From Carpenter to Culture-Builder: The Evolution of Justin Zeller and Red House Design Build

Excerpts taken from the original Qualified Remodeler Article

“It’s not where you start, but where you end up that matters most.”

For Justin Zeller, founder of Red House Design Build in Providence, Rhode Island, that mantra isn’t just a quote—it’s a lived experience. What began as one man’s leap into entrepreneurship, with a toolbelt and a dream, has evolved into a thriving design-build company with a reputation for excellence, intentional leadership, and an unwavering commitment to its people.

Zeller’s path into remodeling entrepreneurship was sparked by what Michael Gerber might call an “entrepreneurial seizure.” After finding success as a carpenter and lead carpenter, he took the leap and started his own company. He and his wife moved to Providence from New York City in 2006, drawn to New England by family ties and the desire to build something meaningful.

But success didn’t come overnight.

Like many remodelers starting out, Zeller faced a steep learning curve. He hustled for work, hungry to keep projects flowing, but didn’t yet know how to price jobs effectively or manage growth. Most of the early work involved home repairs, and the jobs snowballed—sometimes literally. One bathroom remodel turned into a basement overhaul, then siding. It was chaotic, exhilarating, and messy.

During that time, Zeller stumbled upon a game-changing resource: a book by remodeling industry veteran Tim Faller. “I remember flipping through it on my way to a job,” Zeller recalls. “It talked about how the sales department communicates with production, and I laughed—thinking that kind of structure was lightyears away.”

And yet, not long after, that imagined future began to materialize.

Today, Red House Design Build is a dynamic company, known for its creative vision and structured approach to both design and business. But what’s truly remarkable is the cultural transformation Zeller has led—from a scrappy startup to a mission-driven organization that puts people at the heart of its success.

The Power of Peer Accountability

One of the most impactful moves Zeller made was to look outward for insight. He joined a peer group of remodeling professionals called The Patriots, where he found camaraderie, honest feedback, and a broader perspective. But he wanted more frequent, deeper engagement—and so he co-founded a sub-group called AMP with three other design-build remodelers from around the country.

Functioning like an executive advisory board, AMP members meet monthly to review goals, troubleshoot challenges, and hold each other accountable. It’s a structure built on trust and radical candor, and it’s paid off in spades.

When AMP visited Red House in 2021, they gave Zeller tough love: he was pushing his team too hard, in too many directions. With their guidance, he prioritized team building, leadership development, and focused growth.

“The goal,” says Zeller, “was to create an environment where strong, thoughtful individuals find purpose in meeting challenges at work.” And that purpose has transformed the way Red House operates. Turnover has dropped, morale has climbed, and a leadership culture has taken root across the company.

Building a Workplace Where People Thrive

At the core of Red House’s transformation is a simple but profound idea: when people feel safe, supported, and engaged, they do their best work.

To bring that vision to life, Zeller and his leadership team developed a multi-year plan to cultivate a healthy, collaborative culture—one that meets both the basic and psychological needs of its employees. It’s Maslow meets modern management.

Inspired by frameworks like First, Break All the Rules and “Best Places to Work” criteria, the team implemented a wide range of initiatives:

• Annual employee engagement surveys conducted by a third party

• Biannual team events to foster connection and shared purpose

• A community service project each year to root the team in values beyond the workplace

• Pop-up social hours, triggered when stress or morale dips, bringing levity and joy to the mix

• Renovated office and studio spaces, designed with intention to inspire creativity and comfort

Zeller believes in recognition, in celebration, and in giving people a sense of ownership over their work. Milestones matter at Red House. Employees who reach five years with the company are rewarded with a travel stipend to create a “mission-aligned” experience—one that refreshes, inspires, and reconnects them with the team upon return.

Growth Rooted in Purpose

What sets Zeller apart isn’t just his business acumen—it’s his relentless pursuit of improvement. He’s built a company that’s not only successful, but sustainable, with systems that support self-management, shared leadership, and long-term vision.

Red House isn’t just about building homes—it’s about building people. From mentorship and feedback loops to stretch goals and strategic autonomy, every initiative is grounded in the belief that individuals, when empowered, can grow into extraordinary leaders.

Zeller’s journey—from thumbing through a lead carpenter manual in his truck, to accepting the 2024 Fred Case Remodeling Entrepreneur of the Year Award—is proof that with curiosity, humility, and courage, you can craft a legacy of impact.

“It’s about not settling,” he says. “It’s about continually grinding for improvement at every step of the way.”

And that mindset is exactly why Red House continues to rise—one intentional choice at a time.

Here at Red House Design Build, what is important to you is important to us. Create your Rhode Island dream home with us today.