Builder Straight Talk Podcast

Michael Krisa
  • 5.0 (1)
  • ENTREPRENEURSHIP
  • UPDATED WEEKLY

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.

  1. You Think You're Insured, But Are You Really PROTECTED? with Lisa Hall and James Leach

    6D AGO

    You Think You're Insured, But Are You Really PROTECTED? with Lisa Hall and James Leach

    Most builders have insurance. Most builders think that means they're covered. Lisa Hall and James Leach would like to have a word with you about that. Lisa has been calling on builders across Central Texas for over 16 years, coming into the role through her mother who held it for 18 years before her. James came from aviation law before construction pulled him in two or three decades ago. Together they work at Maverick Risk, helping builders protect their profits, reputation, and balance sheet -- not just with insurance, but with a much more complete picture of what risk actually looks like. The law doesn't see builders the way most of them think it does. Courts have shifted responsibility onto builders through implied warranty law -- if you built it, you're on the hook whether you wrote anything down or not, for years depending on your state. And the size of your operation changes your biggest threat. Smaller builders worry about individual defect claims. Large production builders face something more dangerous -- class action lawsuits. Plaintiff's lawyers walk into neighborhoods, knock on doors, and sign up hundreds of homeowners before you know there's a problem. James explains the legal tool that can take class actions completely off the table when your contracts are done right -- and walks through what happens to builders whose contracts aren't. Which leads to the core of the conversation: the "contract firewall." "If those contracts line up, you've done a really good job of building what we call a contract firewall to protect your business and keep the really nasty things from happening to you." Four contracts need to be aligned: the sales contract, warranty contract, subcontractor agreement, and insurance contract. Insurance alone doesn't prevent litigation. The subcontractor piece alone catches many builders completely off guard. And for larger builders, there's a conversation to be had about captive insurance -- owning your own insurance company -- which, done correctly, is both a risk management and tax tool worth knowing about. On the most common risk mistake builders make, Lisa didn't hesitate: "Bad contracts." The biggest insurance myth? "That we cover everything." "It's like pre-flighting an airplane. You've got to do it up front. If you get to 10,000 feet, it's too late." --- Find Maverick Risk at: Website: maverick-risk.com Instagram: instagram.com/maverick_risk LinkedIn: linkedin.com/company/maverickrisk Facebook: facebook.com/share/1Fxc29hyUv --- James Leach is Executive Director at Maverick Risk, owned by Bankers Financial. An attorney admitted to the Bar in Iowa since 1990, he holds a JD with Honors from Drake University, an MBA and Master of Insurance from Georgia State University, and a BA from Duke University. He is an Airline Transport Pilot with over 6,000 hours and a U.S. Air Force veteran. Career highlights include President of National Aviation Underwriters, EVP at American Safety Insurance Group, CEO of FHB Insurance, and SVP/General Counsel at Builders Insurance Group. Lisa Hall has over 25 years of experience in housing and has been central to Maverick's success in Texas for the past seven years. She serves on the board of directors of the Texas Association of Builders and is passionate about helping builders strengthen their risk management strategies. If you're in Texas, there's a good chance she already knows someone you know. Chapters: 00:00 Introduction 03:06 Meet the Guests 07:42 Builder Size Risks 09:07 Arbitration Beats Class Actions 11:49 Contracts vs Insurance 20:36 How Class Actions Start 23:34 Contract Firewall Layers 25:17 Subcontractor Risk 30:28 Geography and Scale 34:33 Hard Truths for Big Builders 38:03 Tort Reform Fallout 39:52 Builder Disputes Without Court 40:48 Captive Insurance Explained 44:47 Escalation Clauses and Experts 46:45 Associations and Builder Resources 48:17 Immediate Risk Moves 54:16 Industry Outlook 59:42 Wrap Up

    1h 5m
  2. A Good Name is Built, Not Given, with Gabe Chatham

    APR 7

    A Good Name is Built, Not Given, with Gabe Chatham

    Gabe Chatham didn't exactly choose homebuilding. It kind of chose him. Growing up in Roswell, Georgia as the oldest of three brothers, Sunday afternoons meant piling into the car after church while their dad detoured through whatever neighborhood was under construction. Gabe is a third-generation homebuilder. His grandfather Howard started Chathambilt Homes in 1948 after returning from World War II. The origin story is simple and stubborn: "Three times over, he was building a house for him and grandmother. Each time somebody came along and wanted to buy it, and he thought, I can make a run at this. He never looked back." Seventy-five years later, the Chatham name is still etched into neighborhood monument stones across North Atlanta. Today Gabe runs the company alongside his two brothers and father, focusing on high-end custom homes, land development, and real estate brokerage. Named Southern Living Custom Builder of the Year in 2021, they operate out of Alpharetta, Georgia. Before all that, Gabe earned a Master of Divinity in International Church Planting and spent three years with the International Mission Board in Southeast Asia, rebuilding homes for tsunami victims in areas where missionary work wasn't officially permitted. One moment from that time never left him: "This lady had a punch list. And I realized: whether it's a luxury client or someone who lost everything, the standard doesn't change." The conversation covers deal structure, phased development, risk management, and why staying close to familiar markets matters. On surviving the 2008 recession: "We were literally just a number on a balance sheet. You see the ones that really understand the business well. They're the ones that will last." On faith as a daily practice rather than a scheduled one: "This idea of missions or ministry is not vocational. It's not a dedicated time or place. It literally is a lifestyle." Gabe currently serves as president of the Georgia Home Builders Association, a role his father held at the local level in 1985. At home in Woodstock, Georgia, Gabe is married to Mellette and has four kids: Ryah, 11, Skyler, 10, Liza, 7, and Hope, 3. He holds a Master of Real Estate Development from Clemson alongside his divinity degree, a resume that spans missionary work, luxury homebuilding, land development, and state-level legislative advocacy. When asked how he hopes his kids remember him, the answer is short: "That ultimately we honored the Lord through everything. Finished well." A conversation about building something that lasts. Website: https://chathamlegacy.com Follow Builder Straight Talk: * Web: https://BuilderStraightTalk.com * LinkedIn: https://www.linkedin.com/in/michaelkrisa * Facebook: https://www.facebook.com/BuilderStraightTalk * Instagram: https://www.instagram.com/builderstraighttalk Chapters: 00:00 Introduction 01:01 Sound Capital 03:23 Welcome Gabe Chatham 03:42 Growing Up Building 04:33 Grandfather War Legacy 06:47 Company Overview 08:12 Specs and Builder Programs 11:56 Pride in the Name 15:46 Fourth Generation Hopes 17:21 Divinity and Missions Call 19:40 Tsunami Rebuild Lessons 30:01 Faith Talk in Construction 35:40 Trials Clients and Recessions 38:10 Surviving the 08 Crash 40:28 Faith Forged in Fire 43:17 Perspective From Downturns 46:20 Funding the Deal Stack 48:40 Risk Controls and Exit Plans 50:09 Biting Off Too Much 53:26 Leading the Builders Association 58:01 Why Join the HBA 01:00:13 Future of Building and AI 01:03:16 Rapid Fire Builder Truths 01:06:15 Legacy and Heaven Gate Question 01:09:03 Family Origins and Wrap Up #BuilderStraightTalk #MichaelKrisa #ConstructionPodcast

    1h 12m
  3. The Policy Won't Save You: What Production Builders Get Wrong About Risk, with Treacy Duerfeldt

    MAR 31

    The Policy Won't Save You: What Production Builders Get Wrong About Risk, with Treacy Duerfeldt

    Most builders think about insurance once a year, right before renewal. Treacy Duerfeldt has spent over 35 years watching that happen, and he has a lot to say about it. Treacy started at Federated Mutual in 1989 after a rigorous, competitive training program that shaped how he thinks about risk. These days he focuses on captive insurance consulting and construction risk education for production builders. The conversation opens with a framing worth sitting with: "Insurance is the poorest form of financing known to any human being. You pay the interest up front, you don't know what it'll cost next year, and if you have to use it, you already know it's a terrible day." From there, the episode covers construction defect liability, subcontractor coverage gaps, margin leakage through warranty insurance and low deductibles, and the concept of captive insurance for builders doing serious volume. Treacy also walks through a real case from a Tennessee builder where a subcontractor's policy quietly excluded the type of work being done, and nobody found out until the claim was filed. On filing small claims he's direct: "Frequency breeds severity. Underwriters see three or four claims every other year and they will raise your price." He also introduces the total cost of risk: premiums plus unpaid claims plus audit. Most builders are only watching one of those three. In the second half, we get into captive insurance and parametric coverage, where a builder's own insurance structure pays out on specific triggers like lumber price spikes or credit line restrictions. These are risks commercial insurers won't touch. At around 50 million in production volume, Treacy says it starts making real sense. "We're not advocating tax havens. We're interested in leveling risk, beyond what commercial insurance can or should offer." Worth listening to start to finish. Bring a notepad. About Treacy Duerfeldt Treacy has been in insurance since 1989, starting with a construction-focused mutual company before becoming owner and VP of a large independent agency, then founding his own wholesale construction insurance company. In 2022 he sold his transactional business and now focuses on coaching, education, and custom captive work. C.I.R.E. (Construction Insurance and Risk Education) is his on-demand video platform built to help builders and contractors understand insurance in plain English, ask the right questions, and avoid claim denials and premium overpayment. He also coaches on compliant captive insurance and integrated risk management, with a custom, ground-up approach focused on production builders. He has developed parametric coverages protecting against sudden changes in banking terms, lumber prices, and real estate conditions. Treacy has been married to his wife Joyce for over 38 years. Their son Andrew is a city planner in Michigan. He has been an active Rotarian since 1992 and has a ongoing interest in fitness, nutrition, international travel, and whisky. https://www.treacyduerfeldt.com https://www.cirelearning.org Chapters: 00:00 Introduction 00:45 Insurance As Bad Financing 03:44 How Treacy Entered Insurance 05:33 Training And Licensing Basics 07:51 Why Builders Need Specialists 09:56 Construction Defect Lawsuits 14:07 Litigation Timing And Risk 17:02 Avoiding Overpay And Denials 21:34 Subcontractor Coverage Pitfalls 24:38 Policy Reviews In Hard Markets 25:45 Stop Leaking Margin 29:05 Captives And Risk Thresholds 31:27 Parametric Risk Basics 32:49 Captive Meets Commercial 34:26 What Keeps You Up 34:57 Consultants Fill Gaps 37:15 New Builder Coverage 39:09 Beyond Insurance Basics 43:46 Bank Draw Shock 44:54 Preparing for Credit Crunch 50:09 Rapid Fire Round 52:58 How Treacy Works 55:06 Sign Off

    56 min
  4. Speaking Two Languages: Customer Experience Is Your Best Sales Tool with Camille Jenkins

    MAR 24

    Speaking Two Languages: Customer Experience Is Your Best Sales Tool with Camille Jenkins

    If you've ever handed keys to a buyer and thought "okay, we're done here" -- this episode is going to challenge that. Camille Jenkins has spent over 30 years inside new home construction, starting out as a receptionist at a roofing company in Phoenix, climbing onto actual roofs, doing warranty work, running walkthroughs, and eventually becoming National VP of Customer Relations at one of the largest builders in the country. Now through Camille's Keys she works with residential builders to find where things are quietly breaking down and fix it before it costs them. The conversation centers on communication -- not the marketing kind, but the kind that keeps a buyer from spiraling when construction goes quiet and they start wondering if anyone remembers they exist. Camille shares how mapping the buyer journey with one client revealed a massive gap: all the contact happened early, then stopped once the dirt started moving. That silence wasn't a quality problem. It was a communication problem. "What we thought initially was maybe a response about the quality or the construction was really about a lack of communication." We also get into what happens after the keys are handed over -- where Camille says most builders leave real money on the table. "You can't have a budget of zero for the homeownership experience and expect to harness future referrals. Is it going to be a story that motivates people to look into you? Or one that makes them say -- I was just at my friend's home and their bathroom has been torn up for three weeks, they can't reach anyone, they got ghosted. There's a story to be told -- are you going to influence it positively or negatively?" "You don't get points for things you don't talk about. Being able to say: here are our quality standards, here's what we do that's above and beyond -- and oh by the way, we have excellent after-close service." The back half covers Camille's own path through the industry and the real opportunities for women in construction -- which go well beyond what most people picture. Camille Jenkins is the founder of Camille's Keys, working directly with residential builders to fix the operational breakdowns that show up as companies grow -- missed handoffs, unclear accountability, disconnected systems, and teams stretched past their limits. Her work focuses on operational clarity, cross-department alignment, and building systems that handle more volume without sacrificing margins or culture. Camille is an active member of the National Association of Home Builders and a respected industry educator, recently featured in an ECI Virtual Webinar on new home operations heading into 2026. She partners with builders asking the hard questions: why does growth feel harder than it should, where are we leaking time and money, and what has to change before we add more volume? Website: https://camilleskeys.com LinkedIn: https://linkedin.com/in/camille-jenkins-az NAHB: https://members.hbaca.org/member-directory/Details/camille-s-keys-llc-2481657 ECI Webinar: https://ecisolutions.com/blog/residential-construction/new-home-operations-tips-2026 Follow us: * Web: https://BuilderStraightTalk.com * LinkedIn: https://www.linkedin.com/in/michaelkrisa * Facebook: https://www.facebook.com/BuilderStraightTalk * Instagram: https://www.instagram.com/builderstraighttalk Chapters: 00:00 Introduction 02:34 Camille Jenkins 04:19 Hands On Consulting 08:01 Warranty to VP 10:24 Two Languages in Building 16:02 Buyer Journey 17:07 Communication Gap 19:13 Why Homes Feel Messy 27:55 Newsletters and Automation 29:41 Selling the Quality Story 33:53 After Close Experience Matters 37:53 Referrals and Reputation 38:28 Big vs Small Builders 38:58 Dealership Service vs Indie 40:14 Builders Lose the Customer 42:02 Bringing Customer Voice 44:50 Social Media Feedback 47:33 Women in Construction 49:53 Roofs to Boardroom 54:38 Tough Skin and Respect 01:06:49 Rapid Fire Builder Ops 01:09:23 Camille Services and Wrap

    1h 12m
  5. Built for the Living: Performance and Biology, the Future of Luxury Building with Brad Robinson

    MAR 17

    Built for the Living: Performance and Biology, the Future of Luxury Building with Brad Robinson

    Brad Robinson did not start out building $10 million homes in Atlanta. He started driving a dump truck at Hartsfield Jackson International Airport as a teenager, learned the trades through his stepfather's grading and hauling business, and eventually built a drywall and painting company that grew to north of 18 million dollars in annual revenue before he sold it in 2014. Bradford Custom Homes came next, a luxury custom builder based in Atlanta with projects in Charleston and the Western Carolina foothills, operating more like an owner's representative than a traditional builder. "It just sparked an imagination that has yet to unravel." In this conversation, Brad and Michael Krisa talk about what it actually takes to build a company with staying power. He covers the systems and marketing mindset he developed early on, how Wednesday culture meetings keep a growing team aligned, why he hires for creativity over credentials, and the wake-up call that changed how he communicates his vision internally. "There is no such thing as selling anymore. I have something they want to buy because I've already educated them." Then the conversation shifts to what Brad cares about most, and it is not what most people expect from a luxury builder. He makes a direct case against ego-driven building science, the industry habit of chasing metrics without asking who they actually serve. In its place, Bradford developed the Bradford Elemental System, a framework built around light, air, and water, managed with intention to support sleep, reduce cortisol, and improve the long-term health of the people living inside. "We're focused on blowing a zero ACH, but why? If the answer is not for the benefit of the owner, we're building for the builder's ego." Bradford is the first residential company in the Southeast to join the WELL Building Institute and is currently pursuing WELL V2 Platinum certification. Brad also gets into the business side, including Bradford Equity Partners, his private equity fund with roughly 120 million dollars in deal pipeline, his strategy of acquiring trades businesses vertically, and his work with Home Depot's Path to Pro program to address the growing trades shortage. "Legacy for me means showing them the ropes and letting them continue on the work, in their own way, and what will be important to their generation." --- Brad Robinson is the founder and president of Bradford Custom Homes, a nationally recognized luxury builder redefining what high-performance homes should do for the people who live in them. Known for pairing rigorous pre-construction planning with a human-centric approach to building, Brad is a frequent industry speaker and advisor helping builders move beyond ego-driven building science toward homes that support longevity, clarity, and everyday performance. Website: https://bradfordbuilds.com Instagram: @bradfordbuilt Bradford Equity Partners: https://bradfordequity.com Bradford Blueprint Podcast: https://bradfordblueprint.com Follow Builder Straight Talk: * Web: https://BuilderStraightTalk.com * LinkedIn: https://www.linkedin.com/in/michaelkrisa * Facebook: https://www.facebook.com/BuilderStraightTalk * Instagram: https://www.instagram.com/builderstraighttalk Chapters: 00:00 Introduction 02:39 Meet Brad 04:36 Custom Only and Specs 05:05 Humble Beginnings 06:22 Trades to Builder 08:26 Grit Through Recession 09:40 Builders Create Wealth 12:46 Pride and Craftsmanship 14:19 Signature Finish Details 16:56 Marketing and Systems 20:07 Mastery and Entrepreneurship 29:02 Fixing the Trades Pipeline 33:44 Hiring Creators and Teams 35:02 Burnout and Delegation 35:52 Hiring for Culture Fit 36:52 SOPs and Scaling Consistency 38:09 Vision and Culture 40:20 Ego Driven Building 43:11 Performance vs Healthy Homes 47:17 Biological Home 49:16 Elemental System 55:18 WELL Certification Case Study 57:01 Unlimited Budget Dream Builds 01:00:47 Funding Deals and Equity Fund

    1h 10m
  6. No Plan B: Home Building with Grit, Systems, and Faith with Damon Comerio

    MAR 10

    No Plan B: Home Building with Grit, Systems, and Faith with Damon Comerio

    Damon Comerio didn't walk into home building through a formal education or a family connection. He walked in through a lawn mower -- built a lawn care business as a teenager, sold it in 2005, and pivoted straight into construction. His first job was managing a single house in his own neighborhood. The next year he managed thirty-six. No software, no training -- just a legal pad and a system he built himself. "I basically started making processes and figuring out, okay, this is how this works -- making a map for everything -- so that I could actually be productive instead of running around like a chicken with my head cut off." He got into spec building right before 2008, watched the market collapse, and chose to write every check rather than hand back keys. He came out without a single foreclosure or bankruptcy. "There's only one Damon Comerio out there. I wouldn't want to have that on my reputation -- for myself, for my kids, for my family." Today he's building mostly in the $600K-$800K range in Kansas City while expanding into Northwest Arkansas -- two years of research before putting a dollar in the ground there. He's also shifting from buying lots to developing his own land, and launched Primario Capital to build an investor pool that isn't capped by a bank's balance sheet. "I am disappointed in myself for being slower to that game. I think I played small too long." Then there's HomeBuilder Guides -- twenty years of his own documents, contracts, and processes packaged into tiered downloads, built for builders who want to stop learning things the expensive way. The conversation gets personal too. Damon talks about hitting rock bottom two and a half years ago, finding his way into a men's Bible study in a Harley Davidson warehouse, and what shifted for him when he stopped trying to solve everything alone. "You can sit and get pissed off, you can drink, you can do whatever makes you feel happy for that one second -- or you can just pray on it. I'm trying to do the latter now." When asked what St. Peter would say is still unfinished, Damon's answer is characteristically straight: "Every day feels like I'm just starting over. I'm 47 now, and I honestly feel like I haven't even started." No plan B. Never has been. --- Damon Comerio is the founder of Comerio Homes, building across Kansas, Missouri, and Arkansas -- from single-family homes to Build-to-Rent and multifamily communities. He works with private investors through Primario Capital and shares his systems through HomeBuilder Guides. * https://damoncomerio.com * https://comeriohomes.com * https://comeriohomesnwa.com * https://comeriohomes.com/our-blog Follow Builder Straight Talk: * Web: https://BuilderStraightTalk.com * LinkedIn: https://www.linkedin.com/in/michaelkrisa * Facebook: https://www.facebook.com/BuilderStraightTalk * Instagram: https://www.instagram.com/builderstraighttalk Chapters: 00:00 Introduction 00:48 Sound Capital 02:52 Welcome Damon 03:08 Lawn Care to Building 05:59 First Builds and Fast Scaling 07:34 Process and Subcontractor Discipline 09:41 2008 Crash and Hard Lessons 13:36 Integrity With Lenders 15:13 Packaging Systems for Builders 17:53 Specs to Development Strategy 20:20 Beyond Banks Investor Capital 25:20 Choosing Markets and Due Diligence 30:50 Arkansas Price Points and First Deal 33:10 Faith Guidance and Resilience 34:54 Debt Miracle Monday 36:02 Faith After Hard Times 36:56 Covid Pressure and Rock Bottom 38:37 Mens Bible Study Reset 39:57 No Plan B 41:19 Martial Arts and Opportunity 42:39 Building HomeBuilder Guides 46:58 Systems Contracts and Updates 49:15 Pricing Funnel and Coaching 51:20 Growth Vision Exit and Legacy 54:45 Kids Tools and Shop Class 01:03:17 Turning the Page

    1h 5m
  7. From Blue Suits to Green Homes: It's All About Selling with Dennis Webb

    MAR 3

    From Blue Suits to Green Homes: It's All About Selling with Dennis Webb

    What does selling suits have to do with building homes? More than you'd think. In this episode, Michael sits down with Dennis Webb, VP of Operations at Fulton Homes in Tempe, Arizona -- a man who spent 25 years in retail before walking into an industry he knew nothing about, and quietly rewiring it from the inside. Dennis describes what he found when he arrived: "Retail was very sophisticated, had great systems. Homebuilding? They were building houses like they were 200 years prior. I looked at it and said, wait a minute -- there's a bunch of stuff that could be done here." He got to work. Computerized contracts. Performance tracking. Phoenix's first builder website in 1997. Interactive floor plans. And eventually, a 13,000 square foot design center with 2,300 options and a digital portal buyers spend 10 hours on before their first appointment -- built entirely on retail principles. "We're going to be transparent with them. We're going to be completely honest, tell them what everything costs. If they have that transparency, they're going to trust us more than all the other builders." The numbers followed. One design center, one city, 40 million dollars in a single year -- third in the country for sales per square foot, behind Apple, ahead of Tiffany. The conversation also covers good-better-best pricing, why package-only options miss the point, land-heavy community development, and how Fulton doubled its market share while going through Chapter 11 in 2009. "We did the opposite of all the publics. We kept building, we kept advertising, we kept innovating. We went in with 3 percent market share and came out with 7." Dennis closes with a challenge to the whole industry: "We're copping out, we're doing it halfway. If we take retail principles and apply them -- particularly treating the customer with the utmost respect -- it's going to improve the industry." Dennis Webb is VP of Operations at Fulton Homes, overseeing Sales, Marketing, Operations, and the Fulton Homes Design Center. In 29 years he has helped transform Fulton into one of the more forward-thinking builders in the country. Fulton was the first builder nationally to build all homes to Energy Star version 3.0, and Dennis received the inaugural Indoor airPLUS Leader of the Year award. He served on the EEBA Board for six years, five on the Executive Committee, and was President in 2022. Before Fulton, he was VP of Stores at Eagleson's, and before that spent 20 years at Hart, Schaffner and Marx. He graduated from Chapman University, lives in Tempe with his wife Janis of over 40 years, and is the author of "From Blue Suits to Green Homes -- Retail Principles in Homebuilding." His daughter Laura is Executive Director of a non-profit in Los Angeles and his son Darin is a lawyer in San Diego. Fulton Homes: https://www.fultonhomes.com Dennis Webb on LinkedIn: https://www.linkedin.com/in/dennis-webb-39a5287 Follow Builder Straight Talk: * Web: https://BuilderStraightTalk.com * LinkedIn: https://www.linkedin.com/in/michaelkrisa * Facebook: https://www.facebook.com/BuilderStraightTalk * Instagram: https://www.instagram.com/builderstraighttalk Chapters: 00:00 Introduction 00:52 Sound Capital 02:44 Welcome Dennis Webb 03:50 From Retail to Building 06:19 Uprooting for Phoenix 07:31 Retail Skills Meet Homebuilding 10:21 Early Process Overhauls 12:33 First Builder Website 15:34 Interactive Options Revolution 16:47 Fulton Homes Origin Story 23:22 Customer First Philosophy 24:31 Design Center Breakthrough 33:45 Design Center Footprints 34:20 Good Better Best Pricing 34:43 Wow Factor Showpieces 36:27 Anchoring Psychology 38:20 Choice Beats Packages 41:06 Merchandising Like Retail 42:43 Sales Per Square Foot 45:16 Marketing That Tracks 47:03 Coldwater Springs Golf Community 50:26 Schools And Amenities Strategy 52:39 Land Heavy Funding Model 56:33 Big Land Deals And Banks 57:56 Hearthstone Award Story 01:00:48 Quick Fire Round 01:02:33 Retail Principles Closing

    1h 5m
  8. Building With Mother Nature, Not Against Her with Michael Ziman

    FEB 24

    Building With Mother Nature, Not Against Her with Michael Ziman

    If you've ever wondered what it takes to build a home that genuinely has to perform, this conversation with Michael Ziman is worth your time. Michael grew up in North Caldwell, New Jersey, in an entrepreneurial family. He landed his first real estate deal in his junior year at the University of Michigan Ross School of Business, and by graduation he was already building. That was 24 years ago. Since then, Ziman Development has grown into one of the more respected luxury home builders on Long Beach Island, with over 200 homes completed and price points ranging from four to twelve million dollars. "Growing up, I always loved creating things from nothing. I also really enjoy the economics of the deal." Long Beach Island is beautiful, and it is also a place where Mother Nature has no interest in being polite. Storm surge, salt air, and events like Hurricane Sandy are not hypothetical here. Michael walks through how his team builds to handle all of it, and explains the logic in plain language that actually makes sense. "I learned you can't fight Mother Nature. But I do sleep well at night because I'm doing things in such a way that we're prepared for whatever she could throw at us." Around COVID, Michael took a hard look at whether his business was aligned with his personal values, and that reflection changed things. He dove into Passive House principles, started sourcing lower-impact materials, and launched the One Tree Pledge, committing to plant a minimum of one tree per square foot of every home built. To date, Ziman Development has supported planting more than 250,000 trees. "I realized the commonality is being outside, being on this earth, and wanting to really be a good steward to the environment for my kids, for my future grandkids, future generations." The conversation also covers the business side, self-financing, managing eight to twelve builds at once, and the lesson that shaped how Michael handles client expectations to this day. "95 to 99 percent of the issues that kept me up at night are really when the client's expectations and my abilities aren't in alignment." He closes with the advice he is already giving his two boys. "You find fulfillment and happiness when you're doing what you love. Life is so much more meaningful when you feel purpose and passion. That's the recipe." Find Michael at https://zimandevelopment.com or on Main Street in Harvey Cedars, New Jersey. About Michael Ziman Michael Ziman attended the University of Michigan Ross School of Business and secured his first real estate deal in his junior year. Ziman Development was founded by his father in 1998, and Michael took over the business after graduation. After watching his dad build homes on Long Beach Island, he fell in love with the craft and began adding his own techniques, with sustainability as a core pillar. He created the One Tree Pledge to help offset the carbon footprint of home development. Ziman has overseen more than 200 homes and supported planting more than 250,000 trees. His mission is to create homes that surpass expectations while standing the test of time. Follow Builder Straight Talk: * Web: https://BuilderStraightTalk.com * LinkedIn: https://www.linkedin.com/in/michaelkrisa * Facebook: https://www.facebook.com/BuilderStraightTalk * Instagram: https://www.instagram.com/builderstraighttalk Chapters: 00:00 Introduction 00:40 Sound Capital 02:15 Welcome Michael Ziman 02:33 Background and Company 05:39 Starting the Business 06:50 Luxury Home Market and Sustainability 12:14 Sustainable Building Practices 26:35 Financing and Business Strategy 31:06 Growing Up in an Entrepreneurial Family 31:52 Disagreements and Decision Making 34:43 Defining Moment of Leadership 38:07 Building Resilient Homes 39:25 Challenges and Lessons Learned 54:23 Advice for Future Generations 56:45 Final Thoughts

    59 min
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About

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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