Former Gang Detective Trades the Badge for the Lens With Southwest Florida Real Estate Media Company

Joe Alusma spent seven years in law enforcement, the last two as a street gang detective. In May 2026, he retired and turned a long-running side passion into his full-time work: Alusma Property Media, a real estate photography and videography company serving Southwest Florida.

The company works with real estate agents, brokers, homeowners and property professionals in Naples, Bonita Springs, Estero and Fort Myers. Alusma, who was born and raised in Naples, says the habits he built in uniform now shape how he runs the business.

What the company offers

Alusma Property Media's services center on how a property looks to a buyer before they ever walk through the door. According to Alusma, the company offers:

• Professional HDR real estate photography
• Cinematic property videos
• Aerial drone photography
• Video content for listings and social media

It also advertises a 24-hour turnaround on photos. Alusma describes his goal as a smooth experience "from booking to delivery," so that agents can market their listings with confidence.

He frames the problem the company solves in simple terms. In a competitive market, he says, weak visuals can cause a property to be overlooked before a potential buyer ever schedules a showing. Agents need imagery that captures a home's best features and holds up across listing platforms and social media.

From the street gang unit to the camera

Alusma credits his years in law enforcement with shaping his approach to clients. "Seven years in law enforcement taught me discipline, accountability, attention to detail, and the importance of earning people's trust," he wrote when describing his business. He adds that he brings those qualities to every client and property he works with.

His time on the job included a serious injury. In early 2022, while responding to a domestic violence call, Alusma suffered multiple severe facial injuries, including a fractured palate and a shattered right orbital floor. He says he underwent five surgeries, starting with major reconstructive surgery, and dealt with double vision for two years. After the fifth surgery succeeded, he returned to duty and was later promoted to the street gang unit, where he served as a detective.

The decision to leave in May 2026 was, by his account, driven by family and faith. He is a husband and a father, and he said he wanted a career that would let him keep providing for them without putting his life at risk. Photography and videography were passions he had pursued on the side throughout his time in law enforcement. Alusma Property Media is the result of making them his main job.

Showing the work in public

Alusma also makes the process of his work visible. He posts behind-the-scenes videos of his real estate shoots on social media, filmed through Meta smart glasses. The clips give viewers a first-person look at how a property is photographed and filmed, and at what working in real estate media involves day to day.

He describes his company as rooted in family, integrity, faith and service to his community. His favorite verse, he says, is Matthew 19:26: "With men this is impossible, but with God all things are possible."

What comes next

Alusma's near-term plans are focused on growth in his home region. He intends to expand across Southwest Florida, build relationships with real estate agents and brokerages, keep investing in professional equipment and grow his behind-the-scenes content.

Over the longer term, he hopes to teach and train others to start real estate media businesses of their own. He says he wants the company to leave a legacy that provides for his family, serves his community and opens doors for others.

Advice for other founders

For entrepreneurs weighing a change of their own, Alusma's advice is to trust the process, stay disciplined and keep sight of why they started. He encourages founders to be patient and consistent, learn from their mistakes, step outside their comfort zones and surround themselves with people who support their vision.

"Don't underestimate the experiences you've been through or the skills you've developed along the way," he wrote. "Your story can become one of your greatest strengths."

How to reach Alusma Property Media

Agents and homeowners in Southwest Florida can follow the company on Instagram at @alusmamedia, browse its online portfolio, or send a direct message on Instagram to book a shoot.

Source: Information provided by Joe Alusma and Alusma Property Media. Services and plans are as described by Alusma.