Rockwell Custom

What Rockwell Custom does

Rockwell Custom is a private luxury custom home builder and renovation contractor founded by Luke Attanasi and Greg Lingo circa 2013, headquartered in Media, Pennsylvania, with operations across the Philadelphia metropolitan area including the Main Line and New Jersey Shore communities (Stone Harbor, Avalon, Brigantine). The company provides full-service residential construction through four revenue streams: custom home construction for high-net-worth clients, renovations and additions, quick delivery move-in-ready homes, and limited commercial construction for sectors such as education (Goddard School), food and beverage (Station Tap Room, Artillery Brewing), and retail (McLaughlin's Beverage). Core technology consists of smart home integration in luxury townhome communities and in-house professional design services; the company maintains no proprietary software stack and operates without APIs, SDKs, or AI/ML capabilities.

The business model is project-based and one-time. Custom homes and quick delivery homes are typically priced between roughly $690,000 and $2,800,000, with luxury estates (e.g., 5-bed/5-bath 5,200+ sq.ft. Radnor Custom Homes) at the top end. Go-to-market is a high-touch, consultative direct-to-consumer approach targeting HNW homebuyers through field sales managers, model home tours, and VIP waitlists for new communities; supplemental commercial work generates occasional project revenue. Marketing channels center on Houzz (with multiple Best of Houzz awards from 2016-2019), Instagram, Facebook, and a portfolio-driven website, supported by customer testimonials and a 4.75% preferred mortgage program offered through partner Professional Mortgage Advisors.

Following a July 1, 2025 restructuring, Luke Attanasi became sole owner of the Custom Home and Renovation Division, retaining the Rockwell Custom brand, while co-founder Greg Lingo's affiliated entities (Rockwell Homes and Rockwell Development Group) operate separately focused on community development. The firm is privately held and self-financed, with 11-50 employees, no disclosed funding rounds, no institutional investors, and no published revenue figures. Supporting capabilities include partnerships with premier architects, engineers, and designers that enable single-source design-build delivery, a managed selections process guiding clients through design decisions, and warranties on both custom and quick delivery homes.

Name

Rockwell Custom

Legal name

Rockwell Custom

Website

https://rockwellcustom.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Rockwell Custom is a private Philadelphia-metropolitan luxury home builder and renovation contractor serving high-net-worth homebuyers with custom estates, renovations, kitchens/baths, exteriors, and quick-delivery move-in-ready homes.

Ownership category

akta.pro rank

Product category

Residential Construction Services

NAICS

New Single-Family Housing Construction (except For-Sale Builders) (236115), New Housing For-Sale Builders (236117), Nonresidential Building Construction (2362)

SIC

General Bldg Contractors - Residential Bldgs (1520), Construction - Special Trade Contractors (1700)

akta.pro primary industry

Custom Home Building (IMAFABAC)

akta.pro secondary industries

Residential Design-Build & Renovation-Integrated Builders (IMAFABAE), Luxury Whole-Home Renovation (High-End Finishes & Custom Build) (HSAPAEAI), Kitchen Permitting, Design & Project Management (HSAPAAAK)

Keywords

• Custom home building
• Luxury home renovations
• Residential construction
• Home additions
• Commercial construction

Headquarters

HQ city

Media

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Custom Home Construction: One-time revenue from building bespoke luxury custom homes for high-net-worth clients. Projects range from full residential communities to custom estate homes.
2. Renovations and Additions: One-time revenue from renovation and addition projects including kitchen/bath remodels, whole-home renovations, and structural additions.
3. Quick Delivery Homes: Pre-designed move-in-ready new construction homes sold at various price points. Revenue from sale of completed inventory homes.
4. Commercial Construction: One-time revenue from commercial construction and renovation projects including restaurants, schools, and retail spaces.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Rockwell Custom is a luxury custom home builder and renovation contractor serving the Philadelphia metropolitan area, the Main Line, and the New Jersey shore. The company designs and constructs bespoke custom homes, performs whole-home renovations, additions, kitchen/bath remodels, exterior work, and commercial construction projects. It also sells move-in-ready Quick Delivery Homes through internally designed floor plans and offers design-build and land development services.

Product overview

Rockwell Custom is a luxury custom home builder and renovation company serving the Philadelphia metropolitan area. The company offers a comprehensive suite of services including Custom Homes (full-service new construction), Renovations, Additions, Kitchens/Baths remodeling, Exteriors (decks, porches, siding), and Commercial construction. Additionally, the company offers Quick Delivery Homes as a move-in-ready alternative to custom building. The product portfolio is organized around two main divisions: custom home and renovation services, with land development and design-build capabilities supporting the core offerings. Partnerships with premier architects, engineers, and designers allow Rockwell Custom to serve as a single source for all custom home and renovation needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Homes Full-service luxury custom home construction from architectural design through completion, targeting discerning homeowners and high-net-worth buyers in the Philadelphia metropolitan area, Main Line communities, and New Jersey shore towns.
• Renovations Comprehensive home renovation services including historic preservation, whole-home transformations, and modernization projects for homeowners across Pennsylvania and New Jersey.
• Additions Structural home additions including master suites, garage expansions, mudroom additions, and multi-story expansions to existing residential properties.
• Kitchens/Baths Specialized kitchen and bathroom renovation services featuring custom cabinetry, luxury finishes, and modern design implementations for residential clients.
• Exteriors Exterior renovation and construction services including decks, porches, siding replacement, roofing, and outdoor living spaces for residential properties.
• Commercial Construction Commercial construction and renovation services for businesses, including restaurants, schools, retail establishments, and tenant fit-outs in the Philadelphia area.
• Quick Delivery Homes Move-in-ready new construction homes designed by Rockwell's internal team with curated interior design, floor plans, and the same quality and warranties as custom builds, available for purchase at various price points.
• Design-Build Services Integrated design and construction services in which Rockwell manages the entire project from architectural design through final construction, leveraging partnerships with premier architects, engineers, and designers.

Quantifiable outcome

• Thousands of homes constructed over 30+ years demonstrating sustained operational excellence and customer satisfaction
• +1 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Premier Architects, Engineers, and DesignerscoreStrategic or Co-development PartnerRockwell Custom maintains partnerships with premier architects, engineers, and designers allowing them to be the one source for all custom home and renovation needs. These partnerships enable comprehensive design-build services and access to diverse design expertise for custom projects.
• Professional Mortgage AdvisorsminorGTM or Marketing PartnerPreferred lender partnership providing mortgage financing options to homebuyers including a 4.75% mortgage program. Supports the home buying process for customers requiring financing.
• Land Consultants, LLCminorOthersLand consulting partnership for identifying and acquiring development sites for new communities and home sites.
• Rockwell Development GroupcoreOthersGreg Lingo's affiliates that continue to deliver new communities and homes throughout the Philadelphia Metropolitan area. Following July 2025 restructuring, Rockwell Development Group continues separately from Rockwell Custom's Custom Home and Renovation Division.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Toll Brothers: National luxury homebuilder with active presence across the Philadelphia Main Line and New Jersey. Closest scaled comparable in luxury single-family and townhome construction, though significantly larger in scope and capital base.
• W.B. Homes: Suburban Philadelphia custom and semi-custom homebuilder focused on the Main Line and Bucks County. Directly comparable in product type, customer segment, and regional footprint, with similar luxury positioning.
• E.B. Mahoney Builders: Long-standing Philadelphia-area custom homebuilder serving Main Line and South Jersey. Comparable in custom estate focus, design-build orientation, and high-net-worth client base.
• Bruce Hazard Builder: Bucks County and Philadelphia-area custom homebuilder specializing in luxury single-family homes and renovations. Comparable in craft quality, regional focus, and custom build model.

Broad incumbents

• D.R. Horton: Largest U.S. homebuilder with active communities throughout Pennsylvania, New Jersey, and Delaware. Competes for land, subcontractors, and move-up buyers, including overlapping quick-delivery inventory segments.
• Lennar: National homebuilder with Philadelphia-area communities competing for land, labor, and move-up buyers. Indirect luxury overlap but a key competitive force in the same regional geography.
• PulteGroup: National homebuilder with Centex, Del Webb, Pulte, and John Wieland brands offering luxury product in Pennsylvania and New Jersey. Competes on land and labor in the same geographies, though at much broader scale.

Emerging players

• CaliGran Real Estate (Hanover Building Group): Pennsylvania-based custom and luxury homebuilder serving the Greater Philadelphia region. Comparable as a similarly sized regional luxury custom builder competing for the same HNW Main Line clientele.

Regional players

• Maronda Homes: Mid-Atlantic homebuilder with significant Pennsylvania and New Jersey operations. Comparable on move-up buyer focus and quick-delivery inventory model, though less focused on luxury custom builds.
• NVHomes: Mid-Atlantic luxury homebuilder with active communities in Pennsylvania, New Jersey, and Delaware. Directly relevant because Rockwell Custom's president Luke Attanasi previously held a Sales & Production role there, and product positioning overlaps on luxury move-up buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61577707873231
• Instagraminstagram.com/rockwellcustombuildingco
• Xx.com/rockwell_custom

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rockwell Custom