I had one built about three years ago, so I know things have changed, but here's my input about the different builders we considered for what it's worth:
I went with Pool Concepts out of Helotes. Most bang for the buck and family owned place. Dollar for dollar I got the most out of them and there were no hidden costs that they tried to come back for later or no "whoops we forgot to add this in" type of deals. Was very straight forward and I am happy with my finished product.
Keith Zars - Wayyyyy too expensive for what you get. Nothing special in their product, just an arrogant bunch that think they can charge a premium because "we build pools for the spurs players". Guess, what I'm not on their roster and don't care what they pay for.
Gary Pools - Owned by Keith Zars dad. Older way of doing things and plumb everything under the pool. This was a no go for me as a leak would result it major work having to be done. They also said depending on how much rock they hit while digging they may have to come back at the end and add charges. I live on the west side of SA, you're gonna hit a ton of rock. Didn't want to get a surprise bill after the project was done.
Cody pools - Decent and was in my final three, but after the sales guy I was working with left the next guy didn't bother returning my calls. After I bothered him enough he came back out and did a rendering that I think a middle school kid could do with little to no effort. Figured if that was you trying to earn my business I don't want to know how you will be once you start getting my money.
Blue Haven - Probably the lowest price, but didn't want to do anything special or make it unique in any way. Just not much effort being put into the design. They also used cheaper pumps and filters.
No matter which route you take do your homework before you pick someone. Use troublefreepools to get a lot of free unbiased info. Like any other project they will all look to cut corners if you aren't paying attention. I was glad I did a ton of research before the process started so I knew what to look for along the way.
If you have any specific questions feel free to ask away.