{"id":153284,"date":"2016-07-26T10:25:17","date_gmt":"2016-07-26T14:25:17","guid":{"rendered":"https:\/\/www.livabl.com\/articles\/?p=153284"},"modified":"2024-02-19T02:12:45","modified_gmt":"2024-02-19T07:12:45","slug":"buzz-talk-fred-losani","status":"publish","type":"post","link":"https:\/\/www.livabl.com\/articles\/archives\/buzz-talk-fred-losani","title":{"rendered":"Buzz Talk with Fred Losani, CEO of Losani Homes"},"content":{"rendered":"<h4 id='pressboard-ad-sponsorship-tag' style='margin-bottom: 35px;'><\/h4><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-153285\" src=\"https:\/\/www.livabl.com\/articles\/wp-content\/uploads\/2016\/07\/fred-losani-1024x681.jpg\" alt=\"fred-losani\" width=\"1024\" height=\"681\" \/><\/p>\n<p>Fred Losani developed his first property independently in 1984, and he hasn\u2019t looked back since.<\/p>\n<p>The Hamilton native is today CEO of <a href=\"https:\/\/www.livabl.com\/land-developer\/losani-homes\">Losani Homes<\/a>, a major southwestern Ontario home builder whose roots can be traced back to his father, John, who founded the business back in 1976 alongside his older son, Lino.<\/p>\n<p>BuzzBuzzHome News recently caught up with the younger Losani to talk about the Hamilton real estate market, his company\u2019s charitable acts abroad and what drew him to home building in the first place.<\/p>\n<p><strong>BuzzBuzzHome: Let\u2019s start with Losani\u2019s roots \u2014 it has always been a family business. Are there any particular advantages that come with this?<\/strong><\/p>\n<p>Fred Losani: My father\u2019s a consummately fair individual. He brought us in as full partners in each of those timeframes and so he gave us an equal say in everything and we certainly learned the benefits of what it means to put in a hard day\u2019s work and get rewarded for it.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-153287\" src=\"https:\/\/www.livabl.com\/articles\/wp-content\/uploads\/2016\/07\/fred-lino-losani.jpg\" alt=\"fred-lino-losani\" width=\"482\" height=\"662\" \/><em>Photo: Fred Losani with his brother Lino, president of Losani Homes.<\/em><\/p>\n<p><strong>BBH: How about challenges?<\/strong><\/p>\n<p>FL: The next generation \u2014 it\u2019s always going to be the most difficult because they weren\u2019t around for that peek into the first start-up and they haven\u2019t been there for the growth of it.<\/p>\n<p><strong>BBH: You joined John, your father, and Lino, your brother, at Losani Homes in 1985 after the company had been running for nearly a decade. How did that come about? What made you want to get involved in homebuilding?<\/strong><\/p>\n<p>FL: We all grew up working with my dad in some capacity. But when I became involved, I didn\u2019t think I was going to do that. I thought I was going to be a lawyer, I thought I might be an oceanographer or something. But part way through \u2014 in my later teens \u2014 I figured that what you do for a living is secondary to how it makes you feel. I recognized the opportunity and became convinced that I could be both effective and greatly satisfied becoming a homebuilder.\u201d<\/p>\n<p><strong>BBH: As a developer, Losani has focused on the Hamilton-Stoney Creek area. What draws you to this area as a site for residential projects?<\/strong><\/p>\n<p>FL: It\u2019s where we grew up. Our main focus today is the good portion of Southwestern Ontario, so that includes Kitchener-Waterloo, Brant County, Paris, St. George, and Niagara. We have some commercial developments in the Halton area as well.<\/p>\n<p>It just so happens with Hamilton that it\u2019s an area that has certainly shown its colours today: It\u2019s one of the fastest growing, one of the most successful from a real estate perspective, and it\u2019s constantly being touted as one of the hottest market out there.<\/p>\n<p>It\u2019s finally here. It\u2019s been a healthy market for a long time, and we felt that we knew the market well, we were number one in our marketplace, and whenever there would be GTA guys who would come around, we\u2019d always be able to compete successfully.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-153290\" src=\"https:\/\/www.livabl.com\/articles\/wp-content\/uploads\/2016\/07\/losani-construction.jpg\" alt=\"losani-construction\" width=\"576\" height=\"768\" \/><em>Photo: The Losani team working in Los Rios.<\/em><\/p>\n<p><strong>BBH: Is there anything you try to do differently at Losani Homes compared to other homebuilders?<\/strong><\/p>\n<p>FL: You\u2019re starting to see this real evolution towards modern design. We\u2019ve seen it in the high-rise mid-rise sector. We\u2019ve introduced it in the low-rise sector \u2014 in a big way. Our <a href=\"https:\/\/www.livabl.com\/hamilton-on\/fallingwaters\">Fallingwaters<\/a> townhouse site up on the escarpment in Stoney Creek is an example of that. All flat roof construction, it looks like the Fallingwater residence in Pennsylvania by Frank Lloyd Wright.<\/p>\n<p><strong>BBH: Recently, Losani Homes held a VIP preview for one of its latest communities, <a href=\"https:\/\/www.livabl.com\/hamilton-on\/wildwood\">Wildwood<\/a>. What was the response like?<\/strong><\/p>\n<p>FL: It was incredibly successful. What we\u2019re talking about here is our new sales experience, we call it the Losani Experience, where we use social media and blogs and direct communication with the market. In the case of Wildwood, we had 68 sales out of 92 homes when we finished our VIP process and went to the public. In previous developments like Fallingwaters, we basically never really made it out of the VIP process.<\/p>\n<p>Ultimately our boutique selling approach intends to ensure that our customers have a respectful and satisfying home buying experience. We want to avoid the nerve-racking method of new home buying in today&#8217;s age where it feels more like a midnight sales rush than respectful buying experience.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-153289\" src=\"https:\/\/www.livabl.com\/articles\/wp-content\/uploads\/2016\/07\/fred-losani-free-the-children.jpg\" alt=\"fred-losani-free-the-children\" width=\"859\" height=\"641\" \/><em>Photo: Fred Losani in Kenya.<\/em><\/p>\n<p><strong>BBH: <a href=\"https:\/\/www.livabl.com\/hamilton-on\/park-avenue-at-central-park\">Central Park<\/a>, a much anticipated Losani community, has a New York theme. Where did the idea for this creative approach come from?<\/strong><\/p>\n<p>FL: There\u2019s four distinctive neighbourhoods in this community, and we refer to them today as SoHo, Midtown, Park Avenue, and Madison. We needed to have an overarching brand identity for the site that sort of talks about a larger community and individual neighbourhoods that have a lot more style.<\/p>\n<p>The community itself is very urban. There\u2019s under 100 units that are detached out of 1,284. In the middle of this whole development there\u2019s a five-acre park, and then there\u2019s this huge conservation area right next door to it, but it also happens to be in the most convenient setting in all of Hamilton, with access to shopping and everything\u2019s walking distance. It has an amazing neighbourhood feel with a park at its heart.<\/p>\n<p><strong>BBH: Alongside Free the Children, you\u2019ve been involved in a number of charitable endeavours through The Losani Family Foundation. What made you and the rest of Losani Homes decide to get so involved with charity, particularly internationally?<\/strong><\/p>\n<p>FL: We saw the validity in it. It\u2019s so in your face and easy to understand, of course you\u2019re supposed to do this. What does it mean to generate wealth if you\u2019re not going to do some good with it? It just connected the dots for us in a very, very simple way.<\/p>\n<p>As we became more involved, it also gave more validity to the company. It made the company important. It made it mean something beyond just the generation of jobs for employees and wealth for the ownership.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-153286\" src=\"https:\/\/www.livabl.com\/articles\/wp-content\/uploads\/2016\/07\/losani-homes-medical-clinic-1024x683.jpg\" alt=\"losani-homes-medical-clinic\" width=\"1024\" height=\"683\" \/><em>Photo: The opening of a medical clinic that The Losani Family Foundation constructed in Los Rios.<\/em><\/p>\n<p><strong>BBH: Last month, a ribbon-cutting ceremony was held at a medical clinic that The Losani Family Foundation had built in Los Rios, Ecuador, a remote Amazonian village. What was that whole experience, from construction to the ceremony, like?<\/strong><\/p>\n<p>FL: I could take my kids downtown in Hamilton, and take them over to a drop-in centre, they can help out there, they can go down to the mission, and they can serve meals on Thanksgiving. But the biggest impact that they\u2019ve ever had in their lives was in building a playground in the Maasai Mara in Kenya, or laying block at the doctor\u2019s residence behind the hospital in Ecuador. In fact, that\u2019s our family vacation. Our family vacation is laying blocks in Kenya, or laying blocks in Ecuador, and my kids would have it no other way.<\/p>\n<p><strong>BBH: Do you have any Losani plans for the future you\u2019d like to share with our readers?<\/strong><\/p>\n<p>FL: Our movement into more modern design and intelligent design is incredibly exciting for us. Our movement into the mid-rise and high-rise marketplace is a real big step forward.<\/p>\n<div id='pressboard-ad-sponsorship-msg'><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Fred Losani developed his first property independently in 1984, and he hasn\u2019t looked back since.<\/p>\n","protected":false},"author":1,"featured_media":153285,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":[],"apple_news_suppress_video_url":false,"apple_news_use_image_component":false,"footnotes":""},"categories":[11269],"tags":[],"coauthors":[8648],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Buzz Talk with 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