Custom building gets messy fast when every project starts from a blank page. Mike Romanowicz talks through Den, prefab housing, better lead qualification, and what builders can learn from a product-based approach to pricing, systems, and client expectations.

Den Outdoors: https://denoutdoors.com

Sign up for the Modern Craftsman Community: 👉🏻 MC Community Sign-up Sign up for the newsletter: Newsletter Sign-up

Show Notes: 00:00 Productized Housing 00:20 Meet Mike Romanowicz 03:59 Product First, Founder Second 05:45 Building in Public 09:22 The A-Frame Kit Lesson 14:11 The First Product Bet 20:30 Making Better Housing More Accessible 23:40 What Fasten Does 25:50 From Software to Homebuilding 30:17 The Power of Pre-Designed Plans 31:43 Starting From 100% 35:36 Why Customization Gets Hard 40:47 Where the Process Breaks 47:31 The Business Finally Clicked 55:25 How the Prefab Model Works 57:07 Designing Around Real Materials 61:06 What Tech Teaches Builders 66:33 Turning a Website Into a Booking Engine 71:04 Leading With Price 75:16 Cutting Out Bad Leads

Video Version:https://youtu.be/WOyN-PR9mHs

Partners:

Andersen Windows

Harnish Workwear

Use code H1025 and get 10% off their H-label gear

The Modern Craftsman:

linktr.ee/moderncraftsmanpodcast

Find Our Hosts:

Nick Schiffer

Tyler Grace

Podcast Produced By:

Motif Media