The lodge was still closed for renovations, so there was no finished product to sell yet. Instead of waiting for opening day, we built the content around the in-between: cabinets going in, hardwood floors mid-install, the door design taking shape, Kait and her mom holding up a sign somewhere in the middle of the chaos. One reel followed a "POV: you bought an old motel" format, fast cinematic cuts through the mess with Kait standing in it, hands on hips. Another had her formally apologizing to the things she'd complained about earlier in the process, the carpet, the blue door, the cramped shower, played for laughs rather than glossed over.

The bet behind all of it: people would rather follow someone figuring out a hard, unfamiliar project in real time than see a polished reveal with no story behind it. In January 2026, the account had pulled 57,315 views across platforms with a 7% engagement rate and 25,167 unique accounts reached, strong numbers for a property that wasn't even open yet.