From 1 House on 9 Acres
To 41 Homes
Sold to KB Homes for $1.25M
I’m Franklin Cruz: Army Veteran. 20+ years in real estate. 107+ deals directly with sellers.
20+ developments. Over $196M+/- structured into win–win scenarios.
Trusted By & Partnered With:
Olive St, Lakeland. From 9 Acres to 13.1 Acres
Now Florida’s First Butterfly Roof Community
Site grew from 9 acres to 13.1 acres
Rezoned and approved for 96 affordable housing units plus a veteran garden
Going back to the original 1925 plat to reimagine the neighborhood
Butterfly Roof Render
Polk Parkway Property — 131 Acres
Multi-Zoned for Residential, Industrial, and Vehicle Storage
Located in Auburndale, FL, this expanded site now spans 171 acres along the Polk Parkway. With medium- and high-densityresidential zoning, light industrial zoning, and large-scale vehicle storage capacity, the property is positioned for multiplehigh-value development paths — from housing to logistics.
Entitlements include medium- and high-density residential, light industrial, and vehicle storage overlays.
131-acre parcel with direct Polk Parkway access, prime for large-scale development.
Mixed-use vision with residential, industrial, and storage uses integrated into a master-planned site.
Expanded opportunities: large-scale vehicle and equipment storage supporting logistics and industrial demand.
Old Tampa Highway Assemblage
From 22 Acres to 63.4 Acres of Industrial Land
In the heart of an industrial corridor, what started as a single 22-acre Habitat for Humanity parcel grew into a 63.4-acre industrial assemblage. Over six months, we strategically acquired seven adjoining parcels, transforming the site into a regional-scale industrial opportunity before exiting to partners.
Initial purchase: 22 acres from Habitat for Humanity.
24 acres added - 46 in total
Added adjoining parcels to expand footprint to 48.8 acres.
Completed assemblage: 7 total parcels, creating 63.4 contiguous acres.
1 House. 9 Acres. 41 Homes. $1.25M Exit.
Originally owned by Mrs. Nancy Rosenblum since the 1960s, this single-home parcel became a 41-lot subdivision. Every national builder wanted it. KB Homes won the bid for $1.25M and named the street after me: Cruz Court.
THE START - 22 ACRES
Bought from Habitat for Humanity
FIRST EXPANSION - 24 ACRES
Added the first adjoining parcels.
Assemblage begins.
MOMENTUM - 48 ACRES
Now nearly 50 acres mid-size industrial site.
THE FINISH - 63 ACRES
Seven parcels later… 63.4 acres.
Full-scale industrial opportunity
The value wasn’t in the land as it was. It was in what it could become. By assembling seven properties into one 63-acre contiguous tract, we unlocked opportunities for industrial parks, logistics, and long-term scalability.This assemblage story shows how strategic vision creates value far beyond a single acquisition.
1 House. 9 Acres. 41 Homes. $1.25M Exit.
Originally owned by Mrs. Nancy Rosenblum since the 1960s, this single-home parcel became a 41-lot subdivision. Every national builder wanted it. KB Homes won the bid for $1.25M and named the street after me: Cruz Court.
Starting Point
One home on 9 acres
Subdivision Plan
First conversion: 25 lots
Final Plan
Expanded to 41 homes.
Builder demand soared.
Exit
Sold to KB Homes
(Street named “Cruz Court”)
From 1 House → 3 Lots.
Florida’s First Butterfly Roof Homes.
At 720 W. 14th St., we took a single house on a single lot and converted it into three lots.
From that vision came the first two Butterfly Roof Homes ever built in Florida and the first in the United States in over 100 years. The project went on to win multiple awards, including a front-page feature in the Ledger titled “A Beacon of Light” and the City of Lakeland’s Beautification Award.
Original Site
Subdivision Plan
Completion
Recognition
Awards
From Zero Value → Full Exit:
Repurposing 8.72 Acres on Sunset Rd.
Habitat for Humanity wanted to build veteran housing on this 8.72-acre site, but the land was in a light industrial district with a steep, unsafe driveway. The county was never going to approve it for housing. They had no clean title, no feasible plan, and no path forward. We came in, fixed the deed, repositioned the property, and created a viable exit strategy.
Habitat’s veteran housing plan
Utilities and boundary surveys showed heavy spend but no value.
Steep access, unsafe for housing, but viable for industrial
Repurposed Pan
Repositioned into a light industrial building site. Real value unlocked.
4.15 Acres. 4 Development Options.
One Big Lesson
This parcel along US 98 had the potential for storage, housing, or a hybrid business park. We explored every angle — 98,000 sq. ft. of storage, 770–800 units of multi-story storage, 96 affordable housing units, or a self-storage + business park mix. But after soil and wetland studies, we uncovered issues that made the site unviable. The real win? We discovered it early, saving time and capital.
4.15 acres fronting US 98
Steep access, unsafe for housing, but viable for industrial
Plan B: Rezoned for affordable housing.
Plan C: Mixed-use self-storage and business park.
Built a 4-Bed, 2-Bath Modern Home
with 4 People in 4 Months
As a Habitat for Humanity board member, I led the build of their first-ever modern home.
The GC quit. The budget ran out. So we did it ourselves. Inspired by the early 1900s Sears Catalog homes where neighbors built homes together. We took the same approach and made history.
Electrical, plumbing, drywall and everything but the AC was built by our 4-man team.
Finished Home
First modern-style Habitat home ever built.
4 bed, 2 bath
Completed and dedicated with the Habitat team. Proof that vision + teamwork can overcome any setback.
7.5 Acres with Rail Access
From Unusable Land to Multiple Development Paths
This site sat adjacent to the CSX Railroad, with utility challenges and limited use. By building direct relationships with CSX and later CMEX, we unlocked new possibilities: industrial use, townhomes, or single-family housing. I was eventually bought out of this project, but we created value where there was none and delivered a win-win outcome for the end user.
7.15 acres along Old Tampa Highway
Option A: Industrial site leveraging CSX rail adjacency.
Option B:
Townhouse community design.
Option C:
Traditional single-family residential.
Potential for 11 Lots - Killed by Easements
Across the street from our Butterfly Roof Homes, this 4+ acre parcel looked like a perfect fit: up to 11 lots, with a mix of duplexes and Butterfly Roof Homes. But once we ran due diligence, we uncovered major easements that wiped out one lot and diluted another. Turning the deal upside down. Sometimes the smartest move is walking away.
The property across from our Butterfly Roof project. Initially mapped for 11 lots.
Parcel boundaries and first subdivision concepts.
Option A:
3 duplexes + 3 Butterfly Roof Homes.
Option B:
3 duplexes + 4 Butterfly Roof Homes.
Drainage easements eliminated one lot and weakened another.
What the duplex product would have looked like.
1.72 Acres
→ Dentist Office + Multifamily Mixed-Use Concept
With Dr. Mateo as the client, we negotiated favorable purchase terms and began developing a mixed-use concept: a new 6,000 sq. ft. dentist office with multifamily units on-site. Working with our civil engineer and land planner, we uncovered wetlands early and refined conceptual plans to balance business operations with long-term rental income.
Dr. Mateo (client), civil engineer, and land planner collaborating on the vision.
1.72-acre parcel identified for redevelopment
Wetlands analysis revealed development constraints
Proposed layout: dentist office with adjacent multifamily.
Improved site plan showing placement of office and three-story apartments.
Improved site plan showing placement of office and three-story apartments.
From 16 Acres on Paper to 4 Buildable Acres
Still Planned 96 Affordable Apartments
The seller marketed this site as 16 acres ready for housing. Our due diligence uncovered the truth:
only 4 acres were actually usable. Instead of walking away, we restructured the plan into a 96-unit affordable apartment complex with a trail connection to Simpson Park. Strong contracts kept the seller accountable while ensuring the project still delivered value to families and the community.
Proposed layout: dentist office with adjacent multifamily.
Reality: only 4 acres were truly buildable
Redesigned into a 96-unit affordable apartment complex
Added community value with a public trail to Simpson Park
Here’s Exactly What Happens in 2 Days With Me
✅ Deal Review
✅ Contract Rewrite
✅ Contract Rewrite
✅ Development Roadmap
✅ Development Roadmap
✅ Profit Strategy
Trusted by Sellers, Builders, Utilities, and Cities
Clarence Morgan Villareal - 3563 S Lazy Lake Drive, Lakeland, Fl
John Edward Windsor - 1220 Woodland Ave, Lakeland, Fl
Margaret Ann Waddle - 3905 Owens Rd, Auburndale, Fl
Willie Coney - 0 Thomas St, Lakeland, FL
Margaret Ann Waddle - 3905 Owens Rd, Auburndale, Fl
Louella Phillips - 4985 Magnolia Ave, Mulberry, Fl
Connie Lee - 1627 Holly Rd, Lakeland, Fl
Cristopher Arturo Ferrera - 727 Sydney Washer Rd, Dover, Fl
Robert Adams - 1150 West Main St, Lakeland, Fl
Diane M. Gratton - 4146 4th N. St Petersburg, Fl
Randy Brown - 2508 Bayfront Pkwy, Orlando, Fl
David Sizemore - 1231 Windsong Dr, Lakeland, Fl
Susan Rose Vincent - 5134 Cypress Trails Dr, Polk City, Fl
Philistine Hendrix - 206 Oconee St & 3512 Milner Dr. Lakeland, Fl
Ralph & Evelyn Rutledge - 137 Bonney Shores Dr, Lakeland, Fl
Theodore Charles Smith - 4060 Windchime Lane, Lakeland, Fl
Bonnie & Coleman - 286 17th St. N.E. Winter Haven Fl
Michael Happle - 3605 Grove Terrace Drive, Lakeland, Fl
Luis Vazquez - 6076 Mission Dr, Lakeland, Fl
Corey Libson - 490 N Lake Howard, Fl
Corey Libson - 490 N Lake Howard, Fl
Catherine Lecas - 1239 Congenial St, Lakeland, Fl
Renee Hall - 428 King Edward, Lakeland, Fl
Fourth Avenue Properties, LLC - 122 S Waterloo Ave, Lakeland, Fl
Terry & Susan Perry - 3404 Mont Tabor Rd, Lakeland, Fl
Sharon Wathen - 1115 Doc Gay Rd, Lakeland, Fl
Sarah Waters - 1819 Mann Rd, Lakeland, Fl
John Hartzell - 514 Skyline Dr E, Lakeland, Fl
James & Michelle Woods - 2067 Ashboro Pl, Bartow, Fl
Charles Emory Hess - 6834 Brookridge Trial, Lakeland, Fl
Alice Marie Chaney - 5235 Bailey Rd Mulberry, Fl
Marion (George) Warren III Darlynn Warren - 823 E Palmetto St, Lakeland, Fl
Chauhan Harish Chander - 2807 Vintage View Loop, Lakeland, Fl
Christian & Dayna Photrowshi - 538 w Park Street W. Lakeland, Fl
Sharri Grable - 5371 Bird Dog Lane, Lithia, Fl
Charles Raffety - 2407 Summer Hollow Dr, Auburndale, Fl
Jennifer Ann Stanley - 4236 Craig Rd, Auburndale, Fl
Marissa Denson - 8324 Gibson Oaks Dr, Lakeland, Fl
Frank Brigiadora - 8 Deal Package
Chrissy Haag - 3110 Old Tampa Hwy, Lakeland, Fl
Norma Jean Mainse - 2032 Shakespeare St, Lakeland, Fl
Luis Montes - 3263 Ogden Dr, Mulberry, Fl
Luis Montes - 3263 Ogden Dr, Mulberry, Fl
Brenda & Michael Cross - 604 Interlachen Parkway & 1538 Gary Rd, Lakeland, Fl
Tammy Frazee - 8805 Pine Crest Dr & 8826 Hammock Loop, Polk City, Fl
Angel Hernandez - 714 Hull St, Lakeland, Fl
Joanna Green Finnis - 3440 Summit Rd, Lakeland, Fl
Anitia Ives - 5923 Laurel Oaks Dr, Lakeland, Fl
Jami Liska & Patrick Liska - 6541 Glen Meadow Drive, Lakeland, Fl
1925 George Jenkins Blvd, Lakeland, FL
Jose A Gomez - 3114 Old Tampa Hwy, Lakeland, Fl
Christopher Sosa - 2317 Duff Rd, Lakeland, Fl
Jackeline Irineo - 402 w 10th st, Lakeland, Fl
William Lingett - 3733 Opal Dr, Mulberry, Fl
Robert Williams - 5532 Southbrook Dr. Lakeland, Fl
Rogers Denece - 2729 Dixie Rd., Lakeland, Fl
Yolanda Robinson - 7262 Cedarcrest Blvd, Lakeland, Fl
Thomas Dewayne Freeman - 219 Mary Ellen Ave, Seffner, Fl
Ray Frank Childs - 1013 Jewell Ave, Lakeland, Fl
Ray Frank Childs - 1013 Jewell Ave, Lakeland, Fl
