Friendly Faces of the Friendly City — Brad Cohen of Connexa Real Estate

July 16, 2025 by Stella Hale

Brad Cohen (left) presenting Gary Stiteler (middle), former owner of Glen’s Fair Price, with award. 

Welcome back to our Friendly Faces of the Friendly City feature! This month, we interviewed Brad Cohen, founder and broker of Connexa Real Estate and a dedicated board member of Harrisonburg Downtown Renaissance. In recognition of the end of his term serving as President of our volunteer board, we chatted with Cohen about his time with HDR and his vision for Downtown Harrisonburg’s future. As he steps down from this leadership role to focus on his thriving real estate business, Cohen reflects on what made Harrisonburg a home for his business and his family, as well as the memories he has made as an HDR volunteer.

Can you tell us a bit about your background and what drew you to real estate?

I’ve been in Harrisonburg since I started at JMU in 2012. While I was a student I worked in property management for student housing and realized I had a knack for talking to people, and I was fascinated by investment real estate. It was a natural transition to jump into real estate sales. At its core, real estate is about people, community-building, and improving lives. Being able to constantly grow and evolve, while serving people and helping them make solid financial decisions made real estate a perfect fit for my personality. 

Example Connexa Real Estate home listing.

What initially attracted you to get involved with Harrisonburg Downtown Renaissance?

Downtowns are the soul of a city. They’re where culture meets commerce, where strangers become regulars. I got involved with HDR because I saw the great work the organization has done and rapid growth since I first moved here, and I wanted to be involved. As a frequenter of all the downtown restaurants and resident of Old Town, it was a natural fit.

 How has your professional experience in real estate influenced your perspective on downtown development?

Real estate teaches you to see potential where others see risk. A vibrant downtown isn’t just built — it’s curated. Every block is a chance to tell a better story. Downtown has become the social and cultural hub of Harrisonburg. That has happened through creative use and redevelopment projects.  Now we just need more housing.

What are you most proud of from your time as board President?

I’m really proud of how downtown has visually changed during my tenure – more murals, buildings with facade improvements, power box wraps, downtown ducks, etc. Better foot traffic on weekends. You can VISUALLY see progress, which I think is really important.

Brad Cohen (middle) with HDR staff and board members at the 2022 Friendly City Fortune raffle livestream.

What were some of the biggest challenges you faced during your tenure, and how did you address them?

The Covid era was incredibly challenging. What could’ve been a catastrophic setback in all the progress we have made, was actually a unifying moment that helped businesses stay afloat and innovate in new ways. Watching how HDR poured into the small business community downtown and served as a resource and connector, when so many people were fearful, was truly powerful. HDR was integral to that and I’m really proud of the organization.

Was there a moment during your time on the board that really affirmed why you chose to get involved?

I got married during BWE in 2024. We went to brunch downtown that morning, and it was amazing to bring friends and family downtown and see the streets full and businesses buzzing with activity. Everyone was like “is it always like this?!” It was a really cool feeling.

HDR board celebrating 20 year of Harrisonburg Downtown Renaissance with birthday cake.

In your opinion, what makes a downtown truly vibrant and sustainable?

Authenticity and adaptability. The most vibrant places don’t just reflect the city; they shape it. Harrisonburg is known as “the friendly city”, but I think that really stems from people being authentic and familiar. As for sustainability – it’s all about being able to pivot and evolve as the world changes; you have to grow or you’ll stagnate. 

 How do you see the role of public-private partnerships in shaping the future of urban centers like ours?

They’re not optional — they’re essential. The public sector brings vision and values; the private sector brings velocity and movement. Partnerships catalyze growth. It’s absolutely essential for development projects.

What advice would you give to current or future volunteers who want to make a lasting impact?

Own your voice, but play the long game. Speak up when the room is quiet. The people who create real impact offer leadership, not just help. 

How does your work in real estate intersect with your passion for community development?

They’re the same thing to me. Real estate as a business is all about building connections to the community. Development without community is just construction. A house is just a house; when  you give people community, it becomes home.

Example Connexa Real Estate home listing.

Are there specific types of developments or projects that you believe have the biggest potential to revitalize a downtown?

Mixed-use hubs with ground-floor activation. Adaptive reuse projects that preserve soul and introduce function. Places that pull you in – visual appeal is key.

How do you balance development with maintaining the unique character of a historic downtown?

You honor the bones while updating the heartbeat. Respect history, but extend it, and find new creative uses. That said, you always have to recognize when functional obsolescence can also mean opening a path for new progress.

What are you most excited about when you think of the future of our downtown area?

That it’s becoming a place people choose — not just pass through. There’s a magnetic energy building. More and more people want to live in and around downtown.

Are there any trends in real estate or urban development that you think our city should be preparing for now?

Hybrid everything. Third spaces. Human-centric design. The next wave is personal, not just functional. We need to embrace more opportunities for home ownership downtown. Plenty of rentals, but we need more options for condos and row-homes.

What role do you see nonprofits like ours playing in the next phase of downtown evolution?

Nonprofits are the emotional glue. They advocate for vision over velocity. HDR has always been a catalyst for progress and the connector for strategic partnerships, which will be essential as development continues to get more expensive and challenging. 

Brad (middle) volunteering at the HDR Info Booth during Skeleton Fest 2024.

What’s your favorite spot downtown, and why?

I have 2 – Rocktown Kitchen and Billy Jacks. Best atmospheres, great food, favorite bartenders. Vibes are everything to me. 

If you could wave a magic wand and bring one project to life downtown, what would it be?

Mixed use – Condos, coworking space, climbing gym and a rooftop bar with a pool. 

Why start your real estate business in Harrisonburg?

Because it’s real here. Grit, charm, and room to grow — without losing itself. It’s a growing market with plenty to do, but still has a small town feel and familiarity. I love it here – Harrisonburg is home.

How did you come up with the name Connexa Real Estate?

“Connexa” is about connection — to people, to purpose, to our community. 

Favorite HDR festival/event memory?

The first Skeleton Fest flash mob! I was sitting on the patio at Jack Browns with some friends and watched it come together. It was my first flash mob experience and definitely brought a ton of life into the festival.

Flash mob on Court Square during 2019 Skeleton Festival.

Thank you, Brad Cohen, for your leadership and hours of volunteer work for our community and our organization!

We look forward to having you continue to be an active board member and trusted voice as Downtown Harrisonburg continues to grow and develop.