Greystone Homes

What Greystone Homes does

Greystone Homes is a privately held, founder-owned custom home builder founded in 2001 by Kelly Wall and headquartered at 6408 W Wackerly St in Midland, Michigan. The company operates as a design-build firm serving the Midland and Saginaw Michigan area (the Great Lakes Bay Region), targeting middle-to-high-income individuals and families seeking personalized, energy-efficient custom homes rather than mass-produced inventory housing. Core offerings include full custom home design and construction, interior design services, and home remodeling, with an adjacent wholly-owned subsidiary, Greystone Kitchen & Bath, handling kitchen and bathroom renovations. The company also sells improved residential lots and completed spec homes in its own developed communities — Alder Woods, Greystone Woods (31 lots), Forestridge, Foxfire, The Grove, and The Sawmill — with condo pricing ranging from $384,900 to $744,900 and lot pricing from $72,000 to $133,000.

The company's technical differentiation centers on modern building science and energy-efficient construction: it is an Energy Star partner builder and uses pre-cast concrete foundation walls (5,000 psi) with integrated R-16 rigid foam insulation sourced from strategic partner Great Lakes Superior Walls, along with triple-pane casement windows, geothermal heating systems in select homes, and radiant floor heating in basements. Founder Kelly Wall's engineering background from Brigham Young University underpins the technical approach, and the in-house interior design team (including Melissa Wall) is included as a standard service across custom builds. Build timelines run approximately 5-6 months from groundbreaking.

The business model is project-based professional services revenue plus one-time property sales. Custom home construction is quote-based with pricing per square foot determined after design consultation; remodels and interior design are professional services; and completed homes and developed lots are sold at unit pricing. Go-to-market is consultative and event-driven: direct office/showroom consultations, multiple annual Parade of Homes appearances in the Great Lakes Bay Region, Home & Garden shows in Midland and Saginaw, and the Building for Change charitable initiative with Midland's Open Door. The company has 16 employees and remains wholly owned by Kelly Wall, with no external funding or parent company.

Name

Greystone Homes

Legal name

Greystone Homes

Website

https://greystonehomesmi.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Greystone Homes is a privately held, founder-owned custom home builder founded in 2001 in Midland, Michigan, serving affluent homeowners in the Midland and Saginaw Great Lakes Bay Region with design-build custom homes, energy-efficient construction, interior design, and community developments including luxury twin-home condos.

Ownership category

akta.pro rank

Product category

Custom Home Building

NAICS

New Single-Family Housing Construction (except For-Sale Builders) (236115), Residential Remodelers (236118), New Housing For-Sale Builders (236117), Residential Building Construction (23611)

SIC

General Bldg Contractors - Residential Bldgs (1520)

akta.pro primary industry

Custom Home Building (IMAFABAC)

akta.pro secondary industries

Single-Family Home Construction (Detached Homes) (IMAFABAA), Luxury Whole-Home Renovation (High-End Finishes & Custom Build) (HSAPAEAI), Whole-Home Interior Renovation (Non-Structural) (HSAPAEAC)

Keywords

• Custom home building
• Residential construction
• Home remodeling services
• Energy efficient homes
• Luxury home builder

Headquarters

HQ city

Midland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Custom Home Building: Full-service custom home design and construction. Works with customers from initial concept through completion. Includes architectural design, interior design, and construction management. Revenue generated from completed home sales and construction services.
2. Home Remodeling Services: Kitchen and bathroom remodeling services. Includes design consultations and full renovation work. Connected to Greystone Kitchen & Bath subsidiary.
3. Property Sales - Completed Homes: Sale of completed spec homes and move-in ready properties. Current listings range from $384,900 to $744,900. Includes single-family homes and luxury twin home condominiums.
4. Lot Sales: Sale of improved residential lots in company-developed communities including Greystone Woods (31 lots), Alder Woods, and Forestridge. Current lot prices range from $72,000 to $133,000.
5. Interior Design Services: Interior design consultations included as part of custom home building process. Designers help select materials, colors, finishes, and fixtures.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Greystone Homes is a design-build custom home builder that designs, constructs, and sells fully custom residential homes in Michigan's Great Lakes Bay Region. The company also provides in-house interior design services, home remodeling through its Greystone Kitchen & Bath division, and develops residential lot communities (Alder Woods, Greystone Woods, Forestridge, The Sawmill). Its core construction offerings include single-family custom homes, luxury twin home condominiums (Forestridge), and improved residential lots ranging from $72,000 to $133,000.

Product overview

Greystone Homes is a custom residential home builder serving the Midland and Saginaw Michigan area since 2001. The company operates as a design-build firm offering custom home building (their core product), interior design services, and home remodeling through their Greystone Kitchen & Bath division. Their product portfolio centers on three main offerings: fully custom homes built to customer specifications, their Forestridge Luxury Twin Homes (a maintenance-free condo/twin home community with aging-in-place design), and pre-designed homes in their developed communities (Alder Woods, Greystone Woods, The Sawmill). The company differentiates through Energy Star partnered energy-efficient construction featuring pre-cast concrete foundation walls, geothermal heating, and extreme insulation standards. Their Building for Change initiative is a charitable program in partnership with Midland's Open Door to benefit homeless single mothers.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Home Building Full-service custom home design and construction for residential properties in Michigan, including custom floor plans, site selection, and build management. Designed for individuals and families seeking a fully customized primary residence.
• Interior Design Services In-house interior design consultations to help customers select materials, colors, finishes, and fixtures for their custom homes. Led by Melissa Wall.
• Home Remodeling Remodeling services for existing homes including kitchen and bathroom renovations, room alterations, and whole-home transformations. Offered alongside Greystone Kitchen & Bath.
• Greystone Kitchen & Bath Dedicated wholly-owned subsidiary specializing in kitchen and bathroom design and remodeling, with a dedicated design center and cabinet design services. Operates independently from Greystone Homes while leveraging shared capabilities.
• House Plans Services Custom house plan design services including assistance selecting from published plans with modifications, working with architects, and translating napkin sketches into blueprints.
• Forestridge Luxury Twin Homes Luxury twin home/condominium community in Midland, MI featuring three floor plans (1,450 sf, 1,941 sf, 2,356 sf), aging-in-place design, and maintenance-free living. Priced from $384,900 to $744,900. Designed for empty nesters and retirees seeking luxury without the maintenance burden.
• Alder Woods Community Luxury custom home community in Larkin Charter Township with partially wooded lots, city water, natural gas, buried utilities, and proximity to Midland amenities. Customers purchase lots and contract for custom home construction within the community.
• Greystone Woods Community Residential community with 31 large woodland lots in Larkin Charter Township, Midland County, featuring city water, natural gas, buried electric and cable. Lots priced from $72,000 to $133,000.
• The Sawmill Community Golf course community in Saginaw Township offering luxury custom home sites with easy access to the Great Lakes Bay Region. Customers purchase lots and contract for custom home construction.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Midland's Open DoorcoreStrategic or Co-development Partner · 1 October 2018Community partnership for Building for Change initiative. Greystone builds custom homes with 100% of proceeds benefiting Midland's Open Door, which provides case management and housing services for homeless single mothers. Also supports Dine on the Door fundraising event.
• Great Lakes Superior Walls (GLSW)coreStrategic or Co-development PartnerStrategic supplier partnership for pre-cast concrete foundation walls. GLSW provides factory-made, high-strength foundation walls with integrated rigid foam insulation (R-16) and metal interior studs. This partnership enables Greystone's differentiated energy-efficient basement systems that exceed Energy Star standards.
• Energy StarcoreTechnology or IntegrationOfficial Energy Star partner builder. Greystone Homes is partnered with Energy Star to meet and exceed home performance standards for insulation and sealing. Energy-efficient construction practices and appliances meet Energy Star guidelines.
• Habitat for HumanityminorStrategic or Co-development PartnerWomen's Build program participant. Greystone employees participate in Habitat for Humanity home builds, contributing labor and expertise to affordable housing initiatives in the community.
• Midland Home Builder AssociationcoreStrategic or Co-development PartnerMember and past president (Kelly Wall) of the Midland Home Builder Association. Active participation in association events including Parade of Homes. Association provides industry networking, advocacy, and community development.
• National Association of Home BuildersminorStrategic or Co-development PartnerMember of the National Association of Home Builders. Access to industry resources, best practices, and national home building standards.
• Midland Chamber of CommerceminorStrategic or Co-development PartnerMember of local chamber of commerce. Supports community business development and local economic initiatives.
• Zonta Club of MidlandminorStrategic or Co-development PartnerCommunity nonprofit partner. Greystone participates in Zonta Homewalk events showcasing local homes to raise funds for women's advocacy programs.
• Local Financial InstitutionsminorChannel Partner/ Reseller/ DistributorFinancing partners for condo sales. Creative financing options including rate buy-downs, closing cost assistance, and PMI payment programs for buyers with less than 20% down payment.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Toll Brothers: National luxury homebuilder with a strong custom and move-up portfolio across multiple US regions. Comparable to Greystone on premium design, energy-efficiency focus, and custom build services, but operates at vastly greater scale and geographic reach.
• PulteGroup: One of the largest US homebuilders, operating Centex, Pulte, and Del Webb brands that span first-time to active-adult. The Del Webb active-adult brand is particularly comparable to Greystone's Forestridge aging-in-place offering, while the broader portfolio spans every premium tier.
• Shea Homes: National design-forward homebuilder with active-adult and luxury segments. Comparable to Greystone on custom-design execution, energy-efficient options, and premium brand positioning, especially through Shea Homes' active-adult line analogous to Forestridge.
• David Weekley Homes: Large national homebuilder with custom-design options and energy-efficient construction practices, including Energy Star partnerships. Comparable to Greystone on design personalization and quality reputation, but with multi-state operations and far greater volume.

Regional players

• Pillar Custom Homes: West Michigan custom luxury homebuilder focused on design-driven, high-craftsmanship homes. Comparable to Greystone on premium custom design, regional Michigan market focus, and energy-efficient construction practices.
• Rockford Construction: Grand Rapids-based construction firm with residential and commercial project capability including custom and luxury residential work. Comparable to Greystone on Michigan regional presence and premium project delivery.
• Wolverine Building Group: Mid-Michigan general contractor with a custom residential and light commercial focus. Comparable to Greystone on regional Michigan operating area and full-service design-build project delivery.
• Visbeen Construction: Grand Rapids-area custom homebuilder recognized for high design and craftsmanship in luxury Michigan homes. Comparable to Greystone on custom architecture, premium pricing, and regional Michigan brand recognition.
• W.B. Olson Homes: Regional custom homebuilder serving Michigan customers with design-build services. Directly comparable to Greystone on custom home building, regional Michigan footprint, and similar target customer (affluent local homeowners).
• Evenboer Construction: Michigan custom homebuilder serving Greater Grand Rapids area with design-build services. Comparable to Greystone on regional custom home building and similarly sized boutique operation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/GreystoneMI
• Facebookfacebook.com/greystonehomesmi
• Instagraminstagram.com/greystonehomes
• Pinterestpinterest.com/greystonehomes
• LinkedInlinkedin.com/company/greystone-homes

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Greystone Homes