In Conversation With... Mike Parker Vice-President, Sales And Marketing, Georgian Communities

There’s good fortune, and then there’s good strategy. Barrie, Ont.-based Georgian Communities finds itself in the fortunate position of being able to deliver on a growing homebuyer demand for larger homes, bigger lots and more privacy in quieter locations.

But it has nothing to do with a recent pivot brought on by the pandemic. Georgian’s long-time focus of offering not just floorplans, but opportunities for more balanced ways of life, just happens to resonate even more with buyers these days.

With unique communities in locations such as Blue Mountain and Horseshoe Valley, Georgian is giving buyers exactly what they want, and doing it in an award-winning fashion.

Mike Parker, vice-president of sales and marketing, discusses the Georgian approach.

Last year was quite a surprise, given the strong performance of the industry despite the challenges of the pandemic. How was 2020 for Georgian Communities?

We had a two to three month period following the declaration of the pandemic with many unknowns, but we had a very strong third and fourth quarter from both a sales and production standpoint. We were able to adapt very quickly to changing safety protocols and implement procedures into our daily operations to keep everyone safe. All considered, 2020 was a very good year for us.

And how are things shaping up for 2021?

We’ve settled into new routines, with many of our team members working remotely, and we continue to improve our processes for a fluid operation. With a strong finish to our sales programs in 2020, and a great start to 2021, we’re looking really good from a construction pipeline perspective. With our current communities in strong positions, there is an increased focus on acquisitions and preparations to launch upcoming projects. Specifically, we’re very excited to work towards the launch of our Victoria Annex community this year. This boutique infill development will include just 19 units, two of which are to be built in a renovated 19th century schoolhouse at the corner of Maple and Sixth Streets in downtown Collingwood.

One of the trends brought on by the pandemic is buyers looking for more space, larger homes, bigger lots… and even looking outside the GTA. But Georgian committed to its communities in places such as Blue Mountain long before COVID-19. What led to this strategy, pre-pandemic?

Georgian Communities is proudly based in Barrie and our communities are right in our own backyard. The Simcoe and Grey County regions are surrounded by some of the most picturesque countryside in Ontario. These are the places where people from the GTA would venture for weekend and holiday visits, but were historically hesitant to call home. We’ve always focused on locations that provide what we consider to be a better lifestyle, and locations that have a strong connection to nature. We’ve been fortunate to have had success pre-pandemic. However, we could have never predicted the demand we have seen over the last 12 months. It seems more and more that people are recognizing how remarkable these areas are.

Georgian Communities has been nominated for a number of CHBA Awards for Housing Excellence, including for Mountain House. How does that feel?

Mountain House was our introduction to midrise development and construction. We are definitely proud to be noted among the leaders in the industry for this community. The recognition is a testament to the dedication and hard work of our entire Georgian Communities team, trade partners and consultants.

Windfall at Blue is nominated for the Best New Community award. What do you think makes this community particularly award-winning?

Windfall is an extraordinary community set at the foot of Blue Mountain Resort, with Georgian Bay and the historic town of Collingwood just minutes away. An incredible attention to detail has gone into every aspect of planning, design and construction. One-third of the community has been reserved for parks, ponds, trails, wildlife and nature preservation areas. We are close to completing our amenity space, referred to as “The Shed,” an exclusive four-season area for residents inspired by the historic barns in the Georgian Bay area. In the near future, residents will be able to gather for neighbourhood get-togethers, enjoy the pools, the outdoor spaces and, of course, the views. Take a drive around Windfall, and you’ll immediately see just how special it is.

You’re also nominated for Best Organic Social Campaign, for #LocalLovebyGC. What did that program entail, and why do you think it resonated so well with consumers?

Many local businesses have unfortunately struggled through the pandemic. Everyone is cognizant of the environment that we’ve been living in, and many people have stepped up to support however they can. We are doing what we can to provide support to local restaurants and small businesses that serve the communities that we’ve built. We purchased gift cards and held a draw each week on our social media platforms for one of these businesses. It was a way to hopefully raise awareness and encourage support within the communities.

What would you really like prospective buyers to know about Georgian Communities?

We are committed to creating truly unique places for people to live, work and play. Thoughtful amenities, distinctive architecture, nature and neighbourliness is our passion. Our commitment to homeowner satisfaction continues to be the foundation on which we build, and we truly want to deliver a positive experience.

What’s next for Georgian?

We’re very excited about an upcoming community in the historic village of Craighurst. Just minutes from Barrie and Orillia, this neighbourhood will benefit from all of the amenities that come from living close to the city without losing small-town Canada charm. Located at Horseshoe Valley Road and Hwy. 93, this community will offer inspirational architecture just one minute from Hwy. 400, providing the best access to the city while still avoiding the congestion of urban living.

georgiancommunities.ca

AND ON A PERSONAL NOTE...

How are you coping during the pandemic… have you taken on any new hobbies or acquired new skills?

I’ve been very fortunate, in that all of my colleagues, friends and family have remained in good physical and mental health. Many of our staff have been working from home. However, I’ve been able to keep safe while still going into the office so, for the most part, my weekdays look very much the same. No new hobbies, but I’ve picked up my guitars a bit more and have definitely enjoyed being active outside more even throughout the winter months.

What’s the first thing you’re going to do once things return to “normal”?

I look forward to meeting up with friends that I haven’t seen in a long time and am definitely looking forward to a night or two in the city to take in a Jays, Raptors or Leafs game.

What’s on your reading list these days?

I tend to read business or personal improvement books for the most part. Most recently, Blue Ocean Strategy and Start With Why, which I really enjoyed.