Who is Rosecroft?

Rosecroft builds quality custom homes for Albertans. We understand the importance of home, and the role it plays in the lives of those that reside within.

Our commitment to Rosecroft clientele is clear, honest, and open communication that recognizes the investment each homeowner is entrusting with us.

  • Veral Herbst

    FOUNDER, CEO

    Veral is our CEO and veteran home builder. His expertise is hewn from years in the trenches of Alberta home building. He has done it all and done it well. Multifamily, acreage, custom, spec, infill, and fire loss rebuild. Veral can quote a build as effortlessly as he can excavate a site. Veral is straightforward, on point and approachable. If you are looking for an answer, expect his call shortly! His abilities and experience, make him a leader that’s easy to follow.

  • Ryan Herbst

    PARTNER, PROJECT MANAGER

    Ryan joined Rosecroft in 2011 to help grow and manage the family-owned company. Ryan is involved in every aspect of the build process. He has vast knowledge of construction in a variety of building zones. With the experience of multiple sites under his discretion he has mastered construction management, as well as design and planning. Ryan has an eye for detail and makes decisions daily that show up in the quality of every Rosecroft built home.

  • Neil Smith

    PARTNER, PROJECT MANAGER

    Neil is a fresh addition to the Rosecroft team, but he is not a newcomer to home construction. Brimming with 30 years experience in genre of insurance and total loss rebuild, Neil has a gift for getting families back home. His confident, calm nature and professionalism have aided countless clients to reimagining and rebuilding their homes. A journeyman carpenter by trade, he is no stranger to hard work and extra effort in the office and on site.

  • Kristine Smith / The Design Brief Inc.

    IN HOUSE DESIGN

    Kristine has 20 plus years of design and construction experience. Ranging from sales, to drafting and planning, staging, renovation, and landscaping. Working closely with her husband Neil for the past 5 years she has gained familiarity for total loss clientele and the challenges they face rebuilding their lives and homes. Kristine is here to provide support, guidance, and relief to clients for Rosecroft. She is also available to Rosecroft’s custom clientele for the design and selection process.

Our Story

Rosecroft Homes was born from the need for housing in the Fort McMurray area in the early '90s. Veral Herbst saw opportunity. He had construction experience, a realtor's license, and a drive to get things done. Since that time Veral can boast over five hundred builds across Northern Alberta. He has remained a hands-on business owner from concept to completion. Veral is on site every day.

Ryan joined the company in 2011 to launch the expansion of Rosecroft Homes into new subdivisions in Fort Saskatchewan and St. Albert. During this time, they built a team of dedicated trades in the Edmonton area, that have enriched the quality and care put into every Rosecroft home. In 2018 Veral and Ryan expanded into the Edmonton infill market. This shift away from production builds is keeping them closer to home, and allows them time to focus their expertise on more detailed projects.

In 2023 Neil Smith partners with Rosecroft to further expand the building knowledge base regarding restoration rebuild, where Neil has focused his entire career. Rosecroft had some rebuild experience following the Slave Lake and Fort McMurray wildfires. Now merged, Veral, Ryan and Neil bring a vast knowledge of unique building experience to each project, coupled with outstanding customer service and communication. When you deal with Rosecroft, your project manager is an owner. With that investment comes stability and reliability. You can rest assured that your venture will be well looked after.