We are industry insiders with a unique vision to vertically integrate the real estate development and operations process from start to finish.
Vertical Integration for Streamlined Efficiency
Baseline employs its deep industry access to vertically integrate where needed, and develop highly sought-after branded communities in otherwise fragmented developer/operator markets. In doing so, we are able to deliver execution efficiency and differentiated returns.
Our advantage is a result of our team’s creativity, energy, and integrity, as well as our decision-making speed and flat structure when analyzing deals.
Chairman & Founder
Stephen Lobell has more than a decade of experience within the travel, hospitality, and real estate private equity sectors. In 2011, he founded SL Online Ventures, a successful corporate travel platform. He joined GMF Capital LLC (now a $10B asset manager) upon its founding in 2015, helping to devise and develop that firm’s capital markets strategy. In 2018, Stephen formed the predecessor to Baseline, Vacation Capital Group, which developed over 100 differentiated vacation rentals, and which also is the largest vacation rental property manager in Central Florida. In addition to his role as Chairman of Baseline, he currently serves as the CEO of Villatel, a branded vacation rental platform, and a Vacation Capital Group subsidiary.
CEO & CO-FOUNDER
Brock Nicholas has over 15 years of experience in real estate-related acquisition, development, construction and management across myriad markets—including California, Hawaii, Connecticut, Florida, the UK, Canada, and the Caribbean. Most recently, Brock was a Division President at Lennar, overseeing Central Florida. In that capacity, he built a team of 300+ professionals and presided over the development and construction of 20,000 single family homes, representing more than $6B in value. Prior to Lennar, Brock worked within the Starwood Capital Group family of companies in a variety of roles, with a focus in hospitality oriented real estate assets.
Bill Grant has more than a decade of experience sourcing, executing and managing complex real estate transactions and developments across various asset classes throughout the country. In addition to his role at Baseline overseeing new investment underwriting and analysis, Bill currently serves as Managing Director of new acquisitions at GMF Capital LLC where, alongside Stephen Lobell, he played a key role in growing the platform over the past 6 years. Prior to joining GMF, Bill spent nearly seven years at Cerberus Capital Management, a $40B private equity fund.
Chris Fedele has over 20 years of experience in construction and operation management, during which time he has focused on directing the planning and completion of high-end, multimillion-dollar community build-outs across various parts of Central Florida. Harnessing his passion for the alternative energy space, Chris recently ventured into the solar industry, running East Coast operations for Sunova Energy for 6+ years. To date, he’s deployed over 22 MW of rooftop solar and successfully secured 80% of Lennar Orlando’s business.
Chief Financial Officer
Ashley Miller has two decades of industry experience in structured finance, commercial lending, investment, and real estate development. Prior to joining Baseline Property Group as Chief Financial Officer, Miller spent the last decades serving at the helm of KAR Properties—one of the leading real estate development and investment firms focused on key gateway cities across the United States—as Chief Financial Officer and Chief Operating Officer. In this role, she oversaw the firm’s portfolio, with assets primarily concentrated in New York City and California, spanning luxury mixed-used, high-end residential, commercial office, and warehouse. Most recently, Miller oversaw the completion of 2000 Ocean, a luxury oceanfront condominium development in Hallandale Beach, Florida. From 2006 to 2013, she served as Vice President of Regional Capital Group.
Alison Friedman has over fifteen years of experience in the real estate industry. She is well-versed in navigating the legal issues associated with the acquisition and development of residential properties—including the construction, rental, and sale of single-family homes and multifamily properties—and in the structuring and formation of homeowners’ associations and condominium regimes. Prior to joining Baseline Property Group, Alison served as Associate General Counsel of GMF Capital, where she was responsible for leading all real estate transactions.
VP of Acquisitions
Reid has more than 7 years of experience in commercial real estate and was most recently a Director in the Miami office of JLL Capital Markets. He joined JLL as part of the HFF acquisition and specialized in analyzing, underwriting, and arranging debt and equity capital for commercial real estate assets throughout the United States. During his tenure, he contributed to the permanent, bridge, construction, mezzanine and joint venture equity financing of hospitality, residential, multi-housing, office, industrial and retail assets totaling more than $3 billion. Prior to HFF, Reid worked for a luxury single-family home developer based in Naples, Florida. Reid holds a bachelor’s degree from Duke University where he was also an All-American tennis player.
Jason Whiteman, of Lawton Whiteman and Lutz, serves as Baseline’s General Counsel. Jason has over fifteen years of complex transactional real estate experience. Jason previously served for over eight years as lead regional real estate counsel for Lennar. In this role, Jason oversaw both his in-house legal team and outside counsel in connection with land acquisitions and sales along the east coast of the Unities States.