You create the homes.
We get them seen and found.
Irregular Agency is a content, search and analytics partner for custom home builders, remodelers, interior designers and architecture firms. One partner films the work, gets it found, and tells you what it did. Based in Raleigh, North Carolina, working across the Mid-Atlantic.
The Problem
Your best work is finished, and almost nobody saw it.
01
Your homes get shot like listings. A wide lens, a quick gallery, and a custom build ends up looking like a production home off the shelf. And whatever does get posted goes out when somebody remembers, so it never adds up to anything. There is no library, just a feed.
02
When a buyer searches for a builder in your market, you are not what comes up. Not because the work is worse, but because nothing on the internet tells Google or an AI tool what you build or where.
03
Nobody tells you what worked. Not which video brought people in, not which page they landed on, not where the traffic came from or why it went up. So next month gets planned on a guess, the same as last month.
Three parts, one partner
We capture the work
Video and photography of your projects across the year, from framing to finished rooms. Made by someone who knows how a house gets built and how one gets sold.
We get it found
Your Google Business Profile, your reviews, your local search presence, and the content that tells Google and AI search tools what you build and where. What those searches land on is the work we documented.
We read what it does
Every month we look at what got watched, what got found, and what brought someone in. Then that changes what we make next.
OUR WORK
What this looks like
Builder Walkthroughs
Social Content
Search Visibility
Job Site and Project Updates
Cinematic Storytelling and strategic visibility assets for Builders, Remodelers, Designers, and Architects
Tobacco Road had strong craftsmanship and a solid local reputation, but limited online visibility. No optimized Google presence, inconsistent content, and completed homes that weren't generating leads. We installed the full three-engine system, and the results came fast.
Client Spotlight
First 30 days
Local Map Pack
top 3
Ranked for competitive custom builder terms in the Raleigh market
+43%
Website Traffic
Increase in total website sessions
+21%
Organic Search
Growth in organic search traffic
Who we work with
Custom home builders. A buyer spends a year with you, and starts looking months before the first call. What they find in that time decides whether you make the list.
Interior designers. Your rooms get photographed on the builder's schedule, for the builder's purposes.
Remodelers. Once the walls come down, the before only exists if somebody photographed it.
Architecture firms. Two years of drawings, and the finished building gets one afternoon with a camera.
FAQ
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We are a content, search and analytics partner for custom home builders, remodelers, interior designers and architecture firms. We film and photograph your projects, get that work found in search, and every month we tell you what it did.
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We are based in Raleigh and work across the Triangle and all of North Carolina, including Charlotte, Wilmington, Durham, Chapel Hill, and the Triad. We also serve Virginia, South Carolina, and the greater Mid-Atlantic.
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Yes. Builders and remodelers are usually hiring us to bring work in. Designers and architects are usually hiring us so their part of a project gets seen properly. Same three parts, different starting point.
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Every client gets all three parts, because each one feeds the others. Where we start depends on you. If your search presence is solid and the work is not being documented, we start there. If you have footage that is not doing anything, we start with where it lives and how it gets found.
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That depends on your market and where you are starting from. Tobacco Road reached the top three in the Map Pack within 30 days. We report every month, so you always know where things stand.
Let's talk about your next project.
If you build at a level your marketing has not caught up to, that is the gap we close. We will look at where you show up in search today and give you a straight picture of where you stand.