Construction / Los Angeles, CA / 3+ years together

Proslit Tile & Stone

This account was never about views

Proslit Tile & Stone installs natural stone in Bel Air, Beverly Hills, Malibu and Pacific Palisades. Clients almost never find them in the feed, but they almost always check the account before they say yes.

The business

30
years of the craft in the family: 3+
years working together

The work

A portfolio that is always at hand

The brothers open the account in conversations with clients to show similar work they have already done.

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Finished work

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Sample content

The client

A decision nobody makes in an evening

Proslit Tile & Stone installs natural stone in Los Angeles: marble, granite and quartzite for kitchens, floors, walls and fireplaces. The craft has been in the family for thirty years. The father started it, and today the brothers, David and Irakli, run the business.

They work in Bel Air, Beverly Hills, Malibu and Pacific Palisades. Projects there run into tens of thousands of dollars, and no client makes that call in one evening.

The agreement

Why views mean nothing here

The audience is narrow. Someone ordering a marble kitchen doesn't scroll the feed looking for a stone contractor. They come through a referral, a designer, the website or a phone call. A million views from people who will never buy natural stone won't bring a single deal closer.

We agreed on this with the client at the start: no quick results, and success wouldn't be measured in the stats. The job was to make someone already thinking about an order sure of their choice.

Where Instagram works

The call, then the account

Someone calls, talks to the brothers about the project and hangs up. Then they go and look at the account. That is the moment the deal gets decided.

They see the same people they just spoke to, explaining why one stone cracks and another doesn't, how a slab weighing half a ton gets moved, and why installation needs exact calculations. So the core of the content became expert reels with the brothers themselves, not actors or a voiceover.

Expensive stone can crack, break in transit or be installed so that problems start a year later. A client paying this kind of money fears exactly that, and only one thing helps: seeing that the person across the table knows the material better than they do.

The rest of the feed

What we filmed besides expertise

Expertise explains why the brothers are reliable. It doesn't explain why anyone should pay for natural stone over a substitute, so we added more layers.

Process
Cutting, finishing, transport and installation, filmed up close. Clients' reviews praise how organized the work is, with drawings before signing, a laser template and a precise fit, so that is what we filmed.
3D graphics
A way to see the project before it exists. In a niche where a mistake is expensive, that removes half the doubts.
Model shoots
Here we were selling a feeling: what it is like to live with these materials, and what choosing marble says about a person. Without that layer, marble is just an expensive stone.

Content Strategy
Expert Reels
Process Videography
3D Graphics
Model Shoots

The results

What came of it

The brothers started using the account in their conversations with clients, opening it to show similar work they had already done. It became a portfolio that is always at hand.

We have worked with Proslit for more than three years. Instagram has become one of the main places people learn about the company. It sits alongside calls and the website: people hear about Proslit, call, check the account and find proof of everything they were told.

All reels

Expertise, craft, 3D and finished work

Why it matters

In niches with a long sales cycle, social media is where people confirm a decision. The client almost never comes straight from the feed, but they almost always look there before they say yes.

Two things follow. Reach means nothing here, so an agency selling you views in this kind of niche is selling the wrong result. And the person on camera should be the one who does the work, someone who can explain why the stone won't crack.