This afternoon a few people from our team toured two of Fitzrovia's recently completed rental apartment buildings here in Toronto. For those of you who may not be familiar, Fitzrovia is a relatively young company, but they have quickly become one if not the most active rental developers in the city. They are also ushering in an approach to purpose-built rentals that is more common in the US, but that is still fairly nascent in Canada. Part of this has to do with the fact that Canada took a few decades off from building rental apartments and instead focused on condominiums.
One of the first things you'll notice is that they have programmed all of our lobbies with a coffee shop and bar called No. 10 Dean. This is their own brand. They operate it. And it serves as both an amenity for residents, as well as a cafe for the general public. This really helps to animate their lobbies, particularly at The Waverley, which is situated next to the University of Toronto and feels more like a co-working space in a cool boutique hotel than the lobby of an apartment building. I like this idea a lot. But it's also an idea that is a lot easier to execute in an apartment building than in a condominium building.

Some of their other usual amenities include a rooftop pool (called LIDO), a gym (called The Temple), a signature amenity terrace (called STOA -- which I'm assuming is a Greek architectural reference), and a pet spa (called Beauty for the Beast). When we went through this afternoon it was raining pretty heavily, but the pool was so great that I still felt a deep urge to pose and take multiple selfies. That's how you know it's doing what it's supposed to. But perhaps more importantly, these amenities are all consistent brand offerings. Go into any Fitzrovia building and you'll find a LIDO (pictured below).

Generally speaking, real estate companies usually aren't as good at driving their brands in the same way as other consumer-facing companies. So it's great to see this kind of design-forward and consistent brand offering being developed here in Toronto. Thanks for the tour and for hosting our team, guys.


The Greater Toronto Area builds a lot more condominiums than purpose-built rental units. This isn't the case everywhere though. I was recently reading an article about Salt Lake City and how developers there don't want to build condominiums. It's mostly rental housing. There's simply too much risk and liability with condominiums. I guess this is one of the reasons why real estate is often said to be a local business.
Condo developers are merchant builders. They build a project and then move on. Because of this, there's a belief that there's little incentive to build for durability, in comparison to say purpose-built rental buildings where the developer might continue to own over an extended period of time. While it is true that putting on an operations hat will make you hyper-focused on everything from garbage collection to how you're going to manage all of your suite keys, there are a few things to consider in this debate.
One, as developers we certainly think and care a lot about our brand and our reputation, both with our customers and with Tarion (warranty program). We ask ourselves: "What will our customers think if we do this?" Irrespective of the tenure we're building, we want our projects to be carefully considered. And in the case of condominium projects, we would like our customers to feel excited and comfortable about buying in one of our future projects. That's the goal. This is no different than any other product that you might buy that doesn't come along with some sort of ongoing subscription.
Two, there's often a spread between condominium and rental values. For example, let's consider a brand new 550 square foot condominium in a central neighborhood of Toronto and let's say it would cost you $1,300 psf to buy it today. (Obviously it could be more or it could be less depending on the area and the building.) Now let's start with a rent and back into a value, using some basic assumptions.
Unit Size (SF) | 550 |
Monthly Rent | $2,400 |
Rent PSF - Monthly | $4.36 |
Rent PSF - Annual | $52.36 |
NOI Margin | 72% |
NOI | $37.70 |
Exit Cap | 3.75% |
Value PSF | $1,005 |
Here I'm assuming that same suite would rent for $2,400 per month. I'm converting that to an annual PSF rent. And then I'm assuming that if you were managing a whole building of these kinds of units, your operating costs might be somewhere around 28%. Crude back-of-the-napkin math to get to a Net Operating Income (psf). Finally, I'm capping this NOI at 3.75%. We can debate my assumptions and if this were in a development pro forma you might "trend" the rents. But I find this comparison helpful. Here we are getting to a value of around $1,005 per square foot. Less than our $1,300 psf above.
The point is that the margins are tighter, which helps to explain why for a long time we saw very few purpose-built rentals being constructed in this city. So even though you might argue that the incentives are in place to build for durability, you do have to weigh that against the realities of what you can actually afford to build. Development is filled with all sorts of these tradeoffs. But if you and/or your investors really want a consistent yield, this strategy can work just fine. Personally, I'm a fan of the long-term approach.
Three, rent control policies can have an impact both on the feasibility of new projects and on people's ability to actually perform maintenance. If you have a scenario where your operating costs -- everything from taxes to utilities -- are rising faster than your allowable rent increases, then you're in a bad situation and you have zero incentive or financial ability to actually invest in the building, despite being a long-term owner.
Finally, there is nothing stopping a purpose-built rental developer from also being a merchant builder. i.e. Selling the entire rental building once it is done and it has been stabilized. So you could argue that we're right back at my first point. Whether you're selling to individual condominium owners or the entire building to one entity, you as the developer have to sit back and ask yourself: "What will our customer(s) think if we do this?"
This afternoon a few people from our team toured two of Fitzrovia's recently completed rental apartment buildings here in Toronto. For those of you who may not be familiar, Fitzrovia is a relatively young company, but they have quickly become one if not the most active rental developers in the city. They are also ushering in an approach to purpose-built rentals that is more common in the US, but that is still fairly nascent in Canada. Part of this has to do with the fact that Canada took a few decades off from building rental apartments and instead focused on condominiums.
One of the first things you'll notice is that they have programmed all of our lobbies with a coffee shop and bar called No. 10 Dean. This is their own brand. They operate it. And it serves as both an amenity for residents, as well as a cafe for the general public. This really helps to animate their lobbies, particularly at The Waverley, which is situated next to the University of Toronto and feels more like a co-working space in a cool boutique hotel than the lobby of an apartment building. I like this idea a lot. But it's also an idea that is a lot easier to execute in an apartment building than in a condominium building.

Some of their other usual amenities include a rooftop pool (called LIDO), a gym (called The Temple), a signature amenity terrace (called STOA -- which I'm assuming is a Greek architectural reference), and a pet spa (called Beauty for the Beast). When we went through this afternoon it was raining pretty heavily, but the pool was so great that I still felt a deep urge to pose and take multiple selfies. That's how you know it's doing what it's supposed to. But perhaps more importantly, these amenities are all consistent brand offerings. Go into any Fitzrovia building and you'll find a LIDO (pictured below).

Generally speaking, real estate companies usually aren't as good at driving their brands in the same way as other consumer-facing companies. So it's great to see this kind of design-forward and consistent brand offering being developed here in Toronto. Thanks for the tour and for hosting our team, guys.


The Greater Toronto Area builds a lot more condominiums than purpose-built rental units. This isn't the case everywhere though. I was recently reading an article about Salt Lake City and how developers there don't want to build condominiums. It's mostly rental housing. There's simply too much risk and liability with condominiums. I guess this is one of the reasons why real estate is often said to be a local business.
Condo developers are merchant builders. They build a project and then move on. Because of this, there's a belief that there's little incentive to build for durability, in comparison to say purpose-built rental buildings where the developer might continue to own over an extended period of time. While it is true that putting on an operations hat will make you hyper-focused on everything from garbage collection to how you're going to manage all of your suite keys, there are a few things to consider in this debate.
One, as developers we certainly think and care a lot about our brand and our reputation, both with our customers and with Tarion (warranty program). We ask ourselves: "What will our customers think if we do this?" Irrespective of the tenure we're building, we want our projects to be carefully considered. And in the case of condominium projects, we would like our customers to feel excited and comfortable about buying in one of our future projects. That's the goal. This is no different than any other product that you might buy that doesn't come along with some sort of ongoing subscription.
Two, there's often a spread between condominium and rental values. For example, let's consider a brand new 550 square foot condominium in a central neighborhood of Toronto and let's say it would cost you $1,300 psf to buy it today. (Obviously it could be more or it could be less depending on the area and the building.) Now let's start with a rent and back into a value, using some basic assumptions.
Unit Size (SF) | 550 |
Monthly Rent | $2,400 |
Rent PSF - Monthly | $4.36 |
Rent PSF - Annual | $52.36 |
NOI Margin | 72% |
NOI | $37.70 |
Exit Cap | 3.75% |
Value PSF | $1,005 |
Here I'm assuming that same suite would rent for $2,400 per month. I'm converting that to an annual PSF rent. And then I'm assuming that if you were managing a whole building of these kinds of units, your operating costs might be somewhere around 28%. Crude back-of-the-napkin math to get to a Net Operating Income (psf). Finally, I'm capping this NOI at 3.75%. We can debate my assumptions and if this were in a development pro forma you might "trend" the rents. But I find this comparison helpful. Here we are getting to a value of around $1,005 per square foot. Less than our $1,300 psf above.
The point is that the margins are tighter, which helps to explain why for a long time we saw very few purpose-built rentals being constructed in this city. So even though you might argue that the incentives are in place to build for durability, you do have to weigh that against the realities of what you can actually afford to build. Development is filled with all sorts of these tradeoffs. But if you and/or your investors really want a consistent yield, this strategy can work just fine. Personally, I'm a fan of the long-term approach.
Three, rent control policies can have an impact both on the feasibility of new projects and on people's ability to actually perform maintenance. If you have a scenario where your operating costs -- everything from taxes to utilities -- are rising faster than your allowable rent increases, then you're in a bad situation and you have zero incentive or financial ability to actually invest in the building, despite being a long-term owner.
Finally, there is nothing stopping a purpose-built rental developer from also being a merchant builder. i.e. Selling the entire rental building once it is done and it has been stabilized. So you could argue that we're right back at my first point. Whether you're selling to individual condominium owners or the entire building to one entity, you as the developer have to sit back and ask yourself: "What will our customer(s) think if we do this?"
In any event, because of this dynamic in Toronto, condominium rentals are often used to measure the health of the overall rental market. There are simply more recent comparables to point to when you're trying to figure out what is "market." The Toronto Regional Real Estate Board recently published its Q2-2021 rental market report and here is what they found when it comes to condominium apartment rental transactions in the Greater Toronto Area:
Q2-2021 - 14,920 transactions
Q1-2021 - 13,168 transactions
Q2-2020 - 7,300 transactions
What this report tells us is that rental demand is returning. Transactions and rents are up compared to the first quarter of this year and certainly compared to Q2 of last year (2020), which was the low point of this pandemic. We are not yet back to where we were in Q1-2020 when the city was firing on all cylinders, but I have no doubt that we will get there and ultimately surpass those figures.
For the full rental market report, click here.
Photo by Narciso Arellano on Unsplash
In any event, because of this dynamic in Toronto, condominium rentals are often used to measure the health of the overall rental market. There are simply more recent comparables to point to when you're trying to figure out what is "market." The Toronto Regional Real Estate Board recently published its Q2-2021 rental market report and here is what they found when it comes to condominium apartment rental transactions in the Greater Toronto Area:
Q2-2021 - 14,920 transactions
Q1-2021 - 13,168 transactions
Q2-2020 - 7,300 transactions
What this report tells us is that rental demand is returning. Transactions and rents are up compared to the first quarter of this year and certainly compared to Q2 of last year (2020), which was the low point of this pandemic. We are not yet back to where we were in Q1-2020 when the city was firing on all cylinders, but I have no doubt that we will get there and ultimately surpass those figures.
For the full rental market report, click here.
Photo by Narciso Arellano on Unsplash
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