Four Months On: DiJones Pacific Palms Sets a New Benchmark for Lifestyle-Led Real Estate

Four months after introducing the DiJones brand to Pacific Palms, the coastal office led by local real estate professional Dominique Vasers has quickly established itself as a standout presence - combining strong market traction with a distinctive, lifestyle-driven approach to real estate marketing.

Since opening, DiJones Pacific Palms has brought over $41 million worth of property to market, reflecting consistent demand from lifestyle buyers and holiday-home seekers, particularly those migrating from Sydney and metropolitan markets.

Rather than adopting a traditional office model, Dominique has reimagined how a real estate brand can live within a coastal community - creating a presence that feels embedded, considered and unmistakably local.

At the heart of Blueys Beach sits a satellite DiJones POD, positioned alongside a popular local café and designed to feel like a natural extension of the area. Complete with coastal greenery, a branded surfboard and digital screens showcasing property campaigns and agent success, the POD offers a relaxed yet highly visible touchpoint for locals and visitors alike.

Further reinforcing the lifestyle narrative, DiJones Pacific Palms has partnered with iconic Australian brand Cool Cabana, with 50 co-branded cabanas integrated into the business. The cabanas are gifted as part of the settlement experience, placed within holiday homes for guest use, and available for hire - extending the DiJones brand beyond transactions and onto the beach itself.

In another Australian first, the team has introduced a custom-built DiJones magazine box, inspired by the classic newspaper dispensers found on the streets of New York City. The bespoke blue unit allows passers-by to freely collect the weekly DiJones Digest Magazine at their leisure, offering a tactile, pressure-free way to engage with property content in a digital-heavy world.

Completing the suite of lifestyle assets is a branded DiJones Vespa, a practical and highly visible symbol of the Pacific Palms way of life - effortless, mobile and community-focused.

DiJones Chief Operating Officer Brent May said the Pacific Palms office reflects the brand’s evolving 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.

“Dominique has executed that vision exceptionally well. 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.”

Vasers said the approach was always about creating connection, not just visibility.

“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,” she said.

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

While the brand expression is distinctly local, the buyer strategy is deliberately metropolitan. Leveraging DiJones’ single national database and targeted digital marketing campaigns, the Pacific Palms team actively reaches buyers in Sydney and key migration markets, ensuring properties are seen well beyond the immediate region.

The office’s early success has now paved the way for its next phase of growth, with Property Management and Holiday Letting services set to launch, responding to strong investor interest and the area’s thriving short-stay market.

Anjee Crozier, Brand & Marketing Operations Manager at DiJones, said the Pacific Palms office demonstrates how 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.

“Every element, from the satellite POD and the Cool Cabana collaboration to the magazine box and Vespa, 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.”

As buyer demand for lifestyle destinations continues to grow, DiJones Pacific Palms stands as a blueprint for how real estate brands can evolve, blending community, creativity and commercial performance in equal measure.