When COVID-19 hit in early 2020, everything changed. I remember the panic, the uncertainty—and how entire industries were thrown off course almost overnight. The real estate and construction sectors were among the hardest hit. Projects stalled. Offices emptied. People feared for their health and jobs.
Lockdowns, safety concerns, supply chain disruptions, changing consumer behavior, and economic uncertainty shook the real estate industry to its core. Many builders paused operations. Open houses and in-person meetings became risky. Potential homebuyers were unsure. And yet, a few companies rose to the challenge.
One of them was Brookfield Residential—a name I already knew from years of working in real estate circles. They are a Calgary-based subsidiary of Brookfield Asset Management, one of the world’s largest alternative investment firms. As a North American leader in homebuilding, land development, and master-planned community design, Brookfield operates across the United States and Canada, crafting everything from single-family homes to sustainable communities.
This article walks you through how Brookfield responded to COVID-19 with swift action, advanced safety protocols, digital transformation, customer-focused innovations, and community support—while keeping its eyes firmly on the future.
About Brookfield Residential
Brookfield Residential isn’t just another homebuilder. They plan entire master-planned communities, develop land, and build homes that blend function with modern design. Their business model includes residential construction, land development, and creating exceptional residential communities.
Their reputation is built on quality craftsmanship, energy efficiency, sustainable building, and customer satisfaction. With a legacy of over 60 years, they are known for innovative planning, community-centric design, and a customer-centric approach. They’ve become a respected builder and major player in the real estate and construction sectors.
Understanding this background helps explain why their COVID-19 strategy was proactive, compassionate, and effective.
Initial Response to the Pandemic
In March 2020, the World Health Organization (WHO) declared COVID-19 a global pandemic. Like many others, Brookfield faced a wave of uncertainty. But they acted fast.
They implemented risk mitigation measures guided by federal, state, and local health guidelines and coordinated closely with government agencies and health authorities to remain compliant. As someone in the industry, I watched them adapt faster than most.
Essential operations were adjusted to align with evolving regulations, and non-essential staff transitioned to remote work almost immediately—protecting both employees and customers while ensuring business continuity.
Workplace Safety Protocols
Remote Work and Digital Solutions
Brookfield leveraged its strong IT infrastructure and immediately enabled remote work for its administrative teams. They used digital collaboration tools like Zoom, Microsoft Teams, and cloud-based platforms for communication and project continuity.
Regular communication updates ensured employees stayed informed about company policies, health protocols, and operational changes. It was a clear show of responsible business practices and a strong people-first approach.
Health Screenings and Sanitization
At construction sites, work sites, and sales centers, Brookfield rolled out sanitization stations, installed hand sanitizer dispensers, and ensured frequent site sanitization of high-touch surfaces and shared equipment. Temperature checks, symptom assessments, and daily screenings became routine.
Social Distancing Measures
To maintain social distancing, they restructured office spaces, limited the number of workers on-site, and implemented staggered shifts and crew rotations. Visitors to sales centres were managed through appointment-based models, reducing crowding and foot traffic.
Protective Gear and Hygiene Practices
Mandatory PPE like face masks, gloves, and eye protection was required. Handwashing stations were installed, and hygiene practices were promoted to reduce workplace exposure. Minimum distance enforcement (typically six feet) followed CDC guidelines and local health mandates.
Impact on Construction and Development
Like everyone else, Brookfield faced construction delays, supply chain bottlenecks, and restrictions on in-person sales. But they acted smart.
They diversified suppliers, stockpiled key materials, and modified timelines to limit disruption. Construction crews operated under strict health protocols, including enhanced site cleaning, limited on-site personnel, and adjusted workflows.
Despite challenges, Brookfield ensured operational continuity, maintained delivery channels, and kept projects on schedule across multiple regions.
Customer Engagement and Sales Evolution
Digitizing the Homebuying Experience
COVID-19 forced a shift from in-person interactions to digital. Brookfield didn’t just keep up—they led. They expanded their virtual home tours, added 360-degree walkthroughs, and built interactive online platforms with lighting simulation, room-by-room navigation, and day/night simulation.
Sales consultants conducted live video calls, enabling personalized walkthroughs and real-time customization. From mortgage consultation to application support, the entire homebuying journey was digitized.
They adopted tools like e-signature platforms, remote notarization, and online contract management so buyers could complete purchases without ever visiting in person.
Appointment-Based Model
Brookfield shifted to a scheduled visit model, enforcing foot traffic control and health compliance. Buyers received one-on-one consultations in sanitized environments, helping maintain trust and safety.
Flexible Closing Processes
Understanding buyers were facing economic uncertainty and reduced buying power, Brookfield offered flexible financing, special promotions, and even down payment assistance—making it easier to finalize deals during difficult times.
Innovations in Home Design
As people spent more time at home, they wanted more from their spaces. Brookfield responded with post-pandemic housing solutions: dedicated home offices, gyms, classrooms, media rooms, and multi-use rooms became common. Outdoor living enhancements like larger patios, decks, and green spaces were added for wellness.
Homes now feature enhanced entryways, mudrooms, PPE storage, touchless technology, and improved air filtration systems—creating pandemic-proof houses built for long-term comfort.
And because Brookfield values customer feedback, many of these innovations came directly from listening to homeowners.
Supporting Employees and Communities
Employee Support Programs
Brookfield went beyond basic policies. They offered extended paid sick leave to employees who were COVID-19-positive or quarantined. They expanded mental health resources, added virtual counseling, support groups, and wellness programs, and provided flexible work arrangements for caregiving needs.
They knew that employee safety, morale, and mental health were just as critical as productivity.
Community Assistance Initiatives
Brookfield supported frontline workers, healthcare personnel, and essential service providers by donating PPE, sanitization products, and partnering with local governments for temporary housing solutions.
They made charitable contributions to food banks, offered housing support to families facing eviction or foreclosure, and supported local businesses through partnerships and continued work opportunities.
Their actions reflected true corporate social responsibility and community resilience.
Communication and Transparency
During the height of the pandemic, Brookfield created dedicated coronavirus resource webpages with real-time updates on operational changes, policies, and health protocols.
Customer portals provided updates on construction progress and home customization. Weekly newsletters, customer service enhancements, and direct communication with service reps built trust and transparency.
Financial Performance and Market Position
Sales dipped initially in early 2020, but Brookfield saw a strong home sales rebound later in the year. Digital sales growth, coupled with online engagement, helped them close deals despite restrictions.
As families sought suburban homes, Brookfield’s diversified portfolio, forward-thinking design, and strong leadership helped it meet or exceed pre-pandemic targets. They showed financial robustness, resilience, and an adaptive mindset that set them apart from competitors.
Long-Term Strategic Shifts
Technology-Driven Real Estate
Brookfield now sees technology as central to its mission. Virtual tours, digital sales platforms, online home customization, and AI-driven recommendations are being permanently integrated into their processes. These tools offer convenience, personalization, and a seamless buyer experience.
Enhanced Safety and Health Standards
They’ve permanently raised workplace health standards, continuing sanitization practices, remote flexibility, and hygiene protocols to protect staff and customers.
Sustainable and Smart Home Designs
Brookfield is pushing further into eco-friendly materials, energy-efficient systems, and sustainable building practices. Their homes now reflect a blend of indoor-outdoor flow, wellness-focused features, and adaptable designs for hybrid living and work-from-home needs.
Continued Community Engagement
Brookfield continues to work with local organizations, support wellness initiatives, and invest in building healthy, connected communities. Their commitment to people extends far beyond the homes they build.
Conclusion
Brookfield Residential didn’t just survive COVID-19. They led with agility, responsibility, and a comprehensive response that emphasized safety, technology, innovation, and compassion. They proved that with the right leadership and a commitment to people, a company can turn crisis into opportunity—and leave a legacy of resilience in the process.
