When GWL Realty Advisors (GWLRA) builds new purpose-built rental developments, it stresses to its construction teams that they’re meant to last, says John Bannock, the firm's vice-president, development.

“We point out to our builders, ‘This is here for a long time,’” he says. “I have to make sure it’s it’s going to look as good in 30 years as it is today.”

The materials and infrastructure that go into its rental buildings are designed to last. “I wouldn’t want to say we’re building Cadillacs, but we’re building strong, robust, long-term buildings.”

Bannock and Erica Penrose, senior vice-president, residential at GWLRA, underlined the durability of the company’s rental projects during a tour of the nearly completed second tower of Le Livmore Ville-Marie in downtown Montreal’s Quartier des Spectacles area. 

The 45-storey, 429-apartment second tower joins the 35-storey Phase I of Livmore Ville-Marie at 1180 de Bleury St. which was completed in 2022. The first 19 storeys of the Le Livmore II have been delivered, and the entire building is to be completed by November. 

Overall, the upscale rental development cost about $400 million.

Penrose says that prior to construction of each building, the GWLRA team meets to decide on every detail, from tiles to corner guards. The aim is to ensure buildings will be durable, deliver optimal value to tenants and not be a hindrance to the operations team “because we are going to be managing it for quite awhile. We’re not developing to then sell.”

Major apartment developments in the area

The 396-unit first tower is stabilized with about 92 per cent of units leased, Penrose says. She notes the area is very competitive as two other major multifamily developments nearby have been delivered this year – Devimco’s 700-unit Maestria at 1235 de Bleury and Divco’s 245-unit Serra at 1124 de Bleury. 

The federal government’s decision to reduce immigration to Canada has reduced demand, Bannock says. External factors sometimes introduce wrinkles into plans, he notes, but “you kind of shake yourself off and (say) ‘Okay we’ll deal with it.’” Once tenants move in, word of mouth does the trick, he says. 

Tenants in the first tower include young professionals, students, foreign residents on work permits and professionals who work in the city during the week and travel home on weekends, Penrose says.

About five per cent of units in the second tower are leased, as lease-up has only recently begun. Sixty-five per cent of second tower units are one bedroom, 30 per cent are two bedrooms and the rest are bachelors or three bedrooms.

Penrose says GWLRA aims to outpace the market with its customer service offering: “There is a value proposition with how people are being treated when they enter our doors.”

New tenants at Tower II of Le Livmore are being offered one month of free rent if they sign a two-year lease. “We see strategic value in offering two-year leases,” Penrose says, noting longer leases help “blend out the ebbs and flows” of rentals.

Shared amenities in Le Livmore's two towers

Amenities in the two towers are shared. They include a large mix of co-working spaces that include private offices, banquet-style work booths and collaboration areas with open seating around large tables.

Additional coworking spaces are available in the second tower, including in the lobby.

Penorse notes that lounge spaces have also become popular work-at-home areas in Le Livmore because “people don’t want to stay in their unit. They need a change of scenery. It’s almost like coming together to be alone.”

Other amenities include a large outdoor terrace with gas BBQs, fitness room, swimming pool, sauna and yoga room, dog run and pet spa, library lounge with fireplace, screening room, private wine cellar and a speakeasy-style secret room.

With the arrival of the second tower, the outdoor terrace has been enlarged with new features such as a climbing wall and giant chess board.

Only 40 per cent of units in the second tower have balconies. “That’s why we did that grand exterior space,” Penrose says. 

Ground-floor commercial offerings

About 5,000 square feet of commercial space is available in Tower II, potentially for tenants like a restaurant and café that would act as “a convenience factor” for residents and an extension of the amenities, Penrose says.

Having retail also allows the development “to engage with the street rather than just putting a façade up (with) no personality,” Bannock says.

Le Livmore is targeting LEED Silver certification. The development includes high-performance glazing, a hybrid heat pump system, sensors on much of the lighting and a recycling program.

Fun fact: Part of the second tower had to have a cut-out, to ensure it complied with a municipal bylaw that requires there be a clear viewline from the Clock Tower in the Old Port of Montreal to Mount Royal.

Penrose notes only 13 per cent of Montreal’s rental stock was built after the year 2000. “We are attracting and building and designing for those that are looking to move up in the housing market.” 

She says the company’s philosophy is to develop in well-located, walkable and transit-oriented areas, near restaurants and entertainment.

“Most of our buildings have around 20,000 square feet of amenity space, so you’re not having to buy a gym membership or go to the Y to use the pool.”

GWLRA's other multifamily developments

Penrose says the 336-unit Livmore Westboro at Scott and McRae streets in the Westboro district in Ottawa, which came to market last year, is now 80 per cent leased.

“We’re very happy with how Ottawa has been tracking.”

GWLRA has several projects in the pipeline. Among them:

• In June, the company launched a 24-storey, 219-unit highrise with about 6,000 square feet of retail at 1405 4th St. SW in the Beltline district of Calgary. 
• GWLRA will hold a groundbreaking in North Vancouver in September for what it currently dubs CeLo. The six-storey development at 140 W. 19th St. in the Central Lonsdale neighbourhood will have 91 units. 
• At 1525 and 1555 Robson St. in Vancouver’s West End, GWLRA is also aiming to build two towers of 28 and 29 storeys with 393 market rental units, over two levels of retail and four levels of parking.

Penrose says GWLRA is committed to building purpose-built rentals.

“The fundamentals are strong for us and we’re a believer in it.”