Mark Ruff

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Mark Ruff brings four decades of diverse experience across the real estate industry, blending expertise in finance, investment, development, brokerage, teaching, and consulting. He began his career in 1988 as a Financial Analyst with a Southern California development firm and later joined Arthur Andersen’s Real Estate Capital Markets Group, where he worked on high-profile transactions including bank mergers, securitizations, and large-scale acquisitions.

He went on to establish his own brokerage and property management firm before taking leadership roles at an affordable housing development company, where he advanced from Director of Acquisitions to Vice President of Investments. In these positions, he directed affordable housing acquisitions, site underwriting, and investment strategy for complex real estate assets. Mark has also advised international investors, prepared pro-formas for residential and mixed-use developments, and consulted on U.S. real estate market cycles.

As an educator, Mark has taught at USC, UCLA Extension, and through national professional training programs. At UCLA, he designed and delivered courses in real estate development, market analysis, finance, and investment, including UCLA’s first course in affordable housing development. He recently designed and launched a groundbreaking course, Artificial Intelligence in Real Estate, in Fall 2025.

Mark holds a Bachelor’s degree from USC, an MBA from Woodbury University, a Master of Real Estate Development from USC, and a Professional Designation in Construction Management from UCLA. Beyond his professional work, he has served with nonprofit organizations focused on housing rights and LGBTQ+ advocacy, and he is an avid cyclist who has participated in charity rides such as the 545-mile AIDS LifeCycle ride.

Aaron Greeno

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Aaron Greeno is a Founder and Managing Partner of Arselle Investments. Prior to Arselle,
Aaron served as a Partner and Head of the West Coast for Dune Real Estate Partners,
where he established and grew the West Coast office. He was responsible for originating
and evaluating new investment opportunities, executing value creation strategies, and
continuing to build and oversee Dune’s business and team in the region. In his nearly five
years at Dune, Aaron served on both the Operating Committee and Investment Committee
and played a key role in developing and implementing strategies and initiatives across the
firm.

Prior to joining Dune in 2020, Aaron was a Managing Director at Morgan Stanley, where he
was Co-Head of US Investments for Morgan Stanley Real Estate Investing (MSREI),
overseeing investment activities across the portfolio and managing the investment team on
the West Coast. He began his career at Morgan Stanley in New York as an Associate in the
Real Estate Investment Banking Group in 2007, moving to the principal side in 2008, where
he invested in, and managed assets on behalf of, open and closed-ended funds with
various strategies including opportunistic, value-add, core, debt and special situations. In
2014, Aaron relocated to Los Angeles to focus on investment opportunities across the West
Coast where he had attended graduate school.

Aaron received a JD / MBA from the UCLA School of Law / Anderson School of Management
in 2007 and a BS from the University of Miami (FL) in 2003, where he graduated Cum Laude
and was a member of the 2001 National Championship football team. He currently serves
on the board of the UCLA Ziman Center for Real Estate and the Policy Advisory Board at the
Fisher Center for Real Estate and Urban Economics at the University of California, Berkeley.
Previously, he was a member of the Real Estate Advisory Board for the Miami Herbert
Business School. He is also a member of the Urban Land Institute (ULI) and is a lecturer in
Real Estate Development at UCLA.