Marketing for custom home builders
Your craftsmanship is not the problem. The problem is that the buyer who would have hired you never found you. We build the visibility, the trust, and the record of the work that closes that distance.
We capture your work year-round with ongoing documentation: finished homes, works in progress, your team, and your trades. Every project is filmed and photographed to a high standard that stands the test of time, not just a handful of shots from a single afternoon.
What we do
We help you get found. We optimize your Google Business Profile, boost your local search presence, and create content that tells Google and AI search tools exactly what you build and where you build it. When someone searches, they land on the quality work we've documented.
We keep your work working for you. A completed home is not the end, it is the start of lasting visibility. We keep your projects in front of buyers, past clients, and the designers and trades who refer you. Even a house finished two years ago should still be delivering value.
What this looks like for a Builder
Top three in the local Map Pack within 30 days, from a profile that did not exist in January.
650 buyers found the profile and 177 took action. A 27 percent action rate on calls, clicks, and directions.
Website traffic grew 43 percent year over year.
We took on a Raleigh custom builder in January with no Google Business Profile at all. Not a neglected one. None.
Alongside that: search visibility went from 4 indexed terms to 41, and 13 new five-star reviews came in through the review system.
No advertising spend. A foundation built once that keeps working.
Who you're actually working with
years on job sites before any of this was an agency.
Irregular is led by Kent Belle, who spent more than a decade at Ferguson Enterprises working on how building products get talked about, with senior production credits on national broadcast campaigns. Every project runs through me. The crew changes to fit the work, the standard doesn't.
Most builders end up with three vendors: a videographer for one project, a search company that has never stood in one of your houses, and a web designer every few years. None of them talk to each other, and none of them know how a custom home gets sold.
Home builder marketing FAQ
What does a home builder marketing agency do?
We make your finished and in-progress projects visible. We film and photograph them, publish them where buyers look, and make sure people can find them in Google and AI search.
What does a month working with you look like?
We agree on a plan: what we document, what we publish, what we fix first. Then we do it, and you get a plain report on where things stand. You are not chasing three vendors or wondering what happened to the footage from last spring.
Do we have to do everything at once?
Every client gets the full system, because the three feed each other. Where we start depends on you. If your search presence is solid and the work isn't being documented, we start there. If you already have footage that isn't doing anything, we start with where it lives and how it gets found.
Do you build websites?
Yes, with a team that does this work. It isn't the center of what we do. We take it on when the site is what's keeping good work from being seen.
Do you work outside Raleigh?
Yes. We work with builders across North Carolina and the Mid-Atlantic.
How long before search results show up?
That depends on your market and where you're starting from. Tobacco Road's profile reached the top 3 within 30 days. We report monthly so you always know where things stand.
More of what we do
Same approach, different starting point.
Marketing for Remodelers
Marketing for Interior Designers
Marketing for Architecture Firms
Your work is already remarkable. Let's make sure it is seen that way.
If you have a project framing right now, that is the conversation worth having, because that window closes when the drywall goes up.
Irregular Agency · Raleigh, NC