General Housing Corporation

What General Housing Corporation does

General Housing Corporation (GHC) is a privately held modular home manufacturer headquartered in Bay City, Michigan, founded in 1982. The company designs and factory-builds residential homes and light commercial structures in a controlled indoor environment, while site preparation and foundation work proceed in parallel, reducing weather-related delays and sub-contractor scheduling risk. Its product portfolio spans four core lines — ranch-style single-story homes, 1-1/2 story Cape Cod homes, two-story homes, and modular home additions — covering a size range from 392 sq ft additions to 2,900+ sq ft full homes, all built to meet the Michigan Residential Building Code. Branded components including Pella windows, Schlage locksets, Merillat cabinets, CertainTeed shingles, Delta faucets, and Mastic siding are used as standard. The company also operates an "On The Drawing Board" pipeline of floor plans in development and offers full custom design services.

GHC's go-to-market is a hybrid direct-to-consumer plus authorized-builder model. Customers configure homes through the company's "My Custom Home Builder" online tool or visit two staged model homes (Glen Arbor II and Ann Arbor) at the Bay City headquarters, then connect with a GHC-authorized licensed builder who handles permitting, site work, foundations, utility hookups, and turn-key project delivery. The licensed builder network spans Michigan, including half of the Upper Peninsula, and serves as GHC's distribution channel in lieu of a captive installation workforce. Pricing is quote-based rather than publicly listed, varying by floor plan, square footage, customization, and delivery location, with the company stating that modular construction is often less costly than traditional site-built methods.

The company has delivered approximately 6,000 homes, apartments, additions, duplexes, and small commercial buildings across Michigan since founding. GHC remains privately held with no disclosed external investors, operates with 11-50 employees, and does not publish revenue figures. The customer base consists entirely of individual Michigan residential home buyers and small commercial clients, with no enterprise or institutional accounts named in the available data.

Name

General Housing Corporation

Legal name

General Housing Corporation

Website

https://genhouse.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

General Housing Corporation is a privately held Bay City, Michigan modular home manufacturer founded in 1982 that designs and factory-builds customizable ranch, Cape Cod, two-story, and addition homes for Michigan residential consumers via its website and a statewide licensed builder network.

Ownership category

akta.pro rank

Product category

Modular Home Manufacturing

NAICS

Manufactured Home (Mobile Home) Manufacturing (321991), New Single-Family Housing Construction (except For-Sale Builders) (236115), Residential Building Construction (23611)

SIC

Prefabricated Wood Bldgs & Components (2452), General Bldg Contractors - Residential Bldgs (1520)

akta.pro primary industry

Residential Modular & Prefabricated Home Construction (IMAFABAF)

akta.pro secondary industries

Residential Manufactured Housing Setup & Installation (IMAFABAG), Custom Home Building (IMAFABAC)

Keywords

• Modular home construction
• Factory-built housing
• Residential modular homes
• Custom home builder
• Prefabricated housing

Headquarters

HQ city

Bay City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Modular Home Sales: One-time sale of modular homes to consumers, ranging from 392 sq ft additions to 2,900+ sq ft full homes. Sales occur through the company's website, model home tours, and direct customer interactions. Customers work with GHC's design tools and licensed builders to complete projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

General Housing Corporation (GHC) manufactures factory-built modular homes in Bay City, Michigan, offering a portfolio of customizable floor plans across four product lines: ranch-style single-story homes, 1-1/2 story Cape Cod homes, two-story homes, and home additions. Homes range from 392 sq ft additions to more than 2,900 sq ft full homes, built to meet or exceed the Michigan Residential Building Code. GHC sells directly to consumers through its website, model home tours, and a network of licensed builders throughout Michigan who handle permitting, site work, and delivery.

Product overview

General Housing Corporation is a modular home manufacturer offering a comprehensive portfolio of customizable modular homes organized into four main product lines: Ranch Style (single-story), 1-1/2 Story/Cape Cod, 2-Story, and Home Additions. The company operates an online 'My Custom Home Builder' tool for customization and offers Design/Build services for custom designs. Their homes range from 392 sq ft additions to 2,900+ sq ft two-story models, with dozens of named floor plans including Alpine, Lexington, Clarkston, Williamsburg, Plymouth, Bayview, and Cape Cottage series. All homes meet Michigan Residential Building Code and are built in climate-controlled facilities before being delivered to site.

Differentiator

Problem solved

Functional benefit

Products and services

• Modular Ranch Style Homes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves1 record

Expansion highlights3 records

Direct peers

• Impresa Modular: National modular home marketer connecting buyers with local modular builders across multiple U.S. regions. Comparable in modular home product offerings and builder-network distribution, though operating as a marketing/intermediary layer rather than manufacturer.
• Kabco Builders: Modular home manufacturer producing custom modular homes in the Mid-Atlantic and serving surrounding states. Comparable product line (ranch, Cape Cod, two-story) and custom-build approach to GHC, though serving different geography.
• Skyline Champion Corporation: One of the largest North American factory-built housing manufacturers producing both manufactured and modular homes across multiple states. Directly comparable to GHC in modular residential construction but operates at substantially greater national scale and product breadth.
• Champion Home Builders: Major factory-built housing producer of modular and manufactured homes for residential and commercial applications. Closely aligned with GHC's modular construction methodology and builder-network distribution approach, but at national scale.
• Palm Harbor Homes: Factory-built modular and manufactured home builder serving multiple U.S. regions with custom floor plans and a dealer network. Directly comparable to GHC in modular construction, customization depth, and builder-based distribution.
• Ritz-Craft Corporation: Family-owned modular home manufacturer producing custom single-family and multifamily modular homes in the Mid-Atlantic and Midwest. Comparable business model to GHC with custom modular home designs, builder/dealer partnerships, and similar product range.
• Express Modular: National modular home dealer and builder network offering factory-built homes from multiple manufacturers across many states. Comparable in selling modular homes to consumers via builder partnerships, overlapping with GHC's direct-to-buyer model.
• Fleetwood Homes: Manufactured and modular home producer with retail centers across the U.S., offering single-section and multi-section homes. Comparable factory-built product line and dealer-driven sales model to GHC, though at broader geographic scale.

Regional players

• Westchester Modular Homes: Modular home builder focused on the Northeastern U.S. (New York, Connecticut, New Jersey) with custom designs and builder partnerships. Comparable modular construction and custom-build model to GHC, but serving a different regional market.

Broad incumbents

• Clayton Homes: Berkshire Hathaway-owned manufactured and modular home builder with the largest national footprint, extensive dealer network, and on-site builder services. Overlaps with GHC's modular home offering but operates at vastly greater scale and broader geographic reach.

Market position

Strengths4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/general-housing

Revenue estimate

Valuation estimate

Number of profiles

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 General Housing Corporation