Interior design firms
Builders & developers
Home & decorative hardware brands"Designers searching custom cabinets in Vaughan and the GTA find our lookbook and specify straight from it. Made in Vaughan is on every page. Shop's booked two quarters out."
Tony IannettaCustom millwork, Vaughan, ON
Marketing agency for millwork & cabinet manufacturers · Canada
Marketing that turns Canadian-made into signed work from designers, builders and GCs.
Marketing for custom millwork shops and cabinet manufacturers: designers, builders and GCs specifying you by name, a pipeline that outlasts the surtax, and reliability sold as the durable difference. Websites, lookbooks, SEO and GEO, paid campaigns, video and CRM, in shop language.
We speak NAAWS 5.0, AWMAC, casework, veneer sequencing, shop drawings, lead times and site fit. Fixed scope. Plain answers.
Our services for millwork & cabinet manufacturers and the results they lead to
Your situation
For years you lost to imports. Suddenly you're competitive again.
Canada's 25% safeguard surtax on imported wood cabinets and vanities took effect on 31 July 2026, a maximum 200-day measure with the CITT inquiry concluding 15 January 2027. Designers and builders are asking "are you domestically manufactured?" for the first time. Most shops have no way to press the advantage.
For years we lost to cheaper imported cabinets. Suddenly we're competitive again and we have no way to tell anyone.
We're a shop, not a marketing company. Our website hasn't been touched in six years.
Designers and builders don't know the difference between us and an import until it shows up wrong on site.
A designer asks for a lookbook and gets a Dropbox link with inconsistent file names.
We've never once asked a lead where they came from. Nothing is tracked, so nothing can be defended.
Sales depend on three builder relationships and my phone. That's the whole plan.
Want to know how many designers and builders in your region searched for Canadian-made cabinets last month? The audit will tell you.
Audit my shop's visibility →The timing argument
The only page on this site with an expiry date.
The surtax has a clock on it. So does the capacity objection: full today does not mean full in February. Shops that use the window to build direct demand from designers, builders and GCs enter 2027 with a pipeline. Shops that don't enter it with the same three phone numbers.
Capacity is temporary. Position for margin, not volume. While the shop is full, the job is to raise the quality of what fills it next: designers who specify by name, builders who don't bid you against an importer, and commercial work won on shop drawings and site fit rather than price.
Reliability is the durable differentiator. Lead times you keep, drawings that are right, casework that fits on site. Imports cannot make that argument. We make sure yours is written down, findable, and in front of the people who decide.
Source: Government of Canada safeguard surtax on imported wood cabinets and vanities, effective 31 July 2026; CITT inquiry timetable.
First ninety days, in the quiet
- Canadian-made positioning and lookbook system live in the first month
- Designer, builder and GC campaigns running in your region
- Every enquiry logged, sourced and followed up in the free CRM
The window is open now. Every month it stays unused is a month of advantage you don't get back.
Use the window →What you've probably tried
Why the shop is invisible to the people who decide.
- A website built by a relative in 2018, with half the photos showing work from before that.
- Active on Houzz and Instagram, where the audience turned out to be other cabinet makers.
- Lookbooks assembled on request from a phone and a Dropbox folder, differently every time.
- Nothing tracked. Nobody knows which builder, designer or search produced the last ten jobs.
- Three builder relationships and the owner's phone carrying the entire order book.
What we do differently
Canadian-made, written down, findable, and in front of the decider.
- Positioning that says Canadian-made, NAAWS 5.0, AWMAC and site-fit reliability in the first screen, in your voice, without fluff.
- A portfolio and lookbook system designers can browse and download in two minutes, by room, finish and construction.
- Designer, builder and GC campaigns in your region, with every enquiry asked where it came from and what it is worth.
- Commercial casework credentials: shop drawings, lead times, install record, written for the GC's estimator.
- A pipeline that survives January: a CRM, follow-up that runs itself, and an audience you own.
You keep walking the floor. We keep the phone ringing with better work.
Bring your last twenty jobs. We'll show you where the next twenty should come from.
Get the free audit →Our services
Our services for millwork & cabinet manufacturers.
Ten services, one team, shop language. Open any box to see what it does for a millwork or cabinet shop and the tools we run it on.
- Portfolio by room, construction and finish, shot properly and kept current
- Canadian-made, NAAWS 5.0 and AWMAC positioning where designers look for it
- Trade pages for designers, builders and GCs, each with its own enquiry path
- Lookbook downloads that capture who asked and what they're working on
- Fast, mobile-first, every project indexable
- Rank for custom cabinets, millwork, vanities and casework searches in your region
- GEO: recommended when designers ask ChatGPT or Gemini for a domestic cabinet maker
- Google Business Profile and review engine, the check every designer runs
- Project schema so search reads your portfolio, room by room
- Google Ads on Canadian-made, custom cabinet and millwork searches
- Meta and Pinterest campaigns to designers and high-budget renovators
- LinkedIn for GCs, developers and commercial fit-out buyers
- Landing pages that qualify by project type and timeline
- Process content: veneer sequencing, finishing, install day, the craft made visible
- Pinterest as a search engine for kitchen and built-in intent
- LinkedIn for commercial casework and GC relationships
- Content calendars run for you, approvals in one place
- Case studies: brief, drawings, construction, install, result
- "Canadian-made vs imported" and "how to read a cabinet quote" guides that rank
- Photography and styling direction on every install
- Commercial casework credentials written for the estimator
- Quarterly shop letters designers actually open
- Builder and GC programs with lead times and capacity updates
- 7,000+ industry-wide contacts for designer, builder and GC outreach
- Open, click and reply reporting in plain English
- Your CRM included free, no licences, no per-seat fees
- Enquiry → project type and budget qualification → auto-booked consult
- Missed-call text-back for the hours you're on the floor
- Pipeline: enquiry → consult → drawings → quote → deposit → install
- Post-install review and referral requests, automatically
- A shop film: who you are, how the work is made, why it fits
- Install reveals and finished-project walkthroughs
- Designer and builder testimonials on camera
- Reels and cut-downs from every shoot
Shot & cut in4K crewsDroneDJIPremiere ProAfter EffectsDaVinci ResolveFinal Cut ProCapCutRunwayElevenLabsYouTubeVimeo& more
- Identity refresh that survives moving upmarket
- Lookbook, quote and shop-drawing cover templates
- Truck, shop and showroom graphics
- Sample boards and finish libraries, designed
- Buy-Canadian and manufacturing stories in trade and business press
- Project features in design and shelter media
- Award submissions, AWMAC and design programs
- Local business coverage for hiring and expansion
Placed inWoodworking CanadaCanadian ContractorHouse & HomeCanadian InteriorsKitchen & Bath Business+ Ontario & national media
Not sure which of the ten you need? The audit tells you, free.
Get the free audit →What changes
Three numbers that decide next year.
We don't report impressions. Every month you see the figures that decide your year, and we tell you honestly which are leading indicators and which are the payout.
01Designer & builder enquiries
From search, AI answers, campaigns and outreach, each one asked where it came from, so the next twenty jobs are not luck.
Reported monthly · source named02Consults booked
Design consults and site measures that arrived qualified by project type, budget and timeline.
Reported monthly · by campaign03Named specifications
Designers, builders and GCs specifying you by name, tracked from first contact to deposit.
Reported monthly · by relationshipStraight answer on speed: enquiries, search visibility and consults move in months one to three. Named specifications and commercial casework pay out over six to twelve. We report both, and we never dress one up as the other.
Want these three numbers for your business?
Get the free audit →Objections we hear from shop owners
Every objection, answered straight.
Search and paid campaigns produce enquiries in weeks, not years, and the audience they build stays with you after any ruling. The window is the reason to start now, not the reason it works. What you own in January, a site, a list, a CRM full of designers, is what carries you when the surtax lapses.
Full today is the best moment to raise the quality of what fills the shop next. Capacity is temporary; positioning for margin is what lasts. The shops that market while busy choose their next work. The shops that wait market from an empty floor, at full price, in a hurry.
Keep them. Three relationships and one phone is a risk, not a strategy, and every one of those builders is being pitched by an importer this month. Direct demand from designers, GCs and homeowners gives you leverage in those relationships and a floor under the order book if one of them slows.
We only work in construction, design and hardware, permanently. NAAWS 5.0, AWMAC, casework, veneer sequencing, shop drawings and site fit are our working vocabulary. Fixed scope, plain answers, and nothing you can't see.
It starts free: a full audit of your marketing and three competitors you name, then a plan and one clear quote in plain English. Working to a set budget instead? Tell us the number and we'll show you exactly what it buys, and what to do first. No lock-ins; engagements run month to month after the initial build.
A different objection? Bring it to a 30-minute call. No deck, no pitch.
See how we work →Why millwork & cabinet manufacturers pick us
One industry. Your accounts. No lock-ins.
We market construction, design and hardware companies, nothing else, ever. You own every asset we build: the website, the CRM, the content, the photography. Engagements run month to month after the initial build, and the first three steps, including the audit of your marketing and three competitors, cost you nothing.
Reviews
What millwork and cabinet shops say
A sample of the feedback we hear from the sectors we serve across Canada.
"Custom cabinets Brampton belonged to refacers and flat-pack installers. Their SEO took it back with photography of real casework. Builders found us through the same site."
Gurpreet BasraCabinet manufacturer, Brampton, ON
"The designer pages changed who calls. Toronto studios arrive with a room list and finish direction instead of a price question. Our estimator says quotes finally match the work."
Claire BeaumontArchitectural millwork, Toronto, ON
"GCs bidding institutional work find our AWMAC credentials and install history on one page. Three bid lists this year, two straight through the North York site."
Marcus AlmeidaCommercial casework, North York, ON
"The tariff-window campaign filled our winter. Calgary designers and homeowners found the Canadian-made story, and the CRM kept every name warm till they were ready."
Shannon BoyleKitchen cabinets, Calgary, AB
"Okanagan builders find us for custom millwork now instead of sending work to the coast. Their photo direction made our Instagram in Kelowna finally look like the craftsmanship."
Viktor MelnykStair & rail shop, Kelowna, BC
1 to 3 of 6
The Brief · our newsletter
Marketing intel for the people who build Canada.Know what's moving before your competitors do.Every issue: what changed, and what to do about it.Written for the trades. Read in four minutes.
One short email a fortnight: what moved in construction marketing, and what to do about it.