The Goodness Company

What The Goodness Company does

The Goodness Company is the parent entity associated with Goodness Properties, a privately held real estate investment and property management firm founded in 1994 and headquartered in Wisconsin Rapids, Wisconsin. The company operates in two principal lines of business: (1) ownership and leasing of high-end single-family residential rental homes (including identifiable assets such as 330 Drake Street and 1231 16th Street) supplemented by select commercial property holdings, and (2) a direct home-purchase program branded "We Buy Homes," which acquires residential properties from owners without charging realtor commissions or closing costs (costs absorbed by the company). The firm serves two primary customer segments: residential renters seeking well-maintained homes in Wisconsin Rapids neighborhoods, and home sellers seeking a streamlined, commission-free exit. There is no public pricing schedule; transactions are initiated through the company website (goodnessproperties.com), direct email, and phone. Note: the firmographics record describes The Goodness Company as an advertising/marketing/graphic design/PR agency; the operational product, revenue, customer, and distribution data, however, all describe Goodness Properties as a real estate operator, and this analysis is grounded in the real estate operations which dominate the source material.

The business model combines recurring rental income (treated as subscription-like recurring revenue in the source) with transactional revenue from direct property acquisition and subsequent resale or rental. Go-to-market is direct-to-consumer in a single local market, with no paid advertising, no third-party listing platforms, and no intermediated channels. The company positions itself around community development — neighborhood beautification, building local parks, and preservation of community landmarks — as the principal differentiator versus other local landlords. Total headcount is reported at 1–10 employees, consistent with a small, owner-operated investment firm.

No technology platform, software product, API, mobile app, or proprietary system is disclosed. Distribution is entirely manual (website listings, email, phone). The leadership section lists Patrick Goodness as CEO and Terri Goodness as Director/Creative Director, suggesting the Goodness family controls the entity, though the creative-director title may also reflect a parallel creative-services capability that the firmographics entry hints at but which is not otherwise substantiated in the input data.

Name

The Goodness Company

Legal name

Goodness Properties

Website

https://goodnesscompany.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

The Goodness Company is a privately held real estate investment firm in Wisconsin Rapids, Wisconsin, founded in 1994, owning and leasing high-end single-family rental homes and select commercial properties, and operating a direct "We Buy Homes" purchase program that buys from sellers without commissions or closing costs.

Ownership category

akta.pro rank

Headquarters

HQ city

Wisconsin Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Rental Income: Revenue from leasing high-end residential rental properties to tenants in Wisconsin Rapids. Properties include single-family homes in residential neighborhoods.
2. Home Buying and Selling: The company purchases homes directly from sellers, paying closing costs and avoiding realtor commissions. Revenue generated from property appreciation and resale or subsequent rental of acquired properties.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Goodness Properties is a real estate investment and property management company that owns, maintains, and rents high-end residential single-family homes and commercial properties in Wisconsin Rapids, Wisconsin. It also operates a "We Buy Homes" service that purchases homes directly from owners without charging realtor commissions or closing costs.

Product overview

Goodness Properties is a real estate investment and property management company operating since 1994, offering a portfolio of high-end residential rental homes and distinct commercial properties in Wisconsin Rapids. The core offering consists of rental properties (including single-family homes at addresses such as 330 Drake Street and 1231 16th Street), supplemented by commercial property holdings. An ancillary service, "We Buy Homes," enables direct home purchases from owners without realtor commissions or closing costs.

Differentiator

Problem solved

Functional benefit

Products and services

• High-End Rental Properties Exceptional high-end residential rental homes in Wisconsin Rapids, including single-family homes in established neighborhoods. Targeted at individuals and families seeking well-maintained, high-quality long-term rentals in the local area.
• Commercial Properties Distinct commercial properties managed as part of the real estate investment and community development portfolio in Wisconsin Rapids.
• We Buy Homes Direct home buying service that works with homeowners to purchase their homes without realtor commissions or closing costs, which the company itself pays. Targeted at property owners in Wisconsin Rapids who want to sell without traditional real estate agent involvement.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights2 records

Broad incumbents

• Invitation Homes: Largest U.S. single-family rental REIT, owning and leasing tens of thousands of homes. Overlaps with Goodness on the high-end single-family rental thesis, but at institutional scale and across major U.S. metros.
• American Homes 4 Rent: Publicly traded single-family rental REIT focused on owning and leasing newly built single-family homes. Operates the same core business (own-and-rent SFR) as Goodness, but at a national institutional scale.
• Tricon Residential: Single-family rental company that acquires, leases, and manages SFR portfolios across the U.S. and Canada. Comparable rental property management and acquisition activities, scaled across multiple markets.
• Progress Residential: Institutional single-family rental operator owned by Pretium Partners, focused on high-quality rental homes in Sun Belt markets. Comparable high-end SFR rental model, though at much larger scale and in different geographies.
• Pretium Partners: Investment firm focused on U.S. residential real estate, including SFR (via Progress Residential) and single-family home acquisitions. Comparable strategic focus on SFR investment, but at institutional scale.

Direct peers

• Opendoor: Tech-enabled iBuyer that purchases homes directly from sellers and resells or rents them. Conceptually the closest scaled analog to Goodness Properties' 'We Buy Homes' direct acquisition model, though operating nationally and at far greater scale.
• Offerpad: iBuyer that makes direct cash offers on homes, eliminating traditional realtor commissions and closing friction. Closely comparable to Goodness's commission-free direct home-buying value proposition.
• HomeVestors of America: Franchise network ('We Buy Ugly Houses') that buys homes directly from sellers, often in secondary markets, then resells or rents them. Comparable business model and target seller segment to Goodness's direct-buy operation.

Others

• Roofstock: Online marketplace for buying, selling, and managing single-family rental investment properties. Thematically adjacent to Goodness's SFR business, providing infrastructure rather than directly competing in local property management.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/goodnesscompany
• Facebookfacebook.com/GoodnessCompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 The Goodness Company