In Conversation With... Kelly Anderson, Sales and Marketing Manager, Silvergate Homes

As prospective homebuyers seek out larger homes, more space and greater affordability, one of the chief beneficiaries outside the GTA is the Niagara Region. And one company poised to deliver is Silvergate Homes.

We spoke with Sales and Marketing Manager Kelly Anderson for insights on how this local family business, building homes in the area for more than 35 years, caters to homebuyer demands. And how its 84-year-old founder is still an active member of the team.

It’s hard to believe we’re nearing the end of 2021. What kind of a year has it been for Silvergate Homes?

Well, it’s certainly been an interesting one, filled with challenges that we have never experienced before. From multiple lockdowns and re-openings, new health and safety protocols changing so rapidly, supply chain shortages, sub-contractor shortages… you name it, we got it this year.

However, it’s been a great opportunity to learn and grow from these challenges. Our team created more interactive marketing tools that allowed our clients to still view our homes through Zoom, FaceTime, live videos, Instagram feeds, YouTube and much more. We were able to maintain our connection with our clients and still sell homes while making it a fun, positive experience for them. Being forced to think outside the box helped us to focus and evolve in 2021.

What is it about Silvergate that helps it stand out from other builders in your market?

Silvergate Homes prides itself on our unique, quality design, craftsmanship and attention to detail. This can be seen in every stage, from community planning to floorplan designs and layouts, construction, features and finishes, quality materials, and more. We take great care in ensuring that our homes are efficiently built and address all homebuyers’ needs and wants. Appealing to market demand, we have shifted our focus to constructing bungalow townhomes. Of utmost importance to us is thinking outside the box. Although the homes are attached, we use various materials and colour palettes for each individual unit, which gives every home its very own unique and personalized feel.

Building Energy Star-rated homes has always been very important to Silvergate. We believe we should build homes that contribute to the well-being of the next generation. Incorporating large windows into each and every home design allows for an abundance of natural light. Other efficient building practices include eco-friendly designs, higher R-values in homes, better air quality and energy conservation.

Wellness is something we’re hearing more and more about, due to COVID, among other things. How important is this in Silvergate communities?

The one thing we can all agree on, as a result of the pandemic, is that our lifestyles have changed considerably. People are revaluating what “home” means to them. This includes working from home, home gyms, home entertainment and theatre systems, since more people are entertaining from home these days.

We are witnessing a trend where homebuyers are looking to enrich their lives by moving closer to amenity rich communities, such as those in the Niagara Region, that offer an abundance of walking and hiking paths, pet-friendly parks, waterfront trails and open space, and all the same conveniences of big city living. The ability to walk to local restaurants, grocery stores and amenities has really become important to new home researchers.

What else are prospective homebuyers telling you these days?

They love Niagara! Our new-home buyers are looking to enrich their everyday lives after the pandemic. They want to relocate to communities that offer them the chance to enjoy their surroundings – walking paths, biking trails, parks, greenspace, boutique restaurants, cafes, wineries and local shops. More and more they are exploring the Niagara Region and what it has to offer.

The Niagara Region is a pretty hot market these days. Why should prospective homebuyers consider Silvergate Homes?

We pride ourselves on our client relationships. Being a family business for more than 35 years, we treat our clients as part of the family. Our hands on approach to homebuilding allows our clients to ensure that they build a home that’s a true reflection of their personality. We don’t use palettes; our homeowners hand-select their finishes at our Design Studio, alongside our talented designers. Each home we build is unique to its neighbour.

In addition, Silvergate is tailoring the home interiors to focus on the latest home designs, and including home offices, fitness and entertainment areas in our homes. We want each and every home we build to promote happiness and well-being. If you can achieve this in the comfort of your home, we feel your everyday life will benefit. Large covered porches, for example, have become a staple in our designs, allowing homeowners to take in the natural settings surrounding them, creating a harmonious and peaceful space to relax and enjoy.

Silvergate Homes currently offers two new home communities that caters to this: Legends on the Green – backing onto a renowned Niagara Falls golf course – and Village on the Twelve, in a well-established area in St. Catharines.

Affordability is such a growing concern, and building in the Niagara Region, Silvergate is able to offer homes at prices much lower than in the GTA. But even this area is seeing notable price growth. What else is the company doing to address this issue?

Affordability continues to be a challenge in our industry. However, we know that homeownership is something most Canadians are striving for. Our team at Silvergate is continually reviewing our home designs to ensure we are using the spaces as efficiently as possible. We try not to get wrapped up in the square footages, and focus more on the functionality of the floorplan. It’s about maximizing the overall footprint of the house to gain the interest of our clients. When the design speaks to the clients, they fall in love with our homes.

Silvergate will also be bringing new communities on-stream that will incorporate multi-generational homes and accessory dwellings. This allows homeowners to maintain a dual family income or rental opportunity to help them with their mortgage and expenses.

What else is Silvergate focused on these days that you can share? What’s next?

Silvergate is just finishing up Phase 3 of our Legends on the Green, which backs onto a prestigious golf course along the Niagara Parkway. After that, we are heading to Fort Erie, where our Harbourtown Village will be steps away from the beaches of Lake Erie. We will have a variety of detached and townhomes available – both two-storey and bungalow – totalling 220 units for our clients to choose from. We will also be continuing in St. Catharines at Village on the Twelve Phases 8 and 9.

silvergatehomes.com

AND ON A PERSONAL NOTE...

How have you managed during the pandemic? Taken on any new hobbies or acquired new skills? Is organizing a hobby?

After indulging in episodes of The Home Edit episodes and Marie Kondo, I went on an organization spree. From the closets, kitchen, garage… everything became colour-coded and lined up like a retail store. Peloton, yoga and (many) puzzles also filled my time during the pandemic.

What, or who, is your greatest inspiration for what you do?

Working for a family business where the founder, Vito Passero, is still involved at 84 years young is truly inspiring. Watching someone love what they do and carry out their passion every day is admirable and makes you want to do your best, too. I truly feel I have the best team out there! We are a tight-knit group that has such a passion for the industry, and we are always looking for new ways to do things – home designs, trends, client relations… We try to have as much fun as possible while doing what we all love.

I also have a passion for Green building, and Silvergate is very supportive in their building practices. This is something I love to represent in our industry.

What’s on your reading lists these days?

Daisy Jones and The Six, One day in December, and The Alice Network.