Purpose Construction manufacturers predominantly rely upon antiquated manual design and production processes and procedures because they lack technical skills needed to automate working practices. This paper aims to automate manufacturing processes by optimising the utilisation of BIM digital objects (BDO) via the development of a conceptual model. Concomitant objectives seek to reduce design errors; eliminate unnecessary costs; automate the generation of quantity bills; and maximise productivity performance. Design/methodology/approach An inductive approach was adopted through a post positivist epistemological lens set within the context of a case study of a small- and medium-sized enterprise. From an operational perspective, both qualitative and quantitative data were collected and analysed via a novel four-phase waterfall design, namely, literature diagnosis; recording contemporary practice; mapping manufacturing workflow and procedures; and evaluation and proof of concept development. Findings The work illustrates that BDO enhances manufacturing workflow, reduces product manufacturing lead time and augments quality assurance throughout the whole life cycle of a manufactured product. The conceptual model developed provides a pragmatic and comprehensive solution to automate construction manufacturing procedures and to improve the facilitation of information exchanged between all stakeholders involved. Originality/value This study presents the first comprehensive case study of BDO application within a manufacturing context. Future research is however, needed to test and validate the conceptual model presented in practice. In doing so, the model can be further refined using practitioner input and real-life manufacturing processes and procedures.