Mark Antonelli, GENCO Founder, Discusses PRISM Award and Shell Construction

Receiving the Shell Contractor of the Year PRISM Award 2023 from the Gold Coast Builders association is an honor that GENCO Shell Contractors owner and founder Mark Antonelli takes right in stride. The honor of receiving the award is matched with the company's business philosophy and dedication to core principles.

Mark Antonelli also shares with your Builders Spotlight Host Sam Yates, some of the tremendous hurdles that had to be overcome to win this year's PRISM Award for Shell Contractor of the Year. 

This is a story you will want to listen to again and again and share with your friends. 

The Gold Coast Builders Association Builders Spotlight Podcast is produced by Yates & Associates Public Relations & Marketing, providing exceptional marketing, public relations, and crisis communications for businesses of all sizes throughout Florida and the nation. For information contact your Builders Spotlight Podcast host Sam Yates Sam@YatesPRO.com.

The Gold Coast Builders Association Builders Spotlight is also featured on The Florida Business Forum Podcast, Florida's Number One Rated Business Forum podcast.

Gold Coast Builders Association Members are granted full access and reproduction of content including editing and posting of the entire episodes of every Builders Spotlight Podcast. Content may be used and rebroadcast with permission by non-Members of the Gold Coast Builders Association s.yates@gcbaflorida.com

Transcript

Sam Yates: 0:02

Hello everyone and welcome to another exciting and interesting episode of the Gold Coast Builders Association Builders Spotlight podcast. News You Can Use and news discovered just for you no matter whether you're a builder and associate or a future homebuyer, let's find out who's in the builders spotlight today with your podcast host who nails it every time. Sam Yates.

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 0:31

I'm your host, Sam Yates with Yates and Associates Public Relations. And today I am very honored to have in studio with us a very special guest. Now this relates back to PRISM Awards. And if you are not familiar with what our PRISM Awards are all about, prism stands for professional recognition in sales and marketing. And it is an honor to receive a prism award. And the reason for that is that each year we have literally hundreds of entries from throughout our membership of our members trying to achieve the highest attainable award in a particular category. And I have as my guest today, the winner in the shell contractor of the year 2023 award, Mark Antonelli. And Mark, welcome to the program.

Mark Antonelli, Founder, GENCO Shell Contractors: 1:23

Thank you, Sam, thank you for having me.

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 1:25

What is shell construction, it seems like we've really begun to hear more and more about it lately.

Mark Antonelli, Founder, GENCO Shell Contractors: 1:33

Shell construction simply is that we build the structure. So it is not uncommon for general contractors to hire a shell contractor such as ourselves as a sub, just like they would hire you, you know, an electrician or a plumber. We we are we go in we build the structure from the foundation all the way up through the roof structure, not dry in and and then we turn it over to the general contractor, my seven year old son. One time when I was somebody asked me what I did and they said I said I'm a shell contractor and they said oh, what's that? And my seven year old son said it means he just builds the structure. And I think that's the simplest answer.

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 2:18

Well, you know, I always like to get to know before we go into more about the company of the award, I like to get to know a little bit about our guests. So tell us about yourself.

Mark Antonelli, Founder, GENCO Shell Contractors: 2:28

I was born in New York. And I lived there until I was eight at which time I moved to Fort Lauderdale, Florida. I still live in Fort Lauderdale, Florida today, my children attend the same great schools that I attended. I had a an uncle who I thought was super cool. And I wanted to be like when I grew up, and he was a builder in the Tampa area. And so he I modeled myself after him, you know, I I got my general contractor's license, I began general contracting and with a focus on real estate, you know, in that I would I was still am you know, a small time real estate developer, I in time, having built numerous structures myself, enjoyed that process and that phase of construction. So I you know, shell construction is speaking of the phase, it's everything good about construction, you know, it's it's big, and it's heavy, and it's loud, and it's you know, grand, and that is appealing to gosh, you know, kids from, you know, one to 92 really everybody likes, you know, big equipment and you know, big machinery and so I fell in love with that stage of construction and and decided to make make that my business. So that's that's how I got into shell construction. That's how I found myself here today. You know, I do still conduct at least one project a year for myself where I am the owner and and it is my project. And even though I hire you know, I hired of course myself GENCO to build that. I still do you hada passion for real estate development as well.

Sam Yates: 4:14

Now a little bird told me that you're also a pilot speaking of birds and fly, what do you fly? You still you're still working up the chain? Right? Well,

Mark Antonelli, Founder, GENCO Shell Contractors: 4:25

I got my private pilot's certificate in 2006, December 22 of 2006 in fact, and I've kept it I've remained a private pilot to this day, however, I am this close to getting my instrument rating for those listeners and viewers that know anything about about flying and pilotage. They know that you know, the instrument rating is the next natural progression. So I'm very close to getting my instrument rating. My license is specific to what is called single engine land. And that means that They can fly any airplane that has three wheels in one engine and weighs 12,500 pounds or less. So I basically enjoy as a hobby, flying small aircraft, not too far away.

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 5:13

And, you know, I think one of the reasons that that always catches my attention, in addition to being a pilot who doesn't fly anymore, due to a depth perception, I just find it fascinating that when I meet pilots, the biggest thing about all pilots is their attention to detail. And I would venture to say, just based on what you have told us so far, that you pay a lot of attention to detail.

Mark Antonelli, Founder, GENCO Shell Contractors: 5:40

This is accurate, as certainly in my finding, you know, pilots are almost always folks who thoroughly enjoy a challenge. Piloting smaller piloting aircraft is by far the most challenging activity that I've ever endeavored to pursue the amount of knowledge across so many different subjects that one has to and when I say has to, I mean, you have to know, unless you know it's life or death. Let's let's face it, you know, so half to know these things is is a very accurate description. You know, it requires somebody who wants to, who wants to challenge, who enjoys learning, who wants to know more, about more, and who is not afraid to put that knowledge to the test. You know, it's about, you know, a pilot is someone that wants to know, that wants to learn a lot, and is and welcomes accountability, accountability, and commitment are enormous traits and qualities for, for any human to have. And they they certainly lend themselves to business ownership, just the way they do to to piloting aircraft,

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 7:05

I chuckled a little bit when you say accountability. My very first instructor when I was at a point to solo said, today's lesson is in accountability, just almost like you said it there. And he looked at me and he says, I know what you're thinking accountability, but you are accountable for making sure that the landings and take off on this aircraft today equal the same number. So when you said that it was like, oh, Leo, how do I remember that? So, you know, that's, that is a short lesson of accountability, they do have to equal Yes, you've got big problems.

Mark Antonelli, Founder, GENCO Shell Contractors: 7:45

And so accountability is one of our core values, you know, we ultimately, we're big on We're big on accountability here at Jenko. Everyone, everyone to be accountable. I believe that when we foster a when we foster a culture, wherein we require everyone to be accountable, and we we don't chastise or, or or reprimand, but rather, we we champion, we champion the person who the employee who took accountability and perhaps fell short of 100% of the goal, perhaps they achieved 90 or 85% of kind of what we could estimate the goal to be, you know, we make sure that we celebrate those 85 or 90%, as opposed to, as opposed to you know, more than the 10 or 15 that we missed. And when we foster a culture of accountability, from top to bottom in our organization, we find that the whole thing just runs better. Our clients are happier with us, our subcontractors, and vendors are more likely to show us the attention that that we want. And that, you know, look if they have if they got two guys, if they have two customers that they need to perform for on a given day. They're going to choose the folks that they are happier to show up to on that day. Absolutely.

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 9:08

And you know, as you are referencing what we see in the background over your shoulder there, it is rare, in my opinion for a lot of companies to have those standards of accountability. Tell us about the others that are on that on the board behind you. Well,

Mark Antonelli, Founder, GENCO Shell Contractors: 9:24

it's very rare that a company of our size, and really sadly, it's very rare that any company and construction has, you know has core values a core focus and mission statement and items like that. We use our core values as a filter by which every decision is made. So oftentimes if I'm asked a question, by anyone that works here, I'll ask them well, what do our core values suggest? I'll tell you what they are. Our quote we have four core values, have grit, live positive, deliver exceptional customers. service and lead by example. In the half grid category, we have the subcategories of hard work, we work hard for our customers. No excuses, just solutions. Always be accountable and be tenacious. So those really speak for themselves. Under lift, positive, we have lead with positivity, show up happy, right leave, whatever, whatever unhappiness you may be carrying, leave it wherever you came from. And when you show up to the job, let's live positive and be positive construction is full, full of egos, plenty of folks who are prepared to be unhappy. And, you know, we just like to make sure that we meet everyone with positivity, and that we continue our day with positivity, because after all, it's contagious. It is. We insist on treating others with respect. And we approach challenges with creative problem solving. Construction is full of challenges. So you know if we can be creative, and if we can be focused on solving problems. And we do that with in a positive manner, we always get through, right, I've been doing this a long time, and every founder, never found a challenge that we haven't gotten through. So we'll keep looking for that. Our third core value is to deliver exceptional customer service this, this is huge, huge trust, we we put the customer's needs first to effect a positive outcome. We go the extra mile to create a smoother, easier process for the customer. We be the expert for our customers, and we be responsive. So what we want to do here is this is all about being attentive to our customer, putting their ease before our own ease. Right? Every decision being made? How if this is a little bit harder for me, that's okay. Is it going to make my customers life easier? That's the goal. You know, we don't I tell customers and prospective customers all the time, you know, you don't need us to build you a shell, right? You anybody can pour concrete and stack blocks on top of it right? what our customers need us, for us to fill gaps, right? What's important to you, safety is important to you schedule is important to you, cleanliness is important to you, quality is important to you. So what we do is we fill gaps for our customer, we want to make their lives easier we we look at things that other shell companies don't look at if we see a penetration on a mechanical page through a tie beam. And other shell companies don't look like that. Don't look at that. They're you know, you're they're going to build you that tie beam. And they're going to expect you to drill a hole in it later on, we don't do that, we make sure that we look at our mechanical pages, and we bring it to the attention of our customer look looks like there needs to be a wholeness typing. If you'd like we can, we can put that now. So you don't have to pay the Corps driller to come back later, we've just saved them time and money. So our customers appreciate that we deliver exceptional customer service to them. And then our last core value is to lead by example, you know, we asked each of our guys to be a leader individually, so that we can be a leader in the industry, right? If we've got the best if we got a guy pushing a broom, and he wants to be the best broom pusher in the world, then that goes noticed it encourages the rest of our guys to be the best they can be at their job. And again, like positivity, it is contagious. So all of a sudden, the other subcontractors around us who don't work for us at all, but who also worked for our customer are all of a sudden being the best that they can be. And then the next thing you know, it's what I like to call an upward spiral, you know, everybody's just doing better having fun, you know, and enjoying work more. We we want it we be the change that we want to see. Right? So if we encounter some negativity, or if we encounter someone who's not exactly, you know, working with the same goals and alignment that we have, you know, rather than complain about that person or that situation, what do we do, we be the change that we want to see. And, and in time they come around. And we believe in setting the example you know, we don't we don't wait around for somebody to do right. To follow behind them doing right? We do right? For the sake of doing right. And we lead by example. And folks come behind us and they do the same. It's It's enormous. We read this every week at our production meeting or leadership team meeting and our sales and marketing meeting. We talk about this in every single decision that we make gets filtered through this screen.

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 14:31

And I want to say that hearing that and I hope that all of our GC ba listeners and others who are going to hear this or see this pay attention because that is precisely why you want a prism award as Shell contractor of the year I mean that states it right there. It doesn't matter the project, although it did in this particular case because I wouldn't find out about it. But following those values you are Winner to begin with. But that said, what project specific was this award for 2023.

Mark Antonelli, Founder, GENCO Shell Contractors: 15:09

We want we won this award for a custom home. It was, it's a 10,000 square foot custom home. It was off the bat, you know, a relatively complex structure with a lot of structural steel, of course, CMU, a lot of structural steel, all three floors and roof cast in place concrete. So, really a lot and a lot of structural steel. So, so already a complicated project. Well, as it so happens, the plans or structural plans were circulated and disseminated prior to the structural engineer himself, reviewing them. So construction had is begun is at the point of beginning, right, luckily, we were just mobilizing, but a lot of construction had taken place, you know, some underground stuff and whatnot. Anyway, construction was beginning, when the structural engineer himself reviewed the plans and realized that some some mistakes were made, that were drastic enough to concern him about the structural integrity of the design, which, which is a rarity, I have to say it was the it was a first for me, it was a first for me, that we received a set of plans that, you know, that could could have failed, if we had built it that way. The structural engineer needed to redesign the structure from bottom to top now, don't be the Hey, that it is what it is, you know, do your redesign send us over a set of plans will reprice the job, and then we'll get started. Right, wrong. So the owner and the general contractor were not interested in waiting that, you know, amount of time. So what what what had to happen or what, you know, what, what happened was that this the the general contractor, the owners rep, the structural engineer, the architect, the general contractors, project manager, the general contractor, Superintendent, my project manager, my superintendent, we all had to we, we worked on the foundation, they redesigned the foundation, we worked on the foundation, they redesigned the slab, we worked on the slab, they redesigned the columns, we worked on the columns, they were never more than a floor ahead of us ever. We were building almost as they were designing, redesigning this structure. And that is a real bear a real bear if you know anything about construction success lies in pre planning, right? Proper planning is an enormous ingredient, almost a primary ingredient in the success of a construction project. So if you don't, if you're robbed of that opportunity, in order for you to deliver exceptional customer service, and you know, really, really win and look like you're a winner, you got to really hustle. I mean, it was all hands on deck the entire time. Everyone made this happen. You know, certainly myself and my staff, but really the entire staff of the project of the general contractor, the entire staff, of the structural engineer, the entire and then staffs of of my suppliers, my structural, and my structural steel, that's a sub of mine, they had to really, you know, roll up their sleeves and go along with us in real time. Our rebar, detailer and supplier had to do the same. It was really a an impressive, it was a wonderful opportunity to be part of something that was a real challenge. And and to nail it. Yeah, no, we didn't we did not miss our schedule stayed right on schedule as it was designed for each problem. Everybody really came together to make it happen. And it was a really a beautiful ballet and something that I'm honored to have had the opportunity to be a part of.

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 19:11

Now I'm going to ask the Mr. Obvious question, you sort of told me right there, but obviously, you're very, very proud of this project. And you point at it today and say, We made this happen.

Mark Antonelli, Founder, GENCO Shell Contractors: 19:24

Yes. And you know, like I you know, I commented in my little recap there, you know, it's to do well, and to make it look like you're doing well. It's important. Appearances are important, right? Perception is reality, as I always say and, you know, potential clients are driving by all the time they see our signs and future clients are driving by and see our signs and neighbors drive by and you know, like to know that were that a job is progressing in lockstep and that the job site is clean Because after all, it is their neighbor. And it's important to do well, so well that you make it look easy. You know, it really is, it's an important part of the procedure, it makes us, it gets us future business it makes us it gives us earns us respect. And it does the same for our customer.

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 20:20

And, you know, I have to say, as a member of the Board of Directors for the Gold Coast Builders Association, you make us proud when we hear that type of dedication and devotion, quick sidebar to that. That was a residential shell, but you're also into commercial industrial.

Mark Antonelli, Founder, GENCO Shell Contractors: 20:39

Yes, we build commercial projects as well, you know, it's a box, it's a box. So you've got a couple of different kinds of foundations types, you have a couple of different types of wall types, column types, slab types, but you know, roof types, but in the end, it's a box, you know, we are combining to one degree or another concrete steel block in wood. So, whereas I am sort of simplifying the process, and there are certain the intricacies which require skill to understand and implement, with, with good people. It, it's a box. So, what I tell like I tell my customers, you know, that they don't need me to build a show for them, anybody can stack block on top of concrete, what they need is for me to fill gaps, you know, what I, what I say to my people is, you know, I, I we don't have any thing, what I what I have is good people around me. Without them. None of this is possible. And because of them, I am extremely proud to be a part of it.

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 21:52

Mark, what's your service area,

Mark Antonelli, Founder, GENCO Shell Contractors: 21:54

Broward, Palm Beach, Martin and St. Lucie counties.

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 22:00

This would be a perfect opportunity for me to ask for our listeners viewers for the GE CBA. And we're and by the way, we're going to use this in many different podcasts.

Mark Antonelli, Founder, GENCO Shell Contractors: 22:11

Here in Florida. A good way for people to get in touch with Jen CO and you the best way to get in touch with us is to call our office at 954-533-9592. That's 954-533-9592.

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 22:31

I mentioned just a moment ago how proud I was to have an on behalf of the entire Gold Coast Builders Association. Have a member like you, in our organization, let me flip that around to you. What is it like from your vantage point, to be a part of our organization?

Mark Antonelli, Founder, GENCO Shell Contractors: 22:48

Well, it's it's fantastic. You know, I was taught as a young man knew in business, that there is no such thing as competition, we can all do better and be better if we work together for me or any other member of a goal, you know, or DCBA. Having colleagues with which we can bounce ideas off or ask questions of, in an open and transparent and honest way is a benefit to us. Right? We have no competition. There were other folks who applied for this award. And although they didn't win this award, they want others that night, right. There are other awards. And and, and there's so much business in South Florida, especially that there's There's just plenty to go around. There is no there is no such thing as competition. And I for 1am Really just a happy and willing participant in this industry. I love what I do. And I love to be with other people who love what they do, and especially other people who love to do this. So working together collaborating with one another it is what it is really one of the blessings of the of the business,

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 24:07

ladies and gentlemen, you know that contagious attitude is good for us. So I want you to be paying attention to that. You also are very remarkable for giving back to the community. Tell us about that.

Mark Antonelli, Founder, GENCO Shell Contractors: 24:22

Well, I was taught at a young age in it as an adult though, by one of my first employers, that giving back to giving back to our industry is is positively necessary. It was not a an option for her. What she said was if you're going to be serious about this business, then you will be successful in this business. So it's important for you to give back to this business which is so good to you. I started out volunteering in a professional setting you know just on boards and can Mary's in a professional setting. In time, I expanded on that to make sure that I was volunteering in both a professional setting. And in my community, I have volunteered on one board or another or in one manner or another, my entire adult life, there's never been a time where I have not been volunteering, and at least one but always, almost always two things, one for my profession, and one for my community. I've become so blessed. And I'm really so grateful that I've reached a point in my career and in my life where I'm actually able to give back financially. Now, in addition to my volunteering of my time and my energy, I'm also able to give back financially, you know, the truth is that no matter how hard of a day I have, no matter what is going on in my life that could be perceived as unpleasant or negative, I am blessed. My cup is overflowing and it is the duty of you know, those who have been gifted to give it away. What is also true is that the more I give, the more I get, it is like magic. It is hearken back to that upward spiral thing. There are things in life that you can only get by giving them away, love, give it all away, give away as much love as you can never leave never miss an opportunity to give away love. You give away love you get more, you donate your time, you donate your money. And somehow more opportunity comes my way in less time than I would have otherwise expended if I was just going at it only focused on that. I don't know why it works. I don't know how it works. I just know that it works.

Sam Yates: 26:45

And that's what we need to know because we see it in action from you. And jedco marker, is there anything we haven't touched upon that you would like to add before we wrap our program up

Mark Antonelli, Founder, GENCO Shell Contractors: 26:56

today? You know, nothing I can think of just that, you know, over here at Jenko. We pride ourselves on quality, cleanliness, safety and timeliness. So if you are looking for a shell contractor that is going to do a good job on time and keep your site clean and safe the whole way through. Please give us a call.

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 27:18

toughest question though. This is the tough one. Will you come back for another episode?

Mark Antonelli, Founder, GENCO Shell Contractors: 27:24

Certainly anytime.

Sam Yates: 27:26

absolutely pleased to hear that you have made my day. Mark Antonelli founder GENCO, PRISM award winner, member of the Gold Coast Builders Association. We have enjoyed having you here today and personally. It has been my pleasure to have this conversation. Thank you for being here.

Mark Antonelli, Founder, GENCO Shell Contractors: 27:45

Thank you, Sam.

Sam Yates, Host, Florida Business Forum, Florida's Number One Business News Podcast: 27:47

And I am Sam Yates, your host for the Gold Coast Builders Association builders spotlight. Until our next episode. Have a great day everybody. Thanks for listening to the Gold Coast builders spotlight. If you have a guest or a topic you would like to recommend contact your G CBA. Builders spotlight podcast host Sam Yates, or the Gold Coast Builders Association. The G CBA builders spotlight podcast, building relationships one podcast at a time. Have a wonderful day everyone.