We’re the Backdrop

Hallō Properties is attempting to build resort-style homes in “authentic” Nelson, but its focus is not on the people of Nelson—it’s on wealthy urbanites. Meanwhile, locals are grappling with a severe housing crisis, and this project does little to address the real needs of the community.

Luxury, or Affordability?!

Hallō’s initial marketing emphasized Nelson’s unique culture—its artistic, outdoorsy, and progressive identity—as a selling point. However, concerns quickly emerged that the development was designed primarily for wealthy investors rather than local residents. The Hallō "sacred spaces" messaging immediately raised questions about how well the project aligned with Nelson’s values and long-term housing goals.

For months, Hallō Properties pressed forward with its plans, propping up a grotesque marketing campaign that seemed oblivious to public outcry and the deep concerns of locals. The message was clear: Nelson wasn’t the target market—it was the backdrop for a luxury development aimed at outside investors.

Then, five months later, Hallō finally turned to face the locals it had been ignoring.

Seemingly overnight, through a ‘Sponsored Content’ advertorial in the Nelson Star, Hallō rebranded itself as a "Nelson affordable housing group." This sudden shift was met with deep skepticism.

The same article announced an open house, but true to form, it was as exclusive as the project itself. With only 50 available seats, it boldly advertised itself as "sold out" in under 24 hours. Then, just as quickly, it was canceled—not because of logistics, but because organizers feared that unhoused people might attend.

Hallō now presents itself as a champion of affordability and community values, a dramatic departure from its earlier branding centered on high-end amenities and resort-style living. But many locals aren’t buying it. Despite its repeated use of the word “affordable,” Hallō has refused to define what affordability actually means in the context of this project.

The closest terms Hallō CEO Farhad Ebrahimi has committed to are “50% market affordable” and “commercial affordable.” However, these terms are vague and offer no clear benchmark for what buyers should expect.

• “50% market affordable” means that half of the project’s approximately 300 units will be designated as “market affordable.” But without a clear definition of what "market affordable" actually means, this figure is meaningless. Market affordability can range widely and often fails to provide truly accessible housing for middle- and lower-income residents.
• “Commercial affordable” is not a recognized affordability standard in housing policy. The term is so ambiguous that it could mean anything from slightly below luxury pricing to a discount on premium units—without necessarily ensuring accessibility for average residents.

A developer making affordability claims should provide a clear metric—yet Hallō has carefully avoided doing so.

Was affordability always part of the plan, or is this just a last-minute attempt at damage control? The contrast between its initial marketing and latest messaging continues to raise serious questions about whether this project aligns with Nelson’s values at all.

The Focus is Not on Us

The developers continue to market this project as a community-driven initiative, but many Nelson residents remain unconvinced. With its emphasis on resort-style amenities and a lack of clear affordability commitments, the Hallō development appears far more aligned with investor interests than with the needs of locals.

At the same time, investors may be questioning whether local resistance will be too strong for the project to succeed. Adding to the confusion, Hallō is currently running two incompatible marketing campaigns—one selling a luxury resort to outsiders, and another branding itself as an affordable housing project for Nelson.

If neither audience fully buys into the vision, Hallō may be doing a poor job of pleasing anyone.