How do you plan to grow this year? Where are you focusing your energies this year? Why?

This past year was very challenging for growth and was difficult to predict the strength of the new home market due to the pandemic.Our original intent for 2020 was to proceed with a much more robust development program than we ended up with.Early on in the pandemic we recognized the need to adapt our business plan by scaling back development based on our revised lot sales projections for the year.We were pleasantly surprised with the strength of market, which outperformed our expectations, and are now in a position where demand for new homes is balanced with our inventory of lots.Much of our energy this past year was focussed on minimizing our capital investment, reducing overhead costs, and updating our future plans so we are ready to move forward when the market improves.

What are the biggest challenges facing the industry in 2021 in Edmonton? And how do you plan to cope with them?

We are living in uncertain times and there is much worry about the future of the local, provincial and national economies, and the potential impacts on regions like Edmonton.As a result, my biggest fear is that there will be less grant funding available from senior levels of government and that municipalities will be tempted to download new costs to the home building and land development industries.Additional challenges include the potential for increased costs due to interruptions in the supply chain such as trade tariffs, transportation problems, and manufacturing shut downs due to the pandemic.The concern is that all of these costs are ultimately passed on the new homebuyer, which reduces housing affordability throughout the region.Now, more than ever, our industry needs to be recognized by municipalities as partners in community building, and that we need to work together to address these issues.In the meantime, we will be monitoring market conditions and building only enough housing to meet demand.

Where do you think demand will be coming from this year? What factors will affect the decision to buy a new home?

Although there are always challenges for development, there is still hope for the future.I am encouraged by the fact that Edmonton hasn’t had less than 2000 annual housing starts going back to the 1960’s when our population was much lower.Now that we have grown to be one Canada’s largest metropolitan regions,we have developed a local economy that is large enough to generate its own natural growth in new neighbourhoods.There is also hope on the horizon with the promise of a vaccine for Covid-19, which will generate a rebound in the economy, leading to reductions in unemployment rates and an increase in international and interprovincial migration into the area. Historically low interest rates in the short to medium term will also help to drive new home sales.

What is your advantage, why would people want to live in your communities?

At Qualico Communities we like to say “We Create What We Believe In,” meaning that we have the privilege of building new communities where we, ourselves, would be proud to live. Our neighbourhoods are designed to provide families with access to great natural, recreational and commercial amenities, but at an affordable price.Finally, we work with trusted home builders in every neighbourhood to ensure our customers have a diverse range of quality housing options to meet the needs of their family.

For more information about the company, visit www.qualicocommunitiesedmonton.com.