What do you love about your business? I get to work on all different kinds of projects, from fabulous whole-house remodels, to modest retrofits and repairs. My clients’ needs vary, so my work does too. I help my clients design, select materials (I don’t add markups), manage the project, or get the thing done, down to the last detail. I’m crazy about remodeling- planning, completion, and all steps in between- I love it all.
What sets you apart from your competitors?
The New York Times did an article recently on my profession, a brand new specialty they call “Renovation Coach”: a fee-for-service consultant with extensive experience in home remodeling, who does no general contracting. They calculated 100 Renovation Coaches in the United States at this time. To my knowledge, my services are unique in Chicago.
How long in business?
I began construction in 1984, managing projects for developers. In 1994, I founded Littlerock Construction. (Littlerock is the translation of my last name, Petrakis.) My rental properties were burgeoning by 2000, so I stopped remodeling contracting to focus on them — but friends kept asking me to help with their remodeling projects. I loved the role, and I saw a need for remodeling consulting/renovation coaching. I set up my website in ’06 and business has been bustling.
What is your business philosophy?
I treat my client’s property as my own. It isn’t just another project for me. I find out what my client’s goals are and help accomplish them. Each client has different priorities — for some, price is most important; for others, the look; for some it needs to be easy, because of their personal commitments.
What are your challenges in the current economy?
In downturns, new-construction GCs try remodeling to keep crews busy, increasing competition and lowering prices for the consumer. So, it’s a great time to remodel, as long as we hire contractors who can handle the projects. Remodeling even a small project is actually more challenging than new construction, so cost can’t be the sole criteria.
What’s your biggest success so far?
My biggest success lies in my clients’ satisfaction. My clients say,
“My mind was at ease when Dina was on the job. She gave me options for contractors and she help me sort through what was critical and what was optional. She treated my home like it was hers.”
“Dina knows how I live, what I like in design and focused me on that, keeping the job moving when I got distracted. I rely on her to tell me what is worth an extra expense and where a less expensive replacement wouldn’t make a difference in appearance, function or resale value. She knows what she’s talking about, where to get things, and keeps the process moving forward without unnecessary confusion, fuss or drama. She’s a professional.”
“Dina really helped us make our upstairs bathroom a reality. Her knowledge of construction, trends in materials and a strong aesthetic sense made for a dynamic consulting experience.”
“We used Dina as a consultant on our duplex down to create a master bedroom suite in our basement. She listened to what we wanted and offered an imaginative yet realistic approach. Her common sense advice and extensive product knowledge helped relieve the stress of the decision making process. Dina was always available to answer questions and provide support. She was professional, flexible and utterly reliable. We’re delighted with the results.”
“Because Dina has no vested interest in selling any type of product, she is a free agent. She is straightforward, and a joy to work with. I can’t recommend her enough. What you spend on her services may save you a great deal in the long run.”
