On February 4, over 1,000 real estate professionals gathered at the Palais des congrès de Montréal for the Quebec Apartment Investment Conference. Developers, investors, property managers and public decision-makers came together to tackle one critical question: how do you create successful real estate projects in today’s demanding and uncertain landscape?
Performa Marketing was there not only to network, but to listen. To understand what’s keeping developers up at night and the challenges they’re facing in 2026.
Because every project is unique. And before we build a marketing strategy, we need to understand the landscape to make sure it performs.
A market under pressure
The numbers speak for themselves. According to CMHC, new developments cost 15-30% more than resale properties. And immigration, which was propping up demand, has significantly slowed. Montreal’s vacancy rate now sits at around 8%.
In this environment, every marketing dollar needs to work twice as hard. Generic campaigns won’t cut it anymore. What’s needed are concrete strategies:
> A brand identity that truly resonates with the target audience
> Clear, precise brand positioning
> A sales strategy designed to fill units within a realistic timeframe
The unique DNA of the Samuel project
One workshop that really stood out at the conference focused on the Samuel project, an office building transformed into rental condos in the heart of downtown Montreal. A bold and unprecedented project that perfectly illustrates the challenges of repurposing an existing building.
The challenges:
> Demolition and reconstruction happening at the same time
> Daily planning adjustments to handle the unexpected
> Rethinking construction standards with every change to the existing structure
The opportunities:
> Unique character and an authentic story to tell
> Large windows, high ceilings and open-concept spaces
> Smart space repurposing: old central areas became resident lockers, freeing up basement space to create more parking spots to sell
What sets a project like this apart is the capacity to adapt and having the right partners around the table. At Performa Marketing, we work the same way, adjusting our strategies in real time as your project evolves.
Scale meets complexity with Radio-Canada and Molson
The challenges of large-scale urban projects
> Long-term planning with pre-development phases that can stretch up to 5 years
> Trying to balance heritage preservation, affordability, environmental certifications, social acceptability and more
> Weighing costly shared amenities against essential features
The opportunities
> Building thoughtfully designed neighbourhoods leveraging the latest industry innovations
> Offering a broad range of housing types, from social housing and affordable units to rentals, condos, studios and large family homes
> Making a real difference with social issues like homelessness by bringing the right partners together
Resilience and collaboration are no longer optional. They are essential for building large-scale neighborhoods that improve quality of life for everyone.
Overcoming uncertainty
The market is shifting. It now takes most first-time buyers more than 11 years to save for a down payment.
According to Desjardins, policy rates are expected to hold steady in 2026, but homeowners who locked in very low fixed rates will face a significant jump at renewal. Construction costs are expected to climb around 4%, driven largely by rising wages.
Layer in geopolitical uncertainty, labour challenges and increasingly cautious buyers, and it’s clear why every decision counts.
At Performa Marketing, we work with diligence and transparency, and performance is at the heart of everything we do. We take the time to understand your challenges and ambitions, making sure every action contributes to your success.
What drives us
We’re not an agency that relies on ready-made formulas. We’re your strategic partner, building tailored solutions grounded in the reality of your market. No matter the project, we:
> Create solid brand identities
> Optimize every dollar invested
> Adapt strategies as needed along the way
> Maintain our core mission of making sure your project is 100% sold or leased
Because we understand that’s the metric that matters most. Ready to talk strategy? Reach out to Performa today.
