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.