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=en
Connect with Justin Frenette: https://www.linkedin.com/in/justinfrenette

Brought 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 Rachel Galway, Sales & Marketing Manager at DBS Developments and one of the most experienced boots-on-the-ground professionals in Canadian pre-construction real estate.

With nearly 16 years in the industry and close to 7,000 homes sold, Rachel offers an unfiltered look at what it actually takes to survive and stay relevant in today’s pre-con market. From the shift away from frenzy-driven sales to a more thoughtful, lifestyle-led approach, she breaks down why storytelling matters more than hard closes, how floor plans and livability were overlooked during the boom, and why reputation and purchaser experience have become the real currency of success.

The conversation explores how experience, adaptability, and long-term thinking are now essential in a more disciplined market. Rachel shares hard-earned insights on mentorship, decision-making, and what separates resilient operators from those who relied on momentum alone, offering practical perspective for developers, brokers, and marketers navigating pre-con today.

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 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.

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, 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.

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 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.

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, 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.

00:00
Introduction to Real Estate Marketing
03:07
Career Journey and Unexpected Opportunities
05:47
Building Relationships in the Industry
07:47
Finding the Right Fit in Real Estate
08:54
Peterson's Evolution and Future Plans
09:33
Introduction to Peterson's Vision
12:24
Exciting Developments in Burnaby
15:32
Market Trends and Shifts in Real Estate
18:41
The Evolution of Rental Properties
21:44
Branding and Marketing Strategies in Real Estate
24:30
The Role of Internal vs. External Teams
27:28
Disruption and Opportunities in Real Estate Tech
30:35
Building for Families in Rental Markets
33:35
Advice 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/