The challenge
For 140+ years, Club MAA has been synonymous with excellence in Montréal. The premium positioning was the brand. The operating system underneath, however, was held together by manual tour booking, fragmented communications, and a sales process that depended on whoever happened to be at the front desk.
Specifically, MAA's leadership identified five operational drags on the business:
- Manual tour booking created friction for prospects and staff. The high-touch sales process MAA prided itself on was being undermined by the time it took to coordinate a single visit.
- Follow-up was not systematized. Leads slipped through cracks because no two team members handled them the same way.
- Communications across SMS, email, and phone lived in different inboxes. A prospect's history was wherever the last person to talk to them happened to file it.
- Limited automation meant the sales team spent more time chasing leads than closing them.
- Visibility into conversion drivers was low. The team could not point to which steps in the funnel were working and which were leaking.
What FLiiP delivered
The FLiiP rollout structured the funnel end-to-end and gave MAA a sales execution layer that matched the premium brand at the front of the house.
- An enterprise setup that mapped MAA's stages, owners, and SLAs into a single funnel.
- An integrated "Book a Tour" experience that let prospects self-select a slot from the team's live calendar.
- Automated follow-ups across SMS and email, with centralized communication so any team member could pick up the thread.
- Digital waivers to streamline prospect and member onboarding.
- Advanced multi-location analytics so MAA's leadership could see the funnel from prospect to renewal in one view.
The impact
One year on FLiiP, MAA's headline metrics shifted measurably.
+22% Revenue growth, year over year
−30% Churn reduction, year over year
100% Pipeline visibility, end to end
Three operating wins underpin those numbers.
- A smoother tour booking journey and faster follow-up improved conversion at the top of the funnel.
- Pipeline visibility and discipline across stages and owners gave the sales team a structured cadence.
- Stronger retention emerged from automated, consistent communication across the member journey.
For over 140 years, Club MAA has been synonymous with excellence. Integrating FLiiP allowed us to bring our member acquisition process into the modern era without compromising the premium, personalized experience our members expect. The "Book a Tour" system alone has transformed how we engage with prospects. It's seamless, professional, and significantly improved our conversion rates. Francis B., Head of Ops & Sales, Club MAA
