10/22/2025
❤️ From the Heart of a Builder and Founder
It breaks my heart when I meet customers who choose to go the cheap route just to save a few bucks, not realizing that in the long run they’ll end up paying much more. 💔
Building a deck or a home addition might look simple from the outside, but it’s far more complex. Every project requires careful planning, not just from a functional point of view, but also with an eye for efficiency, durability, and aesthetics.
I often tell people that the deck is like the protein in a main course meal. It’s the main ingredient, but what truly makes the difference are the sides, the seasoning, the presentation, the upgrades that bring it all to life.
After more than 20 years and thousands of projects, I can confidently say that no two decks are ever the same. Each one is unique, shaped by the home’s architecture, material selection, layout, height, terrain, and even the homeowner’s personality. Every estimate I do is thoughtfully designed and tailored to fit that customer’s needs, goals, and budget, never a cookie-cutter approach.
Because of our thousands of repair projects each year, I’ve seen firsthand what causes decks to fail. That experience allows me to design and build differently, proactively addressing issues that others overlook, often preventing costly repairs down the road.
I built this company on principles of integrity, craftsmanship, and doing what’s right for the client, not what’s easiest or fastest. It’s deeply satisfying when a project comes to life exactly as envisioned, knowing it will stand strong for years to come. But it hurts when someone doesn’t see the value we bring and decides to go elsewhere, trusting a cheaper quote or something they read online.
Inspectors often care only about structural safety, not longevity, aesthetics, or workmanship. Many of the decks I’ve been called to repair could have been avoided with a few hundred dollars of preventive upgrades. Sometimes it’s heartbreaking to return a year later and tell a homeowner their brand-new deck must be rebuilt from scratch because it wasn’t built right in the first place.
Every estimate I give, I treat it as if it were for my own home or for a close family member. If you specialized in decks, you’d also reinforce and upgrade every detail to make it last. That’s why we don’t believe in just building decks. We create outdoor spaces that add real value, beauty, and functionality to people’s lives.
Most of my customers see and appreciate that difference, and that’s why we continue to grow. But every now and then, you lose one to the cheap competition. They think they got a deal, but in reality, they just got less.
I give away in one free estimate what an architect would charge hundreds for—my experience, vision, and honesty. I’ll always stand up for what’s right and what’s best for the customer. That’s the foundation this company was built on, and it’s what I teach my team every day.
Our vision has always been to be the number one all-inclusive, one-stop company for outdoor living, construction, repair, and maintenance all under one roof. Today, I’m proud to say that vision has become reality. We’ve earned our reputation as one of the most trusted names in the region, and now we’re expanding nationwide under the TrueDecks® brand, a family-owned company built on integrity, quality, and genuine care for our clients.
It’s ironic how people spend $100,000 on luxury cars or things that depreciate overnight, yet hesitate to invest in their own homes, in spaces where memories are made and quality of life improves. That’s what breaks my heart.
I know I can’t win every customer, and that’s okay. But I’m proud that we win most of them, not through gimmicks or pressure, but by doing the right thing, one deck at a time.
Jose Ugalde
CEO & Founder
TrueDecks
