In 2018, Diverse was rapidly expanding after a series of intelligent land acquisitions. With an ambitious senior management team, Diverse was looking to expand its share of the market in the Fraser Valley and BC Interior through increased vertical integration and expansion of its service offerings.

They wanted to:

  • Support their expansion by figuring out their vision for the next five years
  • Implement the systems needed to help them achieve their vision
  • Develop their management bench strength as part of overall company improvements

“My favourite thing about Bellrock is that you fix the problems, permanently.”


Diverse engaged Bellrock in 2018 to provide strategic planning, implementation, and training to help define and achieve their goals.

Strategic Planning

Bellrock facilitated a two-day offsite strategic planning session for Diverse where we:

  • Clarified sales, financial, and operational goals for the next 5 years.
  • Defined roles for all staff, including the leadership team.
  • Identified areas where more robust systems could help the business continue to thrive.


Bellrock was also embedded into Diverse’s environment for about 6 months to assist with the development and implementation of foundational process, people, and communication systems to support the company’s growth. Working with the staff and leadership, we:

  • Documented each step in the development and construction processes and identified critical improvements as well as areas lacking documentation.
  • Implemented a standardized documentation system to capture in-house knowledge for easier training and to help define the “Diverse Way”.
  • Created job descriptions and performance evaluations for staff positions.
  • Built a dashboard to measure what matters and allow the leadership to keep abreast of their most important metrics.
  • Held the leadership accountable to their goals and enabled them to respond to changes through continued quarterly strategic planning sessions.

Management Training

In 2019, 17 people (34% of the staff) participated in a private Management Foundations training program delivered via workshops and 1:1 coaching. This program deeply entrenched the culture and systems Diverse had codified. Three years later, employee retention of this cohort is 88%.


One Year Later

  • 40% revenue increase and 43% profit increase year over year.
  • Expanded office with growth from 29 to 50 staff.
  • Leadership noted that the continued use of written procedures has greatly aided them in attracting and retaining great staff.
  • All staff have written job descriptions and performance evaluations are in place.
  • Ongoing strategic planning has allowed the leadership to re-asses their goals and core values, as well as keep on track to reaching their goals.

Four Years Later

The Diverse leadership team remains committed to their strategic planning and communication rhythms which have facilitated:

  • 125% revenue and profit growth as part of their continued growth trajectory
  • Doubling the # of completed units since 2018 with increased production.
  • Geographic expansion to the interior of BC.
  • 70% more staff and strong employee engagement with only 12% turnover.
  • 33% increase in their Client Net Promoter Score.

Diverse continues to hold regular offsite strategic planning sessions with Bellrock’s involvement.

“Five years ago I would have thought this (strategic planning) was a complete waste of time, but this isn’t a waste of time and it has proved to be incredibly valuable.”