Pursuing Authenticity with Nicole Jacobs
7 July 2023
Written by Acme Mag
No matter which part of the real estate industry you’re in, authenticity is a key piece to success. We’ve all heard about the survey ranking real estate agents as less trustworthy than politicians. It’s no surprise focusing on genuine values and authentic self has been brought to the forefront. Director and Buyers Advocate, Nicole Jacobs has always encouraged people to pursue authenticity. She has taken this with her throughout her career, whether for her own company ventures or her appearance on The Block.
Acme: How did you get to where you are today? Have you always had an interest in real estate?
Nicole: As a child, my father shared his love of architecture with me. From a very young age, I was exposed to the possibilities of buildings and homes, and how they could evoke different feelings just by their presence in the landscape.
My journey with real estate started ‘officially’ when I was living in the US at the end of the 90s, where I studied how to buy and sell foreclosed properties. Returning to Melbourne at the end of 2000, I promptly signed up for my agent’s representative course and at the end of this was offered a job by the lecturer, who owned a real estate agency. I came to this decision based on my love of property and people. To me, it was a natural fit.
Acme: At what point did you become involved with The Block?
Nicole: I first represented buyers on The Block in Season 7, The Block Sky High in Park Street South Melbourne. The Block is now in its 19th Season, which is quite remarkable. I have represented buyers in every series since then. That makes it 12 Seasons for me so far and to date have bought over 12 Block properties for my clients.
The show absolutely made me a recognisable face in the marketplace of real estate and led to buyers contacting me to represent them ‘as I do on The Block’. Being a strong female businesswoman on the show has also proved favourable with other professional businesswomen, who after each season DM me to thank me for being so professional in the representation of women in business and of course real estate. Not having to be macho or something that I am not, to hold my ground. The exposure definitely increased my social media presence and it led to a book deal with Hardie Grant Publishers.
Acme: You have a background in marketing, having studied at Monash, how has this influenced not only the success of your career but how you work on a day-to-day basis?
Nicole: With any degree, apart from the content you learn, it prepares you to be disciplined, organised and meet deadlines. I have always believed in being as qualified as possible in anything I am doing. So my Marketing post grad gave me confidence in understanding the fundamentals of how you can market a product or service locally and internationally. The course was a great overall grounding for running my business.
Since I completed this course, many aspects have changed on how to market yourself, your business, and be successful. Digital expansion and now AI has meant a lot of upskilling for me. Understanding how people seek out inspirational and aspirational content is phenomenal.
Acme: A major part of your ethos is around creating authenticity in business and life – for both yourself and the clients you work with. What does authenticity mean to you and how do you encourage that through your work?
Nicole: Authenticity for me is about being real. Being real is trusting my gut. I am learning every day to question more and not be taken for granted. We balance the energy around us even if we don’t know it. I have learnt to understand negative energy and its purpose, which allows me to move on quickly.
My clients know from the first conversation before they have engaged me, that my role is to take their journey with them and to find and then acquire their dream home. I have an enormous amount of gratitude for what I do as a buyers agent or vendors agent. It is a privilege that I do not take for granted.
You see, it is my job to find that special home for them and to provide them with as much information as possible to make an educated and confident decision to move forward on a property.
Acme: Do some of these themes of authenticity – and by extension confidence – filter into your book, ‘SOLD!’?
Nicole: SOLD starts with understanding your ‘why’. This is something I think makes sense in everything we do in life, not just when buying and selling property.
When you understand why you are doing something it can make the pathway a lot clearer and less stressful too. The book provides tips and tricks for buying and selling and choosing agents to sell or buy with as well. You can pick it up and read from whatever chapter you need to know more about, for example, expression of interest campaigns, what to expect, and how to navigate different agents ‘rules of engagement’.
Acme: What advice would you give agents reading this who want to create authenticity in their own careers?
Nicole: Always think, what’s my intention here? Sometimes we get put in situations that test our integrity, our resolve. If you truly listen to yourself and your gut, you will nine times out of 10 make a great decision.
Real estate has a lot of egos, so taking out the ego and thinking of the people you are representing actually provides a satisfaction that you can’t put into words.
I used to say constantly to an advocate who worked for me, ‘check and re-check, is this a decision you are making for you or your client?’. Basically, slow down, don’t be transactional and remember these are people’s lives.
Interested in more stories about industry specialists in the spotlight? Check out our interview with Luxe Listing’s Simon Cohen.
