Elrock's Core Principles

Elrock was founded in 2021 to assist sponsors in securing the right debt and equity for their projects. Our mission is to harness today's technology and data to modernize the role of mortgage brokers while maintaining the boutique, customized approach that is essential for fine-tuning the capital stack of each deal.

For sponsors, we monitor property transactions and extract key data—such as property type, location, and mortgage amount—to identify active lenders. This helps us understand capital allocation trends, enabling us to provide tailored advice to our clients.

For lenders, we send projects through a succinct offering memorandum structure that delivers essential project information efficiently. We also rely on an internal tracking system for investment parameters that updates daily, ensuring our system reflects evolving portfolios.

We work smarter and harder to ensure our clients receive the best capital offerings in the market, and we believe in the value of both technology and hard work to bring projects to fruition. Contact us today to learn more about our services or discuss your specific capital needs.

Luke R. Johnson, Principal

Why we win

We pair technology and sophisticated information systems with capital markets expertise.

How We Work with Sponsors

Parameter-driven approach

We use a highly-targeted approach to capital placement that pairs 12 parameters with lenders who are actively financing similar projects.

Concise web-based OMs

Password-protected and housed on our site, our OM format helps expedite lender response time and decrease time required to get terms.

Fund info via data ingestion

We cut through the noise by tracking public records to understand who is financing projects. We then vet the data internally.

Non-exclusive agreements

We believe in our ability to get the best terms in the market, so we avoid exclusive agreements that lock in Sponsors. We invite competition.

No deposits or upfront fees

As consultants, we get paid if we secure the financing that you close on. Upfront costs are unnecessary in a results-driven business.

Complimentary Review

Rather than making you sign an agreement prior to understanding where terms may fall, we offer an initial consultation to inform your models.

Our process

Private, Password-Protected OMs

We take a targeted approach to project placement, ensuring the details of your project are kept under a password and provided only to funds who have a history of similar investments.