we're a little different

Illuminate Potential's scope is limited to working only with distressed or under-utilized properties. This might  be vacant land or a completed building - but in either case, the valuations are lower than other comparable properties.


We're not a real estate broker.  Our goal is  not to find a buyer for a property; rather it's to perform a business analysis of the owner's property and surrounding areas and then provide the property owner with  a strategy that, if adopted, will result is higher valuations. 


The strategy might include some site work to enhance the functionality or simply to make the property more attractive. Many of our clients' goals is not to sell their property but to continue their business (as a landlord or an owner/user), but with a more significant income stream. 

how we work

Photo of Roy Krag

IlluminatePotential is about, as our tagline states, "enhancing the value of real property".  


This specialization requires experience, creativity. There is not "one size fits all", rather each assignment is typically unique and requiring unique solutions.


Our founder and Principal has accumulated over 40 years of experience as a professional manager, owner, and consultant to a wide range of real estate properties (vacant land, managing real estate businesses, creating site plans and usages, trouble-shooting distressed properties


 all interviews and research himself; and personally analyzes the information using his knowledge base and skill sets derived from 40 years of successful executive management and consulting assignments. This process ensures a cohesive and nuanced interpretation of the research provided in a final report to the Client.


Our scope of service typically includes all aspects of the business (sales, marketing, operations, organization, financial tools, culture, etc.) and how they relate. This process allows for a holistic analysis of the Client.


We prefer to work for Owners, CEO's or Board Committees. Once retained, we are given access with reasonable notice to meet staff and other employees, and access to materials, documents, etc. Our interviews with employees are typically confidential and protected, and a confidentiality agreement with the Client covers our review of documents, methods, practices, etc. 


For large or geographically diverse Clients, we may ask for one or more Client employees to be assigned to us to serve as support and to provide coordination within the Business. 

what we believe

Our years of experience as a profit-center manager, CEO/COO with publicly-traded and private companies, and working as consultant to scores of companies of different sizes (public and private) have lead us to conclude that the surest path to long term success is through Innovation and better yet, Disruptive Innovation; however, that path (or any path) is ripe with "potholes" - some so large that they can swallow a business completely. These "potholes" are actually threats to the Business and must be avoided or at a minimum marginalized.



To protect the Business, it should operate using a set of Guiding Principals (we refer to them as The "Business Name" Way) - that should be conservative and defensive by design (think - Hippocratic Oath "do no harm"), and which is instilled in every employee, manager, executive and board member, as well as used as filters for all business decisions related to customers, employees, other stakeholders, financial disciplines, organizational structure, and organizational culture.

our credentials

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Contact Information

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