Can You Force Demand? Trust, Brand and Differentiation in Homebuilding

Can marketing create demand, or does it simply capture what's already there? The Calgary Marketing Association brought together four experienced marketing leaders from Alberta's home building industry to tackle this question head-on — and the debate gets real. Topics covered include: - Can marketing truly generate demand, or does it capture and influence existing buyers? - How to shift your marketing strategy when the market softens - Brand-building vs. promotions — when to use each and why - Proving marketing's value when half the buyer journey happens offline - CRM best practices and keeping data clean across sales and marketing teams - How to use market data (Environics, BILD reports, permit data) to guide strategy - Aligning sales and marketing teams to reduce friction and finger-pointing - Differentiating your brand and committing to it — even under market pressure Building long-term buyer trust throughout the entire purchasing journey - Targeting buyers by behavioral intent vs. demographicsPanel includes:Alex Paisley - VP of Digital at ChattersonCareen Chrusch - Director of Marketing at Mattamy HomesVanessa Sambrooke - Director of Marketing at Jayman BUILTMegan Starke - Director of Marketing at Anthem