Author: Rick Haws

Why Many Builders Still Rely on Traditional Sales Methods—And Why That’s Okay (For Now)

Posted on by Rick Haws

How Collective Intelligence Can Strengthen the Process Already Perfected

For years, successful builders and developers have sold real estate using proven methods—strategies built on experience, relationships, and deep industry knowledge. Many have asked, “If what we do works, why change it?”

It’s a valid question. In fact, it’s the exact mindset that has made many companies as successful as they are today. A strong reputation, seasoned sales teams, and time-tested processes have been the foundation of their growth. But what if there was a way to take that success even further?

 

The Strength of Experience

There’s a reason many established builders and developers remain cautious about adopting real estate sales software:

A strong network is already in place. Success in real estate isn’t just about listings and contracts—it’s about relationships. Many builders and developers have spent years cultivating trusted industry connections.

Processes have been refined over time. With decades of experience, many teams have perfected a workflow that feels natural and effective.

Reputation matters. A long-standing company builds credibility by doing things the right way. Change for the sake of change isn’t compelling when current methods deliver results.

 

The Role of Sales Software in Enhancing What Works

Adopting real estate sales software isn’t about fixing what’s broken—it’s about enhancing what already works. It takes the expertise and strategies that have led to success and amplifies them using collective intelligence.

 

The Power of Collective Intelligence: Learning from the Best

Every builder, developer, and sales team has its own approach to success. But there’s value in combining that experience with insights drawn from hundreds of other high-performing companies.

Sales software purpose-built for real estate isn’t just a digital tool. It reflects the collective knowledge of an entire industry. It’s been shaped through real-world transactions, market fluctuations, and evolving best practices.

 

How This Contributes to Growth

Greater visibility without losing control. Sales software provides real-time insight into every deal, stage, and bottleneck. Teams stay proactive without compromising their expertise.

More efficiency without disrupting proven processes. The software enhances existing workflows by reducing paperwork, minimizing manual tasks, and improving accuracy.

Insights that support, not replace, the human touch. Real estate is still about relationships. The right tools ensure those relationships remain strong while using data to simplify decision-making.

A clear path to long-term competitiveness. Markets shift. Buyer expectations evolve. Competition intensifies. Software ensures builders stay ahead of these changes, not behind them.

 

A Smart Evolution, Not a Revolution

Builders and developers who haven’t adopted sales software aren’t behind the times—they’ve simply continued relying on methods that work. But the most successful companies don’t stop at “What’s working?” They ask, “What’s the best way to grow from here?”

Sales software rooted in collective intelligence offers a strategic advantage. It doesn’t replace the processes that built today’s success. It strengthens them to meet tomorrow’s demands. The question isn’t whether change is necessary—it’s whether improvement is possible.

By combining deep industry experience with the shared insights of top-performing peers, builders have an opportunity to evolve without abandoning what makes them great. That’s not disruption. That’s smart progress.

 

Building a Seamless Tech Stack: The Power of Software Integration

Posted on by Rick Haws

In today’s fast-paced digital world, businesses rely on a wide array of software tools to manage their operations. For companies in the real estate and construction industries, this often means juggling multiple platforms for sales management, customer relationship management (CRM), enterprise resource planning (ERP), marketing, interactive platforms, payment gateways and ID and identity verification. The key to maximizing efficiency and productivity lies in creating a well-integrated tech stack where different software systems work together seamlessly. This is where cross platform compatibility comes into play.

 

The Importance of a Well-Integrated Tech Stack

A tech stack refers to the combination of software tools that a business uses to manage its operations. The importance of a well-integrated tech stack cannot be overstated. When software systems communicate and share data effectively, businesses can achieve greater efficiency, reduce errors, and deliver a more cohesive experience to their customers. However, achieving this level of integration requires careful planning and a focus on compatibility.

 

Understanding Interoperability

Interoperability is the ability of different software systems to exchange information and use that information in a meaningful way. In the context of a tech stack, it means that your sales management software can seamlessly pull data from your CRM, ERP, marketing platforms, and interactive tools, ensuring a smooth flow of information across all areas of your business. Without interoperability, businesses risk creating data silos, where valuable information is trapped in isolated systems, leading to inefficiencies and missed opportunities.

 

Challenges of Software Integration

While the benefits of a well-integrated tech stack are clear, achieving this level of interoperability is not without its challenges:

Fragmentation of Tools: Many businesses use a variety of tools, each designed to solve a specific problem. However, without integration, these tools can create more problems than they solve, leading to inefficiencies and duplication of work.

• Quantifiable Impact: Studies have shown that businesses with poorly integrated tech stacks spend up to 30% more time on administrative tasks, leading to significant productivity losses.

Data Silos: When software systems are not integrated, data is often stored in isolated silos, making it difficult to get a comprehensive view of your operations. This can lead to missed opportunities and poor decision-making.

• Quantifiable Impact: Companies with integrated systems can reduce data retrieval time by up to 50%, leading to faster decision-making and an average of 20% higher operational efficiency.

User Experience: A fragmented tech stack can result in a disjointed user experience, where employees have to switch between multiple systems and manually transfer data, leading to frustration and errors.

• Quantifiable Impact: Integrating tools can reduce system-switching time by up to 40%, translating into a smoother workflow and a reduction in user errors by 25%.

 

Creating a Cohesive Tech Stack

So how can businesses overcome these challenges and create a cohesive tech stack?
Identifying Core Requirements: Start by identifying the core functions your tech stack needs to support. For example, at SaleFish, we recognize the need for robust sales management, CRM and ERP integration, seamless marketing and interactive platforms, and efficient payment processing.
Choosing Interoperable Software: When selecting software, prioritize tools that offer native integrations or have robust APIs that allow for easy interoperability with other systems.
APIs and Middleware: Application Programming Interfaces (APIs) and middleware play a critical role in enabling software interoperability. They act as bridges between different systems, allowing them to communicate and share data effectively. At SaleFish, we’ve developed APIs that enable seamless integration with a variety of other tools, ensuring that our platform can fit into any tech stack.

 

Case Study: SaleFish in Action

Let’s take a closer look at how SaleFish can be an integral part of a well-integrated tech stack.
SaleFish is a leading transaction management platform designed specifically for the real estate and construction industries. Our software simplifies the sales process by providing a single platform for managing everything from CRM and ERP systems to marketing, interactive platforms, and payment processing.
One of the key strengths of SaleFish is its ability to integrate with a wide range of other software systems. For example, our platform can seamlessly connect with CRMs such as HubSpot and SalesForce, and ERPs such as Constellation HomeBuilder Systems and Microsoft Dynamics Business Central, to pull and push data throughout the sales and operational processes. It also integrates with marketing platforms to ensure that customer engagement data flows into the sales pipeline and links with interactive tools to enhance customer experience during the transaction process. Additionally, SaleFish integrates with payment gateways such as Stripe and PropPay LX (FKA Real LX) to streamline financial transactions. These integrations not only save time but also reduce the risk of errors and ensure that data flows smoothly between systems.

 

The Future of Software Interoperability

As technology continues to evolve, so too does the landscape of software integration. Here are some trends to watch:
AI-Driven Tools: Artificial intelligence is playing an increasingly important role in enabling software systems to communicate and learn from each other. This could lead to even greater levels of interoperability in the future.
More Sophisticated APIs: As APIs become more sophisticated, they will enable even deeper integration between software systems, allowing businesses to create more powerful and efficient tech stacks.

 

SaleFish’s Vision

At SaleFish, we’re committed to staying at the forefront of these trends. We’re continuously enhancing our platform to better integrate with other tools and meet the evolving needs of our customers. Our goal is to ensure that our partners have access to a tech stack that is not only powerful but also seamlessly integrated.

 

Conclusion

In today’s competitive landscape, a well-integrated tech stack is no longer a luxury—it’s a necessity. By prioritizing interoperability and choosing software that can work together seamlessly, businesses can unlock new levels of efficiency and productivity. At SaleFish, we’re proud to be part of that solution. If you’re ready to take your tech stack to the next level, we invite you to explore how SaleFish can fit into your system and help you achieve your goals.
Is your tech stack working as hard as it could be? Contact us today to learn how SaleFish can help you create a seamless, integrated system that drives your business forward.

 

This blog post was brought to you by SaleFish, the trusted provider of real estate sales software and real estate sales management software for developers, builders, and sales companies. Our real estate sales app streamlines transactions, manages inventory, and enhances customer experiences. With tools like real estate transaction management and real estate contract management, we facilitate sales. At SaleFish, we empower our partners with cutting-edge tools, award-winning support, and CyberSecure Canada certified security.

 

October is Cybersecurity Awareness Month

Posted on by Rick Haws

This annual event, led in Canada by the Communications Security Establishment (CSE) and the Canadian Centre for Cyber Security, is dedicated to raising awareness about the importance of cybersecurity and helping individuals, businesses, and organizations protect themselves from the growing threats in the digital world. With the rising demand for cybersecurity professionals and the increasing prevalence of cybersecurity jobs and IT security roles, understanding cyber defence is critical for everyone.

In today’s fast-paced technological environment, where everything from our personal data to business operations relies on the internet, ensuring the safety and privacy of that information has never been more critical. Whether you’re an individual user or a business leader, here are key tips and takeaways from Cybersecurity Awareness Month to help you stay safe online.

 

Understanding the Threat Landscape

Cybersecurity threats are evolving at a rapid pace. Cybercrime, including identity theft and data breaches, affects businesses and individuals globally. Cybersecurity threats like phishing, ransomware, and malware are more sophisticated than ever. According to cybersecurity news, high-profile data breaches and malicious cyber threats have intensified demand for cybersecurity analysts, computer forensics specialists, and other cybersecurity careers dedicated to combatting these attacks. For those exploring a career in information security, now is a great time to gain skills in network security, system security, and cyber forensics.

Common cyber threats include:
• Phishing: Emails or messages that appear legitimate but are designed to trick you into revealing sensitive information, like passwords or credit card numbers.
• Ransomware: Malicious software that locks you out of your files or devices until a ransom is paid.
• Data Breaches: Unauthorized access to confidential data, often leading to identity theft or financial fraud.

 

Strengthen Your Defences

Strong password creation is a simple yet highly effective step in protecting against cyber threats. Complex passwords with 14+ characters, including uppercase and lowercase letters, numbers, and symbols, are crucial for security. It’s best practice to always use unique passwords. Better yet, use a password manager to generate and store complex passwords. Cybersecurity certifications often emphasize multi-factor authentication (MFA), which requires users to verify their identity through multiple steps, like a password and a fingerprint scan. MFA is widely recognized as a best practice in network security and provides an added layer of protection against unauthorized access.

For those interested in cybersecurity careers, developing skills in software security and computer security can prepare you for roles like cybersecurity analyst or network security specialist.

 

Beware of Phishing Scams

Phishing attacks are a primary method used by hackers to access sensitive information. Scams may appear as emails from legitimate companies encouraging you to click on malicious links or download harmful files. Be cautious of unsolicited emails and double-check email addresses for red flags, such as poor grammar or urgent requests. For companies, investing in cybersecurity training that teaches employees to recognize phishing threats can be essential in preventing breaches.

 

Back Up Your Data

Regular data backups can ensure critical information is secure, even if you’re targeted by an attack. Cloud storage services or external hard drives are reliable solutions for consistent backup practices, especially for businesses that handle sensitive customer data. This is crucial, as data loss not only has financial consequences but can severely damage a company’s reputation.

 

Create a Culture of Cybersecurity

For businesses, fostering a culture of cybersecurity is essential. Regular cybersecurity training helps employees stay aware of types of cyber attacks and proper password hygiene. Employees trained in cyber network security are better equipped to recognize threats and minimize risks to the organization. For information on employee training, consider programs like Watsec Cyber Risk Management or certification courses in cybersecurity and information science.

 

The Importance of Cyber Hygiene

Just like personal hygiene prevents illness, maintaining strong cyber hygiene prevents cyberattacks. Everyday actions like logging out of accounts, avoiding public Wi-Fi, and monitoring your accounts for suspicious activity can prevent unauthorized access. Additionally, data analysis certification courses often teach data protection best practices, valuable for those working in sensitive data environments.

 

Embrace a Zero Trust Approach

Businesses should adopt a Zero Trust security model, which assumes that no one should be trusted by default, regardless of their location within or outside the organization. Zero Trust aligns well with cybersecurity solutions like limited access control, ensuring that only verified users can access sensitive data. This model is increasingly recommended by cybersecurity certifications and organizations like CyberSecure Canada.

 

Cybersecurity Career Pathways and Education

For those interested in building a career in cybersecurity, numerous pathways exist, from cybersecurity degrees to certifications in computer forensics and cybersecurity certification paths. Programs in data analysis and computer and information science often provide a foundation for roles in cybersecurity. Pursuing certifications like Certified Information Systems Security Professional (CISSP) or Certified Ethical Hacker (CEH) can enhance job prospects and increase cybersecurity salaries.

 

Conclusion

Cyber threats will continue to evolve, but by staying informed and adopting best practices, we can mitigate risks and keep our digital world safer. For more information on how to start your cybersecurity journey or discover career opportunities in Canadian cybersecurity companies, contact Bulletproof Solutions at https://bulletproofsi.com.

 

This blog post is brought to you by SaleFish, the trusted provider of real estate sales and management software for developers, builders, and sales companies. We prioritize cybersecurity, with CyberSecure Canada certification ensuring the safety of our software solutions. At SaleFish, we empower our partners with secure, innovative tools, award-winning support, and a commitment to data protection.

Celebrating Excellence in Building: Opus Homes and Brixen Developments Lead the Industry

Posted on by Rick Haws


Opus Homes and Brixen Developments recently made waves in the building industry, earning the prestigious Builder of the Year Awards in the low-rise and high-rise categories. These awards honour not just their achievements but their unwavering dedication to quality, innovation, and the creation of remarkable living spaces.

 

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Opus Homes: Redefining Low-Rise Living

Imagine stepping into a home where every detail has been meticulously crafted to ensure not just beauty, but lasting quality—a place where families don’t just live but thrive. Opus Homes isn’t just building houses; they’re creating communities filled with life, where every brick, every beam, tells a story of excellence.

 

Customer Spotlight: A Day in the Life of an Opus Homeowner

Meet David Luk, a proud homeowner in an Opus Homes community. For David, choosing Opus wasn’t just about the stunning design; it was the entire experience—from the first handshake to the day he moved into his new home—that made all the difference.

David shares his heartfelt appreciation:

“Allow me to give my heartiest thanks to you and your team for building a fantastic house for me as one of your delighted customers. It has been a great purchasing experience due to your charisma, leadership, and the cheerful and efficient staff who deserve great recognition. I truly believe OPUS will become the top builder among all. Thanks for all the value-added events and interactions with us. We can feel that you are doing it with your heart! Congrats to you and OPUS on your great success now and forever! Cheers and have a wonderful day! Please thank Alex again for the awesome house!”

Sincerely, Loyal Customer, David Look

David was right, Opus Homes is the top builder of them all! David’s experience highlights the exceptional customer care that defines Opus Homes. It’s not just about building houses; it’s about building relationships and communities where homeowners feel valued and supported every step of the way.

Andrea DeGasperis-Ronco, President of Opus Homes, shares her excitement: “At Opus, every home is a testament to our dedication to quality and the families who live there. Winning the Builder of the Year Award is a profound honour, reflecting our team’s tireless efforts and our steadfast commitment to our customers.”

See the Difference for Yourself—The Opus Homes Difference

 

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Brixen Developments: Pioneering High-Rise Excellence

Daring designs, precise craftsmanship, and an unyielding commitment to innovation—Brixen Developments is setting new standards in high-rise living. Every building they construct isn’t just a place to live; it’s a statement of what’s possible when ambition meets artistry. Their approach is deeply rooted in a commitment to quality, a desire to build communities, and the underlying belief that people come first.

 

Behind the Scenes: The Making of an Award-Winning Tower

Creating a high-rise masterpiece is no small feat. At Brixen, it’s a journey of passion and precision. From the initial sketches to the final touches, every step is a testament to their commitment to excellence. Andrew Iacobelli, Co-Founder of Brixen Developments, remarks, “Our buildings are more than structures; they’re homes where people create lasting memories. Winning this award is a milestone, but our real achievement is in the smiles of our residents.”

 

Community Impact: Transforming Suburban Landscapes

Brixen Developments isn’t just about constructing buildings; it’s about shaping communities. Their projects are in thriving suburban areas known for their unique blend of urban amenities and local charm. These developments have enhanced neighborhoods, creating spaces that resonate with life and energy, while maintaining a close-knit community feel.

 

 

How the 2024 BILD Awards Celebrate Home Building Excellence in the GTA. 

On May 30, 2024, the Building Industry and Land Development Association (BILD) recognized excellence in the design, construction, marketing and sales of new homes in the GTA at the 2024 BILD Awards. The event saw 49 awards presented in the categories of architecture, design, marketing, people and sales, and in the prestigious Pinnacle categories. A group of 40 expert judges from across North America determined the winners from over 930 submitted entries. 

David Wilkes, President & CEO of BILD expressed his congratulations to the 2024 BILD Awards winners, saying: “This year’s finalists and winners exemplify outstanding innovation and showcase the excellence of the building industry in the Greater Toronto Area. Congratulations to Brixen Developments on being named Home Builder of the Year, Mid/High-Rise and to OPUS Homes for receiving Home Builder of the Year, Low-Rise. The Home Builder of the Year categories recognize builders who set the standard for the rest of the industry through their professionalism and dedication to excellence.”

 

 

Looking Forward: The Future of Homebuilding

As we celebrate their achievements, we also look to the future. With Opus Homes and Brixen Developments at the helm, the next generation of homebuilding is set to be more innovative, more customer-focused, and more sustainable. These companies aren’t just building homes—they’re shaping the future of how we live.

 

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This blog post was brought to you by SaleFish, the trusted provider of real estate sales software and real estate sales management software for developers, builders, and sales companies. Our real estate sales app streamlines transactions, manages inventory, and enhances customer experiences. With tools like real estate transaction management and real estate contract management we facilitate sales. At SaleFish, we empower our partners with cutting-edge tools and award winning support. 

Learn more about how we can support your business. SaleFish Success.

SF3 IS LIVE: THE EASIEST WAY TO SELL PRECON SALES HAS BEEN UPGRADED.

Posted on by Rick Haws

Streamlined Experience.

Unified Platform.

Lightning-Fast Performance.

We’ve been working tirelessly on an exciting new version of our platform tailored specifically for builders, developers, and sales teams. You now have access to experience a sleeker, more efficient way to handle pre-construction real estate sales. Selling condos, homes, townhomes and stacks just got a whole lot easier.

SF3 LOWRISE SALES:

YOUR SOUND FOUNDATION FOR SALES HAS BEEN UPGRADED.

  • Updated admin console with a fresh look & feel to match the sales app, and we’ve moved actions to the top of the screen for easy access.
  • New menu in the sales app letting salespeople choose to sell from the site plan, lot list, or floor plans.
  • More info in fewer clicks! You can now see the lot status, applicable lot premiums, available models, and elevations.
  • A new search bar to quickly find the specific lot or model you need.
  • Custom status colours! We offer a beautiful set of easily recognizable default colours, but we can change them to suit your sales team’s preferences or match your project’s branding.
  • Community Assets are now easily accessible from the main menu for quick reference when selling.

 

SEE IT IN ACTION

 

 

 

SF3 HIGHRISE SALES:

YOUR SALES GAME HAS OFFICIALLY BEEN RAISED.

  • Introducing the Matrix view, which lets you effortlessly see the status of the entire building, floor by floor.
  • The sales app now features a revamped menu that lets you sell from the new matrix, suite list, or floor plans. You can even add your 3D building!
  • A new search bar makes it a breeze to find the specific suite or model you’re looking for.
  • Custom status colours! Our default colours are vibrant and easily recognizable, but we can tailor them to your sales team’s preferences or project’s branding.
  • Community Assets are now front and centre in the main menu for quick access when you need them.
  • The admin console now sports a sleek new look to match the sales app, with actions conveniently relocated to the top of the screen.

 

SEE IT IN ACTION

SaleFish 2 Launches As One Of The World’s Most Powerful Real Estate Sales Solutions

Posted on by Rick Haws

Building on SaleFish Software’s proven success with more than 1.5 million users completing 200,000+ transactions valued at over $100 billion USD in the last 15 years, the industry leader has released SaleFish 2, its latest innovation as a culmination of upgrades to streamline the real estate buying process like never before. The new release will feature the most up-to-date web standards and introduces a new, fluid design system named “Sail.” Simultaneously, SaleFish 2 will maintain competitive differentiators such as seamless integrations, smooth processes that make sales 75% more efficient, and he highest standards for cybersecurity, making this one of the world’s most powerful cloud-based real estate sales solutions.

ParQ Towns by Cachet Homes

Posted on by Rick Haws

Since 1981, the Cachet Group (Cachet) has earned an enviable reputation as the developer and builder of master-planned communities across southern Ontario. In early 2020, the company initiated a plan to launch ParQ, its first community of townhomes in Brantford, a city recognized as a hub in Canada for post-secondary schools. It was an ambitious project. Cachet hoped to build a modern, self-sustained community of 150 homes in an area that is under rapid growth and renewal. Even so, the company was confident that with the right design plan, marketing strategy, and sales technology, it would appeal to target investors and end-users. With the support of three Plus Group companies at the forefront of real estate innovation – RN Design, Coolaid Studios, and SaleFish Software – Cachet was able to open the gateway for this promising neighbourhood during its launch in October 2020. 

In ParQ’s early stages, Cachet leaned on its partner of over 25 years, RN Design, to begin putting visuals behind this distinct vision, while considering cost-effective materials in the process. RN Design successfully created the development’s floorplans, 2-D renderings, and elevation designs. These had a modern feel to attract a younger end-user, whether investing in a new home for post-secondary living or to raise a family. With the elegant simplicity of large windows and over-sized details, the end result was a marriage between contemporary and traditional design.  
 
From there, RN Design worked closely with Coolaid Studios, supplying these designs for effective marketing materials and 3-D renderings, which in turn fueled Cachet’s brokerage (Spectrum Realty)’s sales strategy. Planning for a launch during the height of a pandemic, the marketing agency knew they needed a creative idea to communicate with prospective purchasers. With this in mind, they built a digital brochure that would take potential buyers on an experiential journey as they scrolled through. Seamlessly bringing users from local attractions to ParQ features, amenities, interiors/finishes and townhome options, the digital brochure evoked an immediate sense of connection so users could envision their future in this new community. 

One key to piece this all together was SaleFish Software. As a global leader in real estate sales software, we prepared clickable site plans embedded into the brochure, allowing users to browse specific townhomes in more detail. Separately, SaleFish Software also powered an entire online sales platform prepared by Coolaid so come purchase time, broker agents could process transactions online with ease, security, and the utmost efficiency. The cloud-based solution allowed multiple agents to sell simultaneously and see in real time what sales were in que to speed up the process. SaleFish’s technology made this virtual launch possible. 

“Our Priority Preview Phase Release sellout was made simple, fast and precise with SaleFish Software,” says Stephanie Draga, Marketing Manager at Cachet Homes. “From live siting, architectural control, inventory management and pricing adjustments, SaleFish makes the admin process effortless. Generating our agreement in seconds makes it a seamless process from sale to signing. A must-have for any project.” 

Rob Nicolucci, CEO of Plus Group and President of RN Design, explains, “The pre-existing relationship between RN Design, Coolaid Studios, and SaleFish Software as companies under the same roof allowed for fluid communication behind-the-scenes without having to involve the client at every step. It gave Cachet confidence in our teams to seamlessly work together, but more importantly, it allowed for incredibly strong productivity.” 

 
The end result? One of the most successful launches in Cachet’s history and all without a sales centre! While navigating a global pandemic, the collaborative efforts of three Plus Group companies and Spectrum Realty allowed Cachet to sell out of all 150 ParQ townhomes in only four days. What’s more, Cachet surpassed its own expectations by selling 40% of units directly to end-users. It’s truly telling of what teamwork can accomplish when combining an industry’s most innovative resources. 

Are presentation centres worried about the latest COVID-19 restrictions? Not really, it seems

Posted on by Rick Haws

A little over a week ago, COVID-19 restrictions returned to Ontario in response to record-high cases of the virus, sending the province into a modified Step Two of the Roadmap to Reopen. In addition to restricting social gathering limits to five people indoors, the latest round of measures also closed indoor meeting and event spaces.

For developers launching new construction projects this quarter, Ontario’s newly-imposed restrictions throw a wrench in any plans to keep presentation centres running as normal. But two years and five waves into this pandemic, are brick-and-mortar presentation centres surprised by the latest changes and the return to digital alternatives?

“Every launch that is happening, there is a component of digital tools and a digital way of selling and presenting. It’s a must-have now,” said Tim Ng, principal of ADHOC STUDIO, a digital product service for urban developments.

“For example, some of the launches that I’m seeing in Q1 this year — whether the lockdown was announced last week or whether there wasn’t a lockdown — it wouldn’t really change up the strategy too much since they already had, in their back pocket, [for] part of their marketing mix or sales strategy, they’re already using, for example, our platform to launch,” he told Livabl.

Developers have pivoted to technology alternatives

Ng explains that when the first wave of COVID-19 hit back in March 2020, people were unsure of what to do at first. Adoption of ADHOC’s Blackline app, a web-based sales and marketing platform that allows sales teams to remotely present and transact real estate, surged. Fast forward two years, and developers have taken advantage of digital and cloud-based tools that cover tasks which would have normally occurred in a sales centre, said Ng.

For the latest phase of restrictions implemented this month, some developers closed the doors to their sales centres for the foreseeable future.

Brian Brown, principal of Lifetime Developments, told Livabl in a statement that the company has changed course as a result of the most recent round of COVID-19 guidelines. In early January, the developer launched sales for its XO2 Condos project in Toronto’s West Queen West neighbourhood with Pinedale Properties, Ltd. With a freshly-renovated sales office ready to open its doors, Lifetime Developments closed the centre with the exception of private appointments for small groups. The launch was scheduled over Zoom.

“Of course, this is not exactly how we had hoped to showcase this project including our finishes and our Freemotion Fitness partnership,” he said. “Fortunately, our industry has really adapted over the last year and everyone has really embraced social media, Zoom meetings and digital signings. It’s not ideal and I do miss the face-to-face interaction with our clients and their agents.”

Although the newest restrictions have “taken some of the excitement away,” Brown said that this does not concern him — 2022 will be a busy year regardless of whether business is conducted remotely or in person.

“Our industry has shown resiliency and tremendous adaptability. It was not easy at first and new policy and even legal processes had to be put in place to make sure everything was being managed appropriately,” he said. “From a sales and marketing standpoint, we have all found new ways to follow social distancing rules while still remaining present and effective.”

Some crave in-person meetings again, some don’t

Sales centres aren’t immune to the debate over whether working remotely versus working in an office is better.

Rick Haws, president and co-founder of SaleFish — a global software solutions firm for residential real estate developers and builders — agrees that companies had already adapted their strategies ahead of the latest round of restrictions. Consumers have also adjusted to the new way of buying pre-construction homes, with the majority of purchasers now preferring digital options to the sales centre, even when presentation offices are open.

After restrictions were lifted the first time around, 75 per cent of purchasers opted for online appointments versus in-person options when given the choice, according to SaleFish. Prior to the pandemic, Haws explains that lineups outside of sales offices were huge. With the use of technology, purchasers now have a better opportunity to buy a unit without leaving the comfort and safety of home.

Photo: Adam / Adobe Stock

“[I] think even moving forward, once we get back to being able to have people in sales offices more regularly, now that the tools are in place and that people are so used to using them, I think it’s going to be something that is going to be used more regularly just as usual, as opposed to it being as a necessity, because it’s convenient for people,” said Haws.

On the flip side, Haws anticipates that once sales teams have the opportunity to go back to one-on-one meetings again, they will gravitate towards this option as they are most comfortable with this scenario. However, Haws says that the customer will ultimately determine what the interaction between sales and consumers will be, whether that’s a one-on-one experience or a hybrid of in-person and virtual meetings.

“Salespeople are going to want to build those relationships with those people. Real estate is not a commodity. It’s not like you just go out and buy it and you’re done with it. Purchasing real estate is an experience. It’s a transaction that takes up to two years sometimes,” said Haws.

“And so building that relationship between the salesperson and the purchaser is important because that’s not something that just comes and goes,” he added.

Smaller, temporary spaces potentially the future of sales centres

With sales software and virtual meetings the norm for new construction projects now, it calls into question the future of sales centres.

While developers may still prefer to use and create a physical space to meet clients in person, these environments have been scaled down compared to pre-pandemic, million-dollar presentation centres. Ng notes that some developers have been opting for smaller, pop-up-style sales offices, like the one CentreCourt ran inside Yorkdale Mall for WestLine Condos. Before COVID-19, developers would use the full completion of their sales office to initiate a project launch, said Ng, but this process is also changing.

“Developers are being less reliant on having a physical sales office to sell or to launch,” said Ng. “When we’re ready to go to launch, whether we have a sales office built or it’s finished, we can still sell and get to a fair amount of sales before we open the sales office.”

Ng explains once presentation centres are open again, a handful of purchasers in the later phases of the sales cycle will want to visit the office, perhaps as a final signing destination for contracts or to view unit finishes. However, in the discovery and inquiry stages of researching a new project, digital tools will continue to have an important role to play.

“Collectively we can all agree it’s hard to recreate those tangible moments of face-to-face interaction virtually, like being able to go into a sales centre to see, touch and feel everything,” said Brown. “At the end of the day though, I look forward to shaking people’s hands once again and the odd hug here and there too.”

Source: https://www.livabl.com/2022/01/presentation-centres-covid-19.html

SaleFish Celebrates Launch of Inaugural Project in Istanbul

Posted on by Rick Haws

(From Left to Right: Rob Nicolucci, Partner and Co Founder, SaleFish; Murat Kalsin, Chairman, SaleFish Turkey; Mark Kuess, Partner/Head International Business Development, SaleFish)

Following the announcement in 2020 to partner with GMK Group and open offices in Turkey, SaleFish Software is primed to grow rapidly across Istanbul. With incredible support from the Consulate General of Canada in Istanbul and Dentons, SaleFish is launching their first project with Fuzul Group, applying its innovative suite of solutions and leading PropTech software to one of the most exciting, active and dynamic real estate markets in the world. 

With a commanding presence in the construction, finance, and capital markets of the Turkish real estate market, Fuzul Group’s partnership with SaleFish, presents a strong opportunity for SaleFish to fuel growth within Turkey, the Middle East and the Gulf region. Nevita, a subsidiary of Fuzul Group on sales and marketing of real estate projects, will utilize SaleFish’s customizable, seamless and secure software to transact sales for the Basaksehir Avrasya project, owned by Emlak Konut REIT and developed by Fuzul Group. This is part of a new and upcoming district – a campus of hospitals surrounded by twenty 20-storey condos. This initiative will develop new communities, build hundreds of new homes and contribute to the district’s overall growth. 

SaleFish celebrated the launch of the new project on October 7th through a joint press conference in Istanbul with about 100 local developers from across the Middle East in attendance. Welcome remarks were made by key partners, including Murat Kalsin, Chairman of SaleFish Turkey and GMK Group, Brahim Achtoutal, Consul General of Canada in Istanbul, Ömer Faruk Akbal, Chairman of Nevita, and Rob Nicolucci, Co-Founder of SaleFish. 

“This is an exciting time for SaleFish. We are so grateful to our partners for their support and are fully committed to listening and learning in order to best serve our partners’ needs in this marketplace,” said Nicolucci. 

“There is great opportunity in Turkey for growth in residential real estate and I am pleased to represent SaleFish in this region,” added Kalsin. 

“The potential that Turkey offers for Canadian businesses is tremendous. We only need to make sure we find the right partners, and I think with SaleFish we have achieved that,” said Achtoutal. “This is a perfect example of the success we can achieve in a market like Turkey.”

“From the moment we first met with the SaleFish Turkey team and tested the software, it was clear that this was the right partnership both in terms of strengthening the Turkish real estate sector and contributing to our growth in both domestic and international markets,” said Akbal. 

SaleFish is continuing to increase its international footprint. In 2020, the company also opened offices in Australia. As an industry leader, its robust software is revolutionizing real estate transaction efficiency and constantly generating new revenue opportunities for markets around the world.


(From Left to Right: Cigdem Donmez, Trade Commissioner at Consulate General of Canada in Istanbul; Rob Nicolucci, Partner and Co Founder, SaleFish; Murat Kalsin, Chairman, SaleFish Turkey; Brahim Achtoutal, Consul General of Canada in Istanbul, Turkey; Mark Kuess, Partner/Head International Business Development, SaleFish; Naomi Gilker, Vice Consul and Trade Commissioner at Consulate General of Canada in Istanbul; Ismail Ozcan, Managing Director, SaleFish Turkey)