What Rooney Property Management does

Rooney Property Management, LLC is a privately held, family-owned residential property management company headquartered in Chippewa Falls, Wisconsin, founded by Jim Rooney in 1997 (with Jim's real estate career dating to 1994). The company manages upscale multi-family rental communities — apartments, condos, and townhomes — across at least 12 named properties spanning Wisconsin (Eau Claire, Chippewa Falls, Elk Mound, Altoona, Menomonie) and Colorado (Timnath, near Fort Collins), with stated expansion into Montana. Its portfolio includes Settlers Ridge, Park West Townhomes, Willow Creek Townhomes, Whisper Ridge, Prairie Park, Benrud Parkway, The Clubhouse, Creekside, The Classic at Hillcrest Greens (senior living), and the Timnath Trail and Timnath Trail II communities in Colorado; the 305-unit Paragon development in Eau Claire (25% affordable housing, opening April 2026) is being co-developed with sister entity Keyhole Capital.

The company operates a direct-to-consumer leasing model: prospective residents discover properties through the company website (rooneypm.com), the RentCafe resident services portal, third-party listing aggregators (Zillow, Apartments.com, Rent.com), and active social media (Facebook, Instagram). Pricing varies by unit, floor plan, and market — Wisconsin units rent from roughly $1,225 to $1,450/month and Colorado units from approximately $1,700 to $2,450/month — under standard 12-month leases with ancillary pet fees ($600 first-year, $300 annual renewal). No proprietary technology platform is disclosed; the underlying technology stack is RentCafe for resident transactions, with "smart technology" marketed as a unit-level amenity.

Revenue is generated almost exclusively through recurring monthly residential rental income plus ancillary pet fees. In June 2022, the predecessor entity Rooney Properties was split into two entities under continued Jim Rooney leadership: Keyhole Capital, focused on national multifamily investment, and the current Rooney Property Management, LLC, focused on property operations. Today the company is family-run (Jim Rooney CEO/Owner; Jennifer Rooney Director of Senior Living; Nick and Ben Rooney in project development), privately capitalized with no disclosed venture funding, and operates with 11–50 employees across multiple states.

Name

Rooney Property Management

Legal name

Rooney Property Management, LLC

Website

https://rooneypm.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Rooney Property Management is a family-owned, privately held residential property management company that operates upscale apartments, townhomes, and senior-living communities across Wisconsin, Colorado, and Montana, serving individual renters and seniors through direct-to-consumer leasing and third-party listing channels.

Ownership category

akta.pro rank

Product category

Residential Property Management

NAICS

Residential Property Managers (531311), Real Estate Property Managers (53131)

SIC

Operators Of Apartment Buildings (6513), Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Multifamily Apartment Property Management (BPAJAFAA)

akta.pro secondary industries

Affordable Housing Property Management (BPAJAGAJ), Senior & Assisted Living Residential Property Management (BPAJAFAE)

Keywords

• Residential property management
• Apartment rentals
• Multifamily housing
• Townhome rentals
• Senior living rentals

Headquarters

HQ city

Chippewa Falls

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Rental Income: Rooney Property Management generates revenue through monthly rental payments from residential tenants across its portfolio of apartments, condos, and townhomes in Wisconsin and Colorado. Revenue is recurring on 12-month lease terms with monthly billing. Additional pet fees (first-year non-refundable fee of $600, annual renewal fee of $300) are charged as ancillary income.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Rooney Property Management is a privately held multifamily residential property management company that owns, develops, and manages upscale apartments, townhomes, and senior living communities across Wisconsin and Colorado. The company generates revenue primarily through monthly rental income on 12-month leases, supported by pet fees, online rent payment via RentCafe, on-site maintenance, and amenity-rich communities.

Product overview

Rooney Property Management operates as a multi-family residential property management company managing upscale apartments, condos, and townhomes across Wisconsin and Colorado. The portfolio includes multiple named apartment communities: Paragon (Eau Claire, opening 2026), Settlers Ridge (Elk Mound), Park West Townhomes (Chippewa Falls), Willow Creek Townhomes (Chippewa Falls), Timnath Trail and Timnath Trail II (Timnath, CO), The Clubhouse and Creekside (Altoona), Whisper Ridge, Prairie Park, The Classic (senior living), and Benrud Parkway. The company offers one, two, and three-bedroom units with amenities including pools, fitness centers, dog parks, and smart home technology. Services include resident portals for rent payment and maintenance requests.

Differentiator

Problem solved

Functional benefit

Products and services

• Paragon 305-unit luxury apartment community in Eau Claire, WI opening April 2026 with modern units, resort-style amenities, and 25% affordable housing.
• Settlers Ridge Townhomes Townhome community in Elk Mound, WI with open-concept floor plans, stainless steel appliances, attached garages, and nearby access to schools and parks. Units start around $1,225/month.
• Park West Townhomes Luxury townhome community in Chippewa Falls, WI featuring one, two, and three-bedroom units with pool and clubhouse amenities.
• Willow Creek Townhomes Townhome community in Chippewa Falls, WI offering spacious apartment living with modern amenities.
• Timnath Trail Luxury apartment community in Timnath, CO near Fort Collins offering one, two, and three-bedroom units with modern amenities. Horsetooth units ~$1,700/month; Fossil Creek 2-bed ~$2,450/month.
• Timnath Trail II Expansion of Timnath Trail luxury apartment community in Timnath, CO featuring additional units and buildings.
• The Clubhouse at Hillcrest Greens Apartment community in Altoona, WI offering one and two-bedroom units in a senior living environment.
• Creekside at Hillcrest Greens Apartment community in Altoona, WI with available one and two-bedroom apartments.
• Whisper Ridge Apartment community in Eau Claire, WI offering modern living spaces.
• Prairie Park Apartment community in Eau Claire, WI offering luxury living spaces.
• The Classic at Hillcrest Greens Senior living facility in Altoona, WI owned by the Rooney family, providing a comfortable, home-like environment for older adult residents.
• Benrud Parkway Apartment community in Eau Claire, WI offering modern living spaces.

Quantifiable outcome

• 25% of Paragon units designated as affordable housing, contributing to local housing supply and diversity in Eau Claire
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Two partnerships are on record, tiered minor.

• Regis High School Ramblers (Regis Ramblers)minorOthers · 18 April 2025Rooney Property Management partnered with the Regis High School Football team (Regis Ramblers) for a massive tree planting event on the Rooney farm. 35 student-athletes planted over 11,000 trees to support wildlife habitat restoration. Rooney Property Management made a donation to the Regis Football Program in exchange for the team's labor. This CSR partnership reinforces the company's community commitment.
• Hoeft BuildersminorStrategic or Co-development Partner · 20 September 2024Hoeft Builders is constructing their headquarters in the commercial portion of the Paragon development in Eau Claire, WI. The partnership integrates commercial and residential development at the Paragon site, with Hoeft Builders building out the commercial component adjacent to the 305-unit apartment complex.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Others

• Yardi Systems (RentCafe): Provider of the RentCafe resident portal that Rooney uses for online rent payment, applications, and maintenance requests — a key technology enabler and infrastructure dependency for the operating model.
• Zillow Group: Third-party rental listing aggregator that Rooney relies on for demand generation; not a competitor but a critical channel partner whose traffic and policies materially affect Rooney's pre-leasing funnel.

Direct peers

• Lincoln Property Company: National multifamily property management and development company with a large third-party management portfolio; directly comparable in core service offering (multifamily management) and amenity-rich community positioning.
• Bozzuto: Multifamily property management and development firm operating across the U.S. with a similar mix of owned/managed upscale apartment communities and a regional operating model comparable to Rooney.
• Hawthorne Residential Partners: Multifamily property management firm focused on operating upscale apartment communities for institutional and private owners — closely comparable business model and resident-experience focus to Rooney.
• RAM Partners: Full-service multifamily property management company operating apartment communities nationwide with similar upscale positioning and fee-based management structure.
• Bell Partners: Multifamily real estate investment and property management company managing a portfolio of apartment homes across multiple U.S. regions — directly comparable operating model to Rooney's ownership-plus-management approach.

Broad incumbents

• AvalonBay Communities: Public multifamily REIT operating upscale apartment communities with similar amenity-rich positioning; broader geographic and capital base than Rooney but competes for the same renter demographic.
• Greystar Real Estate Partners: Largest U.S. multifamily property manager and developer; operates in the same space as Rooney but at massive scale and with a national footprint, including competing for management contracts on similar upscale communities.
• Equity Residential: Large publicly traded multifamily REIT that owns/operates upscale apartment communities in major U.S. markets; overlaps with Rooney in resident-segment and amenity strategy but at significantly greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rooneypmllc
• Instagraminstagram.com/rooneypropertymanagement

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 Rooney Property Management