The Mina Company

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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.

READY TO CHAT WITH OUR TEAM?

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
Mina2024-06084-Web

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The Mina Network: the women I trust and refer. If you're a mom building a business who's running on empty, pushing through burnout, or performing "fine" while quietly falling apart, Becca is who I call. Rebecca Dollard is a certified somatic healing practitioner and holistic life coach who works with high-achieving moms navigating business, babies, and everything in between. Her whole approach is built on something most of us need to hear: you don't need help achieving, you need help holding. Instead of teaching you to push harder, she helps you build the nervous system capacity, boundaries, and self-trust to actually carry what you've built without it costing you everything. It's not therapy and it's not hustle culture. It's the space between, where ambition and ease get to exist together. She works with women online and in person here in Northern Colorado, and honestly, if any part of that "maxed out" feeling sounds familiar, she's worth a follow. Go find her at https://rebeccadollard.com/ @themotherhoodmentor
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The Mina Network: the women I trust and refer. If you're a mom building a business who's running on empty, pushing through burnout, or performing "fine" while quietly falling apart, Becca is who I call. Rebecca Dollard is a certified somatic healing practitioner and holistic life coach who works with high-achieving moms navigating business, babies, and everything in between. Her whole approach is built on something most of us need to hear: you don't need help achieving, you need help holding. Instead of teaching you to push harder, she helps you build the nervous system capacity, boundaries, and self-trust to actually carry what you've built without it costing you everything. It's not therapy and it's not hustle culture. It's the space between, where ambition and ease get to exist together. She works with women online and in person here in Northern Colorado, and honestly, if any part of that "maxed out" feeling sounds familiar, she's worth a follow. Go find her at https://rebeccadollard.com/ @themotherhoodmentor
1 day ago
View on Instagram |
1/5
Early on, I made a couple of choices a lot of agencies won't. The first: we work within specific industries instead of taking anything that comes our way. It means we are experts in the spaces we work in, making us sharper and more strategic for the people we serve. The second: we don't take competing clients. It would be easier and more profitable to say yes to everyone, but the moment you're working with two businesses that compete, someone's getting your leftover attention, and I never wanted a client wondering if that was them. If that's the kind of partner you've been looking for, let's talk. DM us or reach out at theminacompany.com
Early on, I made a couple of choices a lot of agencies won't. The first: we work within specific industries instead of taking anything that comes our way. It means we are experts in the spaces we work in, making us sharper and more strategic for the people we serve. The second: we don't take competing clients. It would be easier and more profitable to say yes to everyone, but the moment you're working with two businesses that compete, someone's getting your leftover attention, and I never wanted a client wondering if that was them. If that's the kind of partner you've been looking for, let's talk. DM us or reach out at theminacompany.com
Early on, I made a couple of choices a lot of agencies won't. The first: we work within specific industries instead of taking anything that comes our way. It means we are experts in the spaces we work in, making us sharper and more strategic for the people we serve. The second: we don't take competing clients. It would be easier and more profitable to say yes to everyone, but the moment you're working with two businesses that compete, someone's getting your leftover attention, and I never wanted a client wondering if that was them. If that's the kind of partner you've been looking for, let's talk. DM us or reach out at theminacompany.com
Early on, I made a couple of choices a lot of agencies won't. The first: we work within specific industries instead of taking anything that comes our way. It means we are experts in the spaces we work in, making us sharper and more strategic for the people we serve. The second: we don't take competing clients. It would be easier and more profitable to say yes to everyone, but the moment you're working with two businesses that compete, someone's getting your leftover attention, and I never wanted a client wondering if that was them. If that's the kind of partner you've been looking for, let's talk. DM us or reach out at theminacompany.com
Early on, I made a couple of choices a lot of agencies won't. The first: we work within specific industries instead of taking anything that comes our way. It means we are experts in the spaces we work in, making us sharper and more strategic for the people we serve. The second: we don't take competing clients. It would be easier and more profitable to say yes to everyone, but the moment you're working with two businesses that compete, someone's getting your leftover attention, and I never wanted a client wondering if that was them. If that's the kind of partner you've been looking for, let's talk. DM us or reach out at theminacompany.com
•
Follow
Early on, I made a couple of choices a lot of agencies won't. The first: we work within specific industries instead of taking anything that comes our way. It means we are experts in the spaces we work in, making us sharper and more strategic for the people we serve. The second: we don't take competing clients. It would be easier and more profitable to say yes to everyone, but the moment you're working with two businesses that compete, someone's getting your leftover attention, and I never wanted a client wondering if that was them. If that's the kind of partner you've been looking for, let's talk. DM us or reach out at theminacompany.com
3 days ago
View on Instagram |
2/5
This is one of my favorite kinds of projects to talk about, because it's the kind of thing people don't notice when it's done right, and get shut out by when it's done wrong. When @downtownfoco came to us, accessibility wasn't a nice-to-have. It's woven into who they are. They've spent decades making downtown Fort Collins a place that welcomes everyone, and they wanted their website to do the same thing. That kind of clarity from a client makes our job easy. What I wish more business owners understood is that real accessibility isn't a button you add at the end. It's hundreds of small decisions made all the way through the build. It takes knowing how, and honestly, it takes caring enough to. Interested in an ADA compliant website? DM us or reach out at theminacompany.com
This is one of my favorite kinds of projects to talk about, because it's the kind of thing people don't notice when it's done right, and get shut out by when it's done wrong. When @downtownfoco came to us, accessibility wasn't a nice-to-have. It's woven into who they are. They've spent decades making downtown Fort Collins a place that welcomes everyone, and they wanted their website to do the same thing. That kind of clarity from a client makes our job easy. What I wish more business owners understood is that real accessibility isn't a button you add at the end. It's hundreds of small decisions made all the way through the build. It takes knowing how, and honestly, it takes caring enough to. Interested in an ADA compliant website? DM us or reach out at theminacompany.com
This is one of my favorite kinds of projects to talk about, because it's the kind of thing people don't notice when it's done right, and get shut out by when it's done wrong. When @downtownfoco came to us, accessibility wasn't a nice-to-have. It's woven into who they are. They've spent decades making downtown Fort Collins a place that welcomes everyone, and they wanted their website to do the same thing. That kind of clarity from a client makes our job easy. What I wish more business owners understood is that real accessibility isn't a button you add at the end. It's hundreds of small decisions made all the way through the build. It takes knowing how, and honestly, it takes caring enough to. Interested in an ADA compliant website? DM us or reach out at theminacompany.com
This is one of my favorite kinds of projects to talk about, because it's the kind of thing people don't notice when it's done right, and get shut out by when it's done wrong. When @downtownfoco came to us, accessibility wasn't a nice-to-have. It's woven into who they are. They've spent decades making downtown Fort Collins a place that welcomes everyone, and they wanted their website to do the same thing. That kind of clarity from a client makes our job easy. What I wish more business owners understood is that real accessibility isn't a button you add at the end. It's hundreds of small decisions made all the way through the build. It takes knowing how, and honestly, it takes caring enough to. Interested in an ADA compliant website? DM us or reach out at theminacompany.com
This is one of my favorite kinds of projects to talk about, because it's the kind of thing people don't notice when it's done right, and get shut out by when it's done wrong. When @downtownfoco came to us, accessibility wasn't a nice-to-have. It's woven into who they are. They've spent decades making downtown Fort Collins a place that welcomes everyone, and they wanted their website to do the same thing. That kind of clarity from a client makes our job easy. What I wish more business owners understood is that real accessibility isn't a button you add at the end. It's hundreds of small decisions made all the way through the build. It takes knowing how, and honestly, it takes caring enough to. Interested in an ADA compliant website? DM us or reach out at theminacompany.com
This is one of my favorite kinds of projects to talk about, because it's the kind of thing people don't notice when it's done right, and get shut out by when it's done wrong. When @downtownfoco came to us, accessibility wasn't a nice-to-have. It's woven into who they are. They've spent decades making downtown Fort Collins a place that welcomes everyone, and they wanted their website to do the same thing. That kind of clarity from a client makes our job easy. What I wish more business owners understood is that real accessibility isn't a button you add at the end. It's hundreds of small decisions made all the way through the build. It takes knowing how, and honestly, it takes caring enough to. Interested in an ADA compliant website? DM us or reach out at theminacompany.com
•
Follow
This is one of my favorite kinds of projects to talk about, because it's the kind of thing people don't notice when it's done right, and get shut out by when it's done wrong. When @downtownfoco came to us, accessibility wasn't a nice-to-have. It's woven into who they are. They've spent decades making downtown Fort Collins a place that welcomes everyone, and they wanted their website to do the same thing. That kind of clarity from a client makes our job easy. What I wish more business owners understood is that real accessibility isn't a button you add at the end. It's hundreds of small decisions made all the way through the build. It takes knowing how, and honestly, it takes caring enough to. Interested in an ADA compliant website? DM us or reach out at theminacompany.com
1 week ago
View on Instagram |
3/5
Every business deserves to be seen. Especially the ones giving the most back. Every dollar a nonprofit puts toward getting seen is a dollar not going to the people they serve, and that's a tradeoff I'd rather they didn't have to make. So this year we're giving back over $18,000 in marketing services to local nonprofits. A lot of these organizations work in the fields we already care about and choose to work in. And when we're able to, giving this back just makes sense to us. It means their money can go where it should, straight to the community they serve, instead of to us. To the organizations we get to work with this year, thank you for letting us be part of it.
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Follow
Every business deserves to be seen. Especially the ones giving the most back. Every dollar a nonprofit puts toward getting seen is a dollar not going to the people they serve, and that's a tradeoff I'd rather they didn't have to make. So this year we're giving back over $18,000 in marketing services to local nonprofits. A lot of these organizations work in the fields we already care about and choose to work in. And when we're able to, giving this back just makes sense to us. It means their money can go where it should, straight to the community they serve, instead of to us. To the organizations we get to work with this year, thank you for letting us be part of it.
1 week ago
View on Instagram |
4/5
Having numbers and being able to trust them are two very different things. This is one of those things I can't let go of. It drives me a little crazy that a business can hire good people for every piece of their marketing and still have no idea what's actually working, just because none of it was ever connected. And that costs you. It's what keeps you paying for something that isn't pulling its weight, or holding back on the thing that is. I hate watching business owners spend money they can't trace. It's honestly why we run Mina the way we do, in every part of it. The flexible contracts, never pushing spend you don't need, and this too. I don't want you throwing money at marketing and hoping. I want you to know. If you're tired of guessing, let's build marketing you can actually see. DM us or reach out at theminacompany.com
Having numbers and being able to trust them are two very different things. This is one of those things I can't let go of. It drives me a little crazy that a business can hire good people for every piece of their marketing and still have no idea what's actually working, just because none of it was ever connected. And that costs you. It's what keeps you paying for something that isn't pulling its weight, or holding back on the thing that is. I hate watching business owners spend money they can't trace. It's honestly why we run Mina the way we do, in every part of it. The flexible contracts, never pushing spend you don't need, and this too. I don't want you throwing money at marketing and hoping. I want you to know. If you're tired of guessing, let's build marketing you can actually see. DM us or reach out at theminacompany.com
Having numbers and being able to trust them are two very different things. This is one of those things I can't let go of. It drives me a little crazy that a business can hire good people for every piece of their marketing and still have no idea what's actually working, just because none of it was ever connected. And that costs you. It's what keeps you paying for something that isn't pulling its weight, or holding back on the thing that is. I hate watching business owners spend money they can't trace. It's honestly why we run Mina the way we do, in every part of it. The flexible contracts, never pushing spend you don't need, and this too. I don't want you throwing money at marketing and hoping. I want you to know. If you're tired of guessing, let's build marketing you can actually see. DM us or reach out at theminacompany.com
Having numbers and being able to trust them are two very different things. This is one of those things I can't let go of. It drives me a little crazy that a business can hire good people for every piece of their marketing and still have no idea what's actually working, just because none of it was ever connected. And that costs you. It's what keeps you paying for something that isn't pulling its weight, or holding back on the thing that is. I hate watching business owners spend money they can't trace. It's honestly why we run Mina the way we do, in every part of it. The flexible contracts, never pushing spend you don't need, and this too. I don't want you throwing money at marketing and hoping. I want you to know. If you're tired of guessing, let's build marketing you can actually see. DM us or reach out at theminacompany.com
Having numbers and being able to trust them are two very different things. This is one of those things I can't let go of. It drives me a little crazy that a business can hire good people for every piece of their marketing and still have no idea what's actually working, just because none of it was ever connected. And that costs you. It's what keeps you paying for something that isn't pulling its weight, or holding back on the thing that is. I hate watching business owners spend money they can't trace. It's honestly why we run Mina the way we do, in every part of it. The flexible contracts, never pushing spend you don't need, and this too. I don't want you throwing money at marketing and hoping. I want you to know. If you're tired of guessing, let's build marketing you can actually see. DM us or reach out at theminacompany.com
Having numbers and being able to trust them are two very different things. This is one of those things I can't let go of. It drives me a little crazy that a business can hire good people for every piece of their marketing and still have no idea what's actually working, just because none of it was ever connected. And that costs you. It's what keeps you paying for something that isn't pulling its weight, or holding back on the thing that is. I hate watching business owners spend money they can't trace. It's honestly why we run Mina the way we do, in every part of it. The flexible contracts, never pushing spend you don't need, and this too. I don't want you throwing money at marketing and hoping. I want you to know. If you're tired of guessing, let's build marketing you can actually see. DM us or reach out at theminacompany.com
Having numbers and being able to trust them are two very different things. This is one of those things I can't let go of. It drives me a little crazy that a business can hire good people for every piece of their marketing and still have no idea what's actually working, just because none of it was ever connected. And that costs you. It's what keeps you paying for something that isn't pulling its weight, or holding back on the thing that is. I hate watching business owners spend money they can't trace. It's honestly why we run Mina the way we do, in every part of it. The flexible contracts, never pushing spend you don't need, and this too. I don't want you throwing money at marketing and hoping. I want you to know. If you're tired of guessing, let's build marketing you can actually see. DM us or reach out at theminacompany.com
•
Follow
Having numbers and being able to trust them are two very different things. This is one of those things I can't let go of. It drives me a little crazy that a business can hire good people for every piece of their marketing and still have no idea what's actually working, just because none of it was ever connected. And that costs you. It's what keeps you paying for something that isn't pulling its weight, or holding back on the thing that is. I hate watching business owners spend money they can't trace. It's honestly why we run Mina the way we do, in every part of it. The flexible contracts, never pushing spend you don't need, and this too. I don't want you throwing money at marketing and hoping. I want you to know. If you're tired of guessing, let's build marketing you can actually see. DM us or reach out at theminacompany.com
1 week ago
View on Instagram |
5/5
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