Livabl Launch

The New Rules of Real Estate Advertising with Alex Wan of Periphery Digital

In this episode of Livabl Launch, host Matthew Slutsky sits down with Alex Wan, Co-Founder of Periphery Digital, to break down how developers and marketers are navigating today’s complex real estate landscape. With post-COVID shifts, ongoing tariffs, and fluctuating interest rates reshaping buyer behavior, Alex shares how these forces are changing where and how ad dollars are spent.
From the decline in Google search activity to the surge in Meta budgets, Alex explains why “creatives are the new targeting”, and why authentic, creator-led content now outperforms glossy renderings. He digs into real metrics, campaign structures, and the growing use of AI to analyze performance and create smarter, faster insights. Together, Matthew and Alex explore what’s actually working right now, how builders can stretch their budgets further, and what trends will define the next wave of digital real-estate marketing.
Whether you’re a developer, agency, or marketer looking to stay ahead in a slower market, this conversation delivers practical takeaways, future-facing ideas, and an inside look at how Periphery Digital is helping builders adapt and thrive.

E27 - Inside the Mind of Miles Nadal: Real Estate, Philanthropy, and Legacy

In this episode of Livabl Launch, host Matthew Slutsky sits down with Miles Nadal, Founder and Executive Chairman of Peerage Capital, for a wide-ranging and inspiring conversation about entrepreneurship, real estate, leadership, and legacy.
From humble beginnings growing up in a small apartment in Toronto, to building a global network of luxury real estate firms — including Sotheby’s International Realty Canada, Chestnut Park, and Baker Real Estate, Miles shares the philosophy that has guided him for more than four decades: invest with passion.
They discuss the current state of Canada’s pre-construction and resale markets, the value of long-term conviction during volatile cycles, and why true partnerships are built on curiosity, integrity, and trust. Miles opens up about his leadership evolution, the importance of empowering others, and his belief that humility and curiosity are the keys to sustained success.
The conversation also delves into his philanthropic vision: from supporting institutions like the Miles Nadal Heart Centre and JCC, to launching Ourboro, a enterprise that helps Canadians without the “Bank of Mom and Dad” buy their first home. He also reveals his next big goal: establishing a tuition-free School of Entrepreneurship to help the next generation build and dream bigger.
Rooted in passion, purpose, and generosity, this episode captures the mindset of an entrepreneur who never forgot where he came from, and continues to build for a better future.
This episode offers a rare look into the mindset of one of Canada’s most accomplished entrepreneurs, blending business insight with heart, purpose, and perspective.

E26 - Building Purpose: Blending Brand, Strategy, and Emotion in Homebuilder Marketing

This episode dives deep into how purpose, brand, and full-funnel strategy shape success in homebuilder marketing. Jordan Mair and Salena Halabi explain ZGM’s “humanity plus technology” philosophy and how their Full Funnel Formula, covering awareness, consideration, and conversion, drives 30–40% more leads by blending emotional storytelling with analytical precision.
They unpack how builders can differentiate corporate and community branding, why “mother brands” need a strong purpose, and how emotional connection in sales centers (down to scent, seating, and staff tone) can transform buying experiences.
The conversation moves from branding fundamentals to real-world tactics—like pricing transparency, sales-team training, virtual tours, and automation—before ending with a look ahead at AI’s impact on search, social visibility, and Gen Z’s rising appetite for homeownership.

Episode 25 - Riz Dhanji of RAD Marketing talks Condos, Elton John, and the Future of Real Estate

In this episode of Livabl Launch, Matthew Slutsky sits down with Riz Dhanji, Founder and President of RAD Marketing, to talk about everything from Elton John buying at King Toronto to the state of Canada’s pre-construction market. Riz shares the fascinating story behind Elton’s purchase, underscoring the architectural significance of King Toronto and what it means for the city.
The conversation dives into today’s challenging housing market, where stalled launches and tightened financing are colliding with immigration. Riz explains why the next few years may bring little new supply, setting the stage for serious affordability issues by 2028 and beyond. He outlines the policy changes, such as lowering development charges, adjusting presale requirements, and rethinking restrictions on foreign buyers, that could help unlock the hundreds of thousands of units already zoned and ready to build.
Riz also gives insight into the changing buyer profile, with end users and long-term investors now driving demand, and how marketing strategies must adapt. From building full model suites to rethinking unit sizes, RAD Marketing’s approach blends bold creative with disciplined sales execution.
Whether discussing opportunities in Calgary or strategies for Toronto, Riz makes clear that adapting to today’s realities will be critical for both developers and buyers looking ahead.

Episode 24 - Richard Witt of BDP Quadrangle

In this episode of Livabl Launch, host Matthew Slutsky sits down with Richard Witt, Principal at BDP Quadrangle and one of Canada’s most respected architectural voices. With a career spanning continents and a portfolio that pushes the boundaries of design, Richard offers a candid look at how architecture shapes the way we live, work, and experience our cities.
From award-winning adaptive reuse projects like 80 Atlantic to the design of transformative high-rise communities, Richard shares insights on what truly matters to buyers, how urban intensification can be done responsibly, and why design excellence isn’t just about aesthetics—it’s about creating lasting impact.
We also explore his inspirations, favorite streets, and the bold ideas redefining Toronto’s skyline. Whether you’re a developer, a designer, or simply someone fascinated by the future of our cities, this conversation will leave you with fresh perspective on the art and responsibility of architecture.

Episode 23: Barbara Lawlor

In this episode of Livabl Launch, host Matthew Slutsky sits down with Barbara Lawlor, CEO and Partner at Baker Real Estate — one of the most recognized names in new home and pre-construction sales.
Today's episode is sponsored by:- Vancouver Dealmakers, here: https://dealmakers.builderonline.com/events/vancouver; and,- Elevate, The Art of Highrise Living, here:  https://elevate.livabl.com/ 
Together, they explore how the industry is navigating one of its toughest markets in decades. Barbara shares her perspective on:
Why new condo launches have slowed down — and how builders are adapting.
The growing shift from condos to purpose-built rentals.
The potential impact of government policy, including Bill 17, on affordability and supply.
And the big question: when will the condo market finally rebound?
And, so much more!
It’s a candid and insightful conversation with one of the industry’s most experienced leaders — perfect for anyone interested in real estate, development, and the future of housing in Ontario.

Episode 22: Hugh Heron

In this episode of Livabl Launch, host Matthew Slutsky sits down with Hugh Heron, President of Heathwood Homes and a legendary figure in Canadian homebuilding. With over four decades in the industry and more than 20,000 homes built, Hugh offers candid insights on the current housing market, what’s holding it back, and how both government and industry can work together to restore balance.
Hugh explains why now is actually a great time to buy a home—with market softness creating rare opportunities for buyers—and warns that prices will inevitably rise again. Drawing from past downturns, he stresses the need for clear leadership, collaboration between all three levels of government, and streamlined policies that truly address affordability and housing supply.
The conversation dives into common public misconceptions about development, such as who pays for infrastructure, and emphasizes the industry’s role in job creation. Hugh reinforces his long-held philosophy that “the customer always comes first,” sharing how Heathwood maintains direct accessibility, personalized service, and a culture that prioritizes homeowner satisfaction before and after closing.
He offers practical advice for buyers, from doing thorough builder research to understanding the protections of Ontario’s new home warranty program. Comparing new builds to resale, he highlights quality assurance, warranty coverage, and energy-efficiency upgrades as key advantages.
Hugh also discusses community building, from early investments in Pickering and Whitby to creating livable neighbourhoods with parks, trails, and green space before the first homes are built. On innovation, he reflects on being an early adopter of heat pumps in the 1980s and the ongoing push toward energy efficiency today.
The episode closes with reflections on changing buyer expectations, the importance of consumer confidence, and why the Heathwood motto, “Home at Last,” remains as relevant as ever.

Episode 21: Lianne McOuat

In this episode of Livabl Launch, host Matthew Slutsky sits down with Lianne McOuat, EVP of Strategy & Creative at McOuat Partnership — one of North America’s leading real estate marketing agencies. With three decades of experience launching iconic communities across Canada and the U.S., Lianne shares an insider’s perspective on what really goes into bringing a new home project to life.
We dive into:
Growing up in a family-run agency and what makes family businesses thrive in this industry
The surprising amount of strategy and storytelling behind every new community launch
What actually happens after a buyer clicks “register now”
The evolution of lead generation, from print ads to AI
Why Toronto punches above its weight in real estate marketing
And the one marketing tactic builders always say they’ll do… but never follow through on
Plus: Lianne shares where she sees the future of new home marketing headed — and how the smartest developers are already adapting.
Whether you're a marketer, builder, just love real estate, or thinking of buying a new build home, this episode is packed with insights you won’t want to miss.

Episode 20: Linda Mitchell Young

In this episode of Livabl Launch, host Matthew Slutsky sits down with Linda Mitchell Young, a  legend in real estate marketing and sales, to unpack the fundamentals of smart building design and planning.
From the often-overlooked role of demising walls to the power of emotional storytelling and unit mix strategy, Linda shares the secrets behind creating communities that actually sell. They explore common planning mistakes developers make, how to optimize floor plates from the start, and what buyers really respond to.
Whether you're in development, marketing, sales — or just obsessed with real estate — this episode delivers practical insights, hard truths, and a whole lot of industry wisdom.

Episode 19: Gianpiero Pugliese of Audax Architecture

In this episode of Livabl Launch, Matthew Slutsky sits down with Gianpiero Pugliese, founding principal of AUDAX, to explore his bold philosophy of Human Architecture — design that serves the people who inhabit it.
Gianpiero shares his 6 Axioms of Architecture, dives into the value of flexibility, timelessness, and beauty in built form, and offers a rare peek into his own stunning live/work space. From personal stories to city-building insights, this conversation is a must-listen for anyone who cares about how design shapes our lives.