THE VOICE OF THE FEDERATION OF RENTAL-HOUSING PROVIDERS OF ONTARIO
THE REAL SOLUTION TO TORONTO’S HOUSING CRISIS
THE TRANSFORMATION OF THE HAMPTON
The Future of Package Management!
User Friendly Self Service 24/7 Package Access
Eliminates constant staff disruption for deliveries
Officially approved by Canadian Carriers
Robust Lockers designed and built in USA
6-8 week delivery timeline
SOLUTIONS YOU
NEED WHEN AND WHERE YOU NEED IT
Explore money saving contract-pricing and time-saving business tools that help you operate efficiently, control costs, and keep your staff and those you serve safe.
HD SUPPLY OFFERS a wide variety of essential and innovative products for all of your facility maintenance needs, including:
• Appliances
• Appliance Repair Parts
• Electrical
• Fabrication
• Hardware
• Health & Safety
• Housekeeping
• HD Supply Brand Exclusives
• HVAC
• Janitorial
• Lighting
• Paint & Sundries
• PPE
• Plumbing and Commercial Plumbing Products
• Seasonal Products
• Textiles
• Tools
We also offer a dedicated Special Orders Department to help with those hard-find-products.
ADDITIONAL SERVICES THAT WE OFFER
Take advantage of the various services we offer to help you manage your orders, improve your property, and make your job easier.
TRADE CREDIT
Take advantage of flexible credit limits, no third party provider and 30-day net terms by opening a credit account with HD Supply Canada, Inc.
E-PROCUREMENT SOLUTIONS
Keep your property compliant with our procurement tools.
RELIABLE COAST TO COAST DELIVERY
Direct ship and job site delivery options available. Enjoy free next-day delivery on stocked products to most locations.
APPLIANCE DELIVERY PROGRAM
Hassle-free, coast-to-coast and offers delivery, appliance placing, uncrating and move/ haul away services.
HD SUPPLY INSTALLATION SERVICES
Whether it’s window coverings, flooring, PTAC units, appliances, cabinet refacing, or countertop replacement, we’ve got you covered from start to finish.
PROGRAMS TAILORED TO THE NEEDS OF YOUR PROPERTY
We will build a custom catalogue for an easy way to help limit your spend to pre-selected products for consistency and maximum savings.
ABOUT US
Kingsgate Restoration is strongly committed to excellence in client care and satisfaction. With over two decades of experience, we pride ourselves on adhering to the highest standards where best practices are the foundation to our success. With the utmost commitment, we envision, assess, plan, and execute a variety of construction and restoration services.
RESTORATION SERVICES
GARAGE REHABILITATION
BUILDING ENVELOPE REPAIRS
BALCONY REHABILITATION & RAILINGS REPLACEMENT
PARKING STRUCTURE REHABILITATION
HYDRO DEMOLITION
EXTERIOR WALL REPAIRS
ROOF REHABILITATION
MASONRY & STONEWORK REPAIRS
WATERPROOFING & MOISTURE PROTECTION
WINDOW & SEALANT REPAIR & REPLACEMENT
PRESIDENT'S MESSAGE
TONY IRWIN President & CEO FRPO
As we approach the end of another year, it's a fitting time to reflect on the progress we've made and the challenges that lie ahead.
Throughout 2024, FRPO has remained steadfast in its mission to advocate for rental housing as a vital component in solving Ontario's housing crisis. Our engagement with government at all levels has been unwavering, as we continue to emphasize the importance of rental housing in creating a balanced and healthy housing market.
This year, our collaboration with the Ontario government has been particularly focused on fostering a more favourable operating environment for rental housing providers. We've advocated for the acceleration of processes at the Landlord and Tenant Board, recognizing that efficiency in these areas is crucial for both landlords and tenants.
Our "Say Yes to Housing" campaign has gained significant momentum, with over 2,000 emails sent by everyday Ontarians to mayors and city councils across the province. This grassroots effort underscores the public's desire to remove barriers and embrace more rental housing solutions. It's a powerful testament to the collective voice of our communities, urging decision-makers to prioritize housing needs.
In addition, we are proud to announce the expansion of the Certified Rental Building Program to New Brunswick, following previous expansions to British Columbia, Alberta, Saskatchewan, and Nova Scotia. This growth demonstrates FRPO's commitment to quality and underscores the need for high-standard rental housing across Canada.
Looking forward, we are excited about the upcoming FRPO MAC Awards, where we will celebrate the excellence and achievements of Ontario's professional rental housing providers. These awards not only recognize outstanding contributions but also inspire continued innovation and dedication within our industry.
As we move into the new year, our commitment to direct engagement with our members remains strong. We aim to advance the stories that matter most to them and their communities, ensuring that their voices are heard and their needs are addressed.
In closing, I want to express my gratitude for the continued support and professionalism of our members. Together, we are building a future where rental housing is recognized as an essential cornerstone of Ontario's housing landscape. Let's continue to work collaboratively, turning our shared vision into reality.
Tony Irwin President and CEO FRPO
Trusted Advisors
Providing Expertise in Building Science and Structural Restoration
Garage & Balcony Assessment & Restoration
Building Cladding Design, Assessment & Remediation
Roofing System Design, Assessment & Remediation
Building Condition Assessments
Capital Planning
Building Renewal
Energy Audits and Modelling
Philip Sarvinis | Bill Gladu | Jeremy Horst | Michael Pond Duncan Rowe | Jack Albert Beau Gaudreau | James Cooper | Nigel Parker | Paul Fritze | Sohrab Karkhel
EVENTS
PM EXPO AT THE BUILDINGS SHOW
Date and Time:
December 4, 2024 to December 6, 2024
8:00 am – 4:00 pm
The Buildings Show is the place where Canadian construction comes together, uniting 18,000+ industry professionals for accredited educational content, meaningful networking, product and service discovery, and future insights.
Explore the show across four key segments:
- PM Expo
- World of Concrete
- Construct Canada
- Homebuilder & Renovator Expo.
Note: This is not a FRPO event; all inquiries should be directed to events@informacanada.com
2024 MAC AWARDS
Date and Time:
December 5, 2024 | 5:00 pm – 9:00 pm
The MAC Awards Gala is the premier annual event for our members, drawing in 1,200 attendees who span a wide spectrum from hands-on owners/managers to third-party management companies and REITs. This esteemed gathering allows us to celebrate excellence in the residential rental housing industry and further the high standards championed by the Federation of Rental-housing Providers of Ontario. We invite member organizations of all sizes to participate in the MAC Awards and encourage you to seize this opportunity to showcase your leadership in the rental housing industry. The event is scheduled to take place on Thursday, December 5, alongside The Buildings Show.
PM SPRINGFEST
Date and Time:
April 24, 2025 | 9:00 am – 2:30 pm
EXCLUSIVELY FOR PROPERTY MANAGEMENT PROFESSIONALS
Equip yourself with new information and technologies to better position and optimize your buildings, as well as expand your professional network. PM Springfest will be bringing together property management professionals on April 24, 2025 at the Metro Toronto Convention Centre to connect with leading suppliers, explore new innovations, and learn from industry experts about the latest regulatory, health, and life safety changes. Dive into efficient energy management strategies, retrofitting aging buildings, essential capital planning details, and more.
Note: This is not a FRPO event; all inquiries should be directed to events@informacanada.com
2025 FRPO CHARITY GOLF CLASSIC
Date and Time:
July 21, 2025 | 7:30 am – 6:30 pm
The 2025 FRPO Charity Classic will return to Lionhead Golf Club on July 21 in support of Interval House. This popular event is your chance to network with other FRPO members while making a meaningful difference in our community.
National Apartment Group - Ontario
Ontario’s multifamily investment market continues to outperform the broader commercial real estate sector on a relative basis. Notwithstanding a challenging macro environment, investor sentiment for multifamily assets remains positive due to the sector’s defensive investment profile, robust supply-demand fundamentals, consistent formation of equity capital, as well as the relative availability and cost of debt. Through Q4 2024, values have weathered the impact of higher borrowing costs and are well-positioned within a fluctuating rate environment through stable and continued cashflow growth. Please see below for a summary of recent deals and active listings as of Q4 2024.
For additional info on cap rates, valuations, and market trends in the current investment landscape, please reach out to a member of the CBRE National Apartment Group.
Campaign Update: Let's Build Ontario
As we close out 2024, Let's Build Ontario (LBO) continues to champion the cause for increased rental housing supply, a critical solution to Ontario's ongoing housing crisis. This year, we've refreshed our messaging and visual identity to better resonate with our audience and amplify our advocacy efforts.
New focus areas
Accelerating LTB processing times
Our renewed focus emphasizes the urgent need to speed up processing times at the Landlord and Tenant Board (LTB). Delays at the LTB not only disrupt the lives of residents but also strain the resources of housing providers. We are committed to advocating for a streamlined process that benefits all stakeholders and contributes to a more stable rental market.
Fresh visual identity
We've introduced a fresh visual look for LBO on our social media channels, designed to capture attention and keep our content fresh and engaging. This new aesthetic aligns with our strategic goals and helps us stand out in the crowded landscape of housing advocacy.
Debunking misinformation
Our campaign continues to push back against misinformation surrounding the rental market. By providing clear, factual information, we aim to educate the public and policymakers about the realities of housing supply and the positive role of rental housing providers.
Looking ahead
Showcasing success stories
As we move forward, LBO will spotlight the success stories of our members, highlighting community projects, innovative programs, and the excellent staff members who represent the modern face of Ontario's professional rental housing providers. These narratives not only celebrate achievements but also demonstrate the positive impact of rental housing on communities across the province.
For more information on Let’s Build Ontario, or to get involved, visit the campaign website https:// letsbuildontario.ca/. Together, we can be YIMBYs.
Awards Categories & Finalists
Social Media Award of Excellence
• Colonnade Bridgeport
– Westboro Connection
• Fitzrovia
– Elm-Ledbury
• Starlight Investments
– Oakhill
Best Advertising Campaign
• The Daniels Corporation & Choice Properties
– Change the way u. rent
• Skyline Living
– Where’s the Heart of your home?
• BlueStone Properties Inc.
– Prime Living, 101 Reasons to Live at 101 Base Line Road West
Best Property Management Website
• Holt Meadow Group
www.holtmeadow.com
* DBS Developments
www.belasquare.ca
• Fitzrovia
www.maddox.ca
Best Suite Renovation of the Year
- Under $40,000
• QuadReal Property Group
– Widdicombe Place, Etobicoke
• Maddox by Fitzrovia
– Maddox Sherbourne, Toronto
• Hazelview Properties
– Castlegrove Apartments, London
Best Suite Renovation of the Year
-Over $40,000
• Morguard
– The Colonnade, Toronto
• QuadReal Property Group
– 15 & 245 Lena Crescent, Cambridge
• Manulife & JLL
– Charles West, Toronto
Best Lobby Renovation of the Year
• Starlight Investments
– 295 Dale Crescent, Waterloo
• Dream
– 161 St. George, Toronto
• Maddox by Fitzrovia
– Maddox Sherbourne, Toronto
City Lights & Country Nights
Best Curb Appeal
• Hazelview Properties
– Bellamy Heights, Scarborough
• Dream
– The Residence at Weston, York
• Starlight Investments
– 2737 Kipling Avenue, Etobicoke
Best Amenities - Renovation
• Maddox by Fitzrovia
– Maddox Sherbourne
• Canadian Apartment Properties REIT
– Sherobee Apartments
• Hazelview Properties
– Pinewood Heights
Best Amenities - New Development
• RioCan Living & Rhapsody Property
Management Services
– FourFifty The Well, Toronto
• Concert Properties
– 20 Samuel Wood, Etobicoke
• Fitzrovia
– Elm-Ledbury by Fitzrovia, Toronto
Rental Development - Over 200 Units
• Arcanos Property Management Corporation
– The Hampton, Toronto
• RioCan Living & Rhapsody Property Management Services
– FourFifty The Well, Toronto
• Dream Ltd., Kilmer Group & Tricon Residential
– Maple House at Canary Landing, Toronto
Rental Development - 200 Units or Less
• BlueStone Properties
– 101 Base Line Road West, London
• The Tricar Group
– The Bayfront, Sarnia
• Starlight Investments
– Oakhill, Oakville
Property Manager of the Year
• Dragan Eskic – Greenwin Corp.
• Linda Taraj – Fitzrovia
• Izabela Konopka – The Daniels Corporation
Leasing Professional of the Year
• Jessica Farmer
– Killam Apartment REIT
• Wendy Roberts
– Sifton Properties
• Nicolai Hutsualk Alonso
– Rhapsody Property Management
Resident Manager of the Year
• Vesna Mikic
– The Tricar Group
• Ida Klaudusz
– Signet Group
• Carrie & Shane Strangways
– Realstar
Customer Service Award of Excellence
• Tricon Residential
• O’Shanter Development Company
• Fitzrovia
Environmental Excellence
• Dream
• Skyline Group of Companies
• Drewlo Holdings
Outstanding Community Service for Rental Housing Provider
• Skyline Group of Companies
• Dream
• BGO Living
Outstanding Community Service for Supplier Members
• The Byng Group
• PAC Building Group
• Yardi Canada
Company Culture Award of Excellence
• Minto Apartments
• Fitzrovia
• BlueStone Properties
The Impact Award
• Hazelview Properties
– The Hazelview Young Resident Summer Employment Program
• Skyline Group of Companies
– 10 Shelldale Crescent Partnership
• Tricon Residential
– The Affordable Housing Program Initiative at Canary Landing
Yes, we can !
Since MetCap Living established itself as a leader in property management, we have routinely been asked one, simple question; “Can you help us run our property more e ectively?” And, for well over thirty years, the answer has remained — Yes, we can! Our managers are seasoned professionals, experienced in every detail of the day to day operations and maintenance of multi-unit rental properties. From marketing, leasing, nance and accounting, to actual physical, on-site management, we oversee everything.
We concentrate on revenue growth, controlling expenses, and strategic capital investment in your property to maximize your pro tability over the long term — when you’re ready to discuss a better option; we’ll be there. You can count on it.
Kazi Shahnewaz Director, Business Development
O ce: 416.340.1600 x504
C. 647.887.5676
k.m.shahnewaz@metcap.com
www.metcap.com
BEFORE AND AFTER: THE TRANSFORMATION OF THE HAMPTON
By Nadine Sarich, President, Arcanos Property Management
The well-being of our legacy rental residents remained a top priority throughout the construction of a new connecting tower near Yonge & Eglinton. Before breaking ground, we engaged with our residents, ensuring they were aware of the major upcoming changes and how it would impact their daily lives. Regular updates, delivered transparently, kept all residents informed and facilitated a smoother period during a challenging process. The ultimate objective was to enhance the building and improve residents' quality of life.
We successfully enhanced the curb appeal of both the new and legacy buildings, creating a fresh, cohesive look for the entire property. Our team conducted daily check-ins and provided bi-monthly updates to each resident, who were also welcome to visit the management office to voice any concerns. Additionally, we established a hotline for both residents and neighbours. To ensure comfort during construction, we provided noise-cancelling headphones and set up a respite room in the furthest point away from construction activities within the legacy building, equipped with a TV, Wi-Fi, and a kitchen for residents to use during construction hours. Our staff were available 24/7, including a dedicated Resident Relations Coordinator specifically tasked with addressing any concerns related to construction.
Additionally, we displayed project renderings in the building lobby to highlight the future amenities and instill hope for what was to come. As a result of our diligent efforts, no complaints were submitted to the Landlord and Tenant Board regarding the development, and no rent abatements were awarded.
A legacy building's modern transformation
Like many older buildings, The Hampton faced challenges in meeting modern expectations for design, functionality, and convenience. It became clear that the building needed an update to stay competitive and offer a high standard of living. The decision to add a new tower and create a new brand came with the understanding that both new and legacy residents deserved improved amenities and upgraded surroundings.
The first phase of this transformation focused on ensuring that legacy residents were comfortable and well-informed. While residents were concerned about how their daily lives would be affected, we were able to address these concerns with frequent communication updates (which began before construction started) and by including them in feedback sessions.
Curb appeal and cohesion
Upon the opening of the new shared entrance and lobby, we invited our legacy residents to be the first to experience the space. To commemorate this new beginning, we hosted a celebratory breakfast, which also served as an opportunity to introduce our new staff.
While the new tower introduced sleek, modern architecture to the property, including a cohesive ground floor aesthetic, management remains committed to ensuring that the original building receives the attention it deserves. Renovations to the legacy building will focus on preserving the character of the original design while incorporating new elements to achieve a more contemporary look.
In addition to the physical updates, shared amenities were designed to benefit all residents. Whether residents lived in the original building or the newly constructed tower, they were invited to use the updated fitness centre, lounge, and communal spaces. This approach helped to foster a sense of community among both legacy and new residents, bridging the gap between the old and new.
A community approach to progress
Community events played a crucial role in the post-renovation process. Understanding that construction can be stressful, management organized regular social events following its completion, which provided residents with the opportunity to express concerns, share suggestions, and foster camaraderie with their neighbours. These gatherings fostered a sense of unity, ensuring that legacy residents felt included and reinforcing the message that they were not being overshadowed by new residents.
As Coleen, a long-time resident of The Hampton, shared, “Living through the renovations during COVID was a nightmare! However, I’m thrilled to say my patience paid off, as now there’s an amazing lobby, incredible firstrate amenities, and fantastic staff that are both professional and personable. I’m proud to say that I’m a satisfied tenant now living at the newly renovated 101 Roehampton building. It was well worth the wait!”
Looking forward: The future of The Hampton
The addition of the new tower marks a new era for The Hampton. The project demonstrates that purpose-built rentals can evolve with the times, blending the charm of legacy buildings with the demands of modern urban living. Through careful planning, open communication, and community involvement, The Hampton serves as an example of how older buildings can be revitalized to meet the needs of both current and future residents.
TORONTO HOUSING STARTS DECLINED IN THE FIRST HALF OF 2024, LED BY PURPOSE-BUILT RENTAL APARTMENTS
By Jordan Nanowski, Lead Economist (Toronto), Canada Mortgage and Housing Corporation
Purpose-built rental apartment starts fell amid increasing feasibility challenges
The Canada Mortgage and Housing Corporation (CMHC) recently published the latest edition of its Housing Supply Report, which examines new housing construction trends in Vancouver, Calgary, Edmonton, Toronto, Ottawa, and Montréal. According to the report, total housing starts in the Toronto census metropolitan area (CMA) declined 13% in the first half of 2024 compared to the same period in 2023. This decrease was felt most sharply in the purpose-built rental apartment segment, where starts fell 40% from last year’s multi-decade high (Figure 1). The City of Toronto, where most of the region’s rental development is built, saw rental apartment starts fall by half. Meanwhile, apart from Ajax, no new rental projects broke ground in the CMA’s suburban municipalities.
Figure 1: Purpose-built rental apartment starts, January to June, Toronto CMA
Source: CMHC
The high cost of financing new projects negatively impacted the profitability of rental development. This type of development already faced many long-term challenges in the region (many of which were outlined in our spring 2024 Housing Supply Report). In addition, industry sources reported consecutive months of declining asking rents. This was likely another challenge to project viability in an environment where input costs, like those for materials and labour, remained high.
When adjusted for population size, purpose-built rental apartment starts in the Toronto CMA were the lowest among Canada’s largest urban centres in the first half of 2024 (Figure 2). This, in part, reflects the difficulties getting rental developments started in the region.
Figure 2: Purpose-built rental apartment starts per 10,000 population, January to June, select CMAs
Sources: CMHC, Conference Board of Canada; CMHC calculations
Condominium apartment starts were stable, though outlook appears weak
Compared to purpose-built rental starts, condominium apartment starts—the most-built housing type in the CMA— saw only a small annual decline over the first half of 2024 (-1%). There were notable differences by location, however. In the City of Toronto, condominium development fell 33%, while it more than doubled in the region’s suburban areas, led by Pickering, Oakville, Mississauga, and Vaughan.
Weak investor demand explained the slowdown in the City of Toronto. According to our Rental Market Survey data, this is the area of the CMA that has the highest investor ownership of condominiums. Potential investors were discouraged by the higher prices for new units in the urban core in a higher interest rate environment (the combination of high prices and rates has limited profitability). Decreased demand from investors suggests there may be fewer rental options in the future, as investor-owned condominiums are an important source of rental supply for the region.
Lower housing starts a precursor to worsening affordability
Fewer housing starts along with a growing population and an existing supply shortage are troubling signs for housing affordability in Toronto, which has already long been strained.
Improvements in financial and macroeconomic conditions, fewer regulatory burdens, and productivity growth in the construction sector are needed to increase housing starts at scale. Fortunately, interest rates have continued to decline and progress has been made on addressing the last two items through recent government initiatives at various levels to:
• Adapt building codes to support factory-built housing
• Support standardized building designs
• Remove zoning barriers and parking minimums
• Provide needed infrastructure funding
• Grow and train the construction workforce
STOP THE BAND-AIDS AND START ADDRESSING THE SUPPLY:
THE REAL SOLUTION TO TORONTO’S HOUSING CRISIS
By Adrian Rocca, CEO and Founder, Fitzrovia
Canada’s housing crisis is ultimately a supply problem. The solution should be simple: build more homes in major cities like Toronto, where the population is projected to reach 7 million by 2035. But the opposite is happening. According to September 2024 data from CMHC, housing starts in Toronto have dropped 20% yearover-year, even from an already low base. If we aren’t building today, where will tomorrow’s population live?
The clock is ticking. As housing developers, we need to put more shovels in the ground now, starting by addressing the economic and political barriers hindering rental market supply.
Extending mortgages won’t solve the housing crisis
This fall, the federal government extended mortgage amortization for first-time buyers and raised the cap on insured mortgages, hoping to help more people buy homes with smaller down payments. But will increasing debt burdens solve this crisis?
Consider Toronto, where a 600-square-foot condo costs about $737,000, requiring an $85,000 down payment and nearly $4,800 per month in mortgage and upkeep. For households earning between $75,000 and $200,000, homeownership remains
a significant challenge. Over 1.3 million Toronto households fall into this income bracket, often unable to afford a down payment without family assistance. These households, making up 25% of the city’s population, can afford rents of $1,750 - $5,000 per month, yet struggle with the cost of buying.
Renting can make more sense for some households, including many within the above income bracket. Renting a 600-square-foot unit can save about 40% monthly compared to ownership costs, freeing up cash flow for savings and investment. In Europe, more than half the population rents, compared to less than a third in Canada. It’s time to reduce the stigma around renting in Canada, and it starts by building and introducing more high-quality rental communities that meet the needs of families and individuals alike.
Purpose-built rentals: the key to long-term stability
Purpose-built rental housing is central to solving Canada’s housing crisis. Unlike condos, which can be volatile investments with high turnover, purpose-built rentals offer long-term stability and a sense of community.
Take our new development, ElmLedbury, at Queen and Church in Toronto. Adding 542 units to the market, it’s more than a rental building—it’s a community designed
for modern renters. Residents will find amenities like Bloomsbury Academy, a Montessori-inspired early childhood learning centre; a Cleveland Clinic virtual healthcare room; and daily barista service, all just an elevator ride away. The building includes a commercialgrade gym, a professional basketball court, and social spaces like a rooftop terrace with a pool. Purpose-built rental isn’t just about filling units; it’s about creating spaces where people can put down roots and build their lives.
Alongside new developments, it’s also essential to invest in upgrading existing rental stock. Through our Maddox division, we acquire older buildings and substantially invest to modernize them, raising their quality to meet today’s standards. These upgrades range from façade modernization to landscaping enhancements and new communal amenities, creating value for residents and investors alike.
At Fitzrovia, our vertically integrated model—controlling development, funding, construction, and property management—allows us to build faster and deliver projects 1218 months ahead of comparable developers. But the current economics are stalling projects for many developers. To meet demand, we need policy changes to make the numbers work for the entire industry.
Government support Is key to unlocking rental supply
To build more rental housing, we need bold government action, including HST waivers for preSeptember 2023 construction and a full 20-year property tax abatement for all new rental projects. This isn’t about tax cuts; it’s about capital redirection. For every dollar saved on taxes, we could reinvest $30 into building more homes, getting them to market faster.
Additionally, rental developers need relief from development charges, which have spiked by an average of $32,000 per unit for new high-rise
units in the GTA over the past two years. Redirecting this capital toward subsidizing 30,000 additional homes could free up nearly $1 billion to address housing needs. Instead, development charges often sit unused in reserve funds, rather than benefiting communities in need. Government officials have been responsive, and recent efforts to reduce red tape in development approvals have shaved seven months off timelines in the GTA over the past two years. Every month saved cuts up to $5,576 in per-unit costs, making a significant difference. However, we need continued progress in streamlining approvals and offering tax relief to attract investment back into Canadian real estate.
Attracting investment back to Canadian housing
Without additional incentives, investors may continue to favour markets with higher returns, like government bonds, rather than contributing to Canada’s housing supply. Real incentives can attract
capital back to Canadian housing, building real homes for real people. By working together, governments and developers can ensure that we meet Canada’s housing demand with quality rental options, laying the foundation for a stable, sustainable future.
• Fire Alarm Systems
• Sprinkler Systems
• Smoke Control Systems
• Fire Safety Plans
• Fire Warden Training/Drills
• Consulting
• Engineering
• Project Management
• Integrated Systems Testing (CAN/ULC-S1001)
• And more
CREATING VALUE FOR PEOPLE AND PLACES THROUGH ENVIRONMENTAL STEWARDSHIP
By Colleen Krempulec, Managing Partner, Head of Sustainability and Brand, Hazelview Properties
Hazelview ranked first within GRESB peer group for Canadian multifamily standing investments portfolio and achieved GRESB Green Star status for both developments and standing investments
In the ever-evolving landscape of rental housing, Hazelview stands out for its steadfast commitment to creating sustainable and thriving communities. We believe that creating true value goes beyond brick and mortar—it's about fostering a sense of place and taking responsibility for environmental and social sustainability. Our mission is to build a future-ready real estate business that is not only sustainable but also resilient and equitable, underpinned by our dedication to ethical practices, transparency, and proactive environmental management.
Hazelview achieves GRESB Green Star status
Hazelview is proud to announce our 2024 Global Real Estate Sustainability Benchmark (GRESB) results, achieving an overall score of 80 and ranking first among our peer group in the Canadian multifamily, non-listed category. Additionally, we attained GRESB Green Star status within both the GRESB Development and Standing Investments benchmarks, showcasing our commitment to continuous sustainability improvements.
Setting the bar high: 100% green building certification
In 2023, we set an ambitious goal: achieving 100% green building certification for our entire multifamily portfolio. This objective required significant investment, not just in physical upgrades but in the people driving these changes. This endeavour is more than just meeting a target; it's about redefining what it means to be a responsible housing provider in today's world.
The certifications, which include Building Owners and Managers Association (BOMA BEST) and Canadian Certified Rental Building Program (CRBP/Living Green™), led to enhanced management practices and informed our capital investment strategy. To start, we assessed our portfolio’s environmental performance against the rigorous standards of these certifications.
The BOMA BEST Sustainable Buildings certification evaluates 10 key areas, including energy, water, waste, health and wellness, air quality, and stakeholder engagement. Similarly, the CRBP certification requires adherence to 55 industry-leading standards, 10 of which focus on environmental factors.
To meet these criteria, our teams across Hazelview collaborated closely, managing data and preparing properties for audits. This comprehensive effort strengthened our sustainability practices and continues to shape our approach to property management.
A holistic approach to environmental management
Creating sustainable communities begins with understanding the intricacies of environmental management. We adopted a comprehensive approach that integrates cutting-edge technology and data management to enhance operational efficiency. Using IBM’s ESG reporting software, Envizi, along with robust utility billing systems, we meticulously track energy, water, waste, and greenhouse gas (GHG) emissions across our portfolio. This data-driven strategy, paired with portfolio-wide environmental audits across all 200+ properties, helps us identify where we can improve and make the most meaningful impact.
One of our most notable achievements in 2023 was a $7 million investment in energy efficiency upgrades and successful piloting of innovative technologies. These included high-efficiency building envelope enhancements, LED lighting retrofits, and highefficiency heating and hot water system replacements. We also piloted several new technologies to support the reduction in scope 1 & 2 GHG emissions.
As a result, we saw an 8.1% reduction in energy use intensity across our properties. Moreover, our efforts to decrease GHG emissions through initiatives like highefficiency boiler installations led to an overall 6.3% reduction in emissions intensity.
Riverside Towers: A case study in sustainability
Riverside Towers, a property acquired in 2022, exemplifies our environmental stewardship. Through strategic upgrades such as electric heating controls,
smart irrigation systems, and a comprehensive LED lighting retrofit, we achieved an impressive 8% reduction in energy use and a 20% reduction in water consumption within just one year. This property serves as a blueprint for our future projects, demonstrating the tangible benefits of investing in sustainable building practices.
Innovating for a greener tomorrow
At Hazelview, our commitment to sustainability extends beyond meeting regulatory requirements. We actively explore and invest in innovative technologies that have the potential to transform our operations.
Through Hazelview Ventures, a venture capital business that invests and partners with innovators in the proptech, buildtech, and cleantech sectors, we have the unique ability to collaborate with early-stage technology companies like SensorSuite to pilot innovative solutions that enhance our buildings' environmental performance. For example, using SensorSuite’s platform, we can easily identify retrofit projects that will significantly reduce energy and water consumption.
In 2023, we piloted Lamarr.AI technology, which employs drones and machine learning to scan building envelopes, identify inefficiencies, and recommend energy-efficient upgrades. This cutting-edge approach, tested at a Hazelview property in Toronto, sets the stage for more intelligent and impactful environmental management. This collaborative approach allows us to stay ahead of industry standards and continuously improve our environmental impact.
Building a culture of sustainability
Our sustainability journey is not limited to physical infrastructure—it also involves engaging and educating our residents. Our “Sustainable Apartment Living” event in January 2024, hosted by leading environmental journalist Candice Batista, was a resounding success, offering practical tips for eco-friendly living. Over 230 residents attend the event and cited a 94% satisfaction
rate, with 88% of attendees expressing interest in future initiatives. These engagements are part of our broader strategy to integrate residents into our sustainability mission, transforming them from passive occupants to active participants in creating a greener future.
Data-driven decisions for a sustainable future
The adage “what gets measured gets managed” is at the heart of our environmental strategy. We have developed a robust data management plan that ensures consistent and accurate data collection across our properties. This framework has allowed us to increase our waste data coverage by 33%, water data by 3%, and energy data by 15% in 2023 alone. This meticulous approach enables us to set precise targets and track our progress, ensuring that we remain accountable to our sustainability commitments.
Investing in the future: Over 50 capital projects in 2023
Our dedication to environmental stewardship is evident in the sheer scale of our investment. In 2023, we implemented over 50 capital projects aimed at improving our properties' environmental performance. These projects included installing nine new building automation systems (BAS), eight high-efficiency boilers, and full-building window replacements across multiple properties. These upgrades not only enhanced energy efficiency but also improved resident comfort and reduced our overall environmental footprint.
Looking ahead: A sustainable vision for the future
As we look to the future, our commitment to environmental stewardship remains unwavering. We are on track to have 100% of our properties environmentally audited by the end of 2024, ensuring that our sustainability practices are not just effective but exemplary. Our focus will continue to be on leveraging data, innovation, and community engagement to create value for people and place.
At Hazelview, we believe that the true measure of success is not just in what we build but in the legacy we leave behind. Our journey toward environmental stewardship is far from over, but with each step, we are creating a more sustainable, resilient, and equitable future for all.
THE BUSINESS OF GIVING BACK: ENHANCING RENTAL COMMUNITIES THROUGH RESIDENT ENGAGEMENT
By Jessica Green, Director, Communications, Greenwin Corp.
Recently, the FRPO team reached out to Greenwin to learn more about an on-site community mural project in Hamilton—a collaborative effort between STEPS Public Art, Clear Eyes Collective, and an enthusiastic, supportive client. With our incomparable Community Engagement Manager Ossana Ber at the helm, the project brought residents, managers, and community leaders together to shape a shared space where residents can ultimately feel a genuine sense of ownership. Through a series of educational sessions, residents shared their creative ideas, learned street art techniques, and worked alongside neighbours to bring the mural to life.
We’re often asked: Why does Greenwin invest so much in community initiatives? What’s in it for you? The answer, in short: a lot. Our partners understand that our mandate is to reach beyond the transaction. Many of you, like us, wove this approach into your corporate culture long before ESG became the MVP of KPIs. At a macro level, we want to be catalysts for community impact because it’s the right thing to do. But in the simplest terms, building strong community relationships doesn’t just improve ESG metrics—it drives business growth.
Over the past few years, resident expectations have evolved beyond the basics. Our renters seek vibrant, connected communities where engagement, events, and a sense of belonging aren’t just perks, they’re priorities. This shift reflects the increasing onus on property managers to actively foster inclusive environments that bring people together, create meaningful interactions, and enhance overall quality of life.
simplydbs, an industry leader in resident engagement and feedback portals, recently published that over 50% of Canadian renters are renting by choice. Between an overall preference to lifestyle needs, Canadians are actively choosing to rent over home ownership. And they have big expectations. “Data from the past 24 months shows a consistent trend: the majority of residents want engagement through custom programming,” says Sarah Segal, Co-founder and CEO of simplydbs. By diligently measuring resident sentiment, we gain valuable insights into very specific needs and preferences, enabling us to tailor activations in ways that offer tremendous value. She adds, “Residents especially appreciate sustainability initiatives, as well as events centred around food, activity, and environmental awareness, which consistently receive higher satisfaction scores.”
Community first, return to follow
It’s not news that a community-first mindset is at the core of creating positive rental experiences. By shifting from reactive property management to proactive resident engagement, Greenwin has built trust and loyalty among our residents. Our approach in Hamilton is just one example of how community engagement contributes to stronger, safer, and more resilient neighbourhoods. Activities like communal events and resident support programs encourage participation, which leads to:
• Deeper resident relationships
• Reduced turnover
• Stronger long-term occupancy rates
Segal continues, “The survey strategy goes beyond addressing resident complaints—it produces opportunities for housing providers to create spaces where residents feel heard, valued, and connected.”
The impact of engagement on retention & stability
Engaged residents are more likely to renew leases, care for their homes, and contribute to neighbourhood stability. “Residents want programs that support mental health, youth development, and local volunteerism,” explains Segal. “It’s this type of programming that empowers renters to thrive beyond their apartment walls.” For property managers, fostering such environments delivers business benefits such as:
• Lower vacancy rates
• Fewer disputes
• Enhanced property value over time
Throughout our portfolio, community-building efforts include initiatives such as family events and workshops focused on resident well-being. These engagements strengthen the social fabric of our buildings, creating a bond that goes beyond the conventional resident-housing provider relationship.
Aligning business goals with social responsibility
Integrating community outreach into business strategies also aligns with broader corporate social responsibility goals. Greenwin’s focus on resident engagement is a model for how real estate companies can generate both financial returns and social impact. (It would be helpful if the media could acknowledge that the two aren’t mutually exclusive. But that’s for another article.) This approach supports not only resident well-being but also enhances the company’s reputation as a socially responsible housing provider.
The case for community building is both compelling and multifaceted. Community-centred initiatives, such as the Hamilton mural project, illustrate the tangible benefits of going beyond traditional property management to foster connected, engaged, and empowered resident communities—an approach that yields significant business advantages. Engaged residents are more likely to renew leases, maintain their homes, and contribute positively to their neighbourhoods, which in turn helps maintain or increase property values.
Beyond financial metrics, community building aligns closely with corporate social responsibility, enhancing the company’s reputation and positioning it as a socially conscious leader in the real estate industry. Ultimately, prioritizing community initiatives offers a substantial return on investment—creating not only thriving, resilient neighbourhoods but also ensuring long-term business growth.
Building a community-driven strategy
1. Assess resident needs: Use surveys, feedback portals, town halls, and/or community meetings to identify key concerns and celebrate areas of success.
2. Partner with local organizations: Collaborations with non-profits can provide valuable resources and amplify impact.
3. Create regular programming: Events that cater to various needs and demographic groupings nurture inclusivity and provide enhanced value back to residents. For example, in a community often faced with food insecurity, planning events around food education and supply may have a higher impact.
4. Measure impact: Use feedback and retention metrics to track engagement success over time.
ONTARIO’S APARTMENT MARKET FACES TIGHT CONDITIONS DESPITE SLOWING RENT GROWTH
By Peter Altobelli, Vice President and General Manager, Yardi Canada Ltd.
Ontario’s multifamily apartment market continues to experience tight conditions, even as rent growth begins to moderate. According to Yardi’s latest Q3 2024 multifamily report and RentCafe rental interest report, the province faces rising in-place rents, low vacancy rates, and declining turnover—indicators that demand for housing remains high despite ongoing affordability concerns.
Economy shows modest growth
Ontario’s economy has shown signs of modest improvement, with GDP growing at an annualized rate of 2.0% in 2024. This growth is driven by key sectors such as retail, energy, and finance. However, the unemployment rate increased to 6.5% in September, highlighting ongoing challenges in the labour market, according to Ontario’s Long-Term Report on the Economy
Although inflation has slowed, with the Bank of Canada cutting interest rates to 4.25% in a bid to stimulate the economy, the effects on the housing market are yet to be seen. The extension of mortgage amortization periods from 25 to 30 years may provide some relief for homebuyers, but could inadvertently push home prices higher, further limiting rental supply.
Rent growth remains high despite deceleration
The average in-place rent for Ontario’s two-bedroom units rose to $1,699 in Q3 2024, representing a year-
over-year increase of 4.9%. Although rent growth has decelerated compared to the peaks of recent years, this figure remains significantly higher than historical norms. Despite the slowdown, Ontario’s rental market still reflects elevated demand amid affordability challenges.
The rise in rents continues to be driven by supply shortages, population growth, and increased demand. While new housing initiatives are on the horizon, they have not yet provided relief for many Ontarians who are struggling to keep up with rent increases.
Vacancy rates show little improvement
Ontario’s two-bedroom vacancy rate edged slightly higher to 2.4% in Q3 2024, up from 2.3% in the previous quarter. This minor increase, while notable, doesn’t signal a meaningful improvement in availability. The rate remains far below what’s considered a balanced market and continues to reflect tight housing conditions. The province's major cities, including Toronto and Ottawa, are still grappling with high demand and limited rental options.
This persistent low vacancy rate is further exacerbated by a growing population. With over 1 million new immigrants expected to settle in Ontario by the end of the year, the province’s rental market will likely remain under pressure in the near term.
Turnover reaches historic lows
The annual turnover rate for Ontario’s two-bedroom units rose to 13.1%, the highest level this year. This marks a continued stagnation as more renters choose to stay put rather than risk the financial burden of relocating. Moving costs, combined with the high cost of living and limited rental availability, have made mobility less attractive.
Turnover is particularly low in Toronto, where the turnover rate for two-bedroom apartments is just 9.7%, indicating that renters are holding onto leases as prices rise. By contrast, other Ontario CMAs, including Hamilton, Kitchener–Cambridge–Waterloo, London, and Ottawa–Gatineau, have turnover rates above 14.3% Ottawa–Gatineau shows nearly double the turnover rate of Toronto, reflecting more movement in these regions and a relatively greater availability of units.
Emerging cities report: Ontario still in high demand
Released in October 2024, Yardi’s RentCafe rental interest report analyzes millions of interactions on RentCafe.com. The report ranks cities based on factors like apartment availability, listing views, and saved searches. For this quarter, it reveals a fascinating trend: Ontario remains a top destination for renters, with
cities like Kingston, London, Niagara Falls, and Ottawa ranking among the top 10 emerging cities. However, the report also highlights a shift—renters are increasingly drawn to mid-sized cities across Canada. Winnipeg, Saskatoon, and Edmonton take the top three spots for renter interest, likely due to their affordability, quality of life, and job opportunities.
Addressing the challenges ahead
Ontario’s multifamily market remains in a state of flux, with rent growth slowing but still substantial enough to impact affordability. The province continues to face challenges related to supply shortages, high demand, and a rapidly growing population.
While policymakers are beginning to take steps to address these concerns—such as increasing housing supply and extending mortgage terms—these measures will take time to impact the market. In the meantime, renters in Ontario will continue to navigate a challenging rental landscape, with affordability and availability top of mind.
For more detailed insights and data, download the full Yardi Q3 2024 Multifamily Report.
DEALING WITH BED BUGS IN MULTI-UNIT BUILDINGS
By Tony Mannix, Owner and Founder, Bed Bug Authority Canada Ltd.
Tony Mannix, owner and founder of Bed Bug Authority Canada Ltd., has been successfully operating his business in the Greater Toronto Area for over 10 years. He specializes in eliminating bed bugs in private homes, rental properties, and high-rise multi-unit dwellings, including social and senior housing. This qualifies him as an expert on the subject of bed bugs, the extermination processes, consulting, and management.
Bed bugs are parasitic insects that have adapted over thousands of years to coexist with humans and depend on them exclusively as a source of food and hydration. They reproduce at the highest rate when their host is a constant presence and temperatures are between 22°C and 26°C. This would be a typical environment in many homes during the summer
months. Feeding time is particularly easy overnight when the host is asleep in a still position for a long period of time.
It is often said that the most difficult part of bed bug control is the management of the home’s occupants. This is particularly true in high-rise, high-density, multi-unit dwellings, especially with a lot of people living in close quarters and interacting through common areas. This includes lobbies, elevators, laundry rooms, refuse rooms, and hallways.
Problems can be compounded with those who are nonreactive to the bites of bed bugs, who can live with them without being bothered or are unaware of their presence. There are seniors and those suffering disabilities who don’t have
the physical ability to check beds and furniture for their presence. There are those who will not take ownership or any responsibility of an infestation in their home despite being affected, and those who will drag contaminated mattresses, bed frames, and couches through hallways and elevators unknowingly contaminating surfaces along the way. There are the non-compliant who will not follow exterminator preparation instructions, or there can be cultural issues and language barriers between occupant and landlord. For these reasons, it is imperative to build a strong relationship between occupant and landlord, streamline communication efforts and have bed bug education and preventative practices fully accessible and available to all.
A successful extermination process should be carried out with the alliance of the landlord, home occupants, and the extermination technician. One of the key factors is that the occupants, who are directly involved, are educated on the do’s and do not’s and how to prepare properly prior to treatment.
Best treatments for bed bugs
Some common terms used in relation to an extermination process are insecticides, ovicides, toxicity, and residual.
Insecticides are substances that are poisonous to insects.
Ovicides are substances that are poisonous to eggs.
Toxicity is the degree of how poisonous a substance is based on the mass of the subject and how much of the substance is consumed.
The residual of a toxic substance is the length of time that it will remain potent on a surface.
Heat treatment
How it works: Most living organisms including bed bugs will die if subjected to temperatures exceeding 40°C. The period of time necessary to achieve death is dependent on their body mass. Professional exterminators use specialized equipment to heat infested areas to around 120°F (49°C) and higher, killing bed bugs at all life stages (eggs, nymphs, and adults).
Effectiveness: This is one of the most effective methods since it penetrates furniture, walls, and cracks.
Pros: There is no resistance. It is not reliant on a host as a lure to attract the bugs to walk through treated surfaces.
Cons: It can be expensive and requires professional services, and the occupants have to vacate for at least eight hours. There is also a very short residual.
Chemical treatments (insecticides)
How it works: These chemicals kill bed bugs on contact.
Effectiveness: It varies depending on the level of resistance bed bugs may have developed to certain chemicals.
Pros: Chemical treatment is available for both professional use and DIY.
Cons: Some bed bugs may have developed resistance to common insecticides; it may have no effect on eggs, and multiple treatments may be needed. Products available to a non-licensed individual are less effective if not ineffective.
Steam treatment
How it works: High-temperature steam is applied to areas where bed bugs are hiding, including cracks, furniture, and mattresses. Steam kills bed bugs and their eggs on contact.
Effectiveness: It kills bed bugs effectively in infested areas where the steam can reach.
Pros: It is non-toxic, chemical-free, and kills bugs at all stages.
Cons: It is labour-intensive, surfaces have to be subjected to the steam at a rate of at least 1” every four seconds, and it may not reach deeper infestations inside walls or furniture. It has a very short residual.
Desiccant powders (silica, diatomaceous earth)
How it works: These powders dry out the exoskeletons of bed bugs, leading to dehydration and death.
Effectiveness: It is highly effective over time but slow-acting.
Pros: It is long-lasting and non-toxic. Cons: It takes time to work, and bed bugs must come in direct contact with the powder.
Bed bug traps and encasements
How it works: Traps like ClimbUp interceptors can be placed under bed legs to catch bed bugs trying to climb up. Mattress encasements can trap bed bugs inside and prevent them from hiding.
Effectiveness: They are good for monitoring and isolating infestations but are not standalone solutions for getting rid of them.
Pros: They help contain and monitor infestations.
Cons: They work best when used in combination with other treatments.
Choosing the best treatment
The best treatment is going to be that which is provided by a professional. A professional structural exterminator will have the tools and expertise to carry out the job successfully.
Best practice involves what is referred to as Integrated Pest Management (IPM), which is the integration of combined methods, products, and strategies.
The ultimate and most effective treatment is going to be a heat treatment combined with chemical pesticides including the desiccant dust, along with monitoring, prevention, and education. It also requires proper preparation by the occupants of the home and personal clothing to avoid the possibility of re-infestation by leaving the property and returning while carrying live bugs.
WHY SECURE, CONVENIENT PACKAGE DELIVERY SHOULD BE A PRIORITY FOR MULTIFAMILY PROPERTIES
By J Mburu, Amazon Key, CA
The modern delivery landscape has fundamentally shifted consumers’ engagement with commerce and altered their expectations of how they receive goods today. Recent reports indicate that e-commerce sales in Canada have grown significantly in recent years.
More and more, customers expect their deliveries to get to them faster. In 2023, for example, Amazon delivered to Prime members at the fastest speeds ever globally, with more than 7 billion units arriving the same day or the next day. To prepare for this year’s holiday season, Amazon is hiring up to 9,000 workers across Canada to meet consumer demand.
As more people move back to cities and work mandates revert to pre-pandemic norms, multifamily properties in Canada will continue to see tremendous growth in the number of parcels coming through their doors, creating a number of challenges for property managers, residents, and delivery drivers.
Package delivery pain points
Package rooms overflowing with boxes and lobbies stacked high with daily deliveries are an all-toocommon scenario in multifamily properties. According to Multifamily Insiders, 32% of package thefts occur in multifamily properties, especially during peak season, and 68% of onsite staff have reported spending up to four hours per week managing deliveries.
In addition, drivers delivering to multifamily buildings in cities may face challenges like
limited parking availability and difficulty gaining entry, resulting in delayed and missing deliveries and unmet customer expectations.
Smart access solutions
Smart access solutions that enable easier deliveries can alleviate these pain points and improve the experience of property owners, staff, and residents. They do this by helping to reduce the time staff spends managing packages, improving your operational efficiency, and bolstering resident satisfaction.
As the volume of packages delivered to homes and businesses has surged, innovative access solutions have never been more critical. The most comprehensive of these solutions offer additional benefits on top of streamlined deliveries.
Smart access solutions like Amazon Key, which is free for eligible properties, help facilitate easier access for staff, residents, and visitors, and enable them to stop scheduling their days around the need to provide entry. They also help enhance both package and property security by verifying delivery personnel before providing access into buildings.
Prioritizing security
Speaking of security, here are some additional steps you can take to enhance the safety of your property and your residents’ packages:
a) Package tracking
Use apps or systems that allow residents to track packages delivered to your property in real time.
b) Designated delivery areas
Designate a specific entrance for deliveries, or install secure package lockers that keep deliveries safe until residents are ready to retrieve them. Amazon Apartment Locker is an example of a secure, simpleto-use package delivery solution where residents can pick up their packages on their own schedule at no extra cost.
c) Clear signage and instructions
Post signs that guide delivery personnel to designated delivery areas, and let them know how to access secure delivery locations. Work with delivery providers to improve their understanding of your security protocols and keep delivery instructions up to date.
d) Security awareness training
Educate staff and residents on how to recognize suspicious behaviour and respond to security breaches.
e) Rules against tailgating
Work to prevent unauthorized visitors from tailgating
or piggybacking authorized visitors who receive access to the property.
f) Regular security audits
Conduct routine evaluations of your security systems and procedures to identify areas in need of improvement.
g) Community feedback
Encourage residents to provide constructive feedback.
Conclusion
In the highly competitive multifamily housing market, offering value-added amenities like streamlined access and secure package deliveries can be a powerful differentiator.
Implementing a smart access solution that provides those and other benefits can help your property stand out as a desirable option to prospective residents, while simultaneously helping to improve your staff’s operational efficiency.
Consider the peace of mind residents have with knowing a valuable delivery is secure and staff knowing they can focus on providing quality service to your residents even during peak delivery seasons.
Sources: The Real Deal whitepaper, NMHC, Multifamily Insiders Blog
Contact joemburu@amazon.com for more info
Making Tenant Insurance Effortless
HOW TO DEVELOP A LEASE-UP CAMPAIGN THAT CRUSHES IT
HOW TO DEVELOP A LEASE-UP CAMPAIGN THAT CRUSHES IT
By Tami Kenwell, President, Madhouse Advertising Inc.
Let’s face it: getting prospects to sign on the dotted lease line isn’t always easy. Sure, we all know we need to assess our market and the competition, figure out our ideal prospects, and determine how to wrap up our offering with a nice big bow. That’s Marketing 101. That’s why Madhouse uses a deliberately phased marketing campaign that goes beyond the basics to help our clients cross the finish line and get their new rental buildings quickly leased up.
Phase 1: Create a knockout brand.
You can’t sell without knowing what you stand for and who you want to sell to. When creating your brand, be relevant and relatable to your target audience. Reflect your core values, and don’t try to be something you’re not. Finally, be memorable. If nobody remembers you, you’re tossing marketing dollars into the wind. Madhouse can help elevate your existing brand or create a new, knockout brand that stands out in a crowded space.
Phase 2: Build awareness.
This phase isn’t always just about making prospects aware of your brand. Sometimes, you need first to sell people on the larger picture. One well-known developer transformed an underutilized area (Regent Park) into a mixedincome, mixed-use community with affordable housing rentals, condominiums, and public spaces by touting a “We’ve changed” message to first sell people on the neighbourhood. Once entrenched, the message of “Redefining urban living” then sold prospects on the brand. Supported by a dynamic digital strategy and online user experience that gave prospects a real-time feel for this great product, the campaign was a smash, leasing the majority of their 400-plus units while the entire city was under lockdown.
Phase 3: Trigger acquisition.
When you’re marketing purpose-built rentals that haven’t broken ground yet, you’re asking people to commit to something without bricks and mortar. This may be the toughest part of the marketing challenge because you need to pique interest and drive demand. Your reservation campaign should appeal to your prospect’s wish list by being intriguing (and appearing in the right places). Madhouse uses tried-and-true communications strategies to get brands noticed and prospects joining our clients’ registration lists.
Phase 4: Create engagement.
Once your prospect is on the hook, you’ll need to keep them there until your property opens. For all you know, they may be on several reservation lists! So, to sustain interest, start making prospects feel like a part of your community. Build a website with a community portal so they can keep checking on progress, an email campaign with progress reports and updates from interior designers and landscapers, fun promotions to keep registrants interested, and newsletters that introduce building initiatives and staff members.
Phase 5: Convert prospects into residents. Now it’s time to reel in interested prospects and get them to sign on the dotted line. Is your rental centre or model suite ready? Do you have wayfinding signage? Are rental agents trained and hired? Use your email campaign to invite prospects in to get a feel for the place. Make them feel special. They already like you if they’ve waited this long. It’s time to close the deal.
Phase 6: Retain your residents.
Any savvy marketer knows that the sale doesn’t end when the buyer (or renter, in this case) walks out the door. So, keep your residents engaged and strengthen that community feeling using your website, community portal, and newsletters. Ask for their feedback on how you can improve their building experience. Make sure property staff is accessible. Plan events for residents and staff to build community. Use a referral program to incentivize residents to bring in their friends and family. Remember, residents always have the option to move across the street, and it is way less expensive for you to keep them than to find a new customer.
The right marketing partner can help provide a market and competitor analysis, a strategic marketing plan to follow, and an impactful, stand-out brand with messages that target the right prospects.
Want to know more about Building Crazy Good® brands and unforgettable lease-up campaigns? Talk to the Madhouse team and start crushing it together!
Buildings solutions
The Federation of Rental-Housing Providers of Ontario (FRPO) is launching an exciting new initiative to collect and showcase positive member stories. Whether it’s a resident’s positive feedback, a community event, or a program that improves residents’ well-being, we are encouraging our members to share.
FRPO’s members play an integral role in providing safe housing and dynamic communities for countless Ontarians across the province. By spotlighting the positive efforts that members take day in and day out, we can showcase how Ontario’s professional rental housing providers work to help bring balance back to a market that continues to grapple with an availability and affordability crisis.
These stories will be featured in our quarterly newsletter and on social media. By sharing your experiences, together we’ll be able to make sure that hard work and resident engagement are recognized.
Submit your stories today and let’s celebrate the good—because every story matters!
https://frpo.org/member-story-submissions.html
16 York Street, Suite 1900, Toronto, ON M5J 0E6
2150 Islington Ave Suite 200 Toronto ON M9P 3V4
100 St Regis Cres S, Units 5-6, North York, ON M3J 1Y8
20 Eglinton Ave West, Suite 1200, Toronto, ON M4R 1K8
5061 Wellington County Rd 32 Guelph, ON N1H 6J4
First National Financial LP
Attn: Maria Broekhof T: (416) 593-2913 maria.broekhof@firstnational.ca
Hallmark Housekeeping Services
Att:Jarrett Rose T: (416) 748-0330 sales@ hallmarkhousekeeping.com
HP Renovations Inc
Attn: Randy Cicek T: (416) 838-8103 info@hprenovations.com
Informa Canada
Attn: Sherida Sessa T: (646) 740-1656 sherida.sessa@informa.com
JTS Mechanical Systems Inc
Attn: Josh Freiburger T: (519) 635-0022 josh@jtsmechanical.ca
Kingsgate Restoration Inc.
40 Belvia Road Etobicoke, ON M8W 3R3
2001 Sheppard Ave., E., Suite 500, North York, ON M2J 0A1
14 Ronson Drive, Toronto, ON M9W 1B2
91 Pippin Road, Concord, ON L4K 4J9
24 Rivalda Road, Toronto, ON M9M 2M3
201-462 Wellington St., West, Toronto, ON M5V 1E3
343 Preston Street Unit 220 Ottawa, ON K1S 1N4
1520 Trinity Drive, Unit 16 Mississauga, ON L5T 1N9
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70 Carson Street, Etobicoke, ON M8W 4Z6
5080 Commerce Blvd Unit B1 Mississuaga Ontario L4W 4P2
18 King St E, Suite 1400, Toronto, ON, M5C 1C4
1 York St Suite 1010 Toronto ON M5J 0B6
Attn: Yaz Yadegari T: (416) 917-8464 yaz@kingsgaterestoration. com
Mediaedge Communications
Attn: Kevin Brown T: (416) 512-8186 kevinb@mediaedge.ca
Metro Jet Wash Corporation
Attn: Brian DeCarli T: (416) 741-3999 brian@metrojetwash.ca
Multitech Contracting 2000 Inc.
Attn: Carlos Lopes T: (416) 990-4412 carlos@multitech2000.com
Nusite Contractors
350 Creditstone Road, Unit 201, Vaughan, ON L4K 3Z2
8133 Warden Ave, Suite 601, Markham, ON L6G 1B3
45 Red Maple Rd Richmond Hill ON L4B 4M6
400 McNeilly Rd Stoney Creek ON L8E 5E3
Attn: David Steinberg T: (416) 891-8195 dave@nusitegroup.com 31 Densley Ave., Toronto, ON M6M 2P5
Parity
Attn: Priya Shankar T: (416) 557-8871 priya.shankar@paritygo.com
Pomerleau
Attn: David Morley T: (613) 244-4323 david.morley@pomerleau.ca
Flynn Group Of Companies
Attn: Suzanne Mooney T: (416) 605-0412 suzanne.mooney@ flynncompanies.com
HD Supply Canada Inc.
Attn: Andrea Hullah T: (416) 677-3082 andrea.hullah@hdsupply.com
ICS Facility Services
Attn: Ron Boyko T: (905) 624-8668 sales@icsfacilityservices.ca
IRestify Inc.
Attn: Charlotte Gummesson T: (855) 964-7378 charlotte@irestify.com
Kijiji
Attn: Lionel Romain (416) 934-2040 lromain@kijiji.ca
Leading Edge Building Engineers
Attn: Anthony La Torre T: (289) 404-7333 anthony@lebengineers.com
Metergy Solutions Inc.
Attn: Craig Thornton T: (416) 649-1900 Craig.Thornton@metergysolutions.com
Midnorthern Appliance
Attn: Michael Gnat (416) 635-4835 mgnat@midnorthern.com
Norstar Windows And Doors Ltd.
Attn: John Vacca T: (905) 643-9333 jvacca@norstarwindows.com
Omega Superior Maintenance Inc.
2233 Argentia Rd, Suite 100 Mississauga, ON, L5N 2X7
100 Floral Parkway, Toronto, ON M6L 2C5
20 Upjohn Rd, Suite 103 Toronto, ON, M3B 2V9
900 - 1 Concorde Gate, Toronto, ON M3C 4H9
2370 Midland Ave., Unit a19 Scarborough, ON M1S 5C6
2375 Skymark Avenue Mississauga ON L4W 4Y6
40 King St. West, Suite 3700, Toronto, ON M5H 3Y2
2001 Albion Road, Unit 22, Etobicoke, ON M9W 6V6
145 Heartlake Road, Brampton, ON L6W 3K3
2816 Bristol Circle, Oakville, ON L6H 5S7
922 The East Mall Suite 200 Toronto, ON M9B 6K1
Attn: Alexander Christie T: (416) 523-3686 alexander@omegamaintenance.ca 7500 Martin Grove, Unit #6, Vaughan, ON L4L 8S9
Paul Davis Restoration Inc.
Attn: Stephanie Carmichael T: (416) 704-1734 stephanie.carmichael@ pauldavis.com
Precise ParkLink Inc
Attn: Adamo Donatucci T: (416) 398-4052 adonatucci@precisebi.com
Greater Toronto Apartment Association (GTAA)
Attn: Daryl Chong T: (416) 385-3435 dchong@gtaaonline.com
The Home Depot
Attn: Michael Lirangi T: (416) 571-8940 michael_lirangi@homedepot.com
Imperial Construction and Restoration Inc
Attn: Albert Sufa T: (647) 627-0009 contact@imperial-restoration.ca
Jones DesLauriers Insurance Management Inc.
Att:Jennifer Sparfel T: (647) 998-7712 jsparfel@jdimi.com
KingSett Capital
Attn: Steven Gross T: (416) 577-6320 sgross@kingsettcapital.com
Lincoln Construction Group
Attn: Anthony Taylor T: (416) 771-9483 anthony@lincolngroup.ca
Metro Compactor Service
Attn: Anannya Biswas T: (416) 743-8484 abiswas@metrocompactor.com
Moen
Attn: Michelle Oliver T: (416) 528-2170 michelle.oliver@moen.com
NoVi Engineering Ltd.
Attn: Joseph Visconti T: (416) 244-6161 jvisconti@novi-eng.ca
PAC Building Group
Attn: David Petrozza T: (888) 684-1524 david@pacbuildinggroup.com
94 Church Street, St. Catherines, ON L2R 3C8
80 Citizen Court, Unit 11, Markham, ON L6G 1A7
Registon Building Restoration LTD
Attn: Jay Sandhu T: (437) 922-4444 jay@registon.ca
2 Lansing Sq Toronto, ON M2J 4P8
Reliance Home Comfort
Attn: Tina Kalogeropoulos T: (416) 490-5989 tkalogeropoulos@reliancecomfort.com
4-271B Merritt Street, St. Catherines, ON L2T 1K1
Places4Students.com
Attn: Laurie Snure T: (866) 766-0767 laurie@places4students.com
Quality Allied Elevator
Attn: Philip Staite T: (905) 305-0195 pstaite@qaelevator.ca
Rentsync
Attn: Jason Leonard T: (905) 397-5088 jason@rentsync.com
22 Bramwin Court, Unit B, Brampton, ON L6T 5G2
100 University Ave, North Tower, Suite 400, Toronto, ON M5J 1V6
11 Progress Ave., Unit# 2, Scarborough, ON M1P 4S7
66 Leek Crescent, Richmond Hill, ON L4B 1H1
284 Richmond St E Toronto ON M5A1P4
2300 Yonge St, Suite 1600 North York, ON, M4P 1E4
3055 Lenworth Drive, Unit 2, Mississauga, ON L4X 2G3
PO Box 418 RPO Steeles W North York ON M3J 0J3
240 Richmond Street West, Toronto, ON M5V 1V6
Restorex Contracting Ltd.
Attn: David Petrina T: (905) 669-2835 david@restorex.ca 18 King Street East, Suite 1400, Toronto, ON, M5C 1C4
RJC Engineers
Attn: Philip Sarvinis T: (416) 977-5335 psarvinis@rjc.ca 855 York Mills Road, Toronto, ON M5J 1S3
Seasons Colours Limited
Attn: Klaudian Shehu T: (647) 285-2840 info@seasonscolours.ca
Solid General Contractors Inc.
Attn: Safiyyah Alibhai T: (905) 475-0707 safiyyah@solidgc.ca
Suite Excel Collections Inc.
Attn:Maricon Torres T: (416) 662-5382 maricon@secci.ca
Trigrand Inc
Attn: Artur Derraj T: (416) 712-8517 artur@trigrand.com
Unilux CRFC Corporation
Attn: Rezarta Dine T: (888) 627-6727 rezarta@uniluxcrfc.com
Wyse Meter Solutions Inc.
Attn: Peter Mills T: (416) 709-0079 pmills@wysemeter.com
Yuhu by HappyCo
Attn: Michael Raab (416) 992-9038 mike.raab@happy.co
ADVERTISING & PUBLISHING SERVICES
• Madhouse Advertising Inc
• Rental Housing Business (RHB) Magazine
• Warrior Digital
CONSULTING, TRAINING & ASSESSMENTS
• Ignis Building Solutions
• Municipal Property Assessment Corp.
• Performance Solutions Network Corp.
• Taeus Group Inc
ENERGY SERVICES
• Certified Building Systems
• DBS
• ECNG Energy L.P.
• Elexicon Group Inc.
• EVSTART Inc
• Metrosphere Light Corp
• Nerva Energy
• Novitherm Canada Inc.
ENGINEERING
• ABG Engineering Inc.
418 North Service Rd E Unit 200 Oakville ON L6H 5R2
100 Courtland Avenue, Concord, ON L4K 3T6
813 Longpre St Sherbrooke, QC J1G 5B8
491 Brimley Rd Unit 6 Scarborough, ON M1J 1A4
3390 South Service Rd Suite 201 Burlington ON L7N 3J5
255 Carrier Drive, 2nd Flr., Etobicoke, ON M9W 5Y8
100 Wilkinson Rd., Units 16-17 Brampton, ON, L6T 4Y9
Rhenti
Attn: Tomas Ronis T: (416) 886-3439 tomas@rhenti.com
Rogers Communications Canada Inc.
2300 Yonge St., Suite 500 Toronto, ON M4P 1E4
Attn: Greg Stokes T: (416) 446-6500 greg.stokes@rci.rogers.com 34 Leading Rd, Unit 14 Toronto, ON, M9V 3S9
Sherwin-Williams Co.
Attn: Ben Strong T: (647) 457-8618 benjamin.p.strong@sherwin.com
474 Iroquois Shore Rd Oakville ON L6H 2Y7
RioCan REIT
Attn: Michael Park T: (647) 300-1293 mpark@riocan.com
S.A.B Building Restoration
Attn: Mosammat Jabunnesa T: (647) 863-6677 jebbie@sabrestoration.com
Sky Contracting Inc.
Attn: Berat Bajrami T: (905) 820-5500 beratb@skyinc.ca
• Mann Engineering
• Pretium Engineering Inc
• Sense Engineering Ltd.
• Synergy Partners
• WSP Canada Inc.
• Wynspec Engineering
FINANCIAL
• Canadian Mortgage Capital Corporation
• Peoples Trust Company
FIRE SAFETY
• Accurate Fire Protection And Security
• Trace Electric INTERIOR BUILDING/ RENOVATIONS
• Absolute Ventilation Inc.
• All Professional Trades Services Inc.
• Altona Renovation Ltd.
• Beautiful Floors & Janitorial
• Ecobc
• Innovate Waste Solutions Corp
• Laumar Design Limited
Sparkle SolutIons
Attn: Maria Mascall
T: (905) 660-2282 Maria@SparkleSolutions.ca
Technologie Demtroys Inc.
Attn: Norris Satov T: (416) 435-0111 nsatov@demtroys.com
True Finish Contracting
2235 Sheppard Ave E Suite 1100 Toronto ON M2J 5B5
72 Corstate Ave., Vaughan, ON L4K 4X2
Attn: John Abboud T: (647) 979-1140 john@truefinishcontracting.ca 14 Meteor Drive Etobicoke, ON M9W 1A4
Westland MyGroup
Attn: Victoria Thornbury T: (844) 999-7687 vthornbury@ westlandmygroup.ca
Xcel Construction
Limited
Attn: Dave Pusateri T: (905) 599-2547 dave@xcelconstruction.ca
ZGemi Inc
Attn: Yusuf Yenilmez T: (905) 454-0111 yusuf@zgemi.com
• Modern Pro Contracting Inc.
• Neutral Contracting Group
• Quick and Bright Cleaning Services
LEGAL
• Dharsee Professional Corp
• Levitt Di Lella Duggan & Chaplick LLP
• Sheryl Erenberg & Associates
• Spar Property Paralegal Professional Corporation
• Zarnett Law Professional Corporation
MARKET ANALYSIS & RESEARCH
• Altus Group Ltd.
• Veritas Valuation Inc PAINTING
• Certa Pro Painters of Markham
• Pascoal Painting & Decorating Inc.
• Swift Painters
179 Henry Bessemer Bois-Des-Filion, QC, J6Z 4S9
5925 Airport Road, Suite 605, Mississauga, ON L4V 1W1
PEST CONTROL
• Bed Bug Authority Canada Ltd
• HomePro Pest Control
• Orkin Canada
• Pest Control Plus Inc.
REAL ESTATE/LEASING PROFESSIONALS
• Bonnie Hoy & Associates
• CBRE Limited
• EPIC Investment Services LP
• JDN Property Management
• Rentals.ca
• Skyview Realty Ltd.
• SVN Rock Advisors, Inc.
RETROFIT, RESTORATION & CONSTRUCTION
• Conterra Restoration Ltd.
• First OnSite Property Restoration
• Forest Contractors Ltd.
• Highrise Restoration Inc
• Index Construction Inc.
• Learmont Roofing Ltd.
Stephenson Engineering Limited
Attn: Mohsen Mansouri T: (416) 635-9970 mohsen.mansouri@ salasobrien.com
Torque
Attn: Ron Buffa
T: (905) 663-3334 rbuffa@torquebuilders.com
TruSeal Injection Inc.
Attn: Tania Stalteri
T: (800) 475-0776 info@trusealinjection.com
Wifiplex
Attn: Jonathan Carriere T: (888) 777-9778 jcarriere@wifiplex.ca
Yardi Canada Ltd.
Attn: Peter Altobelli T: (905) 671-0315 peter.altobelli@yardi.com
• Maxim Group General Contracting
• New-Can Group Inc.
• Roma Building Restoration
• ServiceMaster Restore of Mississauga SOFTWARE
• BuildingLink
• Lutendi Systems Inc
• Payquad Solutions
• Property Vista SUPPLIES
• H & S Building Supplies Ltd.
TENANT VERIFICATION/ INSPECTIONS
• Canadian Tenant Inspection Services Ltd.
• Gatemaster Inc.
• Rent Check Credit Bureau
WATER MANAGEMENT
• LEaC Shield Ltd
• Water Matrix Inc
• Watershed Technologies Inc.
• Watts Water Technologies (The Dictation Group)
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