Builder Straight Talk Podcast

Michael Krisa

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. 3d ago

    How Does $130,000 in Fed Red Tape Hold Buyers & Builders Hostage? with Robert Dietz

    I sat down with Robert Dietz, chief economist at the National Association of Home Builders, twenty-one years into the job and one of the most cited voices on home building today. We talk about how what happens in Washington and on Wall Street plays out on an actual job site, and why national headlines rarely match what builders see on the ground. Robert walks through his path into economics, his years on Capitol Hill working tax policy, and how he still gets forecasts wrong. This year, a macro surprise tied to Iran threw off the ten year Treasury forecast by 50 basis points, and he's candid about what that teaches him. We get into why national numbers can look soft while entire regions, like the Midwest, are seeing growth, and why custom home building is climbing even as spec construction pulls back. The heart of the conversation is Robert's framework for what's actually driving up the cost of a home. He calls them the five Ls, and by the end he's added a sixth. We spend real time on the one he's spent a decade trying to get policymakers to take seriously. "The team at NAHB released new research just last week that indicates that in 2026, the regulatory burden component is now 26% of the price of a typical single-family home, and in dollar terms is now above $130,000." We also get into zoning fights, the terms Robert uses for the groups on each side of that debate, and where he sees real momentum right now, in townhouse construction and remodeling. Toward the end, the conversation takes a turn I didn't expect, into why Robert thinks homeownership matters far beyond the financial return, tracing the idea back through history. "A class of workers that don't own anything, have no stake, and who are dependent on the government, that is the number one way to weaken a democracy. Representative citizen democracy is dependent on people owning things and investing in those things, and it's why I'm a big fan of small businesses and homeownership." We close with a rapid fire round and a few personal questions, including whether there's anywhere in his own story he'd go back and change. If you build homes, sell them, finance them, or just want to understand why the market feels the way it feels right now, this one's worth your attention. Dr. Robert Dietz is the Chief Economist for the National Association of Home Builders, where his responsibilities include economic forecasting, industry surveys, and policy research. He is commonly cited on CNBC, the Wall Street Journal, the Washington Post and NPR. He is the nation's leading analyst of the residential construction industry. Prior to joining NAHB in 2005, Robert worked as an economist for the Congressional Joint Committee on Taxation. He is a native of Dayton, Ohio and earned a Ph.D. in Economics from The Ohio State University in 2003. NAHB's economics blog: https://eyeonhousing.org 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 03:33 Meet Robert Dietz 05:07 Early Influences 07:39 Capitol Hill to NAHB 09:23 Life as Chief Economist 12:32 Builders Teach Reality 13:44 Forecasting Gets Humbling 15:29 Local Markets vs Headlines 17:53 Why Luxury Holds Up 22:16 Regulations Raise Costs 26:13 Politics and NIMBY Battles 34:02 Hope for Gen Z Buyers 37:00 Smaller Homes and Policy 40:11 Keys to the Kingdom 40:53 Workforce and Zoning Fixes 41:47 Capital and Free Trade 43:26 Why Homeownership Matters 46:20 Lending Crunch for Builders 48:00 Small Builders vs Giants 49:37 Tech and Modular Reality Check 52:21 The Sixth L 53:30 Training the Next Trades 55:50 Data Centers and Growth 01:01:20 NAHB Membership Value 01:05:57 Rapid Fire

    How Does $130,000 in Fed Red Tape Hold Buyers & Builders Hostage? with Robert Dietz
  2. Aug 25

    He Went From a Homeless Teen to Master Builder, with Dan Mitchell

    Dan Mitchell has been on a job site since he was 6 years old, growing up in a family of builders. Born in Tennessee, raised in California, he moved back in 1993 to the Smoky Mountains community his family called home, a region that ended up defining his career. He started with log and timber frame homes, then solved a problem nobody had really named yet, how to make a log home energy efficient, years ahead of the green building trend, which led to the modern mountain homes he builds today. We spend real time on something builders and homeowners often blur together, the difference between a performance home and a healthy home, covering VOCs, off-gassing, and air and water quality. That distinction connects to the name of his company, Eagle CDI. "It stands for Construction and Development with Integrity. The definition of integrity we tell our clients is this: when we're working on a job site, they're not there. But we are working hard to do the right thing every single day." Dan also opens up about his path before any of this started. At 15 he was living on his own, an emancipated minor, working lawn jobs to put himself through high school and college, after running paper routes and a lawn business from age 11. He talks about wrestling and the coach who saw something in him during a rough freshman year, and a client-first listening philosophy that guides every design decision he makes today. A few stories in here really stayed with me: a garage that ended up hanging off the side of a mountain in Gatlinburg, a 1998 lawsuit that threatened to end his company, and a 2019 health scare that started with what he thought was a sore back and turned into something far more serious. We also get into how referrals actually work in his business, why 80 percent of his clients find him through word of mouth, and what Dan thinks builders get wrong today. "My life is like a soccer game. The first 90 minutes went by, and now the referee holds up the placard, I've got extra time. I don't know when that's gonna expire, but I know that now I'm on extra time." Dan Mitchell is a native of Tennessee and the owner and president of Eagle CDI, Inc., established in 1994. Eagle CDI specializes in high-performance, energy-efficient custom homes and high-end log and timber homes, and developed Knoxville's first green community. Dan holds the Certified Green Professional, NAHB Master Builder, and Certified Aging in Place Professional designations. Dan has held nearly every major leadership post at the local, state, and national level of home building, including President of the Home Builders Association of Tennessee and NAHB National Area 7 Chairman. His recognitions include Tennessee State Builder of the Year in 2019, Tennessee Hall of Fame Builders in 2020, and the SA Walters Award for Service Excellence, one of NAHB's highest honors. Outside of building, Dan has worked with Operation Family Home to provide mortgage-free homes to wounded veterans. EagleCDI: https://eaglecdi.com 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 Dan Mitchell 03:24 Meet Dan Mitchell 04:44 Log Cabins to Modern 06:19 Performance vs Healthy Homes 08:45 EMF and Site Concerns 09:57 Eagle CDI 11:19 Integrity and Client Fit 15:55 Early Hustle and Entrepreneurship 17:07 Leaving Home at 15 18:55 Discipline and Mentorship 20:29 Listening as Marketing 26:48 Custom vs Spec Building 31:10 First Spec House Epiphany 34:17 Designing for Lifestyle 37:22 What Builders Get Wrong 41:27 Clients Who Challenge You 44:18 Internet Ideas vs Reality 45:35 Log Home Cost Breakdown 47:01 High End Wants and Tradeoffs 53:16 NAHB Lifeline 57:08 Giving Back 01:00:47 Near Death Wake Up 01:03:41 Why Join HBA 01:19:21 Conclusion

    He Went From a Homeless Teen to Master Builder, with Dan Mitchell
  3. Aug 18

    No One's Coming to Save the Trades, with Aimee Bertrand

    Aimee Bertrand runs one of the largest builders associations in the country, and she's spent her career translating one group of people to another, a skill that started long before she ever heard the word zoning. She grew up as her deaf mother's translator, studied journalism, worked at the Mississippi state capitol, moved into city council work in Houston, and eventually found her way to leading the Greater Houston Builders Association. "I grew up with a mom that was completely deaf but had hearing support through a cochlear implant, but that also meant that I was often her translator growing up." Workforce is clearly the topic that lights her up most. Early in her role, a member called to warn her the trades were in crisis, plumbers retiring, electricians retiring, nobody left to do drywall. "Do you know how many plumbers are about to retire? Do you know how many electricians are about to retire? I can't find anyone to do drywall." That call started a real strategy: partnering with school districts, bringing trade curriculum into classrooms, and connecting students with people already working in the industry. We also got into the cost of regulation and how it connects to affordability in Houston. "Every time we add $1,000 to that median home price, we are pricing out 3,000 families from being able to purchase a home in the Houston area." Aimee also talked about why builders join associations, and her answer was simple: having people in your corner who understand what you're dealing with. "When I share those challenges or opportunities with people who are doing what I'm doing, I'm better for it." One part of this conversation stayed with me. Aimee brought up mental health in construction unprompted. "We see that not just suicide but the threat of addiction is higher and the incidence is higher in people who work in construction than in most other types of professions." That's part of why GHBA started a monthly gathering called In Good Company, a space for builders to talk about what's weighing on them. We also cover women in the trades, regulation costs, AI in permitting, and the community support that keeps builders from carrying it all alone. I think you'll enjoy this one. Aimee Bertrand is a proven leader and team builder who thrives in challenging, high-stakes environments. She has worked more than 20 years as a government affairs, communications and association professional, and she is at heart a connecter for individuals and issues that matter to her community. She was born and raised in Kingwood, Texas. Aimee currently serves as CEO and EVP for the Greater Houston Builders Association, the largest Home Builders Association in Texas and among the largest in the United States. Aimee is the mother of three children. She and her husband, Colin Butler, also have the cutest dog ever, Rufus T. Wiggleton, Esq. Greater Houston Builders Association: https://ghba.org --- 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 02:28 Meet Aimee Bertrand 04:11 Early Life Translator 05:40 Accidental Politics Path 06:49 Inside GHBA Role 09:06 Texas Industry Outlook 12:16 Women In Building 16:14 Workforce Crisis 17:30 Schools Expo Pipeline 19:45 Trades Meaning Community 26:56 Tech Colleges ROI Model 30:38 Volunteer Mentors Menu 33:15 Regulations Price Out 36:44 Houston Market Scale 37:37 Small Builders Matter 38:19 Why Join Associations 43:11 Education and Advocacy 46:49 Trade Misconceptions 48:11 Red Tape Costs 50:29 AI In Permitting 52:20 One Message to All 54:45 Speak Up And Share 57:56 Mental Health Support 01:02:11 Career Wins and Governance

    No One's Coming to Save the Trades, with Aimee Bertrand
  4. Aug 11

    Why Are You Building What Buyers Don't Want To Buy? with Emma Wildermuth

    Emma Wildermuth grew up inside the home building industry. Her parents, Chuck and Emma, started what became The Shinn Group in 1992, tracing back to a graduate school accounting class in the 1960s where they met. At the National Association of Home Builders, they discovered that builders were running successful looking companies with almost no financial structure behind them. "That is my accounting system. I open up a checking account for every home I build, and if there's money left in the account when I'm done, I won." Emma's mother saw the gap and wrote the first accounting book for the home building industry. Most of our conversation centered on a question that trips up a lot of builders: when does this stop being a job and start being a business? Emma grew up on job sites, left briefly for marketing, and came back to lead the family company as her parents move into their 80s. "I believe that home building isn't about building boxes. It's about building lives." We kept circling back to margin. Emma's target for a healthy builder is 10 to 12% net profit, and she explained why chasing volume without protecting that number usually backfires. "Our buyers don't care about us putting a mirror in there. They're not willing to pay me what it costs to buy it, install it, and include my margin." Emma also opened up about her builder groups: small peer groups of non-competing builders who meet twice a year and stay close between meetings. "During COVID, these groups were essential... now I know I have somebody else that I can pull your head together with my head and we can solve this problem together." Emma also shared a personal dream involving her daughter and a future shelter for senior dogs near a senior living facility. It's a nice reminder that behind the profit margins and the coaching frameworks, Emma's work is rooted in the same thing her parents built The Shinn Group around: helping people build lives, not just houses. Emma Wildermuth is President of Shinn Group, where she helps private home builders build stronger, more profitable businesses. She joined the organization in 1999 and has grown from managing seminars to leading the company, specializing in leadership development and management systems that drive long-term profitability. Outside of work, Emma and her husband Brian have five adult children and three dogs. She loves hiking outdoors, and her greatest joy comes from watching her kids build lives they love. The Shinn Group - learn how to become the Builder of Choice™ in your market: https://www.theshinngroup.com The Shinn Monthly Briefing - home building management news and insights: https://theshinngroup.com/newsletters Seminars: Managing for Profit: https://web.cvent.com/event/4bdb9089-6397-4afc-9d76-5038af43df11/summary The Superintendent's Job: https://web.cvent.com/event/a892266b-c196-491a-83f1-5db90a62357a/summary Production Management: https://web.cvent.com/event/241dd8a8-3ae5-42c3-aada-a5cf47efa72f/summary Builder of Choice Insights Podcast - conversations with leading private home builders: https://theshinngroup.com/builder-of-choice-insights-podcast.php Builder Partnerships - the leading private home builder network, get rebates from top manufacturers and service providers: https://builderpartnerships.com Join the Shinn Group Community to connect with top private builders across North America: https://theshinngroup.com/shinn-group-community.php Chapters: 00:00 Introduction 00:50 Sound Capital 03:27 Welcome, Emma 06:28 Origins of Shinn Group 11:01 Emma Joins the Business 16:07 What Shinn Group Does 18:22 Job Versus Business 21:27 Profit Over Volume 25:31 Ideal Client and Systems 28:39 Scaling Mindset 32:07 Product Fit 36:37 Builder Groups Explained 42:01 Hosting And Tours 43:13 Ways to Join 46:13 Live Beats Zoom 53:31 Fall Classes Lineup 53:59 Which Class Fits Who 56:46 Scaling And Team Support 58:47 Succession Planning Help 01:00:14 Rapid Fire 01:05:21 Where to Find Emma

    Why Are You Building What Buyers Don't Want To Buy? with Emma Wildermuth
  5. Aug 4

    Nearly Bankrupt, Never Broken, with John Cook

    John Cook remembers the market disappearing overnight. Cars had been circling the block in every neighborhood in East Tennessee, then one morning they were just gone. "It was very much like a faucet shut off. One day we had traffic, cars were literally circling the block in every neighborhood on an everyday basis, not just weekends, and one day, all of a sudden there are no cars, and you're looking around like, 'What just happened?'" That quiet turned into nearly four years of grinding it out for John and his brother Ralph, co-founders of Cook Bros. Homes. They were carrying spec homes nobody was buying and lots they never should have bought. John still keeps the net worth statement he wrote out for his bankers, every dollar accounted for, negative. "From late 2007 through at least 2011 was probably the darkest four years of my life." Remodeling jobs and a flooring partnership with Lumber Liquidators kept them afloat while sales stayed frozen. John explains why he believes something beyond effort carried them through. "I personally absolutely feel now, looking back, that there was somebody definitely looking out for us." That period reshaped how the company runs today. Trade partners now get paid weekly, with no chasing. "They go to bed on Thursday night, and they'll see a pending transaction in their account. Friday morning, they wake up, the money's there. They're not chasing us." Personal and business finances stay completely separate too. "My controller would tell you if I accidentally use my business credit card for a Coke, I'm gonna bring her a check for $2.18, if that's what that Coke was." John also explains why he wants cost plus contracts gone entirely. "No cost plus building. We don't do any cost plus building anymore. In fact, I think it should be outlawed. " From there, the conversation covers how Cook Bros. built out multiple entities to be ready for the next downturn, plus the family story behind it all and one commitment that has held since 2008. "Even with what we went through in 2008, we've never laid anybody off, ever." This episode covers survival, discipline, and the long view built from nearly losing it all. John Cook is a Co-Founder and serves as the CEO of Cook Bros. Holdings, a real estate development and construction firm with roots started in Knoxville, TN in 2004. The firm benefits from John's 25 years of experience in real estate across the full life cycle of projects, from finance, acquisition, development and construction of projects, all through hands-on experience. John's visionary leadership allows the firm to capitalize on its core strengths and create new synergistic opportunities, while maintaining industry-leading financial returns and stability. In his spare time, John enjoys a good weight-lifting session, boating and motorcycling and spending time with his wife Ashley, family and friends. Cook Bros. Homes: https://www.cookbroshomes.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 03:46 Meet John Cook 05:02 Custom to Product Lines 06:15 Starter Homes and Quality Focus 08:22 We Culture and Team 11:36 In House Management Trade Partners 13:17 Keeping Trades Loyal 16:32 BuildPro Scheduling and Fast Pay 18:12 Financial Discipline and Draw Temptations 21:19 Family Roots and Early Ambitions 24:56 Flips to Starting the Builder 27:29 Recession Hits Hard 33:29 Faith Perspective and Partnership Strain 35:56 Keeping Work In House 36:15 Flooring Leads Lifeline 37:58 Grinding Through Downturn 38:23 Why Not Bankruptcy 40:10 Lessons and Diversification 42:25 Building Multiple Entities 43:49 Product Lines and Pricing 45:10 Captive Insurance Explained 48:10 Capital Stack and Banks 51:44 Family in the Business 53:24 Legacy and Succession 01:05:57 Closing

    Nearly Bankrupt, Never Broken, with John Cook
  6. Jul 28

    Sales Covers a Multitude of Sins, with Brent Garrett

    I sat down with Brent Garrett, whose path ran from a childhood job site to building and selling a company, and then very nearly losing the next one. Brent grew up working for his father's plumbing business, though his dad pushed him toward life insurance sales first, a detour that shaped how he sells to this day. He eventually built his own plumbing and air conditioning company, sold it, and helped lead an industry rollup worth half a billion dollars. Then he started over, certain he had it figured out. He hadn't. "I go over to the neighbor, all their lights are on. My accountant didn't pay the bill, and I looked at that and we were a million dollars in debt." We talk through what really happened that year, and the two lessons Brent says he will never let slip again. "You can delegate, but you have to own your financial health of your company. That was the first mistake. The second one was I allowed a group of people to set the culture in my company that I didn't even believe in." Brent also gets into why contractors stall at the same revenue ceiling, what he calls the messy middle, the four rules his company still runs on today, raising kids who understand money, and what he told his wife once he found out. Toward the end, Brent talks about faith, why so many owners regret selling a business too soon, and the handful of things he tells owners to fix before they ever sit down with a buyer. "If you're getting close to thinking about retiring or you are thinking about selling your business, make sure that you know what you want to do in the future because you might be selling something that keeps you young and that you love to do." Brent is the author of "30 Days to a Better Business" and now works with owners who want to grow without losing sight of what matters to them. Brent Garrett is an owner of a thriving skilled trades business who has experienced the real highs and lows of building and running companies in the trades industry. He lives in Plano, Texas. He is a second-generation plumber who chose to enter the trade against his father's advice. That decision led him into a career of building, scaling, and leading service-based businesses from the ground up. Brent is the founder of The Skilled Trades Coach, Inc. and owner of Sirius Plumbing & Air Conditioning, Inc., and he operates multiple businesses across real estate, leasing, coaching, and consulting. After building and selling a successful company, Brent faced a significant business setback in his next venture, including overwhelming debt, unpaid bills, and the risk of missing payroll. That experience reshaped his approach to leadership, systems, sales, and accountability. His book, 30 Days to a Better Business, reflects the same systems, values, and leadership principles he uses daily to operate and grow his companies. Today, Brent helps skilled trade business owners build profitable companies without sacrificing their values, families, or health. He works with entrepreneurs at all stages of the business cycle, helping them improve leadership, strengthen operations, and build more stable and profitable companies. Connect with Brent: https://www.linkedin.com/in/brent-garrett-b455aa11 30 Days to a Better Business book: https://book.brentgarrett.com/ Follow Builder Straight Talk: https://BuilderStraightTalk.com Chapters: 00:00 Introduction 02:28 Meet Brent 02:43 Old School Wisdom 04:17 Teaching Kids Money 12:32 Entrepreneur Risk Mindset 16:30 Use Money Wisely 22:45 Scaling Past Messy Middle 30:24 Wake Up Call 35:33 Financials and Culture 37:48 Culture Rules 39:09 Know Your Numbers Early 40:09 Turning It Around With Sales 41:43 Coaching Mission, Industry Gap 45:15 Marriage Under Financial Stress 51:38 Faith, Natural Law and Grace 56:42 30 Days to a Better Business 01:01:05 Retirement and Selling Out 01:04:07 Five Steps Before You Sell 01:06:31 Rapid Fire

    Sales Covers a Multitude of Sins, with Brent Garrett
  7. Jul 21

    AI Won't Replace Builders... But Builders Using AI Will, with Grace Tsao Mase

    Grace Tsao Mase grew up tagging along to job sites with her father, an electrician, and it never really left her. "My dad would take me to job sites and really fell in love with the whole concept of construction, residential construction, and particularly seeing my dad owning a house for the first time, and that really made a huge impact on what does it mean to be a building professional, what we get to deliver, and how we change people's lives and the communities." She became an architect, a licensed builder, and someone deeply immersed in technology, and she carries all three into every conversation about where our industry is headed. We got into how AI actually shows up in a builder's day, shaped by her years coding and working in machine learning long before it became a buzzword. "Artificial intelligence really simply put is additional brain to help you process information." We also got into why code updates and permitting delays trip up even experienced builders. Grace shared a personal story about money builders often leave on the table through wildfire safety rebates. "So we're talking about a check for us, our yard is not very big, we got a $7,000 check that pay for material and labor to create that barrier that makes our home safer in case of wildfire." It changed how I think about conversations builders could have with clients about upgrade costs. There's a moment in this episode that surprised me more than anything else we covered, when Grace discovered she was severely dyslexic, and she didn't know about it all her life. That discovery shaped her belief that AI can help people in the trades who learn differently. We also talked about where AI gets overestimated. Grace believes the human connection with a homeowner can't be replaced by a machine. "I do have to find that engaging with AI, you don't have that key connection. It's a human connection, the thinking, the emotion, something that's lived experience. AI can't generate that for you." We talked about her book, AI in Residential Construction, and her platform, HomeRES.ai, that gets practical information into builders' hands. Grace Tsao Mase is the founder and CEO of HomeRES.ai (winner of Fast Company's World Changing Ideas), and author of "AI in Residential Construction: A Blueprint for Lasting Impact and Success" (NAHB BuilderBooks, 2026). A Yale-trained architect, multi-state licensed contractor, NASCLA-accredited, and AIA associate, she has spent two decades in residential construction and software development, from hands-on project work to leading operations. She has worked alongside contractors on more than 5,000 residential projects nationwide and holds three U.S. patents. A 2025 Los Angeles wildfire survivor, Grace brings firsthand urgency to her work on AI and resilience-focused construction. Grace's book, "AI in Residential Construction": https://www.builderbooks.com/ai-in-residential-construction-products-9780867188295.php HomeRES website: https://homeres.ai 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 03:59 Meet Grace 05:41 Tech Meets Building 07:21 What Builders Miss 08:02 Codes Permits Delays 10:58 Incentives and Rebates 13:26 Red Tape Reality Check 15:01 Escalate and Resolve 17:49 Construction as a Band 21:39 AI as the Game Changer 23:14 AI Explained Simply 26:04 Authenticity vs AI Bots 28:26 Human Touch vs Scale 31:02 Full Circle to Connection 34:17 Hands On Learning Returns 39:32 AI as a Power Tool 39:52 Fear Jobs and Terminators 42:08 Tech Inspires New Trades 44:29 Scaling with AI Pressure 45:58 Find Friction Then Tools 49:09 Book Breakdown 50:44 AI Hype Versus Reality 59:01 Why Builders Must Adapt 01:00:49 Five Year Forecast 01:03:05 Neurodivergence and AI 01:07:38 Rapid Fire

    AI Won't Replace Builders... But Builders Using AI Will, with Grace Tsao Mase
  8. Jul 14

    Regulation, Risk & the Real Math of Home Building, with Jason Hale

    I sit down with Jason Hale, who traded a career in insurance defense law for a return to construction, and has since built Willow Homes into a company with more than 250 projects across custom builds, renovations, and spec homes. He also serves as president of the Greater Birmingham Association of Home Builders. We start with what drew him back to building after law, then get into one of the biggest misconceptions in the industry, that builders are the ones driving up home prices. Jason breaks down how much of a home's cost actually comes from regulation rather than builder profit, with real numbers from his own business and a stormwater example that shows how fast those costs add up. We also talk about how data centers moving into Birmingham are affecting construction labor, and Jason walks me through the story of his very first project, a rundown 1930s bungalow four doors from his own house, and what it taught him about running a company. From there we get into growth, why hitting a ceiling in production is almost inevitable, and how Jason thinks about capital today, including why he sees the builder as the true first lender in every deal. Jason also shares what his association is doing on workforce development through the Central Alabama Home Builders Academy. Jason Hale grew up on construction sites in Alabama and later practiced law in Birmingham before real estate and construction pulled him back for good. In 2011, he launched Willow Homes with a single renovation project, growing it into hundreds of custom homes, renovations, and development projects across the Birmingham area. He now serves as president of the Greater Birmingham Association of Home Builders. Learn more at https://gowillowhomes.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 02:31 Meet Jason 03:29 Jason's Backstory 05:04 Leaving Law 07:12 Builder Profit Myth 09:06 Red Tape Cost Breakdown 13:24 Local Rules Real Examples 15:14 Associations Fight Back 16:50 Data Centers and Labor 19:55 Willow Homes 20:44 Market Research Windshield 24:34 First Flip to First Clients 26:10 Spec Versus Custom Strategy 29:10 First Project 31:18 Funding and First Pride 33:32 Lessons and Systems 37:27 Vision and Culture 38:47 Systems Over Spinning Plates 43:31 Builder Brain Trust NAHB 45:58 Win or Learn 46:49 Pandemic Pressure Cooker 51:47 Contracts Cash Flow Reality 55:04 Capital Stack Banks vs PE 01:01:20 Workforce Pipeline Academy 01:04:35 Rapid Fire and Wrap Up

    Regulation, Risk & the Real Math of Home Building, with Jason Hale

Ratings & Reviews

5
out of 5
2 Ratings

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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