Montana Steele Keeps Winning

As published by Epoch Times

North America’s most-awarded real estate marketing firm cuts through the clutter

Montana Steele Strategic Marketing, Canada’s largest exclusive­ly real estate and destination focused marketing firm, recently snagged two Gold trophies (among other awards) at the 2016 National Sales and Marketing Awards in Orlando, considered to be the Oscars for the new-home sales and marketing industry.

Montana Steele garnered gold for Best Presentation Centre for Rodeo Drive Condos, the latest residential project at CF Shops at Don Mills, and for Best Print Ad for Vista Crossing, a Calgary development. Montana Steele also won 19 Silver awards in 16 different categories.

The firm isn’t winning all those awards for no reason. At a time when so many advertising and marketing firms are entering the fray—regarding real estate in this piping hot market as low-hanging fruit— managing partner Joe Latobesi says it counts for something that his group has been in business over 25 years and worked on more than 1,000 projects, representing $18 billion in sales.


Montana Steele’s core services include market research, brand­ing, interactive technology development (hardware/software), computer-generated architectural imagery (CGI), virtual and aug­mented reality (VR/AR), website and mobile application development, analytics, video and photography production, multi-channel campaign design (traditional, digital, XM), strategic media plan­ning and buying, public relations, and more.

“We’ve marketed projects in high economic times and low, demonstrating that our strategies are extremely resilient and adaptive to a variety of market conditions,” says Latobesi. “We’ve tailored highly successful innovative digital products to suit specific project needs.”

“Some up and coming firms don’t fully understand real estate, its nuances, and some of the more technically complex aspects of marketing in this industry,” he adds, noting his 60-person agency is committed solely to real estate. “We have the expe­rience and horsepower to deliver projects and cut through the clutter of whatever else is out there.”

Montana Steele has also weathered two major recessions “So if this market ever bends on us a bit, we know what to do,” Lato­besi says. “This firm actually seems to be do better when times are tougher, and in markets like Ottawa, Saskatoon or Calgary that aren’t necessarily sizzling hot.”

A big success for Montana Steele in 2016 was Rodeo Drive, the latest phase of condos at the Shops at Don Mills. The builder Lanterra Developments wanted to raise the luxury quotient for the project, to better complement Cadillac Fairview’s upmarket shopping centre. So Latobesi’s team created a campaign that evoked the aspirational imagery of Beverly Hills, including the project’s tagline: “From the hills to the mills.”

Montana Steele oversaw reconstruction of the presentation cen­tre used to sell previous phases, transforming it into a retail-like experience via photography and video, touchscreens and vir­tual reality. “Very visual,” says Latobesi. The new concept paid off.“We sold 400 units in three months, more than we did in the last five years there.”

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Another Montana Steele winner has been Tour Des Canadiens, whose first phase was the fastest-selling condo in Montreal’s history. “And the second tower beat that record,” says Latobesi. Montana Steele was also the strategic and creative force behind the launch of Toronto’s Maple Leaf Square, which leveraged one of Canada’s most iconic brands to create a sports-entertainment complex that’s become a centre of gravity for downtown Toronto (see: Jurassic Park).

So when Latobesi got the call to work on a project in Montreal in which the Leafs’ arch rival, the Canadiens, was a development partner, he suggested taking a similar tack, theming the community around the storied hockey club (Cadillac Fair­view, which developed Maple Leaf Square, and Canderel are the other project partners).

Latobesi recalls there was debate over wheth­er to emphasize the Habs brand in the project marketing. “Some people thought we were making a mistake by focusing too much on hockey,” he says, noting there were similar concerns about his Maple Leaf Square vision. “But I insisted, ‘We’ll be tapping into the soul of the biggest brand in Quebec here.’” The firm got the green light, and proceeded to craft a campaign that recalled—through TV, print, radio and web ads—legendary Canadiens moments dating back 100 years. Montana’s instincts were spot on, and both the Tour Des Canadiens towers—1,100 units total—sold out in record time, he notes with a satisfied grin. “There’s no substitute for experience.”


Joe Latobesi, Managing Partner

(416) 222-9164 x313

Nikolina Gelmanovska, Director, Strategy & Business Development

(416) 222-9164 x354

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