Rockwood Custom Homes, Calgary, Alberta, Canada: Allison Grafton, President and Founder

Written answers to the questions

Total 200 words used.
Allison Grafton, president of Rockwood Custom Homes, has built a sucessful business in a traditionally male-dominated industry. Allison uses her ingenuity, charisma and instincts to do things differently in the Calgary/Okanagan luxury real estate markets. As such, she’s been broadly recognized as a strong female leader and an exceptional entrepreneur. 

Allison has navigated her team through the various complexities caused by the COVID pandemic, continuing to demonstrate Rockwood’s stance as an industry leader. Her ability to act quickly, take necessary safety measures, institute flexible work practices, help support staff through mentally/emotionally challenging times and navigate supply chain pressures were instrumental to Rockwood’s success in the past two years. She led the Rockwood team in managing various pressures head on, ensuring homes were delivered on time and budget, while never compromising on quality or customer service. She cultivated relationships to keep the Rockwood sales pipeline strong—Rockwood is fully booked through Q3 2023; she continued expansion in the Kelowna luxury leisure market and laid the groundwork for a Canmore development. 

As a result, at Y/E 2021, Rockwood realized $40M in projects from 2020. Further gross revenue of $52M is estimated through 2022 for 30% YOY growth; and 10-15% growth forecasted for 2023.

Total 250 words used.

• Our strong relationships with our trades and fervent adherence to stringent COVID protocols kept everyone working to schedule. We had zero incidences of COVID across our entire organization through 2021, nor did our office shut down for even a day.
• Added 3 FT staff to Kelowna location, local sales pipeline grew 100% YOY (and 600% in two years). 
• In contract phase of new Canmore exclusive development, represents a new geographic area for Rockwood. 
• Started The Benches in greater Kelowna – and gained recognition as one of Top 5 custom home builders in that area.  Currently 35% sold out prior to breaking ground. 
• Won Deloitte Canada’s Best Managed Company 2020, 2021, 2022 – making this the third consecutive time Rockwood has obtained this honour. 
• Donated over $150K to community-based charities, including $100K of Allison’s own funds going to mental health initiatives.
• Rockwood broke ground on its first fully owned exclusive development, Abby Farm– Phase 1 construction underway with over 50% sold of a 24-luxury-home development.  
• Won Houzz – Best of Houzz Design & Customer Services 2021, 2022 (top honour).
• Handed over 18 luxury homes in 2021 (+ one massive commercial development); and 20 completions planned for 2022, hitting all project targets on time and on budget. 
• Allison recognized as one of Business in Calgary’s Industry Rockstars March 2021. 
• Stevie® Women in Business Awards: 
  • Category: Women-Run Workplace of the Year - Winner, Gold 2020; Silver 2021 
  • Category: Female Entrepreneur of the Year in Canada, Allison Grafton - Winner, Bronze 2020; Gold 2021 

Total 248 words used.

1. Awards Listing – lists all of Rockwood’s awards – This is a fulsome record of the awards that were received by Rockwood and Allison since inception in 2013, showcasing a consistent record of achievement, growth, and strong female leadership. 

1. Allison Bio Sheet – Allison is an accomplished business leader, speaker and mentor. Her highlight sheet showcases some of the ways she has led, contributed to and influenced in the Calgary and Kelowna communities. 

1. Testimonials 2021 - 2022 Please visit https://rockwoodcustomhomes.com/testimonials/ for a full list of testimonials that showcase our 100% customer satisfaction with Rockwood Home builds (one of the ways we measure our success) or reference the Testimonials attachment for only 2021-2022 testimonials. 

1. Website and Instagram - RockwoodCustomHomes.com – Please visit Rockwood’s website or our Instagram Page (@rockwoodcustomhomes) to get a taste of the amazing projects delivered by Allison and her team and to learn a bit more about the exceptional Rockwood team and culture. 

1. Most Recent Culture Survey – Demonstrates the strong corporate culture that continues to be cultivated at Rockwood with very high levels of satisfaction across the board. 

1. Top Female Entrepreneur Video – Showcases the face of this powerful female leader in action – in her element at work and leading her staff.
2. Recap of Rockwood 2021Video  – showcases the spectacular projects that were turned over in Rockwood during a challenging COVID year and the happy, productive Rockwood team working together. 
3. Home Handovers 2021/2022 YTD - shows our on time/on budget commitment. 

Total 231 words used.

• The winning of Deloitte’s Best Managed Companies in 2020, 2021, 2022 is a feat the multi-phase application process includes coaching, a 10,000+ word application, a thorough interview process and a financial review by Deloitte. It is the third time that Rockwood has won the award that is only awarded to 50 Canadian companies annually. (In 2019, Rockwood placed as a regional finalist.) 
• The breaking ground at the Villas at Abby Farm is notable as it represents the first exclusive development where Rockwood is the underlying landowner. Prior exclusive developments were done in partnership with investors for the land portion of the projects.
• The launch of the Benches at McKinley Beach solidifies Rockwood’s presence in the Okanagan and the growth of the Kelowna area (60-70%) showcases the potential of that geographic area (new) vs. Calgary (5-8%).
• Rockwood’s Silver Tip development in Canmore where they will build both luxury custom homes and villas, continues their foray into the luxury leisure market extends their reach into a new geographic area. 
• During COVID, Rockwood was among the first in the local industry to institute safe work practices in the field and flexible work practices in the office, including its strong focus (and support) on mental health.  Later, Rockwood impressed during the supply shortage leveraging purchasing power, finding new suppliers, negotiating new terms to ensure projects stayed on time and budget with 100% customer satisfaction.