A Story of Craftsmanship, Collaboration, and Homeowner Experience
How Irregular Agency partnered with Tobacco Road Custom Builders to create a cinematic, story-driven project showcase designed to fuel social growth, elevate their brand, and drive qualified leads.
About the Builder
Tobacco Road Custom Builders
Raleigh, North Carolina
Tobacco Road Custom Builders brings extensive, hands-on experience crafting high-end, built-to-suit homes throughout Raleigh and the surrounding areas. Their leadership is personally present on-site, collaborating closely with homeowners while leveraging a trusted network of luxury subcontractors.
They specialize in:
Custom new builds
Remodels and additions
Outdoor living environments
Their approach is relationship-first: they call them partners, not clients.
The Challenge
Despite their craftsmanship and reputation, Tobacco Road faced gaps that limited their digital presence:
No consistent project documentation
Limited social media content and growth
An outdated website and lack of cohesive brand narrative
No storytelling that captured the builder–homeowner relationship
Irregular Agency’s Approach
Content Strategy
Early Results
Conclusion: A Partnership That Elevates Craftsmanship
The Project
This project centered on a full custom home created through close, ongoing collaboration between the builder and the homeowners. The homeowners’ trust, involvement, and excitement became the foundation for a more meaningful narrative.
Irregular Agency documented the project over a full-day shoot, capturing both cinematic visuals and emotional depth through on-camera storytelling.
1. Discovery & Content Audit
We began by auditing Tobacco Road’s online presence, identifying opportunities to strengthen storytelling, improve brand consistency, and support their long-term visibility.
2. Planning Call & Storyboarding
Rather than creating another standard “luxury highlight” reel, we worked with the builder to shape a narrative centered on collaboration, trust, and the homeowner experience. We outlined a story structure that highlighted:
The journey of building a custom home
Shared decisions and problem-solving
Craftsmanship and design intention
The relationship between builder and homeowner
3. Homeowner Interviews & Walkthrough
We filmed a guided walkthrough led by the homeowners, revealing room-by-room decisions, design choices, and meaningful details. This shifted the content from a simple showcase into a lived experience.
4. Builder Perspective
To complete the story, we captured builder-led commentary that added context around process, craftsmanship, and the partnership dynamic.
They needed content that didn’t just show a house — it needed to tell their story.
Deliverables
Long-Form Videos
Full homeowner walkthrough
Builder interview & perspective film
Combined story-driven project feature
Short-Form Edits
Instagram Reels versions
YouTube Shorts
TikTok-ready cuts
Square/vertical formats for social feeds
Versions tailored for ads or boosted posts
Content Strategy
Recommended posting schedule
Messaging themes and caption guidance
Advice on using the content for website refresh
Suggestions for using clips on Google Business Profile, Houzz, email campaigns, and referral outreach
We designed a multi-platform strategy to help Tobacco Road maximize their investment:
Website
Turn the long-form story into a key portfolio piece, giving prospective clients a “walkthrough” experience before the first phone call.
Instagram + Facebook
Frequent Reels to build momentum, showcase craftsmanship, and humanize the builder.
YouTube
Shorts + a longer film to improve discoverability, strengthen SEO around Raleigh custom home building, and build long-term traffic.
Google Business Profile
Short testimonial-driven clips to increase trust and engagement.
Email & Referrals
Videos repurposed into value-led outreach to past clients, realtors, and partners.
While we are still gathering long-term data, the immediate reaction has been strong:
The builder loved the story-first approach
They expressed excitement to use the videos to market their business
Homeowners were enthusiastic about participating and sharing the story
Builder feedback reaffirmed how aligned the final content was with their vision and brand
This project demonstrates that builders don’t just need polished footage — they need storytelling that builds trust, showcases expertise, and creates emotional connection.
Irregular Agency’s narrative-first approach transformed this custom home project into a timeless marketing asset that will support Tobacco Road Custom Builders’ growth across web, social, and referral channels.
Ready to showcase your next build with story-driven, cinematic content?
Let’s capture your craftsmanship and help turn your work into your strongest marketing tool.
About the Builder
Tobacco Road Custom Builders
Raleigh, North Carolina
Tobacco Road Custom Builders brings extensive, hands-on experience crafting high-end, built-to-suit homes throughout Raleigh and the surrounding areas. Their leadership is personally present on-site, collaborating closely with homeowners while leveraging a trusted network of luxury subcontractors.
They specialize in:
Custom new builds
Remodels and additions
Outdoor living environments
Their approach is relationship-first: they call them partners, not clients.
The Challenge
Despite their craftsmanship and reputation, Tobacco Road faced gaps that limited their digital presence:
No consistent project documentation
Limited social media content and growth
An outdated website and lack of cohesive brand narrative
No storytelling that captured the builder–homeowner relationship
They needed content that didn’t just show a house — it needed to tell their story.
Irregular Agency’s Approach
Content Usage Strategy
Early Results
Conclusion: A Partnership That Elevates Craftsmanship
The Project
This project centered on a full custom home created through close, ongoing collaboration between the builder and the homeowners. The homeowners’ trust, involvement, and excitement became the foundation for a more meaningful narrative.
Irregular Agency documented the project over a full-day shoot, capturing both cinematic visuals and emotional depth through on-camera storytelling.
1. Discovery & Content Audit
We began by auditing Tobacco Road’s online presence, identifying opportunities to strengthen storytelling, improve brand consistency, and support their long-term visibility.
2. Planning Call & Storyboarding
Rather than creating another standard “luxury highlight” reel, we worked with the builder to shape a narrative centered on collaboration, trust, and the homeowner experience. We outlined a story structure that highlighted:
The journey of building a custom home
Shared decisions and problem-solving
Craftsmanship and design intention
The relationship between builder and homeowner
3. Homeowner Interviews & Walkthrough
We filmed a guided walkthrough led by the homeowners, revealing room-by-room decisions, design choices, and meaningful details. This shifted the content from a simple showcase into a lived experience.
4. Builder Perspective
To complete the story, we captured builder-led commentary that added context around process, craftsmanship, and the partnership dynamic.
Deliverables
✅ Long-Form Videos
Full homeowner walkthrough
Builder interview & perspective film
Combined story-driven project feature
✅ Short-Form Edits
Instagram Reels versions
YouTube Shorts
TikTok-ready cuts
Square/vertical formats for social feeds
Versions tailored for ads or boosted posts
✅ Content Strategy
Recommended posting schedule
Messaging themes and caption guidance
Advice on using the content for website refresh
Suggestions for using clips on Google Business Profile, Houzz, email campaigns, and referral outreach
We designed a multi-platform strategy to help Tobacco Road maximize their investment:
Website
Turn the long-form story into a key portfolio piece, giving prospective clients a “walkthrough” experience before the first phone call.
Instagram + Facebook
Frequent Reels to build momentum, showcase craftsmanship, and humanize the builder.
YouTube
Shorts + a longer film to improve discoverability, strengthen SEO around Raleigh custom home building, and build long-term traffic.
Google Business Profile
Short testimonial-driven clips to increase trust and engagement.
Email & Referrals
Videos repurposed into value-led outreach to past clients, realtors, and partners.
While we are still gathering long-term data, the immediate reaction has been strong:
The builder loved the story-first approach
They expressed excitement to use the videos to market their business
Homeowners were enthusiastic about participating and sharing the story
Builder feedback reaffirmed how aligned the final content was with their vision and brand
This project has already sparked conversations around future content capturing opportunities.
This project demonstrates that builders don’t just need polished footage — they need storytelling that builds trust, showcases expertise, and creates emotional connection.
Irregular Agency’s narrative-first approach transformed this custom home project into a timeless marketing asset that will support Tobacco Road Custom Builders’ growth across web, social, and referral channels.
Ready to showcase your next build with story-driven, cinematic content?
Let’s capture your craftsmanship and help turn your work into your strongest marketing tool.
👉 Book a Free Visual Presence Audit