Our strategy will be simple: to clearly convey this “Once-in-a-Generation Opportunity”. These offerings represent the final opportunity to acquire vacant riverfront land directly along Calgary’s iconic Elbow River. Unlike the sale of an existing home, these properties provide purchasers with the rare ability to create a custom legacy residence on some of Calgary’s most coveted riverfront frontage.
Scarcity will be a cornerstone of our marketing strategy. Through a carefully coordinated launch campaign, targeted outreach to qualified local, national, and international buyers, and strategic public relations efforts, we will ensure prospective purchasers understand both the significance and finite nature of these offerings. The message is clear: this is not simply another real estate opportunity, it is the final chapter in the release of Calgary’s remaining vacant Elbow River frontage, creating a compelling sense of urgency for buyers seeking to secure a truly irreplaceable property.
The following proposed campaign schedule has been thoughtfully developed to balance market exposure, stakeholder engagement, and buyer availability.
Given the timing relative to summer holidays and the Calgary Stampede, our objective is to maximize awareness and participation while ensuring qualified buyers have adequate time to evaluate the opportunity and complete their due diligence.
We have created a dedicated website (riverlotscalgary.ca) for these land parcels, with dedicated links to each listing featuring comprehensive details of each lot’s characteristics, floor mitigation information, bidding process, calendar of important dates, FAQ’s, etc.
We will use this outside of and in addition to Realtor.ca to provide transparent information about the properties and the process. This platform will be prominently integrated across on-site signage and our business channels, serving as a central hub for prospective buyers.
We will implement a targeted digital marketing strategy, including paid Meta (Facebook & Instagram) advertising and a coordinated organic social media campaign to maximize exposure.
This will be supported by curated email campaigns and strategic placement within relevant community platforms, including “coming soon” and launch announcements. This multi-channel approach is designed to generate early interest, broaden reach, and drive qualified engagement from both local and relocation buyers.
We will develop a suite of elevated, tailored marketing materials for each parcel, thoughtfully designed to showcase the unique attributes and potential of the properties.
This will include professional photography & videography, curated brochures, feature sheets, and storytelling elements that highlight key features, history, and development opportunities—delivered in both digital and print formats to effectively engage and inform prospective buyers. We will provide realtors’ information that they can share via social media, email campaigns, etc.
This will include access to professionally designed posts and video clips which can be used to discuss and promote the properties more broadly.
As the primary platform for real estate discovery, Realtor.ca will be a key driver of inquiry and exposure. We are committed to responding to all leads within two hours or less, ensuring each inquiry is handled with professionalism, detailed property information, and a clear articulation of the opportunity.
This responsive and informed approach is designed to capture and convert interest efficiently while delivering a high standard of service.
We will provide full-service advertising oversight to ensure all marketing efforts are aligned, effective, and executed to a high standard. This includes strategic direction across website development, paid digital advertising, and all communications to maintain consistency in messaging and brand presence.
Our team will manage and refine each touchpoint, ensuring campaigns are cohesive, optimized, and performing as intended. This integrated approach is designed to streamline execution, enhance brand clarity, and drive stronger overall marketing results.
We will proactively engage with established builders and developers active in the surrounding area to assess interest in these parcels and explore potential acquisition opportunities.
This approach may create efficiencies by facilitating the sale of multiple lots to a single, qualified developer, supporting a more coordinated and timely build-out in alignment with City objectives. By fostering these relationships early, we aim to streamline the development process and enhance overall project execution.
We will implement a structured CRM system to ensure all inquiries are tracked, managed, and followed up on in a timely and professional manner.
Every lead, whether direct or through the brokerage community, will receive scheduled, thoughtful follow-up. We will provide a comprehensive weekly report to designated contacts, summarizing all activity related to the properties, including open house traffic, buyer demographics, showings, and qualitative feedback. This structured reporting ensures full transparency, delivers meaningful insights, and allows for ongoing refinement of strategy to support optimal outcomes.
ful follow-up, and we will proactively connect with agents following showings to gather detailed buyer feedback. This disciplined approach ensures no opportunity is missed while providing valuable insights to continually refine our strategy.
Tessa has worked from corporate to small business, co-owning a boutique advertising agency with her husband. Over 20 years ago, Tessa started at the bottom as a hostess for condominium sales and event coordinator for an ad agency, organizing her first new home development showhome parade, complete with amusement park rides, caricatures and food. Over the years, Tessa continued in branding, working to launch the house brands for Safeway Canada, including Open Nature, Safeway Select & Lucerne, even launching a Stampede ice cream. Her work in analytics is a passion, as she was the liaison for Canada to run and optimize the pricing software launch for Safeway Canada. Tessa has also worked in marketing for Suncor, bringing to market the synergy of Petro-Points and Triangle Rewards from Canadian Tire.
Tessa continues to work as a marketer and brand specialist with her home builder clients and small business partners, which helps her clients to market their residential homes to be the best and most detailed version of what they are and how they differentiate in the marketplace, which is why she is leading the the marketing plans for this proposal