With decades of experience in the market research industry, Peter Dennehy is certain of one thing: successful outcomes depend on relationships.
“I’m a connector and a collaborator,” Dennehy says.
The maintenance of connections built over the years is a testament to the value Dennehy places on building bridges (and making sure not to burn any behind him).
With expertise in community and land development, demographics, and other areas, Dennehy has recently returned to Zonda to assume a new and exciting role within the company.
“It’s really important to maintain connections with people you have worked with over the years, and that’s every place that I’ve ever worked,” he says. “I think I’m the only person I know who keeps going back to work for the same people.”
Dennehy has worked for numerous leading American and Canadian market research firms but has since returned to Zonda. In his new role as principal, Advisory, he will bring his unique blend of expertise in product and market analysis, as well as product segmentation, to the company, where he worked from 2013 to 2018.
Dennehy’s interest in residential and mixed-use development was sparked during a university internship, where he worked for the City of Pasadena on a mixed-use development.
“I learned a lot about architecture, historic preservation, economic development, and adaptive reuse. And I thought, ‘This is pretty fun.’ So, I went through the recruiting process for RCLCO,” he explains.
He also attended law school in San Diego, and when he re-entered the market as a newly minted lawyer, the economy was recovering from a recession.
The multi-faceted aspect of development is what captured Dennehy’s heart, as it incorporates so many different disciplines, something that appeals to his attraction to change and novelty.
“I’m a good listener. I take a new approach to every project that I work on. And so, I’m always looking for what’s unique about a place or a project,” he says.
From his vantage point as a market researcher who focuses on customer insights, product segmentation, strategy, economic and demographic analysis, and community and land development, Dennehy enjoys the point at which they all converge.
“We go between the intersection of the market, the consumer, and the economy, and so I’m constantly a student of those two things and how they can be brought to bear on a development project of any size,” he says.
Malee Tobias, senior vice-president of marketing and community development at Southern Land Company, says Dennehy’s ability to see the big picture is just one strength that makes him an asset.
“Peter seamlessly integrates deep knowledge of master-planned communities and housing products with a nuanced understanding of local economic dynamics and consumer preferences, making him invaluable for any project requiring a holistic market perspective,” Tobias says.
Dennehy has worked on major projects across the U.S., including Playa Vista in California, of which he is particularly proud. Stephanie Ayres, founder and CEO of Ayres Collective LLC, says Dennehy’s ability to translate data into clear insights has guided countless builders, developers, and investors to make smarter decisions.
“What sets him apart isn’t just his expertise, but his gift for connecting the dots between consumer behavior, economic trends, and industry impact. He’s a true thought leader,” Ayres says.
Currently, Dennehy’s interest lies most recently in 55+ communities.
“Partly because I’m getting older and that’s my demographic, but also, there’s a lot of demographic tailwind behind that sector.”
Dennehy says he is the incoming chair of the Lifestyle Residential Development Council 55+.
Dennehy is also cognizant of the younger market, as he has a 23-year-old daughter who he hopes will be able to enter the housing market. He enjoys cooking, reading, and listening to podcasts, and has set his sights on experiencing life in a foreign country, specifically France.
For now, Dennehy is excited to return to Zonda, which has grown considerably since his last role with the company. The company now has nearly 1,000 employees, compared to 100 when Dennehy did his first tour at the company. It was also a much more regional company in the early days, he says.
“Now it’s national and international, if you consider Canada, and there’s been so much growth with acquisition,” he says.
Now, Dennehy adds, “Zonda basically controls access to the data on the housing market, certainly in the U.S. and increasingly in Canada and maybe someday elsewhere. We’re a technology company, and we’ve made acquisitions that are forward-thinking and should give us insights into the consumer journey.”
Peter Dennehy can be contacted about his advisory services at pdennehy@zondahome.com.
