Mass customization (MC) has improved productivity in the manufacturing industry, and it may be applicable in the construction industry, even though only limited literature for the implementation of MC is present.This paper focus on how MC as a strategy can apply to the construction industry improving the overall productivity. This is done by analyzing the three fundamental capabilities of MC to determine their potentially contribution to improving the productivity relative to the well-known phases of a construction project. Any such contribution affect directly the productivity of a company as well as whole industry, and this paper points out where to seek for improvements to increasing the productivity in the construction industry by using MC as a strategy.