Montreal’s Market Momentum Driven by Team-Based Real Estate Operations

Written by:

Steve Marcinuk

Date:

30 Jan 2026

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Montreal’s residential real estate market continues to outpace other major Canadian cities, with agents reporting steady activity despite national economic headwinds. While home prices in Toronto and Vancouver have declined, Montreal posted an 8.7% year-over-year price increase through mid-2024. This growth, however, is not uniform across all property types and neighborhoods.

Joelle Bitar, founder and principal broker at Joelle Bitar Inc., has structured her 25-person operation to cover the whole span of Greater Montreal’s market. Her team includes 15 brokers, five marketing specialists, and five assistants. This approach illustrates a broader movement toward larger, specialized teams capable of serving clients across multiple submarkets.

Bitar expanded her team in response to growing client demand across the city and its surrounding regions. “When people want you, they really want you, and I can’t be everywhere,” she says. By partnering with brokers based in the North Shore and South Shore, Bitar ensures her clients can buy or sell wherever their needs take them.

Distinct Patterns Across Property Types

Apparent differences among housing segments mark Montreal’s current market. Demand for single-family homes and multi-unit residential buildings remains strong, frequently resulting in multiple offers and sales above asking price. In contrast, the downtown condominium market is lagging, with lower activity and slower absorption.

“Houses and plexes are getting bidding wars – we’re selling properties for more than asking, sometimes more than what they’re worth, because we’re getting two or three offers,” Bitar says. “But Montreal condos, honestly, it’s not the best time. We’re not having a lot of activity compared to other property types.”

This slowdown is especially pronounced in the luxury condo sector. Units priced above $1 million in downtown Montreal are taking longer to sell, a noticeable departure from the brisk pace seen in other segments. The trend highlights a shift in buyer priorities, with greater attention to space, flexibility, and investment potential.

International Buyers and Population Growth

Montreal’s population has grown by approximately 132,000 people through mid-2024, with most new arrivals coming through immigration. This influx has fueled sustained demand, particularly from international investors targeting multi-unit residential properties.

Bitar’s business has benefited from these patterns. “We work a lot with international buyers because I have other international brokers referring me,” she explains. These buyers tend to focus on commercial and multi-unit residential buildings, especially four-plexes, five-plexes, and larger assets. “We just sold one building for almost $5 million,” she notes.

Her fluency in Arabic, Spanish, French, and English allows her to serve a diverse group of buyers and sellers. As Montreal’s population becomes more international, multilingual communication has become a key advantage for agents seeking to capture these clients.

Bitar’s participation in industry recognition programs has expanded her referral network far beyond Montreal. Placement on global rankings such as the “top 50 worldwide” list increases her visibility among international brokers. “If someone from Dubai is coming to Montreal, they look at who’s on the top 50 list,” she says.

This professional network translates into a steady stream of referrals from agents in other countries, particularly those with clients interested in investing in Montreal’s stable property market. The recognition provides her firm with a pipeline of international business that many smaller operations cannot access.

Suburban and Exurban Migration

Despite Montreal’s appeal as a major urban center, Bitar has observed a steady increase in buyers looking outside the city. The ability to work remotely has allowed more people to consider suburban and exurban locations, a trend that took hold during the pandemic and has persisted.

“People are buying outside Montreal lately,” she says. “A lot of people are leaving Montreal and buying outside since they can work from home with all the technology we have.” This migration is driven by both the search for more space and changing lifestyle preferences. Many buyers are prioritizing home offices, larger lots, and quieter neighborhoods over proximity to downtown.

This outward movement is reshaping demand patterns. While the downtown condo market slows, suburban and multi-unit properties are attracting strong interest. As a result, agents with coverage across the city and its outlying areas are better positioned to guide clients through these evolving choices.

Bitar’s approach to market volatility is to increase, rather than decrease, her marketing investment when activity slows. “When it slows down, I spend more money on publicity,” she says. Her team lists properties on over 100 websites, targets both local and international audiences, and runs aggressive social media and Google Ads campaigns. “Most brokers do the opposite because they’re making less money, but you have to spend money to make money.”

This strategy requires significant financial resources. Bitar estimates her annual marketing spend at around $500,000. However, this investment helps maintain her team’s market presence and ensures consistent deal flow, even as competitors scale back. Well-funded teams can outlast downturns and capture greater market share as conditions stabilize.

Early Market Signals from Scale

Managing an extensive portfolio of listings gives Bitar early insight into market shifts. “Since I have a lot of listings, when it starts to pick up or slow down, I feel it before other brokers,” she explains. This early warning allows her to quickly adjust pricing strategies and marketing plans, keeping her clients ahead of broader trends.

For now, Bitar expects the Montreal market to remain relatively stable. “I don’t think it’s going to move much for better or worse over the next few months. I think it’s just going to stay stable, and I’m happy with how it is right now.” This outlook stands in contrast to the volatility seen in Toronto and Vancouver, where price corrections and buyer hesitancy have become more pronounced.

Montreal’s continued resilience is rooted in both local economic fundamentals and demographic trends. Population growth, a diversified economy, and steady immigration have sustained strong demand in key segments. For real estate professionals, the success of large-scale, team-based operations like Bitar’s underscores the importance of broad market coverage, international connectivity, and the ability to invest in marketing during quieter periods.

The market’s segmentation is driving more nuanced decision-making among both investors and end users. Single-family homes and multi-unit buildings are outperforming luxury condominiums, as buyers place greater emphasis on property type, location, and future rental or resale value. Investors, in particular, are focusing on assets that offer reliable income and long-term appreciation potential, rather than speculative gains in the condo market.

For sellers, the current environment requires realistic pricing and a willingness to invest in presentation and marketing. Properties that are well-prepared and competitively priced continue to attract strong interest, especially in high-demand neighborhoods and among multi-unit buildings.

Looking Ahead: What Sets Montreal Apart

Montreal’s real estate market is benefiting from a combination of local demand, international investment, and operational strategies that favor scale and specialization. Agents who can serve clients across multiple languages and submarkets are capturing a larger share of business, especially as buyers become more discerning and less willing to chase overheated segments.

The division between property types – with single-family and multi-unit properties attracting competition and luxury condos facing slower absorption – signals a maturing market where buyers are making decisions based on specific features and long-term value rather than simply following momentum.

As economic conditions remain uncertain across Canada, Montreal’s experience highlights the advantages of early adaptation, broad market knowledge, and a commitment to investing in client service even during slower periods. For buyers and investors, the market’s stability creates opportunities, provided they look beyond headline trends and evaluate each segment on its own merits.

Montreal’s approach – combining team-based coverage, strategic marketing, and international reach – is likely to define the next phase of real estate success in the city, setting a model for how agents and firms can thrive even when national conditions are less favorable.