Sometimes there’s a story from your childhood that gives a hint about how you are going to live your life.
Sunshine Coast builder Wojtek Stainwald has one of those stories and it’s better than most.
He was a small boy growing up in Communist Poland in the 1980s… actually, I’ll let him tell it.
“There was a trend where camouflage pants were in, but you can’t buy them, right. Like the only kids that have them are ones whose parents went over the other side of the border to East Germany.
“Like this is what you do. This is what you have to do to get something. Shops are empty, no shelves. Nothing’s on the shelves, you know?
“So, I worked out that the Russian camps had training on certain days, so I dug a hole under the fence. I think I was about 10. I got in the tent and I sized them up. They are all big boys. I found the pants of the smallest guy, and then the Russian special forces security sees me.
“It’s not gonna go good. He yells at me to stop. I’m going, no, no, this is not happening. I jump over the barb wire fence. He did fire some shots. He wasn’t a good shot, lucky for me. But on the other side of the fence, a big gully of a massive poison ivy. I was in shorts and t-shirt. I was red when I got home. But I got the pants.”
And that has been the story of Wojtek’s life; setting his mind on something that seems impossible, taking a big risk to get it, overcoming the inevitable obstacles, and then getting the pants.
In 1984, when he was 12 years old his family escaped from Poland in the family car.
“A Fiat Niki, a little two stroke 750, that was our escape vehicle. I don’t think dad thought that through,” Wojtek laughs.
An FSM Niki (Fiat) similar to the family’s escape vehicle.
They hid for a week in the shadows next to the Berlin Wall in East Germany before making it across the border to West Germany where they spent the next two years in refugee camps before emigrating to Melbourne in 1987.
Wojtek followed in his father’s footsteps and became a mechanic until the day he was offered a job as a plasterer which paid twice as much – he changed trades, a decision that would eventually pave the path to becoming a builder of luxury homes.
But there were a few twists and turns along the way.
Wojtek left Melbourne in 1993 determined to go back to Poland – but before he left he decided to spend two weeks with family who lived on the Sunshine Coast.
Fate stepped in and he met his future wife Melissa. They were married nine months later and stayed on the Coast.
They had three children, during which Wojtek decided to start his own plastering and rendering businesses.
“When I started my rendering companies I went from two people and it took off. My motto is, I jump with both feet,” Wojtek said.
“Boral brought out this new pastel colour system and they said would you like to take on South East Queensland? I said, Yeah, sure, no problem. They asked if I had enough guys. I said “Yeah, man, plenty of guys.”
He didn’t, and he also didn’t have enough cash, but you only get the pants when you take some risks.
“We didn’t have any money, but there was a competition by SeaFM – Dash for Cash for about $4000. I filled out a form. They rang me. We take our little baby down to the beach. I’m still fully Muay Thai training and I’m feeling I can win this.”
“I got to the obstacle course final between me and this other guy, and I say to him ‘Look, why 80/20 gamble let’s go halves in the prize money’ – he tells me where to go. That’s all I needed for extra motivation, I won and that money got us going.”
In 2009 they took another leap of faith.
They purchased an existing franchised home builder in the Gympie region. It was a wild ride from day one.
“We almost went bankrupt three times within the first year… as the franchise we bought was nearly insolvent.”
The Good Builder’s Richard O’Leary and Peter Love sit down to hear the story first hand from Wojtek, Melissa and Arlan.
They survived and gradually built the brand name and reputation in town, until by 2015, they were the largest builder in Gympie, building 50 to 60 homes each year.
“Our major avenue was radio advertising. We had a close relationship with the biggest local station and in a small town, it was all anyone was listening to,” he said.
By 2021, Gympie was one of the highest performing QLD franchises in the group building over 80 homes in the year.
In 2022, the franchisor changed strategies and mandated a move away from their local marketing approach. Wojtek and Melissa decided it was time to make a change.
“It was such a shame. We had built the strongest brand in that town over 15 years. The new management thought they knew better, we couldn’t resolve our disagreements and we parted ways”.
Following the separation from the franchisor, Wojtek, Melissa and their son Arlan decided they would do it their way and create a brand that stood out in the market, that would raise the bar.
“At every decision we have had to make, we simply thought, how can we do it differently? How can we stand out?”
Driven by Melissa’s creative spirit and their desire to do something different, they crafted the Zaleta brand, in conjunction with creative agency 80/20 Strategy Studio.
“We have Polish heritage and Zaleta stands for quality in Polish.”
One look at the Zaleta brand and it makes an impression.
“Before we started, we thought we will do 50 to 80 homes a year in the project home market.
“As soon as we launched the brand, the look and feel propelled us into that space of boutique and acreage homes. That has been our market ever since”.
It’s a market that’s been built as a family – attention to detail and laser focus on the customer.
“We get to know the client really deeply,” Melissa said.
“Before we even begin concept drawings, we take the time to listen, to get inside their vision. Our concierge walks them through multiple touchpoints, to uncover their daily rhythms, aspirations, and needs. I think that’s the game changer.
“Then by the time they sit down for their design development workshop with their draftee and interior designer we’ve already built a relationship, this allows us to craft homes that don’t just look beautiful—they enhance the way people live.”
Wojtek and Melissa’s son Arlan did the hard yards to finish his apprenticeship and become a builder – and is now an important part of the team.
“The clients can see that we are a family business and that we genuinely care,” Arlan said.
“I worked for a few builders doing my apprenticeship and that was missing, they didn’t genuinely care. Showing that we care is above anything else what our clients see. And I think that’s what people can really buy into.”
The change in direction was a big risk but has paid handsome dividends – better margins, less stress, happier clients, and greater satisfaction with the final product.
“Building 80 homes at a razor thin margin and at a frantic pace or building 20 homes where you can take your time and create something special with each project? We’re enjoying the business a lot more now,” Wojtek said.
Zaleta now has over $20m in contracts in the pipeline and only engages new clients with budgets over $1million.
The business’ profitability has increased many-fold since their days as a franchised home builder.
Wojtek is a contented man – he looks like a 10-year-old kid in Communist Poland who is wearing camouflage pants after risking everything to get them.
A few key points of their strategy:
- They invested over $25,000 a month into brand awareness campaigns upon launch and attracted enquiries that were much more designed focused than budget restrained. “Your quality of marketing tends to attract your quality of client” – Wojtek
- They spared no expense on their design studio. It’s quite an experience. “We set out to create something really unique and with the marble bench tops, micro-cemented curved walls, bespoke furniture pieces and custom light fixtures designed by us, I’m confident my team has nailed it” – Wojtek
- Every step of the customer experience has to feel personalised. There is a personal concierge dedicated to the customer from when they walk into the door, all through the design and contracts phase and then into construction. “We decided to focus on building quality homes, but with the quality experience as well. And so everything we do now is about hearing the clients” – Melissa
- They are highly selective on who they take on. “When we meet clients for the first time, the question isn’t, are we the right builder for you, we ask, are you the right client for the Zaleta?” One of the first few things I say to the client is, look, I just want you to understand that I’m here to interview you. This is not given that we built for you. I said I want to make sure we are good fit.” – Wojtek
Author: The Good Builder
The Good Builder is a media platform that provides news and insights for Australia’s home building industry. From exclusive stories and curated insights to bold industry perspectives, we deliver the news and updates that keep builders, suppliers, and the entire home building industry inspired and ahead of the curve.
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