Next generation steps up to lead Logel Homes

Brayden Logel settles into his new role as president at the Calgary-based, family-run, award-winning development company known for its condos.

Growth is on the horizon for Logel Homes as the company starts a new chapter. Brayden Logel, 34, has stepped into the role of president, following in the footsteps of his father Tim Logel, current chairman and CEO.

Logel Homes has carved out a niche for itself in the Calgary housing market and strives to set a high bar when it comes to multi-family housing. Responding to the needs of families and first-time home buyers in the early 2000s, the company, then known as Cardel Lifestyles, shifted its focus from single-family homes to multi-family units.

“Since our first project in 1999, we’ve helped more than 4,300 families with homes in Calgary and Canmore,” says Brayden, who works alongside his brother Kevin, construction manager, and their uncle Brad, area manager at Sage Walk.

“The last three to four years have been transformative for us. We had been selling around 200 units a year. For 2023, we’re close to 500. Next year, we’re targeting 550 to 600 in Calgary.”

Over the same period, the family-run outfit has gone from a team of 30 employees to 80, all of whom, Brayden says, share his father’s vision of exceeding customer expectations.

This core value has remained constant in the 20 years since Brayden first joined the company as a labourer. He later had roles in sales, customer experience and marketing. Brayden was also recognized as Industry Ambassador, Canada West, in the 2020 CustomerInsight Home Owner Mark of Excellence Awards.

“We’ve always focused on community culture. What sets us apart in the Calgary marketplace is our focus on people who actually want to live in the condo instead of catering to investors,” says Brayden, adding that condos account for roughly 80 per cent of Logel Homes’ sales.

The company’s culture aligns itself with the needs of right-sizers and first-time homebuyers. In keeping with this, Logel Homes selects building sites for lifestyle offerings, such as walkability to grocery stores and lakes or other community features.

“It has worked out great to focus on occupants’ needs. Right-sizers are often driven by lifestyle when looking for the right home,” says Brayden.

“From July 2022 to July 2023, 187,000 people moved to Alberta, including 67,000 interprovincial migrants. These people tend to buy homes right away. They’re purchasing to live in the home.”

A big draw for many of these new Calgarians, Brayden explains, is affordability. Though suburban condos have increased substantially in price in recent years, he says “the average sale price at $341,000 is incredibly affordable from a Canadian standpoint. We’re a very affordable solution for people.”

Logel Homes, which recently decided to include solar panels on all new projects, aims to set itself apart from the competition through a major focus on sustainability. Electric vehicle charging stations are now being installed at 25 per cent of underground stalls. The aim is to bring this number to 100 per cent in the future.

The company has long adhered to Built Green standards and made waves in 2017 when it began incorporating a proprietary heat ventilation recovery system into its builds — a first in Calgary multi-family homes.

“We focus on innovation through design and innovation through sustainable practices,” says Brayden.

Logel Homes has found success collaborating with the City of Calgary to achieve affordable housing developments that maintain liveability and sustainability features.

“We’re very fortunate to be able to build here in Calgary. There’s so much going for the city right now with the tech sector and infrastructure developments, yet it’s still so affordable compared to other parts of the country,” says Brayden.

“I’m very passionate about what I do and look forward to what we can accomplish in the future as a company.”

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