Hot Take: Modular Building and the Cost of a Better Future

Hot Take: Modular Building and the Cost of a Better Future

Being in the modular construction industry for more than a decade now, I have witnessed an absolute paradigm shift as it applies to understanding the potential of modular.

What I continue to witness, first-hand, is the sheer momentum of modular acceptance as a superior way of building. Seven years ago, my brother and I struggled to find people who inherently “got it,” but today we find that 90 percent of the people coming to us are already sold on the product and process. Many smart, wealthy people are 100 percent on board with the idea of modular being the future of construction.

However, I am still baffled by the messaging coming from larger, more established companies. Many people currently believe the only tool for selling modular is a bottom of the barrel price point.

hot-takes-webThe only reason we spend less and less time educating people is because we have been able to elevate the message about what modular is. We have pushed something seen for 50 years as a “cheap solution to home building” to a product that is now far superior to anything that could be built on site and, therefore, something people are willing to pay a premium for.

After all, if we are able to provide a better product, why would it be “cheaper”?

The benefits of modular construction are not simply the ability to make a “cheaper” product. In fact, site builders should be the ones who are able to build for less money, because their product is inferior.


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Unfortunately, I see so many companies “racing to the bottom” and producing low end products for cheaper price points. I believe this to be a very short sighted view that will only result in deteriorating cities, inefficient use of our limited energy resources and homes that will end up in landfills only years from now.

We should be racing to the top, to create the highest quality of homes and buildings possible. 

Homes should last generations and be extremely energy efficient. Even the least expensive homes have cars parked outside that are so technologically advanced that they make the homes they sit in front of look like mud huts in a technology comparison.

Yes, these homes we are building and the ones we want to build soon might cost more in the short term, but they are going to pay for themselves many times over in years to come. My brother and I are investing in that future, because we owe it to our children and the generations after them to build a better future, not just a cheaper, shameful one today.

goodjohnAbout the Author:

Kurt Goodjohn

CMO at Karoleena

Kurt Goodjohn co-founded Karoleena with his brother and previously served as CEO of the modular building company. Karoleena’s homes are built in a climate controlled facility and shipped to site with an emphasis on energy-efficiency and smart home features.

About The Author

TecHome Builder eMagazine features guest articles offering unique input from experts in the industry.

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1 Comment

  1. Bernard Clyde

    I agree that homes and buildings should be made to last generations in order to get the full value from them. These modular homes seem like a good solution to homes that are becoming outdated. I think it’s wise to research more about these homes as they become more cost effective and resource-efficient to see how they could benefit us.


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