Janser Robaina, Executive Chairman and CEO, R. Homes

Invest: spoke with Janser Robaina, executive chairman and CEO of R. Homes, about the company’s growth, South Florida’s affordability challenges, and its expansion strategy. “We need more public transit, and we need to educate our customers that that is the future,” Robaina said.

What changes over the past year have most impacted South Florida’s residential development market and your company’s strategy?

The positive news is that a lot of people are migrating here from states like California and New York, which is pushing the luxury market higher. That’s one of the main reasons we’re entering the high-end segment. We started as a tract builder, but we noticed the luxury market was growing while the entry-level and first-time homebuyer market was slowing down. So we decided to pivot and expand into the high-end market in areas such as Coral Gables, Pinecrest, and other luxury markets. We also continue to serve the entry-level and first-time homebuyer market by utilizing the Workforce Program and the Live Local Program.

The negative side is that our core target demographic has been significantly impacted by the loss of a special FHA program that previously supported TPS (Temporary Protected Status) holders. Many of our customers relied on this program, and higher interest rates have made it even tougher for the middle-class market. For R. Homes specifically, we have performed well. Our numbers are strong and have grown tremendously.

Where do you see the greatest opportunities for expansion?

We have our sights set on the West Coast of Florida. We noticed that a lot of developers are in default or going through Chapter 7, so we are using our 506(c) fund to step in and acquire some of these builders at attractive prices.

We want to expand our tract-building division while also growing our luxury division. In total, we are looking at approximately 300 units on the West Coast, which we expect to acquire between 2026 and 2027

We are also planning to take the company public in the next five to eight years. The first step was launching the fund, and we are doing well there. With our current trajectory, we are on track to reach $1 billion in our portfolio within five years. After that, we will look to take the company public between five and eight years from now.

How does R. Homes compete with larger national builders?

I always tell people that real estate construction is the only industry where bigger companies actually help you instead of hurting you. I’m able to give customers a better product because I don’t have multiple layers of management in every department. Larger builders have a long chain of command — with managers, directors, and vice presidents in each division. All those layers drive up their overhead and force them to operate on tight margins. Because I run a leaner operation, I can deliver superior finishes, higher quality, and better customer service at the same price point.

For example, we currently have a community with 12 units located near one of the national builders. I always tell my team that we don’t need to do much marketing because they are doing it for us. When buyers walk into one of our homes versus one of theirs, the difference is night and day. We can deliver a clearly superior product, and the national builders are actually helping us by bringing buyers to the area.

How are buyer expectations evolving around affordability, design, and community experience?

We are the first developer bringing a luxury condominium to Homestead. It’s called R. Homes Luxe. It’s a beautiful building, and we are specifically targeting Gen Z and millennials because there is virtually no inventory for them in that price range. Our starting price is $279,990, which is unheard of in South Florida right now. The project is FHA-approved, so buyers can purchase with just 3% down — about $8,400. This gives them a realistic path to build equity and eventually move into a single-family home.

The median income in Miami is around $65,000. To afford a median-priced home of roughly $700,000, a family needs to earn close to $200,000 annually. With car payments, children, and other expenses, it has become extremely difficult for this new generation to buy a home. I have three daughters, and I always tell them that without help, they won’t be able to afford one. That’s exactly why we created this product for Gen Z and millennials.

The R. Homes Luxe project is about to start pre-sales, and we already have over 30% of the condominiums under reservation. We’re excited about it.

How does your lease-to-own program support that affordability mission?

That was a creative solution we came up with. We had a community where we had a high margin. We sold half of it conventionally, but when interest rates jumped from 3.5% to 6%, the market came to a stop. Since we had already satisfied our loan with 50% of the community sold, we decided to offer lease-to-own on the remaining 50%. This allowed customers to move in right away while they prepared to qualify for a mortgage. They used that time to fix their taxes, improve their credit, and get ready to close.

It was a huge success. We sold out the remaining units in just 30 days.

What investments or infrastructure improvements are most needed to support responsible growth in South Miami-Dade?

We want to turn Miami into the next New York City, but we don’t have the infrastructure to support it. We need more buses, more public transit, and we need to educate our residents to start using public transportation. We’re not used to it — everyone wants to drive everywhere.

Along US 1 South, there are hundreds of new rental buildings, and they’ve expanded the busway along that corridor. That same busway runs directly to our new corporate office, where we will have all our companies under one roof — construction, real estate, title, lending, and insurance — along with a beautiful showroom to showcase all of our communities, offering our clients a true one-stop-shop experience. The building should be completed in about 30 days.

We need more public transit, and we need to educate our customers that this is the future. We keep building, but we also need to reduce traffic. There are already programs that incentivize builders to increase density so more people can use public services like the busway. Millions of dollars have been invested in this infrastructure. Now it’s about getting people to actually use it.

What are your top priorities for R. Homes over the next three to four years?

Over the next three to four years, we want to grow and acquire as much land as possible, because God is not making any more of it. That’s why we’re looking at the West Coast of Florida. Some of the land is already developed, some is not. For the next three years, our main objective is to buy, buy, buy.