What Worked Then Ain’t Working Now

This article was first published in Deck Specialist Magazine in the November/Dec 2025 Issue.

Three years ago, you could build great decks, post a few photos, and stay busy off referrals. That world doesn’t exist anymore.

The pandemic years brought a flood of demand. Everyone stayed booked, and it didn’t really matter who had the best marketing. But that overflow is gone now. Homeowners have choices again. Backlogs are shorter, more builders have entered the market, and technology has completely changed how people decide who to hire.

Homeowners aren’t just searching for “deck builder near me” anymore. They’re talking to AI tools like ChatGPT, Gemini, and Google’s new generative search.

They’ll say things like:

“I want to make our backyard the place where everyone wants to hang out. What kind of deck or setup would work best?”

Then AI starts showing them ideas, price ranges, and even a list of local deck builders that look like the best fit. They’re getting ideas and narrowing their list long before they ever reach out.

The Post-COVID Boom Is Over

During COVID, demand was automatic. You didn’t have to compete for work because homeowners were lined up and ready to build. But that overflow of easy work is gone. Homeowners are comparing more bids, and more builders are fighting for the same projects. You can’t rely on being good at what you do anymore. You have to be the one they trust first.

Andy Henley from Hen-House Decks said,

“We used to rely on referrals and repeat customers, and that worked for years. But now, if you’re not staying in front of people online, you disappear.”

You’re not getting found because someone saw your truck in the neighborhood. You’re getting found because a homeowner saw your name online and liked what they saw.

Be Real, Transparent, and Clear

You can’t hide behind your work anymore. People want to know who you are, how you operate, and why they should trust you.

Whether it’s Google or ChatGPT, the web rewards builders who are real. The clearer and more honest you are about what you do and how you do it, the easier it is for homeowners—and even AI—to find and trust you.

Sean Collinsgru of Premier Outdoor Living said,

“Every builder has great work. What separates us is who’s showing up when homeowners are researching.”

That means being upfront about how you do things differently and why it matters. Talk about timelines, materials, permitting, and delays. Be open about your process and what someone can expect when they work with you. When you do that, you stand out. When you don’t, you blend in with everyone else.

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Marketing Is Where the Relationship Starts

Most builders think marketing is just about getting found, but that’s only the beginning. Marketing is where the relationship starts. It’s where homeowners get their first real impression of what it’s like to work with you.

Brendan Casey of Casey Fence & Deck said,

“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.”

If your website only has a basic contact form, you’re making the homeowner do the work. They fill it out, and then you chase them for details. Ask better questions up front—type of project, materials, size, timeline, and budget. Even better, use an online scheduler so they can book a consultation right on your calendar.

Speed to lead matters more than ever. If a homeowner fills out two forms and your competitor replies first, they’re probably getting the job.

Tony McKlem of Hollywood Decks said,

“Systems sell. If you can’t explain your process clearly, people assume you don’t have one.”

That’s as true for your communication as it is for your builds.

Why Your Website Might Not Be Working

A lot of builders think posting tons of project photos will sell jobs. But when every site looks the same, homeowners stop paying attention.

If your website doesn’t show your personality or walk homeowners through your process, it just feels like noise. Show what makes you different. Explain what working with you is actually like. Pick your best projects—the ones you’re proud of—and tell the story behind them.

If you’re not being intentional and selective, your site feels messy, and homeowners can’t tell you apart from anyone else.

And don’t forget your reviews. It’s not enough to have them—you need more and better reviews than your competition. If you’re not asking for them on every job, you’re falling behind.

Marketing Isn’t Optional. It’s Operational.

Marketing isn’t extra. It’s not something you do when you have time or when leads slow down. It’s an equal part of your business, right alongside operations, finance, and leadership.

Operations build and deliver the work.
Finance keeps it profitable.
Leadership builds the team.
Marketing keeps the pipeline full and the reputation strong.

If one of those pieces is weak, the whole business wobbles.

Look, marketing isn’t the cherry on top. It’s the system that keeps everything moving. The builders who understand that never really slow down.

Luan Nguyen said it best:

“When things slow down, that’s when people disappear. The ones who keep showing up, keep marketing, keep pushing—they’re the ones still standing when it picks back up.”

He’s right. Marketing isn’t a reaction. It’s how you stay in the game. The ones who treat it like a core part of their business stay steady no matter what the market does. The ones who don’t? They’re always playing catch-up.

The Builders Who Win Now Are Intentional

This isn’t a short-term change. It’s a full behavioral shift. Homeowners expect transparency, clarity, and speed. They want to work with professionals who guide them, not chase them.

If you’ve been putting off marketing or doing it halfway, catching up will take more effort—but it’s worth it.

The best time to take marketing seriously was years ago. The next best time is right now.

So be honest with yourself. Are you running your business with intention, or just seeing what you can get away with?

Your Next Step

Take one hour this week and audit your business the way a homeowner would:

1. Search your business name. What comes up first?
2. Visit your website. Does it show your personality and process, or just a bunch of photos?
3. Check your reviews. Do you have more and better ones than your competition?
4. Test your form and follow-up. How easy is it to book a consultation?
5. Watch your videos. Do they help homeowners feel confident working with you?

Marketing is how professionalism shows up before the handshake. It’s not extra—it’s what makes the whole business run smoother.

If you’re ready to take control of next year, grab our free Deck Builder Marketing Checklist at deckbuildermarketers.com/deckspecialist. It’ll help you see exactly where you stand and what to fix first.

If you need help figuring out your next step, reach out. This is what I do every day with builders across the country, and I’m always happy to give real, honest advice. You can message me directly on our website at deckbuildermarketers.com or book a Free Growth Strategy Session. It’s all from me. No fluff. Just real help.

Until next time, keep moving forward.