NUOVO
MONTREAL
[ Context ]
Le Nuovo is an 81-unit premium residential building with ground-floor retail (pharmacy) located in Montréal’s Little Italy. Designed with modern finishes, comfort, and convenience, the asset had strong fundamentals.
However, during the COVID-19 leasing downturn (2020–2021), the property struggled to lease vacant units at market-competitive rates. Demand in the submarket shifted, absorption slowed across the board, and Nuovo lacked a cohesive brand identity capable of differentiating it from comparable product.
To regain momentum, Nuovo needed a clear repositioning, a strategic marketing engine, and a leasing system designed for high-velocity absorption in a challenging environment.
[ The Ask ]
Hit aggressive rent targets during a difficult market
Achieve a lease-up target of $2.45 per square foot despite pandemic conditions and heightened competition.
Maximize rental rates in Little Italy
Position Nuovo as a premium option targeting professionals, empty nesters, and design-forward renters.
Build momentum through structured marketing
Create and execute a cohesive marketing strategy capable of generating sustained demand.
Results
6
Months to achieve goal
81
Units leased
+2.45$
Rent per Square foot target Achieved
Brand Repositioning
- Developed a refined visual identity and positioning strategy
- Reframed Nuovo as a lifestyle-driven, boutique living option in Little Italy
- Strengthened messaging around premium finishes and walkable convenience
Leasing System & Creative Content
- Introduced real-time pricing and concession feedback loops
- Created high-quality photo/video assets to elevate perceived value
- Launched targeted digital campaigns across Meta and Google
- Built stronger funnels to maximize conversion and reduce cost per lead
Operational Streamlining
- Reduced inefficiencies in day-to-day operations
- Lowered OpEx without compromising tenant quality of life
- Strengthened responsiveness and communication to improve resident satisfaction
