what we do
Illuminate Potential specializes in revitalizing distressed or under-utilized real estate assets, including vacant land, completed buildings, and under-performing subdivisions, all characterized by low valuations.
Unlike a real estate broker, our primary objective is not to facilitate property sales. Instead, we conduct comprehensive business analyses of properties and their surrounding areas to develop tailored strategies that enhance property value. Our approach focuses on empowering property owners with actionable recommendations to maximize their asset’s potential.
In certain cases, a property’s value is influenced by adjacent properties, requiring collaboration with neighboring owners to achieve collective improvements—a principle we liken to “a rising tide lifts all boats.”
Each strategy is customized to align with the owner’s objectives, the condition and use of surrounding properties, and the applicable land use regulations and zoning, including potential zoning changes.
how we work
As symbolized by our pictograph logo, Illuminate Potential's mission is to transform “rusty metal” (underperforming properties) into “polished steel” (high-value assets).
This specialized process demands expertise, adaptability, and innovative thinking. Recognizing that no two properties are alike, we craft bespoke solutions tailored to the unique challenges and opportunities of each project.
Our engagement may conclude with the delivery of a strategic plan, or, more commonly, we remain actively involved to guide the implementation of strategies, ensuring the successful transformation of the property’s value.
who we are
Roy Krag, our Founder and Principal, brings over four decades of expertise in real estate, having served as an executive manager of publicly traded real estate companies, as owner of private real estate development and construction firms, and as consultant for diverse real estate projects across the United States, with a concentration in South Mississippi.
Our experience spans a wide range of property types, including vacant land, where we have provided land use recommendations and overseen site planning; underperforming developed properties, where we have devised strategies to enhance value; and distressed properties, where we have delivered innovative troubleshooting solutions. We have also collaborated directly with municipalities to facilitate land use and zoning changes, when necessary, to achieve project goals.
Our client portfolio includes public and private real estate developers, individual property owners, financial institutions, and government entities. For a detailed overview of our qualifications and past projects, please click on the "Credentials" tab, below.