How Builders in Calgary and Neighbouring Cities Are Revamping Their Strategies to Sell New Homes
Apr 11, 2025

As new home sales decline in Calgary real estate and surrounding areas, builders are intensifying their marketing and sales strategies. In today’s competitive Calgary real estate market, builders of new construction homes and pre‑construction condos in Calgary are offering enhanced incentives to buyers and real estate agents. These innovative strategies range from revamped realtor commission structures and special bonus features to aggressive pricing adjustments and negotiation flexibility—all in a bid to compete with the lower-priced, pre‑owned market.

Shifting Realtor Commission Structures and Agent Incentives
Full Commission Incentives for Calgary Realtors
Historically, builders offered fixed, lower commission rates to agents. However, in the current Calgary new homes market, many builders are now offering full commission to realtors. This strategic change:

Boosts Agent Motivation: Higher or full commission drives agents to prioritize new construction listings, increasing exposure.

Enhances Open House Events: Builders now host exclusive agent-focused open houses and VIP previews, ensuring top-of-mind awareness among realtors.

Additional Realtor Incentives
Builders are supplementing commissions with extra incentives, such as:

Bonus Payments and Exclusive Access: Extra bonuses, tailored open house events, and priority access to units.

Agent-Only Promotions: Dedicated marketing materials and pre‑launch events designed to give agents an edge over competitors in attracting buyers.

Upgraded Unit Features and Attractive Sales Incentives
Adding Value with Upgraded Features
To compete with the often lower-priced pre‑owned homes in Calgary real estate, builders are enhancing new construction units by offering:

Basement Suites: Some projects now include a bonus basement suite free of charge, appealing to families or investors.

Garage Incentives: Complimentary or discounted garage spaces add significant value in urban areas.

Modern Upgrades: Perks such as free 9‑feet ceilings and upgraded finishes not only enhance the living experience but also set new builds apart from older inventory.

Flexible Price Negotiations and Lowering Land Value
Facing intense competition from pre‑owned properties, builders are softening their rigid pricing models by:

Negotiable Pricing: Offering discounts on the land value component and more flexible terms.

Bundled Incentives: Including added upgrades and benefits that make new construction homes more attractive despite a higher sticker price.

Competing Directly with Pre‑Owned Homes
Recognizing the Pre‑Owned Advantage
Many buyers opt for pre‑owned homes because they are available immediately and come at a lower price point. However, new home builders are fighting back by:

Enhanced Marketing Campaigns: Utilizing full realtor commissions and exclusive open houses to promote Calgary new homes.

Bundled Incentives: Offering attractive features like free basement suites, upgraded garage spaces, and custom design options to add value to new builds.

Cutting-Edge Design: Emphasizing modern technologies and stylish designs that pre‑owned properties typically cannot match.

Potential Legal and Financial Implications
Overpricing and Hidden Costs
In Calgary and neighbouring cities, a key concern is that new properties may be sold at inflated prices. Buyers should be aware that:

Appraisal Discrepancies: Some new builds are listed at prices above independent appraisals, potentially causing buyers to cover the difference out of pocket.

Hidden Fees and Extra Charges: Additional costs such as closing fees, interim occupancy fees, and higher-than-expected condo fees can affect overall affordability.

Could There Be Lawsuits?
Legal disputes can occur if buyers later claim misrepresentation or undisclosed pricing issues. While lawsuits vary by case:

Potential Litigation: Buyers have pursued legal action over concealed costs or misrepresented pricing. Future legal challenges will depend on contract specifics and the evidence of any misrepresentation.

Risk Mitigation: It’s essential that buyers conduct thorough due diligence and work with reputable real estate lawyers to review all contracts. For more detailed advice on the Calgary real estate market and how to safeguard your investment, consult your trusted advisor.

How Builders Are Competing in Calgary and Neighbouring Cities
Tactics to Overcome Market Challenges
In the competitive Calgary region—including neighbouring cities like Chestermere, Okotoks, and Cochrane—builders are using various strategies:

Realtor-Focused Incentives: Offering full commission and bonus payments encourages agents to showcase new construction properties over pre‑owned listings.

Innovative Unit Upgrades: Feature additions such as free basement suites, upgraded garage spaces, and high‑end finishes add value and entice buyers.

Flexible Negotiation on Price: Builders are increasingly willing to negotiate on price, including lowering the land value component and providing attractive discounts.

Aggressive Marketing: Exclusive agent open houses and VIP previews create a sense of urgency among potential buyers.

Conclusion
Builders in Calgary and neighbouring cities are actively adapting their strategies to sell new homes amid a shifting market. By offering full realtor commissions, bundling attractive unit upgrades, and employing flexible pricing models, they are working hard to compete with lower-priced pre‑owned properties. Prospective buyers should remain well‑informed and carefully review all terms and incentives before making a purchase. Whether you’re searching for Calgary new homes or exploring the broader Calgary real estate market, consult with experienced professionals to ensure your investment is secure and well‑advised.

For personalized guidance on new construction or pre‑construction properties in Calgary and neighbouring cities, visit jerrymoras.com and check out our current listings at https://jeraldmoras.exprealty.com/.