How the founder of Petra Custom Builders has created a legacy of collaboration and community
Based in Boulder, Colorado, Petra Custom Builders (Petra) provides an unparalleled customer experience through collaborative efforts and streamlined communication. From remodeling to custom builds, the team works collaboratively from the start of a project through to completion to deliver exceptional results and client satisfaction. The team strives to bring the customer’s vision to life through a shared passion for creating spaces that enhance lifestyles.
“Construction is something I’ve done my entire life,” begins Jimmy Moore, Founder and CEO. “I don’t think my story is any different to a lot of others’ journeys in this industry. My dad was a carpenter and had his own business, so I was obviously exposed to the sector. I also helped a buddy on a couple of his projects and found myself working on site alongside school and being a college athlete. I eventually got a job as a carpenter at a large commercial company and progressed to become a superintendent. This gave me a thorough overview of the industry as well as an understanding of the general contracting side of operations. From scheduling and budget management to quality control and interaction with architects and owners, I was able to gain experience and expertise in the management side of construction projects.
“Like a lot of younger people,” he continues, “there were certain aspects of the process that I thought could be done better, so, I decided to give it a try on my own. I operated as an individual initially until it got to the point that it made sense to legitimize the business. I believe my strengths lie in leadership and with that comes a sense of responsibility and to a certain extent, self-assuredness. That said, I’d never worked for a company the size of Petra, so in terms of financial and operational management, I sought out opportunities to strengthen my knowledge and understanding.
Employee fulfilment
“My priorities were to arm myself with the knowledge to be able to make decisions surrounding strategic growth and to establish a company with a genuine identity,” Jimmy elaborates. “I wanted to ensure our mission, vision, and core values were ingrained throughout the organization, because that’s how you attract and retain talent. Having like-minded people on board is a critical component to success. I am intentional in terms of growth and focus on the organic development of the business and hiring the right people to create a strong team. Our vision is not financially focused but rather driven by employee fulfilment. Our Petra “pack” is the result of intentional and organic growth, with the goal of bringing together not just any people but the right people; those whose core values align and who care to be a part of something that, together, is great. We are driven to invest in the community of which we are proud to be a part. Transforming spaces and making the homeowner’s vision a reality through superior customer service and quality craftsmanship is something in which we find genuine fulfillment. The geography in which we operate generally means that growth isn’t restricted by opportunity. While we’re not afraid to take risks, we won’t do so to the detriment of our values.”
Indeed, Petra’s people are free to be themselves: “We don’t always have to be in agreement,” Jimmy asserts, “but we do have to be in alignment. I’m really inspired by the author, Simon Sinek, who is also an inspirational speaker on business leadership. I’ve found his work very impactful, and it has helped to shape my approach to business, which focuses not on being competitive with others, but rather on working on constant self-improvement.”
Seamless communication
Sam Marks, Superintendent, joins the conversation: “I grew up in North Alabama where I was introduced to construction at a young age. Coming from a family of construction workers, I have been on and around job sites my entire life. I made the jump from carpenter to superintendent while living in Utah working for a well-respected custom home builder prior to joining Petra in my current role. I’m now taking on more and more project management responsibilities,” he shares, “from quality control and budget management to coordinating and collaborating with the designers and clients. We recently completed an incredible project for a client who was based in Nashville, Tennessee.
“This was a pop-top project, which added an extra level to the property without sacrificing any yard space and blending seamlessly with the existing space. Whether the client is on site or across the country, seamless communication is essential. We are open and honest and manage expectations, working hard to make every aspect of designing and delivering clients’ new homes as enjoyable and painless as possible. We’re all about building relationships and creating spaces that truly reflect our clients’ lifestyles. This open communication with our clients extends to our internal relationships. We collaborate and help each other out. I’ve never been as happy professionally as I am at Petra, and I think the same can be said for the entire team, which is testament to the company culture and a positive driver for the business going forward,” he enthuses.
“While I have a responsibility to keep an eye on the market,” Jimmy adds, “our focus will always be on relentless forward momentum and on how we can make this quarter better than the last. With all the moving parts of our business, we try not to get distracted from this goal and empower our people to be the best they can be. Our vision is to provide a professional and supportive environment that contributes towards the personal fulfillment of everyone in our team first, which then enables us to serve our clients and deliver an experience that exceeds expectations. We want our people to be as happy and as healthy as possible, because strong people make strong companies, and strong companies serve clients in the right way.
“Over the coming years, we will continue to invest in our people, so that Petra can operate as a completely independent entity. I may be the current leader but I’m very much part of a wider community and as dependent on the pack as it is on me. We continue to refine processes and procedures and ensure people are in the right roles to capitalize on opportunities. Our goal is to reach $13 million in 2026 and to achieve between $15 million and $16 million in 2028. That said,” he concludes, “we are never afraid to reevaluate our goals if they don’t align with the best interests of our people because we will never compromise on our company values and culture.”