Jesse Vierstra is a self-made entrepreneur, builder, and business owner from Twin Falls, Idaho. He grew up in a dairy farming family, where he learned the value of hard work and responsibility at a young age. That early experience shaped how he approaches life and business today—with grit, focus, and a no-excuses attitude.
After attending the University of Idaho, Jesse started working in the trades. He quickly realised he wanted to build something of his own. In 2018, he launched Iron Oaks Custom Homes with a simple goal: to build quality homes and treat people right. Since then, he has built over 50 homes in southern Idaho. He stays hands-on, regularly visiting job sites and making sure every detail meets his standards.
Jesse also owns an HVAC company and has launched several other businesses, including a platform that brought solar energy to farms. He’s not afraid to take risks or learn by doing.
Beyond business, Jesse is active in his church and local community. He founded the Ryan Franklin Memorial Golf Tournament in honour of a close friend. He also wrote a book, Under the Red Oak Tree, where he shares lessons from his life and career.
Jesse believes in showing up, doing the work, and always growing. His success comes from staying true to his values—faith, honesty, and perseverance. Whether on the job site or in everyday life, Jesse leads by example and builds with purpose.
Q&A with Jesse Vierstra: A Builder’s Perspective on Success
Jesse Vierstra is the founder of Iron Oaks Custom Homes in Twin Falls, Idaho. With over 50 homes built since starting his company in 2018, Jesse’s journey from farm life to business ownership is a story of hard work, resilience, and purpose. In this interview, he shares his thoughts on what success really means—drawing from years of personal and professional experience.
How do you define success in your own life?
For me, success isn’t about money or status. It’s about doing something that matters, doing it well, and being proud of what you built—whether it’s a home, a business, or a relationship. I also think success is about staying true to your values. If I can end the day knowing I gave my best, treated people fairly, and didn’t cut corners, that’s a win.
You grew up in a dairy farming family. How did that shape your idea of success?
On the farm, no one asks if you feel like working. You just do it because animals rely on you. That taught me a lot about consistency. Success wasn’t about getting applause—it was about meeting your responsibilities, day after day. I’ve carried that same mindset into my business. I don’t need praise; I need results and peace of mind that I did the right thing.
You’ve built over 50 homes since launching Iron Oaks. What was the hardest part of starting from scratch?
Honestly? Everything. When you start a business from zero, every step is hard. I didn’t have investors or a fancy office. I had a few tools, a small crew, and a lot of doubt from others. People don’t always believe in you right away—and that’s fine. I used that as fuel. I focused on delivering one solid project at a time, and eventually the work spoke for itself.
Was there a turning point where you felt like you were “making it”?
It wasn’t a big moment. It was small wins adding up. Maybe it was the first time a client referred me without me asking. Or the day I walked through a finished home and knew it met the exact standard I set out to build. Those quiet moments meant more than any public recognition. They told me I was moving in the right direction.
You also launched a solar platform for agriculture. What did you learn from that experience?
That project reminded me that success also involves solving problems you care about. Coming from a farming background, I understood how tough energy costs can be for growers. So I helped build a platform that gave farms access to solar. It wasn’t a major business win, but it was meaningful. And sometimes, that matters more.
How do you stay motivated when things get tough?
I rely on my faith. When things feel heavy or out of control, I pray, reflect, and remind myself why I started. I also set small, clear goals. Breaking things into micro steps helps me stay focused. If I can take one step today, that’s enough. It keeps me from getting overwhelmed.
What advice would you give to someone trying to define or reach success in their own life?
Don’t wait until you feel ready. You never will. Start small. Be consistent. And most importantly, be honest—with yourself and others. You’re going to hit walls. That’s part of it. But if you keep showing up and doing the work, you’ll grow into the person who can handle what’s coming next.
What’s a failure you learned from that helped you succeed later?
I once jumped into a side business that wasn’t aligned with who I am or what I value. It failed quickly. At first, I was frustrated—but it taught me to stay in my lane. Now, before I say yes to anything, I ask: Does this reflect what I believe in? Will it serve people the way I want to? If the answer’s no, I walk away.
What does success look like outside of work?
Spending time with my family. Volunteering at my church. Helping others without expecting anything in return. I started the Ryan Franklin Memorial Golf Tournament to honour a friend, and it’s become something meaningful for a lot of people. That’s success to me—using what you’ve built to give back.
You wrote a book, Under the Red Oak Tree. How did that fit into your idea of success?
Writing the book wasn’t about being an author. It was about getting things off my chest—lessons, struggles, faith. I realised if I had gone through certain things, someone else probably had too. If even one person reads it and feels seen or encouraged, then that’s a success in my eyes.
Final thoughts—what drives you today?
I still have goals, but I’m more focused now on building a life with meaning. That means showing up, being present, and doing good work—even when no one’s watching. Success isn’t a finish line. It’s something you live out, one decision at a time.