In 2019, my company Grocapitus—a play on “growing your capital”—flagged an unexpected data signal: a little city in Idaho called Idaho Falls. The numbers were glowing. Income growth, population growth, and a nuclear lab funded until 2064. So, I flew out there.
What I found reshaped my entire mission. Idaho Falls wasn’t just another market — it was an island of innovation surrounded by a housing shortage. And it led to the birth of Mission 10K — my commitment to build 10,000 rental townhomes for families priced out of homeownership.
When we built our first townhome community there, something remarkable happened.
When asked “Is this your home?” nearly everyone said yes.
In my apartments, that number had been close to zero.
That’s when I realized: apartments provide convenience.
But townhomes provide belonging.
Key Takeaways:
✅ Data can reveal opportunity long before headlines do.
✅ Townhomes bridge the gap between renting and homeownership.
✅ Mission 10K is about more than housing — it’s about dignity and permanence.
🎥 Watch the full story on YouTube — see how data, heart, and timing built a movement.
👉 Subscribe to learn how Mission 10K is changing the future of housing.
