‘Rose on Main’ Honors Affordable Housing Leader Rose Noonan and Creates New Path to Homeownership for Westchester’s Workforce, First-Time Buyers and Community
Applications are now open for Rose on Main, a new 126-home affordable condominium community in the heart of New Rochelle designed for mixed-income buyers. The 17-story building represents a major expansion of affordable homeownership opportunities in the downtown area. The City of New Rochelle recently expanded its Down Payment Assistance Program (DPAP) broadening eligibility to former residents of New Rochelle, as well as workers and business owners within the City.
WBP Development and L+M Development Partners in partnership with New York State Homes and Community Renewal (HCR), the City of New Rochelle, Westchester County, Housing Action Council (HAC), Community Preservation Corporation (CPC), JP Morgan, Chase, UnitedHealth Group, Interfaith Dwellings Corp of New Rochelle (IDC), Empire State Development (ESD), and Westchester Residential Opportunities (WRO) today announced the lottery for Rose on Main, located at 455 Main Street, steps from transit and downtown amenities.
Affordable to households earning up to 100% of the Area Media Income (AMI) with sale prices set at 80% AMI, the development will provide a realistic path to homeownership for mixed-income households like teachers, healthcare workers, first responders, municipal employees, young professionals, and retirees. The opportunity is open to qualified buyers across the region and beyond, including those who own businesses in New Rochelle. Up to 20% of all the homes will be set aside with initial preference given equally to those who work or live in New Rochelle as well as employees of Westchester County. Additional preferences apply for households impacted by Hurricane Ida.
Situated steps from transit and downtown amenities, Rose on Main offers residents a range of shared spaces including a fitness center, rooftop terrace, resident lounge and library, bike storage, and pet-friendly amenities. The building also includes 3,900 square feet of neighborhood-serving retail space. The lottery is scheduled to take place in September 2026, with first move-ins expected in March 2027.
Rose on Main is part of a broader wave of development driven by the City of New Rochelle’s downtown master plan, which has helped bring more than 11,000 new housing units online citywide in recent years.
The building is named in honor of Rosemarie “Rose” Noonan, longtime Executive Director of Housing Action Council, whose decades of leadership helped expand access to safe, high-quality, affordable housing across Westchester and the Hudson Valley.
Leadership Quotes
“Homeownership has long been part of the promise of building a stable future, but for many people today, that promise feels further away than ever. Rose on Main is an important step toward changing that reality,” said Westchester County Executive Ken Jenkins. “This development gives working households an opportunity to put down roots in a thriving downtown community while honoring the legacy of Rose Noonan, whose work helped expand housingopportunity for so many people throughout Westchester. My administration is proud to support a project that reflects both progress and purpose.”
“Homeownership is one of the most powerful ways families can build stability, opportunity, and a future for the next generation,” said Yadira Ramos-Herbert, Mayor of the City of New Rochelle. “I know how important it is for families to have a place where they can put down roots and connect with their community. Rose on Main creates that opportunity right in the heart of this incredible city, with access to our parks, local businesses, transit, and the experiences and amenities that make New Rochelle so vibrant. This is about allowing more community members to stay in the city they call home while inviting new residents and families to put down roots in our great community.”
“Today marks an important milestone in our continued work to transform New Rochelle and create opportunities for people to live, work, grow, and thrive,” said Adam Salgado, Development Commissioner, the City of New Rochelle. “From expanding our Down Payment Assistance Program (DPAP) to advancing housing options throughout the City, we remain focused on keeping New Rochelle an accessible place to call home. We are grateful to our development partners for helping bring this project to life and look forward to welcoming new homeowners into our community.”
New York State Homes and Community Renewal Commissioner RuthAnne Visnauskas said, “Everyone deserves to make the dream of homeownership a reality. Rose on Main gives 126 households the opportunity to own a home, develops transit-rich communities, and enhances the local economy. We are proud to support this project through our Affordable Homeownership Opportunity Program. We look forward to welcoming new homebuyers to this vital project. Thank you to all our partners for their commitment to combating the housing crisis, with special gratitude to this project’s namesake Rose Noonan, an unwavering advocate for housing affordability who made countless housing opportunities possible and left an indelible impression on generations of practitioners.”
“We’ve reached a point where many people who work in Westchester every day don’t see a path to homeownership. Rose on Main is designed to change that,” said James Wendling, Chief Operating Officer of WBP Development. “New Rochelle has taken a leadership role in tackling this challenge, creating the kind of environment where developments like this can happen. These are homes that are financially attainable, but they’re also well-designed and include the modern amenities people expect today so buyers aren’t forced to choose between affordability and quality of life. Naming this building after Rose Noonan reflects the impact she had in making that kind of access possible.”
“What’s happening in New Rochelle is the result of strong alignment between the city, state and development partners focused on expanding housing opportunity,” said Sara Levenson, Managing Director, L+M Development Partners. “Rose on Main brings that vision to life with high-quality homes in a walkable, transit-connected neighborhood at a price point that works for more people.”
About the Property
Rose on Main is a seventeen-story, fully electric residential building located at 455 Main Street in downtown New Rochelle. The development features 126 thoughtfully designed homes with modern finishes, energy-efficient systems, and amenities designed for comfort, accessibility, and long-term value.
Homes include:
- Studios, one-, two-, and three-bedroom layouts
- Quartz countertops and stainless-steel appliances
- In-unit washer and dryer
- Energy-efficient heating and cooling systems
- Fully accessible units available
Community amenities include:
- Fitness center
- Resident lounge and library
- Rooftop terrace
- Bike storage and pet-friendly policies
Located just steps from New Rochelle’s transit center, residents will have direct access to Metro-North and Amtrak service, with commutes to New York City in under 35 minutes.
Accessible Units:
- Seven (7) units are fully adapted for Mobility Accessibility.
- Three (3) units are fully adapted for Hearing/Vision Accessibility.
Application Support and Lottery Process
Prospective buyers will have access to guidance and support throughout the application process, helping them navigate each step from eligibility to financing.
“Housing Action Council is committed to guiding applicants through every step of the process from education to financing,” said Chance Mullen, Executive Director of the Housing Action Council. “This development is especially meaningful as it carries forward Rose Noonan’s mission of expanding access to homeownership.”
“Fairness and transparency are central to the lottery process,” added Andrew Smith, Deputy Executive Director of Westchester Residential Opportunities (WRO). “Our goal is to ensure that every eligible household has a clear and equitable opportunity to apply.”
“The IDC is very excited to be one of many entities who have invested in the development of this building,” said Marc Harary, President, IDC. “One of the factors that drew us to participate was the alignment between the opportunities that this affordable homeownership project brings to those who might not otherwise be able to own their homes, and IDC’s original core mission, espoused by its members from houses of worship in New Rochelle, to promote equal opportunity for access to housing for all.”
“We’re proud to support Rose on Main, helping create a path to homeownership for individuals and families in Westchester County,” said Julie Gonzalez, Executive Director, J.P. Morgan Community Development Banking. “At J.P. Morgan, we believe strong communities create opportunity — and homeownership is one of the most powerful ways to build it. Rose on Main makes that possible for the people who live and work in this community every day, giving them the chance to build equity, strengthen their neighborhoods and invest in a more stable future for their families and for Westchester County.”
“Having a safe, stable, and affordable place to call home plays a vital role in a person’s overall health. When people feel secure in their housing, it becomes easier to focus on long-term well-being,” said Junior Harewood, CEO, Employer and Individual, UnitedHealthcare of New York, Delaware and Pennsylvania. “We’re grateful to work alongside key partners to bring Rose on Main to life, an effort that helps create more pathways to homeownership and strengthen the community. This is just one example of how UnitedHealthcare is working locally, in neighborhoods across New York, to help remove barriers to care and build a healthier future for everyone — because better health starts with stronger communities.”
“CPC is proud to be part of the financing that made this project a reality. We’d like to congratulate L+M Parters and WBP in this successful development which will provide 126 affordable homeownership opportunities plus affordable health care services in the City of New Rochelle. We’d like to recognize and thank our construction loan participants which include United Health Group (UHG), JP Morgan Chase and the New York State Division of Homes and Community Renewal (HCR),” said Doug Olcott, SVP and Hudson Valley Regional Director for CPC. “We’d also like to thank our other public partners including the City of New Rochelle and Westchester County. This is truly a one of kind project which will honor the memory of Rose Noonan who led the Housing Action Council for 30+ years and was a tireless advocate for affordable housing in Westchester County and was instrumental in getting this project off the ground.”
How to Apply
Applications will be available at homeseeker.westchestergov.com and more information and a link to the applications can also be found at:
The City of New Rochelle also supports first-time buyers through programs such as its down payment assistance initiative, helping reduce one of the biggest barriers to homeownership.
The lottery for Rose on Main is expected to be held in mid-September 2026. Applications for Rose on Main are due by September 9, 2026. Late applications will be added to the waitlist.
Informational Workshops
To help potential applicants learn more about eligibility requirements and how the affordable homeownership lottery works, a series of in-person and virtual workshops will be held in the coming weeks. These sessions will provide step-by-step guidance on how to apply and what to expect throughout the process.
Information related to the workshops can be found at affordablewestchester.org. [WS1] [JW2] and on the home page of roseonmain.com. New events are added regularly, so check back often.
Applicants should also contact Housing Action Council at HAC@affordablehomes.org for free homeownership counseling to help prepare the necessary paperwork and navigate the process.
About WBP Development
WBP Development is a leading residential real estate development firm based in Westchester County, NY. For more than 30 years, WBP and its affiliates have delivered over 4,500 homes across the Hudson Valley and NY Metropolitan area, including market-rate, mixed-income, and affordable housing. The firm is recognized for creating sustainable, energy-efficient communities built to the highest standards of design and performance, with a strong commitment to expanding affordable homeownership opportunities throughout the region.For more information, please visit our website at wbhomes.com.
About L+M Development Partners
At L+M Development Partners, working together to build stronger communities is our mission. Our double bottom line philosophy means that we measure success not only by financial returns but also by the positive impacts we make in the communities we serve.
LMDP is a full-service real estate development firm that develops, invests in, constructs, and manages properties with industry‑leading innovation across a variety of urban markets nationwide, primarily in the New York tri‑state area. Recognized as one of the top affordable housing developers in the country, LMDP was founded in 1984 and is part of L+M Companies.
Comprising L+M Development Partners, L+M Fund Management, LMXD, and Sena Affordable Communities, L+M Companies is responsible for approximately $24 billion in development and investment and has advanced more than 63,000 high quality residential units across construction, acquisition, preservation, and completed projects.
Please visit our website for more information: http://lmdevpartners.com
