March 21, 2025
Elite Concrete: Innovation at its core, success in its foundation
How Marcelo Mancini blends creativity and consistency to set his company apart
By Ryan O'Connor
Marcelo Mancini began his journey in the landscaping industry 25 years ago, working on a project for his newly founded concrete company. One day, he received a request for a custom limestone finish — a task that would not just satisfy his client, but also spark the creation of a signature offering that would set off Elite Concrete's sustained success.
“We started working with the designer, experimenting with different methods to achieve the desired finish, eventually settling on a wash technique instead of sandblasting,” said Mancini. “After the project was complete, we continued to test it elsewhere and decided to make it our main formula after it received compliments for its smooth look.”
Today, Mancini runs one of Toronto's most prominent concrete companies, with his original limestone formula at the forefront of its popularity. Initially focused on residential stamped concrete, Marcelo transitioned to primarily architectural concrete when he saw the potential for his business to flourish.
“When we created Elite Concrete and soon after our limestone finish, they started to feed off of each other,” explains Mancini. “Our product had a unique look and was high quality, and we started using it in installations. It was the perfect formula.”
What began with Mancini and a single crew has since expanded into an extensive operation with six crews operating across the six municipalities that make up the Greater Toronto Area. Based in Concord, Ont., Elite Concrete specializes in installing driveways, patios, paths and other essential landscaping features.
While the company has already set itself apart from the industry with its patented limestone finish, Mancini is committed to balancing fresh ideas with the proven methods that built his operation’s success. This vision is echoed by Matteo Mancini, Marcelo’s son and seasonal employee at Elite Concrete.
“We are always trying to look towards the future while maintaining what has worked in the past,” says Matteo. “We won’t get to grow more if we aren’t trying new approaches.”
This vision is reflected in their social media presence, where Elite Concrete has built a strong following. On Instagram alone, they have amassed over 32,000 followers — a staggering number for a landscaping company. In this space, they showcase their craftsmanship and engage with clients, putting a focus on customer service.
“Our Instagram has had organic growth throughout the years. We started it a while back and just kept referring clients and kept posting daily,” says Mancini. “It’s been our main marketing tool for a number of years now.”
Mancini says he saw the potential in creating a social media presence over 10 years ago when met with the challenge of promoting his company’s services effectively. At a time when social media was gaining traction in the daily lives of millions, Elite Concrete chose to embrace the platform as a way to connect with customers and build a brand beyond traditional advertising.
“In Toronto, there are only a few effective ways to get your message across in advertising,” says Mancini. “We looked at radio and television, but they didn’t fit what we wanted. Instagram was what ended up working for us best. It allowed us to showcase our work and let our projects speak for themselves as a form of advertising.”
Without relying on targeted social media campaigns, the company’s online success stems from consistently delivering high-quality work and maintaining a strong reputation. This same consistency defines their workplace culture. For Mancini, maintaining steady growth in all aspects of the business starts with prioritizing top-level customer service — a value he always considers when bringing on new employees.
“I like to think we draw in new and existing customers through our workers who interact with people every day. We’re pretty careful with who we put out there,” says Mancini. “We look for employees with a positive attitude and enthusiasm for working with concrete. If they want to come to work every day excited about what we do, that’s who we want to bring on, regardless of their experience.”
Mancini says his specialized limestone finish creates a barrier to hiring workers from commercial construction, as they are familiar with traditional methods rather than his own unique process. He says working hours are also unorthodox compared to the rest of the industry, so he places high value on his longtime employees who have stuck with it.
“The first couple years comes with specialized training,” Mancini explains. “It's hard for many new workers making the transition at first. We prioritize keeping employees happy, as retaining those who adapt to our process is key to long-term success.”
A well-rounded team of motivated, satisfied employees — happy to represent the company — has helped build a strong reputation on other online platforms such as HomeStars, which connects homeowners with home improvement professionals. On that platform, Elite Concrete has achieved the “Best of the Best Award” over the last 15 years — a title given to professionals who have won their “Best of Award” for three or more consecutive years.
“We like to make sure the client always has somebody to talk to if they have any requests,” Mancini says. “And that's really our forte. The end product is always important, but maintaining a high level of communication throughout the construction process goes a long way.”
With a clear vision for the future, Mancini has built a loyal customer base that drives both his business and online presence. But it all started with a small crew, a dedication to craftsmanship and the drive to turn residential concrete into something more.
“For anyone starting their own business in the sector, I’d suggest focusing on customer service first. It goes a long way with people,” says Mancini. “Have patience and persistence, and allow growth in the first few years. Either you’ll make it or not, but it’s always worth a shot.”
By Ryan O'ConnorMarcelo Mancini began his journey in the landscaping industry 25 years ago, working on a project for his newly founded concrete company. One day, he received a request for a custom limestone finish — a task that would not just satisfy his client, but also spark the creation of a signature offering that would set off Elite Concrete's sustained success.
“We started working with the designer, experimenting with different methods to achieve the desired finish, eventually settling on a wash technique instead of sandblasting,” said Mancini. “After the project was complete, we continued to test it elsewhere and decided to make it our main formula after it received compliments for its smooth look.”
Today, Mancini runs one of Toronto's most prominent concrete companies, with his original limestone formula at the forefront of its popularity. Initially focused on residential stamped concrete, Marcelo transitioned to primarily architectural concrete when he saw the potential for his business to flourish.
“When we created Elite Concrete and soon after our limestone finish, they started to feed off of each other,” explains Mancini. “Our product had a unique look and was high quality, and we started using it in installations. It was the perfect formula.”
While the company has already set itself apart from the industry with its patented limestone finish, Mancini is committed to balancing fresh ideas with the proven methods that built his operation’s success. This vision is echoed by Matteo Mancini, Marcelo’s son and seasonal employee at Elite Concrete.
“We are always trying to look towards the future while maintaining what has worked in the past,” says Matteo. “We won’t get to grow more if we aren’t trying new approaches.”
This vision is reflected in their social media presence, where Elite Concrete has built a strong following. On Instagram alone, they have amassed over 32,000 followers — a staggering number for a landscaping company. In this space, they showcase their craftsmanship and engage with clients, putting a focus on customer service.
“Our Instagram has had organic growth throughout the years. We started it a while back and just kept referring clients and kept posting daily,” says Mancini. “It’s been our main marketing tool for a number of years now.”
Mancini says he saw the potential in creating a social media presence over 10 years ago when met with the challenge of promoting his company’s services effectively. At a time when social media was gaining traction in the daily lives of millions, Elite Concrete chose to embrace the platform as a way to connect with customers and build a brand beyond traditional advertising.
“In Toronto, there are only a few effective ways to get your message across in advertising,” says Mancini. “We looked at radio and television, but they didn’t fit what we wanted. Instagram was what ended up working for us best. It allowed us to showcase our work and let our projects speak for themselves as a form of advertising.”
Without relying on targeted social media campaigns, the company’s online success stems from consistently delivering high-quality work and maintaining a strong reputation. This same consistency defines their workplace culture. For Mancini, maintaining steady growth in all aspects of the business starts with prioritizing top-level customer service — a value he always considers when bringing on new employees.
“I like to think we draw in new and existing customers through our workers who interact with people every day. We’re pretty careful with who we put out there,” says Mancini. “We look for employees with a positive attitude and enthusiasm for working with concrete. If they want to come to work every day excited about what we do, that’s who we want to bring on, regardless of their experience.”
Mancini says his specialized limestone finish creates a barrier to hiring workers from commercial construction, as they are familiar with traditional methods rather than his own unique process. He says working hours are also unorthodox compared to the rest of the industry, so he places high value on his longtime employees who have stuck with it.“The first couple years comes with specialized training,” Mancini explains. “It's hard for many new workers making the transition at first. We prioritize keeping employees happy, as retaining those who adapt to our process is key to long-term success.”
A well-rounded team of motivated, satisfied employees — happy to represent the company — has helped build a strong reputation on other online platforms such as HomeStars, which connects homeowners with home improvement professionals. On that platform, Elite Concrete has achieved the “Best of the Best Award” over the last 15 years — a title given to professionals who have won their “Best of Award” for three or more consecutive years.
“We like to make sure the client always has somebody to talk to if they have any requests,” Mancini says. “And that's really our forte. The end product is always important, but maintaining a high level of communication throughout the construction process goes a long way.”
“For anyone starting their own business in the sector, I’d suggest focusing on customer service first. It goes a long way with people,” says Mancini. “Have patience and persistence, and allow growth in the first few years. Either you’ll make it or not, but it’s always worth a shot.”