From the very beginning, Rock Advisors was designed to operate differently from the traditional brokerage model.
In a typical brokerage, agents are encouraged to make hundreds of phone calls a day to building owners in hopes of sparking a conversation and ultimately securing a listing. Internal competition is common, which is why the industry is often described as “you eat what you kill.”
We intentionally chose a different path.
Instead of cold calls, we conducts discovery calls—conversations focused on understanding where a developer is in the apartment development timeline and directing them to the right part of the Apartment Development Full Service Experience™. Many clients already know us through referrals, past engagements, webinars, conferences, or industry visibility.
Why Rock Advisors Stays in Traffic
New business doesn’t come from brokers dialing through a call list. It comes from a coordinated, multi-department engine:
A Dedicated Sales Team
A non-brokerage sales team, led by Dave Price, manages new client engagement with a consultative approach.
Industry-Leading Research
Under the leadership of Fran Hohol , the research department delivers 70+ custom research reports annually for clients nationwide.
A Full Marketing & Events Platform
Guided by COO Rod Schulhauser, the marketing team:
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delivers webinars
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creates client assets
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hosts the annual TREF Apartment Development & Affordable Housing Conference
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manages year-round marketing initiatives rarely seen in traditional brokerage
We even host private apartment developer retreats in the Caribbean and provide speaking opportunities for clients at panels, conferences, and webinars.
National Leasing Training
Each year, head trainer Dr. Vanessa D’sa trains hundreds of leasing agents across Canada, elevating the performance of leasing teams industry-wide.
A Brokerage Team that Completes the Circle
The brokerage division, led by Carolyn Ennest, becomes the natural extension of years spent guiding a client through the development process.
Together, these teams form the foundation of a firm that operates nothing like a typical brokerage.
Relationships — It’s What Rock Advisors Does
Rock Advisors is built on long-term, generational relationships.
The philosophy is simple:
Do the relationship, not the deal.
We think like business owners, not brokers, and instill that entrepreneurial mindset throughout the organization. Clients often remark that we ask the questions no other broker asks.
Rock Advisors supports clients through difficult decisions and unconventional scenarios. We help:
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exchange real estate
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restructure partnerships
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form joint ventures
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model new projects
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even buy or develop apartments themselves
When You Build the Relationship, the Brokerage Follows
Because the relationship comes first, brokerage happens naturally—along with opportunities in equity sourcing and financing.
Rock Advisors is often the obvious choice to sell a building because the firm has already helped shape the project for years: feasibility, modeling, financing support, design input, and lease-up strategy. It’s common for the team to work with a client for five to ten years before a sale is even considered.
Clients Are the Firm’s Best Marketing
The Rock Advisors team knows their clients’ families, their children’s names, and their long-term aspirations.
We solve real estate problems—and often non-real-estate problems, too.
Again: the relationship comes first, not the deal.
This strategy has shaped the firm’s identity and led to one of the greatest compliments it has ever received:
“You’re the Developer of Developers.”
A Team Built Like a Business, Not a Brokerage
Rock Advisors is a diverse and talented team filled with creativity and a business-owner mentality. Every win is shared. Every success is celebrated by the entire company.
And that’s what truly sets us apart.
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