What does good design actually feel like from the homeowner’s side of the table?

In this episode of Not a Licensed Architect, I sit down with my client and friend Katie Sterling for a candid look at the custom-home design process from a homeowner’s perspective.

Katie came into the process with a strong sense of what she wanted, a long-term vision for how her family would live in the home, and plenty of ideas. What started as a conversation about remodeling an existing house eventually became something much bigger: designing a fully custom dream home on the property next door.

We talk about how inspiration images and existing floor plans can help communicate what you want without becoming something you simply copy, why knowing your priorities makes the design process easier, and what can happen when a homeowner gives a designer enough trust and creative freedom to bring new possibilities to the table.

But this conversation goes beyond floor plans. Katie and I get into the human side of designing and building a home: decision-making between spouses, choosing who will take the lead on a project, navigating different personalities and money styles, communicating clearly, and recognizing that a major project can expose stress points that were already there.

We also talk about the reality of square footage, budgets, revisions, and that moment when the dream has to meet what is actually practical. A custom home can include incredible ideas, but every choice has consequences in structure, cost, space, and complexity.

Because designing a home isn’t just about creating beautiful rooms.

It’s about understanding how you want to live, now, years from now, and with the people you hope will gather there.

In this episode, we talk about:

• What good design looks like from a homeowner’s perspective

• Why a clear long-term vision can shape the entire custom-home process

• Using inspiration images and floor plans to communicate how you want to live

• Why knowing what you want, and being willing to make decisions, helps a project move forward

• Trusting your designer’s expertise without giving up your own voice

• Creating a home around real life, family, fun, and the future

• Why couples should decide who will be the primary decision-maker or project manager

• How building a home can expose differences around money, communication, and priorities

• Balancing dream-home ideas with square footage, budget, structure, and other real-world constraints

• Why honest conversations and clear expectations make the design process better

If you’re thinking about designing or building a custom home, or you work with the people who are, this conversation is an honest reminder that the best projects aren’t created by chasing perfection.

They come from knowing what matters to you, communicating it clearly, trusting the right people, and staying open to what the design process can become.

It’s just window coverings… right?

Not exactly.

In this episode of Not a Licensed Architect, I sit down with Jeff Low of J. Glow Blinds to talk about one of those details that can easily get pushed to the end of the design process, but probably shouldn’t.

Jeff has spent years helping homeowners navigate window coverings, automation, specialty windows, privacy, function, and all the little decisions that can make a much bigger difference than you might expect.

And somewhere along the way, our conversation became about a lot more than blinds.

We talk about why bringing specialists into the design process early can save homeowners from limited options later, why pre-wiring for automated shades should be part of the conversation before construction is finished, and how designers can better collaborate with the professionals who will ultimately help bring a home together. 

We also get into something I care deeply about: checking our egos at the door and recognizing that none of us knows everything. Jeff shares why he believes the best outcome for the homeowner happens when designers, builders, electricians, window-covering professionals, and other specialists are willing to ask questions and work together. 

Because every little component of a home matters.

And when the people working on that home care about what they do, and care about the people who will eventually live there, the result is a better experience for everyone. 

In this episode, we talk about:

• Why window coverings should be considered earlier in the design process

• Specialty windows and the balance between aesthetics, privacy, function, comfort, and cost 

• Planning and pre-wiring for automated window coverings

• Giving homeowners options instead of making every decision for them 

• Why collaboration between trades and design professionals matters

• Knowing when to bring another expert into the conversation

• Building a trusted network of professionals for your clients

• Why “it’s just window coverings” misses the bigger picture

If you’re a residential designer, builder, interior designer, or a homeowner planning a new home, this conversation is a reminder that thoughtful design isn’t just about the big decisions.

Sometimes, it’s the details you almost forgot about that affect how you experience your home every single day.

What makes a home truly well built?

It’s easy to be impressed by beautiful countertops, stylish finishes, and a great floor plan. But some of the most important decisions in a home are hidden behind the walls, and homeowners may not discover mistakes until years after the builder is gone.

In this episode of Not a Licensed Architect, I sit down with filmmaker and consumer advocate George Siegal, creator of Built to Last? Buyer Beware, to talk about what homeowners need to know before building or buying a home.

George has spent years exploring what happens when homes aren’t built to withstand the environments they’re placed in, and why homeowners often discover too late that the people they trusted may not have been looking out for their best interests.

One message kept coming up throughout our conversation:

You are your own best advocate.

We talk about why homeowners need to ask better questions, research the people they hire, understand what they’re paying for, and become active participants in the building process rather than assuming everything is being done correctly.

We also explore the role residential designers can play in that process. Designers are often among the first professionals’ homeowners work with, which gives us an opportunity to do more than create beautiful plans. We can educate our clients, connect them with trusted professionals, help them think beyond what they can see, and advocate for decisions that will serve them for years to come.

Because a beautiful home is wonderful.

But a beautiful home that is thoughtfully designed, responsibly built, and made to last is even better.

In this episode, we talk about:

• Why homeowners need to become their own best advocates

• Questions to ask builders before signing a contract

• Why the cheapest bid can become the most expensive choice

• Looking beyond finishes to understand the quality of a home

• Why homeowners should research builders and talk with previous clients

• The long-term consequences of poor construction decisions

• How residential designers can help educate and advocate for their clients

• Why choosing professionals who genuinely care can change the entire building experience

Whether you’re a residential designer, builder, or homeowner planning your dream home, this conversation will make you think differently about what it really means to build well.

Because the quality of a home isn’t determined only by what you can see.

It’s determined by the decisions made long before the drywall goes up.

🎧 Listen now

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In this episode of Not A ‘Licensed’ Architect, Stefani Thatcher sits down with Meg Billings, owner of Meg & Co. Designer Homes, who went from building her own home out of necessity to becoming a certified master builder.

Meg shares how stepping into construction without a roadmap shaped the way she runs her business today—from building strong trade relationships to creating systems that improve communication with clients. Her experience highlights what really makes a project successful beyond just good design.

They also dive into one of the biggest gaps in the industry: what builders actually need from floor plans. If you’re a residential designer, this conversation will shift how you think about documentation, collaboration, and delivering plans that truly work in the field.

What You’ll Learn

✅ Why strong trade relationships are critical to project success

✅ How communication systems reduce mistakes and client stress

✅ What builders actually need (and don’t need) in floor plans

✅ Why documentation matters: “If it’s not on paper, it’s not happening”

✅ How weekly client meetings improve clarity and trust

✅ The role of feedback in refining your design process

✅ Why simplifying language helps clients feel more confident

Chapters

00:00 – Meg’s Path from First Build to Business Owner

06:12 – The Power of Trade Relationships

11:17 – Why Building Isn’t a Commodity

18:19 – Learning Through Her First Projects

24:01 – Handling Feedback & Improving Processes

28:02 – Client Communication & Weekly Meetings

33:05 – What Builders Need from Floor Plans

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In this episode of Not A ‘Licensed’ Architect, Stefani Thatcher sits down with Don Titus, founder of Haven Architecture Studio. With over 25 years in the field and nearly two decades running his own business, Don shares a unique perspective shaped by both unlicensed and licensed experience.

They dive into the realities of the licensure journey—what it actually takes, where people get stuck, and why persistence matters more than perfection. Don opens up about failing multiple exams, stepping away for years, and eventually finding the support and strategy he needed to follow through.

They also explore the value of community, the importance of aligning budget with expectations, and what it looks like to design homes that truly serve the people living in them. If you’ve ever questioned your path—or your pace—this episode will give you clarity and encouragement to keep going.

What You’ll Learn

• Why the path to becoming an architect isn’t always linear
• How to stay motivated after repeated setbacks or failures
• The role of community and accountability in achieving big goals
• What licensure actually changes (and what it doesn’t) in your career
• How to qualify clients and align budget with expectations
• Key challenges in remodel and addition projects
• Why honesty and guidance are essential in client relationships

Chapters

00:00 – From Childhood Inspiration to Architecture

04:25 – Understanding the Licensure Process

10:01 – Starting a Business During the Recession

17:30 – Failing the ARE and Losing Momentum

20:46 – Licensed vs. Unlicensed: Pros and Cons

25:58 – Specializing in Remodels and Additions

36:55 – Final Advice: Persistence and Finding Support

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In this episode of Not A ‘Licensed’ Architect, Stefani Thatcher sits down with Cole Hamilton, licensed architect and founder of Hamilton Home Design. With a non-linear path into architecture, Cole shares how he built a business focused on designing homes that truly reflect the people who live in them.

They unpack the realities of the residential design industry—from confusion around titles to gaps in quality and service—and why clear communication and strong processes matter more than trying to impress with “perfect” design.

If you’re an aspiring residential designer or working in the custom home industry, this episode will help you design with more clarity, confidence, and a stronger client-first approach.

What You’ll Learn

• Why designing for real people matters more than impressing with a portfolio

• How to help clients find the right designer (and be the right fit)

• The importance of asking better questions before starting a design

• How to balance guiding clients without overpowering their vision

• Why clear processes improve both design outcomes and client experience

• How ongoing learning and code knowledge can set you apart

• The role of honesty and communication in building trust with clients

Chapters

00:00 – From Accidental Architect to Residential Design

02:31 – Cole’s Path to Licensure

09:55 – Starting a Business Through Opportunity

13:14 – The Gap in Residential Design Services

16:50 – How Clients Can Choose the Right Designer

24:56 – Communication, Revisions, and Client Expectations

40:49 – Systems, Process, and Final Advice

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In this episode of Not A ‘Licensed’ Architect, Stefani Thatcher sits down with Brian Free, co-founder of VirtuActive, a residential design firm that has grown from a small side operation into a nationwide business serving builders and homeowners. With a background in construction and drafting, Brian brings a practical, process-driven perspective to residential design.

Together, they explore what it really takes to scale a design business, from building a team and training designers to creating efficient systems that improve both workflow and client experience. Brian shares how speed, iteration, and early feedback can lead to better outcomes than trying to perfect a design upfront.

They also dive into the importance of communication and collaboration—especially with builders—and how tools like 3D visualization help clients better understand their homes. If you’re an aspiring residential designer or working in the custom home industry, this episode will help you deliver stronger designs with more confidence and efficiency.

What You’ll Learn

• Why speed and iteration matter more than trying to create the “perfect” first draft
• How strong processes improve both efficiency and the client experience
• Why collaboration with builders leads to better design outcomes
• The role of 3D visualization in helping clients understand their homes
• How to train and scale a design team effectively

Facebook: https://www.facebook.com/VirtuActive/

LinkedIn: https://www.linkedin.com/company/virtuactiveomaha

Instagram: https://www.instagram.com/virtuactive/

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In this episode of Not A ‘Licensed’ Architect, Stefani Thatcher sits down with Jennie Leigh Jones, a residential designer with over 30 years of experience and a deeply rooted background in the design/build world. From sketching floor plans as a child to working at Southern Living Magazine and eventually building her own design studio, Jennie brings a practical, client-first perspective shaped by decades of real-world experience.

Together, they dive into what truly sets great designers apart—going beyond drawings to interpret what clients actually mean, not just what they say. They unpack the role of communication, how to prevent costly mistakes before construction begins, and why guiding clients (instead of just following directions) leads to better outcomes.

If you’re an aspiring residential designer or working in the custom home industry, this episode will sharpen how you think, communicate, and design.

What You’ll Learn

• Why great design starts with understanding how clients live, not just what they say they want

• The power of clear communication—and how to avoid costly misunderstandings

• Why asking deeper follow-up questions can completely change a design outcome

• How to create flexible, long-term “master plans” that evolve with clients’ lives

• The importance of guiding clients without overpowering their vision

• How to handle difficult conversations while maintaining a great client experience

• Why overdelivering matters in an industry with little repeat business

• Real-life lessons from design mistakes—and how to prevent them

Chapters

00:00 – Translating What Clients Actually Mean

01:33 – Podcast Intro & Who This Is For

04:39 – Jennie’s Background in Design/Build

08:22 – Learning from Real Plans at Southern Living

13:36 – The Real Role of a Residential Designer

24:39 – Communication Mistakes & Client Clarity

35:47 – Designing for the Future (Master Planning)

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In this episode of Not A 'Licensed' Architect, Stefani Thatcher sits down with David Holtzclaw, principal of Transduction Technologies and a mechanical engineer specializing in building science and high-performance homes.

With a background in aerospace and biomedical engineering, David brings a unique, science-driven perspective to residential design—challenging common assumptions about comfort, energy efficiency, and how homes actually perform.

Together, they unpack why many homes that look great don’t always feel great to live in, and how designers can bridge that gap. From window placement and insulation strategies to HVAC systems and moisture control, this conversation breaks down building science in a way that’s practical, approachable, and directly applicable to your projects.

If you want to design homes that are not only beautiful—but comfortable, efficient, and built to perform—this episode will change how you think about your plans.

What You’ll Learn

• Why comfort—not energy efficiency—should be your starting point• How the building “shell” drives 60–80% of heating and cooling performance
• The biggest mistakes that lead to mold, drafts, and uncomfortable homes
• How window placement and orientation impact both comfort and efficiency
• Why tighter homes require controlled ventilation—not “breathing”
• When systems like heat pumps and radiant heating make sense• How to balance aesthetics, budget, and performance in real-world design

Connect with David Holtzclaw

🌐 Website: http://www.transductiontechnologies.com/

💼 LinkedIn: https://www.linkedin.com/in/j-david-holtzclaw-1364b35/

📸 Instagram: https://www.instagram.com/transductiontechnologies/

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In this episode of ‘Not A Licensed Architect’, Stefani Thatcher talks with Grant Fuellenbach, founder of GO First Consulting and host of the Beyond the Bid podcast.

Grant helps builders and construction professionals implement better systems, automation, and AI tools to streamline their businesses and improve the client experience.

Together, they discuss how residential designers can identify workflow bottlenecks, use simple tech tools to save time, and build stronger processes that support growth. They also explore how better communication and systems lead to a smoother experience for homeowners.

If you want to work smarter, reduce overwhelm, and improve your design business operations, this episode offers practical insights you can start applying today.

What You’ll Learn

• Why clients don’t buy your service — they buy your process

• How residential designers become their own business bottleneck

• A simple AI-powered time audit that reveals where your time actually goes

• Tools that can streamline communication and project workflows

• How automation and systems improve the homeowner experience

• Strategies for scaling a design business without burning out

• Why better processes build trust and lead to more referrals

Chapters

00:00 — Welcome to Not A “Licensed” Architect + Meet Grant Fuellenbach

01:34 — The Time Audit Every Designer Should Try

06:09 — Using AI Tools to Organize Your Design Business

08:37 — Why Designers Become Their Own Business Bottleneck

11:25 — “People Don’t Buy Your Service — They Buy Your Process”

15:35 — The Biggest Communication Problems in Construction Projects

25:12 — Simple Frameworks to Prioritize Work and Avoid Burnout

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Listen to Beyond The Bid hosted by Grant FuellenbachYoutube: https://www.youtube.com/channel/@beyondthebid/

Website: beyondthebid.co