SF Commercial Property Conversations

What’s really happening inside San Francisco’s commercial real estate market? Will Cassriel, a dynamic tenant rep broker with JLL, joins Bruce Bean to share a ground-level view of office leasing trends, sublease strategies, and why he’s bullish on SF's future.
Will walks us through his unique journey—from selling Cutco knives and training to be a yoga instructor, to grinding his way into his dream role at JLL. He shares what it takes to break into commercial real estate, his passion for helping high-growth startups find the right space, and how SF’s market is rebounding with surprising strength.
If you're curious about current lease rates, market dynamics, and why the retail scene is starting to buzz again downtown, this is the episode for you.
 
---------------------------------------------------------------------------------------------------------- We’re excited to feature your voice in the conversation about building wealth and legacies through commercial real estate. Join us to share your journey and insights with our growing audience! Learn more and apply at https://sfcommercialconversations.com/guest

What do engineering, Apple, and co-living startups have to do with real estate success? In this inspiring episode, Bruce Bean sits down with Naeem Farokhnia, founder of Redwood Crest, to explore his unlikely journey from Iran to Silicon Valley—and eventually to commercial real estate.
Naeem shares how his technical background, years at Apple, and relentless curiosity led him to co-living entrepreneurship in San Francisco, and ultimately to managing and acquiring multifamily properties through syndication. He breaks down the challenges of tenant laws, the risks of co-living in California, and the rewards of smart real estate investing in landlord-friendly states like Texas.
 
----------------------------------------------------------------------------------------------------------- We’re excited to feature your voice in the conversation about building wealth and legacies through commercial real estate. Join us to share your journey and insights with our growing audience! Learn more and apply at https://sfcommercialconversations.com/guest

Greg’s story is a masterclass in entrepreneurial grit, strategic development, and what it takes to grow a commercial real estate business in today’s market. From humble beginnings selling homes in college to leading complex retail and mixed-use projects, he shares a candid look at lessons learned, risks taken, and how he’s shaping Sacramento’s commercial property landscape.
What you'll hear:
How a summer job in Oregon led Greg into real estate
The early deals and stumbles that set the foundation for Capital Rivers
How he transitioned from corporate roles at JPMorgan Chase and Sleep Train into launching his own firm
What "merchant building" means and why it's been key to scaling his business
The story behind building hangars on airport land
How Capital Rivers is blending economic development, brokerage, and property management
Why collaboration and creativity are core to his client relationships
 
 
----------------------------------------------------------------------------------------------------------- We’re excited to feature your voice in the conversation about building wealth and legacies through commercial real estate. Join us to share your journey and insights with our growing audience! Learn more and apply at https://sfcommercialconversations.com/guest

In this episode, Bruce Bean sits down with Andrew Goodwin—architect, educator, and founder of Andrew Goodwin Designs (AGD)—to explore a life and career built on purpose-driven design. From growing up in Cincinnati to settling on California's Central Coast, Andrew shares the journey that shaped his approach to architecture, community building, and teaching.
Discover how Andrew’s experience with nonprofits like Big City Mountaineers helped him find his voice in architecture, why he left traditional practice to start his own firm, and how he now uses AI to innovate in design and business. From high-alpine mountaineering to leading civic and cultural projects, Andrew's story is one of vision, values, and meaningful impact.
 
----------------------------------------------------------------------------------------------------------- We’re excited to feature your voice in the conversation about building wealth and legacies through commercial real estate. Join us to share your journey and insights with our growing audience! Learn more and apply at https://sfcommercialconversations.com/guest

In this episode, Bruce Bean sits down with Evan Brandt, co-founder of VidTech, to explore how marketing, storytelling, and cutting-edge video technology are transforming the way commercial real estate (CRE) is presented and sold. Evan shares how his journey from a marketing and tech background led him into CRE, thanks to a connection through California Lutheran University. Today, he and his team produce compelling “Video OMs” — 90-second video offering memorandums — that help brokers, cities, developers, and even global tenants showcase real estate in a powerful and engaging way.
Bruce and Evan dive into the rise of short-form video, the unique value of drone and macro-to-micro storytelling, and why CRE video content is more essential than ever. From partnerships with platforms like Crexi to international property shoots, Evan explains why VidTech’s tailored, CRE-only approach gives clients a serious edge.
 
----------------------------------------------------------------------------------------------------------- We’re excited to feature your voice in the conversation about building wealth and legacies through commercial real estate. Join us to share your journey and insights with our growing audience! Learn more and apply at https://sfcommercialconversations.com/guest

In this episode of SF Commercial Property Conversations, Bruce Bean sits down with Parisa Shamlou, a Southern California residential real estate agent with a passion for personal connection and a drive to make her mark in a competitive market.
Parisa shares her journey from the Bay Area to Temecula, California—transitioning from a behind-the-scenes role in compliance and transaction coordination to full-time agent success. She reveals how old-school methods like door knocking and face-to-face networking continue to outperform digital ads and postcards.
Tune in to hear:
Parisa’s hands-on approach to launching her real estate career
How she leveraged her tech skills, training experience, and background in compliance
Why she believes personal interaction still beats digital marketing
Her predictions for the spring 2026 real estate market
Real talk on interest rates, buyer psychology, and market shifts in SoCal
----------------------------------------------------------------------------------------------------------- We’re excited to feature your voice in the conversation about building wealth and legacies through commercial real estate. Join us to share your journey and insights with our growing audience! Learn more and apply at https://sfcommercialconversations.com/guest

This episode of SF Commercial Property Conversations with Bruce Bean dives deep into the complex world of modernizing HVAC systems in large-scale commercial buildings with engineering veteran David Ellner. With over 45 years of experience, David shares how he acts as an owner’s representative, project manager, and commissioning agent—often all at once—to ensure outdated building systems get seamlessly upgraded for performance, efficiency, and sustainability.
What You’ll Learn in This Episode:
Why aging buildings (some over 60 years old) can benefit from modernization—even if they’re fully occupied
How modern HVAC retrofits are executed with minimal disruption
The surprising challenges of replacing rooftop units, including structural and visual code hurdles
How AI and smart controls are slowly transforming building system operations
The importance of having someone who can "translate" between engineers and building owners
What building owners often miss—and how David helps avoid costly mistakes
----------------------------------------------------------------------------------------------------------- We’re excited to feature your voice in the conversation about building wealth and legacies through commercial real estate. Join us to share your journey and insights with our growing audience! Learn more and apply at https://sfcommercialconversations.com/guest

In this episode of SF Commercial Property Conversations with Bruce Bean, we sit down with David Stein, a mortgage expert with nearly 25 years in the business. From a chance encounter in a bar that sparked his career to navigating complex real estate cycles and the ups and downs of the market, David shares his powerful story and what it takes to thrive in today's lending environment.
You’ll hear how David transitioned from cold-calling to building a fully referral-based business, how he uses CRM tools like Bonzo, and why personal connections still win over digital ads. We dive deep into the realities of financing — from creative hard money strategies and ADU investments to large-scale condo conversions in La Jolla.
David breaks down how new California legislation is shaping construction timelines, what it really takes to get a deal funded, and why staying “micro” and hyper-focused on skill-building is more important than ever.
If you're in commercial or residential real estate, this episode is packed with practical advice and fresh strategies from someone who’s weathered every market shift since the early 2000s.
 
----------------------------------------------------------------------------------------------------------- We’re excited to feature your voice in the conversation about building wealth and legacies through commercial real estate. Join us to share your journey and insights with our growing audience! Learn more and apply at https://sfcommercialconversations.com/guest

In this episode of SF Commercial Property Conversations, Bruce Bean welcomes veteran commercial real estate lender and affordable housing developer Michael Sapuppo. Michael shares his fascinating career journey, from windsurfing in California to mastering commercial and multifamily lending, and ultimately becoming a major player in the affordable housing space.
Michael opens up about his early days in commercial banking during the turbulent economic landscape of the late 1970s, his time with the legendary Krupp Companies, and how those experiences shaped his deep knowledge of HUD, tax credits, and affordable housing finance. He discusses the formation of his own development firm, the strategic use of Low-Income Housing Tax Credits and tax-exempt bonds, and the creative solutions his team implemented to preserve affordable housing without sacrificing profitability.
Whether you're a developer, investor, or someone interested in how affordable housing actually works behind the scenes, this conversation offers valuable insights into financing strategies that blend impact and income.
 
 
----------------------------------------------------------------------------------------------------------- We’re excited to feature your voice in the conversation about building wealth and legacies through commercial real estate. Join us to share your journey and insights with our growing audience! Learn more and apply at https://sfcommercialconversations.com/guest

In this episode, Bruce Bean talks with Brenda deGerald, a biotech professional turned real estate investor, about her unique journey from science to syndication. Brenda shares how her time at Illumina gave her the precision, patience, and process that she now applies to navigating complex real estate deals.
Brenda takes us through her first exposure to real estate via podcasts and mentorship, her hands-on work with short- and mid-term rentals in San Diego, and her venture into commercial real estate—including due diligence lessons, the importance of trusting your gut, and her pivot to capital raising through her firm, Alpen Capital.
Whether you’re an investor curious about transitioning into real estate or you're deep in the game, Brenda offers insights on:
Navigating San Diego’s evolving short-term rental regulations
Pivoting to midterm rentals and why it works
What to know before raising investor money
The power of masterminds, mentorships, and partnerships
A deep dive into GP funds and distressed asset strategies
----------------------------------------------------------------------------------------------------------- We’re excited to feature your voice in the conversation about building wealth and legacies through commercial real estate. Join us to share your journey and insights with our growing audience! Learn more and apply at https://sfcommercialconversations.com/guest