The mandate

MELLEM is the residential rental brand of Maître Carré, a Montreal-based B Corp-certified developer. Performa has worked across four projects under the banner: Ville-Marie in the heart of Centre-Sud, Grace Dart on Sherbrooke Street where heritage charm meets contemporary living, Manoir-des-Trembles in Gatineau, and the upcoming Candiac in a TOD neighbourhood.

Performa was brought in to support the promotion of the full portfolio and to build a high-performing management infrastructure. The mandate covered a lot of ground: online lead generation campaigns, out-of-home advertising across bus shelters and metro stations, construction hoardings and leasing offices, newsletters and automated email sequences, direct mail, and ongoing campaign measurement and optimization. A CRM tied it all together, centralizing prospect management and maximizing leasing performance.

The results

– Thousands of qualified leads generated across the portfolio through coordinated multi-channel campaigns.
– Actionable business intelligence that traces every new tenant back to their advertising source, giving the team real data to sharpen media spend.
– Leasing rates that went far beyond expectations.