Women at WIRC

In this episode, Pauline Hammerbeck of Custom Builder talks with Melissa Kennedy, president of Meadowlark Design Build in Southeast Michigan, about the evolution of project management in custom homebuilding. They discuss the rise of the “construction concierge” model, how client expectations have changed post-COVID, and strategies for delivering high-touch service without burning out your team. Melissa shares practical insights on client communication, plus tips on building strong relationships that support both project success and long-term trust.

Books Melissa recommends in this episode:

• The Gift of Criticism by Bill Neely
• The Ruthless Elimination of Hurry by John Mark Comer

The 2025 Women in Residential Construction Conference wrapped on Sept. 26, but the work is not over. On the final day of the conference, attendees heard from Camille Jenkins, who provides coaching and consulting services through her business, Camille's Keys. 

Having attended WIRC over the past several years, Jenkins shares with audience members the importance of keeping conversations going and continuing to be inspired by other women even after the conference is over. 

In this episode of Women at WIRC, we sit down with Teri Slavik-Tsuyuki of tst ink and Nancy Keenen, CEO of Dahlin Architecture, Planning, and Interiors, to unpack the just-released findings from the America at Home Study.

The data shows what many in housing are missing: the pandemic permanently reshaped how people want to live. Affordability pressures, new household formations, and the rising demand for wellness-focused environments are redefining buyer priorities. Yet, much of the industry is still building for a market that no longer exists.

Slavik-Tsuyuki and Keenan reveal what today’s homeowners and buyers are actually asking for, and what builders, remodelers, and designers must understand to stay ahead.

 

Liza Hausman, vice president of industry marketing at home remodeling and design platform Houzz, knows her way around the client. From understanding client expectations to helping housing industry professionals navigate ever-changing AI tools, Hausman has experience with it all.

In this episode of Women at WIRC, we talk with Hausman about her role at Houzz and how home builders can stay up to date on the latest marketing tools—and ultimately bring in the client. 

Kat Klingenberg, founder of passive building non-profit Phius, discusses the explosive growth in passive building interest. From building the first certified passive house in Champaign, Illinois, to working on 53-story towers in Brooklyn, she explains how the movement has evolved beyond energy efficiency. Secondary benefits like air quality and grid-resilience are now the primary selling points, "energy savings is just gravy," she says. Klingenberg addresses common misconceptions, shares practical advice for getting started, and delivers a clear message: "It's time to retool."

 

Show Notes/Links:

Women in Residential Construction Conference

Phius

PhiusCon

Mary Peters, owner of Sasquatch Contracting in Boise, Idaho, discusses a new division of her business: Yeti Services, launched this year to deliver small home improvement and home maintenance work. Her diligence in verifying the market need, building a dedicated team, and effectively cross-marketing the two businesses offers a roadmap for others looking to diversify, find new sources of revenue, and address underserved needs in their community. 

Cammie Beckert, managing director and co-owner of Cameron Custom in Scottsdale, Arizona, shares her experience of transitioning from a highly successful, family-owned luxury production builder to leading the start-up (and suffering the growing pains) of a new division with a very different business model.

In this episode of Women at WIRC, Candice Rania, president of LEFF Design Build, discusses the transition of the company to an Employee Stock Ownership Plan (ESOP) from a sole ownership model. With LEFF two years into this change, Candice shares insights into the cultural transformation, operational logistics, and goals for the company's future. She also delves into her personal journey from studying interior design to leading a company, emphasizing the importance of mentorship and determination. Additionally, Candice explains the workings of an ESOP, its benefits, and the impact it has had on LEFF's culture and financial transparency. Key challenges and strategies for maintaining growth within a changing market are highlighted, making this episode a valuable listen for those curious about alternative ownership structures in the construction industry. 00:00 Introduction 00:38 Meet Candice Rania 01:52 The Transition to an ESOP 06:12 Cultural and Operational Changes Post-ESOP 12:55 Understanding ESOP Structure and Benefits 18:12 Advice for New ESOP Leaders 20:18 Conclusion and Upcoming Events LEFF: https://leffdesignbuild.com/ WIR+CC: https://www.womensconstructionconference.com/2024/ Custom Builder: https://www.custombuilderonline.com/ Pro Builder: https://www.probuilder.com/ Pro Remodeler: https://www.proremodeler.com/

In this episode of Women at WIRC, Editor Caroline Broderick interviews Alaina Money-Garman, CEO and co-founder of Garman Homes (garmanhomes.com), who was honored as Woman of the Year at the WIR+CC Conference (womensconstructionconference.com). Alaina believes that accepting projects that don't monetarily move the company forward pays dividends by moving the industry forward. Garman Homes does this through its Operation Coming Home builds for Gold Star families, Habitat for Humanity builds, charitable donations, and a major project, The Farm at Penny Lane. Garman Homes built 15 tiny homes for individuals receiving support for mental health at The Farm at Penny Lane. Alaina shares insights on the impact of thoughtful design on mental health and the importance of community involvement in housing initiatives. 00:00 Introduction to Women at WIRC Podcast 00:18 Meet Alaina Money-Garman: Woman of the Year 00:56 The Farm at Penny Lane: A Special Project 01:23 Garman Homes: Building with Purpose 03:45 Designing for Healing and Connectivity 07:31 Challenges and Successes in Building Tiny Homes 12:12 The Team Behind the Project 16:34 Garman Homes' Commitment to Giving Back 21:37 The Broader Responsibility of Affordable Housing 23:38 Conclusion and Final Thoughts