Nicheliving: 7NEWS reporter Geof Parry and cameraman clash with Nicheliving co-founder Ronnie Michel-Elhaj

The boss of embattled building firm Nicheliving has clashed with 7NEWS’ Geof Parry after the reporter quizzed him about the company’s unfinished builds.

Ronnie Michel-Elhaj was approached by a 7NEWS crew on Saturday after he met with tradesmen for quotes on his wife’s yet to be completed two-storey property in Applecross.

“Remember me,” Parry asks before the Nicheliving boss swipes a microphone from his hand and lunges at a cameraman.

“Let it go,” both the cameraman and Parry ask as Mr Michel-Elhaj asks not to be filmed.

A scuffle then erupts before the pair fall through a fence and to the ground.

“I just wanted to ask you a couple of questions, this is ridiculous,” Parry said during the altercation.

After catching his breath, the journalist jumps back into interrogating the businessman, asking: “Your customers are upset that you are finishing this house before theirs — do you have anything to say to them?”

Moments later, and after refusing to answer more questions, Mr Michel-Elhaj grabs the camera a second time.

The building boss then lunges at the camera a third time, again asking not to be filmed — despite being approached on public property.

After a war of words, Parry manages to de-escalate the situation.

Mr Michel-Elhaj — who is believed to have lost a ring in the clash — was then filmed driving away from the property in his Mercedes.

Hundreds of Nicheliving customers have been waiting up to four years to have their homes completed by the company — including some who been pushed to the brink of homelessness.

News Director at 7NEWS Perth, Ray Kuka, condemned the conduct of Mr Michel-Elhaj, saying it “won’t stop us reporting the facts about Nicheliving”.

“Its boss should spend less time trying to cover up the truth and more time engaging with frustrated homebuyers,” Mr Kuka said.

The Building Services Board declined to renew Nicheliving’s registration in July, which would have allowed customers access to up to $200,000 in home indemnity insurance.

That was until the company’s lawyers took the decision to the State Administrative Tribunal, delaying the process..

Its lawyers argued that the loss of registration would have a “significant, if not fatal” financial impact on the company.

The company is back before the tribunal in November — with customers unable to access insurance in the meantime.

The tribunal heard that the builder was $44 million in debt, including more than seven million owed to the tax office.