In this episode of The Builder’s Edge, Deanna Lucas honors Military Appreciation Month by spotlighting Matt Anderson, a veteran with six years of active duty in the Army and one year in the National Guard, now thriving as the owner of a SunMed CBD wellness store in Quincy, Illinois. Matt shares his remarkable transition from military service to entrepreneurship, driven by a personal mission to educate his community about holistic wellness. Reflecting on his journey, from his time in military intelligence to navigating the challenges of opening a retail business during the 2020 pandemic, Matt reveals how his military-honed values - loyalty, duty, respect, honor, integrity, selfless service, and personal courage - shape his business and advocacy for responsible cannabis regulations. His story is a powerful testament to resilience, purpose, and the pursuit of continuous learning.

Matt dives into practical strategies for building a mission-driven business, from demystifying cannabis through transparent education to fostering community through events like the Army-Navy Showdown. He also shares insights on balancing the demands of entrepreneurship with personal life, emphasizing mindfulness and adaptability. With real-world examples, like third-party lab testing for product safety and community-driven initiatives, Matt offers actionable advice for entrepreneurs looking to make an impact. Whether you’re a veteran, a business owner, or simply seeking inspiration, this episode will motivate you to build with intention and lead with integrity.

Key Takeaways:

• Military Values in Business: Leverage core Army values like loyalty, duty, and integrity to create a strong foundation for ethical entrepreneurship.

• Transparency and Education: Build trust by prioritizing transparency, such as third-party lab testing, and educate consumers to demystify complex products like CBD.

• Community Engagement: Strengthen your brand through community events, like the Army-Navy Showdown, to foster camaraderie and drive local impact.

• Advocacy for Industry Standards: Advocate for responsible regulations to ensure safe, accessible products, reflecting a commitment to consumer well-being.

• Work-Life Balance: Embrace mindfulness and adaptability to navigate the ever-changing demands of business and personal life.

“The military taught me to live with transparency and discipline, and I carry that into my business. Whether it’s third-party testing our products or advocating for safe access, it’s about building trust with every step.” — Matt Anderson

Learn more about Deanna Lucas through the following links:

DND Website

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Facebook

Builders Visibility Blueprint

In this episode of The Builder’s Edge, host Deanna Lucas dives into the art of writing Google reviews that make a real impact for both customers and businesses. Far from being just a star rating, a well-crafted review is a digital testimony that builds trust, drives business, and multiplies impact within your community. Deanna shares a powerful parable of two farmers at a well; one who simply takes what they need and leaves, and another who places stones to guide others: illustrating how a thoughtful review can lead more people to quality services. With practical tips and a downloadable email template, this episode equips business owners, particularly contractors, with the tools to encourage meaningful reviews that elevate their online presence.

Deanna emphasizes the importance of storytelling in reviews, guiding listeners on how to teach clients to share specific, impactful experiences rather than vague praise. She breaks down a simple yet effective email template designed to prompt clients to leave detailed five-star reviews, complete with QR codes for ease and suggestions for highlighting quality, timeliness, and problem-solving. By fostering a culture of “sowing honor” through reviews, businesses can become local guides on Google, gaining authority and visibility. This episode is a must-listen for anyone looking to transform their online reputation and stand out in a competitive market.

Key Takeaways:

• Storytelling in Reviews: Encourage clients to share specific stories about their experience - before, during, and after - to create trust and connection.

• Simplify the Process: Use QR codes, short links, and clear instructions to make leaving reviews frictionless for clients.

• Guide Client Feedback: Provide suggestions for reviews, like mentioning quality, timeliness, communication, and location, to ensure impactful content.

• Build Community Authority: Consistent, detailed reviews elevate your Google ranking and establish you as a trusted local guide.

• Reciprocity of Reviews: Sowing honor through reviews for others encourages reciprocal reviews, amplifying your business’s visibility.

“A good Google review isn’t just a pat on the back—it’s a bridge that connects someone with a problem to your solution, multiplying impact and building trust in your community.” — Deanna Lucas

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, host Deanna shares a powerful re-frame for business owners who feel invisible online despite having a quality offer. She flips the typical marketing script, reminding listeners that Google doesn’t reward noise; it rewards answers. If your content isn’t solving real problems, you're just adding to the clutter. Instead of chasing likes, clicks, and shallow visibility, Deanna offers a framework for building lasting authority by becoming the guide, not the guru, in your space.

Through practical stories, from painters to home builders, Deanna challenges business owners to move beyond trying to be seen and start serving more deeply. If you're posting content that flatters your ego but fails to meet your client’s needs, it’s time to shift. The good news? You don’t need more gimmicks. You need more consistency, clarity, and courage to create content that educates, empowers, and builds trust.

Key Takeaways:

• Google mirrors value, not volume: visibility is earned by solving real problems.
  

• Stop chasing followers and start creating content that builds trust and authority.
  

• Search engines reward relevance, which is just another word for service.
  

• When your message shifts from “look at me” to “here’s help,” you attract more than attention: you build impact.
  

• Your visibility tomorrow is built by the value you create today.
  

“God didn’t call you to be loud. He called you to be a light. And light doesn’t beg for attention, it shines.”

Learn more about Deanna Lucas through the following links:

DND Website

Facebook Group

Facebook

Builders Visibility Blueprint

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