Social Media Success Strategy for Manomin Resawn Timbers

Client: Manomin Resawn Timbers
Marketing Partner: Neon Lion Media

Client Overview

Manomin Resawn Timbers is a female-owned reclaimed wood company founded in 2002 by Sarah Londerville. Built on the belief that homes deserve honest, natural materials, Manomin emerged as an alternative to fast, synthetic building products that prioritize convenience over craft.

Long before reclaimed wood became widely celebrated, Sarah recognized both the beauty of the material and the growing absence of it in modern homes. What began with small hobby projects and bids written late at night at the kitchen table has evolved into a thriving Minnesota woodshop. Today, Manomin is powered by a skilled team of craftsmen, with Sarah’s daughter Madeline as an account manager and her son Michael Londerville leading the production team.

Within the Twin Cities custom-home market, Manomin has grown from an occasional vendor to a trusted, consistent partner for builders who regularly participate in the Parade of Homes. Their work shows up not as a trend, but as a defining architectural element.

Cultural Timing and Material Relevance

Antiquing and reclaimed materials are no longer niche interests. Homeowners and designers are increasingly drawn to brass hardware, door frames sourced from Provence, ornate chandeliers, and reclaimed wood in all its forms. Beams, cladding, doors, vases, bowls, and even butter churners now carry cultural weight because they represent history, craftsmanship, and soul.

Manomin Resawn Timbers sits naturally within this movement. Their materials are not decorative afterthoughts. They are foundational elements that carry evidence of time, labor, and place. This cultural alignment made Manomin uniquely positioned for a storytelling-driven social media strategy.

The Beginning of the Strategy

Manomin’s journey towards true social media success began in 2015, at what can best be described as the headwaters of a stream, before it became a river. At that early stage, Morgan Molitor was offering guidance, sharing tools, and encouraging intentional storytelling based on her own branding journey with construction2style. The focus was not on virality, but on clarity and consistency.

As the account matured, ownership of the strategy and execution transitioned to Noah Bergland. Noah immersed himself fully in the brand. He took the time to learn every wood species Manomin worked with, scheduled dedicated content days, spent countless hours on calls, and worked directly in the shop alongside Sarah, Michael, and the team. He didn’t just manage the account. He became embedded in the business.

Noah has been a key component of this account’s social media success, working in close partnership with Sarah, whose long-term vision continues to guide the brand forward.

Strategy: Process Over Perfection

Through years of experience in sales, construction, and working with custom home builders, Noah identified a clear pattern. Content that reveals the difficult, imperfect, and physically demanding process consistently outperforms polished final imagery.

Audiences searching for inspiration are not only looking for the finished product. They are drawn to authenticity, relevance, and effort. Trial and error. Perseverance. Work that shows its scars. Manomin embodies this reality.

The brand’s content highlights saw marks, heavy lifting, dust-covered boots, aging timbers, and the collective effort of many hands. It reflects a slow process of becoming. It shows generational craftsmanship, multiple nationalities working side by side, camaraderie, and friendship inside the shop. This approach resonates far more deeply than a single “cherry on top” photo ever could.

Why the Content Performs

Manomin’s social media success is often met with the same question: how do your reels reach half a million or even a million views?

The answer is simple and difficult at the same time. It isn’t trending audio or luck. It is a willingness to be visible, vulnerable, and honest about the process. Manomin is a goldmine of content because the owners and team were open to showing the work as it actually happens.

They were also proactive. Sarah and the team consistently reached out to custom builders who use reclaimed wood regularly, encouraging them to share videos and photos from job sites. This created a steady stream of authentic, real-world content tied directly to the brand’s impact in the field.

When you have a meaningful story and are willing to tell it fully, posting becomes natural.

Community Positioning and Brand Trust

Another critical factor in Manomin’s social media success is Sarah’s presence in the community. Her relationships extend far beyond social media. She invests time with builders in real life, sponsors local events, earns industry recognition, and shows up consistently. This credibility compounds online, reinforcing trust and visibility across platforms.

For Neon Lion Media, it is a privilege to stand alongside a brand built on integrity, craftsmanship, and relationships. Manomin Resawn Timbers is not just a client. It is a powerful example of what happens when storytelling, process, and purpose align.

This case study reflects more than a social media strategy. It tells the story of a company that understands that meaningful growth comes from showing the work, honoring the people behind it, and letting the process speak for itself.