CHELSEA
HOUSE
CHELSEA
HOUSE
Strategy
Research
Chelsea House is a centrally located Montréal property with strong architectural character and walkability. Despite its desirable location and solid structural bones, the building was underperforming: suites lacked functional layouts, market positioning was unclear, and the property did not resonate with the modern urban renter seeking convenience, design, and flexibility.
The opportunity was significant, Chelsea House had the physical potential and location advantages to become a boutique, high-demand rental product, but needed a full repositioning to reach that standard.
1. Rebrand the asset with a clear identity
Transform Chelsea House into a contemporary, design-driven urban living experience.
2. Unlock rental value through layout and density optimization
Increase revenue by modernizing unit configurations and enhancing functionality.
3. Achieve full lease-up quickly
Build a marketing and leasing engine capable of driving high absorption in a competitive market.
4. Elevate the resident journey
Deliver a hospitality-style experience that improves retention and creates long-term brand equity.
38%
Increase in NOI through higher rents
26%
rental rate increase with modernized amenities
100%
lease-up within 3 months.
92%
tenant retention with enhanced community engagement.
1. Brand Repositioning
- Creating a strong visual identity and naming system
- Modernizing the building’s aesthetic through refined design cues
- Establishing a digital presence that highlighted architectural character and lifestyle appeal
2. Layout Optimization & Value Creation
- Reconfigured inefficient layouts to add high-demand bedrooms and maximize square-foot utilization
- Introduced modern finishes and space-saving design elements
- Ensured each suite met the expectations of urban renters looking for comfort + practicality
3. High-Velocity Leasing Engine
- Produced a professional content library (photos, videos, lifestyle assets)
- Launched targeted digital campaigns across Google + Meta
- Implemented structured follow-up systems for rapid inquiry response
- Leveraged virtual tours and streamlined digital applications to reduce lead friction
4. Resident Experience Reset
- Implemented hospitality-style onboarding
- Strengthened communication channels for faster support
- Crafted resident programming and engagement touchpoints
- Built a reputation around service, cleanliness, and proactive management
