We were lucky to catch up with Ronald Hernandez recently and have shared our conversation below.

Ronald, appreciate you joining us today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

What truly sets us apart from the industry standard is the personal journey behind our product. From day one, I’ve had the privilege of building our product from scratch, driven by a deep passion for design and architecture. Being an architect has given me a unique perspective—one that blends creativity, precision, and a deep understanding of how design impacts the way people experience a space or product. Every element of what we do reflects that careful balance of form and function.

This isn’t just about creating something that works; it’s about crafting something meaningful, something that speaks to people. The ability to infuse that vision into the very DNA of our product is what makes it truly stand out.

But it doesn’t stop there. For us, customer service isn’t just an aspect of our business—it’s the heartbeat of everything we do. We believe that creating a strong, lasting relationship with our clients is just as important as the product itself. Every customer, every project, every interaction is treated with the utmost care because we are passionate about delivering not just a product, but an experience that leaves a lasting impression.

That combination of personalized design and dedicated service is what sets us apart and drives us forward.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Introducing Backyard and Pergolas

For those who haven’t heard of us before, Backyard and Pergolas is a Miami-based company that specializes in designing and creating unique outdoor living spaces. I’m an architect with a background in sustainable architecture and energy efficiency, having graduated from Venezuela and later obtaining my master’s degree from Universitat La Salle in Barcelona. Before moving to the U.S., I had my own architectural firm in Caracas, where I completed over 35 commercial projects and 20 residential projects for prestigious clients like Adidas, Clarks, and Victoria’s Secret.

How We Got Started
The journey of Backyard and Pergolas began after a personal project—transforming my own backyard. During this process, I noticed a gap in the market: many companies lacked creativity and design sophistication in outdoor spaces. With my architectural experience, I knew there was an opportunity to elevate outdoor design and build spaces that were not just functional but artistic. This realization led to the creation of Backyard and Pergolas, a company focused on turning outdoor spaces into art pieces.

What We Offer
At Backyard and Pergolas, we offer a range of services, including the design and construction of:

• Custom pergolas
• Patios and decks
• Outdoor kitchens and dining areas
• Fire pits
• Artistic landscaping

Each project is treated as a unique piece of art, combining high-quality materials, exceptional craftsmanship, and cutting-edge design to create outdoor spaces that reflect our clients’ personalities and lifestyles.

Problems We Solve for Our Clients
We solve the problem of cookie-cutter, uninspired outdoor designs by bringing a high level of creativity and attention to detail to every project. Our clients often come to us seeking something beyond the ordinary—a backyard or pergola that feels personalized and special. We focus on combining beauty and functionality, ensuring that the outdoor spaces we create are both stunning to look at and highly practical for everyday use.

What Sets Us Apart
What sets us apart is our unique approach to outdoor design. As an architect, I bring a depth of design knowledge that most outdoor contractors lack. Our focus is on creating spaces that are not just structures, but art pieces that elevate the overall environment. We prioritize quality in every aspect—from the materials we use to the precision in execution. Creativity, innovation, and a client-centric approach are at the heart of what we do.

What We Are Most Proud Of
We are incredibly proud of our journey from a small, hands-on company to becoming one of the most trusted names in outdoor design in Miami. Having designed nearly 700 patios in Florida, and working with high-profile clients such as actors, athletes, and influencers, we are proud of the impact we’ve made in this niche. Each project represents our dedication to creating spaces that enhance our clients’ quality of life.

What We Want Clients to Know
At Backyard and Pergolas, we are more than just a construction company—we are creators of outdoor art. We want potential clients to know that when they choose us, they are choosing a team that values creativity, quality, and personalized service. Our goal is to craft outdoor living spaces that you’ll cherish for years to come. Whether it’s a peaceful retreat, a place for entertaining, or an artistic statement, we approach every project with the belief that it can be a masterpiece.

If you’re looking for an outdoor space that reflects your vision, combined with innovative design and superior craftsmanship, Backyard and Pergolas is here to make that dream a reality.

Let’s talk about resilience next – do you have a story you can share with us?

One story that perfectly illustrates our resilience at Backyard and Pergolas is the challenging period during the early days of the business. After relocating to the U.S., I struggled to find work despite having extensive experience as an architect. Over 95 rejections came from the 100 resumes I submitted, which was both discouraging and financially straining for my family. But the real turning point came when, out of necessity, I decided to work on my own backyard.

As I began transforming the space, I realized that there was a huge gap in the local market for creative and well-designed outdoor spaces. Inspired by this, I decided to pivot my career and launch Backyard and Pergolas, despite having limited resources and no formal network in the construction industry here.

For the first two years, I did everything myself—designing, building, handling administration, and managing social media. With a newborn baby at home, I worked long hours, often into the night, juggling family responsibilities and running the business. The physical demands were intense, as I was not only managing projects but also doing the labor under Florida’s scorching heat.

There were moments when I doubted whether this new path would work. Staff loyalty was also a struggle, as we experienced team members stealing our ideas and photos. At one point, my friend and partner, Eladio, and I were working side by side in the field, despite his background in high-end interior design, pushing through the exhaustion to keep our vision alive.

But we remained persistent, believing in the quality of our work and our vision for creating unique outdoor art pieces. Slowly, the business began to grow, and with each project, we gained more clients and recognition. Today, we’ve designed nearly 700 patios across Florida, and our work is sought after by actors, athletes, and influencers.

This journey taught me that resilience isn’t just about enduring hardships but about learning from them, adapting, and pushing forward with unwavering commitment. It’s what allowed us to not only survive but thrive in a highly competitive industry.

How did you build your audience on social media?

Building our audience on social media was a journey that required persistence, creativity, and genuine connection. In the early days of Backyard and Pergolas, I handled everything myself, including our social media presence. I knew that the key to reaching more people wasn’t just about posting beautiful photos of our work but being consistent and building real relationships with our followers.

Every day, I made it a point to post updates on our projects, share behind-the-scenes moments, and engage with people who commented or sent messages. It wasn’t enough to just show our work—I wanted to show the passion and effort behind it. This helped create an authentic connection with our audience.

The most important ingredient in building our social media presence was being constantly present and never stopping. I showed up every day, even when things were slow, always making sure we stayed in front of our audience’s eyes. Consistency helped build trust and familiarity.

Another critical factor was treating our followers like friends, not just potential clients. I made an effort to engage with people genuinely, offering advice, answering questions, and sharing ideas. Over time, this approach turned our social media into a community, not just a marketing tool. Many of our biggest projects came from referrals and word of mouth through people we built strong relationships with on social media.

Advice for Those Starting to Build Their Presence:

1. Consistency is key: You need to show up regularly. Post updates, share your story, and stay active. Even if growth feels slow at first, your audience will come to trust you if you’re always there.
2. Engage genuinely: Don’t just focus on selling. Build friendships and connections with your followers. Be responsive and interact with people as if you’re talking to a friend, not just a client.
3. Show your process: People love to see what goes on behind the scenes. Show the effort, creativity, and passion that goes into your work, not just the final result.
4. Be patient: Growing a social media audience takes time. Focus on building relationships, and the numbers will follow naturally.

For us, the real magic of social media was turning followers into friends, and it’s made all the difference in how our audience has grown.

Contact Info:

• Website: https://Www.backyardandpergolas.com
• Instagram: Backyardandpergolas

Image Credits

Karen Casilimas