Empathy and Aggression: The Two Traits Every Modern Builder Needs

“You need to be empathetic. But you also need to be aggressive — in pricing, in marketing, and in delivery. That’s the paradox of being a good builder.”

— Greg McGee, Director, Ryse Constructions

In an industry that often celebrates technical excellence, Greg McGee of Ryse Constructions believes mindset matters just as much as skillset. For him, the best builders aren’t just good on the tools — they’re emotionally intelligent leaders who blend empathy with aggression to run successful, respected businesses.

Speaking on The Good Builder Podcast, McGee shared his take on what separates a great builder from the rest.

“Being a good builder isn’t just about the structure. It’s about understanding people, guiding them through uncertainty, and then delivering with absolute confidence and strength. It’s empathy and aggression. You have to have both.”

Empathy: Why Emotional Intelligence Wins Work

In a world of contracts and construction schedules, empathy might seem like a soft skill — but McGee insists it’s anything but.

“When you walk into someone’s home, you’re stepping into their world. You’ve got to understand what’s driving them — whether it’s a growing family, or just trying to make their home feel safe again.”

He says builders who listen first, explain clearly, and respect the emotional weight of a project build more than homes — they build trust. That trust leads to smoother jobs, better referrals, and a strong reputation.

Aggression: The Overlooked Trait in Business Success

But empathy alone doesn’t keep the doors open.

“You’ve also got to be aggressive — not with your clients, but in how you price, how you show up in the market, how you manage your sites. Builders are getting squeezed from all directions. If you’re not aggressive in business, you’ll get run over.”

McGee sees too many builders who are brilliant craftsmen, but passive business operators. Without clear marketing, strong leadership on-site, and firm financial boundaries — even great builders can find themselves in trouble.

“I see builders all the time who are amazing on the tools. But they’re not putting themselves out there, not chasing work, not demanding margins. And they get burnt out — or worse, they give up.”

The Ryse Mentality: Lead With Both Head and Heart

The Good Builder exists to spotlight this evolution — from pure technician to well-rounded leader. Greg McGee embodies that shift. Through Ryse Constructions, he’s showing that modern builders need more than technical drawings and site smarts. They need heart, strategy, and a little fire.

“This isn’t just a job anymore. Builders need to lead their team, lead their clients, and lead their own business with intention. That takes emotional intelligence — and a bit of fire in the belly.”

At The Good Builder, we’re backing the builders who lead with both heart and hustle — just like Greg McGee.

Are You a Good Builder? Let’s Talk.

If you’re the kind of builder who leads with empathy, shows up with energy, and wants to build something bigger than just homes — we’d love to hear your story.

Get in touch or tag us on LinkedIn.

Let’s raise the standard together.

Author: The Good Builder

The Good Builder is a media platform that provides news and insights for Australia’s home building industry. From exclusive stories and curated insights to bold industry perspectives, we deliver the news and updates that keep builders, suppliers, and the entire home building industry inspired and ahead of the curve.