In celebration of International Women's Day, Colliers' interview women from diverse backgrounds and roles within the property industry, including Suzanne Jones, Property PR Guru and Founder of The Jones Collective and Podcast Now, as they share insights into their careers in real estate.

What inspired you to pursue a career in the property industry, and how did your journey start?

My journey began as a broadcast journalist, where I thrived on the excitement of breaking news. However, after having three young children, the 3am starts were far from ideal. Seeking a similar adrenaline rush but with a more sustainable lifestyle, I transitioned into public relations (PR) to further leverage my skills.

It was in this fast-paced industry that I discovered my passion for property. The thrill of navigating the often-complex planning process, managing development projects, addressing crises, and working closely with big personalities mirrored the energy of a newsroom. Yet, it offered an additional layer of complexity and fulfillment.

Interestingly, a percentage of my work involves keeping clients out of the media rather than putting them in it. This challenge, combined with the property industry's diverse and ever-evolving nature, has made it an incredibly rewarding career over the past two decades.

Can you share a significant challenge you faced in your career and how you overcame it?

A significant challenge was the need to adapt and reinvent overnight when the first COVID shutdowns suddenly hit. I had just leased an office in Prahran for a podcast studio and invested in a design featuring the latest cutting-edge sound and production equipment to offer complete podcast services for the property and business sector when we went into lockdown.

The pivot was recording podcasts over Zoom. Although the audio quality wasn't what I had envisaged, it had to suffice. This pivot then expanded into an extra unique service: the development of a portable podcast studio so that we can come to clients anywhere at any time. I am a podcaster that travels. The past 12 months have seen many more developers take the plunge and start recording engaging content with us.

What is the best advice you have ever received, and how has it impacted your career?

The best advice I've ever received came from my father, who often reminded me to "stop and smell the roses." I can get very absorbed in a campaign, going above and beyond standard working hours. Planning permits, council meetings, project launches, media pitches, crisis management, stakeholder engagement, media training, objectors, deadlines—it's an incredible buzz. Occasionally, it can be too easy to get caught up in the chaos and forget to pause and take time to rejuvenate personally.

But I always try to hold onto Dad's words, spoken with so much care: "Oh, Suze, why don't you just stop and smell the roses?" It's become a grounding mantra, reminding me to step back and appreciate the journey, not just the destination. This perspective has allowed me to find balance, recharge, and approach my work with renewed clarity and passion. His advice shaped not just how I work but how I live.

What achievements are you most proud of in your career so far?

At The Jones Collective, I am proud of the moments in my career where we've been able to maximise media outreach and drive meaningful change for others. A very personal achievement was campaigning to change the law in domestic violence (DV) sentencing by advocating reform around victim impact statements. This campaign led to important shifts in the legal process. I am deeply honoured to have contributed to helping make a meaningful difference in the lives of many women.

A property sector achievement several years ago was supporting underrepresented tenants at the Paramount Centre who had been locked out of their businesses. By giving these individuals, a voice and amplifying their struggles in the media, their case escalated to the High Court and secured victory.

Throughout my career, I have witnessed the positive power of the media to accelerate much-needed social change and make a real difference in the lives of others. This is a testament to the power of collaboration and perseverance, alongside the bravery of good people who are not afraid to speak up publicly when change is essential.

What advice would you give young women and men considering a career in property?

Stay true to yourself and your values, even during times when the industry feels like it's in freefall. Integrity is vital in property, as there will always be factors beyond your control. Be prepared to work incredibly hard, as success in this competitive field doesn't come easily.

Stay curious. Read the property sections of the media daily, immerse yourself in what's happening, and develop a solid understanding of the industry in both traditional and new media. Leverage all channels to reach your target audience. Take every opportunity to learn from others and remember that networking is key. Build genuine connections, as this is an industry built on relationships.

Countless property stories are waiting to be heard. Each conversation is an opportunity to grow, adapt, and thrive in this rewarding but challenging field.