I had 17 leads coming in every week. Then things went quiet. He assumed it was seasonal. It wasn't. My Google Business listing had been suspended for seven months, and half his leads had been disappearing before they ever had a chance to call him. He only figured it out because he ran into Alex Danner at a bar during a TimberTech event in Arizona and described the problem out loud.

In this episode of the Doctor Decks Podcast, Jason sits down with Alex Danner; founder of Fence and Deck Marketers, a 26-person digital marketing agency that exclusively serves fencing and decking companies. No roofers, no plumbers, no HVAC. Just fence and deck. Alex explains how he and his team fixed Jason's listing, rebuilt the website, and what the full digital marketing picture actually looks like for a deck builder trying to get found in 2026.

But before the marketing, the backstory. Alex started as a software engineer after watching Instagram sell for a billion dollars in college. He went to Africa three times before he was 20, hunted cape buffalo and leopard with his dad and grandfather, trained with a 300 Win Mag at 14,000 feet, and nearly died in the bush more than once. Then came Salisbury University, a double major he didn't plan, a software placement company that fell apart in Texas, years of building websites for contractors, a mastermind that changed everything, and a decision to niche all the way down to the one industry where he felt most at home.

This episode covers the full picture:

• How a Google Business listing suspension silently costs you leads and how to fix it
• Why the website and the listing have to work together or neither works
• YouTube as the second largest search engine (and why it keeps sending clients to Doctor Decks)
• Reddit: six real clients this year from threads Jason didn't even know existed
• The rule of 23: why expensive purchases require more touchpoints than ever
• What "omnipresent" actually means for a small deck company with one crew
• Why Alex niched into fence and deck and why the decking side surprised him most

Ben from Big Pine Decks had 80% of commenters on a local Facebook post recommending his company. A woman saw those recommendations, Googled "Big Pine Decks," found a phone number, and called it. She scheduled an appointment. The person who answered wasn't Ben. She only figured it out because something felt off and called him directly to report it.

Ben had no idea this was happening.

In this episode of the Doctor Decks Podcast, Jason Russell sits down with Ben, co-founder of Big Pine Decks in Bellevue, Nebraska, a composite deck specialist who built a Best of Bellevue award-winning company from scratch with his father-in-law, starting in 2019. Ben breaks down exactly how competitors are allowed to legally run ads targeting your content when you're not running your own, what it costs to stop it, and why a company with two crews and 30,000 social media followers only just found out this was happening to them.

But before the decks, and before the business, Ben was a 21-year-old police officer. The youngest ever hired by his department. He lasted less than a year, walked into the chief's office, and was honest enough about what wasn't working that the chief respected him for it. Then a master's degree, a father-in-law who'd built custom homes for decades, and a decision to niche all the way down to one thing and become known for it.

That's the through-line of this episode: the discipline of saying no to everything that isn't your thing, and what happens to your business when you do, including the problems that come with being known well enough that someone else wants to use your name.

After 35 years and 500+ deck builds, Doctor Decks doesn't recommend gear lightly. So when he says True Work is the real thing and it's worth paying attention to. In this episode, Jason Russell sits down with Jason Cloyd, VP of Partnerships and Community at True Work, the performance workwear brand built on a simple idea: what if the technology behind elite outdoor gear was redesigned for the job site? Think less Carhartt, more what Carhartt would be if it was built by someone who came from the outdoor performance world. Jason describes it best: "imagine Carhartt and Under Armor had a kid." But the story behind Jason Cloyd is what makes this episode unusual. Before True Work, he spent years designing cryogenic systems: liquid oxygen storage tanks tied to Mars Rover projects, heat exchangers for liquid fuel rockets. He helped bring the first widely available avalanche airbag to the US market: gear that went on to save real lives in the backcountry. He ran global education sales for SolidWorks across three continents. And somewhere in between all of that, he reconnected with a friend named Brian who had an idea for a workwear brand and eventually bet his career on it. What does aerospace engineering have to do with the pants you wear on a job site? A lot more than you'd think.