Upon selection, we will implement a structured, phased communication and engagement strategy designed to educate the marketplace, foster transparency, and build momentum and collaboration among agents, neighbouring residents, community stakeholders, and prospective purchasers.
We intend to ensure all stakeholders in the process are well informed and to work collaboratively with the 8,000 agents in Calgary to ensure maximum buyer exposure.
Throughout the campaign, all communications will be supported by professionally designed print and digital collateral, clearly communicated timelines, and centralized information resources. Questions and feedback received through agent, buyer, and community interactions will be documented and incorporated into an evolving Frequently Asked Questions resource to ensure consistent messaging and continuous improvement of the outreach strategy.
This multi-faceted approach is designed to create early market awareness, align the brokerage community, foster constructive stakeholder engagement, and support an informed, transparent, and successful disposition process for these exceptional Crown land opportunities.
The campaign will commence with a Sotheby’s International Realty Canada Agent “Preview Event” held in advance of the public launch.
This exclusive “Coming Soon” presentation will provide our brokerage with a comprehensive overview of the opportunity, key property details, and access to professionally prepared marketing materials and digital assets, tailored to each of the exclusive lots. This approach will allow us to leverage our brand and Sotheby’s agents, equipping them with consistent, accurate information from the outset ensures clear messaging and maximizes market reach through their respective networks.
Within the first several days following the public launch, we will host a formal Agent Information Session, open to all licensed agents in and around Calgary, to further educate the broader brokerage community on the offering.
This session will provide a detailed overview of each parcel, highlight unique attributes and development considerations, and outline the application process, timelines, submission requirements, along with planned marketing initiatives and available promotional resources, will also be reviewed. Participating agents will be encouraged to leverage our branded content toolkit and marketing collateral to amplify awareness and accelerate qualified buyer engagement.
Approximately one week following launch, we will facilitate a Community Information and Engagement Session, ideally hosted in partnership with a local community association. This forum will provide neighbours, residents, and interested stakeholders with an opportunity to learn more about the properties, anticipated timelines, development considerations, and application process.
To ensure transparency and foster informed dialogue, we will invite subject matter experts—including flood mitigation specialists (Calgary River Communities Action Group https://protectcaglary.com/about and from the City of Calgary), Community Association Presidents from Rideau & Elbow Park Communities along with participating builders—to discuss site-specific considerations, mitigation strategies, development feasibility, and design opportunities. The session will conclude with an open Q&A period, allowing attendees to share feedback, seek clarification, and better understand the path forward.