Driving Sales through >10 Sales Centres & 6 Lottery Homes

Sales Centres & Retail Storefronts

At Calbridge Homes, I led the branding and operational strategy for multiple sales centers across Calgary and surrounding area. Focused on aligning the brand with buyer motivations, I planned and executed productive selling spaces that drove sales and customer engagement. Key achievements included:

Retail Store Launches: Led the successful launch of 10+ sales centers from concept through execution, strategically planning for optimal traffic flow, signage, visual branding, POS materials, and promotional strategies. Collaborated closely with graphic and creative teams to ensure cohesive brand representation across all touchpoints.

Sales Team Empowerment: Delivered tailored marketing collateral and sales support resources to each unique selling team, enhancing their "toolkit" and improving customer interactions.

Outcomes

Brand Consistency: Developed and implemented specifications and standardized materials reinforcing brand continuity and recognition across communities. Partnered with suppliers, architects, and design teams to create a cohesive aesthetic that honored the Calbridge brand while appealing to distinct buyer profiles in each community.

Enhanced Curb Appeal: Collaborated with graphic teams to create a unified storefront aesthetic that increased visibility and positioned Calbridge as a leader in a competitive market.

Operational Efficiency: Established best practices for sales center launches, significantly reducing costs, rework, and guesswork by streamlining processes, standardization, and optimizing supplier negotiations.

Optimized Customer Experience: Coordinated inviting, strategically laid-out sales environments that not only enhanced customer impressions, they promoted optimal traffic flows and empowered sales teams.

Foothills Hospital Home Lottery

For many years, Calbridge Homes served as the official builder for the Foothills Hospital Home Lottery. As the primary liaison, I worked closely with the PR team at The Calgary Health Trust to elevate Calbridge’s visibility and strategically position our involvement.

The Challenge Although partnering with the lottery program was prestigious for Calbridge, it had not translated into significant traffic, sales, or brand awareness. Many visitors were unaware of Calbridge’s role as the official builder and assumed the company only built multi-million-dollar homes. To address this, it was essential to subtly promote Calbridge while prioritizing the charity’s mission of raising funds for Calgary’s NICU and enhancing transparency around the program’s purpose.

Strategic Approach

Passive Selling Space: Transform the garage into a subtle, informative space with engaging graphics, video displays, and takeaway materials, enabling visitors to learn about Calbridge without overt sales pressure.

Brand Messaging Through Graphics: Design impactful visuals to communicate Calbridge’s diverse offerings, educating visitors on their full range of homes and communities.

Interactive Engagement: Introduced self-registration iPads, enabling visitors to request information and subscribe to email follow-ups to promote lead generation potential.

Floating Salesperson: Introduced a “floating” sales representative during peak hours to engage visitors who overtly asked for additional information.

An example of a graphic display that illustrates my efforts to promote the program by raising awareness about the proceeds. This approach evokes emotion, fosters transparency and goodwill, and strengthens positive connections to Calbridge.

Outcomes

15% Increase in Leads: Achieved approximately a 15% increase in leads across Calbridge sales centers during each lottery program, demonstrating the success of our strategic positioning and presence during the program.

Increased Visitor Engagement: Sales collateral required weekly restocking during the program, reflecting active visitor engagement. This not only strengthened brand awareness but also showcased Calbridge’s diverse portfolio, countering misconceptions of the company as solely a luxury builder.

Positive Feedback: Both sales teams and lottery home programmers reported positive visitor feedback, leading to more discussions about Calbridge as the official builder.