Renovation can feel like a gamble ,deposits, delays, and promises that fade when the drywall dust settles. Our conversation with Jerome Sammy, owner of Finnish Basement Inc., shows what it looks like when a contractor replaces uncertainty with structure, clarity, and a steady hand. With more than 40 years of service in the GTA, Jerome brings a musician’s ear for timing to the building world, coordinating trades in a tight, week-by-week rhythm that keeps projects moving and homeowners informed.

We unpack the company’s signature approach to basement remodels, where speed doesn’t mean shortcuts. Jerome walks through a clean sequence demolition, framing, insulation, electrical, plumbing, drywall, and finishes so each crew hits the site at the right moment. He speaks plainly about industry myths, from disappearing contractors to inflated expertise, and explains how clear scopes, documented changes, and honest pricing build confidence. If you’ve ever wondered why timelines slip, his answer is simple and actionable: protect the sequence and treat change orders with rigor.

Marketing and momentum get real, too. Jerome outlines who they serve homeowners with stable income who value reliability and how a mix of website portfolios, Facebook, Instagram, and Google Ads fuels demand. A standout chapter traces their TV work on Income Property with Scott McGillivray and the surprising long tail of reruns that still send leads years later. Beyond the job site, Jerome shares how music, family, and grandkids keep him grounded, and why he’s considering launching a podcast to teach more people how to renovate with confidence.

If you care about results you can measure and a crew that shows up when they say they will, you’ll find practical takeaways you can use on your next project: how to vet a contractor, how to read a schedule, and how to keep budget and scope aligned. Enjoy the story, take the notes, and if this helped, subscribe, share it with a friend planning a reno, and leave a quick review so more homeowners can find it.