What Suppliers See That Builders Don’t with Lainie Sleppin & Trisha Holman of Decks & Docks
What if the people supplying your materials see growth signals in your business before you do?
In this episode, April Edwards chats with Lainie Sleppin and Trisha Holman of Decks & Docks to unpack what suppliers and manufacturers are seeing across the market right now — and what separates the builders who are scaling from the ones who feel stuck.
From professionalism in 2026 to co-op marketing dollars, partnership opportunities, and common mistakes builders make when asking for support, this conversation pulls back the curtain on what actually earns long-term backing from manufacturers.
Most deck builders are focused on their jobs, their crews, and their pipeline.
Suppliers see something bigger.
They see who is evolving and who is not. They see who is investing in premium materials, who is attending industry events, who is refining their systems — and who is still operating the same way they did fifteen years ago.
Lainie shared,
“There’s a big gap growing between the guys that are progressing and the guys that are kind of stuck.”
And that gap is widening.
The Builders Who Are Scaling
The builders who are growing tend to have one thing in common: they show up.
They attend industry events. They collaborate. They participate in conversations that push the industry forward. They stay educated on materials and methods. They are proactive instead of reactive.
Homeowners today are more informed than ever. With AI tools, online research, and social media, many buyers are deep into their decision-making process before they ever call a contractor.
That means professionalism has shifted.
Builders must confidently explain material upgrades, structural differences, fastening systems, and long-term value. Guesswork is exposed quickly.
Suppliers notice the builders who can articulate those differences clearly — and those who cannot.
Premium Is Becoming the Baseline
In many markets, suppliers are seeing a steady rise in larger, more complex outdoor living projects.
Steel framing. Aluminum systems. Integrated lighting. Advanced fastening. Premium trim packages.
The top-tier builders are not cutting corners. They are building for durability and performance — not just aesthetics.
As Trisha put it:
“It’s not just about selling a deck. It’s about building something that doesn’t have to be redone in five or ten years.”
That long-term mindset is a growth signal suppliers recognize immediately. What is it doing?
The Misunderstanding Around Co-Op Marketing
When it comes to co-op dollars and manufacturer support, clarity matters.
Builders sometimes approach suppliers with requests for sponsorship or marketing support without a strategic plan behind it. But manufacturers are evaluating more than enthusiasm — they’re evaluating alignment and return.
Simply put,
“We need to substantiate those asks with a business plan.” Lainie explained.
Support isn’t about asking for money. It’s about presenting a vision that benefits both sides.
The builders who receive long-term backing are the ones who treat suppliers as strategic partners, not just vendors.
Professionalism in 2026
Professionalism today is holistic.
It includes clear communication, strong systems, organized processes, confident product knowledge, and a refined client experience.
It also includes how you present yourself — online and in person.
If you want to sell high-end projects, your brand, your process, and your materials need to reflect that level.
Suppliers are watching how builders operate behind the scenes just as much as what they order.
Collaboration Over Competition
One of the more encouraging trends suppliers are seeing is increased collaboration among builders.
Instead of guarding information, more builders are sharing ideas, working together on projects, and participating in industry discussions.
That maturity stands out.
Builders who participate in the larger conversation — who attend shows, engage in roundtables, and invest in education — position themselves differently in the eyes of manufacturers.
Visibility matters.
If You Want Stronger Partnerships
If a builder wants deeper support from suppliers, the starting point is clarity.
Be clear about where you are.
Be clear about where you want to go.
Be clear about what support would move the needle.
Come prepared with strategy, not just requests.
The strongest supplier relationships are built on mutual growth, professionalism, and long-term thinking.
Final Thought
Suppliers have a unique vantage point. They see patterns across markets. They see who is evolving and who is resisting change.
The builders who scale are intentional. They invest in education. They refine their systems. They collaborate. They build partnerships.
And they understand something critical:
Support follows preparation.
The market is moving.
Are you moving with it?
Ready to Grow Your Deck Building Business?
At Deck Builder Marketers, we’re passionate about helping deck builders succeed. Whether you’re looking to fine-tune your marketing, increase your visibility, or implement better strategies, we’re here to help you grow. Book a free growth strategy call with us today, and let’s build your business to new heights.
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