In today’s competitive housing market, standing out requires more than just a flashy development or a convenient location. Homebuilders need a strategy that connects with buyers on both an emotional and analytical level. On episode 26 of Livabl Launch, marketing veterans Jordan Mair and Salina Yara Halabi from ZGM Modern Marketing Partners shared their insights with Livabl’s vice-president of building development, Matthew Slutsky, on what it really takes to succeed in homebuilder marketing today.
ZGM Modern Marketing Partners, one of Western Canada’s most creative marketing agencies, specializes in building purpose-driven brands that earn trust and drive decisions through emotion.
In this conversation, Mair and Halabi explain how developers can align corporate and development brands, create emotionally resonant experiences, and use a data-driven full funnel approach to stay ahead in turbulent markets. This podcast was recorded as part of Livabl Insiders event in Calgary, in front of a live audience.
Matthew Slutsky: Welcome to the show, Jordan.
Jordan Mair: Thank you so much. So happy to be here and very excited for this live audience.
Matthew Slutsky: And welcome, Salina. Why don’t you tell us a little bit about ZGM, what you do, and your specialties?
Jordan Mair: For sure. ZGM started in Calgary almost 25 years ago. We have offices in Edmonton, Calgary, and Vancouver. We cover a range of industries across Western Canada, from Winnipeg to Vancouver, and we’re just starting in Texas with a partnership there.
A few years ago, COVID made us reflect on our agency model and services. We realized we had a strong niche in homebuilder marketing, which is now a primary focus for both Salina and me. We work with homebuilders and developers across Western Canada and into Texas.
Salina Yara Halabi: Jordan and I are homebuilding geeks. We’ve been in the industry for about 15 years, and we also have a podcast called Build Up. This is a great opportunity to collaborate, so thank you for having us.
Branding: Corporate and Development Alignment
Matthew Slutsky: Builders spend a lot of time on their corporate brands but often sell developments under separate brands. How should developers differentiate between a corporate “mother brand” and a development brand?
Jordan Mair: There are pros and cons to both models. Some developments are endorsed by a corporate brand; others are standalone. Our recommendation is to at least have an endorsement from the mother brand for long-term consistency and positioning. Brand plays a huge role in all marketing, especially in homebuilder marketing.
Matthew Slutsky: Does the mother brand need a purpose?
Jordan Mair: Absolutely. We focus on purpose-driven brands. Organizations with a “why” beyond profit are long-term successful. The mother brand’s purpose guides everything. Development brands then adopt positioning that differentiates them while building relationships with consumers.
Salina Yara Halabi: A brand’s purpose is its north star. It drives decisions from design to location. When development brands follow the mother brand’s purpose, you see consistency and strength. Without it, the organization feels fragmented.
Matthew Slutsky: Can you give an example of a purpose?
Jordan Mair: One example in Edmonton: “To change the way Edmonton lives.” This brand exists to offer more opportunities, challenge other developers, and move the market in a new direction. Every marketing or business decision aligns with that purpose.
Buyer Expectations and Digital Experience
Matthew Slutsky: How have buyer expectations shifted, especially in Calgary and Edmonton?
Salina Yara Halabi: Buyers demand transparency. Millennials and now Gen Z research extensively online before visiting a show home. They want pricing, floor plans, and other details upfront. Show home traffic has decreased, but online engagement has grown.
Matthew Slutsky: How do you replicate the in-person show home experience online?
Salina Yara Halabi: A strong website is key. Clear navigation, accessible floor plans, and tracking buyer journeys are essential. 3D virtual tours help buyers experience spaces without multiple visits. Millennials and Gen Z value efficiency and detailed online experiences.
Jordan Mair: Quality of show home visits matters more than quantity. Decisions are mostly emotional. Emotional connections start in advertising, continue on the website, and culminate in the show home experience.
Matthew Slutsky: How can show homes build emotional connections?
Jordan Mair: Lean into brand purpose. For example, if a builder’s purpose is comfort, the show home should maximize comfort through seating, scents, and casual meeting spaces. Small touches reinforce the emotional connection.
Salina Yara Halabi: Salespeople must embody the brand purpose. Marketing and sales alignment ensures the emotional experience is consistent and memorable.
Full Funnel Marketing
Matthew Slutsky: What does a marketing playbook look like in today’s market?
Jordan Mair: We use the full funnel formula: awareness, consideration, and engagement. Brand awareness drives intent and conversion. Even in down markets, maintaining the full funnel ensures long-term success. Pulling back on marketing leads to slower recovery when markets pick up.
Salina Yara Halabi: Top-funnel tactics include out-of-home and niche print, middle-funnel includes targeted digital, and lower-funnel focuses on pricing and product ads. Each stage is tailored to buyer behavior.
Matthew Slutsky: How should a builder implement this effectively?
Salina Yara Halabi: It requires a strategic roadmap, monitoring performance, and close communication with the client and sales team. Traditional media, while harder to track, can drive measurable traffic and engagement.
Jordan Mair: Even partial implementation helps. Brand advertising is like pre-warming the audience, so when you ask for the sale, buyers are receptive.
Differentiation Beyond Price
Matthew Slutsky: What else can builders do besides price incentives?
Jordan Mair: Pricing transparency is a key differentiator. Educating buyers on why prices are set and the long-term value creates trust. Incentives alone can lead to a race to the bottom.
Matthew Slutsky: Transparency extends to development fees and other costs, correct?
Jordan Mair: Yes, showing buyers where the money goes builds trust and clarity.
Emerging Marketing Opportunities
Matthew Slutsky: What marketing trends excite you?
Salina Yara Halabi: AI is amazing for content creation and efficiency. AI search and indexing, including social channels and reviews, are becoming critical for visibility.
Jordan Mair: Millennials are currently the biggest buyers, but Gen Z is entering the market with strong interest in homeownership. Simplified information, education, and transparency are essential for this next generation.
Salina Yara Halabi: Gen Z values brand loyalty and trust. Promotional gimmicks are ineffective; education and transparency win them over.
Matthew Slutsky: Jordan and Salina, thank you for sharing your insights. This has been a fascinating look at the intersection of purpose, emotion, and data in homebuilder marketing.
Jordan Mair & Salina Yara Halabi: Thank you so much.
