About Invest In The ROC

A homegrown real estate
platform built for Rochester.

Invest In The ROC was created to give more people a structured way to participate in local real estate ownership without having to buy, finance, renovate, or manage properties on their own.


We are Rochester operators, investors, and real estate professionals focused on one market we know deeply: the place we live, work, and call home.

Download your free guide to own a piece of the ROC!

Ownership as low as $500.

*no landlord duties, no Wall Street middlemen

Why we exist

The value created here should not feel out of reach.

For years, real estate has created long-term value in Rochester neighborhoods. But too often, the people capturing that value are not the people who live here, work here, or care about the future of these streets.


Properties are bought by outside investors. Decisions are made from distant offices. Income generated locally can leave the community.


Invest in the ROC was built around a different idea: what if more people could participate in the value being created in the city they already believe in?


Not by taking on the full burden of becoming a landlord. Not by trying to buy one property alone. But through a structured, professionally managed model rooted in local knowledge and long-term thinking from...

"I live here" to "I have ownership here."

HOMEGROWN OWNERSHIP FOR ROCHESTER

Built by Rochester operators. Owned by Rochester investors.

We did not enter Rochester from the outside. We were built here. That matters because local real estate is not just numbers on a spreadsheet. It is streets, tenants, contractors, neighborhoods, relationships, and decisions that affect real people.

Boots on every block

We live here, we buy here, we manage here. We know the market firsthand. Properties are reviewed with local context, not just online listings or distant assumptions.

Risk management comes first

Every opportunity is evaluated with a focus on fundamentals, downside considerations, reserves, and long-term performance.

Transparent communication

Our goal is to provide clear updates, reporting, and access to relevant information throughout the investment lifecycle. The financials we look at are the financials you see.

We answer the phone

No chatbots, no offshore call centers. Investors can connect with the team, ask questions, and understand the people behind the strategy.

Aligned long-term thinking

The structure is designed to support shared priorities between the management team and investors, with decisions guided by long-term value rather than short-term optics.

Built to compound.

This isn't a flip fund. We're building a durable portfolio through disciplined acquisitions, practical improvements, professional management, and patient ownership.

Meet The Team

Real people. Real Rochester. Real accountability.

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MEET THE TEAM

The people behind every property.

A real estate investment platform is only as strong as the people operating it. Behind Invest In The ROC is a team focused on sourcing, underwriting, operations, investor communication, and long-term portfolio management.


Real people. Real Rochester. Real accountability.

OPERATIONS

Alissa Johansen

Operations Lead

Runs the day-to-day systems that keep tenants supported, units occupied, and reporting on schedule.

Due diligence

Brandon Kelly

Due Diligence Lead

Helps evaluate opportunities through property review, documentation, risk checks, and acquisition support.

Investor relations

Danielle Franca

Investor Relations

Dedicated professional contributing expertise and leadership to the team.

Acquisitions

Marcus Reed

Acquisitions Manager

Identifies potential opportunities, supports seller conversations, and helps evaluate property fit.

Underwriting

Sarah Whitman

Underwriting & Risk

Reviews numbers, assumptions, risk factors, and deal structure before capital is deployed.

Property management

David Chen

Property Management Lead

Coordinates tenant operations, maintenance, vendor communication, and property-level oversight.

Marketing

James Bulmahn

Marketing Lead

Shares the story, builds trust, and connects investors with the Rochester opportunity.

How we operate

Disciplined. Transparent.

Local.

Our work is guided by a simple belief: real estate investing should be understandable, accountable, and grounded in fundamentals. Every decision should serve the long-term health of the portfolio and the trust of the investors participating in it.

Discipline before growth

We would rather move carefully than chase volume. Every opportunity must make sense before capital is deployed.

Transparency before hype

Investors deserve clear information, plain-language communication, and access to the documents they need to make informed decisions.

Local knowledge before assumptions

Rochester is not just a target market. It is our home market. We use local context, relationships, and experience to guide decisions.

Long-term value before short-term optics

We focus on patient ownership, practical improvements, and portfolio durability rather than quick wins or speculative timing.

The difference

A local alternative to
distant real estate investing.

Many real estate investment platforms focus on scale, national reach, or access to deals in markets investors may never see. Invest In The ROC is intentionally different. We focus on Rochester because local knowledge matters. We believe people should have a clearer way to participate in the real estate value being created in their own community.

Traditional distant model

National scale, distant decisions.

  • Capital moves into markets from far away
  • Decisions may be made without local context
  • Investors may never see the properties
  • Community connection can be limited
  • Scale can matter more than neighborhood nuance
our approach

One market. Local. Long-term.

Focused on Rochester residential real estate

Operated by people with local market experience

Built around disciplined underwriting and management

Designed to keep investors informed

Rooted in long-term local alignment

This is more than a fund. It is a movement.

Invest in the ROC was built for people who believe in Rochester and want a more structured way to participate in local real estate ownership. The opportunity is not just to invest in properties. It is to take part in a local ownership model built around discipline, transparency, and long-term thinking.

Ownership as low as $500. Download your free guide to own a piece of the ROC!