True Star Capital | ROI Catalyst Investment Proposal

Your Numbers

Adjust the Assumptions

These inputs drive every calculation in this document. Change them and the entire model recalculates live.

Avg Lot Rent ($/mo)

Cap Rate (%)

Home Sale Margin ($)

$0 = excluded (pure upside)

Communities

Fills / Month

System Investment ($)

Avg Tenure (years)

Live recalculation active

Year 1 Value
$2.49M

Return
9.4x

Lots Year 1
36

01 // The Catalyst

The Catalyst Thesis

True Star doesn't need more ingredients. It needs the reaction.

What True Star Already Has

Communities across Texas18

Total lots1,576

Average resident tenure14 years

Average lot rent$375/mo

Fund structure (I-IV)Active

AUM (estimated)~$80M

Home sale marginTBD

Cap rate8%

What's Missing

✗No lead capture system across 18 communities

✗No marketing engine beyond inconsistent Facebook posts

✗Matt is the single point of failure for all sales

✗Missed calls after hours and weekends mean missed revenue

✗Zero attribution on ad spend

✗No call recording or conversation analysis

✗No automated nurture sequences

✗No retention systems (net move-ins unmeasured)

The Flywheel

True Star's model is one of the more elegant in manufactured housing. Fill lots, increase NOI, lift portfolio valuation, raise the next fund, acquire more communities, repeat. Every vacant lot is a drag on that flywheel. Every filled lot accelerates it.

The catalyst doesn't change the model. It activates what's already there. The contacts sitting dormant in the CRM. The leads that come in at 9pm on a Saturday and never get answered. The residents who leave because nobody checked in. The markets where True Star is invisible because there's no marketing engine running.

Every one of those is revenue that already belongs to True Star. It's just not being collected yet.

02 // Year 1 Value

Year 1 Value Created

Conservative estimate: +3 lots filled per month across 18 communities. Triage only.

$87,750

New Lot Rent (Year 1)

36 lots x $375/mo x 6.5 avg months

$2.02M

Portfolio Valuation Lift

36 lots × $375/mo × 12 / 8% cap

$298,000

Hiring Costs Avoided

4 roles you don't need to fill

Portfolio Valuation Impact

New Annual NOI (36 lots × $375/mo × 12)$162,000

Cap Rate8.0%

Portfolio Valuation Increase$2.02M

At 70% LTV refinance: $1.42M returned to investors as tax-free capital

Matt's Time Recovered

$78,000

20 hrs/week × $75/hr closer value

Lifetime Value of Year 1 Lots

$2.27M

36 lots x $375/mo x 12 x 14-year tenure

03 // Reverse Engineering

What One Lot Means

Investment Per Lot Filled

$7,356

$264,800 / 36 lots Year 1

Investment Per Month

$22,067

$264,800 / 12 months

Months of Lot Rent

706

$264,800 / $375 avg lot rent

Lifetime value of ONE filled lot$63,000

Lots needed to cover ENTIRE Year 1 investment5 lots

We project 36 lots Year 1. Investment pays for itself by lot...#5

04 // Full Potential

Full Potential Model

Triage is the foundation. Here's what happens when every layer activates.

Conservative (Triage Only)

$2.49M

36 lots filled

Full Potential (All Systems)

$23.04M

395 lots filled or protected

Database Reactivation

Recoverable contacts (9 months, 18 communities)500

Reactivation rate (low end of 20-40%)20%

Close rate on re-engaged15%

Additional closes15

Total reactivation value$0.84M

Marketing Engine (Months 4-12)

Monthly ad budget$12,000

Cost per lead (Facebook avg)$25

Leads per month480

Qualification rate (AI screening)40%

Close rate (speed-to-lead optimized)20%

Active months in Year 18

Additional closes from marketing304

Net marketing value$17.46M

Speed to Lead Advantage

78%

buy from the first company that responds

391%

conversion increase within one minute

Baseline closes (triage)36/year

Conversion lift from <60s response25% (conservative)

Additional closes from speed alone9

Churn Reduction

Occupied lots1,497

Estimated annual turnover5%

Reduction from retention systems20%

Departures prevented15

Valuation protected$0.84M

Year 1 Summary: All Systems Active

Lead Triage (baseline)$2.11M

+ Database reactivation$0.84M

+ Marketing engine$17.56M

+ Referral program$0.90M

+ Speed advantage$0.51M

+ Churn reduction$0.91M

- Ad spend + referral costs($102,400)

Methodology Notes

All conversion rates use the conservative end of published ranges. Database reactivation: 20% of 20-40% range. Speed uplift: 25% of 35-50% range. Marketing assumes $25/lead (midpoint of $15-40 FB range), no Google PPC, no geo-fencing. Churn estimated at 5%, well above MHC implied rate from 14-year tenure data. Valuation uses 8% cap rate. Lot rent uses $375/mo average. Home sale margins excluded (TBD). All figures are Year 1. Year 2+ compounds as all systems run full 12 months.

05 // The Alternative

Without ROI Catalyst

To build what ROI Catalyst delivers, True Star would need to hire, train, and manage this team:

Lead Qualification Reps (2)$132,500/yr

Ramp: 3-4 months • Risk: High turnover in entry-level sales

Transaction Coordinator$78,000/yr

Ramp: 2-3 months • Risk: Industry-specific knowledge gap

Marketing Coordinator$78,500/yr

Ramp: 3-6 months to learn 18 markets • Risk: No MHC marketing experience available

CRM / Data Admin$74,500/yr

Ramp: 2-3 months • Risk: CRM is beta, limited docs

Total True Cost of Hiring

Base salaries$202,000

Benefits (25%)$50,500

Training & onboarding$23,000

Recruiting costs$38,000

Management overhead (15%)$30,300

Turnover/replacement (20%)$40,400

Annual True Cost$384,200

And That Team Still Can't...

✗Work 24/7 or respond in under 60 seconds

✗Cover all 18 communities simultaneously

✗Record, score, and analyze every conversation

✗Automatically identify compliance risks

✗Scale instantly when marketing ramps up

✗Reactivate dormant leads at zero marginal cost

✗Build institutional knowledge that never leaves

✗Know MHC vs traditional real estate nuances

06 // The Investment

The Investment

"There is no cost to working with me. There is only a cost to working without me."

Phase 1-2 // Weeks 1-8

Foundation + Lead Triage + Front Door

Phases 1-2

AI lead intake • Automated qualification • Score-based routing • Pipeline architecture • Community landing pages • Per-property phone numbers • Call recording • After-hours AI assistant • KPI dashboard • Nurture sequences • Attribution setup

Phase 3-4 // Weeks 5-10

Marketing Engine + Voice AI

Phases 3-4

Facebook lead ads • Geo-fencing • AI voice integration • Database reactivation • Referral program • Remaining landing pages

Phase 5 // Weeks 9-12

Scale + Full Agency

Phase 5

Agentic operations • Transaction coordination • Retention systems • Advanced analytics • NOI impact reporting

System Build

$264,800

30 deliverables, 5 phases, 12 weeks

Monthly Recurring

$19,200/mo

Ad spend + platform + ROI Catalyst retainer

Return Multiple

9.4x

Conservative Year 1

Return on Investment (Conservative Year 1)

89.4% ROI

07 // Who Not How

Who Not How

There are people who understand AI. There are people who understand real estate. Finding both in the same person, with decades of systems design at institutional scale, is the edge.

Institutional Systems Design

Designed and executed the full digitization of a major fund's portfolio history, converting decades of paper records into structured, usable data. Co-authored underwriting guidelines that defined how loans were architected for sophisticated investor borrowers, resulting in portfolios where the default thesis was nearly eliminated by design.

Built & Scaled the Loan Modification Market

When the market turned, there were no departments for this. No playbooks. No infrastructure. Began negotiating modifications directly with banks that had never structured one, including building the case for why the department should exist. The institutions adopted frameworks that originated from these conversations.

Distressed Portfolio Acquisitions & Note Trading

Led systems architecture for a venture acquiring non-performing note portfolios, averaging $30-50 million per portfolio with several exceeding $100 million. Built the entire disposition framework and launched a note trading platform enabling fractional investment with automated workflows. That platform continues to operate today.

Manufactured Housing Operations

Currently designing and optimizing acquisition and disposition systems for manufactured housing across Michigan, Indiana, and Kentucky. The operation maintains a consistent 200% ROI through systems that score opportunities, prioritize outreach, identify ICPs, and streamline the decision chain from offer to close.

The Through Line

Every engagement shares the same DNA: take a complex, high-stakes process that depends on human expertise, understand it at the level of the people who do it best, and build systems that let that expertise scale. That's not something you can hire off a job board.

Typical AI Consultant

✗Builds what the technology can do

✗Automates the process as described

✗Measures success by deployment speed

✗Leaves when the software is "done"

ROI Catalyst Approach

✓Builds what the revenue requires

✓Redesigns the process first, then automates

✓Measures by closed revenue and team capacity