The HTS Advisory Council seeks to show how builders can substantially differentiate the structures and finishes of their new homes, engage and sell to more buyers, sell more of the features they want, and tap into lifetime value. Members are willing to share their insights and experiences to help move the industry forward toward a bigger share of the overall home purchasing and improvement market.


Jeff Ainslie

President of Sales, Operations & Finance, Ainslie Group Inc.

LinkedIn Website

Jeff Ainslie has almost 50 years of direct, hands-on experience in the shelter industry including both residential and light commercial construction, focusing on land development, single-family communities, low-to-mid-rise multi-family housing and a full range of homes from 1,500 to over 10,000 SqFt. All together he oversees about 2 dozen entities that generate in excess of $75MM in Annual Revenue. Amazingly, he still finds time for family, friends and helping emerging entrepreneurs.

Greg Balen

Regional President, Landsea Homes

LinkedIn Website

Greg Balen is Regional President - Landsea Homes Arizona, overseeing all development and homebuilding activities within the Phoenix Valley. With over 25 years of experience as a homebuilder, land developer, architect and large-scale asset manager, Greg has been directly involved in all aspects of real estate development including land acquisition, entitlement processing, site development, product development, purchasing, construction, sales and marketing, customer service and risk management. He has severed at the executive level for a number of highly regarded privately and publicly held residential real estate developers, including New Urban West, Taylor Morrison Homes, Ryland Homes (now CalAtlantic and KB Home. He also has extensive executive level and consulting experience with several investment groups, including Starwood Land Ventures and IHP Capital Partners.

KareyAnn Ellison

VP Sales & Marketing, Highland Homes

LinkedIn Website

With an extensive background in new home sales management throughout the Tampa area, Ellison brings valuable experience and knowledge of the Florida home building industry to our team. Since earning her Associate of Arts Degree from St. Petersburg College, Ellison has worked more than 12 years in the home building industry: six years in new home sales and seven years in new home sales management. She began her new home sales career as a Senior Sales Representative at Lennar Homes in 2001. After five years with Lennar, she took a position as Vice President of Sales and Marketing at Parkview Homes from April 2006 to August 2009 and most recently, she was the sales manager for the Tampa division of Beazer Homes. In addition to her work experience, Ellison brings a true passion for the home building industry. She has her Real Estate License from the State of Florida and the Certified Sales Professional (CSP) designation from the National Association of Home Builders (NAHB), among other industry memberships.

Richie Eubanks

President, Hughston Homes

LinkedIn Website Video

Richie Eubanks began his Real Estate career with Keller Williams which launched his path of success. Through their great success together, Richie teamed up with Hughston Homes in January 2017. Richie helped further establish Hughston Homes Marketing, Inc. – a brokerage which specializes in new construction. Richie’s previous association and efforts with Hughston Homes combined with his established experience among the many facets of Real Estate, led Richie to become the Managing Broker for Hughston Homes. Leading a strong team of New Home Sales Specialists and Realtors, Richie and his team are active throughout vast regions of Georgia, Eastern Alabama, as well as Tennessee.

Dan Faina

Division President, Williams Homes

LinkedIn Website

As the Southern California Division President of Williams Homes, Daniel Faina provides strategic leadership and plays an integral role in all aspects of operations within Williams Homes growing portfolio of communities including acquisitions, design, and development. During his tenure at Williams, Dan has played an active part in the development of numerous communities in Southern and Central Coast California, Idaho, Montana, and now in Northern California and Texas. Along with Williams Homes’ executive management team, Dan is continually expanding and redefining the company’s business plan to satisfy everchanging homebuyer demands and market opportunities.

C.R. Herro

Executive Vice President, Bettr Homes

LinkedIn Website

C.R. Herro leads operations to align supply chain, trades, and industry stakeholders to evolve teh building industry to align turn-key panelization, ESG focused building and consumer value to establish better comfort, healthier air, and zero energy residential. He earned a Bachelors of Science at Arizona State University in Physical and Life Science, Masters in Environmental Science from Governors State, and Masters in Environmental Engineering from Illinois Institute of Technology, and a Masters in Philosophy from Arizona State University. CR has spent 20 years within Fortunate 500 companies driving innovation and the supporting change management. CR is on the RESNet ANSI Standard Development Committee, Board of Directors for the Energy & Environmental Building Alliance, technical committee for the Leading Builders of America, and Ibacos' best practice research alliance. CR speaks nationally to advance the industry, regulations, and associated stakeholders in adopting credible improvements to the function, performance, and value of new homes.

Gena Kirk

Vice President of Studio Operations, KB Home

LinkedIn Website Video

With 20+ years’ experience at a Fortune 500 company, KB Home, Gena Kirk Vice President of Studio Operations redefined the way home builders generate option revenue and the homebuyer’s design studio experience through vision, innovation, and leadership. Paramount to her success was her ability to streamline and standardize companywide processes & procedures, employee education approach, implement consistent studio branding and product merchandising throughout the organization. This coupled with her technological advancements of web-based solutions and reporting led to increased customer satisfaction, improved operational efficacies and strong brand recognition. In addition, Gena is also recognized in the industry leader in interior design trends and design studio strategies.

Ryan Leusch

CTO, S2A Modular

LinkedIn Website

Ryan Leusch is the Chief Technology Officer for S2A Modular. He was born with an intrinsic fascination for technology, and with more than 20 years of experience in the industry, Ryan's passion and knowledge has driven his success. He has had significant roles in a variety of projects throughout Southern California - ranging from small residential designs to large commercial designs. He specializes in renewable business development and is an expert in combining the smartest, greenest and most superior solutions in the industry. As CTO, Ryan constantly reviews all legislation related to technology on a daily basis to quickly implement the latest improvements in products and services. He is a regular attendee at all top industry trade shows and using his large network of colleagues, he contributes to several thought leadership user groups and industry think tanks.

Ken Peterson

VP Sales & Marketing, Shea Homes

LinkedIn Website

Ken Peterson has over 35 years of experience in the new home industry, over 25 of them as the Vice President of Sales and Marketing for Shea Homes’ Arizona Division. During his time at Shea Homes, he has led his team through the best & worst economic times and the attainment of the highest local and national awards in the home building industry. He is regarded as a local industry expert by TradePartners, peers, and media. To date, and the cause of his gray hair, he has managed over 30,000 new home closings…ultimately, earning him a self-proclaimed “Ph.D. in Sales Success”.

Bob Rademacher

President, Kolter Homes


Bob started with Kolter in 2010 by opening our first Cresswind community. Since that initial opening, the Cresswind brand for active adults has expanded to four states and six cities. Prior to Bob’s current role with Kolter, he was our Area President for the markets in Georgia, North Carolina, and South Carolina. Bob’s 30-year career in Home building includes management positions for Del Webb, Pulte Homes, Ryland Homes, and Taylor Morrison.

Dennis Webb

VP, Fulton Homes

LinkedIn Website Video

Dennis is the Vice President of Operations for Fulton Homes where he oversees Sales, Marketing, Operations, and the Fulton Homes Design Center. In his 25 years there he has led the charge of using technology combined with past retail experience to help transform the company into one of the most advanced homebuilders in the country in the areas of customer experience, operations, and marketing. He served on the city of Tempe’s Development Review Commission for 12 years and is on the Board of Directors for the Energy & Environmental Building Alliance.

Joan Webb

Advisor & Former CMO, The New Home Company

LinkedIn Website

Joan serves as Advisor and Former CMO for The New Home Company. She joined NEW HOME not long after the company was founded in 2009 and since that time has played an integral role in establishing the company’s brand through a commitment to architectural excellence, award-winning buyer experience, customer service and innovative, technology forward marketing programs. Joan has more than 25 years of experience in the homebuilding industry. Prior to NEW HOME, Joan led the interior design team of a Dubai-based international developer. Before that, she was Vice President of Sales, Marketing and Design for Laing Luxury, the luxury homebuilding division of John Laing Homes. During her career, Joan has served other top builders including Brookfield Homes and Taylor Woodrow Homes.


Keith Anderson

President, On3

LinkedIn Website Video

Keith is a successful entrepreneur and a former top executive with companies all over the United States. Keith recently retired as executive vice president of operations from NVR, Inc., one of the nation’s largest homebuilding and mortgage banking companies. Prior to that, he headed up operations for the Automotive and Industrial Business for Avery Dennsion and was a plant manager for Harland Clarke, the second largest check printer in the nation. Originally from Stoughton, Wisconsin, Keith earned his degree from The University of Wisconsin-Stevens Point in business administration in 1985.

Melissa Auten

Director Business Development, Unscripted Interior Design

LinkedIn Website

From the BIA of Southern California, to opening showrooms and curating human-centric experience centers for Sub-Zero Wolf and Fisher & Paykel appliances, Melissa loves all things homebuilding and design. She combines that love with a natural gift for connecting with clients and ensuring our work exceeds their expectations.

Steve Booz

CMO, Royal Building Products

LinkedIn Website

Steve is a 30+ year veteran in the residential Building Materials Industry and has worked for various companies who manufacture and distribute materials to builders and contractors. As a “lifer” in building materials, Steve is very aware that having a connection to builders and supporting the building industry is an important part of what manufacturers can do to further the interests of our industry. A large part of Steve’s product development effort has been focused on solutions – solutions to problems a builder might be having today and solutions to potential issues down the road. The bottom line remains the same, however, provide products and services that make our industry better.

Nick Brown

President, Build Smart

LinkedIn Website

Nick Brown is a Certified Energy Analyst (CEA) for residential and an Associate Energy Analyst (AEA) for nonresidential construction by the California Association of Building Energy Consultants (CABEC), and has maintained his certifications for 2008, 2013, 2016, and 2019 code cycles. He is a Subject Matter Expert on the Energy Code Ace statewide education team and teaches classes for Southern California Edison on Net Zero Design, All-electric Homes, Heat Pumps, and Selling Clean Energy Homes. As part of a CalSEED team, Nick is currently researching phase change material applications in HVAC systems. Nick was elected to the Board of Directors of CABEC beginning in 2018.

Paul Cardis

Founder, The Cardis Group

LinkedIn Website

As an extensively published author (over 150 articles, 5 magazine cover stories, and 1 book to date), Paul Cardis is highly regarded by his peers in the area of customer experience (CX). In early 1992 Paul founded Avid Ratings, a leading customer experience firm specializing in enterprise- level metrics for large scale and publicly traded companies. Under Paul’s leadership Avid Ratings served more than 2,500 companies throughout North America to measure their customers’ experience (CX) and develop organizational solutions to transform their customers’ journey. Among Paul’s many accolades is his work in the major media, including Time magazine, Marketwatch, MSN, Yahoo, The Washington Post, AZCentral, Nation’s Building News, and hundreds of other websites, local newspapers, newsletters, and local television broadcasts.

Tiffany George

Division President of Builder Services & Design Centers, Christian Brothers Interiors

LinkedIn Website Video

Tiffany is passionate about serving homebuilders and their homebuyers, that’s why Christian Brother Interiors offers the new Finished Home Design Program. Helping new homebuyers personalize their new home to help homebuilders sell more new homes is their mission. Christian Brother Interiors' business is built to continue the vision and core values that the owners of Christian Brothers Flooring & Interiors, used to build their business.

Judson Diehl

General Manager of Real Estate, Modsy

LinkedIn Website Video

Judson Diehl is the General Manager of Modsy's Real Estate vertical where he is focused on equipping builders and their customers with the tools and professional guidance needed to make interior design fun and easy. Modsy's ability to create professionally designed and fully interactive experiences to explore and customize model homes is revolutionizing the ways builders market, stage, and sell their homes. Prior to Modsy, Judson grew up building custom homes with his father and also spent over a decade in renewable energy and building science with a focus on new construction.

Steve Herbert

Director of Global Business Development, Samsung

LinkedIn Website Video

Steve Herbert is a tech industry veteran who has spent the last 6 years driving smart home adoption in the builder markets. As the Director of Global Business Development, he leads the SmartThings Build team at Samsung, delivering innovative solutions for both Single Family Homebuilders and Multifamily Developers.

Marc Lamoureaux

President, Alpha Vision

LinkedIn Website

Marc Lamoureux is CEO co-founder of Alpha Vision, a leading technology firm specializing in digital marketing for new home sales since 1993. His constant awareness of the latest and greatest in Visualization technologies combined with his knowledge of the ever-evolving home building market, make him an invaluable collaborator to many of the top national builders including DR Horton, Pulte Group and Shea Homes just to name a few. Marc’s passion is to bring the new home buying experience to new heights of sophistication and success.

Gary Means

National Builder Manager, FBC Mortgage

Mike Moore

Moore Leadership & Peak Performance

LinkedIn Website

Mike Moore is a featured keynote speaker, leadership, sales and employee development coach who co-authored Build Trust and is recognized by Builder & Developer Magazine in their annual Who’s Who in the Homebuilding. In April 2018, Mike was ranked by Klout in the top 1% on Leadership, Leadership Development, Peak Performance and Sales. In July 2019, Twitter ranked Mike #1 on Leadership, Leadership Development, Sales Training, Peak Performance, Employee Development, Keynote Speaking and Homebuilding.

Melissa Morman

Builders Digital Experience

LinkedIn Website

Melissa Morman is a member of the original founding executive team of BHI/BDX (Builders Digital Experience) and currently serves as the company’s Chief Experience Officer, managing b2b marketing, sales, and the customer experience. As a woman at the highest levels of what has historically been an industry led by male executives, Melissa has a track record of success in the corporate and non-profit worlds. A sought after speaker, she is an acknowledged expert on sales, marketing, and CRM. Melissa advises top executives of Fortune 500 and smaller companies in the homebuilding, real estate, and building products industries on the digital transformation of their business.

Jennifer Renaud

CMO, Masonite

LinkedIn Website

Jennifer Renaud has served as Masonite’s Senior Vice President and Chief Marketing Officer since March 2020. Masonite International Corporation is a leading global designer, manufacturer, marketer and distributor of interior and exterior doors for the new construction and repair, renovation and remodeling sectors of the residential and non-residential building construction markets. Ms. Renaud joined Masonite from Vertiv Corporation where she served as Vice President, Marketing and had responsibility for marketing strategy, demand generation, field/event marketing, channel marketing and customer engagement. Prior to Vertiv, Jennifer held a number of marketing leadership roles with companies such as Oracle and Microsoft.

Monica Wheaton

Director of Customer Success, ECI Mark Systems

LinkedIn Website

With over 25 years of providing support for the home building industry, Monica has vast experience in strategic leadership, marketing and customer support. Prior to coming to ECI, Monica worked at Builder Partnerships and led the development of a multi-sided platform aimed at increasing networking opportunities, simplifying the rebate submission process for builders and manufacturers, and leveraging data to provide market insights and key reports. She oversaw the relationship management team to grow membership and increase participation and return for members. As the Director of Customer Success for the Residential Home Construction Division at ECI, Monica is focused on supporting our clients by identifying the resources and support they need to be successful in meeting their goals using ECI products.

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