Inside the Vision of Establish Your Roots

When Vice President of Sales Dan Roacho first sat down with Roots Management Group leadership, he brought with him a big idea, and a bigger heart. 

He envisioned a way to remove the single biggest barrier to homeownership which is the down payment. That vision became Establish Your Roots (EYR), a rental-conversion program that helps residents turn their on time rental payments into the keys to a home of their own. 

A Simple, Powerful Concept 

EYR officially launched in October 2023. It is growing everyday with more community managers informing current renters of this opportunity as well as giving residents the option to purchase a home if they are leaving for a new employment opportunity and a Roots community is close to them, they are familiar with the company and often just didn’t think of this as an option. 

The results speak volumes: 244 homes have been sold to current renters in just the first two years, with more closing every week. 

“What ultimately got me this job with Roots was my vision for a rental-conversion plan,” Dan explains. “Saving 10 or 20 percent for a down payment is a huge uphill battle for our residents. I wanted to remove that obstacle so more people could achieve the dream of homeownership.” 

Dan also strives to change mindsets. “Some residents feel defeated by an old credit issue or a past financial setback. Others simply don’t know where to start,” he says. “I never want someone to disqualify themselves before they even try.” 

How Establish Your Roots is a Win–Win–Win 

• Residents win by building equity, gaining tax advantages, and finally owning a space they can customize and love. 
• Roots wins because homeowners create stronger, safer, and more vibrant communities. People look out for each other and take pride in their property. 
• Community managers win by helping dreams come true and reducing the turnover that often comes with rentals.  
  

The ripple effect of Establish Your Roots reaches every corner of the company. What started as Dan’s vision has grown into a program that touches residents, community managers, and the Roots team at every level. It’s more than a sales tool—it’s become part of the culture, shaping how Roots fulfills its mission and strengthening the impact across communities. As Darrin Caldwell, vice president of marketing at Roots, explains:

“Community managers already have a lot on their plate. If even two residents move out each month, that means added work to clean out the home, get it ready to sell or rent, list it, and repeat the process. But when someone buys the home, they’re likely to stay longer and become part of the community for the long term, which is a big benefit for everyone.” says Darrin Caldwell, vice president of marketing at Roots.

Corey Wikstrom, chief operating officer of Roots Management Group, sees the program as much more than a sales initiative.  “EYR is more than just a sales program, it’s a movement. We are turning renters into proud homeowners, creating stability not only for families but for entire communities. That kind of impact is what drives our mission forward every single day.” Adds Corey. 

Roots has also expanded training so community managers can guide residents through the process. These managers know their neighborhoods best. They recognize who’s making on-time payments and who’s ready to buy. Their support ensures more residents learn about and benefit from the program. 

Dan and co-workers at a company wide summit held in August. 

Interestingly, Dan never imagined a career in sales. He started in finance, then transitioned to sales management before discovering manufactured housing. 

“Helping someone achieve a lifelong dream of homeownership has been the most rewarding accomplishment I’ve ever experienced,” he says. “Seeing a family cry happy tears at the closing table or a child buy a home for their parents, there’s nothing like it.” 

“Dan is passionate about providing families with a place to call home. He worked diligently with our leadership, investors, and lender partners to break down the biggest barrier which is saving thousands for a down payment. Now we’re watching that vision spread throughout the company.” says Rose Graham, Divisional Sales Manager at Roots. 

As The Establish Your Roots (EYR) program continues to evolve. More residents are choosing to buy the homes they live in, downsize for savings, or invest in brand-new homes with only a small increase in monthly payments, gaining equity and long-term financial stability in return. 

“Every EYR closing feels like a five-star review of our communities,” adds Dan. “When someone chooses to plant their roots here, it’s the ultimate compliment.” 

For Dan, the mission remains simple. “We’re here for our residents. We love seeing them personalize their homes, painting walls, adding sheds, turning bonus rooms into offices. Once it’s theirs, it truly reflects who they are.” 

With Establish Your Roots, Roots Management Group is proving that homeownership isn’t just a dream, it’s a reality, one rent credit at a time.