1. Personal Information We Collect
The personal information we collect depends on how you interact with Parkwood.
Information You Provide
You may provide personal information when you contact us, request information, inquire about a home, subscribe to communications, visit a sales centre or showhome, purchase a home, request warranty service, apply for employment or otherwise communicate with Parkwood.
This information may include:
- name;
- email address;
- telephone number;
- mailing or residential address;
- information about homes, communities or products that interest you;
- housing preferences and purchase considerations;
- information submitted through forms on our website;
- communications with Parkwood representatives;
- appointment, sales and customer-service information;
- purchase, homeowner and warranty information;
- marketing preferences and consent records;
- employment or application information; and
- any other information you voluntarily provide.
We ask that you not provide sensitive personal information unless it is reasonably necessary for the purpose of your interaction with Parkwood.
Information Collected Automatically
When you use our website or digital services, we and our service providers may automatically collect information about your device, browser and interactions with Parkwood.
This may include:
- IP address;
- browser and device information;
- operating system;
- device, cookie or advertising identifiers;
- approximate geographic location;
- referring website or source;
- marketing source or campaign information;
- pages and content viewed;
- date and time of visits;
- session information;
- links and calls to action clicked;
- video, virtual-tour and content interactions;
- form interactions;
- phone, email or directions clicks;
- repeat visits;
- website engagement; and
- other information about how you interact with our website.
We may collect this information using cookies, pixels, tags, scripts, browser storage and similar technologies.
2. Information We Derive From Your Activity
Parkwood may analyze website and marketing interactions to better understand customer interest, engagement and purchase consideration.
For example, we may use the frequency, recency and nature of website activity to group or categorize users based on levels of engagement or apparent interest.
This information may be used to:
- better understand customer behaviour;
- improve website experiences;
- measure marketing effectiveness;
- identify content or products of interest;
- create or refine advertising audiences;
- personalize communications or marketing where appropriate; and
- provide additional context to our sales and customer relationship processes.
These classifications are based on observed behaviour and should not be interpreted as a definitive prediction that an individual will purchase a home.
We do not use these behavioural indicators by themselves to make decisions that produce legal or similarly significant effects for an individual.
3. User IDs and Identity Resolution
Parkwood may use persistent first-party identifiers or similar user IDs to help recognize interactions over time and improve continuity between website activity and known customer relationships.
These identifiers may be used to help connect information such as:
- previous website activity;
- interests;
- marketing sources;
- inquiries;
- customer relationship information; and
- sales or service interactions.
Where possible, identifiers used for analytics purposes are designed not to contain raw personal information such as an email address or telephone number.
If you later identify yourself to Parkwood, for example by submitting an inquiry, certain previously collected information may be associated with your customer or CRM record where appropriate and permitted by law.
4. Hashed, Pseudonymized and Anonymized Information
Parkwood may use technical measures such as hashing, pseudonymization or aggregation to reduce the direct identifiability of information.
For example, certain contact information may be hashed before being shared with an advertising or technology provider for purposes such as:
- conversion measurement;
- attribution;
- audience matching;
- advertising optimization; or
- audience suppression.
Hashed or pseudonymized information is not necessarily anonymous and may continue to be treated as personal information where it can reasonably be associated with an identifiable individual.
We may also use aggregated or anonymized information that can no longer reasonably be associated with a particular individual for analytics, research, forecasting, business planning and similar purposes.
5. How We Use Personal Information
Parkwood may use personal information to:
- operate and maintain our website and digital services;
- respond to inquiries and requests;
- provide information about our homes, communities and services;
- manage prospective customer relationships;
- schedule and manage appointments or visits;
- manage leads and customer records;
- understand customer interests and preferences;
- provide relevant content and communications;
- analyze website and marketing performance;
- measure advertising effectiveness;
- understand how customers discover and interact with Parkwood;
- create, manage or suppress advertising audiences;
- personalize or optimize advertising where permitted;
- measure conversions and customer outcomes;
- manage marketing communications;
- administer purchases and customer relationships;
- provide warranty and customer service;
- improve our products, services and customer experience;
- protect the security and integrity of our systems;
- prevent fraud or misuse;
- maintain business and financial records;
- comply with legal, regulatory and contractual obligations; and
- carry out other reasonable purposes disclosed at or before the time the information is collected.
We seek to collect, use and disclose only the information reasonably required for the relevant purpose.
6. Customer Relationship and Sales Information
Parkwood uses customer relationship management and related business systems to maintain information about customers and prospective customers.
Depending on your relationship with Parkwood, these records may contain information including:
- contact information;
- inquiries;
- marketing source information;
- interests and preferences;
- communications;
- appointments or visits;
- sales activity;
- purchase information;
- customer-service information; and
- marketing preferences.
Information gathered through our website may be combined with information collected through sales, customer service or other interactions where reasonably necessary to maintain an accurate customer relationship.
Website behaviour alone does not determine whether an individual is considered qualified to purchase a home or how Parkwood will respond to a sales inquiry.
7. Cookies and Similar Technologies
Parkwood and our service providers may use cookies and similar technologies to operate our website, understand how it is used, measure marketing performance and provide relevant advertising.
These technologies may include:
Necessary Technologies
These support core website functions, security and operation.
Analytics Technologies
These help us understand how visitors use our website, how content performs and how customer journeys develop.
Advertising and Personalization Technologies
These may be used to measure advertising, attribute conversions, create or suppress audiences and provide more relevant advertising.
Functional Technologies
These may support enhanced features or third-party services used on the website.
Where consent is required by applicable law, non-essential technologies may be used in accordance with your available privacy or cookie preferences.
You may also manage cookies through your browser settings. Disabling certain technologies may affect website functionality or the accuracy of analytics and personalization.
8. Analytics, Advertising and Technology Providers
Parkwood uses third-party service providers to support areas such as:
- website analytics;
- advertising;
- conversion measurement;
- customer relationship management;
- email and communications;
- website experience analysis;
- call tracking;
- hosting and infrastructure;
- customer service; and
- business reporting.
These providers may receive information necessary to perform services for Parkwood.
Our technology providers and advertising partners may change over time as our business and marketing systems evolve.
Some providers may process information in their own capacity and may also be subject to their own privacy policies and terms.
9. Advertising and Conversion Measurement
Parkwood may use information about website activity and customer interactions to better understand and improve our advertising.
Depending on the platform, technology and permissions available, we may:
- advertise to people who previously interacted with Parkwood;
- create audiences based on interests or engagement;
- suppress existing leads or customers from certain advertising;
- use hashed or pseudonymized information for matching or measurement;
- determine whether advertising contributed to an inquiry or customer outcome;
- associate marketing information with later customer interactions; and
- provide conversion information to advertising platforms to improve campaign measurement and optimization.
Information shared for these purposes is limited to information reasonably required for the intended advertising or measurement purpose.
10. Information From Other Sources
Parkwood may receive information from third parties where permitted by law.
These may include:
- advertising providers;
- analytics providers;
- customer relationship platforms;
- referral sources;
- realtors;
- service providers;
- business partners; and
- other parties involved in a customer interaction.
We may combine this information with information already held by Parkwood where reasonably necessary for the purposes described in this Policy.
11. When We Disclose Personal Information
Parkwood may disclose personal information to:
- employees and representatives who require it to perform their duties;
- service providers acting on our behalf;
- analytics, advertising, CRM and technology providers;
- contractors and business partners where necessary to provide a requested product or service;
- lawyers, accountants, insurers, auditors and other professional advisers;
- government, regulatory or law-enforcement authorities where required or permitted by law;
- parties involved in a proposed or completed financing, restructuring, merger, acquisition or sale of business assets; or
- another party where you have consented to or directed the disclosure.
We do not sell personal information as a standalone commercial product.
12. Processing Outside Canada
Some of Parkwood’s service providers may process or store personal information outside Alberta or Canada, including in the United States and other jurisdictions.
When personal information is processed outside Canada, it may be subject to the laws of the jurisdiction in which it is processed and may be accessible to courts, law-enforcement agencies or government authorities in accordance with those laws.
You may contact our Privacy Officer for additional information about our policies and practices relating to service providers outside Canada.
13. Consent and Your Choices
Where consent is required, Parkwood seeks consent appropriate to the sensitivity of the information and the circumstances in which it is collected, used or disclosed.
Consent may be express or, where permitted by law, implied.
You may withdraw consent to certain future uses of your personal information, subject to legal, contractual and operational restrictions and reasonable notice.
Your privacy choices may include:
- adjusting available cookie or consent preferences;
- changing browser settings;
- unsubscribing from marketing communications;
- updating communication preferences; or
- contacting our Privacy Officer.
Withdrawal of consent does not necessarily require Parkwood to delete information that we are permitted or required to retain.
14. Marketing Communications and CASL
Parkwood may communicate with customers and prospective customers by email, text message or other electronic means where permitted by law.
Providing contact information for a sales or service inquiry does not automatically constitute unlimited consent to receive unrelated marketing communications.
Where Canada’s Anti-Spam Legislation applies, Parkwood sends commercial electronic messages based on appropriate consent or another basis permitted by law.
Commercial electronic messages will include required sender information and an unsubscribe mechanism where required.
You may unsubscribe from marketing communications at any time using the unsubscribe option provided in the message or by contacting Parkwood.
Unsubscribing from marketing does not prevent us from sending transactional, customer-service, warranty, safety, purchase-related or other communications that we are permitted or required to send.
15. Retention
Parkwood retains personal information only for as long as reasonably necessary for the purposes for which it was collected and for applicable business, legal, contractual, warranty, regulatory, dispute-resolution and record-keeping requirements.
Retention periods may vary depending on the type of information and the nature of your relationship with Parkwood.
When information is no longer reasonably required, we may securely delete, destroy or anonymize it, subject to applicable legal and operational requirements.
16. Security
Parkwood uses reasonable administrative, technical and physical safeguards designed to protect personal information against unauthorized access, collection, use, disclosure, modification, loss, theft or destruction.
Access to personal information is limited to individuals and service providers who require it for legitimate business purposes.
No website, network, transmission or storage system can be guaranteed to be completely secure.
Where required by applicable law, Parkwood will assess and provide appropriate notification of privacy or security breaches.
17. Access and Correction
You may request access to personal information held about you by Parkwood and may request correction of information that you believe is inaccurate or incomplete, subject to applicable legal exceptions.
Requests should be made in writing to our Privacy Officer.
We may require information to verify your identity before providing access to personal information.
18. Additional Privacy Rights
Depending on where you are located and the circumstances in which Parkwood processes your information, you may have additional rights under applicable privacy law.
These may include rights relating to:
- access;
- correction;
- deletion;
- restriction;
- objection;
- portability; or
- withdrawal of consent.
Where the General Data Protection Regulation, UK GDPR or another international privacy law applies to Parkwood’s processing, we will address requests in accordance with the applicable legislation.
Nothing in this Policy is intended to provide rights that do not otherwise apply under applicable law.
19. Children
Parkwood’s website and services are intended primarily for individuals interested in our homes, communities, employment opportunities and related services.
Our website is not directed toward children, and we do not knowingly seek to collect children’s personal information for behavioural advertising or marketing purposes.
If you believe that personal information relating to a child has been collected inappropriately, please contact us.
20. Third-Party Websites and Services
Our website may contain links to third-party websites, social networks, mapping services, virtual tours and other external services.
Third-party websites and services operate under their own privacy practices.
Parkwood is not responsible for the privacy practices, security or content of websites and services that we do not control.
21. Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes to our business, technology, services, privacy practices or legal obligations.
The current version will be published on our website with the date it was last updated.
Where required by law, we will provide additional notice or obtain consent before using personal information for a materially different purpose.
22. Contacting Parkwood About Privacy
Parkwood has designated responsibility for privacy matters to its Privacy Officer.
Questions, privacy requests, access or correction requests, complaints or questions regarding our service providers may be directed to:
ATTN: Privacy Officer
Parkwood Master Builder Inc.
625 Parsons Road SW
Suite 129
Edmonton, AB T6X 0N9
CANADA
Email: info@parkwoodhomes.ca
Telephone: (780) 436-8118
Please include Privacy Request in the subject line where possible.
If you are not satisfied with Parkwood’s response, you may also have the right to contact the Office of the Information and Privacy Commissioner of Alberta, the Office of the Privacy Commissioner of Canada or another applicable privacy authority.