Prabh Paul

I was tired of seeing rental property owners and managers struggle with endless market surveys to set the right rents.  

That’s why I founded TraceRent. I know that as rental portfolios grow, so do inefficiencies. But setting rents isn’t about copying the competition—it’s about making smarter decisions that:  

- Maximize income by aligning rents with market demand.  
- Reduce vacancy losses by up to 20%.  
- Build trust and improve tenant retention.  

At TraceRent, we turn inefficiencies into opportunities. With 60,000+ managed units in Canada alone, our AI-powered platform simplifies market surveys and delivers tailored, data-driven insights to help you boost revenue and stay ahead of the competition.  

📩 Let’s connect! Message me or schedule a call to explore how we can optimize your portfolio and position you as a leader in the rental market.

Architect - Partner

ANP Atelier & Associates worked on 7 distinct verticals:

– Master planning.
– Residential.
– Commercial.
– Workplace.
– Institutional.
– Hospitality.
– House.

The key thesis driving ANP’s work was sustainability – the endeavour to reduce the consumption of resources and energy.

Grateful to have been able to work at a place that’s been at the forefront of thought leadership in design since 2007.

ANP exposed me to the world of infrastructure, construction, and design – and how it all comes together to merge the physical, geographical and cultural conditions that address the user’s brief….

….and ultimately their aspiration.

This eventually served as an incredible bedrock for the next phase of my career with Tracecost.

Prabh Parmar

Spent the weekend in Central Alberta, Lacombe, Alix, Red Deer, for my son’s hockey tournament.
Early mornings. Cold arenas. Wet (stinking) gloves in the car (And yes, we brought the trophy home)
And somewhere between games….you realize: This isn’t just a sport.

This is routine. Community. Identity.

Now here’s something most people don’t see:
In towns like #Lacombe, the arena isn’t just where kids play.
It quietly shapes where families live.

Few facts that surprised me:
Only about 1 in 4 homes in Lacombe are #rentals (~28%)
 → Limited rental supply
#Vacancy rate is ~0.8%
 → Practically nothing available
Average #rents are around $1,050–$1,200
 → Not “cheap”, just less visible than big cities

In nearby smaller communities, total purpose-built rentals can be under 100 units
At first glance, you’d think: “Rentals don’t really matter here.”
But it’s the opposite.

Because when supply is this tight,  life decisions start driving #housing decisions.

One parent said it perfectly between games:
“If your kid has practice 4–5 times a week… you don’t live far. You just can’t.”

That’s it. No spreadsheet. No market report. Just real life.
And that creates something most models miss (fortunately TraceRent does not):
In large cities: Demand is driven by macro forces, jobs, migration, rates
In smaller towns: Demand is driven by daily routines, arenas, schools, commute to one key employer

Insight:
The smaller the market, the more powerful the “invisible drivers”
And when:
only ~28% of homes are rentals, vacancy is below 1%, Even small shifts in routine
 → create real pressure on pricing and availability

We spend so much time analyzing housing like it’s purely financial. 
But weekends like this remind you:
Sometimes, housing demand is just a parent trying to make it to practice on time.

Wondering what’s one everyday routine in your city that quietly shapes where people choose to live?

Prabh Paul Parmar

Architect | 2X Founder | Empowering Multi-Family Owners to Maximize Revenue with Fair Rent Pricing

Ice Hockey Alix Arena Lacombe Red Deer Housing Rental Alberta 

Canyas

At Canyas, we understand the power of microsegments and tailored personalized campaigns. Our AI system is built on this foundation, enabling us to put a powerful tool in PRODUCT MARKETER'S hands. With Canyas, you can generate personalized inbound and outbound campaigns across paid, owned, earned, and social channels. We empower you to move prospects through the stages of awareness, consideration, and ultimately, conversion. 

Metrics play a vital role in achieving marketing success, and Canyas is here to help you leverage them effectively. Our system focuses on using metrics to guide your prospects through the buyer's journey. We work with you to accurately identify your target persona and their specific job-to-be-done (JTBD). From there, we tap into the expertise of subject matter experts (SMEs) in that space and design a tailored strategy. Canyas becomes your partner in moving your target audience from attention to interest and, ultimately, to action. 

Let Canyas be your guide in uncovering key insights and driving engagement. We help you gain a deep understanding of who you need to interview and design campaigns that will make your prospects aware of your offerings. Our system provides you with the right messaging and content to engage and inform your target audience effectively. With Canyas, you can connect with informed prospects and communicate your value proposition confidently. 

CMOs from diverse industries can benefit significantly from Canyas. Our system streamlines the integration of SME interviews, saving you time and effort while leveraging expert insights. By automating the generation of persuasive and conversion-focused copy, Canyas empowers you to focus on strategic initiatives. Our keyword optimization capabilities ensure improved online visibility and reach. Whether you operate in the cybersecurity sector or any other industry, Canyas caters to the JTBD of CMOs, delivering impactful marketing solutions.

Head of Digital Growth Marketing (DiG) and Content Best Practices

SMT Cybersecurity and Marketing

VP of Consulting and Strategy and Red Team Leader at Search Marketing Team, international digital marketing and pentesting consultant. Red Team Lead:

As a seasoned Red Team Lead with expertise in various aspects of information technology and cybersecurity, I have successfully led teams responsible for conducting white hat penetration testing on a wide range of projects across multiple industries.

In my role, I have led teams responsible for conducting penetration testing on high-profile projects, including Znetlive, UpStox, BTClottery, Yahoo, Starbucks, and numerous others across industries such as e-commerce, fintech, crypto exchange, mobile app, legal, medical, and energy.

My experience includes designing and implementing comprehensive penetration testing strategies, identifying vulnerabilities and weaknesses, and providing actionable recommendations to enhance security posture. I am proficient in various penetration testing techniques and tools, including web application testing, network testing, social engineering, wireless security testing, and vulnerability scanning.

In addition, I have a proven track record of successfully leading and managing cross-functional teams of ethical hackers, security analysts, and other cybersecurity professionals to achieve project goals and deliverables. I am skilled in collaborating with stakeholders to ensure alignment with business objectives, managing project timelines and budgets, and communicating complex technical concepts to non-technical audiences.

Overall, my expertise in red team leadership and extensive experience in conducting white hat penetration testing make me a valuable asset to any organization seeking to enhance its cybersecurity posture.

VP Consulting and Strategy - Cybersecurity Red Team Leader

Manage the sales/marketing team for Search Marketing Team, a Portland SEO, SEM, SMM, CRO company.

Lead off-site SEO trainer for independent businesses.

Director of Sales, Marketing Manager, SEO Trainer

PKI Solutions Inc.

I have my hands in every aspect of inbound and outbound digital marketing efforts for PKI Solutions, a cyber security company respected (and tapped) globally for its talent and solutions to the complex core of international database security and infrastructure.

Digital Marketing Specialist

WasteNot (acquired)

Founding Member

I wrote extensively for The Oregonian for 10 years as an employee, and (since 2008) for dozens of publications both digital and print and on nearly every topic imaginable. For many of my features I was also the photographer for any artwork requested. I have a nose for stories that should be reported and aren't.

Freelance Journalist

Direct Marketing Solutions - West & East

Helped to set up and launch the company's digital marketing division.

Marketing Manager and Senior Strategist

El Toro IP Targeting

El Toro is the global leader in IP targeting. El Toro invented and patented a unique series of technologies that tie IP addresses to their location of origin, allowing marketers to only serve digital ads to the exact individuals they choose. Its premium media technology is chosen by B2B and B2C leaders in financial, automotive, sports, media, and service industries. To learn how this patented technology can help your digital advertising reach the intended targets, please contact me at josh@eltoro.com. 

READ MORE:

ElToro.com's core technology ties IP addresses to their location of origin, allowing marketers to serve digital ads with more precision than ever before.  Our proprietary, patented IP address matching technology can deliver online display ads and videos by utilizing ONLY an individual’s home/business address. No Cookies. Zero Waste.

You give us home address to target and we serve ads on every website that person visits.

Sample uses:

--Repurpose CRM records as ad segments to reengage former customers, donors or alumni
--Use financial data to serve ads to pre-qualified prospects
--Use demographic data to build and scrub multicultural segments

--Prime businesses digitally before engaging with outbound sales
--Serve custom messaging at industry tradeshows and conferences

Our Device-ID mobile technology extends the reach of in-home IP targeting and also provides in-home segments based on Device-ID geographic location.

--Serve ads to pre-screened segments on mobile even after they've left the home
--Conquest: serve ads to clients of the competition 
--Build audiences based on specific geo-located behavior

Our attribution is simple. If we served ads to a home and the home record is tied to a sales conversion, that sale can be attributed to our advertising. Our tech works well with other forms of digital tracking like view through and conversion pixels to give you all the data you need at your hands. 

This is the solution you've been looking for.

Portland IP Targeting Account Manager, ElToro.com

Pop-Art and The Curiosity Group

Worked on SEO/SEM Campaigns for Leatherman Tools, Carrier HVAC, HP Small Businesses and More.

Contract SEO/SEM Copywriter

The Stonewailer

Lead SEO, Internet Marketing SEM, SMM Tech and Marketing Manager

Bootlegger, SEO Guy

The Oregonian

Journalist

As Head of Digital Growth Marketing at Canyas, I help companies—from B2B firms to trade businesses like HVAC and construction—turn marketing into a strategic advantage. With AI-driven insights and customized sales enablement, I empower teams to close more deals, grow their client base, and drive sustainable growth.

Whether you’re in HVAC, construction, or another trade-focused industry, I work directly with business owners and sales teams to simplify complex marketing strategies and provide tailored solutions that work. From developing sales playbooks to crafting targeted marketing campaigns, I ensure you have the right tools to reach decision-makers and win more contracts.

With over 20 years in digital marketing, I specialize in building data-driven campaigns that speak directly to your audience, whether they’re project managers, utility companies, or municipalities. If you're looking for marketing that delivers measurable results without the overhead of hiring in-house, check out our Concierge Service at Canyas Concierge.

Let’s connect if you want to discuss how we can help your business grow.

#HVACMarketing
#ConstructionMarketing
#DigitalMarketing
#SalesEnablement
#AIDrivenMarketing
#LeadGeneration
#TradeBusinessGrowth
#B2BMarketing

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The Battle

Prabh Parmar

Josh S.

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The Battle

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Josh S.

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Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Prabh Parmar's LinkedIn Performance

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