Sometimes you need senior experience in the room without a full-time hire. Sometimes you need someone to carry the project on behalf of the owner through a critical phase. FRAME can do both. FRAME provides owner-side development leadership on a…
SENIOR DEVELOPMENT STRATEGY for complex real estate projects
EXPERIENCE to find the angle outside the standard playbook
YOU MAY NOT NEED another full-time hire
FRAME Advisory works with developers, landowners, investors, and project teams when a project needs clearer direction, stronger alignment, or senior leadership without adding a full-time executive.
We help owners and project teams connect strategy, approvals, design, capital, and market positioning and carry that work through to what it actually takes to make a project viable, financeable, buildable, and ready for market.
Engagements are project-based, fractional, advisory, or embedded, shaped around what the project actually needs.
CALL FRAME
WHEN…
Complex projects need more than just coordination.
They need senior judgment, structure, and someone who can connect the decisions that matter, before getting them wrong becomes too costly to fix.
The project was designed
for another market.
You need senior leadership,
not another full-time hire.
Project complexity is multiplying.
The issues have their own issues.
The project is moving but the decisions aren’t getting clearer.
The approvals are advancing but the project hasn’t been tested against today’s realities.
SERVICES
SNAPSHOT.
Fractional Leadership and Owner’s Representation
Development Strategy
FRAME helps clients build the development strategy that connects the opportunity to the approval path, the capital structure, the design direction, and the market reality…before those decisions become expensive to revisit. This is the work of connecting land, capital, design,…
Entitlements and approvals
It requires understanding the full picture — what the municipality needs, what the project can absorb, what the infrastructure will support, and where there is genuine room to move. FRAME brings owner-side leadership to the entitlements process; connecting approval strategy…
Project positioning and strategy
The success of a project is often determined before the drawings are advanced. FRAME helps clients define what a project should be, who it is for, and how it should be positioned — against the competitive landscape and the real…
Design and sales alignment
A project that is well positioned strategically still needs to be designed for the customer who is actually going to buy, lease or rent it. FRAME works with owners and design teams to translate market data and customer insight into…
Governance and decision support
A project that is well positioned strategically still needs to be designed for the customer who is actually going to buy, lease or rent it. FRAME works with owners and design teams to translate market data and customer insight into…
Platform and growth strategy
A project that is well positioned strategically still needs to be designed for the customer who is actually going to buy, lease or rent it. FRAME works with owners and design teams to translate market data and customer insight into…
Fractional Leadership and Owner’s Representation
Senior development leadership, brought in at the right moment.
Sometimes you need senior experience in the room without a full-time hire. Sometimes you need someone to carry the project on behalf of the owner through a critical phase. FRAME can do both.
FRAME provides owner-side development leadership on a project-based, fractional, advisory, or embedded basis. The role is shaped around what the project or organization actually needs: strategic oversight, team alignment, issue resolution, decision support, or targeted leadership through execution.
This is for owners, investors, landowners, and project teams who need experienced development capacity without adding unnecessary overhead.
- Acting as owner’s representative on complex development projects
- Providing fractional senior development leadership to internal teams
- Structuring project strategy, priorities, workplans, and decision paths
- Coordinating consultants and aligning workstreams
- Supporting owner, board, and investment committee reporting
- Identifying what is stuck, what is misaligned, and what needs to move first
- Leading targeted workstreams through approvals, design, procurement, execution, or transition
- Helping internal teams stay focused, accountable, and aligned around the project vision
- You have a capable team, but they are stretched
- You have a project that needs senior attention, but not a permanent executive hire
- You need someone who can move between the details and the bigger picture
- You need an owner-side voice that understands approvals, design, market positioning, financial performance, and delivery
- You need someone who can bring people together, structure the work, and keep the project moving
Development Strategy
The best development strategies are built with one eye on what the project could become and one eye on what it will actually take to get it approved, financed, and built.
FRAME helps clients build the development strategy that connects the opportunity to the approval path, the capital structure, the design direction, and the market reality…before those decisions become expensive to revisit.
This is the work of connecting land, capital, design, and market strategy around the decisions that determine whether the project gets built and how it succeeds.
- Site feasibility and due diligence
- Highest-and-best-use analysis
- Project concept and development approach
- Capital strategy alignment
- Market positioning and competitive analysis
- Sales and marketing strategy
- Phasing and implementation planning
- Project retesting and realignment under changed market or capital conditions
- A site is being evaluated and the development approach is not yet defined
- The project assumptions were built for a different capital environment or market and need to be retested
- Entitlements, capital, design, and market strategy need to be aligned before decisions get expensive to reverse
- The project needs a clearer thesis before more time and capital are committed the project moving
Entitlements and approvals
Getting through approvals is rarely just a planning exercise.
It requires understanding the full picture — what the municipality needs, what the project can absorb, what the infrastructure will support, and where there is genuine room to move.
FRAME brings owner-side leadership to the entitlements process; connecting approval strategy to infrastructure, phasing, financial viability, and delivery, so the project that gets approved is also the project that can get built.
- Municipal negotiation and stakeholder alignment
- Rezoning through to building permits
- Infrastructure, servicing, access, and phasing alignment
- Rental replacement and tenant-impact strategy
- Landowner group representation
- Policy interpretation and approval pathway strategy
- Approval condition strategy and implementation planning
- The site is complicated and the approval path is not clear
- Infrastructure, servicing, or phasing issues are affecting viability
- Rental replacement, landowner coordination, or multi-agency alignment is adding complexity
- The project needs someone who can negotiate constructively, understand the public-sector context, and keep the work grounded in private-sector reality
Project positioning and strategy
Define the right project before the work goes too far.
The success of a project is often determined before the drawings are advanced.
FRAME helps clients define what a project should be, who it is for, and how it should be positioned — against the competitive landscape and the real conditions of the market — before more time and capital are committed.
This work is especially valuable when a site is being evaluated, repositioned, relaunched, redesigned, or reconsidered under new market, capital, or approval
- Site and opportunity framing
- Project vision and concept strategy
- Product definition — building type, tenure, mix, scale
- Market alignment and competitive positioning
- Initial design brief and consultant direction
- Project narrative/charter and value story
- Alignment between owner objectives, market demand, approval context, and financialassumptions
- The site has potential but the project direction is not clear
- The original concept no longer fits the market or the capital environment
- The project needs a stronger identity before approvals, financing, sales, leasing, or partnership conversations
- The team needs to define what the project is before committing more time and capital
Design and sales alignment
Design decisions are sales decisions.
A project that is well positioned strategically still needs to be designed for the customer who is actually going to buy, lease or rent it.
FRAME works with owners and design teams to translate market data and customer insight into specific design decisions such as floorplan mix, suite sizes, interior direction, amenity programming, and a user oriented sales experience — so the project is hyper targeted and curated for the people most likely to choose it.
Market analytics and research can be provided by the client or sourced through FRAME. What FRAME brings is the judgment to interpret that data and translate it into design and sales decisions that will actually land.
- Unit mix and floorplan optimization
- Suite size and efficiency review
- Interior concept and amenity strategy
- Product strategy and refinement for a defined buyer or renter profile
- Sales centre and presentation centre direction
- Customer journey and resident experience thinking
- Design brief development
- Alignment between design, market demand, cost, constructability, and proforma assumptions
- The design is advancing but the target customer isn’t clearly defined
- The unit mix, floorplans, or amenity program need to be calibrated to a specific market segment
- The sales or leasing experience needs to be as intentional as the building itself
- The team needs someone who can speak both development and design without losing sight of cost, constructability, or revenue
Governance and decision support
The hardest part of complex development isn't always the project. Sometimes it's getting the right people aligned around the decision that moves the project forward.
A project that is well positioned strategically still needs to be designed for the customer who is actually going to buy, lease or rent it.
FRAME works with owners and design teams to translate market data and customer insight into specific design decisions such as floorplan mix, suite sizes, interior direction, amenity programming, and a user oriented sales experience — so the project is hyper targeted and curated for the people most likely to choose it.
Market analytics and research can be provided by the client or sourced through FRAME. What FRAME brings is the judgment to interpret that data and translate it into design and sales decisions that will actually land.
- Unit mix and floorplan optimization
- Suite size and efficiency review
- Interior concept and amenity strategy
- Product strategy and refinement for a defined buyer or renter profile
- Sales centre and presentation centre direction
- Customer journey and resident experience thinking
- Design brief development
- Alignment between design, market demand, cost, constructability, and proforma assumptions
- The design is advancing but the target customer isn’t clearly defined
- The unit mix, floorplans, or amenity program need to be calibrated to a specific market segment
- The sales or leasing experience needs to be as intentional as the building itself
- The team needs someone who can speak both development and design without losing sight of cost, constructability, or revenue
Platform and growth strategy
Growth strategy for firms that need sharper market direction
A project that is well positioned strategically still needs to be designed for the customer who is actually going to buy, lease or rent it.
FRAME works with owners and design teams to translate market data and customer insight into specific design decisions such as floorplan mix, suite sizes, interior direction, amenity programming, and a user oriented sales experience — so the project is hyper targeted and curated for the people most likely to choose it.
Market analytics and research can be provided by the client or sourced through FRAME. What FRAME brings is the judgment to interpret that data and translate it into design and sales decisions that will actually land.
- Business development diagnostics
- Market or sector specific growth strategies
- Client targeting and pursuit planning
- Brand-position alignment
- Sector and service-line focus
- Proposal and pursuit strategy
- Internal workflow and team structure review
- Leadership alignment around market priorities assumptions
- Support translating firm strengths into a clearer external narrative
- The firm has strong talent but an unclear market position
- The firm is entering a new market / geographic area
- Business development is too reactive
- The brand does not fully reflect the firm’s ambition or capability
- Leadership needs a clearer plan for where to focus, who to pursue, and how to grow
PROOF THAT COMES FROM WORKING THROUGH THE HARD PARTS.
FRAME is built on more than 20 years of experience across development, planning, architecture, approvals, design strategy, and city-building.
The throughline is not project type. It is problem solving and leadership the ability to bring structure and process to complex situations, align people and decisions around a clear vision, and keep the work moving when the path forward is not obvious.
FRAME’S work experience in practice.
A few examples of what that’s looked like on the ground
- Complex urban redevelopment across multi-phase, multi-owner sites — with rental replacement, infrastructure, phasing, and financial viability at the centre of every decision.
- Project reframing and turnaround when the original concept no longer held — rebuilding confidence, reshaping the story, and carrying the work through to delivery.
- Entitlements and stakeholder alignment across complex municipal environments — negotiating constructively, resolving competing priorities, and keeping the project grounded in private-sector reality.
- Design and market positioning: connecting built form, interiors, amenity strategy, and customer experience to financial performance and market demand.
- Platform and business growth building teams, opening markets, launching divisions, and helping firms clarify where and how they can win.
LED BY SOMEONE
WHO KNOWS
HOW TO FIND
THE PATH THROUGH.
FRAME Advisory was founded by Salima Kheraj, a senior real estate development strategist with more than 20 years of experience across development, approvals, design strategy, and business leadership.
She is strongest in the parts of a project that don’t fit neatly into one consultant’s scope – the messy parts, the political parts, the moments where the obvious answer isn’t good enough. What sets her apart is not just the tenacity to stay with those problems, but the creativity to come at them differently. She tends to find the angle outside of the standard playbook.
IF THE PATH
FORWARD
IS UNCLEAR,
START HERE.
Whether you’re rethinking a project, navigating layered approvals, aligning a team, or looking for senior development leadership without a full-time hire. You don’t need to have the full scope figured out before reaching out.
Sometimes the first conversation is simply about understanding where things stand today, what feels unresolved, and whether FRAME can help.
If the project is complex, stalled, shifting, or entering a critical decision point, let’s talk.