Jovick specializes in building high-performance custom homes, ranches, wineries, and commercial projects — and their approach to design-build is deeply rooted in the terrain that surrounds their Southern Oregon location. In addition to producing a high-quality product, they take pride in honesty, transparency, and treating customers and sub-contractors like family.
Located in Ashland, Oregon, Jovick’s target market is small and saturated. They needed a way to differentiate themselves in a crowded marketplace and become attractive to a new kind of buyer. To make matters worse, the company was in an awkward growth period where ownership was still extremely involved in the day-to-day and struggled to carve out time to focus on the big picture.
It’s a small area — you’re always bidding against the same people. And for a long time, we were the underdogs. We realized we couldn’t play that card anymore. We were in the mindset of ‘Okay, we have grown to this size, and we need to embrace it, we need to step up.’ We had vacillated between needing help and wanting to do it ourselves. Our biggest problem was just feeling so overwhelmed by the whole thing, putting out fires, trying to get by day-to-day. At that point, we knew we needed help.
We worked closely with Dan and Laurie Jovick to refine their differentiators and expand the sales conversation to be about more than just price. This included an exploration of their best-fit clients and projects. There, we identified two new areas of focus for their work: homesteads and commercial agriculture.
With the help of Kinesis, we were able to get people past the meaningless questions that they felt required to ask, like 'What's your square ft price to build a home,' and instead talk about the things that really matter: the materials, craftsmanship, and details that make a Jovick Built home extraordinary.
We helped them develop a brand around the idea of construction framed by landscapes of rolling hills and stunning forests — and produced a website to tell this story as well. On it, we broke out sections for this new target audience to speak to homestead and commercial clients individually.
Jovick continues to be a growing presence in Southern Oregon, gaining more and more homestead and agricultural projects, and earning a number of testimonials from happy clients. They were even recently featured in Southern Oregon Magazine for their notable work in the region. Because of their strong digital footprint, the team continues to see opportunities from clients who are looking to move to the area, but who need help realizing their complex projects.
Getting clarity about our ideal client was crucial. Now that we have a solid understanding of who we are and where we’re headed, it makes all the other decisions so much easier.
Every business faces its own unique set of challenges — from differentiating in a crowded marketplace, to navigating the uncomfortable fits and starts of growth. And as a small business in a small market, those challenges are only exaggerated. But, when you apply strategy and remarkability, a small market can be a lot bigger than you might imagine.
We love working with the Jovick team and look forward to watching them continue to grow their reach in these new and diverse markets.
Kinesis is made up of such talented and wonderful people. What an absolutely positive experience. We could not be any happier and feel like they hit the nail square on the head (pun intended)!
If Kinesis sounds like the partner you’ve been looking for, let’s talk.
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