Justin and Steph Herrera in their Western Ave kitchen

Moving to North Jersey · Morris County

The right agent.
The real numbers.
A room that works.

We'll introduce you to an agent we trust. Justin runs the numbers with you, and Steph helps you see what a space could become. We've bought and renovated six properties with our own money, and we'll tell you plainly what we'd do next.

6
Properties bought & renovated
2017
Investing in Morris County since
350+
Weddings filmed by Tonemedia
KW
Referral agent · Keller Williams Metropolitan
Start here

What can we help you
decide?

No finished plan required. Start with the decision in front of you and we'll tell you plainly what we see.

Justin · referrals + the numbers

Referral agent with Keller Williams Metropolitan. He'll introduce you to an agent he trusts, then run the ROI and cash-on-cash return with you, the same way he does on our own rentals.

Steph · interior design consultant

Interior designer with years at Gensler. Layout, flow, and finish decisions, plus what's worth spending on before you list or after you close.

Justin is a licensed real estate salesperson with Keller Williams Metropolitan who works on a referral basis only. He doesn't represent buyers or sellers. If we introduce you to an agent, Justin may receive a referral fee from that agent's brokerage; it doesn't add to your cost. Justin isn't a financial advisor, CPA, or attorney. The numbers are how we look at our own properties, not financial, tax, or legal advice. Design work is discussed and scoped separately before it begins.

What happens when you reach out.

A first message is a conversation, not a commitment.

01

Text or use the form.

Give us the short version. Justin answers personally, usually the same day.

02

Clarify the decision.

Buying, selling, investing, or design, and what would make the next step useful.

03

Look at the real thing.

A listing, a walkthrough, the room, or the numbers. Every opinion starts with evidence.

04

Meet the right people.

An agent we trust, a design conversation with Steph, or an honest recommendation to wait or walk.

Tell Justin what you're considering → No agreement is created by sending a message.
For sellers · before you call an agent

Before it becomes a listing,
make a prep plan.

The plan separates work that helps the sale from work that only delays it, then hands you to a listing agent we trust.

  1. 01

    Walk the house with Steph.

    She starts with your goals, your timing, and the condition of each room, then points out the ones worth attention and the ones to leave alone.

  2. 02

    Price the prep before approving it.

    Justin runs whether each project is likely to pay back. Must-do repairs get separated from cosmetic work that is unlikely to earn its cost.

  3. 03

    Meet the right listing agent.

    We introduce you to an agent we trust to price, list, and negotiate the sale, and hand over the plan so nothing starts from scratch.

Justin and Steph holding a sold sign at 87 Fairchild
Owner-side case study · 87 Fairchild

Our own money. Our own selling decisions.

We were the owners, so the tradeoffs were not theoretical: what to finish, what to leave alone, and how to present the home. 87 Fairchild sold; that owner-side discipline now shapes the prep plan above.

Morris County, NJSold
One relationship · two milestones

First the wedding.
Then the keys.

We filmed Craig and Nicole's wedding in 2022, then helped them buy their home in 2026. The work changes; the relationship carries forward.

2022 · Tonemedia filmed the wedding
Four years
later →
2026 · Tonehomes found the home
How we got here

It started with getting out of debt, not getting into a house.

We're not from money and nobody handed us a portfolio. Here's how it actually went.

2016

$150,000 of the kind of debt that takes things from you.

Student loans, a car, and vet bills for a dog we would have paid anything for. It took us three years and it was not glamorous.

"We ran an envelope system. Actual cash, split by category, and when an envelope was empty we were done until the next month."Notes 002 · Steph was right
2017

Then we made one decision, and everything after it is downstream.

We weren't going back. The next dollar we borrowed had to pay us back, so we stopped borrowing for things that lose value and started borrowing for things that don't. The first one was a duplex. We lived in one side and rented the other.

The first rental · 2017 · The decision that started everything
2019

Western Ave, and the room nobody wanted.

A single family nobody was bidding on. We put the money into the lower level and turned one house into two units. A tenant has covered most of that mortgage every month since March 2019.

Western Ave — before and after renovation, 2019 Before & after · Western Ave · @tonehomes
2020

A fixer-upper, in the middle of everything.

Everyone told us to wait. We'd already learned that the ugly houses are the only ones where the math still works.

Steph at the door of the finished fixer-upper The pandemic fixer-upper · @tonehomes
2021→

And then three more times.

Six now, counting from that first duplex. Every one bought with our own money, renovated on our own plans. We've made enough mistakes along the way that we think we can be useful to somebody else.

Justin and Steph holding a SOLD sign at 87 Fairchild 87 Fairchild, sold · @tonehomes

People hear "we bought a house" and picture a decision. It was three years of saying no to small things, and then one day there was enough for a down payment.

Steph designing the nursery in SketchUp · Western Ave

The two of us

She sees what a room could be.
I price it.

DesignNumbers
StephInterior design consultant. Years of it at Gensler in Morristown, drawing rooms for other people.
JustinReferral agent and the numbers guy. ROI and cash-on-cash return are his favorite part. They've bought six of these together, and he'll tell you which ones they'd do differently.
Justin and Steph — she's doing the notes, he's on the laptop
The method · Four sheets

Nothing starts until it is on paper.

Steph drew every one of these. We couldn't afford to make mistakes in drywall, so we made them on paper first. We moved a wall four times on a printout and put the sink in three places. None of it cost anything.

Steph at the kitchen table, drawing floorplans
All four floorplans laid out on the table — demo, construction, kitchen, and finish
DemoConstructionKitchenFinish

One sheet each, in that order, and nothing started until the sheet before it was done being argued about.

An open book · Western Ave, Morristown

Here's one of ours,
with every number on it.

What we paid, what the renovation cost, what it rents for, and the simple monthly spread before a full operating statement.

If you're trying to work out whether a two-unit makes sense, this is more useful than anything we could say about ourselves.

Prices and dates are public record. Value today is my own estimate, so take it for what it is.

Read the whole story →
Main floor during demolition01 Demo
Main floor stripped02 Strip
Cabinets going in03 Cabs
The finished main floor04 Home
The SheetL-01
Purchase · 2 Oct 2018$354,000
Renovation · upstairs$30,000
Renovation · lower level$15,000
All-in$399,000
Value today · estimate$600,000
Gross rent$4,850 / mo
Mortgage payment$1,950 / mo
Gross rent − mortgage$2,900 / mo

This is not net cashflow or a complete operating statement. Confirm what the mortgage figure includes; taxes, insurance, vacancy, repairs, capital expenses, utilities, management, and leasing costs are not itemized here.

ProjectWestern Ave
SheetL-01
Closed2 Oct 2018
Drawn byJ.H. / S.H.
What we'd tell you before you hire anybody

Including us. These are the five things we wish somebody had said out loud before our first one.

  1. 01

    Look at the space, not the listing.

    Ceiling height, a way in and out, heat, and where a bathroom could go. Nobody photographs those four.

  2. 02

    Price the fixer at the boring stuff.

    The invisible work is the budget. Treat the kitchen as the reward.

  3. 03

    Know who is designing it.

    Not the contractor. Somebody has to hold the finished room in their head for two months.

  4. 04

    Run the number first.

    Before you fall in love with the kitchen.

  5. 05

    Cosmetic has a budget.

    Structural has a hole in the middle of it, and nobody ever says the hole was smaller than they thought.

Thinking about
a move?

Buying, selling, investing, or staring at a room wondering what it could be. Fill this in or text Justin. Either works. Justin answers personally.

Or text Justin directly
(609) 902-0299 · No call center. Justin answers.

Choose the path that fits

Who am I reaching out to?
Need a real email to reach you

By sending, you're asking Justin to contact you about this inquiry. No call center. Justin answers. Privacy.

Got it.

I'll reach out personally, usually same day.
In the meantime, text works too: (609) 902-0299.

Text Justin Inquiry form