In this episode, host Deanna Lucas shares how a simple shift in mindset can become the game-changer your building business needs. With over 30 years in the industry, she dives into the hidden mindset mistakes that quietly sabotage your growth—and how to fix them. Whether you're stuck in stagnant strategies, overwhelmed with lead management, or simply blending in with your competitors, this episode gives you the mental reset to break free and build a magnetic, high-visibility brand.

Deanna also shares the inspiring turnaround of a client who went from stuck and stagnant to standing out as the go-to expert in his field—just by changing how he thought. This is your call to think differently, lead boldly, and let your mindset lead the way to growth.

KEY TAKEAWAYS:

• Repeating the same strategies without innovation stalls growth
  

• More leads don’t mean more chaos—they mean more opportunity to choose better clients
  

• Conforming to the industry norm makes you invisible; differentiation builds demand
  

• Posting more content doesn’t equal progress—meaningful engagement does
  

• A mindset shift can open doors to markets, clients, and influence you never imagined

“When you open your mind, you don’t just adapt—you lead.” - Deanna Lucas

Learn more about Deanna Lucas through the following links:

DND Website

Facebook Group

Facebook

Builders Visibility Blueprint

In this inspiring episode of The Builder's Edge Podcast, we honor our military heroes and welcome Raylan Heck, a former Army Ranger and founder of Warriors Peace, and Noel Famy, a 22-year Marine Corps veteran and transformational coach. Both men share powerful stories of resilience, faith, and leadership—from deployments in Afghanistan and Iraq to overcoming personal tragedy and trauma.

Raylan opens up about his path to sobriety and the creation of Warriors Peace, a nonprofit supporting veterans and their families. Noel walks us through his Marine Corps journey and how he discovered that true transformation extends beyond physical fitness. Together, they explain how Warriors Peace University equips veterans and business owners to live what they call the “have-it-all lifestyle”; thriving in business, health, relationships, and spiritual life.

Whether you're a veteran navigating civilian life, an entrepreneur craving deeper fulfillment, or someone passionate about supporting our military, this episode is packed with wisdom and practical steps for lasting growth.

Key takeaways:

• Why daily consistency and community are essential for healing and transformation.
  

• How mastering your body, mind, and spirit leads to stronger leadership.
  

• The Warriors Peace approach to bridging trauma recovery with purposeful living.
  

Discover how to support their mission by visiting Warriors Peace online.

For more resources or to boost your business visibility, visit our website for digital strategies that build your edge. Be sure to like and subscribe!

"You can’t heal the soul by addressing just one part—you need body, mind, spirit, and community working together."

Learn more about Deanna Lucas through the following links:

DND Website

Facebook Group

Facebook

Builders Visibility Blueprint

In this episode, host Deanna Lucas breaks down the real reason your posts aren't turning into clients—and it has nothing to do with how often you're posting. She explains why most contractors are wasting time with random content and how a personal brand changes the game. You’ll learn the four major mistakes contractors make, why content without strategy is just noise, and how to fix it by building a personal brand that commands attention and attracts high-paying clients.

Key takeaways:

• Why visibility alone doesn’t equal authority
  

• The 3 things your content must do (educate, inspire, convert)
  

• How to stand out instead of blending in
  

• Why telling your story builds real connection
  

• The mindset shift from “posting to be seen” to “posting to lead”

If you're tired of throwing content into the void with zero return, this episode will give you the clarity and tools to finally build a brand that makes you the obvious choice.

“If your content doesn’t stop the scroll, it doesn’t start a conversation."

Learn more about Deanna Lucas through the following links:

DND Website

Facebook Group

Facebook

Builders Visibility Blueprint

In this episode of The Builder’s Edge Podcast, host Deanna Lucas teams up with marketing expert Cory Long to dive into the Builder’s Visibility Blueprint; a powerful guide to help contractors and builders go from overlooked to in-demand.

Drawing from over 30 years in the trades and a decade of marketing experience for construction pros, Deanna and Cory expose the harsh truth: you can be the best builder in town, but if clients can’t find you online, you’re losing business daily.

They break down:

• Why visibility without credibility equals lost leads
  

• How to dominate locally using your Google Business Profile
  

• What it means to truly build a personal brand in a contractor’s world
  

• Why AI, video, and voice search are the future (and how to get ahead now)
  

• Simple automation systems that help you buy back your time
  

• • Why a fully optimized digital presence beats word-of-mouth alone

  
  

  You’ll also hear hilarious job site stories (like gluing your crew into the floor—literally), plus heartfelt wisdom on building a faith-centered business that serves people with integrity and joy.

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  Key Takeaways:

  • Stop thinking of online presence as a “bonus”; it’s the backbone of modern business
    

  • Your Google Business Profile is a goldmine—if you’re using it right
    

  • Consistency beats complexity when building brand trust
    

  • Personal brand + automation = freedom and profitability
    

  • Visibility isn’t vanity—it’s how your dream clients find and trust you

  
  

  "Visibility without credibility is just noise. A brand makes people stop, think, and trust." – Cory Long

  
  

  Learn more about Deanna Lucas through the following links:

  DND Website

  Facebook Group

  Facebook
  

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:

DND Website

Facebook Group

Facebook

In this episode of The Builder’s Edge Podcast, host Deanna Lucas sits down with Amon Medinger, founder of Home Healer Handyman Service, to explore how one man’s flooded basement, a painful injury, and a whole lot of faith turned into a thriving, trusted business.

Amon shares how he transitioned from an 11-year tech support job to becoming the go-to handyman in his small-town community. You’ll hear how his recovery from hip surgery shifted his path, how he overcame the fear of starting a business with a simple text, and why personal branding and authentic relationships have become the foundation of his marketing success.

Key Takeaways:

• ​Why Amon chose the handyman space over full construction and how it allows him to serve more people, faster
• ​How word-of-mouth and Facebook groups became his lead generation goldmine
• ​The power of vulnerability and faith in guiding tough business decisions
• ​Why the valley seasons of entrepreneurship are where the living water flows
• ​How going above and beyond—like fixing a stuck door for free—builds lifelong customers
• ​Amon’s big vision for franchising and mentoring the next generation of handymen

Whether you’re a seasoned contractor or just thinking about starting your own service-based business, Amon’s down-to-earth wisdom and heart-centered approach will leave you both challenged and encouraged.

Looking to elevate your business visibility online and attract more qualified leads through Google and social media? Reach out to Deanna for proven strategies that help builders, contractors, and service pros amplify their online presence. Let’s build something powerful together.

“You don’t need all the answers to start a business; you just need step one.”

Learn more about Deanna Lucas through the following links:

DND Website

Facebook Group

Facebook

In this episode, host Deanna Lucas pulls back the curtain on one of the most overlooked issues hurting small businesses: having a website with no SEO. She explains why just having a website isn’t enough—if your business doesn’t show up on Google, you are invisible. Period.

Deanna shares eye-opening stats and real-world examples to show how lack of SEO is costing small business owners leads, revenue, and long-term growth. Listeners will hear how even successful local service providers are missing out on consistent traffic simply because their websites don’t rank. It’s not about having the prettiest website; it’s about getting found by customers who are actively searching.

She breaks down:

• Why 93% of online experiences start with search engines—and why you’re missing out if you’re not ranking

• The dangers of relying only on social media traffic

• The top 3 SEO mistakes small business owners make—and how to fix them fast

• How to run a free SEO audit, improve your Google Business profile, and create content Google loves

• Why SEO is a long game that builds trust, traffic, and consistent leads over time

Plus, Deanna shares a personal story of a client who went from invisible to in-demand by making just a few SEO changes.

If your website isn’t bringing in new clients weekly, you’ve got an SEO problem—and Deanna can help. Drop “SEO” in the comments or DM her “SEO Help” on Instagram to get started today.

“If your business isn’t ranking on Google, you are invisible—and your competitors are cashing in on your silence.” - Deanna Lucas

Learn more about Deanna Lucas through the following links:

DND Website

Facebook Group

Facebook

In this episode of The Builder’s Edge, host Deanna Lucas welcomes Jeremy Holbrook, founder of Holbrook Outdoor Solutions—a land grading and site preparation company rooted in strong faith, family values, and a clear mission. Jeremy isn’t just shaping the land; he’s shaping a legacy built on his L.I.F.E. framework: Learning, Integrity, Fulfillment, and Evolution.

From mowing lawns in middle school to becoming a respected entrepreneur, Jeremy’s journey is anything but conventional. He opens up about the highs and lows of business ownership, including a major turning point when he hired a coach and embraced vulnerability as a leader, husband, and father. With honesty and humility, Jeremy shares how this shift helped him prioritize what matters most and build a business that aligns with his values.

Key Takeaways from this Episode:

• L.I.F.E. Core Values: Learn how Jeremy built a team culture around Learning, Integrity, Fulfillment, and Evolution—and how you can apply these to your own business.

• Faith & Vulnerability: Discover why Jeremy believes spiritual grounding and vulnerability are essential to authentic leadership.

• Work-Life Balance: Hear how he sets hard boundaries to protect family time and how that decision transformed his marriage and connection with his kids.

• Marketing with Purpose: Jeremy explains how brand storytelling and value-driven content helped attract the right clients—even before they met in person.

• Building a Legacy: Learn why your mission must go beyond money and how to build a business that outlives you.

This episode is packed with wisdom for entrepreneurs who want to lead purposefully, build meaningful client relationships, and create a business that doesn’t come at the cost of family or faith. If you’re struggling with balance or unsure how to align your values with your company, Jeremy’s story will inspire you to take the next step—vulnerably and boldly.

Action Step: Reflect on your core values. Where can you better align them with your daily work and family life? What one area needs to shift to help you evolve?

Do you know someone who needs more visibility online?

If you know a business that wants to rank higher in Google or increase phone calls with qualified leads, send them our way. Referrals help us build more substantial businesses together!

Listen now, share it with someone who needs it, and don’t forget to subscribe to The Builder’s Edge for more episodes like this.

“Don’t build your brand on the image you think people want; build it on integrity, fulfillment, and evolution.”

Learn more about Deanna Lucas through the following links:

DND Website

Facebook Group

Facebook