Agent Spotlight: Nicole & Steve Jones

Steve and Nicole Jones from award-winning agency Jones Realty & Projects share insights on how to make an impression in four seconds, what makes them industry leaders and how to stay the course when working with your partner.

From navigating 40-month project cycles to their different "fire break" and "firefighter" roles, Steve and Nicole Jones are a winning team. Their agency Jones Realty & Projects won the Top Office in Residential Project Marketing at the 2024 reiwa.com Awards, and they were both among the Top 5 individual agents in this field. They share insights on how to make an impression in four seconds, and how to stay the course when working with your partner.

Q: You started your own company together about 8 years ago, how did it all begin?

Steve: The company was born out of demand in the industry. We saw a gap – there were very few project marketing teams at the time. A lot of developers were using residential real estate agents who didn’t fully understand what a project marketer does. So, we identified that opportunity and started small with just myself, Nicole and a PA, and grew from there.

Q: What’s it like working with your partner?

Nicole: It’s been quite the journey working together for the last 17 years, and we haven’t taken each other out yet! Honestly, it’s been great because Steve and I bring very different skill sets to the table. The key to making it work was figuring out our own lanes early on – once we did that, everything started flowing smoothly.
Steve's more the fire break in the business, making sure everything's tickety-boo. I'm the firefighter, constantly putting out fires, so it works well. Otherwise, I'd just get incinerated.

Steve: Our roles are very different. My role is more B2B, dealing with developers, investors and financiers, whereas Nic's is B2C, focusing on consumers. It's important to note that project marketing involves both B2B and B2C, while most real estate businesses are B2C. Nic has a high level of empathy for customers, which creates a strong connection and trust.

Q: How did you establish clear roles in the business?

Steve: It took us a while to figure out our "railway tracks." Once we established who focused on what, and who was responsible for which areas, things started working more harmoniously. While we both have the freedom to offer opinions, the person responsible for that particular area has the final say.

Nicole: This philosophy applies to everyone in the business—not just us. We encourage staff to double down on their strengths rather than trying to master everything. It helps them excel in what they’re naturally good at.

Q: What sets your business apart in the industry?

Steve: For us, it’s about adding constant value. We’ve built our business on quality, cutting-edge technology, and ensuring we deliver what we promise. Our clients trust us because we follow through on our word, which is critical when they're investing their livelihoods into these developments. We’re not just in it for quick wins - it's about the long game, and that consistency is what keeps us at the forefront.

Q: What are buyers looking for these days?

Nicole: Certainty. Gone are the days where it's just about a beautiful building. It's now, who is the team? Who's selling it? Who's marketing it? Who's building it? What's the previous experience of the developer? They're really wanting to make sure that they're jumping in with the right team because you can have the best developer, not the best builder, and then all of a sudden there’s a cost blowout, the developer can't make it, sales reps are impacted, and buyers don't get their home.

Q: What’s the most important lesson you've learned in sales?

Steve: You’ve got four seconds to make an impression on someone, and most people don’t realise how crucial that is. If you don’t know how to build trust quickly, you’re wasting your time in sales. It’s not about how hard you work or how nice you are – those are just parts of the puzzle. What really matters is understanding the psychology behind selling, and making sure the buyer feels like you’re the person they want to work with. If you can’t do that, you need to move on from sales.

Q: What’s the key to succeeding in project marketing?

Steve: Project marketing is a long game, not a quick win. You need to be highly disciplined and focused, both in terms of your business-to-business relationships with developers and the long-term nurturing of buyers. It’s not about quick transactions; it could take 36 to 40 months to close a deal, so building trust and maintaining relationships over time is critical. You also need to understand all the moving parts, from contracts to development logistics, which takes time to master.

Nicole: Project marketing is incredibly layered, especially when you’re handling something as complex as a development. From the initial stages to the ongoing phases, we could easily have 200 to 300 meetings just for one project – between developers, buyers and team training. So, establishing clear roles has been crucial to making sure everything runs like a well-oiled machine.

Q: What would you be doing if you weren’t in real estate?

Nicole: Living in Dunsborough making candles! Living the easy life. But it would always involve being around people. People energise me and I thrive off that.

Steve: I have a passion for business so besides wanting to travel more around this great state of ours, I’d always be involved in some business.