How Golden Rule Builders achieves the right balance of luxury, design, and functionality   

Founded in 1987, Golden Rule Builders (GRB) is Northern Virginia’s builder of choice for new construction, kitchen and bathroom remodeling, and home additions. Prioritizing forward-thinking practices, top-grade materials, and a whole-team approach to the design and building process, it’s no surprise that the business has earned a strong reputation for exceptional quality and meticulous design. 

Based on the biblical principle of the Golden Rule, the company’s name reflects its commitment to fairness, honesty, and integrity in every decision, service, and product. To learn more about GRB and its evolution, we sit down with Joel Barkman, President, CEO, and founder. Taking an active role in his community, Joel serves on building industry committees like the Balanced Growth Alliance, The Custom Builders Council, and Remodeler’s Advantage, whilst also being part of the Chief Executive Network (CEN) – a larger CEO network that networks to discuss topics such as accountability and leadership training.  

Balanced designs 

Elaborating on the foundation of GRB, Joel begins: “We started off with spec homes, but in the 1990s, we switched to doing design build projects and new construction. Since then, we’ve expanded to offer remodeling services and some light commercial projects, but our main focus remains custom homes. We have in-house designers and architects who collaborate with clients to make selections, and our interior designers help with textures and color schemes. We also have a showroom where customers can come in to view and touch the products going into their homes.” 

When it comes to design and interior selections, GRB’s biggest challenge is balancing luxury aesthetics with functionality. “For most of our clients, we’re building their dream home to last a lifetime,” Joel states. “Many of our projects are high-end, expensive homes filled with luxurious items, and we can make the home as customized as the client can dream of. We can add lots of unique or statement items if the clients’ budget allows, such as kitchen cabinet knobs at $600 each, but we must also ensure the spaces are functional.  

“We talk about a client’s budget up front to ensure we’re aligned on costs throughout planning, design selections, and construction. For those with higher budgets, we ask questions to understand the priorities and we can set individual budgets for rooms or even larger items like countertops, faucets, cabinetry, or flooring.” 

Alongside custom homes, GRB specializes in kitchen and bathroom remodels. Arguably two of the most important areas of any home, the company must carefully balance design and trends with functionality. “Our kitchens and bathrooms are very much tailored to each customer,” Joel states. “Before any selections are confirmed, we take time to understand how the kitchen will be used, including whether there will be multiple people working in there and how efficient the appliances need to be, as these factors shape how we arrange the kitchen. 

“We’ve seen an increased focus on kitchen design since the Covid-19 pandemic, as more people enjoy the experience of cooking at home. As a result, appliance spending has risen, and homeowners are asking for entertainment spaces to host family and friends. On a different note, we’re seeing increased demand for underfloor heating, as people want to install tiles but don’t want to experience cold flooring in the winter.”

Enhancing experiences 

As our conversation continues, Joel turns his attention to how GRB ensures quality craftsmanship and service for its clients. “Prioritizing open communication and client experience, we walk people through the homebuilding process from start to finish,” he explains. “Most of our clients are directly involved with the process on almost a daily basis, so our field staff build relationships with them and share updates on the project. We also use a software program to document progress, upload photos, and compare time with our ideal schedule, keeping clients well informed and aware of the overall process.  

“However, building the best business requires the best people. We’re selective about who we hire, as we want our people to be genuinely passionate about what they do to ensure our quality standards are met. Of course, we prioritize looking after our team, which stems from our founding ideal of the Golden Rule, and we treat everyone, both clients and employees, as we want to be treated. We’re constantly challenging ourselves on how else we can embed the Golden Rule into our operations to enhance client experiences.” 

Joel then discusses the difficulties currently facing homebuilders across the US. “There are always challenges when building houses, the first one being managing our clients and their evolving expectations,” he says. “However, with regulatory expenses accounting for around one third of our overall project costs, an even bigger challenge is navigating regulations and complying with legal codes. While costs are high, there are also longer timeframes to contend with, as the processes often require time to prepare the site or wait for government responses.  

“With the cost of both energy and labor on the rise in recent years, many companies are adjusting rates and finding strategies to mitigate such costs. We’re seeing increased movement towards modular construction, which allows most of the manufacturing to be done off-site to minimize on-site installation time.” 

As part of its strategy to tackle these challenges, GRB is a part of the Custom Builders USA (CBUSA), a buyers network where vendors, builders and trade contractors can communicate and offer their exceptional services to other businesses. The network helps to keep the supply chain running smoothly and efficiently, placing an emphasis on accountability where bills need to be paid on time whilst also offering exclusive B2B discounts.  

Turning to the future, Joel offers his thoughts on GRB’s expansion. “We have a great team and we’re expanding very quickly,” he states. “Our leadership is excellent, with dedicated managers in each department looking after each part of the homebuilding process from sales and estimating to architectural and interior design. I’m part of several mentor groups to challenge my own leadership and grow both personally and professionally, which is reflected in our projects and the culture of GRB. 

“Above all, people are key to our success, and if we continue our current trajectory, we’re on track to double in size every seven years on average,” Joel concludes. “Plus, my five children are now owners, and as we continue to grow, they’ll become increasingly involved in our operations.”   

www.goldenrulebuilders.com