SUMMERHOUSE
MONTREAL
SUMMERHOUSE
MONTREAL
Strategy
Research
/2023
Strategy for complete asset
turnaround
Located in Montréal’s Golden Square Mile, was underperforming despite its prime location near McGill University and Concordia University. The building's outdated design and traditional property management strategy were limiting its appeal to students and young professionals—key demographics for the area. The challenge: revitalize Summerhill to reflect the vibrant, cosmopolitan atmosphere of the surrounding neighborhood and attract the right tenants.
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The ownership group sought our expertise to:
- Rebrand the property and reposition it as a premium, flexible living space that resonates with young professionals and students.
- Maximize rental income by modernizing layouts, improving the tenant experience, and introducing flexible leasing options.
- Increase tenant retention through high-touch property management and hospitality-style services.
The key objectives were:
- Rebranding the property to differentiate it in a competitive rental market.
- Optimizing layouts to increase rental rates and create functional living spaces.
- Leveraging technology to streamline leasing and improve resident engagement.
- Elevating the tenant experience through community-focused events and superior customer service.
56%
increase in NOI within the first 6 months
22%
Increase in rental income across all unit types
89%
Tenant Satisfaction Score
28%
Reduction in Operating Expenses
We approached Summerhouse as a complete asset repositioning, executing strategy across branding, leasing, operations, and resident engagement.
- Brand Repositioning
- Created a new visual identity and brand message, highlighting Summerhill's proximity to universities and vibrant neighborhood.
- Targeted digital campaigns (Google Ads, social media ads, and email marketing) attracted over 1,000 qualified leads within the first month.
- Leasing Engine & AI Creatives
- Implemented AI-driven leasing tools and a CRM system to optimize tenant outreach and conversion, increasing leasing velocity by 35%.
- Provided virtual tours and on-site events, such as neighborhood tours, welcome mixers, and tenant appreciation events, increasing tenant satisfaction and reducing leasing downtime.
- Operational Overhaul
- Redesigned layouts, converting underutilized spaces into high-demand bedrooms, which allowed for a 20% increase in rent per square foot.
- Introduced a 24/7 resident support system that improved communication and service delivery, reducing maintenance response times by 25%.
- Resident Experience Reset
- Rolled out concierge-style services, offering residents curated local experiences, discounts at nearby cafés and gyms, and personalized community events.
- Focused on tenant retention, with a 98% retention rate during the first year post-repositioning, compared to the prior rate of 70%.
In just 12 months, 1575 Summerhill was repositioned as one of the neighborhood’s most sought-after properties.
- 56% increase in NOI within the first 6 months post-repositioning.
- 100% lease-up in time for peak student rental season.
- 22% increase in rental income through optimized layouts and higher rents.
- 92% tenant satisfaction, driven by a hospitality-focused experience and 24/7 support.
This transformation set a new benchmark in the Montréal student and young professional rental market.
