Operational Freedom & Marketing That Works with April Edwards

In this latest episode of Born for the Trades, I had the absolute pleasure of sitting down with my good friend and fellow marketing powerhouse, April Edwards — founder of Deck Builder Marketers. April is a digital marketing expert with over 15 years of experience, and she’s made a name for herself by helping deck builders grow with clarity, strategy, and serious results. We’re both part of an incredible community that supports each other in business and beyond, and I’ve always admired her no-BS approach to marketing and her passion for helping tradespeople build freedom-driven businesses.

We kicked things off by diving into her journey — how she transitioned from general digital marketing into carving out a niche focused exclusively on deck builders. April shared how she saw a gap in the market, recognized the opportunity to create real impact in a visual and in-demand trade, and went all in. That move led her to develop the Deck Builder Marketing System — a structured, proven formula that helps contractors dominate locally, boost their profits, and reclaim their time.

One of the most insightful parts of our conversation was around the concept of "operational freedom." April broke down what that means for a deck builder — the ability to work on the business instead of being stuck in it — and how strategic marketing can be the key to unlocking that freedom.

We also covered the common marketing mistakes she sees all the time in the home services space — like relying too much on word of mouth or not having a real strategy — and how contractors can fix these fast with just a few focused steps.

Of course, I had to ask her to unpack her Deck Builder Marketing System in detail. She explained how it goes beyond just ads or SEO — it’s about building a full ecosystem that works together to attract, convert, and retain ideal clients.

Since deck building is such a visual trade, we discussed the power of photos, videos, and content marketing. April shared real examples of how deck builders can leverage before-and-afters, project walk-throughs, and customer testimonials to instantly boost their credibility and stand out in a crowded market.

We also talked about what the journey looks like when a business goes from “we need leads” to “we’re fully booked and building a brand.” April laid out how she helps contractors grow step by step, without getting overwhelmed by shiny new marketing trends.

Finally, April shared a gold nugget for listeners — if you’re a deck builder (or in any trade, honestly) and you want to take your marketing seriously, start today. Pick one thing — update your website, claim your Google profile, post a project — just take action.

This episode was packed with insight, stories, and real-world takeaways. April is a rockstar in the home service marketing space, and I’m grateful to call her a friend and peer.

Tune in now, and don’t forget to share this with someone in the trades who needs to hear it!

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