What happens when you combine the military precision, the high-stakes strategy of a $12B global corporation, and the grit of an entrepreneur? You get the story of Alicia Powers, the powerhouse behind San Diego’s Price Builders.
In a recent episode of the Intelligent Builder Podcast, Alicia sat down with Owen Gagne to discuss her journey from managing Air Force runway reconstructions in Afghanistan to acquiring and transforming a 30+-year-old residential design-build firm.
Here are the key takeaways from their conversation on how she is turning a “legacy remodeler” into a modern contractor solving problems for clients.
1. The “Trial by Fire” Origin Story
Alicia’s path to business ownership wasn’t a straight line. After serving in the Air Force and working in Switzerland for Schindler (a global elevator company), she experienced a devastating professional blow: building an eight-figure shower-remodel business from the ground up, only to have it abruptly shut down while she was seven months pregnant.
That moment solidified her resolve. “I realized I would never build for someone else again,” Alicia shares. This resilience led her to acquire Price Builders, a firm with a deep local legacy but in need of a digital evolution.
2. Modernizing a 30-Year-Old “Paper” Business
When Alicia took over Price Builders, she inherited a wealth of craftsmanship but a lack of modern infrastructure. The business was running on:
- Paper timecards
- A decade-old website
- A Microsoft Access CRM
Alicia’s first order of business? The Digital Transformation. By implementing HubSpot, upgrading design tools, and launching a modern web presence, she is shifting the company from manual processes to a scalable, efficient, and data-driven firm.
3. Creating a “White-Glove” Experience
In today’s economy, homeowners are dealing with “paralysis” due to high interest rates and inflation. Alicia explains that the key to winning in this environment isn’t just about the build—it’s about the communication.
“People expect a white-glove experience that matches the communication they get from every other part of their lives,” she says. By professionalizing the “back office” and the sales process, Price Builders is setting a new standard for residential remodeling in San Diego.
4. Looking Ahead: The 2026 Vision
Alicia isn’t just looking at the next six months; she’s looking at generations. Drawing from her time at Schindler, she embraces “long-term thinking.”
The Bottom Line
Alicia Powers is proof that you can respect the legacy of a business while enthusiastically updating its systems for the modern age. Whether you are a fellow contractor or a business owner in any industry, her insights on resilience and modernization are a masterclass in leadership.
Watch the Full Interview
Want to hear the full story of how Alicia is scaling Price Builders? Check out the full podcast episode below:
Watch: Turning a Legacy Remodeler into a Modern Sales Machine