Business Operations

The Power of Podcasts

Podcasts are paving the way for professionals to connect with each other and gain knowledge through a different avenue, and the decking industry is no exception. Much like talk radio, podcasts allow the opportunity for a professional to share insight or tell a story in a casual way.

Podcasts are paving the way for professionals to connect with each other and gain knowledge through a different avenue, and the decking industry is no exception.  Much like talk radio, podcasts allow the opportunity for a professional to share insight or tell a story in a casual way. And although many popular podcasts like The Art of Construction and ProTractor Podcast, have large followings, they give listeners a chance to receive information in an almost intimate way.

“When I listen to a podcast, it sort of feels like they’re talking directly to me and that really adds to the overall experience,” said Brittney Thomas from Decks & More, Smyrna, GA. “I listen to all kinds of podcasts about true crime, current events, even food and drinks, so a podcast about decking is right up my alley. And it makes sense. A deck builder is always on the go.”

The decking industry is all about podcasts. Not only were they present at the last Deck Expo in Louisville, KY., we’re beginning to see them pop up on social media and on company websites, too. The Ultimate Deck Shop, Regina, Saskatchewan, Canada, teams up with companies like Deckorators to add relevant content to their podcast, The Ultimate Deck Show. Hosts Shane Chapman, Wade Laurent, and Justin MacRae lead the popular show that aims to create entertaining, honest discussion about the deck-building industry. In addition to talking about the company’s latest products, they also host contractor open mics, giving a contractors an opportunity to share their voice.

“I figured the easiest way for my audience to consume the content I wanted to share was to put it into a consistent, weekly podcast format.”

“People have less and less time these days, everyone is on the go all the time, especially busy contractors. So it’s tough for them to consume video content. But audio is passive. You can listen while you work, while you drive, while you shower. So I figured the easiest way for my audience to consume the content I wanted to share was to put it into a consistent, weekly podcast format.,” said host Shane Chapman. “Sometimes we joke around. It’s a casual setting but our listeners like that. It adds to the fun.”  The podcast recently posted episodes titled, “NADRA Deck Awards: 10 Reasons Why You Should Be in Them,” and “Six Reasons to Build a Deck in the Winter.”

Something unique about The Ultimate Deck Show is they regularly post videos about a range of different topics in a light-hearted way. “The podcast sheds light on trends, products, business strategies and challenges across the North American deck building industry—and does so in a very lively and funny way,” said Chris Camfferman, managing director, marketing for Deckorators. “It was exciting to team up with The Ultimate Deck Shop to share candid conversations about the state of the industry.”

“Construction industry people want to talk about what they do—and they want to hear what people just like themselves say about it, too.”

Podcasts have provided a different way of sharing and receiving information and when it comes to presenting them at shows like Deck Expo or the International Builders Show, attendees seemed to really take to it. And the idea of recording live from the floor adds a special feature at the show.
Versatex is another company that has been utilizing podcasts to present useful news to a market of professionals who love to learn from one another. “Construction industry people want to talk about what they do—and they want to hear what people just like themselves say about it, too,” said content creator Bryan Abdallah, the man behind Versatex’s podcast, The Versatex Way. Abdallah has spent time seeking out top contractors, architects and building-products manufacturers, and inviting them to pod-share their perspectives.

“We try to keep the content useful, but informal and fun to hear,” he said. “Authentic storytelling is still the most effective way to communicate. And I think that’s why we’re finding audiences not only all over the U.S., but in Europe—and among a surprising number of listeners in Australia.”
James and Morris Carey, otherwise known as The Carey Brothers, host On the House, another popular podcast that has a unique following of its own. The charismatic duo will at times conduct their podcast from events too, bringing in attendees and exhibitors from all over the show to discuss a wide range of topics.

“From a content perspective, I have two guiding principals for every episode: educate and entertain.”

“Our media presence is just as important as our contracting business. We see how many people respond to our podcast and we know this is just another great way to communicate with the rest of the industry,” said Morris Carey. Their casual but informative episodes feature remodeling experts like Sean McAleer of DeckRemodelers.com and talk about product offerings from companies like TIVA Decking and Regal Ideas.

While the idea of podcasts and radio shows have been around for some time, they seem to be a trend that’s resurfacing and The Carey Brothers and The Ultimate Deck Shop aren’t the only ones getting behind the mic. Other podcasts are making a dent in the outdoor living industry. Podcasts like Remodeling Business Blueprint, Ask the Contractor and Nuts N. Bolts all host regular weekly episodes.

“I wanted to build leverage and influence within the industry via our vendors, partners, and peers. And so far, it’s been very successful,” said Chapman. “From a content perspective, I have two guiding principals for every episode: educate and entertain. Every episode will provide one of those two things, and if I can help it… Both”

Stephanie Ornelas

Stephanie Ornelas is managing editor for Deck Specialist. Reach her at sornelas@526mediagroup.com