Today we’d like to introduce you to Alexander Heide.
Hi Alexander, we’d love for you to start by introducing yourself.
I’ve always had an entrepreneurial spirit, even though my upbringing didn’t give me access to traditional entrepreneurial paths like tech or finance. I started working in construction at 12 years old, and every business or side hustle I’ve ever had has involved physical, hands-on work. Building things with my own hands is what I know and what I love.
My first business actually started in fourth grade, and since then I’ve always had something on the side while working traditional jobs. Entrepreneurship was never just about making money for me; it was my way of creating opportunities and moving toward the life I wanted.
Everything really changed when I started trusting my instincts and the value of my experience. That’s when I founded Heide Contracting. Six years ago, the idea of underground home additions was considered “crazy” by most homeowners. But I saw it as a smarter way to expand homes without sacrificing outdoor space or neighborhood character.
Today, what once felt unconventional has become a sought-after solution for Atlanta homeowners. Something we’ve helped lead by combining hands-on craftsmanship, problem-solving, and a willingness to challenge how residential construction is typically done.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Like any entrepreneurial journey, it hasn’t been a smooth road. One of my biggest challenges early on was mindset. In my previous businesses, I treated entrepreneurship as a side hustle, something I worked on while holding onto the security of traditional employment. Because of that, I was never fully invested, and I could feel that holding both myself and the business back.
The real turning point came when I finally put full trust in myself and in the value of what I bring to the table. Committing 100% to my business meant letting go of the safety net and facing the fear of failure head-on. But that decision changed everything. Once I made that commitment, my focus, confidence, and results all followed.
I’m fully in it for the long haul now, and that clarity has been one of the most important lessons along the way.
We’ve been impressed with Heide Contracting, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
I started Heide Contracting six years ago with a simple goal: to do things differently in an industry that often resists change. That mindset shows up in everything we do; from how we communicate and price projects to how we plan and execute the work itself. We challenge the traditional “contractor” status quo, and many of our clients come to us specifically because they’ve had frustrating experiences elsewhere and are looking for a better process.
What truly sets us apart is our specialization in underground home expansions. We’ve helped pioneer this approach in the Atlanta market, creating usable living space by converting crawl spaces into full basements with 10-, 12-, and even 15-foot ceilings, as well as lowering existing basement floors. In many cases, we’ve helped homeowners gain significant square footage without changing the footprint of their home.
One of the core values that drives our work is the belief that everything is figureoutable. When a client says, “In a perfect world, we’d love to do this…,” our response is never to shut the idea down. Instead, we figure out how to make it happen. Often, clients have been told by other contractors that their vision isn’t possible or isn’t worth pursuing, but it’s their home, and we believe it should reflect exactly what they want.
Unlike many contractors who focus only on finishes, we are structural experts and steel specialists. That expertise allows us to take on complex projects that most contractors can’t (or won’t) touch. Brand-wise, I’m most proud of the trust we’ve built by consistently delivering creative solutions, high-level craftsmanship, and results that expand what homeowners believe is possible.
What do you like and dislike about the city?
Likes:
What I love most about Atlanta is its diversity, not just culturally, but in life paths and stories. No matter where we’re working, we’re collaborating with people from different backgrounds, different upbringings, and different perspectives, all finding their own version of success here. Each being able to find success in the city.
I also love how Atlanta is built around both homes and the cities. You get the benefits of a major metro, but it still feels personal and livable. Architecturally and spatially, it doesn’t look or feel like any other city in the U.S., and that uniqueness is part of its charm.
Dislikes:
The myth of Atlanta’s bad traffic. We’re built for this. If you know where you’re going and how the city flows, it’s not bad traffic.
Pricing:
- as requested
Contact Info:
- Website: https://www.heidecontracting.com/
- Instagram: https://www.instagram.com/heidecontracting/
- Facebook: https://www.facebook.com/profile.php?id=100085251721462
- LinkedIn: https://www.linkedin.com/company/heide-contracting/
- Youtube: https://www.youtube.com/@heidecontracting601
