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MAKING THE MOST OF YOUR MEMBERSHIP
THE IMPORTANCE OF CHBA INVOLVEMENT IN TIMES OF ECONOMIC UNCERTAINTY
BY MATT MCCURRACH, CHBA PRESIDENT
It’s no secret that the residential construction industry has been through a lot over the last several years. From rising material costs, growing labour shortages, ever-changing codes and regulations and a full-blown pandemic, it’s fair to say our sector’s economic environment has been nothing short of chaotic.
Earlier this year, that economic uncertainty was amplified by threats of widespread 25-per-cent tariffs on Canadian goods from our closest ally and trading partner, the United States. I’ve heard some say that for some regions, these tariffs would be the proverbial “nail in the coffin” for homebuilding. Knowing the strength and resilience of our members, I know that despite the challenges, together we will overcome. But there’s no question that the situation has forced us to reconsider our supply chains and how we do business.
While changes in the economic environment feel never-ending, there’s one thing that has been a constant for members such as us where we can turn to in times of uncertainty: this Association. It has allowed me to build a network of colleagues – locally, provincially and nationally – who I now consider friends. They’re
always willing to lend a hand, and I know I can lean on them for advice. That peer-to-peer mentoring is weaved into the fabric of the association at all three levels. It breaks down so many barriers and is such a key value of membership.
The association is also a place where I’ve gained invaluable access to new information, business connections and creative ideas to help grow my business. Whether it’s staying up to date with codes, meeting new suppliers or accessing member-exclusive discounts for my staff and I through CHBA’s National Advantages program, the benefits I’ve gained through my involvement with CHBA has allowed me to set my business apart. CHBA’s webinar on tariffs, that had nearly 2,000 registrants, shows just how valuable CHBA information can be for us.
Perhaps the most the notable benefit of association involvement is having your issues brought to policymakers at the municipal, provincial and federal government. I’ve seen firsthand that there is much greater success in having our issues heard and addressed when we present them as a collective, which has led to unprecedented policy changes for the betterment of our industry and Canadians in recent years. And if we hope to meet the government’s home building targets to help address eroding housing affordability, we need our voices at the forefront.
One easy way you can help the association advocate on your behalf is by participating in CHBA’s quarterly Housing Market Index (HMI). The HMI is an industry sentiment indicator used to inform government about the state of the industry, including issues we
as members face and what to expect in coming months.
Since its inception four years ago, the HMI has become impactful. It has led to regular meetings for CHBA with the Bank of Canada, informing interest rate decisions. Statistics Canada also regularly references the HMI’s findings, and it garners significant national media attention every quarter, all of which helps inform smarter government policy.
Currently, the HMI provides a national snapshot of the residential construction landscape with some regional/provincial insights. Going forward, CHBA wants to provide more in-depth regional breakdowns so that local and provincial policymakers can understand not just what’s going on nationally, but also what’s happening regionally. This means that we need more builders to participate in upcoming surveys. It only takes 10 minutes every three months, and it is truly invaluable for the work CHBA is doing on your behalf. Don’t wait on this excellent opportunity to make your voice heard. Get involved by emailing hmi@chba.ca.
In short, this is my call to you, my fellow members: Get more involved in your association. There’s no time like the present to volunteer with your local HBA, get involved on a committee, council, or your board, or attend CHBA’s meetings. If you want a good idea of what things are like at the national level of the association, come out to Home Building Week, which is being held this May in Victoria. Be proactive and find out how you can make the most out of your membership – there’s no reason to undertake uncertainty alone.
NAVIGATING UNCERTAINTY
CHBA ACTION ON U.S. TARIFFS THREAT
BY KEVIN LEE, CHBA CEO
The first quarter of the year has been one of the most eventful yet due to an imminent federal election here at home and the threat of sweeping tariffs from Canada’s largest trading partner south of the border.
By now, the ongoing U.S. tariffs saga is well known, but here’s the abridged version and CHBA’s actions related thereto.
U.S. President Donald Trump, even before his inauguration, threatened sweeping 25-per-cent tariffs on all Canadian goods. CHBA was engaged immediately through the House of Commons Standing Committee on International Trade. The roller coaster has been constant, as Trump has walked back his demands, added new ones and prematurely implemented others. At time of writing, the situation persists and likely will continue for the foreseeable future.
This has understandably created widespread economic uncertainty across Canada and the globe, and CHBA has been working hard to keep members up to date, engage with media, and inform the federal government on the best way forward to minimize negative ramifications within the residential construction industry.
On Feb. 2, immediately after the official announcement of the U.S. tariffs and Canadian retaliatory tariffs, CHBA sent an email to all members advising them of the scope of Trump’s tariffs threat and the possible implications for the residential construction industry. On Feb. 5, CHBA held a member-exclusive webinar on the tariffs and how they would impact CHBA members’ businesses. The webinar garnered record-breaking interest from members, with nearly 2,000 registering for the live broadcast.
During the webinar, CHBA broke down what we knew about the proposed U.S. tariffs, Canada’s proposed countervailing tariffs and other government actions, and potential effects on Canada’s residential construction industry. We discussed the worrisome possible impacts of economic stress on buyers and homeowners (and therefore housing starts), outlined ramifications on the supply chain and construction costs, and examined what these tariffs could mean for the Canadian dollar and inflationary pressures in our country. We also provided tips for what CHBA members can do to mitigate risks for their businesses, including adding a price escalation clause to contracts. To watch the webinar recording and read some frequently asked questions on this issue, visit chba.ca/webinars.
In the webinar, we also shared the actions CHBA has taken with the federal government over the last few months to help insulate the home building industry from a trade war. These actions are ongoing.
CHBA has had several meetings with the Bank of Canada, officials from Infrastructure,
Housing and Communities, and the Minister of Foreign Affairs to advise them that, should retaliatory tariffs become necessary, construction products and materials should be exempt. That dialogue continues.
CHBA has also been working with other national associations to collaborate on this issue and is engaged with our U.S. counterparts, the National Association of Home Builders (NAHB), who are also advocating for no tariffs on construction goods.
CHBA has also been extremely active in the media on this issue, informing key outlets such as The Globe and Mail, Global News, CBC, the Canadian Press and more on how tariffs impact the home building sector and housing in general.
Rest assured, CHBA National will continue to be your voice on crucial issues like this, advocating for your businesses’ needs in every way we possibly can. Now has never been a better time to get involved in the association, so that you can help us help you navigate economic uncertainty and advocate on your behalf. Read more on this from CHBA National President, Matt McCurrach, on page 8.
CHBA members can learn more about Trump’s tariffs threat and CHBA’s action at chba.ca/industry-issues. For the timely updates on this issue, as well as other housing issues, members are also encouraged to subscribe to CHBA’s Industry Highlights, our media aggregator with commentary that arrives in your inbox three times per week. Opt-in to the publication through your chba.ca website account or email communications@chba.ca.
HOW PURCHASE FINANCING HELPS HOME IMPROVEMENT BUSINESSES GROW
In the home improvement industry, customers often dream of upgrading their homes but hesitate due to budget constraints. Whether it’s a kitchen remodel, new flooring, HVAC installation or exterior renovations, large upfront costs can be a barrier to closing sales. That’s where purchase financing comes in. By offering flexible repayment options, home improvement businesses can attract more customers, increase sales and grow their revenue – without the risk of delayed payments.
THE POWER OF PURCHASE FINANCING IN HOME IMPROVEMENT
Home improvements are often necessary but can also be expensive. Many homeowners put off projects because they lack the funds to pay upfront. Offering financing removes this obstacle, making it easier for customers to move forward with their projects.
Here’s how purchase financing benefits home improvement businesses:
• Close more sales: When customers have the option to break up their payments, they’re more likely to commit to a project rather than delay or downsize it.
• Increase average project value: With financing available, customers are more inclined to choose higher-quality materials, additional upgrades or larger renovations that they might not have considered otherwise.
• Expand your customer base: Many homeowners may not have the cash on hand for immediate upgrades, but with financing, they can invest in their homes without financial strain.
• Improve cash flow and reduce risk: Instead of waiting for payments in installments,
businesses receive full payment upfront from the financing provider, eliminating the risk of unpaid invoices.
• Enhance customer satisfaction and trust: Providing a stress-free payment solution makes home improvement projects more accessible and builds long-term relationships with homeowners.
WHY HUMM IS THE RIGHT FINANCING PARTNER FOR HOME IMPROVEMENT BUSINESSES
Choosing the right financing provider is crucial to ensuring a smooth experience for both businesses and customers. That’s where humm stands out. Humm helps home improvement businesses close more deals by offering an easy, transparent and flexible financing option to their customers.
KEY BENEFITS OF PARTNERING WITH HUMM
1. Simple, fast approval process: Homeowners can apply for financing within minutes and receive a quick application decision. This means fewer lost sales due to financial
concerns and a smoother buying experience.
2. Flexible payment plans: Humm offers a range of repayment options, allowing customers to choose a repayment plan that fits their budget – whether it’s short-term or extended over several years.
3. No hidden fees or interest surprises: Transparency is key in home improvement financing. With humm, customers know exactly what they’re paying, helping businesses maintain trust and credibility.
4. Higher conversion rates and increased revenue: Offering humm financing gives businesses a competitive edge, leading to more closed deals and bigger project values.
5. Comprehensive marketing support: Humm provides ready-to-use marketing materials, making it easy for businesses to promote their financing options online, in-store and in sales presentations. Don’t let budget concerns hold your customers back. Offer humm financing and help more homeowners bring their vision to life. Visit shophumm.com.
VICKY’S HOMES
AN EDMONTON BUILDER THAT IS CREATING A LEGACY WHILE BREAKING BARRIERS
BY NATASHA ROMBOUGH, DIRECTOR OF MARKETING AND COMMUNICATIONS, CHBA
Prospective homebuyers visiting the website of award-winning Vicky’s Homes are greeted by a sleek, modern design of edgy black and greys punctuated with vibrant pink accents. “Built by man. Designed by a woman” is the company’s tagline, and the woman behind it is Vicky Kujundzic.
“Pink is not my favourite colour,” Kujundzic says, “but I intentionally use it as my branded colour to emphasize that the company is run by a woman.”
With 25 years of experience in building and renovating custom homes, she remains actively engaged in every phase of the process, from client consultations, to helping capture clients’ wants and needs into their new home designs, to overseeing some material selections, and to ensuring the highest standards of quality throughout. It is special in this industry for the owner of a company to personally answer the phone, but she prides herself on being directly involved in every aspect of the business, ensuring a
personalized and hands-on experience for every client.
For Kujundzic, the personalized and attentive service that Vicky’s Homes offers is one of the company’s key differentiators. She’s approachable and buoyantly cheerful, but don’t let that mislead you into thinking she had an easy break into the industry: Her story is one of determination and grit, and she continues to tackle new ground.
FROM CLASSROOM TO CONSTRUCTION
Like many builders, Kujundzic’s first project was her own home. Before her second career as a builder, she was a junior high school teacher – a job she truly enjoyed in the early days. When she achieved the milestone of securing a full-time teaching contract, her next goal was to build a home for herself that was unique.
“I wanted something that was my own – I didn’t want my home to look like every third home on the street,” Kujundzic reminisces,
FAST FACTS
Company Name: Vicky’s Homes
Head Office: Edmonton
Number of Full-Time Employees: 6
Approx. Gross Revenue: $12M-$21M
Projects per year: 6-12
reflecting on her decision to sketch her own floorplan and bring it to builders to find someone who could make it happen. Instead, she grew frustrated when those she met didn’t want to deviate from their available plans and colour palettes.
Determined, she began her foray into the industry. “I thought, you know what, I’m not stupid. I’ll figure this out myself,” Kujundzic recalls in an easy-going tone. “I didn’t have anyone to give me advice or show me the ropes, so I learned things the hard way, but that’s okay.”
She acted as general contractor for her first home, hired the trades, took courses and seminars, and learned from the ground up. While the process would have been daunting for many and likely not something most amateurs would want to repeat, Kujundzic caught the building bug and wanted to do it again.
“I started building houses on the side while I was teaching,” she says. “It was kind of a hobby... it was such a gratifying experience going from looking at my sketch to seeing a beautiful, completed home. It was like a piece of art.” While she loved teaching, she felt the profession was changing; teachers were receiving less and less support in navigating student challenges. And while this was happening, her passion for building grew, as
did her family. Eventually, what began as a hobby transformed into a full-time career, encouraged by her supportive husband, Todd.
Coming CHBA Events
“He encouraged me to quit teaching and go into home building full time.” After having her third child, she did.
MAY 11-15, 2025
CHBA’s Home Building Week in Canada Victoria, BC
JUNE 10-12, 2025
EOC Professional Development Forum St. John’s, Nfld.
OCT. 20-24, 2025
CHBA National Fall Meetings Ottawa
OVERCOMING GENDER BIAS
The path to success often comes with hurdles, and as a woman working in a male-dominated industry, Kujundzic had an added test. Early on, clients would ask if her husband (who didn’t work in the industry at all) was going to join them in meetings. Within the industry, she encountered resistance and even hostility from some male builders.
Kujundzic joined her local association in Edmonton to be able to compete in its housing awards program. She reasoned that winning an award would give her some added clout with customers to help offset the gender bias. When she did win and came back from accepting the trophy during the awards dinner, she had food maliciously thrown at her back. Later that evening, she says her show home was vandalized by someone in a suit and tie, which even the police were surprised to see when watching the security footage.
Historically, women were often quiet about such injustices, because the unfortunate reality was that if they told someone, they would be further stereotyped as being “difficult” or not able to take a joke.
For Kujundzic, the sexism she experienced in the earlier days of her career only fuelled her determination and competitive nature. “I’m a fighter. I love a challenge,” she says. And there were some male allies who were supportive along the way, notably her drywall subcontractor. He offered guidance, suggestions and encouragement, and Kujundzic still works with his company 25 years later.
These days, gender discrimination in the industry has gotten much better, Kujundzic says, and she encourages young women who have a passion for the industry to pursue it fearlessly. “Don’t give up when things get hard,” she advises. “Face challenges with optimism; you have to be positive and you have to believe in yourself.”
A LEGACY OF EXCELLENCE
Now operating with a team of six, Vicky’s Homes specializes in custom homes and also offers large-scale renovations. The company prides itself on delivery of a boutique, personalized experience to clients. “We provide
the white glove service,” Kujundzic says, highlighting a commitment to being with clients every step of the way.
Knowing how important clear communication is, she makes herself available to clients directly, and her company uses an online client portal to keep track of clients’ product and finishing selections, and construction timelines, which get updated with daily progress so homeowners can follow along at any time, even if they’re out of town.
Kujundzic’ s approach to homebuilding not only sets her apart in the market but the homes themselves resonate with clients seeking spaces that reflect their values and lifestyles. “Women know what women need,” she says confidently, emphasizing the importance of functionality in design without sacrificing the “wow” factor.
The homes also strike a chord with housing awards judges. After the first local win, Vicky’s Homes continues to rack up local, provincial and national awards. They’ve been finalists 96 times and won 47 awards. In addition to having great floorplans, the homes are characterized by large windows, modern lines, unique architectural details and lighting, and plenty of curb appeal.
ON THE HORIZON
As they once helped rebuild Fort McMurray, Vicky’s Homes is also working to rebuild Jasper after the devastating wildfire last summer. The company has experience now in helping its clients navigate the process. Kujundzic explains that in addition to booking hotel space, work
camps will be set up just outside of the town so that tradespeople coming from elsewhere have a place to stay while the rebuilding happens. They’re hoping to break ground this summer.
The houses the company builds in Jasper will likely be much smaller than the luxury mansions Vicky’s Homes typically builds in Edmonton. Designing functional floorplans with reduced square footage while following new architectural guidelines in Jasper will be a new challenge for Kujundzic, but she’s ready for it. “The fire was so devastating. I’m excited to be part of something that can give the residents something to look forward to.”
Although she’s now a seasoned builder, Kujundzic is still excited about what the future holds, and Vicky’s Homes continues to evolve, adapting to trends and client needs.
One area of focus is designing homes for aging in place and multi-generational living. “Almost every house we design now has a main floor den that can be converted to a bedroom with its own bathroom,” she says, reflecting the changing needs of modern families.
With 25 years at the helm of Vicky’s Homes, Kujundzic’s commitment to quality and superior care for her clients has positioned her company firmly in the luxury market. As her passion for home building and design continues to grow, one thing remains constant: Her dedication to building not just homes, but lasting relationships and a legacy of excellence. As Kujundzic sums up her philosophy, “If they can dream it, we’ll build it.”
THE COMPETITIVE EDGE
Homebuilders in Canada face mounting challenges, from navigating strict municipal and provincial regulations to coordinating multiple stakeholders while managing budgets, project timelines and customer expectations. To overcome these complexities, many homebuilders are turning to software solutions to help improve communications, streamline project management and provide data that helps them take charge of the sales process.
New home construction accounts for about 47 per cent of the GDP of Canada’s construction industry and employs more than 350,000 nationally, representing $25 billion in wages across the country, according to the Canadian Home Builders’ Association.
Effective communication and collaboration are the foundation of a successful project. Without tools to communicate with the job site, miscommunication and poor project tracking can lead to project delays, errors that inflate budgets, slow deficiency repair and unsatisfied homeowners.
Homebuilders operate in a distinct segment of the construction industry, requiring efficient coordination among project teams, sales professionals and end buyers. An all-in-one, made-in-Canada software solution can give them a competitive edge.
ADDRESSING KEY CHALLENGES
Improved Communication and Collaboration
Miscommunication and lack of tracking can lead to delays and cost overruns. Homebuild-
ing software integrates mobile tools, keeping job sites, offices and buyers connected throughout the process.
Project Management Efficiency
From sales to construction and post build support, software helps track project stages, finances and deadlines. It streamlines operations and ensures smooth project execution.
Deficiency Tracking and Resolution
Timely deficiency resolution is critical for meeting project deadlines and avoiding costly warranty penalties. Digital checklists and automated assignment of deficiencies help builders avoid inspection delays and keep projects moving.
Data Transparency and Compliance
Builders must manage extensive data for compliance, financial reporting and customer relationship management. With software, you can centralize this information in a single database, which minimizes errors and improves access for all stakeholders.
Enhanced Customer Experiences
For homebuilders handling real estate sales, maintaining strong buyer communication is essential. Software helps streamline customer
communications, warranty service, decor selections and post-sale support. It’s how you wow your customers.
The Case for a Canadian Solution
Canadian homebuilders must comply with distinct regulatory and financial requirements. Using a software solution designed especially for the Canadian market ensures better compliance and helps make operations more efficient
CONCLUSION
As the homebuilding industry embraces technology, investing in the right software is essential. Homebuilding software enhances efficiency, compliance and customer satisfaction, positioning builders for success in a competitive market. With tools to help manage sales lists, keep projects running on track and under budget, as well as add-ons such as decor selection and deficiency management lists, homebuilders can improve their ability to deliver exceptional projects to their customers.
Choose a product that is secure, can easily integrate, is cloud-based and offers customer service that doesn’t leave you guessing. Consider Builder Software Tools, specialized software trusted by Canadian homebuilders for more than 25 years.
A LOOK AT THE MUNICIPAL BENCHMARKING STUDY
BY NICOLE STORESHAW, DIRECTOR, GOVERNMENT RELATIONS, CHBA
CHBA has just released its 2024 Municipal Benchmarking Study. This is the third edition of the report which compares 23 Canadian municipalities, examining how their processes, approvals timelines and government charges and fees contribute to housing affordability and supply issues in major housing markets across Canada.
The study, commissioned by CHBA and conducted by Altus Group, assesses municipalities’ performances on approval timelines, municipal fees and planning features influencing housing outcomes, including affordability and availability of housing for young families, and the total cost implications of these municipal processes and policies. The latest edition also includes two new additional areas of scoring: Indirect costs of the residential development application process and a housing outcome measure.
Development charges, delays and inefficient processes at the municipal level directly impact the price of homes and how many are built. The purpose of this study is to facilitate dialogue with all levels of government, but particularly with municipal governments, on the effects of longer timelines, higher fees and the level of efficiency of processes on housing affordability and outcomes. This report also offers insight into best practices that municipalities can adopt to help improve their housing affordability and supply. It also points to ways that the provincial and federal governments can continue to drive and support change at the municipal level.
Edmonton ranked number one in the study and the City of London was the only Ontario municipality in the study to be in the top 10. The lowest ranking municipalities were all in the Greater Toronto Area.
The full report, plus fact sheets for each municipality, can be found at chba.ca/municipal-benchmarking
Municipal fees keep going up
Municipal fees charged on new residential developments went up by an average of $27,500 for a unit in a lowrise development, and $3,000 for a unit in a highrise development since the 2022 study, raising the new average in Canada for municipal fees in these cities to $82,600 (ranges from $8,700 to $195,000) at the time of the 2024 study.
Municipal fees charged on new residential developments increased by an average of $3,000 for a highrise home since the 2022 study, raising the new average in Canada at the time of the 2024 study to $35,000 (ranges from roughly $1,600 to $134,400).
Approval timelines improving slightly, but still high
Delays in approvals impact housing affordability and months of delays can add tens of thousands of dollars to the cost of a home. In
the 2024 study, approval timelines improved marginally from the previous study, but remain high. It took an average application 11.2
months to complete in the 2022-24 study period, down 2.1 months from the time of the last study.
The average timeline ranged from two months in Saskatoon to 31 months in Hamilton. Thirteen municipalities have better timelines than reported in the 2022 study, five have the same and four are worse.
Indirect costs due to delays
There are indirect costs that accumulate on a development as its application goes through the application process, including: property taxes, financing costs, and cost escalation of construction materials and labour due to inflation.
Indirect costs can add between $2,178 (Moncton) and $10,750 (City of Toronto) per month, per unit, to the cost of producing housing in a lowrise development. For highrise developments, Moncton is again the lowest at $1,174, and Vancouver the highest at $6,855 per month, per unit.
11.2 MONTHS AVERAGE
Impact on housing outcomes
Housing Outcomes Index
Source: Altus Group Consulting, based on Statistics Canada, CMHC and Municipal Own and Sourced Data
In general, municipalities that score low on the municipal benchmarking index have worse housing outcomes. Higher Municipal Benchmark Index scores are positively related to a blended measure of improved housing affordability, lower suppressed household formation rates, a balanced vacancy rate and net positive municipal migration. Poor
Benchmark scores create a high likelihood that a municipality experiences relatively poor housing outcomes – the opposite of the four blended measures. Outlier cities like Halifax and London illustrate how housing policy changes for new supply need time before measurable housing outcomes improve.
Housing construction not keeping up with population
All municipalities studied experienced explosive population growth between 2021 and 2023, along with immigration. However, growth was limited in some of the larger municipalities studied. Toronto, and Vancouver had a significant outflow of residents through out-migration, as housing affordability deteriorated considerably in these areas.
The number of new units for which construction started for every new person added to the population in the 2012 to 2021 period was the lowest it’s been since the data began in 1972. Even accounting for a reduction in population growth in 2025 and 2026, that gap is widening in the 2022 to 2027 period, barring an increase in housing starts. Canada is building fewer homes to accommodate population growth than it has than ever before.
RENOVATION OUTLOOK
LOOKING AHEAD TO WHAT 2025 COULD BRING
BY SARAH CARON, DIRECTOR, RENOVATION SERVICES, CHBA
The Canadian residential renovation, maintenance and repair sector is a massive $105-billion industry, outpacing new home construction in size and investment. The sector is a major source of employment, responsible for more than 525,000 jobs across Canada. These jobs generate nearly $37 billion in wages, an important source of consumer spending within local communities. Although elevated borrowing costs and inflationary pressures led to a slight decline in the value of renovations since 2022, the sector remains strong with more than $400 billion invested in the last five years. However, the renovation sector is plagued by many of the same challenges contributing to a weak sentiment among home builders:
• Labour shortages: Skilled labour remains in short supply, driving up wages and increasing project costs. Finding and retaining skilled tradespeople will be a major challenge.
• Material costs and inflation: While interest rates may decline, material costs remain elevated, making budgeting and cost estimation critical for successful projects.
• Regulatory and permit delays: While governments are pushing for densification, permitting delays still present a bottleneck in many regions.
KEY TRENDS
1. Aging housing stock
Canada’s aging housing stock presents a significant opportunity for renovators: 75 per cent of the housing stock is more than 20 years old and nearly five million homes require major or minor repairs, excluding cosmetic updates. This aging infrastructure creates ongoing demand for structural and aesthetic updates, from roofing and HVAC replacements to full home renovations.
KEY TAKEAWAYS:
The $105-billion renovation market is larger than new home construction.
Aging homes and green retrofits will be major drivers of renovation demand.
Densification and multigenerational living are shaping future home designs.
Interest rate cuts could boost home sales and renovation activity.
Renovators who specialize in sustainability and accessibility will be well-positioned for longterm growth.
2. Energy efficiency retrofits
The transition to more energy-efficient housing is gaining momentum: 73 per cent of homeowners are interested in smart, sustainable, and energy-efficient technologies.1
BuildForce Forecast, March 2024
“ The renovation market in 2025 is set to expand, driven by aging housing stock, government incentives, and shifting homeowner priorities. ”
However, the uptake for energy efficiency retrofits remains low despite available federal and provincial incentives.
3. Densification
Housing affordability remains a major issue, leading to increased interest in secondary suites, accessory dwelling units and laneway suites, and nearly 25 per cent of households considering multi-generational living.2
Government at all levels has responded by offering tax credits, low-interest loans and municipal zoning changes to encourage high-density housing solutions.
4. Economic conditions
Economists predict interest rate cuts throughout 2025, which could boost housing market activity and, in turn, renovation demand. Up to 40 per cent of mortgages renewing in 2025 may benefit from lower rates, freeing up household budgets for renovations. Lower interest rates will drive increased home sales,
which often trigger renovation projects as buyers update newly purchased homes.
5. Homeowner priorities
Consumer sentiment around homeownership and renovation is shifting. With rising home prices, many homeowners prefer to renovate rather than relocate. Aging-in-place renovations are particularly in demand, as 75 per cent of Canadians 60-plus want to live at home for the rest of their lives.3
LOOKING AHEAD
According to BuildForce Canada, the renovation sector is projected to grow two per cent above inflation to 2033 and continue to employ more workers than new home construction, solidifying its place as a cornerstone of Canada’s housing industry. A massive $1-trillion inter-generational wealth transfer will fuel home upgrades, while high real estate transfer costs will encourage renovating over relocating. Multigenerational
living, secondary suites and income-generating renovations will become more common, especially in high-cost markets such as Toronto and Vancouver.
While challenges such as labor shortages and inflation persist, opportunities abound for renovators who can adapt to market demands:
• Expanding the skilled workforce: Renovators who invest in training, apprenticeships and workforce retention strategies will be better positioned for long-term success.
• Leveraging government incentives: Helping clients navigate grant and rebate programs can set renovators apart from competitors.
• Preparing for increased demand: Renovators who build capacity through training, education and technology can increase efficiency and customer satisfaction.
The renovation market in 2025 is set to expand, driven by aging housing stock, government incentives and shifting homeowner priorities. For renovators, success will depend on strategic planning, embracing technological advancements and positioning their business to meet the evolving needs of Canadian homeowners.
Looking for more information on this topic? Check out the CHBA webinar, Renovation Outlook for 2025 and Beyond, available exclusively to CHBA members at chba.ca/webinars.
HOW TO SELECT AN AGENCY TO WORK WITH
Determine the level of support you need
Ensure the agency’s values align with yours
MARKETING ADVICE FOR 2025
EXPERTS WEIGH IN ON STRATEGIES FOR HOMEBUILDERS AND RENOVATORS
BY NATASHA ROMBOUGH, DIRECTOR OF MARKETING & COMMUNICATIONS, CHBA
In the ever-evolving world of marketing, keeping current and having a strategy is crucial for homebuilders and renovators. We reached out to three industry leaders – Lianne McOuat from McOuat Partnership, Dion Widrich from NGEN Communications Inc., and Jose Uribe from PUREBLINK – to find out how to capture attention amid all the noise and make the best use of your marketing budget this year. Their answers provide insight into what’s trending, and give some great examples of how thinking outside the box can drive traffic and help make the sale.
DIY OR HIRE A MARKETING AGENCY?
For builders and renovators, working with a marketing agency can be a game-changer. All
companies have different in-house capacities and unique goals, though, and our three experts all agree that those two considerations should be what drives your decision to hire outside help. McOuat notes that even if you have staff dedicated to marketing, “an agency can provide fresh perspectives and overflow support, as well as creative storytelling that can make a significant difference in brand perception and sales performance.” Widrich says even smaller businesses, including renovators, can “benefit from a marketing strategy to keep them visible to prospective clients and to ensure that they have a continuous flow of new leads.” For large volume builders and developers, Uribe says that “working with a marketing agency is essential to effectively
Look for experience and recent cutting-edge work, with a proven track record
Ensure strong creative abilities can be tailored to your needs
Creativity should be backed up by even stronger storytelling and strategic thinking
Treat your agency like a strategic partner
position their projects, differentiate them in a competitive market and accelerate pre-sales and leasing opportunities. A strong marketing strategy not only increases the speed at which sales take place, but also builds brand recognition and trust among buyers and in the real estate market in general.”
Print ad for DeSantis Homes campaign done by McOuat Partnership
PRINT MARKETING
All three of our experts say that print marketing still has its place, as long as it’s integrated with a broader strategy. McOuat points out that unlike banner ads jumping into your online feed, print is non-intrusive, credible and easier to save and put somewhere it’ll get viewed again, like a fridge door or in a briefcase. For those in the luxury market, Uribe says “tangible, well-designed brochures, magazines and direct mail can create a sense of exclusivity.”
INDUSTRY STANDARD MARKETING BUDGET
According to the experts, between two and three per cent of total revenue is the common ballpark. That number may be a little less or more depending on the type of product, number of units, pricing of units, lifespan of the
MEET THE EXPERTS
project and how much competition you have for sales. Smaller builders and renovators can calculate based on annual revenue, where developers would base the percentage on the
Lianne McOuat, Principal and Vice-President Strategy, McOuat Partnership
Company’s specialty: Working with landowners/developers, new home/condominium/multi-family builders, and trades that service those markets. Based in the GTHA and mostly works in Ontario, but also currently working on projects in Kelowna, Calgary, Halifax, Saint John and beyond.
Dion Widrich, President, NGEN Communications Inc.
Company’s specialty: Strategic marketing and creative services for the pre-construction real estate sector. Based in the GTHA, with some international work including Las Vegas, Jamaica, Bermuda and beyond.
Jose Uribe, Founder and Chief Creative Officer, PUREBLINK
Company’s specialty: Creative visual storytelling for the pre-construction real estate industry – from high-end visualization to interactive experiences. Based in the GTHA but works across Canada, the US, Latin America and the Middle East.
project. Widrich suggested that “it’s also a good idea to have a separate budget for corporate marketing, which is more of a long-term awareness and brand-building endeavor versus project-specific marketing.”
PRIORITY SPEND
We all know a well-rounded strategy is best, but we asked the professionals where the focus should be if builders, renovators and developers had to pick just one element to hone in on. Widrich says, “From a corporate perspective, a well-designed website with high quality photography and an intuitive user experience is the number one priority. Your website is the point of first contact for most prospects, so that first impression is key. For a development project, give buyers as much information and detail as possible. Use available technologies such as Bildhive Technologies (bildhive. com) to optimize the user journey and provide real-time information to help buyers make the important decisions they need before coming into the sales office.”
McOuat stresses the importance of digital, especially search engine cost-per-click marketing, saying, “You never want to miss someone entering ‘new homes Calgary’ into their search bar.” Renovators, she adds, should focus on strong regional SEO (search engine optimization) and white paper downloads, as well as a strong email lead nurturing campaign.
Highway signage for DeSantis Homes campaign done by McOuat Partnership
Uribe says pre-construction developers should have “laser focused digital marketing using compelling visual storytelling. Whether through high-end renderings, cinematic videos or interactive sales tools, creating an emotional connection with potential buyers is essential. In today’s market, end buyers expect to see and feel what they are investing in before making a commitment.”
BUYER DEMOGRAPHICS WITH POTENTIAL
Successful marketing campaigns require a targeted approach and compelling content that buyers can emotionally connect with. To do that, you need to know who you’re trying to reach. We asked the experts which demographic group they think has the most potential right now.
Uribe and McOuat both mention Boomers. Thanks to having built home equity, they’re in a good financial position and looking to downsize into homes that are more manageable (but don’t feel like a downgrade) with a high quality of life, including walkability and amenities.
Widrich says new immigrants who have been in Canada for approximately three to five years are a group you should be paying attention to: “They believe that purchasing real estate is a very important step in their journey towards achieving their dreams and aspirations as new Canadians.”
CURRENT TRENDS IN MARKETING TACTICS OR TOOLS
If you’re online, you’re likely already being exposed to multiple marketing tactics every day. How successful you are in your own marketing requires a fundamental understanding and execution of advertising basics.
“Real estate marketing has never been about just listing homes and running ads – it’s about understanding your specific buyer psychology, finding those buyers where they are and delivering an engaging, seamless experience across multiple channels,” says McOuat.
Widrich says “Honesty and transparency is the new trend. Teasing buyers and luring them into your sales office only to reveal pricing and availability at the point of sale doesn’t work as
Website (and opposite, brochure) for the Upper Caledon East development campaign, done by NGEN Communications Inc.
well as it used to. The trend these days is to provide as much information online as possible and to be transparent with buyers.” He advised using the technology available to educate your prospects, so they arrive informed enough to make a purchase.
First, you have to reach them. McOuat’s firm is using geo-fenced targeted advertising (which feeds content to a person based on where they are and what they’re interested in), AI driven personalization in their lead nurturing and authentic storytelling using video.
Uribe says that immersive experiences are increasingly important: VR and AR applications that allow buyers to experience spaces before they are built. He added that he’s seeing an uptick in sustainability and wellness marketing: “Buyers are drawn to homes that highlight eco-friendly features, smart home technology and community well-being.”
GRABBING ATTENTION IN AN OVER-STIMULATED WORLD
From billboards to digital banner ads, podcast commercials and sponsored posts, there is a lot vying for consumers’ attention. So how can builders, developers and renovators cut through the noise? Our three experts each covered different ways of approaching the question.
Uribe says “Consumers are drawn to immersive, interactive and visually compelling
content” that they can connect emotionally with. Hyper-realistic CGI and 3D walkthroughs that bring spaces to life and showcase the lifestyle offered by a development are making an impact, as are personalized digital experiences, such as configurators, that allow buyers to visualize different finishes and layouts.
McOuat Partnership’s focus is on cutting through the clutter and making sure each campaign is unique. “We find using bold, non-home imagery and catchy headlines that cause people to think (or ‘engage the clutch’ as my brother, our creative director, likes to say),
create memorability and engagement,” she says.
Widrich captures the difficulty succinctly. “There is so much competition for attention today and everyone says exactly the same thing. Every builder builds a higher quality home. Every community has great amenities, parks, trails, access to transit options, etc.” He stresses that businesses need to get to the heart of what real value a community or builder is offering, and don’t be shy about talking about it. “Things like extended deposits, free parking, free assignment and capped development charges are appealing to buyers. Price is the number one criteria, and anything extra such as finished basements or separate basement entrances are added bonuses that buyers look for.”
KEY TAKEAWAYS
Marketing is an investment that should continue regardless of what the market is doing, so that you maintain presence in front of your potential buyers and customers, creating long-term brand value and loyalty. Although price is often a primary driver, buyers make their final decisions based on their desired lifestyle, how much value they see and how they feel overall. Remember that effective marketing is about creating tailored experiences and telling a unique story that taps into buyers’ emotions.
A virtual tour experience that PUREBLINK created for a Tridel development.
FROM URBAN CENTRES TO RURAL IMPACT
BY HEATHER KINGDON, COMMUNICATIONS MANAGER OF FORESIGHT CANADA
HOW ONE ORGANIZATION IS CHANGING CANADA’S HOUSING GAME FORESIGHTCAC.COM
When it comes to expanding housing development across Canada, the country faces significant challenges. Canada Mortgage and Housing Corp. (CMHC) estimates an additional 3.5 million housing units are needed by 2030 to support the nation’s population. Adding the need to implement sustainable building practices, Canada’s housing market is ripe for innovation.
Foresight Canada recently partnered with CMHC on the Housing Supply Challenge to identify sustainable, nation-wide solutions to address Canada’s housing issues. Innovators across the country have responded enthusiastically, showcasing groundbreaking solutions designed to enable sustainable and scalable housing growth.
RURAL IMPACT CANADA
One standout participant, Rural Impact Canada, is revolutionizing how small and rural municipalities approach affordable housing development. By leveraging its Municipal Services Corporations (MSCs) program, the organization empowers small and rural communities to build homes more efficiently and sustainably, paving the way for long-term development. Rural Impact Canada was born out of the housing supply challenge with the goal of reducing and eliminating the barriers that small and rural municipalities face when building infrastructure and supporting dense and diverse development. The MSC Program, the first of its kind in the housing and development industry, provides a step-by-step guide and resources for municipalities to create their own MSC faster and for less, helping build an environment that is able to support development.
MSCs are municipality-owned entities that consolidate resources and expertise to address
local needs efficiently. These highly adaptable corporations give smaller municipalities tools to manage growth and collaborate with developers and innovators on housing and infrastructure solutions. Whereas smaller municipalities often lack internal resources, such as robust legal departments and must frequently outsource to for-profit organizations, MSCs have a dedicated board of directors, often saving municipalities significant time and money. For-profit organizations may not prioritize a municipality’s needs – unlike an MSC, which exists solely to serve the community.
UNLOCKING CAPITAL
MSCs can also help address key issues such as unlocking capital for infrastructure investments and development, and taking on the management and operations of alternative infrastructure solutions. Rural and small municipalities are inherently disadvantaged in obtaining capital due to their lower tax revenue and debt limitations. The MSC approach offers smaller municipalities a tool to manage growth strategically, reducing the financial strain and inefficiencies of traditional municipal approaches.
The MSC Program takes municipalities through the steps required to create or join an MSC (along with other program outcomes), focusing on creating solutions to Canada’s housing challenges at the local level. The program aims to reduce the complexities of creating an MSC and introduces standardization and resources that simplify the process while addressing each municipality’s unique needs. The guide significantly reduces the time and cost of the process; what typically took three to seven years can now potentially be completed in six to 12 months, avoiding the costly trial-and-error process.
The organization’s MSC Program, along with its Municipal Housing Development (MHD) Program and the Decentralized Housing Development (DHD) Program, accelerate housing productivity and pave the way for diverse, sustainable housing options, including seniors’ housing, transitional units and missing middle developments which, are low in supply in rural and small municipalities. By integrating cleantech innovations into water and wastewater management, which ripples into innovative heating and construction materials, Rural Impact Canada’s approach not only expands housing access but also promotes resilience and sustainability in the face of climate challenges.
FUNDAMENTAL NEEDS
“Building homes goes beyond just construction – it requires addressing fundamental needs like access to water and wastewater systems, which are key to tackling housing challenges across Canada,” says Helen Platis, chair of Rural Impact Canada advisory board and Foresight Canada executive in residence.
“At Rural Impact, we collaborate with stakeholders nationwide to help drive housing growth and create lasting change in people’s lives. As chair of the advisory board, I’m proud to be part of an organization that’s making a real difference.”
Rural Impact Canada was officially launched in September 2024 and is already working with six municipalities with the MSC and MHD Programs and four housing developers taking part in the DHD Program. By 2025, the organization anticipates influencing more than 200 net-new housing units submitted for building permits, which would not have been possible otherwise, and expects to see more than 10,000 housing permits submitted by 2028.
Photo: Origin Films
Lindsay Blair, president of Rural Impact Canada.
HOME SALES ARE STUCK IN LOW GEAR
BUILDER SENTIMENT IS UNLIKELY TO TURN AROUND IN EARLY 2025
BY EVAN ANDRADE, CHBA ECONOMIST
Builder confidence in sales conditions soured further in the final months of 2024 as pessimistic views about current sales and expected future sales broadened among builders and developers nationwide. CHBA’s single-family Housing Market Index (HMI), which covers singles, semi-detached and row homes, was 25.1 and just marginally above its record low reading of 24.6 in the last quarter of 2023. The multi-family HMI, which covers
SINGLE FAMILY
(includes single detached homes, semi-detached homes and row (townhouse) homes)
apartments, multiplexes and stacked condos, reached a record low of 22.0. In both the case of the single- and the multi-family index, builder sentiment worsened progressively throughout the year.
Bound between a score of 0 and 100, the HMI reflects the builder sentiment towards local housing market conditions. An HMI score of 50 would depict market conditions where an equal proportion of survey panelists were
MULTI-FAMILY
(includes stacked townhouses, duplexes, triplexes, double duplexes and row duplexes, and low and high-rise apartment buildings)
25.1 22.0
optimistic and pessimistic in their responses to key questions about sales. HMI scores that fall further away from 50 indicate a greater breadth of pessimism and provides a strong indication of downward pressure on future housing starts slated for freehold ownership or condominium strata ownership.
Regional differences in sales conditions have grown more disparate over the past two years – including the fourth quarter of 2024. Ontario’s and British Columbia’s HMI readings continue to fall, driving the overall decline in the national index. Results from Atlantic Canada have held around neutral, while sales conditions in the Prairie Provinces have largely risen back to reflect broader optimism. The regional HMI trends over the past eight quarters largely reflect longstanding affordability conditions, as the shock of high interest rates subsided.
Unfortunately, the Bank of Canada’s lowering of short-term interest rates have not been able to turn around these affordability challenges for the majority of builders. This
stems from fixed-rate mortgages rates falling at half the rate as the Bank of Canada’s short-term policy rate, as adjustments move more with longer-term five- and 10-year bond yields and competition among lenders, versus the Bank’s overnight lending rate.
When builders were asked if the latest interest rate cut improved their outlook for sales over the next six months, 34 per cent of builders stated that it had not and that interest rates would need to fall further before they raised their outlook. A further 31 per cent of builders stated more time is needed to assess the impact that the December rate adjustment will have on their sales.
NO FRESH NEW START IN 2025
U.S. tariffs and Canadian counter tariffs have been the dominant threat to begin 2025. When the last HMI survey asked builders what their top challenge for the year will be, 44 per cent said getting enough buyers and generating sales. A further 19 per cent stated that it will be managing their construction costs. Both these challenges would be exacerbated by tariffs. The uncertainty alone is damaging to many industries, including residential construction. Builders need to know what their costs will be between when they make a sale. For many, if uncertainty
about the project’s viability becomes too great, pausing or cancelling the project is the likely outcome.
This reality is impacting both sides of the border. The NAHB, CHBA’s counterpart in the US, conducts a similar HMI, and they saw the largest one month drop in nearly three years because of the tariff threat on materials that come from Canada, Mexico and China.
Given the scale of the proposed tariffs, and supply chains between the USA and Canada that have become more integrated over time, it is difficult to project the rise in construction costs that would be expected. In its assessment of the list of projects within the first phase of counter tariffs, CHBA assessed that builders could see the most disruption in the supply and cost of large appliances. Policymakers and officials have guided that additional U.S. tariff retaliation will be designed to minimize the impact on building material supply, and CHBA continues to engage with the government on this issue. However, given the integration of supply chains, broad U.S. tariffs will inevitably be passed onto products that must cross the border as they move through the manufacturing and supply chain, making it practically impossible to remain entirely unscathed.
Despite not knowing the final implementation of tariffs at the time of writing, their most considerable impact in Canada would be the further erosion of homebuying activity. Job losses resulting from near- and long-term supply chain shake-ups would be devastating to local and national economies. Strong labour market conditions and a feeling of job security are fundamental supports to both existing and new home sales. Just like builders, buyers need certainty before they commit to a home purchase. Measures of Canadian consumer confidence fell considerably in February, ahead of the potential March 3 and March 12 implementation dates. These results were pulled down by Canadians’ views held about the future of the Canadian economy. CHBA continues to monitor and meet with government officials across all involved ministries regarding tariffs and the state of new home sales, and the HMI continues to be of great interested to them and the Bank of Canada, with whom CHBA meets regularly to inform the Bank’s rate decisions. If you are a builder not yet participating, please consider joining the HMI panel to provide input, so that your voice can be heard at the federal level – it only takes 10 minutes each quarter. Please reach out to signal your interest by emailing hmi@chba.ca.
Software, apps high-tech tools &
WANT TO INCREASE PRODUCTIVITY AND REDUCE OPERATIONS FRUSTRATION? CHECK OUT THE LATEST IN SOFTWARE, APPS AND HIGH-TECH TOOLS
RESIDENTIAL HOMEBUILDER SOFTWARE
Builder Software Tools provides residential homebuilder software and real estate construction management software to new home and condo builders. The software helps streamline homebuilding projects, support customer relationships and improve your return on investment.
Builder Software Tools is a Canadian company with more than 30 years of experience in the residential construction industry and is certified carbon-neutral. buildersoftwaretools.com
BRING THE WHOLE TEAM TO GATHER TO COLLABORATE REAL-TIME
Fieldwire by Hilti enables the entire project team – from each foreman to the project manager — to come together to collaborate and share information in real-time.
Assign tasks, work from up-to-date drawings. Know exactly who did what and create schedules for upcoming work.
Track everything to be completed, record inconsistencies or issues on-site.
Manage upcoming items with lean means and methods.
Record your markups and as-builts with easy-to-use mobile editing. fieldwire.com
NURON-POWERED CORDLESS CONCRETE VIBRATORS
Tackle the toughest concrete pours with Hilti’s Nuron-powered cordless concrete vibrators. The NCV 10-22 uses two batteries to handle heavy-duty vibration needs. With a rate of 12,000 vibrations per minute, the high-cycle, motor-in-head design enhances ergonomics and ensures easy handling. For tighter spaces, the compact and agile NCV 4-22 weighs less than eight lbs., including its four-ft. whip, helping to provide optimum handling and easier access to challenging areas.
hilti.ca
LEEP AIR-SOURCE HEAT PUMP SIZING AND SELECTION APP
The Air-Source Heat Pump Sizing and Selection App is a tool for HVAC designers and contractors to use with builders and homeowners in both new-builds and retrofits of existing homes. The tool helps designers and contractors quickly define an air-source heat pump system that will meet the needs of the project.
heatpump-tool-outil-thermopompe.nrcan-rncan.gc.ca
HIGH-TECH PLANE-LEVELING AND ALIGNMENT LASER
Bosch 12V Max 360 connected green-beam three-plane leveling and alignment laser works with the included 12V battery or AA batteries.
Bluetooth connectivity allows for set-up of the laser from across the room and activation of power saving mode with brightness adjustment when paired with a smartphone and the Bosch Leveling Remote App.
Three chalk lines in 360-degree laser planes – one horizontal and two vertical –make the tool a complete level, as well as an alignment laser with simplified and speedy job set-up.
USE DIGS HAND-OFF SOFTWARE AND DITCH YOUR 3-RING BINDER
Provide a complete “digital twin” of a home in seconds, with no extra effort needed, as all the details are already in Digs. Keep it all accessible – selections, manuals and more are automatically sorted by room and easily searchable with Digs AI chat, reducing homeowner questions.
On average, clients receive 2,600 per cent more information on their home when a builder uses Digs, giving homeowners confidence to maintain their home and reducing post-handoff support. diggs.com
CHARGE MORE BATTERIES WHILE PREVENTING CIRCUIT OVERLOADS
Milwaukee Tool launches its Power Managers for 15Amp and 20Amp circuits, a solution designed to optimize circuit usage and enhance battery charging capacity. Designed for users with demanding energy needs, the Power Manager enables charging of more batteries, prevents circuit overloads and maximizes efficiency on a single circuit. This solution is designed to maximize charging of M12, M18 and MX FUEL batteries by supporting a greater number of chargers. By expanding circuit utilization, Milwaukee’s new solution ensures that professionals charge more batteries without needing to manually swap battery packs as they finish charging.
milwaukeetool.ca
GAIN VISIBILITY INTO THE DETAILS OF EVERY JOB WITH BUILDERTREND
Flexible and transparent scheduling keeps track of schedules for multiple jobs at a time and gets notified when timelines shift.
Efficient project management: Move projects forward faster. Everything you need to keep track of daily job progress.
Visible organization: Gain visibility into the details of every job for which spreadsheets and paper aren’t as effective.
Organized documentation: Keep on top of change orders, contracts, files and photos for multiple projects in an organized home. Smooth communication with subs, clients and your team. buildertrend.com
WHAT’S NEW
IN Windows?
Windows are offering more natural light entry, increased energysaving capability and an increasing variety of configurations. In some cases, frames are getting narrower, both for aesthetics and light entry improvement.
WINDOW CONSTRUCTION SUPPORTED BY HIGH-TECH AUTOMATED TECHNOLOGIES
Loewen Windows’ expert artisans ensure quality fit-and-finish and are supported by high-tech, automated technologies.
The company uses solid wood laminations, not veneers, while its extruded aluminum is the highest quality. Operating hardware is bronze, brass, zinc and stainless steel – all genuine materials, not imitations.
Loewen Windows aims to create timeless products, whether that means being true to historical architecture or creating a lasting contemporary design. Behind the outward beauty is a high-functional performance. loewen.com
Durable, energy-efficient and budget-friendly, Jen-Wen Builders Vinyl (V-2500) windows are made of high-quality extruded vinyl that resists fading and won’t chip or peel. They feature a narrow frame and sash profile for an attractive, streamlined appearance that’s low maintenance by design. With ample operating types and aesthetic options available, they are a cost-effective, entry-level choice for both new construction and home renovation. Builders Vinyl windows offer reliable performance and security, and they are backed by a limited lifetime warranty. jeld-wen.ca
NEW JELD-WEN WINDOWS SERIES OFFER INCREASED ENERGY SAVINGS AND MORE LIGHT
The demand for energy-efficient and durable products is higher than ever.
The Jeld-Wen of Canada 8500 series window is designed to offer an optimal combination of style, performance and energy savings.
Features include:
• 26 per cent lower profile frame increases glass area
• 26 per cent slimmer frame, allowing for a larger glass area and inviting more natural light into homes. Enjoy a sleek and modern touch while maintaining window strength
• Up to 22 per cent better energy efficiency
• Low maintenance and long-lasting
• Crafted from premium vinyl materials
With laminate options, these windows offer greater uniformity of colour, scratch resistance and reduced heat build-up compared to paint. Specialty colours and finishes, such as paint, imitation wood and metal, are available for special orders.
jeld-wen.ca
WINDOWS CANADA SERIES GUARANTEES A 25-PER-CENT GREATER ENERGY RATING
Windows Canada’s DraftLock Plus Slim Contour Series is a triple-pane window solution, with the same slimmer frames and mullions on the draftLOCK Slim Contoured Series. The Plus series is reinforced and designed with superior weight-bearing features for greater durability and long-term performance. A top Energy Star performer with an industry record R-value and Most Efficient of 2021, this window series guarantees a 25-per-cent greater energy rating for the home. windowscanada.com
MORE NATURAL LIGHT AND AIRFLOW WITH THESE AWNING WINDOWS
Versatile awning windows from Pella can sit high on walls, above or below another window and atop doors. Hinged at the top to open outward from the bottom, this style combines well with others to let in more natural light and airflow. Awning windows are built to last and backed by some of the best warranties in the business. From product selection to installation to service, the Pella showroom will be there if anything goes wrong. pella.com
WIDE RANGE OF SLIDER, CASEMENT, AWNING AND PICTURE WINDOWS
The West Coast Windows Enertech Collection is designed to meet the demands of today’s energy-conscious homeowners. This cuttingedge collection encompasses a range of slider, casement, awning and picture windows. With a commitment to contemporary design and peak performance, each series expands the possibilities of window technology.
With a four-in. frame depth, these windows deliver exceptional thermal performance, keeping the home comfortable while reducing energy costs. Whether you’re building a new home or renovating an existing one, the Enertech Collection is a smart investment in comfort and energy savings. westcoastwindows.ca
THERMALLY EFFICIENT FRAMES AND INSULATING GLASS
Jeld-Wen Premium Vinyl (V-4500) windows offer the exceptional look of wood windows with the reliable performance and easy maintenance of vinyl, plus a wide range of operating styles, sizes and options to meet design needs. Featuring thermally efficient frames and Low-E insulating glass, these vinyl windows boast a wider frame and sash profile for improved performance and appearance. For an architecturally precise look, these windows are available with optional even sight lines.
jeld-wen.ca
WESTECK WINDOWS – INNOVATIVE WINDOW SOLUTIONS FOR THE ENERGY-EFFICIENT HOME
Inspired by west coast contemporary design, Westeck’s newest line of windows provides an innovative solution for today’s energy-efficient home. These windows allow for bigger and better views, cleaner lines, cleaner glass, easier operation and industry-leading safety. The 2300 series window system is a high-performance PVC-framed slider and fixed window system. Designed for colour, ease of operation and high thermal performance. Thermal values outperform many PVC casement and tilt-turn window systems. westeckwindows.com
THE LATEST IN interior finishings
Interior finishings are a significant part of giving a dramatic wow-factor feeling in any home area, whether it’s a new build or a renovation project. Here are some recent product developments.
CARBON-NEGATIVE LAMINATED WOOD FLOORS
Mohawk offers wood flooring options designed to meet the needs of every lifestyle. Unique double staining and multiple textures provide beautiful contemporary looks ideal for today’s homes. Wider plank options add to ease of installation while creating elegant spaces.
Mohawk is an innovator in eco-friendly floors. From carbon-negative laminated wood floors to recycled PET carpet to PVC-free resilient flooring, product offerings include options made from recycled and renewable resources. mohawkind.com
PET-STAIN-TOLERANT CARPET MADE WITH SOLUTION-DYED POLYESTER
Beaulieu Canada’s Tryesse carpets feature extra softness, high durability and high stain resistance. The company claims the treatment will never wear off or wash off even after years of use.
Protected with Stain Control for resistance to the most stubborn stains, and treated with SoilScreen to keep soil on the surface making the carpet easier to clean. Made with solution-dyed polyester, a fibre inherently resistant to stains.
beaulieucanada.com
CRYSTALLINE SILICA-FREE FUSED STONE PRODUCT
Caesarstone has announced two new launches. This year marks the debut of Caesarstone ICON, a revolutionary fused stone product that is crystalline silica-free. Additionally, Caesarstone expands its porcelain offerings with a new 6-mm collection of flooring and wall cladding surfaces, in addition to added colours to the brand’s existing 12-mm collection.
In addition to its formula containing less than one per cent crystalline silica, Caesarstone’s ICON surfaces are made with up to 80 per cent recycled post-industrial glass, with certifications such GREENGUARD Gold. Caesarstone is committed to transforming its entire product portfolio to silica-free options by 2026 and has also achieved 99 per cent water recycling in its production process. caesarstone.ca
TILE IN CONTEMPORARY AND CLASSIC DESIGNS, GLAZED AND UNGLAZED
Daltile ceramic tile is a favorite choice for the floor and wall. Available in both glazed and unglazed, the selection offers styles for everything from classic design to contemporary chic. Whatever the style, Daltile’s ceramic tile is durable and easy to maintain, is moisture- and stain-resistant, and easy to cut and install.
daltile.com
HARDWOOD FLOORING IN THE UNLIKELIEST OF ROOMS
Bruce Flooring says wood flooring is becoming a popular choice for kitchen design.
Few flooring types add wood’s charm, elegance and timeless appeal. Hardwood floors look incredible and add value to the home. Looks aside, wood floors just feel different. They’re warm and inviting, comfortable underfoot.
Why the kitchen? Wood doesn’t harbour as many allergens or allow bacteria to grow like some other flooring. Experts often recommend wood flooring for allergy sufferers, though one caveat is the cleaning required. bruce.com
CARPET AND WOOD FLOORING IN A VARIETY OF CONFIGURATIONS
Anderson Tuftex says it designs designs all products with sustainability in mind, focusing on material health, reuse, renewable energy, water stewardship and social fairness. Every Anderson Tuftex carpet, rug and hardwood is Cradle to Cradle Certified, ensuring a healthier home and planet for all.
Its flooring products meet strict indoor air quality standards with low VOC emissions, promoting a healthier, safer living environment. Every Anderson Tuftex carpet and rug is CRI Green Label Plus Certified. andersontuftex.com
TILE COLLECTIONS DESIGNED FOR HOMEBUILDERS
Emser Tile has developed the Builder Collection for homebuilders. The program delivers a homebuilder package that provides the latest fashions across all product categories, guaranteed availability and a “Service Promise” to simplify the selection and purchasing process.
Emser’s service model is designed to support the builder, design centre and subcontractor. Emser’s service guarantee provides on-time delivery, local branch and operations support, job pack capabilities and flexible delivery options. emser.com
THE DATA-DRIVEN DEVELOPER:
You think you’ve found the perfect site – until a parcel boundary issue derails your project. Suddenly, you’re facing delays, unexpected costs and a whole lot of frustration. What if you could have spotted these problems before they happened?
With the right approach, you can. Hint: It’s all about data and GeoWarehouse can help.
The best developers move fast, make smart decisions and build with confidence. From site selection to final approvals, they know they need to rely on data to avoid roadblocks and keep projects on track. Here’s how they use data to stay ahead:
Data-driven developers don’t leave things to chance. They plan ahead, use the right tools and make decisions based on facts – not guesswork. With rising costs and shifting market conditions, reliable data helps them keep projects on track and profitable.
Builders and developers use property data to identify opportunities and risks early. Ownership records – current and historical, legal descriptions and market conditions help them make informed decisions and avoid costly setbacks.
They understand how property boundaries, easements and encumbrances can impact
development. Having a clear picture of these details allows them to run efficient projects and avoid legal complications.
Data-driven developers know their sites before ever stepping foot on them. They use aerial and satellite views to assess conditions remotely and demographic insights, such as migration trends, to align projects with market demand.
Having these traits is one thing – having the right tools is another. GeoWarehouse is one of the solutions builders and developers in Ontario use to streamline due diligence and run efficient projects. Here are some of the ways:
Say you’re planning a new development. Using GeoWarehouse’s title search and land registry data, you uncover a legal encumbrance that could delay construction for months. Because you caught it early, you renegotiate the deal and keep your timeline intact.
Or maybe you’re evaluating multiple locations. You use GeoWarehouse’s demographic insights and Residential Relocation Reports to assess market trends. You eliminate sites that don’t align with long-term growth and focus only on high-potential properties to stay ahead of your competitors.
A data-driven approach helps developers spot problems before they happen – minimizing delays and costs while improving project outcomes. GeoWarehouse makes that possible by providing the insights that developers need to succeed.
Read the blog article, Accessing Accurate Property Data for Developers, to see how property information tools are transforming real estate development.
CHOOSING THE RIGHT TALENT
As a business owner, you’re constantly juggling the challenge of attracting top talent, growing your business and ensuring its future. One popular strategy is offering employee ownership or profit sharing. When done right, it can inspire loyalty, drive business performance and align your team’s goals with your own. However, if not approached carefully, it can quickly turn into a costly misstep.
WHY EMPLOYEE OWNERSHIP CAN WORK WONDERS, AND WHY IT MIGHT NOT
In today’s competitive job market, the ability to attract and keep key players is more important than ever. Offering equity or profit sharing is a smart way to bring dedicated employees on board and keep them motivated. It’s more than just a job perk, it’s a way to make employees feel personally invested in the success of your business.
But there’s a catch. Without a solid plan in place, you might end up paying for mistakes down the road. One business owner put it perfectly after three of their general managers either resigned or were released within an
Kerry Smith
Eben Louw
“It’s not just about offering financial incentives but designing a structure that supports your long-term goals and aligns with the right people . ”
18-month span. “These individuals seemed perfect at the time, but this plan of having people become owners for free, and then pay them for their full share value when they leave, just isn’t working for me.”
So, how do you avoid these pitfalls? It comes down to ensuring you’re offering ownership to the right people, who are not only dedicated but who also have the skill and mindset to truly be partners in the business.
FINDING FUTURE LEADERS: QUALIFYING EMPLOYEES FOR OWNERSHIP
Before you even think about handing over equity or offering profit-sharing, ask yourself: What qualities should a business partner have? It’s not just about rewarding hard work. Ownership comes with responsibilities, and not every great employee is cut out to be a business partner. That’s why establishing clear qualifiers or criteria is crucial. These can help you identify the right people and avoid costly mistakes.
QUALIFIER ONE: EMPLOYEES ELIGIBLE FOR PROFIT SHARING
• Minimum time of service: Your employee has been with the business for at least six months, a year or longer, depending on the role.
• Consistent performance: Your employee should already be meeting or exceeding expectations in their current position.
• Leadership or senior roles: They should hold leadership roles, such as a manager, executive or supervisor.
• Long-term commitment: They demonstrate dedication and a mindset geared towards the success of your business.
QUALIFIER TWO: EMPLOYEES
ELIGIBLE FOR EQUITY PROGRAMS
In addition to qualifier one, they have:
• Focus on strategic impact: They contribute strategically to your business and are committed to adding value beyond just fulfilling their job.
• Established leadership with results: Within their leadership role, they should have proven the ability to lead and deliver measurable results.
QUALIFIER THREE: EMPLOYEES
ELIGIBLE
FOR OWNERSHIP
Along with qualifiers one and two, and being in a senior role with key deci -
sion-making responsibilities, they should also be ready to:
• Invest personally in the business (showing commitment).
As well as have:
• A sound financial background that reflects the values of your business.
ALIGN YOUR PLAN WITH YOUR BUSINESS GOALS
Before rolling out any ownership or profit-sharing plan, think about your business goals. What are you trying to achieve? Is it about attracting new talent, fostering long-term loyalty, or laying the groundwork for succession?
Your goals guide the structure of your plan. For example, a strategy designed to boost short-term revenue growth will look very different from one aimed at preparing for a future leadership transition. By aligning the plan to your long-term vision, you can ensure that it serves your business effectively for years to come.
BUILD FOR THE FUTURE – THOUGHTFULLY
There’s no one-size-fits-all approach to employee ownership or profit sharing. The most suitable plans require careful thought and a clear understanding of your unique business needs. It’s not just about offering financial incentives but designing a structure that supports your long-term goals and aligns with the right people.s
By taking the time to assess your objectives, employee readiness and work culture, you can create a plan that fosters growth, loyalty and sustained success.
For more information, contact: Kerry Smith, CPA, CA, TEP, National Leader, Family Office Services, Kerry.Smith@mnp.ca or Eben Louw, CPA, CA, MPhil, eben.louw@mnp.ca
HUMM
Humm Canada provides flexible financing plans of up to $30,000 through a quick, fully digital application process. We help businesses attract new customers, improve cash flow and close higher-value purchases.
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YOUR BUSINESS, YOUR FUTURE. OUR FOCUS
No one can predict the future of the real estate and construction sector, but you can prepare your business for the best possible outcomes, while capitalizing on opportunities. MNP’s proven track record in this industry ensures you get the innovative business strategies, efficient operations and a tax plan that takes you from where you are to where you want to be.
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GEOWAREHOUSE
Teranet is Canada’s leader in land and commercial registry solutions, providing essential property intelligence to real estate and development professionals. Its flagship product, GeoWarehouse, equips builders and industry experts with proprietary imagery, property reports, title data, and market insights, streamlining decisionmaking and ensuring project success through accurate, accessible information.
TERANET geowarehouse.ca
COMMUNITY SPIRIT
Canadian Home Builders’ Association (CHBA) members have been building, developing, and renovating Canadian homes for generations. We are sharing the extraordinary contributions CHBA members make in their communities every day through our ongoing #CdnBuilt for Generations campaign. Here are a few recent stories. To read more stories follow our hashtag or visit blog.chba.ca/category/giving-back.
Simcoe County HBA spearheads the construction of new facility for at-risk youth
Simcoe County HBA (SCHBA) is making a significant contribution to its community by spearheading the construction of a new purpose-built rental facility for Youth Haven, an organization that provides housing and outreach services to up to 300 at-risk youth annually. The existing facility, which is in serious need of a refresh, is the region’s only emergency shelter for youth experiencing homelessness. Sandy Tuckey, executive officer of SCHBA, says there is an “urgent need for a modern facility to accommodate the growing number of homeless youth in the region.” The project has seen generous support from the Simcoe County home building community, including from SCHBA member Lafarge Canada, which donated $30,000 worth of concrete to help build the new facility.
Duvanco Homes raises more than $4,500 for food assistance program
This past holiday season, Quinte HBA member Duvanco Homes showed its community spirit by hosting a charity fundraiser to help residents in their region with the rising cost of food. The company raised $4,543 for Christmas Sharing, a local organization that helped nearly 3,300 adults and children last year with food costs. Funds were added to the pot through some creative campaigning, including a coffee run in exchange for donations at Duvanco’s jobsites and an online initiative which saw the company donate five dollars for every photo shared of community members’ holiday decor.
CHBA Central Okanagan members help inspire young women to pursue trades
Recognizing the need to encourage more women to consider careers in the residential construction industry, CHBA Central Okanagan (CHBA-CO)’s Women in Construction Committee sponsored an event hosted by Okanagan College aimed at giving high school girls in Grades 9-12 the opportunity to experience trades programs before they graduate and embark on their post-secondary education. The event, creatively named Jill of All Trades, invited 65 female students from North Okanagan high schools to gain hands-on experience in skilled trades workshops. Along with sponsoring the event, members of CHBA-CO’s Women in Construction Committee were on site to mentor the students in carpentry, electrical techniques, plumbing and refrigeration and air conditioning.
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Navigate trade uncertainty with confidence
Political shifts and economic changes are creating challenges for Canadian businesses. Staying informed is key to adapting and thriving. Get the insights and solutions you need to stay agile, resilient, and ahead of the curve.
