The transformation towards increasing circularity in the building industry is slow. This qualitative study takes a holistic approach and gathers stakeholders and actors from one local building value chain to explore attitudes and intentions toward reuse. Using dialogic focus groups, enabling and hindering factors for reuse are studied by unlocking insights through listening to stories based on participants' own experiences with reuse and recycling of materials in building projects. Although the overall attitude towards reuse is positive in the studied group, several hindering attitudes are revealed through their stories and statements.