing your biggest opportunity. Robert started his career in customer service—handling nothing but complaints. “Nobody called because they were happy campers,” he says. “Every call was a problem, and every problem was a lesson.” That crash course taught him what most builders learn the hard way: service isn’t just about fixing things. It’s about how you make people feel. “Problems don’t fix themselves. You have to address them fast, and with empathy.” Throughout his 50+ years in the industry, Robert has helped builders turn problems into profit—especially with change orders. Instead of treating them like chaos, he teaches builders to structure them into a repeatable, profitable system. Set expectations early. Explain the domino effect. Tie costs into financing. And don’t be afraid to charge for strange requests. “Anticipate change, expect change. If you embrace it, you can move on a dime.” But builder customer experience isn’t just about buyers. It’s how you treat trades, vendors, and lenders. Respect, trust, and clear expectations are the foundation of every relationship. “It takes 75 to 125 companies to build one home,” he says. “You better treat every one of them like they matter.” Robert shared a story about a custom builder who handled post-closing like a mission. He showed up every morning for a month just to check in, answer questions, and make sure the new homeowners felt supported. The result? Zero issues—and endless referrals. “The coffee was waiting for him at 8 a.m. That builder never had a service call we couldn’t handle.” Too often, builders avoid post-closing follow-up because they fear complaints. Robert says that’s exactly when you should be leaning in. Ask how the buyers are doing. Ask for referrals. Stay top of mind—not just during the sale, but after the move-in. “Every meeting is a chance to earn a referral.” And if you want to build a winning team, invest in your people the same way. Robert’s companies mystery shop their own sales teams—not to fire anyone, but to help them improve. “We don’t shop salespeople to fire them. We shop them to help them get better.” At the core of it all is mindset. Build trust. Set expectations. Follow through. And don’t overpromise just to pad your margins. “You can do 158 things right—but if you blow one, nobody remembers the rest.” And the one thing your buyers will remember most? How you made them feel. About S. Robert August S. Robert August is the founder of North Star Synergies and one of the most accomplished voices in home building, marketing, and real estate development. With over 50 years of industry experience, he’s helped drive more than $25 billion in real estate sales across residential, commercial, and resort projects. A Senior Life Director of the NAHB and a nationally recognized educator, Robert has trained thousands of builders and sales professionals, served as Chairman of the NAHB’s National Sales and Marketing Council, and holds the all-time record for NAHB member recruitment. His focus? Helping builders create stronger customer experiences, more predictable cash flow, and long-term growth through smart strategy and real relationships. Learn more at . About Michael Krisa Michael Krisa is the creator and host of Builder Straight Talk, a podcast built for serious builders who want real conversations—not fluff. With a background in marketing and media strategy, Michael brings a no-nonsense approach to helping builders, contractors, and remodelers grow their business, simplify their systems, and fund more projects. He’s known for asking the tough questions, digging out practical insights, and shining a spotlight on the people driving real results in the construction industry. If you're tired of buzzwords and ready for real builder talk, you’re in the right place. Learn more at .
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From F16s to Composite SIPs with Evan Mai
05/27/2025
From F16s to Composite SIPs with Evan Mai
Composite SIPs might not sound like battlefield tech—but for Evan Mai, they’re the future of building smarter, faster, and stronger. After logging over 2,300 hours in an F-16 and leading combat missions in Desert Storm, Evan’s new mission is on the ground: disrupting construction with a material most builders haven’t even touched yet. Evan’s story isn’t your typical builder bio. He grew up on a Kansas farm, got hooked on flying, and ended up as a mission commander in the U.S. Air Force. After active duty, he spent years in the defense world, working with Raytheon on billion-dollar modernization programs for U.S. allies around the world. But the itch to build never left. He started buying land, building custom homes, and even tackled condo conversions across California—900 units over five years. But when the 2008 recession hit, the financial crash wiped out his projects and forced a hard reset. “We thought we had our backside covered,” he says, “until the FDIC seized our two major banks.” That sting pushed him back toward familiar ground—military and defense contracting. But it also got him thinking about how inefficient and fragile the construction world still was. Watching investors lose money and homeowners lose properties lit a fire under him. He started asking a question his dad once posed: “Why are we still building with sticks and stones?” That question led him to composite SIPs—foam core panels wrapped in composite shells, the same kind of materials used in aerospace, marine, and automotive industries. After testing his own prototype in a garage (where all good ideas start), he discovered JD Composites in Nova Scotia. They were building homes from recycled plastic bottles and composite panels—homes that could take 325 mph wind in a test tunnel with less than a quarter-inch of deflection. But the U.S. code compliance wasn’t there yet. Testing was expensive and slow. That’s when Evan connected with MDLR Brands and saw they already had composite SIPs approved for use in all 50 states. They had the scale, testing, and factories to take this material from concept to jobsite. Now, as a business development executive at MDLR, Evan is helping builders see the light. These aren’t just “green” panels. They’re rugged, energy-efficient, hurricane-rated, and fast to assemble. In some builds, walls and roofing systems go up in just two days, with 50–70% less labor than traditional framing. That’s not theoretical. That’s field-tested reality. Unlike traditional SIPs or stick-built homes, composite SIPs don’t rely on trusses, felt paper, or shingles. They reduce thermal bridging, eliminate drywall in some cases, and cut down on HVAC loads. That translates into real savings—not just on the build, but over the life of the home. For developers, that means lower maintenance and operating costs. For homeowners, it’s comfort and cost control. Still, Evan knows builders are slow to adopt anything new. The big names won’t switch unless it’s 20% cheaper across the board. But the real value isn’t just in raw materials. It’s in time, simplicity, and fewer trades. “You can build a stronger, quieter, more energy-efficient home and cut your labor in half,” he says. “You just have to be willing to try something new.” Evan isn’t waiting for the industry to catch up. He’s out partnering with builders, funding small projects, and showing what’s possible with composite SIPs. His goal is to build model homes, ADUs, even multifamily projects—then open the books and let the numbers speak for themselves. He’s not looking for IPOs or Wall Street exits. This is mission-driven. “I’m retired Air Force. I’m retired Raytheon. This is the thing I want to do,” he says. “Let’s build better, faster, and smarter.” And for anyone still doubting if this fighter pilot knows what he’s doing on a jobsite—just remember, he’s been solving high-stakes problems since the day Saddam invaded Kuwait. Figuring out how to frame a house faster? That’s just another mission. Watch the full episode on . About Evan Mai Evan Mai is a former U.S. Air Force Lieutenant Colonel, F-16 Weapons School Instructor, and defense industry leader turned construction innovator. With a background in mission-critical operations and global modernization projects, Evan now leads national business development at MDLR Brands—bringing next-gen building materials like composite SIPs to forward-thinking builders across the U.S. He’s on a mission to help contractors build stronger, faster, and smarter without the headaches of traditional methods. Learn more at . About Michael Krisa Michael Krisa is the creator and host of Builder Straight Talk, a no-fluff podcast built for serious builders, remodelers, and tradespeople who want to grow, scale, and simplify their businesses. With a background in marketing and a passion for real builder stories, Michael cuts through the noise to spotlight the people and ideas driving real results in construction today. If you’re ready for straight talk, smart strategies, and the occasional hard-earned lesson, this is your corner of the internet. Learn more at .
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Healthy Home Construction with Brian Johnson of Senergy360
05/20/2025
Healthy Home Construction with Brian Johnson of Senergy360
Healthy home construction isn’t just a buzzword anymore—it’s becoming a necessity. Builders across the country are realizing that the way we’ve been framing, finishing, and sealing up homes is creating spaces that look great but quietly make people feel like hell. Brian Johnson has been ahead of that curve for over a decade, and now he’s helping contractors, clients, and communities rethink how homes should actually be built. With 22+ years in the construction world and a background as a pro athlete, Brian didn’t come at healthy home construction from theory. He lived it. He was biohacking, working with functional medicine pros, and training hard—only to find out through extensive lab testing that his mold and toxin levels were off the charts. No symptoms, just performance slowly grinding down. That was his wake-up call. “I wasn’t sick—but I was a ticking time bomb. The testing showed mold and toxicity levels higher than people who were bedridden. That’s when the lightbulb went off.” Most builders hear “healthy” and think green tech, solar panels, or another set of costly specs to upsell. But Brian makes it clear—this isn’t greenwashing. Healthy home construction means dialing in every element of the build so the home supports human performance, not just energy performance. And he breaks it down in builder terms: it starts with the envelope, the layout, the air systems, and the materials—every trade has a role. “There’s a big difference between building green and building for health. One makes you feel good about your choices. The other actually helps people feel better in their homes.” He’s not pushing straw bale huts or boutique systems either. Brian’s using proven materials like ICF (Insulated Concrete Forms) to create mass-wall construction with serious thermal performance and mold resistance. No cavities, no leaks, no nonsense. It’s not about being exotic—it’s about making smart, science-backed upgrades that fit into your existing process. Brian works with builders across the country as a project manager and consultant—bringing his Synergy360 specs and healthy home construction playbook to projects in places like Miami, Austin, California, and Arizona. These aren’t pipe dreams—they’re million-dollar homes, full-on communities, and proof-of-concept models that get contractors, clients, and investors aligned. “We’re building communities, not just homes. These are live case studies—and we’re inviting other builders in to see it for themselves.” The kicker? These homes don’t just feel better—they perform better. Lower EMF exposure, cleaner air, reduced humidity, and minimal off-gassing means fewer client complaints, longer-lasting materials, and better word-of-mouth. And yes, there’s a cost—Brian says to expect about 20–30% more than a standard custom build—but for clients looking for longevity, healing, and a real lifestyle upgrade, that’s a no-brainer. “The home becomes the modality. It’s not just where you live—it’s where you recover.” Healthy home construction isn’t just for the rich, though. The long game is scale. Brian’s rolling out the Healthy Builders Academy to teach builders, trades, and project managers how to adopt these systems without wrecking their budgets or timelines. He’s also building model homes and small communities in Arizona that serve as live training grounds—real builds, not PowerPoints. The best part? Builders are finally paying attention. Five years ago, Brian says they looked at him like he was wearing a tinfoil hat. Now, contractors are calling him in to spec jobs, train crews, and walk sites. Because once you understand what’s really making people sick in their homes—whether it’s bad air, mold, EMFs, or chemical exposure—you can’t unsee it. And when you realize it’s fixable with smarter construction? That’s a game-changer. “I speak the language of construction. I just put health into builder terms—so the trades get it, and they care.” Healthy home construction isn’t about selling a dream. It’s about building homes that work—for the people who live in them, and for the builders who put their name on the sign out front. About Brian Johnson Brian Johnson is the founder of Senergy360, a builder, biohacker, and certified Building Biologist with over 22 years of construction experience. His mission is to bring healthy home construction to the mainstream by combining performance building, non-toxic materials, and human-centered design. Brian works across the U.S. as a project manager, consultant, and educator to help builders create homes that support health, recovery, and long-term well-being. Want the blueprint? Download , Brian’s free guide breaking down the 12 core systems behind his healthy home strategy. Learn more at About Michael Krisa Michael Krisa is the straight-talking voice behind Builder Straight Talk—the podcast and platform built for real-deal builders, developers, and tradespeople who are serious about scaling their business, funding smarter, and learning from others who’ve been in the trenches. He’s not just a host—Michael’s a veteran real estate investor, digital strategist, and branding expert who’s spent over 20 years helping industry pros cut through the fluff and focus on what actually grows a business. His no-BS interviews get right to the heart of what makes the best in the building industry thrive. Each week on Builder Straight Talk, Michael sits down with builders, contractors, remodelers, and developers to dig into real-world wins, lessons learned the hard way, funding moves that worked (and didn’t), and the systems that turn chaos into consistency. If you’re serious about growing your construction business—and want honest conversations without the hype—this is your show.
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Builder Construction Loans, Smarter Growth, and Real Risk Advice with James Minarsich
05/13/2025
Builder Construction Loans, Smarter Growth, and Real Risk Advice with James Minarsich
Builder construction loans are the fuel behind most successful projects—but only if they’re built right. James Minarsich has made it his business to deliver funding that moves at the speed of builders—not banks. As Senior VP of Construction Lending at , James oversees a team that works exclusively with professional home builders, helping them scale with fast, flexible financing. He understands the real risks builders face: funding gaps, market timing, unexpected delays—and how to solve for them without killing your cash flow or drowning in red tape. On this episode of Builder Straight Talk, James gets real about how smart builders use construction loans not just to finish projects—but to grow businesses. “We’re not here to slow you down. We’re here to give you control.” James breaks down the difference between traditional financing and builder-focused lending, explaining how Sound Capital structures draw schedules, underwrites deals based on real builder capacity, and prioritizes speed and relationship over paperwork. He dives into: How builder construction loans differ from consumer loans What lenders really look for when reviewing your pipeline How to use funding as a growth tool—not a panic button Common mistakes builders make when borrowing How to protect margin without overleveraging “Cash is your oxygen in this business. If you can’t breathe, you can’t build.” One of the most valuable takeaways? James explains how builder construction loans should scale with you, not against you. He offers a strategic look at how to phase capital across multiple projects, manage draws responsibly, and reduce stress through proactive planning. Whether you’re a spec builder, custom operator, or mid-size developer juggling multiple builds, this episode brings clarity to the numbers—and the strategy behind them. James also touches on what makes a builder “bankable,” how to set yourself up for long-term financial partnerships, and how Sound Capital approaches deals with a builder’s mindset, not a banker’s checklist. “We’re not in the business of saying no. We’re in the business of helping builders win.” If you’re looking to grow without losing control, fund projects faster, or finally build a reliable capital partner—this is required listening. Watch the full episode on or listen here or on your favorite podcast platform. About James Minarsich James Minarsich is Senior Vice President of Construction Lending at Sound Capital Loans, LLC. With a focus on enabling builders to scale efficiently, James leads lending strategies that prioritize speed, precision, and builder-centric financial solutions. He works directly with clients to structure flexible draw schedules, manage risk, and keep projects on track—helping builders grow with confidence and control. To learn more about James and construction lending for builders, visit . About Michael Krisa Michael Krisa is the host of Builder Straight Talk, where real builders share real business strategies—no fluff, no suits. With a background in real estate investing and digital strategy, Michael helps builders simplify operations, secure funding, and scale smarter through honest, practical conversations that get to the point. Learn more at .
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Modular Home Construction, Smarter Building, and the Future with Harrison Langley
05/06/2025
Modular Home Construction, Smarter Building, and the Future with Harrison Langley
Modular home construction isn’t just a trend—it’s a solution. And Harrison Langley is proving it can be done faster, smarter, and more sustainably than traditional building ever could. As the CEO and founder of , Harrison is combining cutting-edge materials, rapid fabrication, and high-impact design to solve real-world problems in housing. Whether it’s building hurricane-resistant homes, reducing environmental impact, or making construction faster and more scalable, he’s on a mission to redefine what’s possible. On this episode of Builder Straight Talk, Harrison breaks down how his company uses LiteSIP® composite panels and the Boxvana modular building platform to deliver strong, energy-efficient, transportable homes—at speeds traditional stick-built crews can’t touch. “It’s not about replacing builders. It’s about giving them a better toolset.” Harrison explains how modular home construction allows for dramatically reduced build times (think hours, not weeks), less jobsite waste, and more control over energy performance. In disaster zones, they’ve delivered homes in under 24 hours. In the private market, they’re working with developers and municipalities to bring housing solutions that meet code, meet demand, and beat the clock. But it’s not just about speed. Harrison’s big picture is about shifting the mindset of the entire industry—from reactive to proactive, from site-built to system-built. He dives into: Why factory-built doesn’t mean cookie-cutter The biggest resistance builders have—and how to overcome it What traditional GCs can learn from modular production lines The role of LiteSIP® panels in performance and durability Why scalability depends on materials, not just manpower “You can’t scale a business on labor alone. You need smarter materials and repeatable systems.” One of the most compelling parts of the conversation is how modular is being used to solve for affordability without sacrificing aesthetics or performance. In places where labor costs are high and skilled trades are stretched thin, modular makes the economics work again. And for developers, it reduces uncertainty—fewer subs to manage, tighter timelines, and fewer change orders. Harrison also touches on the future of building as a tech-driven, manufacturing-powered process. It’s not about wiping out traditional trades—it’s about supporting them with tools and systems that make their work faster, more profitable, and more repeatable. “We’re not trying to disrupt the industry. We’re trying to help builders stay in the game.” For builders and developers looking to stay ahead of the curve, modular home construction isn’t something to watch—it’s something to explore now. Whether you're in custom, spec, or workforce housing, what Harrison shares could fundamentally change how you think about your next build. To see how MDLR is changing the way homes get built, visit . Watch the full episode on or listen here or on your favorite podcast platform. About Harrison Langley Harrison Langley is the CEO and Founder of MDLR Brands, a construction innovation company focused on modular building, sustainable materials, and scalable housing solutions. Through proprietary technologies like LiteSIP® and Boxvana modular systems, Harrison is working to solve housing challenges with smarter, faster, and more resilient solutions. His background spans real estate, environmental conservation, and tech—bringing a unique, visionary approach to the future of homebuilding. About Michael Krisa Michael Krisa is the host of Builder Straight Talk, where builders, developers, and tradespeople share real stories, funding strategies, and business moves that actually work. With decades of experience in real estate and digital strategy, Michael brings straight-shooting conversations that help builders grow without the fluff. Learn more at .
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Healthy Home Construction, Building Smarter, and the Future of Better Homes with Lauren Riddei
05/01/2025
Healthy Home Construction, Building Smarter, and the Future of Better Homes with Lauren Riddei
Healthy home construction is more than just a buzzword—it’s fast becoming the next frontier for serious builders, and Lauren Riddei is right in the middle of the shift. Lauren Riddei is a strategic advisor and consultant specializing in building health, indoor air quality, and the use of non-toxic materials. Her background spans brand strategy, marketing, and now an intense focus on how homes affect the health of the people living in them. In this episode of Builder Straight Talk, Lauren breaks down why healthy home construction isn't just for luxury clients anymore—it’s something buyers are starting to demand across all market levels. From indoor air quality and moisture control to material selection and smart ventilation, Lauren lays out how even small decisions during construction can have huge impacts on long-term occupant health. “The way we’ve been building for speed and cost efficiency has introduced real health problems—especially in energy-tight homes.” Lauren shares how the industry’s push for energy efficiency created a second problem: homes that don't breathe properly. Without better ventilation, filtration, and smarter material choices, today's "tight" homes can trap pollutants inside, leading to serious health consequences over time. She’s clear about this: healthy home construction isn’t just about switching to non-toxic paint or eco-friendly insulation. It's a full systems approach that builders need to understand if they want to future-proof their projects—and protect their reputations as client expectations rise. Lauren also highlights simple, practical ways builders can start improving their builds today: Choosing low-VOC and formaldehyde-free materials Implementing balanced ventilation systems Designing for proper moisture management from slab to roof Educating clients early to set realistic expectations about upgrades and options “You don’t have to flip your entire process overnight. Start small. But start thinking differently.” One powerful insight Lauren shares is how the pandemic shifted consumer awareness. People are now more concerned than ever about the air they breathe indoors—and that awareness is bleeding into how buyers shop for homes, especially in competitive markets. Builders who lean into healthy home construction now will be positioned as leaders, not laggards, when these demands become standard across the industry. She also touches on the financial angle: properly executed healthy home features can actually increase property value, drive better appraisals, and offer a new angle for marketing homes in crowded markets. “You can’t afford to ignore this. The clients are waking up. It’s not a niche anymore—it’s an expectation.” If you’re a builder, developer, or tradesperson serious about staying ahead of market shifts, Lauren’s insights will show you how to integrate healthy building practices without blowing up your margins or operations. Watch the full episode on or listen here or on your favorite podcast platform. About Lauren Riddei Lauren Riddei is a building health consultant and brand strategist dedicated to improving the construction industry's approach to occupant wellness. After years in corporate brand strategy, Lauren pivoted to focus on healthy home construction, indoor air quality, and building biology. She works with builders, developers, and architects to design homes that support better health, performance, and peace of mind. To learn more about Lauren Riddei’s work and her upcoming resources for builders, visit About Michael KrisaMichael Krisa is the host of Builder Straight Talk, where builders, developers, and tradespeople come for real-world strategies on scaling businesses, funding smarter, and building legacies. With over 20 years of experience in real estate investing, digital marketing, and brand strategy, Michael delivers straight-talking insights that help construction entrepreneurs grow without the corporate noise or fluff.
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Avoid These Costly Mistakes When Building ADUs with Whitney Hill
04/30/2025
Avoid These Costly Mistakes When Building ADUs with Whitney Hill
Accessory dwelling units are changing the way builders, homeowners, and developers think about growth—and Whitney Hill is right at the front of that movement. Whitney Hill is the co-founder of SnapADU, a California-based construction and development firm specializing in accessory dwelling units (ADUs). What started as a niche offering has grown into a full-scale operation designed to meet the rising demand for smarter, more flexible housing solutions. In this episode of Builder Straight Talk, Whitney lays out how accessory dwelling units have exploded in popularity, especially in tight urban markets where space is limited and home values are rising fast. She shares how focusing on ADUs opened new revenue streams and created opportunities for homeowners to unlock wealth right in their backyards. Whitney talks about the importance of specialization. Rather than chasing every project, SnapADU dialed in on building systems and processes specifically for ADUs—standardizing plans, permitting, project management, and construction delivery. That tight focus helped the company grow in both volume and efficiency, while still offering clients a semi-custom experience. “ADUs aren’t just about adding space. They’re about adding options—options for families, for rental income, for multi-generational living.” Whitney also shares the hard lessons learned early on: dealing with city permitting chaos, managing client expectations, and building a brand that clients trust without overpromising. She emphasizes that real estate development—even on a small lot—requires vision, patience, and clear communication. One of the big takeaways? Builders who want to scale with ADUs need to think differently. It’s not custom homebuilding. It’s a hybrid between spec efficiency and client-driven customization. Success depends on having a streamlined product offering that can flex without breaking project timelines or budgets. She also touches on the broader market dynamics. In cities like San Diego, LA, and San Francisco, accessory dwelling units are part of how local governments are trying to solve housing shortages without massive new development. That trend is likely to continue, offering builders a long-term opportunity if they can figure out how to deliver ADUs profitably. “The opportunity is huge. But the builders who win will be the ones who systematize early, not the ones treating every project like a one-off.” Whitney’s insights aren’t just for California builders either. As zoning laws evolve across the U.S., smart operators are already eyeing accessory dwelling units as a critical part of future real estate strategies—from boosting single-family property value to creating cash-flowing rental portfolios. If you’re thinking about scaling your business, adapting to market shifts, or offering new products that match where the demand is headed, this conversation with Whitney Hill will give you a clear blueprint on how to do it right. Watch the full episode on or listen here or on your favorite podcast platform About Whitney Hill Whitney Hill is the co-founder and Head of Business Development and Innovation at SnapADU, a California-based general contracting firm specializing in accessory dwelling units (ADUs). With a background in management consulting and a passion for streamlining systems, Whitney helped turn SnapADU into a leading builder in the Southern California ADU market. She is dedicated to making ADUs more accessible through education, transparency, and operational excellence. To learn more about Whitney and SnapADU, visit About Michael KrisaMichael Krisa is the host of Builder Straight Talk, where builders, developers, and tradespeople come for real-world strategies on scaling businesses, funding smarter, and building legacies. With over 20 years of experience in real estate investing, digital marketing, and brand strategy, Michael delivers straight-talking insights that help construction entrepreneurs grow without the corporate noise or fluff.
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Michael Vitale on Building Homes in Florida With Hustle and Heart
04/22/2025
Michael Vitale on Building Homes in Florida With Hustle and Heart
When it comes to building homes in Florida, Michael Vitale isn’t your average story. He wasn’t born into construction. He didn’t grow up swinging a hammer. He came from the Italian military and police force—then landed in Florida, fell in love, and said yes to a challenge that would flip his life upside down. His father-in-law offered him a chance: a line of credit and the opportunity to build a home. No hand-holding, no training wheels. Just a sink-or-swim opportunity. Michael dove in headfirst. In this episode of Builder Straight Talk, Michael shares how he built Vitale Homes from scratch—studying the field, scouting the trades, and earning trust by promising what the big national builders couldn’t: 15-day pay and a personal relationship. It started with 50 lots carved out of a distressed subdivision. That first build? He dug the permit trench himself. The garage became his office, the model home was his headquarters, and his sales rep worked out of the spare bedroom. Every inch of it was earned. “I knew I wasn’t going to be the biggest,” he says. “But I could be the best at building trust.” Today, Vitale Homes builds 60 to 120 homes a year, mostly in master-planned communities. He runs a semi-custom model: standardized floor plans with enough flexibility to let buyers choose colors, tiles, and design tweaks. It’s not fully custom—but it feels personal. His success in building homes in Florida didn’t come from flashy marketing. It came from discipline, leadership, and being in the field. Michael still spends time with construction managers, office staff, and sales—staying hands-on while building up each department. He credits his military background with helping him handle stress, lead teams, and think on his feet. For him, delegation isn’t about barking orders—it’s about guiding people, being on-site when it counts, and showing your team the way. “You don’t lead with authority,” Michael says. “You lead by example. That’s how you earn loyalty.” His trades followed him into hurricane recovery work—not because they had to, but because they believed in him. That loyalty was forged over years of doing what he said he would, treating trades like partners, and never letting his name down. Now Vitale Homes is growing into luxury waterfront homes, with starting prices at $2.5 million and up. But even as the price tags rise, the principles stay the same: build quality, build trust, and never stop showing up. Michael also raises real concerns about the future of the trades. With an aging workforce and fewer young people entering the industry, the labor shortage is real. He believes part of the solution is rebranding the trades—showing the next generation that plumbing, electrical, and HVAC are not fallback careers. They’re paths to wealth, ownership, and respect. “We’ve got to get the trades back in schools,” he says. “It’s not about avoiding college—it’s about creating opportunity.” Watch the full episode on or listen here or on your favorite podcast platform. About Michael VitaleMichael Vitale is the owner and president of Vitale Homes, a home building company serving Pasco and Hernando Counties in Florida. With a background in home construction and military service in Kosovo and Afghanistan for the NATO alliance, Michael brings a unique perspective to the home building industry. His experience allows him to adeptly respond to changing market conditions and provide homes tailored to a range of buyers, from first-time homeowners to those seeking executive custom homes. To see what Michael’s building next, visit . 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.
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From HOA Management to Production Homebuilding: Stephen Connor’s Straight Talk on Scaling Smart
04/22/2025
From HOA Management to Production Homebuilding: Stephen Connor’s Straight Talk on Scaling Smart
Volume building isn't just about stacking houses fast. It's about staying lean, sharp, and structured. And Stephen Connor gets that—because he’s living it. In this episode of Builder Straight Talk, we sit down with Stephen Connor, co-owner of Stephen Elliott Homes, a production builder working across the Atlanta metro. They’re putting up 150 to 200 homes a year, serving first-time and move-up buyers with value-driven homes in high-demand markets. But this isn’t a legacy story. Stephen didn’t grow up swinging a hammer every day—he came up through HOA and property management, built and sold companies, and eventually partnered with his dad to scale something bigger. “We don't do custom. We're not pretending to be that. But we build a product people are proud to live in.” Stephen breaks down what it really takes to make production building work in a market where land is scarce, costs are climbing, and buyers are getting squeezed. He talks about: How his dad’s old-school concrete roots and his own business background made for a strong operational team What it means to manage cost without cutting corners Why scope clarity with subs is non-negotiable if you want to protect margins Their land play—developing raw dirt themselves when lot prices get out of control How they're raising capital to reduce financing costs and scale smarter Stephen also opens up about their approach to BTR (build-to-rent), why they stick to pre-set plans with minimal client customization, and how they keep buyers looped in from pre-sale to walkthrough with a dedicated third-party sales team. “My dad still signs every paper check by hand. That’s how serious we are about cost control.” This episode isn’t about shiny tech or hype strategies. It’s about knowing your numbers, keeping things tight, and building a business that can bend with the market instead of breaking. Stephen shares candid insight into working with family, raising four kids, and building a legacy—one home, one deal, one hard-earned lesson at a time. Watch the full episode on or stream it on your favorite podcast platform. About Stephen Connor Stephen is a partner at Stephen Elliott Homes, a production homebuilder based in Atlanta, Georgia. Before stepping into the homebuilding world full-time, he built and sold a successful HOA management business and launched several companies serving community associations. Now, he brings his operational chops to the field—partnering with his father to build homes that blend function, price, and smart business fundamentals. To learn more about their homes and how they operate, visit . 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.
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Ramin Bassam on Real Estate Development, Big Leaps, and Bigger Payoffs
04/22/2025
Ramin Bassam on Real Estate Development, Big Leaps, and Bigger Payoffs
Real estate development is never a straight line—and Ramin Bassam is living proof. From humble beginnings as a concrete subcontractor to developing high-end condominiums, and ultimately rising to become a premier general contractor trusted by some of Los Angeles' most affluent clients—Ramin's journey has been defined by craftsmanship, vision, and relentless work. Over the last 10 years, he’s delivered more than $300 million in built projects through his firm, . Ramin started out working driveway jobs with his dad’s concrete crew, scraping together $10K over nearly a decade. His first real estate development deal was a burned-out liquor store in Washington, DC. He turned it into two condos and walked away with $70K in profit. That deal changed the trajectory of his life—and how he saw the business. In this episode of Builder Straight Talk, Ramin shares how those early DC projects taught him what real estate development really demands: risk tolerance, decisive action, and the discipline to reinvest. One of his biggest wins came when he sold two condo projects before they were even finished, walking away with $11.5 million in early returns—no punch list, no post-close stress. That momentum gave him the confidence to pack up and start over in Los Angeles. No contacts. No crew. Just a teardown property and a willingness to learn everything from scratch. Fast forward to today, and through Rane Construction, he’s managing ultra-high-end builds for a private client list that includes celebrities, investors, and legacy homeowners in Beverly Hills and beyond. “Every project is years off your life,” Ramin says. “You better make it count.” Today, 90% of his work is client-driven, not spec. That pivot—from risky personal development to high-trust, high-budget general contracting—changed everything. Ramin still builds his own projects, including a 20-unit condo development in West Hollywood, but his focus is on managing expectations, delivering precision, and maintaining long-term relationships. He uses transparent, tech-forward tools that let clients track everything—from budgets and invoices to timelines and trade performance. But the biggest differentiator? Personal connection. He insists on meeting every client face-to-face before he signs on. “You’re not just building a house. You’re managing a dream, an investment, a relationship,” he says. Even as his projects scale, Ramin hasn’t forgotten where he came from. He’s vocal about the power of the trades, sharing stories of immigrant builders who went from pickup trucks to $300 million companies. He’s living proof that real estate development, when done right, is still one of the most powerful paths to independence and long-term wealth. To see what Ramin and his team are building now, visit . Watch the full episode on or listen here or on your favorite podcast platform. About Ramin Bassam Ramin Bassam is the founder and president of RANE Construction, a fully integrated real estate development and construction firm based in Los Angeles. Established in 2006 with the development of a single row house, RANE has evolved into a leading company specializing in luxury single-family homes and high-end urban multifamily properties. With a focus on premium craftsmanship and strategic urban development, RANE has delivered over $300 million in residential projects, shaping exceptional living spaces that define modern luxury and elevate communities. Ramin's journey began with humble beginnings as a concrete subcontractor, leading to the development of high-end condominiums and ultimately rising to become a premier general contractor trusted by some of Los Angeles' most affluent clients. His commitment to quality, creativity, and community integration continues to drive RANE's growth and reputation as an industry leader. 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.
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Kyle Bobbitt on Building Custom Homes and Innovation
04/22/2025
Kyle Bobbitt on Building Custom Homes and Innovation
Building custom homes isn’t just Kyle Bobbitt’s business—it’s in his blood. A third-generation builder, Kyle learned the trade the hard way: carrying shingles, framing walls, and doing trim work under the guidance of his dad. But over time, he evolved the family tradition into something bigger. Today, he’s the owner and president of Kyle Bobbitt Custom Homes, leading a team that builds up to 50 homes a year across North Carolina. In this episode of Builder Straight Talk, Kyle shares how he scaled his business by shifting from labor to leadership, building systems, and treating every project like a process—not a guessing game. Kyle talks about the transition from doing everything himself to becoming a true construction management firm. Ninety percent of his work is now subcontracted, but the oversight, planning, and quality control are tighter than ever. For him, success in building custom homes comes down to one thing: process. His crews follow a 287-point checklist on standard projects—and over 500 items on his high-end custom builds. Clients are brought into that system, too. They see the steps, they understand the timelines, and they know what’s coming next. That level of transparency helps avoid conflict and keep expectations grounded. He also touches on something most builders avoid: client fit. With 50–70 leads coming in weekly, Kyle only engages with about 10%. Why? Because not every client is a good fit for the process. “We’re basically getting married,” he says. “If it’s not a good relationship, it’s going to go bad fast.” Kyle explains how he balances building custom homes with developing more attainable housing options. He rejects the “cookie cutter” label and calls it what it is—attainable housing. His goal is to deliver homes he’d be proud to live in himself, whether it’s a $500,000 spec or a $2 million custom project. And he doesn’t just talk about systems—he lives them. Every decision, from land acquisition to material selection, is filtered through a lens of process and repeatability. That’s how he keeps margins tight and clients happy—even as his team builds across the state. But Kyle’s also looking ahead. Way ahead. He’s one of the few builders openly exploring 3D-printed homes—not as a gimmick, but as a real solution to housing shortages and trade labor gaps. He shares what it was like sleeping in a 3D-printed home in Austin and why he believes the future of building custom homes will involve automation, concrete extrusion, and radical efficiency. “You can 3D print a house with one operator and a tablet,” he says. “That’s how we solve the labor problem.” Kyle also dives into funding. While he self-finances many builds, he works with one private investor and a few banks when needed. His old-school mindset—“if you can’t buy it, don’t buy it”—keeps his operation lean, his risk low, and his cash flow under control. This episode is a must-listen for builders who are stuck in the grind and looking for a smarter way to scale. From lead filtering to client counseling, construction tech to managing chaos, Kyle lays out a blueprint for building custom homes with strategy—not just hustle. Watch the full episode on or listen here or on your favorite podcast platform. About Kyle BobbittKyle Bobbitt is the founder and owner of Kyle Bobbitt LLC, a custom home building company based in Wake Forest, North Carolina. With over 18 years of experience as a general contractor, Kyle specializes in designing and constructing unique luxury custom homes and commercial projects across North Carolina, Florida, and Tennessee. His company offers a range of services, including 3D printed homes, construction management, and design-build construction. Kyle's commitment to innovation and quality craftsmanship has earned his company a reputation for excellence in the construction industry. To learn more about Kyle’s work or connect with his team, visit . 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.
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Jose Berlanga on Real Estate Development and Building Smarter
04/22/2025
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 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 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.
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Jim Lawler on Building Homes in Arizona the Right Way
04/21/2025
Jim Lawler on Building Homes in Arizona the Right Way
If you’re serious about building homes in Arizona, this is one story worth paying attention to. Jim Lawler started in the trades at 18, got his license at 25, and built a company that’s lasted through four recessions. From custom homes in Sedona to entire subdivisions in Cottonwood and Lake Havasu, Jim has seen—and built—it all. He started with a tool belt and a willingness to learn. Within a few years, he was managing million-dollar builds and handling everything from jobsite logistics to client scopes of work. His early mentors gave him more than tasks—they gave him access. He learned how to manage budgets, coordinate subs, and run a job from the inside out. That foundation shaped everything. But it wasn’t just skill that carried him. It was vision. Jim worked 12-hour days because he knew where he was headed. When he finally struck out on his own, he was ready. Not just technically—but mentally. And when the 2012 housing slump hit, that preparation paid off. An investor approached him with a failing subdivision after the original builder went bankrupt. Jim didn’t pitch himself—he delivered a full business plan. The investor handed him the keys. Over the next few years, he built 127 semi-custom homes and expanded into another development in Lake Havasu. While many builders chase volume by stripping down quality, Jim did the opposite. “We’re yes builders,” he said. “Most guys say no to customizations. We say yes.” That mindset helped Lawler Construction stand out in a sea of tract builders and price shoppers. He’s also been honest about the toll. “There were times in 2009 when I thought it was over,” he said. “I dedicated the company to God. I said, if it’s meant to go, so be it. But we’re still here.” Now, Jim’s focused on legacy. His son Patrick is helping run the business. Younger crews are stepping into leadership. And a new generation of tradespeople is starting to show up, thanks in part to local vocational programs making a comeback in Cottonwood. His advice to builders looking to scale is blunt: know your weaknesses, hire better than yourself, and don’t fake it. “You can’t do it all. Surround yourself with strong people, and everything gets better.” You can check out Jim’s work and learn more at . Watch the full episode on or listen here or on your favorite podcast platform. About Jim Lawler Jim is the founder and president of Lawler Construction, a family-owned and operated general contracting company based in the Verde Valley, Arizona. With over 37 years of experience, Jim has built a reputation for delivering quality custom homes and commercial projects. Starting his career at 19, he learned the importance of relationships and craftsmanship from his father, a plumbing contractor. At 26, Jim secured his first contract as a general contractor, laying the foundation for Lawler Construction's commitment to "Good Service, Good Value, and Good Quality." The company is known for its dedication to energy-efficient building practices and has been an ENERGYSTAR® Partner, incorporating sustainable building methods into their projects. 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.
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