We help Southern California families rebuild — from the ground up.
Born and raised in Altadena, 1st Choice helps Southern California families navigate claims and rebuild stronger homes with confidence. We're here from first call to move-in day, every step of the way.
Designed with care, rebuilt for our neighbors, through every step.
Start with a clean slate or choose from our signature architectural styles that match your budget.
Country Farm
Warm, inviting spaces rooted in classic farmhouse charm.
Contemporary
Blending nature with clean, functional design.
Spanish
Rich character and effortless indoor-outdoor living.
Janes
Timeless, understated design built for everyday comfort.
Hybrid
A thoughtful blend of styles tailored to modern living.
1st Choice closes the gap between your insurance coverage and the cost to rebuild.
On average, fire victims receive ~30% less from insurance payouts than they could ultimately be eligible for. 1st Choice helps you recover 100% of what you deserve with our knowledge and expertise in Code Upgrades and Extended Coverage.
- Success Story 1$254K+
We helped one family receive this via Code Upgrades & Extended Coverage.
- Success Story 2$203K+
We helped another family receive this via Code Upgrades & Extended Coverage.
Six phases. One accountable team.
01Site visit
We walk the property, assess conditions, and listen carefully to your goals.
02Design
Our team creates a thoughtful design that enhances your living style.
03Permitting
We handle the paperwork and coordinate with local agencies.
04Breaking Ground
Once approvals are secured, construction begins.
05Build
Our team builds with care and precision. You'll receive weekly updates.
06Move in
The final walkthrough. A home rebuilt safer and thoughtfully designed for the future.
Meet the Team
We build different, because we're built different.
Tony G. Holder
Owner/Operator
Nicole Owens
Business Development
Preston Wingfield
General Manager
Real Stories
Rebuilding a home is more than a construction project — it's a personal journey. We're grateful to have earned the trust of families throughout our community.
Patti La Marr
“Initially I was going to sell, the majority of my family is up in Oregon. My friend told me to talk to 1st Choice, so I talked to Nicole and I decided to rebuild because it gave me closure. All of my life has been in the San Gabriel Valley.”
Sean Perez
“My dad passed away before I was born so my Mom raised me as a single mother… I wanted to say thank you to 1st Choice because with a single mother it is hard to trust someone in the industry where we may feel taken advantage of.”
Mechelle Tucker
“If you are on the fence about signing with 1st choice do not let this opportunity pass you by.”
Maggie Chatman
“I talked to 5-6 contractors and 3 different architects … and we were this close to saying we're selling the land, we're moving, we're giving up.”
Diana Pallay
“Everytime I speak to Nicole… I have confidence and joy in rebuilding… thank you for your patience with me and I'm so excited to have signed with 1st Choice.”
Alison Perez
“Out of all the 10 builders I have spoken to, 1st Choice is by far the best.”
1st Choice Preferred Vendors
Because none of this would be possible without a great foundation. Our partners make the difference between us and everyone else, and help us rebuild right.
Straight answers, no industry hedge.
Will you work directly with my insurance company?
Yes. We coordinate with your insurance adjuster to ensure your scope of work aligns with your policy coverage and documented damages.
How are payments structured?
Payments are completed in agreed-upon phases tied to construction milestones to ensure transparency and accountability.
What are the first steps?
The process includes site evaluation, insurance scope review, architectural planning (if needed), permit approvals, and construction scheduling.
Who handles permits and inspections?
We manage all permitting, city coordination, and required inspections to ensure your home meets updated standards.
Do you provide design-build services?
Yes. We assist with architectural plans, design selections, and full construction management for a streamlined experience.
See all 22 questions on insurance, permitting, design and choosing a contractor.
Get the 1st Choice lookbook!
Leave your email to request design inspiration from our team — standout builds, projects in progress and design ideas — and we’ll follow up personally. Want ideas right now? Browse our projects.
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