01 Brand Positioning
The boutique developer's realtor
Roop caps at three projects at a time. By design. When a developer hires him, they get him on every deal, every call, every negotiation. His value comes from two decades inside the industry: construction sites at 12, guerrilla project marketing that outsold established firms, in-house work across $500M in held real estate, and a UBC diploma in Urban Land Economics with a specialization in development. Catalyst is what happens when you watch large firms grow bloated, watch developers foot the bill for it, and decide to build the corrected version yourself.
"It's about scaling down. You're making the same money, the same amount of work, but now you're actually providing a really good service."
Every chapter of Roop's career follows the same pattern: he gets inside something, sees exactly how it could be better, and goes and does that. That pattern is the core theme of everything we produce.
Refuses the status quo
Boutique / high-touch
Developer math
Perfectionist
Numbers-driven
Guerrilla instinct
02 Target Audience
Build for the viewer, not the buyer
Nobody on Instagram is there looking for a project marketing firm. They are there to be entertained for 30 seconds. Build for that person first. The developer who eventually hires Roop will show up because he earned their trust long before he asked for anything.
Primary
Developers and investors sizing up a project marketing partner. They will watch Roop explain a proforma and know within 60 seconds whether he has done this at scale. He has.
Secondary
Aspiring developers and real estate professionals who want to understand how the industry actually works. The stuff large firms keep opaque.
Tertiary
General audience who showed up for personality and stayed for the content. They may never buy a unit. They will share the video.
03 Personal Brand Video
"I Hated Realtors."
Opens on a sequence of cheesy realtor ads. Bus bench headshots. Forced smiles. The pointing-at-nothing stock poses. Then cut to Roop. "And then I became one." The contrast does the work before he says a word. From there the film follows his career as a series of moments where he got inside something, saw exactly how it could be done better, and went and did that. Closes on a direct-to-camera call to action for developers with projects worth doing properly.
Shoot day
One day. Three locations in the Langley pocket, all within 10 minutes of each other.
Locations
Outdoor at magic hour for the open and close. Indoor mid-day. One active or recently completed project site.
Finished length
45 to 50 seconds, optimized for Instagram.
Bonus shot
Maryland on the Park sold-out celebration. Confetti, signage, the works. Subject to the last two units closing before shoot date.
04 Content Series
Developer Math & Developer Reacts
Short-form reels where Roop goes deep on the technical and financial mechanics of real estate development. Actual numbers, actual decisions, actual consequences. Conversational. Not a lecture.
Developer Math
So you want to be a developer
Starts simple and escalates fast. Land purchase, engineer, city permits, then the BC Hydro bill that shows up a month before shovels go in. Pace builds. Things get out of hand. GTA cheat code energy.
"How do you turn dirt into a building? Let me show you."
Developer Math
Developer autopsy
A real public development failure, broken down decision by decision. What the proforma probably looked like. Where the math stopped working. Roop has lived through one of these. He knows exactly where to look.
Honest about how bad it gets.
Developer Math
The proforma walk
Roop walks through how a development proforma actually works. Real numbers on paper. Overhead camera. The largest one he has built was $380M in end value.
Pen on paper. No slides.
Developer Math
Real estate sucks
An honest read on the current market from someone who just chaired a closed-door session with three of BC's biggest developers and a mayoral candidate. Ends on the sold-out confetti shot.
Dry, direct, earned.
Serial Series — 3 Episodes
Real Estate Developer Reacts
Roop picks a high-profile real estate development story, a project that made a killing or fell apart spectacularly, and breaks down exactly how it happened. The numbers, the decisions, the market conditions, the moment it turned. What a competent operator would have done differently. Each episode is self-contained. Over time they build a body of work that establishes Roop as the person who can read a deal the way most people can't. Session 1 scope is Instagram. YouTube is the natural long-form home for this series and a consideration for future sessions.
Starter episode candidates
The Willoughby default. Roop was inside it.
A Vancouver high-rise that sold out at peak, then watched presale holders walk.
A Surrey industrial-to-residential conversion that printed money.
BC developer insolvencies from 2023 to 2024 that are now public record.
05 Deliverables
Session 1 scope
Exact quantities confirmed at the close of the Strategic Planning Session, before production is booked.
| Deliverable | Details |
|---|
| Personal brand film | 1 × finished cut (45–50 sec), Instagram |
| Developer Math reels | 4–5 × short-form insight videos |
| Developer Reacts | 3 × episodes, format and length determined at production |
| Sold-out celebration reel | 1 × Maryland on the Park, subject to timing |
| Photography | 8–12 × edited stills for carousels, listings, and profile use |
| Captions and hooks | Written for all video deliverables |
| Posting calendar | 4–6 week schedule with recommended cadence |
| Community outreach list | Curated list of target partner businesses in South Surrey and Langley |
06 Performance Metrics
What success looks like
Baseline established at the Story Audit and documented in writing before production starts.
Follower growth
2,500
Net new Instagram followers over the measurement period
Reach growth
+40%
Increase in average post reach vs. baseline
Brand page health
Active
Lively, consistent posting maintained throughout the engagement
07 Approval
Sign-off
Schedule A to Service Agreement
This document forms part of the Service Agreement dated April 22, 2026. Approval is confirmed by signing the accompanying docx.
Both parties have signed. This document is approved.