March 22, 2021

Before closing out Women’s History Month, KBB decided to explore the topic of women working in the construction industry. We spoke with four successful members of the NAHB Professional Women in Building Council (PWB) to find out how they got started in the industry, what some of their greatest successes have been and what they learned along the way. PWB is the voice of women in the building industry — dedicated to promoting industry professionalism and supporting members at the local, state and national levels.

How did you choose the construction industry? 

“I didn’t choose it. I was indirectly forced into it. I had a good friend who saw ‘potential’ in me, and insisted I get my license to work with him. Obviously, the story is longer and a bit more complicated than this, however, it was truly a friend seeing something in me I didn’t see in myself.”

– Karen J. Schroeder, 2021 Chair, NAHB PWB, Vice President, Mayberry Homes LLC

“My husband and I would buy distressed properties, fix them up and stage them. The staging made all the difference in the sale of the home and I then realized that everyone doesn’t have the ability to visualize the possibilities of a room or home. We took this knowledge and used it to strengthen our worth as a custom builder to help ease the process for our customers.”

– Lisa Campfield, Co-Owner, Homeworks of Alabama Inc 

“This industry chose me, and I’m so thankful it did. I was born and raised in a land development and home building family business and created my first home building company in 2003 when I graduated from Auburn University.”

– Rachel Brown, CEO/Owner, Rachel Brown Homes

“Construction was my first job out of college and the Marine Corps. There were no other jobs in the military community we lived in.  My entry to construction was through a temporary job with a base housing contractor.”

– Carrie Roeger, Chair, NAHB 55+ Housing Industry Council, Owner, White Stone Residential

How did you get to where you are now?

“The old cliché – I worked hard. I had a passion for my product, my customers, and I armed myself with knowledge. I was oblivious when I started to the fact that I was one of very few women involved in this industry. I had a job to do. If I did it well, I would be rewarded. It rarely occurred to me I was the only woman at the table during meetings.”

– Schroeder, Mayberry Homes LLC

My husband and I started flipping properties in 2000 – before it was called flipping. I owned a design business, and my husband had a building business. We eventually merged our businesses into a design build company with heavy emphasis on designer services and custom builds, which has evolved into a company that offers three collections – move in ready, semi-custom and custom builds.

– Campfield, Homeworks of Alabama Inc 

“Over the last 18 years of my career, I’ve failed more than I succeeded, worked more hours than I have rested, networked more people than I have been silent and run more miles than I have walked. Perseverance and the choice to never give up on my goals, have paid off. I’ve had an absolute blast along the way.”

– Brown, Rachel Brown Homes

Returning to work after taking time off to be home with my daughter, I joined was a start-up residential construction company – I was the first full-time employee. I worked with that organization for 15 years, growing it to a multi-million-dollar company. In Jan. 2020, it was time for something new. Little did I know that everything would be new. It was during this year of change that I decided to start my own construction company.

– Roeger, White Stone Residential

What lessons have you learned along the way?  

“The industry is always changing. Needs and desires of customers evolve with the times. It was critical to arm myself with information. I became a member of the NAHB very early in my career and attended the International Builder Show annually.”

– Schroeder, Mayberry Homes LLC

“Mistakes do not equal failure. Every mistake is a jumping point to a new path of opportunity. I no longer fret over mistakes or the possibility that a project may fail.”

– Campfield, Homeworks of Alabama Inc 

“‘True grit’ and the ability to continue towards achieving your vision of who you want to evolve into despite the challenges, bears really deliciously sweet fruit. Cry standing up.”

 – Brown, Rachel Brown Homes

“The construction industry provides new challenges every day. Problem solving is a superpower in this industry. Developing teams, collaboration, sharing information, seeking to help everyone succeed – these are some of the powerful lessons from the journey.”

– Roeger, White Stone Residential

What professional challenges have you overcome? 

“1981 when interest rates reached 18.5% and my livelihood was home sales. 2008 when the market crashed, and I owned a home building company and had 11 employees at the time. The home building industry doesn’t offer the luxury of complacency – between interest rates and building codes and the economy in general. There will be great ‘up’ times, but there will also be long and drawn out ‘down’ times as well. You must be prepared for constant change.”

– Schroeder, Mayberry Homes LLC

“By nature, I’m a self-inflicted perfectionist who wants to micromanage every detail of any project I’m involved in. Through the years, I’ve learned to trust the process and team members. I’ve also realized that perfection is subjective and a master that can never be pleased.”

– Campfield, Homeworks of Alabama Inc 

“Cancer, family deaths, divorce and a few surgeries under my belt have taught me I can do hard things. Pain can be converted into gorgeous creativity. This is what I love about building homes.”

– Brown, Rachel Brown Homes

“One of the biggest challenges in a small company is wearing many hats. I learned to become versatile, educate myself on all of the aspects of running a business and become effective at various roles.”

– Roeger, White Stone Residential

Tell us about some of your biggest successes. 

“Probably one of the biggest successes was surviving the crash in 2008. We saw it coming and had to quickly re-engineer all of our product to stay alive. It was devastating to see good people in our industry being forced to close up shop. The other successes were all of the awards we were presented. Probably the two highest personal awards were NAHB PWB Woman Of The Year (2017) and MSU Honorary Alumni Award (2021).”

– Schroeder, Mayberry Homes LLC

“Both of my sons work in the business with us. I believe that both sons see the value in leaders regardless of the sex of the leader because of this environment. I’m also very proud to have Initiated and chartered a local Professional Women in Building council in my local Home Builders Association. Being in the South, this was no small feat and one that I’m especially pleased with.”

– Campfield, Homeworks of Alabama Inc 

“Honestly, achieving my professional goals while being a mom, a wife, a daughter and a damn fine friend while (mostly) keeping my sanity, is an everyday success. And anytime I can mentor another woman in achieving this balance as well, is a huge ‘high five.’ I have had some excellent mentors along the way.”

– Brown, Rachel Brown Homes

“I am very proud to serve as the chair of the NAHB 55+ Housing Industry Council.  Having spent 15 years building communities of people over 55, I have developed a real passion for helping builders across the country learn how to meet the needs of housing for our older citizens.”

– Roeger, White Stone Residential

What advice do you have for women getting into this industry?

“Stay focused, be passionate, believe in your product and treat customers the way you want to be treated. You are an individual with hopes and dreams and aspirations. Trust yourself. Continue to learn and grow within the industry. Take advantage of NAHB, attend classes, get involved with councils – like PWB – and always stay true to yourself.”

– Schroeder, Mayberry Homes LLC

“Make it a priority to be a part of and get involved with a woman’s business association such as NAHB’s Professional Women in Building. The wisdom, experience and availability of the members are invaluable on a professional and personal level. Crisis will come and go within your personal and professional life. Have a group of professional and personal friends to lean on. Relationships are everything.”

– Campfield, Homeworks of Alabama Inc 

“Find your tribe! NAHB PWB has been one of the best surprises in my career. I only found about this amazing group five years ago. The organization is a vast sea of women in all facets of this industry from all markets, in all colors, all beliefs, all shapes and sizes!”

– Brown, Rachel Brown Homes

Educate yourself. Knowledge is power and can give credibility to your voice. Don’t be afraid to ask questions. Sometimes we look at the men in the room and think they have all the answers. The truth is, if they are new to the industry like you are, they don’t know. Be wise to the fact there are barriers in this, and any, industry for women. While we are continuing to take huge strides in equality, it is still there. If you come to a ceiling that you can’t break, evaluate your situation. It may be time to move on instead of dealing with the headaches of bumping up against that ceiling.

– Roeger, White Stone Residential

– By Carrie Whitney