selling a houseunder the ground
Earth-covered homes that stay cool in summer and warm in winter. We turned the doubts around them into 12.7M views and better leads, with the founder on camera.
- organic views
- 12.7M
- views on one video
- 3.8M
- followers, from 11,600
- 42,000+
- paid leads
- +230%
day zero
say underground,people hear bunker
September 2024. Talpa House had been building earth-covered homes since 2010. But the word underground sold a damp, dark cellar, and too few people booked a call.
the real thing: a Talpa House
Instagram comments under Talpa House reels, 2025
the answers
every doubt,answered on camera
Damp, darkness, insects, heat, fresh air. One question per video, answered by the founder in a real house.
no joints, no membranes
01 / 06 · asked in the comments
What about the damp?is it damp inside?
Not when it is built right: one monolithic shell of self-sealing waterproof concrete, no joints or membranes that can fail, and ventilation that works without electricity.
the system
the founder talks,we do the rest
Research, scripts, formats, filming and editing are ours. Martin Pribila, the founder, only has to show up and explain.
01
research
Every video starts from a fear or a question buyers really have, many of them asked in the comments.
02
script
One question per video and the answer in the first seconds, written so Martin can say it in his own words.
03
on camera
Martin on building sites and in finished homes, filmed by us where the work happens.
04
proof
We film the claims being tested: at a concrete recycling plant and in the lab at the Slovak University of Technology.
05
publish
Cut to about a minute and published on Facebook, Instagram, TikTok and YouTube.
the videospeople watched
the results
12.7Morganic views
On Facebook, Instagram, TikTok and YouTube, from September 2024. 22 of 29 videos passed 100,000 views.
- views on one video
- 3.8M
- on Facebook alone
- 8.4M
- videos past half a million
- 7
views by the month a video came out
the first 13 months, Sep 2024 to Sep 2025
the audience
from 11,600to 42,000+
Followers across four platforms, two years in. And they ask what buyers ask.
- Facebookfrom 8.6K
- 25.4K
- Instagramfrom 2.1K
- 11.4K
- TikTokfrom 0
- 2.9K
- YouTubefrom 900
- 2.2K
The silence is what caught me most 👏 I had never thought about an underground house this way. The steady temperature, of course, I had guessed. Thank you for widening my horizons.If I ever build a house, it’s this one! 😉Is there a show house we can visit? 😍the owners
nobody buys a housefrom a reel
So we filmed the people who live in them. Long owner stories on YouTube, for the buyers who are serious.
€33
a month for energy, on average, in this house
26 °C
inside during frosts, without heating, in the owner’s words
6:39Living underground in Kysuce19,640 views
5:38Living underground in Nové Mesto nad Váhom9,840 views
6:16An owner’s first impressions2,063 views
166,000+ views on four owner stories
the business
+230%paid leads
Leads now arrive already understanding the concept, and sales calls start with fewer objections.
- website visits
- 311K+
- followers
- 42,000+
- organic views
- 12.7M
Website visits and paid leads: Talpa House’s own data.
and then the press came
26 May 2025Martin builds underground houses for €350,000. People want to live more freely, further from people and the citySK„Martin stavia podzemné domy za 350-tisíc eur. Ľudia chcú bývať slobodnejšie, ďalej od ľudí aj mesta“
Refresher3 Jun 2025Martin builds houses underground: they are not bunkers. It is an oasis where you can grow vegetables on the roof and save on costsSK„Martin stavia domy pod zemou: Nie sú to bunkre. Je to oáza, kde na streche môžete pestovať zeleninu a šetriť náklady“
the film
see it all in77 seconds
more case studies
01/04
the first reaction, in the comments