SHE has been in a lot of different rooms.
Done a lot of different kinds of work.
And what she found, consistently, is that the moments that matter most in a development project are rarely the ones anyone planned for.
FRAME was built for those moments, and for the clients who need someone who has actually been in them before
TORONTO based.
INTERNATIONAL reach.
FEMALE led.
CREATIVE to the core.
THE STORY
Salima Kheraj came to FRAME Advisory the long way around — and that is precisely what makes her useful.
Over twenty years, she has worked inside consultant and integrated real estate organizations on complex projects. Not by following a career plan, but by following the work itself, whatever part of it genuinely interested her next.
That has meant a lot of different rooms.
Co-founding an urban infill division inside a larger organization and building it from the ground up.
Opening a Toronto studio for a design practice making the move from regional to national.
Leading development projects at one of Canada’s largest private residential landlords within the governance structures and capital frameworks that come with that scale.
Leading product innovation across a major residential developer.
Carrying some of Toronto’s most complicated redevelopment files through approvals, design, capital and delivery.
The projects have ranged across Toronto and Western Canada
High-rise towers, master-planned communities, purpose-built rental and condominium, mixed-use and urban infill, some seniors housing, some industrial.
What she took from each environment was never just exposure to a different project type.
It was a different way of thinking about risk, about capital, about what decision-makers actually need to feel confident, and about where projects tend to come apart, which is usually not where anyone expected complicated redevelopment files through approvals, design, capital, and delivery.
FRAME is built fromthe collection of Salima’s career experiences.
Not theory, not generic advisory language.
The actual work of getting projects unstuck, reframed, and closer to execution.
HOW SALIMA
WORKS.
The messy parts are where she does her best work. The parts that don’t fit neatly into one consultant’s scope. The political parts. The “why is this still not moving?” parts.
BUILDING TRUST
She’s known for building trust and negotiating constructively, even when the room disagrees.
A COMMON VISION
She’s tenacious about the vision — bringing teams with competing priorities around a shared direction everyone can move on.
MOVING BETWEEN WORLDS
Details and big picture. Design and development. Public-sector objectives and private-sector reality. She works fluently across all of it.
CHALLENGING THE OBVIOUS
She thinks outside the box. Sometimes the project doesn’t need to be pushed harder — it needs to be reframed.
SEEING THE REAL ISSUE
The design might be fine but the market logic is off. The approval issue might really be an infrastructure issue. The team might be capable but the decision path unclear. She sees past the symptom to the actual problem.
TAKING CHARGE
Once she sees the real issue, she doesn’t wait for consensus to form on its own. She leads the team toward a way forward and gets it moving.
BUILDING TRUST
A COMMON VISION
MOVING BETWEEN WORLDS
CREDENTIALS
- Bachelor of Environmental Studies in Urban and Regional Planning
University of Waterloo - Diploma in Urban Land Economics
University of British Columbia - Registered Professional Planner and member of the Canadian Institute of Planners
- Actively involved in the Urban Land Institute
- Her work has been recognized by EDify Magazine’s Top 40 Under 40 and the Urban Development Institute’s Spirit of the Industry award
A PERSONAL MESSAGE.
I have hand-drawn unit layouts on tracing paper, measured every corner with a scale, and watched those decisions get built over years.
I have walked through a freshly poured street in a community I helped plan from the ground up. I have watched the forms come off a new floor on a high-rise I helped design. I have watched unanimous checkmarks appear on a screen at City Council.
That experience taught me something that never leaves you: the decisions made early in a development project — the ones that feel abstract and reversible — eventually become concrete. They become someone’s street, someone’s floor, someone’s neighbourhood.
I created FRAME because I wanted to bring that understanding into the moments that matter most — when the project is at its most complex, the decisions are hardest, and the stakes are highest
If the path forward is unclear, start here.
Whether you are rethinking a project, navigating layered approvals, aligning a team, or looking for senior development leadership without a full-time hire, FRAME can help bring structure to the work and move it forward.