Seven short answers.
Then a 15-minute
call.
Most questions about the founding cohort, the guarantees, pricing, timeline, and tech stack. The rest we cover on the call.
01 What does this actually cost after the founding cohort?
The founding cohort is five spots, one build at a time. Spot #1 is free in exchange for a testimonial + three warm intros. Spot #2 is $2,500 (80% off) for a testimonial + two intros. Spot #3 is $5,000 (60% off) for a testimonial. Spots #4 and #5 are $7,500 and $10,000 with no trade. After the cohort closes, the standard build is $12,500; premium / multi-team work is $15,000–$17,500. The optional Care Plan (ongoing content + listings) is free for the first six months for the free client, then ladders $300 → $400 → $500 → $600 → $750/mo depending on volume.
02 What if it doesn't work?
Four guarantees in writing, all bounded.
Performance: 10 form fills or registered IDX users within 90 days of launch. If you don't hit it, I work free for 30 additional days optimizing copy, SEO, and conversion. If we still haven't moved the number after that 30-day sprint, I refund 50% of the project fee — you keep the site.
Satisfaction: Within 30 days of launch, ask for your money back for any reason. Minus the IDX vendor pass-through, you get it. No questions.
Delivery: 30 days from contract signing to launch. If I'm late, $250 off per day, up to 100% off.
Rate Lock: The price you sign at today is your rate for any future redesign or refresh, forever.
The Performance and Satisfaction guarantees hold as long as three things stay true: tracking pixel installed and active, listings live within 48 hours of MLS, Care Plan active. All three are baked into every build — not optional add-ons.
03 What's the timeline?
30 days from kickoff to live. Week 1: brand and photography direction, IDX integration scoped. Weeks 2–3: build and copy in your voice. Week 4: your listings, QA, launch on a Friday so the weekend traffic is yours.
04 What stack do you build on?
Astro for the site (content-first, near-zero JS, fast indexable pages), Tailwind for styling, your existing IDX vendor (iHomefinder / Realtyna / RealGeeks-class) wired in via embed or API, hosted on Cloudflare. Forms route to hello@lumennyc.studio via a Cloudflare Worker. Every site ships with GA4 + Meta Pixel + call tracking verified before launch — the guarantee requires it. Built for the agent updating listings on their phone in a coffee shop on a Tuesday — not for your IT director.
05 What happens after the founding cohort closes?
The homepage becomes a case study wall. Standard team build settles at $12,500 retail; premium / multi-team work is $15,000–$17,500 and includes deeper brand work. The Care Plan ladders $300 → $400 → $500 → $600 → $750/mo for ongoing content and listings, sized to your volume. The founding five lock in their rate — the free client locks in free, and the discounted four lock in their cohort price — forever.
06 Who owns the website at the end?
You do, completely. Code, domain, content, CMS access. I keep the case study right and an option to renew the retainer. If you want to migrate to another developer in two years, you can.
07 What if my brokerage already gave me a website?
Your brokerage page is your brokerage's page. The team site Lumen builds you is yours — your wordmark, your photography, your URL, your CMS. We link to your brokerage's listing system where it makes sense; we don't compete with it, we sit above it.