You’ve Earned the Right to Be Selective—So Why Are the Wrong Clients Still Reaching Out?

This article was first published in Deck Specialist Magazine in the May/June 2025 Issue.

When you first started, you probably said yes to every job that came your way. You had to. You needed the work, the experience, and the cash flow. That meant taking on projects you didn’t love, clients who micromanaged everything, and pricing that barely made a profit.

But that was part of the process.

Now, you’re in a different place. You’ve built your skills. You’ve established a reputation. But if you’re still attracting homeowners who just want cheap and fast—or worse, want to hover over every board you install—you’re not just unlucky. You’ve got a branding problem.

This stage of your business isn’t just about getting more leads. It’s about attracting the right ones—the kind who respect your process, value your time, and trust you to deliver something exceptional.

And the only way to do that is by dialing in your brand.

First Impressions Happen Before You Ever Say a Word

Think about how homeowners make decisions. Before they ever reach out to you, they’ve already “Googled” deck builders in their area. They’ve checked out websites, scrolled through Instagram, and maybe even read a few reviews. They’ve already formed an opinion—whether you realize it or not.

So if your website is outdated, if your photos don’t showcase high-end work, or if your messaging doesn’t make it clear that you specialize in luxury outdoor living, you’re going to attract the wrong people. Or worse, you’re going to turn off the right ones before they ever contact you.

Branding isn’t just about having a nice logo or clean website. It’s about creating a feeling. High-end homeowners aren’t just buying a deck—they’re buying peace of mind. They want to feel confident that you’ve got a dialed-in process, sharp craftsmanship, and a reputation for delivering something they’ll be proud to show off.

And right now, that trust matters more than ever.

Between rising material costs, shifting homeowner budgets, and the uncertainty that comes with things like tariffs and political headlines, we’re seeing more hesitation from clients—and more pressure on builders.

But here’s the truth: strong brands don’t flinch when the market shifts. They don’t race to slash prices. They don’t chase low-margin work out of fear.

They stay steady, because their brand already does the heavy lifting. Homeowners know what to expect. They trust the experience. And even when times feel shaky, they still invest—because they believe in who they’re hiring.

That’s where video testimonials come in. It’s one thing to see a deck. It’s another to hear a client say, “These guys made it easy,” or, “This was the best contractor experience we’ve ever had.” Want to take it further? Show real people using the deck—laughing, eating, drinking, music playing. Because an empty deck is just wood. A deck full of life? That’s an investment.

Make Sure Clients Remember You, Not Just the Work

A lot of builders finish a project, shake hands, and move on. But the best ones make sure clients don’t just remember the deck—they remember who built it.

One of the easiest ways to do this is by making the final walkthrough a moment, not just a checklist. Take a picture with the homeowner and your crew. Have them hold a yard sign with your company’s name. Share it on social media and tag them. When people see their neighbor excited about their new deck, it’s more powerful than any ad you could run.

Want to go the extra mile? Offer to host a deck-warming party. Nothing over the top—just light snacks, maybe a few beers, a casual invite to their friends and neighbors. Leave behind some business cards, maybe a branded cutting board or a high-end bottle opener. Shake a few hands 😉 No pitch. No pressure. Just be present and let the work speak for itself.

And here’s one that pays off for years: install a small metal plaque on the deck. Sleek, subtle, and professional. When someone asks, “Who built this?”, the answer is right there—no guesswork, no forgotten names.

Referrals and Reviews Should Happen Automatically

Most homeowners want to refer you to their friends. They want to leave a review. But life gets busy. They forget. It’s not that they didn’t love the work—it just slips their mind.

That’s why you need a system in place that makes it easy for them. If you only ask for a review and never follow up, you’re leaving money on the table. Tools like Sales Jumpstart let you automate gentle reminders—via email or text—so clients can leave a review with one click. No chasing. No awkward follow-ups.

And when it comes to referrals, a little appreciation goes a long way. If a past client sends someone your way, don’t just say thanks—send them something. A branded YETI tumbler, a high-quality cutting board. Something useful. Something quality. Not because you have to—but because it shows you notice. Better yet, don’t wait until they refer someone—warm them up with generosity before you even ask.

If You Can’t Explain Your Brand, You’ve Got Work to Do

If someone asked, “What makes your business different?”—could you answer in a way that’s clear and actually compelling?

Saying you build beautiful decks isn’t enough. So do a hundred other guys.

You don’t just build decks. You create experiences, bring families together, turn backyards into something people talk about. But that’s not just about the end result. It’s about how you do it differently. Your process, your standards, your philosophy—that’s your brand.

That’s why at Deck Builder Marketers, we start every project with a Brand Strategy Blueprint. Because without it, nothing else works. You can’t market what you can’t explain.

So if your messaging feels vague… if your website attracts the wrong clients… if you’re tired of being treated like a commodity… it’s time to fix that.

Start with the free Brand Strategy Worksheet we put together here: https://deckbuildermarketers.com/brand-strategy

It’ll walk you through the same questions we ask our one-on-one clients. And if you struggle to answer them? That’s your sign—it’s time to get serious.

Final Thoughts: Your Brand is Either Working For You—Or Against You

You’ve outgrown survival mode. But if the right clients still aren’t calling, it’s not about your skills—it’s about how your brand tells your story.

Because someone with less talent is landing the jobs you want… not because they look better, but because their brand speaks louder.

Branding isn’t just how you look—it’s how you’re remembered.

It’s the feeling you leave behind.

It’s the reason someone trusts you before you ever pick up the phone.

So stop leaving it to chance.

Build a brand that works as hard as you do.

As always, I love your questions and am here to support you. Keep moving forward!