Everything
we run
for you.
It all starts with Fieldwork, then splits into three engines: visibility, trust, and content. Here is what each one does, what a month looks like, and where the tiers land.
We start on your job site.
Fieldwork is our name for how we work: original material captured on your active build, then turned into everything else. Not photos you texted us. Not stock. The real thing, shot on site while the work is happening.
That footage is the fuel. Every engine below runs on it. It is the reason your marketing ends up looking like no other builder's, and it is what separates us from every agency working off a desk.
How often we are on site depends on your tier and your build calendar. Everything that follows is built from what we capture there.
You Build.
We Help You Get Found.
One Integrated System.
Three Engines.
Each engine compounds on the others. Visibility brings clients to your door. Trust closes them before you speak. Content ensures every finished project keeps working for years. All three run on Fieldwork.
Visibility Engine
Google Presence
& Local SEO
Be the first name premium clients find when they search for a builder in your market. We own your Google Business Profile, local SEO, and map pack position, so your firm shows up where the decision is made, before a competitor gets the call.
Trust Engine
Reviews, Referrals
& Social Proof
Premium clients don't choose on price, they choose on trust. We install automated systems that capture 5-star reviews at peak satisfaction moments and build an undeniable wall of social proof that validates your expertise before you ever shake hands.
Content Engine
On-Site Video
Photography & Storytelling
A finished home is a work of art. We show up on-site to document it that way. Professional photography, cinematic video, and story-first content that positions your firm as the definitive builder in your market and turns every completed project into a 24/7 sales asset.
Choose the System
That Fits Your Stage.
Every tier runs Fieldwork and all three engines. What changes is how often we are on your site and how deep the strategy goes. Each rate below is a starting point, scoped to your build volume and what your year actually needs.
Seed
$3000+
per month
One Fieldwork session a month. Engines running, site current, reviews handled, and content going out consistently for the first time.
Usually right for builders doing 4 to 8 homes a year, or anyone making a first real marketing investment.
Framework
$5,000
per month
Two Fieldwork sessions a month. Deeper search work, AI visibility, competitor intelligence, and Parade coverage built in. You are not maintaining a presence anymore. You are competing for the buyer talking to the three firms that always win.
Usually right for builders doing 8 to 15 homes a year.
Pinnacle
$8,000+
per month
Weekly Fieldwork, with multiple builds documented at once. We go after the institutional authority most builders never touch: awards, editorial placement, the relationships that make you the name people say first.
Usually right for builders doing 15+ homes a year.
See the full breakdown
These are brackets, not boxes. When we talk, you get a plan built around your year: your builds, your calendar, your Parade home, what you already have and what is missing.
-
-
On-site capture sessions - 1 per month
-
Google Business Profile
Rebuilt · managed weekly
Position tracking
50 keywords · monthly report
On-page SEO
Title tags · meta descriptions · internal links · alt text
Citations
Full cleanup at onboarding · monitored ongoing
AI search visibility
Not included
Search Console
Not included
-
Review requests
Built into every closeout
Review responses
Within 48 hours
Review reporting
Monthly
Testimonial video
Not included
Award submissions
Not included
Editorial pitching
Not included
-
Video produced and edited
1 long-form · 1 short-form
Photography
Edited stills every session, delivered to you
YouTube channel
Managed
Blog
1 per month, written and published to your site
Social posts
2 per month
GBP posts
4 per month
Channels
YouTube · IG/FB · GBP · your blog
Website management
Portfolio updates · content published live · page fixes
Content planning
Monthly content brief
Parade of Homes
Add-on available
-
Monthly reporting
Performance report
Working sessions
Monthly written recap of what moved and what changes next
Competitor intelligence
Not included
-
-
On-site capture sessions - 2 per month
-
Google Business Profile
Rebuilt · managed weekly · Q&A seeding
Position tracking
100 keywords · monthly report · competitor monitoring
On-page SEO
Same as Seed, plus quarterly technical review
Citations
Full cleanup at onboarding · monitored ongoing
AI search visibility
Tracked across ChatGPT, Gemini, Perplexity
Search Console
Configured and monitored
-
Review requests
Built into every closeout
Review responses
Within 48 hours
Review reporting
Monthly
Testimonial video
2 per year
Award submissions
1 per year, produced and submitted
Editorial pitching
Not included
-
Video produced and edited
2 long-form · 2 short-form
Photography
Edited stills every session, delivered to you
YouTube channel
Managed
Blog
2 per month, written and published
Social posts
4 per month
GBP posts
4 per month
Channels
YouTube · IG/FB · GBP · your blog
Website management
Portfolio updates · content published live · page fixes
Content planning
Monthly content brief
Parade of Homes
Included: pre, during, post
-
Monthly reporting
SEO and growth report
Working sessions
Monthly written recap of what moved and what changes next
Competitor intelligence
Quarterly audit
-
-
On-site capture sessions - 4 per month
-
Google Business Profile
Rebuilt · managed weekly · Q&A seeding
Position tracking
200 keywords · monthly report · competitor monitoring
On-page SEO
Same as Framework, plus quarterly technical review
Citations
Full cleanup at onboarding · monitored ongoing
AI search visibility
Tracked · content structured for AI retrieval
Search Console
Configured · monthly index health review
-
Review requests
Built into every closeout
Review responses
Within 48 hours
Review reporting
Monthly · benchmarked to your top 3 rivals
Testimonial video
4 per year
Award submissions
All eligible entries, produced and submitted
Editorial pitching
Projects prepared and pitched to regional publications
-
Video produced and edited
4 long-form · 6 short-form
Photography
Edited stills every session, delivered to you
YouTube channel
Managed · full channel strategy
Blog
4 per month, written and published
Social posts
8 per month
GBP posts
8 per month
Channels
Same as Framework, plus additional social sites
Website management
Portfolio updates · content published live · page fixes
Content planning
Monthly content brief
Parade of Homes
Included: pre, during, post
-
Monthly reporting
SEO and growth report
Working sessions
Monthly working session · plus planning in person each quarter
Competitor intelligence
Monthly audit
Not ready for a monthly system?
Start with a Single Project.
No retainer, no commitment. Professional documentation of your next build, an SEO audit, or a review system setup - you can always build from there.
On-site capture
Review system setup
Google / SEO audit
Built for This Industry. Designed for This Client.
Why Irregular
We work exclusively with custom home builders, luxury remodelers, and residential designers at the premium tier. Not roofers. Not landscapers. Not dentists. This is all we do.
01
10+ years inside construction
Not studying it, shaping it. A decade at Ferguson crafting the messaging that reached custom builders, contractors, and designers across the country, at one of the most recognized names in building materials.
02
Broadcast production standard
Most job site photography is an afterthought. Kent trained as a Senior Producer on national campaigns for clients including HP, Honda, Capital One, and the US Army, where every frame had a purpose and the story had to land in seconds. That is the standard your finished home gets.
We've been on the job site and we know the trade. No learning curve. Just results from day one.
Ready to Build
Your System?
Let's look at where your visibility stands today and map out exactly which system fits your stage. No pitch. Just a clear picture of what's possible.
Marketing for Builders, Remodelers, and Designers
Irregular Agency helps construction professionals get found, get trusted, and get hired through a proven three-part system: the Visibility Engine for local SEO and Google optimization, the Trust Engine for reviews and referrals, and the Content Engine for photo, video, and storytelling. We specialize in local SEO for builders, review management for remodelers, and content marketing for designers.