Rohit Land

Marty Pawlina

Marketing Manager Rohit Land Development

What are the biggest challenges facing the industry in 2022 in Edmonton? And how does Rohit Land plan to cope with them? The greatest challenges facing the Land Development industry for 2022 continues to be mitigating risks through the length of the development cycle, often 3-10 years for project completion, and responding to unforeseen events, such as COVID creating 1-2 year disruptions, combined with inflationary market conditions.

We have responded to these challenges by doing our best to absorb unforeseen costs to keep consumer prices down. We are thankful to our industry partners, and City administration who have also been instrumental in reducing interruptions, diligently working for the continued on-schedule progress of our community developments.

2020 and 2021 seemed to have been a boon for the new home market contrary to predictions. Was there anything that surprised you on how those lockdown years went for you? Any insights? What was surprising and encouraging over the last couple of years was the resilience of our industry, Rohit Land Development staff, our partner builders, contractors, competitors, realtor professionals, suppliers, municipal and provincial government employees have all stepped up to deliver the best customer service and quality of homes and communities for consumers. I am inspired by how the industry as a whole has been able to pivot and innovate and respond to challenges with flexibility and optimism. I am also grateful to our medical community and first responders working hard to keep us and our families safe, and to those doing everything possible to follow public health guidelines.

The insights I have seen are that consumer behaviors and preferences are changing. Amenity lots, preferences for communities integrated with nature have only become more desirable and harder to find. Builders who adapted to provide virtual tours and facilitate private viewing appointments, and had built existing SPEC home inventory, experienced greater home sales, which I think is indicative of meeting our consumers where they are most comfortable.

The big take away as we look to next year and the future is with our launch of several new communities in the last couple years, our decisions to go the extra mile with amenities, playgrounds, trail networks, and elevated architectural designs, has proven itself with strong sales momentum.

What elements are essential in the success of new greenfield developments? Any new designs you are implementing in your communities? What factors will affect the decision to buy a new home? A successful greenfield development is a master planned community with thoughtful attention to detail and place, where builders and developers come together to offer beautiful homes, connected spaces and cohesive architectural elements that stand the test of time.

A complete community has a variety of amenities effortlessly complementing each other including park spaces and trails, commercial and institutional uses, attractive housing options, and access to a variety of transportation networks.

Where do you see growth in the market? Why do you think so? I see growth in the market in several areas, the Edmonton market remains strong, and we are launching Kinglet Gardens in West Edmonton next spring, we also see significant potential in the greater Edmonton region specifically in the neighbouring communities of St. Albert and Sherwood Park. We will be launching the new communities of Cherot in St. Albert and Cambrian in Sherwood Park to respond to this growing demand.

We also see growth in the market for innovative and higher density land uses and housing typologies including Streetscape homes, back-to-back townhomes and front-back duplexes. The City of Edmonton and regional municipal governments have been more flexible with land use zoning, providing the market the opportunity to do some creative things. For example, St. Albert now allows for laned home products, which will in turn make home purchases more attainable for new home buyers.

I see this growth occurring because of increased provincial migration to Alberta, comparative housing affordability, comparatively high average incomes nationally, opportunities for diverse employment in Alberta, and a balanced cost of living.

The access to nature, amenities, employment, healthcare, recreational facilities, educational institutions, and opportunities offered in Edmonton and the surrounding region are compelling, driving home sales now and in the future.