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Outlook 2020 – Deena Pantalone, Managing Partner and Director of Marketing & Innovation, National Homes

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Outlook 2020 – Deena Pantalone, Managing Partner and Director of Marketing & Innovation, National Homes

Part of our series of Outlook 2020 Q&As with building industry executives

How do you see the outlook for the new home industry in 2020?

We’re going to see strong demand fueled by record population growth. The period from August 2018 to July 2019 was the largest 12-month population increase in Canada’s history. And the industry is not building enough housing, especially rental housing. At the end of November 2019, ReMax predicted a six-per-cent increase in the average cost of a Toronto resale home in 2020 – fueled by demand that just isn’t being met.

Deena Pantalone
Deena Pantalone, Managing Partner and Director of Marketing & Innovation, National Homes

Ben Myers of Bullpen Research says Toronto needs 22,000 new rental apartments a year to create a healthy vacancy rate of three per cent. If you include all the new purpose-built rental units coming on, say 4,000, plus if you assume that three-quarters of all new condos will be rented, then we’re still falling 9,000 units short. That’s not good for renters, homeowners or the health of our economy.

One thing I definitely see is that people are open to new ideas, new technology and design that will make their lives easier and give them time for the important things in their lives. And that means property technology (Proptech) will become more and more central to their lives, and to the building industry in general.

And what’s the outlook for National Homes?

For decades now, National has focused on putting the needs of our customers first, and that’s what our You are the Blueprint philosophy is all about.

This year, we’re introducing a wide range of “Bright Ideas” that were developed at National’s inaugural Blueprint Workshop. Globally recognized leaders in the fields of technology, product development and design, participated in group interactions and the co-creation process. Also taking part were dozens of past and prospective National buyers of varied ages and demographics; National staff architects, designers and engineers; and students from York University’s Schulich School of Business real estate master’s program. The results are now being unveiled in our newest communities.

What is National Homes doing to address the issues facing the homebuilding industry – namely, affordability and new home supply?

Our Bright Ideas are intended to make people’s lives simpler, from innovative Proptech to design solutions. We are introducing four different townhome projects, from Courtice in the east to Burlington in the west. We are also introducing new construction thinking, such as our Panergy Wall Systems that bring factory efficiency and quality with significant energy cost savings, year after year.

We’re also making it easier for young families to own with plans for flexible down payment programs.

What more could the industry do to address these issues?

It’s all about innovation! The building industry hasn’t changed much in 100 years. New thinking, new products, new technology… the only way we’re going to adapt to the needs of a new millennium are by doing things differently and better.

Our industry needs new ways of building that save time, and therefore money, new products that save real dollars in energy costs, new construction methods that reduce waste and improve quality.

What should prospective new-home buyers know about National Homes for 2020?

In Bradford, we have 40 detached ravine lot homes from the mid $800’s at The Forest. In east Brampton’s Three Rivers Claireville, we have Phase 2 of our townhomes, right next to the 850- acre Claireville Conservation Area. In Burlington, we’re launching townhomes at Tyandaga Heights on Brant Street, by the Tyandaga Golf Course. And in Courtice, we’re introducing The Vale by National, backing onto woods and a stream.

Why should homebuyers consider buying from your company in 2020?

We design with the needs of our customers in mind. That’s more than a motto, it’s central to the way we work. Our Blueprint Workshops are the spark that drives our design. We learn what people want; what they wish builders could offer; then we create the communities, the homes and the features that satisfy those dreams. And we’re building communities from east to west, so if you’re looking for a National home, we’re where you want to live.

Special Report: Outlook 2020

Outlook 2020 – Jim Andrews, Director of Sales & Marketing, Fieldgate Homes

Outlook 2020 – Shakir Rehmatullah, President, Flato Development Inc.

Outlook 2020 – Mike Parker, Vice-President Sales & Marketing, Georgian International Build Corp.

Outlook 2020 – Brad Carr, CEO, Mattamy Homes Canada

Outlook 2020 – Art Rubino, Contracts Manager & Marketing Manager, Regal Crest Homes



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Tarion names winners of 2019 Homeowners’ Choice Awards

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Tarion names winners of 2019 Homeowners’ Choice Awards

Tarion web

Tarion Warranty Corp. has named the winners of its annual Homeowners’ Choice Awards for outstanding builders who received the highest ratings from homebuyers across the province. These are the only awards that focus solely on customer service and are based on feedback from homeowners.

The recipients of the 2019 Homeowners’ Choice Awards are:

  • Brookfield Residential – Highrise Category
  • Hayhoe Homes – Large Volume Category
  • Timberland Homes – Medium Volume Category
  • Chris King and Sons Construction Ltd. – Small Volume Category

In 2017, Tarion introduced a new honour – the Ernest Assaly Award – for an Ontario builder that demonstrates a commitment to building quality and innovation, customer service and community involvement. Similar to a lifetime achievement award, a builder can receive this recognition only once.

The recipient of the 2019 Ernest Assaly Award is The Daniels Corporation.

“A new home is a place to make memories,” says Tarion President and CEO Howard Bogach, “and a builder has a big role in determining whether a homeowner’s first memories are positive ones. Thanks to their exemplary customer service, this year’s award recipients not only met – but exceeded – expectations and by so doing set an example for others to follow.”

The Homeowners’ Choice Awards are presented annually based on the results of surveys completed by new homebuyers from across the province. In 2018, Tarion polled 54,518 new-home buyers, asking them about their builder’s performance before, during and after they moved into their new home. More than 11,376 homeowners responded and their feedback determined the recipients for outstanding customer service in the four categories.

The Ernest Assaly Award recognizes the highest level of excellence in Ontario home building while honouring the legacy of Ernest Assaly, a highly respected leader in the residential building industry who was Tarion’s first Chair. Only a select number of Ontario builders met the rigorous criteria required to receive an invitation to make a submission. The recipient of the Ernest Assaly Award is determined by Tarion’s board of directors.

“A well-built home backed by excellent customer service equals a satisfied homeowner,” says Bogach. “Through Tarion’s awards program, these happy homeowners are able to recognize their builders for going the extra mile, and this helps build confidence in the new home building industry as a whole. We congratulate this year’s recipients for their success in creating a positive home-buying experience that their homeowners are happy to share.”

For the full list of Homeowners’ Choice Awards finalists, click here. For the full list of the Ernest Assaly Award finalists, click here.


Consumer Protection: The Homeowners’ Choice Awards



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Buying a new home and have some questions? Ask now, and ask often

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Buying a new home and have some questions? Ask now, and ask often


“Got questions? We have answers.” If you’re a prospective new-home buyer in the GTA, you may have noticed an advertising campaign with these and other similar messages lately.

The “we” is GTA homebuilders, and through a Building Answers public awareness campaign launched by their representative body, the Building Industry and Land Development Association (BILD), they aim to provide the answers.

Indeed, this six-week program that began in early April should be just beginning of ongoing communications with homebuyers.

Comprising billboard, transit and media advertising and other communications, Building Answers strives to do just that – provide answers to many of the questions GTA homeowners and prospective homebuyers have.

It’s a long list. Here are some of them:

  • Why is there so much development in the GTA?

  • Do we really need all these condominiums and other developments?

  • What makes up the cost of a new home or condominium?

  • How does transit benefit from new development?

  • How much do homebuilders make on an average project?

  • Why does the price of homes in the GTA keep rising?

And the big one, for those who have been saving to buy a home, only to watch on the sidelines as prices continue to rise:

  • Will I ever be able to afford a home in the GTA?

These are not fictitious, marketing-oriented questions. They are actual queries from would-be homebuyers who legitimately wonder when, and how, they’ll be able to buy a home here. And if they can’t, should they look, and consider moving, elsewhere?

There are countless other questions, of course, and you can view the detailed answers to all of them – and ask your own – at a dedicated website buildinganswers.ca.

If you’re spending hundreds of thousands of dollars – or beyond a million – on a home, you have every right to ask all the questions you want. And if you don’t get an answer that satisfies you, ask again. Or move along to another builder.

With Building Answers, the companies that provide these new-home buying opportunities in the GTA have demonstrated they are open to the discussion.

Even beyond the scope of this program – raise your hand and ask all the questions you need to.


GTA builders launch public awareness campaign

Development in the GTA

New single-family home sales in the GTA jump in February



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