Assured Communities Ltd. Committed to Quality for 25 Years
he team at Assured Communities Ltd. has a good eye when it comes to land development and homebuilding, and their extraordinary 25-year track record is proof positive. From single and multi-family projects to recreational properties, Assured understands the market, but more importantly they understand what buyers are looking for: an exceptional location coupled with a well-designed layout and qualitybuilt product at a competitive price point. However, if being a successful land developer is that straightforward – in a highly-competitive industry – the market would
be far more saturated. As Gene Fabro, president and CEO of Assured Communities, has succinctly observed, there is no magic formula when it comes to successful development; it takes decades of experience with a keen eye. “It’s a complex process and there isn’t a simple formula that allows you to plug in the numbers and it spits out a road map,” asserts Fabro. “You have to consider land price, construction costs, density, your target market and how long it’s going to take you to complete a project. In this business, there’s a long cycle and the bigger the project, the more risk you’re taking on.”
Assured Communities Ltd. • Commited to Quality for 25 Years
Over 25 years, Assured has designed and developed in excess of 1,000 single and multi-family homes throughout the city along with several recreational properties in the Rockies – all giving rise to their outstanding reputation as a quality builder. Recently, Assured won the Platinum Award of Distinction for “20 years of claim free service” from the Alberta New Home Warranty Program – a level reached by very few builders. “We have always been committed to building quality homes with good design – I would never build a house that I wouldn’t live in myself,” asserts Fabro. About 10 years ago, Assured started developing smaller inner-city town home complexes that provide an alternative for buyers looking to live close to the core, but not in an apartment condominium. Their signature building style and approach to design – with the town homes for this market niche – provides an upscale “gallery” concept that incorporates an artistic element along with leading-edge design and high-quality materials. The developments house 10 to 20 homes that vary in size, fit and finish. Their target market: buyers who are on their second or third home, want a maintenance-free lifestyle and a short commute to downtown. Galleries Altadore, Galleries Marda Loop and most recently Galleries Renfrew, currently under construction, showcase the innovative design and craftsmanship found in an Assured
L-R. Bill Brunton, Site Supervisor; Joe Neidemayer, Assistant Site Supervisor; Gene Fabro, President and C.E.O.; Ashif Dhalla, V.P. Finance and C.F.O.
home, and in the right location. “The first time Fabro looks at a site, he can tell whether a particular design concept will work – keeping in mind the demographic and right price point. He can visualize the plan and these gallery-type projects have been very successful,” explains Ashif Dhalla, vice president and CFO. “The real estate market and economy is shifting all the time, so when we see a parcel of land, we know if the concept is going to work and whether we should act quickly.” Looking back over 25 years, Fabro is very familiar with Alberta’s economic climate. “You have to build a quality product and that drives your reputation,” he remarks. “Buying a home is the single-largest investment that anyone will make in their life. People buy from us with confidence – knowing their big investment has very high value.” Although Fabro has a keen eye, he has not always worked in the industry. During the early 1980s, he worked as an environmental planner, but when the economy slowed, he returned to school to earn an MBA in finance. Assured was started when Fabro, his brother and a small builder teamed up and purchased four lots in the northeast neighbourhood of Castleridge. They built and sold the four houses and bought a few more, but eventually they ran out of
Congratulations on your 25th anniversary!
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Assured Communities Ltd. • Commited to Quality for 25 Years • Page 2
Galleries Renfrew Tucked inside the community of Renfrew, Assured offers upscale town homes that are seven minutes to downtown and three minutes to the shops and services in Bridgeland. As an infill community, Galleries Renfrew offers a 12-unit complex that’s currently under construction with occupancy beginning this month. Units vary in size: up to 1,550 square feet with three levels of living space and an attached single-car garage. There are seven floor plans and various options including full basement development with a two-piece bathroom. In keeping with their signature style, Assured has named each model type after the Canadian Group of Seven artists capital. The brothers and the small builder sold their interests to the family-owned holding company and that allowed them to continue and grow. Twenty-five years later, it is still a familyrun operation. “Companies used to build projects in phases. You bought a site and built as much as possible and as large as possible because anything would sell during a boom. Today it’s the opposite: you can still build in phases, but you build one cycle at a time, so you’re not stuck in a project for a long period of time,” comments Fabro. Although the market is always shifting, there is one aspect of the business that keeps Fabro excited and engaged – even after 25 years. “When I watch a customer walk through their new home, they sparkle with excitement. We instil an extremely high standard of excellence with all of our trades and supplier partners, so
– as life imitates art in the complex. Fit and finish include Hardie Board siding, low E windows, granite countertops, a deck off the kitchen and a private yard. The town homes are geared more for the move-up buyer with a price in the mid $390’s. Located west of Deerfoot Trail at 1116 Renfrew Drive NE, the site offers lots of green space with easy access to all the shops and services of Bridgeland, 16 Avenue North, Edmonton Trail and Centre Street. There is a new home information centre on site, open Monday to Thursday, 5:00 p.m. to 7:00 p.m., weekends and holidays, noon to 5:00 p.m. it’s a rare occasion to see a home with deficiencies on the turnover day,” he says. “To see a happy customer is priceless.” As Assured celebrates their 25th anniversary, they pause for a moment to extend a sincere note of gratitude to all the engineering and architectural consultants, business and trade partners, suppliers, employees and customers who have helped them achieve this milestone – they couldn’t have done it without their support.
2028 10th Street NW Calgary, AB • 403.282.7120 firstname.lastname@example.org • www.assuredhomes.com
Assured Communities Ltd. • Commited to Quality for 25 Years • Page 3
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Published on Nov 30, 2012