Pre-Con Recon Podcast

In this episode of Pre-Con Recon, Justin Frenette speaks with Warren Saunders, Sales and Marketing Manager at Cardel Homes. Warren shares his journey through the homebuilding industry, from architectural design to sales leadership, and explains how those experiences shaped the way he approaches branding, technology, and customer experience in real estate.The conversation explores how buyer behavior has changed in the past decade. Today’s homebuyers often complete most of their research online before visiting a sales centre. Warren explains why developers must adapt by simplifying the buying process, clearly communicating value and pricing, and ensuring their marketing and sales experiences align with how buyers actually make decisions.Warren also discusses the launch of Cardel’s multifamily division and the strategy behind building a brand focused on clarity, trust, and simplicity. He shares why transparency builds stronger relationships with buyers, why technology should support the customer journey rather than complicate it, and why the most successful sales teams focus equally on service and sales.Connect with Warren Saunders: https://www.linkedin.com/in/warren-saunders-salesdirector/Cardel Homes: https://www.cardelhomes.com/Cardel Homes Alberta Instagram: https://www.instagram.com/cardelhomesyyc/?hl=enConnect with Justin Frenette: https://www.linkedin.com/in/justinfrenetteBrought to you by Him & Her, a design agency that moves quickly and makes things matter. Learn more at https://himandher.ca/Learn more about Pre-Con Recon at https://www.preconrecon.com/

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.

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.

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.

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.

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 SolutionsBrought to you by Him & Her, a creative agency for exceptional real estate and consumer goods brands. Learn more at https://himandher.ca/

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 EnhancementsBrought to you by Him & Her, a creative agency for exceptional real estate and consumer goods brands. Learn more at https://himandher.ca/