Polygon’s Ridgewood townhomes sell out first release, despite market noise.

The right mindset applied to the right kind of property.

Market data shows, there is an overall trend of buyers looking for larger, family-sized homes. The general growth in Greater Vancouver is heading toward the suburbs and the economics of wood-frame construction are better, too. Additionally, according to REW’s own insights, seen below, demand for family-sized housing continues to remain high in Coquitlam despite declines in other property types. As a result, Ridgewood is ideally positioned to sell.

Data correct as of 28 March 2025.

“Our success in launching Ridgewood has been a bright spot in a time where we've had prolonged slow sales and uncertainty in the real estate market,” says Neil Chrystal, President and CEO of Polygon. “At Ridgewood, we quickly sold out our first release on our opening weekend, so we released more homes on Saturday and people started lining up for those at 5:45 am! We've now sold 30 out of 32 released homes in one week and we're thrilled to welcome these families to their new Polygon community.”

But there’s much more to buying a home than materials and market trends. “Even in times of trouble, life goes on for people,” says Goldie Alam, Senior Vice President of Marketing at Polygon. “There's people who are having kids and getting married or splitting up or parents moving to be closer to kids, and they don't want to wait.”

Marketing strategy matters.

Polygon also took a targeted, strategic approach to marketing Ridgewood. Instead of relying on only a billboard by the highway or simple digital ads, they tapped into their extensive network of real estate agents and visitors or purchasers of other Polygon communities in the area. Polygon keeps records of Homeseekers that have shown interest in their properties, such as signing up for registration lists for advance information. And, they had something no other marketing strategy can compare to: word of mouth.

“We get a lot of repeat buyers too,” Alam says. “We often have past Polygon purchasers buying in new communities as they need more space or want newer features, or they're bringing their friends and family to join them in the neighbourhood.” One of the best marketing tools developers can have, especially in uncertain economic times, is a collection of satisfied previous buyers.

The sell-out of the first release means that the second release, on sale now, is in high demand. Plus, as Alam notes, “There's some confidence when you know other people are buying. It's a nice feeling that you're not alone.” So, by the time the new owners arrive, they’ll already have plenty of friendly new neighbours, too.

Lessons learned from success.

What can we learn from Polygon’s experience with Ridgewood? Product is important, now more than ever. Homeseekers are looking for larger, family-sized homes and the right amount of density – just enough to be close to their neighbours and amenities. Interiors should be thoughtfully laid out and with high-quality finishes and access to nature and creature comforts close at hand.

But beyond the physical, developers should remember that even if market uncertainties exist, Homeseekers are still getting married, having children, up-sizing or transitioning to new phases in life. Reaching out in personalized ways to potential buyers of new homes, and always engaging with a strong network of real estate agents to promote your new developments, is a path to success in uncertain times. And be sure to sign up for our New Homes Insider for more insights like these, delivered to your inbox every month.