Now
Now.
What's shipping this week, what's on deck, and the newest Field Notes. Updated as things change.
Shipping now
Updated 2026-09-14- The homepage hero simplified to a Linear-style category-defining H1 ("The system for custom home builders.") — replaces the display-type variant.
- Case studies now filterable by persona; card titles rewrote to specific-claim format (e.g., "How an NYT-featured builder runs on one login").
- Trust marker planted directly under the pricing tier cards, pointing at Matt Noss Construction.
On deck
- First real product-screenshot swap on the homepage hero, once the Matt Noss install has an approved screenshot set.
- Second and third Field Notes on the Marketing Module attribution loop and homeowner-portal decisions.
- One additional case study to land: firm sign-off pending.
Newest Field Notes
See the archive →- Sep 14, 2026·6 min read
Custom home builds don't fail in framing. They fail in selections.
Every custom home you've watched slip lost time and money in selections, not on the site. Where it goes wrong, and the discipline that prevents it.
- Sep 13, 2026·6 min read
Cost per lead is a vanity metric. Cost per signed contract is the number.
For a custom home builder running Google or Meta ads, the number the ad platform reports is not the number that matters. Here is which number is.
- Sep 12, 2026·7 min read
Five reports every custom home builder should read weekly
Pipeline aging, job margin, ad ROI, change orders, and satisfaction. The five reports every custom builder needs, and why nobody has all of them.
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