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Looking down into a house under construction, open floor trusses and sheathing, framers working between the walls
Construction Residential A fully traceable inbound lead
Case study — Costner Building Group

A stranger found them on YouTube — and hired them to build a house on the lake.

01 — Hear it from them
“If we didn’t have a YouTube channel, then the lead that we got would not exist. They would never have known to call us.”
Marshall Costner
Costner Building Group
02 — The results
1
Fully traceable inbound lead — now a lakehouse build
5–6
Builds a year, so one lead is a sixth of the business
12–16 mo
Build cycle — every lead has to count
Nov 2024
A standing partnership since
03 — The client

Costner Building Group is a custom home builder that brings building science to traditional craftsmanship. Marshall Costner fronts every video himself. There is no model home to walk a prospect through — the channel is the showroom.

The challenge
No model home, so buyers couldn’t see the quality before signing
Building-science detail that a photograph can’t carry — “a video speaks volumes”
Five to six builds a year: one lost lead is a sixth of the year
Educating clients rather than pitching them, without sounding like an ad
The approach

A meeting before every shoot to agree on the story and the detail we’re teaching, then a storyboard, then the shoot. Marshall reviews each cut twice — once to watch it, once to critique it — and we revise until it tells the story he wants told. The output is educational YouTube and LinkedIn content: why the assembly is built that way, what building science actually changes, and what it costs to do it right.

Featured project
Costner Building Group
Indoor air is often five times dirtier than the air outside. This is a builder explaining how he flips that — the house built as one system.
Watch featured project
Examples of our work

Educate first. The sale follows.

Build-science walkthroughs, detail breakdowns, and owner explainers shot on active builds.
Costner Building Group
Costner Building GroupProcess of Custom Build
Costner Building Group
Costner Building GroupPromotional Video
Costner Building Group
Costner Building GroupHenry Blueskin VP100
Costner Building Group
Costner Building GroupCustomer Testimonial
05 — Photos in the Field

Blueprints to blueprints-made-real, on one build.

Custom home photography from the same shoot days as the films — footings, framing, air barriers, and the house that comes out of it.
Aerial over a poured foundation on a cleared red clay lot ringed by trees
Two men crouched over the plans rolled out on the slab edge, truck behind them
Aerial down onto a house at framing stage, sheathing on and lumber stacked below
Close on the brick, mortar joints raked and the courses running out of focus
A finished custom home at the end of a stone walkway, lawn and treeline behind
A block foundation wall going up on red clay, crew in orange working the deck
Straight down on the house pad, the cleared lot cut into the treeline
Macro on a roll of Blueskin butyl flashing laid along a framing member
Aerial detail of the finished roofline, brick and siding meeting at the porch
Three people looking out through a window opening in the framed room
Aerial of the house at truss stage, roof framing open to the sky
The finished corner in brick and siding, black windows above fresh red clay
Aerial of the house in blue weather barrier, bare winter trees all around
A stack of flagstone slabs waiting on the pallet, the house rising behind
Aerial down into the open second floor, two carpenters working the deck
A shooter walking the framed interior with a gimbal rig
Aerial of the house at sheathing stage, green wrap on and the neighbourhood beyond
Looking up at the finished gables where siding meets brick
Aerial of the roofed house in its clearing, woods closing in on every side
The house wrapped and roofed, sitting on bare red clay
Aerial along the street, finished houses set back on their lawns
Inside the roof framing, rafters running away to the gable window
Close on the wall build-up, insulation board over the brick ledge at the window
The finished house in white with dark windows, planting beds in
Your turn

Let the right client find you before you ever meet them.

Educational video builds trust before the first call. Let’s plan the series that does it for your business.

CDS Visuals — High-Vis. High Impact.
We create tactical video content to build blue-collar businesses.
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(704) 946-5886 info@cdsvisuals.com 377 Rubin Center Dr #123
Fort Mill, SC 29708
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