From used cars to ice cream bars, Efraim Feder’s videos clip the competition

Photos: Avi Gass

When Efraim Feder began selling houses in Lakewood, he realized that buyers wanted a feel for the community before signing, and so he began aiming his camera around his own neighborhood. After his first content video featured the pizza store down the block, he realized he’d found a niche. Over 700 videos later, businesses realized it, too: One short clip can send hundreds of customers to a new business, even before the paint dries 

Ice Cream House stands like a pastel-colored palace against the fading evening sky. Its teal-trimmed roof and glowing orange signage give it the playful charm of a life-sized Playmobil set. Spanning 10,000 square feet, this brand-new Lakewood café is one of the largest chalav Yisrael ice cream establishments in the world. Through the large glass storefront, bright colors and whimsical shapes hint at an experience beyond just dessert.

Inside, a candy-colored dream unfolds. A towering, two-story ice cream counter, trimmed in teal and topped with a quaint, house-like facade, dominates the space. Touchscreen kiosks in the foreground offer a streamlined ordering experience, while arched seating alcoves in the background showcase cozy nooks. Every detail, from the black-and-white tiled floor to the decorative swirls on the walls, feels almost theatrical. And even before their grand opening, Ice Cream House knows just the man to show all those potential customers what that experience is all about.

Efraim Feder enters the spanking-new edifice with a bounce in his step and an ear-to-ear smile, looking like a kid in, well… an ice cream store. The Belzer chassid with a knack for storytelling and digital engagement has a warm, inviting presence that makes him instantly approachable. He wears a long black rekel, and the woolen tzitzis draped over his shirt are an ever-present reminder of his identity, so his target audience shouldn’t be confused. Feder’s full beard, clear-framed glasses, and neatly-combed peyos give him a look that is both classic and contemporary, much like his promotional content — thoroughly heimish yet effortlessly engaged with the modern world.

Unlike a regular customer, though, Feder isn’t there to place an order. Before anyone can consider stopping him, he’s behind the counter, poking around like a detective on a sugar rush.

“How does this work? Where does the pizza come out?”

The questions roll out like a like a four-year-old with a grogger — high-energy, persistent, and impossible to ignore.

Feder is no passive observer. As one of the most influential content creators in the frum world, he’s built a loyal following on several platforms by offering an insider’s look at new businesses, community events, and hidden gems across in the Tristate area and beyond. His videos — usually filmed with nothing more than his phone and a pair of clip-on mics — feel spontaneous, but they’re powered by an instinctive understanding of what draws people in. Whether it’s a massive chassidish glamping site upstate [“glamping” is the new word for “glamorous camping,” or luxurious tent-living with all the modern amenities], a newly renovated seforim store, or an under-the-radar eatery, Feder approaches every location — often before they actually open — with infectious enthusiasm and rapid-fire curiosity.

His formula is pretty basic: Get there first, ask the right questions, and show viewers what they didn’t even know they wanted to see. And the results speak for themselves — one short clip can send hundreds of customers flocking to a store overnight, even when the paint is still wet.