The Mina Company

  • Who We Are
    • About
  • Services
    • At a Glance
    • AI Implementation
    • Digital Advertising
    • Logo + Graphic Design
    • SEO
    • Social Media
    • Website Development
  • Industries We Serve
    • Home Builders & Trades
    • Service-Based Businesses
    • Chiropractic
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    • Coaches & Memberships
  • Fractional CMO
  • News + Resources
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Case Study: Petra Custom Builders — Social & SEO for a Design-Forward Custom Builder

Petra Custom Builders is a Boulder-based luxury home builder with a strong design sensibility and in-house team. They partnered with The Mina Company to clarify their online voice, increase reach, and improve their SEO performance — all while supporting their relationship-driven brand.

VISIT HERE

The Challenge

MINA'S FOCUS -

Petra had beautiful project photography and a solid client base but lacked consistent visibility online. Their social content wasn’t driving engagement, and organic search visibility was underperforming for such a high-end brand. They needed support across social media, SEO, and content planning to match their caliber of work.

Our Strategy

We focused on creating strategic consistency across platforms while improving visibility through local SEO and engagement-first content.

  • Social media content creation + management (Instagram + Facebook)

  • Branded post design + caption writing

  • SEO maintenance: keyword tracking, crawl health, metadata updates

  • Monthly strategy reports + performance breakdowns

  • Campaigns highlighting team, design process, and client reviews

THE IMPACT: Petra’s online presence evolved into something more aligned, consistent, and engaging. From SEO gains to social storytelling, they grew both visibility and audience loyalty — with content that felt just as custom as their homes.

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The Results

Website & SEO Growth

  • Organic traffic made up 55% of all site visitors

  • Averaged 320+ monthly website users

  • New keyword rankings like:

    • “New home builders Boulder CO” (+29 positions)

    • “Petra construction company” (+7 positions)

  • Search visibility increased 8.9%, with 4 first-page rankings

  • Bounce rate reduced by 48.08%, showing stronger engagement

Social Media:

  • Instagram reach grew by +137% in September

  • Instagram impressions rose +85%, with 12,263 total

  • Facebook organic reach increased by +662% in August

  • Engagement rates regularly hit 8–13% on top-performing posts

  • Most effective content: behind-the-scenes reels, memes, and “pack” culture

  • Created a reusable content bank tied to their team values and service approach

Does Social Media Really Help Custom Home Builders?

Yes — especially when paired with strategic SEO.
In luxury construction, trust and storytelling are key. Social media creates the human connection, while SEO ensures you’re found by serious buyers. Petra’s content strategy drove reach and helped them rank for high-value local keywords — without paid ads.

Learn more about our Services
The Mina Company team reviewing a project on a laptop
Mina Company team member smiling while working on a laptop

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Most businesses run their channels in silos. Ads over here, SEO over there, social doing its own thing. Nobody's connecting them. And a lot of the time they're not just disconnected, they're not that strategic to begin with. Both things hold you back. The real wins come when your channels are actually good and actually working together, all pointed at the same goal. Once they're connected, your numbers start making sense. You can finally see what's driving your leads instead of guessing between platforms that never agree. That's what we build for our clients. Want to see if yours are pulling in the same direction? Let's talk. Want to see if yours are pulling in the same direction? Let's talk. DM us or visit theminacompany.com
Most businesses run their channels in silos. Ads over here, SEO over there, social doing its own thing. Nobody's connecting them. And a lot of the time they're not just disconnected, they're not that strategic to begin with. Both things hold you back. The real wins come when your channels are actually good and actually working together, all pointed at the same goal. Once they're connected, your numbers start making sense. You can finally see what's driving your leads instead of guessing between platforms that never agree. That's what we build for our clients. Want to see if yours are pulling in the same direction? Let's talk. Want to see if yours are pulling in the same direction? Let's talk. DM us or visit theminacompany.com
Most businesses run their channels in silos. Ads over here, SEO over there, social doing its own thing. Nobody's connecting them. And a lot of the time they're not just disconnected, they're not that strategic to begin with. Both things hold you back. The real wins come when your channels are actually good and actually working together, all pointed at the same goal. Once they're connected, your numbers start making sense. You can finally see what's driving your leads instead of guessing between platforms that never agree. That's what we build for our clients. Want to see if yours are pulling in the same direction? Let's talk. Want to see if yours are pulling in the same direction? Let's talk. DM us or visit theminacompany.com
Most businesses run their channels in silos. Ads over here, SEO over there, social doing its own thing. Nobody's connecting them. And a lot of the time they're not just disconnected, they're not that strategic to begin with. Both things hold you back. The real wins come when your channels are actually good and actually working together, all pointed at the same goal. Once they're connected, your numbers start making sense. You can finally see what's driving your leads instead of guessing between platforms that never agree. That's what we build for our clients. Want to see if yours are pulling in the same direction? Let's talk. Want to see if yours are pulling in the same direction? Let's talk. DM us or visit theminacompany.com
•
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Most businesses run their channels in silos. Ads over here, SEO over there, social doing its own thing. Nobody's connecting them. And a lot of the time they're not just disconnected, they're not that strategic to begin with. Both things hold you back. The real wins come when your channels are actually good and actually working together, all pointed at the same goal. Once they're connected, your numbers start making sense. You can finally see what's driving your leads instead of guessing between platforms that never agree. That's what we build for our clients. Want to see if yours are pulling in the same direction? Let's talk. Want to see if yours are pulling in the same direction? Let's talk. DM us or visit theminacompany.com
1 day ago
View on Instagram |
1/5
Everyone wants the top spot on Google. Our goal is to get you there, first page and ultimately the #1 spot, in the shortest amount of time possible. We'll be honest with you though: SEO is a long game and results take time. We tell clients to expect little movement in the first 3 months after setup, then slow, steady growth month over month, as long as you're keeping up with monthly maintenance. The clients who win at this treat it as a long game. That's exactly how we run it, and we've got the rankings to show for it. Curious where you stand today? Let's talk. DM us or visit theminacompany.com
Everyone wants the top spot on Google. Our goal is to get you there, first page and ultimately the #1 spot, in the shortest amount of time possible. We'll be honest with you though: SEO is a long game and results take time. We tell clients to expect little movement in the first 3 months after setup, then slow, steady growth month over month, as long as you're keeping up with monthly maintenance. The clients who win at this treat it as a long game. That's exactly how we run it, and we've got the rankings to show for it. Curious where you stand today? Let's talk. DM us or visit theminacompany.com
Everyone wants the top spot on Google. Our goal is to get you there, first page and ultimately the #1 spot, in the shortest amount of time possible. We'll be honest with you though: SEO is a long game and results take time. We tell clients to expect little movement in the first 3 months after setup, then slow, steady growth month over month, as long as you're keeping up with monthly maintenance. The clients who win at this treat it as a long game. That's exactly how we run it, and we've got the rankings to show for it. Curious where you stand today? Let's talk. DM us or visit theminacompany.com
Everyone wants the top spot on Google. Our goal is to get you there, first page and ultimately the #1 spot, in the shortest amount of time possible. We'll be honest with you though: SEO is a long game and results take time. We tell clients to expect little movement in the first 3 months after setup, then slow, steady growth month over month, as long as you're keeping up with monthly maintenance. The clients who win at this treat it as a long game. That's exactly how we run it, and we've got the rankings to show for it. Curious where you stand today? Let's talk. DM us or visit theminacompany.com
Everyone wants the top spot on Google. Our goal is to get you there, first page and ultimately the #1 spot, in the shortest amount of time possible. We'll be honest with you though: SEO is a long game and results take time. We tell clients to expect little movement in the first 3 months after setup, then slow, steady growth month over month, as long as you're keeping up with monthly maintenance. The clients who win at this treat it as a long game. That's exactly how we run it, and we've got the rankings to show for it. Curious where you stand today? Let's talk. DM us or visit theminacompany.com
Everyone wants the top spot on Google. Our goal is to get you there, first page and ultimately the #1 spot, in the shortest amount of time possible. We'll be honest with you though: SEO is a long game and results take time. We tell clients to expect little movement in the first 3 months after setup, then slow, steady growth month over month, as long as you're keeping up with monthly maintenance. The clients who win at this treat it as a long game. That's exactly how we run it, and we've got the rankings to show for it. Curious where you stand today? Let's talk. DM us or visit theminacompany.com
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Everyone wants the top spot on Google. Our goal is to get you there, first page and ultimately the #1 spot, in the shortest amount of time possible. We'll be honest with you though: SEO is a long game and results take time. We tell clients to expect little movement in the first 3 months after setup, then slow, steady growth month over month, as long as you're keeping up with monthly maintenance. The clients who win at this treat it as a long game. That's exactly how we run it, and we've got the rankings to show for it. Curious where you stand today? Let's talk. DM us or visit theminacompany.com
5 days ago
View on Instagram |
2/5
Ep. 5 is out now: Do It Scared 🥋 Erica gets into the part of growth nobody likes to talk about. Not the shiny goal, and not the moment you finally feel good at something, but the awkward middle where you're a beginner again, your inner voice is screaming at you to quit, and nothing is guaranteed. It starts with her seven-year-old melting down in the car before moving up to a harder jujitsu class, and turns into the thing every business owner needs to hear. The people who make it aren't the ones who felt ready. They're the ones who did it scared and stayed in the awkward middle long enough to find their footing. If you're standing at the edge of a big scary next step right now, this one's for you. Listen wherever you listen to podcasts!
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Ep. 5 is out now: Do It Scared 🥋 Erica gets into the part of growth nobody likes to talk about. Not the shiny goal, and not the moment you finally feel good at something, but the awkward middle where you're a beginner again, your inner voice is screaming at you to quit, and nothing is guaranteed. It starts with her seven-year-old melting down in the car before moving up to a harder jujitsu class, and turns into the thing every business owner needs to hear. The people who make it aren't the ones who felt ready. They're the ones who did it scared and stayed in the awkward middle long enough to find their footing. If you're standing at the edge of a big scary next step right now, this one's for you. Listen wherever you listen to podcasts!
6 days ago
View on Instagram |
3/5
Read those two slides again. Same situations, two completely different responses. One side is protecting revenue. The other is protecting you, even when the honest answer costs us the upsell, the extra scope, or the deal itself. Open and honest communication is one of our core values, and this is what it actually looks like in practice. Not a line on our website, but the thing we choose in the moments where spinning it would be easier. Telling you what dipped. Telling you to cut what isn't working. Telling you when we might not be the right fit before you've signed anything. That kind of honesty is uncomfortable sometimes. It's also the only thing a real relationship can be built on. Which side has your marketing been on?
Read those two slides again. Same situations, two completely different responses. One side is protecting revenue. The other is protecting you, even when the honest answer costs us the upsell, the extra scope, or the deal itself. Open and honest communication is one of our core values, and this is what it actually looks like in practice. Not a line on our website, but the thing we choose in the moments where spinning it would be easier. Telling you what dipped. Telling you to cut what isn't working. Telling you when we might not be the right fit before you've signed anything. That kind of honesty is uncomfortable sometimes. It's also the only thing a real relationship can be built on. Which side has your marketing been on?
•
Follow
Read those two slides again. Same situations, two completely different responses. One side is protecting revenue. The other is protecting you, even when the honest answer costs us the upsell, the extra scope, or the deal itself. Open and honest communication is one of our core values, and this is what it actually looks like in practice. Not a line on our website, but the thing we choose in the moments where spinning it would be easier. Telling you what dipped. Telling you to cut what isn't working. Telling you when we might not be the right fit before you've signed anything. That kind of honesty is uncomfortable sometimes. It's also the only thing a real relationship can be built on. Which side has your marketing been on?
1 week ago
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4/5
Research from the JPMorgan Chase Institute found that small business owners who use AI for admin work save about 6.8 hours a week. That's nearly a full workday, back in your hands, every week. Sounds great. So why isn't everyone doing it? Because most people who try get stuck. They download a tool, copy a few generic prompts, and it never quite fits how they actually work. Now you're fighting with it, redoing what it got wrong, tweaking the same prompt ten times. The thing that was supposed to save you time is quietly eating more of it. That's the part we handle. We build AI around your business, the right tools, prompts made for your industry, workflows that run on their own, and we make sure it actually sticks. Not a download link and good luck. A setup that keeps giving that time back long after we're done. What would you do with an extra day a week? Let's chat. theminacompany.com
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Research from the JPMorgan Chase Institute found that small business owners who use AI for admin work save about 6.8 hours a week. That's nearly a full workday, back in your hands, every week. Sounds great. So why isn't everyone doing it? Because most people who try get stuck. They download a tool, copy a few generic prompts, and it never quite fits how they actually work. Now you're fighting with it, redoing what it got wrong, tweaking the same prompt ten times. The thing that was supposed to save you time is quietly eating more of it. That's the part we handle. We build AI around your business, the right tools, prompts made for your industry, workflows that run on their own, and we make sure it actually sticks. Not a download link and good luck. A setup that keeps giving that time back long after we're done. What would you do with an extra day a week? Let's chat. theminacompany.com
2 weeks ago
View on Instagram |
5/5
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