About Greenrock Real Estate Advisors

Greenrock is a third-generation family business with a proud tradition of giving back to the community.

In 1910, European immigrant Louis Green arrived in Toronto and began working as a bricklayer, with his sons joining him as the company grew. After WWII, Louis and his sons, including Greenrock’s founder, Al Green, developed the family business and built thousands of residential units across the GTA, including the city’s first planned community in Don Mills.

Al’s son, Barry Green, continues the family tradition today, serving as chairman of Greenrock. Greenrock manages some of the city’s most iconic rental properties in midtown and downtown Toronto. We are proud of our family history and our tradition of giving back to the community. Visit Greenrock IMPACT to learn more about how we are helping to create stronger, healthier and environmentally sustainable communities across Toronto.

Greenrock History

  • Humble Beginnings

    Humble Beginnings
    European immigrant Louis Green arrived in Toronto and began working as a general contractor specializing in baker ovens and chimneys. His sons Al, Harold and Sam would later join him as the company grew. In Toronto, by-laws are passed that ban the conversion of single-family houses into apartment buildings. Zoning laws severely restrict the location of where new apartments could be built.
  • World War I

    World War I

    Approximately 630,000 Canadians served in World War I. During and immediately after WWI, construction was at a standstill in Toronto. Building permits issued for apartment style houses comprised of less than one percent of authorized residential construction.

  • Abraham “Al” Green

    The eldest of three brothers, Greenrock’s founder Al Green was born on February 1, 1925. Al Green would devote his professional life to providing affordable housing units to residents across the GTA.

  • The Great Depression

    The Great Depression

    In October 1929, stock markets crashed around the globe. The Great Depression caused Torontonians to lose their savings, jobs and homes. By the mid-1930s, most construction focused on apartment-style housing where 30% of the population of Toronto now resided.

  • The Family Business

    The Family Business

    Now 15 years old, Al Green began working for his father’s business as a bricklayer in Toronto. By 1943, the family business had a net worth of $150 and a truck.

  • World War II

    World War II

    Over 1 million Canadians would serve in World War II, including Greenrock’s founder Al Green, to combat the growing threat of Nazi Germany and the Axis powers. Toronto industrial manufacturing was transformed into wartime manufacturing and the influx of new workers and servicemen pushed the Toronto housing market to capacity.

    After WWII, despite the increase in government supported housing construction, post-war Toronto faced a wide-spread lack of affordable housing.

  • Greenwin Construction Company

    Greenwin Construction Company

    A post-war economic boom allowed for new investment in Toronto. Construction of the Yonge subway line from Union Station to Eglinton Avenue began helped to unlock new areas for potential development.

    Over the next 30 years, Greenwin Construction Company would construct thousands of affordable houses, apartment units and condominiums across the GTA.

  • Don Mills

    In 1951, Greenwin Construction Company is awarded residential development rights to Don Mills. With the extension of the Yonge subway beyond Eglinton, and construction of the Don Valley Parkway in 1953, the once secluded Don Mills and Eglinton area was primed for new development. Greenwin was the first multi-unit developer to build in Don Mills, and would build over 1,000 residential units in Don Mills.

  • “Flying Form” Construction

    Flying Form Construction

    By the 1960s, Greenwin had developed a new innovative system for high-rise building called the “flying form.” The process involved hoisting preassembled forms (moulds) up one level at a time until the concrete was poured and settled. Once the concrete had settled, the form was removed and raised to the next level to repeat the process, greatly reducing the time for construction.

    The flying form technique revolutionized the high-rise construction industry and enabled Greenwin to build over 10,000 residential units across Toronto throughout the 60s and 70s.

  • Village Green

    Village Green

    Construction is completed on Village Green: 40 Alexander Street, 50 Alexander Street, and 55 Maitland Street. In total, 705 affordable housing units spanned across the three high-rises.

  • 45 Balliol Street

    45 Balliol Street

    Greenwin Construction Company completes 45 Balliol Street, totaling 264 units.

  • 225 Davisville Avenue

    225 Davisville Avenue

    Greenwin completes construction on 225 Davisville Avenue, totaling 401 units.

  • 77 Davisville Avenue

    77 Davisville Avenue

    77 Davisville Avenue comprising of 483 residential high-rise apartments is completed by Greenwin Construction Company.

  • Louis Green’s Legacy

    Louis Green

    Louis Green passes away in December 1976 at the age of 77 leaving his sons Al, Harold and Sam to care for the family business.

  • Al Green Sculpture Studio & School

    Al Green Sculpture Studio & School

    A self-taught sculptor in his own right, Al Green founded the not-for-profit Sculpture Studio & School to provide artists of all backgrounds with a safe venue for sculpting.

  • Order of Canada

    Order of Canada

    Al Green was appointed to the Order of Canada for his lifetime work in philanthropy and dedication to community service.

  • CEO of Greenwin

    Al Green’s son, Barry Green, is promoted to CEO of Greenwin Property Management Limited, managing over 30,000 rental units across the GTA.

  • The Al Green Gallery

    Al-Green-Gallery

    Known for his love of the arts, the Al Green Gallery was opened to showcase Al’s works alongside professional artists.

  • A New Pursuit

    Barry Green steps down as CEO of Greenwin Property Management Limited to start his own property management company.

  • Greenrock Property Management Limited

    Greenrock Property Management Limited

    Headed by Chairman Barry Green, Greenrock Property Management Limited is established.

  • CEO of Greenrock

    Gloria Mogavero joins Greenrock Property Management Limited as CEO.

  • Greenrock WINS

    Greenrock WINS

    Greenrock Property Management Limited Wins Lobby Renovation of the Year for work completed at 45 Balliol Street. Greenrock also wins the Curb Appeal Award for 45 and 57-93 Balliol Street.

  • 77 Davisville Avenue WINS

    77 Davisville Avenue WINS

    Greenrock Property Management Limited wins the Curb Appeal Award for renovations completed at 77 Davisville Avenue.

  • Greenrock Real Estate Advisors

    Greenrock Real Estate Advisors

    Greenrock Property Management Limited is renamed to Greenrock Real Estate Advisors.

  • 365 Bloor Street East

    365 Bloor Street East

    Greenrock Real Estate Advisors is awarded management of 365 Bloor Street East and initiates and new strategic plan and repositioning of the property.

  • Greenrock Resident Services

    Greenrock Resident Services

    Greenrock Resident Services, a division of Greenrock Real Estate Advisors, is officially launched. The core function of Greenrock Resident Services is to continue to enhance its client services and to ensure that each resident is provided with the best possible experience living in one of our communities.

  • Al Green’s Legacy

    Al Green’s Legacy

    Greenrock’s founder, Al Green passes away at the age of 90. Known as the “dream maker” Al leaves behind a legacy that is dedicated to helping others.

  • Greenrock and Postmedia Place WIN

    Greenrock and Postmedia Place WIN

    Greenrock Real Estate Advisors with its partner Shiplake Properties, completes the repositioning of Postmedia Place (365 Bloor Street East). Postmedia Place is now a certified BOMA Platinum and an Earth Award recipient, which helped triple the property’s value.

  • 180 Bloor Street West

    180 Bloor Street West

    Greenrock Real Estate Advisors is awarded management of 180 Bloor Street West in the trendy neighbor of Yorkville. Greenrock begins planning structural repositioning in early 2018, including major renovations and upgrades, as well as the implementation of sustainability best practices for all major works.

  • Village Green WINS

    Village Green WINS

    Greenrock Real Estate Advisors is recognized for “Best Curb Appeal” at the Federation of Rental Housing Providers of Ontario (FRPO) MAC Awards gala for its overhaul of the landscaping and courtyard at Village Green.

  • Greenrock IMPACT

    Greenrock IMPACT

    Greenrock Real Estate Advisors launches Greenrock IMPACT. Greenrock IMPACT is committed to building stronger, healthier and environmentally sustainable communities across the city of Toronto.

  • Greenrock 2018 IMPACT Donation

    Greenrock 2018 IMPACT Donation

    Greenrock’s 4,000 Residents nominate five charities to receive a donation from The Greenrock Charitable Trust. Camp Oochigeas, Casey House, The Redwood, SPRINT Senior Care, and Stella’s Place, each received $20,000 on behalf of Greenrock’s residents.

  • Greenrock 2019 IMPACT Donation

    Greenrock 2019 IMPACT Donation

    Greenrock IMPACT will continue its momentum by donating over $125,000 to local charities in the Toronto area. Once again it will be up to Greenrock’s residents to determine which five charities will receive a donation from the Greenrock Charitable Trust.

Home of Rockstar Experience

At Greenrock, we understand that each of our customers’ journeys is unique. Our RockStar Experience model consists of our best practices, tools and resources for our team to better understand and exceed our customers’ expectations and provide an unparalleled experience. Our customers are our clients, our strategic partners, our residents, our tenants, and our fellow employees – we believe in giving everyone the very best service possible.

How We Achieve RockStar Experience

  • Put the spotlight on the customer
  • Set the stage for a spectacular experience
  • Make every performance a solid performance

Mission

To provide an exceptional personal experience each and every day through our culture of service by taking a thoughtful approach to our communities and investing in people, property, innovation, stewardship and social responsibility.

Vision

Working as one organization, we will be recognized for delivering an exceptional customer experience in real estate services and contributing to our communities.

Our Values

Professionalism

Conducting business with high standards and best practices.

Integrity

Acting respectfully and ethically; doing the right thing – with dignity.

Initiating, planning, executing, controlling and closing complex projects is logistically challenging. We prudently plan every detail to meet your specific success criteria on time and within budget.

Supportive

Creating an environment that encourages people to willingly help out or coach, provide information and seek opportunities to assist – all for the betterment of the team, organization or community.

Passionate

Dedicated to providing leadership in real estate and property management, giving and caring about people.

previous arrow
next arrow
previous arrownext arrow
Slider

Beliefs

  • We are impacting lives – living and workplace environments, giving back – which influences everything we do.
  • We value our employees and believe in treating them with warmth, respect and fairness while providing them with opportunities to develop professionally and be rewarded for a job well done.
  • We believe that assets under management must be well maintained and improved to remain relevant and competitive in the marketplace. 
  • We believe that delivering excellent customer experience is the key to our success.
  • We are committed to our founding beliefs of conservative investment and prudent risk management but are progressive in striving for higher levels of achievement.

Our Team

Gloria Mogavero
Chief Executive Officer

Gloria has over 30 years of real estate experience in Canada. As CEO, Gloria leads Greenrock’s asset and property management services. Gloria also holds the position of COO of the Green Group of Companies which comprises real estate holdings in the multi-residential and commercial sectors. Prior to joining Greenrock, Gloria held the position of Alliance Director for CB Richard Ellis as Operations Manager for a three million square foot commercial portfolio for the Bank of Nova Scotia which included Scotia Plaza. Previously, Gloria was Executive Vice-President of Greenwin Property Management Inc.

Justin Taylor
Chief Operating Officer

Justin joined the Greenrock team in August of 2013. He brings with him over 25 years of senior management experience in construction, project management and property management and has held positions in the US, UK and Canada. Most recently, Justin held the position of Director, Real Estate for the Bank of Nova Scotia where he was responsible for over six million square feet of commercial space in Canada, Central America and the Caribbean. Until its sale in 2012, Justin was also General Manager of Scotia Plaza, the two million square foot trophy tower in downtown Toronto. Prior to this, Justin managed the operations and property management for ResREIT after moving back to Canada from the UK in 2002. While in the UK, Justin was the Managing Director for Tudor Caterers Limited, a hotel and restaurant builder, owner and manager.

Justin Taylor

Leo Gesualdo
Chief Financial Officer

Leo leads a dynamic team in all of Greenrock’s accounting, finance, investment and risk management activity. Leo brings more than 20 years of expertise in financial reporting and analysis, risk management, investment review and due diligence, debt and equity offerings, strategic planning and corporate governance. Most recently, Leo was a partner at Ernst & Young in their Real Estate, Hospitality and Construction group where he serviced leading Canadian Real Estate Investment Trusts, covering all asset classes, real estate advisory firms, and construction and infrastructure companies. Prior to joining Ernst & Young, Leo was a senior executive with a manufacturing concern. Leo is a graduate from the School of Accountancy at the University of Waterloo and is a Chartered Professional Accountant.

Leo Gesualdo

Michael Pharant
Vice President – Operations and Project Management

Michael joined the Greenrock team in August of 2014. He brings with him over 25 years of senior management experience in construction, project management and property management. Most recently, Michael held the position of Director, Asset Services for CBRE as Operations Manager for a three million square foot commercial portfolio for the Bank of Nova Scotia which included Scotia Plaza. Prior to this, Michael was a senior project manager in commercial construction acting as either the owner’s agent or on behalf of the contractor. Michael has experience with Leadership in Energy and Environmental Design (LEED) initiatives and completed work on Artscape Wychwood Barns, the first heritage development in Canada to be LEED Gold certified.

Michael Pharant