The Homeowner's Emotional Roller Coaster
If you go to almost any builder's conference, you're likely to see this chart or something like it.
Published: August 15, 2025
Builders love to share it with their new clients because it is a fairly accurate depiction of the highs and lows most clients experience in the custom home design and building process.
At the beginning of the design phase excitement runs high. Clients are scouring home renderings and pictures to discover the style elements they really like. There is not much hard work involved and the emotional reward of envisioning a dream home is tangible.
After working drawings are complete everything seems to come to a halt as the builder gathers bids and works on a final estimate. A low point is reached when the client has been forced to make a seemingly unending stream of design decisions while final bids often add up to more than the client had hoped for.
Once the contract is signed and work begins, spirits usually soar. Seeing the home take shape is thrilling! “Wow, we’re already under roof after just six weeks! Surely, we can go ahead and plan our housewarming party for, say, four months from now, right?” Well… Maybe not so fast.
As mechanical system installation begins it appears that progress has come to a grinding halt. Also, the builder is pushing hard for those final selection decisions. The realization that the further changes may be impossible (or at least very expensive) creates added pressure.
By the time the drywall is going up decision fatigue is starting to set in. The client has been at this for many months since they first met the builder and the love affair has cooled as the builder has had to say “no” or “yes, but it will cost you” many times. This is usually the bottom of the emotional roller coaster.
As the finish work begins in earnest the mood begins to pick up. The decisions are behind them, and now clients can watch everything come together into a cohesive whole. Sure, we’ll have to reschedule the party, but at least we see the light at the end of the tunnel.
The final stage of punch out seems to take way too long but the mood is still rising as attention is refocused on furnishings and housewares. The party RSVPs are coming in every day.
At Turnstone we are sensitive to the fact that most clients will go through some version of the emotional rollercoaster. We ride that roller coaster with you – we’ve done it hundreds of times. Our clearly defined processes and construction management system are designed to keep you engaged, informed and aligned with daily schedule updates, job logs and photos. We know that an informed client who knows exactly what is coming is less susceptible to those emotional highs and lows!
