Selling $10M homes is about telling the story. And that does not scale with a community manager.
Luxom is a family operation: Sam Bissu as principal, Simon Bissu Bazbaz as in-house architect, Margaret Bissu in interior design. That is the brand asset — but the asset did not scale on social because no one in the family had time to be a content creator.
They compete against developers like Todd Michael Glaser and Navi Con Construction, who invest heavily in personal marketing. Without consistent presence, Luxom properties risked being invisible in a segment where the $6M-$10M ticket is cooling and days on market have tripled.
We turned every construction and every property into a daily editorial story — without asking the family for more than weekly approval.
The strategy is process-based storytelling: Luxom is developer, GC, and architect at once, so it has access to construction moments that real estate agents cannot show. That became daily editorial content with aspirational visual identity.
Daily Glass Card renderer + brand interview pipeline + multi-channel distribution.
We built a daily Glass Card 1080×1350 renderer with Luxom identity — premium property photography + editorial text overlay with the brand's typography and palette. The system takes raw construction shots, applies consistent grading, and outputs pieces that look like Architectural Digest spreads.
In parallel, a brand interview pipeline captures Sam, Simon, and Margaret's input in short sessions that turn into editorially curated reels — without forcing them to talk to the camera daily. The system distributes automatically across Instagram, TikTok, LinkedIn, and YouTube, with format and caption adapted to each channel.
Daily editorial storytelling — without a single community manager.
Luxom maintains a magazine-grade editorial grid on Instagram with daily publishing, without any family member producing content manually. Pre-construction properties are documented from day one, generating anticipation before the home is ready to show.
Most importantly: the system differentiates Luxom from competitors who rely on the personal brand of a single agent. The brand is built on the family and the process — not on an outsourced community manager. That protects the firm's authority long-term.
Editorial Glass Card carousel
Instagram followers
Channels in sync
Average project ticket
- 1Definimos la identidad visual editorial
- 2Generamos la pieza visual diaria
- 3Aplicamos grading consistente a cada foto
- 4Producimos walkthroughs de las propiedades
- 5Distribuimos en Instagram, TikTok, LinkedIn y YouTube
“What we needed was a brand that would tell our story without forcing us to become content creators. Claura built a system that respects our tone and publishes daily — that is exactly what was missing.”
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