This paper investigates the aspirations and strategies of self-builders of owner-occupied homes in a facilitated self-build scheme. It draws on a qualitative case-study of the Homeruskwartier in Almere, the Netherlands, one the largest assisted self-build schemes in presentday Europe, which caters to lower-and middle-income households. The study problematizes the notion that self-building necessarily leads to the pursuit of use values over exchange values. This questions the positive benefits attributed to self-building. The aspirations of self-builders are not only framed by social and material conditions, but are also being reframed in the action process. The paper stresses the contingent nature of aspirations and strategies and emphasizes the experimental nature of the self-building process.