Where to look in a portfolio to gauge a company's real skill.
In choosing a builder, what to look at is the 'joinery' more than the beauty of the photos. The nijiri-guchi frame, how the ceiling is put together, where earthen wall meets post — craftsmanship shows in the details.
Preferred styles differ from company to company. Rather than asking a studio that excels at sōan to build a large hall, it's safer to ask a company with a track record in what you want.
And compatibility matters. A tea room takes many meetings before it's done. The care in a company's reply to your first enquiry is a good thing to judge by.
If several companies catch your eye, send each the same brief and compare their proposals.
Talk to a builder
Find a company by region and style, and reach out.