67 Factory Visits with Steve Dubin

Audree Grubesic collaborates with Steven Dubin

If you’ve tracked offsite construction over the past two years, you’ve probably run into Steve Dubin—on LinkedIn, on factory floors, or in conversations about how suppliers can serve modular better. In this episode, Steve walks through how a single social post led to a plant visit, how staying curious turned into a national road trip of 60+ factories, and why polyisocyanurate (polyiso) insulation is such a strong fit for compact, energy-tight assemblies.

Spotting opportunity in a downturn

When Steve was serving as a regional residential manager, he saw headwinds forming and started looking for diversification. Scanning social media one day, he noticed a competitor’s product leaning in the background of a photo from Fading West. He treated that as a lead, connected with the team, and earned an invitation to the factory. After collaborating on assembly tweaks, the plant became one of his best customers—quickly.

That early win prompted a bigger question from leadership: if he focused on modular and offsite full-time, could he grow the business? The answer was yes—and starting January 1, he made it official.

Fading West Development Photo

Sales as a contact sport: 67 factories and counting

Steve’s approach is simple: show up, listen, and learn. Since that pivot he’s visited 67 factories, because, as he puts it, sales is a contact sport. "You have to be in front of people to have the right conversations," said Steve. Results followed: he took two existing offsite accounts and grew their combined sales by 172% the next year, is pacing to double again, and says 100% of this year’s wins came from turning social media connections into real-world relationships.

Polyiso, explained in plain English

So what is he selling? Polyisocyanurate rigid insulation—Polyiso for short. Typically installed on the exterior, Polyiso delivers one of the highest R-values per inch among common rigid insulations, roughly R-6.5 per inch, with performance that scales faster than linear as thickness increases. For modular builders, that space efficiency matters: factories can hit energy-code targets without sacrificing precious assembly depth, whether the building stays local or ships to a different climate zone.

Meet plants where they are (not where you want them to be)

A big through-line in Steve’s journey is respect for each factory’s unique process. No two plants are the same, and the “shoehorn” approach—forcing a product built for another niche into modular—doesn’t work. Instead, he audits how a line actually runs, then adapts his product and support to fit the workflow. The payoff is trust, time saved, and fewer downstream surprises.

The quiet pros (and why road trips matter)

Directories are helpful, but they don’t capture everyone. Steve’s mileage includes long drives to low-profile plants that have quietly delivered quality for decades. Those visits surface practical insights that rarely make it to social media—and they build the mutual appreciation that keeps programs running smoothly.

Why offsite keeps him energized

Compared to the “same-thing-cheaper” drumbeat in traditional construction, offsite is inherently experimental. Plants must find better ways to work—faster, safer, more consistent—to be profitable and to tackle big problems like attainable housing. That bias toward improvement is what keeps Steve in the game.

Advice for suppliers entering modular/offsite

Just do it—jump in, but be consistent. Follow up and follow through. Visit factories. Listen twice as much as you talk. Use online tools to learn, but validate on the floor. Most importantly, discover the value proposition that matters to that specific plant, not the one your national sales meeting told you to recite. As Steve says, "Figure out why they care, and then do something for them".

FAQs

1. How did Steve Dubin break into the modular/offsite construction market?Steve noticed an opportunity through a social media post and reached out to the team behind it. That initial contact led to a plant visit, collaboration on assembly tweaks, and a long-term business relationship. His approach emphasizes curiosity, showing up, and building real-world connections.

2. Why is polyisocyanurate (Polyiso) insulation popular in modular construction?Polyiso is a rigid insulation with one of the highest R-values per inch among common insulations (around R-6.5 per inch). Its compact, energy-efficient profile helps modular factories meet energy-code targets without sacrificing assembly depth, making it ideal for factories shipping buildings to different climate zones.

3. What advice does Steve give suppliers entering modular/offsite construction?Jump in and be consistent. Visit factories, listen more than you talk, and adapt your product to fit the plant’s unique workflow. Use online tools to learn, but always validate on the floor. Most importantly, understand what matters to each factory and deliver value that addresses their specific needs.

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