Brandon Donnelly — Daily insights for city builders. Published since 2013 by Toronto-based real estate developer Brandon Donnelly. — Page 66

My friend Chris Spoke sent me this article yesterday. It's by Paul Stanton (at Thesis Driven), and it's about "why the next generation of real estate fund managers will be built on video reels and newsletters." As someone who has been writing a personal blog-slash-newsletter for the last 13+ years (though largely focused on real estate and cities), this post really resonated with me. I wish I could say that I was early and that it brought me great riches, but sadly, that is not the case.

Regardless, what all of this is getting at is the value of parasocial relationships:

A parasocial relationship is a one-sided connection where a person feels they know and have a bond with a public figure (celebrity, influencer, fictional character) who is unaware of their existence, often stemming from media exposure like TV, social media, or podcasts.

I wouldn't call myself a public figure, but a daily blog does inherently foster parasocial relationships. Generally, though, the real estate industry has been slow to adopt new media. The prevailing thought has been that social media is good for selling stuff like fashion, but not appropriate for syndicating large and serious real estate deals. I've even heard some people argue that a strong social media presence is probably inversely correlated with actual real estate performance.

This is true of the grifters that Paul talks about in his article. These are the people posing in front of fancy cars or on a private jet, claiming that they can 10x your money using some dead-simple real estate strategy. They cannot. These people are not in the real estate business. But the marketing strategy clearly does work for raising capital, which is why you now have accomplished people who actually know real estate and finance becoming influencers:

Top executives of Wall Street’s largest private equity firms have recently joined the social media influencer ecosystem—perhaps none more so than Jon Gray, President and COO of Blackstone.  

Gray has become known for his candid videos filmed in Central Park during morning runs, sharing his views on recent shifts in the capital markets, macro events and even celebrity gossip—all with a sunny and sometimes self-deprecating disposition.  

I’ve watched many of these videos, and I now know (or, Blackstone has successfully planted in my brain) that Jon is exactly who I’d want running a massive pool of long-term capital: measured, self-aware, allergic to hype. Blackstone no longer feels like a faceless capital machine.

The fact that Jon Gray is doing this should give everyone in our industry the confidence that it's more than okay to be a real estate social media influencer. In fact, it's the name of the game today, even for the most sophisticated companies with long and proven track records, like Blackstone. There's nothing to be shy about. People do not want to follow faceless companies. They want to follow humans. So, be a human.

I was thinking about this very topic over the holidays, and I ultimately landed on it needing to become a bigger part of what I do in 2026. I will obviously continue to write this daily blog, but I want to be better at putting myself out there in other ways, creating more video content, and building up Globizen's overall brand as a city-builder committed to creating better places.

We have started by posting regular (almost daily) content to Instagram ( Globizen & Parkview Mountain House ), but there's more we want to do. The first obstacle is getting over the fear of what people might think if I take candid videos of myself running in Central Park (people couldn't care less). And the second obstacle is time. It's a lot of work. But building a company and raising capital have always been a lot of work.

Wing , the aerial delivery company owned by Alphabet, recently announced an expansion to 150 more Walmart stores across the US this year. This also includes four new cities: Los Angeles, St. Louis, Miami, and Cincinnati. The company now says that it has completed over 750,000 deliveries since it launched in 2012. And the goal is to be flying out of 270 Walmart locations by 2027.

There was a period over a decade ago when drone delivery was in its "hype phase." This also coincided with retail being out of favor as a real estate asset class. Drones made e-commerce seem even more threatening. Then things quieted down when regulation, noise, privacy, and other obstacles got in the way of the drone hype. But as with all new and promising technologies, the building continued, just less publicly.

Noise and privacy are serious concerns, but I understand that there are now "bladeless" drones and drones that use shrouds to direct sound upward. For the sake of argument, let's assume these problems can be solved. Now I wonder: Who is this for and where do they live?

Because of weight limitations, drone delivery payloads tend to be smaller items (under five pounds). And because there's only so far that these drones can fly on a single battery charge, they tend to be for quick local deliveries. So, the use case seems to be for people who don't have the luxury of being able to walk 10 minutes to a corner store, or can't be bothered to do so.

This also aligns with the early adopters of this tech: people who live in suburban homes and have driveways where a drone can easily land. This makes sense as an easy first solution, though I think you could make the case that landing on the roof of a tall building might actually be less conspicuous and disruptive at scale.

As it stands, drone delivery is an overwhelmingly suburban solution. The environment is convenient for takeoff and landing, and it's an environment where fetching small items probably isn't convenient. This solves that. And the company appears to be scaling. But how far will it go? And will it ever become a widespread urban solution?

One of the ways that cities determine where they should spend money and invest is through something known as Participatory Budgeting. The birthplace of this approach is generally thought to be Porto Alegre in Brazil, which first adopted it in 1989. Since then, it has become a mainstream practice and spread to cities all around the world, including New York and Paris, both of which operate ambitious programs.

In the case of Paris, they have committed 5% of their capital budget to be spent in this way. The way it generally works is simple: citizens get to propose ideas and then vote on which urban projects they think should be funded. Last year , Paris saw 2,079 ideas proposed, 261 projects put to a vote, 162,395 votes, and 104 projects selected. And since the program launched in 2014, over €768 million has been allocated .

Some of these projects are very local and specific, such as "build a sports facility on this street," while others are city-wide, like "make things cleaner, be better at sorting waste and recycling, and reduce noise."

While there's lots of debate about the effectiveness of Participatory Budgeting, it does offer a number of benefits. Studies have shown that it can improve public trust in government institutions by making them more accountable. It can also help to educate residents on what things actually cost, making trade-offs more understandable. But most importantly, it can help to better allocate funds.

After all, who better to decide what a neighborhood needs than the locals who live there every day? Just don't ask about building new housing.

Cover photo by Ness P. Colmart on Unsplash