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June 22, 2006

Going NOVA

Spectacular penthouses waiting for the right offer

Sherry Hume

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Located at 1118 – 12th Avenue SW, NOVA is an incredible 27-storey elegant glass and concrete tower that is will be ready for occupancy later in 2008. NOVA’s recent opening celebration invited members of the industry and Qualex-Landmark past purchasers to eat great food catered by Infuse Catering, explore the stylish display suite, learn more about the company and listen to great music supplied by local DJ Mikey Da Roza. Unlike other opening events NOVA’s celebration wasn’t designed to sell units; it was a celebration of NOVA’s incredible success.

“We were completely sold-out at this point,” says Chris Colbeck, Vice-President, Sales and Marketing. “All that’s left are the three penthouses, two retail spaces and one townhouse, and these have not been made available at this time.” Colbeck says that there’s already an incredible amount of interest in the penthouse suites and the townhome and they haven’t even been made available yet. He also says that previous buyers alone represent a good chunk of the interested parties. This incredible success story is due in part to Calgary’s intense housing market, but also in part to a unique marketing strategy implemented by the company.

Qualex-Landmark Group of Companies has been developing real estate and constructing and marketing homes for over 25 years, and in that time has provided home-owners with over 1250 quality homes. According to Colbeck, different properties are marketed in different ways, dependant upon the current housing market and the specific buyer demographics.  With the market so hot in Calgary, the company decided that they didn’t want potential buyers to feel pressured or pushed into making a fast decision based on a quick look at a packed show suite with dozens of other interested buyers all trying to latch onto a sales representative at once.

Instead, information, including a VIP early registrant web site was released and reviewed with those who registered as a VIP early registrant, and past Qualex-Landmark past purchaser relationships. As an early VIP registrant, all received a call from a member of the sales team earlier in the process to establish a dialogue and relationship with the early registrant. Upon the VIP early registrant reviewing the Early Registrant web site, the purchaser was able to schedule a full 45 minute one on one informative appointment on a first come first served basis. In this way interested parties were offered an educated buying process with no high-pressure sales tactics. “The whole sales process was just fantastic,” says Colbeck. “The success was much more than we were hoping for.”

Of course it didn’t hurt that NOVA offers beautiful suites, great amenities and a fabulous location. The second phase, and rising out of the ground right next to the smaller Stella, NOVA incorporates 188 condominium homes, including the townhome and the three penthouses. As well there is the impressive 5000 square feet evergreen space located in NOVA’s courtyard, an extensively equipped exercise gym and spa, the exciting entertainment lounge and the convenient guest suites. These one and two bedroom suites all include some sort of flex space, which is a room that could be a small office, a library, or in the case of the display suite, an attractively milled place for storage and an elegant wine-cooler area. Another great feature of NOVA suites is the nine-foot ceilings, large windows and generous balconies. Of course this also means that NOVA offers fantastic views of the city and beyond. In addition to its built-in amenities NOVA also offers proximity to fabulous shops, arts, entertainment and the exciting nightlife of the city; all within walking distance.

Even though NOVA is completely sold out, Colbeck says that over the next year potential buyers can keep an eye out for Qualex-Landmark and future concrete high-rise developments in Calgary’s beltline area.    CL

For more information: you can visit NOVA’s website at or

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