In this episode of the Builder’s Edge Podcast, host Deanna Lucas sits down with Raymond Mertens, founder of Wildwood Flooring, to uncover how niching down to exclusively offer pre-finished wood flooring completely transformed his business. With over 25 years in the trades, Ray shares how a return to his roots—literally the scent of sawdust from childhood—led to simplifying his services, cutting clutter, and ultimately doubling his monthly revenue.

You'll hear how Ray went from juggling every flooring type to intentionally walking away from profitable jobs that didn’t align with his niche. He shares how specialization improved workflow, gave him more time back with family, reduced stress, and boosted profits. You’ll also get insight into his growing digital presence, the importance of hiring a social media manager, and how fun and craftsmanship remain core values in his business. Plus, a hilarious “seafood biscuit” story you don’t want to miss!

Key Takeaways:

• Why niching down makes you more referable and profitable
  

• The unexpected freedom that comes from saying no
  

• How simplifying your tools, offers, and team can create business clarity
  

• The power of storytelling and digital branding—even for contractors
  

• How to shift from chaos to a business built for life and legacy

"Niching down isn’t a limitation; it’s a liberation. It frees your mind, your time, and your brand." – Ray Mertens

Learn more about Deanna Lucas through the following links:

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