LINCOLN
MONTREAL
LINCOLN
MONTREAL
Strategy
Research
Lincoln, located in Montréal’s Shaughnessy Village, was a legacy multifamily property with solid infrastructure but underperforming rents and inefficient layouts. Situated near Concordia University and downtown, it was in a prime location with strong demand from students and young professionals. However, its outdated unit designs were not optimized for modern living, making it harder to attract the desired tenant base.
The challenge was clear: reposition 2075 Lincoln to leverage its location and enhance its appeal. This involved redesigning units to maximize rent per square foot by adding bedrooms and optimizing layouts. The goal was to improve the overall tenant experience and capitalize on the high demand in the university rental corridor, ensuring a successful lease-up during the peak September rental season.
The ownership group needed a comprehensive strategy to:
- Rebrand and reposition 2075 Lincoln as a premium housing option for students and young professionals.
- Increase rents through targeted renovations and layout optimization.
- Enhance tenant experience with high-touch property management and community-focused services.
The specific goals were to:
- Optimize unit layouts to meet the demands of modern living by adding additional bedrooms and maximizing rent per square foot.
- Minimize downtime by launching a leasing and marketing program during renovations to ensure full lease-up by the peak rental season.
- Attract a higher-quality tenant base and reduce turnover risk by offering hospitality-style services and 24/7 tenant support.
56.6%
Increase in NOI through through layout optimization
100%
Lease-up achieved by the September start dates
144%
Increase in dollars per square foot
91%
Tenant retention with enhanced community engagement.
We treated Lincoln as a full-scale repositioning, executing across branding, leasing, operations, and resident engagement.
- Brand Repositioning
- Developed a new identity, and creative suite that repositioned Lincoln as a modern, desirable living space for students and young professionals..
- Launched professional media, and on-site events that highlighted the building’s proximity to Concordia University and downtown Montréal.
- Leasing Engine & AI Creatives
- Built a high-velocity leasing system with real-time feedback loops for pricing, concessions, and marketing.
- Leveraged AI-driven creatives and targeted digital campaigns to attract high-quality leads.
- Operational Overhaul
- Streamlined property management processes, reducing operating expenses by 11.7%.
- Implemented clear reporting, accountability, and financial discipline.
- Resident Experience Reset
- Rolled out resident engagement initiatives, such as community-building events and personalized service, to enhance tenant satisfaction and retention.
- Introduced high-touch property management services, offering 24/7 tenant support and fostering a community-focused environment.
