They did everything you mentioned except they went up 4 feet to make even drywall segments.

Impossible to say without a LOT more information; market is segmented.  

is there anything more going on with this company - they never answer their phone..never call back...seems like the best thing they did was write a book about the industry..I like the market segment they are going after but does not seem real if they cant answer a call

That's just 1 very specific facet of 1 specific segment of 1 specific arena of macro economics which is just 1 part of a BA degree.

The most competitive market segment is 250k to 450k, nice suburbs are between 500k and 800k and certain areas a good share of homes over one million, especially in the top school districts.The City of Milwaukee (Milwaukee proper) is about 580,000 people, Milwaukee County has 19 municipalities, many of the very affluent. 

Those who are very good at operations, can do good in this segment.

What I have seen anecdotally over the past two months on the homebuyer side is that all of the DOGE and Tariff stuff has created a ton of fear amongst the segment of buyers who can actually afford today's prices.

It wouldnt surprise me if the low downpayment segment of that group, including those using occupancy fraud, is hardest hit.

We know that for a very small segment of the population certain asset protection vehicles can and do make sense.   

They have a very helpful 30 minute clip segment on youtube (Biggerpockets) that is nice on a drive or in the shower to listen to I have found!