In Conversation With... Kelly Anderson, sales and marketing manager, Silvergate Homes

The past few years have been, shall we say, atypical for real estate. The pandemic, inflation and interest rates, housing policy and supply, infrastructure development, emerging new home markets… the list of influences and challenges is long.

Through it all, homebuyers and homebuilders alike have held out hope that stability and opportunity would return. And here were are, with inflation on the decline, interest rates held and the spring market poised for a resurgence.

We spoke with Kelly Anderson, sales and marketing manager at Silvergate Homes, for her insights into the market, and why the Niagara Region is a hot new home destination.

Let’s start with an easy one: How is 2023 shaping up for Silvergate Homes?

We are beyond excited for 2023, as we have so many amazing projects launching this year. After the long haul of COVID, some of our long-awaited projects are finally getting started. So, this going to be a very active and exciting year for us.

And how was 2022?

Last year, we spent the bulk of our time in the development phase of our projects: LUNA bungalow townhomes in Thorold, Harbourtown townhomes and singles in Fort Erie (at Waverly Beach site) and Merritton Mills, our five-storey condo building in St. Catharines off Hastings and Glendale.

We had to take a hard look at how the market has changed and how consumer preferences have changed in what they want and desire in a home.

We’ve heard a lot about how tenuous the real estate market is these days, for various reasons. How are things in the Niagara region, where Silvergate has a number of sites underway?

The Niagara region is booming. Many projects have been in the works and are finally coming to fruition.

How are your projects progressing there – LUNA bungalow townhomes in Thorold, and Harbourtown Village in Fort Erie?

We are excited for the 2023 spring market and the variety of projects we have on the go. LUNA will be getting in the ground, and clients will be able to see their homes come to life.

This is a unique pocket located at 205 St. Davids Rd. in Thorold, and the community is excited for bungalow townhomes. Harbourtown is located at the old Waverly Beach site; we have been here before when we built our Waterfront Homes at Amuse by the Lake. We are thrilled to be building more than 100 homes on this absolutely stunning lakeside community. We will have townhomes and singles to help meet the housing demand and the need for more housing.

Have you been to Fort Erie lately? It’s booming. So many great amenities – Starbucks, Sobeys, walking trails – not mention the beach access mere minutes away. It’s absolutely stunning to walk the property.

Merritton Mills is going to be another other great condo project for Niagara – starting in the $500,000s. We are elated to offer some affordable pricing for the next generation to enter into the housing market. Merritton Mills will offer a gym, dog wash, shared working spaces, trendy party room and rooftop terrace. It’s going to be a great new neighbourhood in St. Catharines, close to the downtown core.

What have you learned about homebuyers over these last few trying years that has changed the way you do business?

Our clients’ views on what they desire within a home have changed over the last few years, which is why Niagara is booming. People are opting for areas such as Fort Erie, Chippawa and other local towns for a better lifestyle of enjoying their surroundings – walking and cycling trails, golfing and wineries are all great things that Niagara offers. Many people are still working from home, so what neighbourhood they live in really matters. They want good quality of life and a work/life balance.

The younger generation seems to want something that they can easily maintain, such as a condo unit. They are staying in school longer, or working professionals, and want something that isn’t overwhelming to take care of.

From a marketing perspective, we have really had to put more dollars into branding and 3D renderings. People of all ages are very computer savvy these days. When they inquire about projects, they want to have as much information as they can at their fingertips. Providing good visuals is a key to marketing these days.

silvergatehomes.com

AND ON A PERSONAL NOTE...

What are your passions away from the office?

When I’m not at the office, I’m usually hanging with family, which includes three dogs. I have a Dutch Shepherd, Bear; German Shepherd, Roo; and a Malinois, Jax. Long walks are a must on the weekends. Living in Niagara also offers tons of wineries, local concerts and lush greenacapes – so enjoying that is also nice during summer weekends.

What’s on your TV binge watching list?

TV binge list is definitely White Lotus! It’s so good.