#265 Daniel Asbury & Ben Goehner — Western Dominion

Daniel Asbury and Ben Goehner are co-founders of Western Dominion Land Company, a vertically integrated housing platform combining land acquisition, large-scale community development, and structural panel manufacturing all under one roof. In our conversation, we explore why the collapse of smaller and midsize homebuilders after 2008 left entire communities without meaningful new housing supply, and why Daniel and Ben believe the next generation of housing companies will need to manufacture, develop, finance, and deliver homes as an integrated system. We talk about the economics of attainable homeownership, land banks and public-private partnerships, the role of structural panel manufacturing, rebuilding the middle market of American homebuilding, and Western Dominion's ambition to take what they've proven in Mansfield and scale it across Ohio and, ultimately, the country to help rebuild the American Dream of homeownership Daniel and Ben are refreshingly candid about the state of the housing market, the structural problems they believe are holding it back, and what it will actually take to build at scale, making this one of the more educational and insightful conversations I've had on housing. Please enjoy my conversation with Daniel Asbury and Ben Goehner. 00:00 Introduction to Western Dominion and its mission 00:14 Introduction to the housing challenge in rural America 00:50 Founders' backgrounds and how they met 02:51 Ben Goehner's background and approach to land banking 03:20 The distinction between affordable and attainable housing 04:54 The collapse of small builders and market gaps 06:04 Western Dominion's approach to land and construction 07:00 The organic growth of their project and national potential 08:02 The importance of manufacturing and scale 11:05 Addressing land bank and public-private partnerships 11:57 Research efforts and university studies on rural markets 13:58 Innovations in modular and panelized building methods 16:00 Government programs like RED and infrastructure funding 16:52 Overcoming development bottlenecks and cost challenges 20:02 Scaling solutions nationally and manufacturing in Ohio 20:03 Challenges with large home builders and market competition 22:48 The future of off-site construction and local manufacturing 25:09 The importance of community-focused, attainable housing 27:03 Building community and local labor involvement 30:00 The impact of Western Dominion's model on housing affordability 30:13 Scaling solutions and the role of innovation in construction 34:54 The nonprofit element and community impact initiatives 40:11 The future vision: national standard panels and modular construction 45:02 Collaboration with other builders and industry players 50:00 The entrepreneurial journey and lessons learned 54:53 The importance of mission-driven business models 01:00:07 Closing thoughts and how to get involved ----- LINKS: https://www.linkedin.com/in/daniel-r-asbury-jr-3a3b24181/ https://www.linkedin.com/in/ben-goehner/ https://www.westerndlc.com/ ----- SPONSOR: Cerity Partners Cerity Partners, a full-service investment and wealth management firm serving high-net-worth individuals, entrepreneurs, and business owners, is proud to sponsor Lay of The Land. The firm has local roots in Cleveland and across Ohio, and like this podcast, Cerity Partners advisors specialize in serving the interests of local entrepreneurs and business leaders. The firm’s national presence means it can offer the resources and specialized knowledge of the largest institutions with the independence and service of a neighbor. The Cerity Partners Cleveland team understands the complexity that comes with wealth, and they adhere to fiduciary standards. Discover the financial lay of your land. Learn more at https://ceritypartners.com/NPR or call 216-464-6266. Roundstone Insurance Roundstone Insurance is proud to sponsor Lay of The Land. Founder and CEO, Michael Schroeder, has committed full-year support for the podcast, recognizing its alignment with the company’s passion for entrepreneurship, innovation, and community leadership.Headquartered in Rocky River, Ohio, Roundstone was founded in 2005 with a vision to deliver better healthcare outcomes at a more affordable cost. Over the past two decades, Roundstone has grown rapidly, creating nearly 200 jobs in Northeast Ohio. The company works closely with employers and benefits advisors to navigate the complexities of commercial health insurance and build custom plans that prioritize employee well-being over shareholder returns. By focusing on aligned incentives and better health outcomes, Roundstone is helping businesses save thousands in Per Employee Per Year healthcare costs. Roundstone Insurance — Built for entrepreneurs. Backed by innovation. Committed to Cleveland. Learn more at https://roundstoneinsurance.com/ ----- Stay up to date by signing up for Lay of The Land's weekly newsletter — sign up here: https://layoftheland.ck.page/5f0c1e28fa Connect with Jeffrey Stern on LinkedIn — https://www.linkedin.com/in/jeffreypstern/ Follow Lay of The Land on X @podlayoftheland https://www.jeffreys.page/