Mastering Marketing: Lessons from a Fellow Deck Specialist

This article was first published in Deck Specialist Magazine in the November/December 2024 Issue.

Marketing can feel overwhelming when you’re already managing projects, meeting clients, and running your day-to-day operations. That’s why I wrote The Deck Builder Marketing Playbook: Proven Strategies to Attract Clients, Increase Profits, and Grow Your Deck Building Business to help deck builders build clear, actionable marketing strategies that drive real results. One of the first people to review the book was Brendan Casey, a 17-time national award-winning deck builder and fellow columnist at Deck Specialist Magazine. His feedback was incredibly insightful and touched on challenges many of us face when it comes to marketing.

Here’s Brendan’s full review:

“Read your AMAZING book over the weekend. Loved it. I learned an EXTREMELY important lesson—‘stay in your lane bro’!!! As Deck Specialists, we constantly preach about hiring consummate professionals for your project, validating the differences between us and the local budget builder or the jack of all trades. Forgetting that a properly run website, social media, SEO, etc. serves not only as many layers of the sales process but is in actuality the ‘First Impression’ and sets the precedence for the entire experience.”

“I really did enjoy the way everything was laid out, like a road map to marketing success. You really got my mind clicking about all my current shortcomings.”

Brendan’s key insights are relevant for any deck builder—especially when it comes to focusing on what you do best and delegating the rest. Here’s how you can use those same lessons to improve your business.

Marketing Is Your First Impression—Make It Count

One of Brendan’s biggest takeaways was realizing that marketing isn’t just another task on your to-do list—it’s often the first thing your potential clients see. Whether it’s through your website, reviews, or social media, marketing is usually your first handshake with a client, even before you talk.

Before a client even picks up the phone, they’ve likely already checked out your website and reviews. If your marketing isn’t strong, you could lose that lead before you ever get a chance to pitch your services. Brendan’s feedback highlights that marketing sets the tone for the entire client experience.

Takeaway from the Book: In Chapter 6: Don’t Go Cheap: Your Website is the Foundation, I explain how your website isn’t just an extra—it’s your digital storefront. If it’s slow, outdated, or hard to navigate, you’re losing potential clients before they even give you a chance. A strong, fast-loading site that’s easy to navigate and showcases your work is critical.

Checklist:

Website Check: Is your site easy to use? Does it load quickly on phones? Make sure there’s a clear way for clients to reach you, like a “Free Estimate” button.
Project Photos: Show off your best work. High-quality images help clients trust you.
Local SEO: Include phrases like “custom deck builder in [your city]” to attract people in your area searching for your services.

Your Online Presence Builds Trust and Boosts Visibility

Brendan pointed out that your entire online presence—Google Business Profile, reviews, and social media—helps you establish trust with potential clients. But it’s more than just looking good online; having consistent reviews and an optimized profile actually helps your business show up when people are searching for local deck builders.

Even if a client is referred to you, they’ll still Google your business. If they don’t like what they see, you could lose the lead. In Chapter 7: Online Reputation Management, I explain how managing your reviews and online profiles helps build credibility and ensures your business appears in the right search results.

Revised Checklist:

Google Business Profile: Keep your profile up to date with correct contact information, hours, and recent project photos. Reviews play a key role in boosting your business’s visibility when potential clients search for “deck builder near me.”
Ask for Reviews: Good reviews don’t just make you look good—they help you rank higher in Google search results, making it easier for clients to find you. Make asking for reviews a habit after every completed project and always respond to them, whether positive or negative

Delegating Marketing Frees You to Focus on What Matters Most

Brendan’s key insight—“stay in your lane”—is all about focusing on what you do best and letting professionals handle the rest. By handing off marketing tasks, you gain more time to focus on running your business and thinking strategically. You shouldn’t have to manage every little detail—you need someone who is fully accountable for delivering results.

In Chapter 13: The Best Marketing Support for Deck Builders, I compare the pros and cons of working with freelancers, building an in-house team, or partnering with a marketing agency. Each option offers something different, depending on your business needs and goals. For most deck builders looking for long-term growth, partnering with an agency often provides the best balance of scalability, expertise, and flexibility.

Checklist:

Automate Lead Follow-Ups: Use a CRM system to automatically send follow-up emails or appointment reminders so no leads slip through the cracks.
Delegate Your Marketing: Whether it’s SEO, Google Ads, or creating content, consider hiring professionals to handle these areas. This way, you can focus on delivering great projects while your marketing continues to bring in leads.

Get Your FREE Copy at DeckExpo

I’d love to help you take your marketing to the next level, and I’ll be sharing insights at DeckExpo this year. If you’re attending, make sure to stop by my sessions to learn practical tips for scaling your business. Here’s where you can find me:

Tue, Nov 12 | 11:30 AM – 12:30 PM

Women in the Industry

A discussion about how women are shaping the decking industry and what we can learn from their experiences.

Tue, Nov 12 | 2 PM – 2:45 PM

Decked Out Marketing: Elevate Your Business

Learn practical steps to build a marketing strategy that attracts high-quality leads and grows your client base.

Wed, Nov 13 | 8 AM – 9 AM

Deck Business Growth Playbook: Advanced Marketing Strategies

Advanced strategies for scaling your business using digital tools and smart marketing systems.

Wed, Nov 13 | 12 PM – 12:45 PM

Deck Power Panel: Marketing to the Max—Craft Creative Campaigns

Join us for a discussion on how to craft creative campaigns that stand out and bring in more business.

Wed, Nov 13 | 1 PM – 1:45 PM

Deck Power Panel: Elevate Your Decking Business to the Next Level

Hear from top builders on how they’re growing demand and increasing project size with strategic marketing.

Stop by Booth #4905 to grab your FREE copy of The Deck Builder Marketing Playbook. Can’t make it to DeckExpo? No problem! You can still get your copy at deckbuildermarketers.com/book.

From First Impression to Long-Term Growth

Brendan’s feedback serves as a powerful reminder that marketing is more than just generating leads—it’s about building trust from the first moment someone discovers your business. From your website to reviews, every part of your marketing should work together to create a seamless experience for your clients. By focusing on getting the fundamentals right and delegating when needed, you can ensure your business is positioned for long-term success.

The Deck Builder Marketing Playbook is here to help you at every stage, from mastering your online presence to scaling your business. Whether you’re joining me at DeckExpo or checking out the book online, you’ll find actionable steps to grow your deck business with confidence.

Until next time… keep moving forward.