Building a Premium Deck Brand with Lance Roach of Black Label Built | F&D Mastery Podcast #65

Lance sold his 18-year siding, roofing, and exterior company in 2018 when a competitor wanted the roofing and siding but not the outdoor-living work he was passionate about; he launched Black Label Built to keep serving those clients and went all-in on growth about two to three years ago.

Roughly 50% of Black Label's deck builds now use alternative framing (Newcastle steel and similar), pitched as a 'lifetime deck' with a 50-year steel frame plus Azek advanced PVC, because a wood frame lasts only 10-15 years under a 25-50 year composite surface.

A paid design step (a $500 tier or a $1,000 tier with detailed CAD and 3D renderings) qualifies serious clients and lets them visualize screens, kitchens, and fireplaces before committing to a project.

Signature premium-brand touches include a Timbertech swag bag handed over at design-agreement signing, an Omaha Steaks care package at project completion, and pre-filled manufacturer warranty folders given to every client.

On-site marketing differentiators include an eight-foot swaying banner flag (instead of a static yard sign) with a QR code, courtesy door hangers to neighbors, uniform lettered black and white trucks, and neighborhood mailers for multiple touch points.

Reviews are run as a deliberate system: installers ask clients directly and earn $50 when their own name appears in the review; Black Label is near 85 reviews and targeting 100-plus this year.

Build quality is intentionally over-engineered with 12-inch on-center joist spacing, picture-frame borders, mitered two-tone edges, and no butt joints, and Lance is targeting about $2.5M this year with a goal of $6M in two years via EOS-style systems.