The Power of Patience: Why It Takes Time to Build Trust in High-End Deck Building

Hey Deck Builders,

Ever feel like you’re putting in all the hard work, but clients aren’t quite ready to commit? It’s not that they’re indecisive; it’s that investing $40,000 to $150,000 in an outdoor living space is a significant decision. They need to be sure they’re making the right choice. This is where controlling the narrative and curating their research journey can turn curious homeowners into your dream clients.

I’m April Edwards, owner and founder of Deck Builder Marketers, a marketing agency that works exclusively with deck builders. Let’s talk about how effective marketing can prime your prospects from the very beginning of their journey.

The Journey of Trust

When folks are about to drop serious money on an outdoor living space, they need to see your work, understand your process, and trust that you’re the real deal. They want to be sure their investment will get them the dream deck they’ve always wanted. Here’s how you can guide them to that point:

1. Awareness: Getting Noticed (60%)

Before they even think about hiring you, they need to know you exist. About 60% of potential clients are in this stage. This is where SEO, social media marketing, and content marketing come into play. Show up where they are looking—whether that’s on Google, Instagram, or at local home shows.

Helpful Tip: Create a blog series like “Top 10 Deck Design Trends” or “How to Choose the Best Deck Materials” to catch their eye and establish your expertise.

2. Engagement: Building Interest (20%)

Now that they know who you are, it’s time to keep them interested. Around 20% of potential clients are here, engaging with your brand through email newsletters, social media posts, and engaging website content. This helps keep you on their radar.

Helpful Tip:Offer a free downloadable guide, like “The Ultimate Deck Planning Checklist,” in exchange for their email. It’s a win-win—they get valuable info, and you get a way to stay in touch.

3. Consideration: Proving Your Worth (17%)

At this stage, potential clients are weighing their options. About 17% of them are comparing you to others. This is where detailed case studies shine. Show examples of your work, discuss the problems and challenges, the solutions you provided, the materials used, project features, and a price range.

Helpful Tip:Create a section on your website with case studies. Include photos, project details, and client testimonials to illustrate your expertise and reliability.

4. Sealing the Deal: Making the Process Smooth (3%)

Only about 3% of potential clients are ready to make a purchase. When they’re ready to buy, make the experience as seamless as possible. Leverage your website and email confirmations to provide essential information on what to expect, financing options, and tips for hiring a deck builder. Include an online booking system for consultations to streamline the process.

Helpful Tip:Develop clear, informative content that answers top questions about the project timeline, materials, and maintenance. Offer flexible payment and financing options to make high-end projects more accessible.

5. Retention: Keeping Them Happy

Your job isn’t done once the deck is built. Follow up with excellent customer service, ask for feedback, and offer maintenance tips. Happy customers mean referrals and repeat business.

Helpful Tip:Send a thank-you note with a nice gift, like a barbecue set or offer to throw them a catered party. Automatically follow up with them three months, six months, and a year after the project is completed to check on their satisfaction and address any issues.

6. Advocacy: Turning Clients into Fans

Encourage satisfied clients to share their experience. Request reviews, ask for testimonials, and create a referral program.

Helpful Tip:Create a ‘happy client’ spotlight on your website or social media. It’s free advertising and shows you value your customers.

Why Being Proactive Matters

Understanding and guiding your client’s journey is crucial. It’s about being there at every stage, providing the right information, and building trust over time. This proactive approach ensures that by the time they’re ready to buy, they’re confident in choosing you. Controlling the narrative means you have more influence over their decisions at each stage, which leads to higher conversion rates and better clients.

Why Marketing Matters

Effective marketing is like laying the foundation for a deck—it supports everything. By consistently showcasing your expertise and building trust, you attract clients who value your work and are willing to invest in it.

Helpful Tip:Investing in marketing is investing in your business’s future. Whether it’s SEO, social media, or content marketing, each piece plays a role in building your brand.

Conclusion: Building Trust Takes Time

Remember, creating a high-end deck isn’t just about the wood and nails. It’s about building relationships and trust with your clients. By understanding and nurturing their journey, you’re setting yourself up for long-term success. So, get out there, share your expertise, and watch your business grow!

For more tips and to see how we can help you build your brand and business, get a free strategy session with Deck Builder Marketers.