Welcome to GFR Homes

For more than 20 years, GFR Homes has been dedicated to families and their dreams of new homeownership. Whether you are considering purchasing your first home, looking to down-size or moving up to a semi-custom, executive residence, GFR offers the time-tested experience, design expertise and uncompromising craftsmanship that can make your dream a reality.

Head-quartered in Upland, California, GFR takes pride in understanding how today’s families live. We stay on the leading-edge with best practices in design and construction to create excellent curb-appeal on the outside and inviting living spaces on the inside. Attractive kitchens are beautifully appointed with high-quality appliances and ample storage for everyday living and entertaining. Essential energy efficient amenities and safety features are standard throughout to ensure valuable cost savings for the homeowner and good stewardship of the environment.

We, at GFR Homes, also share a family’s concern for a balance between privacy and community. While each neighborhood plan provides a welcome sense of belonging, individual home sites are large for family privacy, some up to ½ acre in selected locations. Further, in considering where to build, GFR carefully weighs the benefits of the larger community’s, schools, shopping, parks and transportation corridors.

GFR is currently introducing new communities of quality homes in Upland and San Bernardino with still more coming soon. We invite you to explore these quality-crafted contemporary homes, here, on our website; and, then, visit us on location. Discover for yourself the focused commitment to family values that drives GFR Homes — one of the Inland Empire’s premier new home builders!

The Team at GFR Homes

Felizardo Robles, Jr.

Founder and President

As President, Mr. Robles provides hands-on attention to all aspects of the company, from initial acquisition of land through to the close of sales.

In 1976, Mr. Robles acquired his Real Estate License and in 1982 went on to create Golden West Investments, a real estate brokerage company, followed in 1988 by Golden Pacific Industries, a real estate development company. In 1995, Mr. Robles founded GFR Enterprises, Inc., under the umbrella of GFR Homes, a privately held Land and Real Estate Development company which identifies opportunistic acquisitions, performs due diligence, navigates the entitlement process, performs construction and project management and to date has delivered over 600 residential units.

Mr. Felizardo Robles is a 1976 graduate of California Polytechnic University, Pomona and holds Real Estate Broker and General Contractor licenses.


Arlene Anaya

Project Manager

Ms. Anaya is in charge of managing all projects for GFR Homes. She has an extensive background in planning, project management, and managing cross-functional business operations. She is an analytical and a conceptual thinker who effectively partners with senior level staff in both the public and private sector to assess opportunities, facilitate strategic decisions, and drive successful implementations.

Prior to joining GFR Homes, Ms. Anaya was with National Community Renaissance as their Senior Vice President of Property Management and Compliance, where she lent her expertise in the fields of finance, operations, real estate sales and mortgage.

She is a graduate of California State University – Los Angeles with a Bachelor of Science Degree in Business Administration, with an emphasis in Accounting. Ms. Anaya is a current member of the National Association of Women in Construction and is also a Notary of California.


Jennifer Kersten


Ms. Kersten’s career has been centered in the California homebuilding industry for the past 13 years, where she has excelled in handling the complexities of accounting procedures at all levels. Prior to joining GFR Homes, she served as Senior Project Accountant at the Inland Empire firm, Young Homes.

She received her Bachelor of Science in Mathematics (concentration in Economics) at the University of California, Riverside, followed by a Master of Business Administration degree (concentration in Finance and Strategy) from Peter F. Drucker School of Management at Claremont Graduate University.