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DiJones’ Pacific Palms office has seen the benefits of strategic branding in its first four months, with its coastal and lifestyle focus allowing the team to hit a new benchmark.
Since its opening late last year, DiJones Pacific Palms has brought more than $41 million worth of property to the market, as the agency looks to set itself apart with area-specific branding.
Led by local real estate professional Dominique Vasers, DiJones said the agency had seen consistent demand from lifestyle and holiday-home buyers, particularly those migrating from Sydney and metropolitan markets.
Instead of adopting a traditional office marketing model, Vasers intended the office to be embedded into the coastal community, adopting a presence that felt local to the area.
DiJones said the agency was in a pod building on Blueys Beach, alongside a popular local café, and was designed to feel like a natural extension of the area.
It also included a branded surfboard and digital screens showcasing property campaigns, creating a relaxed yet visible touchpoint for locals and visitors, while 50 cabanas were placed within holiday homes for guest use and available for hire.
The agency also introduced a custom-built magazine box, inspired by classic New York City newspaper dispensers, allowing passers-by to collect the weekly DiJones Digest Magazine.
The network also said the inclusion of a DiJones Vespa created a visible symbol of the effortless, mobile and community-focused Pacific Palms way of life.
Vasers said the agency had intended to create a connection with the community, catering for the locals’ desire to slow down, switch off and belong.
“Being backed by DiJones allows us to deliver a truly local experience while still reaching buyers wherever they’re coming from,” Vasers said.
DiJones chief operating officer, Brent May, said the Pacific Palms office reflected the brand’s growing approach to growth in 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,” May said.
“The momentum achieved in less than six months, combined with the expansion into property management and holiday letting, reflects both the demand in this market and the strength of her leadership.”
DiJones said that while the brand expression was distinctly local, the Pacific Palms team actively reached buyers in Sydney and key migration markets, ensuring properties were seen well beyond the immediate region.
Amid its growth, Pacific Palms will soon launch its property management and holiday letting services to respond to strong investor interest and the area’s short-stay market.
DiJones marketing operations manager, Anjee Crozier, said the office demonstrated how a considered brand strategy can support business growth without losing local relevance.
“From the outset, the goal was never to replicate a traditional real estate office, but to create a presence that genuinely belongs to the community,” Crozier said.
Crozier said every element of the agency was intentionally designed to feel natural to the Pacific Palms lifestyle, while still delivering meaningful brand cut-through.
“It’s a strong example of how DiJones can flex its brand expression while maintaining a consistent and high-performing brand,” she concluded.
