June 17, 2025 • 24 mins
Eric Reidinger shares how Elevation Building Company creates distinctive luxury homes in Atlanta's North Metro area through their unique process-driven approach and design partnerships. Their custom home building strategy focuses on smaller, cohesive communities with meticulous attention to detail that sets their properties apart from production builders.
• Started building in 2006 and founded Elevation Building Company in 2017 with business partner Justin Mims
• Specializes in purchasing land and developing smaller communities (7-24 lots) to avoid competing with larger builders
• Implements a comprehensive pre-construction process where all design decisions are made before building begins
• Works with Heart Lock design to create cohesive community aesthetics while giving each home unique character
• Completes 5,000 square foot luxury homes in approximately eight months due to efficient processes
• Partners with Magbee Contractors Supply for custom doors, windows, and millwork that create distinctive first impressions
• Offers three product lines: Reserve Series (~$250/sq ft), Legacy Series (~$350/sq ft), and Icon Series (~$500/sq ft)
• Creates lasting relationships with clients through the 3-year journey from pre-construction through warranty
• Recommends homeowners find a builder before purchasing land or hiring an architect to avoid budget surprises
• Current projects include Mason in Roswell with English arts and crafts homes and Provisions in Canton featuring modern farmhouses
Visit elevationbuildingco.com or find them on Instagram at elevation_building_co to learn more about their custom homes in the Alpharetta and Roswell areas.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Eric Reidinger (00:00):
One of my big things is first impressions
right so the front door is thefirst impression.
You touch and feel it.
Yeah.
You know Magbee did a good jobbuilding the front door.
It's two and a quarter inchesthick.
When you open it it's kind ofsubstantial.
Yeah.
We're seeing crown molding kindof dial back a lot.
The crown molding in this househas a little bit different
profile.
They were able to make that forus.
The design team really knockedit out of the park with it.
(00:23):
We're process driven, so ourclients tend to have a less
stress build.
Stefanie Couch (00:29):
Use the P word processes If you're going to win
a business long term,especially with as much as goes
into one home.
But you've got seven homesright here.
You've got other subdivisionswith homes going.
If you don't have goodprocesses and maintain them,
it's tough.
Welcome to the Grit BlueprintPodcast.
(01:24):
I'm your host, Stefanie Couch,and I'm here today on site in
Roswell, Georgia.
Eric, Welcome to the show.
Eric is actually a builder herein Atlanta in the North Metro
area, and he works with hiscompany, Elevation Building
Company, and we are here in thisamazing home that's actually on
the market.
You just finished this.
We did.
(01:45):
And I want to just talk a littlebit today about what you do.
So tell me a little bit aboutwho you are, how long you've
been doing construction and whatyou and Elevation Building
Company does that really setsyou apart.
Eric Reidinger (01:55):
My name is Eric Reidinger.
I've been building since 2006.
We started Elevation BuildingCompany in 2017 with my business
partner, Justin Mims.
He come from corporate financeand accounting, so it just made
sense for us to merge because,you know, being a builder is
like being a big bank a lot ofmoney in, a lot of money out.
(02:16):
That really helps me just focuson the operations and the
design and the building aspectof the company.
Stefanie Couch (02:23):
That is so two separate businesses.
I've actually seen a lot ofbuilders do one really well and
one not so well Correct, and soit's great that you have that
partnership there with Justin.
Eric Reidinger (02:32):
Yeah, that always scared me about starting
my own business because you know, the finance side is just very
daunting.
Stefanie Couch (02:40):
So when you got into construction in 2006, what
were you doing?
I mean, that was a totallydifferent time.
That was in the big boom, thefirst boom in Atlanta.
What were you doing?
Were you actually buildinghomes then?
Eric Reidinger (02:51):
Yeah, I started out as an assistant project
manager and then worked up to aproject manager and then a
downturn hit.
We didn't do much buildingduring that time.
We did a lot of renovation andthen, coming out of it, we
started building quite a bittrack homes and just bigger
development projects.
And then I changed companiesand went to another builder in
(03:12):
Atlanta to build a little bithigher end production homes
before I started Elevation.
Stefanie Couch (03:19):
Okay, well, tell me a little bit about the idea
around Elevation.
You guys are building,obviously, an immaculate,
beautiful custom homes.
You guys own the land and we'rein a subdivision.
Tell me about this particularsubdivision here in Roswell and
a little bit about what you'redoing.
That is different.
Eric Reidinger (03:36):
I come from the production side of things, so
owning the land has always beenwhat we really are after.
So I think what sets us apartis we buy land, develop it and
build on it and we try to nichesmaller communities so we don't
compete against the largerbuilders in town.
So all of our communities areseven lots, 14 lots.
(03:59):
We did one that was 24.
We did one that was 24.
But you know we try to focus onbuying land, developing it and
having that lot position.
You know.
Stefanie Couch (04:12):
for a buyer is a big deal, and it's nice to not
have to worry about that.
From a buyer's perspective,especially in this price range
and this type of home, a buyeris looking for usually a very
specific thing what do you letpeople choose?
What is the process like?
If you want to build a homewith elevation?
How do you work with clients?
Eric Reidinger (04:31):
So our process is we have a designer we work
with, so we start on the frontend.
So if you want Mason, we're in,for example, lot three.
We have a floor plan spec forthat lot so you can come in and
make minor changes to it.
But you can start yourselection process and the design
with an actual designer, not meor anyone that works for us.
(04:55):
So Heart Lock does all of ourdesign.
Okay.
And we do that on the front end,so we go through the entire
design process prior to youstarting a home.
So it gives us a chance to lockin your price and really build
your house efficient.
So our cycle times tend to bebetter than our competition
(05:15):
because of that front end.
We call it pre-construction,but it's where we make all the
selections and do all the design.
Stefanie Couch (05:22):
And you guys have that set up where it's on
the lot the way the house lays,it looks great, it works from a
perspective of actuallyconstruction the way that it
should.
So I'm guessing you're lookingat that, and then do you have a
particular style for eachsubdivision?
So what would you consider thishome style?
I'm curious.
Eric Reidinger (05:41):
This is really English arts and crafts, okay,
so with a modern flair.
So that's one reason we specthe floor plans on each lot is.
We want to pull in ourcommunities and say that this
looks like you know, all thesehouses look like they belong
together yeah, in the samecommunity versus, you know,
(06:02):
extremely different styles inevery lot and different builders
.
So that was really the goal tokeep that cohesion throughout.
Stefanie Couch (06:09):
Yeah, the curation here.
It's beautiful.
You pull up to this home,you've got the gas lanterns out
front and you've got themillwork that really stands out
from the curb.
So I think people in this areaand this price range want that.
It's beautiful.
Eric Reidinger (06:24):
Yeah, and this community, particularly the lots
are very large for this areaand this price range want that.
It's beautiful.
Yeah, and this community,particularly the lots are very
large for this area and they'reflat which you know Georgia can
be a little hilly.
Stefanie Couch (06:34):
Yeah, I'm from the mountains and there's not a
lot of flat lots up there, sothis is nice when we pulled in,
it's a whole aesthetic.
Well, tell me a little bitabout the people that you're
servicing.
What from a customer experienceperspective?
You're giving them the design,you're giving them the options,
that pre-construction so thattakes a lot of the pressure of
decision fatigue away.
(06:55):
But what do you hear frompeople that really sets you guys
apart Once you're in theprocess?
There's still a lot of designthat has to be done here.
How does that process work withElevation?
Eric Reidinger (07:04):
There's still a lot of design that has to be
done here.
How does that process work withElevation?
So you mentioned process.
We're process driven, so ourclients tend to have a less
stress build because we're goingto design the house exactly how
you wanted it.
We're not going to changeanything without a change order,
so there's not going to be aback and forth or over budget
(07:27):
those type of things during ourbuild and it just makes the
process much simpler and easier.
Stefanie Couch (07:31):
How long did it take from start to finish for
this house?
Eric Reidinger (07:34):
Eight months.
Stefanie Couch (07:34):
Eight months.
That's amazing.
I mean, how many square feet isthis house?
Eric Reidinger (07:38):
5,000.
Stefanie Couch (07:38):
5,000 square feet in eight months.
That's pretty impressive andvery custom.
So as we walk around here,after we get done chatting,
we're going to look at some ofthe features.
But I'm just looking around,just really beautiful and you
can tell that everything waspicked with a thought in mind
that went for the whole house tofeel a certain way.
So it's awesome.
I would love to live here.
(07:59):
It's beautiful.
Thank you.
All right, well, tell me alittle bit about some of the
other projects that you're proudof.
So you've got this subdivisionhere, but talk to me a little
bit about some of the otherthings you've done the last few
years.
Eric Reidinger (08:10):
So we have a project on Lake Lanier that's
finishing up and that's been.
There's actually twocommunities up there but we've
built I think, about 22, 23,.
You know luxury homes up therethat all had dock slips.
So we're finishing that up.
We're working on the last onenow.
And then we did an active adultcommunity in Ackworth where we
(08:31):
had 24 higher-end ranchtownhomes.
So, we finished those up acouple years ago.
And then new projects.
We have Mason, what you're atthe seven lots, two were started
and then we have a communitycoming online in Canton called
Provisions.
It'll be seven modernfarmhouses.
(08:52):
But, you know, really trying totake a new angle on that
because that's kind of a burnout, so trying to change, put a
little bit different flair onthat.
But again, the community youcan pull in and see all the
houses are cohesive, differentenough, more modern.
Stefanie Couch (09:08):
Yeah, it's only so much white shiplap we can do
right.
Eric Reidinger (09:11):
Right White black windows.
You know we're trying not to dothat.
Stefanie Couch (09:16):
It's interesting .
The balance is one thing that Ialways like to ask builders
about.
People want what they want,which sometimes is very trendy.
How do you balance that withhaving something that is classic
yet still pops in some of thosetrends?
Eric Reidinger (09:34):
One of the main things I do is I just try to do
a lot of research and go to theI went to the builder show and
try to stay on the front end ofthings and then you know we can
sometimes we go a little too farwith it you know and I get
dialed back.
but having a designer help withthat and giving them some
freedom to to get us out of thebox, yeah, you know.
(09:57):
Whereas if they're working witha, so like this is a for sale
home, we call it a market home.
It's really a spec home, but itgives them some creative
freedom to try some differentstuff.
Most of the time it's a homerun right.
Yeah.
Sometimes we're like, well, weneed to dial that back a little
bit.
But just to try to get outsidethe box.
(10:19):
So when you pull in one of ourhouses it looks a little bit
different.
There's different trim profiles.
Yep.
You know, there's just littlethings that make us a little bit
different.
Stefanie Couch (10:27):
That's one of my favorite things about this
business is the high-end customstuff.
So I have a background in doors, millwork, and one door that's
an accent inside a home, or Iknow upstairs there's a hidden
door we talked about a littlebit.
That is just something that canreally make a moment in a house
and when you have that abilityto do it, it is the thing that
(10:48):
makes a custom home stand outwhere a production home doesn't
have that stuff usually.
Eric Reidinger (10:53):
Right.
So one of my big things isfirst impressions right so the
front door is the firstimpression.
You touch and feel it.
Yeah.
You know Magmi did a good jobbuilding the front door.
It's two and a quarter inchesthick.
So when you open it it's kindof substantial, yeah, and
there's something that you knowsets in a buyer's mind that you
know.
What was it about that frontdoor?
Stefanie Couch (11:20):
You know we put some texture on the door handle
so you can just it's a littlebit more than visual.
You know it's also touch andfeel Absolutely Well.
Let's talk a little bit aboutMagbee Contractors Supply.
So I know that you actuallyhave worked with them on windows
doors.
You buy a lot of your millworkfrom them, all your premium door
products they're building foryou.
You mentioned those front doorsthat really are the first thing
you see when you pull up to thehome.
Talk to me a little bit abouthow they are different as other
(11:41):
suppliers that you've used, orwhat stands out about Magbee.
Eric Reidinger (11:44):
Well, from a door premium door window
standpoint, they're alwaystrying to find the next thing
and get it in the contractor'shand, so they really do a good
job of getting us new productand ideas in front of us and
showcasing what they can do.
You know, so, whether it's someof their new windows and you
(12:07):
know aluminum inside and outpivot doors.
They can do anything when itcomes to that.
Stefanie Couch (12:14):
So yeah, and they have a custom door shop in
Winder which is close by andpretty much you can sketch it on
a cocktail napkin and they canmake it happen, or in CAD or
whatever.
Have you done a lot of stuffwhere you're actually drawing it
and then they're making ithappen?
Eric Reidinger (12:29):
Absolutely.
They're about to put in a doorwe sketched out, you know, six
months ago.
Stefanie Couch (12:35):
Yeah, absolutely .
They're about to put in a doorwe sketched out, you know, six
months ago.
Yeah, I love that because it'salways fun to try to do
something a little different,like you said, than what you see
on every house plan.
And with front doors you can doradius, you can do different
glass, they have all thoseprivacy glass options, so that's
cool.
They also have a custommillwork shop where they can do
moldings.
So do you ever have moldingssometimes that you draw out?
That's a little different, orare they coming up with
(12:57):
something for you?
That's.
Eric Reidinger (12:58):
Yeah well, the crown molding.
In this house we're seeingcrown molding kind of dialed
back a lot in this era, but thecrown molding in this house has
a little bit different profileand they were able to make that
for us.
The design team really knockedit out of the park with it.
Stefanie Couch (13:13):
That's awesome.
Yeah, it's beautiful.
The ceiling in here is reallycool.
I love that.
What are some of the biggestchallenges that you face in
building today?
You know you mentionedobviously y'all built this whole
thing in eight months.
That's amazing.
But what are some of the thingsyou run into as a builder, like
just in construction in general?
Eric Reidinger (13:31):
Well, our biggest challenge as a company
is land.
The price of land isskyrocketed, like houses have,
but really it's the land andtrying to find the right pieces
that fit our product line.
That's our biggest challenge.
On the construction side, nowthat the pandemic's over, we
(13:51):
were dealing with some timelinesand lead times and stuff and
we've seen pricing kind ofplateau and flatten out with
that and actually had some pricedecreases lately.
But I would say our biggestchallenge is land.
Stefanie Couch (14:04):
Yeah, yeah, and there's not going to be more of
it in this area you're buildingin is super hot.
I mean, I can't think of verymany metro areas that have much
more.
This little Roswell Alpharettacorridor is just a huge need for
people with families that wantto move out of downtown or
commute you know from here.
So that's awesome.
(14:25):
You guys are in a really hotarea.
Well, talk to me a little bithow the builders show.
So I was there and there was somuch there to see.
It was overwhelming.
It was too much, like you can'teven see the whole thing, even
if you're there for a whole week.
But what were some of the mostexciting things?
You saw?
Products that you love, thingsthat piqued your interest or you
think are going to be a cool,cool new thing, or just anything
(14:47):
you loved.
Eric Reidinger (14:49):
Well, I had a chance to meet up with the Magmi
team out there and go throughsome of the new window and door
manufacturers.
They're they're entertaining.
That was a eye opening whatthey can do with glass and the
size of the doors.
Yeah, the motorized doors nowevery year.
Stefanie Couch (15:05):
It's like they especially the folding doors and
stuff.
It's just keep getting tallerand wider.
Right.
How in the world do you install?
Those is always what I thinkwhen I see it.
That is a painful process forsomeone.
I mean a crane maybe, yeah,yeah, one of them I think we saw
like 24 feet wide, maybe by 14or 16 feet tall yeah it's huge.
(15:27):
Yeah, that's awesome.
So I know I actually saw theQuaker booth was a really cool
booth that I saw.
They had some cool stuff.
I know Magbee was working onshowing you guys some stuff
there.
What about the pivot doors?
Have you done a lot of pivotdoors?
Eric Reidinger (15:41):
We've done a few .
We did one, magby did.
It was five foot wide, 10 foottall in front of a remodel, we
did, and then we've done acouple smaller ones.
We've done a few.
Stefanie Couch (15:55):
Okay, and you're usually doing wood front doors,
right.
Eric Reidinger (15:58):
For our communities we are.
We have done some steel.
That door was steel.
But most of the time we'redoing a wood door Again.
It's just, it really fits thisproduct.
Stefanie Couch (16:11):
Yeah, what about species of wood?
What is this one?
Eric Reidinger (16:16):
It's naughty otter.
Okay, so there's some characterto it.
Stefanie Couch (16:19):
Yeah, I love that.
I see a few knots in the bottompanel, which is always nice to
see.
Eric Reidinger (16:23):
We've done some white oak too.
Mahogany we haven't done muchof lately, but mostly the knotty
alder, just because it has thatrustic flare that ties into the
cedar that's on this home.
Stefanie Couch (16:33):
Yeah, and that's one thing about Magby.
Like you can spec your style,you can spec your glass and you
can spec your species and theycan pretty much do anything.
Like you said, the two and aquarter, so that's always nice.
For sure, Tell me about aclient story or two that
resonates with you.
That, you know, just makes itworthwhile what you're doing.
Eric Reidinger (16:51):
Well, this morning I had a client we built
for three years ago, four yearsago, and we still communicate
and he's going, we go, we go toCrawfish on Wednesdays this time
of year and he's he's meetingup with me to go to Crawfish,
you know.
So play some golf with him.
But I would say, you know, wemaintain a relationship with a
(17:15):
lot of our clients and becausethe entire process, from
pre-construction to the end ofwarranties, is practically three
years, you know, so that's along time with somebody, yeah,
as a matter of fact, when it'sover, you know, we'll
communicate and say man, it'slike it's been.
I haven't talked to you in sixmonths.
(17:37):
I went from talking to youthree times a day.
Stefanie Couch (17:40):
Let's talk a little bit about homeowner
journey.
So what advice would you havefor a homeowner that is in metro
Atlanta?
They're looking for a builderto build a custom home?
What advice would you say forsomeone starting that journey?
Eric Reidinger (17:55):
I think some of the mistakes we see them make
are they go and buy a piece ofland without talking to a
builder.
Or maybe they go to an architectfirst and they have a budget
that's X and they end up at Y.
You know the first thing youshould do is have a builder on
your team.
When you start the custom homeprocess Interview.
Some find some that mesh, youknow.
Pick one that that's in thearea you're looking, that's
(18:18):
headquartered there and you know, find they're your.
They're really your advisor.
Yeah, you know, because if youhave an architect and we deal
with some great ones but youknow, if you have a million
dollar budget and it comes in attwo million, you know the
builder's always the onedelivering that news.
So it helps to have a builderon your team early.
Stefanie Couch (18:39):
Absolutely.
I definitely agree with that.
I've gotten a lot of architectplans that draw something that
almost isn't possible, or eitherit is possible at an impossible
budget.
So you've got to be carefulabout that and the homeowner is
not going to know that.
You don't know if that frontdoor is $5,000 or $50,000, you
know when you look at it,because it's not your game right
(19:00):
?
You're not.
You don't do that all the time,so I love that advice.
It's really smart.
What's a lesson?
You built over 400 homes.
What is a lesson that you wouldsay you've learned, and what
excites you the most aboutcontinuing to do this?
Eric Reidinger (19:16):
I like the relationships.
You know that's.
That's the fun part.
It's a.
You know our guys, me, justinwe don't feel like we go to work
every day, you know it's.
You know, communicating withgreat people.
Some of the lessons I'velearned over the years is just
to be respectful but diligentand try to make sure stuff
(19:36):
happens accordingly sure stuffhappens accordingly.
Stefanie Couch (19:44):
Yeah, and you talked about use the P word
processes If you're going to wina business long-term,
especially with as much as goesinto one home.
But you've got seven homesright here.
You've got other subdivisionswith homes going.
If you don't have goodprocesses and maintain them,
it's tough.
Eric Reidinger (19:56):
Right.
So recently, the last year,we've been really focused on our
pre-construction process.
And that's really where we've,you know, because you know
building so many houses.
We have this, you know, fromgroundbreaking to finish,
covered, warranty covered, butthe pre-construction was
somewhere we were lacking, sowe've been focused on that.
We've actually created a coupleof different product lines.
(20:17):
This house we call the IconSeries, which is just, you know,
full luxury, you know unlimitedbudget, you know, with a
certain degree.
Then we have one this is onestep down that really kind of
keeps some guardrails on so wecan keep a price to where it
needs to be.
That's called the Legacy Series, which we built the most of.
(20:37):
And then we have a ReserveSeries, which is, when I say
entry level, we realize thatthat's probably not for
everybody, but it's just giventhe population a chance to buy a
house that elevation built,that has the same trades, that
maybe not finished out the same.
(20:58):
We start about 250 a squarefoot for the lower series.
The next series up is about 350.
And then the house like this isabout 500.
Stefanie Couch (21:07):
And we've built houses up to, you know, 800
square foot or so In that middlerange, because I think a lot of
people are curious.
They don't know what thedifference between a luxury home
with guardrails, as you said,and unlimited, what are some of
the changes that, if you're inthat middle series like, what
are some of the things you seethat take people to that next
step.
Eric Reidinger (21:27):
The Icon series really is a difficult build from
a structural standpoint.
You're looking at the house wejust finished framing had 70
different ridges and valleys,yeah, where the reserve series
would have seven right Moresimpler design built.
(21:48):
You know we dress up the fronta little bit but you know
millworks scaled back.
Yep.
These are clad Lincoln cladwindows in this house.
You might get a, you know, aQuaker vinyl or something like
that in the reserve series, butyou know like the cabinets in
this house are six figures.
Yeah.
In our lower end you're lookingat 30, 30 K allowance you know,
(22:12):
yeah, so it's really the microdetails.
Stefanie Couch (22:14):
But I think one thing that people miss because
they don't know construction isa lot of times things like roofs
or cut up, you know in thefoundation, the angles, all
those things that adds so muchto a build.
It also aesthetically adds somuch when you look at it.
But it does rack up thedifference in the price because
the framing is just so muchdifferent and the you know all
(22:36):
the work on that.
That maybe isn't the finalfinishes.
People think finishes is what'sexpensive, but a lot of times
it's that type of framing stuffthat really gets into the
difference.
Eric Reidinger (22:46):
It's also size.
So the most expensive upgradein your house is square footage.
Stefanie Couch (22:50):
Yep, that's right.
Eric Reidinger (22:51):
That's it.
Stefanie Couch (22:53):
Last question I know that every business and
every job has tough days.
So you talked about therelationship, and that's what's
keeping you going.
But what is the one thing thatexcites you the most right now
that you're working on?
Eric Reidinger (23:06):
Probably this community.
It's in an area where there'sseveral luxury homes and we're
doing something a little bitdifferent when it comes to
architecture.
So, yeah, it's beautiful.
Stefanie Couch (23:15):
And there's one across the street.
We're going to go see that'sunder construction.
This one's obviously on themarket, ready to sell and if
someone is interested inlearning more about Elevation
Building Company or if you'rewanting a home in the Alpharetta
or Roswell area where you guysbuild, talk to them about how
they can find you.
Eric Reidinger (23:33):
Well, you can visit our website
elevationbuildingcocom or findus on Instagram.
It's elevation underscore,building underscore co.
Yep.
And Facebook too.
Stefanie Couch (23:47):
Yeah, and you guys have beautiful photography
and videography.
They do a really good job ontheir marketing and you can
actually see what you're goingto get, what they're building
from their socials, so checkthem out.
Thank you so much for your time, eric.
Eric Reidinger (23:59):
And.
Stefanie Couch (23:59):
I can't wait to walk around this beautiful
subdivision and see what youguys are working on.
Eric Reidinger (24:03):
Perfect, thank you.
Stefanie Couch (24:05):
That's it for this episode of the Grit
Blueprint podcast.
For more tools, training andindustry content, make sure to
subscribe here and follow me onLinkedIn and other social media
platforms.
To find out more about how GritBlueprint can help you grow
your business.
Check us out at our website,gritblueprintcom.
One of my big things is first impressions
right so the front door is thefirst impression.
You touch and feel it.
Yeah.
You know Magbee did a good jobbuilding the front door.
It's two and a quarter inchesthick.
When you open it it's kind ofsubstantial.
Yeah.
We're seeing crown molding kindof dial back a lot.
The crown molding in this househas a little bit different
profile.
They were able to make that forus.
The design team really knockedit out of the park with it.
(00:23):
We're process driven, so ourclients tend to have a less
stress build.
Stefanie Couch (00:29):
Use the P word processes If you're going to win
a business long term,especially with as much as goes
into one home.
But you've got seven homesright here.
You've got other subdivisionswith homes going.
If you don't have goodprocesses and maintain them,
it's tough.
Welcome to the Grit BlueprintPodcast.
(01:24):
I'm your host, Stefanie Couch,and I'm here today on site in
Roswell, Georgia.
Eric, Welcome to the show.
Eric is actually a builder herein Atlanta in the North Metro
area, and he works with hiscompany, Elevation Building
Company, and we are here in thisamazing home that's actually on
the market.
You just finished this.
We did.
(01:45):
And I want to just talk a littlebit today about what you do.
So tell me a little bit aboutwho you are, how long you've
been doing construction and whatyou and Elevation Building
Company does that really setsyou apart.
Eric Reidinger (01:55):
My name is Eric Reidinger.
I've been building since 2006.
We started Elevation BuildingCompany in 2017 with my business
partner, Justin Mims.
He come from corporate financeand accounting, so it just made
sense for us to merge because,you know, being a builder is
like being a big bank a lot ofmoney in, a lot of money out.
(02:16):
That really helps me just focuson the operations and the
design and the building aspectof the company.
Stefanie Couch (02:23):
That is so two separate businesses.
I've actually seen a lot ofbuilders do one really well and
one not so well Correct, and soit's great that you have that
partnership there with Justin.
Eric Reidinger (02:32):
Yeah, that always scared me about starting
my own business because you know, the finance side is just very
daunting.
Stefanie Couch (02:40):
So when you got into construction in 2006, what
were you doing?
I mean, that was a totallydifferent time.
That was in the big boom, thefirst boom in Atlanta.
What were you doing?
Were you actually buildinghomes then?
Eric Reidinger (02:51):
Yeah, I started out as an assistant project
manager and then worked up to aproject manager and then a
downturn hit.
We didn't do much buildingduring that time.
We did a lot of renovation andthen, coming out of it, we
started building quite a bittrack homes and just bigger
development projects.
And then I changed companiesand went to another builder in
(03:12):
Atlanta to build a little bithigher end production homes
before I started Elevation.
Stefanie Couch (03:19):
Okay, well, tell me a little bit about the idea
around Elevation.
You guys are building,obviously, an immaculate,
beautiful custom homes.
You guys own the land and we'rein a subdivision.
Tell me about this particularsubdivision here in Roswell and
a little bit about what you'redoing.
That is different.
Eric Reidinger (03:36):
I come from the production side of things, so
owning the land has always beenwhat we really are after.
So I think what sets us apartis we buy land, develop it and
build on it and we try to nichesmaller communities so we don't
compete against the largerbuilders in town.
So all of our communities areseven lots, 14 lots.
(03:59):
We did one that was 24.
We did one that was 24.
But you know we try to focus onbuying land, developing it and
having that lot position.
You know.
Stefanie Couch (04:12):
for a buyer is a big deal, and it's nice to not
have to worry about that.
From a buyer's perspective,especially in this price range
and this type of home, a buyeris looking for usually a very
specific thing what do you letpeople choose?
What is the process like?
If you want to build a homewith elevation?
How do you work with clients?
Eric Reidinger (04:31):
So our process is we have a designer we work
with, so we start on the frontend.
So if you want Mason, we're in,for example, lot three.
We have a floor plan spec forthat lot so you can come in and
make minor changes to it.
But you can start yourselection process and the design
with an actual designer, not meor anyone that works for us.
(04:55):
So Heart Lock does all of ourdesign.
Okay.
And we do that on the front end,so we go through the entire
design process prior to youstarting a home.
So it gives us a chance to lockin your price and really build
your house efficient.
So our cycle times tend to bebetter than our competition
(05:15):
because of that front end.
We call it pre-construction,but it's where we make all the
selections and do all the design.
Stefanie Couch (05:22):
And you guys have that set up where it's on
the lot the way the house lays,it looks great, it works from a
perspective of actuallyconstruction the way that it
should.
So I'm guessing you're lookingat that, and then do you have a
particular style for eachsubdivision?
So what would you consider thishome style?
I'm curious.
Eric Reidinger (05:41):
This is really English arts and crafts, okay,
so with a modern flair.
So that's one reason we specthe floor plans on each lot is.
We want to pull in ourcommunities and say that this
looks like you know, all thesehouses look like they belong
together yeah, in the samecommunity versus, you know,
(06:02):
extremely different styles inevery lot and different builders
.
So that was really the goal tokeep that cohesion throughout.
Stefanie Couch (06:09):
Yeah, the curation here.
It's beautiful.
You pull up to this home,you've got the gas lanterns out
front and you've got themillwork that really stands out
from the curb.
So I think people in this areaand this price range want that.
It's beautiful.
Eric Reidinger (06:24):
Yeah, and this community, particularly the lots
are very large for this areaand this price range want that.
It's beautiful.
Yeah, and this community,particularly the lots are very
large for this area and they'reflat which you know Georgia can
be a little hilly.
Stefanie Couch (06:34):
Yeah, I'm from the mountains and there's not a
lot of flat lots up there, sothis is nice when we pulled in,
it's a whole aesthetic.
Well, tell me a little bitabout the people that you're
servicing.
What from a customer experienceperspective?
You're giving them the design,you're giving them the options,
that pre-construction so thattakes a lot of the pressure of
decision fatigue away.
(06:55):
But what do you hear frompeople that really sets you guys
apart Once you're in theprocess?
There's still a lot of designthat has to be done here.
How does that process work withElevation?
Eric Reidinger (07:04):
There's still a lot of design that has to be
done here.
How does that process work withElevation?
So you mentioned process.
We're process driven, so ourclients tend to have a less
stress build because we're goingto design the house exactly how
you wanted it.
We're not going to changeanything without a change order,
so there's not going to be aback and forth or over budget
(07:27):
those type of things during ourbuild and it just makes the
process much simpler and easier.
Stefanie Couch (07:31):
How long did it take from start to finish for
this house?
Eric Reidinger (07:34):
Eight months.
Stefanie Couch (07:34):
Eight months.
That's amazing.
I mean, how many square feet isthis house?
Eric Reidinger (07:38):
5,000.
Stefanie Couch (07:38):
5,000 square feet in eight months.
That's pretty impressive andvery custom.
So as we walk around here,after we get done chatting,
we're going to look at some ofthe features.
But I'm just looking around,just really beautiful and you
can tell that everything waspicked with a thought in mind
that went for the whole house tofeel a certain way.
So it's awesome.
I would love to live here.
(07:59):
It's beautiful.
Thank you.
All right, well, tell me alittle bit about some of the
other projects that you're proudof.
So you've got this subdivisionhere, but talk to me a little
bit about some of the otherthings you've done the last few
years.
Eric Reidinger (08:10):
So we have a project on Lake Lanier that's
finishing up and that's been.
There's actually twocommunities up there but we've
built I think, about 22, 23,.
You know luxury homes up therethat all had dock slips.
So we're finishing that up.
We're working on the last onenow.
And then we did an active adultcommunity in Ackworth where we
(08:31):
had 24 higher-end ranchtownhomes.
So, we finished those up acouple years ago.
And then new projects.
We have Mason, what you're atthe seven lots, two were started
and then we have a communitycoming online in Canton called
Provisions.
It'll be seven modernfarmhouses.
(08:52):
But, you know, really trying totake a new angle on that
because that's kind of a burnout, so trying to change, put a
little bit different flair onthat.
But again, the community youcan pull in and see all the
houses are cohesive, differentenough, more modern.
Stefanie Couch (09:08):
Yeah, it's only so much white shiplap we can do
right.
Eric Reidinger (09:11):
Right White black windows.
You know we're trying not to dothat.
Stefanie Couch (09:16):
It's interesting .
The balance is one thing that Ialways like to ask builders
about.
People want what they want,which sometimes is very trendy.
How do you balance that withhaving something that is classic
yet still pops in some of thosetrends?
Eric Reidinger (09:34):
One of the main things I do is I just try to do
a lot of research and go to theI went to the builder show and
try to stay on the front end ofthings and then you know we can
sometimes we go a little too farwith it you know and I get
dialed back.
but having a designer help withthat and giving them some
freedom to to get us out of thebox, yeah, you know.
(09:57):
Whereas if they're working witha, so like this is a for sale
home, we call it a market home.
It's really a spec home, but itgives them some creative
freedom to try some differentstuff.
Most of the time it's a homerun right.
Yeah.
Sometimes we're like, well, weneed to dial that back a little
bit.
But just to try to get outsidethe box.
(10:19):
So when you pull in one of ourhouses it looks a little bit
different.
There's different trim profiles.
Yep.
You know, there's just littlethings that make us a little bit
different.
Stefanie Couch (10:27):
That's one of my favorite things about this
business is the high-end customstuff.
So I have a background in doors, millwork, and one door that's
an accent inside a home, or Iknow upstairs there's a hidden
door we talked about a littlebit.
That is just something that canreally make a moment in a house
and when you have that abilityto do it, it is the thing that
(10:48):
makes a custom home stand outwhere a production home doesn't
have that stuff usually.
Eric Reidinger (10:53):
Right.
So one of my big things isfirst impressions right so the
front door is the firstimpression.
You touch and feel it.
Yeah.
You know Magmi did a good jobbuilding the front door.
It's two and a quarter inchesthick.
So when you open it it's kindof substantial, yeah, and
there's something that you knowsets in a buyer's mind that you
know.
What was it about that frontdoor?
Stefanie Couch (11:20):
You know we put some texture on the door handle
so you can just it's a littlebit more than visual.
You know it's also touch andfeel Absolutely Well.
Let's talk a little bit aboutMagbee Contractors Supply.
So I know that you actuallyhave worked with them on windows
doors.
You buy a lot of your millworkfrom them, all your premium door
products they're building foryou.
You mentioned those front doorsthat really are the first thing
you see when you pull up to thehome.
Talk to me a little bit abouthow they are different as other
(11:41):
suppliers that you've used, orwhat stands out about Magbee.
Eric Reidinger (11:44):
Well, from a door premium door window
standpoint, they're alwaystrying to find the next thing
and get it in the contractor'shand, so they really do a good
job of getting us new productand ideas in front of us and
showcasing what they can do.
You know, so, whether it's someof their new windows and you
(12:07):
know aluminum inside and outpivot doors.
They can do anything when itcomes to that.
Stefanie Couch (12:14):
So yeah, and they have a custom door shop in
Winder which is close by andpretty much you can sketch it on
a cocktail napkin and they canmake it happen, or in CAD or
whatever.
Have you done a lot of stuffwhere you're actually drawing it
and then they're making ithappen?
Eric Reidinger (12:29):
Absolutely.
They're about to put in a doorwe sketched out, you know, six
months ago.
Stefanie Couch (12:35):
Yeah, absolutely .
They're about to put in a doorwe sketched out, you know, six
months ago.
Yeah, I love that because it'salways fun to try to do
something a little different,like you said, than what you see
on every house plan.
And with front doors you can doradius, you can do different
glass, they have all thoseprivacy glass options, so that's
cool.
They also have a custommillwork shop where they can do
moldings.
So do you ever have moldingssometimes that you draw out?
That's a little different, orare they coming up with
(12:57):
something for you?
That's.
Eric Reidinger (12:58):
Yeah well, the crown molding.
In this house we're seeingcrown molding kind of dialed
back a lot in this era, but thecrown molding in this house has
a little bit different profileand they were able to make that
for us.
The design team really knockedit out of the park with it.
Stefanie Couch (13:13):
That's awesome.
Yeah, it's beautiful.
The ceiling in here is reallycool.
I love that.
What are some of the biggestchallenges that you face in
building today?
You know you mentionedobviously y'all built this whole
thing in eight months.
That's amazing.
But what are some of the thingsyou run into as a builder, like
just in construction in general?
Eric Reidinger (13:31):
Well, our biggest challenge as a company
is land.
The price of land isskyrocketed, like houses have,
but really it's the land andtrying to find the right pieces
that fit our product line.
That's our biggest challenge.
On the construction side, nowthat the pandemic's over, we
(13:51):
were dealing with some timelinesand lead times and stuff and
we've seen pricing kind ofplateau and flatten out with
that and actually had some pricedecreases lately.
But I would say our biggestchallenge is land.
Stefanie Couch (14:04):
Yeah, yeah, and there's not going to be more of
it in this area you're buildingin is super hot.
I mean, I can't think of verymany metro areas that have much
more.
This little Roswell Alpharettacorridor is just a huge need for
people with families that wantto move out of downtown or
commute you know from here.
So that's awesome.
(14:25):
You guys are in a really hotarea.
Well, talk to me a little bithow the builders show.
So I was there and there was somuch there to see.
It was overwhelming.
It was too much, like you can'teven see the whole thing, even
if you're there for a whole week.
But what were some of the mostexciting things?
You saw?
Products that you love, thingsthat piqued your interest or you
think are going to be a cool,cool new thing, or just anything
(14:47):
you loved.
Eric Reidinger (14:49):
Well, I had a chance to meet up with the Magmi
team out there and go throughsome of the new window and door
manufacturers.
They're they're entertaining.
That was a eye opening whatthey can do with glass and the
size of the doors.
Yeah, the motorized doors nowevery year.
Stefanie Couch (15:05):
It's like they especially the folding doors and
stuff.
It's just keep getting tallerand wider.
Right.
How in the world do you install?
Those is always what I thinkwhen I see it.
That is a painful process forsomeone.
I mean a crane maybe, yeah,yeah, one of them I think we saw
like 24 feet wide, maybe by 14or 16 feet tall yeah it's huge.
(15:27):
Yeah, that's awesome.
So I know I actually saw theQuaker booth was a really cool
booth that I saw.
They had some cool stuff.
I know Magbee was working onshowing you guys some stuff
there.
What about the pivot doors?
Have you done a lot of pivotdoors?
Eric Reidinger (15:41):
We've done a few .
We did one, magby did.
It was five foot wide, 10 foottall in front of a remodel, we
did, and then we've done acouple smaller ones.
We've done a few.
Stefanie Couch (15:55):
Okay, and you're usually doing wood front doors,
right.
Eric Reidinger (15:58):
For our communities we are.
We have done some steel.
That door was steel.
But most of the time we'redoing a wood door Again.
It's just, it really fits thisproduct.
Stefanie Couch (16:11):
Yeah, what about species of wood?
What is this one?
Eric Reidinger (16:16):
It's naughty otter.
Okay, so there's some characterto it.
Stefanie Couch (16:19):
Yeah, I love that.
I see a few knots in the bottompanel, which is always nice to
see.
Eric Reidinger (16:23):
We've done some white oak too.
Mahogany we haven't done muchof lately, but mostly the knotty
alder, just because it has thatrustic flare that ties into the
cedar that's on this home.
Stefanie Couch (16:33):
Yeah, and that's one thing about Magby.
Like you can spec your style,you can spec your glass and you
can spec your species and theycan pretty much do anything.
Like you said, the two and aquarter, so that's always nice.
For sure, Tell me about aclient story or two that
resonates with you.
That, you know, just makes itworthwhile what you're doing.
Eric Reidinger (16:51):
Well, this morning I had a client we built
for three years ago, four yearsago, and we still communicate
and he's going, we go, we go toCrawfish on Wednesdays this time
of year and he's he's meetingup with me to go to Crawfish,
you know.
So play some golf with him.
But I would say, you know, wemaintain a relationship with a
(17:15):
lot of our clients and becausethe entire process, from
pre-construction to the end ofwarranties, is practically three
years, you know, so that's along time with somebody, yeah,
as a matter of fact, when it'sover, you know, we'll
communicate and say man, it'slike it's been.
I haven't talked to you in sixmonths.
(17:37):
I went from talking to youthree times a day.
Stefanie Couch (17:40):
Let's talk a little bit about homeowner
journey.
So what advice would you havefor a homeowner that is in metro
Atlanta?
They're looking for a builderto build a custom home?
What advice would you say forsomeone starting that journey?
Eric Reidinger (17:55):
I think some of the mistakes we see them make
are they go and buy a piece ofland without talking to a
builder.
Or maybe they go to an architectfirst and they have a budget
that's X and they end up at Y.
You know the first thing youshould do is have a builder on
your team.
When you start the custom homeprocess Interview.
Some find some that mesh, youknow.
Pick one that that's in thearea you're looking, that's
(18:18):
headquartered there and you know, find they're your.
They're really your advisor.
Yeah, you know, because if youhave an architect and we deal
with some great ones but youknow, if you have a million
dollar budget and it comes in attwo million, you know the
builder's always the onedelivering that news.
So it helps to have a builderon your team early.
Stefanie Couch (18:39):
Absolutely.
I definitely agree with that.
I've gotten a lot of architectplans that draw something that
almost isn't possible, or eitherit is possible at an impossible
budget.
So you've got to be carefulabout that and the homeowner is
not going to know that.
You don't know if that frontdoor is $5,000 or $50,000, you
know when you look at it,because it's not your game right
(19:00):
?
You're not.
You don't do that all the time,so I love that advice.
It's really smart.
What's a lesson?
You built over 400 homes.
What is a lesson that you wouldsay you've learned, and what
excites you the most aboutcontinuing to do this?
Eric Reidinger (19:16):
I like the relationships.
You know that's.
That's the fun part.
It's a.
You know our guys, me, justinwe don't feel like we go to work
every day, you know it's.
You know, communicating withgreat people.
Some of the lessons I'velearned over the years is just
to be respectful but diligentand try to make sure stuff
(19:36):
happens accordingly sure stuffhappens accordingly.
Stefanie Couch (19:44):
Yeah, and you talked about use the P word
processes If you're going to wina business long-term,
especially with as much as goesinto one home.
But you've got seven homesright here.
You've got other subdivisionswith homes going.
If you don't have goodprocesses and maintain them,
it's tough.
Eric Reidinger (19:56):
Right.
So recently, the last year,we've been really focused on our
pre-construction process.
And that's really where we've,you know, because you know
building so many houses.
We have this, you know, fromgroundbreaking to finish,
covered, warranty covered, butthe pre-construction was
somewhere we were lacking, sowe've been focused on that.
We've actually created a coupleof different product lines.
(20:17):
This house we call the IconSeries, which is just, you know,
full luxury, you know unlimitedbudget, you know, with a
certain degree.
Then we have one this is onestep down that really kind of
keeps some guardrails on so wecan keep a price to where it
needs to be.
That's called the Legacy Series, which we built the most of.
(20:37):
And then we have a ReserveSeries, which is, when I say
entry level, we realize thatthat's probably not for
everybody, but it's just giventhe population a chance to buy a
house that elevation built,that has the same trades, that
maybe not finished out the same.
(20:58):
We start about 250 a squarefoot for the lower series.
The next series up is about 350.
And then the house like this isabout 500.
Stefanie Couch (21:07):
And we've built houses up to, you know, 800
square foot or so In that middlerange, because I think a lot of
people are curious.
They don't know what thedifference between a luxury home
with guardrails, as you said,and unlimited, what are some of
the changes that, if you're inthat middle series like, what
are some of the things you seethat take people to that next
step.
Eric Reidinger (21:27):
The Icon series really is a difficult build from
a structural standpoint.
You're looking at the house wejust finished framing had 70
different ridges and valleys,yeah, where the reserve series
would have seven right Moresimpler design built.
(21:48):
You know we dress up the fronta little bit but you know
millworks scaled back.
Yep.
These are clad Lincoln cladwindows in this house.
You might get a, you know, aQuaker vinyl or something like
that in the reserve series, butyou know like the cabinets in
this house are six figures.
Yeah.
In our lower end you're lookingat 30, 30 K allowance you know,
(22:12):
yeah, so it's really the microdetails.
Stefanie Couch (22:14):
But I think one thing that people miss because
they don't know construction isa lot of times things like roofs
or cut up, you know in thefoundation, the angles, all
those things that adds so muchto a build.
It also aesthetically adds somuch when you look at it.
But it does rack up thedifference in the price because
the framing is just so muchdifferent and the you know all
(22:36):
the work on that.
That maybe isn't the finalfinishes.
People think finishes is what'sexpensive, but a lot of times
it's that type of framing stuffthat really gets into the
difference.
Eric Reidinger (22:46):
It's also size.
So the most expensive upgradein your house is square footage.
Stefanie Couch (22:50):
Yep, that's right.
Eric Reidinger (22:51):
That's it.
Stefanie Couch (22:53):
Last question I know that every business and
every job has tough days.
So you talked about therelationship, and that's what's
keeping you going.
But what is the one thing thatexcites you the most right now
that you're working on?
Eric Reidinger (23:06):
Probably this community.
It's in an area where there'sseveral luxury homes and we're
doing something a little bitdifferent when it comes to
architecture.
So, yeah, it's beautiful.
Stefanie Couch (23:15):
And there's one across the street.
We're going to go see that'sunder construction.
This one's obviously on themarket, ready to sell and if
someone is interested inlearning more about Elevation
Building Company or if you'rewanting a home in the Alpharetta
or Roswell area where you guysbuild, talk to them about how
they can find you.
Eric Reidinger (23:33):
Well, you can visit our website
elevationbuildingcocom or findus on Instagram.
It's elevation underscore,building underscore co.
Yep.
And Facebook too.
Stefanie Couch (23:47):
Yeah, and you guys have beautiful photography
and videography.
They do a really good job ontheir marketing and you can
actually see what you're goingto get, what they're building
from their socials, so checkthem out.
Thank you so much for your time, eric.
Eric Reidinger (23:59):
And.
Stefanie Couch (23:59):
I can't wait to walk around this beautiful
subdivision and see what youguys are working on.
Eric Reidinger (24:03):
Perfect, thank you.
Stefanie Couch (24:05):
That's it for this episode of the Grit
Blueprint podcast.
For more tools, training andindustry content, make sure to
subscribe here and follow me onLinkedIn and other social media
platforms.
To find out more about how GritBlueprint can help you grow
your business.
Check us out at our website,gritblueprintcom.
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