Resident Services &

(866) 446-2624 ext. 1
251 South Lake Avenue Ste 800
Pasadena, California 91101


Gray Rose Management and Consulting: Pioneering Affordable Housing and Real Estate Excellence

Founded in 2017: A Family Legacy

Gray Rose Management and Consulting, established by the visionary Gray family in 2017, has swiftly carved a niche in the real estate and housing development industry. Their journey, driven by an unwavering commitment to excellence and innovation, has reshaped how housing developers approach the market.

A Focus on Housing Developers and Affordable Housing

At the heart of Gray Rose’s philosophy lies a deep-rooted commitment to guiding housing developers. Their expert consultancy services have become a beacon for developers navigating the complex terrain of the housing market. Moreover, their dedication to affordable housing development stands out as a testament to their social responsibility. Gray Rose doesn’t just build homes; they foster communities.

Gray Rose Affordable Housing Development and Consulting is a visionary team deeply committed to addressing the critical need for affordable housing in and around Los Angeles County and Arizona. Specializing in assisting investors, developers, and government agencies, they have become a cornerstone in the acquisition, construction, and operation of affordable housing projects.

During the challenging times of the COVID-19 pandemic, their expertise and dedication shone brightly as they successfully aided their clients in acquiring and managing over 1000 affordable housing units.

This significant achievement not only underscores their capability in navigating complex housing markets but also highlights their unwavering commitment to fostering community resilience and support during unprecedented times.
Gray Rose stands as a beacon of hope and a driving force in the pursuit of creating sustainable, affordable living spaces for those most in need.

Book A Consultation


Prior to founding Gray Rose Consulting, Steven W. Gray dedicated over seven years to acquiring affordable housing units across Los Angeles County. During this period, he worked for two of the largest nonprofit organizations in homeless services. His role involved navigating complex real estate markets and leveraging his expertise to secure housing solutions for vulnerable populations. This experience not only honed his skills in real estate acquisition but also deepened his understanding of the challenges faced by homeless individuals and the organizations striving to assist them.

Most recently, Gray Rose Consulting achieved a notable milestone in its partnership with the City of Los Angeles Housing Authority (HACLA). The firm was contracted to conduct ongoing landlord outreach and education for the Emergency Housing Voucher program (EHV) from 2021 to December 2023. This program was a critical initiative aimed at addressing the urgent housing needs exacerbated by the pandemic.

Under Gray’s leadership, the firm embarked on an extensive campaign to engage with landlords and educate them about the EHV program. The team employed various strategies, including phone calls, in-person outreach, and targeted marketing campaigns. The goal was to elucidate the benefits of participating with HACLA and partner organizations, emphasizing the societal and economic advantages of supporting the EHV program.

The primary objective of this initiative was to fill over 3,300 federal vouchers – a challenging target that required not only a deep understanding of the housing market but also the ability to effectively communicate and collaborate with various stakeholders. By the end of 2023, Gray Rose Consulting successfully met this goal, marking a significant achievement in their efforts to provide stable housing solutions for those in need.

Steven W. Gray’s work, particularly through Gray Rose Consulting, demonstrates a profound commitment to addressing affordable housing challenges in Los Angeles. His expertise and dedication have been instrumental in bridging gaps between landlords, nonprofit organizations, and government agencies, creating a collaborative environment conducive to addressing the housing crisis. Gray’s contributions continue to leave a lasting impact on the community, reaffirming his status as a key figure in the field of affordable housing and real estate development.

As a contractor for the Housing Authority of the City of Los Angeles (HACLA) Emergency Housing Voucher (EHV) outreach program, a significant part of Gray Rose Consulting’s monthly field activities involved working collaboratively with both the Los Angeles Homeless Services Authority (LAHSA) and HACLA. A key aspect of this collaboration was facilitating housing retention fairs, which were designed to serve low- income, homeless, and at-risk populations.

At these fairs, the Gray Rose Consulting team played a pivotal role. They directly engaged with at-risk individuals, providing them with crucial information and education about the various available housing subsidies. This involvement was more than just informational; the team actively guided participants through the application process to obtain housing.

This hands-on approach was essential in ensuring that vulnerable individuals had the support and knowledge needed to navigate the often- complex housing subsidy landscape.

Moreover, Gray Rose Consulting’s work at these fairs involved close collaboration with case workers and social services organizations. This partnership was critical in ensuring a holistic approach to service provision. By working alongside these professionals, the Gray Rose team could better understand the specific needs and challenges faced by individuals and tailor their assistance accordingly.

This component of Gray Rose Consulting’s contract with HACLA highlights their comprehensive approach to affordable housing solutions. It underscores their commitment not only to the development and management of housing but also to the direct support and empowerment of at-risk populations. Their efforts in educating and guiding individuals through housing processes demonstrate a deep understanding of the complexities of homelessness and housing insecurity, and their dedication to making a tangible difference in the lives of those they serve.

Steven W. Gray and his firm, Gray Rose Consulting, have amassed over a decade of invaluable experience working with the low-income and homeless populations across Los Angeles County. This extensive experience has been marked by collaborations with the top homeless services and social services organizations in the region, reflecting a deep commitment to addressing some of the most pressing social challenges in Los Angeles.

Under Gray’s leadership, Gray Rose Consulting has played a crucial role in developing housing stability programs and stabilization programs specifically designed for low-income and formerly homeless individuals and households. These programs are crafted to not only provide immediate housing solutions but also to ensure long-term stability and support for these vulnerable groups. The aim is to create a sustainable path towards self-sufficiency and improved quality of life for those who have struggled with homelessness and financial instability.

In addition to their programmatic contributions, the Gray Rose team has achieved significant milestones in the acquisition and development of affordable housing. Between 2020 and 2021, the firm managed the acquisition and development of over 800 affordable housing units. This remarkable achievement underscores the firm’s capacity to navigate complex real estate and housing markets, as well as its commitment to increasing the supply of affordable housing in Los Angeles County.

The work of Steven W. Gray and Gray Rose Consulting in this domain is not just a testament to their expertise in real estate and housing policy but also reflects their profound understanding of the socio-economic factors that contribute to homelessness and housing instability. Their collaborative approach with various organizations and their focus on creating impactful housing stability programs demonstrate a comprehensive strategy to combat the housing crisis in Los Angeles.

Gray’s leadership and the firm’s achievements are pivotal in driving positive change and fostering a more inclusive and supportive community for all residents of Los Angeles County.

Book A Consultation

The Gray Rose Model in the Pandemic

Gray Rose’s Subsidized Housing model was created with the goal of bridging the gap between the real estate industry and the agencies working to end homelessness in our community.

Since its inception, the program’s founder and author, Steven W Gray, and Gray Rose’s team of trauma informed consultants, have held hundreds of educational seminars for both real estate professionals, as well as nonprofit organizations seeking the knowledge and strategies required to engage, and successfully build relationships resulting in housing placements.

The Housing for Life model was designed around the collaboration between real estate owners, developers, and investors, and over 60 major nonprofit organizations, and government agencies, in both California and Arizona.

Between 2018 and 2024, Gray Rose has helped several real estate portfolios implement the Housing for Life model, resulting in over 2,000 successful placements, and has educated hundreds of real estate owners and professionals to develop a clear understanding of homeless services.

Gray Rose’s Housing For Life model provides multi-faceted assistance to the community affected by poverty and homelessness through the provision of quality permanent housing, day-to-day support, ongoing case management, service linkages, crisis intervention, and subsidization or absorption of unpaid rental costs due to financial hardship.

While most traditional multifamily portfolios suffered an extreme loss of rental revenue in 2020 due to the global pandemic, Gray Rose’s clients who had adopted the Housing For Life model enjoyed steady rental revenues through subsidized and affordable housing programs put in place by the Gray Rose model.

Partnerships are a key element of the Housing For Life model, maintaining ongoing collaborative partnerships with organizations including the Housing Authority of the City of Los Angeles (HACLA), People Assisting the Homeless (PATH), Brilliant Corners, the Salvation Army, Mental Health America of Los Angeles, and more. Through these partnerships, the model creates a referral stream to connect the developments with people who are transitioning out of homelessness, and provides them with permanent homes, and steady occupancy for the assets.

The model takes this collaboration beyond the conventional service provider and landlord relationship; Strategic staff work closely with partner organizations’ staff (Case Managers, Housing Navigators, Housing Stabilizers) along with the new tenants themselves to understand their unique background, needs, strengths, and barriers.

This intercommunication continues after a tenant has moved in, and thereafter the Housing For Life’s staff assume an increasing role in supporting the tenant’s day-to-day and long-term service needs while the stabilization period of the partner organization’s program is maintained.

Book A Consultation

Gray Rose and Government Relations

Gray Rose Consulting, under the leadership of Steven W. Gray, has developed a robust expertise in data collection, analysis, and reporting, particularly focusing on low-income populations served by various programs. This aspect of their work is crucial in evaluating the effectiveness and impact of affordable housing initiatives and strategies.

One of the key responsibilities during their 2.5-year contract with the Housing Authority of the City of Los Angeles (HACLA) was the meticulous collection of monthly data related to the firm’s activities. This included tracking contacts and connections made, as well as measuring the impact of these efforts. Gray Rose Consulting was tasked with compiling this information and providing HACLA with concise monthly reports. These reports, containing aggregated data, were essential for HACLA to assess the progress and efficacy of the Emergency Housing Voucher program and other related initiatives.

In addition to their data expertise, Steven Gray and the Gray Rose team possess extensive experience in the acquisition, development, and management of commercial multi-family affordable housing. This experience has equipped them with a unique familiarity with various housing-related documents, contracts, and affordable housing programs and covenants.

Their proficiency in these areas is not just technical but also deeply informed by their understanding of the socio-economic contexts and the needs of low- income and homeless populations.

This combination of skills in data handling and affordable housing development positions Gray Rose Consulting as a comprehensive and skilled entity in the field. Their work not only contributes to the physical development of affordable housing units but also ensures that these developments are aligned with the broader goals of social impact and community support. Gray’s leadership and the firm’s expertise continue to play a crucial role in shaping effective and sustainable housing solutions in Los Angeles County.