Ultimate Lighting Issue SPECIALIST
Ideas & Strategies for Outdoor Living Professionals
Ultimate Lighting Issue SPECIALIST
Ideas & Strategies for Outdoor Living Professionals
Creativity, technology and a focus on personality will be on the top of consumers’ lighting lists this year
How to Upsell Lighting
When creating a lighting proposal, Tom Watson shares his favorite ways to maximize sales and profitability
Smart Outdoor Lighting
How deck builders can differentiate themselves by incorporating smart technology into their lighting packages
Majestic Outdoors builds a
backyard oasis in Raleigh, N.C.
Professionals
ON THE COVER: Jay Beswick, owner of Raleigh, N.C.based Majestic Outdoors, describes this 4,000-sq. ft., $1 million project as an “epic build with an epic budget.” IG Glass Railing opened the view from the top deck down to the two StruXure aluminum pergolas, outdoor kitchen, and rainfall wall.
Editor’s Note Industry News
Parks & Deck Creation with Bobby Parks
Set the Standard with Brendan Casey
Tool Reviews with Andy Henley and Mike Mitchell
Market Yourself with April Edwards
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DECK SPECIALIST
A publication of 526 Media Group, Inc. 151 Kalmus Dr., Ste. J3, Costa Mesa, CA 92626 Phone (714) 486-2735
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Columnists
Brendan Casey, April Edwards, Andy Henley, Mike Mitchell, Bobby Parks
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DECK SPECIALIST is published six times a year at 151 Kalmus Dr., Ste. J3, Costa Mesa, CA 92626, (714) 486-2735, www.deck-specialist.com, by 526 Media Group, Inc. (a California Corporation). It is an independently owned publication for U.S.-based builders and contractors that specialize in decking and other outdoor living projects. Copyright®2025 by 526 Media Group, Inc. Cover and entire contents are fully protected and must not be reproduced in any manner without written permission. All Rights Reserved. Deck Specialist reserves the right to accept or reject any editorial or advertising matter, and assumes no liability for materials furnished to it. Jan./Feb. 2025 • Volume 9 • Number 1
SARA GRAVES
Dr. Sam
FOR YEARS, MY DAUGHTER had her heart set on being “Dr. Sam.” We discussed the pros and cons of the amount of schooling it would require and if she was really ok with scalpels and blood (she expressed an interest in being a surgeon like her great grandmother).
Things changed when she was hired a few months ago by a well-known museum on campus. What started out as her tagging along with her friend to volunteer at the museum one day, turned into a steady job. She was hired to dissect and catalog animal specimens for scientists around the world, and was separately brought on to help a scientist organize research for a grant proposal. I told her early on, “Watch out! You might end up doing surgery on animals—not people.” She laughed.
Turns out, I might’ve been right. Recently, over the holidays, she told me that she was seriously considering broadening her biology major “just in case” she wants to do scientific research around the world on animals. While that wouldn’t prevent her from being Dr. Sam if she still wants to pursue medicine, it would give her the choice later to pursue animal science should she change her mind.
I’m sure changing her mind wasn’t easy, especially considering how long she has been interested in medicine. And, as anyone who has had to pivot midstream knows, it requires careful planning and plenty of risk taking.
It’s that kind of careful planning that Majestic Outdoors needed on their recent project. With limited backyard access, constant mud all spring long, and a 7-ft. drop in elevation on the backside of the pool, they had plenty of obstacles to contend with to finish the $1 million backyard overhaul.
Similarly, Chicagoland builder Erdmann Outdoor Living faced a challenge on their build. Their recent project required the three-man team to expertly readjust and flatten out the home’s original gable design to tie the pergola into the roof and exterior wall.
... as anyone who has had to pivot midstream knows, it requires careful planning and plenty of risk taking.
Brendan Casey explains in his column that to remain competitive against the “Discount Dan, the Cheap Deck Man” and “Low-Ball Inc,” you need to provide the why so they know why they should spend more to work with you.
My daughter has a few years before she needs to lock in her final decision, but at least she’s not afraid to take risks and see what new doors open to her between now and then. I couldn’t be more excited to see where each door takes her.
Sara Graves is the managing editor of Deck Specialist. Reach her at sgraves@526mediagroup.com
Dr. Sam and her 97-year-old grandmother.
Trex Expands Partnership Exclusivity to Fuel Growth
Trex Company intends to require its distribution partners to carry only Trex’s brand of decking and railing. This was on the heels of the company’s introduction of its new 2025 line of products which now includes premium cable and specialty glass railing systems.
The first distributor to sign an exclusivity agreement with Trex was longtime Trex distributor Snavely Forest Products. Snavely announced in mid-October that it would sell Trex railing exclusively through its nationwide distribution network and, in early 2025, would add Colorado to its service areas.
At the same time, Trex said it was strengthening its relationship with Boise Cascade, a leading U.S. distributor of building products. Boise agreed to exclusively distribute Trex’s decking and railing products at Boise locations participating in the Trex program, including incremental distribution gains in New Jersey and the surrounding region.
Trex then penned an exclusive agreement with Weyerhaeuser, which will distribute Trex’s decking and railing into the Southwest from its distribution hubs in Redding, Stockton, Fresno, Santa Clarita and Fontana, CA., as well as Phoenix, AZ.
Interestingly, Weyerhaeuser also penned an agreement with AZEK to distribute TimberTech decking, railing and AZEK Trim to two new markets: Easton, PA., and Richmond, VA. With this addition, Weyerhaeuser will carry AZEK products at 13 distribution centers
across the U.S.
In the Pacific Northwest, International Wood Products agreed to exclusively distribute Trex products from five of its distribution facilities in the Western United States, including its Cloverdale, CA., location. The expansion extended Trex’s reach into the Northern California and Northern Nevada markets.
And in an effort to reach a bigger Canadian market, Trex teamed with Alexandria Moulding, a Canadian distributor of moulding, millwork and decorative building products in North America, to distribute Trex’s decking and railing products.
Capital Lumber, however, was one partner that chose to terminate their agreement with Trex instead of becoming an exclusive partner.
Instead, Capital Lumber signed a separate agreement with AZEK to distribute and market AZEK’s TimberTech decking, railing, AZEK Exteriors trim and siding, and Intex railing and millwork solutions across eight western states including Arizona, California, Colorado, Idaho, Nevada, Oregon, Utah, and Washington.
Ultimately, Trex aims to double its share of the residential railing market over the next five years through its strategic release of new products and exclusive distribution partnerships.
Bryan Fairbanks, president and CEO, noted, “We have been working with our distribution partners
over the past year to drive exclusivity in both decking and railing. These efforts are now in the execution phase, launching new railing products,
TigerDeck_Mahogany_DeckSpecialistAd-halfpg_JanFeb2025_FIN121924_outlines.pdf 1 12/19/24 4:22 PM
Lighting
the Wayin 2025
BY SARA GRAVES
The future of outdoor lighting is bright—both literally and figuratively. As homeowners increasingly seek to extend the comforts of indoor living to their outdoor spaces, lighting design is evolving to meet these demands with creativity, technology, and a focus on personalization. From creating ambiance to enhancing functionality, the trends on the horizon highlight the intersection of style and innovation. Builders and manufacturers alike are doubling down on delivering lighting solutions that don’t just illuminate spaces but elevate them.
Technology to Take Center Stage
The advancement of lighting technology is transforming how decks are being designed.
“Lighting trends in outdoor spaces are on a steady trajectory of evolution rather than set shifts, meaning we expect to see a seamless progression over the next three plus years,” explains Patrick Barnds, senior VP/ general manager, product management, deck and accessories at AZEK/TimberTech. He adds they are actively integrating 24V systems, robust strip lights, motion-activated options, and adaptive lighting that reduces light pollution into their future designs.
“I think the big change now is technology. A lot of this stuff is plug and play,” says Randy Steyert, South Fork Decking in East Hampton, N.Y. “Once the clients see the ease of installment of what you started with, it definitely snowballs.”
Solar-powered lighting is one technology-driven trend on the rise. According to Sophie Powers, director of sales and operations, DEKOR Lighting, it will continue to steadily gain traction as sustainability and versatility become a priority for homeowners.
In addition, smart systems that integrate with home automation platforms are expected to dominate in 2025, Powers adds, providing features like motionactivated lighting, app-based management, and adaptive brightness. Systems that automatically adjust based on factors like daily routines, physical presence or vacation schedules, create a seamless, responsive lighting environment that enhances convenience and energy savings.
Mike Kunard, co-owner of IG Railing, believes illuminated railing will also be an important addition to any lighting package. Having recently introduced its illumination, media and privacy in one railing system—IG Switch—homeowners are able to project
images through the railing as a video projector screen in its natural opaque white state. Like a white board used in classrooms as a screen, an image projected onto IG Switch is best captured when back lighting the glass during dusk or night.
Aesthetics
Michi Vilera, communications and marketing specialist, BOLD (Best Outdoor Living Design) says that lighting is no longer just functional—it’s artistic, intentional, and a defining element in outdoor spaces. “Homeowners will want lighting fixtures as statement pieces… to create ambiance, decorate, and accent, rather than wanting to conceal the light source.”
Barnds adds homeowners increasingly want a seamless transition between their home’s interior and exterior. This demand drives the need for a wider selection of lighting designs that align with diverse architectural styles—whether traditional, coastal, modern, or eclectic.
To meet this trend, TimberTech is focusing on premium, design-forward lighting collections rather than one-size-fits-all options. Its new Lantern post cap lights launching in 2025, for instance, blend classic design with modern style, while its other lighting options lean into distinct themes like minimalist or coastal, offering flexibility across architectural styles.
The Importance of Safety
“I’m seeing a lot of people more interested in lights lately for safety reasons, with elderly parents or children walking upstairs at night or lighting up the yard to see the path,” says Jacob Higgins, Custom Outdoor LLC, Raleigh, N.C.
“Good lighting really gives you that whole other level of ambiance and safety, and really transforms a deck space,” says Michael Scott, Simcoe Decks, Barrie, Ontario.
Selling the Vision
“Rather than presenting lighting as just an add-on, offer it as part of a comprehensive outdoor living upgrade,” Powers advises.
Scott says it’s hard to sell the emotion of lighting, so they include it in all of their projects. “We have a certain baseline budget and an idea of what we’re going to include, but we’ll typically go in and mock up different ideas... Often, we’ll leave one fixture for a night or two, and circle back with the client to see how they liked it. We can adjust to add more lighting or less lighting, and let them kind of experience both.”
Luan Casimiro, Amazing Garden & Construction, East Bridgewater, MA., says they also strive to include lighting in all their projects because “it creates a completely different experience during the night.”
Deckorators’ category marketing manager Michelle Hendricks agrees, adding, “It’s critical to plan ahead for future lighting installations during initial construction because it makes it much easier and cost effective later on to make adjustments when the wiring is already in place.”
The Path Forward
The future of outdoor deck builders is brighter than ever, thanks to the evolution of lighting. By blending aesthetics, technology, and sustainability, lighting is set to become an essential tool for crafting outdoor spaces that are both functional and visually stunning. The innovations on the horizon for 2025 and beyond will illuminate outdoor living like never before. DS
How to UpsellLIGHTING
BY TOM WATSON | BOLD
SO, YOU WANT TO START SELLING OUTDOOR LIGHTING on your decking projects, but don’t know where to begin. Here are a few of my favorite ways to not only initially sell lighting on your projects, but then expand on that initial offering by maximizing the beauty of the outdoor space while maximizing your sales and profitability on your projects.
Include these on every proposal:
1. Good, better, best
2. Offer your professional opinion. They are coming to you as the professional, if you don’t feel confident enough in your outdoor lighting prowess, invest in your business by attending different trainings and seminars to become a lighting professional. A mixture of hands-on and theoretical training will go a long way in helping you understand everything you need to know about designing, selling, and installing lighting on your projects.
3. Start with the Ow, then demo the Wow! The easiest way to sell lighting to your clients is to start with the safety element. Changes in elevation are the best place to start–things like steps, stairs, edges of decks etc. This allows you to have a transformer installed, along with a main line run that you can easily add on to with most landscape lighting systems being very modular. Since the majority of time spent enjoying an outdoor space is in the evenings after work with friends and family, more often than not entertaining, this makes highlighting these transition areas a must have on any project.
Now that your customers see the value in safety lighting, it will be easier to sell them on the real magic that landscape lighting can bring to the outdoor space. Height, layers, colors, textures–these are all things that when introduced into the landscape lighting design will unleash the true potential of your customers’ outdoor space, and maximize the investment that they are making into their outdoor oasis.
4. Design
5. Emotional Connection
6. Pricing
When pricing lighting into a project, there are many ways to do so–percentage markup, multipliers, time and materials. Each have their pros and cons, but my favorite (and the most accurate) is always time and materials. While it may take some time to dial in, once you get a couple installs under your belt, you will have a solid measure of your process and costing to ensure profitabililty every single time. Lastly, do not show a per-fixture price. Just as with decking, you don’t break it down into a price per board installed. Present the lighting as a package. DS
Tom Watson is a senior business development manager with BOLD (Best Outdoor Living Design). With over four years of experience in the landscape lighting industry, Tom works with industry professionals and suppliers across North America to help them grow their businesses and increase revenues using proven strategies and industry leading technologies in low voltage outdoor lighting.
At BOLD Academy, they teach builders to sell their lighting projects in phases or stages so they are more likely to sell larger lighting projects to their clients. They also advise builders to always carry a small demo kit with them to jobsites in case they need to offer a free lighting demo on the fly, and emphasize to the homeowner the benefits of choosing high-quality low-voltage lighting systems that allow for greater customization and automatic on/off capability.
To learn more or register for an upcoming BOLD Academy session, scan the QR code below.
SMART OUTDOOR LIVING SPACES
BY CHRISTOPHER SHARP | BRAVAS
In recent years, the outdoor living industry has witnessed a remarkable movement, with smart technology taking center stage in deck building and outdoor space design. As homeowners increasingly seek to extend their living areas beyond the confines of their homes, the demand for intelligent, intuitive spaces has surged.
The integration of smart technology undoubtedly adds value to a property. Smart homes can potentially increase property values by 3% to 5% according to research from Consumer Reports.
This shift presents an unprecedented opportunity for deck builders to differentiate themselves in a competitive market by embracing technology integration that allows for a more harmonious living experience.
Modern Features for Discerning Homeowners
Among the most sought-after smart features, automated lighting represents a cornerstone of intelligent design and provides unparalleled flexibility. Homeowners can instantly adjust the ambiance for any occasion, from warm glows for intimate gatherings to vibrant lighting for festive events. Beyond aesthetics, these systems enhance safety and security with motion-activated lights that deter potential intruders and illuminate pathways for safe navigation after dark.
Weather sensors also add convenience, automatically triggering awnings heating elements, or misting systems to maintain comfort during unexpected weather changes.
Security is a top priority for many homeowners, and outdoor spaces can now feature integrated security cameras, smart locks, and automated gates, allowing remote monitoring and control access from anywhere.
Outdoor entertainment has also become more advanced, with weatherproof televisions and integrated speaker systems that deliver high-quality audio. If guests are enjoying these entertainment screens during a sunny day, automated shades embedded into the architecture can be drawn either by remote control or voice activation.
Smart outdoor kitchens, equipped with connected appliances and voice-controlled assistants, elevate the outdoor cooking experience, making it easier than ever to entertain guests or enjoy family meals in the open air. Additionally, smart irrigation systems offer a techsavvy approach to landscaping maintenance. These systems can be programmed to water plants based on real-time weather data, soil moisture levels, and specific plant needs, ensuring optimal growth while conserving water.
Careful Planning for Decking Considerations
Deck builders who partner with home experience designers in the planning stage can seamlessly integrate technology into their designs and have a significant advantage in the market. These partnerships ensure
that smart home technologies feel like a natural part of the space, rather than an afterthought.
Additional Features for Ultra Luxury Homes
One additional consideration is the selection of weather-resistant smart devices and components for durability in outdoor environments. To maintain a sleek design, builders can conceal wiring and tech components without compromising design integrity. For example, hollow deck posts for running cables or built-in cabinetry for housing control units can maintain a clean, uncluttered appearance while providing easy access for maintenance and upgrades.
Build for Today and Tomorrow
Forward-thinking builders also plan for future upgrades, ensuring that the deck’s infrastructure can evolve with the homeowner’s needs over the entire life of the home. This might involve installing additional conduits for future wiring, choosing expandable smart home systems, or designing modular components that can be easily replaced or upgraded as technology advances.
Integrating solar power into smart outdoor living spaces, such as solar panels, lighting and charging stations, is an increasingly popular trend that aligns with sustainability goals.
Smart safety features are another area where deck builders can add significant value. Beyond motionactivated lighting, features such as automatic locking gates, pool safety sensors, and smart smoke detectors designed for outdoor use can provide an extra layer of security and peace of mind for homeowners.
Looking to the future, several trends are emerging that deck builders should be aware of. The Internet of Things (IoT) is expected to play an even larger role in spaces, with more devices and systems becoming interconnected and controllable through centralized smart home hubs. Artificial intelligence and machine learning may be programmed to learn and adapt to homeowners’ preferences automatically, adjusting lighting, temperature, and other factors without manual input.
As the demand for smart integration continues to grow, deck builders who partner with home experience designers to properly plan these technologies and master their integration will be well-positioned for success. DS
Christopher Sharp is business development director for Bravas, the foremost home experience designer in the United States, partnering with homeowners, architects, builders, and interior designers to create residential experiences that help clients live in harmony with their homes. For more information, please visit www.bravas.com.
THE Build
WHILE THE TERM “EPIC” might get thrown around a lot, for Majestic Outdoors owner Jay Beswick, there’s no better way to describe what he and his Raleigh, N.C.-based team recently accomplished with a stunning backyard transformation.
“Epic Build” started as a straightforward pool installation but quickly grew into something far greater. The homeowners envisioned a cohesive outdoor living space that would serve as a haven for relaxation and entertainment.
The final 4,000-sq.-ft., $1 million project (approximately $300,000 of which was Majestic’s part of the build) was “definitely one of the projects we call ‘epic builds’ with an epic budget,” explains Beswick.
Collaboration with other contractors was key to the success of this project. A pool company and a crew of masons handled foundational work while the builders focused on the decking, pergolas, and smart technology integration. “This was initially set up as a pool project and from there morphed into creating more around the pool. Then we came in to be able to help them extend their deck and create a more spacious area,” Beswick adds.
A major focus of the project was the 600-sq. ft. upper deck, constructed with wide-width AZEK/
TimberTech decking. As a TimberTech Platinum Pro builder, Beswick chose this material for its durability and modern appeal.
“The homeowners wanted lights and sound and feel and all different elements around the pool and being able to sit at the upper deck, which they enjoy very much,” Beswick explains.
The roughly 70 ft. of railing around the top deck served as a focal point of the project. The homeowners despised their old-spindled railing—likening it to a “jail cell”—and wanted something entirely open. The solution was IG Glass Railing, offering unobstructed views of the backyard from the upper deck looking down onto the pool below. Not only did the railing meet the homeowners’ aesthetic needs, but also added functionality with integrated color-changing lights. “The wife was mainly looking for the view of the backyard—the husband was extremely excited about the fact that it could light up,” says Beswick.
In addition, Beswick added tongue-and-groove decking to the underside of the deck along with Infratech heaters and can lighting.
Two custom-designed StruXure aluminum pergolas grounded the project. The first, a 16x20-ft. aluminum pergola, covered an outdoor kitchen and
bar area, with an overhang extending above the spa for additional shade.
A standout feature on this pergola was the 8-ft.-long, customizable, sheer rainfall wall that pours into the pool and features rope lights. Beswick explains that homeowners walk under this spillway to enter the pool.
A second StruXure aluminum pergola was built on top of a 12x14-ft. platform deck built over TimberTech’s new Aluminum Framing that was about 1 ft. off the ground with added drainage. A platform deck was installed because there was a nearly 7-ft. drop in elevation on the backside of the pool, and the area around the platform deck was built up for drainage, which didn’t leave much room for framing inside the remaining space.
As the first builder in Raleigh to use TimberTech’s new aluminum framing, it has been a game changer, Beswick says. “Now we have a lifelong product that can last underneath an area that you’re never going to see or get to. It’s a much better option than putting in wood,” Beswick says. “Now we’re very comfortable with
CONTINUED >>
it. We love it. We actually want to go exclusive with just aluminum framing, and have some projects sold coming up this year where we don’t even want to offer wood anymore.”
The scope of the work came with significant challenges. Limited backyard access required them to coordinate through neighboring properties, while constant rain turned the site into a mud pit. “Spring was just constant mud. We could never get a good period of drying before we had to rush to the next step,” Beswick explains.
Also, he says the project was “about a year too early” in terms of available smart lighting technology, but he says they are “committed to continuing to work with the homeowner to do updates along the way until we can get this done.”
Beswick says what they learned from this project will make their future builds that much greater. “We could do so many different elements that we’ve learned from. Now we can go on to the next backyard and create another epic build.” DS
BEYOND THE SURFACE: A Deck Builder’s Guide to Wood Coatings
BY JON WITT | CUTEK
WOOD IS ONE OF THE MOST VERSATILE, sustainable, and long-lasting building materials. However, it suffers from extreme weather fluctuations and damaging insects. As a deck builder, you must consider several factors when protecting your wood projects, such as choosing a suitable coating or whether to use one at all.
More than Just a Pretty Finish: Why Coating Matters
Keeping a wood deck in service for many years requires more than carpentry skills. A long-lasting wood deck requires species knowledge on how to protect it from the elements. Choosing a suitable coating is crucial, impacting the aesthetics and longevity of the project and your reputation.
Wood Science 101: Understanding the Enemy
Wood is a dynamic material that constantly interacts with its environment. Understanding its vulnerabilities is essential to selecting the proper protection.
• UV Degradation: The sun’s ultraviolet rays break down lignin and the glue that holds wood fibers together, causing graying and surface damage.
• Moisture Menace: Water absorption causes swelling and warping and creates a breeding ground for rot and decay.
• Pest Problems: Insects like termites and carpenter ants can wreak havoc on unprotected wood, compromising structural integrity.
Let’s explore the science of wood coatings and how they can empower you to make informed decisions for every project.
Coating Chemistry: Penetrating vs. Film-Forming
Knowing how different coatings interact with wood is essential for achieving optimal results, protecting your project from callbacks, and ensuring your customers can follow an easy maintenance schedule.
• Penetrating Coatings: These soak into the wood fibers, protecting them. They are ideal for projects exposed to harsh weather and repel water from the inside out. Examples include mineral versus plantbased oils.
Mineral oils penetrate deep into the wood and act as a stabilizer, reducing splitting, warping, cupping and extending its service life. They also offer easy maintenance. Plant-based oils are more susceptible to mold or mildew growth, may not be as durable or long-lasting, and are higher in VOCs—to help stabilize the oil and delay breakdown that feeds mold and mildew.
• Film-forming Coatings: These create a protective layer on the wood’s surface, offer UV protection, and are available in various colors and sheens. However, they can be prone to cracking and peeling. Examples include paints, acrylics, and urethanes.
Film-forming coatings only work if the wood is fully encapsulated, as the engrain is the most prone to
Left: Ipe Deck Restoration: This ipe deck had been left to gray, but with a little TLC, and the power of CUTEK Extreme, it’s now a breathtaking outdoor oasis built to last. Right: Thermory White Ash deck with CUTEK Extreme and Walnut Colortone finish. Right bottom: Thermory Ash deck with CUTEK Clear Finish.
failure. As we know, moisture travels in the path of least resistance, and the easiest way for moisture to enter is through the end grains. Therefore, complete encapsulation is only effective if dimensional instability is controlled.
Factors to Consider When Choosing a Coating
• Wood Species: Different woods have varying densities and natural resistances. Cedar and redwood, for example, contain natural oils that offer some protection—but not long-term protection—while pressure-treated lumber may require specialized coatings. Select wood oils can be used on pressure-treated lumber before or after it arrives at the job site.
• Protection Before Installation: Moisture can penetrate wood from all sides (six, to be exact). For optimal and complete protection, an initial coating on all sides will offer long-term dimensional stability and make ongoing maintenance easier.
• Dry Time: Factor in the number of applications and dry times, the coating type, temperature and humidity, air circulation, and wood species and condition.
• Customer Preferences: It is ideal to balance aesthetics with performance. Discuss color choices and the desired look—opaque versus enhancing the natural beauty of wood. Sometimes, maintaining wood to look like something it isn’t requires more work than embracing natural progression.
• Maintenance Expectations: Even the best coatings require periodic maintenance. Factors like sun exposure, foot traffic, and other weather conditions will influence how often the deck surface needs to be cleaned and coatings reapplied. Consider a product that either you or your customers can maintain year after year.
Enhance and Protect Your Wood Deck: The Key to Longevity
Ensure your wood decking projects look stunning and stand the test of time.
Proper surface preparation and cleaning are crucial; a clean surface is the best maintenance defense. Partnering with a coating manufacturer offering a comprehensive product system to prepare and protect your wood decking project is essential. An integrated approach will simplify the application process and offer peace of mind, fewer callbacks, and happy customers. DS
Jon Witt brings more than 25 years of experience in the sustainable outdoor industry. In January 2024, Jon joined CUTEK as a Business Development Executive and Technical Advisor.
Before CUTEK, Jon began his journey in turf management, which evolved into a passion for landscape construction and maintenance. He found his niche in deck design, construction, and maintenance, culminating in creating Witt’s Woods and Greens (WWG Design and Build). In 2017, he opened Deck Protect Inc., a wood decking and cladding pre-finishing company. He was recognized with multiple NADRA awards between 2012 and 2019.
The Ultimate IBS Showcase Awaits
THE NATIONAL ASSOCIATION OF HOME BUILDERS
(NAHB) is set to host the 2025 International Builders’ Show (IBS) from Feb. 25 to 27 at the Las Vegas Convention Center, Las Vegas, NV. This premier event, co-located with the Kitchen & Bath Industry Show (KBIS) for the 12th annual Design & Construction Week, is anticipated to draw over 110,000 industry professionals and feature more than 2,300 exhibitors across nearly 1.2 million square feet of exhibit space. Last year’s show welcomed over 76,000 visitors from more than 100 countries.
IBS 2025 offers attendees a comprehensive experience, including access to the latest products, cutting-edge technologies, and innovative solutions in the residential construction sector. The expansive show floor is organized into six main segments, allowing participants to tailor their visit. Special features such as the New Product Zone and the IBS Start-up Zone will showcase emerging products and services poised to impact the industry.
Education is a cornerstone of IBS, with over 100 sessions led by renowned experts covering a wide array of topics, from strategies on how to keep your customers engaged and happy from the start of a project to the end, to building an impactful brand, to pricing strategies to optimize profits. Attendees can enhance their knowledge through pre-show learning opportunities on Feb. 23 and 24, including the Building Science Symposium and the new Custom Building & Remodeling Symposium.
Networking opportunities abound at IBS 2025, with numerous social gatherings, keynote speakers, and special events designed to foster connections
among professionals. The event will kick off with the DCW opening ceremonies on Feb. 25, followed by the Official IBS House Party at Brooklyn Bowl that evening. Additional ticketed events include the Young Pro Party at Ole Red and the DCW Closing Concert.
Attendees will also have the opportunity to tour The New American Home (TNAH), NAHB’s official IBS show home. Located near the convention center, TNAH showcases the latest building products, innovative building technologies, and emerging design trends, providing a tangible example of excellence in modern home construction.
Registration for IBS 2025 is now open. NAHB members can enjoy a free Expo Pass, while non-members can register at a discounted rate. An Expo+Education Pass provides access to all IBS Education sessions and the show floor, offering substantial savings. Spouse registration is complimentary, encouraging broader participation.
For more information, visit buildersshow.com. DS
Is Your Business Wheel Intact?
IN SOME WAYS a business is like an old wooden wagon wheel in that multiple components must be in place and in working order. If spokes are missing, there are cracks in the hub, or splinters on the outer rim, you will have a rough ride. If you fail to grease the hub or neglect any part long enough, a weakness becomes a failure. You risk being stranded, having breakdowns, or never reaching your destination. It is the same for any business. If there are weak or neglected parts, you experience issues. Problems will show up.
Quality craftsmanship and building skills allow an entry path into the business. But these skills alone, will not take you far down the long and winding road. They are foundational basics that should be a “given” for anyone wanting to be in business or gain useful employment.
While other necessary business systems and components are developed, many are mentally manufactured. Most do not take physical efforts,
tools, or time. They take the right mindset and attitude and a consistent commitment to the decided approaches, principles, operational themes, and desired outcome.
A strong dose of personal traits like ambition, motivation, commitment, and character are entrepreneurial power sources and early indicators of one’s upside potential. Learning and earning targeted aspects such as credibility, reputation, and profitability take time and determined mental efforts. The basic elements of professionalism, communication, photos, website, marketing, lead generation, quote systems, customer reviews, and a process to blend them together provide rhythm and an avoidance of chaos.
Fundamental processes such as sales presentation, followup, and creative designs are perfected and improved. The basics of bookkeeping, job costing, and budgeting help track and monitor progress and profitability. Employee retention,
All 13 of the outer wheel components and a couple of the spoke notes on the photo (left) are simple ways of thinking. It is a disciplined practice of good decisions and managing yourself.
motivation, and positive workforce attitudes result from good leadership, team building, and creating a positive culture.
And of course, there are the basic business and job boxes to check such as planning, permitting, and production elements. All aspects should be in a constant state of progression. Some are conscious while some are second nature or subconscious.
I know, it sounds like a lot when you read the list right? It is and it isn’t. In fact, all 13 of the outer wheel components and a couple of the spoke notes on the following photo are simple ways of thinking. It is a
disciplined practice of good decisions and managing yourself. Most involve thoughts, positive behavior, communication, and applied wisdom. It takes some time, but not a lot of time.
Very few of the remaining 10 elements require significant time either. Most require up front development but then it is a matter of managing, maintenance, and delegating as needed.
If you put together a pie chart of time needed for everything mentioned here, you would see that the time for many items is minimal. Most are adopted principals or simple operational decisions requiring
CONTINUED >>
Quality craftsmanship and building skills allow an entry path into the business. But these skills alone, will not take you far down the long and winding road. They are foundational basics that should be a “given” for anyone wanting to be in business or gain useful employment.
occasional maintenance or attention. But to ignore elements because they are not creating noise you cannot hear is risky. Too many pieces ignored slow you down or affect you gradually without you realizing until it is harder to recover from or too late to fix. Varying amounts of pain will be involved to recover.
No doubt a typical builder’s daily schedule is already full. You are thinking about the day ahead over the first cup of coffee. You go through the days triage list as you drive to work figuring out how to complete the mission of today and plan another for tomorrow. When on site, your focus is on keeping the job moving forward and get to targeted progress points by the end of each day.
When you are back in the truck or office, you are thinking about everything else. Phone calls throughout the day are a constant interruption of the thoughts currently in your mind that you hope to pick back up as soon as you hang up. That is assuming you remember what you were thinking about or if the call caused a reprioritizing of your triage list. For many, the phone calls are so constant, you begin to hear it ringing or vibrating even when it is not.
Oh yeah, you also have a family and personal life to factor into a day that already does not seem to have enough hours in it.
So again, there never seems to be enough time in the day. But a panoramic business view yields better results than tunnel vision. Not overlooking simple but important aspects matters. Look at the wagon wheel and self score yourself on a 1-5 scale with all items listed. It is easy to see where attention is needed. And it is okay to score a 3 in a few areas which is average. But the higher the rating, the better of you are going to be and the further and faster you will roll and progress down the path. DS
Bobby Parks is a well-known contractor who has delivered more than $40 million in outdoor living projects. He is now a partner with IG Railing, focusing on business development.
Why?
WE MAKE A TREMENDOUS DEAL out of branding, logos, catch phrases, slogans, vehicle and trailer wraps, company shirts, company colors, etc., all in an effort to portray a certain level of professionalism and expertise to our future clientele. After all, a picture speaks a thousand words, and first impressions are lasting. If we can get consumers to formulate their own vision of our excellence portrayed by the pictorials we’ve created, we have a leg up on our competitors.
Let’s say for this conversation, those efforts along with the tens of thousands we spend on other marketing agendas has worked. The phones are ringing, the email and texts are buzzing, and we are off to our next appointment with hopes and aspirations of landing another sweet project. That’s why we are in business, to sell decks and outdoor living spaces. Now that you have the consultation scheduled, why should the client hire you?
You are pumping out the proposals, following up with clients, but not landing the number of contracts you believe you should have earned. What gives? Your numbers are sharp, you are delivering greater quality than your competitors, have more knowledge and experience, but you are still losing out to “Bob in His Beater.”
Is it bad presentation or something simple like when you follow up the client is telling you lowball was 10 or 20% below your price? If “Broke Back Deck Company” has clobbered you on price, you have to create the why to combat that scenario.
There’s an old adage that the moment you accept the appointment, the contract should be yours. The client called and asked you to come sell them, not the other way around. You show up with the belief that your company is the most qualified for the project, and that would be true if all things were equal, unfortunately, but they aren’t. Your competitors all showed up with the same perspective.
So why should they hire you? Because you are better? Who says you are better? You? Your competitors all said they are the best in town. You have better decking? Every composite manufacturer has sales reps that claim theirs to be the best, but the top five are fairly equal in one way or another (I know I just started a brand loyalty firestorm, but they all won national awards last year).
How many times, especially in this oppressed economy, have you been on an appointment, showcased an amazing portfolio, flashed some local or national awards, built your presentation like a good sales rep (as did five or more of your local competitors)
only to have the client to say how impressed they are, how much they would love to use your company, and then ask, “Can you beat the price I was given by ‘LowBall Inc.?’” Your heart sinks. You believed the job was yours. They didn’t hear a word you said. It all came down to the bottom line price.
How do you respond? You just took a gut punch, feeling like you wasted your time, believing you created the why in why they should hire you. So, what’s the next step?
As Deck Specialists, we cannot and will not kowtow to the mentality that price is the only deciding factor. Getting into a foot race to the bottom is not the way to develop a successful, profitable business. It’s a trap most new companies get sucked into—living off deposits—“robbing Peter to pay Paul.” Eventually though, if you want to be in it for the long haul, you must create and provide differences and reasons for clients to seek you out.
Again, creating the why
This world is filled with unique and amazingly creative
outdoor artisans. They reside in towns all across the globe. You may even have one or two in your own area that are your competitors, but every competitor claims to be the best. You can’t control that, but you can rise above it. We all have to come up with that “why you should hire me approach” to differentiate ourselves from seven or 500 local competitors. We all create beautiful decks, but you have to land the project before you can build it.
So other than dropping your price to meet that of “Low-Ball Inc.,” what are you going to do to win the project?
I recently posed this question to a group of builders and was absolutely “decked” by the ton of the responses. At least 75% basically said, “I’m better,” “If you want it built correctly, it costs more,” “If you can’t afford my price, hire ‘Low-Ball Inc.,’” “Thank you, but no. If you want quality you have to pay for it,” “If they want me, they should respect me and my quality of work,” “Cheap isn’t good, good isn’t cheap,” or the old standby: “You get what you pay for.”
CONTINUED >>
As our industry becomes saturated with unqualified builders selling price over quality, we need to fight harder than ever before to separate ourselves from the herd.
The problem is these are all the blatantly obvious and combative comments, but not a single one is either productive or profitable. In essence, they reinforce the client’s decision not to hire you. Chances are you have already invested six to eight hours of your life going on the appointment, measuring, educating, taking pics, creating a design and proposal, and the presentation to the client, only to have them spend about 30 seconds to shoot it down. Are you really willing to accept that and
walk away, or will the competitive mentality kick in and motivate you to dig in and fight to win the project?
Most clients will give you the roadmap if they are truly interested in your level of craftsmanship. Obviously, some were price shopping from the jump, but the quality-minded clients will be willing to sit down, share the details and actually help you secure the project. You just need to provide the why.
Historically, I have found that when a client discusses the line item differences in proposals, it’s never a true quality comparison. How many times have you had a client tell you, Discount Dan, the Cheap Deck Man assured them he builds identical to you, only for less? But when you went through all the details, the only similarity was the word deck. Everything else was well below your standards. Inevitably, they realize Discount Dan gave them the “switch-nickel treatment,” and once measured and weighed, they came up greatly wanting in the true lasting value department.
It’s frustrating that we need to go through this exercise, but this is becoming more of the standard operating procedure than ever before. As our industry becomes saturated with unqualified builders selling price over quality, we need to fight harder than ever before to separate ourselves from the herd. Provide the clients with the why they should hire you.
Winners are not dictated to by losers, and generally speaking, the cheap guys are not capable of delivering what you offer. Chances are, they tap out where you begin. The elite-level builders should always be “Setting the Standard” and laying the foundational building blocks of excellence.
We are the why. DS
Brendan Casey with Casey Fence and Deck is a 17-time national award-winning Deck Specialist with over 40 years of professional experience. He and his wife, Dianna, started their business 25 years ago and immediately gained a reputation for high quality and a unique approach when it comes to delivering exceptional value for your outdoor living investment.
Easy to install. Built to last.
Strength and selection go together with Outdoor Accents ® decorative hardware from Simpson Strong-Tie. We’re always expanding our Mission Collection® and Avant Collection™ lines with new products and accessories, making it easy to enhance outdoor structures and living spaces. Both feature an innovative hex-head washer and fastener combo that looks like a bolted connection but installs as simply as a screw. It’s the only approved fastening solution for Outdoor Accents connectors. Plus, our code-listed connectors and fasteners are rigorously tested for performance. So whether you’re building a pergola or a pavilion, it will be strong, safe and beautiful for years to come. To see our complete lines of Outdoor Accents decorative hardware and download free project plans, visit go.strongtie.com/outdooraccents or call (800) 999-5099.
Mission Avant
© 2024 Simpson Strong-Tie Company Inc. M-C-OA23-C
MILWAUKEE M18 FUEL 7
1/4”
CIRCULAR SAW
MODEL 2834-20 (BARE TOOL)
$249.00
DECKING TNT put Milwaukee’s updated M18
Fuel 7-1/4” Circular Saw to the test in real-world deck-building conditions. Paired with the M18 RedLithium Forge XC8.0 battery and the M18 Dual Bay Simultaneous Super Charger, this setup delivered everything we needed: cordless power, extended runtime, and minimal downtime.
Between both our job sites, this saw effortlessly ripped through wet pressure-treated lumber, composite boards, handling everything from quick cuts to precision angles with ease. We appreciated its portability, especially on elevated and remote projects, and the supercharger that ensured we always had fresh batteries on hand.
We’ll be sharing more about our experience using this saw, Super Charger and Forge Batteries on real deck builds, so stay tuned to see how this performs in the hands of professional deck builders tackling demanding projects every day.
MIKE: Being right handed, I’ve had rear-handled worm drive saws my entire career. Worm drive saws have a blade on the left. Having the blade on “my” side of the saw just made sense. Also worm drives were typically much more powerful. There were two drawbacks, though. Worm drives are much heavier. The other
MODEL 48-59-1815
$249.00
was that it only beveled one way, so I always had a sidewinder in the toolbox to make those other bevel cuts. (For example, when cutting stair stringers that miter into the risers, it is needed for one side of these bevel miter cuts.) But, I always had a really hard time using sidewinder saws. They didn’t have the power I was used to, and the blade was on the far side. With the blade on the right side of the saw, I had to look over the saw to see my line. I always felt like there wasn’t much effort put into the development of sidewinders to make them user-friendly for a righty. Long story long, I didn’t have high hopes for this saw.
With that all said, I’m sure you know what I’m going to say. I found a sidewinder I could comfortably use as a righty. This saw is well-balanced and very light as tested with the Forge xc8.0 battery. The front of the saw is open enough for me to see the blade so I didn’t have to look over the saw to make an accurate cut. It cuts really fast. The blade spins at incredibly high rpms, and has plenty of power to keep that going through the cut. This is also the first battery saw that I used that didn’t have a two-button switch. In my past experience, battery saws had a safety switch that I would have to hold down before the saw switch would operate. With this saw, I was able to just grip and rip like the old, corded ones.
The saw also came with a vacuum attachment. I haven’t have an opportunity to use it, but the port that it hooks into did help with kicking out the sawdust. I feel confident it would work well if you attached it to a vacuum.
ANDY: The large open area around the blade on the base plate provided a clear and unobstructed view of our cut line from both sides of the saw, allowing for precise, accurate cuts. I noticed when making quick straight cuts or intricate bevels, this feature ensures that you maintain control and visibility throughout the entire process, minimizing the risk of errors and improving overall efficiency. The safety on the saw is a huge improvement compared to other designs that require you to push the safety every time you cut. This saw allows you to push the unlock button one time, and it will remain unlocked and ready to go. It really felt like Milwaukee took the time to improve the overall experience.
MIKE: The saw has a nice rafter hook. It is out of the way when you don’t need it and pops right out when you do. I liked how you could leave the hook open while cutting. The lever to operate the depth is on the left side of the saw. This was very convenient for me as a righty. There are some spots notched out for quickly setting the depth. They are set at 1/2”, 3/4”, and 1.5”, but I would have liked to see one more notch at 1”. The bevel adjustment also
has notches allowing for quick settings to 22.5° and 45° and even goes to all the way to 57°. It has a light that shines on your cut when you pull the switch. This really helped me to see the line, especially with those weird shadows during the day. After being spoiled with the light though, I thought it would be nice if there was a way to turn it on without the saw blade spinning. The table has a spot for a rip guide to be used, but the rip guide was sold separate.
ANDY: To keep the saw running smoothly throughout the day, the M18 Dual Bay Simultaneous Super Charger was a game-changer. With the ability to simultaneously charge two Forge batteries at once, we were able to rotate the batteries seamlessly without downtime. With the Forge battery, it charged 3-4 times faster than the regular charger and that’s with two at the same time. When two batteries are on, it knows which one can be charged the fastest and focuses on it. This was helpful when you need to use it right away. It also has a fan built in that helps cool down the batteries faster. While the focus remained on testing the saw, having a reliable charging system that kept up with our demanding workflow showed us just how well Milwaukee’s ecosystem is designed for professionals.
Contractor’s Corner
IN THE DECK BUILDING INDUSTRY, making consistent and accurate cuts efficiently is key. The guys at Wohlsdorf Builders recommend using the Cut Hub System due to its versatility, not only because it’s capable of handling 20-ft.long material, but also due to the fact that it’s easily portable and adjustable to almost all table and miter saws.
The universal mounting bracket fits 99% of all name brand miter saws and 90% of all table saws. The stand levels to the contour of any ground with its adjustable legs. As a deck builder in Minnesota, it is important for me to have a stand that can endure the weather. The Cut Hub is made from aluminum, making it a great choice for any climate.
It has improved our efficiency because it only takes a few minutes to set up or move, and comes with a measuring bump stop to improve accuracy of cuts. Even a person without much experience can make cuts accurately. We also like the length of the stand to support large pieces of material.
The Cut Hubs are made unique to each customer, and there are several dimensions and sets you to choose from. Buyers can even add on another table or mounting kit later. We see this as a lifetime tool and our crew won’t be without it. Anyone who wants to take their productivity to the next level should consider a Cut Hub System.
Caleb Wohlsdorf Rochester, MN
Wohlsdorf Builders Instagram: @wohlsdorfbuilders_decks
In conclusion, Milwaukee’s updated M18 Fuel 7-1/4” Circular Saw paired with the Forge batteries and M18 Dual Bay Simultaneous Super Charger is a winning combination for professional deck builders. The saw’s lightweight design, impressive power, and ergonomic features make it a gamechanger for precision and efficiency on demanding job sites. From ripping wet pressure-treated lumber to intricate bevel cuts, it delivered exceptional performance while addressing common frustrations with traditional saws.
The Super Charger further elevated the experience, keeping downtime to a minimum. While minor drawbacks like the rip guide being sold separate and the light functionality were noted, they hardly detracted from the overall utility of the setup.
We both recommend this saw (and accessories) to contractors seeking cordless solutions that deliver power, precision, and reliability.
M18 Fuel 7 1/4” circular saw: 9.7
Super Charger with Forge batteries: 9.9
Pros: Ergonomics, lightweight, powerful, single-stage switch
Cons: Rip guide sold separate, light only on with blade spinning
Andy Henley is the owner of Hen-House Decks, Uniontown, OH. Mike Mitchell is the owner of Mitchell Construction in the Chicagoland market. Andy and Mike can be reached in the DeckingTNT Facebook group.
Build Your Blueprint:
Growing Your Deck Business
in 2025
Y Why a Marketing Budget is the Key to
OU’VE SEEN IT—that deck builder with the sharp website, professional videos, and ads everywhere. They didn’t ‘see what happens’ with cheap SEO or Facebook boosts—they invested in marketing that grows their brand and brings in consistent leads.
I get it—marketing feels like a big unknown, especially if you’ve never invested before. Most deck builders start small, hoping a little spend will be a silver bullet or just seeing what sticks. But here’s the reality: a budget that’s too small won’t move the needle. You’ll spend the money and see nothing change.
If you’re going to start small, make it count. Put your money where it can actually move the needle. A smart, intentional budget—no matter the size—can deliver real results.
Starting Small: What a 3% Budget Looks Like
A 3% budget lays the groundwork: building trust, generating leads, and creating visibility—based on your target revenue goal, not where you are now.
Example Budget for a $1M Business (3% = $30,000 annually):
• Website Refresh ($3,000–$5,000): A clean, professional site that builds trust with project photos, reviews, and simple calls-to-action. It ensures you don’t lose leads and acts as your 24/7 digital business card.
• Basic SEO ($12,000 annually): Focused on getting you on the map. Includes foundational SEO and content— like cost guides, project galleries, and blogs—to help
you show up on Google and bring in leads.
• Google Ads ($12,000 annually): Paid ads get you in front of homeowners now. Show up at the top of Google when someone searches for “custom deck builder [city].” While even $1,500 a month can start landing 1–2 projects, spending less than that often won’t get you the results you need.
• Social Media Marketing ($3,000 annually): Stay visible on platforms like Facebook and Instagram. Share project photos, testimonials, and updates to build trust and keep your brand top of mind.
Goals for a 3% Budget:
With this budget, you’re focused on steady, manageable growth:
• Filling gaps in your schedule.
• Keeping your crews busy.
• Starting to build your reputation and visibility in your market.
It’s a solid first step. But here’s the reality: the bigger your goals—like landing higher-value projects, expanding into a new area, or growing your team—the more you may need to invest.
Thinking Bigger: What a 5% Budget Can Do
Many builders scale steadily with 2–3%. A 5% budget helps you grow faster—bringing in consistent leads, bigger projects, and opportunities to dominate your market.
Example Budget for a $2M Business Looking to Double their Business (5% = $100,000 annually):
• High-Converting Website ($8,000–$10,000): More than a refresh. A high-converting site that works as your 24/7 salesperson. It includes case studies, stronger calls-to-action, and SEO to attract better-qualified leads, answer homeowner questions, and convert visitors into primed prospects to save you time.
• Advanced SEO & Content Marketing ($20,000 annually): Focused on dominating search results. Adds ongoing, high-value, strategically written content and off-page strategies like backlinks, guest posts, and PR to build authority, drive more traffic, and attract higherquality leads.
• Comprehensive Online Advertising ($40,000 annually): Larger ad budgets allow you to dominate Google search and reach high-value homeowners on Facebook, Instagram, YouTube, and Bing. Dip into brand awareness using advanced strategies like retargeting and geofencing to stay in front of the right audience across multiple channels
• Email Marketing & Automation ($7,000 annually): Automated follow-ups nurture leads over time with valuable content like “What to Expect During Your Deck Build.” Stay top of mind until they’re ready to hire.
• Video Marketing ($8,000 annually): Drone footage, time-lapse builds, and client testimonials highlight your work. Videos set you apart and can be used in ads, on your website, and on YouTube.
• Community Sponsorships ($5,000 annually): Sponsor events, expos, or local sports teams to build goodwill and trust in your community.
• Billboards ($10,000 annually): A strategically placed billboard builds visibility fast, especially when expanding into a new market.
Goals for a 5% Budget:
At this level, your marketing machine shifts from “filling the schedule” to owning your market:
• Attracting higher-value projects and better clients.
• Expanding into new neighborhoods or cities.
• Building a scalable business you can pass down or sell when you’re ready to retire.
And here’s the beauty of it: if you invest early and build a well-oiled marketing system, your Cost of Marketing (COM) doesn’t have to go up as you grow. In fact, it often gets more efficient over time.
The Snowball Effect: Why Marketing Gets Better Over Time
At first, the results might feel small. But as you keep investing, the impact grows:
• Your SEO climbs higher, bringing in free leads month after month.
• Your ads get more efficient, attracting better clients for less.
• Your content and videos build trust, so homeowners choose you before they even call.
Over time, your cost per lead drops, your pipeline stays full, and you’re no longer chasing jobs—you’re choosing the best ones. That’s how smart marketing compounds to grow your business.
For smaller deck builders, adding just two projects a month might be life-changing. For larger businesses, it’s about scaling intentionally to hit bigger goals.
Workbook:
How Many Projects Do You Need to Break Even?
Let’s do the math:
• Average Project Price: $30,000
• Profit Per Project (10%): $3,000
• Marketing Budget: $2,000 a month
You can see that one extra project covers your cost. A second project adds $3,000 in profit. Breaking even is just the start—marketing helps you grow beyond that.
Let’s make this real. Grab a pen and jot down these numbers for your business:
1. Average Project Price: $________
2. Profit Per Project: $________
3. Monthly Marketing Spend: $________
4. How Many Projects to Break Even?
The Bottom Line: Start Smart, Then Build Big Marketing feeds your business. Start where you’re comfortable—even 3% of revenue can lay a solid foundation with a website, SEO, and ads that bring in leads.
But if you’re ready to land bigger jobs, expand into new markets, or step back and let your team thrive, it’s time to invest intentionally. Marketing isn’t a gamble—it’s how you take control of your future, grow with confidence, and build the business you want.
Your future business is waiting. Go build it. DS
April Edwards is a digital marketing strategist and founder of Deck Builder Marketers, Oceanside, CA. You can message her on Instagram @deckbuildermarketers or learn more by visiting deckbuildermarketers.com.
Deckorators is launching a number of product innovations in 2025 including:
• StealthLock Universal Deck Clips are designed for use with grooved Surestone, composite, PVC and hardwood boards. Featuring innovation by CAMO, these pre-assembled, one-pass fasteners allow for easy and seamless installation and are backed by a limited lifetime warranty.
• Deckorators Glass Rail Post Kits, coming mid-2025, feature a postto-post glass design with line, end, and corner post configurations. Available in Textured Black, the kit is adaptable to 6mm and 13mm glass;
• Deckorators Continuous Top Rail, also coming mid-2025, is compatible with contemporary cable railing and glass railing;
• Summit Decking - Deckorators Summit Decking is the newest line of decking featuring mineral-based Surestone technology. Summit decking will be offered in three new colors. It is warranted for water and ground contact installation and features a low gloss surface finish and with flat grain variegation.
• Deckorators Aluminum Fence Kits and Pre-Assembled Panels - Two Aluminum Fence options, one kitted option requiring assembly and a pre-assembled panel, are made from durable powder-coated aluminum in a black finish and come in three sizes: 48” Standard Bottom, 54” Flush Bottom, and 60” Standard Bottom.
[deckorators.com]
Milwaukee enhances their workwear portfolio to include women’s jobsite apparel. The new line features short sleeve T-shirts, pullover hoodies, doubleknee jogger pants with a high-rise straight fit and elastic waistband, Tech Pants that are engineered for maximum mobility on the jobsite, a nylon webbed belt, and 25-oz., 34-oz. and 48-oz. impactresistant water bottles made of BPA-free plastic with visible ounce markings.
[milwaukeetool.com]
StruXure, part of The AZEK Company family of outdoor living brands, has unveiled five new products for 2025.
StruXure’s 2025 collection introduces five new products: StruXure Sound brings immersive audio with a high-quality, integrated system; StruXure Heat extends seasonal comfort with tailored heating options; and StruXure Screens provide stylish, customizable privacy. The StruXure+ App centralizes control of multiple features with personalized scene settings, while the Evolve Pergola X offers an enhanced design with improved durability and cable management and is made from up to 50% recycled aluminum. Together, these innovations redefine outdoor spaces with convenience, comfort, and environmental sustainability.
[struxure.com]
Shurtape Technologies’ new FrogTape Pro Grade Flashing and Waterproofing Tape is a weatherproof flashing tape that creates an airtight seal around deck ledgers, windows, doors and building openings. The tape utilizes a highperformance acrylic adhesive specifically formulated for building envelope applications to help it adhere to a variety of surfaces in a wide range of weather conditions.
Among the tape’s key features are:
• Initial repositionability offers ease of use and less waste
• Twelve-month UV resistance so builders can install with confidence
Digger Specialties Inc. has introduced Westbury Bella Cavo aluminum and stainless-steel cable railing. DSI’s Bella Cavo horizontal cable railing has a contemporary design that incorporates thin cables between durable aluminum posts to maximize views.
Bella Cavo aluminum and stainless-steel cable railing comes in a choice of 4’, 6’ and 8’ sections in either 36” or 42” heights and is available with matching adjustable 36” and 48” wide gates.
[diggerspecialties.com]
• All-weather performance, with the tape rated for installation without primers in temperatures ranging from 0º F to 150º F and for long-term performance after installation in temperatures ranging from -40º F to 240º F
• Self-healing around nails and protrusions for a waterproof seal
• Meets AAMA 711-22 industry test protocol for flashing tapes, passing nine performance tests
[frogtape.com]
IG Railing’s IG Switch is the first-ever brand of privacy frameless glass railing that leverages cutting-edge Polymer Dispersed Liquid Crystal (PDLC) technology, creating a seamless blend of privacy and transparency at the flick of a switch. IG Switch integrates with IG Lighting and all existing IG Railing components.
The railing boasts a five-year warranty and a 15-year life expectancy, and can double as a high-quality white screen that is compatibility with backlit projectors to ensure vibrant, sharp visuals.
[igrailing.com/switch]
TimberTech has expanded its 2025 portfolio.
TimberTech Reliance Rail is premium vinyl railing collection crafted with a recycled PVC core and an advanced PVC cap reinforced with aluminum for enhanced strength and resilience.
It is available in Matte White and Khaki and compatible with TimberTech composite railing accent lights. It can be paired with TimberTech composite railing post sleeves for added lighting options.
TimberTech also released new deck boards that resist water damage and fading, a powder-coated, steel railing collection, an LED Lantern Post Cap Light, wood-toned, exterior ceiling options, and trim.
[timbertech.com]
Simpson Strong-Tie’s new Project Pro screw driving tool enables advanced DIYers to build or repair decks, fences, porches and flooring up to four times faster.
Though a lower-cost option, the Project Pro uses some of the same designs, patents and manufacturing channels as Quik Drive pro-grade solutions. The auto-feed technology drives screws repeatedly with no worry about fumbling or dropping screws.
The lightweight Project Pro installs on almost any driver motor the user may own without an adapter: Simply insert it into the drill/driver chuck, adjust and tighten the support arm, and tighten the battery strap. Once the unit is attached, the user can insert the collated fastener strip.
The Quik Drive Project Pro fastening tool is designed for use with 1-5/8” to 2-1/2” Strong-Drive WSV and Deck-Drive DSV Wood screws collated for Quik Drive systems. It includes an easily accessible depth-of-drive adjustment dial and comes with a battery strap and T-25 6-lobe bit.
[go.strongtie.com/projectpro]
Milgard Windows and Doors’ new VX350 Vinyl Moving Glass Wall makes incredible views and awe-inspiring doors available to an even wider audience.
The product is offered in up to fourpanel configurations that stack or slide into pockets, with max panel sizes of 5’x8’ and openings that span widths up to 20’.
The door boasts narrow sightlines that provide sweeping views of the outside while bringing in copious amounts of natural light. It comes with white, almond or black capstock finish and warm-edge spacer system.
[milgard.com]
Two new colors with heat-mitigating technology have been added to Trex Enhance composite decking: Honey Grove, a mix of browns, grays and onyx black streaks that evoke the bounty of the natural world, and Tide Pool, a misty gray that draws inspiration from the tides.
New hues have been added to its Lineage line: Hatteras, a neutral brown inspired by windswept dunes, and Salt Flat, a symphony of silvers, whites and grays.
Trex’s railing portfolio also has been expanded with Trex Enhance Steel Railing, Trex Select Aluminum Railing, Trex Select Steel Mesh Panels & Railing Kits, Trex Signature X-Series Cable and Frameless Glass Railing Systems, Trex Select and Trex Enhance All-in-one Railing Post Kits, and a new Charcoal Black color for Trex Select Classic Railing.
[trex.com]
Seal-Once is introducing Fence Guard Stain Concentrate, an eco-friendly, waterbased wood stain that offers the same superior performance as traditional oil-based stains. Specifically formulated to protect wood fences from water damage, this innovative product provides ultra-low VOC, excellent penetration, and uniform cover-age-all while being safe to use around pets, plants and people. lt resists cracking, peeling and mildew for long lasting performance.
Colors include Coastal Gray, Espresso, Sierra Cedar, and Western Redwood.
[uccoatings.com
Wolf Expands into the Southeast
PrimeSource Building Products is expanding its Wolf Home Products line, including decking, railing, trim and mouldings, into Florida, Georgia, North Carolina, South Carolina, and Tennessee. PrimeSource will be leveraging its relationships with Southeastern retailers to facilitate the expansion.
The expansion aims to connect local builders and homeowners with high-quality decking, railing, trim, and mouldings options tailored for the Southeast’s unique lifestyle and climate.
This regional rollout marks the initial phase of a broader initiative to expand Wolf Home Products’ presence
Palram Americas Makes Key Sales Leadership Changes
nationwide, aligning with PrimeSource Building Products’ mission to grow Wolf’s brand recognition across its network of global production, distribution, and sales locations.
Palram Americas has made three key changes in its sales leadership team: Phillip Lahr is the new VP Sales and Marketing, Mike Howser will lead the Construction Products Business Unit, and Jeramy Albert has been named the Retail Business Unit Manager. These changes, which became effective January 1, are designed to support the company’s continued growth, enhance customer service, and expand its presence in key markets.
Accoya U.S. Distribution Expanded
Accsys welcomes two new distributors of Accoya wood: Alan McIlvain Company, Marcus Hook, PA., and Hardwood Industries, Inc., Sherwood, OR. This follows the recent launch of the Accoya USA manufacturing site in Kingsport, TN.
These new partnerships expand Accoya’s distribution footprint and downstream market development activity, driving demand in North America. McIlvain serves the Northeast and Hardwood Industries has nine distribution centers serving Northern CA., OR., WA., AK. and HI.
Master Halco Acquires The Deck Superstore
Master Halco, Inc. has acquired The Deck Superstore, a dealer and retailer of outdoor living materials in the Denver, CO., area. The Deck Superstore will continue to operate under its trade name.
“We are thrilled to welcome The Deck Superstore to the Master Halco family,” said Tats Kimura, president & CEO of Master Halco. “This acquisition represents a significant milestone in our growth strategy and reinforces our dedication to providing high-quality outdoor living solutions to our customers. The Deck Superstore’s expertise and market presence will complement our existing operations and enable us to better serve the growing demand for outdoor living products.”
Oldcastle Signs Two New Partners
Oldcastle APG has signed two new partners to distribute its decking and railing products in the West, East Coast and Midwest.
BlueLinx Holdings Inc. will distribute Oldcastle’s RDI Railing portfolio from its distribution centers in Richmond, VA.; Frederick, MD.; Indianapolis, IN.; Atlanta, GA.; and Chicago, IL.
In addition, MoistureShield, another signature brand of Oldcastle APG, penned a distributor partnership with Building Materials Distributors, Inc. (BMD) to have its composite decking portfolio distributed throughout California, the southern part of Oregon, Reno and Las Vegas, NV.
BMD has been a long-time distribution partner with RDI Railing.
Hidden Step Marketing Teams with Decktec Australia
Decktec Australia, a leader in decking innovation of joist protection, board spacing and board straightening, has hired Hidden Step Marketing to establish a distribution network to deliver Decktec’s cutting-edge Decking Strips across North America.
“We’re thrilled to bring Decktec’s innovative solutions to North America,” said Mike Kunard, president of Hidden Step Marketing. “We see this product line being a player in the rapidly growing joist protection movement and a complement to all deck board fastening techniques.”
Hidden Step Marketing specializes in developing strategic marketing, distribution, and manufacturing solutions for innovative brands.
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Jacksonville Home & Garden Show
When: Jan. 31-Feb. 2, 2025
Where: Jacksonville Fairgrounds Expo Center, Jacksonville, FL.
What: Homeowners connect with the area’s leading builders, remodelers and designers.
More info: homeshowcenter.com/ overview/jacksonville2
Indiana Home & Garden Show
When: Feb. 7-9
Where: Indiana Convention Center, Indianapolis, IN.
What: Professionals will be on hand to share their valuable knowledge with homeowners to bring to life their ideas.
More info: homeshowcenter.com/ overview/indianapolis
Charlotte Home & Remodeling Show
When: Feb. 21-23
Where: Park Expo and Conference Center, Charlotte, N.C.
What: Homeowners will be present seeking advice, solutions and new products for their next outdoor project.
More info: charlottehomeandremodelingshow.com
International Builders’ Show
When: Feb. 25-27
Where: Las Vegas Convention Center, Las Vegas, NV.
What: The premier, yearly NAHB International Builders’ Show (IBS), which boasts over 76,000 visitors, is a hub for new product launches, construction demos, workshops, and panel discussions.
More info: buildersshow.com
Jacksonville Home & Garden Show
When: Feb. 28-March 2
Where: Prime Osborn Convention Center, Jacksonville, FL.
What: Get a leg up on your competition with the latest products to complete your outdoor projects.
More info: jacksonvillespringhomeshow.com
Tacoma Remodeling Expo
When: March 7-9
Where: Greater Tacoma Convention Center, Tacoma, WA.
What: Be on hand to answer customers’ questions related to their outdoor space.
More info: homeshowcenter.com/ overview/tacomahome
Charleston Remodeling Expo
When: March 14-16
Where: Charleston Area Convention Center, Charleston, S.C.
What: Wall-to-wall displays and exhibits of the latest exterior products for your next job.
More info: homeshowcenter.com/ overview/charlestonhome2
Colorado Springs Remodeling Expo
When: March 14-16
Where: Norris Penrose Event Center, Colorado Springs, CO.
What: Brings together building experts with homeowners interested in improving their outdoor living environment.
More info: homeshowcenter.com/ overview/colorado3
OKC Home + Outdoor Living Show
When: March 21-23
Where: OKC Fairgrounds, Oklahoma City, OK.
What: Attendees can get inspired for their own backyard projects and engage with other professionals during social events.
More info: homeshowokc.com
Columbus Home Improvement Show
When: April 4-6
Where: Ohio Expo Center, Columbus, OH.
What: Builders will be on hand to help clients bring their outdoor living ideas to life.
More info: homeshowcenter.com/ overview/columbushome2
Portland House & Outdoor Living Show
When: April 4-6
Where: Oregon Convention Center, Portland, OR.
What: This expansive home show brings together homeowners and the area’s top remodeling and building experts. Every aspect of the home can be explored, from the smallest design detail to the largest house addition. More info: homeshowcenter.com
Rio Grande Valley Home & Garden Show
When: April 11-13
Where: McAllen Convention Center, McAllen, TX
What: This 34th annual home and garden show is the right place for contractors to explore outdoor living solutions with homeowners. More info: showtechnology.com/ shows/rio-grande-valley-home-andgarden-show
Dallas Build Expo
When: April 23-24
Where: Dallas Market Hall, Dallas, TX. What: A meeting place for outdoor living contractors, designers, commercials builders, and remodelers. The show features an impressive lineup of educational workshops and classes. More info: buildexpousa.com/dallasbuild-expo
Deck Expo – International Pool & Spa Expo
When: Oct. 22-24
Where: Las Vegas Convention Center, Las Vegas, NV.
What: The International Pool | Patio Expo will be co-located with Deck Expo where all segments of the industry with gather to stay well-informed of trends, market directions, and technology. The event offers industry pros a large selection of educational sessions, and expo hall, and networking opportunities.
More info: www.poolspapatio.com
Patio Dreams
IT STARTED WITH A PATIO: underused, uninspiring, and a shadow of the backyard’s potential. The homeowners in Glen Ellyn, IL., had long dreamed of a space where they could comfortably host family and friends for gatherings.
With that vision in mind, Chicagoland builder Erdmann Outdoor Living designed and built a spacious deck complete with a kitchen and large bar height dining table with lots of seating. Plus, a custom bench seating area around the firepit area. This transformed their backyard into an inviting and versatile outdoor living area, perfect for entering and relaxing.
“The project began as an underutilized patio that didn’t make the best use of the homeowners’ backyard space,” explains design manager Becca Erdmann.
The 715 sq. ft. of TimberTech Landmark Collection decking and tread in Boardwalk is paired with fascia and riser accents in American Walnut. Surrounding the deck is TimberTech Classic Composite Rails with a drink rail top and cable infill. The in-lite lighting highlighted architectural details.
The outdoor kitchen is a centerpiece, fitted with Naturekast kitchen cabinets, Dekton countertops, and Hestan appliances, including a grill, wine fridge, and standard refrigerator. The space features a bar-height dining table custom-built to match the kitchen, providing plenty of seating for family gatherings and summer barbecues.
Adapting the StruXure pergola into the home’s architecture presented a huge hurdle for Erdmann’s three-man crew. The original gable design had to be readjusted and flattened out to seamlessly tie the pergola into the roof and exterior wall, requiring precise craftsmanship.
One standout feature of the project is the custom firepit nook built entirely from TimberTech deck boards. The area is encircled by bench seating, complete with plush cushions for added comfort. Erdmann shares that a key takeaway they learned from the build would be to incorporate an additional access panel under the deck near the firepit’s restart button, ensuring greater functionality and ease of use.
Another favorite part of the build is the custom-built bench seating around the fire table, enhanced by the addition of custom cushions for comfort and style, and the thoughtful lighting throughout the project. “These features not only elevated the aesthetics, but also created a warm, inviting atmosphere perfect for family gatherings,” Erdmann adds.
Navigating Glen Ellyn’s stringent permitting process was no small feat, requiring patience after the process delayed the build. Yet, despite the delay, the project was completed over three months and on budget.
“I was thrilled with how this project turned out—it came together exactly as we had envisioned and planned in the design phase,” Erdmann says. “Seeing the homeowners’ excitement and satisfaction with their new space was incredibly rewarding.” DS
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