Pre-Con Recon Podcast

Justin Frenette, CEO Him & Her

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MARKETING

The Pre-Con Recon Podcast talks all things brand and marketing for the pre-construction real estate community inviting leaders to share the knowledge and tools needed to succeed in the ever-evolving market.

1H AGO

How Top Developers Build Brands That Drive Demand | Pre-Con Recon Podcast Ep. 12

In this episode of the Pre-Con Recon Podcast, Justin Frenette sits down with Ryan Funt, VP of Marketing at Fitzrovia, to unpack how brand, storytelling, and operations intersect to create lasting value in the pre-construction and rental housing market. Ryan shares how a background in operations shaped his marketing philosophy—bridging creativity with execution—and why every brand decision must start with the end user experience in mind. The conversation dives into how hospitality principles can elevate residential development, the shift toward lifestyle-driven branding, and what it takes to deliver consistency across every customer touchpoint. From the evolution of rental marketing to the growing role of technology, data, and AI, Ryan offers a practical look at how developers can adapt to a new era of resident expectations, transparency, and brand accountability.

47 min
OCT 7

Branding, Trust, and the Buyer Experience | Pre-Con Recon Podcast Ep. 11

In this episode of the Pre-Con Recon Podcast, Justin Frenette speaks with Tim Ng, founder and CEO of Blackline and ADHOC Studio. Tim shares how his early exposure to real estate inspired a lifelong mission to bring technology and innovation to the industry. Together, Justin and Tim explore the lessons learned from scaling two companies, breaking into new markets like Miami, and navigating the differences between condo sales and purpose-built rentals. Tim also highlights what’s working in today’s sales and marketing playbooks, how AI is set to unlock predictive insights, and why brand, reputation, and personalization have become essential for developers to succeed in today’s buyer-first market.

40 min
SEP 16

Why Better Data Builds Better Projects | Pre-Con Recon Podcast Ep. 10

In this episode, Justin Frenette speaks with Darcy Rai, Founder and President of Real Property Data, about how unit-level data is reshaping pre-construction development. Darcy shares how his background as a development manager revealed the critical role of real-time data in acquisition, design, and marketing decisions. He shares how Real Property Data goes beyond self-reported numbers, collecting real-time, unit-level data to give an unbiased view of the market. The conversation covers why unit mix and sizing now make or break projects, how incentives are becoming central to lease-ups, and why architects should shift from purely design efficiency to a business-driven lens. Darcy also highlights how oversupply in urban rentals is putting pressure on leasing strategies, why curated amenities are the new differentiator, and how clean datasets will unlock the true potential of AI in real estate decision-making.

27 min
JUL 29

The Result of Buyer-Led Design | Pre-Con Recon Podcast Ep. 9

In this episode, Justin Frenette welcomes Rachel Rehkopf, Senior Manager of Sales & Marketing at Neatt Communities, for a deep dive into the evolving landscape of pre-construction real estate. From her accidental start in the industry to launching Milton's transformative StationSide project, Rachel shares how she puts people at the heart of everything—from marketing strategy to site design. She breaks down how Neatt is rethinking affordability, investing in long-term community value, and engaging brokers as a core part of their sales funnel. Her approach centers on devloping more than buildings—she’s creating communities people will still be proud to live in (and talk about) decades from now.

38 min
JUL 15

Building 'Not Boring' Real Estate | Pre-Con Recon Podcast Ep. 8

In this episode of the Pre-Con Recon podcast, Justin Frenette speaks with Theresa Dillon, the marketing director at Fabric Living. They discuss Theresa's journey in real estate, the importance of mentorship, and the unique approach Fabric Living takes in developing communities. The conversation covers innovative projects like Assembly, the significance of branding in a competitive market, and the challenges and opportunities faced in the current real estate landscape. They also explore the role of technology and AI in marketing, the importance of community engagement, and the value of networking for career success.

40 min
JUN 30

From Raw Land to Real Community | Pre-Con Recon Podcast Ep. 7

In this episode of the Pre-Con Recon podcast, host Justin Frenette speaks with Alan Klippenstein, Vice President of Real Estate Development at Schinkel Properties. They discuss Alan's journey into real estate development, the challenges of navigating city politics, and the importance of affordable housing. Alan shares insights on exciting projects, market dynamics in Manitoba, and the trends in secondary markets. The conversation also touches on the significance of branding and marketing in real estate, the need for less government involvement, and advice for aspiring developers.

37 min
JUN 24

How to Build a Community, Not Just a Building | Pre-Con Recon Podcast Ep. 6

In this episode of the Pre-Con Recon podcast, host Justin Frenette speaks with Carrie Curtis, Vice President of Ontario and Western Canada at Killam Apartment REIT. They discuss Carrie's journey from engineering to real estate development, the diverse portfolio of Killam, and the unique challenges and opportunities in the rental market. Carrie shares insights on navigating regulations across provinces, the evolving trends in amenities, and the impact of secondary markets on real estate development.

40 min
MAY 8

Why Purpose-Built Rentals Need Purposeful Marketing | Pre-Con Recon Podcast Ep. 5

In this episode of the Precon Recon podcast, host Justin Frenette speaks with Kayleigh Johnson, the Director of Marketing at Peterson, about her journey in real estate marketing, the evolving landscape of the industry, and the importance of community and lifestyle in branding. They discuss market trends, the shift towards purpose-built rentals, and the significance of building relationships and mentorship in the real estate sector. Kayleigh shares insights on how to differentiate products in a competitive market and the need for a holistic approach to marketing that focuses on the human experience. 00:00Introduction to Real Estate Marketing03:07Career Journey and Unexpected Opportunities05:47Building Relationships in the Industry07:47Finding the Right Fit in Real Estate08:54Peterson's Evolution and Future Plans09:33Introduction to Peterson's Vision12:24Exciting Developments in Burnaby15:32Market Trends and Shifts in Real Estate18:41The Evolution of Rental Properties21:44Branding and Marketing Strategies in Real Estate24:30The Role of Internal vs. External Teams27:28Disruption and Opportunities in Real Estate Tech30:35Building for Families in Rental Markets33:35Advice for Real Estate Professionals Brought to you by Him & Her, a creative agency for exceptional real estate and consumer goods brands. Learn more at https://himandher.ca/

35 min
MAY 8

The Future of Buyer Behaviour in Real Estate | Pre-Con Recon Podcast Ep. 4

In this episode of the Precon Recon podcast, Justin Frenette speaks with Loren Jackson about her journey in the real estate marketing industry, the importance of storytelling, and the evolving landscape of buyer behavior in the real estate market. They discuss the significance of the Precon Recon Report, which aims to provide insights into market trends and effective marketing strategies. Loren shares her experiences working on various projects, emphasizing the need for creativity, collaboration, and data-driven marketing to engage buyers effectively and maintain brand consistency over time. 00:00Introduction to Precon Recon Podcast06:23Agency vs. In-House Marketing Perspectives12:35The Precon Recon Report Overview19:41The Importance of Storytelling in Marketing25:51Maintaining Brand Consistency Over Time32:18Creating Unique Buyer Experiences41:08The Importance of Early Marketing Involvement48:22Embracing Creativity in Real Estate Solutions Brought to you by Him & Her, a creative agency for exceptional real estate and consumer goods brands. Learn more at https://himandher.ca/

51 min
MAY 8

The Future of Development is Design-Driven | Pre-Con Recon Podcast Ep. 3

In this episode of the Precon Recon podcast, Justin Frenette speaks with Jordan Taylor, Vice President of Sales and Marketing at Deco Homes. They discuss Jordan's journey in real estate development, the importance of a broad skill set, and Deco's design-forward philosophy. The conversation also covers branding and marketing strategies, the role of storytelling in real estate projects, and the exploration of large-scale projects like Lakeview Village and Base 31. They touch on the shift to secondary markets and the significance of purpose-built rentals, concluding with insights on future trends in real estate. 00:00Introduction to Precon Recon Podcast06:25The Importance of a Broad Skill Set17:19Branding and Marketing Strategies at Deco26:11Internal vs External Teams in Development31:13Innovative Urban Development Projects39:21Exploring Secondary Markets in Real Estate46:20Future Trends in Real Estate Development Brought to you by Him & Her, a creative agency for exceptional real estate and consumer goods brands. Learn more at https://himandher.ca/

49 min
MAY 8

Marketing Real Estate That Builds Community | Pre-Con Recon Podcast Ep. 2

In this episode of the Pre-Con Recon podcast, Justin Frenette speaks with Angela Walsh, Marketing Director at Sifton Properties. They discuss Angela's career journey in real estate, the importance of community building, and innovative marketing strategies that enhance customer experience. Angela shares insights on Sifton's legacy, current projects, and the impact of technology on real estate marketing. The conversation also touches on market trends, product offerings, and the future opportunities for Sifton Properties. 00:00Introduction to Pre-Construction Real Estate Marketing03:00Angela Walsh's Career Journey in Real Estate05:54The Role of Sifton Properties in Community Building09:06Mentorship and Leadership Lessons in Marketing11:54Innovative Projects and Customer Experience at Sifton15:02Adapting to Market Shifts and Customer Needs18:11Brand Cohesion Across Diverse Business Units21:04Leveraging Technology in Real Estate Marketing24:04Future Opportunities and Customer Experience Enhancements Brought to you by Him & Her, a creative agency for exceptional real estate and consumer goods brands. Learn more at https://himandher.ca/

38 min
MAY 7

How Data Is Shaping the Future of Real Estate Development | Pre-Con Recon Podcast Ep. 1

In this episode of the Pre-Con Recon Podcast, Justin Frenette speaks with Ryan Mounsey from Urban Insights about the intricacies of urban planning and real estate development. They discuss the importance of data in making informed decisions, the growing trend of purpose-built rentals, and the potential for office to residential conversions. Ryan shares insights on navigating stalled projects, the approval process, and innovative housing solutions for the future. The conversation emphasizes the role of creativity in urban development and the need for developers to align their projects with city visions. 00:00Introduction to Urban Insights and Its Mission10:17Navigating Market Challenges and Opportunities18:54Office to Residential Conversions30:39Understanding the Approval Process36:33Creativity in Urban Planning and Development Brought to you by Him & Her, a creative agency for exceptional real estate and consumer goods brands. Learn more at https://himandher.ca/

40 min

12 Episodes

The Pre-Con Recon Podcast talks all things brand and marketing for the pre-construction real estate community inviting leaders to share the knowledge and tools needed to succeed in the ever-evolving market.

Creator

Justin Frenette, CEO Him & Her
Years Active

2K
Episodes

12
Rating

Clean
Copyright

© 2025 Justin Frenette, CEO Him & Her
Show Website

Pre-Con Recon Podcast