Alright – so today we’ve got the honor of introducing you to Lissette M. Calderon. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Lissette thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

This dream started in childhood. My father was my hero, and every Saturday I’d accompany him to his job sites, walking through half-built homes while we talked about the company we’d build together one day. His passing during my high school years reinforced my commitment to pursuing the path we once envisioned together.

After graduating from the Wharton School of Business at the University of Pennsylvania, I began my career in New York City as an investment banker, where I developed a strong understanding of capital markets, deal structuring, and long-term asset value creation. But eventually, the pull of real estate development became impossible to ignore. Returning to Miami, I faced a very real, personal challenge: there was a lack of well-designed, pet-friendly, and attainable rental options tailored to young professionals. My then reality sparked a question: What if I could be the one to create what I couldn’t find?

I began thinking differently about how people live, what they need, what’s missing, and where the market is shifting. Having lived in a loft in New York, I was inspired to bring that same open, modern, flexible concept to Miami. But I didn’t just want to build buildings, I wanted to activate an area. And that’s when I began looking at property surrounding the Miami River.

I had traveled enough to see how rivers are often the beating heart of cities, the places where culture, commerce, and community meet. And yet, Miami’s riverfront was largely overlooked.

At 28, I broke ground on my first high rise project, Neo Lofts. I had been working for Jorge Pérez at The Related Group and learning from one of the best, but I knew it was time to take a risk.

Once I took the leap, I focused on every detail, site selection, zoning, financing, branding. It was months of late nights, learning curves, investor meetings, and navigating challenges most people never see. But it all led to Neo Lofts, my first solo development and the beginning of something much bigger: the transformation of the Miami River District.

Since then, projects like Neo Vertika, Wind by Neo, and Pier 19 Residences & Marina have followed. Over the last five years, we’ve also brought that same vision-driven approach to the neighborhood of Allapattah through projects like: No. 17 Residences, The Julia Residences, and Fourteen Main Street Residences. Both areas continue to be our focus for the time being and we are excited to continue to redefine and reimagine urban neighborhoods in South Florida and eventually nationwide.

This journey didn’t begin in a boardroom. It started on a job site, hand in hand with my dad. And every project since has been a step toward fulfilling the dream we once imagined together.

Lissette, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

By day, I’m a real estate developer, but at my core, I’m also a mother, wife, first-generation Cuban American woman, and Miami native who’s always paid attention to how people live and what they need from the places they call home. For me, development is about creating attainable, well-designed housing that reflects real life.

As the founder and CEO of Neology Group, I develop housing that’s near major employment hubs for aspiring professionals and essential workers, the backbone of our community. Our portfolio of developments offers thoughtfully designed residences with features such as floor-to-ceiling windows, high ceilings, walk-in closets, balconies, and energy-efficient stainless-steel appliances.

What sets us apart is the focus on lifestyle and value. Our communities provide resort-style amenities including rooftop pools, wellness centers, co-working spaces, bark parks and spas, children’s play areas, and high-speed fiber optic connectivity. We build homes that meet the real needs of today’s renter – people who want quality and accessibility without sacrificing design or convenience.

How’d you build such a strong reputation within your market?

I’ve always been results-driven, but just as important to me is how you treat people along the way. There’s a quote I live by: “The toes you step on today may be attached to the a*s you’ll have to kiss tomorrow.” It’s a reminder that your reputation follows you. In a city like Miami, which is large in scale but tight-knit in relationships, that matters.

I make it a point to treat everyone with respect, regardless of their role or title, and to follow through on my commitments. That kind of consistency builds trust. One of the first lenders who believed in my vision for Neo told me, “I know you’re reliable, I know you’re a hard worker, and I can always count on you.” We had worked together in a different setting years before, and that relationship made all the difference. Your name, your integrity, and your work ethic are often your most valuable assets.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

One of my favorite marketing stories, and definitely one of the riskiest, was during the launch of Neo Lofts, my first solo development project. At the time, the idea of creating a modern, loft-style residential building along the Miami River was met with a lot of skepticism. The area wasn’t yet seen as desirable, and the concept of “urban living” hadn’t fully taken hold in Miami the way it had in places like New York or Chicago. People thought I was crazy for betting on a stretch of the river that had been largely industrial.

But I saw potential, not just in the land, but in the lifestyle. I believed that if we could paint the picture clearly enough, people would buy into the vision, not just the units. So instead of selling square footage, we focused on selling a way of life. We leaned heavily into storytelling: artist renderings that showed sunsets over the river, branding that reflected the energy of loft living, and marketing campaigns that positioned the project as part of an urban renaissance right in the heart of Miami.

I remember the feeling when we got our first few pre-sales, relief, excitement, and validation all at once. Then it picked up momentum. People began to believe. And when we ultimately sold out, it was a turning point. It proved that with the right vision and the courage to go against the grain, you could transform not just a piece of land, but an entire narrative about what’s possible in Miami.

That campaign laid the foundation for everything that came after. In fact, our 199 deposits across all 199 units became what I often refer to as my “market study,” a clear signal of demand that helped secure our construction loan. Those early buyers believed in the vision, and that belief translated into real numbers the bank could stand behind. It wasn’t just a marketing win. It was a business milestone that proved strong storytelling, backed by strategy, can move a project from concept to construction.

Contact Info:

• Website: https://neologylife.com
• Instagram: https://www.instagram.com/neologygroup/?hl=en
• Facebook: https://www.facebook.com/neologylife/
• Linkedin: https://www.linkedin.com/company/neology-life/

Image Credits

All images are credited to Neology Group.