Targeting high-end architectural builds in Southland and Central Otago has been a key strategy for ﬁve year-old Invercargill ﬁrm Jason Gorton Building.
This focus has resulted in ongoing beneﬁts for the business and its tradesmen, but developing a reputation to create conﬁ dence in people who are making a signiﬁcant life-time investment does not happen overnight, owner Jason Gorton says.
“People that want to spend reasonable amounts of money on building their dream home typically go for people that have been building for a longer period of time.” “Getting into that niche market has been one of the biggest challenges.”
Proof of this strategy shows in the nine new builds the company has in various stages of progress – including some under contract to group builders – in addition to ﬁve major renovations.
Consequently, Jason now spends more time on his mobile phone and on project management than swinging a hammer, but is supported by his wife, Michelle, who has a crucial role in the business.
“She keeps thing running smoothly in the background handling accounts and administration and dealing with phone calls to and from suppliers and clients.”
The company employs six trade staff, including three apprentices close to qualifying, plus two labourers.
Four of the team are strategically based in Queenstown. This means staff beneﬁt by having the opportunity to work on bespoke architectural builds, which they ﬁnd both enjoyable and challenging.
Jason unequivocally says having a great team, including highly competent foremen is the reason the business is able to undertake a high volume of quality work, whether new builds or renovations.
“I guess they represent the company wholly and solely because I can’t be everywhere at once. It’s important they are treated properly so they can reﬂect well to the clients. Looking after my workers has been one of the main things. If you look after them they look after you and the clients.”
Previously a foreman himself, Jason encourages his builders to advance their careers and to continuously upskill with a view to potentially having their own businesses in the future.
“If they decide they want to leave and start their own business then at least they’ve got the skill base to do so.”
“I’ve encouraged them to step up and take on their own roles; that’s probably the key to the whole business. If I didn’t have the guys I have now, I wouldn’t be able to do what I’m doing.”
“We also rely heavily on our sub-contractors to be reliable.” Whether a client is looking to build new with a limited or large budget, or to renovate, Jason can advise on design options to turn their vision into reality and create a house that will provide the living spaces and lifestyle they have dreamed of.
“We work in with the clients and a draughtsman or architect to get what people want.”
Jason Gorton Building offer the ﬂexiblity for clients to have the freedom to develop aspects of a design during the building process, particularly in high end builds, rather than having everything set in concrete when plans are drawn.
For Jason and his team, this creative part of building is one of the attractions and a really satisfying aspect of the projects they undertake.
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