An Incredible 600+ Sales in Just Two Weeks!

There are four VERY happy builders in Unionville this summer, along with over 600 extremely satisfied new homebuyers.  

When Upper Unionville was launched in May, the team of builders behind the new Markham community – Arista Homes, Fieldgate Homes, Paradise Homes and Starlane Homes -- implemented a unique previewing and purchasing process that was a first in Canada.

Between the four builders, they had accumulated a waiting list of thousands of people who’d been eagerly anticipating the project’s launch. But with only 600 Phase 1 homes available, they needed to develop a system that would give everyone on the list a fair chance to purchase in the community.

So, working with the project’s marketing agency, Ryan Design, the builders put into place an innovative system that would prevent a mob scene during the Opening week, and ensure that each of the four builders’ Sales Offices were calm and peaceful rather than crowded and chaotic.

“The measure of the system’s success is that 600+ people purchased, and they did so in comfort, without hundreds of people milling around the sales office at the same time. We are all thrilled with the results.” Michael DeGasperis, President of Arista Homes

The lengthy waiting list was first purged by asking people if they were still interested. Those that confirmed their interest (the vast majority) were invited to an “Open House” Preview Week during which all four builders had all their plans on display in their sales offices. Registrants were free to drop in at anytime, review the site plan for the community, and the floor plans offered by any or all of the builders. They could ask any questions but absolutely no sales were allowed during that first week.

If the prospective buyer liked what they saw, they went back online to “enroll” for the opportunity to make a Purchaser Appointment the week following. In the interests of fairness, registrants’ names were then selected by random draw, with those who were chosen for an appointment notified by email. (Those names not drawn were automatically registered for the next phase of the development.)

“There was none of the pressure to purchase that there would have been otherwise. Our buyers liked that they were treated with respect and weren’t hurried in any way.” Ron Baruch, Executive VP of Paradise Homes

An interactive day-timer on the community’s website allowed the prospective purchaser to indicate the builder they were most interested in, and to choose an appointment time that was convenient to them from the available timeslots. It is only at this point where there was any “urgency” to the process, since the earlier they booked an appointment online, the better the selection of lots and homes would be.

An email confirmed that their Purchase Appointment has been made, for the time they requested.

As the Purchaser Appointment neared, prospective buyers were kept in the loop with a series of additional emails, including the suggestion to pick out their favourite floor plans on the website, plus to bring photo ID, bank pre-approval and their cheque book when they arrived at the Sales Office.

“Working with our marketing team at Ryan Design, we developed a 

communications strategy that really communicated, and resulted in buyers 

who were well-informed and well-prepared.”

Mauro Baldassarra, President of Starlane Home Corporation

With such outstanding sales results, it’s not surprising that the same or very similar sales process will be used when the four builders introduce the next release of Upper Unionville this September. Nor will it be a shock if other builders decide to adopt similar methods when it comes to selling their own new home communities.

“Ultimately we provided a level playing field for our purchasers, and a superior level of service and attention that made their entire homebuying process a more pleasurable experience.”

Dennis Kohn, President of Fieldgate Homes

Prospective purchasers can register for the next release, which will be available in September 2012, online at myupperunionville.ca. The same website includes testimonials from Phase I purchasers who speak about what attracted them to Upper Unionville, and what they felt about the entire home buying experience.