Gerrard Corporation

What Gerrard Corporation does

Gerrard Corporation is a private, family-owned real estate development and property management company headquartered in La Crosse, Wisconsin, founded in 1954 by M. William Gerrard and currently led by second-generation principals Peter Gerrard (President) and Paul Gerrard (Vice President). The company develops, owns, and manages a diversified portfolio spanning student housing near college campuses (UW-La Crosse, Western Technical College, Viterbo, UW-River Falls, UW-Stevens Point), senior (55+) communities, affordable and workforce housing, market-rate apartments, mixed-use urban developments, and commercial properties across seven upper-Midwest states — Wisconsin, Illinois, Minnesota, Iowa, South Dakota, Montana, and Wyoming. Cumulatively, Gerrard has built and developed over 3,000 apartment units, with a current roster of named properties including The Vine, University Falls, Heritage Cottages, Dancing Oaks, The Depot, Boulder Ridge, The Maxwell, Metropolitan Market Place, and Gateway Terrace.

The company's technical differentiator is energy-efficient construction. Prairie Heights Residences in Eau Claire (opened July 2, 2025), developed in partnership with West CAP, features a first-of-its-kind geothermal heating and cooling system for Wisconsin affordable housing, with 100% utility coverage for residents. Portfolio-wide, Gerrard deploys Energy Star-rated appliances, 95% high-efficiency furnaces, R50 attic insulation, FSC-certified sustainable building materials, and salvaged/recycled inputs. Recent project Haven on Main ($23.5 million, 70 units, groundbreaking planned fall 2025 in La Crosse) targets inclusive housing for adults with disabilities in partnership with Couleecap and Haven for Special People.

Gerrard's business model combines four revenue streams: (1) recurring residential rental income from owned student ($525-$750 per person/month), senior, affordable, and market-rate apartments; (2) commercial space leasing at mixed-use developments (The Maxwell, Metropolitan Market Place, Gateway Terrace, Michael Heights, Boulder Ridge); (3) property management services across seven states, partially outsourced to firms including Paramark Real Estate Services (student housing) and HDA Management (Montana/Wyoming); and (4) one-time development and general contracting revenue from new construction. Distribution is direct via on-site leasing offices, a RentCafe-powered tenant portal, and earned regional media coverage. The company has no disclosed external institutional investors and no public revenue figures, operating as a self-financed family enterprise sustained by long-standing banking relationships (Merchants Bank for 100+ years) and public-private financing through WHEDA, USDA Rural Development, and municipal TIF programs.

Name

Gerrard Corporation

Legal name

Gerrard Corporation

Website

https://gerrardcompanies.com

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

1–10 employees

Short description

Gerrard Corporation is a family-owned La Crosse, Wisconsin real estate developer and property manager founded in 1954, developing and managing 3,000+ apartment units across seven upper-Midwest states for students, seniors, affordable-housing residents, and commercial tenants.

Ownership category

akta.pro rank

Product category

Residential Real Estate Development and Property Management

NAICS

Real Estate Property Managers (53131), Residential Property Managers (531311), Lessors of Residential Buildings and Dwellings (53111), Offices of Real Estate Agents and Brokers (5312), Lessors of Real Estate (5311), Rental and Leasing Services (532)

SIC

Real Estate Agents & Managers (For Others) (6531), Land Subdividers & Developers (No Cemeteries) (6552), Real Estate (6500)

akta.pro primary industry

Multifamily & Student Housing Asset Management (BPAJAMAD)

akta.pro secondary industries

Multifamily Apartment Property Management (BPAJAFAA), Student Housing Property Management (BPAJAFAF), Real Estate Development & Feasibility Advisory (Highest-and-Best-Use, Entitlements Support) (BPAJANAC), Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

Keywords

• Real estate development
• Student housing
• Senior living
• Affordable housing
• Property management

Headquarters

HQ city

La Crosse

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Residential Rental Income: Revenue from renting apartment units to students, seniors (55+), families, and individuals across multiple property types including campus-convenient housing, affordable housing, and market-rate apartments.
2. Commercial Space Leasing: Revenue from leasing commercial spaces in mixed-use developments such as The Maxwell (Hudson, WI), Metropolitan Market Place (Rochester, MN), and Gateway Terrace (La Crosse, WI).
3. Property Management Services: Property management services for residential and commercial properties across seven states, handling tenant relations, maintenance, and asset management.
4. Real Estate Development and Construction: Development and general contracting services for new construction projects including mixed-use developments, condominiums, single-family and multi-family developments, subdivisions, and affordable housing communities.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Gerrard Corporation develops, builds, leases, and manages residential and commercial real estate across seven upper-Midwest states. Its core offerings span student housing near college campuses, 55+ senior living communities, income-restricted affordable housing, mixed-use urban in-fill developments, and commercial office/retail space. The company provides vertically integrated services including real estate development, general contracting, brokerage, and long-term property management for a portfolio exceeding 3,000 apartment units.

Product overview

Gerrard Corporation operates as a diversified real estate development and property management company offering a comprehensive portfolio of housing products across seven states. The company's offerings span multiple segments including: student housing near college campuses (properties in La Crosse near UW-La Crosse, Western Technical College, and Viterbo University, plus properties near UW-River Falls and UW-Stevens Point); senior housing communities for adults 55+ (Heritage Cottages in Hudson, Dancing Oaks in Menomonie, The Depot in River Falls, Boulder Ridge, and The Maxwell); affordable and workforce housing developments throughout Wisconsin, Illinois, Iowa, South Dakota, Montana, and Wyoming; and mixed-use developments combining residential with commercial space (Metropolitan Market Place in Rochester, Gateway Terrace in La Crosse). The company also develops purely commercial properties and provides property management services including an online tenant portal. The portfolio includes over 3,000 apartment units developed and currently managed across urban in-fill mixed-use projects, condominiums, single-family developments, multi-family developments, subdivisions, campus-convenient housing, and commercial buildings. Recent projects include Prairie Heights Residences in Eau Claire (opened July 2025) featuring geothermal energy and the upcoming Haven on Main development in La Crosse (groundbreaking planned fall 2025) providing affordable housing for adults with disabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• The Vine (1010 Vine Street) Modern student apartments at 1010 Vine Street in La Crosse, WI, near UW-La Crosse and Western Technical College. Features spacious bedrooms, open-concept kitchens, in-unit washer/dryer, and security features. Offers 2, 3, and 4 bedroom floor plans with rents ranging $675-$750 per person.
• 1125 State Street Student apartment building in La Crosse built in 2006, located near UW-La Crosse, Western Technical College, and Viterbo University. Offers 2 bedroom (1,064 sq. ft., $725/person) and 3 bedroom (1,298 sq. ft., $675/person) units with spacious layouts and security features.
• 1135 State Street Student-focused apartment building in La Crosse built in 2004 near college campuses. Features 3 bedroom (1,225 sq. ft., $650/person) and 4 bedroom (1,350 sq. ft., $640/person) units with comfortable living spaces and amenities for students.
• 1113 State Street Student apartments near La Crosse campuses offering 2-bedroom/1-bathroom units with practical living spaces and updated kitchen features at $525 per person. Fully rented for 2026-27 school year.
• 509 N. 10th Street Student housing property in La Crosse offering 3 bedroom/1 bathroom units at $595 per person near La Crosse college campuses.
• University Falls Campus-convenient 12-unit apartment building in River Falls, WI, near University of Wisconsin-River Falls. Offers 2, 3, and 4 bedroom apartments with high-efficiency features, in-unit washer/dryer, and comprehensive security features.
• The Depot Income-restricted 55+ living community in River Falls, Wisconsin. Features 1 and 2-bedroom units with amenities including WiFi, community room, fitness center, library, garden terrace, and secured parking.
• Heritage Cottages of Hudson Independent senior 55+ community in Hudson, WI, with single-level townhome apartments. Features 1 and 2-bedroom garden/cottage designs with private entry, screened patio, attached garages, and off-peak electric in-floor radiant heat. Includes community center with fireplace, billiard room, and exercise area.
• Heritage Cottages Phase II Back-to-back duplex cottage townhomes in Hudson, WI, for active adult lifestyles. Offers 1 and 2-bedroom duplexes with private entrance, screened-in porch, attached garage, and community amenities including billiards, fitness area, and business office.
• Dancing Oaks Single-level 36-unit (9 building, 4-plex) 55+ apartment community in Menomonie, WI. Offers 1 and 2-bedroom apartments with attached garages, in-floor heating, walking trails, and community facilities including gazebo, community room, and exercise room.
• Boulder Ridge Mixed-use 3-story building in Hudson, Wisconsin, with 24 apartments designed for those 55 and better. Includes ground-level office space leased to Hudson Hospital.
• The Maxwell (Senior Housing & Commercial) Senior housing community with 36 units and more than 3,000 square feet of commercial space in Hudson, WI. Phase one of a multi-phase 17-acre housing community. Currently accepting applications for commercial spaces.
• Michael Heights Mixed-use building in historic downtown La Crosse, WI, serving adults aged 55 and better with residential units and office/professional services space on the bus line.
• Gateway Terrace Downtown La Crosse property offering 2,000 square feet of class A office space. Features indoor heated parking, secure storage, and professional environment for offices such as banks, accounting firms, and law firms. Currently leased.
• Metropolitan Market Place Mixed-use luxury housing development in Rochester, MN, featuring an organic full-line grocery store (People's Food Co-op). Includes 26,000 square foot boutique grocery store and represents green, urban revitalization. Currently leased.
• The Maxwell Commercial Space More than 3,000 square feet of commercial space at 2000 Maxwell Drive in Hudson, WI. Designed for professional offices or businesses serving The Maxwell's tenants and Hudson area residents. Build-to-suit options available.
• Prairie Heights Residences Geothermal-heated affordable housing development in Eau Claire, Wisconsin, developed in partnership with West CAP. Opened July 2025 with 100% utility coverage for residents including air conditioning and electricity. Features geothermal heating and cooling as first-of-its-kind in Wisconsin affordable housing.
• Gerrard Property Management Services Property management services for residential and commercial properties across seven states, handling tenant relations, maintenance, and asset management. Tenant portal provides access to property information, rent payments, account management, and maintenance requests via the RentCafe platform.

Quantifiable outcome

• Over 3,000 apartment units built and developed
• +1 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and major.

• West CAPcoreStrategic or Co-development PartnerNon-profit community action agency dedicated to creating opportunities for individuals and families to achieve economic security. Collaborative development partner on Prairie Heights Residences in Eau Claire.
• Wieser Brothers General ContractormajorStrategic or Co-development PartnerGeneral contractor based in La Crescent, MN. Long-term partnership on multiple development projects.
• Yaggy Colby AssociatesmajorTechnology or IntegrationArchitecture/engineering firm in Rochester, MN. Long-term partnership for optimal planning, design, and construction of residential communities and commercial developments.
• Dream ArchitecturemajorTechnology or IntegrationArchitecture firm in Burlington, WI. Partnership for design and planning of residential communities.
• BKV GroupmajorTechnology or IntegrationArchitecture/engineering firm in Minneapolis, MN. Long-term partnership for design and construction planning.
• City of La CrossecoreStrategic or Co-development PartnerMunicipal government partner providing TIF financing and support for urban revitalization projects including Haven on Main.
• People's Food Co-opmajorStrategic or Co-development PartnerOrganic food cooperative operating the 26,000 sq. ft. boutique grocery store at Metropolitan Market Place in Rochester, MN. Anchor tenant in mixed-use development.
• Hudson HospitalmajorStrategic or Co-development PartnerHealthcare provider leasing office space at Boulder Ridge mixed-use development in Hudson, WI.
• CouleecapcoreStrategic or Co-development PartnerNon-profit community action agency partnering on Haven on Main development for adults with disabilities. Executive Director Hetti Brown leads the partnership for inclusive housing.
• Haven for Special PeoplecoreStrategic or Co-development PartnerNon-profit organization formed to create inclusive and accessible residential community for adults with disabilities. Partnering with Couleecap and Gerrard on Haven on Main project.
• Ellis Stone ConstructionmajorStrategic or Co-development PartnerGeneral contractor in Stevens Point, WI for multiple development projects.
• Paragon AssociatesmajorStrategic or Co-development PartnerGeneral contractor in La Crosse, WI for multiple development projects.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Dominium: One of the largest US affordable and student housing developers/managers. Closest direct peer given Gerrard's mix of student, affordable, and market-rate multifamily development and on-site management.
• Woda Cooper Companies: Affordable housing developer using LIHTC, USDA, and HUD financing across the Midwest. Directly comparable to Gerrard's affordable housing strategy with West CAP, WHEDA, and USDA partnerships.
• Continental Properties: National multifamily developer and operator with a strong Midwest presence. Comparable business model of developing, owning, and managing multifamily communities.
• The NRP Group: National developer, owner, and manager of affordable, market-rate, and senior housing, with strong LIHTC focus. Comparable to Gerrard's affordable, senior, and mixed-use development pipeline.
• Brinshore Development: Affordable and mixed-income housing developer focused on LIHTC-financed communities. Comparable to Gerrard's affordable and mixed-use development work.
• Cardinal Group Management: Multifamily and student housing developer and third-party manager. Overlaps with Gerrard's student housing and multifamily management offerings, including RentCafe-style tenant portals.
• Birge & Held Asset Management: Vertically integrated multifamily developer, owner, and operator in the Midwest. Similar in scale and integrated developer-operator profile to Gerrard.

Regional players

• Paramark Real Estate Services: Midwest-based property management firm that already manages Gerrard's La Crosse student portfolio. A partner-turned-comparable in the same regional student housing segment.

Others

• Boston Capital: One of the largest LIHTC equity syndicators in the US and an active capital partner for Gerrard developments. Adjacent capital provider whose continued allocations directly underwrite Gerrard's pipeline.
• Wieser Brothers General Contractor: La Crescent, MN-based general contractor and long-term Gerrard build partner. Ecosystem participant whose execution capacity directly affects Gerrard's development throughput.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=Q_xhM8fKMuE
• Facebookfacebook.com/pages/category/Car-Rental/Gerrard-Corp-1429629680609941

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gerrard Corporation