Livabl Launch

The new-home market has changed dramatically, and according to Dan Flomen, that means builders need to rethink almost everything about how they design, market and sell homes.
In this episode of Livabl Launch, Matthew Slutsky sits down with Dan Flomen, VP of Sales at Solmar Development Corp., to discuss what he’s seeing on the ground as Solmar prepares to launch a new low-rise community. Drawing on more than 35 years in the industry, including founding and exiting TFN Realty and later leading sales at Empire, Dan offers a candid look at a market increasingly driven by end users rather than investors.
Dan says low-rise activity is showing real momentum, even as the high-rise market faces a longer recovery. With speculative buyers largely on the sidelines, today’s purchasers are paying much closer attention to what they’re actually buying: floor plans, kitchens, bedroom sizes, features, finishes, healthy-home components and the surrounding community. Resale housing has also become a much more direct competitor to new construction, forcing builders to clearly demonstrate why their product deserves a premium.
The conversation also explores how the definition of a successful launch has changed. Rather than trying to sell out a project over a weekend, Dan sees long-term momentum, sustained traffic, broker engagement and steady absorption as increasingly important, particularly for large master-planned communities that may take a decade to build out.
Marketing has changed just as dramatically. Dan explains why Solmar is spending far less than builders historically did on traditional advertising while leaning heavily into social media, authentic handheld video, digital content, strong presentation centres and grassroots engagement. The goal isn't simply generating awareness; it's building trust with real buyers.
Matthew and Dan also discuss one of the biggest shifts happening in new-home sales: the growing importance of local resale agents. The traditional pre-construction VIP and platinum broker networks remain relevant, but Dan is seeing more transactions coming from agents bringing one or two genuine end-user clients. In one recent group of roughly 25 deals, he says almost every agent involved was someone he had never worked with before.
They also get into multi-generational housing, first-time buyers relying on the “Bank of Mom and Dad,” why kitchens remain the heart of a low-rise home, whether buyers should wait for prices to fall further, and why throwing more money at marketing won't fix a product that buyers simply don't want.
Dan closes with three priorities for launching successfully in today's market: deliver an exceptional buyer experience, build floor plans people actually want to live in, and understand the existing community you're becoming part of.
The central takeaway: the era of selling homes primarily on the expectation of future appreciation has faded. In today's market, builders have to get back to the fundamentals—build homes people genuinely want to live in, communicate their value clearly, and treat every buyer relationship as a long-term one.

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.

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.

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.

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.

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.