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EP 50 · 2023-04-17 · 1:10:41

How Bruno Builders Built a Vertically Integrated GC in Halifax — Procore Lessons, Labour Shortage Realities, and 700 Units in Downtown Dartmouth

Bruno Builders founder Elliot MacNeil and commercial construction manager Evan Boutilier trace a decade of people-first GC growth in HRM — covering vertical integration into multi-residential development, Procore adoption lessons, and a coaching-over-sink-or-swim hiring philosophy.

The story, written up — a sharp read with every fact on the record.
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// CHAPTERS — TAP TO JUMP THE PLAYER
0:42Introductions and guest backgroundsHost welcomes Elliot MacNeil and Evan Boutilier. Evan recounts carpentry roots in Oklahoma, NSCC construction management diploma, and progression from site coordinator to commercial construction manager at Bruno. Elliot traces a Cape Breton upbringing, a digital-design agency built and exited in Halifax, and the pivot to construction after spotting a gap in mid-sized GC quality and communication.4:20Bruno Group structure and project portfolioOverview of Bruno Builders (design-build GC, 75% commercial / 25% custom residential, ~12 concurrent projects, 4-20k sq ft), Black and Brew (multi-residential CM arm), and Sidewalk Red (real estate development). Noteworthy projects highlighted include Clean Foundation office fit-up, Novonix battery-technology builds, MDW Law fit-up at Young and Brunswick, and the group's curated tenant ecosystem in downtown Dartmouth.13:40Labour shortage and internal coaching modelDiscussion of post-COVID hiring reality — job ads no longer work, site supers are the rate limiter on growth. Bruno's response: build culture with clear purpose and values, invest in coaching rather than sink-or-swim, and identify talent alignment before expecting technical competence. Elliot shares a peer-contractor story of a project manager who ran three jobs into the ground within a year as a cautionary tale about hiring under pressure.22:30Procore adoption: honest accountBruno signed Procore in July 2021. Elliot admits they underestimated implementation, couldn't prioritize it properly during COVID busyness, and are only two months into synchronizing Procore with Sage 100 accounting at time of recording — a gap they found was nearly universal across a 200-company North American WhatsApp group. Current usage covers field tablets, document control, change orders, RFIs — sub-trades are ~99.5% on-platform. Estimating module noted as a recent addition worth watching.28:10Dartmouth development pipeline and vertical integrationSidewalk Red's downtown Dartmouth land position — largest landowner in the downtown core, 700+ units in pipeline, Centennial Office Tower conversion underway (demo started ~6 weeks prior), Super Eight Hotel conversion (80 units finishing), RBC Building partial-residential conversion. Elliot describes seeding the neighbourhood with curated commercial tenants (breweries, restaurants, gym) and selling stabilized buildings to operators as a community-building strategy.36:20Client selection, brand, and relationship philosophyBruno's 'let's be friends' yard-sign tagline discussed. Elliot articulates a deliberate niche: entrepreneurial business owners with proven organizations who value experience over lowest price. The differentiator is the project journey, not the end product. Sitting down for a glass of wine post-completion is the informal success metric.42:10Core values, culture, and team shout-outsBruno's four core values — be open, be better, be kind, be bold — explained as the hiring and exit framework, not corporate fluff. Coaching model reiterated: values-alignment first, skills second. New 8,000 sq ft consolidated office space in the RBC Building downtown Dartmouth announced as an investment in cross-company culture. Closing team shout-outs.
// THE INTRO

Episode 50 of the Atlantic Construction Podcast features two guests from Bruno Builders Group: Elliot MacNeil, founder and president, and Evan Boutilier, commercial construction manager. Elliot's backstory spans a digital-design agency exit, owner-rep consulting, and spotting a gap for a mid-sized GC that combined operational rigour with a people-first culture — a positioning he credits to carrying advertising-world relationship skills into construction. Evan came up through carpentry in Oklahoma, earned a construction management diploma at NSCC, and worked site-super and PM roles before joining Bruno. The conversation covers Bruno Group's three-entity structure (Bruno Builders for commercial/residential GC work; Black and Brew for multi-residential CM; Sidewalk Red for development), the Centennial Office Tower conversion and a 700-unit pipeline in downtown Dartmouth, the labour-shortage reality and a coaching-model approach to developing talent, and a candid Procore implementation account — signed up July 2021, underestimated the change-management effort, only two months into finance-system synchronization at time of recording. The episode closes with Bruno's four core values (be open, be better, be kind, be bold) framed as a hiring and exit framework, and a shout-out to the internal team.

// THE LESSONS
See all 12 lessons ▸
Transferable skills from other industries (advertising, agency work) are a genuine competitive advantage when entering construction — people skills and business-development instincts fill gaps that technical credentials cannot.
I carried over that culture and that experience I had built in the advertising world into a company that really looked at doing it a little differently.
9:00
Job ads no longer work post-COVID for skilled trades and site supervisors — GCs must build culture and values deliberately to attract and develop talent, treating hiring as a long-cycle investment.
People don't really respond to job ads anymore — those days are over. You have to find other ways of attracting these unicorns.
17:45
Site supervisors are the hard rate-limiter on GC growth; no amount of pipeline or sales effort compensates for lacking enough qualified supers to resource jobs.
The site supers are pretty key — they're the rate limiter to growth.
17:16
Saying no to work that exceeds your resourcing capacity protects brand and margin; the entrepreneurial impulse to take everything is what gets construction companies into trouble.
Someone told me once you'll never hurt your brand by saying no — and it's true.
21:16
A coaching-first talent development model — hiring for values alignment first, then developing technical skills — produces more durable outcomes than competency-first hiring under labour-market pressure.
It's about the alignment around the people and your core values — you can coach, you can develop, you can fill in the gap.
19:11
PM-led estimating (where the project manager who priced the job also delivers it) creates accountability and eliminates blame-shifting when costs overrun.
If you price that project and see it through, you have no one to blame it on.
24:20
Procore (and similar enterprise platforms) require a dedicated implementation resourcing budget treated like a capital project — companies that deploy it 'as a side project' during busy periods fail to realize the integration value.
We underestimated what it would take to truly implement it — if you're going to adopt Procore, you need to be ready for it.
50:58
Finance-system integration (Procore-to-accounting-platform sync) is the hardest and highest-value Procore milestone; almost no companies in a 200-firm North American group had achieved it with Sage 100.
Out of almost 200 construction companies there was no one that had synchronized these two platforms.
53:08
Vertical integration — owning development, construction management, and GC delivery — compresses margins, reduces client-acquisition friction, and creates a reinvestment flywheel unavailable to single-entity firms.
Together as a group we're north of 50 people — we're a vertically integrated organization.
13:39
Seeding a distressed urban neighbourhood with curated, entrepreneurially-aligned commercial tenants before building residential creates community and dramatically reduces stabilization risk on future residential conversions.
We sold the canteen building to the canteen owners and it was such a win-win — good for everybody, even the community.
43:06
Applying commercial project-management discipline (schedules, change-order process, milestones) to custom residential builds is what allows a GC to scale in that segment without losing margin or client satisfaction.
We employ a commercial model — a commercial approach to running the project within our residential projects.
14:50
Hiring the wrong senior PM under labour-market pressure is a business-threatening mistake — one bad hire can run multiple projects into the ground within a year.
He ran three jobs into the ground within a year — that is detrimental to everyone.
35:36
All 12 lessons from this episode, on one page.
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// FEATURED BUSINESSES
Bruno Builders Inc.

Commercial construction and design-build firm that helps business owners and developers execute design…

Full dossier · 5 projects ▸
Procore Technologies, Inc.

Procore is a publicly traded (NYSE: PCOR) cloud construction-management software company whose all-in-…

Full dossier · 2 projects ▸
Pilot Build Co Inc.

Construction management firm within the Bruno Group of Companies that guides complex, multi-family res…

Full dossier ▸
Design 360 Inc.

Commercial interior design studio specializing in corporate, hospitality, retail, and health & wellnes…

Full dossier · 4 projects ▸
NOVONIX Battery Technology Solutions Inc.

Nova Scotia battery-technology operation developing high-precision lithium-ion battery test systems an…

Full dossier · 2 projects ▸
Sidewalk Real Estate Development (Sidewalk RED)

Adaptive-reuse real estate developer that converts historic and underused commercial buildings into mi…

Full dossier · 4 projects ▸
// COMPANIES & ORGS ✓ verified
Bruno Builders Inc.BLACK + BRU Construction ManagersSidewalk Real Estate Development (Sidewalk RED)Elliot MacNeilEvan BoutilierNOVONIX Battery Technology Solutions Inc.Agency Art Lofts (Centennial Building, 1660 Hollis Street, Halifax)The Shuffle (65 King Street, Dartmouth)RBC Building, 42-46 Portland Street, DartmouthD360 Inc. (Design 360 Studio)Procore Technologies, Inc.
// PROJECTS NAMED
Agency Art Lofts (Centennial Building, 1660 Hollis Street, Halifax)The Shuffle (65 King Street, Dartmouth)RBC Building, 42-46 Portland Street, DartmouthClean Foundation office fit-up (~6,000 sq ft)NOVONIX Battery Technology Solutions Inc.MDW Law fit-up (Young and Brunswick Streets)Timberly HotelBruno Group consolidated office (RBC Building, ~8,000 sq ft)
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