With shifting demographics, affordability pressures, and rising expectations for personalization, the panel identified a current theme throughout the presentation: today’s housing challenges can’t be solved in silos. 

From Cookie-Cutter to Custom 

Edmonton’s population is diversifying rapidly, and homebuyers don’t just mean a family of four anymore. “These buyers include singles, young professionals, newcomers, multigenerational households, and people navigating life transitions, like job loss or divorce,” said Bruni-Smith. “In order to be successful, we have to understand these elements and consider things that we didn’t in the past.” 

Buyers also want homes that reflect identity, culture, and lifestyle. “We’re seeing a lot of new designs that inspire people in the design of their homes, particularly with an increased interest in the mixing of materials, finishes, and influences,” said Johannesen. “Buyers want personalization with intention, not just endless choices.” 

The Key to Innovative Design: Simplicity, Experience, and Confidence 

“When creating affordable and attainable housing options, designing for a single buyer archetype no longer works,” said Bruni-Smith. We have to consider if the space achieves what it needs to for that particular person, or persona, according to Johannesen. 

“We have to think about the persona of every single buyer,” she said. “It may be a budget project or something easy that fits the needs of a single occupant, but just because it’s inexpensive or simple doesn’t mean it has to be boring.” Design success is often measured by function and flow, not by lot width or square footage alone. When it comes to personalization and livability, there are many ways to make someone’s house feel more like a home. 

“MLS buyers are constantly looking for homes that feel “easy and simple” — a preference that often translates to current design, thoughtful layouts, and move-in-ready finishes that remove friction from the decision-making process,” said Dueck. At the same time, they are buying into the people and brands involved just as much as they are buying into the products. Clear communication and education around technology, ongoing maintenance, and how a home fits a buyer’s lifestyle are essential to building confidence, trust, and long-term satisfaction.   

As buyer demographics and expectations shift, “market research and technology must continue to evolve,” said Dueck, “particularly in terms of who is being surveyed and how data is interpreted.” The industry must avoid relying on outdated models that no longer reflect today’s realities and incorporate forward-thinking measures to prepare for growth and change. 

“We need to constantly challenge what we know,” added Dueck. “And achieving this will require collaboration between developers, builders, and designers to ensure that innovation translates into housing solutions.”  

Creating for Others, Not Ourselves 

Builders are increasingly being challenged by buyers and shifting demographics to design homes with greater flexibility. On the other hand, renovators continue to play a critical role in adding character and identity to spec homes, helping them stand out in a competitive landscape. While price points remain a significant constraint, they also present an opportunity for creativity and smarter design solutions. “We don’t design our products to satisfy ourselves,” said Dueck. “We design our products for the people who will be living in them. We always try to keep the main thing the main thing — and that’s the buyer.” 

Across the market, curated choices are increasingly valued over endless selection, with personalization applied meaningfully and supported by clear communication around cost, value, and long-term benefits. “The goal is to make someone feel something when you work with them, not just to sell them something,” said Johannesen. And at the base of it all is the customer relationship. To Dueck, “an investment into people is the least expensive investment you’ll make, but it’s one with a giant outcome.” 

Building Communities, Not Just Homes 

Despite challenges around affordability, confidence, and complexity, Dueck, Judd, and Bruni-Smith all reinforced a shared belief: the industry remains full of strong community builders. By focusing on education, research, human-centred design, and collaboration, Edmonton’s housing sector can continue to meet the needs of a changing population, all while creating places people feel confident calling home. After all, “there’s so much talent in the region that it would be a shame to waste it,” said Judd. “When we work independently, it’s great; when we work together, it’s epic.” 

Thank you to the Presenting Sponsor, SINGH BUILDERS, our Creative Sponsor, MLZ CREATIVE, our Host Bar Sponsor, Genstar Development Company, our Lunch Sponsor, Hi Signs, and our Support Sponsor, Whissell Contracting Ltd.  

Written by Payton Phillips