The COVID-19 pandemic upended industry across the globe, and real estate was no exception. From construction halts and disrupted supply chains to digital pivots and public health emergencies, companies faced enormous challenges. Yet amid this chaos, Brookfield Residential stood out by responding with agility, care, and innovation.
Brookfield Residential, a leading North American developer and homebuilder, demonstrated a proactive and transparent approach to the crisis. Rather than merely reacting to challenges, the company leaned into them—embracing technology, prioritizing community welfare, and reimagining how homes could be built and bought in a pandemic.
This article explores the full scope of Brookfield Residential’s coronavirus response, offering valuable insights into how real estate companies can build resilience in the face of global uncertainty.
Understanding Brookfield Residential
Brookfield Residential Properties Inc. is a subsidiary of Brookfield Asset Management, one of the largest alternative asset managers in the world. Operating across the U.S. and Canada, the company specializes in land development, homebuilding, and community design.
Known for its innovative planning, quality craftsmanship, and customer-centric approach, Brookfield Residential develops everything from single-family homes and townhomes to master-planned communities. With over 60 years of experience and a reputation for sustainable growth, Brookfield was well-positioned to respond swiftly when the pandemic hit in early 2020.
The Early Impact of COVID-19 on Real Estate
Widespread Disruption
When COVID-19 emerged in North America in early 2020, the real estate sector was blindsided. Brookfield Residential, like many of its peers, faced:
- Halted Construction Projects: Due to lockdown mandates and workforce safety concerns.
- Sales Center Closures: Physical showrooms and open houses were abruptly suspended.
- Supply Chain Disruption: Lumber, fixtures, and imported materials became scarce.
- Shifting Demand: Buyers reevaluated what they needed in a home (e.g., home offices, outdoor spaces).
- Financial Anxiety: Economic uncertainty delayed purchases and complicated financing.
Yet Brookfield responded decisively with a multi-pronged strategy designed not just to survive, but to lead.
Brookfield’s Health & Safety-First Approach
Protecting Employees and Customers
At the height of the pandemic, Brookfield made it clear that its number-one priority was the safety of its workforce, residents, and trade partners. The company rolled out a comprehensive COVID-19 safety protocol across all its operations:
- Remote Work Enablement: Administrative and customer service teams transitioned to remote work.
- On-Site Protocols: PPE mandates, temperature checks, staggered shifts, and social distancing became standard.
- Sales Office Modifications: Walk-ins were replaced by appointment-only showings; many transitioned to virtual tours entirely.
- Communication Transparency: Regular updates were provided through emails, signage, and digital platforms.
“We are committed to doing our part in flattening the curve while continuing to serve our communities,” said Adrian Foley, President of Brookfield Residential, in a 2020 press release.
Digital Transformation: Embracing Virtual Solutions
Brookfield Residential had already begun investing in digital tools prior to the pandemic, but COVID-19 rapidly accelerated those efforts. In less than three months, the company pivoted to a nearly end-to-end digital homebuying experience.
Virtual Home Buying Experience
- 3D Home Tours: Prospective buyers could walk through homes via Matterport and other 3D visualization tools.
- Video Conferencing with Agents: Sales representatives conducted virtual consultations and Q&A sessions.
- Online Design Studios: Buyers could customize features and finishes online through interactive platforms.
- Digital Contracts & Closings: Paperless transactions and remote notarizations became the norm in many jurisdictions.
Enhanced Customer Portals
Brookfield also revamped its customer experience platform to support homeowners through the buying and post-sale journey. Features included:
- Construction updates and scheduling transparency
- Warranty claims submission
- Access to design packages and manuals
- Personalized homeowner dashboards
Supporting Communities During Crisis
Beyond business continuity, Brookfield Residential focused on community resilience. The company launched initiatives to provide support where it was needed most:
- Emergency Donations: Contributions to frontline healthcare workers and COVID-19 relief funds
- Essential Housing: Fast-tracked development of affordable housing units for vulnerable populations
- Community Outreach: Virtual events and community newsletters to maintain engagement and support mental health
“Our communities are at the heart of everything we do. During times of crisis, that commitment only deepens,” said Foley in a corporate social responsibility statement.
Financial Stability and Investor Communication
Brookfield maintained open lines of communication with investors, stakeholders, and financial analysts throughout the crisis.
- Quarterly Earnings Calls emphasized transparency and outlined forward-looking strategies.
- Liquidity Measures included drawing on revolving credit facilities and deferring capital expenditures to preserve cash flow.
- Risk Mitigation strategies were refined, including diversified project portfolios and contingency planning for prolonged market disruptions.
Despite the headwinds, Brookfield Residential posted stable revenues and maintained positive net cash flow throughout 2020 and 2021—a testament to its long-term planning and conservative financial approach.
Lessons Learned and Lasting Changes
Brookfield Residential’s response to COVID-19 has left an indelible mark on the way it conducts business. Several changes made out of necessity have since become best practices:
- Permanent Digital Integration: Virtual tours and digital contracts are now permanent offerings.
- Hybrid Work Models: A blend of in-person and remote work continues across departments.
- Customer-First Strategy: The pandemic reaffirmed the importance of flexibility and personalization in home buying.
- Sustainable Construction: Greater focus on energy efficiency and resilient community planning.
Industry Recognition and Benchmarking
Brookfield Residential’s coronavirus response has garnered praise within the real estate industry. Highlights include:
- Inclusion in Builder Magazine’s Top 10 Most Innovative Builders of 2021
- Recognized by NAHB for excellence in digital customer experience
- Positive coverage in Forbes, Globe and Mail, and Real Estate Weekly
The company’s practices are now frequently cited in white papers and webinars as case studies in operational resilience.
Conclusion: A Blueprint for Future Resilience
The COVID-19 pandemic tested the limits of industries around the world, and Brookfield Residential met the challenge with strategy, empathy, and innovation. By prioritizing health, embracing technology, and supporting communities, the company not only weathered the storm but emerged stronger.
Brookfield Residential’s experience during the coronavirus crisis offers a blueprint for how real estate developers can build future resilience. As the company moves forward, it continues to redefine what it means to create connected, safe, and sustainable communities.
