CEO of Startups: Jacey Jetton


Fort Bend CEO – Cover Story  |  By Christopher Hill –


Fanny Jetton, United States Secretary of Housing and Urban Development Dr. Ben Carson and Jacey Jetton.

Starting any business requires an innate ability to make qualified decisions rapidly. Keeping a business thriving requires leadership and a focus on the next milestone. Running multiple startups mandates all of the above and an unbridled determination. As co-owner of Bedrock Association Management, LLC and Jetton & Gojara, LLC, Jacey Jetton knows this all too well.

Bedrock Association Management, LLC is a homeowners’ association management company located in Sugar Land, Texas.  Jetton, the Chief Executive Officer, started Bedrock after seeing a need for a management company that not only provided the financial and compliance expertise but provided it with a dedicated focus on customer service.

While serving as the president of his own homeowners’ association (HOA), Jetton and the rest of the HOA board had to make the difficult decision to change management companies due to service issues. This action led to many interviews and discussions with other homeowner associations to find the best solution for their community. After an exhaustive search, it was clear that there was a need in the market for a management company that could meet the unique needs of different communities, and Jetton set out to fill that void.

“The discovery process showed us that there was a definitive need for the service,” said Jetton.  “Now, we just needed to decide to move out on our own.”

Entrepreneurialism: A Family Tradition

Entrepreneurialism isn’t something new for the Jetton family. Jetton’s great-grandfather was the “King of Barbeque,” Walter Jetton, who started Jetton’s Barbeque in Fort Worth, Texas and catered for United States’ presidents, heads of states and other prominent figures across the country. His grandfather, Ray Jetton, owned a radio station in the Virgin Islands before starting one of the first e-commerce websites, Goldmine.com, an online jewelry store at the start of the internet. His parents, Kyong and Chris Jetton, owned and operated a jewelry manufacturing and retail business, Jewelry Factory, in Arlington, Texas. It was no surprise that the younger Jetton would also someday start a company of his own.

Bedrock Association Management, LLC

There are roughly 20,000 homeowners’ associations in Texas set up to manage common areas, amenities and enforce deed restrictions to protect the property values of homeowners in an association. Each community has its unique set of circumstances and challenges that the elected volunteer board or directors are tasked with understanding and addressing.

Bedrock comes in to support and execute the board members’ direction. At the same time, they play an essential role in ensuring the board follows the rules and guidelines stated in the association’s by-laws, declarations and resolutions, while remaining in compliance with local, state and federal laws. It’s a common mistake for board members to try and execute based on what is written in the declarations while not being aware that it conflicts with local, state or federal laws. Conflicts can put the association in a dire situation, but with the right help, these conflicts can be avoided.

Political signs are often one of these core issues. In 2005, the Texas Legislature added regulations for displaying political signs to section 202 of the Texas Property Code. The addition of section 202.009 prevents associations from enforcing or adopting rules regarding political signs that conflict with the statute. Most notably, a homeowner can display a political sign on their property on or after the 90th day before the election, and the sign must be removed before the 10th day after the election. This statute trumps what is written in the governing documents for the association. The law highlights the necessity for HOA management companies to be plugged into what is occurring at the local, state and federal level of government and understand the laws being passed that impacts homeowners’ associations.

The Complexity of a HOA

Annual revenues for a homeowners’ association range from thousands to millions of dollars per year. These funds are used to cover the operating costs for the association while putting enough in reserves each year to cover the future repair and replacement costs for the association’s capital improvements.

Managing the financials of a homeowner’s association is as important as any other business, organization or personal finances, but it has unique challenges. The homeowners’ association has its governing documents, which may express its specific obligations to the association as a whole and define the specific maintenance, repair and replacement responsibilities for the association. This can include items such as fences, sidewalks or landscaping that could also be a homeowner’s responsibility.

Each year, the homeowners’ association adopts a budget, and based on those numbers, they set the annual assessment for the homeowners. The budget includes operating, maintenance, capital improvement and reserve contribution costs. A vital factor commonly overlooked is the reserve contribution and what can be spent out of the reserve fund. An association should have a reserve study done by a qualified reserve advisor who can best estimate the life expectancy, maintenance milestones and the costs for each capital improvement in the association.

For instance, a wood fence line owned by the association should be in the reserve study with a milestone maintenance date for staining the entire fence line after so many years and an eventual complete replacement date farther out. The cost for each is put in today’s dollars and projected out with an estimated annual inflation rate. The amount is then divided by the number of years out to ensure each year a portion of that maintenance or replacement cost is contributed to the reserve fund. This is done for all of the assets of the association and helps to ensure the association has adequate funds for these massive, future expenditures.

The reserve fund should be funded according to the study and adjusted as additional assets are added or when maintenance or replacement changes. While the reserve fund can be borrowed against, it should not be used to fund anything not listed in the reserve study. Overfunding the reserve is also not recommended as the equal annual distribution ensures that the homeowners equitably contribute to the “use” of that asset. If something is projected to be replaced in 10 years, and homeowners fully fund the cost in five years, the homeowners that move out in five years will have overpaid for the use, and the new owners will not bear any of the costs of that replacement cost. When this occurs, assessments are likely set too high.

“When properly managed, homeowners’ associations are great for homeowners’ property values and instilling a sense of community,” said Jetton.

By far, the most challenging part of the business is managing the culture. This requires regular, intentional efforts to instill in the team a passion for service and building trust with the community. Bedrock strives to see homeowners’ associations succeed and prosper. The day-to-day grind and execution of tasks can cause the mission to fade and the culture to sour. “I was in retail management when customer service was still the difference between success and failure. I still believe that setting out to exceed customers’ expectations is a winning strategy.”

Jetton & Gojara, LLC

Fanny Jetton, Christian Binonat, Ramana Bommareddy, Jacey Jetton, Jason Walker, Linda Howell and Edee Sinclair at the BAPS Shri Swaminarayan Mandir in Stafford.

In addition to Bedrock Association Management, Jetton is Chief Operating Officer for Jetton & Gojara, LLC. Ed Gojara, who is also a partner and Chief Financial Officer for Bedrock Association Management, LLC, is Chief Executive Officer for Jetton & Gojara, LLC. Gojara is a Certified Public Accountant (CPA) and Certified Fraud Examiner (CFE).

Jetton & Gojara is not a CPA firm but rather a specialty consulting firm providing financial and tax related services for businesses and non-profit organizations. The firm helps businesses identify tax savings opportunities and ease the burden of running their business. The firm’s service areas include consulting, tax preparation and consulting, bookkeeping services, forensic and fraud examinations and political bookkeeping and filings.

The firm has several niche services it provides, including forensic and fraud examinations for homeowners’ associations.  Financial statement audits are conducted to provide assurance that the financial statements are presented in conformity with generally accepted accounting principles or GAAP and are materially correct. A forensic examination is more investigative and focused on where there may be believed fraud or other irregularities.

Another area the firm services is bookkeeping and reporting for political campaigns. This is a unique field that requires specific knowledge in the Texas Ethics Commission and Federal Ethics Commission rules.

Jetton & Gojara, LLC also works with companies using statutory tax incentives to identify and assist in obtaining tax savings.  Three specific incentives are:  the Interest Charge-Domestic International Sales Corporation (IC-DISC), Research and Development credits and Section 179D studies and tax credits.

Former Fort Bend County Judge Bob and Pat Hebert, Silvia and State Representative John Zerwas, M.D. and Jacey Jetton.

The IC-DISC is an export tax incentive created in 1984, modified in 2004, to reduce the income tax paid by exporters on qualified export income. The firm assists clients with identifying qualified export sales, consulting on various methodologies to increase their potential benefit, calculating the IC-DISC commission using advanced calculation software and preparing the IC-DISC tax return filing for clients.

Enacted in 1981 and made permanent in 2016, the R & D Tax Credit has been a vital part of growth in America’s small to medium size businesses. The R & D Tax Credit provides businesses the ability to recapture costs associated with R & D expenditures and claim them as a dollar for dollar tax credit against tax liability.  A common misconception is in order to qualify for the credit, one must be in a lab coat or apply for a patent on a new product.  This is not how the R & D Tax Credit is designed.  Qualifying activities are identified as a technical approach to problem solving.  Whether your company provides manufacturing/engineering or software/technology, there is a good chance you qualify for this credit.

The Energy Efficient Commercial Buildings Tax Deduction (179D) is a tax deduction available for property owners who have newly renovated or constructed a building during the 2006 through 2017 time period.  Companies are not required to install state-of-the-art mechanical or lighting systems; they simply have to exceed the ASHRAE Standards of 2001.  The calculation is based on the building square footage and can yield up to $1.80 per square foot that can be incorporated on the current tax return with no amending.

While there are a lot of complexities to these areas, Jetton & Gojara performs free initial consultations to help clients with their specific needs.

Experienced Leadership

In addition to serving in our nation’s Armed Forces for the Texas Army National Guard, many know Jetton from his service to the Republican Party and time working for the State of Texas. In 2012, he ran one of the most contested State Representative races in Texas, and then went on to write and analyze bills as a Legislative Director during the 83rd Texas Legislative Session.  After that, he worked with then Senator Glenn Hegar on his campaign for Texas Comptroller, and after his victory, joined him at the Texas Comptroller Agency.

Recognizing the challenges the Republican Party and Texas was facing with reaching and connecting with voters, Jetton left the Comptroller Agency to work for the Republican Party of Texas and helped manage the 2016 Texas State Convention, the largest convention of Republicans in the country.

In March of 2017, the Executive Committee of the Fort Bend County Republican Party unanimously appointed him to be the Chairman, and he ran unopposed for the seat in 2018. As Chairman, Jetton worked to strengthen the financials and organization of the Party. By the end of the first summer, Fort Bend County had endured Hurricane Harvey, and his focus shifted to serving Fort Bend County communities. From there, Jetton led two of the most successful Lincoln Reagan Dinner fundraisers in the Party’s history, raised a record amount of money for the county in 2018 and ran a nationally recognized Reed Award-winning campaign.  Jetton plans to continue his political career by serving in the future.

A Family Affair

Fanny, Jacey, Jacob and Calob Jetton.

Jetton achieved all of this with his wife and boys by his side every step of the way. “During the 2012 state rep campaign, our oldest, Jacob was five, and our youngest, Calob, was one.  Jacob learned to block walk, and Calob learned to walk at the campaign headquarters that year.” The family went with him to Austin for the legislative session and around the state for the Republican Party.  Jetton’s wife, Fanny, works in both Bedrock Association Management, LLC and Jetton & Gojara, LLC.  “Our family unit operates as a team in all aspects of our life,” shared Fanny.

Jacob has played Katy Youth Football for the past three seasons and went to the infamous Turf Bowl twice, taking home the championship once. Calob plays soccer and will likely follow his brother in playing football next season. They spend their free time hiking and outdoors.

Award-winning performance in the board room and a tight-knit family team, Jacey Jetton epitomizes the drive and determination that built Fort Bend County.  For more information about Bedrock Association Management, LLC and Jetton & Gojara, LLC, call 832-588-2485 or visit BedrockTX.com.