As the ONLY hybrid tech platform + financial backoffice
We help real estate operators and investors maximize their NOI, with less time, money and effort.
The Terra Story
We know real estate. So we know exactly what you need to get the most out of your portfolio.
It started like this:
As a property manager pre–Terra, I experienced the issues firsthand:
the staffing issues
the messy accounting
the software overwhelm
the inefficient operations
the Google sheets (the Google sheets!)
the mounds of tedious (but important) paperwork
Yes, there was the option to hire specialists and build an operational platform in-house. But it was prohibitively expensive. The learning curve was steep. And what about hiring and training staff?
I knew there had to be a better way
a) easy to implement
b) affordable to use
And so, Terra began with the mission:
We’re a team of 80+
helping business owners like you uplevel their portfolios with less time, money, and effort!
Get to Know Us
Joel had always been surrounded by everything real estate + he always wanted to open his own business, so when he saw the need for a full-solution platform, he jumped right in and opened Terra. He’s also underwritten hundreds of successfully syndicated multi-family deals–an outcome of his combined industry experience and his background in finance (he holds a Masters's in Accounting). When he’s not doing something real-estate related, he enjoys spending time with his family.
Solving old problems in new ways.
Naftali’s ability to see the big picture (take every last detail into account) and turn that jumbled mess into organized systems both for our clients and internally makes him a superstar, in our eyes (and the perfect CEO). This is even further complemented by the strong personal relationship he builds with each client. With a Master's in Accounting + vast industry exposure + the ability to think past what’s always been done, Naftali is uniquely positioned to innovate strong operating frameworks for Terra and real estate companies.
In order to create solutions for clients, you need to first get to know them well - their business goals, their preferences, their operations.
An energetic and driven administrator, Seema builds and oversees all the accounting systems and processes at Terra. Aside from being an accounting genius (she finished her Master’s in Accounting with a 4.0 index and her CPA at 21), her past experience in real-estate operations gives her the unique ability to construct financials that tell a clear story of a businesses' finances (so our clients tell us). Her other interests include cooking, shopping, and spinning (at 6am!).
Accounting is not just number-crunching. It should tell the properties’ story and be the perfect marriage between operations and finances.
Rachel has been with Terra since the very beginning–and is the battery powering all of Terra’s operations (was, is, and will be). Ever solution-oriented, her main focus is to make sure all our operations are running smoothly, from ensuring our team members are fully trained to fulfilling every last client need, and everything in between.
Exceeding our clients expectations with spectacular service to ensure their success.
Terra Firma Truths
service is #1
It’s a fast-moving industry with lots of moving pieces. We help you stay ahead of the game.
Decisions aren't a guessing game
They should be based on data. Clear, easily accessible, trustworthy data.
Better systems =
Do it once, do it right. It’s worth getting set up right to maximize the value of the property.
If there’s a better way to do it, we’re doing it. We stay up-to-date on all the latest softwares and are always innovating better practices.
Terra is Born
Joel sets up a real estate back-office for a company in NY. The company saves boatloads of money and boom: Terra is born.
The Need is Real
The need is real, so we add Bank Reconciliations and Accounting to our service.
We hit 5,000 units AND get our first out-of-state client.
A Better Way to Communicate
We take on our first Garden Style Community–and create a unique system to communicate with teams on-site.
Our First Commercial Property
We sign-on our first commercial real-estate client, and create systems for commercial accounting functions like CAM billing.
We’re going nationwide! We get our first west-coast client and build their operating system as well, becoming the only service + operating platform in the industry.
We open a satellite office, and are now up to 40 employees.
We launch our own purchasing platform, PurchasePro, and the feedback we get clearly tells us: we’re onto something great.
We’re hitting numbers we’ve
never seen before: 20,000 units, and over 30 clients.
We roll out our propriety help desk software, TerraDesk. It’s an instant game-changer.
Our clients are going places
Our clients are closing deals–and we onboard a record 53 properties in just one month.
Launch OneBoard, our Onboarding Portal
Onboarding new properties is smoother than ever with OneBoard, our proprietary Onboarding Portal.
We’re not done!
We’ve got more in the works!
We’re constantly developing new technology and services to increase efficiencies and help boost your bottom-line.
Up Next: Weekly Operational Report