In Conversation With... Jason Roque, CEO of Equiton Developments

Confidence in your builder is everything when it comes to buying a home – especially these days, with prices being what they are, and other market and economic realities.

And while Equiton Developments may be a relatively new name on the GTA condominium landscape, the company is no stranger to real estate in the area. With an executive team of experienced real estate professionals and developers, and a number of new projects sure to make an impression in the marketplace, Equiton is well on its way to becoming a household name in Toronto area homebuilding.

We spoke with CEO Jason Roque to learn more about Equiton, his vision and what homebuyers can expect from the company over the next few years.

What’s your assessment of the GTA housing market these days? There are signs that consumer confidence is beginning to be stronger, and recent housing policy announcements from the federal and provincial governments seem to be addressing the challenges on the development side…

As someone who’s tuned into the market, I can’t help but notice the activity in the GTA housing market lately. The market is experiencing activity, driven by several key factors. One notable aspect is the persistent housing shortage. Despite the impact of rising interest rates causing some buyers to hesitate, it’s crucial to recognize the significant housing supply-demand imbalance in Canada. This imbalance suggests that buyers won’t remain on the sidelines indefinitely.

For those who are getting into the market now, they’re finding some great deals and taking full advantage of the current conditions. This shows a lot of confidence in the market’s future and proves that there’s a strong demand for housing, despite temporary dips in sales numbers. Keeping an eye on how interest rates affect buyer behavior will be key as we move forward, but overall, there are some exciting opportunities for growth and smart decisions in the GTA real estate market.

What is it about Equiton Developments that people should know? What sets you apart and speaks to your vision?

Equiton Developments may be new to the market, but the people that run the company are seasoned real estate professionals and developers that really understand the Canadian market. Our senior management team has developed more than 25 million sq. ft. and collectively have more than 200 years of experience in real estate.

Our parent company Equiton has a track record that speaks for itself, with more than 13,700 satisfied clients who have experienced the reliability and customer satisfaction that we are known for in the industry. Through our senior management’s leadership, we remain steadfast in our commitment to delivering homes that exceed expectations and provide a seamless, rewarding experience for every homebuyer.

How are things coming along at Kül?

We’re really excited about KüL Condos and what it’s set to offer. We’re planning to have about 186 residential condo units up for sale, alongside about 2,500 sq. ft. of commercial space and a fantastic 13,000 sq. ft. of indoor and outdoor amenities. We’ve got a pretty tight project timeline, thanks to getting our zoning approval sorted right when we acquired the site. Our plan is to start work on the site later this year. Our sales office is in the works and will have a detailed 3D model, specifics on amenities, finishes and private areas for our future residents.

Our marketing team is fully engaged, too. We’ve got hoarding signs up onsite, active social media campaigns, and ads in key magazines to get buyers and brokers excited and registered before the sales launch. It’s all coming together nicely.

How and why did you settle on The Queensway as the location for Kül?

Before deciding on The Queensway as the ideal location for KüL Condos, we carefully evaluated several potential properties. Our decision to choose this site was driven by a few key factors. First and foremost, we dedicate significant time and effort to thoroughly researching and assessing development sites to ensure they align perfectly with our vision and objectives.

The Queensway stood out for several reasons. It already boasts a strong and vibrant condo market with numerous units in various stages of development, providing us with valuable insights and stability. Additionally, its strategic location near a GO station, convenient highway access, and abundant amenities enhance the appeal of KüL Condos. Moreover, thanks to the groundwork laid by the vendor, we’ve been able to reduce a significant portion of the risks associated with the entitlement process, making the development of KüL Condos more efficient and streamlined.

What is it about this project that distinguishes it from others in the area?

KüL Condos has been meticulously designed with a Scandinavian-inspired aesthetic, focusing on clean lines and practical functionality. Our vision is to create an urban, sleek, boutique condominium offering one- to three-bedroom suites that embody modern living at its finest.

One of KüL Condos’ standout features is its extensive amenities, carefully curated to complement the overall theme and cater to residents’ needs. The Nordik Wellness Room, adjacent to a state-of-the-art fitness facility, will offer an immersive experience with an infrared sauna, Coldture Pro Plunge ice bath, and a tranquil resting area aimed at promoting optimal health, wellness and recovery. Additionally, our social spaces are designed to foster connections among residents, with an entertainment and games room for gatherings, a kids’ play zone to nurture friendships and an open-air rooftop fireplace for cosy evenings. Apart from our community, The Queensway presents lively surroundings with trendy dining spots, shopping areas, waterfront trails, and lush greenspaces, ensuring a vibrant and fulfilling lifestyle for KüL Condos residents.

Who is the target demographic? Your marketing seems to target younger first-time buyers, but also young families…

Our target demographic at Equiton Developments encompasses a diverse range of individuals and families, reflecting our inclusive approach to community building. For younger first-time buyers, we understand the importance of offering homes that resonate with their aspirations for homeownership while aligning with their lifestyle preferences. KüL Condos is designed to provide modern housing options at competitive prices, a convenient location with access to amenities, and a strong sense of community that appeals to individuals entering the real estate market.

We also recognize the needs of young families and empty nesters who prioritize ample space, safety and proximity to essential amenities such as schools, parks and healthcare facilities. Our developments are thoughtfully designed with family-friendly features and neighborhoods that foster a sense of belonging and convenience for both parents and children. At Equiton, we take pride in our ability to offer great amenities and proximity to the city without the premium price tag often associated with properties closer to urban centres. We believe in striking a balance between urban convenience and suburban tranquility, allowing residents to enjoy the best of both worlds within our communities.

And what about Sandstones and 1099 Broadview… these projects are a little further out… What would you like prospective buyers to know about them?

Sandstones Condo, strategically nestled near Toronto’s Scarborough Bluffs, offers stunning views of the lake and downtown skyline. Its proximity to the downtown core ensures easy access to city attractions. Embodying a beach-chic aesthetic design, the development features one- to three-bedroom suites and rooftop amenities with panoramic Lake Ontario views. Completion is slated for 2027, promising a blend of lifestyle, luxury and unparalleled views.

TEN99 Broadview is an upcoming midrise condo steps from Greektown restaurants and shops and close to Rosedale. This condo epitomizes modern living with nature-inspired design. Featuring captivating downtown skyline views, the property offers one- to three-bedroom suites with expansive balconies. Its premium location near major transportation routes ensures convenience, with completion expected in late 2029, offering a blend of urban convenience and natural beauty.

What’s next for Equiton Developments?

We are excited about our upward trajectory as we continue to strengthen our presence as a reputable brand in the GTA real estate market. Our primary focus remains on acquiring additional development sites as we actively seek out prime locations that align closely with our vision of delivering top-notch homes that cater to the diverse needs of homebuyers. This strategic expansion of our portfolio and additional projects in the pipeline that we will be announcing soon will enable us to offer an even wider range of housing options and further solidify Equiton Developments as the go-to brand for discerning buyers.

Looking forward, our goal for Equiton Developments is to become synonymous with quality, reliability and exceptional customer satisfaction within the GTA real estate landscape. We are optimistic about the future of Equiton Developments and are excited to lead our team in shaping the next chapter of success and growth in the dynamic GTA real estate market.

equitondevelopments.com

& on a personal note

What or who inspires you most?

I draw inspiration from the collective achievements of the team at Equiton. Our ability to navigate challenges and achieve growth, especially during uncertain times, is a constant reminder of our resilience and determination.

The dedication and collaborative effort of our team members, coupled with their adaptability in responding to market dynamics, have been truly inspiring. Despite facing various obstacles, we have remained steadfast in our commitment to excellence and have achieved significant milestones along the way.

What do you consider your greatest accomplishment?

My greatest accomplishment is assembling a team of top-performing leaders who wholeheartedly embrace our company culture. These individuals prioritize teamwork and client satisfaction, and they’re unafraid to be honest, even if it means having a different viewpoint than mine. This open dialogue and collaborative spirit allow us to make informed decisions that benefit both the company and our clients. It’s this cohesive and transparent approach that I consider a significant achievement, as it fosters a culture of excellence and mutual respect within our organization.

What’s on your reading list these days?

Currently, our management team is delving into The 7 Habits of Highly Effective People together. It’s not just about individual growth but also about fostering a shared understanding of effective leadership and teamwork within our organization. This book offers timeless principles that we can apply to our daily practices, enhancing our ability to collaborate, communicate, and make impactful decisions as a cohesive team.