A DiJones co-branded Cool Cabana on the beach at Pacific Palms. The cabanas are gifted to vendors at settlement or placed in holiday homes for guest use.

There’s no glass shopfront, no window display of printed listings, no reception desk. At DiJones Pacific Palms, the brand’s presence is a satellite pod next to a café, 50 co-branded beach cabanas, a custom-built magazine dispenser modelled on a New York City newspaper box – and a branded Vespa.

Four months in, the approach has brought more than $41 million in listings to market.

Dominique Vasers, who leads the Pacific Palms office, designed the model around how people actually use the area rather than how real estate has traditionally shown up in it.

“Pacific Palms is about lifestyle first. People come here to slow down, switch off and belong – and I wanted our brand presence to reflect that,” Dominique said.

The DiJones Pacific Palms satellite pod at Blueys Beach, a co-branded Cool Cabana on the sand, Dominique Vasers, who leads the office, and the custom-built magazine dispenser for the weekly DiJones Digest

At Blueys Beach, a satellite pod sits alongside a local café with digital screens showcasing current listings. The cabanas – produced in partnership with Cool Cabana – are gifted to vendors at settlement, placed in holiday homes for guest use, or available for hire. A weekly publication, the DiJones Digest, is distributed free from the streetside dispenser.

The buyer strategy is deliberately metropolitan. Using DiJones’ national database and targeted digital campaigns, the team markets directly to Sydney and key migration corridors rather than relying on local foot traffic.

A DiJones-branded surfboard outside the satellite pod at Blueys Beach

“Being backed by DiJones allows us to deliver a truly local experience while still reaching buyers wherever they’re coming from,” Dominique said.

Brent May, chief operating officer at DiJones, said the Pacific Palms model reflects how the brand is adapting to lifestyle-led markets.

“From the outset, our vision for Pacific Palms was to do something genuinely different – respecting the local lifestyle while applying the full strength of the DiJones brand, systems and data,” Brent said.

The office will now expand into property management and holiday letting, responding to investor demand and the area’s growing short-stay market.

DiJones operates more than 25 offices across Sydney, the Central Coast, Southern Highlands, Illawarra and regional NSW. For more information around joining DiJones, please visit https://www.dijones.com.au/licensing