From model homes to marketing campaigns and sales staff, the COVID-19 pandemic has had a huge impact on how the housing industry markets and sells itself, and that was clearly seen in the entries for the 2020 SAM (sales and marketing) Awards.
“The world had changed and dealing with COVID was the big (theme),” says judge Brian Jeffrey of All Things Home.
Even the awards event itself was affected. Normally announced by the Greater Ottawa Home Builders’ Association at a luncheon in November, the 2020 awards were delayed four months and presented instead at a video event March 10.
“With many of our members constantly adapting to changes created by COVID-19, we wanted to ensure they had the time they needed and deserved to complete the entry process,” says GOHBA membership co-ordinator Beth McClelland.
Surprisingly, given the upheaval the pandemic has caused the industry, entries were as high as they were the previous year, with 105 submissions vying for trophies in 37 categories.
“It’s great to see that despite COVID, our members are just as excited to showcase their marketing achievements and to recognize the accomplishments of sales employees who have gone above and beyond,” says McClelland.
The awards recognize sales and marketing excellence among Ottawa builders, renovators and related businesses. Entries were critiqued by a panel of 10 judges from among industry experts across the country.
Promoting Canadian
Winners were announced in a video presentation emceed by comedian James Cunningham of Eat St. that featured a theme of Travel across Canada. “Our members can’t go very far these days due to COVID-19, so why not have the event reflect the amazing country we live in?” says McClelland.
For the third year in a row, builder eQ Homes came out on top, claiming the Grand SAM award, which is given to the builder with the most wins across the various categories.
eQ has made a point of entering the awards because the builder feels it’s important to applaud the efforts of its team.
“We’re honoured,” says eQ’s marketing and product manager, Tobin Kardish. “We truly believe we have the best team in the business and feel it’s important to recognize everyone’s contributions whenever possible. That includes our partners Ryan Design, West of Main, Hobin Architecture, Rosaline J. Hill Architecture and Norma King Design for their exceptional work on our winning projects. It’s truly a team effort, and we’re so thankful for this recognition.”
Richcraft Homes also dominated this year, winning nine trophies for its marketing of The Charlotte, a condo project in Sandy Hill.
The Charlotte, and how Richcraft presents the project, clearly caught the attention of judges.
Both Algonquin College marketing professor Karen Kavanagh and Karen Major, owner of the marketing firm All The Right Tools Inc., loved Richcraft’s use of watercolour imagery.
“They used muted tones, a watercolour feel and a simple logo that reminded me of iron work,” says Kavanagh. “Very interesting how they approached their brand look and feel.”
Adds Major: “It’s just not typical of that industry.”
Richcraft’s marketing manager, Shawn Bellman, says the company wanted to tell a story in an unusual way. “It had to have a certain sophistication to it” to take buyers on a “whimsical journey” of discovery about the project and the area. Pairing watercolours to the illustration technique was a natural fit, he says.
But it’s the model homes that attract the most public interest.
Wins went to a mix of builders with eQ Homes capturing the majority (five of nine categories), often in conjunction with design partners.
Overall, the homes were tailored, clean-lined and sophisticated. Typically, they were done in neutral tones to appeal to the widest possible buyer demographic. Builders are “keeping those big-ticket items neutral so that people could imagine themselves in there,” says returning judge and designer Jen Robinson.
But she also noticed bold light fixtures and a continued use of wallpaper, which we’ve been seeing for the past few years. “They’re using (it) as an accent to make the spaces more personalized.”
She was particularly impressed with the Oliver, designed by architect Rosaline J. Hill, built by eQ Homes, and with interiors by West of Main. It “showed more layers and accentuated the architecture so you really could get a feel of the space better.”
Model homes aside, the sales and marketing awards are more than just the industry patting itself on the back.
“It’s a science, it’s a strategy, but it’s also creativity,” says Kavanagh. “It’s very important for the public when they see marketing and communications in action. They have to quickly think, ‘Does this appeal to me?’ and then if it does, ‘What’s my action?’ The marketing communications professionals really have to develop the integrated marketing communications plan to get that end action.”
And the recognition of their peers is a signal to the public of a company’s credibility, adds Major.
For judge Shauna Roe, a marketing professional at advertising agency Leo Burnett who’s also looking to buy her first home, the impact of builder marketing really hits home.
“It’s a huge decision, it’s one of the biggest decisions people make and I think there’s a lot of trust required for people looking to buy a home,” she says. “So, the more you can get across that you understand people and that you resonate with what they’re looking for and what their lifestyle is, that’s when people start to trust you a bit more.”
Winning models
Here are all the 2020 SAM Awards winners:
Best builder sales assistant
Lucie Zeng, eQ Homes
Best builder sales representative
Jennifer Dean, eQ Homes
Best builder sales team
Jamie Langdon and Mina Arbuckle, Glenview Homes
Best design centre consultant
Caitlyn Blaney, RND Construction Ltd.
Best industry partner sales representative
Jeff Ricci, Tomlinson Environmental Services
Best industry partner sales team
RBC
Best builder print ad
The Charlotte, Richcraft Homes
Best builder radio ad
The Charlotte, Richcraft Homes
Best builder digital display ad
The Charlotte, Richcraft Homes
Best builder social media ad campaign
The Commons, Glenview Homes with TRUEdotDESIGN
Best builder video
The Charlotte, Richcraft Homes
Best builder logo
The Charlotte, Richcraft Homes
Best builder signage
The Charlotte, Richcraft Homes
Best builder brochure
The Charlotte, Richcraft Homes
Best builder website
Cardel Homes
Best builder marketing campaign
The Charlotte, Richcraft Homes
Best builder Covid-19 marketing initiative
eQ Homes with Ryan Design International
Best builder sales centre
The Charlotte, Richcraft Homes
Best renovator Covid-19 marketing initiative
Amsted Design-Build
Best renovator showroom
RND Construction Ltd.
Best marketing innovation
TRUEdotDESIGN
Best industry partner print ad
TRUEdotDESIGN
Best industry partner video
All Things Home
Best industry partner marketing campaign
All Things Home
Best industry partner website
Deslaurier Custom Cabinets
Best townhome, under 1,800 sq. ft.
The Juniper at Pathways, eQ Homes with Norma King Design
Best townhome, over 1,800 sq. ft.
The Bassett, Valecraft Homes
Best single-family home, under 2,000 sq. ft.
The Springfield, Phoenix Homes
Best single-family home, 2,001-3,000 sq. ft.
The Oliver at Provence, eQ Homes with Rosaline J. Hill Architect Inc. and West of Main Design
Best single-family home, 3,001 sq. ft. and over
The Klondike, Phoenix Homes
Best bungalow, attached
The Union at Callahan Estates, Campanale Group
Best bungalow, single
The Sawgrass at eQuinelle, eQ Homes
Best condo, low-rise
The Alder at Clarence Crossing, eQ Homes with Hobin Architecture and West of Main Design
Best condo, mid-high-rise
Model 1 at Greystone Village, eQ Homes with Hobin Architecture
Most environmentally friendly builder
RND Construction Ltd.
Best community
Diamondview Estates, Phoenix Homes
Grand SAM
eQ Homes
