After using a buyer’s agent herself during COVID while relocating from Sydney to Brisbane, Jade quickly identified a significant gap in the market.
“I didn’t have a great experience myself with a buyer’s agent and knew that we could provide a better service,” Jade said.
Making the leap from luxury retail to real estate wasn’t without its challenges, but Jade’s sales background provided a solid foundation.
“I not only made a sea change moving to Brisbane from Sydney, but also a massive career change,” she said.
“I started the business on my own and obviously slogged it out like everyone else in a small business.”
That persistence has paid off. Jade now runs Ideal Property Buyers with a team of employees, helping a diverse range of clients navigate the property market.
Her client base includes first-time buyers, families looking for homes in Brisbane’s Bayside region, and investors seeking properties on a national level.
“I specialise in helping women get into the property market,” Jade said.
“But we also buy quite a few investment properties for my investors on a national level.”
A relationship-focused approach
What sets Ideal Property Buyers apart is their commitment to building strong relationships and truly listening to clients’ needs.
“We focus on building strong relationships with our clients and listening to their brief—however wild it may be,” Jade said.
“We’re on their side throughout the process, making sure they feel supported, guided and educated every step of the way.”
She believes a buyer’s agent’s role extends far beyond negotiation.
“It’s not just about strong negotiation on the purchase itself, but making sure our clients feel that they have gone through the process, knowing what’s happening at every step of the way,” she said.
“They come out of it on the other side, getting a really good deal done, but also feeling really confident and comfortable about the decisions that they have ultimately made.”
Overcoming the challenges
Like many small business owners, Jade faced the challenge of building recognition and credibility in a competitive marketplace.
“You’re up against some big players with big money and factory machines with lots of staff and all of those sorts of things,” she said.
“They tend to be a little bit less personable and hands on, and that suits some clients.”
However, she’s successfully carved out a niche by offering a more personalised service.
“Positioning yourself as a trusted authority in the marketplace has taken a few years, but we’re seeing that come through in our client reviews,” Jade said.
A family affair
The business recently became a true family operation when Jade’s brother, Vern, joined the team.
“Vern joined the business last year, and it’s now very much a family operation,” she said.
Like his sister, Vern also used a buyer’s agent when moving from Sydney to Brisbane during COVID and brings his own luxury sales background to the business.
“He also used a buyer’s agent moving from Sydney to Brisbane during COVID, so he’s been along the journey with me,” Jade said.
The family dynamic has become a significant selling point for clients.
“Us being a family business now and having that real care factor there, I know it really is a big thing for a lot of our clients and they really do resonate with that,” she said.
“They only ever deal with either the pair of us. There’s not anyone sitting in the background overseas, offshore or anything like that. They ring up, they talk to me, they talk to Vern and that’s all who they deal with.”
The case for buyer representation
Jade is passionate about educating the market on the importance of buyer representation, hoping Australia will eventually follow the American model.
“In today’s market, not using a buyer’s agent can mean missing out on valuable guidance and representation,” she said.
She points out that selling agents represent sellers’ interests, leaving buyers without professional representation.
“The selling agents are there for the sellers and no one’s representing the buyers,” Jade said.
“The buyers don’t always know all that they need to know about the buying process. They’re also most of the time not master negotiators, which selling agents are – they do it all day every day.”
Without proper representation, buyers risk overpaying or accepting unfavourable contract terms.
“Without that representation on their side, they’re potentially overpaying, not having the best terms go through on their contracts or buying just for the sake of getting there because they’ve got buyer fatigue by the time they finally do get a contract,” she said.
Jade’s experience reflects a broader shift in the market, where buyers are increasingly seeking guidance, advocacy and a more personalised approach to navigating complex property decisions.
Looking ahead
For the future, Jade plans to continue doing what she does best – helping buyers navigate the property market with confidence.
“We just want to continue working as we are, assisting buyers in the marketplace and there’s plenty to go around,” she said.
“There’s always lots of buyers that need assistance.”
With a growing reputation and a family-based approach that prioritises personal service, Ideal Property Buyers continues to attract clients seeking a more tailored buying experience.
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