Small Market Syndicator is the education, media, and investor relations platform behind ROC Capital Group LLC — helping passive investors access institutional-quality multifamily opportunities in Upstate New York while equipping active investors with the tools to do deals of their own.
In 2019, John Bilinski and Gary Van Bortel formed ROC Capital Group LLC — the investment entity they use to find, fund, and close multifamily acquisitions across Upstate New York. ROC Capital is the engine behind every LOI, every syndication, and every property in their portfolio. It's where the deals get done.
In 2026, they launched Small Market Syndicator (SMS) — the public-facing brand built to promote their syndication business, attract and educate passive investors, and share the tools and frameworks they've developed over 20+ years of real estate investing. SMS is where the knowledge lives — the education arm, the investor relations platform, and the resource hub for serious multifamily investors.
Together, ROC Capital Group and SMS represent the full picture: a hands-on operating team with boots on the ground in Buffalo, Rochester, and Syracuse, backed by a platform purpose-built to bring transparency, education, and professional-grade tools to the multifamily investing community.
Their investment focus is value-add multifamily — properties in the 40 to 100 unit range that have been underleveraged, undermanaged, or underinvested. They acquire these assets through ROC Capital Group, implement a proven operational and capital improvement playbook, and reposition them to their full income potential — generating both current cash flow and long-term equity appreciation for investors.
John and Gary didn't meet at a conference or through a broker — they found each other at a local REIA meeting in Rochester, two investors who had each spent 20 years building their real estate knowledge independently and were ready to do something bigger together.
In 2019, they formed ROC Capital Group LLC and co-founded the Upstate Commercial Apartment Investors Group, a meetup community designed to connect serious investors across Rochester, Buffalo, and Syracuse. Rather than turn to family and friends for capital, they built their investor base the right way — through education, consistency, and community.
Their first syndication closed in early 2020 — a 48-unit apartment community in Syracuse, acquired through ROC Capital Group just as COVID-19 was rewriting the rules for property management. They adapted, executed, and delivered. That asset has since grown 2.5x in value, and today they manage 133 units across three Syracuse-area properties.
In 2026, they launched SMS to take that experience public — building the brand, the tools, and the investor network to scale what ROC Capital Group started.
ROC Capital Group is a disciplined buyer. We don't chase deals — we pursue the right deals. Every acquisition must meet a defined set of criteria designed to protect investor capital, ensure financeable terms, and deliver on our return targets.
Multifamily apartment communities in the 40 to 100 unit range — large enough for professional management, small enough to fly under institutional radar.
Upstate New York — Buffalo, Rochester, and Syracuse. All acquisitions within a two-hour radius. We are present, active operators who know these markets from the ground up.
Properties that are distressed or underperforming with clear, executable upside — deferred maintenance, below-market rents, operational inefficiencies, or underleveraged ownership.
Minimum 90–95% occupancy at acquisition — ensuring a stable income base for financing while leaving meaningful room for rent growth and value creation.
Off-market preferred — direct relationships with owners, brokers, and our local investor network. We'll pursue any deal meeting our criteria regardless of sourcing.
Every deal must underwrite to a minimum 15% IRR and 7% cash-on-cash return. We underwrite conservatively — we'd rather pass than stretch assumptions.
Most syndicators rely entirely on third-party inspectors and contractor bids. At ROC Capital Group, we go further. John Bilinski's background in commercial mechanical contracting means we evaluate HVAC systems, plumbing infrastructure, building envelope conditions, and deferred maintenance with technical depth most operators don't have. We know what things actually cost to fix — and we know when a seller's numbers don't add up.
This means fewer surprises after close, more accurate capital improvement budgets, and a business plan built on what we found — not what we hoped for.
Two investors who each spent 20 years building their real estate expertise independently — and came together to do something bigger.
John brings over 20 years of real estate investing experience along with a hands-on operational background that sets the firm apart. As a Field Supervisor and commercial project manager in mechanical contracting, he's spent his career managing complex construction, HVAC, plumbing, and building systems projects across Upstate New York. That technical fluency translates directly into a competitive edge on value-add acquisitions — John knows what a renovation actually costs, what to look for during due diligence, and how to hold contractors to schedule and budget. He co-founded ROC Capital Group LLC in 2019 and leads asset management, due diligence, and operational execution.
Gary is a seasoned real estate investor, syndicator, and technology professional with over 20 years of expertise across both multifamily investing and the enterprise tech sector. Professionally, Gary specializes in large-scale data storage security — a field that demands precision, risk management, and systems thinking. He brings that same analytical rigor to every investment decision. Gary co-founded ROC Capital Group LLC in 2019 and leads capital raising, investor relations, and business development — with a proven ability to communicate the investment thesis and build lasting trust with passive investors.
Investing passively in real estate shouldn't feel complicated. Here's exactly how it works — from first conversation to capital return.
Fill out our investor inquiry form or reach out directly. We'll schedule a call to learn about your investment goals, answer your questions, and share more about current and upcoming opportunities. No pressure, no obligation — just a conversation.
Qualified investors receive a full investment summary including the property overview, business plan, financial projections, and deal structure. We walk you through our underwriting assumptions, the value-add strategy, and projected returns. Each deal is structured as its own LLC under ROC Capital Group, keeping your investment clean and clearly defined.
The minimum investment is $50,000. Once you've reviewed the offering materials and decided to participate, you'll complete the subscription documents and fund your investment. Our team is available throughout to answer any questions and ensure everything goes smoothly.
Once the property is generating income, passive investors receive quarterly cash distributions deposited directly to their account. Our target is 7%+ cash-on-cash annually — paid every quarter while we execute the value-add business plan and grow the asset's value.
You'll receive detailed quarterly updates covering property performance, occupancy, renovation progress, financials, and any material developments. We believe in full transparency — if something is going well, we tell you. If something needs attention, we tell you that too.
At the midpoint of the hold period, we pursue a cash-out refinance — returning approximately 70% of your original investment tax-deferred, while you continue receiving quarterly distributions. At the end of the hold period, the property is sold and remaining equity is distributed to all investors.
A track record built on execution through ROC Capital Group LLC. Each property represents a thesis proven — value identified, capital deployed, and returns delivered.
Professional-grade spreadsheets, checklists, guides, and AI prompt packs — built from 20+ years of real-world deal experience. Free resources to get you started, premium tools to take you further.
Get every tool, every checklist, every guide, and every AI prompt pack — all 33 products across all 6 categories. Includes The Multifamily Investors Playbook, Capital Raising Playbook, deal analyzers, due diligence checklists, operations tools, and AI prompt packs. Everything you need from first deal screening to capital raising, in one package.
4 free downloads to kickstart your multifamily education — AI prompts, due diligence checklist, deal screening, and more.
Essential tools for your first deal analysis — quick deal analyzer, market evaluation guide + scorecard, and deal analysis from zero.
Full acquisition toolkit — deal analyzer, rent roll audit, DD checklist, property inspection, LOI templates, creative deal structures, and more.
Everything for post-close execution — takeover checklists, tenant screening, PM evaluation, contractor vetting, rehab tracking, tax strategy, and more.
The complete capital raising package — playbook, investor tracker, and pitch one-pager template for syndicators and fund managers.
85 battle-tested AI prompts specifically built for real estate and multifamily investors — deal analysis, market research, and more.
The complete guide to multifamily investing — from finding your first market to scaling a portfolio. 14 chapters covering deal screening, underwriting, rent roll analysis, due diligence, creative deal structures, capital raising, property management, renovations, tax strategy, and AI-powered investing. Features a real-world case study: a 48-unit value-add in Syracuse, NY taken from $1.85M to $5.4M in 5 years.
The definitive guide to raising capital for real estate syndications. Covers investor outreach, SEC compliance basics, pitch strategy, relationship management, and closing commitments — plus an investor pipeline tracker to manage every commitment from soft interest to wired funds.
Browse all 32 tools individually. Filter by category to find exactly what you need.
We're building a mentoring program for investors who want hands-on guidance from operators who are actively doing deals — not just teaching about them.
John and Gary have spent 20+ years investing in real estate and have built a 133-unit portfolio across three syndications through ROC Capital Group. Now, through SMS, they're opening the door for serious investors to learn the playbook firsthand — from deal sourcing and underwriting to capital raising and asset management.
Whether you're working toward your first multifamily acquisition or scaling from single-family to commercial apartments, this program is designed to accelerate your timeline with real-world guidance from operators who are still in the trenches.
Straightforward answers to the questions passive investors ask most.
Most offerings through ROC Capital Group are structured for accredited investors. We'll clarify the specific requirements for each deal during our initial conversation.
The minimum investment for our syndication deals is $50,000.
Each deal is structured as its own LLC under ROC Capital Group. As a passive investor, you hold a membership interest in that LLC, which owns the property. This keeps each deal clean, clearly defined, and separate from other investments.
Distributions are paid quarterly once the property is generating stabilized income. The timing depends on the specific deal and how quickly the value-add business plan is executed, which we outline clearly in the offering materials.
We use a two-stage return strategy. At the midpoint of the hold period, we pursue a cash-out refinance, targeting a return of approximately 70% of your original investment — tax-deferred — while you continue receiving quarterly distributions. At the end of the hold period, the property is sold and remaining equity and profits are distributed.
ROC Capital Group LLC is the investment entity — it's where deals are sourced, funded, and managed. Small Market Syndicator (SMS) is the brand and education platform built to promote the syndication business, share investor tools, and educate the multifamily investing community. Same founders, same team, two distinct purposes.
Fill out the investor inquiry form below or contact us directly. We'll schedule a call, answer your questions, and keep you informed about upcoming investment opportunities.
Whether you're ready to invest, curious about our tools, or just exploring — we'd like to hear from you.
When you invest passively through ROC Capital Group, you get access to professionally managed, value-add multifamily — the same asset class institutional investors have used to build wealth for decades. You don't need to find deals, manage tenants, deal with contractors, or monitor the market. You invest alongside experienced operators with the track record to prove it.
Our first deal delivered consistent quarterly distributions through COVID-19. Our portfolio has grown 2.5x in value in five years. And our investors are receiving returns that outperform original projections.
Tell us about your investment goals and we'll be in touch. Fill out our short inquiry form to get started.
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