Your Marketing Isn’t Broken – But the Game Changed
CEO and Growth Strategist, helps deck builders become the top choice in their area through proven marketing systems. Her team focuses on driving traffic, leads, and long-term growth.
Quick Summary
Boost Your AI-Driven Marketing Now!
Download the free AI Optimization Checklist and see how AI can accelerate your deck-building business.
Marketing has changed more in the last 18 months than it has in the last 10 years.
AI tools like ChatGPT, Perplexity, and Google’s new Search Generative Experience (SGE) aren’t just changing how homeowners search — they’re changing how they decide who to hire.
Example of AI overview in a search query
If you’re not showing up clearly, consistently, and credibly across platforms, you’re not even in the running.
And no, a nice website and some Google Ads won’t save you.
What you need now is a connected growth system — one that works across visibility, trust, speed, and experience.
Not tactics. Not one-offs. Not “let’s try this.”
A system.
It Feels Like Marketing Stopped Working
You’re an amazing deck builder.
Your team’s solid. Your projects are strong. You’ve even spent money on a website, SEO, and maybe ads.
But lately? The phone’s quieter. The leads feel weaker. You’re wondering what happened.
Here’s the truth:
The game changed.
It’s Not Just Marketing That’s Changed — The Whole Landscape Has
It’s getting harder to win jobs — and it’s not just AI or search engines.
You’re also up against:
- Tariffs that raise material costs
- Inflation that squeezes homeowner budgets
- Interest rates that stall financing and delay decisions
- Labor shortages and rising payroll pressure
- More competition from other builders doing more marketing
This is the economic reality.
If you’re already behind on marketing, the gap will only grow.
And catching up tomorrow will be harder than starting today.
This Isn’t a New Season — It’s a New Era
Remember when smartphones changed everything?
That was the first big shift in how people searched. We got used to tapping a question and getting instant answers. “Near me” became the new keyword. Map results and reviews became more important than websites.
But now?
We’re in the AI era, and the pace of change is even faster.
Tools like ChatGPT and Google’s Search Generative Experience (SGE) are rewriting how information gets found. They give answers directly, summarize reviews, and decide who’s visible before your buyer ever clicks a link.
Where smartphones changed how people search…
AI is changing who answers, where traffic goes, and how buyers decide (Bain & Co, 2023).
What Worked Then Doesn’t Work Now
Let’s get brutally honest.
If your marketing still looks like it did in 2018, it’s not just outdated — it’s costing you real jobs.
If you’re still playing by the old rules…
You’re not just behind. You’re getting passed by builders who aren’t better than you. Just faster, smarter, and more intentional.
And if that doesn’t bother you?
It should.
Buyers Changed. Most Deck Builders Didn’t.
Today’s homeowners don’t browse your homepage for 10 minutes.
They:
- Ask ChatGPT or Google who to trust
- Scan reviews, photos, and Google listings for proof
- Expect replies in minutes — not hours
- Check your past jobs and your process before ever calling
By the time they reach out?
They’ve already made up their mind.
If your brand wasn’t part of that journey?
You were never part of the conversation.
Scenario: Meet Jenny, a homeowner in Charlotte, NC
It’s early spring. She steps onto her deck and realizes half the boards are warped. She heads to Google and types “how to fix a warped deck board.” Boom — she’s entered the Awareness Stage.
That same day, she scrolls Pinterest and Instagram for backyard makeover ideas. Now she’s bouncing between inspiration and learning. She sees a post from a deck builder in her area showing a before-and-after of a backyard transformation — saved. Later, she hears a neighbor talking about the difference composite decking made for their home and types “best deck material for NC weather.” She’s deep into the Consideration Stage.
A week later, she’s on Google again. “Top-rated deck builders near me.” “Deck builder reviews Charlotte.” “Financing options for new decks.” She’s ready to hire. That’s the Decision Stage.
If your content didn’t show up during every one of those steps — the blogs, the photos, the reviews, the social proof — you lost Jenny.
You have to be more strategic than ever. That means:
- Keeping your paid ad campaigns tight, tracked, and optimized
- Not being afraid to invest when the return is proven
- Knowing your numbers, your cost per lead, return on ad spend, and conversion rate, just like you know your materials list
And let’s be real. You wouldn’t let your client DIY their framing or use the wrong fasteners on load-bearing posts. So why are you still trying to duct tape your marketing together with freelancers, templated sites, and hope?
Source:
- “Buyers form opinions before reaching out — based on content, reviews, and how clearly you explain your process.” — BrightLocal, 2025
Boost Your AI-Driven Marketing Now!
Download the free AI Optimization Checklist and see how AI can accelerate your deck-building business.
“Just Get Me the Lead — I’m Great at Closing” Is Dead
We hear it all the time:
“Just get me the leads. I’m great at closing.”
That mindset worked in 2015. But in 2025?
The sale is already half-won — or lost — before you ever speak.
Today’s buyer isn’t waiting to be sold.
They’re looking for reassurance — that you’re a professional, your process is solid, and your work holds up.
If they don’t find that in your content, reviews, and digital experience…
They’re gone.
You can’t outtalk a better system.
You have to build one.
What a Modern Growth System Really Looks Like
If you’re frustrated with weak leads and slow results, it’s not your fault — it’s your structure.
Most deck builders still treat marketing like a list of one-offs:
- Run some Facebook ads
- Use Google’s DIY Smart Campaigns
- Hire someone that “builds backlinks”
But that’s like laying composite boards on a rotting frame.
It looks nice on the surface. But it won’t hold, and it won’t last.
The most successful deck builders think differently:
- They follow a proven process
- They use smart tools that talk to each other
- They treat every contact like the start of a lifelong relationship because a “not right now” might be a profitable “yes” down the road
You don’t need more tactics. You need a system.
Here’s what that looks like when everything works together:
Want to See It in Action?
Check out the DBM Growth System — the same connected approach used by the top deck builders growing year over year.
Why This All Matters
When your marketing is disconnected:
- You leak leads
- You burn budget
- You lose precious time
- You miss opportunities
When your system is aligned?
- You build trust
- You respond faster
- You close better
- You grow smarter
It’s not about “more leads,” but the right leads.
It’s about the right structure that supports your business — now and in the future.
Final Word
Marketing didn’t stop working.
It shifted — fast. And now, it demands more from all of us.
More structure.
More speed.
More strategy.
The builders who lean in?
They’re dominating.
The ones who don’t?
They’re invisible.
Ready to see where your system’s falling short?
Book your free Growth Strategy Session.
You’ve already built a great business.
Now let’s build the system that keeps it growing.
Ready to take your business to the next level?
Book a FREE Growth Strategy Session Today!
Download your AI Optimization Checklist NOW!
What You’ll Learn:
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Optimizing Content for AI: Strategies for creating content that AI tools and voice assistants can easily recommend.
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Using Lists and Dates: How to leverage list-based articles and date references to stay relevant and authoritative.
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Improving Readability and Engagement: Tips on using summaries and key takeaways to boost user experience.
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Building Trust with Homeowners: How to provide clear pricing and actionable recommendations for informed decision-making.
…And much more!
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