GoForth challenges the conventional model of vacation home ownership, where properties sit unused most of the year despite significant capital investment.
The Founding Story
In March 2020, COVID-19 forced two Atlanta entrepreneurs to reimagine their careers. Brandon Dale lost private funding for his real estate investment company. Adam Capes watched his charity fundraising business collapse when travel and events stopped.
Both possessed deep expertise in luxury real estate. Brandon had spent years flipping homes and managing properties, while Adam co-founded Equity Estates in 2006 and hired Brandon as fund manager. After eight years working together, they parted ways in 2016 — but reconnected in 2020 as pandemic-stricken entrepreneurs seeking new opportunities.
The Model Evolution
The 21-5 Concept
The founders initially replicated a Danish model where 21 families shared 5 vacation homes. However, American buyers wanted different destinations, making consensus impossible. After a year of struggling to coordinate 21 owners, the model proved unworkable.
The Four-Owner Breakthrough
At Deer Valley, developers restricted ownership to four families per property versus the industry standard of eight. This constraint proved advantageous:
- Better property availability for each owner
- Greater exclusivity
- Simpler coordination and decision-making
An early buyer — a lawyer who purchased the fourth share at Deer Valley — eventually bought five homes with GoForth, revealing that owners valued both lifestyle benefits and investment returns.
The Business Model Today
Instead of spending millions on a vacation home used only 4-5 weeks annually, buyers acquire fractional ownership with GoForth handling legal setup, property management, rental coordination, and maintenance.
GoForth partners with branded residences including Four Seasons, Dolce & Gabbana, and St. Regis. Properties typically valued at $4-5 million become accessible through fractional shares.
The Relationship Philosophy
Brandon emphasizes that the founders maintain personal relationships with every owner, hosting twice-monthly Atlanta events. This commitment to intimacy — knowing owners by name and understanding their needs — guides all growth decisions, even as the company scales.
Vision Forward
By 2030, the founders envision hundreds of luxury real estate referral partners, thousands of owners, and an expanded property portfolio. Adam believes that "every time they add a property, it gets better for everybody," particularly as network effects strengthen the owner community.