Michael Hartell on Scaling Quality: Building a High-Integrity Brand in Construction and Cabinets
In this episode of The Real Build Podcast, host Bill Ryman welcomes Michael Hartell, founder and CEO of Hartell Homes and Cabinet IQ, to share how he went from a PhD in engineering to transforming the cabinetry industry with a high-tech, high-touch model.
Michael opens up about leaving the semiconductor world in search of something more fulfilling and finding it in construction. What began as house flipping turned into a full general contracting firm, then evolved into Cabinet IQ: a modern, customer-first cabinetry company now expanding nationally through franchising.
Key takeaways from the conversation include:
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Why cheap work costs more in the long run and how quality pays off
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How to sell value over price in a competitive market
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The power of process in creating a five-star client experience
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Why culture matters, and how his team earns glowing reviews by design
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How to spot red flags in competitor bids and educate customers on apples-to-oranges comparisons
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Michael’s vision for Cabinet IQ to become the nation’s go-to brand for high-end, hassle-free cabinetry
Michael also shares his approach to leadership, hiring, and maintaining high standards as the company grows. With systems, values, and a client-first mindset, he’s redefining what a remodel experience should feel like and giving franchisees the playbook to succeed with it.
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Want to deliver a better client experience and grow your business the right way?
📲 Follow Michael: @cabinetiq | @hartelhomes
🌐 Learn more: www.cabinetiq.com
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