HASK Custom Homes

What HASK Custom Homes does

HASK Custom Homes is a privately held, family-owned luxury residential construction firm operating exclusively in the Atlanta Metropolitan Area, primarily inside I-285 on the northern half. Founded in 1975 and led today by second-generation owner Al Kelekci alongside VP/Partner Adam James, the company delivers two core product lines: ground-up custom homes and large-scale remodels and renovations in prestigious neighborhoods including Buckhead, Sandy Springs, Brookhaven, Ansley Park, Midtown, Morningside, East Cobb, and Vinings. The firm completes approximately 10-15 projects per year for high-net-worth individual homeowners and has served 250+ clients over its 50+ year history, with engagement models spanning pre-construction services, full design-build coordination with architects and consultants, and post-completion warranty support.

The company's operating technology is built around third-party SaaS platforms rather than proprietary software. Buildertrend powers the client-facing layer with 24/7 access to schedules, budgets, daily logs, photos, weather data, and change-order approvals; CoConstruct supports internal project management including subcontractor scope verification and operations reporting. The firm also uses sophisticated estimating software for blueprint measurement and virtual space analysis, paired with current unit-cost data from its vetted trade-partner network to produce accurate project pricing. A 500-point commissioning walk-through is used to verify mechanical, electrical, plumbing, and finish quality prior to handover.

Revenue is generated entirely through one-time project fees on quote-based engagements; pricing is not publicly disclosed and is determined per project through the estimating process. The go-to-market model is direct field sales — the owner and VP personally conduct consultations on-site or by phone, attend design meetings with architects, and maintain the client relationship from preliminary agreement through warranty. Marketing relies on portfolio showcase, testimonials, organic social (Instagram, Pinterest), blog content, and a strong referral network generated through architect partnerships and prior clients. Pricing transparency is emphasized via Buildertrend's real-time budget tracking, and pre-construction services are offered as a separate professional-services engagement.

Name

HASK Custom Homes

Legal name

HASK Custom Homes

Website

https://haskcustomhomes.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

HASK Custom Homes is a family-owned luxury custom home builder founded in 1975 in Atlanta, Georgia, serving affluent homeowners in prestigious neighborhoods including Buckhead, Sandy Springs, and Brookhaven with bespoke custom homes and large-scale remodels.

Ownership category

akta.pro rank

Product category

Luxury Custom Home Building and Residential Remodeling Services

NAICS

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

SIC

General Bldg Contractors - Residential Bldgs (1520)

akta.pro industry

PRIMARYIMAFABAC

Custom Home Building

Industrials, Manufacturing & Construction/Construction & Civil Engineering/Residential Building Construction

SECONDARYHSAPAEAI

Luxury Whole-Home Renovation (High-End Finishes & Custom Build)

Home & Personal Services/Residential Renovation Services/Whole-Home Renovation & Remodel

SECONDARYIMAFABAE

Residential Design-Build & Renovation-Integrated Builders

Industrials, Manufacturing & Construction/Construction & Civil Engineering/Residential Building Construction

Keywords

• Luxury custom homes
• Custom home builder
• Large home renovations
• Residential construction services
• Pre-construction estimating

Headquarters

HQ city

Atlanta

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

Revenue model

1. Custom Home Construction: One-time project fees for building bespoke luxury custom homes from the ground up. Projects include design coordination with architects and consultants, construction management, and quality assurance through a comprehensive commissioning process with 500-point walk-through before handover.
2. Large Remodels and Renovations: Full-home remodels, luxury additions, basement finishing, and whole-house renovations. Includes transforming existing properties while preserving special features, with services ranging from floor plan changes to high-end finish updates.
3. Pre-construction Services: Preliminary agreement services including design and planning support, pre-construction estimating with pricing checks during design phase, selections guidance for finishes and vendors, and timeline development.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

HASK Custom Homes builds bespoke luxury custom homes from the ground up and executes large-scale remodels and luxury additions for affluent homeowners in Atlanta's most prestigious neighborhoods. Each project is delivered as a fully customized, single-engagement construction service coordinated with architects and design consultants, supported by in-house estimating and cloud-based project management tools. The company also provides pre-construction design, planning, and selections guidance as a precursor service to its build engagements.

Product overview

HASK Custom Homes operates as a single-service homebuilding company offering two core product lines: Custom Homes (bespoke luxury homes built from the ground up) and Large Remodels (full-home renovations and luxury additions). The company does not offer a modular platform architecture; instead, each project is a custom engagement tailored to the client's vision. The portfolio showcases over 30 completed projects including featured homes like the Howell Mill Rd custom home and the 2026 Decorator's Showhouse, alongside large-scale remodels such as the Obrien Renovation, Silver Lake Renovation, and West Paces Ferry Renovation.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Homes Bespoke luxury custom home construction tailored to each client's vision, built from the ground up with premium materials, custom designs, and timeless architectural detail in Atlanta's most prestigious neighborhoods. Targeted at affluent homeowners.
• Large Remodels Full-home remodels, luxury additions, basement finishing, and whole-house renovations that transform existing properties while preserving what makes them special, including structural floor plan changes, room additions, and high-end finish updates. Targeted at affluent Atlanta homeowners.
• Pre-Construction Services Preliminary agreement services including design and planning support, pre-construction estimating with pricing checks during the design phase, selections guidance for finishes and vendors, and timeline development. Targeted at prospective custom home and remodel clients.

Quantifiable outcome

• 250+ satisfied clients served
• +3 more outcomes

Named customers24 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

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• BuildertrendcoreTechnology or IntegrationCloud-based project management platform used by HASK to keep clients informed with real-time updates, daily logs, schedule tracking, and financial management. Clients access project progress 24/7 through a mobile app.
• CoConstructcoreTechnology or IntegrationProject management and customer interface software used by project managers for daily logging, photo uploads, verifying subcontractor scopes, change order documentation, and communication with clients and operations management.
• Architects and Design ConsultantscoreStrategic or Co-development PartnerTrusted network of architects and building consultants recommended to clients during initial consultations. HASK coordinates with these professionals to align design with budget and ensures smooth collaboration throughout projects.
• Trade Partners and SupplierscoreOthersNetwork of vetted subcontractors and suppliers providing up-to-date unit costs for accurate estimating. Trade partners include window companies, trim specialists, flooring contractors, and other tradespeople who work on HASK projects.

Scale indicators4 records

Expansion highlights4 records

Broad incumbents

• Toll Brothers: Largest U.S. luxury homebuilder with national footprint and active presence in Atlanta's premium submarkets. Comparable as a builder of upscale single-family homes, though operates at vastly greater scale and through a production builder model rather than HASK's fully bespoke approach.
• PulteGroup: Top-three national homebuilder with multiple Atlanta-area communities including upscale product lines (e.g., John Wieland brand). Comparable as a competitor for affluent Atlanta buyers, though Pulte's scale and tract-builder model differ materially from HASK's boutique model.
• David Weekley Homes: Large privately-held homebuilder operating across multiple U.S. markets including Atlanta with a range of price points up to luxury. Comparable as a competitor for Atlanta's premium buyer segments, though with a broader portfolio and higher project volume than HASK.
• Ashton Woods: National private homebuilder with deep Atlanta presence and a dedicated Design Center offering personalized finishes. Comparable to HASK in targeting affluent buyers in Atlanta, though Ashton Woods is volume-oriented and operates from a portfolio of communities rather than fully custom builds.

Direct peers

• Smith Custom Homes: Atlanta-area luxury custom home builder serving Buckhead and surrounding prestigious neighborhoods with bespoke design-build services. Most directly comparable peer to HASK given shared geography, client base, and fully custom delivery model.
• William Baker Design + Build: Atlanta-based luxury custom home builder and remodeler with a portfolio across Buckhead and Brookhaven. Comparable to HASK as a similarly-sized custom builder serving the same affluent neighborhoods with design-build delivery.
• Potts Construction: Atlanta-based luxury custom home builder and remodeler serving Buckhead, Brookhaven, and other northern metro neighborhoods. Directly comparable to HASK on product mix (custom homes plus large remodels), target clientele, and project volume.

Others

• Harrison Design Associates: Atlanta-based architectural firm specializing in custom residential design and listed as a HASK collaborator. Comparable as an ecosystem participant — architects and design firms are referral partners for HASK and a potential channel to jointly capture design-build fees.
• Clark and Zook Architects: Atlanta residential architecture firm with whom HASK has collaborated on renovation projects (per customer Frances Zook reference). Adjacent ecosystem participant and a complementary referral source for high-end custom and remodel work in HASK's core geography.

Regional players

• John Wieland Homes: Historic Atlanta-area luxury homebuilder (now part of PulteGroup) with decades of brand presence in Buckhead and northern suburbs. Comparable as a regional luxury builder serving the same affluent buyer pool, though with a community-based rather than fully custom delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Pinterestpinterest.com/agkelekci/_created
• LinkedInlinkedin.com/company/hask-construction-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 HASK Custom Homes