Frey Construction & Home Improvements

What Frey Construction & Home Improvements does

Frey Construction & Home Improvements (legal entity: Frey Construction and Home Improvement, LLC) is a privately held, founder-owned home remodeling contractor headquartered in Sauk City, Wisconsin, serving residential customers across South Central Wisconsin. Founded in May 1995 by Scott Frey at age 22, the company began as a roofing contractor and has expanded into a full-service remodeler offering both interior services (kitchen, bathroom, bedroom, home additions, basements, insulation) and exterior services (roofing, gutters, siding, windows, doors, decks), plus storm damage repair and insurance-claim handling. Its operations are anchored by an 8-step interior design-build process, an in-house team of designers, craftsmen, project managers, and customer care specialists, and an ironclad 15-year workmanship warranty with periodic post-project follow-ups. A proprietary offering, the Absolute Gutter System, is a high-capacity seamless gutter fabricated onsite to a home’s exact dimensions.

The company’s go-to-market is consultative and direct-to-consumer: Sales Consultants provide free in-home consultations and written estimates, with financing options available to make projects more affordable. Pricing is quote-based and not publicly disclosed. Revenue is one-time and project-based (kitchen, bath, additions, roofing, exteriors) supplemented by ancillary financing-adjacent services. Frey earns revenue per project rather than via subscriptions or licensing.

The company has accumulated sustained third-party validation: BBB A+, 4.9/5 ratings on Google, Facebook, and Houzz, Best of Houzz Service Award (8x), GAF President's Club every year since 2012 (less than 2% of contractors qualify), GAF Master Elite Excellence Awards (1 of 127 contractors, 8 consecutive years), six-time Best of Madison for Best Roofer and Best Kitchen & Bath Design, and multiple NARI Contractor of the Year awards across price tiers up to and above $250K. Nearly 70% of business comes from repeat customers and referrals, and a GAF Certified Green Roofer program with Habitat for Humanity partnerships (including GAF-Habitat Community Champion designation) supports an ESG-aligned exterior roofing practice, with 894 tons of shingles recycled in 2023.

Name

Frey Construction & Home Improvements

Legal name

Frey Construction and Home Improvement, LLC

Website

https://freyconstruction.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Frey Construction & Home Improvements is a privately held, founder-owned design-build home remodeling contractor headquartered in Sauk City, Wisconsin, serving residential homeowners across South Central Wisconsin with interior remodels, exterior work, storm damage repair, and a proprietary seamless gutter system.

Ownership category

akta.pro rank

Product category

Residential Home Remodeling Services

NAICS

Residential Remodelers (236118)

SIC

General Bldg Contractors - Residential Bldgs (1520)

akta.pro primary industry

Renovation, Remodeling & Tenant Improvements (General Contracting) (IMAFAAAE)

akta.pro secondary industries

Architectural Reconfiguration & Structural Alterations (HSAPAEAB), Exterior Door Replacement (Entry/Patio/French) (HSAPAJAB)

Keywords

• Home remodeling services
• Residential construction services
• Roofing and siding
• Kitchen and bath design
• Exterior home improvements

Headquarters

HQ city

Prairie Du Sac

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Home Remodeling Services: One-time project-based revenue from residential home remodeling services including interior (kitchen, bathroom, bedroom, additions, basements, insulation) and exterior work (roofing, gutters, siding, windows, doors, decks, storm damage). Services are priced per project with quotes provided after free consultations.
2. Financing Services: The company offers financing options to help make home remodeling projects more affordable for customers.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Frey Construction & Home Improvements is a full-service residential home remodeling contractor serving South Central Wisconsin. The company provides both interior remodeling (kitchen, bathroom, bedroom, additions, basements, insulation) and exterior work (roofing, gutters, siding, windows, doors, decks), along with storm damage repair, delivered through an 8-step design-build process with free in-home consultations and written estimates.

Product overview

Frey Construction & Home Improvements is a full-service home remodeling company offering both interior and exterior services across South Central Wisconsin. The company operates as a single unified service offering with distinct divisions for interior work (kitchen, bathroom, bedroom remodeling, basement finishing, home additions, insulation) and exterior work (roofing, gutters with the proprietary Absolute Gutter System, siding, windows, doors, decks). The company also provides storm damage services and specializes in both interior design and exterior home improvements, backed by a 15-year workmanship warranty.

Differentiator

Problem solved

Functional benefit

Products and services

• Kitchen Remodeling Kitchen improvement services for residential homeowners including top-of-the-line appliances, granite countertops, and custom-built cabinetry installation.
• Bathroom Remodeling Bathroom transformation services featuring modern fixtures and custom shower or tub installations for spa-like results for residential homeowners.
• Bedroom Remodeling Master bedroom suite design and construction focused on comfort, relaxation, and spaciousness for residential homeowners.
• Home Additions Custom home additions including mother-in-law suites, extra bedrooms, garages, sunrooms, and other space-expanding projects for residential homeowners.
• Basement Remodeling Conversion of basements into finished functional spaces such as gyms, home offices, or entertainment areas for residential homeowners.
• Spray Foam Insulation Home insulation installation services, including spray foam, to improve energy efficiency and thermal performance for residential homeowners.
• Roofing Roofing services for residential homeowners including asphalt shingles, steel, and specialty metal roofing options.
• Absolute Gutter System High-capacity seamless gutters crafted onsite to a home's exact dimensions for optimal water management; proprietary gutter system for residential homeowners.
• Siding Stylish and durable siding installation from industry-leading manufacturers to boost curb appeal and weather protection for residential homes.
• Replacement Windows Window replacement services featuring vinyl and energy-efficient options to maximize sunlight and improve home comfort for residential homeowners.
• Door Replacement Entry door and patio door installation services for enhanced aesthetics and security for residential homeowners.
• Deck Builder Custom low-maintenance deck construction services for enhanced outdoor living space for residential homeowners.
• Storm Damage Services Storm damage repair and restoration services including hail damage assessment and insurance claim assistance for residential homeowners.

Quantifiable outcome

• Nearly 70% of business comes from repeat customers and referrals
• +1 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Habitat for Humanity of Wisconsin River AreacoreStrategic or Co-development PartnerFrey Construction partners with Habitat for Humanity of Wisconsin River Area, having worked together multiple times. The company also partnered with GAF to provide roofing materials and installation for two Habitat for Humanity of Sauk-Columbia Area houses, earning the GAF-Habitat Community Champion designation.
• GAFcoreStrategic or Co-development PartnerGAF, North America's largest roofing manufacturer, has partnered with Frey Construction on multiple initiatives including the President's Club Award, Master Elite Excellence Awards, and Habitat for Humanity community projects. Less than 2% of contractors in the nation win GAF President's Club Award.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Power Home Remodeling: Large private equity-backed full-service exterior remodeler (roofing, siding, windows, gutters, doors) using a direct-sales, in-home consultation model. Closely comparable to Frey on service mix and GTM; much larger scale.
• ABC Seamless: Franchise-based residential exterior remodeling company specializing in seamless steel siding, gutters, and roofing. Overlaps with Frey on gutter/siding/roofing services and on seamless on-site fabrication of exterior components.
• DaBella: Regional residential remodeling company with direct sales force focused on roofing, siding, windows, gutters, and bathroom remodels. Highly comparable operating model, service mix, and Midwest focus.
• Champion Window: National direct-to-consumer home remodeling company specializing in windows, roofing, siding, bathrooms, and gutters. Operates the same multi-trade, consultative, in-home sales model as Frey and competes for the same residential exterior envelope projects.
• LeafFilter (Leaf Home): Direct-to-consumer gutter and home exterior solutions company with proprietary seamless gutter systems. Direct overlap with Frey's Absolute Gutter System offering and similar consultative field-sales model.
• Revere Construction & Roofing: Regional full-service residential remodeler offering roofing, siding, windows, gutters, and interior remodeling with strong referral-driven growth. Highly comparable in service scope, target customer (residential homeowners), and design-build delivery model to Frey Construction.

Emerging players

• Renuity: Private equity-backed platform of regional home improvement brands offering baths, windows, roofing, and gutters. Comparable direct-to-consumer residential remodeling model; relevant competitor if Renuity expands into Wisconsin.

Broad incumbents

• Window World: National franchise specializing in replacement windows, doors, and siding for residential customers. Overlaps with Frey on the exterior replacement side (windows, doors, siding) and competes for similar storm-damage-driven projects in the Midwest.
• Home Depot Home Services / Installation Services: National home improvement retailer connecting homeowners with vetted installers for roofing, windows, doors, kitchens, and baths. Competes with Frey for inbound contractor leads on similar exterior and interior projects across Wisconsin.

Regional players

• Mad City Windows & Baths: Wisconsin-based residential remodeling company specializing in windows, baths, and walk-in tubs. Operates in the same South Central Wisconsin / Madison market with comparable interior remodel and exterior replacement services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/freycon
• Facebookfacebook.com/FreyConstructionHomeImprovement

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

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 Frey Construction & Home Improvements