With the Woman Wednesday series, CatMax Photography introduces you to exceptional female entrepreneurs who have gone through the CatMax Personal Branding Experience.
Today, we invite you to meet Liz Davies, founder and managing director of ESD Homes and a seasoned general contractor who's built her business on the belief that great construction starts long before anyone picks up a hammer. She's also a mom, a mentor to other women in the design and build industries, and someone who's made it a personal mission to show up more visibly for her brand. We chat with Liz about developing her signature Precon Process, the one part of her business she refuses to outsource, how she manages to stay consistently front-and-center on social media without losing her mind, and her favorite ways to unwind.
Liz Davies, founder and managing director of ESD Homes
All Photos: CatMax Photography
Construction is still an incredibly male-dominated field. What’s one personality trait or skill you have that you think has allowed you to excel in the industry?
Reading clients’ emotions and helping them understand our process. Women are natural caretakers and, turns out, taking care of our clients’ emotional needs is paramount!
Back in the day, you said you used to carry the entire project in your head. What was the specific 'aha' moment that made you realize you had to build a system (your signature Precon Process) that could outlive your own memory?
I wanted a peaceful morning as I got older. I was a D1 swimmer, so early morning jolts of cold water translated as ‘power through it’ into phones ringing with questions and panic — questions, reiterations of the same information over and over again.
The questions of ‘what if’ the problems were preliminarily solved, and the scope was clear enough everyone could follow along were answered through process.
Considering how eager clients can be to start knocking down walls or breaking ground, how do you convince them that investing time in the Precon Process, which involves answering numerous questions and making extensive decisions, actually saves them money and sanity later?
We only take on projects that begin through our Precon Process! We see that excitement all the time and we love it. But we also know that the most stressful projects are the ones that move too quickly in the beginning. Preconstruction gives our clients the space to think through decisions, understand the process, and feel confident in what’s ahead before anything is torn apart. Because once construction starts, everything moves fast.
As your business has grown, what’s one part of a project you still refuse to hand off because it’s too vital to the ESD brand, or you just love to take care of?
I love the energy of a first meeting with a potential client. The excitement and passion for their existing or future home are necessary to endure the construction process. It helps me determine if we are a fit, and that’s necessary for our brand.
You offer mentorship services for contractors, designers, and other industry professionals. What led you to create that program?
Designers, women I know, say they are empowered watching me and want to do the same. Whether it’s for their personal home or to dip a toe into what we do, a mentorship program was offered and accepted. Women make great contractors once you peel back the ‘stereotype’ ingrained. I may have taken things to another level offering jobsite ‘chic’ advice as well. LOL.
Who’s been a mentor or inspiration to you throughout your career?
When I first started, a retired builder who was my neighbor offered to help me with a project. He taught me construction order, how to hire subs, and so many foundational points that are missed by many.
In addition, there is always learning. I tell the younger generation, the classroom is the job site. Ask any person who’s been in construction 15-plus years why they are doing something or how they got started and LEARN. We love to share in construction.
You’ve balanced motherhood and business ownership for quite some time. What advice do you have for other women doing the same thing?
Construction is project-based, and you can choose the number and complexity of projects you take on for your lifestyle. It’s also amazing what a busy mom can accomplish during a preschool ‘workday’ — I may need to bring back a dedicated naptime.
Speaking of being busy, you have a lot of moving parts in the business and a strong presence on Instagram. With so much on your plate, how do you manage being consistently front-and-center in your social media content while also juggling everything else?
We have lots of help here — a full-time employee, a consultant, and my own ideas keep it flowing. In addition, we worked with an intern last summer who turned her college side hustle into a part-time job with us. Her business acumen is growing through developing our brand, and I’m so proud of her!
Outside of that, the power of social media is all in the preplanning (sensing a theme?). A good plan and dedicated time to film have been gamechangers.
How did this Personal Branding Experience fit into your marketing plan for 2026?
Action is our word of the year. I was hesitant to be front and center of our brand on social media and made it a goal for 2026. While I’m not shy, I overlooked the power of sharing my experience and knowledge as a brand. While I had done headshot photoshoots before, I was seeking how to take action on our branding. This experience solidified my ‘why’ of branding in the first place. The CatMax process not only was fun, but also helped our team redefine our brand and share more of what makes ESD Homes unique. I am renewed for the next phase of ESD Homes. Here we go! It has been a real pleasure, Cat!
What are your favorite photos from the shoot and why?
I love the contrast of the same person being in front of a rough footing/foundation as well as a finished home. These photos tell the story that I’ll be consistent with a client from start to finish. So many are all about the finish in this business and being perfect; conversely, I am interested in the perfection of process and helping to manage a client’s experience.
When you’re finally able to shut the laptop and step away from the job sites, what’s your favorite way to spend a Saturday in Atlanta?
A slow morning with coffee and sun on my face, roll into an at-home workout, perhaps a bit of antique browsing, lunch with a girlfriend, and an afternoon float in the pool. It will end with a martini over a summer dinner in our garden with family and friends, reflecting on how a home truly defines your life!
Stay up to date with Liz and ESD Homes on Instagram at @esdhomes. To learn more about the CatMax Photography Personal Branding Experience, click here.