cypress social strategy.

50% — Aspirational Homes
Finished kitchens, mountain homes, built-ins, bathrooms, architectural details, before/after transformations.

25% — Craftsmanship
Joinery, raw wood, milling, handwork, installations, "why we built it this way," satisfying process footage.

10% — Education
Wood species, custom vs. stock cabinetry, why certain details cost more, Vermont climate considerations, reclaimed lumber, storage solutions.

10% — Vermont / New England Lifestyle
Mountain homes, mudrooms, ski storage, fireplaces, local materials, reclaimed Vermont barns, changing seasons and the relationship between the homes and landscape.

5% — People
Alex, the crew, shop life, family/generational craftsmanship, personalities and little moments.

brand tone.

Thoughtful. Skilled. Grounded. Curious. Understated. Human.

Warm + knowledgeable + understated + craftsmanship-led.

Cypress shouldn’t sound overly corporate, salesy, trendy, or like a stereotypical “contractor” account. It should feel like an expert craftsman who knows exactly what he’s doing but doesn’t need to tell you how impressive he is.

Think:

“We spent a little extra time getting this detail right.”

rather than:

“Another incredible custom project completed by our talented team!”

core cypress audience.

  • The design-conscious Vermont/New England homeowner

    Primary audience | roughly 35–65

    Think homeowners in places like Stowe, Waterbury, Burlington, Woodstock, Manchester, the Mad River Valley, and other higher-end New England markets.

    They tend to:

    • Own a primary residence, second home, or vacation property.

    • Have disposable income for a significant renovation or custom build.

    • Care about quality more than lowest price.

    • Appreciate natural materials, architecture, local craftsmanship and things that age beautifully.

    • Save kitchens, built-ins, mudrooms, bathrooms and interiors on Instagram/Pinterest long before they're actually ready to renovate.

    • Want their home to feel specific to them, rather than like a builder-grade or catalog interior.

  • They may primarily live in Boston, New York, Montreal, Connecticut, New Jersey, etc., but own property in Vermont/New England.

    They're looking for:

    • Someone they can trust while they're not physically there

    • Excellent communication

    • Turnkey problem solving

    • Craftsmanship appropriate for a high-value property

    • Custom ski-home/mountain-home features

    • Storage that actually works for Vermont life

    • Materials that complement the landscape

  • The portfolio demonstrates collaboration with architects and designers on highly customized work—including a Boston architect on the Glass House and a Boston design firm on another mountain retreat.

    Architects/designers care about:

    • Can Cypress execute something unusual?

    • How precise is the fabrication?

    • Can they interpret drawings?

    • Can they problem-solve?

    • What materials can they work with?

    • What's their attention to detail?

    • Can I confidently recommend them to my client?

  • Your social growth audience | roughly 28–45

    This person might not be able to hire Cypress today.

    That's okay.

    They follow:

    • Architecture accounts

    • AD / Dwell-style interiors

    • Vermont homes

    • Renovation accounts

    • Designers

    • Woodworking

    • Cabins

    • Kitchens

    • Sustainable design

    • "Old house" renovations