What is Niche Properties?

Did you notice that the letter that Terry and Patti Shulman sent had "Niche Properties" as the return address? A quick search reveals that this is a business that is based at the Shulman's home address, 1226 Middle River, Staunton, VA. On LinkedIn Terry lists himself as the President of Niche Properties. Niche Properties also seems to be the holding company for The Storefront. I hope guests there don't have to leave a deposit; good luck getting it back!