In the West Michigan Is Going Places series, we are talking with local business owners and community leaders about their business successes and challenges and highlighting the resources available in the West Michigan business community.
In this interview, we spoke with Cindy Kogelschatz, one of the owners and founders of Heartland Builders, a local custom home builder that has developed a streamlined process that puts their clients in control of the building process and makes home building easy and enjoyable.
CC: Tell us a little about what your business does and how it got started.
Cindy Kogelschatz: Heartland Builders is an on-your-lot custom home builder. We excel in building on our clients’ land and inspiring them with a process where they can shine through the architectural, interior and construction process. We make it Easy, Fun, and Fast(er) than you think.
My husband Rich and I started Heartland Builders back in 1997, building spec homes until someone asked us to build a custom home for them. Since then we have grown across West Michigan – and even out to the Lakeshore. (Check out our new Lakeshore office, it’s pretty incredible.)
How has your business changed since you first started out?
Cindy Kogelschatz: Whew—have we learned a lot! And we’re still learning. Over the years, we’ve developed a streamlined process that truly puts our clients in control. From seeing their plans in 3D to making all their selections before we break ground, our PTQ Promise brings peace of mind while delivering an energy-efficient, high-quality home.
We’re always growing and refining to make the custom home-building experience even more exciting and stress-free.
What makes you passionate about what you do?
Cindy Kogelschatz: Our purpose is to inspire our clients and help them create homes they absolutely love—homes that look great and function beautifully for their lifestyle. Heartland Builders is full of people who genuinely love what they do—and it shows! Whether it’s in the design, construction, or finishing touches, seeing the pride and joy on our clients’ faces is what drives us every day.
How has being here in West Michigan helped your business?
Cindy Kogelschatz: West Michigan is an incredible place to build homes. We’ve traveled across the country visiting other builders, and the quality of workmanship here is second to none. The region’s rich history in furniture building has left a legacy of craftsmanship and pride that’s reflected in the work of our tradespeople.
What’s your approach to customer service and connecting with the community?
Cindy Kogelschatz: Our customer service approach is grounded in our core values:
Be Great at What You Do.
Positive Energy.
Do the Right Thing.
Treat Everyone Well.
Fanatical About the Details.
We prioritize clear communication, transparency, and long-term relationships. We’re deeply connected to our community through involvement in the HBA, HBA Lakeshore, HBA Foundation, Grand Rapids Chamber of Commerce, and West Coast Chamber of Commerce. Our team volunteers and serves on boards for organizations like North Kent Connect, Dwelling Place, HBA Foundation, and Professional Women in Building. The vibrant communities of West Michigan inspire us to build homes that reflect the unique character of this region.
How do you plan to grow or adapt your business for the future?
Cindy Kogelschatz: Oh boy—do we ever plan to grow! We’re process-driven, and that’s what keeps our projects on track and our clients happy. We’re expanding with a new office on the Lakeshore while staying rooted in Grand Rapids. Our focus is on refining systems, adopting new technology, and growing our team so we can keep delivering custom homes with less stress and more fun.
Are there any local organizations or networks that have been particularly helpful for you in building your business?
Cindy Kogelschatz: Absolutely. We’re proud members of the HBA, HBA Lakeshore, and HBA of Michigan. We believe in giving back to the organizations that support us. These associations provide valuable education tailored to home building and connect us with others in the industry.
We also benefit greatly from our involvement with the Grand Rapids and West Coast Chambers of Commerce. Networking with other local businesses continues to be a powerful way to grow, learn, and stay inspired.
