About Greenrock
Greenrock is a third-generation family real estate business with a proud tradition of supporting the community and seeking greater equity for all.
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.
Greenrock manages some of the city’s most iconic rental properties in midtown and downtown Toronto. Please visit Greenrock IMPACT to learn more about how we are helping to create strong, healthy, and environmentally sustainable communities across Toronto.
Land Acknowledgement
Greenrock operates on the traditional territory of many nations including the Mississaugas of the Credit, Anishinabek (ah-nish-nah-bek) Nation, Haudenosaunee (ho-den-oh-show-nee) and Wendat (wen-dat) peoples.
This territory is protected by the Dish With One Spoon Wampum Belt Covenant, an agreement between the Haudenosaunee Confederacy, the Ojibwe, and allied nations to live in peace and take care of the land and creatures among us. The Mississaugas of the Credit were forced to give up their land by signing the Toronto Purchase (Treaty 13) in 1805.
As a real estate company that owns and manages several residential and commercial properties in Toronto, we feel grateful to provide safe and inclusive spaces for diverse members of our community to both live and work in harmony. At the same time, we feel a strong conviction – as settlers and their descendants—to acknowledge the colonial foundations upon which this city is built.
Below are the three key actions Greenrock is taking to support reconciliation:
Working in solidarity with Indigenous peoples who continue to heal from a long history of violence and abuse that is still ongoing, Greenrock take strides toward reconciliation by developing strong partnerships with a host of local Indigenous organizations and celebrating cultural diversity through Greenrock IMPACT.
We refuse to hide behind the veil of ignorance and actively participate in reconciliation-focused diversity and inclusion training workshops as a team to expand our knowledge and continue opening our minds and hearts to the needs of Indigenous peoples.
We vow to serve as proud allies to our Indigenous friends and community members who have and continue to call Turtle Island home for centuries.
Greenrock will remain forever grateful to live and work on this land.
Greenrock History
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.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 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.
Greenwin Construction
A post-war economic boom allowed for new investment in Toronto. Construction of the Yonge subway line from Union Station to Eglinton Avenue unlocked 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
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
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
Greenwin Construction Company completes 45 Balliol Street, totaling 264 units.
225 Davisville Avenue
Greenwin completes construction on 225 Davisville Avenue, totaling 401 units.
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 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
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
Al Green was appointed to the Order of Canada for his lifetime work in philanthropy and dedication to community service.
The 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
Headed by Chairman Barry Green, Greenrock Property Management Limited is established.
77 Davisville Avenue Curb Appeal
Greenrock Property Management Limited wins the Curb Appeal Award for renovations completed at 77 Davisville Avenue.
Greenrock Real Estate Advisors
Greenrock Property Management Limited is renamed to Greenrock Real Estate Advisors.
Postmedia Place- 365 Bloor Street East
Greenrock Real Estate Advisors is awarded management of Postmedia Place (365 Bloor Street East) and initiates a new strategic plan and repositioning of the property.
Greenrock Resident Services
Greenrock Resident Services 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
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.
Postmedia Place Repositioning Complete
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 significantly increase the property’s value.
180 Bloor West
Greenrock Real Estate Advisors is awarded management of 180 Bloor 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 Curb Appeal
Greenrock 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 launches Greenrock IMPACT. Greenrock IMPACT is devoted to creating strong, healthy, and environmentally sustainable communities while celebrating cultural diversity and promoting human rights across Canada through a variety of annual initiatives, volunteer programs, and donations.
Greenrock Wins Rental Housing Provider of the Year
Greenrock was announced as the winner of the 2021 CFAA Rental Housing Provider of the Year Award for its remarkable and multi-faceted approach to supporting residents and community members during the COVID-19 pandemic.
Mission
To provide an exceptional personal experience 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
Beliefs
Our Team
Barbara Rodgers
Chief Executive Officer
Barbara joined Greenrock as CEO in 2021 and previously served on the Greenrock Board of Directors.
As Greenrock’s CEO, Barbara is responsible for the oversight of all Greenrock divisions, including operations, family office, and Greenrock’s philanthropic pursuits.
Barbara has over 20 years of progressive leadership and operational management experience with many of Canada’s leading real estate owners and developers, including Skyline Group of Companies, Riocan REIT, Cadillac Fairview, and her role as President and co-founder of Arcturus Realty Corporation. Her track record in delivering success through innovative and collaborative solutions is supported by her commitment to developing and maintaining a corporate culture that fosters integrity and accountability.
Barbara holds a Bachelor of Commerce degree from the DeGroote School of Business at McMaster University and earned her ICD.D designation from the Institute of Corporate Directors/Rotman School of Management, University of Toronto.
Barry Green
Executive Chairman
Barry has over 30 years of experience in the Canadian multi-family sector and is responsible for the oversight of Greenrock’s Board of Directors.
Barry co-created Greenrock’s IMPACT program, which responds the vital real-time needs of residents and community members through a variety of annual initiatives, volunteer programs, and donations. With support from the Barry & Laurie Green Trust, Barry is deeply committed to reconciliation with Indigenous Peoples. Prior to founding Greenrock Property Management Limited, Barry worked at Greenwin Property Management for over 20 years, serving in different roles including CEO from 2003-2006.
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.
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.
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.
Swarna Senevirathne
Vice President Accounting, Family Office
Swarna joined the Greenrock team in August 2014. With over 10 years of experience in the real estate industry at companies such as CAPREIT and Cherishome Living, Swarna has grown her portfolio in vast strides due to her contributions and knowledge of asset and property management finance. Swarna is a Chartered Professional Accountant and a Chartered Management Accountant with the Chartered Institute of Management Accountants in the United Kingdom. Swarna has an honours bachelor’s degree in commerce from Laurentian University. In her spare time, Swarna is a yoga instructor and provides weekly yoga and meditation classes to her colleagues to promote wellness and a healthy lifestyle.
Masroor Mufti
Director, Financial Planning and Analysis
Masroor is an experienced finance executive with over 15 years of demonstrated expertise in financial reporting and accounting. He joined Greenrock in March 2022 from Bestbuy Distributors Limited where he worked as a Corporate Controller. Masroor graduated from Preston University with a Master of Business Administration and completed both his Chartered Professional Accountant and Chartered Management Accountant designations.
